Practical Considerations For A Corporate Online Video Strategy Andrew Aitken Antfarm


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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club, Johannesburg, South Africa

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  • Experience Antfarm delivered its first live video webcast for Harmony Gold back in 2,000. it was a video webcast delivered at 39kbps. Since then we’ve grown to serving live audio and video webcasts for a large number of corporates and government departments covering all sorts of events from corporate results announcements, to conferences, media briefings, to sports events and music concerts. It is from this background of knowledge and experience that todays talk is delivered. We’re not talking theory. We’re not talking US or UK ways of doing things. We’re talking about how to do it with all the complexities of the local South African market, using best of breed technologies available globally, to ensure the optimal result for end users.
  • Examples: Live: Treasury Budget Speech/MTBPS; SARB MPC Policy Briefing; KPMG debate on budget policy; SAA announcement of retrenchments Pseudo-live: pre-recorded series of content released on a regular basis Example of where it went wrong: SAASTA
  • Practical Considerations For A Corporate Online Video Strategy Andrew Aitken Antfarm

    1. 1. Where the Rubber meets the Road Practical considerations for a corporate online video strategy
    2. 2. Contextualisation <ul><li>Experience </li></ul><ul><li>Low bandwidth networks </li></ul><ul><li>Live Content </li></ul>
    3. 3. Live vs. On Demand <ul><li>Factors affecting decision for live or on-demand </li></ul><ul><ul><li>“ Time-value” of information </li></ul></ul><ul><ul><ul><li>Topical information </li></ul></ul></ul><ul><ul><ul><li>Sensitive corporate communication </li></ul></ul></ul><ul><ul><li>Live, Pseudo-live, on-demand </li></ul></ul>
    4. 4. Marketing / Awareness <ul><li>Marketing / awareness campaigns essential </li></ul><ul><li>Create a common or familiar online destination </li></ul><ul><ul><li>Consistent branding between website and online video </li></ul></ul><ul><li>Build momentum for the content </li></ul><ul><ul><li>Ongoing content refresh and addition </li></ul></ul><ul><ul><li>Viral content </li></ul></ul><ul><li>Examples of momentum </li></ul><ul><ul><li>Corporate results announcements </li></ul></ul><ul><ul><li>SARB MPC policy statement </li></ul></ul><ul><ul><li>Treasury Budget speech </li></ul></ul><ul><ul><li>KPMG thought leadership series </li></ul></ul><ul><ul><li>Parliament CMS </li></ul></ul><ul><ul><li>MTN GLC </li></ul></ul><ul><li>Low awareness, low impact, low ROI </li></ul>
    5. 5. Live Streaming Process 1. Capture 2. Encode 3. Distribute 4. Consume
    6. 6. Live Streaming Architecture Distribution servers Capture Encode Distribute Play back / View / Listen Relay Link Live Streaming Architecture
    7. 7. Questions to ask yourself <ul><li>What is the nature of the event that is going to be Webcast </li></ul><ul><li>Is it an audio or audio/video webcast? </li></ul><ul><li>Is it once-off or repeat (what is the repeat frequency)? </li></ul><ul><li>What are the event dates? </li></ul><ul><li>What is the planned duration of the event? </li></ul><ul><li>Who will be doing the Audio capture </li></ul><ul><li>Who will be doing the Video capture </li></ul><ul><li>What is the name of the venue (or if unconfirmed, what city will it be in)? </li></ul><ul><li>What is the nature of the venue – auditorium/hall/building/stadium </li></ul><ul><li>Does the venue have ISDN lines which can be dedicated to the webcast? </li></ul><ul><li>If there are no ISDN lines, can temporary ISDN lines (30 days lead time) be installed, or can a mobile VSAT be used? </li></ul><ul><li>What is the audience </li></ul><ul><ul><li>internal or external to your organisation, or both? </li></ul></ul><ul><ul><li>local (within South Africa), international, or both? </li></ul></ul><ul><li>What is the anticipated size of the online audience? </li></ul><ul><li>What is the web site URL that this will link to? </li></ul><ul><li>What is the format </li></ul><ul><ul><li>Will someone be talking to a presentation with slides (e.g. powerpoint slides)? </li></ul></ul><ul><ul><li>Will someone be delivering a speech </li></ul></ul><ul><ul><li>Will someone be interviewing someone else </li></ul></ul><ul><li>Do you want any of the following value adds </li></ul><ul><ul><li>User Registration </li></ul></ul><ul><ul><li>Questions Facility </li></ul></ul><ul><ul><li>Chat facility </li></ul></ul><ul><ul><li>Discussion / Blog Forum </li></ul></ul><ul><ul><li>Catalogue Development (only applicable when you are doing multiple events or multiple presentations on one day). </li></ul></ul><ul><ul><li>Survey/Feedback/Poll Form </li></ul></ul>
    8. 8. Audience <ul><li>What must you consider </li></ul><ul><ul><li>Internal: </li></ul></ul><ul><ul><ul><li>on your corporate LAN / WAN / GAN </li></ul></ul></ul><ul><ul><li>External: </li></ul></ul><ul><ul><ul><li>Outside your corporate network </li></ul></ul></ul><ul><ul><ul><li>Generally on the internet globally </li></ul></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><ul><li>In South Africa </li></ul></ul></ul><ul><ul><li>International </li></ul></ul><ul><ul><ul><li>Outside South Africa </li></ul></ul></ul>
    9. 9. International fibre connectivity Image Source: “ The Case for ‘Open Access’ Communications Infrastructure in Africa: The SAT-3/WASC cable– A Briefing”, Abiodun Jagun, ASSOCIATION FOR PROGRESSIVE COMMUNICATIONS (APC)
    10. 10. International vs. Local Distribution Pricing <ul><li>Local distribution pricing </li></ul><ul><ul><li>From R80/GB </li></ul></ul><ul><ul><li>As much as R160/GB </li></ul></ul><ul><li>International distribution pricing </li></ul><ul><ul><li>€ 0.08/GB, approx. R0.9/GB </li></ul></ul><ul><ul><li>Approx. 100x cheaper </li></ul></ul>
    11. 11. Corporate Network Bottlenecks H/O Branch Branch Branch Typical stream size: 150 (units) Example corporate WAN link size: 1024 (units) 6 streams x 150 = 900 (units) i.e. 6 people max can stream
    12. 12. Distribution options - Content Distribution Network (CDN ) Image Source: “ The Case for ‘Open Access’ Communications Infrastructure in Africa: The SAT-3/WASC cable– A Briefing”, Abiodun Jagun, ASSOCIATION FOR PROGRESSIVE COMMUNICATIONS (APC)
    13. 13. Corporate Network Bottlenecks H/O Branch Branch Branch
    14. 14. Capture Equipment and Crew <ul><li>Audio </li></ul><ul><ul><li>Equipment </li></ul></ul><ul><ul><ul><li>Venue PA system </li></ul></ul></ul><ul><ul><ul><li>Professional AV hire </li></ul></ul></ul><ul><ul><li>Technician </li></ul></ul><ul><ul><ul><li>Venue technician </li></ul></ul></ul><ul><ul><ul><li>Professional audio technician </li></ul></ul></ul><ul><li>Video </li></ul><ul><ul><li>Equipment </li></ul></ul><ul><ul><ul><li>Number of cameras </li></ul></ul></ul><ul><ul><ul><li>Camera stands </li></ul></ul></ul><ul><ul><ul><li>Lighting </li></ul></ul></ul><ul><ul><ul><li>Vision mixing equipment </li></ul></ul></ul><ul><ul><li>Crew </li></ul></ul><ul><ul><ul><li>Number of camera crew </li></ul></ul></ul><ul><ul><ul><li>Vision mixer </li></ul></ul></ul><ul><ul><ul><li>Experience & training </li></ul></ul></ul>Note to Andrew: insert demo videos of: Good lighting vs. bad lighting Example of mixed content
    15. 15. Nature of Content / Nature of Venue <ul><li>Demo content illustrating differences in nature of content and streaming quality required: </li></ul><ul><ul><li>High action, low bit rate </li></ul></ul><ul><ul><li>High action, high bit rate </li></ul></ul><ul><ul><li>Head & shoulders, low bit rate </li></ul></ul><ul><ul><li>Head & shoulders, high bit rate </li></ul></ul><ul><ul><li>Low bit rate, high resolution </li></ul></ul><ul><ul><li>Low bit rate, low resolution </li></ul></ul><ul><ul><li>Video only vs. video with slides </li></ul></ul>
    16. 16. Relay Connectivity <ul><li>Live webcast external venue requires connectivity to Internet </li></ul><ul><li>Dedicated connectivity is crucial </li></ul><ul><ul><li>Permanent ISDN </li></ul></ul><ul><ul><li>Temporary ISDN </li></ul></ul><ul><ul><li>Permanent Diginet </li></ul></ul><ul><ul><li>Line of sight wireless </li></ul></ul><ul><ul><li>Fibre </li></ul></ul><ul><li>Avoid all shared connectivity (especially for video) </li></ul><ul><ul><li>ADSL </li></ul></ul><ul><ul><li>3G </li></ul></ul><ul><ul><li>iBurst </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    17. 17. Webcast Features <ul><li>Registration </li></ul><ul><li>Questions </li></ul><ul><ul><li>Private or Moderated Public </li></ul></ul><ul><li>Chat </li></ul><ul><li>Discussion Forum </li></ul><ul><li>Survey </li></ul>
    18. 18. Your name Your email address