How To Measure the Success of Video Training Courses

00:26:24 | February 23, 2015

Join the Vidcaster video strategy team as we dive into how to analyze your video training courses and tie those results to key business objectives. You'll not only learn what you need to create a successful video training experience, but you will also learn about the metrics that matter to measure the success of that course.

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Let's get started here. So welcome to the webinar today. It's February 19. We're going to be talking about analyzing the simple online video courses, and this is going to be a little bit different than what we previously had talked about. Here at Vidcaster, we think online video courses come in many forms, such as training your prospects, training your customers, or even training internally. But first, before we dive into that, I'm Eri, Ducker. I'm a video strategist here at Vidcaster, and I'm joined today by Kara Spangler. She's the director of customer success here at Vidcaster. But let's get things started. This is who we are, and then so the agenda today-- we're going to do a quick recap of the online training platform options available, and then we're going to take a step back and kind of ask you guys the question of, what's your training objective? And we're going to ask you through a poll, and then actually have you type out exactly what your training objective is, and then at the end, we're going to come back and talk about that specifically. So we'll poll a couple at the end, and we can talk through those together. And then so for me, I'm going to do a quick overview of the metrics that matter for analyzing these online courses, and then Kara is going to take over and kind of map the use case examples to the metrics that matter and kind of how those play together and how you could reach your goals with video. And then at the very end, as I said earlier, we'll do a live strategy discussion of your use case. So quickly, the technology options for video training are pretty straightforward. The most common one that you probably hear about are learning management systems or what we call LMSes. These are extremely robust solutions. They require a lot of resources to purchase, implement, and actually maintain. Some of them have video. Some do not. A lot of them rely on third party providers, such as YouTube, Vimeo to provide that video experience, and then video, usually, is just kind of a component of the whole LMS. But the LMS is really structured around a course or a syllabus for you to see. So the next one that we are seeing in the marketplace is live streaming learning environments. So these are basically kind of like a webinar, but kind of paid learning environments. So instead of having a traveling teacher go city to city, instead you set up a virtual classroom, where people come to a video. Just sign up on their computer, and then there's an instructor live there on the computer screen that allows you to interact with them one-on-one or even one on a group of people. And then there's also these homegrown websites with video embed. These are really difficult to put together a lot, usually, and a lot of the times your resources are then split up in multiple places. And then it's actually really hard to kind of gather the data that's really important for measuring the success of your training programs. And then there's, finally, online video tools, such as Vidcaster and other online video platforms designed for creating training. These are platforms not designed around texts or syllabuses, but actual video content. They allow for organizing your videos easily, analyzing your videos, and it's all in one place, one dashboard that allows you to configure the way that you want your video set up. It's not as robust as the LMS, but it can actually achieve the results that you're looking for, depending on what objective you set out from the beginning. And so just kind of moving forward through that, let's take a look at kind of the things that you need to consider when you're buying a solution. First thing, we need to understand the difference of video training and LMSes. Here at Vidcaster, we're working to define what video train really is. We kind of see video training as an education centered around video, and so the video is the main content producer. That means that most of the content media-- sorry. That means that most of the education work is happening in the video via the content that's being played or displayed. The interactivity within the video, such as quizzes and surveys that we'll discuss later on, but it all happens within that video. So video's the center of the training content. However, as in LMS, video is just that one component, and it may not be the main reason why you need video. So at the end of the day, you have to decide if video training content is enough to live as centerpiece of your training. If video takes small portion your training, perhaps, an LMS is actually a great option. So once you've decided what direction you're heading, you may also think about how your content's being viewed. And this comes down to the security. Do you need it in a private site that's separate from your organization? Do you want Single Sign-On, so you can actually put it within your internal portal, that pre-existing portal? Do you want to require subscriptions, or do you want to just gate it through basic contact information, so you can at least track who's watching your video? These are just all the things that you need to consider when looking to create an experience like this and moving forward when you're putting together a video-based site. So at this point, I want to ask everyone a quick question. And the question is pretty simple. What is your key high level training objective? So just select one of the following-- training prospects, training customers, or training internally. So we'll let those results come in. It looks like a lot of training internally. Wait a few seconds. All right. So it looks about pretty interesting split. So it's about 44% are focused on training internally, 33% are training customers, and 22% are training prospects. So let's move on. We'll talk a little bit about why we find those things so valuable and why we think of training prospects as the same as training internally, but what are the key differences between those two? But before we go into that, I just wanted to give you guys a high level understanding of the metrics that we see that matter. And they kind of break down to four categories. So the categories and metrics we see are audience, contacts, engagement, and conversions. So the audience is kind of who is watching your videos, how they're watching. The contacts are the individual people, how the individual person is watching your video and engaging with it. The engagement is looking at how people are interacting with your video. Are people actually clicking on things? Are people continuing to watch more and more of their video? And then finally, conversions, which is kind of the robust metric, where you can actually start optimizing your video performance. So the audience, we kind of see this breaks down into the geography and the device, and then who your users are and how often they come back. So geography is important to understand, just because, say you're thinking of doing multi-language training courses. You need to know where your customers are coming from, so you can actually produce the right videos in the right languages. Device breakdown is very important, because people consume video very differently on different devices. For example, on desktop, according to a recent report from Visible Measures, desktop viewers actually only watch about two minutes or less of a video, while mobile users, such as iPhones, Androids, watch a little bit more-- about 2.4 to three minutes. And then when people are actually consuming video on iPad, they're really consuming video. So they're up to five minutes per video they're watching. So this information is actually really powerful for you as a content creator to understand how long your video should be and what point do people really start dropping off based on just the device. So it's really just a matter of understanding how people are consuming your video content. Next is the individual contact profile, so this gives you an idea of the nitty-gritty. So you can see my own contact profile. I skipped around some videos. This gives you a stream of recent activity, and this is important. If you're just looking to see-- check up on one person, especially if you're training internally, a certain person's not engaging with the content, you can go back and see why they're not engaging with the content. You can see where they're missing the information that they need, and then it gives you a full video activity history, and then actually, your results of the quiz. So each contact gets a whole report centered around them. That's really important as a trainer to understand how individuals are interacting, not just on the aggregate. Next is engagement, so this gives you a high level view of how people consume your content and how often they're consuming. So some of the key metrics you need to understand is which videos are the most popular, and how long are they actually staying on those videos. So not just the number of plays, but the number of hours spent in that video gives you a different idea of how engaging the content is. And then, for example, plays per viewer-- are people watching one video and leaving, or are they watching multiple videos and staying? All these things are very important. Clicks are-- any interactivity is very important to track as well due to the fact if you're putting up annotations and quizzes, you're putting in the resources to provide this extra information or extra testing, you want to see if people are actually engaging with that content. Finally, conversions. So this is the crux of all the metrics that we look at. The play completes form submissions versus the amount of time someone saw the form, how often someone actually submitted a quiz after seeing the quiz pop up, and same with annotations. So as I talked before, it's important to understand how often are people clicking on the annotations that you're providing? Because you are putting work into providing this additional information. If people aren't clicking on it, clearly the content is not there. And vice versa-- if people are clicking the content, maybe they need more clicks and whatnot. So that's the high level view of the metrics. I just want to take a quick breather, and I'm going to pass it off to Kara, who's going to dig into the use cases behind all these objectives and how the metrics relate to them. Awesome. Thank you, Erik. Before I get started into use cases and looking at how some of the Vidcaster customers use this platform to deliver video to their prospects for training or internal training or customer training and some of those tools that are needed in metrics that they evaluate, I wanted to respond to two questions so far that I've seen in the chat box. Somebody asked if this webinar is going to be recorded. So we are recording the webinar. We're going to post it to our website at a later date, either sometime probably early next week, and then also another person had asked, what was the source for the status run video duration and viewing by device? So in the video, we will put a link to that resource that you can access that report as well, and it will probably be provided in the email. So you will get access to that information at a later date. So wonderful. So looking at the use cases, so what we've done here is really looking at the top training objectives for prospects, internally training, whether it's your employees, your staff, any sort of internal training, and then training your customers. So starting with training your prospects, really your main goal for training your prospects is to be converting leads into customers, and even furthermore, converting viewers into customers. Who's visiting your website, and what are they interested in? And then how do you get them to become a paying customer? So to do that, you want to provide high value content to convert those viewers into leads. That content needs to be informative about what you can do or provide for your customer. You can always follow the WIFM-- what's in it for me? And within this content, demonstrate your product. Don't just talk about it or gloss over it. Actually get into showing this is how you use the product. If you're a SaaS company, get into your platform. Show them a tour, and really educate them on what's going to be coming next, so they really get that buy-in prior to making that purchase. You also want to educate your leads about that product. Make them an expert before they want to buy. And within evaluating those analytics for training those prospects, what are the specific categories of content or set of videos that a particular viewer is interested in or one particular contact that you want to convert into a customer? That's going to help you along the sales cycle. You can target your campaigns towards those particular prospects to be able to really share with them additional information they're going to want to see, and not just a general marketing campaign, but really targeting it with additional video content that they can engage with. So going into two examples, our first example is from VMware. And VMware was looking for a training site for a marketing as training use case, so educating their viewers on some of their additional products that they have and upselling paid courses and online training courses. So to do that with Vidcaster, they built a custom theme, so they could have an optimal lead flow and really deliver the content in a way that they felt was meaningful for their viewers. They used in video, what we call interactivity, or annotations and video links to additional resources, quizzes, to drive that conversion, drive that additional layer of engagement, and be able to track all of those interactions by their viewers along the way. They also know that they had a global audience. So they localized all of their content to support nine different languages, so they could really truly reach their audience and also be able to see within those analytics, where are those prospects coming from across the globe? And then finally, they filled out lead forms. So in this example here, we've got what we call a lead wall, and it is a customized form that you can request for someone's email address, as well as additional information-- first name, last name, company, what region are you coming from? And this is going to help your sales team or your lead nurturing process be able to specifically target those users. The results that VMware were looking for and what they really analyzed for their analytics is the number of leads that they're getting and where what videos are converting those viewers into leads and prompting people to sign up to those lead forms. And then what are those contacts clicking on within those videos with those in-video annotations? They also really evaluate, what's the popular content? What are products that people are really interested in, and where can we help to convert those people for those paid courses? Something really interesting to note is that they were really surprised within all of their video analytics to look to see how older content-- stuff that they thought had gotten old-- was no longer of use to their viewers, was really surprisingly popular. And they can really capitalize on that to convert more prospects into customers by retargeting it and reusing some of that, quote unquote, older content. They also look at the video engagement via the lead nurturing, so within their lead nurture track, including videos and emails that they're sending to prospect's, not only are those prospects clicking on those videos, but they're also-- what level of content are they watching? Next example is SnapLogic, who wanted to educate prospective customers not only about their services, but about their company. So they've organized their content for easy navigation by topic, and they also utilize those lead forms. And the results and analytics that they really pay attention to are very similar-- video engagement, what content is popular, what are their leads that are being captured, and what content are they engaging with, and then looking at that lead to customer conversion. So at a high level, when you're looking to train your prospects, some key features and items that you'll probably need is a leadwall or some form of gate that you can put on your video content to be able to capture information about that viewer, identify who they are, where they're coming from, what are they interested in learning. It's also important to have some sort of marketing automation platform, so something that, once they watch a video and engage with content, how can you further engage them and lead them along a nurture track? Also looking at video embeds across your site and gating those with something like a leadwall form. So not only are you driving people to a particular gallery of videos where they get a whole host of content, but the ability to embed videos where it's most powerful in educating those prospects. And then a CRM connection like a Salesforce-- be able to take and really turn action from those leads to get them to your sales team to be able to convert them. And then there's a list of things that you want to analyze like we just talked about-- the viewer to lead conversion rate, what they're engaged with, all of that audience data, where they're coming from, even what devices they're using, because that's going to help you understand how to best deliver that content to them. The video leads converting into customers, and then what is that popular content? Next, we're going to move into the training internally. So looking to onboard, educate, and retain your employees. So with onboarding employees, you want to make video part of your process for employees from the very beginning, and then you can use it for continued professional growth. You can use it to communicate sensitive information, and this is where you'll want to have a private site or secure gate on your content, such as a single sign-on connection. And then you can use this to easily distribute content, whether it's nationwide or globally to your team, such as sharing recordings and company meetings and seminars without having to have that expense of flying everybody in for a conference. So two examples we have for that-- really, we went outside a little bit of the box of the internal training portal and showed you some unique use cases of training the internal. So the first one is BlockJocks, who is training on anaesthesia education and actually goes around the country to do seminars and conferences and courses, but really finds his value in reselling content. So bulk subscriptions to hospitals and doctor organizations and providing continued education for users on different medical practices, and has the in-video payment forms for subscriptions. So this is not only training internally, but also charging for that training content. Metrics that are important to him are number of subscribers, revenue generated, what's that popular content so he can keep providing continued value to users, and then what is that subscriber activity? What are people engaging with? The next is MIT has an enterprise form, and it's really a place that they can communicate thought leadership across the country. So they have different regional groups that can connect and share their meetings and their conferences and where they are finding value within different areas of education. And then providing them with tools to embed video across their different partner sites and those regional group sites, and making it easy for them to manage it with numerous admins. Each region is an admin in the back end being able to publish their own video content, manage it, and organize it in a seamless manner. They're really interested in seeing the number of groups across the country that are engaging it. Who's posting content? Who are the rock stars? Who is really providing the content that people want to watch? Where are chapters placing those other videos? So where are those embeds also becoming powerful, so they can share that information across their organization? And looking at the overall growth. So some of the things that we mentioned that you need-- you obviously need video training content. The ability to have quizzes to test knowledge and have a record of that knowledge being tested is really key. And contact profiles for the record of that engagement. Sometimes it's really important also to have a legal paper trail to make sure that you have a record of someone taking a quiz to certify they understand something, so you can use it in the future if you have to. And then any sort of security option, such as single sign-on, a private site, so that way any of that sensitive information you can keep private. To analyze that, you can look at the adoption rate. So of your employees, who's paying attention to it? And within that, you can think about within your strategy, are you making that content required? Looking at the quiz results and the popular content, if it's not required, what are people willingly on their own going to learn more about? And then you can analyze your overall staff performance and company results in relation to where you're providing that training, and is it valuable to your organization? And then lastly, looking at training your customers, so onboarding and retaining customers. And being able to do this at any scale and communicate new features and products for potential upsells to those customers, and also to really share your company culture, so not only about a specific product or service, but really get them to buy into the heart and soul of what you guys are looking to do, or if you have any philanthropic things that you want to share, what's the fun part outside of your products to really get them to be a lifelong customer, because they feel like a part of your family? So two examples we've got for that-- the first one is Scoot. Scoot is a startup company here in San Francisco that is a moped ride sharing company, and they were looking for a way to have a scalable format to get riders up and running quickly. So if you've got a motorcycle license, you need quick training on how to use the moped, how to unlock it, how to charge it, how to return it safely, and how to protect yourself from any sort of an injury. So for their setup, they had a defined order of very short video tutorials and quizzes at the end of each video to validate their procedural understanding that yep, I understand what I need to do to be a safe rider. They also utilize some API connections to their own internal customer database. To have that record of information met, a rider has taken all the quizzes and passed them with flying colors. And then also looking at mobile on-the-go training. So training your customers doesn't just have to happen on a desktop. Since they do have mopeds that you can check out, they're actually installing tablets on that checkout station at different locations around San Francisco. So at any time, you can go back and rewatch videos if you're unsure what to do. Results that they were looking to achieve-- number of new riders, engagement of those riders, what are those quiz results, and then next, they're looking at being able to stand infraction content, and what's the engagement with that if they have riders that are having difficulty? And our last example today is a company called Arc Academy based out of Chicago, and they're actually going to be launching later this month. And they wanted to provide an alternative training option to their in-person studio training in Chicago to people who have purchased Arc welding products. So they're really looking for what content is being watched, what's popular, what's being rewatched, what are their subscribers, who's purchasing the training, what are they watching, are they using a coupon redemption code, because they purchased Arc Welder and they got a discount, so what is that conversion? And being able to share those analytics with those sponsors of who is offering those coupon discount s with the purchase of a product to get that training. So in summary for training customers, what you need-- you need a video gallery with a training flow to be able to access that content if you need it in a sequential order. Video embeds to be able to integrate it with your product if you're a SaaS solution. Putting it right in there, or having a support center, and then also contact tracking, so understanding at an individual level what your customers are doing. So then you can analyze looking at support tickets or just general call-in center. How is that reducing the overall overhead cost of having in-person support? What's your customer adoption rate of having them use a product and the life longevity of having that customer? And then the popular videos that indicate either maybe you need to improve something within your organization, because people are having to watch a video because they're confused. And then also, what are some of the customer upgrades that you can really leverage based on new product tutorials and using video to advertise new products and services? If you have any questions at any time, you can reach out to us at Vidcaster.com/schedule to reach out to our team to talk further about launching your own video training course.