Bird & Bird

I'm Michelle Williams, I'm the Digital Marketing and Design Manager at Bird & Bird. In general, video is hugely important because it really speaks to people directly. You can also get a huge amount of analytics and insights so you can really tell who is watching your videos, where they're based what they're interested in. Then using a platform like TwentyThree, we're able to get a huge amount of insight and analytics and it helps us to shape our digital strategy. For us, the reasons we decided to use the TwentyThree platform were primarily because we need to really have a hub for our video content. And one of the biggest attractions was that in TwentyThree, you can edit the clips really, really easily. We were sitting on dozens of sort of five minute videos with no capacity to edit them easily ourselves. With TwentyThree taking those dozens of 5 minute videos allows us to chop and change into hundreds of potential uses. We could create a category, and we could have a video library that was separate to our website, and we used that as a client training menu with teaser videos. People could click on the videos, access them and actually contact us over email and order that training session, and we couldn't do that previously. The other area where TwentyThree has helped us out massively is in terms of the analytics. There's a lot of data that we have access to that we couldn't really see very easily before. It's helped us to change the format of our videos and we use that to determine which topics we talk about, which are the key spokespeople who perform well, what channels are driving traffic. It just giving us a lot more insights than we had before. I would say that the biggest KPI that we use, in terms of engagement, minutes. We use the analytics to help us understand which topics and which spokespeople work well for a given medium. We really look to make sure that the videos are the right length and that people are getting what they want from the video. We use it for a number of different areas. One of them is the thought leadership side. Where we want to position ourselves, we arrange our key speakers on key topics and we use video to broadcast people. We also use video for graduate recruitment on our social channels. Showing who we are as an employer. What it is like to work for us as a business. There are a number of different areas. We've had a great experience using TwentyThree, right from the outset. Up until now, I find the support team incredibly helpful and super responsive. And there's just so much change and innovation. Whenever I have meetings with anyone from TwentyThree, they are always talking to me about new features we can use, how we can implement them. I would absolutely recommend TwentyThree, to anybody who wants really proactive support and a great innovative company.