How Top Brands Increase Engagement With Video

We all know that we should produce more video, that we should use more video, that we should track our videos, but it's not that easy all the time, so we need to figure out how to get started, how to convince our boss that it's the right thing to put our resources into. And that's why I'm really happy to present today Maria, Casper and Alan, who will give you a lot of good insights on how they've increased engagement with video in their companies. A little note here is that VBO is three years old, right? Two years old, alright. And Simplify is four years old. Marcus Partner, 21, founded in 97. But still all quite new in the space of video like we all are. So before we actually start the entire agenda, I want to present Helle Wiebeke, who is head of business development here in Bonne, and Bonne has 200 years of lifetime, right? So why don't we start out today by listening to what Bonne has to say about video and how your approach is. So please give a hand to Helle Wiebeke. Thank you Nana, and welcome to Bonneur Media everyone. We're very happy to have you here today. So as Nana just said, like we're definitely not one of the young smart startups. We are more than 200 years old, but that doesn't make us old in the way we work and how we see the future of video, digital in general, and also how we want to proceed as a media company in the future. I just want to tell you a little about Bonneur to make you understand what our challenge is in the world that we face today. The company is established in 1804, but today we're an international media platform. We have 175 companies in 17 countries and we are the biggest media company in the Nordics. This shows that we have a lot of muscle, but still we strive to innovate and to think and work just as the startups. But as Nana said before, video is new to all of us. So I think it's interesting for us to see, okay, how can we use our muscles, use those brands that we have worked on for so many years in a different ways than many startups. So we all know that our core business in the past has been print. We also know that our future is digital. We strive to reinvent our current business, but we also strive to innovate on new business. So we see the now as a very extraordinary time. We have a lot of amazing magazines and those magazines we see as brands and platforms today. For example, to bring in what we call Bonneur Creative Studio, which is a platform where you as a company can use our services, for example, video, Instagram, web shops, Snapchat, all different kinds of tools to help companies to do better in collaboration with our brands. So basically these are tools that we use and we will use them even more in the future. And here is video a key to us. So now I would like to present Kiene, who would like to present the case where we show you how we use our brand costume. Thank you. Hi. So I'm the editor in chief of Costume, which is Norway's biggest fashion magazine. It was recently awarded the very prestigious award magazine of the year at the media days in Bergen. So we're very proud of that. It's obviously a very strong brand. It has a lot of credibility both when it comes to fashion, journalism, media in general, and we try to stretch our brand across as many platforms as possible. And of course, video is a very important part of that. I'm going to start off by showing a video that we did for Costume Awards, which is an annual event where we honor the Norwegian fashion industry. And it's a very important event for us. It's a huge production and we obviously want to showcase it as best as good as possible. And video is in my opinion, the best way because it's a very visual event. And so I'm going to start showing you that. And we actually flew in a videographer from Paris. Or Copenhagen? Yeah, Paris. And so he works a lot in fashion. So we wanted someone who could give us that kind of very sort of fashionable expression if you like when it comes to videos. Paris is in the works. New York is in the works. La Tessier is here too. Nouméa is in the works. Marseille is in the works. Brighton is in the works. You're coming even for the people who are complaining. Today, nobody is going to say anything. So that was a little taste of our universe if you like, our fashion universe and how we do events. And then when it comes to our editorial work, we obviously have the print magazine, which is our flagship in many ways. But we obviously, every time we do content for the magazine, we try to spread it across all our platforms. And this cover is a bit of a special story for us. It was also one cover of the year at the same awards a couple of weeks ago. So this is Imane Muschini. He's from SCUMM. You probably know this very popular TV series. This is the first interview that she gave because NRK, they had this policy that they would shelter them all. They wouldn't let them do any press while they were doing the show. But we managed at the end of towards the last season, we managed to land this interview with her. And we knew this was an amazing exclusive for us and that would get a lot of attention. But we obviously wanted to capitalize on it as much as possible. And we also wanted to secure sales because sometimes when you do too much content about what's in the print magazine, the result is that it doesn't sell. So we wanted to get a lot of attention online, but also sell our magazine. And how we did that was to make the cover the star. So we only share the cover and we only let other people share the cover. And we did this one little video to give people a taste of what was inside the magazine. So to make this kind of call to action happen. I'm going to show you the video now. And I also would like to add before I end that this cover has been seen by one million people around the world and it's been covered in press internationally. So it's been a great success for us. And we're actually going through the same thing. We are the only ones who are responsible. Me and you just that we're not for us. It's the only detail I struggle with. And let's not go out and look for stars. But the whole world is going to beat us. Cool on our own when we're full and we're high. And I can swear that the world is spinning around us. The world is not good enough. We are perfect. Perfect. Promise this is perfect. The world can't beat us. It's perfect. Perfect. Let the world be beautiful. It's perfect. The world is not good enough. We are perfect. Perfect. Promise this is perfect. And I'd like to say that we also secured good sales on this. So we succeeded with our strategy. And this video has gone around the world too. And it's been a great showcase of our brand. So thank you so much for having me. And enjoy your seminar. Thank you so much, Kine and Helle Wiebeke. I just want to say one thing related to this. Because I think it's a really great proof of that video doesn't have to be really professionally produced to be in really good quality. And it's a super valid point also of today. That you don't have to go out and throw a lot of money into video production. Because video is just as engaging when you're using your iPhone. And it's actually quite good, the quality. Now we'll actually start the agenda of today. So I'd like Casper to join me on this stage. And tell us all about Templify and how you market. Hi everyone. Can you all hear me? So I am Casper. I'm the traffic manager at Templify. And usually I like to define myself as a little bit different. So we're going to have a little bit of fun today. Because I believe that if we have a little bit more fun we get to learn a little bit more. So as a typical marketeer I'm going to take you through a journey. And then by the end of it I'm going to give you seven takeaways. So Templify is a bit of a different product. It's complex. So I'm going to explain it to you in a fun way. Let's do it. So let's meet our typical customer. This is a brand manager also known as Darth Vader. He's 40 plus. He's separated, has two kids. Usually he commutes to work. And he has a boss who has a little bit of an agenda. He wants to enforce his brand. What does that mean? He wants to make sure that everyone is brand compliant in the Star Wars fleet. And Darth Vader has a problem. So as a typical customer Darth Vader likes to go online. So he goes to Facebook and says, hey guys, how does one enforce brand compliance? And he gets help from his friends, Yoda and Obi-Wan. None of them really help him much. But this is the first time he gets to hear about Templify. So here's about Templify. He's still not convinced. He's like, OK, cool. He gets a bit desperate. So he goes online and says, template management for Darth Vader. How do I do this? And then he gets an ad from Templify and says, hey, you can be the company hero. This is the first time he actually, OK, fair enough. I'm going to click the link. So I go to the actual site. So when he goes to the site, he meets this site, which is our front page, if you haven't figured that out. And then he sees that, hey, Templify is a company that solves document anarchy. OK, cool. He gets the point. He feels like he's understanding it. But he's still not there. So he reads, instead of watching the video, he reads a lot of stuff here. So he reads, everyday employees produce thousands of documents, presentations, and emails. But they don't always use the latest company standards. This is like what we solve. Essentially, this is document anarchy. And this is what Templify solves as a solution. So at this point, he's like, OK, cool. Makes sense. He keeps going. So he reads more. So he reads about the different modules that work within Templify. He reads about the library function, where you can access content. He reads about dynamic personalization, document automation, all these cool things that Templify can do. And he starts to really get it. He's still not there. He hasn't watched the video for some reason. So he actually leaves. We actually lose him. And this is probably on me. But for some reason, we lose him. He doesn't sign up as a lead, which is what I always really wanted him to do. So he goes away. So we lose him. But then something happens. He comes back to Facebook. And this is where I get him. So I get him with a retargeting flow for the first time. And he sees this ad. OK, hey, the not so secret tool for successful brand managers. And he's like, hey, man, I want to be a successful brand manager. So he watches our video for the first time. And he's like, OK, I'm going to be a successful brand manager. So he watches our video for the first time. 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 templates or 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. So at this point, Darth Vader sees this video and then he goes back to Templify. At this point, I really jam up stalking. I start stalking him for real. So I hit him on the Google Display Network with these different banners because I know he has interest in branding. I have a feeling, because I can see based on his movement on my site, that he's a bit of a brand manager. He's interested in branding. He's been reading about branding in general. So I start hitting him with all these things to talk a little bit more about branding. So I hit him on LinkedIn. I'm hitting him on Google Display Networks. I have different banners for him. I have this small video that hits more on the small features, and this is more of a 15-second video, which is optimized for social. Templify. Document Anarchy. Solved. At this point, Darth already knows what Templify is about most of the time. So I just want to hit him with the core feature that he's actually interested in. And so now I get him. He actually signs up and I actually got the lead. So the whole point of this story is to a little bit to show you how we can use video at different stages of the funnel and to show you how you actually do it. Because sometimes it's like people always say use more video, but how do you actually incorporate it? So I'm going to take you through seven steps now of how you actually use video more effectively when you come back. So when you leave today, hopefully you got something out of it. So let's start with the first one. When you do video for social, it's incredibly important that you try to keep it short. So the first video you saw was our company Frontpage Videos. We use that for the front page. And sometimes I also use it for social, but it's not optimized for social because it's too long. Like so there's there's a bunch of sweet spots. I'm going to take you through here. First important thing is keep it shorter and keep it really engaging. I like to use the term use it as a thumb stopper. Do you know what that comes from? A thumb stopper is if you think about it, if you sit on your phone and you scroll through your feet, then sometimes you stop with your thumb and you stop on the things that are interesting. So you want to make your video with the one that's actually stopping your thumb. So the first sweet spot I'm going to talk about is here. So up to two minutes long, the first sweet spot is between zero to 15 seconds. So you want to if you can keep your first video within 15 seconds like the one I did to short video, that's really good. So if you can get your point across in 15 seconds, that's really important. After that point, up to around two minutes, there's no difference. So if you make a video that's one minute, you might as well. And this is a bit take everything with a grain of salt. But technically, you might as well make your video two minutes long because there's no there's no difference in the engagement levels until you reach around the two minute level. After you reach the point of two minutes, something something happens. Engagement really drops off at this point. So after you reach two minutes, you if you can have video that's two minutes and 30 seconds or two minutes long, you should really try to narrow it down to two minutes. But if you have the point of no return where you're like, hey, I have a three minute video and I can't explain it in two minutes, I just can't do it. Then you actually at this point, you reach to the point where I say then you shouldn't focus on the time anymore. Then you should really just focus on the content because if people are still watching your video after two minutes, it means they're really engaged in your video. So at this point, usually we call it engagement decay. It hits around the six minute mark. And at this point, it's like people still see it or if they're still watching at six minutes, they just like what you're doing. So just keep doing that doesn't matter if it's six or seven or eight minutes doesn't technically matter. Then my second takeaway, you got to get better at tracking. This is I say this a lot. I do some consultancy and stuff. And whenever I come out and people never track their video and what they actually get out of using video, it's embarrassing. So I'm going to teach you today like the most important thing from today is you got to get got to get your tracking down. So does this mean so usually when you go to an agency or something and say, hey, hey, Casper, we can give you a lot of views and you can get a lot of likes and comments on your video. And I say, I don't care. It sounds sounds a bit harsh. But if I get a million people who views my video, that sounds awesome. Right. But they only view three seconds of my video. Temple five super complex product. No one's going to understand my product if after they've seen it for three seconds. So it doesn't matter. Like, I don't care. So you got to focus on playtime and engagement. If that if that's the metrics you're working with, that's the ones you should be looking at for real. Because playtime ensures that people actually seeing your video and engagement dictates that they've seen your video and actually driven an engagement based on it. And then when we come further down the funnel, and this is the important part, then you got to focus on lead quality. So I drive leads like that's my main job, like drive leads for salespeople so we can actually sell our product. Right. And they kind of have a certain level of quality. I can do a lot of you can probably go out there tomorrow. I can drive a campaign on Facebook and can send it to India and I can get a bunch of leads for nothing. But it's not going to drive any actual sales in the end. So you've got to track it all the way down the funnel. And we do it with Hopspot and Salesforce and 23 and stuff. But you can do it a lot of different ways. It's just important that it's really that you really track it all the way down. As we actually talked about just before, it's not about big budgets. Like the first videos you've seen here, they have been a little bit not like not costume a big budget. But but but they've been been costing costing a few bucks. But but we did we did a little fun project where we said, OK, I have a bunch of leads that we got in around had two years ago, which is before GDPR. So and then we wanted to reactivate him, like make him not cold again. So so we went ahead and reactivated. We did this by creating a nurture flow where we sent him a bunch of emails and we had a. So these people were like I.T. people very interested in I.T. heavy tech stuff. So I.T. senior I.T. managers and stuff like that. And we know that they care a lot about I.T. security when it comes to email signatures and stuff, which is one part of our product. So what we did was we launched our new email signature manager and then we did a flow with it. So it took us a few hours to set up the flow. And then we recorded it with our one of our main developers, Oscar, and he explains it very technically, like very technically, which is not something for everyone. And then we sent this out and we got a 32 percent open rate, 12 percent CTR. We've got two new reengaged leads, which is awesome, which is really good because it took us a few hours to get. So sometimes as we thought, as you mentioned before, it's not it's more about authenticity than it's more than it's about the budget stuff like that. So just keep that in mind. An important takeaway is that you've got to try and see if you can fit your videos into actual funnel. So this is this is not my overall funnel. This is only for the email signature flow. The overall funnel is like 100 times bigger. So this is just to give you a little bit of an overview. But the important takeaway is that you've got to think about where your customers are and why they're there. So why why are they on Facebook at that time and why are they on your site overall? What are they looking for? What is it they're trying? You're trying to solve for them. And so that that's a lot of talking. But essentially what I do is that I say, OK, so I can get I can get a lead in from different channels and can like somebody can find me organically through my blog. They can go through Facebook, LinkedIn and awareness stage where I just hit him for the first time. You can also be found. We'd also have a trial set up. We can also have some tabula outbrains, some of these outreach network stuff. Google display network. And at this point, you've got to give him a light touch so they don't you don't scare them away. But once they reach the interest point where you can see that they've actually come back to your site and they maybe they even went to Google AdWords and search for some very specific stuff. And then you can start feeding them better content that's more specific for them. So if it's a brand manager who searches for this, then I can serve him a video that talks about this combined with my guide that actually also focuses on this. So it's just it's a matter of fitting it in. So let me give you an example. I showed you the first video here. So I use this one as a set for brand managers. So this one I use when people are interested in brand management. So when people go to my site and they visit and they look at the different features, the different modules and they look at the ones that care about brand management and they go to the blog and read about brand management stuff like that, then I feed them this type of video. It's really good for Facebook and it's really good for mobile. It's also OK for LinkedIn. Then if they're not interested in that, I mean, I can see that they're more interested in documentation, document automation and stuff like that. Then I feed them the other video, this one. This one I also happen to use on YouTube because a lot of people who are interested in document creation also often search on YouTube for document creation videos like how to automate documents. And that's a huge thing on YouTube. So so it's a matter of thinking in your videos and all the way through the journey. It's a hard process. That's something you can go home and do today. But something you need to start thinking about when you do these videos is where does it actually fit in? Where am I supposed to use this? So one thing I wanted to add today that's that's really it's actually I didn't I spoke four months ago and I didn't include it back then. But I included today because I think it's really important today and a lot of people are not moving on it and a lot of people should be moving on this. So making it personal sounds so simple. We all know this Casper. But but what's if you think about it, what's the main goal of you sending an email to a customer who signed up for as a lead or sound if you're doing a cold outreach? It's getting a response right like an open rate, a click rate. Like an actual getting maybe a conversation if you include videos in your email marketing for the first time. So like a personal message means meaning. So if somebody signs up for a lead and you actually include a video responding, hey Casper, thanks for signing up. Let me just get in touch with you and we can find a date to schedule a meeting that simple doesn't have to be more than that. You can reach one hundred forty percent higher click rate on your emails. And if you're wondering, that's a lot. That's a lot. And that's a lot more higher conversion rate all the way through down your funnel. It's that simple. You can do it with stuff like twenty three. But you can also do it with stuff like Bonjoro, which gives you give you a little notification when a lead comes into the system. And then when you're on your bike or you're on your way to a meeting or wherever, you can actually just record a video and say, hey Casper, I just saw your email come in. I'm going to respond to you later and we can schedule a meeting, stuff like that. And really works. So we do this for really big clients. So when you like when you're if you're in this case, if you're five thousand plus or ten thousand plus employees, add my sales reps to this because they can't do it for all these I give them because that would be a lot of time. But but but we started out the test with just doing it for all the big leads and it's really, really good. So this is something you should look into if you if you have the opportunity to. This is something incredibly crucial. And a lot of people don't do it enough. And actually, it's not something I haven't I didn't do like half a year ago, but I started doing back then. Anyways, you got to include subtitles on everything that's video related if you can, especially the video you use on social media. And the reason is why is that the automatic the automatic way the systems, the social platforms work is that the default volume mode is set at mute. So when people go to Facebook or stuff like that, they actually all the videos they see are muted. So if they see our first video that you saw the two and a half million without subtitles muted, you got like honestly, they're not going to get anything out of it. It's not going to it's going to be useless for them. So most users and when I say most users, I mean this seriously. Ninety percent of all people who watch a video on Facebook watch it without sound. Ninety percent. That's so many. So you got to have subtitles and super simple. Like it's really simple. You go to you can go to YouTube, upload your video, even make your little guide up here. You can even go up here and go up to the subtitle title in your creation tab and just pull in your video and down and then actually does it for you. So it's that simple. It doesn't have to be much more than that. And then you can upload start with English and upload other languages if you want to do that. Use it for Facebook and all our stuff. So my last takeaway for today is a bit of a cliche. So bear with me. But you got to have a great team. You got to have make sure that your team works together. So we have a bunch of like I am not a video content producer. Like I am really, really good at distributing them as you might have figured. But I'm not I'm not good at all the creative stuff. That's my team. So I just want to say that it's really important that you do what you're good at and you give credit to your team and make sure that they're a part of it. So lastly, before I finish today, I just want to talk brief like 30 seconds. About where we take video marketing from now. So does anyone use video on LinkedIn today? Yes. Sweet. So I was actually one of the first ones to try LinkedIn video in the Nordics because I was part of the beta too. So it was released here in April to everyone. So that's a little bit more than a month ago. I've tested it. I've actually not super impressed yet. But I think they'll get there at some point. But overall, when it comes to the LinkedIn platform, I think LinkedIn is one of the best. Using LinkedIn is one of the future platforms you should invest in. If your customers are on LinkedIn, you should definitely be using LinkedIn. You got to find a way to use it properly. Be careful with lead gen forms. But that's another discussion. So the number of marketeers sharing video content linked is around 80 percent. Thirty percent right now. But it should rise to about 55 by the end of the year. And my own prediction is it's going to be rising even more when we come to 2019 and 2020. But that's on me. Back a few months ago, a lot of you, since you work with marketing, probably some of you, you probably saw the engagement update by Facebook, which was this thing that said, hey, we want to focus more on personal things between family members and people you actually know and not have all these brands share all their stuff. So the organic traffic from Facebook, from brands on Facebook, really dropped a lot. A lot of people saw their engagement levels drop dramatically. So essentially less value on brand updates. But what they also said, and a lot of people missed this, and I want to give this to you guys today. And this is not something I've solved myself, so maybe you can do it. But there's no punishment for live videos. So if you record a live video, you don't actually get punished in the newsfeed of Facebook today. So if you can somehow find a way to use your brand together with live videos, maybe when you do the next costume party, the next costume party, you maybe have a live recording of that where the party's going on or something like that. If you can do that and you can build it into maybe a community, because that's really also where the value is, then you're going to score gold. Lastly, Instagram Stories is going to move a lot this year. That's my prediction, and I have a feeling it's going to be big. Because they're moving in with a lot of new features for generating leads through Instagram Stories. And if you're using Snapchat today, just be careful, because it's not that good. That's it. I don't have much more for you today. If there's anything more, I'm more than welcome to take some questions and help you guys out or anything. So next speaker on stage is Maria. Maria, please join me on stage and tell me all about Vibio and how you do internal video. Cool. So my name is Maria, and I'm VP Sales in this company called Vibio. Have you guys heard about it? Is he some nods? That's nice. So just to kind of wake you up a little bit. So now you know everything, right? So just to kind of give you guys a quick background on what we do. So, I mean, what even is Vibio, right? So we launched in 2016, and we launched a theory that we set out to sell and to try and prove. And that theory was pretty simple. People are really, really busy. They are looking to gather knowledge and information. They find it really hard to create good content and match it with their audiences. And video is going to become a major, major part of this. So there has to be a way to make this smart, right? And I mean, I really love like, but as I completely read what Casper said, like video should be engaging. It should be short. It should be texted and it should be targeted, right? So two years later, where are we now? In October 2017, we launched in beta the ultimate, we think, video product platform where companies can plan, order and receive brand-ready videos. They can work together on video projects. They can produce video at volume at a very, very low cost. So how do we market this, you ask, with video? Obviously. This is going to be a video heavy presentation, just to give you a heads up. So when I set out to make this presentation, the topic that I gave 23 a few weeks ago was how VEBIO creates engagement with video throughout our marketing funnel. And then last night I kind of realized, you guys don't want to hear me standing here talking about how amazing we are, how we do everything, right? So for once, I'm going to be pretty honest. So VEBIO, I mean, we're a video company. We do a video project platform. We should be video experts. And we are, on paper, in theory. We have a lot of knowledge. But, and I think a lot of you will probably recognize this. In Norwegian, we have a saying called skumakens bak, meaning you do everything for your customers, you don't get money yourself. So you talk a lot about what your customers should be doing, and then you forget that you kind of need to be doing it yourself. Heads up, obviously we're a B2B company. So what I'm going to take you through now is as relevant to us as a B2B company. But I think 99% of it is also going to be very relevant to those of you who are B2C. So VEBIO, traditionally, VEBIO is founded by Marianna, my colleague back here, and she's originally a graphic designer. So we've been brand heavy from day one, really, really focused on brand. So from day one, this was the brand strategy or the awareness strategy. So we had a lot of content, we had a lot of content that was really, really, really top funnel content. So content, simply designed to create some engagement. It had nothing to do with us, what we did, what we sell. It was branded. And the idea was simply to create some kind of stir while people saw our logo, right? So I won't show you the entire thing, but this is an example of a very early top funnel video from us. So artificial intelligence is one of those areas that we're going to see that is going to massively transform the world. And up until recently, we've thought that this AI thing is something funny, funky that researchers are doing, and we don't quite understand it. And the basic concept of AI is just that our human brains are limited. If you think of your brain as a computer, it's an old computer. It hasn't upgraded in 50,000 years. We have a severe lack of computational power. And what we can do is that we can build artificial brains, essentially, that has more power and that can think things through far better than we can. And we're modeling these computers or these AI algorithms after humans, right? After the way we think. And when we can achieve that and have a computer that thinks like we do, but with a lot more power than we can think, then we can do things that are not so powerful. So we can do things like we do, but with a lot more power than... So what we realized is that we needed to start practicing what we preach. We needed to implement video as a key part of our customer journey instead of seeing it as a fun add-on that we kind of pull in somewhere. So we started with the obvious, trying to create some awareness while getting attention and hopefully starting to explain what we do. So I'll show you now, I'll show you a series of three super, super short videos that we started publishing on Facebook. This is the star of these videos. That's my colleague Robert in several shapes and forms. So let's take a look at this. Robert, why are you so down? Robert, I have a presentation this week and I need a video. But there's no way I can get a video fast enough. I get it. But listen to this. With Vibio, you can get a high quality video really fast. How fast? Really, really fast. Robert is quickly becoming a superstar. Robert, why are you so down? Robert, my company needs three videos, but we can only afford one. What do we do? Listen to this. At Vibio, we have several pricing options and you can just pick whatever suits you best. So you guys want to hang out? Yes, yes. Absolutely. I love you Robert. Do it. Final one before you get Robert overload. Robert, why are you so down? Robert, I'm supposed to film for my company this week, but I don't know what to do. There's too much to do. I can't do it. Calm down, Robert. With the Vibio platform, you can order content help or filming whenever you need it. Isn't that right, Robert? Yes. Yes. I don't like it, Robert. It stinks. I don't do more, the better. Good job, Robert. I like you. So to Casper's point, right, short, texted, designed to create some awareness, some engagement, and they're fun, right? Final one just because this is not Robert, this is my Calatina, this is one of my personal favorites. Because we also, in Vibio, we talk a lot about video has to have some emotion, right? You have to feel something. And that can be serious or it can also be stuff like this. We're here for you, right? We can help. So this is kind of awesome, right? We're off to something now, aren't we? Do we agree? So, you know, we're getting some attention. We're driving traffic to our website. That's a great start. We're explaining what we do, kind of. But the problem that we saw was people were still falling off somewhere. They weren't selling. What was wrong, right? What are we doing? That's not working. I don't get it. So again, we need to go deeper. Again, we needed to really, really, really practice what we preach. We needed to use video and we needed to be smart about it. So how are we going to do that? We needed to identify the gaps. So where are people falling off? Which meant we needed to implement video into our tech stack. We needed to start getting data on this stuff. Because without data, according to me, you have nothing. So just to illustrate, this is what we preach. This is what we sell to our customers. This is what I'm saying in meetings as an expert, saying, guys, this is what you need to be doing. You need to talk about where are your leads at that stage? Where are they when you want to hit them with this? What are they doing? How are they behaving? What is their problem? Are they on Google? Hit them with ads. Are they on Instagram? Hit them with Instagram stories, right? You need to be systematic about this. You need to think funnel. Whether you're B2C or whether you're B2B, your end goal, guys, it's always going to be a sale, right? Whether it's selling magazines for costume or selling Templify. Let's be honest. We're marketeers. We're measured in how much we sell in the end. And we weren't doing this. So how do we solve this? Again, going back to the customer journey. So we needed to place our current content into our customer journey. That was step one. What do we have and where does it fit, right? That quickly led us to seeing, okay, we have a huge gap. We have a lot of top funnel content. We have a little bit in the middle and we have nothing at the end. We also realized that, I mean, we implemented 23. We implemented HubSpot as a market animation tool. Which started giving us data, right? Because, I mean, based on what I already showed you, we had an idea of what was converting from social. We had an idea of how to create traffic to our website. But we had no data on what was actually converting on our website. So we started checking. We started testing. Final thing we realized, and a hot tip for you guys. We realized, and this is really ironic, I know, we had a lot of great written content. A lot of great blog posts. And they were actually converting. But again, we wanted to do video because we're a video company. So we took a few of our most popular blog posts and we simply turned them into videos. Hi everyone and welcome to the first episode of our video series called The Big Digital Trends. This series will dive into the field of digital marketing. And you will learn how to keep up with the newest trends out there. I'm not going to pull you through the entire thing. But super simple, not a high budget. We had the text. We had the copy. We had everything. It was about putting one of my colleagues in front of a camera. Basically, right? And then we started producing stuff like this. So again, kind of top to middle funnel content, but much more thought leadership. I think creating a balance between what you promise and what you keep is perhaps the most important thing in marketing now. What a marketing team should focus on is coordination, conversion and conversion. We need to know which... I want to know who you are so I can start tracking you or stalking you, as Casper said. So we were getting those conversions, but then they went cold somewhere. Nothing was happening. We knew Caster was on our website and then he just hung around and then he left again. And we were saying, like, but why? We were nurturing our elites a lot, we thought. We were sending them the wrong content. We were sending them a lot of what we thought were like super awesome video marketing content. But it was completely wrong for where they were in their customer journey. So we were really trying to fit... We were taking this idea of what we thought was our customer journey and trying to pull it down over the heads of customers. This is how you should behave. Why are you not behaving like this? Instead of taking a step back, saying, okay, how are they actually behaving? And perhaps we should be producing content to match that, right? So what were we missing? We were missing our last stages of the funnel. And again, I know this is obvious to a lot of you, and it should have been obvious to me. I'm a seasoned sales and marketer executive. But we were completely going blind. So we need to take a step back again and look at what we preach. And what we preach is that video is an amazing tool for bottom funnel content. And this is what a lot of marketeers actually neglect. So we think about video as this tool to kind of create engagement on Facebook and create this kind of energy around it. But we don't really consider it as what you do when a customer is really close to purchasing your product. Because video is a great tool to help your customers. It's a great tool to help them research your platform, to help them figure out how they can solve their problems. But to do that, you need to be smart. You need to track their behavior. And you need to feed them video content and obviously also written content based on what they do, based on what they're looking for, based on what their need is right then and there. And you need to use video in your nurture flows, which we were doing. But you need to be smart about what kind. You can't just blast people with video. I completely agree with Kath. Using video in your videos, it's going, by default, at least the first time you try it, it's going to increase your click through rate. And you're going to be like, wow, this is awesome. They're all clicking. But if they're clicking on something that's completely wrong for them, they're going to jump straight back out again, right? It's that simple. And finally, we implemented video in our onboarding and our support because why not? It works really, really well. I know myself as I mean, I'm the purchaser of a lot of platforms. But if they have a video straight in front of me saying, hey, you know, we see that you're on this page, perhaps this is what you're looking for. It really, really works. So I'll show you some examples of what we then started producing. So this is an example of kind of made to bottom funnel that we have on our website. So this video is an example of something that we feed people when they're still not sure whether they see value or it's also video that our salespeople send to their contacts when they come back and say, hey, I really want to buy your platform. I need to come as my boss. Perfect. Second one is we as as template also does mean we offer free trial. Right. So one of the ways that we generate leads is that we get people to our website and we say, hey, do you want to test our product? So then you sign up and you come into this pretty complex platform. I have no idea what you're doing. Yeah. Yeah. So this video is super, super simple and it's creation, right? It's basically screen grabs from our platform on our website. It's some text and then it's some raw material, you know, background stuff that we have lying around. So this is not rocket science. It's not high budget, but it is a really, really good way of helping your customers purchase your product, which in B2B and I think B2C also is a core thing. Right. And then finally, when you log into the platform, you meet my colleague, Tom. Hi, and welcome to video. My name is Tana and I'm here to give you the grand tour. Above me, you can see the main navigation menu with projects, library and store in the top right corner. You have a real time view of your credit status as well as the settings menu to give you a great start with your accounts and showing you how to order your first video. I'm going to take you through each of these sections. I recommend it doesn't make sense to you guys that she's talking about above her, but this would be within the platform. Right. So again, super, super easy. That says we put her in front of a wall and we gave her a script and we filmed it and we uploaded it. It's not rocket science. It's not high budget. We were finally onto something. So when do we implement this? We finally saw stuff moving, right? So we saw a plus 50% higher conversion on our landing pages. That was in two weeks. That's pretty crazy. Another really interesting for me is that we saw a decrease in time spent for our content team because we were reusing a lot of existing content, either taking blog posts and turning them into videos or seeing, you know, oh, this video is working really well. Let's do another version of it. Let's change the intro, change the outro, put it on Facebook, see what happens. Right. A B testing became so much easier because we didn't have to create a new video project every single time. And as I mean, you guys know, decreased time spent means they can spend more time doing other stuff. So it's kind of happy. They made my boss happy. We had a plus 300% growth and new leads to our website and in our world, a lead to our website as a person coming in and then identifying themselves. So filling out some kind of form, some kind of video collector saying, hi, I want to potentially talk to you guys. Right. And then obviously interesting to me, I'm VP sales is that we saw a plus 70% conversion rate increase on our leads to our MQLs. So again, a lead is someone who comes into my website and fills out somethings. I know who they are. And MQL as you know, we start tracking them and they've behaved in a way that makes it probable that they will be open to being contacted by our sales team. And this rate is really, really, really high. So I wanted to give you some takeaways because I know that getting started with video can seem pretty daunting. It can seem pretty scary. It can seem it's big and it's hard and it's expensive and it's it's confusing. So my first step is just get started. Don't be scared. Just get out there. Shoot a video on your on your iPhone. You know, use the awesome mic that you got today. Post it. See what happens. Because the only way you can learn something is to get data. You can have as many theories as you want as to why this is not going to work or why it's going to work. But unless you test it, you don't know. So go test. And if the answer is wow, that did not work. Awesome. Did you know you can move on? I'll repeat Casper move away from Vantimetrix. And because we're in Norway, so I'm really, really trying hard to implement Norwegian version of this word. So y'all are mauling. But it is really, really important because, I mean, I have budgets, right, that I spend on creating content on buying platforms, all this stuff. And whenever I go to my CFO and I say I want more money, she'll say, what did you do with the other money? I'll say, I bought this or I did this. And she'll say, what's your ROI? I'll say, I got a thousand likes on Facebook. And she'll be like, no. You need actual numbers. You need to be able to track your actual ROI. Figure out what that means for you because that will be different. But just forget about the Vantimetrix, please. You need to have really, really clear goals for your video content. And I know that that can seem daunting, but it's not about setting something super complex. It's about saying, OK, so the goal of this video will be to get people into our website. Or even easier, it will be, you know, if the video is on this landing page, the goal of this video is to get people to click on something. Super, super easy. But don't make content without setting goals because then you're back to just like spraying and praying and thinking, yeah, video is awesome. And then if I put it out there, something is going to happen. It's not because you need to have a clear focus on what you're doing. As I mentioned earlier, you need to produce for your funnel. You just don't change. Don't go in the trap that we went into to try to change your funnel to fit the content that you have. It doesn't work. Trust me. I know. And I think this is where a lot of us kind of get stuck because we have this idea and we have all these people telling us like this is what a customer. If you go and Google customer journey template, do you know how many hits you get? It's insane. And they are super complex and super fancy. They don't need to be. You need to sit down, like start with a blank sheet of paper and a pen and just start mapping out like how what do I know? How are my customers actually behaving? And what content could I feed them at different stages to help them to help them move on to help them purchase my product? This is not about shoving stuff down their throat. It's about helping them. Right. So brand, brand, brand, brand your content, brand everything, but do it in a context. So I was slapping our brand on, you know, random videos. It doesn't really work that well. Like it works because people recognize our brand, but they have no clue what we're doing. So just be aware. Put it into a context. And finally, reuse your content. So I would I would I'm willing to bet that every single company here today, you guys have a lot of visual content. I mean, keep in mind, leave video doesn't need to be film. Video can be a bunch of stills that you put together and put some text on top of and you put some music on top of for those 10 percent that we put on the sound. And you have a video, right? Reuse what you guys have. You guys definitely you'll have old blog posts. You'll have reports. You'll have some video that someone shot way back at a conference they can use. Just sit down. Really do this. Do this with your teams. Go back, sit down and say, what do we have? What visual content do we have that we can reuse instead of getting super stressed about spending a lot of money and a lot of time creating new stuff? It works. And just don't take yourself too seriously. So, I mean, video is supposed to be fun. Obviously, you have different types of video for different stages. And of course, we need our serious ones. But as I said, just just test. Just try. Don't be scared to go in front of the camera. It's no one is going to hate on you. Robert is a superstar. I go in sales meetings and people go like, oh, I see this Robert guy. He's awesome. Just try. Have some fun with it. Because in the end, that's what it's all about. That's it for me. Thank you. On stage with me now, I have Allen, who's head of marketing at Marcus partner, a great houseboat partner of ours. Hello, everyone. Glad to be here. Thanks for the invitation. So I'm going to speak about how to successfully put pull video into your marketing stack. And I'm going to use our own company as an example. We are not a video agency. We are an inbound agency. But we have partners who do video. We collaborate with them. But I'm going to speak about how we use it in our own marketing. I'm not going to show any customer examples, although we also have them. So if I can accomplish one thing today, I hope it would be that you have at least one takeaway or idea with you back home after this 20 minute session is over. I'll check with you afterwards and see if that went well. So little introduction. Marcus partner is a digital agency. We were founded in 1997. We were then traditional agency, but we transitioned into being a digital agency, producing lots of websites, doing a lot of digital marketing. But since 2014, we have been an inbound agency. We partnered up with HubSpot that year. And today we're a diamond partner among the only one in Norway and among 30 or 40 worldwide. So we last year, we almost doubled the number of employees. We are now almost 50 employees as Mark's partner. And we have all the roles, skillsets that are necessary in a marketing department. So some of the customers use us as their outsourced marketing department. We have developers, designers, writers, content creators, business consultants, inbound marketing consultants, etc. So in just four words, our mission is we help businesses grow. And we do that by putting the latest marketing and sales technology to use. We have a philosophy that we want to be data driven as Maria also spoke about here a few minutes ago, data driven first and then creative after that in that order. But today I'm going to speak about how we use video and we have been at it for a year and we're still experimenting with it. So keep that in mind. Our services include digital marketing, web development, social selling and inbound sales. We help businesses do that. We also do courses and keynotes. We do consulting around e-commerce and also, of course, inbound marketing. And we are proud partners of HubSpot. Umbraco is a CMS, e-commerce, also a CMS for web shops. Third Light, an image management system, e-Marketer and also 23. These are some of our inbound customers that we work currently with. I think some of them are here today. How many of you have actually heard about Markspot before? Just show of hands, that's maybe 60 percent as great among friends. So what we deliver in a nutshell, we deliver, we help our clients with creating a digital marketing strategy. And that's always, when we work with them, it's always based on inbound marketing as a foundation. And we also use, of course, outbound tactics to supplement. Then, of course, we have the technology that you need to actually accomplish what you have set as goals. And we have a content strategy on top of that. We also produce content for our customers. Our content department is, I think, the biggest one in our company now. A lot of former journalists and also copywriters. They're mixed backgrounds. So about me, I'm the head of marketing at Markspot. I'm a writer by trade. I like to call myself that. I'm a marketer by education. I have 16 years experience in business-to-business marketing. But I'm focused mostly on content marketing and inbound marketing. I'm also the leader of the HubSpot user group in Oslo, where we gather quarterly to talk about inbound and video and digital marketing. So you're welcome to drop in there. It's at Nydalen, Handelskolen Bay. I'm also the editor of our three business blogs and my personal blog, Marketsheltene. I've been blogging about marketing since 2009. I'm a mentor for some students at Hauges School of Management and also have guest lecture assignments at Kristiania University College and Østfold University College. Okay, so how does video tie into inbound marketing strategy? So how many of you are familiar with inbound marketing? So 37 percent. So inbound marketing is all about attracting potential customers with content and making them into customers, very easily said. And it's based on the same principles that content marketing is based upon, namely that you have to add value to your contacts or prospects before you can extract value from them. Since we started with inbound marketing, this shows our traffic growth. So it's more than 10 times as much as when we started. So it shows that inbound marketing is working at least for us. And also I'm happy to say it works for a lot of our customers. So in our own marketing, we try to attract three different types of personas. It was mentioned by Maria also. We have CEOs, CMOs and sales directors as our main personas. The data shows, of course, also we know that video is a hard trend. It's been for a long time. We've seen it coming. You know, I think Daniel Burroughs is speaking about these hard trends like processing power is getting better, storage is getting cheaper, distribution is getting cheaper. So it comes to a point that video just has to happen and we've seen it for years. So I'm asking myself sometimes why are we so slow at adapting it? But we see that 80% of all internet traffic will be video by 2019. I was speaking to a friend here about this just before the talk here. And of course, video takes a lot of space. So that might be a reason. But all the other facts indicate that video is popular. 75% of executives watch business related videos every week and almost 60% prefer to watch video over text, according to Forbes. So we definitely need to do video. So the inbound methodology looks like this is very easy. It's not rocket science. Doing it is more rocket science, actually. But the concept is quite easy. Attract, convert, close, and delight. You can read lots about this on HubSpot's blog, for instance, or our own blog in Norwegian at inboundblogging.no. But video, I mean, we have video all over the place now. We have it on YouTube, Vimeo, LinkedIn, Facebook, Instagram, Snapchat. We should forget Snapchat, I think you said. I'm happy because I don't understand Snapchat and my siblings make fun of me because I think the user face is rubbish and it disappears. I want to see it again and it's just gone. So I like to store video. So talking about storing video, YouTube, is YouTube enough? Can't we just post it on YouTube? Of course, that was a discussion we had in the beginning. YouTube only. But we came to the conclusion that YouTube is not enough. Of course, we have to post on YouTube also. But there are many reasons for not only relying on YouTube as a place to host your video content. Because you don't control your content there. They place ads before, after your video, and even on your videos with banner ads. And your biggest competitor could actually piggyback on your content. And that's not fun. Videos from YouTube doesn't play on, also play on Facebook. There are limited opportunities for conversions. There are some. And no good solutions for measuring traffic and conversions. And no integration with HubSpot, which is a key point for us. So how did we choose our video platform? There were a lot of options to consider. We have Vimeo, we have Brightcove, 23Video, Vistia, SproutVideo, Vidyard. But we found it hard to compare apples and pears. There are so many features, so many variations. So we made some criteria for choosing our online video platform. And we defined four important must-haves for our platform. Number one, it should have a good integration for real-time data with our customer data platform, which is HubSpot. And good primary functions for managing, storing, and analyzing videos. And also efficient sharing to relevant channels, social media channels. As well as a pricing model that works in our market. Looking at integrations was very important to us. We want to secure our black gold, which is the user data. If you have lots of applications, you have one for email marketing, one for video marketing, one for CRM, et cetera. You have data in piles all over the place, and you can't connect them together and use them or leverage them very well. So we want to secure that our black oil, black gold, flows effortlessly in our system. And HubSpot is our platform there. So we made a matrix where we compared the different platforms. Which one has all the necessary features, which one has lax features, which ones have a two-way integration, a one-way integration, or no integration at all. It made it very easy for us to choose 23Video for our video strategy. So with help from 23, we have now created a video hub where all of our video content lives. It stays there, and we can also publish from there to other channels, social media channels. The backend provides very useful data on how the content is consumed, play rates and engagement rates, et cetera. All over and also on the each video. And even better, it pulls the data back into HubSpot to the contact timeline. So very helpful to have for the sales reps preparing for meetings to see what content has the prospect engaged with. And also very useful to use in lead nurturing workflows, which is automated. Which is automatic, automated marketing based on your digital behavior, what have you shown interest for. OK, I also have seven ideas for your video strategy. Ironically, I will not show you any videos. You can watch them yourself as our video hub. But I have some animated GIFs of them, and I will talk about them. But I think you will get the point. One is personalized one-to-one connect call videos. So this is a screenshot from one of these videos. My colleague, Kathrine, is down in the corner talking to the prospect. This is a video where you film yourself on your laptop. And the way we manage our leads is that we call actually each and every lead that come into our system. Not the sales manager, not a sales call. But it's just a connect call, just to see how are you doing, did you appreciate our content, etc. Is there something we can help with, some other content that we could provide you with. And sometimes it was hard to reach the person on phone. What my colleague then did was to just record very briefly a video of herself showing the site of the customer. And maybe talking about some advice she gave them. We used Vistia soapbox for this. I think 23 is working on a similar solution. We could probably use them to do that. But at that time we used soapbox for that. The results were that 71.4% of all emails were opened. And 70% of the recipients watched more than once or forwarded it. And 40% responded with a wish to chat. Because this is quite unusual that somebody makes a video just for you. In a year or two maybe everybody does this. So if you want to, I think I would grab the opportunity and use this if you're working B2B. Just a sample feedback. Thanks for the video greeting and lots of great content on your website. We're happy to talk. How about Wednesday? Then we have event invitations for our annual Inbound Marketing Day here in Oslo. This year we created a video invitation for each of our personas. So I was speaking to the marketing managers. My colleague Tore was speaking to the CEOs. And my colleague Lars was speaking to the sales directors. And video invitations, as you can see here on the heat map, attracts a lot of attention of course. And a lot of people click on the video. Compared to last year, most people clicked on just the link of course to go directly to the agenda. What we did here was we sent them directly to a landing page for the video. And then they had to click from there to go to the agenda. I think next time I would like to have the video on top and the agenda below. So we actually added some friction, but we experiment with the video all the time. So we're getting better at it I think. It was filmed with a smartphone, 30 second length. And we used embedded animated GIFs in the email. So it's moving around in the email. Of all the invitations we sent out, there were 237 plays. Most go directly to the agenda I think. But the turnout was great. 180 participants this year and 100 last year. So we must have done something right. A third idea is to do expert interviews with your subject matter experts. Because all of you have those in your company. You're probably a subject matter expert in some topic yourself. It's a great way to build thought leadership. And it's a great way to enrich your blog posts if you do blogging. We filmed this with a DSLR camera. We have a Zoom H4N audio recorder with lav mics, studio lights, and it's edited in Adobe Premiere Pro. You don't have to do that, but that's what we did for these recordings. Except the one right corner there, which is the Skype interview. I interviewed an American expert on thought leadership who is an author of a book for CMOs. It just took 20 minutes. And when the talk was over, the video was there. It was just uploaded, so very cost effective. No light studio or anything, expensive camera or editing software necessary. So the video with the GDPR compliance there has now over 1200 plays. And it's a very hot topic right now. So it also builds thought leadership for us to do these videos. We have no CTAs on these ones. We have them as a blog enrichment and also posting them on social media. Then we also did the live reporting from Inbound last year. It was actually the kickoff for Mark Potten doing video. This is where we tried to kickstart our video strategy. Reporting, it was actually live reporting. We didn't have great internet connections, so we recorded and uploaded it in our hotel later at midnight. Every night I was up till midnight. But we had a lot of engagement with those videos. It was also a fun experience. It was a way to start creating a culture for video and getting people used to the camera, used to speaking in front of the camera. Equipment, GoPro camera with selfie stick and iPhone with handheld mic. I think the mic costs about 500 kroner. You can just buy it online. The quality is good enough, I think. It's authentic and it's live. So it gave us massive coverage of the event. And it was where we started. It's a good place to start using video. Maria was speaking about bottle of funnel content. We also realized that we are very good at creating top of the funnel, middle of the funnel content that creates tension and makes you understand the concept that we're trying to preach. But we came to the realization that we were lousy at actually telling people what we sell. We thought that was the sales rep's job to do that. So we're planning now to do lots of webinars this year. Not very expensive to do. You can also do it on 23 video. The first ones we did was on GoToWebinar. It's a lead generation magnet but also important for moving leads through the funnel. We have a few coming up now right away. Number six, blog post, teasers and opinion pieces. The other day I discovered an app called Clips. Have you used the Clips, the app Clips? It automatically transcribes what you say. It has also Norwegian, but you have to speak Bokmål. I speak Western Norwegian, so it looks funny when it tries to find out what I'm saying. So I posted a video the other day in English. It's much easier. It's voicing my opinion on something. If you want to know what I was voicing my opinion on, you can connect with me on LinkedIn and see it there. But it's gained a lot of attention I think. I think for me as a marketing manager I want to be an example for my colleagues and show them what they can do and try to lead by example. You can't force your colleagues always to post on their own social media channels, but employee advocacy is very effective. Very effective blog teasers, five to 15 seconds blog teasers. Just a colleague of mine here telling the audience what she had blogged about today. I think you can see it here, the number, 688 place. Quite good I think. Okay, presentations and keynotes. This is something we have used for a while in our lead nurturing workflows. It's a very good way to educate our prospects on inbound marketing, inbound sales and what we deliver in the market. This video is from the inbound marketing day 2016. It has over a thousand plays and 21,000 minutes of engagement. It builds thought leadership and helps our prospects see the light. They need in depth content to really grasp the big picture of things. If they've seen an entire presentation like this it's a very good signal that there could be a good fit for us. Alright, so video is very high on our agenda for 2018, but we're just getting started. I just want to say thank you for your attention and if you have any questions I'm glad to. I think you all said it very clearly. Video is important. You need to measure and remember bottom funnel content especially is what we all forget as marketeers. The real deal here is actually the difference between the qualitative versus the quantitative approach to video. In 2013 we usually used this model. We all know the qualitative side of video. It's engaging, it's storytelling. It's what we're focusing on the most time. But we kind of need to focus on the quantitative side as well to be good at doing video. It's the original data driven marketeers ideas of remembering the marketing funnel, focusing on conversion, etc. So in between here we have video marketing as a space and this is where 23 belongs. So we connect the two ideas and hopefully someday we will see the quantitative side and the qualitative side equally. Maybe it's a little bold, but what's wrong with video best practices in 2018? So I have also actually seven. It's a magic number. I have seven things that marketeers today are doing in a wrong way. And of course I take away here is also how you can do it right. First thing is that 80% of all marketeers are only producing content for social. So again, it's what we think of first. It's awareness. It's easy we think because it's shorter video clips. But we need to remember the entire funnel and we need to see the video that actually drives engagement and conversion. It's the lower funnel and the middle funnel. We have a lot of data in 23 and we can actually tell that 55% of all marketeers are measuring place. And that's that's OK. But again, it's vanity metrics. But if you actually look at engagement, conversion and leads generated, it's less than one fourth of all marketeers who are actually tracking this. So that's kind of terrible. So you need to track this. It's important. You're missing on attribution data. You cannot really tell if you're all your efforts that you're putting into video if they're actually paying off. So video will often be a project that you think is a good idea. If you don't track it, it will be too costly and you cannot really tell your boss if it's working or not. So tracking is key here. You're most likely producing wrong videos. Also a bold statement. But if you're only producing two minute videos for social, but your real engagement is actually on your longer content, lower down the funnel, then you're most likely producing the wrong content. Right. So but if you're not tracking your content, then you don't know what which content is actually the one engaging your leads and your customers. So again, maybe the two minute videos are the ones engaging the most. Then it's great. Then you're doing the right thing. But if you don't track it, you don't know it. Another thing here is that markets here is a stock on one platform often. We tend to think that YouTube is the place to be because it's the second largest search engine. It's Google. We all know YouTube. But you need to remember Facebook, email marketing, especially inbound marketing. That's why we've placed Safari and Chrome as logos here. We do have a lot broader channel landscape today. We need to be present, maybe not on all platforms, but especially on the platforms where you have your potential customers. So as Kasper said, focus on LinkedIn. If it's where your customers are, focus on Facebook. If that's the case, if you're B2C, it might be a good idea to be on Instagram. A lot of us or a lot of customers or companies, they tend to have all the videos on YouTube and then in the future, they are linking to YouTube. And they don't host the videos inbound on their own websites. I'm not going to ask you if you do the same. But if you do, you should maybe go home and change it because you just put a lot of energy on getting people to your website where you control the user experience, where you can actually convert. And then you send them to YouTube afterwards when they want to watch your video content. So keep in mind that you should definitely have your own video content hosted on your website so people stay on your website. So you get the time spent on the website. You get the SEO value. You can control user experience and you can convert. And most importantly, you can track. Don't send them off to YouTube. But have your how-to videos and the videos that people will search for on YouTube, have them there so they can find you and link back to your website so they can actually see your content. So they can see you as a company and not a naked man on the pick as related content or something similar or lol cats. I don't know. This is another classic thing that marketers are doing wrong today. A lot of us know that video and email marketing is performing super good. I think the three of you actually had great examples of this. But a lot of companies are having YouTube videos as their thumbnails in their email marketing. And again, you just spend money on advertising, putting money into Google to get people to sign up to your newsletter. Then you send out your newsletter to a thousand people. But then you just send them to the third party platform once again and then you can start all over. So remember to send your newsletter recipients to your own website. Otherwise, it's just a big loss. Since video is really increasing and like Cisco says, it's going to be 80 percent of all the website data. We also see that it's about 50 percent of all engagement data for brands. Then you can turn it around and see if you're actually not tracking your video data on your website. Then your lead attribution might be 50 percent off because you don't really know the engagement. You kind of know the sites they clicked on. You might know from where they came. You might know how long time they spent. But if you don't see the videos that you're interested in and if you don't see how much, where they fall off, what they click on in the videos, then you have like 50 percent of your data that you're not tracking. And that's why we in 23 are asking why a market is treating video differently today. Because most of you might have analytics tools, SEO tools, CIM tools. We like to track clicks from Twitter, clicks on your website, clicks on everywhere. But a lot of us are not tracking video and we think that's a shame. So include video in your marketing stack. Of course, I work in 23. In 23, I think we have the best platform. But seriously, just any video marketing platform to start with because tracking is key. And this is just the sum up here. And I think I have 30 seconds left. So I'll send this slide to you. This is me. I like to connect to all of you on LinkedIn if you like to. And also there's a little teaser for Marketing Expert Series that we have on our website if you want to know more about video marketing. Thank you so much for today. I hope you got a lot of inspiration and takeaways, a lot of sevens.