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Chapter


13 / 06 / 2016

Dear reader,

In this report you will be able to read about the process that we went through as a group while working on a project for our Advanced Course ‘Concepting Plus’. During this process, we developed our own concepting model, which can be used to analyse and improve existing concepts. To accomplish this, we first analyzed several other concepting models that we thought were useful and inspiring. From the knowledge that we gained by doing this, we eventually developed our ‘Backpack Model’. An extensive explanation about this model can be found further on in this report.

Apart from an explanation about the steps and components of the Backpack Model, we will also apply the model to an existing concept – in our case online video platform Vimeo – and we will give advice on how they could improve by enhancing their current concept and concept carriers. This advice will consist of both a collective opinion that we will give as a group, as well as individual advice on one of Vimeo’s concept carriers that will be presented by each of our group members. We hope you will find reading this report informative and interesting, as well as entertaining. Enjoy the journey you are about to make with us, Renée Blankenstein 2210163

Leonie Theeuwen

2188376

Lisanne van Herwijnen 2202977

Robin Toorians

2211292


Table of Contents P. 4

1

Chapter

The BackPack model

The reports opens with the explanation of the Backpack Model. In this chapter can be read about the underlying meaning of the model. Step by step is explained how the model will work and how to apply it on a concept or campanie. After reading this chapter you'll be able to apply it yourself.

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P. 10

Vimeo & Competitors

2

Chapter

The second chapter focuses on the organisation we've choosen for this assignment. The online video platform is briefly analysed in the second chapter. Deeper information is used in the third chapter. After reading this chapter you will be aware of the online video platform Vimeo.

P. 15

3

Chapter

Application of the model

In the third chapter shows step by step how Vimeo is analysed by means of the Backpack Model. Every step is worked out with examples from Vimeo to make it more clear. After reading this chapter you will be aware of the given answers by every step and onderstrand the next chapters.


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Painpionts & conclusion

Chapter

P. 31

The fourth chapter is a overview and will summery the results of step 5 from the Backpack Model. This chapter can be read without be aware of the application of the model. It will give a clear view of the painpionts and chances which are found be use of the model.

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Chapter

Group

Recommendation

P. 32

Within the fifth chapter, the group will conclude a coorperate conclusion with a recommendation. This will be the base for their individual assignments in the next chapter. After reading this chapter you'll be aware of the recommendation of the group and where Vimeo could be focusing on in the future.

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Individual assignments

Chapter

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P. 34

The group will give their personal recommendation by means of a new concept, individualy. In every assignment is processed with three touchpionts. The recommendation is based on the painpiont and chances devired from the earlier apllyment of the Backpack Model.

Lisanne

Leonie

Robin

RenĂŠe

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Chapter

Resources List

P. 52


1

Chapter

The BackPack model

This model uses New York as starting point and Shanghai as destination, but it’s up to you what your travel locations will be. The model exist out of five steps. Within these step a concept can been created or analysed by means of established questions. Step 1, 2 and 3 are focused on the internal analyse. In those steps among the things that will be created or analysed are the ‘why’, the vision, the mission, the corevalues, the USPs, the oneliner and the corporate identity. The fourth step is based about external factors. It’s also important to understand your external surroundings. So this is the step where the competitors, trends and target group will been analysed. The conclusion of all these steps will been collect in step five where the pain points and chances will been made up.

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5 P 02 N 90 JA 1509

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your trip. What will you bring with you, which airline you will be flying and what’s your goal of the trip. Many question that are common to creating a strong concept. That’s why this model used traveling as theme for this concept model. With this model, you’re able to create a new concept and also analyse one. But in the end, it’s all about having fun creating or analyzing concepts!

The Backpack Model is a creative concepting model to understand the creation of a brand by means of an ideological point of view. This means that a concept or company is working or started from a ‘why’ situation. Creating a concept isn’t an easy things to do. Sometimes it feels like packing your bags for a long trip. You’ve always dreamed about that one county to visit, but it will take some time to prepare for


By means of stamps is concluded how the steps have been rated. This is the rating system of the Backpack model. The maximum stamps every step can receive is five. Five stamps will mean that a step is worked out perfectly. One stamp will be a warning, because that will mean that none of the question could be answered. As read above, the conclusion will been made in step five. Internal analyse

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nal Exter se analy

Conclu sion

Step 1 | Dream The first step of the Backpacking Model is all about dreaming. The step is going to be the first step of the preparation of your journey to create or analyse a concept based on an ideological point of view. Within thin model it is very important to work bottom-down from a ‘why’ that connects to the company or organisation. Based on the ‘why’ from the Golden Circle Model (Sinek, S) you’re going to determine your ideology. This ideology or motivation results in a vision that should be the foundation of the concept and all it’s products. The binocular consists of several parts.


These parts each have their own question. Make you’ll answer each question correctly to put the binocular together. 1A: 1B:

Can the the ideology point of view been found easily?

Did the point of view emanate from an ideological thought or motivation? 1C: 1D: 1E:

Is the vision clearly formulated and easy to find?

Did the vision emanate from the ideology point of view?

Can you apply the vision to different kinds of concept carriers, products and services?

Remember, it’s more important to compete within yourself, then with others companies. A good concept with a strong and clear kan inspire others. So, start building the binocular and take a look at your destination. It’s time to fulfill your dreams and make a trip around the world! 1D

1A

1E

1B

1F

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1C

Step 2 | Plan To fulfill a world trip, you’ll need to make a good plan for the stuff you will need on your trip. The second step is about creating a mission, core values and unique selling points (USPs). Make sure you’ll make a good plan. Based on the ‘How’ of the Golden Circle (Sinek, S) there are nine questions to help creating or analyse those. Fill in the question on your checklist, so you won’t be able to miss out something. 2a: 2b:

Is the mission clearly formulated and easy to find?

Did the mission emanate from the ideology or the vision? 2c:

2d: 2e:

Is the mission reliable and feasible?

Are the core values clearly formulated and easy to find?

Did the core values emanate from the ideology or the vision?


2f: 2g: 2h:

Are the core values distinctive?

Are the USP clearly formulated and easy to find?

Did the USP emanate from the ideology or the vision? 2i:

Are the USP unique?

When you’re ready with planning and you’ve have done everything on your checklist, then it’s time to pack your bags!

3a

3B

3d - e -f

3C 3g

Step 3 | Pack So, it’s time to pack your bags. This is the last step of preparing your trip belongs to the external analysis. This step is focused on the corporate identity and one-liner. And the end of the step the BBT-formula (Promise, proof and composition) will be checked. Just as before, that are some questions to create or analyse the concept 3a 3d - e - f and to make sure, everything is in your bag. When you’re ready 3g 3B packing it will be time to travel. 3C Make sure everything is in your back and don't forget to print the bording tickets!

Does the corporate identity emanate from the core values?

3A:

3B:

Are they consistent in their corporate identity? 3C:

Is the corporate identity distinctive? 3D:

3E: 3F:

Do they have an oneliner?

Is the oneliner clearly formulated and easy to find?

Did the oneliner emanate from the philosophy / the vision? 3G:

Can the BBT formula been filled in completely?

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Step 4 | Get there After you’ve finished your preparation for the trip, it’s time to leave! With the steps 1 to 3 in your pocket, you are ready to fly to your destination. While sitting in the airplane, you’ve got the chance to read some information of the country. It’s important to know. This step is focused 4C on external factors. 4B You will analyse the competitors, target group and trends. 4A

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4a:

To which extent does Vimeo respond to competition? 4B: 4C:

Is there a specific target group?

Is there any response to current trends and / or developments?


Step 5 | Make the journey Within the last step, you’re going the make the journey. Landed on the destiny, you’re ready to travel. Everything you need, is collected or made in the first four steps.

5a 5C 5b 5D

After collecting all things for your backpack in the internal analyses in step 1, 2 and 3 and the external analyses during your flight in step 4, it is time to check if everything that you did is right and complete. This is done by means of the stamps in step 1, 2, 3 and 4. In this last step there will be made an overall conclusion and the pain points and chances for the company will become clear. Now it’s time to fill in the following questions: 5a: 5b: 5c: 5d:

Are all components from step 1 to 4 present?

Are all components from step 1 to 4 consistent?

What conclusion you can make based on step 1 to 4?

Which parts from steps 1 to 4 can or can't be found in the concept cariers?

5E:

What are the pain points? And what are the chances?

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2

Chapter

Vimeo & Competitors

Vimeo is a video website for people who want to upload, share or watch video’s. In 2004 Vimeo was founded by Jake Lodwick and Zach Klein. They wanted to share their creative work and personal moments from their lives and give upcoming filmmakers the opportunity to share and promote their work. (Rose, 2015) In the first two years Vimeo has 400.000 subscriptions from upcoming filmmakers. In 2010 they were up to 3.1 million registered members and 30 million unique visitors per month. (Definitionmagazine, 2010) The income of Vimeo comes from users who pay for a premium account. Whit a premium account they can show their movies on the ‘Vimeo on demand’ page.

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The biggest competitor of Vimeo is Youtube, but in Jakes eyes Youtube is a platform that don’t care about the creator but just wanted a lot of content. Vimeo cares a lot of her members and to get the best quality of videos they delete every video which is uploaded that isn’t owned by the creator. (Rose, 2015) Target audience Vimeo has a quite specific target audience, because they focus on artistic people all over the world who produce material that is significant in the world of art and creativity. But not only the artistic people are the target audience, but also people who are willing to watch the videos of the creatives. (Rose, 2015) Most Vimeo users come from London, that’s why the UK is the second biggest country consumer. The US is the biggest country consumer.


Competitors

YouTube YouTube is a free video platform from Google that was established in 2005. Moreover, it is secretly the second largest search engine in the world with an enormous range. Daily discover, watch and share millions of users and advertisers homemade videos on YouTube. Below we assess YouTube in terms of price, features, ease of use, support and speed. Price Upload videos to YouTube is free and without charge. The flip side of the coin is that YouTube has less extensive features than paying providers and increasingly showing ads. You will have no control over which ads are displayed on your video. This can even lead to competitors in the professional image of your business harm or viewers. Only as a YouTube Partner it’s possible to earn money by advertisements which are displayed on the videos. Features These are the main features of YouTube: • unlimited bandwidth • easily embed and share videos • basic statistics (total number of views, views per location, referral links, display time, commitment . • responsive videos • Social networking: posts, likes, ratings and comments • limited ability to edit videos: annotations, links to other pages or YouTube videos, cut, simple filters • Partners may charge recurring fees or subscriptions • streaming (events) Speed Uploading videos requires a lot of time. With a fast Internet connection will take it easy for more than an hour for 15-minute video is uploaded and processed.

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Wistia Wistia was developed by students in 2006. They wanted to make filmmakers work together remotely. Nowadays, Wistia is a global video hosting provider. Price Wistia offers six different plans, including one free plan and paying five plans: • 5 videos - Free • 25 videos - $ 25 per month • 50 videos - $ 50 per month • 500 videos - $ 100 per month • Unlimited videos - $ 300 per month • Platform unlimited videos - from $ 300 per month Each plan has a bandwidth limit of 200GB per month, with an option to purchase more bandwidth when you reach your limit (in bulk or $ 0.33 / GB). You can change your rate plan pay monthly or annually and at any time cancel, upgrade or downgrade. Features Each tariff plan gives you access to all the features of Wistia. Advanced 12 integrations (marketing automation integrations) can be purchased separately. The main features of Wistia: • • • • • • • • • •

responsive videos for all devices featured images and thumbnails for videos easy embedding and sharing full control over where your video display or may be shared the option to add Calls to Action to collect your videos and email addresses Customizable player: you can easily customize the colors, buttons and features of your video player to the design of your website Video SEO Video heat maps: For each view, you can see a heat map showing which parts of your video or have not been (re) considered graphs engagement: engagement graphs show you how to perform video (watch trends, viewing history, viewing habits, interaction, number of views ) Team function: easy internal videos and feedback to share videos with your team

You can upload videos quickly to the server of Wistia. For a video of 4MB takes only 10 seconds.


SproutVideo Sprout Video is a video hosting provider from New York. The service was founded in 2010 and offers video hosting focused on small and medium businesses. Price Sprout Video offers five different plans: • Sprout - free - 150 GB bandwidth limit per month - 100 GB of storage - $ 1 per GB over your limit • Sapling - $ 25 per month - 300 GB bandwidth limit per month 400 GB of storage - $ 0.80 per GB over your limit • Free - $ 50 per month - 600 GB bandwidth limit per month - 800 GB of storage - $ 0.60 per GB over your limit • Grove - $ 100 per month - 1200 GB bandwidth limit per month 1600 GB of storage - $ 0.40 per GB over your limit • Forest - $ 300 per month - 2400 GB bandwidth limit per month 3200 GB of storage - $ 0.20 per GB over your limit The more expensive the rate plan: • The higher your bandwidth limit •The more storage you get • the less you pay for each GB over your bandwidth limit All tariff plans provide access to all the features of Sprout Video except the 'Sprout' tariff plan. The "Sprout" rate plan includes all features except statistics on the commitment of your visitors. • Grove - $ 100 per month - 1200 GB bandwidth limit per month 1600 GB of storage - $ 0.40 per GB over your limit • Forest - $ 300 per month - 2400 GB bandwidth limit per month 3200 GB of storage - $ 0.20 per GB over your limit

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The • • •

more expensive the rate plan: The higher your bandwidth limit The more storage you get the less you pay for each GB over your bandwidth limit

All tariff plans provide access to all the features of Sprout Video except the 'Sprout' tariff plan. The "Sprout" rate plan includes all features except statistics on the commitment of your visitors. Features One of the greatest strengths of Sprout Video is the wide range of features. There are too many to mention, but we think the most important:

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• • • • • • •

easily share and embed videos responsive videos for all devices heat maps, charts and detailed statistics full control over where your videos shown and integrate advanced privacy settings and private videos Integrated Calls-To-Action and options to collect email addresses Integration of email marketing and Google Analytics

• • • •

Fully customizable video player and color Various layouts and themes for your video page Video SEO customizable video landing pages

Speed Upload videos from Sprout video is very fast, just slightly faster than Wistia. The loading times are reduced to negligible, even during peak hours. Even if you start the video at various points, he plays right away.


3

Chapter

Application of the Model

In this chapter is the Backpack Model used to analyse the online video platform Vimeo.

Step 1 | Dream Ideology

1A Can the the ideology point of view been found easily?

Vimeo does mention the original motivation for founding the company on their website. It says: “In 2004, Vimeo was founded by a group of filmmakers who wanted to share their creative work and personal moments from their lives. As time went on, like-minded people discovered Vimeo and helped build a supportive community of individuals with a wide range of passions (Vimeo, 2016).” You can find this piece of information under “About Vimeo”, which makes it easy to find. However, only one sentence really describes their original motivation.

1B Did the point of view emanate from an ideological thought or motivation? Vimeo’s concept resulted from the motivation of a group of filmmakers to want to share their creative work and personal moments from their lives (Vimeo, 2016). This means that Vimeo basically served as a way to “show off” their own work, instead of originating from an ideological motivation.

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1C Is the vision clearly formulated and easy to find? Vision A vision for Vimeo’s concept is not clearly stated on their website. After some further research we came across the following sentence in an online article from Definition Magazine: “Their vision of a place for creatives and peers to meet and swap stories… (Definition Magazine, 2010).” Although not clearly formulated as a vision, there are a few sentences on the website that have more or less the same meaning. For example: “We hope this fun and friendly environment fuels your own creativity and inspires you to contribute to Vimeo in the ways that mean the most to you (Vimeo, 2016).” All in all, we can conclude that Vimeo’s vision is neither clearly formulated, nor easy to find. 1D Did the vision emanate from the ideology point of view? What is remarkable, is that – if this is indeed Vimeo’s vision – it does not result from the motivation from which the company was founded, which was basically merely to “show off” the founder's own 16 work. This shows that since Vimeo was founded, it has evolved from it’s original purpose into something else and that the vision was formed somewhere during this process.


1E Can you apply the vision to different kinds of concept carriers, products and services? When we look at their vision of “a place for creatives and peers to meet and swap stories” or “a fun and friendly environment that fuels your own creativity and inspires you to contribute to Vimeo in the ways that mean the most to you”, it is possible to apply it to different kinds of concept carriers, products and services.

Step 2 | Plan 2A Is the mission clearly formulated and easy to find? Mission Vimeo’s mission cannot be found on their website. However, after further research you are able to read about their mission statement in the article from Definition Magazine, where Vimeo’s communications director Deborah Szajngarten states the following: “Our mission is to inspire and empower people who make video. We are a service to video creators, we’re not television, we don’t want to be television; we don’t allow mass media distribution on our site. Part of our upload terms states you have to be the creator of that video in order to post it. We’re also very particular about not allowing truly commercial content on the site either (Definition Magazine, 2010).” This mission statement is clearly formulated, but the fact that you cannot read about it on their website and really need to do further research to find it, means that it is not easy to find. 2B Did the mission emanate from the ideology or the vision?

Vimeo’s original motivation of a group of filmmakers to want to share their own creative work and personal moments from their lives is not directly related to the mission which is about wanting to inspire and empower video makers and not wanting to be a mass media distribution and not allowing commercial content (Vimeo, 2016).

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Their vision of a place for creatives and peers to meet and swap stories is only partly related to the mission. It is possible to say that the ‘creatives and peers’ from the vision are the video creators who they want to inspire and empower as said in the mission (Vimeo, 2016). 2C Is the mission reliable and feasible? The mission is strict and clear written, which shows that they have really thought about the feasibility of it. With proper security for the content and preventing mass media, it can be reliable and feasible. 2E Did the core values emanate 2D Are the core values clearly from the ideology or the vision? formulated and easy to find? As mentioned before, the core There are no specific core values mentioned on Vimeo’s values are not easy to C o re V a website. This means lues find on Vimeo’s website. However, it is possible to they are neither clearly derive four core values formulated, nor easy to find. from the available information on the website: quality, creativity, 18 originality and positivity. A few of the core values we derived from the available information fit Vimeo’s original motivation of wanting to share creative work and personal moments from their lives, especially creativity and originality. All four core values fit their vision of a place for creatives and peers to meet and swap stories.


2F Are the core values distinctive? The four core values of Vimeo are quite basic and frequently used by companies, but Vimeo does really carry out these values and their fit with the company is very good. It is more important for a company to carry out their values in their services than to have very distinctive values. USPs

2G Are the USP clearly formulated and easy to find? Vimeo’s USP are clearly written on the homepage of the website. Vimeo describes itself as a “creator friendly video site” and praises itself for the following features and characteristics: Beautiful HD playback Powerful privacy settings No disruptive ads Amazing supportive community (Vimeo, 2016) The USP are mentioned next to the register form on the homepage, so when people visit the website they are immediately informed about the benefits of Vimeo’s service (Vimeo, 2016). This means that the USP are very easy to find. 2H Did the USP emanate from the ideology or the vision? Apart from the part of being a creator friendly video site, the USP do not fit Vimeo’s original motivation of wanting to share creative work and personal moments very well. Most of them do not really fit to the vision either; when thinking about a place for creatives and peers to meet and swap stories, only the USP about being creator friendly and having an amazing supportive community are relevant.

2I Are the USP unique? When we look at Vimeo’s main competitors – Youtube, Wistia and SproutVideo – we can see that each company focuses on other aspects. Besides the HD Playback, we can conclude that Vimeo’s USP are quite ‘unique’. They don’t have disruptive ads before, during and after the videos, their privacy settings are powerful and easy to understand and they have an amazing supportive community. The competitors do not have these three aspects.

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Step 3 | Pack 3A Does the corporate identity emanate from the core values? By entering their website, the first thing you will notice are the videos. All of the videos that are shown, have some kind of high quality. In comparison with Youtube, there are none over-the-top banners or crying banners. CEO Zack Klein has mentioned that he would like to fantasize that when he could afford it, he would buy a substantial number of billboards and replace the typical advertisements with simple, beautiful images. About their corporate identity CEO Zach Klein says: “Specifically, it was important for me to understand that the flash player is a portable device, and our early data demonstrated that most video plays would take place offsite encouraging me to move functionality from the video page to the 20 player itself. I think the player is still in the early stages of where it could go, as I expect most of our users’ experience should take place inside the player itself allowing us to renovate the Corporate video page into a showroom compelling users to take the video home with them, so to speak, to take it Ideni ty to their other habitats like Tumblr, Twitter, etc.” 3B Are they consistent in their corporate identity? The corporate identity of Vimeo is marked as clean and simple. Such as their logo. The videos are the priority. The use of color is mainly black, white and blue. Those colors are extended to more media such as Facebook, Twitter and Instagram. Their corporate identity isn’t that extensive. Most of the time it is just the logo and the content is mostly created by users of the platform. However, at Vimeo they are very accurate when it comes down to the use of their corporate identity by externals. For example, they made up several rules about how to use their identity. Vimeo loves itself as brand and cares a lot about how it appears in the world.


3C Is the corporate identity distinctive? The corporate identity in itself isn’t that distinctive. The core values of Vimeo are making the video platform distinctive. More and more companies are using video on their website, so Vimeo isn’t the only one to do that. If people will see a blue ‘V’ there is a chance they will recognize Vimeo right away. Vimeo can’t survive on their own, they need cooperation with Tumblr and other social media to show that they are distinctive. r Oneline

3D Do they have an oneliner? Yes, Vimeo uses the following oneliner: “Make life worth watching”. When entering their website, it’s shown on the top underneath their logo (Vimeo, 2016). 3E Is the oneliner clearly formulated and easy to find? Since the oneliner can be found on Vimeo’s homepage, which makes it easy to find for everyone. Apart from the homepage, however, the oneliner isn’t repeated anywhere on the website or communication means. 3F Did the oneliner emanate from the philosophy / the vision? Vimeo wants to inspire people with video content that is creative and original and that has a high quality. This makes that the oneliner fits Vimeo’s original motivation of sharing creative work and personal moments as well as their vision of a place for creatives and peers to meet and swap stories. As said above, CEO Zack Klein isn’t a big fan of today’s advertisement. He likes more valuable content. And this is what Vimeo tries to do. Give the people content that is really worth watching.

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3G Can the BBT formula been filled in completely?

BBTForm ula

Belofte (Promise) “Vimeo is video + you. We put your videos first and give you the best ways to share, discover, and be inspired.” Bewijs (Proof) USPs point out quality, usability, privacy and inspiring community Content is central in design Vimeo picks out the best videos for their users “Watch and share on any device” Toonzetting (Composition) Use of language is personal, friendly and humorous Content is central and ‘clean and simple’ design

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Step 4 | Get there 4A To which extent does Vimeo respond to Conc urre ntion competition? YouTube is the first online video platform that keeps being compared to Vimeo, although they are completely different. Vimeo is almost free from advertisements and has a clean design. The amount of negative comments is considerably lower than on YouTube. In March 2016, Vimeo got a new update with a new design and uploading improvements. This shows responding to the disadvantage of YouTube’s slow upload time.


4B Is there a specific target group? Vimeo focuses on artistic people – especially on beginning filmmakers – all over the world who produce material that is significant in the world of art and creativity. They do not focus on people of a specific age or origin but on artistic people who produce short creative videos and people who like to watch those videos, roup Targetg which can be regarded as a target group as well. 4C Is there any response to current trends and / or developments? In Vimeo’s newest update they focus on simplicity (new navigation tools), picture-in-picture viewing, recommendations for what to watch next, and simpler commenting on compatible devices like iPad Pro. This means that they keep tabs on what is happening in the world around them and respond to those trends and developments that Trends are relevant for their products and services.

Step 5 | Make the journey 5A Are all components from step 1 to 4 present?

Step 1

Vimeo’s ideology is present, although it is not based on an ideological idea or motivation.

Their vision is not very clearly formulated and hard to find on their website or other communication means, so we could say that it is not present (enough).

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Average 2,5 stamps


Step 2

Vimeo’s mission can be found by doing further research but cannot be found on their own website or in other communication means. Because of this we can conclude that it is not present (enough).

We had to derive Vimeo’s core values from the available information on the website. They are not clearly formulated, so we could conclude that they are not present (enough).

Average 3 stamps

Vimeo’s USP are very clearly formulated and very easy to find as well.

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Step 3

Vimeo’s corporate identity – though clean and simple – is present.

Their oneliner is present as well, although it would be better if it was repeated in other parts of their website and other communication means instead on just showing it on the homepage.

All components from the BBT formula can be filled in and can be marked as present.

Average 4 stamps


As Vimeo responds to the disadvantages of Youtube – their most important competitor – by offering products and services that exclude these negative aspects, we can conclude that Vimeo responds well to competition.

Step 4

Although their target group – people who produce short creative videos and people who like to watch those videos – is not very specific and quite broad, it can still be regarded as a target group.

Vimeo keeps tabs on what is happening around them and responds to trends and developments that are relevant for their products and services. Average 4,5 stamps

5B Are all components from step 1 to 4 consistent? Since Vimeo was founded, it has evolved from it’s original purpose and philosophy – a way of sharing the founders’ own creative work and personal moments – into something else: a place for other creatives and peers to meet and swap stories. The vision was therefore not formed at the same time as the philosophy but somewhere during this process. This means that these two components are not very consistent, although both do focus on creativity and sharing stories.

Step 1

2 stamps

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Step 2

As can be read in question 2B, Vimeo’s mission is not very consistent with their philosophy and only partly with their vision.

In question 2E can be read that the core values are quite consistent with Vimeo’s ideology and vision. Although the mission does not fit the ideology and vision very well, the core values fit all three components quite well. This means that the core values could be considered as a binding factor between those three components.

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Average 2,5 stamps

As stated in question 2H, the USP – apart from the part of being creator friendly – do not fit Vimeo’s original philosophy or their vision very well. The USP do have a good fit with Vimeo’s mission and core values.


With their clean and simple corporate identity, Vimeo prioritizes the videos that their users make. This fits all components from step 1 and 2 very well.

Step 3

Vimeo’s oneliner also has a very good fits with all components from step 1 and 2.

The BBT formula is consistent with all components as well; Vimeo’s promise of “putting your videos first and giving you the best ways to share, discover, and be inspired” fits their vision, mission, core values and USP. The only component is does not fit well is their original philosophy.

age Aver stamps 27 4,5


5C What conclusion you can make based step 1 to 4? Step 1: Dream Are all components present: 2,5 stamps Are all components consistent: 2 stamps Average evaluation of this step: 2,25 stamps

Step 2: Plan Are all components present: 3 stamps Are all components consistent: 2,5 stamps 28

Average evaluation of this step: 2,75 stamps

Step 3: Pack Are all components present: 4 stamps Are all components consistent: 4,5 stamps Average evaluation of this step: 4,25


Step 4: Get there Average evaluation of this step: 4 stamps

5D Which parts from step 1 to 4 are or are not reflected in the concept carriers?

Organization The organisation is clear. Jakob Lodwick and Zach Klein are both the founders of Vimeo. But nowadays Kerry Trainor is the CEO of the company. With more than 200 employees he runs this business. Communication Vimeo has four quite unique USP. At this moment Vimeo isn't making enough profit from it. In their communication to their target group they aren't used. Same for the vision and mission of Vimeo. Vimeo claims that an amazing supportive community is one of their USPs. But when looking at the support they're giving on social media is, you can ask yourself if they really are what they claim to be? For example, someone asked in a comment how to post a video on Facebook. But no reaction from Vimeo, but a reaction from a random person help him out the next day. Their Instagram account does it a lot better, but shows more content behind the scenes then community driven content. For some reason, the touch points with their audience are missing out. Physical environment This carrier is hard to analyse, because of the online service of Vimeo there isn't a physical environment where users can get in personal contact with the organization. Vimeo has three offices, which are located in New York City, Los Angeles and London, from where the organization is runned.

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Product Vimeo is a platform where people create the content themselves. They have set up some rules of their users which they have to follow. Not every kind of video is approved by VImeo. Free users can only upload a file of 500 mb max once per week. If users want to upload bigger files and more per week, they could choose for Vimeo-Plus. The name of the extra service is a some kind of boring and doesn’t give users a premium feeling. What Vimeo does right is keeping the overall content on a high value level. That’s also the mean reason of why Vimeo is started.Former CEO Zack Klein mentioned that he likes valuable content. Vimeo differentiates herself focusing on art by those rules. For a long time they have banned game videos, because those videos were holding back transcoder wait times. So, the experience for users to upload video very fast was disruptive. After all, Vimeo does a lot to make sure that the USPs are visible. Network 30 Vimeo used other network to connect to their audience. An account can be created via Vimeo or, like more websites, you can login with your Facebook account. But it isn’t a real social network as we see by Facebook or Instagram. Vimeo makes use of other media to promote itself.


4

Chapter

Painpoints & Conclusion

The pain points of Vimeo are made clear by means of the model. The following has been seen. Step 1 ‘Dream’ and step 2 ‘Plan’ got the fewest amount of average stamps: 2.25 and 2.75 stamps out of 5. The other two steps are scored a lot better with 4,25 and 4 out of 5. Vimeo’s vision is present, although it is not based on an ideological idea or motivation. Vimeo hasn’t a real good ideology. Like you’ll see by Coca Cola or Apple. The vision of Vimeo isn’t very clearly formulated as well. They do have an one liner which can be found easily: ‘Make life worth watching’. But non the vision or the one liner is used in their communication means. The same applies for their mission. It’s there, some sort of, but not used in their communication means. The communication that are used with their audience is simple and not exclusive. It feels like Vimeo isn't understanding their audience's needs after all. A quick look at their Facebook page shows an average of 31 50 likes per message. Also if someone is in trouble with their account Vimeo is still acting likes a company from 2001 by sending push information instead of directly helping their users. Their Facebook page is a little bit lacking behind with nowadays social media use. In step 5 we see there is no physical environment for the users of Vimeo. Also the four USPs of Vimeo can be used more often. One of their USPs is quite unique. Namely: No ads. Their concurrent Youtube uses a lot of advertisement to generate revenue. Former CEO Zack Klein has mentioned before. If he could, he would like to replace all typical advertisements with simple beautiful images. For Vimeo is this a very strong USP and they should definitely do more with that. It's a beautiful and friendly platform to use, if Vimeo would increase their pain points they will definitely give the online video platform a boost!


5

Chapter

Group

Recommendations

By looking at our analysis and evaluation of Vimeo and the conclusion of it, we can give Vimeo some recommendations. How visible the USPs and the oneliner are, how invisible are the vision and the motivation. This gives a lack in storytelling in Vimeo, which doesn’t give the company a boost. A bit of extra storytelling could definitely be an opportunity for Vimeo. This can help to make the motivation and vision more clear. It’s unknown why Vimeo doesn’t use Facebook very actively. It could be, because they want to avoid negative comments and not to be a mass media platform. Although, Facebook is still one of the biggest social 32 media platforms, so we recommend Vimeo to use it more. Facebook is also a way to use as a customer service. This can make the users more pleased and happy. Also, the physical environment is basically invisible for the user. Vimeo can work on that to show some more insight of the company and the offices via the website or other channels as Instagram and Facebook. Another option is to create a place to get in contact with the organization. The last recommendation is towards the product itself. There is a possibility to get a Vimeo-Plus account, but this is still not mindblowing. To get a real connection with the users and becoming a Lovemark, Vimeo should come up with a special treatment for loyal users.


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6

Chapter

Individual Assignments

Studentnumber:

2202977

Painpoint:

Communication

Lisanne van Herwijnen

Explanatio

n of fit

The Backpack Model showed that the organization of Vimeo is pretty clear, but that the communication can use some improvements. Therefore we recommend that Vimeo can show their core values and USPs more through their entire communication. By focussing on business, Vimeo can go deeper into that by communicating it.

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To bring these opportunities to life to the users, I will focus on the concept carrier ‘Communication’ with a little bit targeted at ‘Organization’ too. I am convinced when I work on the communication of Vimeo, the rest of the concept carriers will improve as well and will make the pain points fade away. In my opinion, a perfect opportunity for Vimeo to communicate even more as a business brand, is ‘Vimeo University’.

Vimeo University Vimeo University is an online education program which gives users the possibility to get even more professional in making videos and learning how you can put your creative thoughts into practice. Vimeo already has a tool called ‘Video School’. Here you can find tutorials and tips by, for example, choosing the right camera and using storyboards. But what if you still have questions? How can you suddenly put all this theory into your own practice? With this educational business tool, Vimeo can put their core values and USPs deeper through the whole company. The core values are: quality, creativity, originality and positivity. The USPs are: + Beautiful HD playback

+ Powerful privacy settings

+ No disruptive ads

+ Amazing supportive community


With ‘Vimeo University’ users can apply for an education program in several categories and levels. Categories as: camera angles, editing and using videos into business. Into these courses, there are different levels. For beginners, average experience and experienced video makers. Vimeo users can subscribe for these courses. Each week there will be a class online via a live stream. All subscribers will have the opportunity to be present live digitally. There will be an actual 'teacher' in front of the class, which is an employee of Vimeo. During this course for all attendees it is possible to ask them questions about parts which are unclear. There will be a DIY workshop twice a month. Here, viewers can simultaneously create something with the live stream. Subscribers who cannot look at the time of the live stream, the video will appear later in the mailbox and they can watch them whenever they can.

Applying for Vimeo University costs € 5, - per month. The Vimeo Plus and Vimeo PRO subscribers are automatically members of Vimeo University. Each new free member of Vimeo gets two free lessons they may attend so they can test for whether they want to join or not. These educational videos add an extra dimension to the business focus of Vimeo, to make the user also wiser in the professional use of video. This Vimeo can further differentiate themselves with, for example, competitor YouTube who are mainly on the commercial targets. The vision of Vimeo of a place for creatives and peers to meet and swap stories gets emphasized here again as well, because the Vimeo University is an additional place for professionals and businessmen to meet and inspire. For example, if a ‘pupil’ has some question which the 'teacher' cannot directly answer, another professional can step in to help. Own experiences can be shared. Vimeo University gives the company the opportunity to target more on the target group, the business people, and give them an additional tool.

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Touchpoints

Pre-exposure By entering the website of Vimeo, the user immediately get in touch with Vimeo University by seeing it as one of the USPs written on the home page. When they want to make an account, they can read more information about it and Vimeo will explain the advantages of taking a Vimeo Plus or Pro account in combination with Vimeo University.

The users who already have an account will hear about Vimeo University via a news letter in an e-mail. This will trigger them to upgrade their account and make use of it to improve their skills in 36 making business related videos.

Direct-exposure The people who apply for Vimeo University will get a schedule with all the classes on it. The ‘pupils’ can join the class with a livestream. With a chat, they are able to interact with the teacher, who will be one of Vimeo’s employees, and the other pupils. With a Do It Yourself class, the people are going to work with the teacher together to bring the information directly into practice. With these classes, Vimeo will be an even more unique online video platform.

Post-exposure Eventually, the people can put this knowledge into practice wherever they want. It gives business people who are not professional video makers the opportunity to improve their skills and use it into their daily work life. Also students who do a video/film related study, can use the theory they learn at Vimeo University as some extra knowledge to put in the assignments he/she makes for school.


Storytelling This is Dirk Janssen, a 47 years old business man. He is the director of a big estate agency. Dirk lives with his wife and his two daughters in Haarlem. Annika, Dirk’s daughter, is a student on the HKU and learns to combine her creative mind with the newest digital media and concepts. She also creates a lot of video content to present her creative ideas and to make little documentaries. Dirk is always very impressed with Annika’s assignments. He thinks that making videos is a very professional way of explaining a subject or presenting a new idea. Annika indicates her father on ‘Vimeo University’ to help him with learning how to make good videos. In the weekend, Dirk goes to the website of Vimeo and creates an account there. With his Vimeo Plus account, he can directly attend the classes of Vimeo University. Dirk can insert that he is a beginner, so all the classes will be adjusted to his level. He watches the first class via a livestream. It is about making sure your camera has the right settings. Sometimes everything goes a bit too fast, so he tells that in the chat. The lecturer notices it and explains that subject a little bit more. Eventually he gets an assignment to practice the theory he just learnt. A month later Dirk shows his daughter a video he made for the presentation at the weekly meeting. She can’t believe her eyes. Annika gives some tips for a few little changes and the video looks very professional. That week he uses the video during the meeting to present some new ideas. Dirk notices that all the employees are listening better than ever and that they understand everything immediately. After this, Dirk is sure that he will continue with Vimeo University to improve his skills even more. He found a new hobby as well. A new plan has been made: for the next holiday he will make a holiday video.

37


Studentnumber:

2188376

Painpoint: Physical Environment

Leonie Theeuwen

When applying the Backpack model on Vimeo we found a pain point and chance for the physical environment. The pain point is that there is no physical environment for the users of Vimeo to get in contact with the organization. The company has three offices, but it’s quite invisible for their users. To change this it’s possible to show more details from the offices on channels like Instagram and Facebook. But it’s also possible to create a physical environment where the users and the organization can get in contact with each other. In this advice I will focus on this last chance. By means of a new concept, called ‘’Vimeo on Tour’’, I will give advice on how this concept will help Vimeo to create a better physical environment, where the users can get in contact with the organization. I think it can be good for an online service to create also an offline environment. Some extra advertisement is always good for an online service.

38

h Vimeo!‘’Vimeo on Tour’’ -Become a filmmaker wit The main idea of this concept is to create a mobile physical environment for the users of Vimeo where they can talk with employees and get help with editing and creating a good video. Vimeo on Tour means that employees of Vimeo weekly visits another city with a truck, converted into an office with a three computers. The truck visits the cities on a Saturday, that’s the day the target group will visit the shopping centres. On the Social Media platforms the tour schedule will be published to achieve people who are interested in editing video’s. This service is mainly for creatives who need some help with editing a good video and for the one who is curious and want to

learn the basics of editing a video. The employee and the visitor will work together on a video at one of the three computers in the mobile office of Vimeo. All three computers have several video software, so the visitors can choose which one they want to use. To help as much as possible visitors, there will be a maximum of one hour help per visitor. For the creatives who are already started with editing a video, but just need some help, Vimeo advises them to take their video with them on a USB flash drive. They will learn all ins and outs of video editing and when they finished the video, they can upload it on the website of Vimeo and share it with friends and other users.


Explanation of fit In this part I will tell you why I think this concept will add value to Vimeo and the concept carrier ‘Physical Environment’. Vision: The concept is partly based on the sentences we found that sounds like the vision of Vimeo - “We hope this fun and friendly environment fuels your own creativity and inspires you to contribute to Vimeo in the ways that mean the most to you.’’ With the Vimeo on Tour truck we create a welcoming and friendly environment which is in line with the vision. The vision applies to both the online as the physical service. USP: One of the USP of Vimeo is ‘Amazing supportive community’. Vimeo on Tour offers support for the personal needs of people editing.

39 Core values: Quality is one of the core values that fits the concept. By supporting people Vimeo achieve qualitatively better video’s online.

Touchpoints Pre-exposure: Via Facebook, Instagram and the website of Vimeo the tour schedule of Vimeo on Tour will be posted. In this way Vimeo can notify their users of this tour.

Direct exposure: The second touch point is when the interested consumer gets in contact with the employees of Vimeo while visiting the Vimeo on Tour truck in one of the cities. Also the potential consumer can get in touch with Vimeo. When he passes by and gets curious or just wants to know more about Vimeo he can also enter the truck.


Post exposure: When people have visited the truck and the Vimeo on Tour has ended for that day, it’s important to post a message, video or photo on the Social Media. Other people on Social Media can be inspired to visit the truck at another day by seeing the message, video or photo. The company can also ask people to share their video which is made with support of Vimeo in the Vimeo on Tour truck. Another important touch point is word-of-mouth advertising. It’s very important to give the visitors a positive feeling of the tour and the employees, because they will share all experiences to their friends and family.

Persona

40

James is an 18-year old student. He lives in London with his parents and his little Sister Eileen. He just graduated from Secondary School and after the summer he starts with a creative study on an University. One of his hobbies is making short videos together with his best friends Scott and Rudy. Most of the time they make animation films. They post their videos on Vimeo’s website to share it with the world and to amuse and inspire other people. James watches a lot of videos of other users and wants to be one of the better filmmakers. But he still has to learn a lot.


Storytelling James and his friends are watching videos on the website of Vimeo to get inspired for a new movie. On the website is posted an announcement of Vimeo about the tour they are making this summer along the big cities of The United Kingdom. They decide to visit the Vimeo truck in London the first moment of the morning as it arrives. In the weeks before the big day, James and his friends collects all the questions they have about editing animation films and edit a first concept of their new movie. On the big day James is out of bed early. He is very excited to meet the employees of Vimeo and work together on their movie. At nine o’clock he goes to the shopping centre where he will meet his friends. They want to be one of the first visitors of the truck when it’s opens at 9.30. When the truck finally opens, they are friendly welcomed by Julia, one of the employees of Vimeo. Julia gives them a short introduction of her job at Vimeo and after that they can show their concept and already posted videos. She gives her comment and together they look what parts can be improved. Julia shows them different technical skills to get the best result. After one hour James and his friends leave the truck with a good advice, new skills and insights and a lot of inspiration. They are very enthusiastic and going to James home to finish their video. After three hours of hard working, they have finished their new animation video and uploaded it on their Vimeo page. Thanks to the visit at the Vimeo truck they achieved a higher level of quality of their video. They want to share their video and experiences of this day with their friends on Facebook and to their parents and brothers and sisters at home.

41


Studentnumber:

2211292

Painpoint: Communication / Physical environment

Robin Toorians

Explanation of fit

The results of the BackPack models shows that Vimeo has some strong USPs relative to their competitors. Vimeo offers the content for free and without any advertisement by means of their business model. Looking to Youtube, they have to put an advertisement on forehand of every video and within the video. Vimeo puts the quality of the content in the first place. Every video has to fulfill some rules. Also the speed of uploading is every high. Those are strong USPs where Vimeo can do something with. But at this moment, it’s not happening enough. By using those USPs this concept will boost the communication of Vimeo.

Vimevision Vimeo is an online video platform, so you would expect online communication. But is this case, it will not be the case. It will be a mix between the carriers communication and physical environment. The concept ‘Vimevision’ 42 will spread 50 old looking TVs over the Netherlands and placed at public places. These so called, Vimevisions, will serve as communication mean. Every TV will be fixed with a better screen to care of the high quality video that Vimeo is offering. Besides this there will be four audio inputs for people who want to listen to the Vimevision. By means of this, an amount of four friends are able to listen to it at the same time. In the first place, Vimeo will launch videos from the social network themselves on the videos, to set the tone of voice. Every Vimevision will play randomly a video when pressed on play. What people can expect is for example a documentary about Muhammad Ali. After watching the video, people get know about the fact that they can upload a video tot je Vimevision themselves. All of the content is from


content created by users of Vimeo. Afterwards well the USP be designated with a short video where freedom in every way is supported. After a week or so, it is the intention to get people upload their own videos via Vimeo. To upload a video to the Vimevision they will need upload their video to Vimeo. At the same time they will meet Vimeo and her benefits. De Vimevision will be in the public places for a month. Afterwards there will be an aftermovie of the televisions and Vimeo. The best content will be rewarded with a nice price. Oneliner “Be the platform”

Touchpoints

Vision “We at Vimeo think that everyone is an artist, they only need a platform to share. A platform which put their user first and where everyone is free in every single way.”

Direct Exposure 1 The first direct-exposure will be the Vimevision. They will pop-up in some sort of guerilla action, they will be there without knowing. The first touch point with Vimeo will be on the Vimevision. They need to plug in their own headphones to give the people a little bit more control to is. The short information video afterwards will give the people some information about Vimeo.

Direct Exposure 2 The second direct exposure will take place when people are going to upload a video to Vimeo. When people go to www.vimeo. com/vimevision they will land on the homepage of the Vimevision. The website will be another communication mean to support the USPs of Vimeo. At this touch point will the upload speed and no ads raise the experience.

The design of the TV, the high quality and the possibility to listen to it with four people at the same time will raise the experience.

Post exposure The third touch point will be afterwards. The Vimevision are gone and now it will be time for an aftermovie of the concept. This video will be launched via Vimeo, Facebook, Instagram and Snapchat (Extra possibility). In this video the focus will be on the USPs by means of footage shot in the past month.

43


Storytelling Bastian Schouwenaar is 23 years old and is studying at Fontys Hogeschool of Arts. Is passion is video content editor and he would like to make this his future job. Bastian is someone who likes to party but he is also someone who likes to read a good book. Besides this, he reads and views a lot of content about art. He has been a big David Bowie since he can remember. After the death of David Bowie he visited the ‘David Bowie Is’ expo again. For an assignment at school Bastian made a short documentary about David Bowie. He has placed the documentary at Youtube, but the video didn’t got the attention has he was hoping for. At some day, he went to the local library to study for his test. When he walks in the library he sees one of the Vimevisions. He doesn’t 44 know what it is and starts to study. While he is studying he keeps on thinking about the TV. What should it be? When he is done studying he decides to take a view. At the top of the Vimevision is written: “Be the Platform”. He presses the button and a documentary about Muhammad Ali starts to play. He quickly puts in his headphones and start to listen. Bastian likes it. At the end of the video he sees the message with all the benefits of Vimeo and the possibility to get his own video in the Vimevision as well! He likes the idea. This is his chance to show his documentary about David Bowie in public.


When he’s home he turns on his Macbook and surfs to the special page for the Vimevisions. He uploads his documentary and enjoys the upload speed. One of the USPs of Vimeo. He tells his friends about the Vimevisions and what he did hopes that his friends will check it out. He has never got in touch with Vimeo, so starts reading some information about Vimeo. He succeeds to get his documentary on one of the Vimevisions and some friends of him watch it on. Bastion thinks it’s a lot of fun! He likes Vimeo on Facebook and starts following them on Instagram. After some time the Vimevisions are removed. Bastian scrolls through Instagram and a some point he comes across the aftermovie Vimeo has made throughout the concept with the Vimevisions. He really likes it and shares it with his followers. He really likes the idea of Vimeo and thinks he is going to use the video platform more in the future. Thanks of the network that Vimeo has created to show his video more often to a specific targetgroup his documentary has more viewers that his videos on Youtube. 45


Studentnumber:

2210163

Painpoint: Communication

Renée Blankenstein

After applying the Backpack Model to Vimeo’s concept, it has become clear that they do not communicate their vision, core values, one-liner and USP’s very well, either on their website or on their other communication means. Because I think it is very important to show your customers and other stakeholders what you stand for and what the benefits are of using or working with your company and products, I recommend Vimeo to come up with a way of showing off their values and USP’s more thoroughly throughout their communication. Apart from showing all these things more clearly on their website, I think another way of showing them to the world would be to come up with a public campaign that makes it very clear what Vimeo stands for, also for people who are not familiar with them yet. I will now give further advice by explaining my idea for such a campaign, called “Make life worth watching”. 46

"Make life worth watching" In an interview Vimeo’s co-founder Zach Klein says that his fantasy is to buy a number of billboards and replace the typical advertisements with simple, beautiful images. The idea I have for this campaign is to collect several stills and images from some of the most meaningful and artistic video’s that have been uploaded to Vimeo and to display these stills on as many billboards as possible (of course with permission of the creators of these videos). On these posters there will be only a few words: “Vimeo. Make life worth watching”. At the bottom of the posters, the name of the video and it’s creator will be shown, as well as the link to Vimeo’s homepage. The idea that comes with this campaign is that the simplicity of the posters and the beauty of the images they show will stand out in the sea of advertisements that we are used to, and that they will inspire the people


who see them and trigger their curiosity to see more and maybe even start creating (and uploading) their own videos. The images that are used for the posters will also be shown on the homepage and on social media such as Facebook and Instagram. This will make them more recognizable and it will give more strength to the message the campaign wants to convey.

47

Explanation of fit

I will now explain why – in my opinion – this campaign fits very well to Vimeo’s vision, core values, one-liner and USP’s.

Vision Although Vimeo does not communicate their vision very clearly, I chose to use the following sentence to inspire me while thinking about this campaign: “We hope this fun and friendly environment fuels your own creativity and inspires you to contribute to Vimeo in the ways that mean the most to you.” What I want to achieve with this campaign is that the posters will inspire people and that they will fuel their creativity to start creating videos themselves and then hopefully upload them to Vimeo. This fits very well to Vimeo’s vision as described above. Another plus side of this campaign is that it would expand Vimeo’s environment to a physical environment instead of just being an online platform.


Core Values As shown by the Backpack Model, Vimeo does not mention specific core values on their website. However, it is possible to derive their most important values from the information that they do give. The core values we found are quality, creativity, originality and positivity. I think the “Make life worth watching” campaign would fit very well with these core values.

48

• Quality: The campaign has a good fit with this value because the images on the posters are stills from some of the best (HD) videos that can be seen on Vimeo • Creativity: This value has a good fit with the campaign because most videos on Vimeo are very artistic and made by creative, and also because it’s purpose it to inspire people to be more creative

• Originality: The campaign is original not only because of the images that are shown, but also because it is something very different from the typical advertisements we usually see around us • Positivity: This value fits well with the campaign because the images that are used show beauty, creativity and meaning and they inspire people to “make life worth watching”. In other words: to see the beauty, creativity and meaning in your life and the world around you

One-liner Vimeo’s one-liner is “Make life worth watching”, which is also the name of the campaign. I made this choice because I think it is a powerful one-liner, which shows what Vimeo stands for. Currently however, it is only shown once throughout their whole website and I think it get a more prominent place on not only the website, but also in their other communication means. USPs Vimeo mentions their USP’s very clearly on their homepage. They promise “beautiful HD playback, powerful privacy settings, no disruptive ads and an amazing supportive community”. The “Make life worth watching” campaign focuses on all USP’s except for the second.


• Beautiful HD playback: The images shown on the poster are HD stills from videos you can watch on Vimeo • No disruptive ads: The posters replace the “disruptive ads” that pollute our daily surroundings. This is a metaphor for how Vimeo also doesn’t pollute their videos with annoying ads and banners • Amazing supportive community: The images originate from videos that are made by creators in the Vimeo community. By showing their images to a bigger public, Vimeo supports them and helps them get more publicity

Touchpoints Pre-exposure During the weeks leading up to the release of the campaign, tiny snippets of the images that will be used on the posters will be posted on Vimeo’s website and on social media combined with the release date and the message that people have to keep their eyes open. In this way people will not be able to see the whole image, but just enough of it to trigger their curiosity and make them more alert when the campaign actually starts. Direct exposure Direct exposure will take place during the campaign itself, by people seeing the posters on billboards in public spaces. When their curiosity is triggered and they pay a visit to the website or one of Vimeo’s social media canals, they will be brought into contact with the campaign again by seeing the images on the homepage and as social media posts. These posts will then refer to the actual videos from which the images were taken. Hopefully this will inspire them to become members of the Vimeo community.

Post-exposure During the weeks after the campaign is launched, different videos will be posted that give more information about the campaign. This could be a “making of” video, or interviews with the creators of the videos from which the campaign images were selected. These videos will be posted on the website and on social media.

49


Storytelling Lisa is a 25-year-old student at the Amsterdam University of the Arts. For her graduation project she is making a series of short artistic films, documenting her life and work. It is something she has never really done before, but now that she has been working on the project for a while, she has discovered how much she enjoys it. And if she says so herself, she is actually quite good at it as well. There is only one problem: she doesn’t really know how and where to show her videos to a bigger public… With her artistic mindset, she isn’t a big fan of using YouTube, since it is so commercial and focused getting as much content as possible, which will make her videos disappear between all the advertisements and other videos without anyone ever even seeing them. 50

While Lisa is on the tram on her way to school she is staring out of the window, trying to think of a solution. Then one of the many billboards suddenly catches her attention. And a few kilometers further another. They both show a different beautiful


image with the text “Make life worth watching” and the logo of the company, which apparently is called Vimeo. Make life worth watching… That is exactly what Lisa wants to accomplish with her videos! As soon as she arrives at school, she opens her laptop and types in the web address that was mentioned on the poster, curious about what kind of company this Vimeo is. As soon as she gets to the homepage, she sees that same message again, “Make life worth watching” along with both images she saw from the tram, and several others. When see scans the website a bit more, she quickly discovers that Vimeo is an online video platform that wants to inspire people to be creative, that puts their videos first and gives them the best way to share, discover and be inspired. On top of that they promise high quality videos and no disruptive ads! Lisa is elated. Finally she has found a way to share her videos in an environment where they will be respected and appreciated for their artistic value. Inspired, she immediately signs up as a member of the Vimeo community and likes and follows their different social media pages, where she discovers more of the beautiful images and the story about the video from which they were taken as well. Now Lisa can confidently upload the videos for her graduation project, and be inspired to make new videos in the future. Problem solved!

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7

Chapter

Resources list Definitionmagazine. June 29, 2010. Vimeo a Utopian Video Community. Retrieved on June 1, 2016, from http://www.definitionmagazine.com/journal/2010/6/29/ vimeo-a-utopian-video-community.html King, K. September 15, 2014. Vimeo Vs. Youtube: Which Is Best for Business? Retrieved on May 24, 2016, from http://sproutsocial.com/insights/youtube-vs-vimeo-business/ Rose, R. February 4, 2015. Vimeo. Retrieved on May 24, 2016, from https://prezi.com/xm2glilflhha/vimeo/

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Sinek, S. (2010). De Golden Circle. Retrieved on June 1, 2016, from http://www.eurib.org/fileadmin/user_upload/Documenten/ PDF/Positionering/n_-_De_Golden_Circle.pdf


1

Chapter


Concepting+