Gilbane Digital Content Conference Interactive Video for Marketing http://gilbaneconference.com/2016/Presentations.aspx Well-designed content is the core ingredient of competitive digital experiences. And the accelerating pace of technology allows us to dramatically improve content creation, content management, content delivery, and ultimately the customer experience. But this is far from easy, and depending on your goals can require pulling together many components, including web content management / web experience management, new development frameworks, analytics, tag management, social media, and advertising tools, as well as ecommerce, CRM, and other system integrations. The Gilbane Digital Content Conference brings together content strategists and managers, marketers, technologists, IT and business executives, as well as external service providers to learn and share how to put the pieces of the puzzle together.

1. Cass Sapir
Customer Success Director, HapYak
csapir@hapyak.com
Gilbane
Digital Content Conference
Interactive Video for
Marketing

2. Who Am I?

6. See Click Measure
Adding interactivity to video unlocks all the functionality of current web technology allowing your videos to be as dynamic and
interactive as every other element of your learning strategy
Make Video work like the Web

7. Embrace
Video-First
Marketing

8. Turn Video from a
Monologue to a
Dialogue

9. Get the
Second Click

10. Calls to Action
12% average CTR
Chapters
30% avg. active engagement
(optional) Engagement
Quizzes
65% average response
rate
Interactivity has measurable results
Add interactivity to your existing video library

11. Google “Demand
Metric Interactive
Video”
Video Infographic

12. Interactive Video Crosses Corporate Boundaries
Subscribe. Download. Sign up.
Drive key conversion actions
directly from videos
Calls to Action
Give viewers access to the
information that matters most and
personalize through branching
Chapters / Branching
Capture lead intelligence, gather
feedback and involve customer in
the conversation.
Polls / Surveys / Questions
Let viewers purchases goods and
services directly from a video.
Integrate with existing systems.
Shoppable Video
Product Training. Corporate
Academy / University. Support.
Corporate Communication.
Education / Communication
Generate the most valuable data
about your audience - interaction
and advanced engagement on a
individual viewer level.
Viewer Data / Engagement Analytics

13. State of the Art with Interactive Video
Authoring
Tools
100% Branding
control
100%
Extensible
Fine-grained
data tracking
Seamless
integration

14. Chapters Branching Adaptive Paths
Let viewers navigate directly
to the content that matters
most to them.
Add decision points to have
viewers self select to relevant
content.
Create custom paths through
video that culminate in a
personalized relevant CTA
Chapters
&
Branching
30%
Average Behavioral Engagement

15. Marketing Surveys Training Videos Gradebook Integration
Capture lead intelligence,
gather feedback and involve
customer in the conversation.
Inform your customers and train
your employees with videos and
quantifiable responses.
Collect user-level data and
save to your MAP, CRM or
LMS.
Questions
&
Surveys
65%
Average Response Rate

16. Advanced Interactions
Slide Synchronization Medical ISI Regulations360 Video

17. Case Study: Invokana
Goal:
Generate audience intelligence by tracking
the click-paths within video content.
Drive information request click-throughs.
Solution:
Clickable, branching menu to let people
navigate the content. Contextual CTAs
based on video segment.

18. Results
50% of all viewers generated new behavioral
data about their interests via direct interaction
20% click through on in-video calls to action.
50% interaction rate
Case Study: Invokana
20% conversion rate

19. CORE ANNOTATIONS
Implementations created with out-of-
the-box features and self service tools.
Brightcove - CTA
Navy Federal - Chapters & CTAs
Frontier - Branching
GetSmarter - Quiz
EXTENSIONS
Implementations that utilize the
HapYak extension framework.
IDG - Slide Synchronization
AARP - In-Video Form
Google - 360 Training
ADVANCED WORK
Implementations created with help
from a HapYak Agency Partner.
Whole Foods - Branded Style
Invokana - Branching (Hill Holliday)
JetBlue - Quiz (15Four)
Branching (Room4 Media)
Examples