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How Top Tech Companies Are Doing Video

March 28th, 2011 by Brian Baumley

We Take A Look At Three High-Profile Corporate Videos Done Right

A lot of attention gets paid to the break-through products, services or events that are held by the top tech companies. And how are all of these various moments in time being introduced? With video, of course. We were particularly impressed with videos introduced this month by Twitter, Apple and Google and wanted to share them here as examples of how corporate video done right can educate, inform, promote and excite.

Discover Twitter

If you’re bold enough to feature one of hip-hop’s OGs talking about “waking and baking” with Martha Stewart alongside the current Speaker of the House and of one of the ESA’s most Twitter-savvy astronauts showing us his view of the world, there’s a good chance you’ve also created something original, unique and engaging. Twitter, working to build its case that you don’t need to Tweet to use Twitter, put together this really tight, celebrity-heavy video showing the many things you too could have access to if you engaged with the Twitter platform. It works so well because it effectively captures the diversity of Twitter, the close proximity that users can get to their favorite people, hobbies and interests, and how simple Twitter makes it all.

Meet the Apple iPad 2

Apple has a reputation for introducing products that are sleek and simple. Naturally, its video content should exactly mirror this. With Apple’s introduction of the iPad 2 this month, Apple released the below video that covered all of the various tech improvements that were made in the latest version, the hard work that went into aesthetics and design and all of the new things users will be able to do. It’s a bit on the long side at more than 6 minutes, but Apple knows it works for their audience: cult of Mac members that love the company and are heavily invested in their products. As they get ready to plunk down no less than $500 for Apple’s latest creation and mentally prepare for 12 hours in line at the store on launch day, they have this video to further feed their excitement and help them start thinking of all the many ways they’ll use their new toy.

Google Goes Gaga

A suggestion has been made that the top tech companies are trying to trump one another by landing the hottest surprise guests to come speak to employees. When Marissa Mayer, Google’s VP of consumer products, brought Lady Gaga out for a one-on-one discussion at a recent company event, she was visibly taken aback by the whole thing. (It’s unclear if it was at the thought of introducing Lady Gaga or just knowing that Google was now ahead in the informal “land the biggest celebrity you can” game.) Lady Gaga got her verbal intro from Mayer, but the proper introduction came with a a video that charted just how big of a celebrity Gaga had come. Being Google, the focus was on milestones Gaga has hit in search, video and fan engagement and connections. The video not only uses Google’s various services to validate her overwhelming popularity, but also to source content – in VERY clever and creative ways.  (The video below shows the entire event. Skip to the :43 mark for the intro video.)

The three videos above were obviously done with access to big budgets, a lot of creative personnel and TIME. Thinking about the various elements featured in these productions, we immediately recognize areas where Market7 could’ve possibly added some efficiencies. That includes everything from lining up international (and out of this world!) video shoots to script and edit feedback. It’s possible that your organization doesn’t have the resources required to produce this level of content, but that doesn’t mean that what you do create has to be any less effective. Market7  can help unleash the full potential of any team coming together to produce video. Click here to check out how.

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Ethics And Profits

March 29th, 2010 by Seth Kenvin

Week Of Deep Thoughts Post #1

Per the sub-headline here, a plan was that during this week after just getting a knee operation, I would be mind altered by Vicodin and could daily offer brief opinions on various weighty topics with chemically enhanced color. But Dr. Colin Eakin’s precise hands have me quite literally feeling no pain, so here are the first of those thoughts, in full sobriety.

Let’s start with Google eliminating China presence as a topic. Some of the controversies about this include whether the company is putting principle above fiduciary duty to its shareholders, whether the “do no evil” ethic can be selectively applied here whereas there are other areas it is arguably diluted (ex: constructing profiles based on observation of personal on-line behavior), and whether it all might just be posturing while selecting a more tactical retreat versus tough, local competition.

This post’s quick analysis acknowledges such compromises as potential factors and salutes Google nonetheless. Even if not absolutely purely, the company is overtly embracing principle that is consistent with the identity it’s cultivated. That identity is in fact reason why many choose to trust much of our online lives to Google. And by & large there is evidence that it’s been thusfar abided. So, in fact Google’s public embrace of principle is a driver of its popularity and hence its success, and this weighty demonstration could bolster such positioning perhaps with greater benefit than its ofsetting & significant consequences.

Market7 has yet to reach stature where our demonstrable abidance of particular principles makes much impact on our success, but we do have resolution of what some of those principles are. They motivate us (another factor that may favor Google here — internal, cultural pride in the workplace) and we look forward to the day we can exercise them (likely in  less Star-Wars-esque manner than the Google slogan) to the business benefit of our company through generation of extensive goodwill among multiple key constituencies.

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Personalized Video Experiences from 38 Thousand Feet

December 13th, 2009 by Seth Kenvin

Yet another tech dweeb bragging about being online from a plane

People touting being online from airplanes is about as trite as people pointing out how we increasingly consume the video we want, when we want, where we want & on the device we want. I’m doing both here — is combining those observations even more trite, or kind of insightful? I’m not sure, so I’ll try to keep this brief.

I’m on Virgin America (already established as favorite Market7 airline) flying back to SF from NYC.

  • I’ve been taking advantage of the free Dec-Jan WiFi to work online the whole flight (we’re over Utah now), including catching up on a couple of video podcasts.
  • Through the gap in the seats in front of me to my right a couple has swapped halfway through the flight so that each of them could watch The Hangover on the same in-flight VoD purchase in the seat’s screen.
  • Through the same gap on my left A guy is playing around with the Red interactive functionality on his screen while he’s got MTV up live in the screen’s corner by PiP.
  • Both of the guys next to me are using their iPhones to get online by WiFi. I haven’t seen them watch video on them, but they could.
& here I go making with the zeitgeist cliches (but it’s so true): wow we’re progressing from rapidly-extinguishing status quo of everyone being confined to whatever happens to be showing on the tube screens in the ceiling. In fact, my last NYC trip a couple months ago, on a different airline, the only electronic choices were to work on my laptop offline or tilt up my head to consume Mall Cop.

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The Latest Market7 Interviews And Reviews

November 20th, 2009 by Brian Baumley

Hear & See Recent Takes On Market7 And Brush Up On Enterprise Video

What’s the buzz? CEO Seth Kenvin recently took to the air waves (or is it broadband waves?) to talk to the crew at the Digital Production Buzz about the latest on Market7. Esteemed video pros Larry Jordan and Mike Horton got the scoop on how Market7 works, new features, customers and more for Market7′s fourth appearance on the show this year! Check out the whole show here or just Seth’s interview here.

ReelSEO also checked out Market7 in what is probably the most thorough review of our software to date! They like a lot of what we’re doing and point to some ways that we can improve the service even more. The good news is that many of the features or functionality that they’d like us to address are already on the road map, and the review also provides some interesting new ideas for us to consider. So, plenty more to come, as always.

Ann All over at IT Business Edge recently spoke with Seth to learn more about video collaboration in the enterprise. As video production becomes increasingly paramount for any business, there is a lot to consider. Seth’s interview makes for a great primer on what companies should be thinking about when it comes to utilizing video.

Thanks to @Cirina and the rest of the Digital Production Buzz team, Mark Robertson and Christophor Rick at ReelSEO, and Ann All over at IT Business Edge for taking the time to talk and learn more about Market7.

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Interview For Fierce Online Video Leader Series

September 2nd, 2009 by Seth Kenvin

Our Start-Up Evolutionary State

We appreciate Peter Wylie’s insightful questions about how it is to put a new start-up company through its paces in the current, challenging economic environment. Check out those questiona and our responses here (meaning, click logo below to link to the interview):

Thanks Peter & FierceOnlineVideo!

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Google Market7 News Roundup

August 23rd, 2009 by Seth Kenvin

Getting Some Electronic Ink

Some nice coverage via our announcement of as a customer (click logos to see articles):

[last one's a podcast, we're ~9:40 & ~11:20]

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1 Comment

Google Is First Customer Announced By Market7

August 18th, 2009 by Seth Kenvin

Market7 Provides Google With Collaborative Video Production Solution

Google in-house video team adopts video.Market7 web software for better production,
streamlined project management, enhanced communication about content creation

SAN FRANCISCO, August 18, 2009 – Market7, Inc., a provider of web-based software for collaboration in the development and management of creative content, today announces Google Inc. as a customer. Google is using video.Market7 software to better manage production of video about the company, its offerings and activities, for distribution to multiple audiences. A team of video production specialists within Google has used video.Market7 to complete more than 120 productions so far during 2009.

“It is excellent validation for video.Market7 to be selected and used by Google, especially considering its record of bold achievement in technology and media, and its fundamental dedication to enrichment of web-based activities,” says Seth Kenvin, CEO of Market7. “Google is an invaluable partner for Market7, with interactions ranging from integration with Gmail and Google Maps to brainstorming about ambitious new features we are launching, all with shared motivation of efficient production of great video content.”

Google is working with Market7 to manage frequently simultaneous projects that involve constantly rotating teams, often with participants spread worldwide who are from both inside and outside the company. Google employees have expressed appreciation for video.Market7 fully addressing every aspect of production efforts, and for Market7 as a company being dedicated to customer success with a constant stream of innovative advances that reflect deep understanding of interests and needs in producing video.

video.Market7 is being used by Google to schedule project milestones, script what’s to be shot, and share content with organized feedback that guides editing and post production. Highlights of the service include:

  • Production Brief planning to determine strategy and tactics of a project from the outset;
  • Collaborative Script that allows web based development of content to be shot, including integration of storyboard and other visual elements;
  • Project management tools for Tasks, Events, Files, Team and recently launched Resources assuring coordination throughout production;
  • Annotative Player for collaborative review, communication and approval among team members about video content throughout all stages of production.

About Market7, Inc.

Market7 addresses needs of corporations and other organizations as they expand use of video for content commercialization, marketing, recruiting, support, training and other purposes, but often find the production processes to be confusing, inefficient and expensive. The company’s online environments are for all of the collaboration between video producers, their clients and any other parties involved in the process. This includes features for overall project management, conceptualization, script development and footage review. These aspects of video.Market7 web services have been used by dozens of organizations for hundreds of production projects. More information is available at

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