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Tuesday 1st October 2013
Museum of Contemporary Art, Sydney

DEVELOPING A VIDEO STRATEGY FRAMEWORK
NICK BOLTON, TEN ALPHAS
TOO MANY COUNTRIES
ISSUES
TOO MANY LOCATIONS
TOO MANY OFFICES
TOO MANY DEPARTMENTS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

CONTENT

SELF ASSESSMENT
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESS...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESS...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM

CONTENT

AUDIENCE
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM

LOCATIONS
RESOURCES
HARDWARE
SOFTWARE
PRODUCTION PARTNERS

CONTENT

AUDIE...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > LOCATIONS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > RESOURCES
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > HARDWARE
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > SOFTWARE
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > PRODUCTION PARTNERS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM > RECOMMENDATIONS AND OUTCOMES

AUDIT
SPOT THE GAPS IN CAPABILITIES IN LIN...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESS...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM

CONTENT

LOCATIONS

INTERNAL

RESOURCES

CORPORATE

HARDWARE

MARKETING

...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT > INTERNAL COMMUNICATIONS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT > CORPORATE COMMUNICATIONS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT > MARKETING
DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT > EVENTS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT > TRAINING
DEVELOPING A VIDEO STRATEGY FRAMEWORK

CONTENT > RECOMMENDATIONS AND OUTCOMES
CONTENT PLAN ACROSS THE YEAR
CATEGORISE
- VA...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESS...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ECOSYSTEM

CONTENT

AUDIENCE

LOCATIONS

INTERNAL

CONSUMER

RESOURCES

CORPORATE

M...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
AUDIENCE > CONSUMER
DEVELOPING A VIDEO STRATEGY FRAMEWORK
AUDIENCE > TRADE,MEDIA, PARTNERS,
DEVELOPING A VIDEO STRATEGY FRAMEWORK

AUDIENCE RECOMMENDATIONS
SET KPI’s FOR TRAFFIC GROWTH
CATEGORISE CONTENT BY DISTRIB...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESS...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
VIDEO PRESENCE
Volume
Prominence
Related Videos
Displayed as
Video
Search
Video Pres...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
FUNCTIONALITY
Share

Social Media,
Email etc

4

3

2

1

Non-existent

Playlists

I...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
DISTRIBUTION
Primary Website

Browser, Mobile,
Tablet

4

3

2

1

Browser only

Web...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
CONTENT
Screen Appeal

Compelling

4

3

2

1

Uninspiring

Breadth of
Catalogue

Ex...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
SELF ASSESSMENT SUMMARY
DEVELOPING A VIDEO STRATEGY FRAMEWORK

SELF ASSESSMENT > RECOMMENDATIONS AND OUTCOMES
BENCHMARK
REPEAT FREQUENTLY

SET KPI...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
ESTABLISHING THE FRAMEWORK

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESS...
DEVELOPING A VIDEO STRATEGY FRAMEWORK

ANALYTICS
PLEASE INSERT VIOCORP ANALYTICS /
DASHBOARD SCREEN GRABS
DEVELOPING A VIDEO STRATEGY FRAMEWORK

ANALYTICS
DEVELOPING A VIDEO STRATEGY FRAMEWORK
TIME

ECOSYSTEM

AUDIENCE
ANALYTICS

TIME
CONTENT

SELF ASSESSMENT
DEVELOPING A VIDEO STRATEGY FRAMEWORK
TIME
DEVELOPING A VIDEO STRATEGY FRAMEWORK
SUMMARY – KEY OUTTAKES
DEVELOPING A VIDEO STRATEGY FRAMEWORK

SUMMARY – KEY OUTTAKES
PLANNING EQUATES TO LONG TERM SUCCESS
THE THREE CORE AREAS S...
DEVELOPING A VIDEO STRATEGY FRAMEWORK
QUESTIONS

NICK BOLTON
nick@tenalphas.com.au
0412 101726
www.nickbolton.com.au
www.t...
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Developing a Video Strategy Framework - MCA - Tuesday 1st October 2013

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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
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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

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