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Video for Audience Engagement: IABC Asia Pac Presentation
- 2. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 2 https://publish.viostream.com/play/ctoaztw3jqjp
- 3. Agenda • Viostream Introduction • Not all content is created equally • Don’t let lack of video strategy (or budget) hold you back • Creating content is easier than you think • Giving your people a voice • Is it time for you to go Live? • Are video views giving you any value? • The way forward Copyright © 2016 Viostream 2016. All rights reserved. 3
- 4. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 4 FEDERAL GOV STATE GOV FINANCIAL IT&T CONSUMER SERVICES We help these guys use video for audience engagement
- 5. SECURE ACCESSIBILE INTERACTIVE SEARCHABLE MEASURABLE Sources Channels Capability Vodafone Intranet Internal email Yammer Social Chorus LG SuperSign Video Conference Live Event sites Learning / HR
- 6. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 6
- 7. Let’s start with why
- 8. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 8
- 10. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 11. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 12. © 2015 Viocorp InternationalPty Ltd. All rights reserved. 246%
- 13. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 14. Aug-17 14
- 15. viostream.com/iabc INFOGRAPHIC WHAT IS THE VALUE OF VIDEO IN BUSINESS COMMUNICATION?
- 16. Introducing the YouTube generation
- 17. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 18. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 19. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 20. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 21. Your new workforce Source: Accenture "Transform your human capital" Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 21 By 2025, 75% of the workforce will be made of millennials 15% of them are already managers
- 22. They like to do things their own way Source: Google "think with Google" 2015 Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 22 67% of millennials agree that they can find a YouTube video on anything they want to learn.
- 23. Australian Tax Office – Digital service delivery “We really needed videos to be integrated with the digital services. So we wanted to transition between online content into a video back to a service in a really integrated way…” Daniel Keys – Assistant Commissioner, ATO
- 24. Building a video strategy
- 25. 28 August, 2017 25
- 26. Your vision Your budget The budget vs. expectation challenge
- 27. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 27 Significant large scale events or go-big moments designed to raise broad awareness Regularly scheduled ‘push’ content designed for your key audience Always-on, day to day ‘pull’ content for your core target
- 28. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 28
- 29. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 29 #How 86 million views gave Volvo Trucks a 30% YoY increase in sales
- 30. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 30
- 31. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 31
- 32. viostream.com/iabc THE GUIDE INTERNAL COMMUNICATIONS VIDEO CONTENT STRATEGY
- 33. Are you keeping pace when it comes to video content?
- 34. 28 August, 2017 34
- 35. Video Sources Copyright © 2016 Viostream 2016. All rights reserved. 35 Video / Web Conference UGC Live streamingProduced content Re-purposed content
- 36. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 36
- 37. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 37 How to create 47 videos in a month without breaking the bank
- 38. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 38
- 39. Giving your audience a voice
- 40. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 40 #How a bank made love, we turned into mannequins and a healthcare brand got happier
- 41. I Suncorp
- 42. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 42
- 43. BUPA #Happier
- 44. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 44
- 45. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 45 #14 point uplift in engagement
- 46. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 46 Tips for filming content on a mobile device
- 47. Are you live?
- 48. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 48
- 49. $50mPAID TO CELEBRITIES BY FACEBOOK TO PRODUCE LIVE STREAMS 67%110YEARS OF LIVE CONTENT VIEWED DAILY ON PERISCOPE 3xFACEBOOK VIEWERS SPEND 3 TIMES LONGER WATCHING LIVE VIDEO 10xMORE FACEBOOK COMMENTS ON LIVE VIDEO THAN RECORDED VIDEO OF LIVE VIEWERS CITE VIDEO QUALITY AS THE MOST IMPORTANT FACTOR 1) Youtube Statistics 2014 2) Iovodo 2014 Video Statistics 3) GFK research 2013 4) 5) Google, Forbes – Video in the C-Suite 6) Harvey Nash CIO Survey 2013 200mLIVE STREAMS PRODUCED ON PERISCOPE
- 50. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 50 #ExplodingWatermelonLive aka “How to get 1 million people’s attention”
- 51. Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 51
- 53. Going beyond video views
- 54. © 2015 Viocorp InternationalPty Ltd. All rights reserved. How does your story end?
- 55. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 56. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 57. Make the information in your video searchable
- 59. Copyright © 2016 Viostream 2016. All rights reserved. 59 Caption your goddam videos!
- 60. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 61. viostream.com/iabc BEST PRACTICE GUIDE HOW TO LAUNCH YOUR OWN CORPORATE TUBE
- 62. What is your go-to video tool?
- 63. 28 August, 2017Copyright © 2017 Viostream. All rights reserved. 63
- 64. viostream.com/iabc THE REPORT INTERNAL COMMUNICATIONS VIDEO BENCHMARK
- 65. Summary: The business case for video
- 66. We know engagement is important Source: Gallup, Deloitte "Digital Workplace & Culture Report" 2016 Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 66 87% of organisations cite culture & engagement as one of their top challenges
- 67. Yet most organisations struggle to deliver it Source: Gallup, "State of the Global Workforce" 2015 Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 67 Only 24% of employees in Australia classify themselves as engaged
- 68. And that’s not surprising Source: Sources: ReelSEO, Digital Sherpa, Kamber, Insivia, Cisco Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 68 Only 48% of employees open emails regarding internal communications
- 69. But there is a better way, and it’s already here Source: Sources: ReelSEO, Digital Sherpa, Kamber, Insivia, Cisco Aug-17Copyright © 2016 Viostream 2016. All rights reserved. 69 Retention rate for visual info such as video can reach 65% versus 10% for text based info 65% of the population are visual learners Video has a 75% higher comprehension rate than text
- 70. © 2015 Viocorp InternationalPty Ltd. All rights reserved.
- 71. viostream.com/iabc THE GUIDE BUILDING A BUSINESS CASE FOR VIDEO
- 72. Copyright © 2017 Viostream. All rights reserved. 72 viostream.com/iabc
Editor's Notes
- Viostream is a SaaS cloud video application that allows organisations to source live or recorded video content from almost any source (mobile, tablet, webcam, video conference, web conference, camera kit etc) and distribute it securely to a desired audience through just about any enterprise application (intranet, LMS, enterprise social, digital signage etc) Then we add value to video, through audience control, interactivity, and analytics As the ability capture video easily creates an ever expanding library of content, Viostream provides online tools to modify video to make it more usable in the workplace. Chapter bookmarks can be added to longer form content such as meetings, PowerPoint slides can be added and synchronised with video, clickable buttons can be added over the video content and speech search can be enabled so that viewers can find the exact word or phrase in a video they’re looking for Underpinning all of this is are enterprise grade security controls that ensure your content can only be accessed by your desired audience, through Single Sign-on, domain whitelisting and encrypted streaming Finally, Viostream’s analytics help you understand the value video brings to your messaging through engagement analytics (drop-off points in video) and viewer level tracking for compliance so you can report on who has watched what
- Smart marketers know that video is the king of content formats, and you guys are already on board with that so well done, you get it. But here’s the thing. Truly savvy marketers are actually making video pay, they’re turning those video views into dollars in the bank, and this morning I’m going to share with you the secrets of how those savvy marketers are achieving that.
- They know that it improves their customers’ understanding and comprehension of their messaging
- and retention of information, so messages are stickier
- They know that video increases engagement, or time on site
- and ultimately smart marketers know it can drive customer acquisition better than any other online content.
- Now, to set the scene, let’s agree that the audience for online video is already there, we’re spending more time online watching video than anything else.
- We know that we’re suckers for watching video on our tablets…
- And on our smartphones
- And the smart marketers, they know they can turn that audience trend to their advantage,
- This dynamic, the gap between the organisation ranking engagement as a priority but struggling to deliver on it with out of date communication tools, is set to get even more critical as the YouTube generation, who have grown up with online video becomes more prevalent in the workforce
- Organisations are increasingly having to deal with a workforce that is reliant on video based experiences more than anything else – and if they don’t address that the engagement challenge and associated consequences gets even harder
- The biggest cquestion most organisations face when it comes to video is “how can we create video scalably”? Viostream is designed to make it easy to create live or recorded content from existing enterprise devices such as mobiles and laptops, and existing collaboration tools including video and web conferencing For more professional quality content we have an offering to provide an in-house video capture capability with a portable in-house studio (camera, tripod, autocue, mic, light) and an ipad to upload the raw footage where it is edited and turned into a professional looking video within 24 hours Our live events team provide managed services for must not fail live streams such as town halls or ceo updates, and they also provide a live concierge service for customers with our live package to hold their hand before and during a live event
- Suncorp has 15,000+ employees acrosss 30 different brands They had a challenge with engagement, and a lack of connection to their centralised internal comms messages Suncorp recognised that video could play a part in overcoming the mental and physical distance They wanted it to be integrated into their intranet – not another ‘thing’ for people to dismiss or forget about A Viostream video gallery has been integrated into their SharePoint intranet – so it’s a seamless experience for viewers and a single touch point for admins and publishers as well Yammer integration with Viostream enables video commenting and sharing – cross-promoting both the use of video and the use of Yammer as a social tool Suncorp TV launched with a campaign that encouraged staff to share what it was that Suncorp meant for them in their community – called I heart Suncorp It was a great way for the initiative to be launched as a platform for employees as much as an executive messaging tool In the first year Suncorp’s Viostream account had 1,000 videos added
- Live streaming is one of the most popular use cases for enterprise video Viostream’s integrated Q&A and polling widgets make it easy for your audience online or in the room to submit their questions which can be moderated by the comms team if desired The audience can see what questions have been approved and add their votes to the questions they would most like to see answered The presenter gets a clear, simple view of the most popular, approved questions to ensure a seamless flow to the presentation
- So, we know that video connects with your audience like nothing else. And you’re using it to tell really powerful, engaging, inspiring stories that are taking your viewers on a journey. And then what? Where are you leaving them? Are you handing them a nicely packaged, attractive set of options to let them seamlessly take the next step, making it easy for them to choose the course of action most appropriate to their point in the buyer journey?
- Or are you giving them a replay button?
- Savvy marketers are adding interactivity into their video content.
- One of the biggest challenges when using video in a business context is that the information contained within them is opaque – generally they’re only indexed based on the title and description which give only a minute representation of the entire content Viostream makes the information in videos searchable through a video to text conversion workflow and an interactive transcript that gives viewers the ability to type in a keyword or phrase and find the exact points in the video that are relevant This capability brings the information that’s embodied in the video to the surface and helps to unlock the value of video in your organisation
- REPLACE W/Y20 NDIS – the story so far Series of 8 events to date – with more scheduled To discuss topics and issues relating to people with disability, their families and carers 1 hour live panel discussions with guests from the business and community sectors Exclusively online – no live audience Primarily Q&A sessions – sometimes include online panellists/specialists We were seeing the large volume of comments and questions and started to question whether we were really meeting the expectation of the online audience Live events have had over 1300 viewers and over 300 comments/questions submitted during the hour Up to 5 moderation staff Over 200,000 on-demand views – the on-demand version of the last event was published on a Thursday and by the following Monday we had registered over 8500 views (huge numbers for us) Have seen community groups around the country setup viewing sessions in community halls so that people can come together to watch Highly invested stakeholder base – often isolated or marginalised so are welcoming the opportunity to participate in these events NDIS as you may be aware is in its very early phases and in a somewhat precarious position politically So it is crucial that accurate and relevant information is made available to people And that the NDIS are seen to be actively working to ensure the program is a success and is working for people Highly positive feedback to date The opportunity to work on these events has been a fantastic and rewarding experience and has really highlighted the value that well thought out technology solutions can bring to people.
- Now I want to do something a bit differently here. Whenever I help out around the house I like to highlight my contributions to my wife, and she always says “what do you want, a medal?” Well yeah, actually sometimes I do want a medal, medals are great and today I actually have a stack of medals here with me to give out to all the savvy marketers in the audience today. At the very least you’ll be able to reply to your teams when they ask you about the conference “I have no idea, I was drunk for quite a bit of it, and there was something about art, but look I got this medal!” So the medal ceremony is going to work like this, I need all of you to stand up if you’re already using video, which should be all of you. Now, I want your keep standing if your video activity is integrated into your customer relationship management system or marketing automation platform - by that I mean you can see, at an individual customer level what videos they’ve watched, how long for, that kind of thing….
- - It’s clear that engagement is a priority for most businesses, and it’s generally down to the HR or internal communications functions to facilitate this
- - But it’s a difficult challenge, and as an average across Austraiai clearly the majority or people don’t classify themselves as engaged, which has all sorts of consequences for productivity and talent retention
- One of the driving factors behind the disconnection between the priority of employee engagement and the absence of it is that internal communications tools are generally years (or generations) behind the tools we take for granted in our personal lives Given less than half of internal comms emails actually get opened, let alone read or understood, and the intranet is more commonly seen as a place your have to go to get things done, it’s little wonder that the average Australian doesn’t feel a strong sense of engagement
- For organisations that do embrace video for internal communications and knowldege sharing, however, there is a big payoff. Video is more likely to be watched, it’s more likely to be understood, and it’s more likely to be remembered. Importantly, with the right tools it’s actually easier and quicker to capture a message or experience in video format as well, which can really help to unlock the latent knoweldge base in the organisation.
- Because truly savvy marketers are actually making video pay, their video views are directly contributing to the bottom line, and here’s the first way they’re doing that.