developing a video strategy framework - mca - tuesday 1st october 2013
TRANSCRIPT
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 [email protected]
0412 101726
www.nickbolton.com.auwww.tenalphas.com.au