TwentyThree Launch Keynote

Okiquan, Napolia, Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you, thank you, thank you. Thank you. set out to change. When we looked at the tooling, most people actually didn't have any tools for video at all. Most just had an account on YouTube. We're uploading a few videos on Twitter and Facebook and experimenting a little bit. Some were using tools such as custom player tools that allow you the ability to do a little bit of video on your website and do a custom design for that. And then there was the old category of video tools called online video platforms that are still relying on the idea that even sharing video was profound in itself. You know, it hadn't really caught up with what's been happening the last 10 or 15 years. So we obviously thought to ourselves, there's something missing here. There's a potential to build something that really ends up being the core tool for a marketing team that binds it all together and works with the other tools. So that's what we set out to do. So let me get started and run you through all the exciting different things we have going for ourselves here. The first thing that we realized was that a platform for video marketing today needs to run video everywhere. The idea that you're using several different tools that are not talking to each other and not collaborating and working together couldn't really be. So I'm happy to announce that we've built a platform that works on all the tools that we have. We've got all the major platforms and runs the video there. You upload once and run it. We're launching with support for YouTube, for Facebook, and for Twitter, in addition to your existing website and blogs, etc. So suddenly you in one tool can run all these platforms, track them and optimize them. What before was a tedious flow like this, if you were trying to upload a video, suddenly now it just becomes a couple of clicks. You upload once and you can instantly, with a single click, pre publish to the different platforms that the video needs to go on. Everything here runs natively because it needs to be because that's the way you get reach on these platforms. Everything in the back is us uploading and processing and doing a lot of magic to get all those videos off there super super fast. Another element of running videos everywhere formatting the videos for the different platforms. A lot of the different platforms have constraints on length. Some of them have more design or behavior-driven considerations. Facebook having autoplay so the videos needs to be silent for the first few seconds, titling, etc. So we figured there was something we could also do here. We call it Editor, and it's an in-product, in-browser editing tool that allows you to take the video you uploaded super fast, literally in a minute, format for the different platforms and the lengths and the considerations you have, title, and press publish. That's how easy it is. When you do this, you also suddenly start having a lot of data, and the data gets a little bit more interesting. It's interesting when you actually can track them live on all the different platforms. We call it Full Metrics, and it's a technology that allows you to instantly see all the performance data across the platforms. Most of the customers and users we've been working with really didn't actually do it because they would need to copy-paste that data from four different systems together on a weekly basis, and very few people actually do that. Never be foolish. That's what we're going to do. This is what it looks like. What it allows you to do is to get the total performance in your video in one go, the top line here, but it also allows you to really see the value of the different platforms. In the example I have here, we can see that the own website is actually the one generating the most engagement. Obviously, Facebook, as usual, is generating the most reach and plays and impressions. We really start ... Suddenly, you start understanding how the video is working. You start working on the different platforms and also what value the different platforms are delivering. What we've been seeing in early test is that they're delivering a lot of different value, and that the whole science and craft of using these platforms is still very early. You need that feedback loop of data to actually start going for it. That's Full Metrics. It's in the product, and it allows you to work continuously optimizing your video across the different platforms. So ... Instead of talking, how about we actually show it to you? Please welcome Stefan Fritzensen, co-founder of 23. Hi, everyone. I'm incredibly excited to show you some of this stuff because it's obviously something where the value is so distinct and this value is so clear somehow, but it's also a matter of how easy does it become to actually work with all this stuff. So, I'm logged into our own video ... 23 video account. Essentially, what I can show you immediately is all of our stats collected in one place, even how it works across different spheres, all the videos that I can type into, and also I can filter into what are the social videos, what are the unpublished videos, and so on. Instead, what I'll do is I'll actually just upload a video. It should be extremely easy. I'll just upload it single time here. While it's uploading, I can obviously give it a title and I can even publish it to the site if I want to. What I'll be able to once I've put this video into a single place here is I'll basically be able to take this video and I'll be able to quickly distribute it across all the channels where I want the video to be. I can go to the video here and because I've already connected all of my YouTube accounts, my Facebook accounts, and my Twitter accounts, it's incredibly easy to just click upload and I might even just say, hey, I'll just upload it directly to YouTube. It's cute. Behind the scenes, we'll actually manage all the logic of getting this to YouTube, make sure that it's ready to play, make sure that it's published in the right account, and so on. I can actually do the same thing very quickly for Facebook. I might want to write slightly different text here if I wanted to. Publish that and obviously I want to maybe post a tweet as well. Oh, there we go. A lot of things here. Twitter might be something I want to do later on so I can also schedule it. Say I actually want to do it later this week, for example. Incredibly easy tools here to just take the video that I've uploaded once and make sure that it becomes available on all the platforms really, really quickly. What I can see when I read up the page is that Facebook and YouTube are incredibly slow. We should be there in a minute. What will happen is that all of these videos will actually play natively on these platforms. I've set it up so that when the video is ready to play on Facebook, it'll actually just go into my feed. It'll play natively. It'll auto-play in the feed and I'll actually get metrics coming back as well. Let's see if it works here. Very easy tools to just take a video, upload it, distribute it very quickly. The second bit is obviously what? What is so clear with these social platforms that obviously the same videos don't go in the same places. It's not just a matter of throwing them everywhere. A lot of it becomes to take the clips and make it really, really easy to create multiple clips from the same thing. That's what we build with editing. I can take a shorter clip here for Twitter, narrow it down, or I could create a Facebook version of it. That's it. Maybe cut that slightly differently if I wanted to. Very easy using the exact same video that I just uploaded. I can create multiple versions of the same clip and make those available to the different platforms. Again, consolidating the workflow, consolidating how the marketing team works, and consolidating all the stats. Finally, all these stats actually come home in a way where we'll actually know how these videos are performing across all the different channels. We'll pull all those stats back into one place. We can easily see where am I getting reach, where am I getting engagement, and how do different videos perform in different contexts. Not a lot of things to demo here. Upload once, click a few buttons, but an incredibly powerful tool to really pull all the things together. That's native social sharing. Thank you, Stefan. Thank you. Thank you. Next up, in a lot of our research, we really saw the need for bringing video into the marketing stack. To some extent, almost bringing video into the digital marketing era because it's sort of been living its weird little life on the site there on the YouTube account. Video has been about place. It has been about engagement, but it has been very little about data-driven marketing, lead gen conversion, and a lot of other things that actually today is almost the focus of digital marketing. When we look at some of the core elements of digital marketing today, social inbound conversion, marketing automation, email marketing, and web experiences, no platforms really did anything for all these elements of video. We set out to change that, and that's what we're changing today. The first thing we've been focusing a lot on is inbound and the ability to really take back your videos to your website. Your tools are changing. You're changing the tools to build web experiences with your video. We've been seeing a lot of customers that actually didn't have any videos on their website, but only had them on the external platforms. That obviously doesn't make a lot of sense from a marketing standpoint. Today, we're launching something called Video Pages that makes it really easy to take things back. You easily automatically create landing pages, video pages out of all your videos. We've seen customers bring back hundreds of YouTube videos and literally bring back hundreds of videos. a lot of landing pages that creates organic SEO traffic, gives you an ability to link to web pages on your own website when you do your email marketing, for example, and hook it all together. Another element of inbound in video marketing we launched today is the video hop, the ability to create a section on your website where customers and users can find all your videos. We've built the capability to do that. We've built the ability to standard web tools, build all this stuff. No need for do custom work in your CMS system or your web platforms. It all just works seamlessly. Upload the video and it's out there instantly. Another thing we're launching today is Spots. Spots is the ability to control what videos are where on your website. Before you would embed a video manually, take all the codes. Put it on your front page. Put five videos in your footer as featured videos. You would need to manually set and update them again whenever you wanted to change them. With Spots, you define a spot, hence the name, and are then able in 23 to control and update what videos should appear in the spot. This allows you to super easily work in one system and control what experiences your users are actually getting. Thank you. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Using Collector, you can super easily pick which fields you want and what question or prompt you want to have, and it instantly will start delivering leads instead of just plays. Moving from plays to leads is the focus of Collector. You can do it in seconds in terms of setting it up. You can tweak which collectors run where and what videos are everywhere across all your videos. It really allows you to do a lot of stuff. Beneath it, we have a very powerful framework called Actions that allows you, with a little bit of web development skills, to tweak it and make it work any way you want. Even if you have a little bit of web developer skills or have a person sitting on your team that knows a little bit, you can take it even further afterwards. With Collector, we're starting to be focused on actually identifying who's playing these videos and what's going on. When we look at video today, it has been about this. It's been about the play count. How many times were the video played? We actually didn't know who played it, for how long. Who are these people playing our videos? Today we're going to change that and bring it to a world where we actually know how many people played the video and who they are. We call it People. It is an extremely powerful profiling and market organization. It's a marketing automation tool that builds profiles of everyone playing your videos and starts identifying them so you can utilize that in your overall marketing. Here we have live everyone playing videos on our own 23 account, on our own website. We can see who they are. We can see whether they've been identified yet. We can see how many sessions they have. We can see their engagement. We have an engagement. We can choose to follow them or integrate it with our marketing automation system. Suddenly we can improve our lead scores. We can improve a lot of our knowledge of who actually are watching our videos and put that into our overall marketing. When we look at a single individual, this is Maria from our growth team, we can actually see how many times she's played video, which videos she's played, what she's played in the video. And all this is live. People gives you... Unprecedented abilities to hook this all up together with your marketing automation system to really understand what's happening with your videos. And move from an air of engagement in place to an era of conversion and increasing personalizations for your users. To do this, we always need to connect together with all your other systems. We call that connect and no marketing tool is a island. So we've integrated with all the major tools that you're already using. So your video play data can go into your overall marketing automation system or can be utilized for email marketing to know who actually played the videos in the email or click through. It can hook together with your analytics. It's all two-way, so the data goes both ways. And it's super fast to set up. We'll be working with most of the major platforms the coming months to hook all their different systems in. And we'll be announcing a lot of partnerships in the coming months to do this. So that's what we're doing, hooking things up with the marketing stack, giving you all the abilities that any modern marketer would expect in any other tool apart from video. We are now bringing that to video. And we're hooking it together with everything else you're doing. To show you it all, please welcome again, Stefan Christensen, CTO of 23. Stefan Christensen, CTO of 23. Thanks, guys. It's nice to come up here multiple times to get multiple applause lines. It really helps. So there are a lot of tools that we've bring to this inbound stack and a lot of tools that we bring to profiling. And I'll show you a few. So what I've done here is I've set up a demo account and I've basically just imported all the random videos that we had lying around ourselves. Facebook and YouTube and Twitter. Really easy with the tool just to connect and say, I want to bring in all the videos. And what I realized quickly is we had around 50 videos that were basically generating traffic for no one. And what I did with bringing them in is now I can actually build dedicated landing pages really easy using the tools in 23. So what I'll show is inbound here. And here there are a lot of tools and they'll allow you to do very dedicated, very designed, very branded pages. So if I want to build something up and to do something that's really powerful and works really quickly, what I'll do is I'll essentially just enable this video and live pages. So what this allows me to do is basically to say, whenever I have a new video, that video is automatically turned in to a landing page on its own. And let me actually... delete some stuff here. No. Here we go. So... don't worry too much about that. It can be taken out in post. Most importantly, what I've done here is I've had a lot of content that was already lying around and now I can start actually generating traffic to these pages. With all the inbound tools, I can also not only build video landing pages for all my live events and video pages, I can also set up a full video section, a full video hub. So what comes with this is a full set of tools that allow you to build kind of branding, branded video pages for all of these videos. And all of these integrate with your brand, integrate with your domain, integrate with your SEO. So, very easy toolset that really makes it a powerful thrill to kind of set all these things up and allows you to basically drive traffic into your own pages in a way that actually generates much, much more engagement than what you're being pulled into your own channels, essentially. But obviously, none of that is really that powerful without using the inbound tools to also generate leads. And we can do that with Collectors. So Collectors is just this way of building responses in videos. It works for on-demand videos and it works for live and it just wonders when you go very deep into that stack. But what I'll do here is I'll basically set up a very simple form. I could obviously toggle names and emails and companies and that kind of thing. What I'll do is I'll just ask people to sign up to watch this video, which means that it just is a wall before the video. I could also go in and only show it after 30 seconds or something like that. But let's keep it simple. And that means essentially when I go back to this page as an unknown user, what I'll see is I'll actually just be asked to sign up to watch this video or sign up to watch this live event. Obviously, once I've done so, I'll just be playing the video. When I move around the web page now, I'll basically be playing many more videos. And even if all of them are actually behind sign up, it already knows who I am. So it's a very, very good tool for actually working with how a profile is built around my patterns of playing video. So all of this feeds back into what we call people. So these are all the people that have played video from my site. What are their engagement scores? How much time did they spend on the site? But also most relevantly, this is me. With a new last name, I guess. But this is basically being pulled in automatically from my email address. So this will basically crawl all the social channels, everything that's known about the company. So all of this stuff is basically building a profile around me, knowing where I am on the web, where I work, and how you can find a lot more information about me. And obviously, based on this profile, I can follow myself, or more relevantly, follow the leads of the people that are browsing my pages, and receive notifications by email every time something happens. So every time a new lead is back on the page, I'll receive a new email saying, this person is playing videos from your help center. He's playing videos about how to design video websites and so on. So a lot of really cool tools around how to build these profiles. And most importantly, they connect really well with the rest of your marketing stack. So all the information that I'm getting in here will also go into my marketing automation, into my analytics tools, and into my remarketing. So a lot of tools here to really pull together everything that you need in order to run a successful video marketing strategy. Good. So, last major thing we want to talk about today is being an integrated platform. So as I said, today we're launching the first integrated platform for video marketing. Because when we were researching with customers, we discovered a lot of small feature tools here and there, but nothing really tying it together. So, what we're launching today replaces a multitude of different tools that you would need to hook together, or try to work at the same time. Your webinar tools, your on-demand platforms, your analytics, your video analytics, your landing page software, your custom players, and your live streaming tools. In addition to your normal website, Google, WordPress, whatever you're using. All these tools you would need to work to create the experiences, and none of these were integrated. So what we're replacing that with is one platform that does it all. Sounds great, huh? And best of all, it's all integrated. Which actually is very profound, because it allows us to do a whole new category of things. When your webinar has been recorded, it's automatically in 23, and you can use the editor to super fast post to social platforms, or make it available on demand on a video page. A lot of things that before would be hours of work, aka you wouldn't even do it, is suddenly just a couple of clicks and something you actually get done. That's obviously what we want to see you guys do. So just to highlight a few of the core elements, let me just quickly talk about webinars and live events. As I said, live is everywhere and happens, and it's going from being something that was in a few use cases like conferences or investor relations to being used everywhere. The same with webinars. So with our live capabilities in the product, anyone without any previous knowledge can run a webinar or a live event. You just hook it up in the product, you can stream from mobile, you can stream from webcams, or you can stream from high-end gear, and all you do is instantly record it and it's available for playback and for integration into all your other marketing activities. And obviously webinars works together with people and collector, so you can easily run all your registrations, and if you connect it to your marketing automation system, it'll also all work together. So suddenly, it's all pretty simple. Another element of an integrated platform is really all the team collaboration and the workflow. So when you suddenly have one tool the whole team can actually start working together. The content marketer, the video producer, the social media manager, the CMO, the growth hacker, the digital marketer, all working together seamlessly in one platform. So what one integrated platform allows you to do is really replace a multitude of tools that you needed before and create whole new experiences and actually get all that video marketing done that you want to do. So to showcase it in two ways, we thought there were no better way to do it than to actually show you how we're using our own product and eating our own dog food. So please welcome from the growth team at 23, Maria Salgado. Yes, I think we're good. I think so. Hello, welcome. So thank you, Thomas, for the lovely introduction and apologies for not being able to set up the screen. Technology is quite complicated, you know. So I'm here to talk a little bit about how we use 23 to do our own marketing activities and maybe inspire you to do some as well. As you can see, there's a beautiful website up on the screen. We have been building it for six months, but we've had a little bit of a help because we've been building it with 23. I'm not going to talk about the big video. I mean, everyone has a big video on their website. Let's go for the nuance. Let's go for the little things because that's what matters. Check out our footer. You see some videos there. We optimize these. We make them performance-based. We try and find out what people want to watch, and we share the videos with them. A video is not meant to be shown once. If you have a good video, it might even be three years old. You should nurture that content because guess what? It might still be relevant today. So what if we click on one of these videos? What's going to happen? We're going to have a custom environment for that video. That video is going to have a home. I love this because I've got social sharing features. So when I share my content, my audience can share it too. They can like. But there's a little special thing about it. I've got a custom branded player. It's my identity. So when I syndicate this content, it goes out with my spring green color. I don't have anyone else's brand on it. It's mine, and that makes it very special. But having a player is not enough. You need a home. I believe that my website is the most exciting place on earth. Of course we can go on borrowed spaces like Facebook, Twitter, YouTube. That's great. You can reach your audience there. But you don't own that space. You only own your own website. So you really have to make it a destination. You have to create your content so that it is engaging. And so that your audience doesn't just watch one. They watch another and another. And hopefully you can get that time spent up enough so that they click on that big button on the top and request a demo. Because at the end of the day, that's why we're creating content. Because we've got a business to run. You've seen Video Hubs. I'm going to show you a little bit of the things I use on 23 on a daily basis to generate leads and hopefully clients as well. Squeeze pages. I love these. I'm a growth hacker. For me, it's all about conversion optimization. I need my AdWords to match my banner. And when they hit the landing page, the message should be exactly the same. But the problem is we're a startup. We can't have endless developers and designers. But we can have a tool that does this all for us. We put a couple of videos. We put a collector. It's integrated with our automation and our email. And guess what? Our database is populated. So we get a real return on investment from our marketing efforts. Other features. Do you recognize this page? This is where you signed up. This is a live stream page. This is how we make our audiences a good return for us. We can reach people around the world. They can be in New York, San Francisco, Japan. And we can give them the exact same experience. We can share this exact message I am sharing with you right now at a click of a button with no stress. Just put a good picture. Make sure the colors are aligned with your brand. And guess what? You're ready to go. But fair enough. Not everyone does a global launch every day. Maybe you're a smaller business. This might not fit your solutions. What about webinars? When I came to 23, they told me I was going to have to do webinars. My heart dropped. Webinars are awful. The players are disgusting. The users sometimes don't show up. It's just not a fun experience. And at the last place I worked, that was a death sentence. But surprise, surprise. It was this easy. It's branded. It's seamless. I have a forum. And I can just share to the world or to a niche audience. Exactly the message I want to share. It's that easy. I know it's hard to believe. I'm on stage. So I think I'm going to throw my CMO under the bus. Maybe even my CFO. Every day they're hassling me. Maria, where's your marketing effectiveness? Maria, what's your ROI? Maria, do you really deliver value on Facebook? And actually, those are really hard questions to answer. They're tough. Because you've got to collect multiple data points. You don't know who your unique user is. People bounce. But guess what? 23, again, helps me out with this. I know exactly what my users are doing. I know the what, the where, the how. And even the why of their experiences on 23. Because the platform does it all. So in a nutshell, this is my experience with 23. And I hope it inspires you to see the possibilities that you too could do it with your marketing on a day-to-day basis. Thank you. Thanks, Maria. And happy that you liked the product. Well, just a few things before we wrap up. For example, a little thing called pricing. So you would imagine that a product that can do things that never have been done before in video, that runs your video everywhere, that brings all the core technologies of digital marketing, I know, 2016 to video, and that replaces a multitude of tools that you actually would be paying a lot of money for before would be extremely pricey and something only major, major corporations would be able to afford. But I'm happy to announce that that's not the case. Surprise. So we're bringing 23, the video marketing platform, to market at a price that's affordable for all marketing teams that are serious about their video marketing and their content marketing. We're bringing it to the price of market of $6.99 a month, making it affordable for every team that works seriously with video and have a lot of people working on video. That little, little extra amount of money triggering all the value creation of your existing team and all your existing video marketing efforts. So we hope to see a lot more than all the existing customers we've been working with the last year joining the video marketing. As I said, we've been working the last year with a lot of pioneering video marketers that are highly innovative. I'm happy to announce today at launch that we already have more than 300 brands, startups, and businesses using 23, the video marketing platform. And we figured that you would want to hear a little bit from them, so we prepared a little film for you. We are a fun show for happy people. 350 employees, something like that. And we love to explore. And videos is clearly a seriously important tool for all our customers and coming customers. We make short recipe videos showing how our customers are supposed to use our different meal boxes. We've tried to make the process around producing these videos. We try to make the process around producing these videos as neat and lean as possible. So we shoot everything on an iPhone. We edit on an iPhone. And we upload to 23 from the iPhone. And from there we push it out further. So we try to make it as simple as possible. Otherwise we wouldn't be able to make so many videos per week. It's fantastic through 23 to actually very simple get out there and tell our story. And tell our story in many disciplines. Farming, cooking, understanding who we are. That's what I like about 23. The Carlsberg Group is one of the leading breweries in the world. We sell beers in about 150 markets and we have 140 different beer brands. Video gives an emotional dimension and puts a face on the top executives of our company. So it's important that you see him and he can touch your heart and mind through the video. And 23 really, they really help us do this. The Carlsberg Group The Carlsberg Group I'm the chief unicorn, Adam Brago. Also the CEO. We're a software company. We make ACMS. That's the biggest CMS globally on the Microsoft stack. At Brago we are doing software. We're not video experts. But 23 makes us look good because in a very nice way it helps us share videos in the right way on different channels. It helps us live stream. It helps us organize the video. And then we can focus on what we really want to do. This event is our annual developer conference taking place in Denmark. We're more than 400 community people here for three days discussing all things with Brago. Life is new for us. Until recently we haven't been able to share the Coke Garden feeling with the rest of the community live. So we gather 400 people at this conference. But there's more than 200,000 in our community not being here. With live we can reach those 200,000 which is incredible. And actually just tightens the community much closer to us. I think the most important thing about video, what I've learned, is just do it. I think some people tend to overcomplicate it. You're not a TV station. It doesn't have to look posh. And it's actually really the quite natural feeling, onstage feeling in videos works really well. So, working with a select few marketers, we've already seen great, powerful results of using 23 to generate more leads, generate more traffic, and deliver more value from all the effort being put into people's video marketing already. So, that's it. That's 23, the video marketing platform. We are empowering you to run your video everywhere. We're bringing it to the marketing stack. And we're launching an integrated product replacing all the tools you already had before. At 23, we truly believe in empowerment and empowering you as marketers to do great stuff. And that's what we hope to be doing the next few months. We'll be holding a lot of events in our offices in San Francisco and Copenhagen. And we'll be going on a world tour in August and September to meet all video marketers out there. So, it's been a long journey. It's been a lot of hard work to do what we've done today and what we've launched. So, I figured that we should give the whole team a little clap for the effort and to really show that this is not a one-man band, but a big team that's required to do something like this. So, please welcome on stage the whole 23 team. Give them a big hand. Great. That's it. And then when is everybody stomach closed? Let's go. I'm one of the three founders of Black petrol. We gave away a couple of bottles of liquid nitrogen in a making time to the HatINAF studio where you can pick your compared with traditional Indian soaps.