Al Maag Talks About The New Avnet on Demand Video Portal

Avnet has another first in the industry and a first for a Fortune 200 corporation by successfully create their own B2B Video Portal – Avnet on Demand (http://avnetondemand.com). I recently got a chance to talk with Al Maag the Chief Communications Officer for Avnet (@amaagAvnet) where I took the opportunity to learn more about Avnet on Demand and the story behind it.

I started the talk by having Al explain who Avnet is. An $18 billion dollar corporation with over 300 supplier partners like Intel, AMD, IBM, Sun, Microsoft, HP to name just a few. It’s hard not to know Avnet if you’ve ever dealt with electronics or technology distribution. You can find more information about Avnet as a company at http://www.Avnet.com

What Role did Social Media play in releasing the new Avnet on Demand? Al explained that Avnet on Demand was initially released via Social Media channels first and then a conventional press release / campaign followed about 10 days later. The Social Media push produces as much traffic as the press release did, providing further proof that Social Media can be used effectively not only for customer service issues which we hear about often in the press, but also in helping drive awareness for new services like Avnet on Demand. Congratulations go out to Avnet and Al Maag’s team for being open to the use of Social Media and helping to further prove the value these new channels are providing to businesses. Their understanding that Social Media is a more than just a 1-way communication channel is commendable.

What is Avnet on Demand? It’s another opportunity to help educate Avnet’s customers. It just happens to be using a newer media, online video. So one of the key roles for the Marketing and Communications department at Avnet, is to educate customers and potential customers. Everyone that’s in the Marketing space uses the typical advertising out there, and some use educational channels like seminars. Avnet has been a leader in hosting educational events and continues this trend through the new Avnet on Demand. Now with the advent of very affordable video cameras such as the Flip or similar cameras and massive growth in the on line video space, it’s become clear that it’s more about content than quality. That’s where Avnet’s video portal can provide an exceptional opportunity for suppliers to share news, specifications, product announcements and more with OEMS, Integrators and any potential customers.

So why create your own portal when there are other much more popular video sites out on the net already? Unlike the other video services like Hulu, YouTube, etc. the Avnet on Demand is focused on B2B. Avnet on Demand provides suppliers a new channel to share their products, services and knowledge. It also has links that allow customers to learn more and get in touch with the right people to buy the product or service.

Where did this idea come from? Al said jokingly, ‘I just watch too much television.’ But the reality is that this is an evolution of Avnet’s internal innovation along with a big push from Al’s team. Sure there’s an influence from players like Hulu, Youtube, and the other video sites but they are very much focused on consumers. Where Al wanted to create a B2B focused site that helped Avnet’s suppliers and customers by providing video content that has a clear call to action associated. From what I’ve seen the Avnet team has been successful in creating a nice video portal with a clear business focus.

How do sports play in to Avnet on Demand? You’re not going to find any dogs riding skateboards on the Avnet on Demand video portal, but you may find a few fun and interesting sports clips. For those of you that don’t know, Al is from Chicago and the founder of the 16″ Softball Hall of Fame. He has a passion for the sport and knows that having fun is important. I happen to know that there’s at least one softball video up on the Avnet on Demand. It’s a great video of the 6th annual Avnet 16″ B2B Softball Desert Classic, where CEO’s from Arizona companies compete against the local XTRA Sports 910 sports radio station.

So now that Avnet has created a B2B Video Portal what’s next? Al explained that he comes from a publishing background and the next step is to move in to publishing. Beyond the supplier provided content, there will be interviews, and other gathered information relevant to the industry. So look for Avnet to start interviewing key players in the industry to further grow their video publishing initiative. And if you have an innovative product or news, talk to Al about getting it on Avnet on Demand today.

Is Avnet on Demand was used internally? Turns out that Avnet has had internal video systems for years, including Avnet TV and Passports to Avnet where Roy Vallee (Avnet’s CEO) and other executive can puts out internal videos for the company. Now Avnet on Demand meets an external need focused on educating potential customers and helping to guide them to more information, white papers or help in buying.

So how does one get a video on to Avnet on Demand? First you’d need to either be a supplier or a customer of Avnet. You would get 30 minutes of video, which could be 3 ten minute clips or 15 two minute clips. The video will be up on the site for 90 days. This also includes full analytics, a focused and interested audience, no banner ads or unrelated content.

If you haven’t done so already go over and take a look at Avnet on Demand. Let Al know what you think by posting a comment below, or better yet send this entry to a friend using the social media links. You can also find Al’s contact information on the Avnet site.

If you want to hear the interview and I recommend you listen to it, there’s a lot of great insight, it’s available below: