Making Your Business More Social With an Enterprise YouTube
Content
Making Your Business More Social with an Enterprise YouTube
White Paper Making Your Business More Social with an Enterprise YouTube
MediaPlatform, Inc. 8383 Wilshire Boulevard Suite 460 Beverly Hills, CA 90211 (310) 909-8410 [email protected] www.mediaplatform.com 0
Making Your Business More Social with an Enterprise YouTube
Making Your Business More Social with an Enterprise YouTube
The imperative to connect with people across space is not new. The roots of the telegraphi date to an anonymous writer’s paper published in the Scots Magazine in 1754, preceding Samuel Morse’s version by 90 years. The first American patent for the telephone was granted a little over a century later, in 1876ii. Elements of mechanical television can be traced back to 1873 and the world’s first demonstration of a working television dates to 1926iii. Each of these inventions has dramatically expanded the ability to communicate across space, first through words, then sound, and finally with images. It appears that every century or so, the collective genius of our species opens a new frontier in communication, making it more interactive than preceding iterations. Following this trajectory, it’s an obvious leap to imagine the next vehicle for communication would be two-way, visual, and dynamic. Enter social media (Skype, Facebook, and YouTube). These platforms allow people to connect, build community and share information, in ever more novel and responsive ways. Ways that are bringing people face-to-face, whether they be on the other side of town or the other side of the planet. According to the Social Habit, one in three Americans follow a brand via social media, 56% of Americans (12 and up) have a social networking profile, and, most notably, 22% of Americans (or 12 million people) use social networking sites several times a day.iv For the enterprise, the next step in optimizing their communication strategy has been to capitalize on these consumer trends. Enter the Enterprise YouTube.
What is an Enterprise YouTube?
Video as a vehicle for training dates back to the military and defense industries’ training videos used during WWIIv. In much the same way that governments use video to engage and train their personnel, corporations are leveraging the immersive capabilities of “socialized” live streaming of video content to accomplish an array of objectives. As the name “Enterprise YouTube" suggests, corporate communications teams are inspired by Google’s YouTube vi and want to share internal video to engage employees and shareholders. Given the pervasive utilization of YouTube, leveraging tools with similar functionalities enables enterprises to rapidly engage employees without the labor-intensive process of training them to adapt to a foreign format. The principal distinction in utilizing an Enterprise YouTube is that unlike YouTube or Facebook, your content management lives behind a firewall and has greater security provisions and controls than content posted to the public domain.
What Can Enterprise YouTubes Do?
The possibilities for creating the next evolution in collaborative communications via on-demand video are intriguing and endless for enterprises. Enterprise YouTubes can support town halls, executive communications, HR training, knowledge sharing and collaboration across local and
1
Making Your Business More Social with an Enterprise YouTube
geographically dispersed teams, by leveraging the real-time functionality and social features of public video sharing platforms. “Video is not a fringe format anymore. Increasingly, information workers consume video in the workplace for training purposes, technical help, and real-time communication with colleagues and customers," according to a recent Forrester Research reportvii. In addition to on-demand video, Enterprise YouTubes can support multi-media content such as audio files and photos, enable users to create groups and communities, post blogs, rate content posted and vote for content, and embed videos in other documents and applications, while meeting the security, integration and governance needs of the host company. Typical uses of video in corporate settingsviii:
Training: On-demand video can cost less than classroom training, especially for farflung workers, who can draw from a library of recorded videos at any time. Black & Decker encourages its employees to submit short videos of best practices. Sales support: Sales professionals can watch (and rewatch) recorded video of successful sales interactions. Corporate communications: Video adds a human dimension to management messages and helps to keep the distributed workforce connected. Product development: Video allows globally distributed teams to view prototypes and reconcile project plans. External communications: Companies can distribute videos -- such as Wall Street briefings and product demonstrations -- to investors, partners and customers.
Forrester Research reports, March and April 2011
Enterprise YouTubes in Action
The National Naval Medical Center in Bethesda, Md. provides the connectivity its younger military patients expect by enabling them to access videos and hospital information on-demand from 1,400 screens in hospital rooms across its campus. Hospital staff can watch departmentproduced training videos 24 hours a day on any of 8,000 desktops on site. CIO Tony Thornton sums up their strategy thusly, "Similar to the way video is used in other social mediaix, video is being used in the same way here. It's pushing information out to our users." The Manhattan School of Music (MSM), an international music conservatory in New York, uses high-definition video-conferencing systems and open-source software to make recorded training sessions available for students to review on demand. "We have 1,000 hours' worth of educational video, and we're now taking all that archival material and getting it onto our server," says Christianne Orto, associate dean and director of recording and distance learning. 2
Making Your Business More Social with an Enterprise YouTube
"The idea is to create a virtual library for our student body so they can continue training" through video. MSM expects to add 400 hours of video content to its searchable archives each year and maintains the highest security controls to protect music copyrights and student permissions in disseminating its Enterprise YouTubesx.
The Landscape of Enterprise YouTube
In a recent panel discussion entitled, "Challenges, Opportunities, and Best Practices of Enterprise Social Video"xi, digital, content management, and creative VPs of companies such as Wells Fargo, Microsoft, and IBM, discussed how they are embracing both video and social media, best practices for them, and challenges in encouraging and leveraging employeegenerated video content (EGC). Wells Fargo has studios in three states (California, North Carolina and St. Louis) and delivers video to around 300,000 employees around the world via a program called “Take Five”. Take Five is a company newscast that is delivered daily to each employee’s desktop. Keenly aware that EGC is exponentially more engaging than strictly executive-level contentxii, Take Five is produced by employees for employees. "That content is gathered from employees, it features employees, and it features a different theme every day of the week, and that theme comes from employees," said VP and IT team lead Bob Killmeier. "We feature three types of content: knowledge-sharing, perspectives and opinion, and branding," he added, "and our challenge is trying to bring all those things together into a governance model that can be shared with all of our employees."xiii Microsoft Office moved from printed manuals to interactive documentation, including Enterprise YouTubes, when it saw their potential for greater engagement. "We have a Sharepointpowered, employee-generated video platform called Academy Mobile, predicated on the concept that everyone in the company is a subject matter expert," said Jonathan Foster, content publishing manager for Microsoft Office, "It allows for all the social media bells and whistles, including RSS feeds, sending emails, interacting with podcasters, engaging on the page."xiv The scale of technology giant IBM makes creating and sustaining a culture of inclusion and relevance an ongoing challenge. IBM recognized that Enterprise YouTubes could enable its workforce to feel more connected. David Stark, digital expertise evangelist for IBM, explained, "One of the things we struggle with at our organization is making sure employees feel like they're a part of something," he said. "A lot of our workforce is mobile all the time, so we leverage video quite a bit to keep people connected. You'll see more casual videos produced, things that go out on YouTube and on various IBM channels. We also have our own internal employee-generated content channel called BlueTube.xv" The online closed-captioning company dotSUB estimates that somewhere between 60% and 70% of the employees of all the Fortune 1000 companies live outside the United States and are non-native English speakers. To engage these dispersed teams and bridge any linguistic 3
Making Your Business More Social with an Enterprise YouTube
barriers, more and more multinational corporations based in the U.S. are using closed captioning. One clear benefit is greater inclusion and engagement within a distributed workforce. Executives at dotSUB point out that given the large number of non-native English speakers working within U.S.-based organizations, the ability to use closed-captioning in Enterprise YouTubes is also relevant stateside.xvi
Enterprise Video Enters Phase Two
Social media and online video have changed the way employees engage and collaborate inside leading organizations. A Gartner analyst went so far as to say "Enterprises must face the fact the video is a key element of their future internal and external messaging strategiesxvii” and insiders across enterprise agree that an internal video presence is a must if they are to continually evolve with an increasingly social media-oriented, dispersed and multilingual workforce.
About MediaPlatform
MediaPlatform, Inc. is the best-in-class enterprise YouTube that delivers on-demand and live rich media video streaming technology to global enterprises and media producers. MediaPlatform video solutions are used by corporate communications, Human Resources/Training and marketing professionals to improve employee engagement, collaboration, learning, knowledge sharing and lead generation. MediaPlatform clients include Accenture, Adobe, Ericsson, General Motors and Oracle. www.mediaplatform.com Copyright © 2013 MediaPlatform, Inc. MediaPlatform, Inc. 8383 Wilshire Boulevard, Suite 460 Los Angeles, CA 90211 (310) 909‐8410 [email protected]
i
http://www.uh.edu/engines/epi1393.htm http://www.loc.gov/rr/scitech/mysteries/telephone.html iii http://en.wikipedia.org/wiki/History_of_television iv http://www.convinceandconvert.com/the-social-habit/11-shocking-new-social-media-statistics-in-america/
ii v
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=1
vi
http://www.brainshark.com/ideas-blog/brainshark-articles/2012/march/enterprise-youtube-what-isit.aspx
vii
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=1
4
Making Your Business More Social with an Enterprise YouTube
viii
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=2 ix http://www.computerworld.com/s/topic/169/Web+2.0+and+Web+Apps
x
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=2 xi http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xii http://www.cmswire.com/cms/social-business/gamification-the-secret-weapon-of-employee-engagement020079.php xiii http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xiv http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xv http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xvi http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx
xvii
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=3
5
White Paper Making Your Business More Social with an Enterprise YouTube
MediaPlatform, Inc. 8383 Wilshire Boulevard Suite 460 Beverly Hills, CA 90211 (310) 909-8410 [email protected] www.mediaplatform.com 0
Making Your Business More Social with an Enterprise YouTube
Making Your Business More Social with an Enterprise YouTube
The imperative to connect with people across space is not new. The roots of the telegraphi date to an anonymous writer’s paper published in the Scots Magazine in 1754, preceding Samuel Morse’s version by 90 years. The first American patent for the telephone was granted a little over a century later, in 1876ii. Elements of mechanical television can be traced back to 1873 and the world’s first demonstration of a working television dates to 1926iii. Each of these inventions has dramatically expanded the ability to communicate across space, first through words, then sound, and finally with images. It appears that every century or so, the collective genius of our species opens a new frontier in communication, making it more interactive than preceding iterations. Following this trajectory, it’s an obvious leap to imagine the next vehicle for communication would be two-way, visual, and dynamic. Enter social media (Skype, Facebook, and YouTube). These platforms allow people to connect, build community and share information, in ever more novel and responsive ways. Ways that are bringing people face-to-face, whether they be on the other side of town or the other side of the planet. According to the Social Habit, one in three Americans follow a brand via social media, 56% of Americans (12 and up) have a social networking profile, and, most notably, 22% of Americans (or 12 million people) use social networking sites several times a day.iv For the enterprise, the next step in optimizing their communication strategy has been to capitalize on these consumer trends. Enter the Enterprise YouTube.
What is an Enterprise YouTube?
Video as a vehicle for training dates back to the military and defense industries’ training videos used during WWIIv. In much the same way that governments use video to engage and train their personnel, corporations are leveraging the immersive capabilities of “socialized” live streaming of video content to accomplish an array of objectives. As the name “Enterprise YouTube" suggests, corporate communications teams are inspired by Google’s YouTube vi and want to share internal video to engage employees and shareholders. Given the pervasive utilization of YouTube, leveraging tools with similar functionalities enables enterprises to rapidly engage employees without the labor-intensive process of training them to adapt to a foreign format. The principal distinction in utilizing an Enterprise YouTube is that unlike YouTube or Facebook, your content management lives behind a firewall and has greater security provisions and controls than content posted to the public domain.
What Can Enterprise YouTubes Do?
The possibilities for creating the next evolution in collaborative communications via on-demand video are intriguing and endless for enterprises. Enterprise YouTubes can support town halls, executive communications, HR training, knowledge sharing and collaboration across local and
1
Making Your Business More Social with an Enterprise YouTube
geographically dispersed teams, by leveraging the real-time functionality and social features of public video sharing platforms. “Video is not a fringe format anymore. Increasingly, information workers consume video in the workplace for training purposes, technical help, and real-time communication with colleagues and customers," according to a recent Forrester Research reportvii. In addition to on-demand video, Enterprise YouTubes can support multi-media content such as audio files and photos, enable users to create groups and communities, post blogs, rate content posted and vote for content, and embed videos in other documents and applications, while meeting the security, integration and governance needs of the host company. Typical uses of video in corporate settingsviii:
Training: On-demand video can cost less than classroom training, especially for farflung workers, who can draw from a library of recorded videos at any time. Black & Decker encourages its employees to submit short videos of best practices. Sales support: Sales professionals can watch (and rewatch) recorded video of successful sales interactions. Corporate communications: Video adds a human dimension to management messages and helps to keep the distributed workforce connected. Product development: Video allows globally distributed teams to view prototypes and reconcile project plans. External communications: Companies can distribute videos -- such as Wall Street briefings and product demonstrations -- to investors, partners and customers.
Forrester Research reports, March and April 2011
Enterprise YouTubes in Action
The National Naval Medical Center in Bethesda, Md. provides the connectivity its younger military patients expect by enabling them to access videos and hospital information on-demand from 1,400 screens in hospital rooms across its campus. Hospital staff can watch departmentproduced training videos 24 hours a day on any of 8,000 desktops on site. CIO Tony Thornton sums up their strategy thusly, "Similar to the way video is used in other social mediaix, video is being used in the same way here. It's pushing information out to our users." The Manhattan School of Music (MSM), an international music conservatory in New York, uses high-definition video-conferencing systems and open-source software to make recorded training sessions available for students to review on demand. "We have 1,000 hours' worth of educational video, and we're now taking all that archival material and getting it onto our server," says Christianne Orto, associate dean and director of recording and distance learning. 2
Making Your Business More Social with an Enterprise YouTube
"The idea is to create a virtual library for our student body so they can continue training" through video. MSM expects to add 400 hours of video content to its searchable archives each year and maintains the highest security controls to protect music copyrights and student permissions in disseminating its Enterprise YouTubesx.
The Landscape of Enterprise YouTube
In a recent panel discussion entitled, "Challenges, Opportunities, and Best Practices of Enterprise Social Video"xi, digital, content management, and creative VPs of companies such as Wells Fargo, Microsoft, and IBM, discussed how they are embracing both video and social media, best practices for them, and challenges in encouraging and leveraging employeegenerated video content (EGC). Wells Fargo has studios in three states (California, North Carolina and St. Louis) and delivers video to around 300,000 employees around the world via a program called “Take Five”. Take Five is a company newscast that is delivered daily to each employee’s desktop. Keenly aware that EGC is exponentially more engaging than strictly executive-level contentxii, Take Five is produced by employees for employees. "That content is gathered from employees, it features employees, and it features a different theme every day of the week, and that theme comes from employees," said VP and IT team lead Bob Killmeier. "We feature three types of content: knowledge-sharing, perspectives and opinion, and branding," he added, "and our challenge is trying to bring all those things together into a governance model that can be shared with all of our employees."xiii Microsoft Office moved from printed manuals to interactive documentation, including Enterprise YouTubes, when it saw their potential for greater engagement. "We have a Sharepointpowered, employee-generated video platform called Academy Mobile, predicated on the concept that everyone in the company is a subject matter expert," said Jonathan Foster, content publishing manager for Microsoft Office, "It allows for all the social media bells and whistles, including RSS feeds, sending emails, interacting with podcasters, engaging on the page."xiv The scale of technology giant IBM makes creating and sustaining a culture of inclusion and relevance an ongoing challenge. IBM recognized that Enterprise YouTubes could enable its workforce to feel more connected. David Stark, digital expertise evangelist for IBM, explained, "One of the things we struggle with at our organization is making sure employees feel like they're a part of something," he said. "A lot of our workforce is mobile all the time, so we leverage video quite a bit to keep people connected. You'll see more casual videos produced, things that go out on YouTube and on various IBM channels. We also have our own internal employee-generated content channel called BlueTube.xv" The online closed-captioning company dotSUB estimates that somewhere between 60% and 70% of the employees of all the Fortune 1000 companies live outside the United States and are non-native English speakers. To engage these dispersed teams and bridge any linguistic 3
Making Your Business More Social with an Enterprise YouTube
barriers, more and more multinational corporations based in the U.S. are using closed captioning. One clear benefit is greater inclusion and engagement within a distributed workforce. Executives at dotSUB point out that given the large number of non-native English speakers working within U.S.-based organizations, the ability to use closed-captioning in Enterprise YouTubes is also relevant stateside.xvi
Enterprise Video Enters Phase Two
Social media and online video have changed the way employees engage and collaborate inside leading organizations. A Gartner analyst went so far as to say "Enterprises must face the fact the video is a key element of their future internal and external messaging strategiesxvii” and insiders across enterprise agree that an internal video presence is a must if they are to continually evolve with an increasingly social media-oriented, dispersed and multilingual workforce.
About MediaPlatform
MediaPlatform, Inc. is the best-in-class enterprise YouTube that delivers on-demand and live rich media video streaming technology to global enterprises and media producers. MediaPlatform video solutions are used by corporate communications, Human Resources/Training and marketing professionals to improve employee engagement, collaboration, learning, knowledge sharing and lead generation. MediaPlatform clients include Accenture, Adobe, Ericsson, General Motors and Oracle. www.mediaplatform.com Copyright © 2013 MediaPlatform, Inc. MediaPlatform, Inc. 8383 Wilshire Boulevard, Suite 460 Los Angeles, CA 90211 (310) 909‐8410 [email protected]
i
http://www.uh.edu/engines/epi1393.htm http://www.loc.gov/rr/scitech/mysteries/telephone.html iii http://en.wikipedia.org/wiki/History_of_television iv http://www.convinceandconvert.com/the-social-habit/11-shocking-new-social-media-statistics-in-america/
ii v
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=1
vi
http://www.brainshark.com/ideas-blog/brainshark-articles/2012/march/enterprise-youtube-what-isit.aspx
vii
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=1
4
Making Your Business More Social with an Enterprise YouTube
viii
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=2 ix http://www.computerworld.com/s/topic/169/Web+2.0+and+Web+Apps
x
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=2 xi http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xii http://www.cmswire.com/cms/social-business/gamification-the-secret-weapon-of-employee-engagement020079.php xiii http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xiv http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xv http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx xvi http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/YouTube-for-the-Enterprise-Finally-aReality-75952.aspx
xvii
http://www.computerworld.com/s/article/357210/YouTube_for_the_Enterprise?taxonomyId=18&pageNumber=3
5
