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

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


Archive