EVERY PROBLEM IS NOT A NAIL Choosing the Right Media for Your ContentKEN CIRCEO — Sr. Content Publisher, Microsoft
Ken Circeo is a Sr. ContentPublisher at Microsoft, specializingin new media for communicationssoftware.As an 11-year Microsoft veteran, Ken has helped tousher in the era of new media for the softwaregiant, first evangelizing the merits of audio andvideo content, and then creating processes thathave come to be adopted throughout the company. Prior to joining Microsoft,Ken was a technical writer at WordPerfect, Novell, and NetDocuments. He hasalso written more than 200 articles for various publications, includingInfoWorld, PC Mech, and News 3X/400.
MEDIA TYPES – THEN Physical book Easy to produce Understandable process Highest COG in the box
MEDIA TYPES – NOW Physical book Video file Podcast Audio file Slide show Text file Help article KB article Blog article
WHY VIDEO? Technology has caught up with the demand Demand for video continues to grow in the social community Can often say more in less time Appeals to multiple learning types Visual – seeing Aural – hearing Kinesthetic – doing Discoverability Moves CustSat scores The viral factor
PROS AND CONS PROS Cost has plummeted, esp. in the new video stratum Video as a medium is not just accepted, it’s EXPECTED Technology is following the demand for more and better video content Messages get delivered more effectively CONS Demand for speed means quality suffers, bar gets lowered Difficult to detect trusted information; message can get diluted
3 KEY QUESTIONS What problem am I trying to solve? Who is my audience? What is my budget?
WHAT PROBLEM AM I TRYING TO SOLVE? People don’t know about my product. How can evangelize it? This issue generates too many support calls. do I reduce How them? Customers are asking about the new version. do I show How them? This important feature isn’t easily discoverable. can I expose it? How How…? This feature is easier to show than to explain. CAN YOU It’s costing too much to put live trainers on site. How…? STATE IT IN Customers are missing our Help content. How…? A ―HOW‖ How…? QUESTION? Our content is not meeting accessibility requirements. 3rd party videos are muddying our message. How…?
WHO IS MY AUDIENCE? Consumers Home-based Internal employees and Office-based partners Younger demographic Business decision makers Older demographic Engineers Academic Sales and marketing International Creative thinkers Domestic DOES THIS Program managers Legacy users VIDEO FIT Product visionaries THEIR New users Writers and editors WORKFLOW?
WHAT IS MY BUDGET? Video might be more affordable than ever, but it’s still not as cheap as: Tweet Blog post Facebook post LinkedIn post Help article ARE YOU KB article FORCING Slide show THE VIDEO Budget directors love low numbers, but only if they WHERE IT solve problems DOESN’T BELONG?
RULES OF THUMB VIDEO IS (typically) IDEAL FOR BUT NOT (typically) IDEAL FOR Quick tips, pointers Reference/definitions UI tours Coding demos Business scenarios Lengthy procedures Architectural content Immediate content Conceptual processes Content that has to be printed Upgrade paths Engineering audiences BDMs Older demographics Visual learners Aural learners Younger demographics
EXAMPLES Lync 2010 Mobile Clients (1:35) – live action http://youtu.be/FY0acvmsVAY Make a Call using Lync 2010 (6:31) – screen animation http://youtu.be/GKv8gGb30oI Join a Lync Meeting with iPad (0:33) – screen animation http://youtu.be/G_d302HfhSw