Over time, the value placed on meaningful images has been lost. Sure, capturing the simple, everyday moments in our lives can be important at times, but a barrage of fleeting moments hidden behind filters posted only to receive a “like” defeats the purpose of social media in my opinion. I believe social networks like Facebook, Instagram and Twitter should be used for capturing life’s important moments. But instead, this constant need for validation has turned social media into a network of self-absorbed, attention-seeking users.
As an avid social media user and big fan of what social networks like Facebook and Instagram have to offer, I cringe while watching my teenage daughter take endless selfies and post them to these sites. I believe that social media has the potential to be very powerful; we can use it to document important moments in our lives, memories we want to share with future generations and places we’ve visited.
When I decided to leave Wall Street after nearly two decades to pursue other projects, the first place I looked to make a difference was social media. As pivotal as it has been in connecting our world, I saw room for change. In early 2013, I began my quest to put an end to the never-ending stream of selfies.
The ‘Where’ Not ‘Who’
In November of 2013 I launched LandID, a social media platform dedicated to the ‘where’ instead of the ‘who’ of a photo. LandID simply encourages users to: find meaningful places, mark themselves “in place” by taking a picture of their feet and the view, and tell the story of the place and its meaning (in as many characters as needed). The app locks in the time, date and all geo-coordinates so that others can retrace and remember steps and stories of people they care about. LandID is an invitation to share more “stories” and fewer “selfies”, more real pictures with fewer filters and shift more focus to content that holds deeper meaning in our lives.
Travelers can use LandID to capture the views of their travels and mark the coordinates where they stood. Parents can use the app to remember all of their children’s first moments: where they stood when their child took his first step or when they dropped him off for his first day of school. Special moments should not be taken for granted or get lost in a feed.
LandID is truly an app dedicated to getting back to the basics of capturing moments in life that are special. Captions tend to be short and anything longer than three sentences is considered “TMI.” With LandID, we want the user to tell their story. Why is this place special? How did you get there? Does it have a specific meaning? These are the questions that should be answered and shared with friends and loved ones.
The Future of Storytelling
The future of how humans tell stories is rapidly changing, and social media has clearly proven its power to connect people across the world. The ability to share stories and images once took months and years, and now takes only seconds. With this much power in the palm of our hands each day, it’s time we rethink the value we place on each interaction. I envision a future of users that are willing to place extra thought on not only how, but what they choose to share.
Paul Hawkinson is the founder and CEO of the photo-sharing platform LandID. A former invest banker, Paul launched LandID in November of 2013 has since offered a platform for social media users worldwide to document important locations.
Similar to most brands, inContact started creating videos to stand out in a crowded B2B market full of white papers and traditional text-based offerings. A surefire way to make an impact, video was a compelling medium they could use to appeal to all buyer personas throughout the sales funnel.
Their video library, a range of customer testimonials, product demos and promotional content, was growing quickly and the marketing department required a place to not only manage their video content assets, but to measure their performance and ensure their video strategy would scale.
Scott Logan, the Marketing Campaign Manager at inContact found that while the marketing team wanted to include video in most integrated campaigns, they needed a way to ensure that even the least technically skilled person could add a video to an Eloqua landing page. Their former video hosting solution required a coding skill set and cumbersome access to the web server, which ultimately created a bottleneck anytime a video was needed.
Because of the expectation to deliver an interactive web experience, inContact started shortlisting video marketing platforms they could work with. As Logan insists, they were looking for something beyond video hosting: “Having solid marketing automation integration was an absolute must when we evaluated video vendors”.
A MAP integration would ensure that the company could collect and push video marketing engagement data for individual leads directly into existing Eloqua contact records and follow up with the leads watching the most content. Not only this, but the data could showcase which leads were sales qualified based on the specific content they consumed. The integration would ultimately ensure the company was using video for more than brand awareness (as this is a difficult KPI to measure) and instead, creating videos that would have a direct impact on the bottom line.
An integration with Eloqua eventually sold the company on the use of Vidyard, which connects with leading marketing automation platforms and CRM systems.
After implementing Vidyard and uploading their video library of over 280 assets in just two weeks, inContact was able to easily drag and drop video assets into Eloqua landing pages and track the effectiveness of video content with real-time metrics.
For example, with detailed data available for every video they release, inContact marketers are now able to see which videos hold their target audience’s attention span, and they have set up sophisticated lead scoring based on the types of content leads consume. The company can now automate nurture campaigns personalized to those with the highest lead scores.
Very pleased with the platform that extends their investment in marketing automation, Scott Logan notes, “our best return on investment from a video is a won deal from a prospect who started their journey with a video. Our campaigns with integrated video are some of our most successful and have inﬂuenced millions of dollars in the sales pipeline”.
Not only has the company secured a significant amount of deals with video, but they have generated 1,400 new leads and doubled event revenue each year for three years with the support of video content in the marketing mix.
Going forward, inContact intends to increase their use of video throughout the marketing funnel based on their proven success. As Scott insists, “We’re excited to expand our use of Vidyard by leveraging their more advanced features. I have no doubt that we will continue to increase our campaign ROI from video assets”.
Overall, the company is a great example of the trend we’re seeing in which more businesses are adopting the practices of media companies with consistent content releases. Moreover, they demonstrate a clear commitment to the customer experience and measuring their content initiatives.
To read more of their story and how they used Vidyard to integrate with Eloqua, see the case study.
Michael Litt is the CEO and co-founder of Vidyard (http://www.vidyard.com), a video marketing platform helping marketers measure the impact of their video content. Thought leader, surfer, and serial entrepreneur, Michael is passionate about content marketing and changing the way we engage and purchase with video.