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WHITEPAPER Live Online Events, Powered By Video: The Big Picture
WHITEPAPER Live Online Events, Powered By Video:The Big Picture
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Table Of Contents
Introduction
A Strategy-Based Approach
Plan
Deliver
Analyze
Technology Essentials
Conclusion
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According to Cisco Systems, video accounted for 55% of mobile data traffic in 2014, up from 52% in 2013 and 50% in 2012. Enterprise investment in streaming video is following a similar trajectory.
IntroductionOrganizations from large enterprises to non-profits and associations need to reach and engage sizable, diverse and often widely distributed audiences of customers, prospects, employees and members. An effective and personable way to do that is through streaming live and on-demand video. Compelling content delivered via video, presented by an expert or leader, is a powerful means to capture attention and build connections with an audience. Susan Weinschenk, Ph.D., aka “the Brain Lady,” explains why video is more compelling and persuasive.
According to Weinschenk, the human brain is wired to pay attention and process information on a deeper level when we see a presenter’s face and movement, or hear their voice and emotion. As a result, an effective video webcasting strategy accompanied by interactive technology can drive greater brand awareness and loyalty, higher engagement among employees and customers, and sales growth.
Live and on-demand video can address a variety of needs for enterprises, from marketing demand generation and thought leadership, to sales enablement and training, new product launches, internal communications, training and development, and more. Video is the fastest-growing form of content on the Internet, and consumption of video on mobile devices is skyrocketing.
55%
2014
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Why is enterprise video growing so quickly? Because it offers a way to connect people and convey stories that engage, inspire and inform, and for large, distributed audiences, video is more effective and less costly than in-person communications. No matter what the target audience may be, the ability of presenters to deliver secure, branded messages in an easy-to-consume way, on virtually any web-enabled device, at any time, is a strategic advantage.
This white paper, presented by INXPO INC., explores the critical success factors and essential elements in enterprise video, as well as how to create high-performing video communication programs.
22.0%
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According to a MicroMarket Monitor report, “the North America enterprise video market was valued at $4.44 billion in 2014 and is estimated to reach $12.01 billion in 2019,” at a compound annual growth rate of 22.0%.
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A Strategy-Based ApproachAn enterprise communications program’s success is directly tied to how well it reaches and engages the target audience. A key tool in reaching and engaging audiences is a leading-edge video technology platform that facilitates interaction across different devices and empowers data measurement.
Unfortunately, many organizations begin the process by assembling a technology wish list – network management and optimization capabilities, video editing features, how video content will be archived and categorized, and other such elements. Successful organizations, however, have found success starting with the business drivers that necessitate a video platform deployment in the first place. These business elements of successful enterprise video communications include audience acquisition, content, and business strategy, which are interrelated. Compelling content is necessary to acquire a target audience, and when that content is aligned with an enterprise’s business strategy, the impact of the communication is amplified.
As with any strategic program, we’ll follow a logical progression: goal setting and planning considerations, followed by delivery activities, and of course analysis to uncover insights to evaluate the program. Technology requirements arise from this approach, rather than lead it.
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Develop a strategy brief. The most powerful messages that enterprises create are aligned with each organization’s business strategy and goals. Similarly, a strategy brief for communications helps businesses to identify what their key messages should be, who their target audiences are, and the best ways to deliver those messages.
Define success metrics. Capturing and analyzing the impact of your communications should be straightforward. Did your target audience understand your message? Were they engaged by what they saw and heard? Success metrics help you determine how effective your communications are and see areas for adjustment.
Set a plan. A clear understanding and articulation of the program’s goals is a vital first step. What does your organization most need to communicate to its audience? What are the best ways to reach that audience? What is the desired outcome of those communications? The answers to these questions will inform and guide your organization in creating your communications plan.
Break it into manageable parts. A timeline is a critical tool in deploying communication programming. Successful organizations have learned that breaking up a program into smaller components is a more manageable way to launch, and it helps build momentum to achieve the larger plan.
Start small, seek help where you need it. Deploying an effective enterprise communications program involves planning and execution. Start with a single program launch, training session, or other manageable event. An experienced partner that has conducted many such programs and has a track record of success is a wise investment.
PlanDeploying an enterprise communications program can seem daunting. It doesn’t need to be, however. Enterprises that deploy successful communication programs have some common attributes. Leading practices in program planning include:
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DeliverQuality content delivered by compelling presenters is key to reaching and engaging audiences. Video has a built-in advantage over other forms of content because most people have a preference for messages that are personal in nature – that is, presented by a person they can see and hear.
Marketing services firm Syndacast found that 65% of video viewers watch more than three-fourths of a video, and just using the word “video” in an email subject line increases open rates by 19%, boosts click-through rates by 65%, and reduces unsubscribes by 26%. Simply put, video is difficult for viewers to ignore, which favors communication programs that utilize the medium.
65%of videos viewers watch more than
3/4 of video
65%
Boosts click-through
rates by
19%
Using the word “VIDEO” in an email
subject line increases open rates by
26%Reduces
unsubscribers by
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A dynamic enterprise video platform can deliver content to employees and customers via secure branded portals, with live or on-demand video. But in order for that content to be effective, the audience needs to see it. Gathering an audience for live or on-demand video programming requires a strong promotion plan. To successfully promote your message and get your employees or customers to the “station,” take these steps:
Align your program strategy with your business goals. Design your program to support your business strategy, such as increased engagement scores or organic sales growth.
Define communication tactics and timelines. It’s important to develop a cadence for your program and to leverage existing communication channels to reach your audience. Programming that is expected and anticipated can build a regular and loyal audience base.
Create promotional materials. Make access easy, such as through a single destination. Emphasize the benefits of attending from your audience’s point of view.
Develop and activate influencers. Select key leaders, subject matter experts, and active social communicators who can help spread the word.
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Create an editorial calendar. A cadence of programming helps to inspire new content as well as cultivate interest from your target audiences. A predictable schedule for content helps instill the habit of tuning in to your programming.
Survey the audience. What kind of content does your audience want to see? Ask them! Polls and surveys about new topics help make programming interactive and can provide strong support for content creation.
Focus on fresh, timely content. Enterprises are dynamic, and so should their communication programs. By focusing on delivering fresh content, enterprises can better inform and engage their audiences.
Designate content managers.Engaging content doesn’t generate itself, and gathering content across an enterprise can be a full-time task. Successful organizations have found it helpful to designate content managers and leaders to ensure control over the flow of content.
Identifying and creating engaging content requires a consistent effort. Organizations that deliver successful content programs follow these leading practices:
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Familiarity with the content.Understanding the content you’re delivering increases presenters’ confidence. It’s important for all presenters to practice delivering their messages.
Seek internal talent.Not every subject matter expert or leader is an engaging presenter. But every organization has within it aspiring broadcasters, stand-up comedians, or other engaging talent who can bridge the gap. Utilizing these colleagues as interviewers or spokespeople to convey messages on behalf of your organization, where appropriate, is a good way to make messages relatable and authentic.
Storytelling.Stating facts or exhorting audiences to action can be dry and disengaging. The ability to relate information through stories is a powerful way to connect with and engage audiences. Providing real-life or hypothetical examples also helps illustrate your points.
Compelling presentation skills are important for organizations, no matter whether their target audience is internal or external. Successful organizations build compelling presentations by mining and developing their own communications talent to deliver engaging messages. Leading practices in developing strong presenters include:
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Objective measures and key performance indicators can show enterprises how well they’re connecting with their audience. Each organization will have its own subjective measures for their communications, such as cost savings and employee satisfaction. Combining both objective and subjective indicators provides a clear picture of the overall effectiveness of the enterprise communications.
Enterprises should consider both objective and subjective ways of measuring their communications. For example:
How well are you reaching your audience?
Are you retaining people for the duration of your program?
How loyal is your audience? Do they keep returning to view your programming?
AnalyzeMeasuring and evaluating communications are key steps in developing effective programs. Monitor awareness, interest, and participation to understand impact. Access to reporting and analytics is important to measure audience engagement and identify opportunities to improve the communications.
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73% worlds’ population used a mobile phone in 2014
2014
6Billion
1994
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Accessibility: The potential audience for video, and access to video content, is growing all the time. According to the World Cellular Information Service, 73% of the world’s population used a mobile phone in 2014, an increase from about 80 million people to almost 6 billion in only two decades. Considering Cisco’s analysis that found video content accounted for 55% of all mobile Internet traffic in 2014, there is enormous growth in the number of video content consumers. Today’s audiences require video viewing and content consumption from any device without specialized plug-ins or apps.
Flexibility: Standard web meeting software with audio works well for relatively small group meetings and collaboration. For large-scale communications, however, where the message is more strategic, the corporate brand supports the message, or customization of the audience experience is warranted, simple collaboration solutions do not usually meet requirements. A solution that supports a branded experience with customized layout for content and audience interactivity is required.
Technology Essentials
Of course, all the planning, delivery, and analysis must be supported by enterprise-grade technology in order for a video communication program to succeed. Delivering inspiring messages to audiences that are dispersed and using different devices can be challenging. Working with thousands of organizations, INXPO recognizes that most associations and enterprises build their communications programs upon the following technology requirements.
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Audience Engagement: As consumers, we have learned to tune out or abandon content that does not keep us engaged. Video helps – seeing a face, hearing a voice and experiencing a presenter’s enthusiasm. But it is also important to establish interactions with features such as polls, audience chat, presenter Q&A, screen sharing, guided browsing to push handouts, and other interactive capabilities.
Security: Many video communications or online events require tight security, especially for internal/member communications or monetized programs. In these cases, a robust authentication and access control mechanism, coupled with encryption for data transmission, is warranted. An enterprise-grade video communications platform should include options for individual, role, or group-based permissions, in addition to single sign-on integration with existing customer access and authentication systems via industry standards like SAML or ADSF. Enterprises shouldn’t have to worry about the security of their video communications, and they won’t if they choose the right technology platform. Regular penetration testing and third-party security audits should be common practice.
Reliability & Performance: Your audience must be able to view your presentation. Constant buffering or drops are not acceptable for mission-critical communications. A video communications platform provider should offer uptime and performance benchmarks far beyond your expected audience needs. Bandwidth management for clustered viewing in huddle rooms and a variety of delivery formats and bit rates for varied devices and network conditions should be standard.
Enterprise IT Integration: Whether for security, marketing automation, billing, or network management, every organization is likely to have IT infrastructure that can make or break the audience experience and negate the value of a strong video communication program. Video communications platforms that are designed in accordance with industry standards and with APIs or turnkey integrations to popular enterprise technology and applications lessen cost of ownership, deployment headaches, and enable a better user experience. Not to mention that if you want support from your IT department, they are mandatory.
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Conclusion Enterprise video is a powerful tool to engage, inform and inspire audiences. When video content is compelling, presenters build connections with viewers, and audience engagement is high. Enterprises that align their video programming with their business strategy not only make their communications much more effective, but they also find that those messages lead to improved performance and attainment of business goals.
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About Us
At INXPO, we make the business world small again by helping leaders communicate with large audiences through engaging and motivating video experiences that spur innovation, increase operating efficiency, and drive revenue. Communication has evolved. Today, people interact, consume and share information differently with a multitude of devices, formats, and channels. Communicators must shift the way they are using technology to reach these audiences.
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