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Cass Sapir
Customer Success Director, HapYak
csapir@hapyak.com
Gilbane
Digital Content Conference
Interactive Video for
Ma...
Who Am I?
See Click Measure
Adding interactivity to video unlocks all the functionality of current web technology allowing your vide...
Embrace
Video-First
Marketing
Turn Video from a
Monologue to a
Dialogue
Get the
Second Click
Calls to Action
12% average CTR
Chapters
30% avg. active engagement
(optional) Engagement
Quizzes
65% average response
rat...
Google “Demand
Metric Interactive
Video”
Video Infographic
Interactive Video Crosses Corporate Boundaries
Subscribe. Download. Sign up.
Drive key conversion actions
directly from vi...
State of the Art with Interactive Video
Authoring
Tools
100% Branding
control
100%
Extensible
Fine-grained
data tracking
S...
Chapters Branching Adaptive Paths
Let viewers navigate directly
to the content that matters
most to them.
Add decision poi...
Marketing Surveys Training Videos Gradebook Integration
Capture lead intelligence,
gather feedback and involve
customer in...
Advanced Interactions
Slide Synchronization Medical ISI Regulations360 Video
Case Study: Invokana
Goal:
Generate audience intelligence by tracking
the click-paths within video content.
Drive informat...
Results
50% of all viewers generated new behavioral
data about their interests via direct interaction
20% click through on...
CORE ANNOTATIONS
Implementations created with out-of-
the-box features and self service tools.
Brightcove - CTA
Navy Feder...
Gilbane Digital Content Conference - Interactive Video for Marketing
Gilbane Digital Content Conference - Interactive Video for Marketing
Gilbane Digital Content Conference - Interactive Video for Marketing
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Gilbane Digital Content Conference - Interactive Video for Marketing

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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.

Publicado en: Marketing
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Gilbane Digital Content Conference - Interactive Video for Marketing

  1. 1. Cass Sapir Customer Success Director, HapYak csapir@hapyak.com Gilbane Digital Content Conference Interactive Video for Marketing
  2. 2. Who Am I?
  3. 3. 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
  4. 4. Embrace Video-First Marketing
  5. 5. Turn Video from a Monologue to a Dialogue
  6. 6. Get the Second Click
  7. 7. 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
  8. 8. Google “Demand Metric Interactive Video” Video Infographic
  9. 9. 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
  10. 10. State of the Art with Interactive Video Authoring Tools 100% Branding control 100% Extensible Fine-grained data tracking Seamless integration
  11. 11. 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
  12. 12. 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
  13. 13. Advanced Interactions Slide Synchronization Medical ISI Regulations360 Video
  14. 14. 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.
  15. 15. 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
  16. 16. 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

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