Why not use Video to Engage Customers?

[interview with Wendy Piersall - 5:47]

For those of you who have been asking about more video from me, here's a conversation I had with Wendy Piersall at SxSWi. I talk about my story and how I got involved with technology, building a community, and making a life on this side of the pond.

There's a lot of talk about using video these days for a variety of reasons. When done well, spontaneous and not over produced, yet still professional and informative, in addition to being:

• Google-friendly - all of the good advice on tagging applies
• Easier for those who have limited time to consume - we're visual creatures, too
• More personal - we do respond to eye contact and facial expression

a video can engage us. So with all this in mind, why not use video for some of your customer-facing information? Think about instructions, tutorials, Q&As, special announcements - what better way to present a friendly face? There's more. We have a literal fascination with the screen and while the television screen saw us passive, the computer screen has us very much leaning forward and in charge.

It is much easier to engage customers in a visual medium than it is with words Have you ever given any thought of the ubiquitous avatar online? It's there for a reason - it helps us visualize the other person at the end of the conversation. That's also the reason why a company logo, as beautiful as it may be, just won't have the same effect.

One of the definitions of the verb to engage says -

a: to hold the attention of - <her work engages her completely> b: to induce to participate <engaged the shy boy in conversation>

The key is engaging in as many ways as your customers want to engage with you. Today at Fast Company expert blog we talk about how to build an engaging video library for your customers.

Do you use video on your Web site? Is your video chat a virtual assistant or is there a real person on the other side? Better yet - do you allow customers to leave you video comments on your site? Have you thought about doing that? Video is a lot less anonymous and you might be surprised by the creativity of your customers.

If you have a WordPress blog, you can install Seesmic video comments.

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Related posts:

When a Conversation can Save you Money

Answering the Social Phone

The Case for Customer Communities

Comments

[Ryan Stephens]

"The key is engaging in as many ways as your customers want to engage with you."

Couldn't be more true. Some people would rather be able to scan the written word than watch a whole video (which is why I've had the most luck with videos around 90 seconds or so.) If you're giving your readers what they want, and a multitude of ways to connect you're ahead of the curve.

Another important point is that, not everyone is well suited for video. Some people (I'm thinking Gary V and Jun Loayza) are very solid, and others are dry and boring. Video is like any other social tool, it fits some and not others. It's important to play to our strengths to communicate to our readers/consumers/fans.

R

[Stuart Foster]

I'm not on video only because I don't currently have the equipment. You saw my video Ryan...do I suck?

I do try and hit every channel with my stuff...most recently the blog commenting has become my key presence. However, will it evolve over time? Absolutely.

[Chris Wilson]

Great job Valeria. You are clearly meant for video.

There is something more intimate about communicating through video. Like you noted, we can pick up on facial cues to help us better digest and understand information. It is also a great way to strengthen relationships online. There is something about video that really adds another level of strength to online relationships. I feel like I know you better after seeing and hearing you communicate.

[Valeria Maltoni]

@Ryan - yep, do play to your strengths. That's also why there are teams. Also, remember that different people respond to different kinds of videos. We should not assume that others have the same preferences we have.

@Stuart - I sort of don't, either... plus I'm more of a writer than an actor, as you can see here. You do bring up intelligent and inquisitive information, which in turn probably gives you material to write about.

@Chris - why, thank you. Video is probably the closer you can get to face to face. It is still missing the reciprocation of conversation, with the appropriate changes in tone and expression you would have in a live situation.

[Michael Zipursky]

Valeria,

Thanks for sharing this. The days of people sitting outside their homes and talking with their neighbors surely seems to be disappearing and is being replaced by online conversations.

The issue of value you pointed out is key. The challenge for any online community isn't just to be buzzing with any activity, but rather making it meaningful activity around core issues that drive people to keep coming back to the site and spreading the word.

Keep up the great posts!

[Zoe]

It's wonderful to see you on video -- you really are well-spoken! It's great timing, as I'm working to refine my own video speaking skills :). Looks like you've nailed the balance between clear+professional and casually engaging.

The idea of using video to engage customers is so simple, but I have to say that until now I'd been reserving my video for the blog that isn't connected to my business. Now I'm excited to incorporate video into the tutorial/training set I want to create ...

Thanks for always providing stimulating thinking points.

[james]

Local business would do very well to use video to respond to user reviews.

[james]

sorry just posted, not spamming but couple things: 1, just posted a blog post about this for local business at buzzonlinemedia.com/blog and 2. videos can be too long. the trick: make them shorter - 30 - 120 seconds - quick, fresh material. How many people watched the above video all the way through?

[Valeria Maltoni]

@Michael - meaningful activity is at the core of what a community should be about. We're all time-starved and attention-challenged these days and for us to give, we need to see a clear benefit. You are very kind. Thank you.

@Zoe - good improv skills, I guess. I didn't know we'd be doing that and had not really prepared for it, but I think that when you come from a genuine place and know the story you can probably get away with it. We're using video more at work and I must say it plays well.

@James - you remind me of the Domino's pizza video from the Chicago store. That was really engaging. I would wager that most regular readers watched the whole video. Why? Because they know my voice through writing and we have a relationship going. So the key is to provide the right content at the right time.

[William Lawrence]

I agree with the use of video to positively engage and communicate, but after awhile it becomes quite time intensive to consume all the additional information.

The value of video is increased when one has an established and captured audience. But without that foundation, beginning producers of content have a quite a hurdle to surmount to keep ones attention for more than a minute and give one a reason to come back.

I like what James was saying about keeping the videos short, pithy, & relevant. That's kind of what 12seconds.tv does. By limiting ones time, I believe it gives potential content producers a chance to be succinct and effective with reaching their audiences. It doesn't have to be on that platform, but one that is effective.

I do appreciate how you commented above that one ought not to cut a broad swath with video as the end all beat all solution for engaging.

Cheers!