The presentation delivered to the Triangle IABC (International Association of Business Communicators) in January 2012 by Arik Abel. The 20% you need to know about video, to do it better than 80% of everyone else.

1. The
80/20
of
Arik Abel VP, Digital
Online Video
French/West/Vaughan @arikabel aabel@fwv-us.com

2. Online Video is an Experience.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

3. Online Video is About Your Audience.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

4. Online Video Follows a Formula.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

5. WHOLE ANGRY! IOWA !
FOODS! BIRDS! CAUCUS!
((TOPIC) + (Timing) + (Talent) + (Technique)) * Tension!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

6. BLACK!
EASTER! HALLOWEEN!
FRIDAY!
((Topic) + (TIMING) + (Talent) + (Technique)) * Tension!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

7. ((Topic) + (Timing) + (TALENT) + (Technique)) * Tension!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

8. ((Topic) + (Timing) + (Talent) + (TECHNIQUE)) * Tension!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

9. The cat/baby/
I Loved It!! I Hated It!! celebrity is
wasted!!
Fat guy in a How do
little coat! you…?!
Howʼd they Is it real?! Or is it
do that?! fake?!
((Topic) + (Timing) + (Talent) + (Technique)) * TENSION!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

10. 1. On Air! 2. On-line! 3. In Person!
Online Video Follows a Rule of 3ʼs.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

11. …and the Law of Distributed Influence.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

12. DEMAND!
LOVE!
FAKE!
REAL!
HATE!
SUPPLY!
To Create a Natural Word-of-Mouth Phenomenon.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

13. How Do You Take Advantage of This?!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

14. • What are they talking about?!
• Who are they talking about?!
• When are they talking about?!
• How can you create or resolve tension?!
Know Your Audience and Their Five Tʼs!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

15. !
• Make your first videos on your phone!
• React real-time to trends and be the first!
• Use popular techniques liberally!
• Invest nothing until youʼve proven a model!
Experiment Quickly and Often!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

16. • Think of video as a search pattern!
• Describe videos so someone else can!
• Focus on content, not production value!
• Make it public, everywhere you can!
Distribute Your Video Using Best Practices!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

17. Q & A!
Thank You!!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com