It's not an earth-shattering revelation that people are increasingly watching video on the web and mobile phones.  The average person can easily post their own videos to YouTube, Facebook or a blog.  Hulu offers free tv programs and movies on-line and Vizio announced during the Super Bowl that it is bringing internet apps to TV. 

As delivery gets faster and systems more capable of processing larger amounts of information, we're seeing more and more video.  So how do you make use of video online for your business or organization?  Here's our top 10 list of things to keep in mind for creating effective video for your website. 

1. Use video for its strenths--creating emotional impace and a memorable impression
2. Reflect your brand.  Make sure any video that you post expresses the essence of your brand so that the viewer's connection with it is strengthened.
3. Define a clear structure.  If you're promoting a product, express one or two key benefits and do it in a memorable way.  If it's a corporate overview, create a 3-minute and a 30-second version.
4. Billboard key ideas.  Focus on the one impression you want to leave with your audience.
5. Create emotional impact.  This can be done through music, a story or images.  Try to fit one emotional moment into each minute of a 3-minute piece and one into a 30-second piece.
6. Convey personality.  You can achieve this through many things including music, images, writing style, humor, and showing people from your business.  People like to see people.  Choose an on-camera spokesperson or a narrator to present your story with personality.
7. Ensure rapid downloads.  Online users quickly lose patience.  They will wait a little longer for a video to stream than a webpage to load but not much.  Having a visible progress bar will keep users interested because they have a general idea of how long they will have to wait.  Keep in mind mobile viewers as well.
8. Decide your budget ahead of time.  Not every video needs to have the highest production value.  A corporate overview should have a higher production value than a video blog.  Once you decide what your video is, let the creative team take it away.
9. Invite your audience back for more.  Point out opportunities to go deeper into your website or contact you.
10. Make video production a regular part of your integrated marketing communications strategy.  Online video content is only going to grow as the world becomes more image and motion-oriented.  Stay current and active.  It will pay off in customers feeling more strongly about their relationship with your brand.

See how we created a variety of lengths and subject matter videos for the Michigan State University Broad Full-time MBA program on their website.  They have received really positive feedback about how these videos helped potential students connect with their brand.  You can also see other examples of videos here on our website. 

This year we joined Think Local First.  We're excited about the potential to work with other local companies and be a part of the success of these businesses as they enrich our community.

Recently I had another experience of thinking local first.  I attended a Career Expo at the University of Michigan's School of Art and Design.  Thanks to U of M's career development coordinator, John Luther, I had the great pleasure of interviewing communications artists on the cusp of graduation who are now looking for employment.  Each has almost completed a very fine program that develops gook thinking as well as good creating. 

I was at the career day because we're looking for new talent.  Over the years we've had significant success through our internship program with students like these.  In some cases we were the launch point to a first job elsewhere and in some cases that first job was with us.  One of the great things for all MOVIANS--intern, strategic partners or staff--is that we have the opportunity to work in the very eclectic and multi-disciplined field of integrated marketing communications.  This diversity of approaches and talent was exemplified for me by the variety of skills I saw in the portfolios of the seven artists whose work I reviewed that day.  Each was inspired by an interest of theirs which led them to develop a capability in some aspect of the business to further this interest.  For one woman who had a passion for running (she qualified for the Boston Marathon) it was applying design skills to generate an interactive training calendar for marathon runners.  For another it was applying information management and type execution to better communicate with new immigrants.  For another it was her love for the theatre that led her to create show posters. 

But after finding should come doing.  So we chose a partner team to work with us from this group of seven whose skills matched the requirements for an R&D project for one of our customers.  We got together at Espresso Royale on U of M's campus, brainstormed how to refine the concept, built a better structure to express these developments and then went into production.  After a few back and forth refinements we had a prototype we could show to the client on a mobile device. 

The moral of this story: There's a lot of talent in our community.  Consider how you can open up to more of it.  I think you'll be pleased, as we are, with the outcome.

Yesterday I had the opportunity to attend an open house sponsored by the  Ann Arbor & Ypsilanti Area Chamber of Commerce (thanks, Chamber) at Zingermans. (www.zingermans.com) 

The open house took us to 7 stations that represented some of Zingerman’s current family of businesses— the Bakehouse,  BAKE! with Zing,  the Creamery, Catering, Mail Order, Coffee Company and Zing Train (a training business.).  At each station you felt the same enthusiasm and heard the same message from the people who were working in the different businesses—“we love it here because we’re working with great people, living out a terrific company culture, working on exciting business ideas" each of whose goal is to provide unsurpassed service and quality food products to its customers.  It’s a winning combination.  And it’s infectious. As a customer you leave feeling energized by the experience and renewed in your loyalty to the Zingerman's brand.  For many of us residents of Washtenaw County it has become “our Zingermans”. 

The "local" theme connected to another conversation I had when I met a new colleague in our industry, marketing communications.  He hails from Kentucky.  I asked him if he knew Wendell Berry and he said, "definitely."  Besides Zingermans, perhaps the advocate for local business initiatives that has had the greatest impact on me recently is writer, philosopher and farmer, Wendell Berry.  (http://brtom.typepad.com/wberry/). For many in the local food movement he is a household name.  From his Kentucky farm he has written about the need to nurture the local community through stewardship of the land and relationships built on local food production and distribution.

  So when our executive team was wrestling this week with our own growth strategy as an integrated marketing communications agency and weighing what risk reward we should undertake, we referenced this concept—local jobs for local strategic artists.  It is a worthy endeavor.  Because when we as strategic artists at MOVE—those who by creativity and common sense generate income—can employ others of a similar gifting, we can join together with others to build and enrich the larger community. 

For all of you business leaders who are asking yourselves, especially in these economically challenging times, why you’re doing this—perhaps local jobs to enrich the local community will be a compelling reason for you.  And for you workers—consider staying local (especially after you’ve done New York, L.A. and Shanghai) and help build a life locally that, through its richness of spirit and excellence of product, can still have impact globally.  See you in the neighborhood.

A set of panelists was up next. These included:

• John Wendl, Content Director at Turn 10 Studios, who introduced the incredibly cool video game application of the Forza Motorsport franchise. With partner Microsoft they’ve taken CG, User Generated Content (UGC), and social media, using X-Box live, to a whole new level.
• ICON Aircraft’s COO, Steen Strand, presented its ICON A5 that leveraged "world-class design to make recreational flying more appealing and accessible."
• Bruce Campbell, VP of design for Nissan Design America, who led the design efforts for the new Nissan 370Z, Maxima and Rogue, said that the automotive industry has become caught in sameness and needed to press toward a renaissance in design. "With globalization we're simply copying. The economic fears are driving this sameness. We need to design not just for the business concerns, but we need to design for people." In this regard he said "we need to create regional looks, take advantage of the fact that electric is here." He concluded with this call to action: "Be bold, step out. Hit the reset button every day. Reset design and lead the way with creative."

Key-note speaker Ralph Gilles, head of Chrysler design and CEO of the Dodge Brand built on this momentum and called on the audience to "campaign the change" in design. He gave a very frank, funny and engaging presentation -- the kind of presentation that made you feel, "Yeah, there’s a community here made up of some very smart, hip, approachable people. Together we’re going to create something cool, now that we’re getting through all of this turbulence."

He framed his comments with a number of introductory quotes, including this one from Freeman Thomas, now at Ford as Director, Strategic Design for North America: "Good design begins with honesty, asks tough questions, and comes from collaboration and trusting intuition."

The current temptation, he said, "is for everyone to aim for the same center" of the target. It’s creating a lot of me-too looks. While vehicles do arrange themselves within specific "visual imprints," the designer’s job now is both to look for the soul in these icons and also to create the next icon. "Branded design is everything. You still need to create the soul and you create the soul by design."

He pointed out some 10 to 12 silhouette prints including two new icons -- the Prius, establishing the line for the energy efficient aerodynamic vehicle; and the Smart car for the urban small car. He commented that his team was keeping a keen focus on the Millenials, a group that prides themselves on diversity but who are all looking for connectivity and an active interface. In this regard he said going forward, "technology will be the trump card."

In signing off, he thanked his alma mater, CCS, saying that "education is working" and encouraged the new designers to, "be respectful, but speak your mind. You have to campaign the change."

The day ended with Richard Chung, Vice President Design, Asia Pacific, Johnson Controls Automotive Experience, who brought a further global perspective. He shared that in the last 24 years since Johnson Controls entered and has dedicated itself to, the automotive business, it has grown to be a leading global supplier, with eight design studios to serve its customers. He pointed out that in China, his area of focus, there was no real culture built around the automobile and that this was a historic moment to influence this exploding market of first-time buyers. As a recent example of Johnson Controls innovation, he highlighted the recent re3 global design demonstrator as breaking away from the expected and helping to shape what is next.  MOVE supported Johnson Controls by helping develop the marketing creative for the re3 and the video presentation promoting it at Design Forum. 

You can catch more on this event by going to autoweek.com or downloading their iPhone app at the iTunes store. 

From all of us at MOVE, hats off to all who threw this party and who attended. You set a great tone for what surely will be a better year than the last. So as you look toward the year ahead, in your area of expertise, challenge yourself. Be part of the renaissance—keep creating.

Happy 2010!  It's a new year and depending on how you prefer to calculate it, a new decade.  The world of marketing has changed pretty dramatically in the last year, let alone the last 10.  Let's look at a couple of ways that marketing has changed.

1. Social Media - In 2009 alone, social media exploded as a marketing medium.  Marketing professionals are still trying to figure out how to use Twitter and Facebook effectively to communicate with their audiences.  It may seem kind of silly but it takes some serious thought to create a social media strategy that will reach your target audience and engage them to keep coming back.
2. Video Online - MOVE has been producing videos throughout our 25-year history.  In that time we've seen plenty of things change.  Formats like Betacam and even DVcam are almost obsolete now.  But almost more dramatic is how accessible video has become online.  YouTube made it very simple for anyone to put a video online.  And because anyone can do it, it became almost a requirement for websites.  The quality of videos that can be shown online has improved greatly in the last couple of years too.  It used to take a long time to stream a very small video online but now internet and video technology has improved to be able to stream high quality video without any interruption or waiting. 
3. Budget -  Ok, I know, no one really needs to be told this but in the last couple of years, marketing budgets have contracted dramatically.  It hasn't just hit one sector or size of company either, it's everywhere.  But companies still need to do marketing.  They still need to communicate with their customers.  So as marketing professionals, we have to be creative about what we do.  We need to help our clients repurpose content in new ways and spend their money on projects that will create the most impact with their budget. 

Through all these changes, and many more, we at MOVE have held on to the belief that the best way to move people is by telling them a story.  Whether it's in automotive, education or publishing, every product or service has a story that is unique.  And every story has the power to move people to action.  As we begin 2010, we're looking forward to helping our clients move ahead...further...faster. 

All of us are doing more on-line every day, every minute, every tweet.  As you're thinking about your online presence as a company, it's helpful to have a framework to consider.  Our colleague Casey Frushour of Casey's Head forwarded us this summary of guidelines from Smashing Magazine called "Design to Sell: Eight Useful Tips to Help Your Site Convert".  It's a great distillation that's worth  glance.  Here's a taste. 

At this moment, there are prospective students who are the right fit for your college or university that are yearning for someone to engage them in discussion on questions that matter to them.  They may not even know they are waiting, but when they see you stimulating a dialog in their area of passion and inquiry, like a match to dry tinder, their interest will ignite.  And you will have begun to build a relationship that, because it is based on common interest, has intrinsic value and directed purpose.

So, how can you start this dialog?  A robust way is to connect online through a Discovery Microsite.  Here, the student has an opportunity to engage in a faculty-led discussion blog, connect to a professor, student or alumni, learn more about your distinct approach, and click to apply.

You can drive traffic to this site through online banner ads, Facebook or Twitter references, or through traditional print, radio, T.V. and outdoor media.

In future blog entries, we’ll talk more about how these work.  In the meantime, ask your current students about what issues they are most interested in; then ask yourself which of these topics most align with your core expertise as an institution.  When you find that intersection, you will learn where you should begin the dialog with your prospective students of fit.

The Ann Arbor Area Chamber of Commerce puts on an annual conference called Impact in the fall.  This year both Don and I attended for MOVE.  The Chamber describes it as a public policy forum that will "bring leadership, business and community voices together to create alignment on a compelling vision of regional success to ensure that the Ann Arbor region continues to thrive." 

The partner organization for the event this year was A2 Success.  This name should sound familiar to you because I have mentioned the initiative in previous posts about the Washtenaw Ave Talent Center.  A2 Sucess is actually a county-wide initiative with the goal of ensuring "smart and successful growth of the Ann Arbor region."  Under the umbrella of A2 Success there are a number of focus areas.  The ones that they presented on at Impact this year were corporate leadership, government efficiency, improving K-12 performance, talent centers, and transit.  Some of these groups were further along in the development process than others but I think they received a lot of good feedback during the break-out sessions and hopefully that will help them to target their message and efforts as the move forward. 

One of the things that I found most interesting was the responses in a text message poll that we participated in at the end of the event.  Because it was done via text message and internet they could project real-time updates as the responses were sent in.  One of the questions was something like, "Which of the 5 topics discussed today should be the focus of the Chamber?"  You could check with the Chamber for actual percentages but I think that corporate leadership received something like 60% of the votes.  The interesting thing is that the attendance at each of the break-outs sessions was pretty even.  So even though people are interested in education and transit and believe that they are critical to our continued success as a region, most of them thought that the Chamber should spend its time on corporate leadership. 

That says two things to me.  First, people believe in the Hedgehog Principle.  This is Jim Collins' belief that companies who adopt one core principle and stick to it are the most successful.  So, while it seems that people attending Impact believe that all 5 focus areas are important, they think that the Chamber should stick to its core principle of promoting commerce through corporate leadership development.  If you read the Chamber's mission statement it actually includes "leadership in economic, political and educational development."  But I think most people just think business when you think of a chamber of commerce.  Second, jobs are what are going to keep people here.  If there aren't any jobs here, we're not going to be able to attract the sought after young professionals and keep the experienced ones.  Not everyone is an entrepreneur who will create a job for themselves if there isn't one here.  No matter how great the quality of life is somewhere, if you can't find a job there, you'll move to where you can.  And while, developing corporate leadership doesn't necessarily guarantee more jobs, it is could lead to growth and new development. 

There are lots of ways to get involved and voice your opinion.  Check out the A2 Success website or contact the Ann Arbor Area Chamber to connect in.

When you think of the vital cultural epicenters of Washtenaw County, Washtenaw Avenue isn't on the top of most people's lists.  In fact, most residents try to avoid it by any means necessary, especially at rush hour.  Traffic is always congested, it's not at all pedestrian or bike friendly, and getting in and out of the strip malls can be kind of a nightmare.  However, it is the primary throughline from downtown Ann Arbor to downtown Ypsilanti and is one of the main entry points for visitors to both cities.  For that reason, the county has put together an action team through the Ann Arbor Region Success initiative in order to "Redevelop Washtenaw Avenue as a Talent Center with an array of housing types in which talent can live, fixed transit service, and sustainable economic growth." 

A little over a week ago I attended one of the brainstorming meetings for community members and interested parties, including developers, planners, and members of the business community.  My good friend, and fellow Ann Arbor native, Anya, is managing the project so she invited me to attend and wear my "housing hat" as a member of the Housing & Human Services Advisory Board.  We spent time during the morning identifying particular areas of Washtenaw Ave that could benefit the most from redevelopment and then dreaming up how they could look.  In some ways it seems like a bit of a futile effort because the things that we all would like that area to be seem so far off.  But I realized that this project is kind of like marketing our community and that gave me a new perspective for what can be achieved. 

Every good marketing effort has a plan or a strategy behind it.  Here at MOVE we ask a couple of questions as we develop a marketing plan with our clients.  The first is "Where are we?"  I think most A2/Ypsi residents would agree that where we are with Washtenaw Ave is not where we want to be.  We split up into groups during the morning and across the board there was interest in more green space interspersed with commercial and mixed use spaces and more accessiblity to public transportation for the many residents who travel along this corridor each day from home to work or school.   This brings me to the next question, "Where do we want to go?"  More and more people in the community are demanding walkable spaces where they can live, work and play.  We want to like Washtenaw Ave.  But, "How will we get there?"   How can we encourage desireable development?  How can the environmentalists, public transportation, developers, business-owners and residents all be happy with the outcome?  It will definitely take a spirit of collaboration from all parties.  The interesting thing that I have learned though is that it's really more important that everyone agree on where they want to go than what the plan is to get there.  The plan is what makes the ideas actionable but if everyone doesn't agree on a common goal that plan will never be completed.  I'm excited about the possibility for Washtenaw Ave because it seems like there is a consensus forming about what it can be. 

This weekend I'm participating in the Chicago Triathlon.  I'm doing the half triathlon (or sprint), so I'm only half a her or depending on how you see it, half a nut case!

Anyway, in an email I received about the race was a sponsorship notice from Toyota.  Here's a bit of the copy:

Be sure to stop by the Toyota Engines of Change Zone and check out the 2010 line-up of Toyota Hybrid vehicles including the all new 3rd generation Prius.  Learn how you can be an Engine of Change.  Sign up to win free prizes and tell Toyota the reason why you're a Triathlete or a fan and they'll plant a tree on your behalf. 

Notice that they've tied they Toyota brand to a current issue that is top of mind for the primarily 20 to 45-year-old age group who are competing in this event.  Also, notice that because Toyota is active in this area, as a brand it is becoming part of the story of these athletes as they participate and then afterwards when they find out about their tree. 

Each of us as business-people should consider how you can support the issues that are on people's minds and then plug in so you become part of their stories.  When you do, and it comes time for them to make a purchase, wouldn't they consider those who reflect their concern to make a better world?

And don't let limited funds stop you.  Just start showing up at places doing things you care about, you'll eventually be noticed and appreciated.  Be part of the engine of change.

P.S. You can check out my progress here.