Online Video Marketing: Individual Case Study. Background and preparations material for reference & use. 1) How to Complete a SWOT Analysis https://www.youtube.com/watch?v=0D2fT6obqdg 2) How to Set SMART Goals https://www.youtube.com/watch?v=uThBb3kGf4k 3) How to Develop Competitive Advantage https://www.youtube.com/watch?v=S9O2oPbT3fs 4) SWOT Analysis: How to perform one for your organization https://www.youtube.com/watch?v=GNXYI10Po6A 5) The Five Competitive Forces That Shape Strategy https://www.youtube.com/watch?v=mYF2_FBCvXw 6) Disruptive Innovation Explained https://www.youtube.com/watch?v=qDrMAzCHFUU 7) Disruptive Innovation - Clayton Christensen (Part 1) https://www.youtube.com/watch?v=nJ7EG58J5eo 8) Disruptive Innovation - Clayton Christensen (Part 2) https://www.youtube.com/watch?v=B5FxFfymI4g 9) Disruptive Innovation - Clayton Christensen (Part 3) https://www.youtube.com/watch?v=_N-1NzS4OJk 10) Disruptive Innovation - Clayton Christensen (Part 4) https://www.youtube.com/watch?v=AdUDWFlUjOs 11) Dr. Clayton Christensen discusses disruption in higher education https://www.youtube.com/watch?v=yUGn5ZdrDoU 12) How Will You Measure Your Life? Clay Christensen at TEDxBoston https://www.youtube.com/watch?v=tvos4nORf_Y 13) Business Model Innovation https://www.youtube.com/watch?v=B4ZSGQW0UMI 14) Alexander Osterwalder: The Business Model Canvas https://www.youtube.com/watch?v=2FumwkBMhLo
18
Embed
Online video marketing uci individual case study hbs
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Online Video Marketing: Individual Case Study.
Background and preparations material for reference & use.
1) How to Complete a SWOT Analysis
https://www.youtube.com/watch?v=0D2fT6obqdg
2) How to Set SMART Goals
https://www.youtube.com/watch?v=uThBb3kGf4k
3) How to Develop Competitive Advantage
https://www.youtube.com/watch?v=S9O2oPbT3fs
4) SWOT Analysis: How to perform one for your organization https://www.youtube.com/watch?v=GNXYI10Po6A
5) The Five Competitive Forces That Shape Strategy
List the foundational elements of online video marketing
Describe the overall market dynamics of video marketing and it’s impact on traditional marketing practices
Learn basic video production techniques and how to budget a video project
Learning Objectives for Week Two
By the end of this week, you should be able to:
Identify how opinion leaders impact online video performance
Learn key practices in optimizing video for sharing sites (i.e. YouTube)
Cite several successful online video marketing campaigns and the attributes that contributed to their success
Learning Objectives for Week Three
By the end of this week, you should be able to:
Optimize a video for YouTube
Employ best practices for titling and SEO
Plan for a video’s online lifespan
Chapter 1 to 5 of the Text Book: YouTube and Video Marketing: An Hour a Day
Assignment: INDIVIDUAL CASE STUDY
This individual case study is an opportunity for you to apply the learning objectives from Lessons 1 through 3 to either (1) a specific YouTube channel where the videos are the products or (2) a product or brand that has a YouTube channel and produces videos to promote its online or in-store products.
Analyze how the YouTube partner or brand you chose actively uses online video marketing successfully and to identify how they could do it better. Pick any company or channel you want.
Use video and screen frame grabs, apply best practices from our text, lessons and discussion forums, and support your critique with our textbook, discussions, industry articles from class or your own independent research.
Please evaluate at least 1 competitor (threat) and provide at least 1 recommendation. And please turn in your case study as a PowerPoint presentation. See my example below on Jack in the Box -- this is what I'm looking for from the assignment.
Any questions, please address them to the general Q&A Forum or email me directly at [email protected].
Q & A from the course: An important one.
Q. I don't understand the difference between Video sharing and Video Content Providers.
And the question I have about the assignment is to pick one Video and share how this video has utilized the 5 key
elements of online Video Marketing such as who, what shared, what channel, with whom and with what effect.
I am a little confused. An example will help.
Answer from the Instructor.
In Lesson 1-1, I listed several video sharing sites (loosely, you can define sharing sites as those online destinations
that host, aggregate and display video content). YouTube, Hulu and Yahoo! Screen are three examples. For the most
part, sharing sites don’t make the videos, they host the videos of others’ (like YouTube hosting GoPro’s channel).
Lesson 1-1 also listed video creators. These are the video content providers including Disney, Nike, GoPro and TED.
Of course there are countless creators, but these are some big ones. The way to think about content providers is
they create the videos (like GoPro) that are then hosted on the sharing sites (like YouTube).
When I worked in cable TV at FOX Sports Net, we were a video content provider, producing Lakers games or USC
football specials. Time Warner cable was one of our distributors. That was television, but if it was online, Time
Warner would have been the sharing site.
I’d like you to pick 3 sharing sites and 3 content creators (i.e. check out the GoPro channel on YouTube or see how
MTV’s video content is hosted on Hulu – that’s 2 content providers and 2 sharing sites right there). Then pick 1
sharing site OR 1 content creator that you looked at and post your thoughts on how you feel that sharing site or
content provider successfully employs at least one of the five key elements from the textbook (look for the five key
elements right after Figure 2-21) for creating compelling, sharable video marketing messages.
Here’s an example of the type of response I’m looking for:
I’m impressed with Michelle Phan as a video content provider. If you check out her channel on YouTube, you’ll see
that she creates engaging, original videos that her audience of 6.3 million find worth watching and sharing. Her
latest video featured makeup tips for graduation, which is very timely and I bet increases her share factor – she
knows what her audience is thinking about in May. It’s a good reminder for me to think about how I can hook the
copy I write at work to advertise the Orange County Register to the news of the day. Phan’s video headlines are clear
and explain exactly what the video will teach. At the end of her Graduation Beauty Tips video, she showed some
touching, personal photos of her own 2014 graduation keynote speech. Then, as a call to action, she simply listed a
hashtag (#DreamChaser) as a way to engage with her further off of YouTube. I feel an invitation to engage was the
right call to action rather than a heavy-handed “buy my products” sales message. After watching a 20 minute video
capped off by family photos, a sales pitch would have rang false and increased the “dislikes” on her video.
The goal of Lesson 1's discussion forum is to get everyone familiar with major sharing sites and to start a discussion
where, as a group, we can begin looking critically at videos in terms of what defines a successful piece of content.
Hope this helps clarify; please do not hesitate to reach out and thanks again!
SWOT as a planning, review and feedforward tool.
S.W.O.T. is an acronym that stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is an
organized list of your business’s greatest strengths, weaknesses, opportunities, and threats.
Strengths and weaknesses are internal to the company (think: reputation, patents, location). You can change them
over time but not without some work. Opportunities and threats are external (think: suppliers, competitors,
prices)—they are out there in the market, happening whether you like it or not. You can’t change them.
Questions to Ask During a SWOT Analysis
I’ve compiled some questions below to help you develop each section of your SWOT analysis. There are certainly other questions you could ask; these are just meant to get you started.
Strengths (internal, positive factors)
Strengths describe the positive attributes, tangible and intangible, internal to your organization. They are within your control.
What do you do well?
What internal resources do you have? Think about the following:
o Positive attributes of people, such as knowledge, background, education, credentials,
network, reputation, or skills.
o Tangible assets of the company, such as capital, credit, existing customers or distribution
channels, patents, or technology.
What advantages do you have over your competition?
Do you have strong research and development capabilities? Manufacturing facilities?
What other positive aspects, internal to your business, add value or offer you a competitive
advantage?
Weaknesses (internal, negative factors)
Weaknesses are aspects of your business that detract from the value you offer or place you at a competitive disadvantage. You need to enhance these areas in order to compete with your best competitor.
What factors that are within your control detract from your ability to obtain or maintain a
competitive edge?
What areas need improvement to accomplish your objectives or compete with your strongest
competitor?
What does your business lack (for example, expertise or access to skills or technology)?
Does your business have limited resources?
Is your business in a poor location?
Opportunities (external, positive factors)
Opportunities are external attractive factors that represent reasons your business is likely to prosper.
What opportunities exist in your market or the environment that you can benefit from?
Is the perception of your business positive?
Has there been recent market growth or have there been other changes in the market that create an opportunity?
Is the opportunity ongoing, or is there just a window for it? In other words, how critical is your timing?
Threats (external, negative factors)
Threats include external factors beyond your control that could place your strategy, or the business itself, at risk. You have no control over these, but you may benefit by having contingency plans to address them if they should occur.
Who are your existing or potential competitors?
What factors beyond your control could place your business at risk?
Are there challenges created by an unfavorable trend or development that may lead to deteriorating
revenues or profits?
What situations might threaten your marketing efforts?
Has there been a significant change in supplier prices or the availability of raw materials?
What about shifts in consumer behavior, the economy, or government regulations that could reduce
your sales?
Has a new product or technology been introduced that makes your products, equipment, or services
obsolete?
Developing Strategies from Your SWOT
Once you have identified and prioritized your SWOT results, you can use them to develop short-term and long-
term strategies for your business. After all, the true value of this exercise is in using the results to maximize the
positive influences on your business and minimize the negative ones. But how do you turn your SWOT results
into strategies? One way to do this is to consider how your company’s strengths, weaknesses, opportunities,
and threats overlap with each other. This is sometimes called a TOWS analysis.
For example, look at the strengths you identified, and then come up with ways to use those strengths to
maximize the opportunities (these are strength-opportunity strategies). Then, look at how those same
strengths can be used to minimize the threats you identified (these are strength-threats strategies).
Continuing this process, use the opportunities you identified to develop strategies that will minimize the
weaknesses (weakness-opportunity strategies) or avoid the threats (weakness-threats strategies).
The following table will help to organize the strategies in each area: