FIRST THINGS FIRSTProper Asset Management in New Media ProjectsKEN 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.
WHY MORE VIDEO? Web 2.0 enabled people to interact in a social media context Increased bandwidth accommodates video better than ever Speedier processors can handle higher bit rates Video-friendly screens are now mandated Desktop Tablet Phone Generational communication demands more video Social media content demands more video
WHO DOES VIDEO? THEN Media houses Independent film makers NOW Writers, editors, and other content publishers Project managers Engineers Execs Sales and marketing people Anyone who can scrape together $250 for a copy of Camtasia
PROS AND CONS OF THIS BRAVE NEWWORLD 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
MY FAVORITE QUESTION How much does it cost to make a video? ANSWER:It depends… Are you making Seinfeld or Comedians in Cars Getting Coffee? $7.5M per episode $35K per episode
WHAT DRIVES UP COSTS $80,000 Custom animation Special effects Studio time Live action $ Pro Talent PhotographyPost-production $100
NARROW YOUR WORLD My world Script Talent Crew Post Podcast $ Screencast $ $ Screen $ $ $ animation Live action $ $ $ $ Examples Send an IM – screencast, no VO Join a Lync Meeting – screen animation w/VO Lync for mobile clients – live action
PRODUCTION TIME Podcast Screen animation 1 day = 1 video hour 1 day = 1 video minute Minimal post Heavy post Screencast Live action 1 day = 15 video minutes 1 day = 1 video minute Minimal post Heavy post Crew effortAll times increase exponentially with runtime andcomplexity
BUDGET REALITY What’s your real ROI? Money – tough to quantify CustSat – easy to quantify Awareness – new channels provide greater reach Are there localization considerations? Text layering Asset organization Schedule constraints Hand-off coordination Tool equivalencies Can you do any/all of the work in-house?
MAKE IT WORK 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