Companies use two-way video such as GoToMeeting and Webex to successfully communicate among themselves. Consumers use two-way video such as Skype to communicate with each other. But when will companies evolve to use two-way video to communicate with consumers? Companies that think one-way video communicates with consumers are getting only half the picture, because one-way video is no more than incomplete communication you can see.
How to complete that picture and to harness video for effective business-to-consumer communication was the subject of Qualvu CEO John Williamson’s presentation at the recent Digital Summit in Atlanta. Two-way video has the potential to create human connections that are valuable on a number of levels. Its use can create instant intimacy and turn connectivity into communication. Take a look at John’s presentation for some ways that can happen…
International Business Environments and Operations 16th Global Edition test b...
Qualvu CEO Challenges Digital Summit Attendees To Harness the Value of Video
1.
2. CURRENT WORLD
POPULATION
GLOBAL INTERNET
USERS IN 2010
1.9 Billion
6.7 Billion
Over 70% Have a
Mobile Phone
69%
of mobile data shared is video
Over 35 Hours of Video
Uploaded Every Minute to YouTube
663 Million
Skype users
Annual Growth Rate of 56%
Forecasted for the global virtual conference
market between 2010 and 2015
18. CREATE VIDEO CONNECTIONS
GAIN AND DELIVER TRUST
Video Testimonials
Unsolicited Video Feedback
Customer Support
Ad video to your surveys
Customer-driven ads – submit on
YouTube
Submit your favorite ___ (recipe,
story about your product, memory of
your service)
Town Hall via Skype
http://www.intac.net/the-internet-in-2020/
http://youtube-global.blogspot.com/2010/11/great-scott-over-35-hours-of-video.html
http://www.marketingpilgrim.com/2011/05/facebook-to-buy-skype-say-it-isnt-so.html
http://www.virtualeventshub.com/virtual-event-trends/virtual-event-statistics/
750 Million Consumers Own a Smartphone
Over 70% of the World’s Population Now Have a Mobile Phone
Apple Sold Nearly 15 Million iPads in 2010
The App Store Has Had Over 9.9 Billion Downloads
1.9 Billion Internet Users Worldwide
77% of UK consumers use information from blogs to influence their purchasing decision
Over 500 Million People Are on Facebook
Mobile users spend 1.4 times as many hours using social networking than e-mail
Facebook has overtaken Google as the most visited site
65 Million access Facebook through their mobile device
Brazil, India, China have the highest levels of social media adoption
Almost half the world's new smartphones will be running Android by the end of next year
Outside of the US and Canada, Western Europe has the highest penetration by smartphones, with Italy and Spain leading the way
750 Million Consumers Own a Smartphone
Over 400 Million People Are on Facebook
Over 70% of the World’s Population Now Have a Mobile Phone
Apple Sold Nearly 15 Million iPads in 2010
The App Store Has Had Over 9.9 Billion Downloads
This presents an opportunity.
It’s about connectivity
Certainly video. Content rich. Perhaps stimulating on some level. But it’s not interactive, nor human. It’s not sharing ideas, but consuming ideas. It’s passive. As a consumer, I’m not making an investment in this interaction other than my idle time. And therefore very little in traded value occurs. There’s no transaction. Not just money, but of effort, intent, emotional connection. Therefore it doesn’t stay with me. It’s fleeting.
Compare that to the examples before. Real connectxions, conversations, sharing ideas, a sense of community (whether two or several).
Is it impossible? Absolutely not, but not common. Let’s take a look at when this interaction works.
http://www.youtube.com/oldspice#p/c/484F058C3EAF7FA6/1/So5yDtITswY
Results
124,665 Twitter followers
258,653 YouTube Channel Subscribers
Engagement
Mashable: Old Spice Sales Double With YouTube Campaign
“The statistic of the 107% sales increase over the past month comes from Nielsen, which also revealed that sales increased 55% over the past three months. Individual products that were slipping in sales saw spikes after actor Isaiah Mustafa showed them off in the TV and Internet video ads. Those numbers were cited in an article at BrandWeek.”
Great engagement, but video to text. Not video to video. Great, true example of success, but could it be better?
http://www.youtube.com/watch?v=8QULyywjMJ0
Results
50,000 people tuned in to watch Obama answer their questions
President Obama Visits Facebook Headquarters [PHOTOS]
The president answered questions submitted by users and read by Mark. Video of the event was streamed live over Facebook, Mashable, and other sites.
Again, video to text. Isn’t the passion of the inquiry part of the inherent value of the interaction? If I take a passionate, heartfelt plea – can I tell via text? And more importantly, do I really answer the question? Not only for the questioner, but for the community.
The very act of asking FACE to FACE, empowers me already. I invest in the question. It’s cathartic to ask, or comment – I don’t get that with text.
Barack misses: Guns and religion.
Those are principles we believe in – we’re passionate about these B2C exchanges.
But this is simply qualitative research – we tackle this because it’s what Qualvu does – it’s how we serve our very specific clients.
The challenge I present today – is how can you harness the power of video to video exchanges in your business? To make money. To increase satisfaction and engagement. To enable more human connects.