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Wahoo! My video got 565 views! That’s great, but what difference has that actually made to the organisation you work for? Could you answer that question for the content you create for your organisation?
Whether your video content is supporting the sales process on a web-site, or influencing internal staff behaviours via an ‘Enterprise YouTube’ channel, following these 5 simple steps on video analytics will allow you to prove that you are contributing something much more tangible to your organisation than just video views.
1) Define the objective: Assuming you didn’t make your video for fun, what is the objective of the content? Will it influence organisational behaviour? Will it drive conversions on your Ecommerce site? Only you know.
2) Define the audience: Who’s the video for? Don’t forget, not everybody who views your video will be within your target audience. If you want sales staff in Europe to view the video and all the views are coming from a call centre in Delhi then clearly there’s an issue. If you’re using ‘view count’ as one of your measures you need to understand what percentage of those are actually in your target audience.
3) Define the key messages: What are the key things you want your audience to take away from viewing the content? You can then look for evidence of these having been taken on-board in your analysis.
4) Define the organisation’s Key Performance Indicator(s): Thinking back to your objectives and audience, what, in organisational terms, is the measurement that you need to make to know if you’ve been successful or not? You might be hoping to support an increase in the company’s employee engagement index for example, or contribute towards the 3% uplift in sales you’re all aiming for this quarter.
5) Define which video metrics will demonstrate the KPI(s) Sadly, video analytics don’t give you direct measurements against business KPIs. This is where you need to apply ‘the clever’ and pick the right video analytics that show how you’re influencing the business metrics. Let’s take a look at some of the common video metrics and how they might help:
View count: This shows overall size of audience reached and nothing more, so it can never usefully be used in isolation.
Audience geography: Looking back to your audience definition, where in the world do you want your views to come from? If you’ve got really granular online video analytics you’ll be able to understand which cities or towns the views have come from. Have all the views come from your London office when you wanted a pan-European spread?
Engagement: If your ambition is to help increase the organisation’s employee engagement index, or even increase brand awareness, then measures like ‘average percentage watched’ and ‘views retained over time’ can provide a good indicator of how you’re supporting this. These measures show how much of your content people are watching once they hit ‘play’. You can use this to ensure that you’re generating content that is relevant to your audience and that they’re sticking around to watch it.
‘Shares’ can also be a good indicator that content is relevant to the conversations your audience are having.
Conversations: Spontaneous comments from your target audience on social media channels like Yammer, Facebook and Linked-In can be a great way of understanding if your key messages have been absorbed, and if they’ve created the right reaction. I’ve used this loads of times to evidence indicators of bevahioural change, in both public information and internal communications for example.
Times loaded versus times played: Let’s face it, there are loads of places you can put your video content online, but proving you’ve put the right content in front of the right people in the right context is more difficult. By looking at the number of times a video appears on a page (or is loaded on a page), and comparing it to the number of occasions somebody actually clicks play, you can begin to understand the relevance of where you are placing content, i.e. if your number of video loads are very high and only a few click ‘play’, your video is in the wrong place (or has the wrong title or thumbnail so people don’t think it’s relevant to them).
Click Through Rates (CTR) from in-player ads and overlays: Always be thinking about the ‘next click’ and the action you want any viewer to be taking once they’ve finished watching your content. By pushing your online video measures into a web analytics package like Google Analytics you can start to understand the entire audience journey around your content; including where they came from and where they went next.
If increasing sales is your KPI this is particularly helpful as you can clearly map out the conversion funnel on an E-commerce site and demonstrate the part your video has played.
To find out more: If you want to find out more about how you can use video analytics more effectively within your organisation with the Buto online video platform, please email me at Jeremy@buto.tv.
About the author: Jeremy Stinton is Buto’s in-house online video strategy guru and is currently helping a wide range of well-known corporate clients to success with their online video activities.
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