3. Digital Age
We are in the midst of a
Digital Transformation
where it is critical for organizations to
reach customers and workers through
technology to increase
Digital Touch Points
and increase business results!
4. Digital Touch Points
The executive’s guide to
implement a video and dynamic
media solution to leverage the
digital transformation and deliver
Compelling Customer Experiences
across the enterprise ecosystem,
Digitally
5. Digital Touch Points
A Digital Touch Point
is the reaching of an individual through an
electronic device.
More specifically, it is a point of contact when a
person or a company provides a targeted
customer or employee with information or
content via a digital media channel for
consumption on a digital device such as a
television, computer screen, tablet, smartphone
or other smart device.
6. Digital Touch Points
Dynamic Media is constantly changing and is
interactive.
Think: Social Media.
Video is Media and can be dynamic.
Think: Live Streaming; Videoconferencing -
Telepresence; Digital Signage; Live Interactive
Distance Learning; and Interactive Video-on-
Demand.
Video can be very effective over Social
Media.
8. Source: IDC
Top Strategic Technologies
projected for 90% of IT spending in 2014
The Cloud
Smartphones and Tablets
Technology and Services
will increase 25%
Technology and Services
will increase 30%
80% of Fortune 500 Companies will have
enterprise social networks by 2017
9. Digital Touch Points
Chapters
Video as a Strategic Communications Tool
Digital Touch Points
Reach and Empower Customers and Employees
Content is King and Should Drive Technology Decisions
Establish a Media Business Strategy
Viewing Locations and Environments
Blend Enterprise-wide Digital Media Channels
Analytics – Striving for Business Intelligence: Results!
Preserve, Protect and Leverage Company Media Assets
Managed Video as a Service (MVaaS)
10. Video
as a Strategic
Communications Tool
Chapter 1
11. Recent Headlines - Forecasts
33.5M US Mobile Users Watch Video
Mobile Video Users Rise 43% Year-Over-Year
147M Americans Watch Video Online
US Online Video Use Up 45 Percent, Year-Over-Year
Digital Signage Sales to Grow to $13.2B by 2016
Executives Embrace the Non-Text Web
Executive Use of Business Video Is Already Mainstream
….79% of business executives use two-way business video at least once a week
Online Video Increases eCommerce Conversions 30%
Online video will make up 91% of consumer IP traffic
13. Tips & Perspectives
People will embrace various ways to
consume video content.
There will always be new media and
technology.
Executives will increase their use of video
to communicate.
The demand for quality video will
increase.
Companies will preserve and protect their
media assets.
14. Digital Touch Points
Reach and Empower
External and Internal Audiences
Customers and Employees
Chapter 2
17. Video is a very powerful force for
workforce knowledge and learning. As
the Internet shifts from a reading to a
viewing platform, the workforce expects
to be able to “watch” their way to
knowledge.
Elliott Masie
18. Tips & Perspectives
Increase digital touch points.
Empower viewers – drive engagement.
Know your target audience.
Extend the reach to all employees.
Leverage all channels and systems to
reach internal and external audiences.
20. Not all content is equal.
It may require different:
Production Values
Delivery considerations
Display environments
Display devices
Interactive and engagement
capabilities
21. Tips & Perspectives
Content must be relevant!
Content should be easy to access, view and
assimilate…In a quick and timely manner.
Live and on-demand.
Use interactivity to encourage participation and drive
engagement.
Design the length of video programming according to the
subject(s) and targeted audience(s).
Provide the right amount of content
Be prepared to feed the beast!
Use, re-purpose, and re-use relevant content.
23. Media Business Strategy
Identify all target audiences the company needs to
reach, inclusive of:
Employees
Customers and prospective customers
What is the message(s)?
What do you want them to know?
When do you need to reach them?
What is the timeframe to achieve the goal?
What do you want them to feel?
What do you want them to do?
24. Media Business Strategy
Include All Stakeholders
Internal customers
Functional support groups
Executives
Get them
to the table
and on the
Same Page
Communications Implementation Plan
Leverage existing infrastructure
Implement complementary solutions
Share platforms and media channels
25. Get Everyone on the Same Page
Blended
Communications
Communications
Video / Media
IT /
Telecom
HR /
Training
Visual
Communications
Webcasts
Digital
Signage
Satellite
BTV / IDL
Video
Conference
Telepresence
Mobile
Video
Voice
Communications
Audio
Conference
Mobile
Phone
Data
Communications
Texting
Collaboration
File Transfer
27. “…The traditional role of the CIO has
to go away.
We need to take a more consultative
approach.”
Joseph Spagnoletti, CIO Campbell Soup CO
CIO Relevance to Business, CIO Insight November 2012
28. “…I now spend most of my time
working with the marketing
department to advance the ideas we
came up with in IT.”
Rob Hilliard, CTO Reader’s Digest
CIO Relevance to Business, CIO Insight November 2012
30. Tips & Perspectives
Identify the target audiences and the what, why,
when and where.
Identify all video applications, users and media
channels.
Invest the time and resources to develop an
enterprise-wide media business strategy.
Get buy-in and support across the company.
Address the entire video ecosystem.
Future-proof your investment.
Implement policies and guidelines – Governance.
Collect and use Analytics.
Select the right solutions for your business needs.
Leverage trusted vendors.
33. Tips & Perspectives
Know your target audiences and where they
are located.
Reach all employees regardless of location.
Foster an environment of engagement and
sharing.
Provide viewing options – get content to
screens of choice.
37. Delivery Choices
Like golf clubs….
There is a media channel for each
application and situation!
38. Digital Media Channels
Where does the company have presence?
What is the company size?
How many locations?
How many employees and what is their work
environment?
What are the facility types and locations?
What is the company culture, e.g.: is it video-centric?
What is the existing communication infrastructure?
What are the system capabilities?
39. The Cloud – Cloud Services
Secure Hybrid
Cloud
Enterprise Cloud Cloud Service
Provider
Private Cloud Public Cloud
40. The Cloud – Key Issues
How much content will your company produce?
What media types will be maintained in the Cloud?
How will viewers access the content?
What content search functionality is needed?
What viewer functionality is needed for feedback
and interaction?
What tracking and measurement functionality is
needed – Analytics?
What is the anticipated consumption rate of the
content?
41. Tips & Perspectives
Base the communications strategy and
implementation plan on the media business strategy.
Establish collaboration across user and functional
support groups.
Select and implement the right systems and
workflow.
Consider a hybrid approach to deliver content.
Leverage the Cloud and cloud services.
Deliver content to screens of all sizes and types.
Employ the right type and blend of staff resources.
Note: Staffing costs may exceed solution
implementations, especially at the outset
42. Analytics
Implement Systems to Validate
Chapter 7
Results!
It’s all about the Numbers!
Capture and document the touch
points…
From and About All Audiences!
43. Analytics
Number of touches / views
Social interactions
Source of visits (direct or via search or link)
Sales conversions (on-line, in-store)
Sales per campaign
Customer satisfaction
Cost per lead
Return on investment
44. Analytics
Program participation and interaction
Tests and certifications
Performance improvement
Customer service and satisfaction
45. Tips & Perspectives
Have the right systems to manage data across
the enterprise
Get the full engagement and support from IT
Capture analytics for all groups using video and
dynamic media
Marketing
Training and learning
Communications
Mine the data – Identify and leverage the results
Allocate the staffing resources needed to
manage, evaluate and interpret the data
47. DAMs & MAMs
Storing of Content
Active - Readily available and easily accessible.
Back-up - Stored on a separate system and
available in the event of failures to the
active system.
Archival - Off-line storage for long-term
preservation and protection.
48. DAMs & MAMs
Dublin Core Media Element Set
Contributor - The entity (person, department, company,
etc.) responsible for making contributions to the asset.
Coverage – Location and/or time period relevant to the
asset.
Creator - The entity (person, department, company, etc.)
responsible for creating the asset.
Date - The date or period of time associated with the
asset.
Description - Detailed information about the asset.
Format - The file format, physical medium, or dimensions
of the asset.
Identifier - A unique reference to the asset.
Language - The language of the asset.
49. DAMs & MAMs
Dublin Core Media Element Set
Publisher - The entity (person, department, company,
etc.) responsible for making the asset available.
Relation – A related asset.
Rights - Information about who has the rights to the
asset.
Source - A related asset from which the asset is derived.
Subject - The topic of the asset.
Title – A name given to the asset.
Type – The nature or genre of the asset.
Critical for ease of access and management of
content!
51. Tips & Perspectives
Metadata
Define terminology and structure of metadata.
Compile as much data as possible and as early as
possible.
Establish naming conventions and proper tagging.
Workflow
An efficient workflow is imperative to keeping
track of assets.
The DAM solution should be configured to help
organize, track and share assets.
Respect the value of historical media assets.
56. Tips & Perspectives
Identify the acquisition, maintenance and staffing
method best suited to your company’s business
approach:
Home-grown, MVaaS or hybrid.
Evaluate the existing systems and operation to
determine what could apply to MVaaS, if not the
entire video ecosystem.
Migrate to MVaaS as part of a well-thought-out
business strategy and implementation plan.
Identify a vendor to engage as a trusted advisor as
well as provider of systems and services.
57. Tips & Perspectives
Identify a vendor to engage as a trusted advisor as
well as provider of systems and services:
Manage and enhance the company’s video and
dynamic media capabilities;
Stay current with industry trends and new media
innovation;
Manage staffing resources and keep current with
required skills;
Manage capital expenditures and maintain fixed
costs;
Mitigate risks associated with equipment and
system obsolescence.
58. Digital Touch Points
The executive’s guide to use video and
dynamic media to leverage the digital
transformation
Thank You
Randy Palubiak
Enliten Management Group, Inc.
rp1@enliten.net
www.enliten.net
www.digitaltouchpoints.net
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