Enterprise - Communicate Key Internal & External Messages with Online Video (Dell)
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Transcript of Enterprise - Communicate Key Internal & External Messages with Online Video (Dell)
contact: [email protected] 1-877-366-9252
Enterprise:Communicate Key Internal & External Messages With Online Videohttp://go.ooyala.com/IndustryWebinarsLive.html
Guest Presenters: Andres Palmiter - Online Video Specialist, comScoreEricka Norman - Rich Media Strategist, Dell
For Audio please dial: US: 1 866 789 9756International : 1 857 350 1705 Access Code: 387 414 76#
contact: [email protected] 1-877-366-9252
Andres Palmiter,Online Video Specialist
comScore, Inc
For Audio please dial: US: 1 866 789 9756International : 1 857 350 1705 Access Code: 387 414 76#
contact: [email protected] 1-877-366-9252
Online Video is big
32.4 billion video streams in the United States
Reaching 177 million unique viewers
Each viewer watched 187 video streams, that’s more than 12 hours of video per viewer
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Online video appeals to all demos
Source: comScore Video Metrix, January 2010
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Video consumption follows younger trend
Demo% Video Streams
% UniqueViewers
HoursConsumed per
Viewer
Consumption Index(Average 100%)
2-11 4% 9% 3.3 26%
12-17 14% 12% 12.5 98%
18-24 20% 13% 20.5 160%
25-34 22% 18% 16.8 132%
35-44 18% 18% 13.4 105%
45-54 13% 16% 10.9 85%
55-64 5% 8% 8.4 66%
65+ 3% 6% 6.3 50%
Source: comScore Video Metrix, January 2010
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More people watching more minutes
January 2009 January 2010
Hours per Viewer 5.9 12.8
Videos per Viewer 100.7 187.0
Minutes per Video 3.5 4.1
193%
121%
Source: comScore Video Metrix, January 2009 - January 2010
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Technology online video trends
Source: comScore Video Metrix, Feb 2009 - Feb 2010
95%
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How does comScore measure viewers?
Panel and beacon technology
Leveraging cookie data
A cookie is not a person, we measure people
contact: [email protected] 1-877-366-9252
Positioning online video alongside TV
According to comScore’s December 2009 ads vs content data preview, in-stream online video ads reach 43% of the US population monthly
The average viewer sees 19 ads a month, making for over 2.3 billion in-stream video adsOnline video is NOT a competitor to TV for ad revenue but can add incremental reach to a TV media-buy
contact: [email protected] 1-877-366-9252
What can you do with the data?
Track ad and content streams
Understand trends in different content verticals
Show ROI by leveraging panel
contact: [email protected] 1-877-366-9252
Ericka Norman,Rich Media Strategist
Dell
For Audio please dial: US: 1 866 789 9756International : 1 857 350 1705 Access Code: 387 414 76#
contact: [email protected] 1-877-366-9252
About Dell
Dell is a leading technology provider to commercial enterprises around the world.
Dell listens to customers and delivers innovative technology and services they need and value.
With billions in revenue flowing through it annually, Dell.com is one of the leading e-commerce destinations in the world, serving people in 160 countries. Dell.com last year had 1.7 billion visits by about 500 million people.
contact: [email protected] 1-877-366-9252
Customer Objective
Customer Requested• Customers regularly request video content directly from Dell
and use video content
Dell delivered• Over 500 videos globally on support.dell.com/video and many
more on other Dell properties• Video content is also targeted by products and topics• Regular positive customer feedback• Dell has been delivering a wide variety of video content to
customers for over 3 years now as an important strategy
contact: [email protected] 1-877-366-9252
Dell Objective
Dell publishes content on many rich media fronts
On Dell.com and Support.dell.com:• Support videos for how-to & break-fix topics• StudioDell for case studies, customer stories, tips, and news• Podcasts for authoritative best practice content• Marketing videos for entertaining advertising• PG and Sales for product informative videos and demonstrations• Video blogs for personifying Dell with informal insights and
announcements
Internally:• Video blogs for announcements and insights• Internal training
Numerous outside of Dell.com and Support.dell.com channels
contact: [email protected] 1-877-366-9252
Use of Online Video
Previously:Dell used many other video providers, output formats, and tools globally.
Challenges:•Previous providers were more like a hosting platforms rather than a full media management systems•Provider backend systems were difficult to work with and required a lot of manual work or did not offer features Dell required•Most providers did not provide APIs •Providers had limited streaming capabilities and meta-data support
Now:Dell is moving to manage rich media content from one backend location, we are able to syndicate video throughout Dell.com and support.dell.com pages and external sites as well as allow customers to search for Dell videos.
contact: [email protected] 1-877-366-9252
Key Performance Metrics
Success Metrics:• Dell site-wide video player consistency• Traffic (placement, effectiveness)• Play thru rates (editing, topic selection,
engagement)• Playlist and social usage
(effectiveness)• Customer experience metrics• Revenue Generation • Online resolution rates and usage
metrics (support)
contact: [email protected] 1-877-366-9252
Strategy
APIs:•Custom skin and user interactions•Used for page content management for related information•Allowed Dell to create a custom search and browse based user interface
Closed Captions:•Expanded audiences globally•Printable text for support reference
contact: [email protected] 1-877-366-9252
Results
Traffic / Usage Metrics•We have more than doubled traffic to support video content since the support launch in January•We are better able to track and monitor content usage and engagement•We have seen and proved improvements in customer online resolution rates with the launch of videos
contact: [email protected] 1-877-366-9252
Lessons Learned
Customization•Custom player skin creation is extremely powerful, but time-consuming and challenging•Brand only customization may not be worth the extra effort
• You can for example more quickly adopt new features if you don’t use customization
•However the ability to add custom deep site integration and features can make it worth it
contact: [email protected] 1-877-366-9252
Best Practices
Label / Tagging•Determine tagging taxonomy in advance and set-up processes to promote it•Tag, tag, tag - using multiple tags and labels makes organization easier for management, reporting, and maintenance as your content grows
Internal Engagement•Regularly engage with all teams effected by video roll outs
Promotion•Syndicate content to other external sites•Cross promote videos with other company content and communications
contact: [email protected] 1-877-366-9252
Future Vision
We will continue to expand our video assets into our newcontent management system.
contact: [email protected] 1-877-366-9252
Questions?
Please enter your questions using the chat window.