We’ve referenced before Gutenberg’s printing press and the sea change its introduction created. The ability to print in quantity created a new channel for communicating information to the general public. And, as the printing press became commoditized, it wasn’t just the rich producing content. Streamlined processes and lower production costs increased the diversity of subject matter communicated. For the first time, regular folks could share their ideas to persuade the masses. Leveraging the new technology, “crazy” ideas could easily spread and plant seeds for other “crazy” ideas–aka innovations. The same thing happened with the introduction of TV and subsequently the Internet.

Sometimes everything just comes (or is coming) together…

It’s not like the tablet just got invented yesterday. Steve Jobs was superb at making it work very simply for the user in the form of the iPad. I’m pretty sure Amazon’s Kindle Fire (suspiciously familiar to the Blackberry Playbook) wouldn’t exist today if Mr. Jobs hadn’t been as successful at widespread adoption as he was. That’s not the interesting part. What’s next is the INTERESTING PART.

Click below to hear David Meerman Scott talk about why he wrote his newly launched eBook Newsjacking, specifically for the Kindle Fire.

Text no longer exists statically in black and white on paper–it’s colorful, blinks and moves–opening us up to a whole new way of thinking about how we consume and interact with information. The iPad truly started us down the tablet path and Amazon’s Kindle Fire takes us a step further.  The Kindle Fire will be more accessible at its significantly cheaper price point and it will allow me to self-publish my thoughts beyond the blogoshpere. Amazon provides you the opportunity to elevate your credibility and bring interactive content to the masses; the iPad doesn’t seem to be going this way.

Can you imagine if all 48 pages of Common Sense written by Thomas Paine had an interactive community around it citing sources? Could King George have jumped in and had a counter argument disputing each point from its original anonymous “Written by an Englishman” author? Would support for the American Revolution been secured faster? What similar e-documents were used to aid Egypt in their efforts for independence? Did mobile texting networks, the blogosphere or Twitterverse speed up the democratization process? I’d argue it did.

Compelling content exists today in unfathomable quantities and we hungrily consume and produce more of it every day. Whether paid or not, people take the time to post 900,000 blogs per day. There are roughly 70 million videos on YouTube and 2 Billion searches conducted via Google.

I engage (and expect to engage) with online content much differently than I do when I read a printed book. I choose to explore related resources when they are conveniently presented to me, only a click away. Dispute a fact. Research a related thought. Ague a point. Post a comment. Buy a product right now. Have a concern about a company– ask your friends about it right now. Granted, I have a bias towards action (in fact, my twitter handle is biasforaction), but I don’t think I’m unique.

Maybe I’m giving them more credit than they’re due, but I’d like to think that Amazon with its Kindle Fire is deliberately breaking new ground. Amazon could become a broker of communities formed around common interests and original content. I realize may be way off-base as I don’t even have a Kindle Fire yet. Still, I’m excited at the possibilities and the technology revolving around “me” right now.

What do you think? Is Amazon up to the task of advancing our level of engagement with new ideas (and each other) through interactive content? Is Kindle Fire the platform to change the way the masses communicate and consume information?

For any business, customers are its single most important asset.   Customers represent the lifeblood of the company, a source of revenue, new growth and ideas for future opportunities.  But we often forget that it is also the best source to find new clients.

Here is a customer case example that I stumbled upon in the Q&A section of a webinar that CSO Insights held:

An example was a software firm we benchmarked. They showed us a report from their LMS system that showed quantity of leads per various lead sources. Top on their list was tradeshows, which accounted for 42% of their total lead flow. Last on the list was a source titled, DebbieC which was responsible for .05% of the leads for the previous twelve months.

…. DebbieC turned out to be the name of a customer who regularly sent referrals to the company. On an annual basis she sent 56 referrals. When they started tracking leads through their sales cycle in their CRM system, they found that 46 of those leads turned into opportunities that closed!

That insight prompted them to reallocate some of their lead generation funds to start a formal referral management program, which while generating small numbers of leads, is way out performing any other program for deals that close.

It is interesting that many B2B companies do not have programs to help them get referrals.  I think that is because marketing focuses on getting new names through other vehicles and account managers most often are responsible for current client relationships and see their role as having these clients succeed.

Account managers do not see or are not incented for the broader goal of getting referrals to help generate new revenue from new accounts.

John Jantsch has done a great job of evangelizing this opportunity.  His book “The Referral Engine” is worth reading, as it provides a blueprint for a holistic approach.

What are you doing to drive referrals?

1. Step one buy some video cameras Kodak Playtouch ($179) or Flip Cameras ($80) with your loaded logo (as of today you still can) – see picture to the right.
2. Step two send the cameras to your clients with an email & document asking them to find a quiet room that’s well lit.
3. Step three ask them to turn the camera on, sit in front and read the questions aloud and then answer (its also helpful to send a “best practices how to record”).
4. Step four ask them to upload the raw footage to your dropbox folder you have just shared with them – or ship the camera back.
5. Step five edit the video down to under 1:00 in total time.
6. Step six load the content to your site with appropriate tracking codes to see who watches and what they do next (don’t forget a call to action).
7. Step seven ask for their final approval and tell them to keep the flip as a gift.

Marketing should exploit the immediate connection and effectiveness of using video in their referral process. Video is an effective and simple way to make a connection. These types of clean videos come across as very honest as there is very little “production”. I’ve gotten five testimonials completed in 30 days using this method.

It might be obvious to some but the web is becoming a broadcast system. People love consuming content this way and it really has an impact. You don’t need large budgets or time to enable this component of your demand generation marketing engine.

In it David talks about the creation of a video category called business casual (page 252). He explains that video in all its forms need not be the high production difficulty and cost you’ve come to expect from “formal video”.  David goes on to make several points

1. You can produce simple low cost engaging content that works/converts.
2. Do not create poorly shot video, with bad lighting and editing – there is a baseline.
3. He is “convinced that the trend towards casual content means that consumers want to get closer to the organizations they do business with”.
4. Informal “telling it like it is – will make us more efficient”

One additional learning that David and our customers have stressed is -

Trust.

Business Casual video is honest. You’re standing out there on your own with no fancy backgrounds nor teleprompter.  People love the directness and the honesty that comes through the simple format.  We find that people appreciate it and are therefore willing to advance to conversation with such a forthright individual that’s focused on the content delivered.

Never forget that no matter how produced your video is – the content must be authentic and engaging. That is what converts visitors. The business casual content is easily produced on small high definition capable cameras (Cisco Flip, Kodak Zi8) that are simple to use and cost less than $80 to purchase. The quality is fantastic and as of this post Flip cameras are still online for sale.

Here is an example of business casual video content –

Today, when visitors see this business casual content they find it genuine and engaging. The results are excellent and the more you do it the easier it gets.

1.  Prepare your questions -  Think about what you want to communicate,  so you can ask questions that get you the right content.  Write down your questions and make sure you have a few open ended questions – you will often be pleasantly surprised with gems of an answer.

2.  Identify themselves – Ask them to share their name, company and role. This is always a good lead into any final piece.

3.  Easy Question -  Ask one or two easy questions to get things started and flowing.

4.  Be Quiet   -  When the interviewee is talking, be quiet.  It is okay to nod, but you want the sound only to have their voice.  Much easier for using this later on.

5.  Discussion or Interview -  You need to decide upfront if this is a discussion or interview.  As an interview, you are trying to ask questions and get answers.  Those answers will be what you use in your video. You will not be on camera or heard on the sound track.

6.  Microphone – It often helps to put a microphone on your subject.  Good sound is very important in making a video engaging.

7. Authorization -  Ask them on camera if it is okay for you to post this online.  You want to get clearance to use the content. For more information on authorization, watch this clip featuring David Meerman Scott sharing recording tips.

Along with the growth of consumer usage of these cameras, we’re experiencing a rise in business usage as well.  A testament to the interest level is that two of our most popular blog posts have been Business Casual Video and Produce Video Without The Producer.  90% of our customers use either the Flip or the Kodak Zi8 to capture the video clips for the Video Apps they make with our software.

You’d think that this movement would be very positive for video production companies.  After all, if video is more pervasive, then that means more demand for professional video producers.  Based on my interactions with producers over the past year and posts I’ve read in message boards around the web,  producers generally seem scared that their craft is going to disappear.  Here’s an interesting excerpt from a post on CreativeCow:

Forget the Flip for a moment, it’s just a symptom, the underlying problem is that video is becoming a commodity to them and the Flip allows them to exercise that theory. It’s no longer the arcane alchemy art/voodoo of ex-hippies and artists, it is something they think (I said “they”) anybody can now do, since after all, “they” are proving to themselves anyone can do it.

Like any disruptive innovation, there is a chance that these new video cameras along with innovative software will eventually kill the art of business video production.  I don’t think that will be the case.  Instead, the new technology is opening up more opportunities to use video than ever before.  Who would have though of doing a video blog in the 90′s?  Who would have thought of hiring a video production firm to promote a webinar?  Nobody would.  It was too hard and way too expensive.

What we’re finding is that by using video in new and innovative ways on their website, in sales interactions, and in customer support, our customers are getting “over the hump” with video.  They are learning the lingo and how to use the equipment.  In addition, they are getting an appetite for more video.  A number of our customers have followed a similar pattern:

1. Video was an enigma to them.  They thought video was hard.  They were afraid to try it.
2. Using our software along with our coaching, they made a few marketing and/or sales videos that were successful
3. Do-it-yourself video quickly became a key part of their marketing and sales lifecycle
4. After several months of doing this, they ask us to help them to find an accomplished professional producer to help them with their “Homepage Video”

In the long term, I believe that innovations in technology and software are good for professional video producers, as long as they are willing to adapt their business models appropriately.  Sure, some of them will go out of business, but it doesn’t have to be that way.

Interested in DIY Business Video?  Download our eBook Best Practices For Using Video To Convert Visitors To Leads

Photo Credit: Jon Gos

Lighting – Look for a location with good lighting that can be placed in front of the subject. If the subject is up against a wall, for example, be sure the room has more than one overhead light to avoid harsh shadows. Windows can bring in ambient light, but be sure the subject is facing the window to avoid the issue below (TIP: the brighter it is behind the subject the more light you’ll need in front).

Sound – New videographers ignore best practices for sound at their own peril. There’s nothing worse than getting home and discovering that your footage is marred by whirring, whooshing or extraneous voices you didn’t hear onsite. A little extra time in advance of shooting, however, goes a long way. If you’re in a quiet room without any echo, you may be able to get away with using the microphone built into the camera. Rather than take any chances, however, it’s better to have an external microphone on hand.  A lavalier microphone easily clips onto your subject and connects to your camera (be sure you have enough cord!). Ideally, the microphone should be 1-3 inches from the center of the chest.  Hide the cables by clipping them onto ties, button down shirts and jackets.

Backgrounds – Less is often more with your background. A cluttered background can distract the viewer and make your video seem amateurish. Removing the clutter, such as in the right-hand image below, immediately gives your video a more polished look. Note how the left-hand image has lines going through the subject’s head and reveals clutter behind. This is an easy fix by simply taking an extra minute to frame your subject through the viewfinder.

Traffic – Even seasoned videographers avoid high-traffic areas for video shoots. Your best bet is a conference room or office where you can shut the door.  It’s also a good idea to prepare signs saying “video shoot in progress” and, if possible, distribute an email to your company letting them know you’ll be filming.  And don’t forget about people and noises outside any windows. A bus going by or loud laughter in an office next door can ruin a “perfect take.” Be sure to anticipate all distractions and make plans to avoid them before you start.

Cecil B. DeMille was judged by his colorful sets and how well he could direct “a cast of thousands.” You’ll only be judged on how clearly your subject’s message is received by the viewer. By following these four commandments for lighting, sound, background and traffic, you may not win an Academy Award, but you will produce video that converts potential leads online.

As of today, our clients in the U.S., Europe and Asia can outsource the production of their video-enabled marketing apps, including event promotion, customer testimonials and product/service demos, to MEDIAmobz, a marketplace for creative services, particularly video production. Once you contact us (or them) you’ll immediately be matched with a team from their global network of video producers and you’ll be off and running. Video in less than 24 hours has never been easier.

To learn more about our partnership with MEDIAmobz and discover why they are such a strong global partner, please see the press release we jointly issued yesterday

Also, please don’t’ forget our upcoming Business Wire event on April 27 in Boston where MEDIAmobz will provide examples of how video-enabled marketing apps can be beneficial to your business. You can learn more about that event here.

For most business-oriented video, you’re better off with simpler formats, basic editing software and a few best practices. Even if your boss’s kid is home from USC’s Film School, resist the temptation to add unnecessary complexity, and instead focus on the message and the messenger.

If you’re just getting started with your video initiative, here are three tips to help you avoid overkill and get started successfully and (relatively) pain free:

Garbage in=garbage out. Every editor has a story about being handed disjointed raw video and being asked to transform it into a great finished piece. Sure, the best editors can perform miracles, but the cost and time required is too steep. A script template (how to promote an upcoming webinar, for example) can help you produce clear, concise footage from the camera that requires very little post production. Planning in advance will save you editing time later.

Let the camera be your guide. There was a time when generating high-quality footage required expensive equipment. And even then much work was necessary in post production to correct lighting and audio problems. Today, many easy-to-use HD cameras are on the market that can deliver excellent results with little practice. In most cases, you can upload the video and prepare it for your email campaign or website with very little post production.

A picture is worth a thousand words. Although many finished video pieces require only a little extra editing, sometimes a bit more work can increase impact. Software programs such as Camtasia, Jing and Animoto can help you easily add static images and screen captures to your finished video for a more professional look. You’d be okay without them, but they’re so easy to use you might as well give them a shot.

There are certainly other tips that will help your videos get better over time, but these three are a great starting point. If you think before you shoot, shoot with a good HD camera and take advantage of inexpensive, easy-to-use software to add a professional look, you’ll be producing conversion-worthy video is less than one day.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.