Ellen Wesley discusses the growth of web video and it’s potential to secure advertising and what her process is in gathering new audience members.
Some of Ellen’s VlogViews:
“All of the shows are ad supported. All of the shows are entirely web based that are free for anybody to come online and take a look at these shows. You don’t pay as a viewer nor do you register as a viewer, so it’s completely flexible from a viewer standpoint.”
“My show is targeted to senior decision makers in all renewable energy, which includes solar, wind, biodiesel, ethanol, geothermal and biomass.”
Interview with Dan Mirk and Sam West, writers for TheOnion.com. Writers agree to viral development deal but only if allowed to choose their own pseudonyms. Dan and Sam sort of give tips on how organizations can make their videos go viral. Hint: think titanium skewer.
Robert Halper, Director of Corporate Video for Johnson & Johnson, discusses the great leap of faith that his pharma company has initiated: the engagement of social media through a YouTube channel. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.
Some of Roberts’s VlogViews:
“With any social media, you’re looking to be open, transparent, informative and personal. It’s all about relationships, whether it’s a blog or a YouTube channel or a twitter. One of the interesting things about it is that we do open it to comments….I find that one of the most satisfying parts is how people react to the videos.”
“We have a ‘Real Moms’ playlist…Those are the stars I’m really interested in…Real user generated content by people who just want to get the word out about what they’re doing. So I found that to be an interesting development and something we want to continue.”
“We’re casting a very wide net. Whoever is interested in this stuff is our audience.”
Search terms: Robert Halper, Johnson & Johnson, web video, BDI, Business Development Institute, social media, pharma
Tom Beeby, Executive Creative Director for Beeby Clark + Meyler, discusses the trials and tribulations of digital advertising and what it means in the current economic climate. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.
Some of Tom’s VlogViews:
“The obvious glaring mistake for online video advertising is to create a one hundred percent passive experience, where consumers are just asked to sit there and consume a brand message passively and we hope that they spend a lot of time with the brand and walk away with their perception of the brand shifted.”
“It’s not to say that the web is the end all be all of all your marketing activities but it should act as a hub where all the different media channels point to it.”
“As you look at some of the big brands and the decisions they’re making with regards to kind of fine tuning their mix of media spending,more and more often they’re looking to TV to cut budgets and to amp up spending in areas that are more accountable, such as digital advertising where every dollar can be looked at, and statistically observed for effectiveness and fine tuned to increase effectiveness.”
Search Terms: Tom Beeby, Beeby Clark + Meyler, marketing, advertising, web video, BDI, Business Development Institute, social meida, pharma
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