Video Commerce Summit: Justin Foster Keynote Presentation
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Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 [email protected]
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Justin Foster from the Video Commerce Consortium and Liveclicker discusses the importance of persuasive video in the context of eCommerce, at the video commerce summit in Seattle (http://videocommercesummit)
Transcript of Video Commerce Summit: Justin Foster Keynote Presentation
Justin FosterCo-Founder, VP Market Dev, Liveclicker
Founder/President, Video Commerce Consortium
The State of Video and E-CommerceUsing Persuasive Techniques with
Video Motivation, Simplicity, and Triggers 8-Step Process for Creating Persuasive
VideoQ & A
Practitioner Revenue Lift1
133% - 200%
200%
40%
“Substantial Lift.”
“It Works.”Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008
Practitioner Revenue Lift1
88%
Returns down 10%
50%
44%
50.1% - 138.9%Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008
Engage shoppers with storytellingHumanize the selling processShow products as they appear in
“real life”Entertain and educateReduce uncertainty and fearProvide a richer customer experience
Fogg Behavior Model
Every product solves a problem Pleasure/Pain, Hope/Fear,
Acceptance/Rejection Consider leveraging personas with video
Save customers the physical effort by bringing video to them
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.
1. Choose a simple behavior to target.
Product Pages
Site Search
Targeted Email
Category Pages
Brand Pages
Untargeted Email
Untargeted Display
(Loyalty)
Purchase
Preference
Consideration
Awareness
2. Find a receptive audience (placement, cat, product)
3. Find what is preventing the target behavior
4. Ensure the video fits the context of the channel
Service/Support
Product Pages
Site Search
Targeted Email
Category Pages
Brand Pages
Untargeted Email
Untargeted Display
(Loyalty)
Purchase
Preference
Consideration
Awareness
How-To, Troubleshoot
Educate, Feature & Benefit
Feature & Benefit, Making Choices
Product Viewpoint
Special Offers / Opportunities
Branding w/Call To Action
Contextual/Behavioral Targetedw/Product or Offer Feature
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/
6. Imitate successful examples7. Test & iterate quickly, using lower-cost production methods at first (if you can)8. Expand on success
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
Justin FosterCo-Founder, VP Market Dev, Liveclicker
Founder/President, Video Commerce Consortium
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