MAD Perspectives Blog

Energize your Enterprise Video Strategy

Peggy Dau - Wednesday, August 03, 2011

Are you using video to share your company story?  I hope so!  Video is more memorable than thousands of  tweets or daily blogs or superbly written collateral.  Video is your opportunity to put a face on your organization and share compelling content.  What makes content compelling?  It's all in how the message is delivered.  Is the speaker confident and authentic?  Does he or she have a passion for the topic?  Are they sharing information that is meaningful to you - the viewer?

I am huge fan of video communications, whether it takes the form of a webcast, video conference or viral video.  In any form, a well thought out video tells a story in way that online words cannot match.  Coming from the high tech industry, I've been lucky to be exposed to all forms of video communication.  I have experience the high-end telepresence style video conferencing as well as the ad hoc services such as Skype.  I have seen live executive town hall meetings and taped product launch announcements.  Across the board, video is becoming a required form of communicaiton.

Two weeks ago, Konitiki and BT Conferencing hosted a webinar "Future Proof your Video Communication Strategy".  They discussed key technology elements for a successful strategy, including :

     - video production
     - signal origination
     - signal acquistion
     - encoding formats
     - operating systems
     - viewing devices
     - content delivery networks
     - managed event services

These elements are important and can make or break a successful video event.  However, even more important is the development of the content itself.  I was speaking to the team at Mad Bear Productions, who focus on a different aspect of video communication - that of creating and telling your story.  Their value is in helping you understand what story you are trying to tell - then humanizing that story.  What does this mean?  It means developing a storyboard that draws your audience to your brand by allowing passionate, yet professional, employees to represent the brand.  Think about:
 
    - who you want watching your video
    - what message do they need to hear (not the same as what you want to say!)
    - how and where will they consume your content (in the office, on a mobile device, live or on-demand, alone or with others)

Then consider how you're going to inform them about the video.  will you use email?  Internal announcements?  Or, how about integrating soci al media and attracting a wider audience through the use of Twitter, Facebook or LinkedIn?  If the video is available on-demand, consider distributing it via YouTube or Vimeo.  There are more outlets than ever for reaching your audience. 

Storytelling is an art.  Video is a technology.  Enterprise video communication needs to bring these two perspectives together to share a message that is meaningful and make it accessible to the desired audience.  When you're developing your video communication strategy, don't forget that all perspectives must be addressed!

What's your perspective?




RSS


Recent Posts


Tags

network Citrix, trust webcasts Social TV social networking planning Kontangent multimeida engagement MAD perspectives Enterprise 2.0 content management FCC Whisky ePrint Center communicate discovery Compuware dog SocialCast culture governance content delivery zeebox Never.no conversation openness Present.ly NBA cloud cord cutting UGC human Virage MediaBin social media plan Quantum Utterli Mark Brodie Ford context networking Vitrue Buddy Media disclaimers relationships IP rich media business model policy Harmonic cloud computing monitor strategy Buddy TV Harris medium customer support Chyron EGC slideshare Facebook video adapt streaming webinar brand Jeremiah Owyang collaborate social computing Nigel Fenwick expectations web 2.0 listen CIO Microsoft enterprise Video Box Score connect corporate identity hootsuite SocialText HBO Boston NewsGator awareness Mad Bear Produionsct business plan revenue productivity digital marketing community Miso authenticity backchannel TBS transparency language marketing Fiesta network management Echo Nielsen Netflix printing New Technologies data microblogging video conferencing B2B marketing tweetdeck truth Kit Digital DRM RSG Media customer NAB social media monitoring business intelligence social intelligence recommendations marshall mcluhan MarketingProfs cross channel blog ROI analytics convergence streaming media big data social data out-of-home streaming viggle TVPlus broadcast ABC DAM Dijit employee generated content identity media planning, analysis real-time OTT Evolve24 value conditional access endorsements authenticity, transparency, conversation, truth, honesty control audience North Plains Kontiki Mad Bear Productions stimulate second screen message social identity Oracle connected awareness Aereo TV Apple influence social media marketing benefits business development user generated content privacy Gartner solutions social media index align Intel Visible Technologies New York Times CDN Time Warner Cable BT Conferencing HP Autonomy Yammer empower TV Guide apps brand strategy customer service TV news gathering Gizmodo HDS MassRelevance connectivity market awareness monetize net neutrality firewall Peggy Dau Createasphere Pinterest Vizrt Verizon Fan Media Engagement Center Twitter video marketing mobile tablet live streaming data protection consulting telepresence content security Attensity360 program guide workflow content marketing social passion SEC NetBase inspriation FIFA World Cup Ford Fiesta Altimeter Comcast BuddyTV IntoNow lessons resources digital asset management Connected Experience Sysomos Adobe digital media snow online video platform alignment B2B company culture content trackur case study connected TV business goals TNT Aspera Tellybug creative LinkedIn broadcast, IBC, digital media, Cotendo voice of customer Taylor O'Brien broadcast technology technology GetGlue interaction honesty EMC Forrester Salesforce.com holidays personality Skype Forbidden Technologies social media search MIB MediaWorks ConnecTV sales CSP Collective Intellect IBC employees cable Viacom trust Web Strategy communication microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, Present.ly NASCAR convesation, interaction, social media, rich media, video, advertising Radian6 innovate organizations MagicRuby YouTube social media, firewall, social computing, employees, connect storytelling CMO leadership executive support lead generation connect, collaborate, communicate, digital media, consulting, social media HP


Archive