“…B2B communications are NOT in video…”

In a conversation that came about after my last post regarding video as a “relevant “ communication medium in a software development businesses, I found myself facing nearly the same argument from a B2B perspective. My protagonist in this case accepted video and other forms of online media as valuable B2C vehicles but dismissed its presence in Business to Business relationships, management, and information exchanges (hence the quote). So the conversation was interesting and we debated a bit, but I knew I would have to show this individual the face of what he believed non-existent in order to help him reach the first step: Acceptance.

This morning I’m digging around my usual online news centers and thinking about trying to find some recent articles that addressed this evolution in Business communication. As I’m reading a WSJ.com article with some level of consciousness and thinking about my recent conversation, something to the right of my screen caught my eye. There was a movie box playing what “looks like video" of a glass with coins filling it. There were also words posing the questions “Do you invest in IT?”, then “Do you spend IT?”. A few seconds later, I’m recognizing this is exactly what I was talking about. The ad completes and I see Accenture, so I click the box and allow my attention to be directed at their landing page. I smiled widely. This is another place that gets it, and for all those that don’t yet, be concerned.

The landing page presents me a visually pleasing presentation of information on the value prop and solutions. Mid screen is a movie box above which has a blurb describing who the individual in the box is and why I might want to hear from her. This is known as a talking head piece (meaning a head and shoulder shot), and this piece is a video testimonial. Now I’m standing up at my desk I’m so impressed. You have no idea how many times I have advised a client to use video testimonials, they can brilliant! So of course I press play and learn from a very nice, enthusiastic woman, who happens to be a CEO at a major electric organization how Accenture products and service helped her transition her organization to a platform for growth which has lead to a 125% increase in stock. SHWING!

This is not only B2B communication (and marketing)but it is on IT, I mean this is about as dry a well of content as you can drill and they have made it engaging, informative, compelling and the most important quality, relatable. If I am a CEO with enterprise IT needs, I would listen and learn. I would pick up the phone after hearing a piece like that a gazillion times faster than after reading a white paper from …no names…let just say the other guys who don’t yet get it.

Here’s the landing page for Accenture that I saw.

BTW – the article I was reading on WSJ.com was about Dell, HP and others full court press into online video. If you haven’t seen it yet, check out it out. Dell now has a place referred to as Studio Dell that is a library of video content on everything. This is B2C communication evolution.

The WSJ article

Lies, damn lies and statistics

I'd really rather not shamelessly swipe someone else's very clever words for the title of this entry, but it's really perfect. On so many dimensions.

So, I've been doing some research. I don't like doing research, by the way. I've been trying to find some actual evidence that stuff on video is "better" than stuff not on video (printed text, still images, audio...). I got really excited when I bumbled into this statistic that I had heard of before:

people tend to remember 20 percent of what they hear, 30 percent of what they see, 50 percent of what they hear and see

Nice! Well, having been recently bit by the "due diligence" bug, I did a bit more snooping, and found this:

research indicates that we remember 20 percent of what we read, 30 percent of what we hear, 40 percent of what we see, 50 percent of what we say, 60 percent of what we do, and 90 percent of what we see, hear, say and do

Ok, so which is it? Or, more appropriately, exactly whose research?

I found only one actual citation to any published research, and that was a citation from the author of the paper itself. I found one that claimed the study was done by 3M, but no supporting evidence. I found another site that was more than willing to charge me for a business intelligence paper that seemed to be claiming that the entire thing was nothing but an urban legend. Nope, nothing on Snopes about that.