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Persuasive Video: The Foundation of Video Commerce

Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com. Persuasive Video: The Foundation of Video Commerce. Program. The State of Video and E-Commerce Using Persuasive Techniques with Video

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Persuasive Video: The Foundation of Video Commerce

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  1. Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com Persuasive Video:The Foundation of Video Commerce

  2. Program • The State of Video and E-Commerce • Using Persuasive Techniques with Video • Motivation, Simplicity, and Triggers • 8-Step Process for Creating Persuasive Video • Q & A

  3. The State of Video in E-Commerce

  4. Overall online video trends

  5. Overall online video trends

  6. Retail video trends

  7. Low-cost production methods

  8. Video, revenue examples Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008

  9. Video, revenue examples Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008

  10. Persuasive Video as the Foundation of Video Commerce

  11. Of all the reasons we use video… • Engage shoppers with storytelling • Humanize the selling process • Show products as they appear in “real life” • Entertain and educate • Reduce uncertainty and fear • Provide a richer customer experience

  12. …persuasion remains foundational to successful video commerce. Fogg Behavior Model

  13. Create video that motivates

  14. Create video that motivates • Every product solves a problem • Pleasure/Pain, Hope/Fear, Acceptance/Rejection • Consider leveraging personas with video

  15. Make it easy to consume video

  16. Make it easy to consume video • Save customers the physical effort by bringing video to them

  17. Adding triggers to video commerce

  18. Triggers expressed by design • Three Characteristics of Successful Triggers • Must be noticeable. • Must be associated with the target behavior. • Occurs when we are both motivated and are able to perform the target behavior.

  19. Successful product page triggers

  20. Other video triggers

  21. In-video triggers

  22. Creating persuasive video: an 8-step process • Choose a simple behavior to target.

  23. Creating persuasive video: an 8-step process 2. Find a receptive audience (placement, cat, product) Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display (Loyalty) Purchase Preference Consideration Awareness

  24. Creating persuasive video: an 8-step process 3. Find what is preventing the target behavior

  25. Creating persuasive video: an 8-step process 4. Ensure the video fits the context of the channel (Loyalty) Purchase Preference Consideration Awareness Service/Support Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display How-To, Troubleshoot Educate, Feature & Benefit Feature & Benefit, Making Choices Product Viewpoint Special Offers / Opportunities Branding w/Call To Action Contextual/Behavioral Targeted w/Product or Offer Feature

  26. Creating persuasive video: an 8-step process 5. Find relevant examples of persuasive video • http://video-commerce.org/2009/more-retail-video-examples/ • http://video-commerce.org/2009/which-online-retailers-are-using-video/

  27. Creating persuasive video: an 8-step process • Imitate successful examples • Test & iterate quickly, using lower-cost production methods at first (if you can) • Expand on success

  28. Learn more about video commerce • Persuasive Technology • 8 step process for designing persuasive tech: BJ Fogg, Ph.D. • Fogg Behavior Model: BJ Fogg, Ph.D. • Video Commerce Consortium • Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce

  29. Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com Thank You!

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