The Secret to Why Viewstream Wins So Many Awards

Viewstream had a successful night at the 39th Annual Telly Awards garnered us seven statues, including two Silver Tellys. Take a look below for three ways that Viewstream manages to achieve the award-winning quality of our work.

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 1. Focus on your KPIs

Viewstream works flatter than other marketing agencies. What that means is that we cut down on the number of layers between you and the creative team. Every team member is fully aware of your goals and is able to gain a unique understanding that you can only get through direct communication. It’s with that understanding that Viewstream is able to create the highest quality tailored content, starting with your specific KPIs and building out from there. At Viewstream we take a customized, integrated approach to the way the team interacts.

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2. Superior Storytelling

It’s not just telling a story about your product, it’s finding the story that your product tells. At Viewstream we’re not looking to fit your product into a preconceived narrative. By taking a step back first and looking at all the facts and research, we can gain a deeper understanding of what you’re trying to market, to whom, and the benefits it can bring them. Once the structure of the narrative begins to come into focus you can be sure it’s based on qualities that are inherent to your product, vision, and company.

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3. Modern Approach to Design 

The truth is a lot of videos are created by traditional video production teams. This may work for traditional video, but in marketing, it can lead to a lot of outdated looks. At Viewstream, our creative team works on more than just videos, producing award-winning content across mediums. This gets you a more sophisticated design look and modern visuals, thanks to creatives who pull their skills from multiple different disciplines rather than just video.

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Award Spotlight—UPS: Where Business Takes Shape

Project Summary:

Viewstream worked with UPS to create a video showcasing the services offered by their Logistics and Distribution division.

“The motion design aspect of this, and most projects was essentially a two-part process. Once we had a basic concept and specific language that went along with it, we translated that into potential visuals -simplified stills and rough animations. This helped the team validate the new creative before going on to the next step, which is execution. In this step, the color palette, backgrounds, timing, and content was refined and inserted into the main timeline. Because we had an existing “blueprint”, this process was replicated much more quickly.”

-Joel Yabrudy, Creative Manager

We would love to discuss what Viewstream can do for you. Let’s talk!

Creating a Community with Your Customers

A community is easily one of the most important concepts in marketing. By making your customers feel they are not alone in their experience, but rather part of a larger group that shares the experience with them, you engender a feeling of being an important piece of a larger body.

Individual customers are the building blocks of a successful business, but by bringing them together and giving them a sense of being in a community you can connect with them in ways not seen in traditional business/customer relations. This will transform your customer base from a list of names into a useful tool that can be used to further your marketing goals.

  • 1. Campaigns with Engaging Content

  • Rather than using generic campaigns to throw a wide net, aim for content that can speak to your customers on a personal level. Find out what they need that differs from others, and make sure that your campaigns convey that you can give it to them. A company with an engaging campaign that can address a customer’s needs before they bring them up will feel intensely personal and go a long way towards building a sense of community.
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  • 2. Foster a Sense of Friendship

As a customer of a large company, it is easy to feel like you are viewed as a statistic on a screen. You want your customers not to feel like stats, but rather like friends of the people acting as their points of contact. There are many ways to do this, and it can be as easy as having a conversation or asking them about something they mentioned the last time you spoke. If you remember that the customer’s daughter was having a birthday and ask them how it went, they will be reminded that they are talking to someone who genuinely cares about them and is interested in their needs. 

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3. Content and Community Hubs

Sometimes the best way to create a community is to literally create a community. Have an online community hub that will bring together all of your customers in one space, allowing them to interact with one another on forums. This not only allows them to more easily find solutions to any problems they might be having but also connects them with other customers who share the same experiences as them. A lot of times all a community needs to grow is the proper space to grow within. Here is just one example of the type of community hub that Viewstream can assist you in creating:  http://civil-community.autodesk.com/

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  • 4. Hold In-person Events

Having your customers communicating on a forum is a great way to plant the seed of a community, but to truly begin to build bonds it is important to have them meet each other in person. Whether it be a large conference or a small mixer, having your customers see each other face-to-face can be the catalyst that takes them from being names on a forum to true members of a thriving community.

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  • 5. Improve the Customer Journey

  • Take a look at the journey a customer takes when using your company’s services. Does it feel like a cookie cutter approach that is applied to every new customer, or does it make them feel as if the entire experience was made just for them? In a real community, the specific needs of each customer are taken just as seriously as what is needed by every customerCompany Helping and Supporting Customer to Success with Care Concept, Person Steps on Graph over a Careful Gesture HandViewstream is here to help you to create everything from your own community hub to campaigns with engagement as the main objective.

Viewstream Cleans Up the 39th Annual Telly Awards

Viewstream videos won big at the 39th Annual Telly Awards. We’ll be adding seven Telly Awards to our collection!

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The Telly Awards are like the Academy Awards for business video. Of the nearly 12,000 entries, Viewstream was recognized for its creative work supporting the products and brands of some of the largest companies in the world.

Viewstream was presented with two Silver Telly Awards for our work with UPS and Adobe in Promotional Video.

In addition, Viewstream was honored with five Bronze Awards for our work with  Workfront, Isobar, Wipro, Autodesk AutoCAD, and UPS in  Promotional Videos and Online Commercials.

“Our primary focus has always been to exceed our clients’ expectations with exceptional creative work,” says John Assalian, CEO of Viewstream. “Winning more awards demonstrates the high caliber of our creative work. We have an amazing team and visionary clients.”

If you want award-winning video, Viewstream would love to discuss what we can do for you.  Let’s talk!

Ultimate Guide to Blockchain Growth: Marketing in a Decentralized World

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The future is blockchain and blockchain is the future. There is no doubt about this. Blockchain will be the technology that an array of industries is based upon, including forming contracts, keeping track of ownership, distributing data, and yes, marketing!

Blockchain is best known as the technology that cryptocurrencies are built upon, but they have nearly limitless uses outside of crypto as well. A blockchain is basically just a ledger that, instead of being stored in a single location, is distributed to all users so that each transaction can be verified by everyone who has a copy of the ledger. Large companies such as Walmart and JP Morgan are already investing in blockchain technology, a move that is mirrored on the start-up side as well with over $2 billion dollars invested into ICOs in 2017. It is only a matter of time before customers in all types of
businesses expect the value of blockchain technology to be a part of their user experience.

So, how do you approach the marketing of blockchain to various audiences? We set out to answer that question in our new eBook. Learn more about the future of blockchain marketing here: Ultimate Guide to Blockchain Growth

If you are fanatic about marketing the blockchain as much as we are, Viewstream would love to discuss what we can do for you. Let’s talk!

Marketing the Blockchain

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Viewstream has launched a blockchain marketing and communications practice to help bring the human touch to blockchain companies.

As early Bitcoin miners and investors, we get the tech. Our experience with marketing and communications with over 100 top companies like Microsoft, Adobe and Amazon mean we can help blockchain companies achieve exponential growth.

Take a look at our page to learn how to market the blockchain: www.viewstream.com/blockchain/

Behind The Scenes Live Webcast: Palo Alto Networks

This past week, our Viewstream team was on-site at Palo Alto Networks live webcast: Epic Cloud Security.

With over 13,000 registrations for the event, Viewstream delivered a full HD video stream to offices all over the globe. The stream was fully integrated on the client’s page, with moderated social media interaction enabled. The recording was then re-purposed for a simulated screening in Sydney and Singapore. The event was a complete success.

Enjoy some behind the scenes look at our team making sure everything runs smoothly.

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From AI to ABM: 2018 Trends Every Marketer Should Know

1. Video Domination

    • In a world where we spend a billion hours on YouTube every single day, video content isn’t going anywhere and will only continue to grow. This is especially true when it comes to explainer videos and tutorial content. We’re also seeing an increased shift towards mobile content.

For years non-mobile dominated the video ad market, but it looks like 2017 may be the final year of that being a reality. Zenith says that 2018 will be the first year in which mobile ad spending finally outpaces its non-mobile counterpart. According to Recode 25% more video will be watched by people on mobile in 2018, and in the coming year spending on mobile advertising is expected to increase by almost 50% to $18 billion.

Due to all these factors, it will be effective for companies to find new ways to incorporate video into their advertising. In social media, for example, big platforms like Facebook and LinkedIn often charge less on a CPM basis for video views. Also, think about places to use video that aren’t that traditional, in the example being Video Brochures created by Viewstream, which deliver HD-quality sound and video in the form of a paper brochure.

video-image2. Artificial Intelligence Buzz

    • As Artificial Intelligence, machine learning, and customer data become more advanced and user-friendly, we are seeing them become much more a part of the successful marketers toolbox. A report from Salesforce shows that the most successful marketing teams are 2x more likely to include AI in their campaigns, so marketers expect more growth in this area than any other over the next two years.

    Effective use of consumer data will be just important as AI over the same time period. Consumers prefer to be engaged in ways that feel personalized for them, and their data will play a critical role in creating content that has a genuine human touch. That extra spice that makes the difference.

  • AI-image3. Chatbots: The Voice of the Future
  • One specific aspect of artificial intelligence worth talking about on its own is the rise of chatbots as consumer agents. Moving forward you will continue to see an increase in companies large and small using chatbots to improve their customer service experience and, according to Gartner, the majority of buyer-business interactions will be facilitated by chatbots.

  • While chatbots may not be everyone’s vision of the future companies may be warming up to the idea of them. In a recent article, Forrester Research predicted that 70% of companies will expect to implement some kind of artificial intelligence in the next 12 months. Forrester claims this increase in AI-adoption can be attributed to improved user interfaces and analytics solutions for these AIs.

    Chatbots are something that most people are already familiar with, but advancements in technology and chatbot personalization means that they will only become more widely used as we enter into 2018 and the years beyond.

  • chatbot-image4. Personalization Creates Engagement

It is really not possible to understate the effect that personalized communications can have on your marketing. Consumers are much more likely to be engaged and responsive to a message that is personalized in some way for them, making it critical that companies know what each individual needs. Even something as little as industry personalization of your campaigns will show an improvement in conversions.

Personalization is such a big influencer for buyers that a lack of it can affect their purchases going forward. Salesforce found that 65% of B2B consumers and 52% of B2C were likely to switch brands if the company in question did not personalize messages to their consumers. This is even true of traditional email marketing, Maven Commerce showed that personalizing emails can increase open rate from 15.03% to 56.43%, and CTR from 1.13% to 31.13%.

personalization-image5. ABM Goes Beyond Hype to More Content Tailoring

Account Based Marketing has become one of those buzz words that means anything to anyone. ABM is essentially a strategy to focus on prospects that truly fit your ideal customer profile. Using a targeted account list (think the exact customer profile that buys your stuff) makes the whole marketing process, from strategy to creative to media, more focused on those likely to buy. It’s like a billboard that only your target customers can see.

Most companies have some ABM initiative in place for the last twelve months and will expand in 2018. We recommend really focusing on the target account list and keeping that constantly updated. This allows you to do more targeted content tailoring to specific industries, roles and account names. The more tailored the better the results. Due to ABM’s hyper-focused human strategy, be strategic when compiling “the list” and give more weight to warm leads with whom you’ve already established some type of relationship. Finally, stop doing billboard marketing, and use your Account Based Marketing list in your actual media spend, with such tools as Google AdWords Match, Facebook custom audiences, and your DMP custom segments.

abm-image6. Marketing in the Decentralized Era

  1. Blockchain begins to mature in 2018 and is a megatrend that will change most aspects of computing as we know it. We are really in the infrastructure building stage of blockchain, so the tools for marketers don’t yet exist. With that said, there is a lot to learn for all marketers on the overall ecosystem for the decentralized era. To do so, check out this article “The Two Spheres of Blockchain Marketing” by Joshua Shane, Managing Director at Viewstream.
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The Two Spheres of Blockchain Marketing

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There are two kinds of blockchain founders. Founders from the cryptocurrency community and founders who are not.

Blockchain is a complex technology and it’s driven by the most tightly-knit tech community I’ve been a part of. If you’re a blockchain company founder, you won’t succeed if you don’t join this community — no matter how deeply you’ve mastered your own market.

The Two Audiences for Blockchain Marketing

Working with the cryptocurrency community and ecosystem is an essential first step. The community understands blockchain business models, and they have the cryptocurrency to invest in new blockchain ventures. The second focus should be your market and users, including enterprise clients, end-users, and the public.

Two phases of marketing match up with these two audiences. The first is fundraising. The second is go-to-market strategy and execution.

Fundraising as Marketing Campaign

VCs have been the backbone of the tech industry for three decades. This has mostly been a 1:1 process. To raise smart money, you needed a great idea, a strong team and clear path to product/market fit. It’s how innovative product ideas and business models have raised funds to make their way to market. Beyond some good PR aircover, startups didn’t need a robust pre-raise marketing strategy to close funding.

But there are downsides to “smart” VC money. They take significant equity ownership, their influence is concentrated and their goals may, in time, conflict with the company’s users.

This model has been turned on its head with ICOs.

In 2012, Obama signed the JOBS Act. Title III of the JOBS Act enabled crowdfunding for the first time in the US. Now, crowdfunding can be the best way to raise money for tokenized, blockchain-based companies and foundations. This is a new step — a different step — in startup creation and growth. Instead of soliciting attention from a handful of VCs, blockchain companies raise money from the “crowd.” In this case, the crowd is made up of everyone who owns cryptocurrency.

The Cryptocurrency Sphere.

The capitalization of cryptocurrencies now exceeds $350 billion. A productive way to think of the cryptocurrency sphere is as a huge bank. Cryptocurrency holders, mostly Bitcoin and Ethereum, have all their money sloshing around in the cryptocurrency sphere, searching for investments to diversify their portfolios. They don’t want to pull their funds out of crypto markets because they don’t want to pay taxes. Especially when they’d just to turn around and reinvest the funds as fiat currency.

So where will they invest?

ICOs, of course.

But here’s the challenge: Cryptocurrency holders are much more likely to invest and trust in blockchain startups that include people they’ve known from the crypto community. I’ve met scores of startup founders who don’t understand this dynamic and are confused why they’re having trouble raising funds via ICOs. The reason they’re having trouble is that they’re not well known within the cryptocurrency sphere.

The deep irony of this decentralized, crypto revolution is that, for now, success hinges on tight integration with this closely-knit community.

The “Traditional” Marketing Sphere

After engaging with the crypto community and raising money, blockchain companies need to execute a totally different playbook for go-to-market. Fortunately, this is familiar to most marketers. It’s the traditional integrated digital marketing approach.

But there is still a challenge explaining the value and benefits of blockchain solutions to these traditional enterprises, government and consumer audiences.

Traditional marketing audiences don’t care about blockchains, hash-rates or tokenized economies. They care about new services and capabilities that will improve their business. They care about lower transaction costs and new ways to trade.

Clearly translating how real-world users get these benefits from blockchain-based solutions will be the ongoing work of blockchain marketing.