Seminar: How Top Brands Increase Engagement With Video

Welcome to TwentyThree. We are here today to talk about how top brands increase engagement with video. We have some great speakers. We are going to meet Nikolaj from Ernst & Young. We are going to meet Casper from Templafy. And then we have our own Todd from TwentyThree here as well. Before we start, I just want to inform you about the restrooms if needed. They are in the very back on the left-hand side. And then I have also two questions for you. So I would like you to raise your hand if you actually used video as part of your marketing last year. Wow, that's almost everyone. The second question is if you think you are going to increase the use of video this year compared to last year. So I want to have some hands in here as well. Great. That's almost everyone, right? And the reason why I want to ask you this is because obviously at year twenty-three we see a huge increase of using video as part of your marketing program. And Cisco also states that in 2021, 82% of all consumer traffic will come from video. 82%. That's a lot. And I also read a report the other day from Forrester from a researcher called Nick Barber, where he actually states that from today until 2021 we will actually see a 900% increase of engagement with video, both on mobile and online. And I think that's really clear that we as marketeers, brands and organizations actually need to move towards creating more engaging content with video to bring the consumer back to home. And I think also in that report he also stated something that I thought was really, really good. He said that if a picture is worth a thousand words, a video is worth one point eight million words. And if you put that in perspective, you really think that, wow, of course we're going to move from a picture and a text to video because you can tell so much more with that kind of medium. He also had some calculations on how he got there. I'm not going to go into that. You can read it yourself. I can't remember the report, but it was from 2017. It's his latest report from September. That is obviously why we're here, to talk about video marketing. And 23 is in obviously this space. We built a video marketing platform to support marketeers through the whole customer journey, where you can actually run video everywhere. You can do your lead generation, your inbound, get that data from all your video touch points and then feed that back into your CRM or your marketing animation to amplify lead scoring, for example. But before we kick off, I just have one more announcement. I think we all have one of these on your shares. If you haven't, we have more outside. Please fill it in. It's the State of Video Marketing 2018 survey. If you fill it in, we actually have four tickets to the Mosset in Midden. That was my Danish. That is a part of the Frost Festival this year. We have four tickets and we're going to draw two winners later today. So do fill it in. We have a tray used by the entrance. You just put it there when you go out. And then we're going to draw the winners. But now I'm going to leave it over to Nikolaj, so please give him a warm welcome. Thank you. Good morning. Thank you for inviting me to talk about video marketing. We used it. I think there are a lot more people than I actually expected. So I was asked to talk about how to use video to boost engagement in B2B marketing and I'll try to do that. I will also say that this is not so much a how-to talk, but more some reflections and some examples of how we're going to do this. So I don't know. We're probably not best in class, but we have done some stuff and I'd like to show what we have done. My name is Nikolaj, by the way, and my job is I'm a Nordic Marketing Manager in EY. We were known as Ernst & Young. Not anymore. We're EY now. I work as a business partner, which means that I have a lot of different touch points with a lot of different partners around the business in Denmark and Norway. I've been there for about five years, coming from KPMG, then we merged in Denmark, and then we became EY. Before that, I had about six years in management consulting and some business-to-business sales. Business school before that. So I have about 20 minutes for this, so for the next 19 minutes. I want to talk a little bit about how we bring our purpose to life, because we have a corporate purpose like every other large corporation does. How do we actually use that in our marketing? A bit of the backgrounds of using video for this. A couple of examples from employer branding, a couple of examples from our content marketing strategy, how we use video in our content marketing strategy. And then a few numbers on the actual results from this, and then just a quick wrap-up at the end. Right. So I'm going to have to tell you what sort of a company we are. This is a presentation of EY. So we're one of the big four professional services firms. We do auditing, we do tax, we do management consulting, and we do transaction advisory services. Those are the finest selling companies basically. 1700 people in Denmark, 17 offices, 7000 in the Nordics, and about a quarter of a million people spread across the whole world. It's a big firm. And like any big firm, we have a nice logo, and we also have a vision, right, or a purpose. And our purpose is, this is very grand, it's building a better working world, right? So that's quite amazing, and I don't know if it motivates me every morning when I get out of bed. And so when we think about our purpose, right, building a better working world, we say that, well, this is not our people, we have some great people, right? We have some great tools that these people are using, and we have a network. We're part of this huge network of people, and it's a big organization. That's how we sort of think about this. And this should pretty much add up to this building a better working world. That's kind of our value proposition or our purpose for being here. The risk is, however, sort of we like calculus, put it on this. The risk is that when you look at us from the outside in, you might see some people that you don't know. You might hear about some tools that you don't care about, and we might tell you about this huge network that doesn't really tell you anything. And so it all adds up to something that doesn't really make any sense. And that's the risk of having these grand visions for a corporation that it doesn't make any sense to people from the outside. We can tell ourselves that it matters, but it might not. And yeah, so what do you do, right? I guess we have a lot of marketeers in the room today, you know, call marketing and ask, all right, go figure this out. We have this cool purpose. What are we going to do now? Right. So and obviously we've been asked to do that. So what do we do? We want to communicate about building a better working world, because that's what we have to do as marketeers. We need to go from telling it to actually showing what does it mean to build a better working world. We need to connect some real people to these messages. So we need to show that we have some people that does this and we have actually managed to change something around ourselves, other than just earning some money for ourselves. And obviously we need to feed the marketing funnel if you believe that there is such a thing as a marketing funnel. And we do that. We build all this very, very nice content. We do a lot of reports. We're a very content based firm in our marketing. So we do a lot of reports. We do a lot of very high quality stuff. I think I would say 80 percent of what we do is really, really, really good stuff. Some of it may not be, but it is generally very good and it's very thought through and we have some very smart people doing this content. So how do we create this sort of connection? How do we we can we can do a very, very nice report and we can put it on our website or push it out via email marketing and whatnot. But showing that this actually makes an impact to the world. What we do is we like to get other people to talk about this. The one thing we did was that we did this something called the Beacon Institute, which is a bunch of business leaders and sort of experts and various subjects that meet up and talk about how what is the purpose left business? How do you actually use the purpose to lead a business? And then obviously we shot a video of this. I think this could be a good example of how that works. In many firms, I suspect they would say to you they've got purpose. But one of the things I probe quite hard is to what extent is it basically a mindset? Because if it's shareholder interest, chances are you're going to be looking after customers and employees and suppliers in the interest of money. So if that's bronze, silver purpose would be enlightened shareholder interest. Where I actually realise you can't do long term social without actually making investments in relationships with customers, with employees, with society, with suppliers. But then gold to me would be about human betterment. And for that, actually what I'm looking for is show me your covenant with customers that doesn't depend on the court's numbers, but depends on the long term investment that you're going to be making in the firm. The first is around get the ownership structure right. So if you've got a share register or you've got investors that don't believe in your purpose, you've got a problem. The second is get a really great governance system because you want to make sure that when decisions are made on pricing, on R&D, on products, on customer service, that the right mindset is being applied in terms of the quality of decision making. The third is your operating model. And the last one is the ecosystem. I mean Neil and I worked in an environment in BT that was hugely affected by the regulator. What you can't afford to do is not have a quality of relationship with the regulator or with government or with lobbyists that are not consistent with purpose. By the way, if you're not taking care of these things, your people can't be purposeful. So these things really matter. So this is an example of getting someone to talk about purpose and why does purpose matter. And obviously, I mean, this is us trying to use the halo effect around someone who's, you know, she's a good business leader, you've got a lot of people nodding, you know, it's right what she's saying, it probably is. Obviously, we want to use that halo effect around that to actually rub off on us and say, okay, well, these guys are saying this, then, you know, they have a purpose about building a better working world, they're probably doing that. So that's obviously the idea about that. And I think video works quite well for that. We could have gotten a statement from this person and then we could push that out. But that wouldn't really connect to anything emotional, whereas this might. So a little bit about the background that we had or the thoughts around using video. A few hypotheses around this. We do have some some great high quality tools, very competent people and strong networks. So, I mean, you have a very good product to sell. But the thing is that people don't really care about that. They don't look at us and you're one of our very interested in us. We need to sort of think about how to make that interest. How do we do that? Well, we need to make people care. And the third hypothesis is that brains are lazy. So what I mean by that is that we don't go out there and research for knowledge about what is EY and what does EY do and why is that very important? Maybe if you're looking for a job, you might do that. Maybe if you're very close to buying a service from us, you might go out and do some research. But initially, in a phase where you might be with one of our competitors or what not, then you're not going to do that. So those lazy brains need some tricking and tricking the lazy brain. The lazy brain that that processes millions of information every day, tend to sort of look at what's easy and nice to do. Video is easy and nice to look at, whereas downloading a report from somewhere on a website and reading it is difficult. This is what we want people to do, but we can trick people into doing that by showing them something easy and nice first. And then they might actually get some interest and start reading the full reports. So what we do, well, we need to show this rather than tell that we have some competent people. We need to do it in a way that actually addresses our customers' problems and issues. This is obviously marketing 101, but sometimes we actually forget that, I think. And we need to embrace the fact that we are all bombarded every day with a lot of content and a lot of high quality content. It all wants to be relevant for us. So we need, obviously, to do the same thing, become very relevant to our customers. Well, that's the background of this. Then I have a few examples, and I'm going to go through these fairly quickly because we have about 10 minutes left, I think, which we can do. The first one is an employer branding case. We live off the people that we can hire. We need to have sort of a feeding funnel of young, talented people that comes into our business. And then they work really, really hard. And that helps us a lot. So the objective here, obviously, we're going to create some attention around the opportunities within EY. But really, these high performers, these young people that get great grades and are a million times smarter than I am. But the challenge is that these people are in very, very high demand. They can pick and choose any job that they want when they get out of business school or university or wherever. And the second thing is that EY is not, and this is for the consulting, but we are not as well known for our management consulting as some of our direct competitors. So McKinsey, Boston Consulting, those are sort of traditional consulting companies. So how do we attract these people into consulting? We wanted to do something, these are young people, something that sort of has a high quality look and feel. We wanted to show some real people, and not actual, but just real people. And we wanted to make it fairly concrete to tell you about what you can actually expect when you start working for us. And then we did this. Can you press the play button? So these are some of our employees and are telling sort of what they think about working for EY. The management consultant is a big difference for the customers, and it requires a huge insight and tactical understanding to be able to explain and solve complicated tax issues. But he takes on all the challenges and combines local insight with regional and global knowledge. Maria uses the professional approach she has as management consultant to help companies to use their full potential. Innovate, grow or change. She has a lot of responsibility, but it means she develops every day and constantly puts her ambitions one step higher. Morten knows that revisions are not just about finding a facet. They are about creating value for the customer. This requires social skills and a high level of skill. Therefore he is also a good and ambitious leader who takes responsibility for the fact that he and his colleagues are solution oriented towards the challenges of the customer. And Sofie has a global vision and uses her experience from both domestic and abroad to solve complicated problems in some of the biggest companies in the country. She helps organizations with strategic optimization of their capital in the changing world. This makes her in close cooperation with the top management, where especially joint visions are the framework for the purchase and sale of companies. Sofie will never stop learning and her personal goal is to work abroad. She can fulfill that dream at EY. We are global, just like you. We are ambitious, also on your path. And we give you experience that is worth your whole life. Achieve your career goals, feel the responsibility, start the dream. Read more at EY.com skrsteg.dk skrsteg.karriere That's kind of trying to catch young people and ambitious people. What's funny is actually Sofie, the blonde girl, that one, was actually transferred to our New York offices right after this. It would be a nice story to be able to tell, but I couldn't get that in the video. So kind of a different case. Still employer branding, but now we're into the experience tie-ins. So what we thought here was that we want to go for a very specific target group. These are law professionals, so lawyers, someone that are not actively looking for a job. They're probably hired at a law firm. How do we get them to think about changing into something as uncertain as management consulting? We know that that is not the classical career path for a lawyer. I mean, a lawyer gets hired into a law firm, then they work really hard, then they become partners, and at some point they're too rich to want to work anymore, and then they leave or play golf or whatever they do. So we needed to get a personal testimony for someone who actually did that and could see some sort of purpose into doing that. Why would they want to do this? We needed to get professional reasons, not that they wanted to work less, because they certainly don't, but why does this make sense for a lawyer to become part of a large auditing and consulting company? So we wanted to get a personal testimony, and so this is what we do. This was taken down a notch. We wanted to do something that was a little bit more personal. My name is Susanne Scott, and I'm new to the law firm. I started in January, so it's still very new. I have a background in the law firm, 13 years at the Promenade in Copenhagen. I have primarily dealt with corporate law, M&A, corporate law and financial law. And it's also my primary focus area here, now, where I'm responsible for law in the German part of the firm. I have a background in the law firm, but I'm trained as the classic transaction lawyer, where we act in a field with a lot of lawyers. There are financial lawyers, there are lawyers, there are tax lawyers, there are legal lawyers. All of them are typically from different consulates and lawyers. And it's a super cool environment, where a lot of input happens, but what motivated me to change was to be able to get over all of these lawyers under the same roof, where we could have the opportunity to learn a lot, to have an open and honest discussion about what is actually happening with the other lawyers in this process, so that we could deliver a more streamlined, one-off product to the customer, and it's like all the angles are covered. So that was the motivation for me to change, and it has fortunately also shown in practice that it's actually what's happening. There is an open discussion, there is an honest discussion, and I think that's where we learn something about what the other lawyers are doing, so that our own profile becomes broader and better. So I think that's cool. That was a little bit more, I would say, an honest approach than the first one, which was a little bit more polished. Okay, so I have a few more. I'm going to go really quickly through these in the interest of time. Have I got a few minutes left? Okay, all right, be quick then. Well, as I told you at the beginning, we do use video a lot for creating sort of a link to the thought leadership or all the content that we're producing. This is one example. We have this report coming out every quarter. We want people to read it, obviously, but due to the lazy brain, it's kind of difficult to get people to download this report. It's about initial public offerings of companies in the Nordics, and that might be something that you want to procrastinate around getting to read that, so you might download the report and never get it read. Well, this is a short video showing one of the authors, and you make that mental connection between her and that report, and even though you don't read the report, you might actually believe that you know something about it, so the next time you meet her, you'll say, okay, you know something about this. So we just did a shooting shot, a talking head, something, you know, we could do it at 10 minutes, so we can edit it ourselves and get it out that same day, so that's really quick. Another example here is a C-suite conference that we did. So we did this conference with a lot of very nice top-notch keynote speakers. We invited some top management people from very large, niche companies, but we also wanted to reuse this content and tell level two and three leaders, which are also our customers, that we have this conference. But the message that we have this really nice conference, and oh yeah, by the way, you're not invited, it's not a very good message to send out, right? So what do we do instead? Well, we invite people to participate for free in this online live stream conference, and then afterwards we can use all this content, we can push it out to our customers and tell them, okay, go into this webpage and you can follow all these keynotes that otherwise you wouldn't be able to do, and you know, that's a nice service for most of you. So that's another way of using video, and it's kind of, you know, it's quick and dirty, it's easy to do. Just put up a camera and then put it all together at the end and put it onto your website, and that's about it. And I think it worked well. We got, you know, a fair mind of participants following this and a lot of the clicks afterwards. Then finally, just to put a few numbers on this, and I'll be done in a minute and a half, we did something, we did a trainee campaign, it's running at the end of last year and the beginning of this year, and we mixed traditional just written picture ads and the video ads, and these were the two video ads. So this is, I mean, this is two young guys talking about what it's like to be an auditor trainee, right? So that's incredibly sexy, being an auditor trainee. And we put that out to this target group, they're 18 to 25, males and females, and cities around Denmark. We used Facebook, Instagram, and there's something called Eleoplast DK, which is a place where you can put this kind of stuff up. And we based this on a manual segmentation, we retargeted those that watched more than 50% of the video, and then we defined some look-alike audience based on those same people that watched 50%. Are you all familiar with the concept of look-alike audiences? All right, so you copy those that watch what you see and then you use that sort of a similar target group. All right, so that was the starting point. And I think now it gets exciting for me because this was a fairly small campaign. So we had 26 ads in total, generated 1.6 million views, 6,000 clicks, and at an average cost of 4.16 Danish kroners, right? And average click-through rate of 0.38%. So that's, I mean, that's nothing spectacular, but I guess it's all right. So those were all the ads. The video ads, we had two of those, testing those, generated 111,000 views, okay. But out of those 6,100, 1,700 clicks went from the video ads. And at an average cost of 2.49, and I think 23 who's hosting this seminar will agree that this is an important point, because now it gets down to the money and the business. A click-through rate of 1.5% compared to an average of 0.38%. That's exciting, I think, very exciting. This gives us a cost per click that is 40% below average spending. And that might not matter much when we're doing a small campaign like this, but if you sell toothbrushes or cars or mobile phones or T-shirts or any consumer goods, this can actually become a lot of money. And we're getting a click-through rate of 400% above the average. Those figures are quite convincing, I think. Obviously, I mean, this is based on one case, but I think we will find similar numbers for similar campaigns. So that's something that I can get excited about. And I know that my bosses who are auditors can get very excited about this, because they like money and numbers. So that's good stuff for me. Right. Yeah, so that's pretty much it. Just to wrap up, I mean, we do like video, because it does enable us to bring our people, tools, and network and our whole purpose to life and showcase our value proposition to the market. We are able to connect our people to our customers. And in a people business, that's quite important, because people tend to buy stuff from people. So that's a good thing. And was there a final one? Yeah, exactly. And yeah, video is four times more likely to generate reaction, at least according to this case. It might be two times. It might be six times. But at least it has shown that it actually does create some results. That's all for me. Thank you very much. Thank you. We have some time for some Q&A as well. Okay. Great. Questions from the audience? Anyone has a burning question? Yes. I'd like to ask you, you did some research on the reports. So having a video telling about the report and not having it, I assume you have quite a lot of reports where you don't. Are there big conversions? From the reports? Yes, there are. And for the life of me, I don't remember those numbers. I wanted to bring sort of an A-B test, and I thought that I was going to do this before I came up here. And then I didn't do it because I was too busy. And that's quite unfortunate. So I'm so sorry that you asked that, but it's a very good question. Did you use the collector function at all with the 22 technology where you can actually... Yes, we did. And what was your experience with that? We used that for the event, the conference, the C-suite conference, we used the collector. And we used that, so that was sort of your admission fee that you had to leave your details with us. That worked perfectly, I think. I used to sneak in. The collector function is basically when you have a video and you can put on a collector, so basically you can watch maybe the first 20 seconds, and then afterwards you kind of get a sign saying that you want to watch the full video of getting your details, you can actually capture the person's contact details that you can then use for various purposes later on. Yes. Sorry about that. But anyone else that had a question? No? I have a question. Yes. You talked a lot about talent attraction. And I think before the talent attraction kind of laid in the hands of HR or recruitment, but I think it's very, it's kind of sophisticated methods, like marketing methods that you actually need to use to draw attention to your company these days, like you talk about video and a lookalike audience, capturing, and all of these kind of things. How do you bridge the recruitment department or HR internally with marketing? Because obviously I think you're from the marketing department. I'm from the marketing department. So how does that work? Because I think that's kind of interesting. We form a joint team that works with these things. And we have some very engaged people in talent that has a lot of marketing skills as well. But yeah, we form joint teams and work together in that. And the thing is that for us, I mean, we can't go out and buy our raw material. We need to attract it, right? So there is no shop where you can buy young consultants and then train them, unfortunately. Yes? I have a question. What about the camera and so on? Do you have it on your own or do you go out-branded or do you use agencies? So what do you do? A little bit of both. So the first video that I showed, that was an agency that did that. And yeah, so they bring their own stuff. We also do have some in-house camera stuff. And it's, I mean, quality is kind of probably like the stuff that you can see in this room. I mean, it's semi-professional, but not full-blown. So it's something that most companies would agree is a manageable investment. And then we pretty much train some people ourselves to actually be able to use that. So we could do the talking heads, for example. And we can do sort of the one where Susanne, the lawyer, is walking around the building. We can shoot that ourselves. Do you use mobile phones? Talented does. And we've bought sort of a small setup where they can just hook up their iPhones. There's a light on it and an external microphone. And I think that's, I mean, especially with these new iPhones, I mean, iPhone 8 has fantastic picture capabilities. I don't know if you know this, but I think it's Michael Kronenberg who did his latest movie on an iPhone. And it looks amazing. So you can do that, yeah. Do you have a question in the back? Yeah. Yeah, that's also to the two videos. I'm just interested in which one of them has had the best effect. I don't know if it's easy to compare, but the first one is the best quality and the other one is more personal. And you get this connection to the talking. So I was just interested. Did you see any difference in the effects? Well, we did see with the second one, the sort of the lower quality one, is we got a lot of clicks to actual job ads. So this was very concrete. We had some very concrete job ads. We need a lawyer to do this. And I don't remember how many clicks we got, but I know that our head of tax and law was very happy with it. We got a lot of organic traffic around this. And that's because we asked our own lawyers, our law professionals, to share this in their own personal and professional LinkedIn networks. We got a lot of traction on that, and I think it was quite convincing. The other one, it has performed very well. So we get a lot of views and a lot of clicks on that. I don't know yet actually how much click through that there is, which would be a nice number to get. Yeah, we have time for one more question. You mentioned the Eleoplast.dk, but you also mentioned Facebook and Instagram. Is that where you campaign all these things also for the lawyers? No, actually, the one for the lawyers, we only did on LinkedIn. And I think that was a mistake. I think we should have done it on LinkedIn and Facebook because even lawyers spend, I think it's four or something times more time on Facebook. than they do on LinkedIn. So that was a mistake in that campaign. We did, yeah. But I mean, as what you can see from these numbers, I mean, these were very small amounts. Thank you so much. Yeah, welcome. Thank you. And then just give a warm welcome as well to Casper from Semper Time. Hey, everyone. Can you all hear me? So I'm Casper. I'm the traffic manager at Tempify. And I'm going to do something. I'm a little bit different. I like to use humor to actually catch your attention. And I kind of want to take you on a journey here today because it's going to be a little bit more interesting than what you're usually perhaps aware of being like how you usually do things. So just be aware that there might be some humor and I might take you on a journey. So just pay attention and see if you can catch on. I like to do a lot of takeaways so you can actually use things on your own. I'm not a super content producer, but I'm really good at redistributing it really, really well. So I'm going to show you how to do that. So let's see. This is Darth Vader. Have you guys met Darth Vader? He's usually when you usually talk about Vader, he's a brand manager for a large enterprise. He's 40 years old. He's separated, he has two kids. He likes to commute to work every day in his big fleet. And he has a boss and his boss always goes to him and says, Darth, I want you to enforce our brand. And Darth is like, how do I do that? I can't use my force to do that. So he goes at like, so he always, he has a problem. He doesn't really get how to do it and he wants to understand how to do it better. So Darth is, he's totally desperate. He goes to Facebook and he goes like, hey guys, how do I enforce brand compliance? And Yoda doesn't help him and Obi-Wan Kenobi is the first time he actually mentions something useful. He says like, hey man, you should check out templify.com. Darth is not that smart. So he doesn't really get it at the first sign of templify. He doesn't really understand what's going on. He doesn't even check out the website. So he kind of keeps going. So he's desperate. So he goes online. So he goes to Google and says, hey, I want template management for Darth Vader. And then he gets like an adword pops up in his face and says, hey, Darth, how about template management, templify? Be the company hero. This kind of reflects him. Like he's interested now. He's almost there. Like he, OK, sounds interesting. That might be it. So this is our first contact point where he actually reaches our website. So at this point, Darth Vader reaches this site. So he sees this, but at the same time, Darth doesn't really have time to watch our awesome video. He doesn't have time, unfortunately. It's a bit sad. So at this point, he checks it out and skips it. He's busy fighting the rebellion perhaps. So instead, he reads about templify. So he reads that our mission statement and what we do at templify is that there's a problem in the world. Every day, employees produce thousands of documents, presentations, and emails, but they don't always use the best company standards. That's exactly what Darth is having the problem with. His employees doesn't really use his Darth Vader logo. So this is what we call document energy. So he keeps on reading. He has a few seconds while he's commuting to work. So he reads about the different modules at templify. There's six different modules, a lot of modules. And he reads about the different ones. He reads about the library, like how you can access content from your PowerPoint while you're working in PowerPoint. He reads about dynamics, personalization, how you can dynamically insert things from Word inside while working with Word. It all rings a bell to him, like how to document, automate, and stuff. But at the same time, he's interested, but we don't catch him. For some reason, we don't catch him at the first sight here. So then something else happens. So Darth Vader, he goes back. He goes back to Facebook. He wants to keep crawling. And then I get him. Then it's on my table. Now I've got to catch him. So this is what I try to do. So I know Darth is really interested at this point because I can see he's been spending a lot of time on looking at brand management. This is what really interests Darth Vader in this case. So he gets to this ad, which is a video ad, like the not-so-secret tool for successful brand managers. Darth is kind of like, yeah, that's technically me. So he watches our video. So let me show you this. If you were going to... If you work in an office, and especially for a big company, you're probably familiar with this problem. We all create a lot of business documents, presentations, and emails every day. But we rarely use the correct company template for the latest visual and legal standards. Instead, people go rogue and use whatever they can find on their desktop. And then there's the time they waste searching for templates, logos, and images that might be out of date anyway. This mess is what we call document anarchy, because employee communications in large enterprises are one of the most difficult areas for branding and compliance teams to govern. Luckily, Templify solves document anarchy. Templify gives you direct access to everything you need to create on-brand and legally compliant business communications all right from where you already work. Templify seamlessly integrates with your favorite office platform and digital asset management system. It works on PC, Mac, tablet, and smartphones, online and offline. Everyone can now create on-brand and compliant business documents and emails from anywhere. Each employee has their own personalized experience working with Templify. It dynamically fills company templates with employee information and compliant company details specific to that employee's position. And when it comes to building documents, presentations, and emails, Templify helps you stay on-brand and on-track with simple automated workflows and contextualized access to company content. By removing the guesswork, Templify can help you boost your enterprise's productivity. With Templify, branding and compliance teams now have full control to govern the use of company templates and content using one simple centralized administration platform. This means businesses can roll out new visual identities, email signatures, legal disclaimers, and other core compliance updates instantly across an entire organization with no need to bother the IT team. Work life is so much better when everyone's got everything they need to quickly create professional documents, presentations, and emails, and can trust that everything is up to date. So instead of being caught up in document anarchy, Templify lets everyone focus on what they're really good at. Business-wide brand compliance and maximum productivity really is possible. Enough talk. Try out Templify for yourself by visiting templify.com. Templify, document anarchy solved. Okay, so in this case, Darth watches the whole video. He's not hooked. We kind of got him. He goes back to Templify. But for some reason, he's still not there. I keep trying, but he's still not there. So something... Yeah, so for some reason, we don't really catch him even at the video. He understands the product. He's fully aware. He's still not there yet. So I know he's interested in brand management. So I have few triggers that happens because I know he's been engaging with videos about brand management and he's been reading about brand managing on our product pages, right? So I hit him on different networks with different videos and different display ads that kind of suits what he wants to hear about. So I keep hitting him in Google Display Network with different ads so it makes it easy to keep the brand consistent. And I try actually also, I don't have it here, but I also feed him a lot of guides so he can be more into what it actually is. I feed him on LinkedIn. I send the same message, but I kind of try to vary it a little bit so he still feels like I'm bringing something new to the table. Also give him a lot of new content. And then I give him, because what happens usually is he commutes a lot. And he uses his mobile phone a lot. There's not a lot of desktop use when you're commuting. So he uses Facebook. And for Facebook it's a bit different. Anyways, okay, that's fine. But it's a short video of 15 seconds that essentially shows exactly what brand compliance is about. And now we got it. So now we catch him. Now he signs up and now he's technically a lead. So all of you are probably going to ask, Casper, why did you take us through this Darth Vader imitation of a customer journey? Because it's exactly that. When you have a product that you know that's pretty valuable, we're really happy about them because it's really valuable for a lot of enterprises. They really see the value once they understand it. The typical problem is they don't really understand it. It takes a long journey before they actually understand the value. So you have to keep feeding them and hitting them on different levels. So today I brought to you five takeaways that this is how you do it usually. If you're going to go back to work today, this is how I would do about it. So you have to be aware of one thing. So usually the first thing you have to be aware of on social media is you've got to keep it short. And why do you keep it short? It's because the average engagement level usually drops off a lot. So the first point you see is that after two minutes, your engagement level on videos, on social media drop off dramatically. Probably a lot of you people probably only notice, but a lot of people also don't. So it's really important that the first two minutes count. It has to be really engaging. It has to actually drive the attention. It has to be, and we usually call this a thumpstopper. A thumpstopper is, if you think about it, it's because you sit with your phone and then suddenly the thumb stops at something. That's a thumpstopper, right? Ha ha. Anyways. So you want to hit the sweet spot between the first two minutes. It's really important to know that actually the difference between having a 90-second video and a 30-second video is actually not that big. So if you really want to push it in, there's two distinct places in here. So if you have a video that's like, let's say, a minute, and you have a video that's a minute and 40, go ahead and make the video that's a minute and 40. Because on average, on engagement levels, it doesn't really make a difference. There's a little spot here you can't actually see here, but in the first 15 seconds it's also important. A lot of people only have an average engagement level of up to 15 seconds on videos, so you've got to make sure that your point comes across really, really fast. So when he sees, so when he saw the other video, I'll show it again later, it's really important that he gets the message super fast. But don't be worried, if you have the video that's two minutes and seven seconds, think about shorting it down. You want to be below two minutes. Then there's another really sweet spot. This is really important also, because as you can see, after two minutes there's a lot of engagement decay levels. They start leveling out here. And that's once you reach the six-minute point. So from two minutes down to six minutes, there's a huge decay. So really, as I said before, you really have to make sure that if you're making a video that's three minutes long, you have to justify it to everyone, because you're losing a lot. But there comes a point at around six minutes where actually, if you're making a video that's six minutes, or maybe it's eight minutes or ten minutes, then there's not a lot of difference, because the average engagement is actually the same. So at this point it transfers into a point about more being about the content you actually produce than how long the video is. Because don't get me wrong, we all care about the content in the beginning of the video, but at that time it's also about compromising and making it as small as possible for the user. So there's another takeaway I want you to learn. If there's something really important you should take away from today, it's also you've got to have a better tracking of what you're doing. And by all means, I like views, I like likes, and I like comments, but in the grand scheme of things, they don't matter. If you get a lot of views, likes, and comments on my video, I love it. I don't mind it. But it's not going to drive my business, it's not going to get me leads for that matter. The important thing is you've got to focus on playtime and engagement. So what does this mean in the real world? It means that, imagine this, so a hundred thousand people go in and watch my video, they all like it, they comment and stuff, but for some reason all of them only watch five to ten seconds. For someone like Templify, they don't get it in five to ten seconds. No one really understands our product after five to ten seconds. So I'd rather have that thousand people actually watch the entire video and engage with it like on a whole new level. So that's what we always try to aim at. And the thing we do that with is we measure it by lead quality. So does anyone here use HubSpot? Okay, that's not a lot. So I use HubSpot, I use Salesforce too. So I make up an integration. So what I use, and I actually use 23 so thumbs up. So what I use 23 for in this case, I use it to lead score. You're probably familiar with lead scoring, but essentially, so based on how much the video has been watched by a person, I lead score based on that. So if I know that Darth Vader in this case, he's been watching my full video, he's been watching my other video about the little 15 clip, I don't even have a video, a product explainer about brand management, brand compliance. I know if he's engaging on some of these levels, I score him based on that, and that triggers something in my system, like not this system, but this system, triggers something in the system that tells him that now he's qualified to receive this type of content. So I nurture him all the way down the funnel. I'll show you a bit how you mine that out in a second here. So it's also important today that a lot of people when they start video marketing, and I did this a few years ago too, it's like, it's so expensive to start video marketing, I can't use it properly and stuff. It doesn't have to be. Of course when we do the big videos here, it costs money, there's a lot of time and effort going into it, a lot. But it doesn't have to be that way. So let me tell you a little project we did here. So we had a lot of cold leads that were IT people. So people who engaged with us signed up for a lead for a demo, and it didn't really move anywhere, nothing happened, right? So we thought, okay, let's reactivate these leads. So we talked with Oscar, which is like one of our developers, and we said, hey Oscar, can you just talk about Templify's technical email signature manager? It sounds very technical. So can you talk about it and do it for IT people so they get what's interesting about it? So we took a video where we just took our phones, went in a room, grabbed a whiteboard for Oscar and had him explain it. It took a few hours to set up. We set the nurture flow, the direct campaign, everything. Didn't take us long. And we got a 32% open rate, 12% CTR, and we converted two into really good leads. That's really good, because there was only 80 people on that list. So it didn't take you a lot, and it doesn't have to take you a lot to do these things. Some of these things, of course, video can be a big task sometimes, but you can also think about it differently. There's also, when we talk email marketing too here, it's important that there's a new system coming out that I really want you to test, and I think 23 should get on board with this. It's something called Bonjora. Bonjora is a small little app, so whenever a lead comes into the system, the salesperson can actually send them a personal video as a response. So, hey, Casper, or Darth Vader, thanks for signing up. This is Obi-Wan Kenobi. See you later. Oh, whatever. That's really effective, and that's something I think is going to move a lot in 2018. So how do you fit your video into your customer journey? The reason I showed the whole Darth Vader thing is essentially it depicts how a customer journey goes at Temple Hall. You're not like Darth Vader, not a typical customer, but it's really important that you think about where your audience are, why are they there, and what are they looking to do. So this is my big customer journey map. It's ten times as big, but it would be too small, so I just took a small flow I have. And this is the strategic flow, it's not the trigger flow. It's important there's a distinction. So let's take this. You all probably noticed if you went to CBS or whatever you went to, there's the sales funnel usually. So usually what happens with Templify is that we have a lot of people who are up here in the awareness stage, right? And here they are aware that they have a problem. Like I have some problem with template management, I can't really control my templates, or I have a problem with maintaining my brand. They're aware there's a thing they need to deal with, but they're not really having issues putting words to it, right? So when you're up here, you've got to catch them. Usually when you catch people up here, you find them with blogs, or you do Facebook, LinkedIn, LegendForums maybe, we do organic, and it's often generic keywords, so it's not like, hey, a template fixer, whatever you look for. And there's also some Taboola, Display Network, all that stuff. So what you see is that when you convert people up here, they need to feed them more information, because they haven't been nurtured enough at this point. So they don't really feel like they understand Templify enough to convert. So if you spend a lot of money up here, it's just important to know that your conversion rate is probably going to be really low when you convert from lead to book meeting and to actual customer. There's a long journey there if they're only there. So let's take something different here. So if you're at an interest stage, in this case, it's more about understanding that, let's say, organic or adwords. A person who goes into organic or adwords and searches for a brand compliance tool, he knows what he's looking for, right? He knows that he's looking for something that can solve this problem for him. Up here, they're probably not aware. They're aware they have some sort of problem. I can't really put words here. Down here, at some point even here, they can even be checking out competitors at this point. The important thing about this is you have to make sure that your content, and especially your videos, hit them at the right point of where they are. If someone comes up here, I'm not going to send them a brand video about brand compliance, because that won't fit, because he's looking at email signature manager. That's what he cares about, right? He doesn't really care. But down here, I might know specifically what he's actually interested in. So fitting in your video into this customer journey is really important, and that's something you should all look into doing. So let me just give you an example of how it works. So this is a short video, less than 15 seconds. This I send to people who have engaged in my brand management content. So I know for, I try to make personas sometimes, like don't get too caught up in creating personas, because sometimes they can be a bit off. But, Darth Vader, right? Anyways, so I created this, so we created this small video, which is like a snippet of my brand management content. So in this case, I feed it to him on mobile, on Facebook. You can also feed it other places, but we haven't had good success with feeding on Instagram, because people are not on Instagram to do business. So if you want to do it, it's more as a reminder that he might come back. It's up to you, but I haven't had a good experience with trying that. So let's say in R1, if we said we have another case here. So here the trigger is a different persona. So it's someone who's interested in document automation or document creation. So he's interested in making it easier for his worker, his employees to actually create documents really fast. So in this case, it's a different persona, right? So I see on my lead squaring that he gets scores for, he watches different types of content. So I still feed it to him, mobile, Facebook, and Instagram. So I see that he's interested in creating documents, so he watches different types of content. So I still feed it to him, mobile, Facebook, and community. But this time I include something like YouTube, where I actually focus on if he makes a broad search query that says document creation or maybe document automation stuff, then I want him to see this, right? Because then I want him to get reminded that, oh, if I'm looking to solve this problem, it has to be with Tempify, right? So that's a little bit of a look into how you actually can do that, right? So the next one is a little bit fluffy, but it's really important to you. So you've got to have a fantastic team. I couldn't do any of this without my fantastic team. It's really important. Like Lucy here did a lot, like all the video content, I'm just really good at putting it out there to right people. And you've got to have the whole team and the whole backup there to get that. So before I leave you today, I have three predictions that I want to share with you that are going to be really huge in 2018. So jump on board whenever you can. And these are also my own predictions of what I want to work with. So yeah. So LinkedIn video ads are coming out in the first quarter of 2018. Should be. And it's really important because LinkedIn is booming. LinkedIn is going to be huge. We use LinkedIn a lot in our marketing because LinkedIn has exceptional targeting tools. You can really hit the right people. What they need to work on, what we need to work on, is our conversion rate from LinkedIn to an actual lead to an actual book meeting. Which is a bit harder. And that's where I feel like video is going to move a lot. Marketeer sharing video and content on LinkedIn is around 38% now. It's perspective to be around 55% by the end of 2018. It's going to be huge. So you want to get on board with this as soon as possible. So I don't know if you've probably heard about this engagement update everyone saw a month ago. Anyways, I'll tell you about it. It's pretty similar to Mark's I've heard when Anna said that, hey, we're going to be focusing less on branded content and more on personal connections. So people talking together, more than brands talking to you. I think from a personal, from a kind of boyfriend kind of personal view, it's great. I think it's great. But from a marketeer point of view, it can be a bit scary. But my point is, there's also a few things he said that wouldn't happen. He said that there's going to be punishment for live videos. They're going to put emphasis on live videos. And I haven't cracked the nut at this yet. We're in a B2B marketing setting. But if we can somehow find a way to do live videos for B2B marketing, that's going to be huge. Because you're not going to be punished in your reach and you're not going to be punished in your engagement. So if we can somehow find a way to actually do that, then it's going to be great. Last thing on today. So a lot of people use chatbots. I use chatbots. We have a chatbot. And so you want to connect it with actual content so it feeds them the right things. So that's what we're doing right now. I'm working on having a chatbot, having the help center talk together, and feeding them with the video that they actually need. So when people ask a question, so how do I find template management? Then he gets said, hey, check out this video and our help site here. So you can automate the process all the way. Cool? That's it. Thank you. Thank you. So we have some time for Q&A as well for you, Casper. Questions for Casper? No? Yeah? Yeah. You said that you've seen the two minute and seven second post-sort by the limit. No, it's actually two minutes. I was just making a joke. What is that based on? You have like, what, 88 videos? No, this is not based on our data. This is based on a Vistia report that's based on more than a billion video views. So it's huge. So it's a huge study. It's not something I say. But we're seeing the same thing on our videos. So you can take, like, of course, nothing in this world is scientific in that matter. I can't say for certainty that it's always going to be that way. But try to keep it in mind, please. Yeah? More questions? Yeah? Yeah. What's your KPI when you're doing video campaigns on Facebook? I mean, you said about it for playtime. But how do you differentiate between the people that are actually listening in less than 10 seconds and the other ones who actually stay there? So what's your KPI when you're doing the videos? Actually, the funny thing for videos, it's engagement level. Absolutely. But on a more broad scale, I actually measure on four different things. I measure at... So first, I measure on conversion to how do we become a lead. Then I measure on how much do we pay per lead. And usually the fun thing is when you go out and say cost per lead on something, you can get super cheap leads on Facebook or whatever you use. But the quality, if you notice that, that's going to be really low. So I measure on cost per lead. I'm less on how much does it cost me to book a meeting, how much does it cost me to get an opportunity, and in the end, how much does it cost me to get a one customer. And there's a huge difference. It's really important that people start making this distinction. So that's the KPI. It's kind of four or five KPI squads. But I hope you get my point. Next up, yeah? More questions? Yeah. Talking about the two minutes, do you still produce long-period content but have the first two minutes as the hook and anyone that stays on longer? Actually, on our front page, the video I showed you here is a little bit longer than two minutes. But that's because we also use it for the front page. And then we actually have the 23 hook come in after the two minutes. The electric hook. Yes, exactly. And that works? Obviously it works well. Yeah, it works. I wouldn't be using it otherwise. Do we have time for one more question? No? Cool. Perfect. Thank you so much. Thank you. Hey, everyone. So I'm Todd. I'm the head of Compton Story here at 23. Can you guys see? I moved here from San Francisco about six months ago to Copenhagen. I worked at a, it's called Branch. It's a startup in Palo Alto. And I was actually a customer of 23 before I got here. And that's how they got me. Thomas wrangled me from one of our customers. So here I am. And I'm excited to talk today about how some top brands increase engagement with video. So I love this slide. It's one of my favorite slides that we have here at 23. And it just talks a little bit about video marketing and how they intertwine with video and traditional marketing. So on the left, you have qualitative data points about video, that it's good for communication, for storytelling, for making your brand seem human. And then on the right, you have quantitative, which is marketing, the marketing funnel, the conversions, the lead generation, and being results oriented. And when you combine them, you get video marketing. So today we'll talk a little bit about how these brands get engagement through the marketing funnel. Casper talked a little bit about it as well. But at the top of the funnel, of course, you attract. In the middle, you engage. And then down at the bottom, you're selling your product finally. Whether you're B2B or B2C, video can help at each stage of the funnel. So we'll start at the top, the top of the funnel where you're attracting your audience, your personas. And I'm going to tell it through a story that we heard from Rand Fishkin. So we sat down with Rand Fishkin at Inbound 2017. Is everyone familiar? I would assume most of you are familiar with Rand Fishkin and his Whiteboard Friday video series that he has. So he kind of broke it down for us how he built Whiteboard Fridays. And it's incredibly interesting. So when he first launched Whiteboard Friday, it was not a success, to say the least. And he thought about killing the entire initiative. But one thing he noticed was the trajectory of it, that it was trending upward. So he stuck with it, and they got better and better and better at it. And finally, it's one of the biggest video series on the entire Internet. One of the cool things that he does at the top of the funnel to get people to engage with his video, is he actually puts the entire transcript on his blog. So they get the SEO value, they get all those keywords, and they attract more people organically to his videos. Of course, they have the video embedded on the blog as well. But then they also do a podcast of the audio of him talking about how it's done. People consume media in different ways. And I actually thought it was pretty interesting. Rand told us that only half the people watch the video and the other half read it. But it gives them the option to consume the media in the way that they want to consume it. And then one other cool trick he taught us about Whiteboard Fridays, is that after 90 days, an episode goes up on YouTube. As many of you know, YouTube is the second biggest search engine in the world. It's where people find a lot of things. And so they put it up 90 days after it's on their website to get even more SEO value and find even more people at the top of the funnel for Moz. But you are incentivized to go to their website where you can ultimately control the user experience if you view it on their blog. So this is a quote that he told us. And he said, I urge folks to measure things not based on how does this ROI compare to that ROI, but rather on trajectory and on the investment that is needed to get to that amazing place. So Rand Fishkin probably would have given up Whiteboard Fridays if he hadn't seen the trajectory for where they were headed with it. And ultimately, they got that ROI. And it's probably their number one piece of content that they produce for finding customers. Another example of top of the funnel marketing with video is Marketo, who is one of our partners. We integrate with Marketo. You can send your video data to Marketo. But they also do an amazing job of moving their customers through the funnel. So on the left, you have a post from Marketo on Facebook. And it features Seth Godin, who's also a marketing influencer similar to Rand Fishkin. And then they have a Register Now link to their marketing nation events around the world. But they just put a 45-second video onto Facebook to engage you, to pique your interest, and then move you even further down the funnel to another event. And so this was said by Shion Simpson, the video director at Saster, which is actually going on in San Francisco right now. She said it a few weeks ago in our meetup in San Francisco, actually. She said, being targeted and relevant for your customers is the key to hooking the right people into watch long-form content. People do watch really long-form content if it's made for them. And she even told a story that at Kiwi Landing Pad, which is like New Zealand's tech, like an ambassador ship to San Francisco, it's a company that works with other tech companies to integrate New Zealand, people from New Zealand in Silicon Valley. But she said they even use Instagram stories to get people to their webinars to watch longer content, which is kind of a unique approach for something like that. But she said it works, and they tested it, and so they do it again and again. And so people will watch long content, even if it's stopped in the funnel. It just kind of depends. So I do have to disagree a little bit with Casper. The long content doesn't work. So we actually have a study as well that says half of the engagement from video comes from videos that are 15 minutes or longer. And so actually a lot of engagement can come from long videos. I think it just needs to be the right content for your audience. Even though 8% of the videos are content 15 minutes or longer, it accounts for 50% of the engagement. So I do disagree a little bit, but I do think short content can be very effective at the top of the funnel too. So this is a stat from our video marketing survey. 79% of marketers use video for brand awareness, and that's incredibly encouraging, right? Hopefully that number will be 100% someday, and that's where video is headed. But 80% of people, of marketers, are currently doing that. So this is a pretty cool example of top of the funnel marketing as well. And I have a video of this also, but I saw this just recently. And if you look right here, this is a company that launched I think four or five days ago, and they've already 5x their Kickstarter goal. And it's probably because of a video, right? The company's name is Bare Butt, which is a very weird company name. And you kind of need to watch the video to know exactly what they do. Otherwise you would have no clue. But they're an outdoor company. They make backpacks and sleeping bags and gear and jackets. And they actually have a really incredible video, which moves people along the funnel quite quickly, especially if you're a BSC company. Bare Butt started out as a hammock company. We had really good success by coming into the hammock market and doing things differently. One of our tactics in being disruptive is going to be making things right here, right behind me in the USA. We're starting with our three new products, the Rise Backpack, Daybreak, Jack Jack, and the Wake and Sleeping Bag. You guys are super excited to see us. An all-in-one bag is what everyone wants, so we made it happen. Our first ever Rise Backpack adapts to your versatile lifestyle and can go anywhere with you, be it work, school, the outdoors, or abroad. Its low-profile and comfortable design makes you look and feel good, but aside from its sleek aesthetic, the concealed pockets and straps make for utmost convenience and security. The clean seams and utility of the Rise Backpack makes it the only bag you'll ever need. Our Daybreak Jacket hits all the marks when it comes to style, ease, durability, and performance. It's timeless and lightweight design, as your everyday, everyday, grow jacket. Wear it on your morning jog, school day, trip, travel, outdoor adventures, and night out with friends. The quality materials used for this jacket are water-resistant and breathable. Meaning it doesn't let moisture in, but it allows moisture out. The one-of-a-kind look and feel of the Daybreaker adds to the comfort. Most Sleeping Bags are bland, boring, cheaply made, and overpriced. That's what we got. Our Awaken Sleeping Bag is designed for comfort and style, and comes loaded with different features, including a blanket configuration. The high-quality materials used give it a waterproof and durable exterior, and a warm, warm-and-soft interior. Our unique two-way zipper pocket keeps your belongings secure and accessible, whether it's being used as a sleeping bag or blanket. Our Awaken Sleeping Bag is a perfect combination of convenience and style. Thank you for watching. By supporting us and backing our campaign, you'll be one of the first people to receive a USA Made Fairbair product. We want to be very responsible with you guys, but it's been two years since we've been so much great friends. We've been able to produce some great products, and we so excited to be introducing you to more. You're going to love our gear here. Buy it now, share it with your friends, tell everyone the world about it. Because we promise we're going to become the biggest outdoor company in the world. I mean, it's really a story that you don't have to tell to do a video, right? If you just saw a photo of a bare butt jacket on Facebook, you would say, what the hell is that? So yeah, I thought it was a pretty good example that I just saw recently. And it's been shared all over Facebook and LinkedIn. And like I said, they 5x their Kickstarter goal. And I think they've raised 500,000 Kroner actually for their product. But yeah, I thought it was a pretty interesting example. So all these things are encouraging about video at the top of the funnel, that people are using it for brand awareness. The one stat we have here at 23 that we would like to see go up is that, however, only 38% of marketers are using video to collect leads. And we'd like to see that number be 100%. Video is a very engaging medium. And by putting a form on a video, you can engage your audience even more down the funnel. I'm not saying put it on every single video you produce, but there's a big opportunity there to use them in the right place at the right time. So as we move down the funnel, obviously we get to the middle of the funnel where you want to engage your audience. You want to send them valuable content. You want to show them exactly what your brand is about and educate them. And this, we have another video. So this isn't very, this isn't traditional, but I actually think it works for both B2B and B2C. This video I'm about to show you for the middle of the funnel. It's actually from Blue Bottle, which is a coffee company in San Francisco. And it works very uniquely in the sense that it talks about their brand, but it also educates you about how to use their coffee. I love coffee. It's a way of meeting people, seeing people, talking to people, and being part of this little community. My name is James Freeman. I started Blue Bottle Coffee in 2002. I'm the author of the Blue Bottle Craft of Coffee. My name is Caitlin Freeman. I'm the pastry chef at Blue Bottle Coffee Company. And in the book Blue Bottle Craft Coffee I am. So this is what Forbes said about it. It promotes the brand while educating the user about coffee, which is literally the goal of every single marketer for every single product in the world. That's what you want to do. And it's perfect for middle of the funnel engagement for your users or your customers or whatever it might be. So, video is processed 60,000 times faster than text, which is why 67% of marketers use it to educate their prospects with a video like that Blue Bottle Coffee about what you can do with their coffee and how you can use it. And so I wanted to talk a little bit more about engaging people at the middle of the funnel by including a video or an animated GIF inside of an email, which according to our research in the same study about the length of videos improves click through rates by 62%. So if you haven't tried it out in your marketing, I would highly recommend trying to put like a GIF or an animated thumbnail into an email and seeing how it performs. But according to our research, it can improve by quite a lot. So this is an example of someone who tried. So this is a SaaS company that I recently signed up for and they sent me an email with a video in it. But it was a static image, right? It didn't move. All it had was their logo behind it. And I had no idea what this video was. Being that I work at a video marketing platform, I got curious and I clicked on it. Right. And it took me to a video where it kind of trained me on how to set up my free trial that I had signed up for. So I'm not a customer yet. I'm still there, still kind of engaging me and educating me. And it took me to a landing page that wasn't on their website. It wasn't branded to them. And I couldn't even get back to sign in to use the SaaS product that I signed up for a free trial. So it was a good start putting a play button in their email so that I know it's a video. But there's a few small tweaks that you can do in your emails and engaging your audience with video. And then lastly, we're at the bottom of the funnel, right? Where you want to sell to people. I had a really interesting conversation at Web Summit with the CEO of Investopedia. So Investopedia is a... You can go to their site and you can learn all about investing and finances and kind of take courses from them. So their product is video, right? That's what you sign up for. You sign up for video courses so that you can learn about investing and learn about the finance world. But he was very adamant that they use video in all of their marketing. And they give free trials of video and they allow people to test it out before they actually buy the product. So they truly are at the bottom of the funnel with video in that their product is a video course. And so at Investopedia, I think this is really cool what they measure. And I would recommend everyone here to measure something similar instead of just views or shares like Casper talked about. Which those are still important, but what you really want to measure is are people actually watching. So at Investopedia, they looked at 80% of their videos to have a 95% completion rate. And they have over 5,000 videos in their video library. And so he was adamant that this is what they measure and this is how they measure success. And I think everyone should measure success in this way as well. So in the same study, the Video Marketing Survey, we asked hundreds of marketers how they measure video. As you can see at the top, amount of plays like shares, a few vanity metrics, right? But I cannot stress how important it is to measure beyond that, to measure the engagement, to measure the conversions, to measure leads generated. If you think about it, you wouldn't have, if you built a landing page and you put a form on it, there is no way that 24% of marketers would be tracking conversions, right? It would be 100%. And video is the future. As we talked about with stats like that 82% of website engagement will soon come from video. Hopefully these numbers will be much higher in the coming years. And that's kind of what we're trying to do at 23 is to bring video into your marketing tools. You have a bunch of tools, whether it's HubSpot or Marketo Marketing Automation. You have email tools. You have social media tools. We all use a bunch of tools and video needs to be a part of that now too, to send that video data to the rest of your tech stack and make sure that it's integrated everywhere along the user's journey or the marketing funnel. And then I've kind of touched on a few of these as we've gone through the funnel. But this is kind of the mission at 23 to have video across the entire marketing funnel and provide tools that marketers can put video everywhere across the funnel. So whether that's on social or building a video hub on your website or having live events and webinars. I talked to one of our customers last night, Hint Health, and they have been using live events as their number one driver for leads. They had a conference that had 100 people, but then they got 300 people on their live stream. So it can just amplify everything that you do in marketing by including video on it as well. And then of course email, we talked a little bit about putting collectors or lead forms on videos. And then lastly, integrating all of that data into your marketing, other marketing tools. So yeah, that's all I got. Thank you. Do we have questions for Todd? Yes. This is more, I guess, kind of like a technical question. When you were showing one of the videos and the sound wasn't working, you were like, yeah, it's not really as engaging as with sound. And I know a couple of people have been talking about whether you can make videos yourself. And I think one thing is making a video which looks really nice, but if the sound quality isn't up to par, then it quickly becomes less engaging. Can you talk about that at all? Or do you have any? Because also then there's issue if you want to use sound for kind of copywriting stuff. So if someone's looking at starting this, how would you get around the sound issue? Yeah, so most actually most videos on Facebook are viewed without sound, right? Because people are scrolling on their phones. From a production side of things, if you're just starting out, I would recommend buying like a lavalier mic that you can plug into your phone, right? Sound is probably the hardest thing to fix in post-production, and it can kind of throw a video off a little bit. But there are a few cheap alternatives to getting good sound. And if you're using like just an iPhone or you have a DSLR or anything like that, there's pretty good cameras out there that are relatively... or microphones out there that are relatively cheap. So yeah, and I would also recommend putting captions on your video, right? Especially if it's on Facebook or Twitter. I think I read that 90% of videos on Twitter are viewed on a mobile phone, and most of those people don't have the sound on. So you just want to make it as easy as possible for them to engage. Yeah? I have an input also to the length of the video. Because I heard that recently Facebook changed the logarithm. So they will give better conditions to longer videos now. So if you already watch longer videos on Facebook, you will see more of them in YouTube. No, yeah, that's all. Yeah, I think if there's interest and you've piqued the interest of someone, they will engage with longer content. And that just means they're on your website longer or on your Facebook page longer, which is good for engagement and good for you nurturing them down the funnel. So webinars would be a good example. Or a live event even putting a short snippet from our meetup in San Francisco on Facebook. And then we link to a longer piece of content that's 45 minutes long. It will be. Yeah, we're working on that as well. And to add that you can be compliant with GDPR on all forms from 23. So we will announce that soon. Any more questions for Tom? Yeah, I'm just curious. You said 38 percent only use video in their marketing. Is that on a global level? Or do you know how how are we doing in Denmark? That was 38 percent for capturing leads with video. But that's on a global level. Yeah, yeah. So we surveyed marketers from everywhere. Yeah, not just Denmark. So I wish I had numbers for just Denmark. I don't. But that would be globally that people are collecting leads with video. What is your opinion? I mean, like I said, I can't imagine a landing page with numbers like this. Right. I think it needs to go up universally. Right. People are treating video as a traditional marketing channel because that's how your users learn about your brand and interact with your brand. So. Yeah. We have time for one last question. Cool. Thank you so much for coming. It's been a pleasure. Thank you.