Video, the Intranet and the Employee Experience · create manage deliver experience measure return value Framework Cheat-Sheet The creation and upload of all video content within

Video, the Intranet and the Employee Experience

Kyle ForneyNorth America Tech Sales Manager IBM Cloud Video

© 2016 IBM Corporation Page 2

My Background

January 2008

February 2009


Agenda

First Half:

- Facts and Figures on a Changing Workplace

- The Enterprise Video Framework

< 5-10 min break >

Second Half:

- Scenario: Applying the Framework

- Intranet Video at IBM

Part One:

The Enterprise Video Framework for Internal Communicators




What’s Happening to the Workforce?

Source: 2017 Human Capital Trends – Deloitte University Press


Employee Experience > Engagement

Source: 2017 Human Capital

Trends

Deloitte University Press


Today’s Employee Demands

Source: 2017 Human Capital

Trends – Deloitte University

Press


Source: State of

the Enterprise

2017 - Kaltura


Source: State of the

Enterprise 2017 -

Kaltura



create manage deliver experience measure return value

The Internal Communicators Master Framework for Enterprise Video

Produce and

ArchiveGet Organized

and Categorized

Moving Data

Around Your

Network

How Your

Content Is

Consumed?

Are We Listening

to Our Data?

How Did We

Contribute to Our

Goals?


Creating Content

The 6 Golden Rules of Content Creation

1. If nothing else, get good audio.

2. Be a Storyteller, Not an Informer

3. Make sure the story you are telling resonates

with your audience.

4. Make content snackable.

5. Empower your workforce with UGC.

6. Live Broadcast is the Secret Weapon of Internal

Communicators


Managing Your Video Assets

Keys to Organized Content

• The Advantages of a Video Platform

• Use a Taxonomy Chart to Create a

Content Structure

• Take the Time To Write Good Metadata for

dynamic SEO (Title, Description, Tags,

Keywords)

• Good Management Habits Will Result in

Higher Viewership Down the Road


Delivery Hurdles

How To Be A Friend to IT Regarding Video

• Understand Why Video Delivery Can Be A Major

Concern

• Have an Estimate On When Viewership Could

Spike and For How Long

• Know that Poor Planning on the Delivery Piece

Will Result in Viewership Fallout


Experiencing Your Video

The Critical Questions for Experiencing Internal

Video

• What is the Device Situation and how does video

look in those locations?

• Are you putting content “where the eyeballs are”

with the least amount of work?

• How does your audience know new / current

video content is there?

• Are you allowing your audience to take part in

the conversation? (because they want to)

• Our search and accessibility situation?

• Are You Fostering a Unique & Personalized

Experience?


Gathering Data

For Video, to Measure is to Listen

• “Data is the most valuable resource of the 21st

century but data alone is not wisdom”

• The “Structured Data” in Video

• Unlocking the “Unstructured Data” in and related to

Video

• What does the AI in the Workplace Look Like?


What Value is Returned?

How are we Contributing?

• The Standalone Value of Video (Objective and

Subjective).

• Are We Playing Into a Larger Strategy or

Campaign / Tying into business needs?

• Data Dashboards are better than ever, and AI

is your secret weapon.

Cost Savings / Cost Avoidance

• Travel Costs

• Training Overhead

• Streamlining Production

• Live Event Costs

• Mitigating Legal Exposure

• Technical Overhead

• Maintenance & Management Resources

Revenue Generators

• More Efficient Sales and Service Teams

• Qualified Lead-Building

• Special Marketing Event like Product

Launches

• Targeted Video Marketing

• Advertisements During Content

• Improving the Employee Experience

• Managing Lost Opportunity Cost

• Knowledge-Enabled Workforce

• Recognition & Loyalty

• Transparency & Trust

• Record of Thought Leadership

• Optimizing Resource Output

• Immersive and Memorable Brand

Experiences

• More ‘mileage’ from other Enterprise

Investments


create manage deliver experience measure return value

Framework Cheat-Sheet

The creation and upload

of all video content within

a single management

structure / workflow.

Keep your content

organized and fill in your

metadata and tags. It is

important for future use.

The 5 Golden Rules of

Content Creation

- Good Audio is a Must-

Have.

- Tell stories through the

right characters

- Speak to your audience

- Content should be

snackable. 3 mins or less

- Empower your

workforce to create

content

Keys to Organized

Content

- Have a Primary Storage

Location for All Content

(and a backup)

- Use a Content Structure

Chart – and define

access rights along with it

- Take the Time To Write

Good Metadata

- Content Security is a

Major IT Hurdle – Make

Sure You Take It

Seriously Too

Mostly this is a technical

point of concern – but it

will directly affect your

video viewership

How To Be A Friend to

IT Regarding Video

- Understand Why Video

Delivery Can Be A Major

Concern

- Have an Estimate On

When Viewership Could

Spike and For How Long

- Know that Poor

Planning on the Delivery

Piece Will Result in

Viewership Fallout

The Critical Questions

for Experiencing

Internal Video.

- Where Does Your

Audience View?

- How do They Know

It’s There?

- What Devices Can

They Use To See It?

- Can They Participate

in the Conversation?

- How Do They Find

More?

The Most Crucial Piece

for the Internal

Communicator: How Your

Content Is Experienced?

Your Data is The Most

Important Part of the

Listening Process

For Video, to Measure

is to Listen

- Who Watches What

Kind of Content?

- Are Actions Being

Taken in Conjunction?

- How Does Your

Audience Feel About

Your Content?

- Are Your Numbers

Consistent with Other

Listening Channels?

To What KPI are we

Contributing?

- Are We Playing Into a

Larger Strategy or

Campaign?

- Are We Contributing

Directly to Increases in

Revenue, Decreases in

Cost or Avoidance of

Expense?

- Make Use of AI and

other Technological

Advances in this space

to Drive Huge Value

The Most Important Step

in the Framework is Using

All Previous Steps to

Deliver Tangible Value

Part Two:

Examples and Discussion


An Intranet Video Revamp with Our Model Applied

Employee Communications Director at an

8,000+ Employee Organization

The Scenario:

1. Our Internal NPS numbers show we have a lower-than-average

score for employee sentiment.

2. Our surveying and focus groups show some of the biggest factors

include lack of advancement opportunities and internal education,

as well as a feeling of disconnect from senior leadership.

3. This is all resulting in a higher-than-average voluntary staff turnover

– which we can see is harming the organization.

4. You also know that only 8% of the overall workforce have ever

watched a video on your intranet.

5. There is a direct initiative to find areas to cut cost and overhead in

your department and mitigate future costs where possible.

6. There is a broad initiative for division leadership to increase

revenues whenever possible.


Applying Our Model to an Intranet

• You know that, among other

endeavors, the weak video

presence is a problem.

• You make the decision to

enhance this experience

• Your initial project group

contains 3 targeted

departments. Internal

Comms, Human Resources,

and Sales

Internal Video

Comms HR Sales

Roving Reporter /

Employee Spotlight

Interactive Executive

Town Halls - LIVE

Provide FAQ Video

Section

Create an Internal

Education Portal

Mobile Product

Training

Planning & Alignment: We verify content organization, Metadata

Philosophy, Ownership, production resources and content tone.









contains 3 targeted



and Sales

You Connect with Technical and Discuss:

Delivery – When? For How Long? How Many

and Where Are They Coming From?

Access Rights - Who Has Access to What?

Content Security – Protecting our Property?

Playback Ability – Are Our Devices Ready?

Technical Viability & Quality Assurance









contains 3 targeted



and Sales

A Philosophy of

Dynamic Content

• The Homepage

Experience on the

Intranet

• The HR Page

• Ongoing Education

Portal

• Sales Content


A Future-Look at Video on the Intranet

Users can search contextually

for video content as opposed to

simply for metadata.

Overall, your VOD

content viewership

increases 25% in the

first 3 months







contains 3 targeted



Sales

The Human Resources Pages

see greatly increased traffic.


A Future-Look at Video on the Intranet You plan for, and launch

your first leadership

broadcast.

You give employees a

chance to not just view, but

also interact via Q&A.

Monitor the real-time chatter

during the event.

You’re overall viewership is a

success – over 1,000 unique

viewers

but you notice a distinct dip

in audience sentiment at a

certain part.

You confirm the

issue with follow-up

surveys and alert

management







contains 3 targeted



Sales









contains 3 targeted



Sales

Your Platform automatically

creates closed captions for all

uploaded videos.

You have a built-in editor to fix

caption mis-reads.

You now have plans to

automatically translate

captions into all primary

languages of your

organization.

Consider Major Cost

Savings and Cost

Avoidance Topics Here









contains 3 targeted



Sales

Your sales staff are now being trained quickly and efficiently on your organization’s

high-churn products and services

Their usage is being tracked, and with the data you deliver, management notices

that employees who watch the training videos perform 12% better than ones who

don’t. Video training is now mandatory for all sales associates.

Your platform initiative has increased revenue and

you have the data to prove it




MediaHub Homepage CEO Communications

Channel




Past Projects


5 Big Takeaways

• The Demand for an Immersive and

Sophisticated Employee Experience is a

Catalyst for Video

• Content Will Forever be King, but Listening to

and Participating In the Conversation is the Key

to the Kingdom

• The Enterprise Video Framework is Your Cheat-

Sheet for Any Video Project

• Data is the Natural Resource of the 21st

Century – but Data Alone is Not Wisdom.

• The Most Successful Internal Video Operations

Show How They Contribute Directly to Business

Goals


Sources & Resources

Graphs and Figures:

2017 Global Human Capital Trends – Deloitte University Press

The State of Video the Enterprise, 2017 – Kaltura

Recommended Podcasts & Sites:

• The FIR Podcast Network, Shel Holtz & Others

• Social Media Marketing, Michael Stelzner (Blog = Social Media Examiner)

• Ragan / PR Daily

https://www2.deloitte.com/us/en/pages/human-capital/articles/introduction-human-capital-trends.html

https://site.kaltura.com/rs/984-SDM-859/images/The_State_of_Video_in_the_Enterprise_2017.pdf

https://www.socialmediaexaminer.com/tag/michael-stelzner/

http://ragan.com/


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