S04 E07 From Lead Capture to ReelFlow: Reinventing Event Websites with Short-Form Video

WEBVTT
00:00:00.000 --> 00:00:27.760
Music.
00:00:27.639 --> 00:00:31.619
Hello everyone, welcome to another episode of the Event Tech Talk Show.
00:00:31.619 --> 00:00:34.059
This time we are tuning in remotely.
00:00:34.099 --> 00:00:40.399
I am joined by Chris Wixon, the founder, or co-founder maybe, of RealFlow.
00:00:40.879 --> 00:00:46.639
Now, Chris is no stranger to the events industry. I won't take away his introduction from him.
00:00:46.739 --> 00:00:49.839
I'll let him explain about how he first got into the events sector.
00:00:50.139 --> 00:00:55.019
But Chris is now back after an exit of an event technology company,
00:00:55.019 --> 00:00:57.999
back into the industry with a new product and new solution
00:00:57.999 --> 00:01:01.059
and in full transparency we are using this and
00:01:01.059 --> 00:01:04.219
seeing great results from it as part of event tech lives
00:01:04.219 --> 00:01:09.659
engagement with our audience on our website but chris before we get into the
00:01:09.659 --> 00:01:14.799
nitty-gritty and what real flow is doing for event organizers like myself can
00:01:14.799 --> 00:01:18.539
we just have a little bit of your background how you first got started with
00:01:18.539 --> 00:01:23.819
the crew into the events industry and kind of that transition out of a crew and into RealFlow.
00:01:24.379 --> 00:01:27.499
Yeah, thanks, Adam. Well, thanks for having me on. Looking forward to this chat this morning.
00:01:27.759 --> 00:01:33.419
Yes, as a bit of background, this is going back a bit now, so 10, 11 years, 2014 or so.
00:01:33.959 --> 00:01:39.139
My co-founder in RealFlow, Andy and I, we were working on a product that was
00:01:39.139 --> 00:01:40.539
called Accru, as you alluded to.
00:01:41.039 --> 00:01:47.399
And it was initially a mobile app for data capture, any type of live scenario.
00:01:47.399 --> 00:01:54.119
We began in the student industry, on-campus events, capturing marketing data from students.
00:01:54.379 --> 00:01:58.699
And then over a couple of years, we kind of got dragged into the weird and wonderful
00:01:58.699 --> 00:02:04.319
world of B2B events, not really by design, but more just from a number of organizations
00:02:04.319 --> 00:02:07.179
wanting to use the Accru product at trade shows,
00:02:07.519 --> 00:02:09.599
conferences, events for lead capture.
00:02:10.639 --> 00:02:13.419
And the more we sort of looked into the world of
00:02:13.419 --> 00:02:16.619
b2b events the more we realized how much large
00:02:16.619 --> 00:02:19.979
organizations spend on exhibiting and sponsoring shows all
00:02:19.979 --> 00:02:23.819
around the world as we know and then the more we looked into the yeah their
00:02:23.819 --> 00:02:27.219
primary purpose for going to those events is to capture leads alongside all
00:02:27.219 --> 00:02:31.259
the other great things around events and that was where we really realized that
00:02:31.259 --> 00:02:38.979
often that kind of antiquated ways of lead retrieval scanners from the 1990s business cards,
00:02:39.159 --> 00:02:41.259
reps with notes and all these sort of things,
00:02:41.559 --> 00:02:46.159
even like very simple apps back then that were very basic in functionality.
00:02:46.979 --> 00:02:52.279
So we started designing a crew for the end user exhibitor rather than the organizer.
00:02:52.739 --> 00:02:56.239
We were working with corporates like IBM, they were our largest customer doing
00:02:56.239 --> 00:02:58.859
hundreds, if not thousands of shows all around the world.
00:02:58.959 --> 00:03:02.499
And we ended up building a universal lead capture solution that was completely
00:03:02.499 --> 00:03:06.119
customized to an enterprise and exhibitor.
00:03:06.962 --> 00:03:09.882
Integrated with their marketing CRM systems and then
00:03:09.882 --> 00:03:12.562
we would integrate with the organizers tech as well so you could turn
00:03:12.562 --> 00:03:16.062
up at a show with your own devices with a fully configured customized
00:03:16.062 --> 00:03:21.522
lead capture solution in when it works very well we could integrate and scan
00:03:21.522 --> 00:03:26.642
a barcode retrieve that attendees details the salesperson could capture all
00:03:26.642 --> 00:03:29.602
the key information from that conversation and then immediately sync that back
00:03:29.602 --> 00:03:33.242
into their marketing CRM systems ready for next steps.
00:03:33.602 --> 00:03:37.982
And we were also building two-way integrations. So if I met you at a show,
00:03:38.142 --> 00:03:42.122
I could kind of look up in our CRM, do we know you? Are you an existing customer?
00:03:42.302 --> 00:03:45.042
Are you a high-profile prospect? Those kind of things.
00:03:45.242 --> 00:03:47.822
And we had a really great run with that business. We were growing fast.
00:03:47.942 --> 00:03:51.122
We raised some venture capital in 2018.
00:03:51.982 --> 00:03:58.722
And then in the start of 2019, we had an acquisition approach from a US company called Integrate,
00:03:58.842 --> 00:04:01.622
who are a marketing technology platform and they
00:04:01.622 --> 00:04:04.462
were looking to solve a kind of event gap in their in their product
00:04:04.462 --> 00:04:07.322
portfolio as well as expanding to europe
00:04:07.322 --> 00:04:10.722
so the stars aligned for us mainly because
00:04:10.722 --> 00:04:13.462
of what happened in 2020 we all know but yeah it
00:04:13.462 --> 00:04:16.702
was at a time when valuations were strong integrate were growing fast
00:04:16.702 --> 00:04:20.362
and we were a good fit we shared a lot of kind of enterprise customers and
00:04:20.362 --> 00:04:23.502
we ended up getting acquired in april 2019 so we
00:04:23.502 --> 00:04:26.502
became part of integrate i had a a really
00:04:26.502 --> 00:04:29.502
fun 12 months while we figured out all the integration things
00:04:29.502 --> 00:04:33.002
and then obviously covid hit sort of the story diverted
00:04:33.002 --> 00:04:36.062
at that point but yeah we learned a ton over over those five
00:04:36.062 --> 00:04:39.662
six years as we were building in the event space and had a lot of fun building
00:04:39.662 --> 00:04:45.742
that company there's a lot of not only event organizers and event producers
00:04:45.742 --> 00:04:49.082
and things like myself that listen to this podcast there's there's obviously
00:04:49.082 --> 00:04:54.082
a lot of technology founders and people who are maybe thinking about getting
00:04:54.082 --> 00:04:55.582
into event technology and things like that.
00:04:55.882 --> 00:05:01.422
What would you say in that first initial outing with a crew was the thing that
00:05:01.422 --> 00:05:06.422
you felt you learnt the most from the entire experience now that you can reflect on that?
00:05:07.602 --> 00:05:12.602
Oh, good question. I mean, there was so much over that journey from...
00:05:13.452 --> 00:05:16.332
You know the early part of the journey around
00:05:16.332 --> 00:05:19.112
product market fit and figuring out you know where do we
00:05:19.112 --> 00:05:21.872
want to point this product what were the right sectors the right
00:05:21.872 --> 00:05:24.792
use cases for us if you went on the accrue website and
00:05:24.792 --> 00:05:27.532
this will come we'll come back to this point when we talk about real
00:05:27.532 --> 00:05:30.192
flow but you know in the first two three years if you went on
00:05:30.192 --> 00:05:33.052
the accrue website we were like mobile data capture
00:05:33.052 --> 00:05:36.172
for you name it like any use case
00:05:36.172 --> 00:05:39.832
lead capture events sports clubs
00:05:39.832 --> 00:05:42.652
using it on match days retailers using it at
00:05:42.652 --> 00:05:46.012
like point of sale for loyalty schemes where you
00:05:46.012 --> 00:05:49.592
could quite often get a train into London and there'd be some sort of experiential activity
00:05:49.592 --> 00:05:52.432
going on at a train station and they the agency would be
00:05:52.432 --> 00:05:56.012
using a crew to capture competition entries
00:05:56.012 --> 00:05:58.892
so that in the early days was
00:05:58.892 --> 00:06:01.652
really useful for us but it almost killed us
00:06:01.652 --> 00:06:05.212
in the end because we were so thinly spread so
00:06:05.212 --> 00:06:08.752
I think one of the big lessons early on was like focus once
00:06:08.752 --> 00:06:13.052
we it wasn't quite overnight but it got to this point in like 2016 when we were
00:06:13.052 --> 00:06:18.012
like yeah we were bootstrapped small team and our handful of engineers were
00:06:18.012 --> 00:06:22.492
like what are we building here am I we need to focus on one problem so the I
00:06:22.492 --> 00:06:26.272
guess this time around we're very mindful of that we're real flow of like let's focus.
00:06:26.812 --> 00:06:30.892
On a use case initially we can always go back to other use cases but trying
00:06:30.892 --> 00:06:34.572
to stay really focused And that was a big turning point for us because suddenly
00:06:34.572 --> 00:06:38.312
our marketing became easier, our sales outreach became easier,
00:06:38.312 --> 00:06:40.752
our message, our case studies.
00:06:41.152 --> 00:06:44.812
There was a real kind of key turning point getting that focus early.
00:06:46.052 --> 00:06:51.892
It's really interesting that blow from seeing people adopt the technology and
00:06:51.892 --> 00:06:55.732
kind of make it usable for their specific scenario.
00:06:55.912 --> 00:06:58.532
Maybe they're kind of like hacking it a little bit or kind of just squeezing
00:06:58.532 --> 00:07:01.592
it into a little bit of a round peg in a square hole scenario.
00:07:01.772 --> 00:07:04.652
You're going oh there's obviously a market there let's let's
00:07:04.652 --> 00:07:07.472
go after that but you've only got so much resource haven't you've owned
00:07:07.472 --> 00:07:10.392
it's fine especially as a startup company especially as a
00:07:10.392 --> 00:07:13.412
relatively new company definitely yeah we you
00:07:13.412 --> 00:07:16.312
know we ultimately had to place a couple of bets on which of the use cases
00:07:16.312 --> 00:07:19.332
did we think this could fit and and yeah
00:07:19.332 --> 00:07:22.212
one of the big reasons we we went down the b2b event route
00:07:22.212 --> 00:07:26.192
was just as i alluded to earlier yeah yeah i
00:07:26.192 --> 00:07:29.272
was almost like outsider to the events industry you
00:07:29.272 --> 00:07:32.032
know anybody listening to this you know sort of preaching to the converted here
00:07:32.032 --> 00:07:34.792
already but you know it was when we started to
00:07:34.792 --> 00:07:38.012
realize the scale of like global trade shows even
00:07:38.012 --> 00:07:42.832
more so in the u.s and the amount of money and investment companies make as
00:07:42.832 --> 00:07:47.792
one of their primary if not most important channels for in-person activity that
00:07:47.792 --> 00:07:51.792
was where we realized a the kind of money was there and b probably the scale
00:07:51.792 --> 00:07:55.852
of the problem we were solving was so much more valuable as one thing,
00:07:55.932 --> 00:08:00.632
capturing an email address at Waterloo train station for a competition versus
00:08:00.632 --> 00:08:05.292
a high profile B2B lead as part of a enterprise type deal.
00:08:05.452 --> 00:08:09.272
We really felt that was a really valuable problem we could help our customers solve.
00:08:09.933 --> 00:08:13.613
Yeah the value of the exchange vastly vastly
00:08:13.613 --> 00:08:16.893
different right potentially in terms of like roi from
00:08:16.893 --> 00:08:19.693
that experience and stuff so it sounds to me
00:08:19.693 --> 00:08:24.053
like and you've kind you've kind of alluded it to already that the real flow
00:08:24.053 --> 00:08:28.773
might have been seeded as an idea back at accrue where you were experiencing
00:08:28.773 --> 00:08:34.653
some form of of challenge or you maybe identified an opportunity to engage visitors
00:08:34.653 --> 00:08:39.293
to the to the accrue website a little bit better is that the case yeah certainly.
00:08:39.973 --> 00:08:42.913
The the use of video and shall i
00:08:42.913 --> 00:08:45.673
explain what real flow let's do that
00:08:45.673 --> 00:08:48.493
i mean i guess the
00:08:48.493 --> 00:08:51.253
background to real flow well actually no let me explain
00:08:51.253 --> 00:08:55.353
what it is first like so real flow we're building a interactive short
00:08:55.353 --> 00:09:01.013
form video product for websites and we'll go into a little bit more detail but
00:09:01.013 --> 00:09:04.153
i guess the background and the seeds of this that were planted in the accrued
00:09:04.153 --> 00:09:09.333
days was We were very fortunate in our crew team back in 2015-16 to bring on
00:09:09.333 --> 00:09:14.973
a young videographer into the team at a time when no one really in the events industry,
00:09:15.053 --> 00:09:20.493
and I still think it's massively underutilized, but video as a content format,
00:09:20.493 --> 00:09:24.933
we were generating, I think, pretty good video content,
00:09:25.313 --> 00:09:28.733
pretty authentic, whether it be in the office with the team,
00:09:28.893 --> 00:09:30.833
out at shows, working with customers.
00:09:30.833 --> 00:09:36.733
Yeah we we quickly saw the power of video to engage our audiences help with
00:09:36.733 --> 00:09:40.333
our marketing our brand awareness telling our story there were so many like
00:09:40.333 --> 00:09:42.533
valuable examples where we use video,
00:09:43.093 --> 00:09:49.173
so when as Andy and I left Integrate who acquired a crew we left them back in 2022.
00:09:49.873 --> 00:09:52.973
And we had a bit of time out but over the course of 23
00:09:52.973 --> 00:09:56.253
24 we always knew we wanted to do something together again we
00:09:56.253 --> 00:09:58.933
felt like we haven't quite hung up our boots yet we got
00:09:58.933 --> 00:10:01.793
plenty of miles left on the clock and you know a ton
00:10:01.793 --> 00:10:04.533
of experiences so video was one of those things
00:10:04.533 --> 00:10:07.393
we kept coming back to of like in this new era we're
00:10:07.393 --> 00:10:10.433
in now with and you know obviously video's only
00:10:10.433 --> 00:10:13.213
gone in one direction since the accrue days right we're you
00:10:13.213 --> 00:10:16.513
know we're all consuming more video than ever before particularly it's
00:10:16.513 --> 00:10:19.693
kind of short form authentic content and
00:10:19.693 --> 00:10:22.453
then to your point like websites i mean
00:10:22.453 --> 00:10:25.493
if i go on a site today it probably doesn't look too dissimilar
00:10:25.493 --> 00:10:28.473
to what it did look like 10 years ago right we're still building
00:10:28.473 --> 00:10:35.873
websites like we did 10 years ago text heavy static almost like the more larger
00:10:35.873 --> 00:10:41.013
the organization the more complex the website but the detriment of the visitor
00:10:41.013 --> 00:10:44.653
experience so all these things kind of came together that sort of led us to
00:10:44.653 --> 00:10:45.653
start building real flow.
00:10:46.203 --> 00:10:48.983
Yeah i think i when i
00:10:48.983 --> 00:10:52.483
first saw it when you got back in touch with me i immediately
00:10:52.483 --> 00:10:55.623
saw the value in it for a product like us
00:10:55.623 --> 00:10:58.643
at event tech live we we're in
00:10:58.643 --> 00:11:01.483
this world where we have kind of like people
00:11:01.483 --> 00:11:04.963
that fall into two parts i think one those
00:11:04.963 --> 00:11:08.243
that we've built relationships with and know exactly who the.
00:11:08.243 --> 00:11:10.903
Team is behind the event and then there's
00:11:10.903 --> 00:11:13.943
everybody else right and and everybody else
00:11:13.943 --> 00:11:16.703
are the people that we're trying to attract to the
00:11:16.703 --> 00:11:19.423
event to show them the value of the event and to get
00:11:19.423 --> 00:11:22.263
them into the event so we can build relationships with them and
00:11:22.263 --> 00:11:25.103
actually you know have them as as
00:11:25.103 --> 00:11:28.643
long-term visitors for for our show but it's
00:11:28.643 --> 00:11:31.843
always felt to me like event tech live and.
00:11:31.843 --> 00:11:34.823
And this is the same i think but probably for most event
00:11:34.823 --> 00:11:38.223
websites is they're basically glorified brochures
00:11:38.223 --> 00:11:41.203
right it tells you when the event's happening a little
00:11:41.203 --> 00:11:43.863
bit about the attendees a little bit about what's going off on
00:11:43.863 --> 00:11:46.663
the agenda and generally maybe there's a few other
00:11:46.663 --> 00:11:49.703
events there there's a content there's some blog but but
00:11:49.703 --> 00:11:52.443
there's no there's no authenticity behind it in
00:11:52.443 --> 00:11:56.563
terms of like who is behind this and immediately
00:11:56.563 --> 00:11:59.383
when i saw yours i was like this is the solution to the age
00:11:59.383 --> 00:12:02.163
old thing of events are built off the back
00:12:02.163 --> 00:12:05.783
of an individual or a team that has a passion for
00:12:05.783 --> 00:12:08.763
a particular topic or sector but yet
00:12:08.763 --> 00:12:11.423
very rarely do we put them at the front of the
00:12:11.423 --> 00:12:14.463
event website to say this is adam the founder
00:12:14.463 --> 00:12:17.383
of event tech live and this is his story and he wants
00:12:17.383 --> 00:12:20.163
to be the one that greets you to the event and gets you to where you
00:12:20.163 --> 00:12:23.763
need to go and gets you to the information you want to be and we're
00:12:23.763 --> 00:12:26.703
quite quickly rapidly running off to these ai chat bots
00:12:26.703 --> 00:12:29.583
and things like that aren't we which i don't get me wrong i think they
00:12:29.583 --> 00:12:33.563
absolutely have their place for for that experience of
00:12:33.563 --> 00:12:36.683
getting people the information that they need on
00:12:36.683 --> 00:12:40.663
the fly and as they as they're moving and things like that but for me yours
00:12:40.663 --> 00:12:44.503
immediately kind of solved that issue of like we've been talking internally
00:12:44.503 --> 00:12:49.623
for such a long time about how can we it sounds awful for me to say because
00:12:49.623 --> 00:12:53.143
it's talking about myself but like how can we put me more at the front of the
00:12:53.143 --> 00:12:56.283
brand yeah because that's what people what people know.
00:12:56.963 --> 00:13:00.503
Is that what you're seeing with with others because i think when you first introduced
00:13:00.503 --> 00:13:04.083
this to me there was a brand called trumpet that you were you were working with
00:13:04.083 --> 00:13:06.083
i think that's like That was a company called.
00:13:06.657 --> 00:13:12.597
Yeah. Yeah, absolutely. I think everything you've said there encapsulates many
00:13:12.597 --> 00:13:14.037
of the reasons why we're building RealFlow.
00:13:14.237 --> 00:13:19.757
This term like brands humanization is not a new term, but in B2B,
00:13:19.917 --> 00:13:24.977
I think is really like rising back into focus for a lot of marketers I speak
00:13:24.977 --> 00:13:27.737
to who are realizing that, you know,
00:13:27.957 --> 00:13:32.977
perhaps the old demand gen tactics and registration tactics are perhaps not
00:13:32.977 --> 00:13:35.357
as effective as they once were.
00:13:35.357 --> 00:13:38.937
So what is important it's trust it's
00:13:38.937 --> 00:13:42.057
humanization it's like storytelling brand
00:13:42.057 --> 00:13:45.237
building and i think yeah again some
00:13:45.237 --> 00:13:47.917
of the key reasons why we're building real flow and what you alluded to there
00:13:47.917 --> 00:13:52.897
with trumpet they're a sales tech platform it's a founder-led brand in that
00:13:52.897 --> 00:13:57.217
they're scaling up fast and nick one of their co-founders has got a big following
00:13:57.217 --> 00:14:01.557
on linkedin he puts a lot of content out yet prior to real flow you come over
00:14:01.557 --> 00:14:05.017
to the trumpet website and it'd be like oh this is just you know.
00:14:05.357 --> 00:14:08.237
A great site but another sales tech product whereas now
00:14:08.237 --> 00:14:11.957
he's got himself on there and there's a real sort of
00:14:11.957 --> 00:14:15.157
continuation from the content they're doing on social the
00:14:15.157 --> 00:14:18.117
audience that nick's building up so when you come up to the site he's
00:14:18.117 --> 00:14:21.117
like there to help guide people around the website now explain
00:14:21.117 --> 00:14:24.437
concepts explain things and i think events is
00:14:24.437 --> 00:14:27.297
such a great a great fit for this as you alluded to
00:14:27.297 --> 00:14:30.937
earlier like you know whole events industry is built on the
00:14:30.937 --> 00:14:34.837
power of like human connection and getting people
00:14:34.837 --> 00:14:38.257
with shared interests into into a space yet on
00:14:38.257 --> 00:14:42.137
our sites they're often these sort of slightly faceless corporate complex
00:14:42.137 --> 00:14:45.177
as you said like digital brochures that
00:14:45.177 --> 00:14:48.477
we've been shutting out for a decade yeah absolutely
00:14:48.477 --> 00:14:51.897
let's not let's not skip over obviously
00:14:51.897 --> 00:14:56.017
we've explained that you know real flow is video
00:14:56.017 --> 00:14:59.377
on an existing website taken off
00:14:59.377 --> 00:15:02.377
people the team the founder whoever that person
00:15:02.377 --> 00:15:05.277
might be for that particular brand kind of
00:15:05.277 --> 00:15:08.757
engaging and welcoming visitors to that but let's
00:15:08.757 --> 00:15:12.657
dive let's dive a little bit deeper what's the what's the functionality and
00:15:12.657 --> 00:15:17.337
what's the use cases of real flow look like maybe for in general and then specifically
00:15:17.337 --> 00:15:21.897
for event organizers yeah yeah so yeah we're really trying to position real
00:15:21.897 --> 00:15:26.957
flow this isn't just another video product it's not like embedding a YouTube on a page,
00:15:27.137 --> 00:15:30.517
there is a time and a place for that sort of longer form, kind of passive,
00:15:30.717 --> 00:15:32.177
just press play and watch your video.
00:15:32.397 --> 00:15:37.257
There's places for that, but really the interactive aspect of ReelFlow is key.
00:15:38.246 --> 00:15:42.006
Two versions of the real flow player that the primary one that like you're using
00:15:42.006 --> 00:15:46.046
on the events take live website is our kind of what we call our overlay player
00:15:46.046 --> 00:15:49.506
and it's instagram tiktok style or,
00:15:50.246 --> 00:15:54.326
increasingly linkedin you know talking head content that's there to accompany
00:15:54.326 --> 00:15:58.706
and complement an existing website an existing page so it doesn't require lots
00:15:58.706 --> 00:15:59.946
of web development to add,
00:16:00.486 --> 00:16:03.206
and really very quickly yeah go check out the event
00:16:03.206 --> 00:16:06.366
set live site you'll see adam in action it's a quick introduction
00:16:06.366 --> 00:16:09.366
a human introduction from somebody from the business
00:16:09.366 --> 00:16:12.586
and then the interactive aspect of it is all designed
00:16:12.586 --> 00:16:15.526
about giving the business help them guide
00:16:15.526 --> 00:16:18.846
navigate around the site more effectively help them get deeper into the site
00:16:18.846 --> 00:16:22.726
help them quickly get to the right part of the site for them you know where
00:16:22.726 --> 00:16:27.186
you can explain something in a 20 30 second video rather than sort of hoping
00:16:27.186 --> 00:16:29.326
they'll scroll and read this text
00:16:29.326 --> 00:16:34.086
that's been written and then like Specifically in the events industry,
00:16:34.286 --> 00:16:36.246
you know, I think event websites,
00:16:36.626 --> 00:16:42.066
yeah, we know one of the challenges with event website homepages is you're obviously
00:16:42.066 --> 00:16:43.926
trying to cater for a range of audiences.
00:16:44.326 --> 00:16:48.266
You've got your attendees, your sponsors, your exhibitors, your speakers.
00:16:49.526 --> 00:16:52.666
Attendees might be, I've never even heard of this event. Why should I attend?
00:16:52.986 --> 00:16:57.346
It might be, I'm a returning attendee. What's going to be different this year?
00:16:57.566 --> 00:17:01.326
There's a whole range of different use cases. So real flow i think can play
00:17:01.326 --> 00:17:04.986
a key role in in in many ways getting people off the home page as quick as possible
00:17:04.986 --> 00:17:07.546
and getting them to the right part of the site for them,
00:17:08.107 --> 00:17:11.827
So if I'm there as an attendee, I'm quickly into the, why should I register?
00:17:11.987 --> 00:17:14.107
Why should I attend? What's happening? What's the agenda?
00:17:14.887 --> 00:17:18.407
Versus I'm interested in sponsoring or exhibiting. Let's get me a bit there
00:17:18.407 --> 00:17:20.987
and then help me understand the options available to me.
00:17:21.627 --> 00:17:25.747
So we're seeing some great results here and we're live on 25 websites now.
00:17:25.887 --> 00:17:28.007
We kind of launched, properly launched at the start of this year.
00:17:28.407 --> 00:17:31.327
And that's a really broad range of websites, but increasingly over the last
00:17:31.327 --> 00:17:34.867
few months, we've been making some great progress with event websites like yourselves.
00:17:34.907 --> 00:17:38.547
We're about Let's go live on SaaS Stock Europe, which has taken place in a couple of months.
00:17:39.027 --> 00:17:42.307
We're doing a pilot at the moment with EasyFairs, one of their shows,
00:17:42.587 --> 00:17:44.387
and all with these kind of use cases in mind.
00:17:44.527 --> 00:17:49.287
Can we A, reduce bounce rate, which we know the product does.
00:17:49.647 --> 00:17:54.527
Can we draw somebody in quicker? Can we help them get to the right pages?
00:17:54.707 --> 00:17:59.327
So we're already seeing an increase in time on site, an increase in number of
00:17:59.327 --> 00:18:04.247
pages viewed, and ultimately helping people find the converting pages, whatever that may be.
00:18:04.787 --> 00:18:06.587
Interested in purchasing a ticket
00:18:06.587 --> 00:18:10.467
or registering to attend or starting a conversation around sponsoring.
00:18:11.127 --> 00:18:14.107
So they're the kind of primary use case for the player.
00:18:14.267 --> 00:18:17.547
And then I'll just explain briefly behind the scenes, the product does a lot
00:18:17.547 --> 00:18:18.547
of the heavy lifting for you.
00:18:18.687 --> 00:18:25.007
So we analyze the sites, we recommend interactive flows,
00:18:25.307 --> 00:18:29.127
journeys through the site, we can help with scripting, we try and make it as
00:18:29.127 --> 00:18:32.327
easy as possible for like you did for someone to turn up,
00:18:32.327 --> 00:18:35.187
get their videos created and get the player live as quickly
00:18:35.187 --> 00:18:37.887
as possible yeah i think
00:18:37.887 --> 00:18:40.687
you can't deny when you visit a site like about set live
00:18:40.687 --> 00:18:44.167
or when i first visited trumpet site you you
00:18:44.167 --> 00:18:47.087
can't ignore the real flow really i mean
00:18:47.087 --> 00:18:49.907
you could but you can't it's it's it's
00:18:49.907 --> 00:18:52.907
right there it's it's you know it's it's new
00:18:52.907 --> 00:18:55.767
so it's novel i think to the to the mind's eye you don't
00:18:55.767 --> 00:18:59.167
expect it to be there as a as a website visitor so
00:18:59.167 --> 00:19:02.047
you immediately go okay what is this and it's just
00:19:02.047 --> 00:19:06.467
to make everybody clear it's not one of those annoying kind of 90s things where
00:19:06.467 --> 00:19:09.787
you went onto a website and all of a sudden your your macbook or your laptop
00:19:09.787 --> 00:19:14.647
is blasting out sound everything's muted at that point isn't it chris yeah um
00:19:14.647 --> 00:19:18.147
it presented really really well like chris said in a format that we're all kind
00:19:18.147 --> 00:19:21.727
of now familiar with in terms of the the format of the video and stuff.
00:19:22.387 --> 00:19:25.347
Presented with three options we've we've we have
00:19:25.347 --> 00:19:28.247
ours got exhibitor visitor and i think something
00:19:28.247 --> 00:19:31.207
else can't remember off the top of my head what we've got we've got three options maybe the
00:19:31.207 --> 00:19:34.047
awards actually yeah it's the it's the awards that we're promoting as well
00:19:34.047 --> 00:19:37.687
and we've already seen some fantastic kind of
00:19:37.687 --> 00:19:40.747
pull through of people navigating directly clearly to
00:19:40.747 --> 00:19:43.747
the pages that they want to get to rather than having to
00:19:43.747 --> 00:19:46.627
dig through a menu structure like you say scroll down
00:19:46.627 --> 00:19:52.187
these really long single page infinite form kind of websites now we've seen
00:19:52.187 --> 00:19:57.507
bounce rate drastically reduced and i'm i'm really excited to see the use because
00:19:57.507 --> 00:20:01.447
i think this is really going to even kind of 10x throws once we start getting
00:20:01.447 --> 00:20:06.107
into that registration drive period which is coming up from us from the 1st of September.
00:20:07.288 --> 00:20:12.448
And as an organizer, I'm kind of going to be benchmarking it by the number of
00:20:12.448 --> 00:20:15.408
emails we get for information that is clearly on the website somewhere.
00:20:15.808 --> 00:20:19.488
But it's the fact that people have chosen the path of least resistance,
00:20:19.488 --> 00:20:24.788
which is to find the email address and email us and ask us, which is right.
00:20:24.908 --> 00:20:26.488
People get frustrated with these things.
00:20:26.888 --> 00:20:31.108
If it's not immediately apparent where they think it should be,
00:20:31.268 --> 00:20:34.248
we've got a span of four seconds or something like that.
00:20:34.268 --> 00:20:37.188
So it's like, I'll find it. I'm just going to email somebody and then it's off my list.
00:20:37.288 --> 00:20:40.708
And I'll wait for somebody to tell me what it is or where it is and things like that.
00:20:40.888 --> 00:20:45.748
So I think it's going to be really good for us from an operational perspective.
00:20:45.868 --> 00:20:49.868
As long as we direct people in the right way for the right information.
00:20:50.388 --> 00:20:57.068
Our team are going to get a lot less of the generic inbound support questions
00:20:57.068 --> 00:21:00.088
that get us year on year kind of thing as well.
00:21:00.368 --> 00:21:07.728
Yeah, absolutely. The, those like pricing page pages are a great example of that,
00:21:07.868 --> 00:21:11.428
where I'm looking at my sponsor or exhibitor options, you know,
00:21:11.508 --> 00:21:16.408
a short 20, 30 second video that just explains the different concepts, different packages.
00:21:16.668 --> 00:21:21.628
If that can help. Yeah. I really like ultimately we view real flow as a buyer
00:21:21.628 --> 00:21:25.968
enablement products, you know, more that than like a video product.
00:21:26.148 --> 00:21:29.088
I think it, you know, ultimately I was chatting to a CMO a couple
00:21:29.088 --> 00:21:32.008
of weeks ago and she described it as you know if real
00:21:32.008 --> 00:21:35.468
flow can help my visitors my buyers move further
00:21:35.468 --> 00:21:38.588
through their own journey because we know everybody's craving
00:21:38.588 --> 00:21:41.648
these sort of self-guided experience and it's now they're increasingly
00:21:41.648 --> 00:21:45.608
reluctant to like engage with vendors and sales people until they're much further
00:21:45.608 --> 00:21:49.688
through their sort of decision-making journey so she was like real flow can
00:21:49.688 --> 00:21:54.488
just help our buyers our visitors get closer and closer to that point of conversion
00:21:54.488 --> 00:21:58.848
whatever conversion may mean for that particular company, then that's success.
00:21:59.068 --> 00:22:02.848
And say we've already seen some great examples of that. And then I just think.
00:22:03.669 --> 00:22:07.329
Touching on a point you mentioned around like this format that we're increasingly
00:22:07.329 --> 00:22:13.689
familiar with, you know, we're all in our personal lives consuming more and more short form video.
00:22:13.689 --> 00:22:19.609
We're turning to those 30, 60 second explainer videos and informative videos
00:22:19.609 --> 00:22:25.949
more than we ever have that combined with this sort of changing demographic of decision makers.
00:22:25.949 --> 00:22:30.789
You know more and more millennials and gen z are coming rising through the ranks and.
00:22:31.369 --> 00:22:36.129
Sort of video native audiences this is a very normal experience for them to
00:22:36.129 --> 00:22:40.329
learn and you know watch something rather than sort of scroll and read you know we're seeing those
00:22:40.689 --> 00:22:43.649
sort of habits change i agree yeah
00:22:43.649 --> 00:22:46.949
i think we have to lean into the the styles of
00:22:46.949 --> 00:22:49.909
which people are now comfortable consuming that content
00:22:49.909 --> 00:22:52.849
and their preferred format right and we've seen the evolution of.
00:22:52.849 --> 00:22:55.669
That i'm certainly like i must admit.
00:22:55.669 --> 00:22:58.909
I'm that person that immediately flicks on the whatsapp bubble
00:22:58.909 --> 00:23:02.229
on a website to chat to somebody versus probably
00:23:02.229 --> 00:23:04.929
kind of send an inquiry through an inquiry form and things like
00:23:04.929 --> 00:23:08.069
that that's just my preferred method because it means i can i
00:23:08.069 --> 00:23:11.629
can kind of walk away from that website and continue the conversation with
00:23:11.629 --> 00:23:14.389
the company somewhere else while i'm kind of carrying on with what i'm
00:23:14.389 --> 00:23:17.389
doing christian is there anybody it
00:23:17.389 --> 00:23:20.389
strikes me that there's tons and tons of view cases like
00:23:20.389 --> 00:23:23.129
even just with this conversation now new ideas are coming
00:23:23.129 --> 00:23:26.289
to me about how we might be able to slide in
00:23:26.289 --> 00:23:29.369
maybe at certain points on the agenda page maybe there's
00:23:29.369 --> 00:23:32.749
a video from one of our past speakers or one
00:23:32.749 --> 00:23:35.989
of this year's speakers maybe a little video from the keynote speaker
00:23:35.989 --> 00:23:39.169
saying we're really excited to speak to you because it's that one
00:23:39.169 --> 00:23:42.209
session that somebody's there for or maybe on the
00:23:42.209 --> 00:23:45.129
exhibitor page it's that it's an exhibitor that exhibited last
00:23:45.129 --> 00:23:48.229
year or for the last 10 years and even also
00:23:48.229 --> 00:23:51.149
thinking about whether we with real
00:23:51.149 --> 00:23:54.509
flow could embed this this technology on
00:23:54.509 --> 00:23:57.349
some of the other technology that we use which
00:23:57.349 --> 00:24:00.029
is like more exhibitor focusing so we have a we have
00:24:00.029 --> 00:24:03.669
a platform called fair that's for exhibitor onboarding
00:24:03.669 --> 00:24:07.189
and sometimes that's the first time somebody's engaging
00:24:07.189 --> 00:24:10.149
with our brand because they've been given the kind of filling
00:24:10.149 --> 00:24:12.989
all of that paperwork out going through that due
00:24:12.989 --> 00:24:16.129
diligence to make sure they're prepared for the exhibit here at that
00:24:16.129 --> 00:24:18.909
point they have not spoken to anybody at the team they've
00:24:18.909 --> 00:24:22.949
just got an email and said fill this out so i i'm.
00:24:22.949 --> 00:24:26.589
Going to assume that we could absolutely use it in all of those kind of use
00:24:26.589 --> 00:24:30.329
cases i've just discussed but is there anything else that's surprised you about.
00:24:30.329 --> 00:24:34.349
How people are using real flow since you launched yeah i mean one of the reasons
00:24:34.349 --> 00:24:41.989
we're excited about real flow is is the range of use cases you know in theory any any website could
00:24:42.369 --> 00:24:44.609
add a product like this to their site.
00:24:45.049 --> 00:24:48.929
And then within that, there are so many use cases as you've touched on. And I think that...
00:24:49.626 --> 00:24:53.986
Within a product experience is an interesting one so let's say i think it's
00:24:53.986 --> 00:24:59.766
a great for onboarding helping guide people around for the first time particular
00:24:59.766 --> 00:25:01.506
and then from an attendee perspective.
00:25:02.366 --> 00:25:04.926
Yeah maybe i'm a first time visitor and i'm on the day of the
00:25:04.926 --> 00:25:08.246
event and i'm on the on the event website you know if you're a first time visitor
00:25:08.246 --> 00:25:11.606
watch this quick video and just explain the key things you should know if you've
00:25:11.606 --> 00:25:15.666
never been here before like it works great on a mobile as well because it really
00:25:15.666 --> 00:25:20.686
is a sort of full screen TikTok Insta style video experience on there that is
00:25:20.686 --> 00:25:23.006
interactive. So you can kind of pick your own route through.
00:25:23.386 --> 00:25:25.666
So lots of different use cases that we're seeing.
00:25:26.146 --> 00:25:30.226
Every time we bring on a new customer, we kind of unlock a couple more of these
00:25:30.226 --> 00:25:34.006
like, oh, actually, can we use it over here in some of these different scenarios?
00:25:34.206 --> 00:25:40.246
Another one we're seeing people use right now from a sales perspective doesn't
00:25:40.246 --> 00:25:42.626
just have to be used on the core marketing website.
00:25:42.846 --> 00:25:48.766
Let's say you were targeting some key companies to sponsor the event, exhibit at the event.
00:25:49.366 --> 00:25:54.826
With AI now, it's very easy to spin up a really good looking landing page that's
00:25:54.826 --> 00:25:59.466
kind of customized to that account with a video that's personalized to that account.
00:26:00.146 --> 00:26:05.166
Here are the three reasons why I think XYZ companies should sponsor an exhibit at Event Tech Live.
00:26:05.566 --> 00:26:08.286
So we're starting to peel back the layers on some of these other use cases,
00:26:08.286 --> 00:26:12.146
and it's all ultimately the same product under the hood but just different applications
00:26:12.146 --> 00:26:16.926
on the from a video perspective i love that idea so i guess what we need to
00:26:16.926 --> 00:26:21.246
frame there though then and i kind of already know the answer to this so kind
00:26:21.246 --> 00:26:22.426
of teeing you up a little bit.
00:26:23.226 --> 00:26:26.046
There's some ai features that enable that kind of
00:26:26.046 --> 00:26:29.166
production right because for a salesperson to
00:26:29.166 --> 00:26:32.206
be recording a video for every single proposal
00:26:32.206 --> 00:26:34.986
that they might send out for for a
00:26:34.986 --> 00:26:38.626
prospect that's they're going to get too much tedious or
00:26:38.626 --> 00:26:41.406
the production quality is going to kind of fizzle in and fizzle
00:26:41.406 --> 00:26:43.966
out somewhere along that way whether they've had the coffee in the
00:26:43.966 --> 00:26:47.306
morning or not depending on the time they turn the camera on so there
00:26:47.306 --> 00:26:49.926
is some ai technologies in the back end of
00:26:49.926 --> 00:26:52.866
real flow once you've got enough footage you can start to
00:26:52.866 --> 00:26:55.926
use that to personalize these communications can't
00:26:55.926 --> 00:26:59.286
you yeah yeah as you say we we shouldn't ignore
00:26:59.286 --> 00:27:02.126
that and it's a hot topic right
00:27:02.126 --> 00:27:05.006
now in in the video world like so there's
00:27:05.006 --> 00:27:07.866
two ways we we leverage ai the first is like
00:27:07.866 --> 00:27:10.766
within the core product itself as i touched on earlier so the initial
00:27:10.766 --> 00:27:13.546
sort of planning stage with analysis of the
00:27:13.546 --> 00:27:18.646
website and script generation we do a lot of heavy lifting there and we we use
00:27:18.646 --> 00:27:23.146
ai for that and then yeah from an ai video perspective so as i say it's a it's
00:27:23.146 --> 00:27:28.746
a hot topic and we've been close to all the developments when it comes to ai
00:27:28.746 --> 00:27:33.046
avatar technology over the last six 12 months And I have to say,
00:27:33.206 --> 00:27:37.546
it is wild how good this underlying technology is.
00:27:37.666 --> 00:27:43.846
And I do think in the last month or so, we've passed the threshold of you cannot
00:27:43.846 --> 00:27:44.846
tell the difference now.
00:27:45.521 --> 00:27:48.481
Really like the first half this year and last year i
00:27:48.481 --> 00:27:51.541
think most people if you've seen the kind of avatar tech you
00:27:51.541 --> 00:27:54.701
know you can kind of tell that this was an ai generated
00:27:54.701 --> 00:27:57.441
and there's different there's a spectrum here right on
00:27:57.441 --> 00:28:00.541
one end you've got i'm just going to go and find a model from a library
00:28:00.541 --> 00:28:03.401
of thousands of people and i'm going to pick a voice i like and
00:28:03.401 --> 00:28:06.121
i'm going to create a fully fictional person and i think there's
00:28:06.121 --> 00:28:08.901
a time and a place for that if you're on a maybe like
00:28:08.901 --> 00:28:12.081
the customer onboarding experience where you
00:28:12.081 --> 00:28:14.821
kind of don't really care who the person is or what they sound like you
00:28:14.821 --> 00:28:17.981
just want that format so I think that's fine but
00:28:17.981 --> 00:28:22.261
on a marketing and a sales perspective as we coming back to where we started
00:28:22.261 --> 00:28:26.001
this conversation that the human aspect of this the real person the authenticity
00:28:26.001 --> 00:28:30.741
is really important so the way we're tackling this in real flow and you know
00:28:30.741 --> 00:28:35.201
generally I'm like an AI optimist and I view AI as a real big enabler.
00:28:36.041 --> 00:28:39.501
Can we use your existing footage to train
00:28:39.501 --> 00:28:42.541
a incredibly lifelike video
00:28:42.541 --> 00:28:45.481
stand-in as we call it an avatar so i've got you
00:28:45.481 --> 00:28:48.321
know if you go on realflow.com you'll see a real mix of
00:28:48.321 --> 00:28:51.521
videos on there with me in some of them are ai generated some
00:28:51.521 --> 00:28:54.321
of them are genuinely like filmed in front of a camera
00:28:54.321 --> 00:28:57.161
and the tech is
00:28:57.161 --> 00:29:00.481
so good now that i could sit here and either
00:29:00.481 --> 00:29:03.201
record some audio myself so i don't have to worry
00:29:03.201 --> 00:29:06.061
about what i look like or the camera i could just record me talking reading
00:29:06.061 --> 00:29:09.401
some scripts out and then use that audio on my my
00:29:09.401 --> 00:29:12.221
avatar my stand-in and i've got a really
00:29:12.221 --> 00:29:16.261
good looking talking head video that I can use or even
00:29:16.261 --> 00:29:19.301
wilder I could type in some text generate some
00:29:19.301 --> 00:29:22.621
scripts generate my very you know
00:29:22.621 --> 00:29:25.821
good sounding audio trained on my voice overlay
00:29:25.821 --> 00:29:30.321
that on my video and it's there and I can use that video so like coming back
00:29:30.321 --> 00:29:34.641
to these sort of account based landing pages that we're using you know for accounts
00:29:34.641 --> 00:29:37.401
that we think are a really great fit for real flow because they're already creating
00:29:37.401 --> 00:29:40.941
video on social and they've got a good site and we think there's an easy,
00:29:41.121 --> 00:29:42.761
you know, bring that type of video to your site.
00:29:43.121 --> 00:29:46.401
We're generating customized landing pages with me on there.
00:29:46.998 --> 00:29:51.498
Explaining exactly why, not just generically, but exactly why I think EventSec
00:29:51.498 --> 00:29:54.938
Live is a great fit for RealFlow, and we're using AI to do that.
00:29:55.778 --> 00:30:01.358
Now, there's a sort of authenticity paradox here, I think, that we're getting
00:30:01.358 --> 00:30:05.738
into, which is you start to get into the ethical and moral side of this.
00:30:05.918 --> 00:30:07.918
So we're trying to be really mindful of that.
00:30:08.538 --> 00:30:13.378
Can we leverage this technology as an enabler, but whilst also staying on the
00:30:13.378 --> 00:30:16.738
right side of authentic? And I think we can do that.
00:30:17.258 --> 00:30:22.458
Because it's not too dissimilar to marketing, writing content for a founder
00:30:22.458 --> 00:30:26.018
to use in a written format. I think it's a similar approach with video,
00:30:26.038 --> 00:30:28.178
but it's still me in those videos. That's still my voice.
00:30:28.478 --> 00:30:31.918
I just didn't say those words at that exact time in front of a camera.
00:30:32.118 --> 00:30:35.618
But yeah, as I say, I think we have passed the point of no return now.
00:30:36.178 --> 00:30:41.478
This tech is so good. And as my co-founder keeps saying, it's the most expensive
00:30:41.478 --> 00:30:43.198
and the worst it'll ever be.
00:30:43.258 --> 00:30:46.218
And it's already pretty inexpensive to to generate
00:30:46.218 --> 00:30:49.118
these kind of infrastructure players mainly in the states
00:30:49.118 --> 00:30:51.878
who are building this technology that people like real flow
00:30:51.878 --> 00:30:54.578
can kind of plug into the api and leverage as part of
00:30:54.578 --> 00:30:57.218
this sort of broader workflow of what we
00:30:57.218 --> 00:30:59.898
do for companies websites it's yeah it's
00:30:59.898 --> 00:31:02.578
exciting but also comes with some of these sort of
00:31:02.578 --> 00:31:05.318
challenges i think it's interesting to
00:31:05.318 --> 00:31:08.418
say this because i came across a really
00:31:08.418 --> 00:31:11.238
interesting video that i was i was watching literally just
00:31:11.238 --> 00:31:14.098
this weekend and i think
00:31:14.098 --> 00:31:17.178
it was in it was either in korea or china
00:31:17.178 --> 00:31:21.218
one of the mainland kind of asia countries uh
00:31:21.218 --> 00:31:24.478
there's a really really popular tv host that's
00:31:24.478 --> 00:31:28.858
known for selling products and solutions online a
00:31:28.858 --> 00:31:32.538
bit like the cross between qvc and
00:31:32.538 --> 00:31:35.438
tiktok live kind of scenario and and
00:31:35.438 --> 00:31:38.538
this organization powered by this person that everybody
00:31:38.538 --> 00:31:41.698
feels like they've got a relationship with they do these super
00:31:41.698 --> 00:31:44.798
super long hour live streams of like six seven hours plus
00:31:44.798 --> 00:31:47.758
and they talk about all these different products and people just
00:31:47.758 --> 00:31:51.198
buy them that's that's their culture that's the way they like to buy they kind
00:31:51.198 --> 00:31:55.798
of like to see these demonstrations live and then you know scan a qr code or
00:31:55.798 --> 00:32:00.198
go to a website purchase it and off they go they just did a full eight hour
00:32:00.198 --> 00:32:05.318
one fully ai generated nobody did not one person picked up on it from the live stream.
00:32:06.098 --> 00:32:09.158
Now they'd gone to the lengths of doing a huge
00:32:09.158 --> 00:32:13.798
huge amount of training on this model before they went live with it like tens
00:32:13.798 --> 00:32:17.818
of thousands of product descriptions and documents you know a huge amount of
00:32:17.818 --> 00:32:23.478
time filming with this individual a huge amount of filming gestures and things
00:32:23.478 --> 00:32:27.698
like that just natural movement and things to get all of that down so that they could.
00:32:28.345 --> 00:32:31.305
Not try and repeat themselves with with movements
00:32:31.305 --> 00:32:33.925
and things like that because you the human nature kicks in at
00:32:33.925 --> 00:32:36.665
some point don't you it's like hold on a second i'm sure they've just done that
00:32:36.665 --> 00:32:39.705
like not that long ago kind of thing but they
00:32:39.705 --> 00:32:42.485
managed to get away with eight hours of it to the
00:32:42.485 --> 00:32:46.225
point where they were actually answering live questions from
00:32:46.225 --> 00:32:49.425
the live stream that to me just
00:32:49.425 --> 00:32:52.345
blew my mind that we are already there with them
00:32:52.345 --> 00:32:55.245
did it make a big difference to those people writing it i
00:32:55.245 --> 00:32:58.665
don't think they did they were interested in their products this person was just you
00:32:58.665 --> 00:33:02.265
know explaining it to them and selling it to them i don't think they were being hoodwinked
00:33:02.265 --> 00:33:05.365
shall we say but i think you're right it does bring into the question of
00:33:05.365 --> 00:33:08.765
at what point in what scenario can this
00:33:08.765 --> 00:33:11.725
technology be used should this technology be used do
00:33:11.725 --> 00:33:14.505
you know i mean because we could ease quite quickly i was just thinking that oh.
00:33:14.505 --> 00:33:17.265
Brilliant there's the founder i can get my marketing team to put
00:33:17.265 --> 00:33:20.045
a video out about it am i out of control of that
00:33:20.045 --> 00:33:22.885
at that point what happens if they say something on my
00:33:22.885 --> 00:33:26.605
behalf that's not been pre-approved um
00:33:26.605 --> 00:33:29.585
or somebody in an important meeting
00:33:29.585 --> 00:33:32.345
asks me about something i've got no recollection or no
00:33:32.345 --> 00:33:35.605
clue whatsoever because i've not seen that content so it's
00:33:35.605 --> 00:33:38.485
a really interesting dichotomy i must admit but
00:33:38.485 --> 00:33:41.325
i think the positives outweigh the cons people will
00:33:41.325 --> 00:33:44.765
use it any of this technology for bad and
00:33:44.765 --> 00:33:47.585
nefarious or improper use and stuff but
00:33:47.585 --> 00:33:50.745
that shouldn't kind of dilute the or hinder
00:33:50.745 --> 00:33:53.765
the opportunity that it presents for us to work more
00:33:53.765 --> 00:33:56.625
efficiently and effectively and create a
00:33:56.625 --> 00:33:59.405
better experience for everybody i don't think i don't know if that's the same for
00:33:59.405 --> 00:34:02.705
you definitely yeah i mean it is a really interesting one
00:34:02.705 --> 00:34:09.425
and a pretty hot topic and we're very mindful of like building in the that approval
00:34:09.425 --> 00:34:14.425
loop you know ensuring that you know in that scenario you said a video that
00:34:14.425 --> 00:34:19.225
you're in should never go live and be published without your consent and approval,
00:34:19.465 --> 00:34:20.285
that's like fundamental.
00:34:20.785 --> 00:34:26.785
And then equally, we're thinking about do we put watermarks on the videos to distinguish this?
00:34:27.045 --> 00:34:31.485
Yeah, this could be fully AI generated, perhaps this is a true person and a
00:34:31.485 --> 00:34:36.445
true voice, but AI has been used to create this exact clip versus this was truly recorded.
00:34:36.865 --> 00:34:40.645
Yeah, coming back to that trust piece, I think this is still an important part
00:34:40.645 --> 00:34:42.485
of how we sort of tackle this.
00:34:43.613 --> 00:34:47.193
And, and like separately on the sort of conversational side,
00:34:47.353 --> 00:34:52.193
you know, we're, if you think the, the old generation of kind of pretty crappy
00:34:52.193 --> 00:34:56.273
chatbots that most websites are either using or have used in the past,
00:34:56.393 --> 00:34:59.633
the kind of predetermined, you know, I'm sure we've all had frustrating experiences
00:34:59.633 --> 00:35:02.473
with chatbots where you're like, let me speak to a human.
00:35:03.173 --> 00:35:07.993
But I think we're getting the new era now and again a lot of this tech is kind
00:35:07.993 --> 00:35:12.953
of here now like this ability to switch from pre-recorded videos where I'm sort
00:35:12.953 --> 00:35:16.413
of choosing my flow through into this conversational experience,
00:35:17.373 --> 00:35:23.093
is also pretty interesting but then you've got to as you say train the models well.
00:35:24.293 --> 00:35:27.913
Monitor put guardrails in place that was a good example a couple weeks ago the
00:35:27.913 --> 00:35:32.153
founder Fairplay like very transparently put out there that their AI chatbot,
00:35:33.113 --> 00:35:36.213
had a buyer had been on the site chatting
00:35:36.213 --> 00:35:39.313
to the chatbot and started negotiating on pricing with
00:35:39.313 --> 00:35:43.833
the chatbot and initially the chatbot was like no i'm not allowed to like just
00:35:43.833 --> 00:35:47.073
yeah we negotiate on pricing and then the visitor kind of kept pushing it and
00:35:47.073 --> 00:35:50.273
eventually it was like oh okay and then just started offering like these wild
00:35:50.273 --> 00:35:55.213
discounts that i just went off off rail and their founder to be fair to him
00:35:55.213 --> 00:35:57.633
it was a tech company was like yeah we honored it because it was like,
00:35:58.293 --> 00:36:02.533
we'd be responsible for that, but these things are going to happen.
00:36:02.833 --> 00:36:07.793
So I think everybody's got to tread carefully with this stuff in these initial
00:36:07.793 --> 00:36:10.673
instances, but it's a direction of travel, right? We're going there.
00:36:11.513 --> 00:36:17.573
Listen, ultimately success is a collection of small failures consistently.
00:36:18.633 --> 00:36:22.793
This is the only way we get to where we are now, by learning things.
00:36:22.893 --> 00:36:25.633
And I think we can see that from the biggest technology companies. look at
00:36:25.633 --> 00:36:28.693
how many rockets starlink have blown
00:36:28.693 --> 00:36:32.133
up you know in the pursuit of doing putting
00:36:32.133 --> 00:36:34.953
these into space they're now so
00:36:34.953 --> 00:36:37.853
good at it they're better than nasa at it i think
00:36:37.853 --> 00:36:41.833
that shows you that through family you can see huge successes and when it comes
00:36:41.833 --> 00:36:45.253
to the ai technology i mean i think the one thing that's catching everybody
00:36:45.253 --> 00:36:48.973
off guard with this and not to curb it and not for this podcast just to become
00:36:48.973 --> 00:36:53.253
about ai it's just the speed people people are struggling to keep up a little
00:36:53.253 --> 00:36:55.473
bit at the moment with just how.
00:36:56.397 --> 00:36:59.117
Sharp that bell curve is in and kind
00:36:59.117 --> 00:37:02.217
of advancement of the technology and things like that so people feel
00:37:02.217 --> 00:37:05.137
kind of like out of control but i think
00:37:05.137 --> 00:37:10.817
when used in combination with technologies like real flow which really do then
00:37:10.817 --> 00:37:16.097
bring something extra special to what has been a pretty static and standard
00:37:16.097 --> 00:37:20.857
format other than people doing crazy stuff with like design and ui and some
00:37:20.857 --> 00:37:24.417
really nice stuff you had tend to have to have like super big budgets for that kind of stuff.
00:37:24.897 --> 00:37:27.897
I really feel now in this
00:37:27.897 --> 00:37:30.837
very like you you you coined it right at the beginning of
00:37:30.837 --> 00:37:34.277
it this corporate faceless uh generated world
00:37:34.277 --> 00:37:37.597
that we now live in to have the embodiment of
00:37:37.597 --> 00:37:40.617
the people behind the company even if
00:37:40.617 --> 00:37:43.497
that's just one person right even if that is just the founder or
00:37:43.497 --> 00:37:46.497
somebody else at the team that that other
00:37:46.497 --> 00:37:49.297
person that customer can feel like i can connect with
00:37:49.297 --> 00:37:52.517
on some level it's happening in social media
00:37:52.517 --> 00:37:55.237
so why can't we bring it to the to the to
00:37:55.237 --> 00:37:58.157
the to the world of websites for us as businesses to
00:37:58.157 --> 00:38:01.057
connect with our customers in that way
00:38:01.057 --> 00:38:03.897
if we're not on social media we don't have the content for
00:38:03.897 --> 00:38:06.857
social media it seems like you're bridging that gap between
00:38:06.857 --> 00:38:09.757
bringing that whether you're going to do live streams for people now
00:38:09.757 --> 00:38:12.797
from the websites i don't know maybe found a live
00:38:12.797 --> 00:38:16.057
stream through real flow on the website but i think you know
00:38:16.057 --> 00:38:18.737
companies are very comfortable in the
00:38:18.737 --> 00:38:21.397
wheelhouse of their website and their
00:38:21.397 --> 00:38:24.237
experience there they probably have a huge desire to
00:38:24.237 --> 00:38:27.097
do video content but maybe there's
00:38:27.097 --> 00:38:29.897
that kind of hesitation from putting
00:38:29.897 --> 00:38:34.197
themselves out there on social media so this way in a very structured kind of
00:38:34.197 --> 00:38:37.777
way they can have an element of that experience and connect with their customer
00:38:37.777 --> 00:38:42.417
on the place on the destination that they feel they have the most control out
00:38:42.417 --> 00:38:47.097
of and we've seen fantastic results already so i think you're on to you're really onto a winner.
00:38:47.477 --> 00:38:52.077
Yeah, thanks Adam. Yeah, I mean I just I guess summarize the you know fundamentally
00:38:52.077 --> 00:38:59.497
if you believe that video can help engage and inform your audiences.
00:39:00.037 --> 00:39:02.057
Our potential attendees, registration
00:39:02.057 --> 00:39:06.937
sponsors, exhibitors, then there's a really good place for it.
00:39:06.997 --> 00:39:09.837
Can we help your visitors on the website to get deeper into the site,
00:39:10.037 --> 00:39:12.997
find what they're looking for, ultimately convert whatever that
00:39:12.997 --> 00:39:16.217
may mean and then on the flip side that can we also make
00:39:16.217 --> 00:39:19.057
you know the business more efficient able to
00:39:19.057 --> 00:39:21.917
generate video more effectively not like
00:39:21.917 --> 00:39:24.937
the old days where you've got to spend tens of thousands on expensive
00:39:24.937 --> 00:39:28.837
production you know all the technologies there now to create this kind of authentic
00:39:28.837 --> 00:39:33.597
video content so yeah we really see you're serving that dual purpose enable
00:39:33.597 --> 00:39:37.297
your audiences to find the information they're looking for whilst build that
00:39:37.297 --> 00:39:43.417
trust and tell that kind of human story but also make it an efficient process for a business that's
00:39:43.797 --> 00:39:46.397
whether they're creating video or not, like we can make that a lot easier.
00:39:46.477 --> 00:39:47.857
The barrier is a lot, a lot lower now.
00:39:48.439 --> 00:39:51.399
Absolutely well i'd love to get you back maybe with
00:39:51.399 --> 00:39:54.479
either the team at easy fairs or the team at sas stock once
00:39:54.479 --> 00:39:57.539
you've done these initial deployments and and got
00:39:57.539 --> 00:40:00.359
that out there really be really keen to hear from their side
00:40:00.359 --> 00:40:03.139
as well what they saw what they think
00:40:03.139 --> 00:40:06.019
the opportunities are because they're all going to approach it sas
00:40:06.019 --> 00:40:09.799
stock is a very different kind of event organizer to the team at easy fairs
00:40:09.799 --> 00:40:12.799
they've got different audiences different ways of producing things so i'd be
00:40:12.799 --> 00:40:17.279
very interested maybe we can get them both up and have that discussion and things
00:40:17.279 --> 00:40:23.719
like that But where do people go to either A, look at Reelflow or test it for themselves?
00:40:24.359 --> 00:40:30.379
Yeah, so Reelflow.com and so it's R-E-E-L, flow, like video reel.
00:40:30.539 --> 00:40:34.119
So Reelflow.com, go check out the site. You'll see lots of obviously good examples
00:40:34.119 --> 00:40:36.559
of us using Reelflow, practicing what we preach.
00:40:36.759 --> 00:40:39.959
You can also look me up on LinkedIn and by all means get in touch.
00:40:40.199 --> 00:40:42.779
Pretty active on LinkedIn now as we're sort of building that sort of founder
00:40:42.779 --> 00:40:44.219
brand alongside Reelflow too.
00:40:44.659 --> 00:40:48.019
So you can find us on either of those channels. yeah we'd love to speak to anybody
00:40:48.019 --> 00:40:50.259
listening to this who's interested in taking a closer look,
00:40:50.799 --> 00:40:53.699
and if anybody from linkedin's look uh listening to
00:40:53.699 --> 00:40:56.439
this just buy real flow and embed it so i can have my
00:40:56.439 --> 00:40:59.559
own little real flow on my own personal linkedin landing
00:40:59.559 --> 00:41:04.099
page from me that'd be like bebo like 2017 or
00:41:04.099 --> 00:41:07.319
something like that one too remember that sort of media website
00:41:07.319 --> 00:41:10.119
i would love that i would love a little video from me on my
00:41:10.119 --> 00:41:13.119
on my linkedin page telling people about me and stuff like that yeah
00:41:13.119 --> 00:41:20.959
well chris thank you very much for joining me very excited to see real flow
00:41:20.959 --> 00:41:25.939
grow not just in the event space but um obviously wider adoption by lots of
00:41:25.939 --> 00:41:29.079
different businesses and use cases out there thank you very much for joining
00:41:29.079 --> 00:41:31.699
me on this episode thanks adam yeah enjoyed the chat.
00:41:31.760 --> 00:41:43.232
Music.