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Are you better in person? It's
a simple question, but it has profound
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impacts on your behavior every single day. Are you better in person? Are
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you more effective when you get facetoface
with people? And the answer to this
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question is very obviously yes. If
you are a human being. When you
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get facetoface, you enjoy clearer communication
because it's infused with all that rich nonverbal
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communication, facial expression, tone,
pace, all those other things that don't
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come through when you rely, let's
say, on a typed out email or
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typed out text message or a typed
out linkedin message. We also enjoy human
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connection. We're drawn together through eye
contact and, as you'll hear in this
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episode, we build psychological proximity,
psychological nearness, real human connection when we
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get facetoface. And of course,
we enjoy higher conversion. Were more effective,
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we're more persuasive, and when I
say conversion, I don't just mean
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sales and marketing conversions and moving people
through the funnel, I mean all of
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the little micro yeses that we need
every single day to be successful. This
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is yes, I'll reply to your
email, yes, I'll return your phone
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call, yes, I'll fill out
that survey, yes, I will take
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the time to meet with you.
Yes, I will make that mutual introduction.
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Yes, I will give you some
honest feedback. Yes, I'll give
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you some vice based on my own
experience. All of these micro yesses and,
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of course, the macro yeses as
well, like sign contracts and commitments,
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and so we are better in person. But when we think about all
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of the messages that we're sending throughout
the day and all of the messages that
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are being sent on our behalf by
systems that we have set up, automations
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and things, these are some of
our most important and valuable messages, and
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yet we're entrusting them typically to a
form of communication that doesn't differentiate us,
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doesn't build trust and rapport and doesn't
communicate nearly as well as when we look
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people in the eye. This is
faceless digital communication, plane typed out text,
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the same black text on the same
white screen. And these aren't just
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our most important and valuable messages,
they are also our most important and valuable
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relationships. It's not about the message, it's about who we're connecting and communicating
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with, and so we need to
be more effective. But before we get
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there, a fun fact. One
of the reasons that were so effective as
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fellow human beings and social creatures when
we are in person, when we are
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facetoface, is that we've been doing
it for hundreds of thousands of years.
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I've seen lower estimates and I've seen
higher estimates, but the number that I
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go with is one hundred fifty thousand
years that humans have been looking one another
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in the eye and speaking to one
another. How long have we been writing?
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Well, humans have been capturing phonetic
sounds and writing them down in order
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to communicate with each other for about
five thousand years, but that number is
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off by a factor of ten because
even in the Western developed world, literacy
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only began to spread about five hundred
years ago. So we've been speaking to
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one another eye to eye, face
to face, and building evolutionary benefit in
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deep experience as a species doing this
for three hundred times longer, or,
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if you like, percentages. That's
a twenty nine thousand nine hundred percent lift
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in the amount of time that we've
been communicating facetoface rather than through typed out
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or written words. This is the
science of video and the metrics that matter
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most. This is a presentation I
put together for the narrative, science,
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data storytelling summit. Was An absolute
privilege to present their I'm not giving you
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the audio from that presentation, although
if you visit bombombcom slash podcast, you
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can watch the recording with audio and
with slides. I'm going to give you
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an adapted version specific to the PODCAST
format, so I'm not referring to things
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that you cannot see. Again,
the science of video and the metrics that
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matter most. My name is Ethan
Beaut I'm chief of angelist to Bombomb,
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obviously the host of the customer experience
podcast and cohost of the CX series on
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the Bob Growth Show, and in
addition, I'm the CO author of a
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book called Rehumanize Your Business. How
personal videos accelerate sales and improve the customer
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experience. And when I talk about
video here in the science of video,
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I'm not so much talking about live
synchronous video. Of course we're all doing
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zoom calls as where, you know, forced out of the office and having
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to work remotely. We're not so
much talking about live synchronous video that helps
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you overcome distance. Any two people
or any two hundred people that are Internet
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connected anywhere in the world can get
together to overcome distance, but you can't
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overcome time. You still have to
be there at nine Pacific, or was
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that eight Pacific? Now newn eastern? That kind of a thing. Are
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you still good today? It for? No, that doesn't work for me.
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How about tomorrow at One? Right. So we still need to be
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synchronous, we still need to be
there at the same time. And I'm
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not talking about something that we call
marketing through video. This is video that
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requires lights, scripts, budgets,
drones, green screens, specialized equipment and
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all of these other things that prevent
a lot of people from getting going with
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video or saying, Oh, video
is for them, videos for the Marketing
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Department or the production department. Instead, what I'm talking about is what we
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call relationships through video, which is
video for everyone, simple recorded video messages
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from your Webcam or your smartphone that
overcome both time and distance. You record
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the messages when it's convenient for you, you send it to one person,
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or six people, or twenty five
people or two, five hundred people,
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and each person opens it up and
experiences you in person at their own convenience.
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So it overcomes time and distant but
still allows you all the benefits of
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facetoface, and so what I'm going
to share with you here are three experts
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insights on the science of video.
I'll talk about some of the measurable outcomes
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that you can expect from video,
some of the common metrics people are looking
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at right now and a new metric
that I will argue transcends all the other
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ones. It is the metric that
matters most. So our three experts are
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all guests on the customer experience podcast. I'm going to play back for you
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some of their own words here on
the show, and first up is Dan
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Hill. Dan Is an expert in
Equ or emotional intelligence and he's a facial
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coding expert. He holds seven US
patents in the analysis of facial coding data.
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He's also authored several books, including
emotion Omics, which is his most
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successful business book, and famous faces
decoded. In this clip, Dan talks
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about why humans focus on each other's
faces. What I've discovered both of my
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twenty years of research and this art
book is it held up seventy percent of
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our gaze activity and seventy s percent
of our emoting will go to the face
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if there is a face president something, and obviously in the videos. You're
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talking about the email videos. It's
going to be a face. So that
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face is absolutely crucial to the successful
delivery. So you heard it there,
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in particular at the end. These
messages are so much more complete when the
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face is included in the message and
we're naturally drawn to them. Here's a
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bonus quote from Dan in the podcast. He said the twenty five square inches
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that feature our eyes, nose and
mouth is the richest visual territory on the
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planet and it's because there's so much
information there. We have a millennia of
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human brain training and evolutionary benefit in
focusing on those twenty five square inches and
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being able to understand what's being communicated
even when it's not being said. Next
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up is David Merriman Scott, who's
written more than ten best selling books,
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including the classic the new rules of
marketing and PR marketing lessons from the grateful
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dead, which he co authored with
Brian Halligan, CEO of hub spot,
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and his newest one, which he
co authored with his daughter Reicho, who
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did a neuroscience degree at Columbia.
That book is called FANOCCRACY, turning fans
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into customers and customers into fans.
In this clip. David talks about shared
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emotions, how humans share emotions with
one another, conscious and subconscious thought,
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and subconscious thought triggered by mirror neurons
and virtual proximity that can be built even
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in the absence of physical proximity.
The closer you get to somebody physically,
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the more powerful the shared emotions,
either positive or negative. When you watch
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a video of people cropped as if
you're in personal space, so about four
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feet away, looking directly at the
camera, people think their people intellectually know
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they're just on a camera. I'm
not actually in the same room, but
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your subconscious your mirror neurons tell you
that you're actually in close physical proximity.
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You're in the personal space of the
person who's on the screen. So this
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is a powerful way to grow fans
of a business. Create a youtube channel
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and do videos that drive people into
your business and then use services like bombomb
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to communicate to people using video,
because that's an incredibly powerful way to build
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fans by establishing a virtual, close
proximity to existing and potential customers. So
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some of what David offered there comes
from research by Edward Te Hall, which
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he cites Infan accuracy Edward Tea Hall
defines three particular spaces. Public Space,
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which is more than twelve feet away. Anything more than twelve feet away from
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us is considered public space, and
out there we don't track other people subconsciously
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or with Dan's language, we're not
focused on the twenty five square inches of
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those people's faces. Closer in is
social space. This is about four feet
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to twelve feet away, and here
we do start to track people subconsciously,
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they do register in our minds.
But where we build social cohesion and where
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we share emotion, where we truly
connect with people, is in what hall
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calls personal space, that is within
for her feet. And so when you're
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using simple video communication in your less
than two feet away from the camera,
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which is pretty common, and your
viewer is less than two feet from the
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screen, which is pretty common,
you are in that personal space and that
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is where you bond with other people
really, really powerful. Finally, here
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is Vanessa Van Edwards, who is
the founder of science of people. She
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calls herself the lead investigator there and
she's studying the science of succeeding with people.
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That's actually the subtitle of her book, which is called captivate, a
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really great read about how we connect
and communicate with other humans more effectively.
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In this clip, Vanessa talks about
Oxytosin, which is the love hormone,
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or it's the way we bond and
connect with other people. It's typically formed
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through touch, but she was interested
in if it could be formed another way,
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if we would produce it another way, and here are the results of
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some research that she looked at.
They want to know if oxytosin could be
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produced through video. An oxytosin is
the wonderful chemical bonding of connection. I
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tip a lot about it and captivate
and they know that Oxytisn't happens when we
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touched, shake hands, hug,
I five this fun, and also when
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we make eye contact. But they
weren't sure that happened over video and they
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found it. Yes, even through
a little tiny dot that I looking at
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right now. Through video we can
produce Oxytosin, and that was like it
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was like adding gasoline to the fire. For me, I was like,
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okay, we are already cooking,
we're already like, like the fire is
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there, I just want to ignite
it. And so hearing that made me
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realize that video was the single best
way for me to connect with my customers.
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And a bonus quote from Vanessa,
also research based. If you want
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to be clearer, more memorable and
more engaging, the easiest, quickest way
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is to snap on your video.
So if you're one of those people on
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the zoom call that leaves your camera
off, you are missing opportunities to be
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more effective with other people. Those
are just three reference points in a rich
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body of research that supports the science
of video as a more effective way for
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humans to communicate, certainly when compared
to playing typed out text, and the
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measurable outcomes are there to support it. And here are just a few more.
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Replies and responses to your messages.
In a pilot study we did with
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an international recruiting technology company, they
produced a fifty six percent lift in cold
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email response rate when those emails included
video. Think about the downstream consequences to
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your entire process. If you could
generate fifty six percent more replies on the
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initial email, think what that means
down the line. Another one is more
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appointment set and held. We did
a test with a company that's consistently in
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the top ten percent of the franchise
five hundred and it was with their franchise
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sales team. They found that when
they added video to the meeting confirmation with
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potential franchise's it produce used a twenty
four percent lift in show rates on those
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meetings. And Sixty eight percent,
that's the share of people that reported higher
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close rates and higher conversion rates compared
to plane typed out text. Another measurable
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outcome from that Same Survey. Ninety
percent of people said video allows them to
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stay in touch more effectively than plane
typed out text alone. In fully,
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twenty five percent said it doubled or
more than doubled their effectiveness in terms of
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staying in touch. This, of
course, is a winning play in every
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seat in your organization, not just
sales or marketing, not just CSMS or
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account managers, leaders, managers,
recruiters, researchers, developers, product people.
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Everyone needs to stay connected to the
people who matter most to their success,
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internally and externally, and video can
help you do that. Finally,
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here, specifically on the CS side
of the house, eighty two percent decrease
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in ticket time to resolution, fifty
five percent increase in one touch ticket resolution
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and forty one percent increase in the
incidence of filling out the satisfaction survey response
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form after an interaction. Those all
come from an analysis of tens of thousands
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of tickets going through the Bombombsen desk
integration, which does a fantastic job of
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showing the efficacy of video in a
CS context. So those are some outcomes
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among many. But what metrics are
we looking at as we're engaging in video
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in emails and text messages and social
show messages again the simple casual conversational style
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of video. Well, in an
email context, of course you can look
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at the email open rate and adding
the word video of the subject line has
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been shown to increase it. Of
course there's click through rate in the email.
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If you can use a video to
compel someone to give you a click,
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you can probably increase click through rates. From that same survey I reference
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before, eighty seven percent of people
said adding video to their emails increase their
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click through rate. And you have
email reply rate. But no matter where
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you're putting the video, of course
you can look at the video play rate
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of all the videos I put out. What share of them got played?
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or of putting this video in front
of x number of people, what share
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of them actually played the video?
So you have video play rate, you
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have video play duration. How long
are people watching my video by individual or
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an aggregate video reply and reaction rates. So with bombomb people can interact with
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your video directly on the video play
page. They can reply back with their
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own videos, even if they're not
using bombm and so what is the incidence
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of this engagement straight off of the
video play experience? Of course you have
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something like a general activity level and
you can cut that a variety of different
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ways. How many emails is the
team sending? How many emails is this
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person sending? How many of them
have video? What is the open rate?
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What's the play rate? What's the
response rate? And so a lot
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of folks like to look at activity
levels when they're looking at their video metrics.
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But not everything that counts can be
counted and not everything that can be
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counted counts. I'll say that again. Not everything that counts can be counted
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and not everything that can be counted
counts. That's a quote often tributed to
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Albert Einstein. Quote Investigator Assigns it
to William Bruce Cameron in a book that
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he wrote in the early S.
not everything that counts can be counted,
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which brings me to the new metric. We call it facetofacetime. This is
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the total amount of facetofacetime generated by
recording and sending videos within one week's time.
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And again, if you watch this
presentation by visiting Bombombcom podcast and checking
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out this episode, I'll um bed
the full video recording. You can see
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that on one of the leader boards
that I show, the leader generated seventy
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nine hours and twenty two minutes of
facetofacetime in one week. Unless you are
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an absolute work a holic, there
is no way that you're having eighty hours
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or seventy nine and a half hours
of facetoface meetings in any given week.
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You wouldn't even do that if you
only did them on zoom and you certainly
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wouldn't do it if you had to
get in your car, get on a
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bus or get in an Uber and
visit people to generate that amount of facetoface
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time. So you can see that
video scales. Right behind the leader is
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another person who jumped a hundred and
twenty one spots. This is a group
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of about four or five thousand members. By going from seven hours to fifty
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nine hours of facetime in one week
in another group we look at. I
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look at the aggregate number in this
group of a hundred and forty members.
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They generated a hundred forty eight hours
and fifty two minutes of facetime in one
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week. And that's beyond the zoom
calls, that's beyond the in person appointments,
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that's simply through video, email messages
and of course, on these types
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of dashboards you can still see the
activity accounts, you can still see all
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those rates and ratios, but I
argue that facetofacetime is the transcendent metric for
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a few reasons. First, it's
the precursor to those measurable outcomes. If
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you're not generating facetofacetime, you're probably
not increasing the reply rate, you're probably
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not increasing the appointment held rate and
some of those other outcomes that we talked
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about. In addition, facetofacetime requires
the performance of all those common metrics.
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Obviously, if you're generating a lot
of facetofacetime, you are getting those videos
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played, you are enjoying good video
play duration and all of those other common
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metrics that were looking at. They
have to occur in order to generate facetofacetime.
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And addition now and we're getting a
little bit softer, but it's very
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important to think about. You know, we want receptivity of our message,
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we want engagement with our message and
that requires good messaging, good targeting,
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a high level of relevance, and
so generating facetofacetime is a very strong indicator
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that you are doing those things well, because facetofacetime is receptivity, it is
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engagement, and so people obviously are
reasonably well targeted, the message is reasonably
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relevant, your messaging is reasonably good
because people are consuming you in a facetoface
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manner intentionally and finally hear some of
those other softer benefits human connection, perceived
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authority, shared emotion, all of
those reasons we want to get facetoface with
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people, to connect and communicate and
present and share and persuade and all those
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other things we want to do to
be successful. facetofacetime captures all of that.
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And that quote I offer just a
minute ago about not everything that counts
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can be counted comes from a great
book by the founder and former CEO of
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the vanguard group, John Bogel.
The book is called enough true measures of
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money business in life, not too
far from that quote, which he did
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attribute to Albert Einstein. Are these
written words. But before I get to
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the pitfalls of measurement, to say
nothing of trying to measure the immeasurable things
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like trust, wisdom, character,
ethical values and the hearts and souls of
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the human beings who played the central
role in all economic activity, I offer
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that to key in on this idea
of immeasurables, things that cannot be measured,
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the things that count but cannot be
counted. In bogel's words, it's
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trust, wisdom, character, hearts
and souls, ethical values, and the
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key here is all economic activity.
All of this is economic activity, even
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when money is not being exchanged.
This is economic activity. We're trying to
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decide. Is there enough value,
perceived or real, for me to make
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whatever level of commitment or investment I
need to make in order to enjoy that
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value. Right. Should I open
this email? Should I take this survey?
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Should I reply to this phone call? Should I attend this Webinar?
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Should I honor this request? All
of that is economic activity, and so
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we need to keep in mind the
immeasurables. I want to close here by
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bringing you along into this idea that
facetofacetime is the metric that matters most,
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that it is the transcendent metric,
and you'll agree with me if you agree
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with some of these statements. Your
immeasurables making measurable difference in Your Business.
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Your people are your most valuable asset. Your team should be more visible to
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your customers. You want to create
and deliver a more personal and human customer
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experience. Obviously, if you're a
listener to the show, you know that
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we do need to generate a more
personal and more human customer experience. There
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are a number of ways to do
it, but in some cases you must
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do the immeasurable. You must reach
out on a one to one, human
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to human basis, because all anyone
needs and wants is to feel seen,
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heard, understood and appreciated in a
simple personal video allows you to do that.
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If you want to learn more about
the science of video, check out
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episode fifty four with Vanessa van Edwards
unlocking the science of video. If you
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want to go deeper into ways to
build fans, check out episode sixty three
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with David Merriman Scott creating fans through
human connection. And if you want to
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learn more about emotional intelligence and the
power of faces. Give a listen to
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episode seventy five with Dan Hill,
appropriately titled Emotional Intelligence and the power of
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faces. Again, you can check
out this presentation from the narrative, science,
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data storytelling summit by visiting bombombcom slash
podcast. There you can see the
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three episodes I just mentioned and every
other episode as well. And if you're
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listening to the show in your preferred
podcast player, please take a minute to
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00:23:02.349 --> 00:23:06.230
leave a rating or a review.
It's so helpful to the show. Again,
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my name is Ethan be you.
Thank you so much for listening,
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and I encourage you to get face
to face with more people more often,
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using video if you can't be there
in person. One of the things we've
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learned about podcast audience growth is that
word of mouth works. It works really,
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00:23:22.660 --> 00:23:26.420
really well actually. So if you
love this show, it would be
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00:23:26.460 --> 00:23:30.009
awesome if you texted a friend to
tell them about it, and if you
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00:23:30.210 --> 00:23:33.410
send me a text with a screenshot
of the text you sent to your friend,
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00:23:33.890 --> 00:23:37.170
Metta, I know I'll send you
a copy of my book content based
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00:23:37.170 --> 00:23:41.410
network, how to instantly connect with
anyone you want to know myself phone numbers
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00:23:41.440 --> 00:23:45.200
four hundred and seven, four nine
hundred three and three two eight. Happy
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Texting