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Engaging Online Audiences: The Case for Video in Business Peter Matejcek Founder & Chairman HuStream Technologies Inc.

Engaging online audiences, the case for video in business

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Page 1: Engaging online audiences, the case for video in business

Engaging Online Audiences:

The Case for Video in Business

Peter MatejcekFounder & Chairman

HuStream Technologies Inc.

Page 2: Engaging online audiences, the case for video in business

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

Page 3: Engaging online audiences, the case for video in business

Why use video?

Video is simply more human

Page 4: Engaging online audiences, the case for video in business

Why use video?

Everyone is watching

Page 6: Engaging online audiences, the case for video in business

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

Page 7: Engaging online audiences, the case for video in business

Industry Standards - Video

Viewer Engagement time

Average time viewer watches a video 38 seconds

Average time spent watching video on:

Facebook

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

Page 8: Engaging online audiences, the case for video in business

Viewer Abandonment

“Expect to lose 20% of

your audience within the

first 10 seconds of

Playback.”

Page 9: Engaging online audiences, the case for video in business

Viewer Abandonment

“Viewers are equally

likely to leave after 30

seconds of viewing

regardless if they are

watching a 2 or 5

minute clip.”

Page 10: Engaging online audiences, the case for video in business

The key question?

• SEO helps to get you seen but in this world of

“information snackers”…..

How does your content get heard

and remembered?

Page 11: Engaging online audiences, the case for video in business

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!

Page 12: Engaging online audiences, the case for video in business

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

Page 13: Engaging online audiences, the case for video in business

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

Page 14: Engaging online audiences, the case for video in business

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

Page 15: Engaging online audiences, the case for video in business

Conversation Analytics – Case Study

August 25th - Sept 26th, 2010

2,076 viewed Conversational video

Viewer Persona Conversion Breakout

Page 16: Engaging online audiences, the case for video in business

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”

Page 17: Engaging online audiences, the case for video in business

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

Page 18: Engaging online audiences, the case for video in business

Thank you

Start the Conversation

[email protected]

www.hustream.com