It's rare that a marketing department or agency doesn't encounter some kind of resistance to their video marketing efforts, but when that resistance is coming from high up in the corporate management chain, you will need all the tactics at your disposal to change opinions. Learning how to avoid the cultural pitfalls that are holding you, your team and your company back could transform your video marketing potential.
At last month's ReelSummit, Sourabh Kothari, Senior Manager of Rich Media Marketing at Cisco, and Peter Angus Medlock, Creative Strategist and Video & Media Manager at Grainger, gave attendees an insight into starting this cultural revolution within your company, in their closing keynote presentation; "Is Your Company’s Culture Killing your Video Marketing Potential?". You can watch the session in the following video, and read the highlights below:
Is Your Company’s Culture Killing your Video Marketing Potential?
Is your company's culture and internal politics killing your video marketing potential? What does that even mean? There are at least a dozen ways to define culture, and 6 components that make up corporate culture. They are fairly self-explanatory, but for the purposes of the presentation Sourabh focused in on people and history (or story):
How many marketers know who founded their company, the name of their company founder's spouse, or the revenue of the organization? How many marketer's use the company culture to their advantage?
Biggest Corporate Roadblocks to Video Marketing Success
Here are the three biggest roadblocks to video marketing success within a company’s culture:
- “I want everyone to see it, make it viral!” – This approach screams a complete disregard for audience targeting and segmentation. It forces you to create content that “speaks to everyone” which ultimately leads to content that effectively engages no one.
- “More views, more likes!” – Vanity metrics are often a direct result of roadblock #1 and are more than likely keeping you away from quality content to meet the overwhelming needs for more video. Less quantity and more quality is a far more effective strategy.
- “Make sure they fully understand the value we’re offering” – Focusing exclusively on your company, regardless of how great the product or service is, is a fantastic way of isolating your audience. The customer doesn't really care, they need to know what's in it for them.
How to Lead a Corporate Cultural Shift
Peter's company, Grainger, has undergone a significant shift during the last few years - they are no longer "your grandfather's company". Peter attended ReelSummit in 2013 and went back and applied the things he had learned in order to move his company's corporate communications forward. Peter's presentation was covered in Matt Pierce's excellent post 5 Lessons All Small Brands Can Learn About Video Marketing. Grainger's 'Everyday Heroes' video series was developed to change the perception of the company, both internally and externally:
We'd like to say a huge thank you to Sourabh and Peter for their engaging and insightful closing keynote presentation at the 2014 ReelSummit.