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]
Community Makes Up The Social Fabric of Society
Community in the Workplace is Broken
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
Video Has Transformed How We Express Ourselves
Online Video Community Building
Publish
Engage
Promote
Analyze
Online Video Community Building
Publish
Engage
Promote
Analyze
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
Where to Publish
Will Depend Upon Where Your Audience Is & What Your Goals Are!
Picking the Approach
Informative Entertaining
Interviews
Broadcast
Webinars
Demos
Comedy
Music Video
Find the right balance
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
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
Other Gear
• Tripod• External Microphone(s)• Lighting• Screen capture software
–Built into SLX–CamStudio (free open source) –Other proprietary options
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
What to Watch Out For
• Poor or distorted background lighting• Background noise• Unnecessary panning in and out• Pinstripe effect • Not enough pre-roll
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
Tips on Publishing
Enterprise Community Systems
Your Blog
Record in any format
Upload
Embed
Tips on Publishing
Online Video Community Building
Publish
Engage
Promote
Analyze
Engagement- Title, Thumbnail, Description
Title
Description
Thumbnail
What You Oughta Know About Cloud Computing
Engagement- Tags & Categories
Tags–Help with search
Categories-Helps with browsing
Engagement- Mobile Devices
Engagement- Commenting & Rating
• Controversial is good• Encourage people to rate & comment
Engagement- Channels
• Develops followers to your content• Keep content fresh
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
Engagement- iTunes
Title
Compelling
Photo
Clear
Description
Artist
Online Video Community Building
Publish
Engage
Promote
Analyze
Tap Your Video Community
Notifications
Featured
Notifications
• On new videos by channel, user, category• On comments, other activity
Community Email & External Email
External email
Community email (inbox)
Get it Featured!
Tap Other Communities in the Enterprise
Intranet
LMS
CRM
Tap Your External Community
•Tweet from personal account• Encourage company/product to tweet/retweet•Include URL shortened link
• Post it to your status • Post it to fan page status & videos• Post it to your group
• Post it to your status • Post it to your group
Digg, Stumbleupon, others
• Submit video as a link• Encourage others to vote/digg
Blog
• Embed in your blog• Encourage others to embed in blog
Online Video Community Building
Publish
Engage
Promote
Analyze
Analyzing Your Video’s Effectiveness
•Who is watching•What are they watching•What are they finding most engaging•Where are they coming from?
Who is Watching?
• Within the enterprise: role (employee, partner, customer, prospect), job title
What Are they Watching?
Top Views
• What channels, individual videos
What are they finding most engaging?
Where are they coming from?
Top Referers
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]
Recommended
