30 ROUND TABLE Corporate Video
TUSKIEWORKS:WEALSOWANTTO BUILDALIBRARYOFTRAININGVIDEOS FORNEWEMPLOYEESANDTHOSENEW TODEPARTMENTS.WHATARETHEBEST SOLUTIONSFORBUILDINGTHOSE? SHOULDWE JUSTPUTTHEMONYOUTUBE?
BRYCE BUTTON: While YouTube is a simple option, companies should consider a more diligent archival process for any messaging that is disseminated to the public and/or internal purposes – video included. This is largely for legal purposes, but archiving also allows companies to make video content available post-event. This allows employees or customers who were not able to tune in to watch the content when it suits their schedules. If anyone internally needs to refer back to the content, it’s easily accessible. Archival can be done internally in a variety of ways from cloud storage to on-site LTOs. LIAM HAYTER: YouTube is a great example of a CDN but it’s incredibly public. For things like internal training, I’d look to host your content on a private CDN, for example Akamai, and store in a private cloud such as Amazon S3 or Microsoft Azure. Your internal web team can then build intranet pages to deliver the content. Think of this as your own private YouTube. JEFF RUBENSTEIN: YouTube is not a great solution for enterprise needs, as it’s a consumer-grade solution without the security or control that an enterprise should expect. Whoever has the login can accidentally or maliciously add or delete content, or the entire account, without permission. YouTube is a fine solution for videos that you want to make public, but even in this case, it’s better to manage these videos inside an enterprise-grade system – and syndicate them to YouTube – to retain control over your corporate assets. A better solution is to integrate training videos into a corporate learning system (such as an LMS) or stand up a video- specific learning portal. In addition to secure hosting and delivery, you can track which employees view which videos and how they respond to interactive elements (such as quizzes) inside the videos. This makes the videos more valuable for learning and development purposes. Kaltura can help you with all of these goals.
TUSKIEWORKS: MR TUSKIEWANTS TO BE A GLOBAL LEADER IN SOLVING CLIMATE CHANGE. HE HAS DEMANDEDWE DO OUR ANNUAL CONFERENCE DIGITALLY, WITHDELEGATES BUYING ACCESS TO LIVE INTERACTIVE VIDEO AND A LIBRARY OF VIDEOS ANDMATERIALS AFTERWARD. WE HAVE NINEMONTHS TO PULL THIS TOGETHER. ANY IDEAS? BRYCE BUTTON: Always start with the end in mind. Know that the project will take a fair amount of time and get all the key stakeholders (marketing, creative, design, etc) involved early on. Start open discussions to get everyone on the same page and explore the various technology avenues available. This kind of collaboration will result in the most efficient production and delivery workflow, allowing the team to consider the best technology to appeal to its audience while programmatically serving the messaging it wants to convey. By conjoining its messaging with production and delivery technologies, the company can reinforce its message of competence and leadership. LIAM HAYTER: O nce you’ve got the studio mapped out and running through TriCaster, along with the CDN, this is all achievable; we’ve got customers taking this approach today. It’s a great way to generate revenue. You’d need to work with your online team to implement a paywall or webstore on the back end, and allow users to create user accounts for your service. You can point this back at the same cloud-stored content that’s on your private intranet but give public access through the webstore. Don’t underestimate the revenue opportunity in making these “free” on services like YouTube. With a big enough audience you can generate revenue from advertising. A good middle ground would be to seed some free content on public CDNs and point back to your paid-for service to generate traffic. JEFF RUBENSTEIN: Happily, this platform already exists today. Kaltura’s MediaSpace video portal and Webcasting platforms seamlessly integrate, so you can brand a web portal for your event in a matter of minutes. This portal will host the live webcasts and the video recordings, as well as supplementary documents. You can schedule the live recordings to publish instantly, or with a delay if you want to do any post-production. MediaSpace supports a payment gateway upfront to handle any purchasing needs, and will give the exact same experience to participants whether they join live, after the fact or any combination of the two.
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