Tuesday 1st October 2013Museum 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

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ECOSYSTEM CONTENT AUDIENCE

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ECOSYSTEM CONTENT AUDIENCE

LOCATIONS

RESOURCES

HARDWARE

SOFTWARE

PRODUCTION PARTNERS

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 LINE WITH CONTENT STRATEGY

PRIORITISE

COST BENEFIT ANALYSIS

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ECOSYSTEM CONTENT AUDIENCE

LOCATIONS INTERNAL

RESOURCES CORPORATE

HARDWARE MARKETING

SOFTWARE EVENTS

PRODUCTION PARTNERS TRAINING

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 - 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

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ECOSYSTEM CONTENT AUDIENCE

LOCATIONS INTERNAL CONSUMER

RESOURCES CORPORATE MEDIA AND TRADE

HARDWARE MARKETING

SOFTWARE EVENTS

PRODUCTION PARTNERS TRAINING

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 DISTRIBUTION

SET UP SYNDICATION AGREEMENTS

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

DEVELOPING A VIDEO STRATEGY FRAMEWORK

Volume Ubiquitous 4 3 2 1 Minimal

Prominence Front and Center 4 3 2 1 Buried

Related Videos Easy to Find 4 3 2 1 Hard to Access

Displayed as Video

Clear 4 3 2 1 Obscure

Search Integrated & Useful

4 3 2 1 Ineffective

Video Presence Subtotal

VIDEO PRESENCE

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

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

Intranet All depts, all levels

4 3 2 1 No video

Campaign websites

Multiple sites, integrated

content

4 3 2 1 No campaign sites

Social Media Dedicated sites, frequent updates

4 3 2 1 No video in social media

DistributionSubtotal

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 ofPresenters

Varied & Interesting

4 3 2 1 Single POV

Freshness Regular, Frequent 4 3 2 1 Infrequent, Archival

ContentSubtotal

DEVELOPING A VIDEO STRATEGY FRAMEWORK

SELF ASSESSMENT SUMMARY

DEVELOPING A VIDEO STRATEGY FRAMEWORK

SELF ASSESSMENT > RECOMMENDATIONS AND OUTCOMES

BENCHMARK

REPEAT FREQUENTLY

SET KPI’S PER DIVISION AND CATEGORY

DEVELOPING A VIDEO STRATEGY FRAMEWORK

ESTABLISHING THE FRAMEWORK

ECOSYSTEM

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

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

CONTENT

AUDIENCE

SELF ASSESSMENT

ANALYTICS

TIME

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 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!

DEVELOPING A VIDEO STRATEGY FRAMEWORK

QUESTIONS

NICK BOLTONnick@tenalphas.com.au

0412 101726

www.nickbolton.com.auwww.tenalphas.com.au