Mad Cows, Killer Robots, & Your Video Marketing Strategy

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In the time of AI & automation trust is one of your most valuable differentiators. And video marketing is the best way to build trust at scale. Slides from my talk at Content Marketing Conference 2019 in Boston

Marketing

The development of full
artificial intelligence
could spell the end of the
human race.
Stephen Hawking

Fake a face Fake a video Fake a voice
Already AI can
#CMC2019 @DanielWaas

GRAB YOUR PHONE
thispersondoesnotexist.com
OPEN YOUR BROWSER
RAISE YOUR HAND
ENTER
Looks real
Looks fake

A little bit of
SCHADENFREUDE
#CMC2019 @DanielWaas

01
02
03
04
05
06
07
08
09
Enough AI Theory: Combine AI With Customer Data
AI Powered Marketing Methodology And Technology
What Marketers Need To Know About The AI Revolution
Engagement: Automating Conversations at Scale
Driving Growth With AI-Driven Segmentation
How Neural Networks Enable Computers To Think Like Us
Taxonomy: Hero Of AI, Bots, Voice Search & Retail
Advanced Applications Of AI And Content Marketing
The Rise Of Conversational Marketing
AI makes us
uneasy, but as
Marketers we
sure love it.
Select Talks
from
Marketing
Conferences

There‘s an uncanny valley here, that
uncomfortable feeling
we get when
we know we‘re being played,
when someone tries to
steal the value of actual
person-to-person connection.
Seth Godin

„Trust“ is actually
a point of differentiation.
Mark Schaefer

Lack of Trust
48%
Incompetence
28%
Lack of Clarity
14%
Likeability
10%
Trust’s Role in
Business
-
#1 Reason
Not To Buy From
A Sales Rep
Source: TrustEdge – What is the #1 reason you will not buy from a specific sales person?

When trust
evaporates
Source: Statistics Canada

China didn‘t allow US Beef until 2017
Source: United States Department of Agriculture

Relationship Competence Consistency
Be invested in the
relationship
Get the job
done well
Follow through on
commitments
How Trust is Kept
#CMC2019 @DanielWaas

A little story about video
#CMC2019 @DanielWaas

Our sales team achieved
a
37% higher
close rate
when they always
turned their
camera on.
#CMC2019 @DanielWaas

Facebook Live videos
receive
10x more comments
than regular videos.
#CMC2019 @DanielWaas

The average participant
spends
52 minutes on a
marketing webinar.
#CMC2019 @DanielWaas

Whiteboard, 7%
One-to-One, 12%
Culture Videos,
23%
Livestreams, 24%
Customer videos,
37%
Social Media
Shorts, 38%
How-to's, 42%
Webinars, 45%
Explainers, 54%
Demos, 59%
Product Videos,
63%
0% 10% 20% 30% 40% 50% 60% 70%
The
Most Common
Video Types
Marketers
Create
Source: Demand Metric – State of Video Marketing Report

Automate the tedious
tasks, not the human
interaction
Trust is your critical
differentiator in the
age of AI automation
Use personal & live
video to build trust &
connection
Conclusion
KILLER ROBOTS MAD COWS VIDEO MARKETING
#CMC2019 @DanielWaas

On your next
meeting, get on
camera & start
building trust
with your team!
Do what only you can do.
Next time you
produce a video,
have it show you
& how you help
your customers
Next time to build
a relationship
with your
customers at
scale, host a
webinar.
Be human. Be yourself.
#CMC2019 @DanielWaas

A significant brand is a rare breed. Not many of them exist in this world, but when you meet one you soon know about it. Becoming one does not require luck, timing or large advertising budgets. Significant brands simply value their customers more than themselves, and they are willing to do the things that other brands don't do. I didn’t actually create this list of "Significant Brands” to produce a ranking table, but to spark a debate. These brands are significant to me because of what they stand for, not how much money they have made. After all, isn’t that the real purpose of business… To not just make a profit, but to make a profit that has a purpose? Significant brands are run by companies who's intentions lie beyond profits. They want to make profits with purpose. Significant brands stand for something larger than themselves. They inspire and add value to the lives of everyone they touch. So, these are my top 25 most #SignificantBrands. I've tried to include a few stories around why I think they are significant, and a couple of words from one of their founders or executives. I hope you like them. If you don't, even better... create your own list and post it on slideshare ~ because we don't have deep conversations about brand purpose often enough. What are your most significant brands?

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Mad Cows, Killer Robots, & Your Video Marketing Strategy

1. #CMC2019 @DanielWaas

3. AI

7. The development of full artificial intelligence could spell the end of the human race. Stephen Hawking

8. Fake a face Fake a video Fake a voice Already AI can #CMC2019 @DanielWaas

9. GRAB YOUR PHONE thispersondoesnotexist.com OPEN YOUR BROWSER RAISE YOUR HAND ENTER Looks real Looks fake

10.

11. A little bit of SCHADENFREUDE #CMC2019 @DanielWaas

12.

13. #CMC2019 @DanielWaas

14. 01 02 03 04 05 06 07 08 09 Enough AI Theory: Combine AI With Customer Data AI Powered Marketing Methodology And Technology What Marketers Need To Know About The AI Revolution Engagement: Automating Conversations at Scale Driving Growth With AI-Driven Segmentation How Neural Networks Enable Computers To Think Like Us Taxonomy: Hero Of AI, Bots, Voice Search & Retail Advanced Applications Of AI And Content Marketing The Rise Of Conversational Marketing AI makes us uneasy, but as Marketers we sure love it. Select Talks from Marketing Conferences

15. Browser Push Notifications

16. Social Notifications

17. BOTS BLOWING UP MY PHONE…

18. There‘s an uncanny valley here, that uncomfortable feeling we get when we know we‘re being played, when someone tries to steal the value of actual person-to-person connection. Seth Godin

19. Trust erodes

20. „Trust“ is actually a point of differentiation. Mark Schaefer

21. Lack of Trust 48% Incompetence 28% Lack of Clarity 14% Likeability 10% Trust’s Role in Business - #1 Reason Not To Buy From A Sales Rep Source: TrustEdge – What is the #1 reason you will not buy from a specific sales person?

22. When trust evaporates Source: Statistics Canada

23. China didn‘t allow US Beef until 2017 Source: United States Department of Agriculture

24. Relationship Competence Consistency Be invested in the relationship Get the job done well Follow through on commitments How Trust is Kept #CMC2019 @DanielWaas

25. A little story

26. A little story about video #CMC2019 @DanielWaas

27. Our sales team achieved a 37% higher close rate when they always turned their camera on. #CMC2019 @DanielWaas

28. Facebook Live videos receive 10x more comments than regular videos. #CMC2019 @DanielWaas

29. The average participant spends 52 minutes on a marketing webinar. #CMC2019 @DanielWaas

30. Whiteboard, 7% One-to-One, 12% Culture Videos, 23% Livestreams, 24% Customer videos, 37% Social Media Shorts, 38% How-to's, 42% Webinars, 45% Explainers, 54% Demos, 59% Product Videos, 63% 0% 10% 20% 30% 40% 50% 60% 70% The Most Common Video Types Marketers Create Source: Demand Metric – State of Video Marketing Report

31. Automate the tedious tasks, not the human interaction Trust is your critical differentiator in the age of AI automation Use personal & live video to build trust & connection Conclusion KILLER ROBOTS MAD COWS VIDEO MARKETING #CMC2019 @DanielWaas

32. On your next meeting, get on camera & start building trust with your team! Do what only you can do. Next time you produce a video, have it show you & how you help your customers Next time to build a relationship with your customers at scale, host a webinar. Be human. Be yourself. #CMC2019 @DanielWaas

Editor's Notes

Leave to AI what AI is good at. Leave to the human what the human is good at. Part I - Killer Robots - The prospects of smart AI are scary but what AI is great at is automating the mind-numbing tasks. - Yet Marketer's are using AI technology to interrupt & to automate human engagement - This type of marketing erodes trust Part II - Mad Cows - What is trust - Why is it important - How do you build trust? Part III - Your Video Marketing Strategy - How video builds trust - The impact of video - Why marketers need to change focus Recap Call-to-Action
Leave to AI what AI is good at. Leave to the human what the human is good at. Part I - Killer Robots - The prospects of smart AI are scary but what AI is great at is automating the mind-numbing tasks. - Yet Marketer's are using AI technology to interrupt & to automate human engagement - This type of marketing erodes trust Part II - Mad Cows - What is trust - Why is it important - How do you build trust? Part III - Your Video Marketing Strategy - How video builds trust - The impact of video - Why marketers need to change focus Recap Call-to-Action
Leave to AI what AI is good at. Leave to the human what the human is good at. Part I - Killer Robots - The prospects of smart AI are scary but what AI is great at is automating the mind-numbing tasks. - Yet Marketer's are using AI technology to interrupt & to automate human engagement - This type of marketing erodes trust Part II - Mad Cows - What is trust - Why is it important - How do you build trust? Part III - Your Video Marketing Strategy - How video builds trust - The impact of video - Why marketers need to change focus Recap Call-to-Action
https://trustedge.com/wp-content/uploads/2018/10/2019-Trust-Outlook.pdf
https://www150.statcan.gc.ca/n1/pub/11-621-m/11-621-m2004010-eng.htm
https://www150.statcan.gc.ca/n1/pub/11-621-m/11-621-m2004010-eng.htm

Mad Cows, Killer Robots, & Your Video Marketing Strategy

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