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Enterprise - Communicate Key Internal & External Messages with Online Video (Dell)
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Enterprise - Communicate Key Internal & External Messages with Online Video (Dell)

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http://go.ooyala.com/IndustryWebinarsLive.html …

http://go.ooyala.com/IndustryWebinarsLive.html

Grab viewers and boost earnings with Online Video. Gain insight from industry insiders - watch the webinars today.


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  • 1. contact: [email_address] 1-877-366-9252 Enterprise: Communicate Key Internal & External Messages With Online Video http://go.ooyala.com/IndustryWebinarsLive.html Guest Presenters: Andres Palmiter - Online Video Specialist, comScore Ericka Norman - Rich Media Strategist, Dell For Audio please dial: US: 1 866 789 9756 International : 1 857 350 1705 Access Code: 387 414 76#
  • 2. Andres Palmiter, Online Video Specialist comScore, Inc For Audio please dial: US: 1 866 789 9756 International : 1 857 350 1705 Access Code: 387 414 76#
  • 3. Online Video is big 32.4 billion video streams in the United States Reaching 177 million unique viewers Each viewer watched 187 video streams , that’s more than 12 hours of video per viewer
  • 4. Online video appeals to all demos Source: comScore Video Metrix, January 2010
  • 5. Video consumption follows younger trend Source: comScore Video Metrix, January 2010 Demo % Video Streams % Unique Viewers Hours Consumed per Viewer Consumption Index (Average 100%) 2-11 4% 9% 3.3 26% 12-17 14% 12% 12.5 98% 18-24 20% 13% 20.5 160% 25-34 22% 18% 16.8 132% 35-44 18% 18% 13.4 105% 45-54 13% 16% 10.9 85% 55-64 5% 8% 8.4 66% 65+ 3% 6% 6.3 50%
  • 6. More people watching more minutes 193% 121% Source: comScore Video Metrix, January 2009 - January 2010 January 2009 January 2010 Hours per Viewer 5.9 12.8 Videos per Viewer 100.7 187.0 Minutes per Video 3.5 4.1
  • 7. Technology online video trends Source: comScore Video Metrix, Feb 2009 - Feb 2010 95%
  • 8. What’s driving technology’s growth? 111%
  • 9. How does comScore measure viewers? Panel and beacon technology Leveraging cookie data A cookie is not a person, we measure people
  • 10. Positioning online video alongside TV
    • According to comScore’s December 2009 ads vs content data preview, in-stream online video ads reach 43% of the US population monthly
    • The average viewer sees 19 ads a month, making for over 2.3 billion in-stream video ads
    • Online video is NOT a competitor to TV for ad revenue but can add incremental reach to a TV media-buy
  • 11. What can you do with the data? Track ad and content streams Understand trends in different content verticals Show ROI by leveraging panel
  • 12. Ericka Norman, Rich Media Strategist Dell For Audio please dial: US: 1 866 789 9756 International : 1 857 350 1705 Access Code: 387 414 76#
  • 13. About Dell Dell is a leading technology provider to commercial enterprises around the world. Dell listens to customers and delivers innovative technology and services they need and value. With billions in revenue flowing through it annually, Dell.com is one of the leading e-commerce destinations in the world, serving people in 160 countries. Dell.com last year had 1.7 billion visits by about 500 million people.
  • 14. Customer Objective
    • Customer Requested
    • Customers regularly request video content directly from Dell and use video content
    • Dell delivered
    • Over 500 videos globally on support.dell.com/video and many more on other Dell properties
    • Video content is also targeted by products and topics
    • Regular positive customer feedback
    • Dell has been delivering a wide variety of video content to customers for over 3 years now as an important strategy
  • 15. Dell Objective
    • Dell publishes content on many rich media fronts
    • On Dell.com and Support.dell.com:
    • Support videos for how-to & break-fix topics
    • StudioDell for case studies, customer stories, tips, and news
    • Podcasts for authoritative best practice content
    • Marketing videos for entertaining advertising
    • PG and Sales for product informative videos and demonstrations
    • Video blogs for personifying Dell with informal insights and announcements
    • Internally:
    • Video blogs for announcements and insights
    • Internal training
    • Numerous outside of Dell.com and Support.dell.com channels
  • 16. Use of Online Video
    • Previously:
    • Dell used many other video providers, output formats, and tools globally.
    • Challenges:
    • Previous providers were more like a hosting platforms rather than a full media management systems
    • Provider backend systems were difficult to work with and required a lot of manual work or did not offer features Dell required
    • Most providers did not provide APIs
    • Providers had limited streaming capabilities and meta-data support
    • Now:
    • Dell is moving to manage rich media content from one backend location, we are able to syndicate video throughout Dell.com and support.dell.com pages and external sites as well as allow customers to search for Dell videos.
  • 17. Key Performance Metrics
    • Success Metrics:
    • Dell site-wide video player consistency
    • Traffic (placement, effectiveness)
    • Play thru rates (editing, topic selection, engagement)
      • Playlist and social usage (effectiveness)
      • Customer experience metrics
    • Revenue Generation
    • Online resolution rates and usage metrics (support)
  • 18. Strategy
    • APIs:
    • Custom skin and user interactions
    • Used for page content management for related information
    • Allowed Dell to create a custom search and browse based user interface
    • Closed Captions:
    • Expanded audiences globally
    • Printable text for support reference
  • 19. Results
    • Traffic / Usage Metrics
    • We have more than doubled traffic to support video content since the support launch in January
    • We are better able to track and monitor content usage and engagement
    • We have seen and proved improvements in customer online resolution rates with the launch of videos
  • 20. Lessons Learned
    • Customization
    • Custom player skin creation is extremely powerful, but time-consuming and challenging
    • Brand only customization may not be worth the extra effort
      • You can for example more quickly adopt new features if you don’t use customization
    • However the ability to add custom deep site integration and features can make it worth it
  • 21. Best Practices
    • Label / Tagging
    • Determine tagging taxonomy in advance and set-up processes to promote it
    • Tag, tag, tag - using multiple tags and labels makes organization easier for management, reporting, and maintenance as your content grows
    • Internal Engagement
    • Regularly engage with all teams effected by video roll outs
    • Promotion
    • Syndicate content to other external sites
    • Cross promote videos with other company content and communications
  • 22. Future Vision
  • 23. Questions? Please enter your questions using the chat window.