The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 year ago

77. The Science of Video (& the New Metric That Matters Most) w/ Ethan Beute


When there’s a face present, 70% of our gaze goes straight to it.


The problem that recorded video solves right now is the problem that it’s always solved. Video connects you to people in an immediate and intimate way that faceless digital communication scientifically cannot do. In this episode, I’m excited to unpack some of the science about video that I shared recently at Narrative Science’s Data Storytelling Virtual Summit.


I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show, here today to share what I’ve learned about the science of video from 3 amazing podcast guests.


What we talked about:


- Our essential human interest in faces (and how our attention wanes when we see a profile instead


- The way that video makes us think we’re in close proximity emotionally


- How video jumpstarts social bonding


- The metric that I argue matters most in communication today


Check out these resources we mentioned during the podcast:


- Dan Hill on Faces


- David Meerman Scott on Proximity


- Vanessa Van Edwards on Connection


- Ethan Beute on the Science of Video


Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

We've been speaking to one another eyeto eye facetoface and building evolutionary benefit in deep experience as a species doing thisfor three hundred times longer, or, if you like, percentages. That'sa twenty nine thousand nine hundred percent lift in the amount of time that we'vebeen communicating facetoface rather than through typed out or written words. The single mostimportant thing you can do today is to create and deliver a better experience foryour customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectations in a personal and human way.This is the customer experience podcast. Here's your host, Ethan Butte. Areyou better in person? It's a simple question, but it has profound impactson your behavior every single day. Are you better in person? Are youmore effective when you get facetoface with people? And the answer to this question isvery obviously yes. If you are a human being. When you getfacetoface, you enjoy clearer communication because it's infused with all that rich nonverbal communication, facial expression, tone, pace, all those other things that don't comethrough when you rely let's say, on a typed out email or typed outtext message, durat typed out linkedin message. We also enjoy human connection. We'redrawn together through eye contact and, as you'll hear in this episode,we build psychological proximity, psychological nearness, real human connection when we get facetofaceand of course, we enjoy higher conversion or more effective or more persuasive.And when I say conversion, I don't just mean sales and marketing conversions andmoving people through the funnel, I mean all of the little micro yeses thatwe need every single day to be successful. This is yes, I'll reply toyour email, yes, I'll return your phone call. Yes, I'llfill out that survey. Yes, I will take the time to meet withyou. Yes, I will make that mutual introduction. Yes, I willgive you some honest feedback. Yes, I'll give you some advice based onmy own experience. All of these micro yeses and of course, the macroyeses as well, like sign contracts and commitments, and so we are betterin person. But when we think about all of the messages that we're sendingthroughout the day and all of the messages that are being sent on our behalfby systems that we have set up, automations and things. These are someof our most important and valuable messages, and yet we're in trusting them typicallyto a form of communication that doesn't differentiate us, doesn't build trust and rapportand doesn't communicate nearly as well as when we look people in the eye.This is faceless digital communication, lane typed out text, the same black texton the same white screen. And these aren't just our most important and valuablemessages, they are also our most important and valuable relationships. It's not aboutthe message, it's about who we're connecting and communicating with, and so weneed to be more effective. But before we get there, a fun fact. One of the reasons that were so effective as fellow human beings and socialcreatures when we are in person, when we are facetoface, is that we'vebeen doing it for hundreds of thousands of years. I've seen lower estimates andI've seen higher estimates, but the number that I go with is one hundredfifty thousand years that humans have been looking one another in the eye and speakingto one another. How long have we been writing? Well, humans havebeen capturing phonetic sounds and writing them down in order to communicate with each otherfor about five thousand years. But that number is off by a factor often because even in the Western developed world literacy only began to spread about fivehundred years ago. So we've been speaking... one another eye to eye,facetoface and building evolutionary benefit in deep experience as a species doing this for threehundred times longer, or, if you like, percentages. That's a twentynine thousand nine hundred percent lift in the amount of time that we've been communicatingfacetoface rather than through typed out or written words. This is the science ofvideo and the metrics that matter most. This is a presentation I put togetherfor the narrative, science, data storytelling summit as an absolute privilege to presentthere. I'm not giving you the audio from that presentation, although if youvisit bombombcom slash podcast, you can watch the recording with audio and with slides. I'm going to give you an adapted version specific to the PODCAST format,so I'm not referring to things that you cannot see. Again, the scienceof video and the metrics that matter most. My name is Ethan Beaut I'm chiefof angelist at Bombomb, obviously the host of the customer experience podcast andcohost of the CX series on the Bob Growth Show, and in addition,I'm the CO author of a book called Rehumanize Your Business. How personal videosaccelerate sales and improve the customer experience. And when I talk about video herein the science of video, I'm not so much talking about live synchronous video. Of course we're all doing zoom calls as we're, you know, forcedout of the office and having to work remotely. We're not so much talkingabout live synchronous video that helps you overcome distance. Any two people or anytwo hundred people that are Internet connected anywhere in the world can get together toovercome distance, but you can't overcome time. You still have to be there atnine Pacific, or was that eight Pacific, now new eastern? Thatkind of a thing. Are you still good today? It for no,it doesn't work for me. How about tomorrow at One? Right. Sowe still need to be synchronous, we still need to be there at thesame time, and I'm not talking about something that we call marketing through video. This is video that requires lights, scripts, budgets, drones, greenscreens, specialized equipment and all of these other things that prevent a lot ofpeople from getting going with video or saying, Oh, video is for them,videos for the Marketing Department or the production department. Instead, what I'mtalking about is what we call relationships through video, which is video for everyone, simple recorded video messages from your Webcam or your smartphone that overcome both timeand distance. You record the messages when it's convenient for you, you sendit to one person, or six people, or twenty five people or two,five hundred people, and each person opens it up and experiences you inperson at their own convenience. So it overcomes time and distance but still allowsyou all the benefits of facetoface. And so what I'm going to share withyou here are three experts insights on the science of video. I'll talk aboutsome of the measurable outcomes that you can expect from video, some of thecommon metrics people are looking at right now and a new metric that I willargue transcends all the other ones. It is the metric that matters most.So our three experts are all guests on the customer experience podcast. I'm goingto play back for you some of their own words here on the show,and first up is Dan Hill. Dan Is an expert in Eque, oremotional intelligence, and he's a facial coding expert. He holds seven US patentsin the analysis of facial coding data. He's also authored several books, includingemotion Omics, which is his most successful business book, and famous faces decoded. In this clip Dan talks about why humans focus on each other's faces.What I've discovered both of my twenty years of research and this art book isit held up seventy percent of our gaze activity and seventy s percent of ouremoting will go to the face if there is a face president something, andobviously in the videos you're talking about the email videos, it's going to bea face. So that face is absolutely...

...crucial to the successful delivery. Soyou heard it. They're in particular at the end. These messages are somuch more complete when the face is included in the message and we're naturally drawnto them. Here's a bonus quote from Dan in the podcast. He saidthe twenty five square inches that feature our eyes, nose and mouth is therichest visual territory on the planet, and it's because there's so much information there. We have a millennia of human brain training and evolutionary benefit in focusing onthose twenty five square inches and being able to understand what's being communicated, evenwhen it's not being said. Next up is David Merriman Scott, who's writtenmore than ten best selling books, including the classic the new rules of marketingand PR marketing lessons from the grateful dead, which he co authored with Brian Halligan, CEO of hub spot, and his newest one, which he coauthored with his daughter Reicho, who did a neuroscience degree at Columbia. Thatbook is called Fan accuracy, turning fans into customers and customers into fans.In this clip, David talks about shared emotions, how humans share emotions withone another, conscious and subconscious thought, and subconscious thought triggered by mirror neuronsand virtual proximity that can be built even in the absence of physical proximity.The closer you get to somebody physically, the more powerful the shared emotions,either positive or negative. When you watch a video of people cropped as ifyou're in personal space, so about four feet away, looking directly at thecamera, people think they're people. Intellectually know they're just on a camera.I'm not actually in the same room, but your subconscious your mirror neurons tellyou that you're actually in close physical proximity. You're in the personal space of theperson who's on the screen. So this is a powerful way to growfans of a business. Create a youtube channel and do videos that drive peopleinto your business and then use services like bombomb to communicate to people using video, because that's an incredibly powerful way to build fans by establishing a virtual closeproximity to existing and potential customers. So some of what David offered there comesfrom research by Edward Te Hall, which he cites infanocracy. Edward Tea Halldefines three particular spaces. Public Space, which is more than twelve feet away. Anything more than twelve feet away from us is considered public space, andout there we don't track other people subconsciously or with Dan's language, we're notfocused on the twenty five square inches of those people's faces. Closer in issocial space. This is about four feet to twelve feet away, and herewe do start to track people subconsciously. They do register in our minds.But where we build social cohesion and where we share emotion, where we trulyconnect with people, is in what hall calls personal space, that is,within four feet. And so when you're using simple video communication in your lessthan two feet away from the camera, which is pretty common, and yourviewer is less than two feet from the screen, which is pretty common,you are in that personal space and that is where you bond with other peoplereally, really powerful. Finally, here is Vanessa Van Edwards, who isthe founder of science of people. She calls herself the lead investigator there andshe's studying the science of succeeding with people. That's actually the subtitle of her book, which is called captivate, a really great read about how we connectand communicate with other humans more effectively. In this clip Vanessa talks about Oxytosin, which is the love hormone, or...'s the way we bond and connectwith other people. It's typically formed through touch, but she was interested inif it could be formed another way, if we would produce it another way, and here are the results of some research that she looked at. Theywant to know if oxytosin could be produced through video an Oxytosin is the wonderfulchemical bonding of connection. I take a lot about it and captivate and theyknow that oxytocin happens when we touched, shake hands, hug, I fivethis bump, and also when we make eye contact. But they weren't sureif that happened over video and they found it. Yes, even through alittle tiny dot that I'm looking at right now, through video we can produceoxytosin, and that was like it was like adding gasoline to the fire.For me, I was like, okay, we are already cooking, we're alreadylike like the the fire is there, I just want to ignite it.And so hearing matt made me realize that video was the single best wayfor me to connect with my customers. And a bonus quote from Vanessa,also research based. If you want to be clearer, more memorable and moreengaging, the easiest, quickest way is to snap on your video. Soif you're one of those people on the zoom call that leaves your camera off, you are missing opportunities to be more effective with other people. Those arejust three reference points. Any rich body of research that supports the science ofvideo as a more effective way for humans to communicate, certainly when compared toplane typed out text, and the measurable outcomes are there to support it.And here are just a few more replies and responses to your messages. Ina pilot study we did with an international recruiting technology company, they produced afifty six percent lift in cold email response rate when those emails included video.Think about the downstream consequences to your entire process. If you could generate fiftysix percent more replies on the initial email, think what that means down the line. Another one is more appointments set and held. We did a testwith a company that's consistently in the top ten percent of the franchise five hundredand it was with their franchise sales team. They found that when they added videoto the meeting confirmation with potential franchise's it produced a twenty four percent liftin show rates on those meetings. And Sixty eight percent, that's the shareof people that reported higher close rates and higher conversion rates compared to plane typedout text. Another measurable outcome from that Same Survey. Ninety percent of peoplesaid video allows them to stay in touch more effectively than plane typed out textalone. In fully, twenty five percent said it doubled or more than doubledtheir effectiveness in terms of STA in touch. This, of course, is awinning play in every seat in your organization, not just sales or marketing, not just CSMS or account managers, leaders, managers, recruiters, researchers, developers, product people. Everyone needs to stay connected to the people whomatter most to their success, internally and externally, and video can help youdo that. Finally, here, specifically on the CS side of the house, eighty two percent decrease in ticket time to resolution, fifty five percent increasein one touch ticket resolution and forty one percent increase in the incidence of fillingout the satisfaction survey response form after an interaction. Those all come from ananalysis of tens of thousands of tickets going through the bombomb Zendesk integration which doesa fantastic job of showing the efficacy of video in a CS context. Sothose are some outcomes among many. But what metrics are we looking at aswe're engaging in video, in emails and text messages and social messages, again, the simple casual conversational style of video. Well in an email context. Ofcourse you can look at the email open rate and adding the word videoof the subject line has been shown to...

...increase it. Of course there's clickthrough rate in the email. If you can use a video to compel someoneto give you a click, you can probably increase click through rates. Fromthat same survey I reference before, eighty seven percent of people said adding videoto their emails increase their click through rate. And you have email reply rate.But no matter where you're putting the video, of course you can lookat the video play rate of all the videos I put out. What shareof them got played or of putting this video in front of x number ofpeople, what share of them actually played the video? So you have videoplay rate, you have video play duration. How long are people watching my video? By individual or an aggregate video reply and reaction rates. So withbombomb people can interact with your video directly on the video play page. Theycan reply back with their own videos, even if they're not using bombm andso what if the incidents of this engagement straight off of the video play experience? Of course you have something like a general activity level and you can cutthat a variety of different ways. How many emails is the team sending?How many emails is this person sending? How many of them have video?What is the open rate? What's the play rate? What's the response rate? And so a lot of folks like to look at activity levels when they'relooking at their video metrics. But not everything that counts can be counted andnot everything that can be counted counts. I'll say that again. Not everythingthat counts can be counted and not everything that can be counted counts. That'sa quote often tributed to Albert Einstein. Quote Investigator Assigns it to William BruceCameron in a book that he wrote in the early S. not everything thatcounts can be counted. which brings me to the new metric. We callit facetofacetime. This is the total amount of facetofacetime generated by recording and sendingvideos within one we weeks. Time and again, if you watch this presentationby visiting Bombombcom podcast and checking out this episode, I'll m bed the fullvideo recording. You can see that on one of the leader boards that Ishow. The leader generated seventy nine hours and twenty two minutes of facetofacetime inone week. Unless you are an absolute work a holic, there is noway that you're having eighty hours or seventy nine and a half hours of facetofacemeetings in any given week. You wouldn't even do that if you only didthem on zoom and you certainly wouldn't do it if you had to get inyour car, get on a bus or get in an Uber and visit peopleto generate that amount of facetoface times. You can see that video scales.Right behind the leader is another person who jumped a hundred and twenty one spots. This is a group of about four or five thousand members by going fromseven hours to fifty nine hours of facetime in one week. In another groupwe look at, I look at the aggregate number in this group of ahundred and forty members. They generated a hundred forty eight hours and fifty twominutes of facetime in one week. And that's beyond the zoom calls, that'sbeyond the in person appointments, that's simply through video, email messages. Andof course on these types of dashboards you can still see the activity counts,you can still see all those rates and ratios, but I argue that facetofacetimeis the transcendent metric for a few reasons. First, it's the precursor to thosemeasurable outcomes. If you're not generating facetofacetime, you're probably not increasing thereply rate, you're probably not increasing the appointment held rate and some of thoseother outcomes that we talked about. In addition, facetofacetime requires the performance ofall those common metrics. Obviously, if you're generating a lot of facetofacetime,you are getting those videos played, you are enjoying good video play duration andall of those other common metrics that were looking at. They have to occurin order to generate facetofacetime. And addition, now and we're getting a little bitsofter, but it's very important to think about. You know, wewant receptivity of our message, we want engagement with our message and that requiresgood messaging, good targeting, a high level of relevance, and so generatingfacetofacetime is a very strong indicator that you...

...are doing those things well, becausefacetofacetime is receptivity, it is engagement, and so people obviously are reasonably welltargeted, the message is reasonably relevant, your messaging is reasonably good because peopleare consuming you in a facetoface manner intentionally. And finally, here some of thoseother softer benefits, human connection, perceived authority, shared emotion, allof those reasons we want to get facetoface with people, to connect and communicateand present and share and persuade and all those other things we want to doto be successful. facetofacetime captures all of that. And that quote I offerjust a minute ago about not everything that counts can be counted comes from agreat book by the founder and former CEO of the vanguard group, John Bogel. The book is called enough true measures of money, business in life.Not Too far from that quote, which he did attribute to Albert Einstein,are these written words. But before I get to the pitfalls of measurement,to say nothing of trying to measure the immeasurable things like trust, wisdom,character, ethical values and the hearts and souls of the human beings who playedthe central role in all economic activity, I offer that to key in onthis idea of immeasurables, things that cannot be measured, the things that countbut cannot be counted. In bogel's words, it's trust, wisdom, character,hearts and souls, ethical values, and the key here is all economicactivity. All of this is economic activity, even when money is not being exchanged, this is economic activity. We're trying to decide. Is there enoughvalue, perceived or real, for me to make whatever level of commitment orinvestment I need to make in order to enjoy that value? Right? ShouldI open this email? Should I take this survey? Should I reply tothis phone call? Should I attend this Webinar? Should I honor this request? All of that is economic activity, and so we need to keep inmind the immeasurables. I want to close here by bringing you along into thisidea that that facetofacetime is the metric that matters most, that it is thetranscendent metric, and you'll agree with me if you agree with some of thesestatements. Your immeasurables make a measurable difference in Your Business. Your people areyour most valuable asset. Your team should be more visible to your customers.You want to create and deliver a more personal and human customer experience. Obviously, if you're a listener to the show. You know that we do need togenerate a more personal and more human customer experience. There are a numberof ways to do it, but in some cases you must do the immeasurable. You must reach out on a one to one, human to human basis, because all anyone needs and wants is to feel seen, heard, understoodand appreciated in a simple personal video allows you to do that. If youwant to learn more about the science of video, check out episode fifty fourwith Vanessa van Edwards unlocking the science of video. If you want to godeeper into ways to build fans, check out episode sixty three with David MerrimanScott, creating fans through human connection. And if you want to learn moreabout emotional intelligence and the power of faces, give a listen to episode seventy fivewith Dan Hill, appropriately titled Emotional Intelligence and the power of faces.Again, you can check out this presentation from the narrative, science, datastorytelling summit by visiting Bombombcom podcast. There you can see the three episodes Ijust mentioned and every other episode as well. And if you're listening to the showin your preferred podcast player, please take a minute to leave a ratingor review. It's so helpful to the... again. My name is Ethanbe. Thank you so much for listening and I encourage you to get facetofacewith more people more often, using video if you can't be there in person. Clear Communication, human connection, higher conversion. These are just some ofthe benefits of adding video to the messages you're sending every day. It's easyto do with just a little guidance, so pick up the official book.Rehumanize Your Business. How personal videos accelerate sales and improve customer experience. Learnmore in order today at Bombombcom Book. That's bomb bombcom book. Thanks forlistening to the customer experience podcast. Remember the single most important thing you cando today is to create and deliver a better experience for your customers. ContinueLearning the latest strategies and tactics by subscribing right now in your favorite podcast player, or visit Bombombcom podcast.

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