Transcript
WEBVTT 1 00:00:00.000 --> 00:00:10.349 Are you better in person? It's a simple question, but it has profound 2 00:00:10.550 --> 00:00:15.390 impacts on your behavior every single day. Are you better in person? Are 3 00:00:15.429 --> 00:00:19.589 you more effective when you get facetoface with people? And the answer to this 4 00:00:19.670 --> 00:00:23.980 question is very obviously yes. If you are a human being. When you 5 00:00:24.059 --> 00:00:30.140 get facetoface, you enjoy clearer communication because it's infused with all that rich nonverbal 6 00:00:30.179 --> 00:00:34.740 communication, facial expression, tone, pace, all those other things that don't 7 00:00:34.780 --> 00:00:38.929 come through when you rely, let's say, on a typed out email or 8 00:00:39.049 --> 00:00:43.969 typed out text message or a typed out linkedin message. We also enjoy human 9 00:00:44.289 --> 00:00:48.810 connection. We're drawn together through eye contact and, as you'll hear in this 10 00:00:49.009 --> 00:00:56.039 episode, we build psychological proximity, psychological nearness, real human connection when we 11 00:00:56.200 --> 00:01:00.240 get facetoface. And of course, we enjoy higher conversion. Were more effective, 12 00:01:00.320 --> 00:01:03.790 we're more persuasive, and when I say conversion, I don't just mean 13 00:01:04.269 --> 00:01:08.430 sales and marketing conversions and moving people through the funnel, I mean all of 14 00:01:08.590 --> 00:01:14.989 the little micro yeses that we need every single day to be successful. This 15 00:01:15.030 --> 00:01:18.469 is yes, I'll reply to your email, yes, I'll return your phone 16 00:01:18.510 --> 00:01:22.219 call, yes, I'll fill out that survey, yes, I will take 17 00:01:22.340 --> 00:01:25.459 the time to meet with you. Yes, I will make that mutual introduction. 18 00:01:25.579 --> 00:01:27.980 Yes, I will give you some honest feedback. Yes, I'll give 19 00:01:27.980 --> 00:01:33.090 you some vice based on my own experience. All of these micro yesses and, 20 00:01:33.290 --> 00:01:37.409 of course, the macro yeses as well, like sign contracts and commitments, 21 00:01:37.450 --> 00:01:40.930 and so we are better in person. But when we think about all 22 00:01:41.010 --> 00:01:45.849 of the messages that we're sending throughout the day and all of the messages that 23 00:01:45.930 --> 00:01:49.159 are being sent on our behalf by systems that we have set up, automations 24 00:01:49.200 --> 00:01:53.879 and things, these are some of our most important and valuable messages, and 25 00:01:53.920 --> 00:01:59.640 yet we're entrusting them typically to a form of communication that doesn't differentiate us, 26 00:01:59.920 --> 00:02:04.310 doesn't build trust and rapport and doesn't communicate nearly as well as when we look 27 00:02:04.430 --> 00:02:09.189 people in the eye. This is faceless digital communication, plane typed out text, 28 00:02:09.310 --> 00:02:13.949 the same black text on the same white screen. And these aren't just 29 00:02:14.110 --> 00:02:19.780 our most important and valuable messages, they are also our most important and valuable 30 00:02:20.219 --> 00:02:24.379 relationships. It's not about the message, it's about who we're connecting and communicating 31 00:02:24.419 --> 00:02:28.740 with, and so we need to be more effective. But before we get 32 00:02:28.780 --> 00:02:31.610 there, a fun fact. One of the reasons that were so effective as 33 00:02:31.729 --> 00:02:36.650 fellow human beings and social creatures when we are in person, when we are 34 00:02:36.770 --> 00:02:40.530 facetoface, is that we've been doing it for hundreds of thousands of years. 35 00:02:40.849 --> 00:02:45.520 I've seen lower estimates and I've seen higher estimates, but the number that I 36 00:02:45.560 --> 00:02:49.919 go with is one hundred fifty thousand years that humans have been looking one another 37 00:02:50.000 --> 00:02:53.400 in the eye and speaking to one another. How long have we been writing? 38 00:02:53.800 --> 00:02:57.360 Well, humans have been capturing phonetic sounds and writing them down in order 39 00:02:57.400 --> 00:03:00.389 to communicate with each other for about five thousand years, but that number is 40 00:03:00.509 --> 00:03:06.550 off by a factor of ten because even in the Western developed world, literacy 41 00:03:06.789 --> 00:03:10.590 only began to spread about five hundred years ago. So we've been speaking to 42 00:03:10.710 --> 00:03:15.699 one another eye to eye, face to face, and building evolutionary benefit in 43 00:03:15.900 --> 00:03:23.300 deep experience as a species doing this for three hundred times longer, or, 44 00:03:23.740 --> 00:03:27.569 if you like, percentages. That's a twenty nine thousand nine hundred percent lift 45 00:03:27.969 --> 00:03:32.650 in the amount of time that we've been communicating facetoface rather than through typed out 46 00:03:32.770 --> 00:03:38.729 or written words. This is the science of video and the metrics that matter 47 00:03:38.889 --> 00:03:43.240 most. This is a presentation I put together for the narrative, science, 48 00:03:43.319 --> 00:03:47.599 data storytelling summit. Was An absolute privilege to present their I'm not giving you 49 00:03:47.680 --> 00:03:53.800 the audio from that presentation, although if you visit bombombcom slash podcast, you 50 00:03:53.919 --> 00:03:57.310 can watch the recording with audio and with slides. I'm going to give you 51 00:03:57.310 --> 00:04:00.509 an adapted version specific to the PODCAST format, so I'm not referring to things 52 00:04:00.870 --> 00:04:05.469 that you cannot see. Again, the science of video and the metrics that 53 00:04:05.710 --> 00:04:09.949 matter most. My name is Ethan Beaut I'm chief of angelist to Bombomb, 54 00:04:10.300 --> 00:04:15.580 obviously the host of the customer experience podcast and cohost of the CX series on 55 00:04:15.699 --> 00:04:17.860 the Bob Growth Show, and in addition, I'm the CO author of a 56 00:04:17.899 --> 00:04:25.529 book called Rehumanize Your Business. How personal videos accelerate sales and improve the customer 57 00:04:25.649 --> 00:04:29.089 experience. And when I talk about video here in the science of video, 58 00:04:29.410 --> 00:04:32.569 I'm not so much talking about live synchronous video. Of course we're all doing 59 00:04:32.610 --> 00:04:36.129 zoom calls as where, you know, forced out of the office and having 60 00:04:36.170 --> 00:04:42.120 to work remotely. We're not so much talking about live synchronous video that helps 61 00:04:42.120 --> 00:04:46.240 you overcome distance. Any two people or any two hundred people that are Internet 62 00:04:46.279 --> 00:04:50.720 connected anywhere in the world can get together to overcome distance, but you can't 63 00:04:50.720 --> 00:04:55.389 overcome time. You still have to be there at nine Pacific, or was 64 00:04:55.509 --> 00:04:58.550 that eight Pacific? Now newn eastern? That kind of a thing. Are 65 00:04:58.589 --> 00:05:00.550 you still good today? It for? No, that doesn't work for me. 66 00:05:00.629 --> 00:05:03.310 How about tomorrow at One? Right. So we still need to be 67 00:05:03.389 --> 00:05:08.060 synchronous, we still need to be there at the same time. And I'm 68 00:05:08.100 --> 00:05:12.699 not talking about something that we call marketing through video. This is video that 69 00:05:12.860 --> 00:05:18.379 requires lights, scripts, budgets, drones, green screens, specialized equipment and 70 00:05:18.819 --> 00:05:21.769 all of these other things that prevent a lot of people from getting going with 71 00:05:21.889 --> 00:05:26.370 video or saying, Oh, video is for them, videos for the Marketing 72 00:05:26.410 --> 00:05:30.569 Department or the production department. Instead, what I'm talking about is what we 73 00:05:30.610 --> 00:05:35.879 call relationships through video, which is video for everyone, simple recorded video messages 74 00:05:35.920 --> 00:05:42.360 from your Webcam or your smartphone that overcome both time and distance. You record 75 00:05:42.399 --> 00:05:45.839 the messages when it's convenient for you, you send it to one person, 76 00:05:46.040 --> 00:05:48.439 or six people, or twenty five people or two, five hundred people, 77 00:05:48.639 --> 00:05:55.550 and each person opens it up and experiences you in person at their own convenience. 78 00:05:55.550 --> 00:06:00.350 So it overcomes time and distant but still allows you all the benefits of 79 00:06:00.430 --> 00:06:02.910 facetoface, and so what I'm going to share with you here are three experts 80 00:06:03.029 --> 00:06:08.259 insights on the science of video. I'll talk about some of the measurable outcomes 81 00:06:08.300 --> 00:06:12.060 that you can expect from video, some of the common metrics people are looking 82 00:06:12.060 --> 00:06:16.379 at right now and a new metric that I will argue transcends all the other 83 00:06:16.500 --> 00:06:20.930 ones. It is the metric that matters most. So our three experts are 84 00:06:20.970 --> 00:06:25.850 all guests on the customer experience podcast. I'm going to play back for you 85 00:06:25.930 --> 00:06:28.930 some of their own words here on the show, and first up is Dan 86 00:06:29.050 --> 00:06:33.040 Hill. Dan Is an expert in Equ or emotional intelligence and he's a facial 87 00:06:33.240 --> 00:06:40.000 coding expert. He holds seven US patents in the analysis of facial coding data. 88 00:06:40.279 --> 00:06:45.160 He's also authored several books, including emotion Omics, which is his most 89 00:06:45.199 --> 00:06:49.870 successful business book, and famous faces decoded. In this clip, Dan talks 90 00:06:49.910 --> 00:06:57.189 about why humans focus on each other's faces. What I've discovered both of my 91 00:06:57.269 --> 00:07:00.389 twenty years of research and this art book is it held up seventy percent of 92 00:07:00.430 --> 00:07:04.660 our gaze activity and seventy s percent of our emoting will go to the face 93 00:07:04.980 --> 00:07:09.939 if there is a face president something, and obviously in the videos. You're 94 00:07:09.939 --> 00:07:12.939 talking about the email videos. It's going to be a face. So that 95 00:07:13.100 --> 00:07:17.490 face is absolutely crucial to the successful delivery. So you heard it there, 96 00:07:17.529 --> 00:07:21.490 in particular at the end. These messages are so much more complete when the 97 00:07:21.689 --> 00:07:26.490 face is included in the message and we're naturally drawn to them. Here's a 98 00:07:26.529 --> 00:07:30.399 bonus quote from Dan in the podcast. He said the twenty five square inches 99 00:07:30.839 --> 00:07:36.959 that feature our eyes, nose and mouth is the richest visual territory on the 100 00:07:38.040 --> 00:07:42.759 planet and it's because there's so much information there. We have a millennia of 101 00:07:42.839 --> 00:07:48.230 human brain training and evolutionary benefit in focusing on those twenty five square inches and 102 00:07:48.389 --> 00:07:55.310 being able to understand what's being communicated even when it's not being said. Next 103 00:07:55.350 --> 00:07:58.980 up is David Merriman Scott, who's written more than ten best selling books, 104 00:07:59.259 --> 00:08:03.300 including the classic the new rules of marketing and PR marketing lessons from the grateful 105 00:08:03.379 --> 00:08:07.339 dead, which he co authored with Brian Halligan, CEO of hub spot, 106 00:08:07.740 --> 00:08:11.259 and his newest one, which he co authored with his daughter Reicho, who 107 00:08:11.339 --> 00:08:16.649 did a neuroscience degree at Columbia. That book is called FANOCCRACY, turning fans 108 00:08:16.689 --> 00:08:22.089 into customers and customers into fans. In this clip. David talks about shared 109 00:08:22.170 --> 00:08:28.279 emotions, how humans share emotions with one another, conscious and subconscious thought, 110 00:08:28.480 --> 00:08:35.120 and subconscious thought triggered by mirror neurons and virtual proximity that can be built even 111 00:08:35.159 --> 00:08:39.600 in the absence of physical proximity. The closer you get to somebody physically, 112 00:08:41.039 --> 00:08:46.309 the more powerful the shared emotions, either positive or negative. When you watch 113 00:08:46.429 --> 00:08:50.830 a video of people cropped as if you're in personal space, so about four 114 00:08:50.950 --> 00:08:58.539 feet away, looking directly at the camera, people think their people intellectually know 115 00:08:58.700 --> 00:09:01.179 they're just on a camera. I'm not actually in the same room, but 116 00:09:01.340 --> 00:09:07.700 your subconscious your mirror neurons tell you that you're actually in close physical proximity. 117 00:09:07.740 --> 00:09:11.730 You're in the personal space of the person who's on the screen. So this 118 00:09:13.009 --> 00:09:16.970 is a powerful way to grow fans of a business. Create a youtube channel 119 00:09:18.049 --> 00:09:22.610 and do videos that drive people into your business and then use services like bombomb 120 00:09:22.690 --> 00:09:28.360 to communicate to people using video, because that's an incredibly powerful way to build 121 00:09:28.480 --> 00:09:37.080 fans by establishing a virtual, close proximity to existing and potential customers. So 122 00:09:37.240 --> 00:09:41.549 some of what David offered there comes from research by Edward Te Hall, which 123 00:09:41.549 --> 00:09:48.429 he cites Infan accuracy Edward Tea Hall defines three particular spaces. Public Space, 124 00:09:48.590 --> 00:09:52.629 which is more than twelve feet away. Anything more than twelve feet away from 125 00:09:52.629 --> 00:09:56.779 us is considered public space, and out there we don't track other people subconsciously 126 00:09:56.820 --> 00:10:03.059 or with Dan's language, we're not focused on the twenty five square inches of 127 00:10:03.139 --> 00:10:07.929 those people's faces. Closer in is social space. This is about four feet 128 00:10:07.009 --> 00:10:11.649 to twelve feet away, and here we do start to track people subconsciously, 129 00:10:13.049 --> 00:10:18.330 they do register in our minds. But where we build social cohesion and where 130 00:10:18.370 --> 00:10:22.519 we share emotion, where we truly connect with people, is in what hall 131 00:10:22.639 --> 00:10:26.720 calls personal space, that is within for her feet. And so when you're 132 00:10:26.759 --> 00:10:31.279 using simple video communication in your less than two feet away from the camera, 133 00:10:31.360 --> 00:10:35.950 which is pretty common, and your viewer is less than two feet from the 134 00:10:37.029 --> 00:10:41.470 screen, which is pretty common, you are in that personal space and that 135 00:10:41.590 --> 00:10:46.870 is where you bond with other people really, really powerful. Finally, here 136 00:10:46.070 --> 00:10:50.139 is Vanessa Van Edwards, who is the founder of science of people. She 137 00:10:50.220 --> 00:10:56.539 calls herself the lead investigator there and she's studying the science of succeeding with people. 138 00:10:56.580 --> 00:11:00.019 That's actually the subtitle of her book, which is called captivate, a 139 00:11:00.340 --> 00:11:05.570 really great read about how we connect and communicate with other humans more effectively. 140 00:11:05.090 --> 00:11:09.929 In this clip, Vanessa talks about Oxytosin, which is the love hormone, 141 00:11:09.009 --> 00:11:13.250 or it's the way we bond and connect with other people. It's typically formed 142 00:11:13.370 --> 00:11:18.080 through touch, but she was interested in if it could be formed another way, 143 00:11:18.120 --> 00:11:22.639 if we would produce it another way, and here are the results of 144 00:11:22.720 --> 00:11:26.639 some research that she looked at. They want to know if oxytosin could be 145 00:11:26.679 --> 00:11:31.120 produced through video. An oxytosin is the wonderful chemical bonding of connection. I 146 00:11:31.200 --> 00:11:35.509 tip a lot about it and captivate and they know that Oxytisn't happens when we 147 00:11:35.590 --> 00:11:39.350 touched, shake hands, hug, I five this fun, and also when 148 00:11:39.389 --> 00:11:41.950 we make eye contact. But they weren't sure that happened over video and they 149 00:11:43.029 --> 00:11:46.029 found it. Yes, even through a little tiny dot that I looking at 150 00:11:46.110 --> 00:11:52.100 right now. Through video we can produce Oxytosin, and that was like it 151 00:11:52.220 --> 00:11:54.779 was like adding gasoline to the fire. For me, I was like, 152 00:11:54.940 --> 00:11:58.100 okay, we are already cooking, we're already like, like the fire is 153 00:11:58.179 --> 00:12:01.210 there, I just want to ignite it. And so hearing that made me 154 00:12:01.289 --> 00:12:05.850 realize that video was the single best way for me to connect with my customers. 155 00:12:07.529 --> 00:12:11.649 And a bonus quote from Vanessa, also research based. If you want 156 00:12:11.690 --> 00:12:16.039 to be clearer, more memorable and more engaging, the easiest, quickest way 157 00:12:16.559 --> 00:12:20.200 is to snap on your video. So if you're one of those people on 158 00:12:20.279 --> 00:12:24.639 the zoom call that leaves your camera off, you are missing opportunities to be 159 00:12:24.960 --> 00:12:28.679 more effective with other people. Those are just three reference points in a rich 160 00:12:28.879 --> 00:12:35.190 body of research that supports the science of video as a more effective way for 161 00:12:35.269 --> 00:12:39.990 humans to communicate, certainly when compared to playing typed out text, and the 162 00:12:39.110 --> 00:12:43.710 measurable outcomes are there to support it. And here are just a few more. 163 00:12:43.870 --> 00:12:46.899 Replies and responses to your messages. In a pilot study we did with 164 00:12:46.980 --> 00:12:52.779 an international recruiting technology company, they produced a fifty six percent lift in cold 165 00:12:52.860 --> 00:13:00.090 email response rate when those emails included video. Think about the downstream consequences to 166 00:13:00.129 --> 00:13:03.690 your entire process. If you could generate fifty six percent more replies on the 167 00:13:03.850 --> 00:13:07.929 initial email, think what that means down the line. Another one is more 168 00:13:07.970 --> 00:13:13.480 appointment set and held. We did a test with a company that's consistently in 169 00:13:13.559 --> 00:13:16.679 the top ten percent of the franchise five hundred and it was with their franchise 170 00:13:16.799 --> 00:13:22.919 sales team. They found that when they added video to the meeting confirmation with 171 00:13:22.039 --> 00:13:28.429 potential franchise's it produce used a twenty four percent lift in show rates on those 172 00:13:28.549 --> 00:13:33.309 meetings. And Sixty eight percent, that's the share of people that reported higher 173 00:13:33.389 --> 00:13:39.309 close rates and higher conversion rates compared to plane typed out text. Another measurable 174 00:13:39.350 --> 00:13:43.899 outcome from that Same Survey. Ninety percent of people said video allows them to 175 00:13:43.980 --> 00:13:48.179 stay in touch more effectively than plane typed out text alone. In fully, 176 00:13:48.259 --> 00:13:52.299 twenty five percent said it doubled or more than doubled their effectiveness in terms of 177 00:13:52.340 --> 00:13:56.730 staying in touch. This, of course, is a winning play in every 178 00:13:56.769 --> 00:14:01.090 seat in your organization, not just sales or marketing, not just CSMS or 179 00:14:01.090 --> 00:14:07.730 account managers, leaders, managers, recruiters, researchers, developers, product people. 180 00:14:07.769 --> 00:14:11.480 Everyone needs to stay connected to the people who matter most to their success, 181 00:14:11.679 --> 00:14:16.559 internally and externally, and video can help you do that. Finally, 182 00:14:16.559 --> 00:14:20.720 here, specifically on the CS side of the house, eighty two percent decrease 183 00:14:20.799 --> 00:14:24.750 in ticket time to resolution, fifty five percent increase in one touch ticket resolution 184 00:14:26.110 --> 00:14:31.990 and forty one percent increase in the incidence of filling out the satisfaction survey response 185 00:14:31.110 --> 00:14:37.070 form after an interaction. Those all come from an analysis of tens of thousands 186 00:14:37.070 --> 00:14:41.299 of tickets going through the Bombombsen desk integration, which does a fantastic job of 187 00:14:41.379 --> 00:14:46.539 showing the efficacy of video in a CS context. So those are some outcomes 188 00:14:46.580 --> 00:14:52.379 among many. But what metrics are we looking at as we're engaging in video 189 00:14:52.539 --> 00:14:56.490 in emails and text messages and social show messages again the simple casual conversational style 190 00:14:56.570 --> 00:15:00.970 of video. Well, in an email context, of course you can look 191 00:15:00.970 --> 00:15:03.529 at the email open rate and adding the word video of the subject line has 192 00:15:03.570 --> 00:15:07.039 been shown to increase it. Of course there's click through rate in the email. 193 00:15:07.039 --> 00:15:09.559 If you can use a video to compel someone to give you a click, 194 00:15:09.879 --> 00:15:13.240 you can probably increase click through rates. From that same survey I reference 195 00:15:13.279 --> 00:15:18.919 before, eighty seven percent of people said adding video to their emails increase their 196 00:15:18.960 --> 00:15:22.110 click through rate. And you have email reply rate. But no matter where 197 00:15:22.110 --> 00:15:24.190 you're putting the video, of course you can look at the video play rate 198 00:15:24.269 --> 00:15:28.350 of all the videos I put out. What share of them got played? 199 00:15:28.389 --> 00:15:31.590 or of putting this video in front of x number of people, what share 200 00:15:31.629 --> 00:15:35.669 of them actually played the video? So you have video play rate, you 201 00:15:35.740 --> 00:15:39.100 have video play duration. How long are people watching my video by individual or 202 00:15:39.139 --> 00:15:45.580 an aggregate video reply and reaction rates. So with bombomb people can interact with 203 00:15:45.700 --> 00:15:48.700 your video directly on the video play page. They can reply back with their 204 00:15:48.740 --> 00:15:52.490 own videos, even if they're not using bombm and so what is the incidence 205 00:15:52.610 --> 00:15:58.889 of this engagement straight off of the video play experience? Of course you have 206 00:15:58.970 --> 00:16:02.210 something like a general activity level and you can cut that a variety of different 207 00:16:02.250 --> 00:16:04.159 ways. How many emails is the team sending? How many emails is this 208 00:16:04.320 --> 00:16:07.480 person sending? How many of them have video? What is the open rate? 209 00:16:07.600 --> 00:16:11.440 What's the play rate? What's the response rate? And so a lot 210 00:16:11.480 --> 00:16:15.000 of folks like to look at activity levels when they're looking at their video metrics. 211 00:16:15.480 --> 00:16:21.230 But not everything that counts can be counted and not everything that can be 212 00:16:21.429 --> 00:16:26.549 counted counts. I'll say that again. Not everything that counts can be counted 213 00:16:26.190 --> 00:16:30.509 and not everything that can be counted counts. That's a quote often tributed to 214 00:16:30.590 --> 00:16:34.779 Albert Einstein. Quote Investigator Assigns it to William Bruce Cameron in a book that 215 00:16:34.779 --> 00:16:40.340 he wrote in the early S. not everything that counts can be counted, 216 00:16:40.419 --> 00:16:45.539 which brings me to the new metric. We call it facetofacetime. This is 217 00:16:45.659 --> 00:16:51.769 the total amount of facetofacetime generated by recording and sending videos within one week's time. 218 00:16:52.330 --> 00:16:56.330 And again, if you watch this presentation by visiting Bombombcom podcast and checking 219 00:16:56.370 --> 00:17:00.769 out this episode, I'll um bed the full video recording. You can see 220 00:17:00.440 --> 00:17:04.920 that on one of the leader boards that I show, the leader generated seventy 221 00:17:04.960 --> 00:17:11.559 nine hours and twenty two minutes of facetofacetime in one week. Unless you are 222 00:17:11.559 --> 00:17:15.230 an absolute work a holic, there is no way that you're having eighty hours 223 00:17:15.269 --> 00:17:19.990 or seventy nine and a half hours of facetoface meetings in any given week. 224 00:17:21.150 --> 00:17:22.950 You wouldn't even do that if you only did them on zoom and you certainly 225 00:17:22.990 --> 00:17:26.470 wouldn't do it if you had to get in your car, get on a 226 00:17:26.549 --> 00:17:30.460 bus or get in an Uber and visit people to generate that amount of facetoface 227 00:17:30.539 --> 00:17:34.900 time. So you can see that video scales. Right behind the leader is 228 00:17:34.940 --> 00:17:38.380 another person who jumped a hundred and twenty one spots. This is a group 229 00:17:38.380 --> 00:17:44.890 of about four or five thousand members. By going from seven hours to fifty 230 00:17:44.930 --> 00:17:48.529 nine hours of facetime in one week in another group we look at. I 231 00:17:48.569 --> 00:17:52.690 look at the aggregate number in this group of a hundred and forty members. 232 00:17:52.769 --> 00:17:56.809 They generated a hundred forty eight hours and fifty two minutes of facetime in one 233 00:17:56.930 --> 00:18:02.279 week. And that's beyond the zoom calls, that's beyond the in person appointments, 234 00:18:02.359 --> 00:18:06.240 that's simply through video, email messages and of course, on these types 235 00:18:06.279 --> 00:18:08.880 of dashboards you can still see the activity accounts, you can still see all 236 00:18:08.880 --> 00:18:15.190 those rates and ratios, but I argue that facetofacetime is the transcendent metric for 237 00:18:15.230 --> 00:18:18.549 a few reasons. First, it's the precursor to those measurable outcomes. If 238 00:18:18.589 --> 00:18:23.589 you're not generating facetofacetime, you're probably not increasing the reply rate, you're probably 239 00:18:23.710 --> 00:18:27.619 not increasing the appointment held rate and some of those other outcomes that we talked 240 00:18:27.660 --> 00:18:34.140 about. In addition, facetofacetime requires the performance of all those common metrics. 241 00:18:34.500 --> 00:18:38.980 Obviously, if you're generating a lot of facetofacetime, you are getting those videos 242 00:18:40.099 --> 00:18:45.210 played, you are enjoying good video play duration and all of those other common 243 00:18:45.289 --> 00:18:49.490 metrics that were looking at. They have to occur in order to generate facetofacetime. 244 00:18:49.809 --> 00:18:52.650 And addition now and we're getting a little bit softer, but it's very 245 00:18:52.730 --> 00:18:56.200 important to think about. You know, we want receptivity of our message, 246 00:18:56.200 --> 00:19:02.119 we want engagement with our message and that requires good messaging, good targeting, 247 00:19:02.160 --> 00:19:07.759 a high level of relevance, and so generating facetofacetime is a very strong indicator 248 00:19:07.240 --> 00:19:11.869 that you are doing those things well, because facetofacetime is receptivity, it is 249 00:19:11.990 --> 00:19:18.230 engagement, and so people obviously are reasonably well targeted, the message is reasonably 250 00:19:18.349 --> 00:19:23.819 relevant, your messaging is reasonably good because people are consuming you in a facetoface 251 00:19:23.980 --> 00:19:30.500 manner intentionally and finally hear some of those other softer benefits human connection, perceived 252 00:19:30.539 --> 00:19:36.140 authority, shared emotion, all of those reasons we want to get facetoface with 253 00:19:36.259 --> 00:19:41.450 people, to connect and communicate and present and share and persuade and all those 254 00:19:41.490 --> 00:19:45.369 other things we want to do to be successful. facetofacetime captures all of that. 255 00:19:45.970 --> 00:19:49.730 And that quote I offer just a minute ago about not everything that counts 256 00:19:49.769 --> 00:19:53.720 can be counted comes from a great book by the founder and former CEO of 257 00:19:53.799 --> 00:19:59.000 the vanguard group, John Bogel. The book is called enough true measures of 258 00:19:59.079 --> 00:20:02.960 money business in life, not too far from that quote, which he did 259 00:20:03.000 --> 00:20:07.549 attribute to Albert Einstein. Are these written words. But before I get to 260 00:20:07.630 --> 00:20:12.910 the pitfalls of measurement, to say nothing of trying to measure the immeasurable things 261 00:20:12.990 --> 00:20:18.950 like trust, wisdom, character, ethical values and the hearts and souls of 262 00:20:18.990 --> 00:20:26.500 the human beings who played the central role in all economic activity, I offer 263 00:20:26.619 --> 00:20:30.380 that to key in on this idea of immeasurables, things that cannot be measured, 264 00:20:30.779 --> 00:20:34.539 the things that count but cannot be counted. In bogel's words, it's 265 00:20:34.660 --> 00:20:40.049 trust, wisdom, character, hearts and souls, ethical values, and the 266 00:20:40.089 --> 00:20:45.730 key here is all economic activity. All of this is economic activity, even 267 00:20:45.769 --> 00:20:49.559 when money is not being exchanged. This is economic activity. We're trying to 268 00:20:49.640 --> 00:20:55.400 decide. Is there enough value, perceived or real, for me to make 269 00:20:55.519 --> 00:20:59.839 whatever level of commitment or investment I need to make in order to enjoy that 270 00:20:59.960 --> 00:21:03.000 value. Right. Should I open this email? Should I take this survey? 271 00:21:03.349 --> 00:21:07.670 Should I reply to this phone call? Should I attend this Webinar? 272 00:21:07.069 --> 00:21:11.269 Should I honor this request? All of that is economic activity, and so 273 00:21:11.430 --> 00:21:15.150 we need to keep in mind the immeasurables. I want to close here by 274 00:21:15.190 --> 00:21:21.539 bringing you along into this idea that facetofacetime is the metric that matters most, 275 00:21:21.619 --> 00:21:25.900 that it is the transcendent metric, and you'll agree with me if you agree 276 00:21:25.940 --> 00:21:30.019 with some of these statements. Your immeasurables making measurable difference in Your Business. 277 00:21:30.900 --> 00:21:37.930 Your people are your most valuable asset. Your team should be more visible to 278 00:21:38.089 --> 00:21:45.170 your customers. You want to create and deliver a more personal and human customer 279 00:21:45.250 --> 00:21:48.680 experience. Obviously, if you're a listener to the show, you know that 280 00:21:48.799 --> 00:21:52.480 we do need to generate a more personal and more human customer experience. There 281 00:21:52.480 --> 00:21:56.920 are a number of ways to do it, but in some cases you must 282 00:21:56.079 --> 00:22:00.200 do the immeasurable. You must reach out on a one to one, human 283 00:22:00.319 --> 00:22:04.950 to human basis, because all anyone needs and wants is to feel seen, 284 00:22:06.509 --> 00:22:11.309 heard, understood and appreciated in a simple personal video allows you to do that. 285 00:22:12.029 --> 00:22:15.619 If you want to learn more about the science of video, check out 286 00:22:15.619 --> 00:22:22.259 episode fifty four with Vanessa van Edwards unlocking the science of video. If you 287 00:22:22.339 --> 00:22:26.220 want to go deeper into ways to build fans, check out episode sixty three 288 00:22:26.299 --> 00:22:30.690 with David Merriman Scott creating fans through human connection. And if you want to 289 00:22:30.730 --> 00:22:34.849 learn more about emotional intelligence and the power of faces. Give a listen to 290 00:22:36.089 --> 00:22:41.490 episode seventy five with Dan Hill, appropriately titled Emotional Intelligence and the power of 291 00:22:41.650 --> 00:22:45.799 faces. Again, you can check out this presentation from the narrative, science, 292 00:22:45.839 --> 00:22:52.519 data storytelling summit by visiting bombombcom slash podcast. There you can see the 293 00:22:52.680 --> 00:22:56.960 three episodes I just mentioned and every other episode as well. And if you're 294 00:22:57.000 --> 00:23:02.309 listening to the show in your preferred podcast player, please take a minute to 295 00:23:02.349 --> 00:23:06.230 leave a rating or a review. It's so helpful to the show. Again, 296 00:23:06.309 --> 00:23:07.630 my name is Ethan be you. Thank you so much for listening, 297 00:23:07.670 --> 00:23:11.859 and I encourage you to get face to face with more people more often, 298 00:23:12.099 --> 00:23:18.660 using video if you can't be there in person. One of the things we've 299 00:23:18.660 --> 00:23:22.619 learned about podcast audience growth is that word of mouth works. It works really, 300 00:23:22.660 --> 00:23:26.420 really well actually. So if you love this show, it would be 301 00:23:26.460 --> 00:23:30.009 awesome if you texted a friend to tell them about it, and if you 302 00:23:30.210 --> 00:23:33.410 send me a text with a screenshot of the text you sent to your friend, 303 00:23:33.890 --> 00:23:37.170 Metta, I know I'll send you a copy of my book content based 304 00:23:37.170 --> 00:23:41.410 network, how to instantly connect with anyone you want to know myself phone numbers 305 00:23:41.440 --> 00:23:45.200 four hundred and seven, four nine hundred three and three two eight. Happy 306 00:23:45.279 --> Texting
