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Streamlining Video Across the Enterprise
This document discusses how video is moving across enterprises and the challenges that come with that transition. It notes that more companies will introduce video-based chat for customer interactions by 2018. It also discusses the need to establish video production policies and develop flexible tech stacks that support video workflows and policies across different business units. Finally, it provides examples of how some companies have successfully integrated video into their marketing and sales processes.
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Streamlining Video Across the Enterprise
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- 2. Internal and ExternalTraining • Sales teams • Partners Communications • Live events: town halls, executive messages, customer addresses • Employee portals: HR, training Knowledge Management • Customer and partner support • Internal how-to Video Moves Across the Enterprise
- 3. Siloed Enterprise CommunicationFunctions OWNEDPAID EARNED
- 4. OWNED PAID EARNED SEO WebsiteSEM Organic SocialPaidSocial Press Native Ads Social ListingApps Content MarketingDSP
- 5. Customer Service isthe new marketing.” - Jay Baer More than 100 of the 500 largest global businesses will introduce video-based chat by 2018 for customer-facing interactions.” - Garnter Research “ “
- 8. • What themesand keywords should be encouraged? • What viewers and personas should your video makers have in mind? • What are the brand no-no’s for voice and tone, as well as look and feel? • What messages and topic are to be avoided? • Look at these policies through the lens of each functional area. • Spell out the approval process.
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- 10. Configurable Tech Stack BrightcovePlatform CMS Marketing AutomationCustomer Relationship Management Email Social Platform Interactive, CTA, forms 1:1 Personalization Profiling and Targeting Internet Of Things
- 12. Customized video portals,live events, and microsites. Allows you to easily create beautiful video portals with best practices for SEO, responsive design and social sharing in minutes. • Responsive across desktop, mobile, and tablet • Optimized for search and social • Page level calls-to-action Secure Internal Communication Allows you to create secure internal communication for both live and on-demand assets for employees, partners and investors. • Authentication • Localization for a global workforce
- 13. Herbalife is aglobal nutrition and weight management company, with over 3 million independent distributors in over 90 countries GOAL Create site to deliver content to both public and member-only content. Go live in 1.5 months. SOLUTION Gallery video portal utilizing multi-lingual and SSO security features. • 6 weeks from concept to delivery • 32 sites in 23 languages • Must sign on as independent distributor to access all video content
- 14. Integrates video withmarketing automation to drive engagement and conversion. • Tracking • Segmentation • Personalized communication • Campaigns • Lead scoring Brightcove Audience
- 15. Wiley is theglobal publishing company of the Dummies, series, the world’s best selling reference brand GOAL Pulse check their database to check quality and gain insight into individuals. SOLUTION Video landing page created in Eloqua, linked to directly via email sent to their database. They mapped video play events associated with individual contacts directly into activity records in Salesforce. RESULTS Know who clicked on the email, the individual who watched the video and for how long. Contact base is updated and further communication with the individuals is planned. Deep insights into video engagement for specific contacts, enabling Sales to engage in more meaningful conversations, and shortening the sales cycle time.
- 16. • Producing consistent,brand appropriate, engaging video at scale that requires organizations to expand existing workflows to accommodate video production and publishing. • Establish corporate policy each functional area producing video content. • Develop flexible tech stacks that support both workflows and policies across the enterprise.
- 17. Amy Hyde Director ofTechnology Alliances ahyde@brightcove.com @ahjuarez techpartners@brightcove.com Content Management Systems (CMS) Customer Relationship Management (CRM) Text Services (Captioning, Transcriptions, Translation) Marketing Automation Platforms (MAP) Interactive Video Content Marketing Platforms (ie: Oracle Content Marketing) Social Platforms E-Commerce Platforms E-Learning Content Production and Editing Single Sign On (One Login) Ad Servers Ad Networks/Exchange Rich Media Advertising Web Analytics Distribution Platforms – FireTV, OTT, YouTube Recommendation Systems/ Personalization Content Clipping Signal Acquisition P2P Distribution
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Editor's Notes
- #2 I started working in online video more than 15 years ago at AOL when we were trying to stuff video down dial up connections and the sound of that modem was like it was crying out for help We’ve come a long way since then and the momentum for digital video is stronger than it has ever been. We’re producing video more than ever before and we’re consuming it everywhere. In 2015 Video accounted for 64% of overall internet traffic according to Mary Meeker’s Internet Report. Mobile vertical viewing habits were up over 25% in 2015. Video is the most effective form of digital communication and it engages viewers across every vertical. Video is extremely effective at providing an emotional connection with audiences and also communicating complex technical concepts. We see video becoming an increasingly central component of communications strategies for brands trying connect around personal issues like healthcare or child development but also B2B technology and manufacturing. Consumers are looking to brands for video product demos. Remote employees and customers expect all hands meetings to be live streamed to feel closer to a company’s leadership. Sales teams are making personalized introductions to their customers with self-produced video. How can enterprises ensure brand safe and engaging video? There’s no template for video. To produce consistent, brand appropriate, engaging video at scale requires enterprises to streamline the video creation process, provide clear policies and develop integrations thoughout their infrastructure to support a content rich company culture. I will be talking about Process, Policy and Infrastructure to enable enterprise video strategies.
- #3 Every functional area of the enterprise is beginning to discover efficiencies by adding video to their communications strategies. Video can and should be created in many of these different areas of the enterprise. Video can be used internally for training or executive communications to global employees. It can be used for training channel partners or franchise owners. And, of course, it can be used to market you products and services to prospects and engage customers. Each of these areas may want to leverage on-demand video assets or they need to broadcast a live event.
- #4 When we look at the traditional marketing function from 20 years ago paid, owned and earned strategies were compartmentalized. But those days are no more . The lines are blurring and that process is only accelerating.
- #5 Today, it’s almost impossible to separate the enterprise social strategy from the website’s growth initiatives. Paid programs span programmatic advertising buys, search engine marketing and paid Facebook posts, to name a few. An enterprise marketing strategy must leverage the product and engineering teams as they tap into employees to fuel our content marketing efforts and engage with customers. Until very recently, video production and publishing was a compartmentalized skill that typically fell to a district team in an organization but today video is another asset, arguably the most effective and powerful asset, in all of these areas and establishing a clear video workflow and process is essential. Let’s look at another area.
- #6 Jay Baer recently said “Customer Service is the new marketing”. Forrester research found that 72% of people prefer using a companies website to answer their questions. Troubleshooting videos for the most common customer support issues are not only effective but they also provide a much more personal experience with the customer. Gartner Research says that “More than 100 of the 500 largest global businesses will introduce video-based chat by 2018 for customer-facing interactions”. Now if you can take those interactions and create a customer services video portal to answer the most common support issues, you have personal experience and you’ve reduced 1on1 interactions your support team has to support.
- #7 Who is producing videos in your organization now and in the future? They are probably being created by a variety of teams. Perhaps your creative agency is working on TV spots. Maybe your marketing team is creating product demos for the website. Want to see the in store shopping experience? You have an app for that. Your CEO is streaming live to global employees and your interns are shooting selfies to upload on the intranet. All of this is video gold and can be leveraged at various points in your communication strategy but you have to establish the process and policies so your employees can be as creative as they want to be without stepping awkwardly into brand unfriendly territory.
- #8 Clearly defined process and policy will foster a culture of content creators. You can encourage employees to interview each other or make fun internal videos at events or employee outings. You will be creating video brand ambassadors Encourage authentic “amateur” video creators and pick a few to invest more in Embrace your digital natives. Create local incentives for your global employees and customers to get truly regionalized content.
- #9 But make sure you’ve given the structure and policies What themes and keywords should be encouraged? What viewers and personas should your video makers have in mind? What are the brand no-no’s for voice and tone, as well as look and feel? What messages and topic are to be avoided? Look at these policies through the lens of each functional area - Spell out the approval process Once you’ve considered the workflow and policy you, let’s turn our attention to the infrastructure and system.
- #10 It is a great understatement to say that the marketing technology landscape is more complicated than ever before. Recently, one of our customers confided that they have 163 marketing technologies in their tech stack. 163 technologies that they needed to integrate across their enterprise workflow. What might some of those video-relevant technologies be? First your video producers may be uploading high resolution assets into Digital Asset Management system like an HP Mediabin or ADAM. Then those video files are encoded into anywhere from 3 to 50 assets of different bitrates and aspect ratios for the best viewing experience on any screen type. Add to those files closed captioning and translation files for all the languages you need to support for global distribution. An Online Video Platform houses all those assets and then synchronizes with web CMS like Wordpress, Drupal or Sitecore to enable the web production team to access and publish the assets. Now you have video on your website and you’ve tagged the assets with your Marketing Automation platforms tags but you need to drive traffic to your site though social channels like YouTube, Facebook and Twitter and you’ve probably got a team scheduling those promotions using a social management tool like Sprout or Hootsuite. I could go on and on but you get the point. Once you’ve figured out all of these components, by the way, a third of them have been acquired by other companies and couple have gone out of business and the others need upgrading. So remember that there is a very fluid nature to your tech stack.
- #11 To enable this 24/7 cross functional communication strategy, technology has to do a better job exposing content and enabling a decentralized workflow across the enterprise. We have systems that are deeply specialized in a particular function like video management or audience tracking but we have to expose elements of those systems across the tech stack to allow less specialized roles and support staff access to what they need. At Brightcove we have over 200 Technology Partnerships in over 20 ecosystem categories. Some our integrations are highly customizable and some are more straightforward single purpose plugins. We’ve invested in building CMS connectors to help our customers streamline their workflow. Time Inc. is leveraging Brightcove's Drupal connector to extend the video publishing workflow to web producers across many of Time Inc.'s iconic brands. The ability to access video assets from within Drupal has reduced the time it takes their producers to make video content available to audiences. The open source connector can be highly customized for their specific workflow. One customer commented that they anticipate the integration between Brightcove and their CMS to reduce their production workflow by 70%. On other hand we’ve built a player integration with both Oracle Eloqua and Marketo to enable marketers to expose video playback data to their Marketing Automation platform for lead qualification and profiling and to push that data into their CRM. So, we’re seeing this flow of data from web content publishing to marketing automation and then closing the loop with the sales organization. These systems support different functions in the organization but when integrated they can quickly illuminate a clearly established process and policy. Likewise, you need your analytics available to inform publishing decisions. Which of my assets traffic has begun to die down? Maybe it’s time to give a social media boost?
- #12 Brightcove is built as a platform. Our studio products are built on the same APIs that our partners use to build their integrations. We know we need an extensible system but we also know we need make it easy to adopt pre-built integrations. The goal is to expose as much functionality as we can for custom integrations while also having a menu of out of the box integrations that can be up and running easily and quickly.
- #13 One example of “out of the box” is the Brightcove Gallery product. Gallery allows customers to create video portals for both on-demand and live content. It can be used for engaging with both public audiences or private and secure internal communication.
- #14 Herbalife is a global nutrition and weight management company. They had a goal to improve customer retention and also provide portals for their sales representatives. Herbalife had the following requirements and they wanted it all done in 6 weeks! 3 million independent distributors in 90 countries means Herbalife needs to work hard to deliver a single branded experience also wanted internal-only content for the distributors, kept locked and secure behind single sign on access needed to create 32 Gallery sites representing the regional distribution of content needed sites to be available in 23 languages to serve the people in those regions
- #15 Another out of the box feature, which I touched on, is our Audience module which connects Brightcove’s Video Cloud and video players to Oracle Eloqua and Marketo to inform your marketing automation platform about your customers and prospects engagement with your video content.
- #16 Wiley is the global publishing company of the Dummies, series, the world’s best selling reference brand We all know that email marketing campaigns are an important part of your customer and prospect out reach. But studies show that featuring video in your email communication increases click-thru rates by 55% (stat) One easy way to start actively marketing with video is look at existing nurture tracks and emails. Where can you add video? Wiley is a publishing company starting its video marketing practice. Wiley wanted to pulse check their existing database, seeing if the database quality was good and also gain deeper insight into the individuals on it and how they engaged with video. To do this, they sent out email to watch a Dummies B2B talk. drove traffic to a very simple landing page with a Brightcove Audience player. This player is part of our integration with marketing automation platforms. They have also integrated Brightcove with their Salesforce CRM for streamlined information to all marketing and sales Two types of information received: which prospects/customers clicked on the email - thus they know if that database entry is still good all video engagement metrics for viewing this video By integrating their site with both their MAP and CRM, their demand gen marketers had information to nurture the leads and the Sales team has information when they reach out . They saw a significant jump in new subscriptions.
- #17 Producing consistent, brand appropriate, engaging video at scale that requires organizations to expand existing workflows to accommodate video production and publishing, establish corporate policy for content contributors and web publishers, develop flexible tech stacks that support both workflows and policies. Support working groups in functional areas and also centralize assets to maximize the content’s exposure. I hope some of the customer case studies were helpful examples of that.
- #18 To meet the unique requirements of Brightcove’s most innovative customers, Brightcove has over 200 Technology Partnerships in over 20 ecosystem categories. If you’d like to learn more about our partner program you can contact me or techpartners@brightcove.com