How do you measure the overall effectiveness of a video marketing plan? Gilles Bertaux, Co-Founder & CEO, Livestorm weighs in:

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Welcome to this MarTech Series chat, Gilles, tell us about yourself and what inspired the Livestorm platform?

Thanks for having me! I am the CEO and co-founder of Livestorm. The idea for Livestorm was conceived during a final-year school project. After doing several internships at tech companies, I was looking for software that not only streamed live video but also managed the challenging tasks surrounding it. Like many other professionals, I was looking for an end-to-end management platform where I could easily organize, host, and analyze my online events in one place without any external help.

Recognizing that there was a gap in the market, my founding team and I built a proof of concept in three months. The product was very well received by our peers and we decided to continue the adventure further.

We’d love to hear more about your new tool Video Engagement Score™  (VES) and how it will enable end users to measure engagement more precisely?

Many companies find it difficult to measure the success of their events. Without a way to analyze the event elements, it’s hard to know if an event achieved its objectives. Video Engagement Score™ (VES) is an innovative way to determine whether events are having a real impact, so that future events can be better tailored. While metrics like the number of registrants and attendance rates were formerly the only considerations when measuring the success of an event, they are no longer the sole way to determine if a meeting or event met its goals. Through VES, we’ve developed scoring metrics that allow organizers to establish if a meeting was truly a success by looking at key factors including how long they stayed, how many of the polls launched impacted engagement and how many overall messages, poll votes and questions were sent. Each factor is assigned a rate, offering hosts an entirely new outlook on how to measure success.

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What should marketers who capitalize on different kinds of video engagement do to truly assess and optimize ROI from their efforts? 

1. Partner with a relevant brand or company:

Partners typically share resources, making it cheaper to deliver high-quality content or events. Through this, It is possible to get more creative since partnerships can act as an incubator for new ideas. Most importantly, partnerships help you expand your reach to new audiences.

2. Build a great online meeting tool stack:

The first step to developing more engaging online meetings is choosing a platform or collection of platforms that fit your business communication needs and goals. Real, genuine engagement only happens if you give your team the tools they need to collaborate effectively and engage with each other. Regardless of your industry, there’s a solution or solutions out there that will bring your employees, clients and business partners together in a more meaningful way.

3. Feature visual elements:

Virtual meetings are the ideal place to let your tech take center stage and add interactive and engaging elements to the proceedings. Whatever your meeting topic is, try to incorporate visual elements every chance you get. Sharing your screen, uploading slides, or incorporating a video or presentation keeps things interesting and your audience attentive.

4. Conduct fun interactive polls:

Live polls are a fun way to get people thinking, clicking, and checking out the results.

5. Designate tasks and responsibilities:

Getting attendees involved in the nuts and bolts of your meeting’s organization gives them a vested interest in the meeting’s success, motivates them to make a bigger contribution towards its overall positive atmosphere, and helps create a sense of involvement among all the participants.

6. Add gamification elements:

Gameplay execution may include competitions or accumulation of points or earning of prizes and rewards. You can pair attendees off into teams to work on answering questions or solving problems. The key is to prompt attendees to keep their engagement high in order to earn rewards or further collaborate with others taking part in the meeting.

Follow up:

As you would any in-person gathering, send a follow-up once the meeting is over to reiterate the discussion, ensure the plan is clear, and further recognize standout participants or contest or game-winners. One of the best features of online meetings is the ability to both record and transcribe them. Always remember to send these items out to those who were unable to attend or new hires or business partners to catch them up on your company’s current initiatives.

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In what ways do you predict the use of video in marketing/sales to increase – how will this space shape up for the industry?

Because virtual connection has established itself as the new norm, the need for remote communication will continue to be a priority. We will continue to use scores and analytics to better understand the trajectory and tone of remote environments and communication. With these analytics, we can offer our users a better experience that helps suit their needs.

Five thoughts on what makes a cohesive video engagement strategy and attribution model

Video engagement strategy is made to measure the participation of your audience whether in meetings or webinars.

When a video engagement strategy is used for demand gen (marketing acquisition webinars, product demos, and sales calls), measuring the engagement of the audience can be a signal to measure the likelihood of a prospect to buy.

With Livestorm, event organizers can look at their overall Video Engagement Score (VES) or individual video engagement metrics such as (polls votes, attendance rate, attendance duration, questions, etc) to measure the interest of a prospect during an event.

Combining video engagement signals within the lead scoring, while syncing those events data in a CRM can be great to prioritize sales outreach and later attribute MRR to specific events.

Some last thoughts, takeaways, before we wrap up!

Looking back in the past 2 years, Covid was about getting equipped as fast as possible in video conferencing, and, now, post-Covid we mostly continued using those platforms because it changed our ways of working. However, it created live video fatigue and our video stacks got too complicated. Now we are in this phase where a) companies need to centralize their usage in one multi-use case video product, b) they need platforms that drive enough engagement to fight that fatigue, and c) since those tools are here to stay, they need to be integrated into the company workflows.

As a result, the next-gen video platforms will need to be modular enough to adapt, easy to set up, with a big library of connectors, and most importantly, focused on maximizing your participants’ engagement.

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