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Peter Mata
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Engaging Online Audiences:
The Case for Video in Business
Peter MatejcekFounder & Chairman
HuStream Technologies Inc.
Who we are?
Focused on Communication
Creator of Conversational Video Apps
– Blends technology, methodology and human psychology
– Creates dialog with multiple personas
– Replicates your best spokes person
Why use video?
Video is simply more human
Why use video?
Everyone is watching
Why use video?
Supply & Demand - increasing exponentially
– 80,000,000 Hours Consumed Every Day (Globally)
– USA 83.1% of the online population (174m) watch video
– 70% increase in web video (2008->2009)
– 1200 years of new video/year uploaded to YouTube
– Video will make up 91% of all internet traffic by 2014
Why use Video?
• Influential in Product Purchase
– 76% of respondents found video to be influential
– Publisher’s Assoc. found that 52% of people had taken action as a result of a video.
• Video is 2nd to Word of Mouth
– online video is only second to word-of-mouth for its ability to influence decision makers in every stage of the consideration and purchase cycle
• Improved SEO
– videos are 50x more likely to be on the first page of any given search
Experts see value
Industry Standards - Video
Viewer Engagement time
Average time viewer watches a video 38 seconds
Average time spent watching video on:
referred from Twitter
referred from Google Search
YouTube
1:44 minutes
1:45 minutes
1:32 minutes
3:17 minutes
Some advertise top average engagement time 1:20 minutes
Viewer Abandonment
“Expect to lose 20% of
your audience within the
first 10 seconds of
Playback.”
Viewer Abandonment
“Viewers are equally
likely to leave after 30
seconds of viewing
regardless if they are
watching a 2 or 5
minute clip.”
The key question?
• SEO helps to get you seen but in this world of
“information snackers”…..
How does your content get heard
and remembered?
New Industry Standard
HuStream sees the world of video differently….
– Technology alone can bring you to 45 seconds.
– Combine your understanding of people, what they crave,
and then give them control and respect…
5-8 minutes becomes the norm!
Business Video Strategy
Video
Wave(s)
Purpose Video Form Communication
Strategy
Result
1st Wave Information
Delivery
Passive / Long 1 way Information
2nd Wave Entertainment / Ads Passive / Short 1 way Awareness
Next Wave Conversation Active / Short 2 way Dialogue
What is Conversational Video?
• Conversational Video Apps
– Composed of short clips, which are connected together to tell a story
– Buttons are timed to appear on each video to allow the user to take
control and decide how each story is told
• Sample Video Apps Economic Development
Microsoft - Office 10
College Recruitment
Hustream Difference
• Audience engagement time is the measure of success
• Factors that effect engagement time
– Permission, Interaction & Attention
• Increased audience engagement time results in;
– Increased Content consumed by viewer
– Increased Conversations about your brand
– Increased Conversion to “Call to Action” Rates
Conversation Analytics – Case Study
August 25th - Sept 26th, 2010
2,076 viewed Conversational video
Viewer Persona Conversion Breakout
Business Value – Increased Productivity
1. Double the “conversations” with the same overhead
2. Engage your audience +500% longer
3. Learn to listen to your online audiences “analytics”
Conversational Video Apps
1. Sales & Marketing
Market research, focus
groups & polling
Promotions
Email Video
Landing pages
PR Support
Press Releases
Event & Trade Show
Communications
Mobile Video
Website FAQ Video
Video White paper
Post sale support
2. Product & Service Promotion Product presentations,
demonstrations & reviews Q&A Expert sessions Maintenance videos
3. Customer ReferenceCustomer Testimonials Success Stories / Case StudiesCustomer Presentations
4. CorporateCorporate OverviewExecutive & Staff PresentationsCorporate facilities or equipment toursInternal Communications
Thank you
Start the Conversation
peter@hustream.com
www.hustream.com
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