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Edited transcript below 

LAUREN BARRY: I’m Lauren Barry. I am the product marketing manager here at Brightcove. And I’m joining with Kyle Morton, who is the founder and CPO of HapYak.

Today we’re going behind the scenes. It’s going to be more interactive and conversational with Kyle and I, and we’re going to show you a lot of elements throughout the event.

KYLE MORTON: Yeah. Absolutely. I’m looking forward because this is kind of a good example of a do it yourself, not a huge production. We’re doing a lot of these things, like transition between slides, literally, during the broadcast, and you can, too. So we’ll get into questions around that as we proceed.

LAUREN BARRY: Today’s agenda– today, we’re going to walk through why video? So why do we use video? Why are we using it here at Brightcove? Why do you use it at HapYak? And also, why should you be using it within your marketing strategies?

How Organization and Business Leaders See Video ROI Differently

It’s different for different teams. We look at different KPIs. We look at different engagement rates and video analytics. So we’re going to talk through that and see if it’s similar for what they track at HapYak.

So why video? You have the ability to engage with users within video that you wouldn’t have through text. And you can also add interactive elements within videos, which is what we’re trying to show you here. And with those interactive elements, you get a lot more data.

KYLE MORTON: Yeah, and I just add, in the back to basics theme, video is communication.

The fact that it is video, that’s just a technology you’re using to deliver that communication. So always thinking about what’s important to convey during that? Is it a presentation one way? Is it something where you’re really trying to solicit feedback? Those are basic principles that are often overlooked when you get into the fray of technology and the technical details to put a video together that are always going to be a touchstone to be more effective.

LAUREN BARRY: Let’s get into the meat of this. So let’s move Around the Enterprise. OK. Are you ready?

KYLE MORTON: I’m ready.

Measuring Video Impact on Sales Teams Matters to Sales Leadership

LAUREN BARRY: OK. So the first place we’re going to is with sales.

So from the VP of North American sales– the Senior VP of North American sales, he says,

“the best measurement of success for sales is internal training and/or communication where reps watch 100% of the video and answer questions validating their understanding of the content.”

So from what I see this as, is ensuring sales is understanding the products, the sales processes, and other information they need to be an effective salesperson. Do you agree?

KYLE MORTON: Yeah, I might think of it two ways. Those are– what you stated was the goal of the communication. The KPI and success metric of having a person watch 100% of a video, I actually have a pro tip of something that I know is very effective for that, and it’s called bad performance reviews if you don’t watch the videos. So it sounds ridiculous, right?

LAUREN BARRY: Threatening.

KYLE MORTON: So this is the reality of it and that’s the challenge people are faced with.

If management thinks about success of the video in terms of watching 100% of it, then it leads to that follow up someone being penalized if they don’t and being how they could get in trouble.

Essential Questions

So it’s weird, but that’s the reality that I think most of us are living with. What is the goal? Effective communication, where you can ensure someone understands it, or is the goal that they complied or watched?

And so compliance videos are absolutely needed, absolutely needed in some cases. But I actually think, especially around sales training, a little bit of flexibility. Can the audience demonstrate their understanding of the content?  How are they performing on knowledge checks?  You still get proof, without the stick. Your employee base will appreciate that.

Interactive Video Strategy GuideAccount Management Values Engagement and Sales Velocity

LAUREN BARRY: Great. So let’s move on to our next example. This is also a sales example, and it’s from a different version of the sales. This one’s specific for our account management team. So I just wanted to highlight that there’s a little bit of a difference there.

He says,

“seeing prospects complete videos at 75% and click the CTAs move a prospect through the funnel faster.”

So this hits on the importance of engagement with the video and interactivity.

Essential Questions

KYLE MORTON: Yeah, we do. When you’re reaching out and prospecting, you are trying to connect with someone through the story. You want them to receive your brand message. So that is often a better indicator of success, right, how long they spent with it. 75%, it’s kind of arbitrary.

It’s going to depend on your content, but there’s usually more storytelling.

One thing that I’ve seen customers doing in their sales outbound process is often sending support videos.

So we’ll talk about that because support videos are not really storytelling, but they’re absolutely used. They’re used in the prospecting flow and especially when you have kind of a good marketing automation platform in place so you understand the touchpoints and you know if someone is ready for a nudge, which might be a video with call to action. But really, did they complete the call-to-action, the desired result? We’ll talk about this more later.

Finding Meaningful Analytics for Targeted Video Marketing Campaigns

LAUREN BARRY: Yeah, exactly. All right. So let’s switch over into our marketing. So this is from our director of technology partnerships,  he said,

“each account has a unique path to purchasing. So seeing exactly how accounts interact with our video helps us follow up with targeted and relevant content resulting in an overall better customer experience.”

KYLE MORTON: It’s a good goal. That’s true. I think we all want to get there. Having all of the pieces in place to capture the behavioral data from your nonvideo systems and then connect the behavioral data from your video into those same systems and then make good decisions based on it, that’s where ROI comes from, right?

Essential Questions

But being able to understand the data, to execute, and optimize your video strategy based on it, that’s where the value comes and where you see your ability to do better and your ability to save costs in that process, too. Just as there is that fundamental shift between outreach with a call to action, and then you see what your conversion rate is. It’s kind of old school, still happens. Can you understand the whole customer journey?

So if you have many more touchpoints, that just increases your expense, right? And every customer that we have cares about that. They look at the volume. They think about production. they think about how to do it more effectively. Do you have the tech stack to do this at scale?

LAUREN BARRY: Yeah, yeah. It’s proving the ROI of the video, not only just the creation of it.

Product Marketing Needs to Tell Better Brand Stories through Video

LAUREN BARRY: Yeah, yeah. So the next quote is from me.

“as product marketers, we see video as a tool to be able to build a story and tell our story in the most effective way. So high engagement is important to us.”

KYLE MORTON:. I totally agree. Because I think we’re just touching on the nuances of, even folks watching right now, they have a lot of different hats and a lot of different functions. I’m sure there’s product marketing managers who want to tell a story about their brand and their products. And then there are people who maybe they can eke out a screen recording, right? They all need the same things, right?

LAUREN BARRY: The same goals.

Essential Questions

KYLE MORTON: It’s the same goals but you approach it differently.

But for storytelling, I think that’s right. You want to deliver your message. We see immersive storytelling emerging. So we’ve had some folks experimenting with 360 video, new types of storytelling.

Product Marketing Video Case Study

Choose-your-own-adventure is a style of interactive video that it is maybe multiple storylines built with one video or multiple assets, where you can ask questions, prompt the viewer to answer questions, rather, throughout.

LAUREN BARRY: That’s even better.

KYLE MORTON: That’s right. And so that can be used for what you do to refine the message even better and tell the story better, make sure you’re not wasting anybody’s time. Are you looking at analytics to make your stories better?

LAUREN BARRY: What’s resonating.

KYLE MORTON: Exactly. And let them choose. Are you comfortable putting your viewer in control? It requires a shift in thinking from traditional video analytics. So the techniques of contracted video, in some cases, might short circuit the video so that they watch less but applied in other ways where storytelling is important, really do drive up the engagement and keep people with a message that resonates even more. And then they become more likely to reach out to you with those needs.

Creating a Powerful Feedback Loop for Customer Support and Success

LAUREN BARRY: That makes sense, totally. All right. So let’s move on to support. And support, to me, is probably one of my favorites. And I feel like support teams are the front lines. They talk to more customers than even our sales teams do because they answer all of the questions that a customer or a prospect or someone that’s taking out a trial may have.

So what the VP of Global Support finds important is,

“the qualitative feedback is powerful for us, and we’re working on quantitative feedback to help us create the right video content.”

But like I was saying, I feel like support is underutilized. They have the best insight into what we need to do from a marketing standpoint and a sales standpoint and a product standpoint because they get all the questions.

Marketing should work with training specialists. They can create videos and help minimize tickets.

KYLE MORTON: Yeah, it’s the irony, right? The support staff is often the least supported function when they have the highest needs in so many ways.

So what we see around the support function is a lot of screen recordings, a lot of screen recordings, a lot of webcam just capturing, walking through.

The best teams that we see using video for support functions, will do it as questions come in, they’ll actually produce an FAQ and build on their FAQ with the spoken word, recordings and video.

Essential Questions

So the ROI, it is more as a base. One particular support topic not very interesting. Hard to see in ROI, except the fact that someone screen recorded it, so the barrier’s low. 100? 500? 1,000? Because that’s very practical with almost any product offering. There can be that many questions.

That’s when you want measurement about, as an initiative, how does video help?

Is the customer happy?

We see people doing with support videos. Simple ways. Hey, was this helpful? Thumbs up, thumbs down, something like that to get some feedback. And then you really know maybe we should allocate some budget maybe we should give these people more support, or maybe we should just congratulate them for doing a great job and making customers happy.

Getting the Message Out through Video with Corporate Communications

LAUREN BARRY: So let’s move on, our last Around the Enterprise. This is our VP of HR and Corporate Comms here. She said,

“Viewership is top priority for our organization, proving that people are watching and comprehending our corporate communications and shows our organization is aligned.”

So we have a new CEO, and since he’s joined, he does routine video updates. We have a new CPO. We have a new CMO. So when they joined, he did actually one-to-one interviews with them. So it allows employees, not only here at headquarters, who are able to interact with them and meet him, get a sense of who he is. We have offices in Japan and London and so it sort of gives them a way to be more personally– get a little bit of a personal interaction with him versus just in email.

KYLE MORTON: No. Video works. I think most enterprises, they know that everyone watches video. No one really has to be convinced.

But since this stuff that is not meant for public consumption, it needs to be delivered in a unique way. It has a unique audience. And in a lot of orgs, it is a different pattern of receiving communication. So establishing that, hey, our CEO is doing these things, doing these interviews, sending it out to everyone.

Essential Questions

You do actually need to re-establish the baseline.

What’s your reach? How many people in your employee base are going to access it?

I think in any enterprise corporate communication strategy, you can build from there – What can you do to get the feedback? How can you use techniques from other initiatives in order to just do a better job and have better data to prove that that corporate messaging was received?

Essential KPIs for Business Video Programs

LAUREN BARRY: True. That’s true. All right. So I think we’re going to shift out from our enterprise and actually go into a deeper dive into defining what ROI is around, still around the enterprise and in the theme of different groups within an organization, but sort of drill down into some examples and some example KPIs that we are going to go through. There’s so many KPIs that you can monitor. These are just a few that we wanted to highlight for you. Move on now.

Video Marketing KPIs

LAUREN BARRY: Yeah, definitely. Yeah. So for our marketing organization, some benefits of why we use video from what we were saying before. Preference clarity, viewers can choose a path, like you were saying. It’s a two-way engagement if you have a live event similar to this one. You’re able to ask us questions, and we’re able to answer your questions.

We’ve done some events where we’ve done polling, and we’ve done surveys within the events. So that allows, again, a two-way conversation. If we ask a question and there’s a very large portion of it saying one thing, then we can elaborate on that piece. And then it’s also easy to identify the viewers. If you have a gated content, you can do simple lead forms. Or if you’re enabled with audience to some other one of your platforms, then you can get actual known viewers, which is cool.

And some KPIs that we like to watch is conversion rate, viewers to purchase, which is a good one. The live engagement– so we can actually track how many people used that toggle. How many people have asked questions? These are good engagement numbers for these types of videos and then some campaign pipeline.

KYLE MORTON: Right. Yeah. I’d say on the KPI side, it really does break down to what part of your marketing strategy does the content fit? So for campaigns, campaigns and events, this is an event, campaigns that you’re going to have an SEM spend for, you really need clicks and click-through rates, right?

So if it’s a video marketing campaign for branding and delivering the message, then still, your KPIs are going to be engagement. You are going to think about, we were telling a story. How much of our story did they receive?

LAUREN BARRY: Did you like it?

KYLE MORTON: That’s right. Did you like– can we get a positive response through one of those buttons? And then, it’s broken down by channels. Was it my SEM campaign? Was it my social campaign? Was it my email?

Are Your Video Audiences “Activated”?

The KPIs that we see people using, a concept called activation rate, right? Which are people who interact on a previous piece of content in a previous session, they’re more likely to interact in future sessions.

So when you get someone to interact on content marketing material through chapters, and I’ll bring up the how-to slide, through some of the features like chapters that list the content that’s in that particular video, the simple act of them navigating one time makes them two to three times more likely to engage in those features in the future.

LAUREN BARRY: That’s interesting.

KYLE MORTON: And interesting, it’s not even feature specific. So if you have a chapter menu, which lets you, again, skip to a certain point of the content, they’re also two to three more times to click on a call to action in a future video.

interactive video marketing impactLAUREN BARRY: True. And if they skip to a certain chapter, you can see what they’re interested in.

KYLE MORTON: That’s right. That’s right. And so that’s where some of the sophistication comes in of marketing has so much data. There’s so much data. And step one is to collect the data, right? Most people get there, and they go, step two is really to build dashboards that perform some analysis to tie it back together.

So again, just to be clear, that’s where the rubber meets the road. That’s where people struggle to put it all together. And the organizations that we see that have kind of solved the dashboards, that can make the connection between the behavior in a video, the behavior on their website, that’s where they start seeing huge efficiencies in their video production, their overall strategy, and then the results they’re looking for.

Video Sales KPIs

LAUREN BARRY: Yeah. Great. So the next one we have is sales. And for sales, the video benefits that we see is it’s a more personal connection. And it’s also allowing them to build more of an emotion around the product and also help build a personal connection.

We have a campaign that our revenue team does here, and it’s called “Meet Your AM.” It’s probably one of the most talked about customer success video marketing campaigns here because it’s really great.

Someone becomes a new customer. They get, within the first touch of their email, they get a video of their new account manager. And within the video, it talks about how they can help, how they can help onboard and all these things, but it could also include some fun facts. Like, Danielle, the marathon runner.

Goals and KPIs for Video Sales Programs And the KPIs that are tied to them is how much of that video– again, how much is watched? Did they request a meeting? There’s buttons throughout the campaigns that request a meeting, get in contact with me, stuff like that. And then also, was the video shared internally? If we have tracking on the video we can see that more than one person has watched it.

KYLE MORTON: Did you hit the target? So you’re open rates on the email are really important in those types of outreach. That’s when you do think about your email design, too, and using the large thumbnail with a play button on it. So I’ve seen the statistics out there that that increases open rates 30%, right? When you have those there. Right.

So then, when people end up on those landing pages, that’s it. It was direct. It was a target. I’m trying to introduce myself because I want to have a conversation with you. I understand your needs. I want to help you be successful here.

LAUREN BARRY: And that she is there to help.

KYLE MORTON: That’s right. That’s right. And so how you make that real is by giving someone a way to respond, right? That’s great. I’m here. If you actually want to take me up on my offer–

LAUREN BARRY: Contact me.

KYLE MORTON: Contact me. Yeah. Book a meeting. So I think in the example that’s on the screen right now, and I know we’ve run with campaigns at Brightcove is reducing the number of clicks to contact someone. So we’ve talked about calls to action. And most calls to action, it’s a link. It’s a link to go somewhere.

How Sales Teams Can Use VideoWhat you can actually do with these interactive video capabilities is book a meeting in the video itself. So just like any optimization across your website or in a shopping cart or whatever you’re doing, you lose a certain percentage of people every click that you require them to take. So if you’ve done a good job in that storytelling, you’ve captured someone, you can let them perform that whole transaction without ever leaving. And we see two to three times higher conversion rates when transactions are completed in the video as opposed to an external click.

LAUREN BARRY: Yeah. They have to go to a different page.

KYLE MORTON: That’s right so I think it’s a great technique. A lot of people don’t realize that that’s possible, that a call to action can be a highly functional widget, if you will, not just a link. But that’s a really great technique.

LAUREN BARRY: Yeah. Yeah, and it seems to be proven effective.

KYLE MORTON: Really easy to measure. That’s what’s great about it. Oh, did I book a meeting?

LAUREN BARRY: Was my emailed opened?

KYLE MORTON: And do I feel good about this, right? Yeah, but like was it opened? That’s concrete. Did they book a meeting? That’s concrete. Great stats for you. Great stats for your boss.

Customer Support KPIs

LAUREN BARRY: Very true. Very true. So we’re going to move on to our next, obviously, personal favorite, which is customer support. The benefits that we talked a little bit through earlier, we’ll talk a little bit more now. Easily addressing common support cases– this is a great use and a great benefit for video.

Why Customer Support Uses Interactive VideoWe have Bob Bailey, who is our famous training specialist, here at Brightcove. And he has many videos. And is pretty well-known When we have our PLAY event, everyone searches for Bob. So it’s a great, great case and a great use of those videos. And he walks through exactly how to do certain things for the certain features that we have.

So the KPIs that we watch in terms of the support one is the reducing of the tickets for that specific feature if we did a video for it. Has the case line gone down for that? And also any additional product feedback. It’s not really KPI, but it’s something we watch.

KYLE MORTON: But it is because you can measure it. If you get feedback, you file it in your system, and then you can go from there. I think you said a couple things, and I also know about Bailey. He is definitely Brightcove famous.

So I think that’s a really good strategy actually for companies that can kind of– like the lead or somebody who’s maybe more comfortable with that because that’s how you create affinity, right? It’s the same concept that you’re using for the storytelling with the account managers to reach out. If people know Bob Bailey, and he’s talking to them, then it is trust that starts to form between a human because–

LAUREN BARRY: It’s the emotion again.

KYLE MORTON: It’s hard to form emotions with a screen, with text. But you see Bob, he’s explaining. And he’s really try to help you. He’s done a lot of these things. He really is. He cares about it.

And you can see that and it’s communicated. So just strategically, when you can have kind of memorable individuals who can be the face of it, I think it’s really a good strategy.

video marketing and customer success team impactLAUREN BARRY: I agree.

KYLE MORTON: Crowdsourcing the support is another really good strategy for still helping people with that content and showing them it’s a demonstration. Even if you don’t have kind of the personality or story-driven ability to infuse into support, that’s a strategy that I’ve seen be really effective.

In terms of KPIs – tt’s the reduction in the cases. They’re cost avoidance that is measurable. And then you can compare that between a crowdsource strategy, maybe a storytelling strategy, and we’ve even had people use choose your own adventure style for support.

If you think of it like a call tree. You dial up for support, press one to do this. Oh, OK, yeah, that’s not me. I’m going to press– and you got through it. That same support tree can be created in video.

LAUREN BARRY: That’s true. That’s true.

KYLE MORTON: And anecdotally, I’d actually love to run some sort of study to have some hard stats on this, but I’ve certainly gotten anecdotes from customers where the tone of support kind of dials down when you’re using video and when there is a face to it, right? Humans treat other humans with a little more care than, oh, I’m so mad. I can’t believe it’s broken. What’s happening? Oh, my god. I have a deadline. Video kind of can make those more productive.

Corporate Communications and Video Training KPIs

Why Corporate Communications Uses VideoLAUREN BARRY: Great. So I think our last example is going to move into the corporate communication and training. And sort of evolving off what we were saying earlier, a big benefit is dissolving the boundaries of communication, especially if you have a worldwide organization. Your headquarters is in the US, but you have offices around the world, not everyone is going to be able to travel to headquarters often.

So getting the videos or getting the communications from the CEO from the C-Suite, from even we do a lot of Google Hangout because it gives a more personal connection to someone on the other side that might not be able to be in the same room as you. It allows you, again, to have that pinpoint accuracy. Who has viewed the video for how long? Did they watch the whole thing. Did they get to the end where the surprise announcement was or did they not and they don’t know about it? And then also being able to test the knowledge.

KYLE MORTON: On the KPI side– reach, are people receiving it, where are they viewing, always the good baseline. And then thinking about how am I going to use any feedback that I can get, either to refine the message or to follow up on the message?

How Corporate Communications Teams Can Use VideoLAUREN BARRY: That’s true. And I assume that if you’re doing a town hall or you have the CEO speaking live, if you’re doing a live campaign, that’s where the questions can come in. It’s easier for an employee to ask a question that maybe they’ve been thinking about it. They didn’t know who to ask. They didn’t know what forum to go to. And if the CEO is asking if there’s any questions, it’s a great way to get engaged that way.

So I think on this one, we’re using Pigeonhole as the chat function, which is great, right? Because anything that you can find to integrate– chat’s a funny thing because it seems so basic. Everyone always thinks it’s just the most standard thing. But there’s an incredible amount of details that have to be attended to for that solution.

So you have to be able to integrate one of these components to know that you can have that back and forth. If you’re trying to establish a Q&A, it’s a fundamental detail.

Interactive Video FAQ

Tell me more about what I’m seeing. Is this live stream video as well as the slides all HapYak products?

LAUREN BARRY:  The video’s Brightcove. The slides are HapYak.

KYLE MORTON: That’s right. So just to explain that a little bit, a very traditional way to do something like this is there’s two video streams that are kind of merged together so people get one video that’s playing.

What everyone’s seeing is actually two different things. One is web technology, which is the slides, and the other is the stream from Brightcove. And then our technology is synchronizing the two unique elements.

I want to do personalized video. Can HapYak embed individualized data like name, company name, relevant imagery, etc?

KYLE MORTON: Yes, HapYak can create personalized video with individual data. So there’s like a whole advanced topics area, if you will. So when you think about interactivity, it’s not the best term, but you are thinking about overlaid and synchronized elements in addition to interactive elements but sometimes they’re just display.

Being able to personalize them, either based on behavior or user profile information or both, completely possible and completely supported in the platform. So we have a bunch of customers that actually, joint customers who do that, either with campaigns or just through their internet systems.

LAUREN BARRY: Yeah. It’s great. This is a great last question, and obviously, a lot of people want to know the answer to it because it had 15 votes on the Pigeonhole dashboard.

How can I get started with interactivity? What is one place to started with interactive video slowly?

KYLE MORTON: It really depends on how much video you’ve already done, right? If you have a bunch of video but it’s just a bit scattered and you don’t know how it’s performing, a place that we see a lot of customers starting right now is with the user sentiment widget, that thumbs up and thumbs down.

It can be rolled out as a template, which means every video instantly gets it. It just shows up. And then you can start understanding, through simple user metrics, do people like it or not? When you use that element on a page, it’s often confused with did I like the page? Did I like all those other elements? So you really do have to put it in the video itself.

But that has been a stepping stone for people to build a broader strategy. To say, this is a template. It’s on every video. They like these. They don’t like these. And then they can say, hey, we have data we never had before. Let’s have a data-driven video strategy, and that’s when the ball really starts moving in the organization. So if you already have these, I think that’s a great place to start.

Can you explain more about the HapYak and Brightcove interactive video setup?

KYLE MORTON: Yeah. That’s really just a benefit of the partnership that we’ve had. So it’s a pretty seamless integration. Fundamentally, it’s a plug-in on your Brightcove player. But there’s a bunch of other technical details about where you access the tools and things like that but that’s the fundamental integration.

And the power of that means that you can use any Brightcove product live, which we’re seeing here. You can use Brightcove Gallery if you’re publishing sites, or you can have standalone players. And the HapYak capabilities come along any place that you can–

LAUREN BARRY: They come along.

KYLE MORTON: Yeah. They come along for the ride wherever that player is implemented. So there’s different ways that you can do some more advanced things, but Brightcove provides a really streamlined path for our integration that our joint customers use.

LAUREN BARRY: That’s great. That’s a great way to end it. So we really appreciate you all joining us. We hope you enjoyed. And we got a lot of thumbs up. We’ll have to check it out when this goes off. I believe our emails are on the slide. If there’s any further questions once we’re complete, feel free to email either myself for Brightcove questions or Kyle for HapYak questions or either of us or both of us. We like to answer questions. And we thank you for being here, and stay tuned for next time.