how to use online video for enterprise community
DESCRIPTION
Remarkable content is essential for establishing successful enterprise community-- publishing content that will attract & retain members, increase participation and drive valuable knowledge sharing. This deck is from the Sun Microsystems SLX webinar "How to Use Online Video for Enterprise Communities". It covers how you get started with online video, video podcasting, live streaming, and viral videos. Learn how to use online video as part of your workplace community and help increase productivity & collaboration between employees, partners & customers. Visit SLX at www.slx.com Subscribe to the Video Community Blog at: http://www.slx.com/video-community-blog/TRANSCRIPT
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Sun Learning eXchange Value Proposition
Gary Lombardo
February, 2009
1Sun Confidential: Internal Only 1
How to Use Online Video for
Enterprise Community
Gary Lombardo
Marketing & Social Media Strategy, SLX
Twitter: @garylombardo
Email: [email protected]
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Community Makes Up The Social Fabric of Society
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Community in the Workplace is Broken
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The Rise of Online Communities in the Workplace
Workplace Community
Your Company
Enterprise Security
Partners
Employees
Customers
Types of Communities
•Employee Communities
•Partner Communities
•Customer Communities
Business Goals
•Market Research
•Product Innovation
•Learning & Training
•Support
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Video Has Transformed How We Express Ourselves
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Online Video Community Building
Publish
Engage
Promote
Analyze
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Online Video Community Building
Publish
Engage
Promote
Analyze
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What to Publish
•Product Presentations & Demos•Customer Testimonials•Interviews•Executive speeches/updates•Webinars•Learning & Training content•Collateral
Don’t limit to just camera-captured video content….
•Videos, Screencasts, Documents (.pdf, .ppt, .doc), Audio/Podcasts, Photos
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Where to Publish
Will Depend Upon Where Your Audience Is & What Your Goals Are!
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Picking the Approach
Informative Entertaining
Interviews
Broadcast
Webinars
Demos
Comedy
Music Video
Find the right balance
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Tips for Creating More Effective Videos
•Keep it Short•Keep it Simple•Have a Clear Message•Keep Editing to a Minimum•Be natural•Try a screen capture
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Camera
•Webcam v camcorder• No need to spend a lot (under $300)• Digital (HD optional)• Hard Disk Drive (HDD) preferable• External microphone jack• 640 x 480 pixel resolution• 4:3 aspect ratio
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Other Gear
• Tripod• External Microphone(s)• Lighting• Screen capture software
–Built into SLX–CamStudio (free open source) –Other proprietary options
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Editing Software
• Free software is fine–Windows Movie Maker or Mac iMovie
• Other inexpensive options exist (<$100)–Adobe Premiere Elements, Nero Ultra, Pinnacle Studio, others –Nero Ultra Edition
• More expensive options exist, but are unnecessary
–Adobe Premiere Pro, Apple Final Cut Studio
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What to Watch Out For
• Poor or distorted background lighting• Background noise• Unnecessary panning in and out• Pinstripe effect • Not enough pre-roll
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Video Formats
• .WMV– Microsoft Windows format for web publishing
• .MOV–Apple’s format for web publishing
• .AVI–Widely used (Windows only)
• .MP4–Perhaps most widely used today (MPEG-4)
• .M4V–Apple (MPEG-4) format for iPod, iPhone, iTunes
•Flash–Widely used for posting on web
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Tips on Publishing
Enterprise Community Systems
Your Blog
Record in any format
Upload
Embed
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Tips on Publishing
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Online Video Community Building
Publish
Engage
Promote
Analyze
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Engagement- Title, Thumbnail, Description
Title
Description
Thumbnail
What You Oughta Know About Cloud Computing
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Engagement- Tags & Categories
Tags–Help with search
Categories-Helps with browsing
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Engagement- Mobile Devices
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Engagement- Commenting & Rating
• Controversial is good• Encourage people to rate & comment
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Engagement- Channels
• Develops followers to your content• Keep content fresh
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Engagement- SEO on External Sites
• Search Engine Optimization (SEO)–Important when publishing to third party sites for marketing reasons
•Considerations for video SEO –Title & Description–Tags–Comments & Ratings–# of views–Embeds
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Engagement- iTunes
Title
Compelling
Photo
Clear
Description
Artist
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Online Video Community Building
Publish
Engage
Promote
Analyze
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Tap Your Video Community
Notifications
Featured
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Notifications
• On new videos by channel, user, category• On comments, other activity
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Community Email & External Email
External email
Community email (inbox)
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Get it Featured!
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Tap Other Communities in the Enterprise
Intranet
LMS
CRM
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Tap Your External Community
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•Tweet from personal account• Encourage company/product to tweet/retweet•Include URL shortened link
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• Post it to your status • Post it to fan page status & videos• Post it to your group
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• Post it to your status • Post it to your group
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Digg, Stumbleupon, others
• Submit video as a link• Encourage others to vote/digg
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Blog
• Embed in your blog• Encourage others to embed in blog
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Online Video Community Building
Publish
Engage
Promote
Analyze
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Analyzing Your Video’s Effectiveness
•Who is watching•What are they watching•What are they finding most engaging•Where are they coming from?
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Who is Watching?
• Within the enterprise: role (employee, partner, customer, prospect), job title
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What Are they Watching?
Top Views
• What channels, individual videos
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What are they finding most engaging?
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Where are they coming from?
Top Referers
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Thank You!
www.slx.com
Demo: www.slx.com/demo
Blog: www.slx.com/video-community-blogGary Lombardo
Marketing & Social Media Strategy, SLX
Twitter: @garylombardo
Email: [email protected]