1. Peter Matejcek
Avoiding Top 5 Reasons
Online Videos Fail

2. Agenda
• Why online videos fail
• How to avoid common mistakes
• How to increase engagement online
• Customer success story:

3. Why do online videos fail?

4. Mistake # 1 – Too Long
Average time on a business related video?

5. Mistake # 1 – Too Long
• Viewers are information snackers
• Viewers skim content when online
• In linear videos viewers are not guided
through content
• Viewers are impatient when online
• Lean-in vs. lean-back video

6. Avoiding Mistake # 1
Video is too long, not getting watched?
1. Bite sized bits
2. Avoid “filler” content

7. Mistake # 2 – Too Boring
Turning a boring website into a boring video
will not help you

8. Mistake # 2 – Too Boring
• Viewers want content that is relevant
• Viewers enjoy something unique
• Know your audience– will they get excited
about your message/brand/offer?
• Use of high arousal emotions
– Awe, Excitement, Humor

9. Avoiding Mistake # 2
Video is too boring, viewers are dropping off?
1. Relevant content
2. Persona driven delivery

10. Mistake # 3 – The Presentation
• Monotone voice
• Neutral or negative body language

11. Mistake # 3 – The Presentation
• Does the talent know the material well?
• Is the talent innately excited about the
message?
• If your talent isn’t excited about your
message, why would your audience be?
• Is the talent confident in front of the
camera?

12. Avoiding Mistake # 3
Is the presentation turning viewers off?
1. Cast the right person (people) for the
video
2. Look for someone that is passionate,
authentic, and knows the content well

13. Mistake # 4 – Production Quality
On location
Studio
Is your production done professionally?

14. Mistake # 4 – Production Quality
• What kind of pre-production prep was
done?
– What are the goals of your video?
– Are all details planned out?
• Who is producing the video?
– Experience saves time and money
– Professional grade equipment
• Who is editing?
– Post-production can make or break a video

15. Avoiding Mistake # 4
Poor video production giving you the wrong
image?
1. Lighting, lighting, lighting!
2. Professional
post-production.

16. Mistake # 5 – Call to Action
What are viewers supposed to do after
watching the video?

17. Mistake # 5 – Call to Action
Are you directing
viewers to an action?
Does anyone share
your video, or the
message it is
delivering?

18. Avoiding Mistake # 5
Viewers leave & conversions are low?
1. Make a strong, clear call to action
2. Connect viewer with more information, or
whatever else they are looking for

19. Increasing Engagement?

20. What We Do
HuStream produces videos that utilize
interactive technology to engage visitors and
increase conversion

21. HuStream’s Beliefs
1. There is a better way to communicate online
2. Content should be aligned to the right
persona at the right time
3. Videos should be made more like a website

22. Why Interactive?
• Viewer drives the experience choice &
control
• Snack-able video content
• Persona driven, relevant information
The result?
• Dramatically increased attention span
• Increased conversion

23. Sample Customers

24. Customer Success Story

25. Viewpoint Construction Software
• Provide ERP solutions for construction
market
• 40,000+ Active customers world wide
• 2011 estimated revenue $40M
• Employees 300+
• HuStream solutions primary lead gen

26. Business Pains
• Low engagement times
• Better qualified leads, more relevant conversations
• Lack the ability to demonstrate solutions on a
persona based level-online
• Multi-tiered solution targeted at many roles within
organizations  complex story

27. Ultimately Wanted
• Simpler, straight forward demo-type video
experience that would engage specific roles
• Competitive differentiator– be innovative

28. Flow Chart

29. Persona Driven Delivery
Persona Focused

30. Relevant Content
Specific Software Sections

31. Key Success Metrics
• Personification resulted in a deep understand
of the content which was most relevant
• Helped message/product fit for multiple
markets within one offer – one focused video
experience
• Utilized internal employees which built trust
with prospects

32. Hard Numbers Before
• Engagement time on demo page:
3 minutes 5 seconds
• Conversion rate without solution: 9.59%
• No viewer behavior details attached to lead

33. Hard Numbers After
• Engagement time on demo page:
11 minutes 46 seconds  281% Increase
• Conversion rate without solution: 9.81%
0.22% Increase
• Full viewer behavior analytics attached to lead – warm call
to prospect
• Cost of HuStream Solution: 3% of 2012 Marketing Budget

34. Analytics - Dashboard
Engagement &
Conversion

35. Analytics – Flow Popularity
Viewers path &
Content consumed

36. Viewer Behaviour & Marketing
Automation
• How long they spent?
• What video clips they
watched and didn’t watch?
• What other information
layers they chose?
• Automatically send
information to your CRM
for follow up
Lead

37. Summary
• we help companies present their content at
the right time to the right persona
• we utilize existing & new content to create
viewer driven video experiences
• 5x increase in engagement times &
increased conversion

38. Thank You for Your Time!
Let me know how we can help you:
• Peter Matejcek
• peter@hustream.com
• 1-877-717-5807
www.hustream.com