How You Should Be Measuring Business Video Impact

July 21, 2012 by Larry Kless

This article originally appeared on The SmartVideo Blog as How You Should Be Measuring Business Video Impact posted by James Dicso on April 18, 2012, and is republished here through a content partnership with SundaySky

Companies want to prove that business video delivers a measurable financial impact to justify the investment.

In the current online business environment, all companies need to invest in solutions that have a clear and measurable ROI and payback period. Sure, vendors of business video solutions tout the impact of video on targeted business metrics, such as conversion rate, churn rate, engagement rate, call rate, and customer satisfaction as drivers of ROI. But, do they prove that business video is actually delivering these results? If vendors only compare the metrics of video viewers to non-viewers, without controlling for volume of video views and the effects of self-selection bias, the actual ROI results will be inaccurate.

True SmartVideo solutions are designed to address these concerns. Every program starts with defined goals that are measurable. The initial phase of the program includes a persistent control group that separates visitors into a test group (has access to video) and control group (no access to video). Performance of the video group vs. the control group is measured for each metric. This addresses the volume of video views on the total performance and also controls for self-selection bias. The aim is to measure transactional impact (short term) and lifetime impact (longer term) on key metrics.

I’ll use an example to illustrate these points.

A common statement is that “video-viewers convert at 3x the rate of non-viewers”. If non-viewers convert at 2%, this means that video viewers convert at 6%. Without using a control group to address video view rate and self-selection bias, the ROI projections would not be accurate or realistic. Consider the below visual.

This illustration demonstrates the impact of self-selection bias on the test visitors who don’t view video (slightly lower conversion rate) and also reflects the impact of scale of visitors who choose to view the video. Although video viewers convert at 3X non-viewers, the actual lift in conversion is 5% when comparing total video group vs. control group (2.1% conversion rate for the video group vs. 2.0% for the control group).

To effectively measure impact of business video, it is critical to define the success criteria and metrics before kicking off the program. Then, establish a control group to measure the overall effect of video on the target metrics, instead of measuring only actions of video viewers vs. non-viewers.

Is your business video program delivering measurable financial impact? If not, consider adopting a SmartVideo approach.

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SmartVideo delivers a compelling, personalized, real-time video experience designed to reach people with what they need to know in the most engaging, entertaining and informative way possible. SundaySky’s innovative convergence of technology and creativity has advanced the use of SmartVideo to more effectively engage people at every step of the customer lifecycle. Our platform generates hundreds of thousands of SmartVideos daily that attract traffic, retarget prospects, convert prospects to customers, support customers and enhance customer relationships. SundaySky SmartVideo users include leading consumer-facing organizations like AT&T, Office Depot and Tiger Direct. Follow SundaySky on Twitter and Facebook.

5 Rookie Mistakes When Investing In Business Video Initiatives

July 16, 2012 by Larry Kless

This article originally appeared on The SmartVideo Blog as 5 Rookie Mistakes When Investing In Business Video Initiatives posted by Shmulik Weller on April 17, 2012.

Online Video Publishing [dot] com welcomes SundaySky as a new blog content partner.

There’s lots of enthusiasm in the market among marketers, advertisers and customer care executives for use of business video (see recent Forrester-ANA study). Video has become a necessity, particularly for online brands, in order to create or maintain an “innovator” perception. However, many settle for just “checking the box” when adopting video for certain business initiatives without paying enough attention to the question – how can video truly have a meaningful impact on my business?

Here are some common rookie mistakes made by online brands that just check the video box, and hence miss the true potential and impact of business video:

Video production and distribution without attaching measurable business value. Creating and posting videos is not enough. Make sure they are measured and optimized to your business needs. For example, if you wish for your videos to increase your site stickiness and the number of repeat visits, make sure your videos refresh frequently to make it enticing for viewers to return and find out what’s new. Measure performance with each refresh. Or perhaps you would like for videos to drive higher conversion rates, in which case you need to establish a control group to measure the overall effect of video on your target metrics.
Selective placement of videos. What’s the point in investing in such a rich asset if it is not going to be prominently featured in your online presence? For example, if your play buttons and your video calls-to-action are big and clear, you will see greater click-to-play rates and hence more significant impact. In many cases only small percentage (single digit) of visitors actually watch the videos. Aim for at least 25% of unique users to play your videos.

Static videos. The Web is a dynamic medium where content is ever-changing. Your video content and creative should be ever-changing and be continually updated, too. Videos should feature the latest products, news, deals and offerings. Low video count and static videos that do not update over time quickly become a ghost town on your site. This is not the innovator message you want to send to your customers. See example below.
Use of generic video content. One-size-fits-all content is less effective, than personalization, particularly when it comes to engaging with your prospects and customers. Personalized video takes your engagement strategies to another level.
DIY. Online video, and especially online video for business, requires unique expertise (vs. traditional video production). Tap into online video experts who can help you not only strategize, but also navigate the nuances around what works and doesn’t work, how to make it dynamic and continually optimize it to deliver desired business outcomes, how to ensure usage. Clearly someone with domain experience can share best practices and help you achieve your goals, and execute on your video strategy. These questions are key to a successful business video deployment.

Video can be a very impactful medium. However, these common mistakes can prevent online brands from realizing its true potential. Don’t just check the video box – master it and make the best out of it.

AT&T is an example innovator who is mastering use of video to further strategic customer care initiatives. View this video to learn about their video strategy.

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Wedding Videography or Photography – Which is the best?

July 15, 2012 by Larry Kless

This article originally appeared on Zlobber as Wedding Videography- How it has revolutionized today’s marriage celebrations? posted by Jason Phillips on July 4, 2012

Comparing wedding videography to wedding photography is realistically unrealistic. Both mediums are trying to tell a story and usually succeed, but one uses motion and sound while the other depends on the skill of the photographer. There are arguments for both as well as those who believe they have to have both at their wedding in order to have their special day fully documented.

However, as the old saying goes too many cooks can ruin the stew. So, in the same way too many photographers and videographers can ruin the wedding. When planning your nuptials having photographic memories will be an important step. Deciding whether you want a photographer or videographer or both will require some serious consideration. Photographs can be placed in an album to present a timeline of the event while creating lasting visual memories while a video of the day can also capture all the sounds of the day.

Many people take the refuge of corporate production companies; especially the elite customers.

Pictures of the speeches given during the reception may spark memories of what was said but a video will provide the words as well as the tone in which they were said. Individual table photos are a nice reminder of what guests were there and with whom they were seated, but a video can provide individual messages from each

of the attendees.

The wedding ceremony is a sacred event and photographers sometimes, determined to get the best shot possible, will interfere with the minister and other members of the wedding party. Videographers are seldom any better as they try to muscle their way into the best possible position. You will need to set the ground rules for either one before the ceremony, and talk to the person officiating, to ensure the ceremony goes off without any problems.

For most couples a wedding is a once in a lifetime event and having the day recorded for prosperity will preserve the countless memories. Most couples go through the day like a whirlwind and memories can be sketchy at best. You also need to consider that the uncle or cousin with a video camera may not capture the best videos or have the aggression needed to get the best possible video of the day.

Today, there are many companies engaged in video marketing and production of niche videos. These companies will make your wedding an everlasting memory.

If you choose to have both a photographer and a videographer, you need to caution them both ahead of time that they need to work together. You are going to pay the bills, usually not inexpensive, and you want the best for your money. Professionals will work together to stay out of each other’s shots so you don’t have them appear in all of your wedding pictures.

The bottom line is when choosing between still photography and video look into the future. Determine if you will want to peruse an album of the day’s memories or pop a disk into the player and be able to relive the entire day. Many couples make the mistake of overkill for their wedding with two or three of each, as though they are putting together a professional production. Sure, they are certain to get every image they want, but usually at the expense of them tripping over each other while they block your guests from seeing what is going on.

Photo Credit: WeddingVideographyHouston.com

About the author: Guest author Jason Phillips is a passionate photographer who can tell tips, tricks and techniques. An in depth look on his photographs tell he is an adept photographer not an amateur one. Visit his site to know more about corporate video production and video marketing.

How to start your own Videography Business

June 17, 2012 by Larry Kless

One of the first things you have to consider when thinking about starting your own videography business is whether or not you are suited to owning your own business. As difficult as it may be to hear the truth is not everyone is capable of being in business for themselves. It takes discipline and dedication and owning a decent video camera does not automatically qualify you to be in business.

If you are working you might consider taking on a project or two in your spare time to determine if you have the skills needed. Even the best videographers may be able to produce a great product but without the knowledge of running a business, you can find yourself in over your head in a hurry. You will be giving up your time and trading it hopefully for at least some money. The thing to remember is that if you don’t make money at it, it’s a hobby.

Although, markets are decked with corporate video production companies, yet if you have a rage and passion, you will surely achieve what you desire.

However, if you pass introspection and believe you have the passion for the occupation begin by identifying the type of projects your skills are best suited to produce. You will need to have top quality equipment if you expect top quality production. On top of that since you will be charging for your work, your customers will expect top quality results.

Develop a business plan that includes the money you will need for quality equipment. Having a great camera will mean nothing without post-production equipment of the same caliber. You’re going to need to go all in on your equipment if you expect to receive rave reviews of your product.

Knowing your competition should have been part of your business plan in order to determine if there is enough business in your area to go around. Compare your skills to others and be honest with yourself in deciding who can offer the best product. Every day will be a learning experience and when the time comes that you decide you know everything about the business, it may be time to find a new line of work. One skill that has raged like an epidemic is video marketing; it’s all about marketing your efforts. So, don’t lag behind in this aspect.

Promoting yourself will be the means by which you are measured by potential clients. Put together a website that can showcase your work and don’t be stingy on its design. This is something that shouldn’t be left to a niece or nephew as a school project. You are trying to show yourself as a professional and your website needs to project that same image.

You will need a professional brochure as well as potential clients will want something they can use to compare your services and your prices with your competition. Some new business owners tend to offer reduced prices to undercut the competition. This is a really bad way to gain business. Most believe you get what you pay for and when they see exceptionally low prices might think they will get substandard results.

Above all, be honest with clients you do get. Especially when shooting weddings as some clients will have expectations that are simply unrealistic. Regardless of your agreement, their expectations can drive you crazy. That is something that goes with the proverbial territory and will simply be a part of doing business with the public. Something they don’t teach in business school.

About the author:

The article is written by Peter Smith. Peter’s expertise lies in vintage and digital photography, apart from that he is regular contributor to various technology blogs. To know more about his creative powers visit his website: Corporate Video Productions Company | London Tracc Films

Apple’s Thunderbolt Display Port Dismays the AV Industry

June 9, 2012 by Larry Kless

“AV Industry Challenges Brave Mac Techs Who Are Confined to Speaking In Terms of Re-Branding, With Little Success Given the Fact that They Are Unaware of Specs, Really want to Help, but Are Rendered Helpless by the Apple Core Design Team.”

Guest author Lorin Nelson

This is an issue that’s hitting the A/V nerd community. Serious problems result when newer Mac’s are tied in with “display port”. We’re in the process of creating a reliable cure, but nobody else has done this yet.

OK folks, here’s the scoop on the encoded Mac Display Port outputs.

They’re no longer simply Display Port outputs. As of late last year, all new models of MacBooks, Air’s, etc. now employ the Thunderbolt output.

It does the video output from the same size mini DVI, along with much more…..much more than we want it to do for our purposes. Apple employees are instructed not call it a display port any more….which is a bit unnerving in itself.

Info: http://en.wikipedia.org/wiki/Thunderbolt_(interface)

Key quote from the specs:

“The cable is actually a crossover cable, it swaps all receive and transmit lanes, e.g. HS1TX(P) of the source is connected to HS1RX(P) of the sink.”

In other words, it tries to “talk” to every piece of equipment in the signal path.

While we believe we have a few ways to conquer this little challenge, nobody really has a 100% reliable fix for this yet. The EDID boxes that Bob suggested may very well to prove the most reliable way of fooling it by locking in the signal to a Thunderbolt compliant monitor first, then routing into our system.

Mac is getting too damn smart for it’s own good.

Occupy Apple!!!

The deeper we get into this, the more interesting and painful it gets. I didn’t do all the research myself, I’ve just been compiling widespread conversations on the issue for a few weeks now. We’ve had an all-star cast looking into this including, San Francisco-based AV professionals: Luke Sullivan, Harold Brown, Dwight Kiyono, Bob Hines, Andrew King, Jaime, an Apple employee named Louis, Johnny Good, who’s shaking his head in despair and cursing Apple, Lou Abaurrea and more.

Dwight clued me in to a potential fix that Aja will release mid June: http://www.aja.com/en/articles/172/

Further clues for your reference:

http://www.gefen.com/kvm/dproduct.jsp?prod_id=4714 and http://www.gefen.com/kvm/dproduct.jsp?prod_id=8005

Out of those to a VGA splitter might fool it if it’s done in the right order with a compliant monitor. I’ll update as our misadventures in addressing this transpire, it’ll be interesting but hopefully we can bail some other folks out with prior notice.

UPDATE: 6/16/2012

There is a line of products out there called HDFury:

http://www.hdfury.com/

It looks like the best solution for the emerging problem.

They’re definitely on top of the situation.

Informative links:

Definition of HDCP/HDMI, etc.

http://www.hdfury.com/hdmi-hdcp/hdcphdmi-definition/

The Display Nightmare:

http://www.hdfury.com/hdmi-hdcp/hdcp-the-display-nightmare/

Legality:

http://www.hdfury.com/hdmi-hdcp/hdcp-strippers-legality/

Please distribute this info as you see fit!

Lorin

About the Author:

Lorin Nelson is a SF Bay Area-based Technical Panic Alleviation Technician. “I do the work you’d rather not do.” He studied at BYU/Chico/Stamislaus/Santa Cruz, and regularly works on large scale AV events as a projectionist, composer, nerd and fire extinguisher.

Strategies, tips, how to's and best practices for online video publishers

Online Video Publishing [dot] com by Larry Kless

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