{"id":17375,"date":"2019-02-08T15:47:00","date_gmt":"2019-02-08T15:47:00","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/what-makes-a-video-powered-experience-strategy-successful\/"},"modified":"2019-02-08T15:47:00","modified_gmt":"2019-02-08T15:47:00","slug":"what-makes-a-video-powered-experience-strategy-successful","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/what-makes-a-video-powered-experience-strategy-successful\/","title":{"rendered":"What Makes a Video-Powered Experience Strategy Successful?"},"content":{"rendered":"

Often when we meet with a new customer, we hear things like, \u201cThis is great! Let\u2019s include an individualized video in every email we send.\u201d Or \u201cI showed an individualized video to my CMO and we want to use it in other departments now, too.\u201d It\u2019s not surprising \u2013 individualized video engagement is cool and exciting, and brands want to use more of it. While we love to hear that, we also want to ensure the grounds are set for successful performance. Sometimes it\u2019s a case of less is more to maintain focus.<\/p>\n

When launching a video-powered experience strategy, our team\u00a0is entirely focused on delivering success for our customers. It\u2019s in our DNA. We spend considerable time getting in-depth with our customer\u2019s team to define the desired business goals, individualized video use cases and program setup to ensure we\u2019re positioned to best deliver success.<\/p>\n

These are the main factors \u2013 out of many more \u2013 that we consider when designing a successful\u00a0video-powered experience strategy:
\nDefine the Use Case. The highest performing use cases provide relevant and individualized education, explanations or recommended next actions<\/a>. They combine at least three out of the below five criteria:<\/p>\n

    \n
  1. Video \u2013 The combination of sight, sound and motion in a video will improve or clarify the intended message compared to other communication options.<\/li>\n
  2. Variability\u00a0\u2013 High degree of variation between records ensures that individualization matters. In other words, making the video \u201cindividualized\u201d will deliver incremental value compared to a generic video.<\/li>\n
  3. Data\u00a0\u2013 The availability of sound, structured customer data to “feed” the videos is the cornerstone of enabling individualization.<\/li>\n
  4. Volume\u00a0\u2013 A large eligible population with the means to reach a high percentage of people via different delivery mediums (email, online account, IVR, SMS, etc.) enables economies of scale against the initial fixed cost.<\/li>\n
  5. Actions\u00a0\u2013 Desire, ability and an in-place strategy to cause or prevent important customer actions, which drive the defined KPIs.<\/li>\n<\/ol>\n

    Prepare for execution. Once we identify great use cases we focus on delivering the most successful program possible. Based on more than 100 launched programs, we\u2019ve determined the most successful ones share three characteristics:<\/p>\n

      \n
    1. Execution Champion \u2013 Delivering highly effective 1-to-1 stories via a video created in real time from data is, well, sophisticated. Our best programs are led on the customer side by a sharp, strategic and empowered leader<\/a> we call an execution champion.<\/li>\n
    2. Creative Champion \u2013 Our customers view individualized video as a platform. Our best programs are enabled by a visionary creative champion who helps us effectively leverage design, content and concepts across the customer journey.<\/li>\n
    3. High Success Score \u2013 We \u2018score\u2019 each program across several criteria to understand how effectively we\u2019re addressing each of the use case definitions above. Our most successful programs are those with the highest scores across criteria.<\/li>\n<\/ol>\n

      When we get it right with individualized video, our customers sometimes find the results hard to believe. It isn\u2019t uncommon to outperform goals by 500 percent or more, but achieving such results takes a focused and deliberate approach. We\u2019re ready if you are!<\/p>\n

      \u00a0<\/h4>\n

      Are you ready to see what individualized video will do for your business? Get in touch<\/a> or watch some example videos in our Video-Powered Experiences<\/a>\u00a0gallery.<\/h4>\n

      \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

      Often when we meet with a new customer, we hear things like, \u201cThis is great! Let\u2019s include an individualized video in every email we send.\u201d Or \u201cI…<\/p>\n","protected":false},"author":4,"featured_media":779,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[75],"class_list":["post-17375","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-best-practices"],"acf":[],"yoast_head":"\nWhat Makes a Video-Powered Experience Strategy Successful? | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/what-makes-a-video-powered-experience-strategy-successful\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Makes a Video-Powered Experience Strategy Successful? | SundaySky\" \/>\n<meta property=\"og:description\" content=\"Often when we meet with a new customer, we hear things like, \u201cThis is great! 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