How Can Corporates Use Online Video to Enhance their Comms Strategy?
BLOG by Matt Moran, Engagement Director, Switch Media
In last month’s blog, we discussed how important and how simple it is for large corporations to embrace online video services. This month, we’re taking this a step further explaining how corporates can use online video as an integral part of their regular internal and external communications, whether it’s live or on-demand, or both.
Let’s look at some examples of content distribution use cases that a large corporate might use.
Significant meetings and presentations can be live-streamed and made available to staff and investors for on-demand viewing. There are many benefits to this. It allows corporations to communicate and engage with huge, dispersed groups and enables meetings to be recorded to expand reach even further. Comprehensive, well-managed metadata ensures that the topics covered in the meeting, who spoke and when, etc., are tracked so that the information remains discoverable by search later. This is worthwhile as it enables you to find the specific time during a meeting where a certain subject was discussed or presented so that a clip of that section of the meeting can easily be selected and published. This is not just relevant for big annual general meetings but also for smaller departmental meetings etc.
The simplicity and flexibility of an online video system’s Media Manager mean that online video services are available to every type of business and can be easily managed by anyone. The whole process is run via an easy-to-use web interface that’s simple and intuitive to navigate. For example, to find and share a clip of a particular speaker, all you need to do is scroll through the player to find the relevant meeting and type in the person’s name. Because the video already has a transcript and speaker identification tags, the in-and-out points of where that person starts and finishes talking can be quickly selected. It’s just as easy as taking a video clip from your iPhone and shortening it to post on social media. More sophisticated AI technology using facial recognition or voice recognition can also be easily added using cloud-based APIs. This feature is quite valuable as manually creating this time-based metadata would be very time consuming and therefore impractical.
It can be tough to achieve high engagement with online company-wide updates. That’s why it’s crucial to have broader distribution and flexible schedules. Live and on-demand updates distributed across multiple platforms ensure staff viewership is at its optimum. What’s more, updates can be accessed on multiple devices, and integrated with messaging and comms platforms, intranet and website.
Using online video to host and share training material is yet another example for corporate organisations. Online training provides staff with flexibility, mobility and accessibility to a library of knowledge and training material. They can tune in from their office desk, or at home, at a time that best suits them. Whether it’s training around new products or services, new software, internal procedures or policies, online video is an engaging and effective way to share information across a corporation.
Given that internal training videos can contain sensitive information, it’s important that they be restricted to the appropriate internal audience, while also ensuring they are accessible across multiple devices. What’s more, as training videos have a longer lifespan, it’s important that the metadata allows them to be found quickly and easily and incorporated into online training courses when relevant. Version control is also an important factor in training, as is ensuring staff access and permissions are up to date. All these important factors can be easily managed when hosted online.
Using online video to reach an external audience is also highly effective and can be a powerful part of a corporations marketing strategy. It helps increase engagement on digital and social channels, educates and enables reach via a new medium. It’s a great way to connect with and inform viewers while building trust and reinforcing the company brand. Search engines look for content that engages viewers, so the opportunity to show up in a search is greatly increased with video, as are clicks, engagements and conversions.
With online marketing videos, it’s simple to ensure the metadata allows relevant content to be easily found (or even recommended during the publishing process) for inclusion on website pages, blogs and social media posts. This enables control around how long the video remains available in cases of special promotions and offers etc. Different thumbnails, sizes/formats and even different versions of the video (e.g. shorter promo clips) can also be easily accessible to suit different social platforms.
Effective Multi-Platform Internal and External Comms
It’s really very easy for corporates to publish their internal and external live-streamed or on-demand videos online. As a push, not a pull scenario, it’s crucial to publish content across multiple platforms and channels. By posting videos on your intranet or collaborative share spaces and making them directly available through internal communication platforms, staff can receive direct notifications and watch directly from those platforms.
This gives businesses a stronger personal identity and allows effective and direct communication. It’s also an excellent way of presenting complex subjects relatively easily. What’s more, view and drop off rates can also be tracked so that effectiveness and reach can be measured.
Still not got your online video system up and running? What are you waiting for?