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?


Recent Posts


transparency organizations program guide microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, networks Evolve24 GetGlue Dijit conversation adapt big data Oracle cord cutting Gizmodo DRM Connected Experience blog BuddyTV EGC microblogging IBC social media plan TBS streaming media Adobe social monetize holidays video conferencing Chyron LinkedIn MIB MediaWorks Nigel Fenwick convesation, interaction, social media, rich media, video, Cotendo Compuware brand Viacom Time Warner Cable Vizrt audience recommendations marshall mcluhan NewsGator relationships personality mobile lead generation honesty SocialText Facebook storytelling Miso printing discovery Tellybug Comcast stimulate privacy strategy UGC Microsoft Vitrue alignment advertising business development context tweetdeck MAD perspectives content marketing RSG Media apps interaction Kontiki Fiesta video marketing Kontangent HP Autonomy out-of-home streaming Utterli North Plains Citrix, trust case study digital media HP MarketingProfs social networking Video Box Score CMO corporate identity identity cloud computing connected TV social media index cable engagement NetBase New York Times creative HBO value customer service webcasts social media Buddy Media business goals sales Apple Aspera message social identity employee generated content Harmonic connected awareness openness Taylor O'Brien CDN ePrint Center Twitter viggle net neutrality FCC Aereo TV DAM communication business model data leadership ABC FIFA World Cup SEC social media, firewall, social computing, employees, connect Virage MediaBin Echo NASCAR productivity rich media TV Guide Web Strategy search passion streaming innovate endorsements social computing video zeebox language live streaming backchannel firewall Buddy TV Forrester network management Createasphere OTT Mad Bear Productions TNT planning, analysis SocialCast telepresence HDS market awareness solutions benefits influence Radian6 Mad Bear Produionsct MassRelevance media broadcast technology Gartner slideshare CSP Sysomos planning Kit Digital analytics monitor policy trackur user generated content connectivity collaborate employees Ford Fiesta second screen broadcast listen brand strategy Visible Technologies Mark Brodie Peggy Dau truth enterprise executive support resources ROI customer support Pinterest voice of customer inspriation revenue MagicRuby trust convergence expectations customer lessons TVPlus awareness communicate Whisky company culture real-time culture workflow Social TV Altimeter empower TV content New Technologies web 2.0 community business intelligence dog online video platform BT Conferencing YouTube disclaimers Quantum human Harris Verizon network hootsuite conditional access consulting snow CIO authenticity, transparency, conversation, truth, honesty ConnecTV content security connect governance data protection Ford Fan Media Engagement Center EMC tablet content management content delivery Enterprise 2.0 digital marketing IP Nielsen control social media monitoring social data social intelligence B2B marketing Forbidden Technologies news gathering medium cloud digital asset management Attensity360 Yammer IntoNow marketing Boston Collective Intellect technology NBA networking multimeida social media marketing Jeremiah Owyang Skype Netflix NAB webinar business plan broadcast, IBC, digital media, connect, collaborate, communicate, digital media, consulting, social media align cross channel data analytics Intel B2B authenticity