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STC Live Webinar: Using YouTube to Enhance Traditional Documentation

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The way users consume information is becoming increasingly visual. Technical communicators can address this need and increase user satisfaction by creating video tutorials. Ben and Fer present some …

The way users consume information is becoming increasingly visual. Technical communicators can address this need and increase user satisfaction by creating video tutorials. Ben and Fer present some best practices for choosing topics, creating, sharing, promoting, and measuring the success of video tutorials in YouTube.

See http://wp.me/p1EUMN-aC for full topic description.

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  • We hope that you can apply some of the information we present here to what you are doing with videos at your work.Between the two us, you should be able to relate. Ben brings with him a Fortune 500 company, thousands of videos, millions of views, and from me you’ll see the other side of a technical communication department just starting this project with no dedicated “video” staff, a hundred videos, and thousands of views.From this you can see the many levels of a video initiative
  • New data from comscore, August. Mostly the same, Google numbers increased and is actually a little further ahead than the huge margin it had last JanuaryJanuary 2012: http://www.comscore.com/Press_Events/Press_Releases/2012/2/comScore_Releases_January_2012_U.S._Online_Video_RankingsAugust 2012: http://www.comscore.com/Insights/Press_Releases/2012/9/comScore_Releases_August_2012_U.S._Online_Video_Rankings
  • Grab a camera or screen recording software, set up, and start recordingCapture the videoLighting can be simpleHigh resolutionRecord the script Microphone, quiet place, default audio recorder (CD quality settings) and scriptSimple options for editing videoDon’t aim for perfectionWindows Movie Maker, Adobe Premiere Elements, etc…Avoid ‘cool’ effects
  • What is UGC?YouTubeUsing UGCStart searching for videos about your productsReview the videos for accuracy and appropriatenessNot a bad idea to review the user’s channelCreate playlists using your videosStart linking or embeddingAdvantagesUsers generally trust other users more than they trust youUse what’s availableCover topics without a significant ROIDisadvantagesThis content is outside your control – the user might pull the contentGoogle / self advertising
  • 48 million deaf and hard of hearing users – 15% of audiencehttp://blogs.adobe.com/accessibility/files/2012/03/future_video_access_sxsw2012.pdf
  • Cross promoting your contentIt’s about promoting your content, not you, your company, your channel etc.
  • Encourage links to your content Social promotionTwitterLet people know what you’re creating
  • Average 5,000 views per month on YouTube and this average has doubled since last Spring
  • Transcript

    • 1. Using YouTube Videos toEnhance ‘Traditional’ SupportBen Johnson, HP @skippyjohnson73Fer O’Neil, ESET @ferswriteshoe VideosInTechCommDecember 2012 lnkd.in/KVaDCK© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 2. Ben Johnson BA, Technical Communications MBA, Organizational Leadership HP, Rich Media Quality Lead • Flash animations • Videos (YouTube) • Videos (Brightcove) • Augmented Reality2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 3. Fer O’Neil BA, English MA, English & Technical Communications (2013) ESET, Knowledgebase Technical Writer II • Develop content for online help for security software • Work with Product Marketing, Technical Support, Public Relations and international partners • Implemented social media initiative for department3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 4. Agenda Why video Preparing Producing Publishing  Promoting  Metrics  Conclusion  Q&A4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 5. Why video? Easier to understand Build user confidence A video is worth...5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 6. YouTube publishing Pros Cons  Readily available  Platform changes  Free  Not secure  Easy to use TM  Version control  Metrics  Interaction  Compatible with mobile  Bypass corporate site6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 7. Preparing forvideo production© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 8. Choosing topics for videoDon’t create a video: Do create a video: For every topic  Based on topics with high web For topics that change volume frequently  Based on audience analysis With a talking head  Containing steps that can be With diverging paths demonstrated Mixing marketing with support  Showing realistic interaction of a For issues with many different user with a product solutions  Addressing a single topic8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 9. Planning the video Video ScriptScriptInclude all the stepsInclude visuals and audioBe specificReview with Subject MatterExpertsLet the visuals do some ofthe talking for youInclude pronunciation guide9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 10. Video length There is NO magic number Users will stick with the video *if the information is relevant*10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 11. Video production© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 12. Creating live video Capture the Record the Edit the video audio video 1 2 312 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 13. Creating screen recording videoScreen recording Captivate Size of output Zoom in and outHow-to Setting default object styles Capturing the on-screen process Importing audio13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 14. Don’t create: User Generated Content (UGC)Using UGC Search for relevant videos Review content for accuracy and appropriateness Create playlists that pull in content ShareAdvantages Users trust other users Reduced CostDisadvantages Lack of control Ad Sense14 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 15. Publishing video© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 16. Optimize Metadata for SEO  Title  Description  Category  Tags  License16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 17. Closed Captions  Accessibility  Search Translation  Workplace  Navigation17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 18. Annotations18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 19. Promoting video© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 20. Promoting: Social  Forums  Twitter  Facebook20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 21. Cross promoting: Departments TM Company Support Site21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 22. Cross promoting: Support channels Share the video or use for Direct users to Post to other support from relevant content channels other channels 1 2 322 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 23. Community participation  Respond to comments  Answer questions  Like & Favorite videos  Encourage subscribers23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 24. Metrics:Is it a good video?© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 25. Likes/Dislikes Satisfaction percentage  User curation25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 26. Audience retention26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 27. Conclusion© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 28. Video Pay Off ‚THANK YOU!!!! You are awesome. Print all these comments and ask HP for a BIG raise, because the standard documentation is crap. You, on the other hand rock.‛ You Tube User Comment28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 29. Using video in HP consumer supportBeginning: Simple video program29 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 30. Video at ESETBeginning: created dynamic Flash‚images‛ (swf) to replace static imageIncorporated videos into support articles/ YouTube in 2009 30 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 31. Q&A© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 32. Thank youben.johnson@hp.com@skippyjohnson73fer.oneil@eset.com@ferswriteshoeLinkedIn: Videos in TechCommhttp://lnkd.in/KVaDCK© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.