Developing a Video Strategy Framework - MCA - Tuesday 1st October 2013

3,412 views
3,401 views

Published on

The Viocorp Enterprise Communications forum brings together digital leaders from Red Bull, Deloitte, BT Investment Management and the IOOF as well as industry leaders from Akamai and Melcrum to share inspiration, strategic insights and practical advice on successful online video strategies.
From research on why video can be so impactful, to inspirational content development strategies, this forum is designed to help you take advantage of the technology trends that the switched on, mobile organisation offers.

Each presentation will be followed by a Q&A session so you can engage directly with our expert panellists.

Keynote Case Study: Red Bull Stratos - Christie Poulos, Former Head of Content (Moving Image) for Red Bull UK

Employee Engagement: Research on Video Internal Communications - Jonathan Champ, Melcrum

Content marketing: 3 Strategies for Video Content Production
In-house studio - Deloitte
iPhone DIY - BT
Production companies - IOOF

Protecting your IP: Online Video Security - David Habben, Akamai

Developing a Video Strategy Framework - Nick Bolton, TEN ALPHAS

For more information, visit www.viocorp.com/internalcomms or www.viocorp.com.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,412
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Enterpise issuesGEOGRAPHICALLY DISPERSEDPOOR COMMUNICTAINS BETWEEN DEPARTMENTSDEPARTMENT PLANNING NOT ORGANISATIN PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTION
  • Enterpise issuesGEOGRPAPICALLY DISPERSEDPOOR COMMUNICTAINS BETWEEN DEPARTMENTSDEPARTMENT PLANNING NOT ORGANISATIN PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTION
  • Enterpise issuesGEOGRPAPICALLY DISPERSEDPOOR COMMUNICTAINS BETWEEN DEPARTMENTSDEPARTMENT PLANNING NOT ORGANISATIN PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTION
  • Enterpise issuesGEOGRPAPICALLY DISPERSEDPOOR COMMUNICATIONS BETWEEN DEPARTMENTSDIVISION PLANNING, never mind DEPARTMENT PLANNING never mind ORGANISATION PLANNINGDUPLICATION OF RESOURCESMULTIPLICITY OF DISTRIBUTIONLack of syndication, lack of awareness of other depts strategy, resources, content
  • Discuss how there are so many parts, people, issues that hard to get your head around it all, how to plan, it, Over the years we’ve observed this across numerous clients, and broken the parts into the following areasAnd we set up a Discovery workshop to help clients plan their online video content.NIDA, Salvos, CSIRO, Arts Centre, SingTel,Explain the workshop - Put 12 people in a room from diff depts.Give industry stats, case studies, top trends before we impart on the Workshop which comprises the following elements in the framework.OUTPUT IS A 30-50PAGE DOCUMENT WITH SUMMARIES, OUTCOME AND RECOMMENDATIONS.
  • time
  • IF YOUR CONTENT STRATEGY SUGGEST WE FILM LOTS OF STUFF, THEN WE NEED TO ECOSYTEM OF RESOURCES AND TOOLS OT FACILITATE THATCAN EITHER OUTSOURCE OF INHOUSE, IF INHOUSE WHAT CAP EX DO WE NEED TO DOROLL OUT THE PURCHASE OVER THE YEAR, APPORTION USE OF EQUIPMENT AGAINST THE CONTENT CREATION
  • THE CONTENT DISCOVERY LOOKS AT WHAT CONTENT YOURE ARE ALREADY CREATING AND WHAT CONTENT YOU WOULD LIKE TO CREATE, AROUND THESE FIVE ARES OR DEPARTMENTS
  • YPIUR PROPERTIES: URLS, TRAFFIC, CLICKTHROUGH RATES, DATABASE SIZES, ANALYTIC ETC
  • YOUR PARTNERS –SYNDNICATE CONTENT TO, ADVISE ON STRATEGY AND PROCESS, GET ECONOMIES OF SCALE
  • SO FORST 3 ARE AUDIT IN NATURE, BUT DOESN’T ADDRESS SENTIMENT OR OPINION. ANONYMOUSSAMPLE SIZEMULIT DEPARTMENTCREATES KPI’S EG INCREAE CONTENT QUALITY FROM 2.4 TO 2.7 IN 3 MONTHS.FREQUENTLY
  • HELPS IDENTIFY STRENGTHS AND WEAKNESSES, ENABLES GOALS TO BE SET, DEMONSTARTES WHERE PROGRESS HAS BEEN MADE.
  • Developing a Video Strategy Framework - MCA - Tuesday 1st October 2013

    1. 1. Tuesday 1st October 2013 Museum of Contemporary Art, Sydney DEVELOPING A VIDEO STRATEGY FRAMEWORK NICK BOLTON, TEN ALPHAS
    2. 2. TOO MANY COUNTRIES ISSUES
    3. 3. TOO MANY LOCATIONS
    4. 4. TOO MANY OFFICES
    5. 5. TOO MANY DEPARTMENTS
    6. 6. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK
    7. 7. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM
    8. 8. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM CONTENT
    9. 9. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM CONTENT AUDIENCE
    10. 10. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM CONTENT AUDIENCE SELF ASSESSMENT
    11. 11. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS CONTENT SELF ASSESSMENT
    12. 12. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    13. 13. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    14. 14. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM CONTENT AUDIENCE
    15. 15. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM LOCATIONS RESOURCES HARDWARE SOFTWARE PRODUCTION PARTNERS CONTENT AUDIENCE
    16. 16. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM > LOCATIONS
    17. 17. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM > RESOURCES
    18. 18. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM > HARDWARE
    19. 19. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM > SOFTWARE
    20. 20. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM > PRODUCTION PARTNERS
    21. 21. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM > RECOMMENDATIONS AND OUTCOMES AUDIT SPOT THE GAPS IN CAPABILITIES IN LINE WITH CONTENT STRATEGY PRIORITISE COST BENEFIT ANALYSIS
    22. 22. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    23. 23. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM CONTENT LOCATIONS INTERNAL RESOURCES CORPORATE HARDWARE MARKETING SOFTWARE EVENTS PRODUCTION PARTNERS TRAINING AUDIENCE
    24. 24. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT > INTERNAL COMMUNICATIONS
    25. 25. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT > CORPORATE COMMUNICATIONS
    26. 26. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT > MARKETING
    27. 27. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT > EVENTS
    28. 28. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT > TRAINING
    29. 29. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT > RECOMMENDATIONS AND OUTCOMES CONTENT PLAN ACROSS THE YEAR CATEGORISE - VALUE: FREE > FREEMIUM > PREMIUM - DISTRIBUTION: INTERNAL > CLIENT > PARTNER > CONSUMER > SOCIAL VIDEO BRAND GUIDELINES AND APPROVAL PROCESSES SCHEDULE CONTENT PRODUCTION – ECONOMIES OF SCALE SET KPI’S ACROSS DEPARTMENT
    30. 30. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    31. 31. DEVELOPING A VIDEO STRATEGY FRAMEWORK ECOSYSTEM CONTENT AUDIENCE LOCATIONS INTERNAL CONSUMER RESOURCES CORPORATE MEDIA AND TRADE HARDWARE MARKETING SOFTWARE EVENTS PRODUCTION PARTNERS TRAINING
    32. 32. DEVELOPING A VIDEO STRATEGY FRAMEWORK AUDIENCE > CONSUMER
    33. 33. DEVELOPING A VIDEO STRATEGY FRAMEWORK AUDIENCE > TRADE,MEDIA, PARTNERS,
    34. 34. DEVELOPING A VIDEO STRATEGY FRAMEWORK AUDIENCE RECOMMENDATIONS SET KPI’s FOR TRAFFIC GROWTH CATEGORISE CONTENT BY DISTRIBUTION SET UP SYNDICATION AGREEMENTS
    35. 35. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    36. 36. DEVELOPING A VIDEO STRATEGY FRAMEWORK VIDEO PRESENCE Volume Prominence Related Videos Displayed as Video Search Video Presence Subtotal Ubiquitous 4 3 2 1 Minimal Front and Center 4 3 2 1 Buried Easy to Find 4 3 2 1 Hard to Access Clear 4 3 2 1 Obscure Integrated & Useful 4 3 2 1 Ineffective
    37. 37. DEVELOPING A VIDEO STRATEGY FRAMEWORK FUNCTIONALITY Share Social Media, Email etc 4 3 2 1 Non-existent Playlists Integrated 4 3 2 1 Non-existent Media Player Enhanced 4 3 2 1 Basic Channels / Grouping Clearly defined 4 3 2 1 No grouping Viewer Interaction Ratings, comments etc 4 3 2 1 Video only Functionality Subtotal
    38. 38. DEVELOPING A VIDEO STRATEGY FRAMEWORK DISTRIBUTION Primary Website Browser, Mobile, Tablet 4 3 2 1 Browser only Web TV Portal Dedicated, fully branded 4 3 2 1 No portal All depts, all levels 4 3 2 1 No video Multiple sites, integrated content 4 3 2 1 No campaign sites Dedicated sites, frequent updates 4 3 2 1 No video in social media Intranet Campaign websites Social Media Distribution Subtotal
    39. 39. DEVELOPING A VIDEO STRATEGY FRAMEWORK CONTENT Screen Appeal Compelling 4 3 2 1 Uninspiring Breadth of Catalogue Extensive 4 3 2 1 Limited Production Quality Professional 4 3 2 1 Amateur Variety of Presenters Varied & Interesting 4 3 2 1 Single POV Freshness Regular, Frequent 4 3 2 1 Infrequent, Archival Content Subtotal
    40. 40. DEVELOPING A VIDEO STRATEGY FRAMEWORK SELF ASSESSMENT SUMMARY
    41. 41. DEVELOPING A VIDEO STRATEGY FRAMEWORK SELF ASSESSMENT > RECOMMENDATIONS AND OUTCOMES BENCHMARK REPEAT FREQUENTLY SET KPI’S PER DIVISION AND CATEGORY
    42. 42. DEVELOPING A VIDEO STRATEGY FRAMEWORK ESTABLISHING THE FRAMEWORK ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    43. 43. DEVELOPING A VIDEO STRATEGY FRAMEWORK ANALYTICS PLEASE INSERT VIOCORP ANALYTICS / DASHBOARD SCREEN GRABS
    44. 44. DEVELOPING A VIDEO STRATEGY FRAMEWORK ANALYTICS
    45. 45. DEVELOPING A VIDEO STRATEGY FRAMEWORK TIME ECOSYSTEM AUDIENCE ANALYTICS TIME CONTENT SELF ASSESSMENT
    46. 46. DEVELOPING A VIDEO STRATEGY FRAMEWORK TIME
    47. 47. DEVELOPING A VIDEO STRATEGY FRAMEWORK SUMMARY – KEY OUTTAKES
    48. 48. DEVELOPING A VIDEO STRATEGY FRAMEWORK SUMMARY – KEY OUTTAKES PLANNING EQUATES TO LONG TERM SUCCESS THE THREE CORE AREAS SOON START FUELLING EACH OTHER RATHER THAN WORKING AGAINST EACH OTHER IT’S NOT AN OVERNIGHT RESULT – MONITOR AND MEASURE OVER A PERIOD OF TIME THE FRAMEWORK ENCOURAGES EXPERIMENTATION AND INNOVATION HAVE FUN!
    49. 49. DEVELOPING A VIDEO STRATEGY FRAMEWORK QUESTIONS NICK BOLTON nick@tenalphas.com.au 0412 101726 www.nickbolton.com.au www.tenalphas.com.au

    ×