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


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