1. How
to
successfully
incorporate
video
into
your
sales,
marke7ng,
and
social
media
Vipe
Inc
Adam
Peterson
CEO
Regalix
Inc.
Jonathan
Cur3s
VP
Business
Development
June
15,
2010

2. Adam
Peterson
adam@vipepower.com
• President
and
CEO,
Vipe
• B.S.
in
Product
Design
Engineering
from
Stanford
University,
a
varsity
Diver
and
captain
of
the
team
• Visionary
speaker
and
has
addressed
the
NaMonal
AssociaMon
of
Professional
Staffing,
California
Staffing
Professionals
Statewide
Conference,
Stanford's
School
of
Business
as
a
featured
eCommerce
entrepreneur,
San
Jose
State
University's
School
of
Business,
SDA
Bocconi
School
of
Management
(University
of
Milan),
and
numerous
Web
2.0
webinars.
© 2006 Confidential |
intelligent marketing &
technology solutions

3. Jonathan
CurMs
jcurMs@regalix-­‐inc.com
• VP
Business
Development
at
Regalix
• Over
20
yrs
experience
in
technology
sales,
sales
management
and
account
management
• Extensive
hands-­‐on
experience
in
markeMng
strategy,
new
product
and
technology
introducMon,
organizaMonal
leadership,
and
customer
relaMonship
management
3

4. Online Video Business Goals
• Communica7ons
– Quickly
deliver
messages
to
customers,
employees,
prospects
• Sales
– Highlight
Views
– Demo
products
• Leads
– Items
that
do
not
have
online
transacMons
(cars,
financial
transacMons)
• Support
– Self
Service

5. BP Video Campaign
© 2006 Confidential |
intelligent marketing &
technology solutions

6. Intercontinental Hotels
© 2006 Confidential |
intelligent marketing &
technology solutions

7. Merrill Lynch
© 2006 Confidential |
intelligent marketing &
technology solutions

8. Dell
© 2006 Confidential |
intelligent marketing &
technology solutions

9. Case Study- LA County Arts Council Holiday
Celebration
Background
Since 1964, the LA County Arts Council has produced a Holiday Celebration Program on December
24th, every year. This 6 hour program honours the spirit of many cultures and holiday traditions through
music, song and dance.
The entire 6 hour program is broadcast live throughout Southern and Central California on KCET. 2009
marked the 50th anniversary of this music and dance extravaganza
To take advantage of this unique opportunity to introduce Holiday Celebration to a worldwide audience,
Regalix developed, implemented, and executed a Social Media Campaign for LACAC that relied
heavily on video to promote this event and showcase Arts Council programs.
© 2010 Think Innovation 9

10. Case Study- LA County Arts Council Holiday
Celebration
Integrated Social Media Campaign
- Set up and managed Twitter, Facebook, Flickr, and YouTube accounts for LACAC
- Set up live event feed for pre event activities
- Captured video footage from rehearsals; producing 25 edited clips
- Captured 3,800+ photos from photo shoots
- Developed a Social Media Landing Page on LACAC website
- Covered the event with social media team onsite
- Promoted live stream on KCET.org
Results
- 3.5x Increase in traffic to LACAC Website
- 15,000+ additional visits to social media sites (Facebook, Twitter, Flickr, and YouTube)
- Ticket sales increased 3x
- Subscriptions doubled over previous year
Issues
- Inappropriate Ads placed next to videos
© 2010 Think Innovation 10

11. Overview
Items
to
address
when
incorpora7ng
video
into
your
sales,
marke7ng,
and
social
media
1. Why
is
video
proving
so
valuable?
2. What
are
the
consideraMons
regarding
the
quality
of
the
video?
3. How
can
you
control
your
message
while
also
enabling
your
salespeople?

12. The
Value
of
Video
in
a
Web
2.0
World
Face-­‐to-­‐face
is
the
most
effec7ve
form
of
communica7on,
however,
it’s
not
always
possible.
Components
of
Effec7ve
Communica7on
EffecMveness
Sacrifice

7%
-­‐
Words

38%
-­‐
Tone
of
Voice

55%
-­‐
Body
Language

13. Addi7onal
Sta7s7cs
Video
adop7on
is
growing
at
a
meteoric
rate
 YouTube
took
4.5
years
to
reach
a
billion
views
a
day,
and
then
doubled
it
in
the
next
eight
months
to
two
billion.
 Pepsi
Co
opted
out
of
a
super
bowl
commercial
for
an
online
video
campaign.
 Two
studies
evaluaMng
website
conversion
rates
(CVR)
found
that
CVR
increased
between
27%
-­‐
46%
when
a
video
was
on
the
webpage
whether
or
not
the
video
was
actually
viewed
 "video
obeys
the
same
fundamental
rules
governing
the
performance
of
all
mediums
–
quality
maNers!"
Source:
REELSEO.com

14. Quality
Considera7ons
Online
video
is
a
rela7vely
new
form
of
communica7on
and
it
is
also
somewhat
of
a
complex
technology
 There
are
more
effecMve
and
less
effecMve
ways
to
use
video
for
sales
and
markeMng
 There
are
many
technology
issues
to
consider

15. How
will
you
use
video
effec7vely?
Will
you
learn
as
you
go
or
learn
from
someone
else?
 Videos
on
your
website
(passive
marke7ng)
 More
general
and
explanatory
in
nature
 Videos
on
social
networks
(passive
&
ac7ve
marke7ng)
 Generate
awareness
 PosiMon
yourself
as
an
industry
expert
 Make
an
announcement
Med
to
an
acMon
item
 Videos
in
individual
emails
or
campaigns
(ac7ve
marke7ng)
 More
directed
to
your
finite
audience
 Provide
content
of
value
 Bring
passive
markeMng
assets
to
specific
audience

16. Technical
Considera7ons
When
you
incorporate
video
into
your
business
certain
issues
need
to
be
addressed
 Will
you
viewers
be
able
to
watch
your
videos?
 What
acMon
will
the
viewer
be
expected
to
take?
 As
you
develop
a
library
of
videos,
how
will
you
manage
them?
 Will
you
be
able
to
track
analyMcs
about
your
videos?
Video
Messaging
PlaYorm
Solve
the
complexiMes
of
delivering,
converMng,
managing,
and
tracking
video
messages
to
your
customers
and
prospects.

17. Moving
Beyond
Marke7ng
and
Into
Sales
The
next
step
is
to
roll
out
video
messaging
to
all
of
your
salespeople,
maintaining
control
of
the
quality
 CreaMng
a
framework
(technical
and
policies)
 Minimizing
change
impact,
maximizing
ROI

18. The
Framework
Sales
people
are
driven
by
quotas,
will
you
drive
them
rogue
or
enable
them?
Policies
 Define
acceptable
categories
and
use-­‐cases
for
video
 Determine
the
needs
for
a
professional
looking
video
 Delegate
accountability
Technology
 Address
technical
needs
to
remove
them
from
your
infrastructure
 Easy
to
use
applicaMon
 Use
applicaMon
that
allows
for
an
observatory
view
into
video
acMvity

19. Minimizing
Change
Impact,
Maximizing
ROI
Decentralize
the
responsibility
of
implemen7ng
video,
while
maintaining
control
of
the
message
 Consider
how
video
use-­‐case
scenarios
integrate
into
your
exisMng
processes
(e.g.
CRM,
proposals,
email
markeMng
processes,
lead
management)
 Use
an
applicaMon
designed
for
your
business
 Execute
your
framework

20. Thank
You
Adam Peterson Jonathan Curtis
CEO, VP Business Development,
Vipe Inc Regalix Inc.
adam@vipepower.com jcurtis@regalix-inc.com
(650) 352-1270 650-331-1167