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Posts Tagged ‘process’

Monetization for Corporate Video

November 5, 2013 Leave a comment

An enormous amount of discussion takes place across the web on the issue of monetization of video. The concern is that producers are putting a lot of effort and at least some money into developing their video content and getting their creative vision down in pixels – now how do you make money off that effort? The answers can vary, but for the most part they focus on the video community – create your story, find a way to sell it or advertising around it so that you can profit.

As important as this topic is, for the enterprise producer the calculus is noticeably different. Generally speaking you’re not looking to sell a series of corporate pieces to Netflix, Amazon or Hulu; you probably are not interested in selling advertising for other products as a pre- or mid-roll to your product demo. In fact, the video itself is unlikely to be a moneymaker on its own, and it’s probably not intended to do so.

At the end of the day, a corporate video is designed to sell the products or services of the company. Your video is intended to lead viewers on to a purchasing decision, but it’s unlikely that the video will be the sole driver of that revenue. More often the video will be a form of lead generation for the organization’s sales team – a video view will translate into a sales contact which hopefully becomes a finalized sale. On the plus side, this takes a lot of pressure off the video producer – there’s no expectation that noticeable revenue will be driven by the video itself. You don’t have to get nervous about getting picked up by a large streaming provider, a YouTube syndicator, or draw large numbers of ad impressions.

On the challenge side, this means it can be harder to point to the video as a revenue generator instead of a cost center. If the sale does not depend on the video, how can you demonstrate to management that the video department is driving revenue? It’s not a simple question to answer, but the two most important steps to manage are calls to action and metrics. By adding direct calls to action within the video, you can ensure that the video provides an immediate opportunity to connect with the company and its experts. If you’re doing a piece involving a subject matter expert (SME) from the organization, be sure there’s easy connectivity to reach that SME directly. Metrics always provide understanding of the success of a video, and they can be useful as an indicator that your message is reaching the key audiences.

One critical step here is to be sure to take advantage of URL techniques that can help tell you where your users are coming from. Tagging and tracking codes within URLs can provide very specific feedback on the source of the click – an email campaign, a particular webpage, and of course from within a video page. If you’re not familiar with the coding on the URL, work with your web development teams to create URLs that will help indicate that a user reached out to your organization after watching one of your video pieces.

In the end video for most organizations is a means to an end, but there are still key steps you can take to make sure your efforts are helping drive revenue.

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Categories: Distribution Tags: , ,

Preparation Can Make All the Difference

February 14, 2013 Leave a comment

Producer Anthony Burokas posted an excellent breakdown of, well, breakdowns and how to avoid them:

Streamline Your Production Pipeline

There’s really no question that the event he worked on could’ve run more quickly, efficiently and of course cheaply if the producers had taken the time to sit down and map out what they needed to do and how to best set up their tools and personnel to make that work as smoothly as possible.

The same is really true of any video production – it doesn’t need to be a 7-camera setup in a major event space. A one or two camera shoot can be equally complicated and taking some time beforehand to walk through it can really make a big difference. If you’re planning a video involving senior executives, their time is extremely valuable and hard to schedule. Do you really want to sit down with the CEO and realize as he’s getting in place that the lighting is unacceptable, or the background is inappropriate, or you’ve scheduled someone else at the same time?

I had a conversation recently about a new effort to deliver live events via online video. What’s become clear to them is that rules will have to be set down and adhered to if the effort is going to succeed. Some of this involves developing those rules for preparation and requiring their content partners to provide their materials well in advance of the event getting underway. For the end user, especially during a live event, the fumbling and stumbling as presenters get situated is torture – by getting all of that in place with time to spare, the event can begin without delay, showing off the presenters in their best light and making it a better experience for the viewers.

None of this is rocket science of course, and with experience and the right team the processes will become more natural. But the process of production usually has a lot of moving parts and the more you can think through and get in place before you start the better it will come off.

Mobile Data Traffic

February 15, 2012 Leave a comment

Very Cisco-oriented couple of days – thanks to the brilliant Jeremiah Owyang (@jowyang) I stumbled across a series of presentations yesterday for Social Media Week (http://socialmediaweek.org/) from the Cisco group, which led me to follow a bunch of twitter accounts, so I have a bit of ammunition for some blogging. There was a terrific presentation from Jeanette Gibson (@jeanetteg) that I wanted to talk over, but I can’t find a link yet so it’ll have to wait a bit.

One piece to come out of yesterday’s event was a link to Cisco’s new Visual Networking Index containing their predictions for mobile data traffic over the next several years. There’s a lot in there about usage, devices, trends, etc. but the tweet that caught my attention referenced this line as written in their exec summary:

Two-thirds of the world’s mobile data traffic will be video by 2016. Mobile video will increase 25-fold between 2011 and 2016, accounting for over 70 percent of total mobile data traffic by the end of the forecast period.

The emphasis is theirs, not mine, but it is worth noting. As I posted last year in reference to their report on internet traffic, I feel it’s necessary to distinguish between the volume of traffic and the value of that traffic to the enterprise. Once again, more data does not necessarily mean better or more important data.

What it does mean for the enterprise media manager is the importance of ensuring cross-platform availability of your content. You need to go where the eyeballs are, and those viewers are at least equally if not more likely to be on mobile devices as on desktops. For your outside viewers your opportunity to reach them and gain traction in the marketplace depends on their ability to find your content no matter where they are. Similarly, your inside audience will be accustomed to receiving their video content anytime, anywhere and will expect the same behavior from their corporate learning, messaging and communications.

Practically speaking, there are some necessary considerations to prepare or maintain important work processes:

  • Transcoding needs to be built in or scaled to ensure the ability to deliver multiple output formats
  • Streaming servers or vendors need to be prepared for proper format delivery and increased volume
  • Online learning platforms may need to be upgraded or configured for mobile delivery

While it may be a brave new world, the mobile universe is just one more delivery outlet media managers will need to understand and prepare for.

Busman’s Holiday

January 30, 2011 Leave a comment

I’m back from a too short vacation with the family out to warmer climes – most of all I appreciated the chance to skip shoveling snow for the first time this winter.

While we were out West I took the chance to mix in some business, and I had an opportunity to tour a CMMA colleague’s shop out there (thanks, AG!)  They’re a bigger outfit than we are, in terms of geographical spread, staffing, and demand.  Where we do about 20-30 live teleconferences a week, they do about 75 per DAY.  Needless to say they need more staff than we do, and they’ve completely custom built their networking, endpoint, and UI infrastructure.

Despite the differences, what I took out of it is that we’re all feeling the same pressures, and we’re pushed by the same needs.  We have scheduling issues, they have scheduling issues.  They have pushback from clients, we have pushback from clients.  I admit to some jealousy, as they do have more resources than we do to manage their needs, but the reality is we’re only different in scale, not in practical experiences.

It was nice to get away, but it’s also nice to see how other people are working and how we match up.

IT and Streaming Media – Part II

January 4, 2011 Leave a comment

The first post got a bit long, so I’ll continue here for those who want this in more digestible chunks.

Situation 3: Let’s Webcast, everybody!

In this common situation, someone gets the bright idea to offer a new service or communication method without quite understanding it and without explaining themselves to the underlings who have to make it happen.

Our fictional VP of Marketing decides that the organization needs to start webcasting based on hearing the term at a seminar.  The competition is webcasting, so we have to as well.  A kickoff meeting is held with senior representatives of multiple business departments and IT and the VP lays out this grand vision of webcasting everything from CEO presentations to the annual company picnic.  The execs leave the meeting with an action plan of assigning people lower down the food chain to realize this vision. Read more…

IT and Streaming Media – Part I

January 4, 2011 Leave a comment

Like most other corporate efforts in the modern age, there are two sides to every streaming media deployment – the business side and the technology side.  There’s no real rule about where multimedia efforts lie – sometimes IT owns it, sometimes a business department.  (I happen to be on the business end – our department is part of the marketing arm of the organization.)  The key issue, as you might expect, is the quality of the communication and relationship between the two sides – a strong partnership leads to successful efforts, and antagonism leads to failure.  This is no different from virtually all other corporate activity. I’m going to attempt to highlight some of the possible contentious points and suggest some ideas to prevent them in advance, or short-circuit them before they become insurmountable.

I’m fortunate that I speak passable tech as well as good business priorities.  It’s a lot simpler to have detailed conversations with the IT side if you understand a bit about what they do and how their technology is deployed and administered.  80-90% of the problems between the business and IT sides develop because they aren’t communicating to each other clearly.  As has been said about the US and Great Britain, they are two peoples separated by a common language. Read more…

Distribution

December 23, 2010 Leave a comment

One of my main responsibilities is taking all of the content created or acquired by our group and making it available to end users.  Needless to say we look at web delivery as our primary distribution outlet, since it offers many advantages:

  • Load once, play many times – there’s no realistic limit on the number of views of the same file, though of course there are bandwidth issues
  • Simple cost structure – we’ve either paid for the servers already, or we have a standard cost with our CDN for service, so there’s no item-level cost (again other than bandwidth & overage) for streaming a video
  • Ongoing metrics – since we monitor the servers, I can easily determine usage
  • Control – by and large you maintain the only copy of the file and can keep ownership
  • Anytime, anywhere experience – there’s really nothing special needed other than a standard PC to watch the video (we’ll save the format and platform flavors for a later discussion when I’ve figured out what the heck to do with iPads) Read more…
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