practical considerations for a corporate online video strategy andrew aitken antfarm
Post on 25-Jun-2015
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Where the Rubber meets the RoadPractical considerations for a corporate online video strategy
Contextualisation
• Experience• Low bandwidth networks• Live Content
Live vs. On Demand
• Factors affecting decision for live or on-demand– “Time-value” of information
• Topical information
• Sensitive corporate communication
– Live, Pseudo-live, on-demand
Marketing / Awareness
• Marketing / awareness campaigns essential• Create a common or familiar online destination
– Consistent branding between website and online video
• Build momentum for the content– Ongoing content refresh and addition
– Viral content
• Examples of momentum– Corporate results announcements
– SARB MPC policy statement
– Treasury Budget speech
– KPMG thought leadership series
– Parliament CMS
– MTN GLC
Low awareness, low impact, low ROI
Live Streaming Process
1. Capture 2. Encode 3. Distribute 4. Consume
Distributionservers
Capture
Encode
Distribute
Play back /View / Listen
Relay Link
Live Streaming ArchitectureLive Streaming Architecture
Questions to ask yourself
What is the nature of the event that is going to be WebcastIs it an audio or audio/video webcast?Is it once-off or repeat (what is the repeat frequency)?What are the event dates?What is the planned duration of the event?Who will be doing the Audio captureWho will be doing the Video captureWhat is the name of the venue (or if unconfirmed, what city will it be in)?What is the nature of the venue – auditorium/hall/building/stadiumDoes the venue have ISDN lines which can be dedicated to the webcast?If there are no ISDN lines, can temporary ISDN lines (30 days lead time) be installed, or can a mobile VSAT be used?What is the audience
– internal or external to your organisation, or both?– local (within South Africa), international, or both?
What is the anticipated size of the online audience?What is the web site URL that this will link to?What is the format
– Will someone be talking to a presentation with slides (e.g. powerpoint slides)?– Will someone be delivering a speech– Will someone be interviewing someone else
Do you want any of the following value adds– User Registration– Questions Facility– Chat facility– Discussion / Blog Forum– Catalogue Development (only applicable when you are doing multiple events or multiple presentations on one day).– Survey/Feedback/Poll Form
Audience
• What must you consider – Internal:
• on your corporate LAN / WAN / GAN
– External: • Outside your corporate network
• Generally on the internet globally
– Local• In South Africa
– International• Outside South Africa
International fibre connectivity
Image Source: “The Case for ‘Open Access’ Communications Infrastructure in Africa: The SAT-3/WASC cable– A Briefing”, Abiodun Jagun, ASSOCIATION FOR PROGRESSIVE COMMUNICATIONS (APC)
International vs. Local Distribution Pricing
Local distribution pricing – From R80/GB – As much as R160/GB
International distribution pricing– €0.08/GB, approx. R0.9/GB– Approx. 100x cheaper
Corporate Network Bottlenecks
H/O
Branch
Branch
Branch
Typical stream size: 150 (units)Example corporate WAN link size: 1024 (units)6 streams x 150 = 900 (units)i.e. 6 people max can stream
Image Source: “The Case for ‘Open Access’ Communications Infrastructure in Africa: The SAT-3/WASC cable– A Briefing”, Abiodun Jagun, ASSOCIATION FOR PROGRESSIVE COMMUNICATIONS (APC)
Distribution options - Content Distribution Network (CDN)
Corporate Network Bottlenecks
H/O
Branch
Branch
Branch
Capture Equipment and Crew
• Audio– Equipment
• Venue PA system• Professional AV hire
– Technician• Venue technician• Professional audio technician
• Video– Equipment
• Number of cameras• Camera stands• Lighting• Vision mixing equipment
– Crew• Number of camera crew• Vision mixer• Experience & training
Note to Andrew: insert demo videos of:Good lighting vs. bad lighting
Example of mixed content
Nature of Content / Nature of Venue
• Demo content illustrating differences in nature of content and streaming quality required:– High action, low bit rate– High action, high bit rate– Head & shoulders, low bit rate– Head & shoulders, high bit rate– Low bit rate, high resolution– Low bit rate, low resolution– Video only vs. video with slides
Relay Connectivity
• Live webcast external venue requires connectivity to Internet
• Dedicated connectivity is crucial– Permanent ISDN– Temporary ISDN– Permanent Diginet– Line of sight wireless– Fibre
• Avoid all shared connectivity (especially for video)– ADSL– 3G– iBurst– Etc.
Webcast Features
• Registration• Questions
– Private or Moderated Public
• Chat• Discussion Forum• Survey
Your nameYour email address
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