The Viocorp Enterprise Communications forum brings together digital leaders from Red Bull, Deloitte, BT Investment Management and the IOOF as well as industry leaders from Akamai and Melcrum to share inspiration, strategic insights and practical advice on successful online video strategies.
From research on why video can be so impactful, to inspirational content development strategies, this forum is designed to help you take advantage of the technology trends that the switched on, mobile organisation offers.
Each presentation will be followed by a Q&A session so you can engage directly with our expert panellists.
Keynote Case Study: Red Bull Stratos - Christie Poulos, Former Head of Content (Moving Image) for Red Bull UK
Employee Engagement: Research on Video Internal Communications - Jonathan Champ, Melcrum
Content marketing: 3 Strategies for Video Content Production
In-house studio - Deloitte
iPhone DIY - BT
Production companies - IOOF
Protecting your IP: Online Video Security - David Habben, Akamai
Developing a Video Strategy Framework - Nick Bolton, TEN ALPHAS
For more information, visit www.viocorp.com/internalcomms or www.viocorp.com.
21. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > RECOMMENDATIONS AND OUTCOMES
AUDIT
SPOT THE GAPS IN CAPABILITIES IN LINE WITH CONTENT
STRATEGY
PRIORITISE
COST BENEFIT ANALYSIS
22. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK
ECOSYSTEM
AUDIENCE
ANALYTICS
TIME
CONTENT
SELF ASSESSMENT
23. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM
CONTENT
LOCATIONS
INTERNAL
RESOURCES
CORPORATE
HARDWARE
MARKETING
SOFTWARE
EVENTS
PRODUCTION PARTNERS
TRAINING
AUDIENCE
29. DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT > RECOMMENDATIONS AND OUTCOMES
CONTENT PLAN ACROSS THE YEAR
CATEGORISE
- VALUE: FREE > FREEMIUM > PREMIUM
- DISTRIBUTION: INTERNAL > CLIENT > PARTNER > CONSUMER > SOCIAL
VIDEO BRAND GUIDELINES AND APPROVAL PROCESSES
SCHEDULE CONTENT PRODUCTION – ECONOMIES OF SCALE
SET KPI’S ACROSS DEPARTMENT
30. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK
ECOSYSTEM
AUDIENCE
ANALYTICS
TIME
CONTENT
SELF ASSESSMENT
31. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM
CONTENT
AUDIENCE
LOCATIONS
INTERNAL
CONSUMER
RESOURCES
CORPORATE
MEDIA AND TRADE
HARDWARE
MARKETING
SOFTWARE
EVENTS
PRODUCTION PARTNERS
TRAINING
34. DEVELOPING A VIDEO STRATEGY FRAMEWORK
AUDIENCE RECOMMENDATIONS
SET KPI’s FOR TRAFFIC GROWTH
CATEGORISE CONTENT BY DISTRIBUTION
SET UP SYNDICATION AGREEMENTS
35. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK
ECOSYSTEM
AUDIENCE
ANALYTICS
TIME
CONTENT
SELF ASSESSMENT
36. DEVELOPING A VIDEO STRATEGY FRAMEWORK
VIDEO PRESENCE
Volume
Prominence
Related Videos
Displayed as
Video
Search
Video Presence
Subtotal
Ubiquitous
4
3
2
1
Minimal
Front and Center
4
3
2
1
Buried
Easy to Find
4
3
2
1
Hard to Access
Clear
4
3
2
1
Obscure
Integrated &
Useful
4
3
2
1
Ineffective
37. DEVELOPING A VIDEO STRATEGY FRAMEWORK
FUNCTIONALITY
Share
Social Media,
Email etc
4
3
2
1
Non-existent
Playlists
Integrated
4
3
2
1
Non-existent
Media Player
Enhanced
4
3
2
1
Basic
Channels /
Grouping
Clearly defined
4
3
2
1
No grouping
Viewer
Interaction
Ratings,
comments etc
4
3
2
1
Video only
Functionality
Subtotal
38. DEVELOPING A VIDEO STRATEGY FRAMEWORK
DISTRIBUTION
Primary Website
Browser, Mobile,
Tablet
4
3
2
1
Browser only
Web TV Portal
Dedicated, fully
branded
4
3
2
1
No portal
All depts, all
levels
4
3
2
1
No video
Multiple sites,
integrated
content
4
3
2
1
No campaign
sites
Dedicated sites,
frequent updates
4
3
2
1
No video in social
media
Intranet
Campaign
websites
Social Media
Distribution
Subtotal
39. DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT
Screen Appeal
Compelling
4
3
2
1
Uninspiring
Breadth of
Catalogue
Extensive
4
3
2
1
Limited
Production
Quality
Professional
4
3
2
1
Amateur
Variety of
Presenters
Varied &
Interesting
4
3
2
1
Single POV
Freshness
Regular, Frequent
4
3
2
1
Infrequent,
Archival
Content
Subtotal
41. DEVELOPING A VIDEO STRATEGY FRAMEWORK
SELF ASSESSMENT > RECOMMENDATIONS AND OUTCOMES
BENCHMARK
REPEAT FREQUENTLY
SET KPI’S PER DIVISION AND CATEGORY
42. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK
ECOSYSTEM
AUDIENCE
ANALYTICS
TIME
CONTENT
SELF ASSESSMENT
43. DEVELOPING A VIDEO STRATEGY FRAMEWORK
ANALYTICS
PLEASE INSERT VIOCORP ANALYTICS /
DASHBOARD SCREEN GRABS
48. DEVELOPING A VIDEO STRATEGY FRAMEWORK
SUMMARY – KEY OUTTAKES
PLANNING EQUATES TO LONG TERM SUCCESS
THE THREE CORE AREAS SOON START FUELLING EACH OTHER RATHER THAN
WORKING AGAINST EACH OTHER
IT’S NOT AN OVERNIGHT RESULT – MONITOR AND MEASURE OVER A PERIOD OF
TIME
THE FRAMEWORK ENCOURAGES EXPERIMENTATION AND INNOVATION
HAVE FUN!
49. DEVELOPING A VIDEO STRATEGY FRAMEWORK
QUESTIONS
NICK BOLTON
nick@tenalphas.com.au
0412 101726
www.nickbolton.com.au
www.tenalphas.com.au
Notas del editor
Enterpise issuesGEOGRAPHICALLY DISPERSEDPOOR COMMUNICTAINS BETWEEN DEPARTMENTSDEPARTMENT PLANNING NOT ORGANISATIN PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTION
Enterpise issuesGEOGRPAPICALLY DISPERSEDPOOR COMMUNICTAINS BETWEEN DEPARTMENTSDEPARTMENT PLANNING NOT ORGANISATIN PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTION
Enterpise issuesGEOGRPAPICALLY DISPERSEDPOOR COMMUNICTAINS BETWEEN DEPARTMENTSDEPARTMENT PLANNING NOT ORGANISATIN PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTION
Enterpise issuesGEOGRPAPICALLY DISPERSEDPOOR COMMUNICATIONS BETWEEN DEPARTMENTSDIVISION PLANNING, never mind DEPARTMENT PLANNING never mind ORGANISATION PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTIONLack of syndication, lack of awareness of other depts strategy, resources, content
Discuss how there are so many parts, people, issues that hard to get your head around it all, how to plan, it, Over the years we’ve observed this across numerous clients, and broken the parts into the following areasAnd we set up a Discovery workshop to help clients plan their online video content.NIDA, Salvos, CSIRO, Arts Centre, SingTel,Explain the workshop - Put 12 people in a room from diff depts.Give industry stats, case studies, top trends before we impart on the Workshop which comprises the following elements in the framework.OUTPUT IS A 30-50PAGE DOCUMENT WITH SUMMARIES, OUTCOME AND RECOMMENDATIONS.
time
IF YOUR CONTENT STRATEGY SUGGEST WE FILM LOTS OF STUFF, THEN WE NEED TO ECOSYTEM OF RESOURCES AND TOOLS OT FACILITATE THATCAN EITHER OUTSOURCE OF INHOUSE, IF INHOUSE WHAT CAP EX DO WE NEED TO DOROLL OUT THE PURCHASE OVER THE YEAR, APPORTION USE OF EQUIPMENT AGAINST THE CONTENT CREATION
THE CONTENT DISCOVERY LOOKS AT WHAT CONTENT YOURE ARE ALREADY CREATING AND WHAT CONTENT YOU WOULD LIKE TO CREATE, AROUND THESE FIVE ARES OR DEPARTMENTS
YOUR PARTNERS –SYNDNICATE CONTENT TO, ADVISE ON STRATEGY AND PROCESS, GET ECONOMIES OF SCALE
SO FORST 3 ARE AUDIT IN NATURE, BUT DOESN’T ADDRESS SENTIMENT OR OPINION. ANONYMOUSSAMPLE SIZEMULIT DEPARTMENTCREATES KPI’S EG INCREAE CONTENT QUALITY FROM 2.4 TO 2.7 IN 3 MONTHS.FREQUENTLY
HELPS IDENTIFY STRENGTHS AND WEAKNESSES, ENABLES GOALS TO BE SET, DEMONSTARTES WHERE PROGRESS HAS BEEN MADE.