business video empowers social media

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Business Video Empowers Social Media Raising Employee Performance in the Socially Connected Enterprise Copyright 2012 Qumu, Inc. All rights reserved. Qumu and the Qumu logo are service marks, trademarks, or registered trademarks of Qumu, Inc. in the United States. All other brand or product names are trademarks of their respecve owners and are used without intenon of infringement. Qumu is a wholly owned subsidiary of Rimage Corporaon.

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Page 1: Business video empowers social media

Business VideoEmpowers Social MediaRaising Employee Performance in the Socially Connected Enterprise

Copyright 2012 Qumu, Inc. All rights reserved. Qumu and the Qumu logo are service marks, trademarks, or registered trademarks of Qumu, Inc. in the United States. All other brand or product names are trademarks of their respective owners and are used without intention of infringement. Qumu is a wholly owned subsidiary of Rimage Corporation.

Page 2: Business video empowers social media

Business VideoEmpowers Social Media

Raising employee performance in the socially connected Enterprise

There’s no denying that the wisdomof a company resides in the heads ofthose directly responsible for the non-routine work of the organization. There’s

also no denying that management teamsare looking to find better employeecommunications solutions and reducecosts. This is coupled with increaseddemand to better manage projects,customer service, product launches,training, and sales by workforces that areseparated by time zones and using mobile devices. This need for wide-scalecommunications at lower cost is fuelingrecent organizational demand forscalable, affordable enterprise video andemployee generated video content or“EGC .”

New Collaboration andCom municati on Demand: “We want the ability to create andshare video”

spreadsheets, or Web-based information.EGC facilitates easy knowledge sharingand constant conversation across awidely distributed enterprise through amany-to-many communication channel,resulting in more connected andeducated employees, faster productlifecycles, and significant competitiveadvantage. Video is the perfect meansto get the conversation going – andkeep it going.

EGC delivers the ability to share andcommunicate important content by usingvideo on corporate networks the sameway video is delivered on consumer sites— but with the important additions ofsecurity, workflow, and the ability todistribute the content efficiently on theinternal network.

Some video producers are concernedabout this trend. “Leave video productionto the professionals,” they say.

EXAMPLE USE CASES

But their concerns are quickly

being brushed aside in the face ofoverwhelming demand by an ever-growingnumber of users that are enthusiasticallyadopting the concept. Similar warningswere voiced years ago when desktop

publishing first became available, shortly followed by desktop presentationtools such as PowerPoint. G raphicdesigners identified early challenges:“ There are ten typefaces per page” and“ These are unreadable—not created byartists.” While they had a point—thereis no substitute for good design—thereality was that “ business-based” endusers became increasingly adept, andthe applications became pervasive. Asa result, internal business typesettingand presentation production is now thenorm. Similarly, EGC skeptics willbenefit more from learning how to leveragethis new medium, as there is no turning back.

The exponential growth of consumervideo websites and sharing has alsocreated an expectation by employees tohave the same capabilities at work.Video has become a comfortablemedium for many people, especiallyyounger employees. Everyone has seenthe power of using video to shape,change, and guide opinion. For many,the idea of writing a ten-page memo ishorrifying when they could create afaster, better result with a webcam andsharing of desktop presentations,

The most successful sales rep was asked to video annotate and upload his star presentation to share with the rest of the sales team.

A customer service rep uses video to more quickly illustrate a specificproblem and suggest a resolution.

“ Invest the effort to embed video directly inapplications or documentation related to tasks thatwill benefit from the videos.”

—Whit Andrews, vice president, distinguished analyst,Gartner

(Serve Users Best and Use Video Most Effectively With In-Context Chunks, June 17, 2011)

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Summarizing the ThesisWhat Is Employee GeneratedContent?

EGC is the ability to easily create anddistribute video-enriched contentwithout transferring large files viaemail or file storage.

EGC empowers companies with theability to extend employee knowledgeand produce content faster, easier,more consistently, and to a globaltargeted audience—more than anyother medium. EGC delivers effective,real-time messages to an organization.

EGC provides “YouTube-like” flexibilityand ease of use, with “adultsupervision,” i.e., workflow, controlof who may see particular content,distribution over Intranets, andcompliance with corporate policies.

EGC is easy-to-use. EGC providescontent creation and management,uploading to corporate portals,transcoding, and distribution of any rich media/video in any format—right from any employee’s PC ormobile device.

EGC leverages the growth ofsmartphone and tablet use for videocapture and upload.

Why Is Demand Rising for EGC?

Employees are far more comfortablecreating and viewing video than everbefore.

Video lets employees bettercommunicate complex, nuancedideas without the pain of writing.

Video is immediate and personal—it communicates better than mostpeople can do using written word.

Video helps fill the “travel gap” createdby budget cuts and the hassle ofrepeating a presentation over and over.

What’s necessary for delivering EGC?

IT Departments must give employees“consumer type”capabilities such ascommenting, clipping, sharing, tagging.

CIOs and IT managers need to beaware of the impact on their networkof fast-expanding video applications.

Organizations must have the righttools and features to help employeescreate and distribute impactfulcontent of acceptable quality.

Building Your Employee Generated Content System:Strategy A nd Solutions

Before you get started, ask yourselfquestions about your needs:

1. Who is your audience and howlarge is it? The solution must be able toscale to handle your potential authoringand consuming audience. You need todeliver content creation capabilities tothose who need it while guaranteeing aquality experience for viewers. The content must be tagged and indexed for ease ofsearching. There’s no point having lots ofvideos if your audience can’ t find them.

2. How will the solution integrate with your existing IT infrastructure?This means integration with enterpriseLDAP/Active Directory, Single Sign On,DRM, and portal technologies, andexisting network (Intranet and Internet)content distribution capabilities. Thesolution must allow the creation of newapplications, including mobile apps,

User demand for EGC is growingexponentially and is indicative ofhistorical communication andco llaboration adoption patterns!” starts w

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and integration through a well-documented, versioned Web Servicesbased application programminginterface (API).

3. What are your qualityrequirements for live and on-demandstreaming?The solution must grow with futureinvestments in LAN and WAN hardware,video teleconferencing systems, mobileapps, and other video use cases. Can youdeliver quality at your current networkbandwidth or is there a need foradditional capacity?

4. How will you support mobileviewers on smartphones and tablets?Given the explosion of mobile devices, and

Tips For Creating Quality Employee Generated Content

Make the video short and succinct and bottom-line oriented. Get to the point.

Communicate with short stories, not long analogies.

Vary your tone; convey importance. Emphasize major points.

Communicate ideas with inspiration, not endless details and “bullet recitation.”

Don’t sacrifice credibility with outrageous claims.

Leave comedy to professional comedians.

Follow the carpenter’s rule: “Measure twice, cut once.”

Prepare for desktop and mobile viewers on smartphones and tablets.

many organizations adopting “BYOD”(bring your own device) to theworkplace, the challenges of videodistribution are multiplied. However,your opportunity for EGC is magnified.Mobile devices represent a comfortableand easy way for employees to capturevideo content even while they are on-the-go. Your EGC solution needs to be mobile-friendly, both for viewers and for contentcontributors.

True EGC must provide processes, workflow, easyaccess and common UIfunctions so that it will be“habit-compatible” withusers—making it as easy toproduce EGC as it is to write anemail. EGC also needs toprovide social features such asrating, tagging, comments,cutting the clip segment youneed to answer someone’squestions, and forwarding onlythe pointers to the clip (whichMinimizes network traffic).

5. How will you make your videodiscoverable, and how do you adhereto corporate retention policies?Will the process be open to everyone in thecompany or just certain departments orindividuals? Create and establish EGC bestpractices, policies and an approvalworkflow up front to reduce contentchallenges (similar to policies foremployee blogs).

6. Will your solution leverage transcoding for seamless uploadinginto corporate standard formats?Rich media transcoding should be fast,easy and able to handle all common/ standard formats.

7. Will the content be external-facing? Where and for how long?Plan how you will securely distributevideo both inside and outside thefirewall (i.e., partners, consultants,investors, etc.).

8. How will you report on usage and measure content popularity?Make sure that your application hasintegrated measurement tools that allowyou to evaluate who watched, for how long,and whether they paid attention.

9. How will you easily create videoand screen capture?Organizations commonly face the problemof creating impactful media withoutemploying the use of external A/Vorganizations or dedicating internalresources and equipment. A fast, easy-to-use, web-based, video and screencapture tool solves this problem.

• • • • • • • •

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Enterprise video and EGC solutions must support the variety of

deployment preferences demanded by today’s organizations.

Such an application enables users toeasily create quality content fortraining, presentations, software demos,and new product introductions. Theseapplications empower your employeesto generate compelling content thatwill increase knowledge transfer,collaboration, and efficiency.

10. How do you integrate and encourage social networking?Videos spread virally. Given the right portaland the right kind of social tools (ratings,comments, clipping, etc.), and embeddingvideo in other applications employees willquickly find the most valuable EGC assetsand, through social collaboration, the best will “bubble up.” Creators will seek toemulate the best practices of the mostsuccessful videos.

EXAMPLE USE CASES

How Can A Company Implement An EGC Strategy To Meet User Demand?

True EGC must provide processes,workflow, easy access and common UIfunctions so that it will be “habit -compatible” with users—making it as easyto produce EGC as it is to write an email.An Employee Generated Contentapplication streamlines the contentcreation process and manages all steps ofthe enterprise video lifecycle: create,manage, distribute, and experience, via anintegrated video management solution.An effective EGC application should alsomeet organizational compliancerequirements by providing review andapproval of submitted content with built-inworkflow that adheres to company, legal,and reporting mandates.

Content that should expire mustautomatically be removed. And ifcontent must be “ re-approved,”processes should support scheduledreview and deliver updates about therenewed content availability.

EGC solutions can be deployed tactically but need to be planned strategically withthe goal of integrating other enterprisecommunication technologies, includingcollaboration tools, portals, mobileapplications, and video teleconferencing systems with video streaming capabilities.

Companies need to unleash the high-value knowledge of employees who are

The CFO brainstorms over the Holiday about a new revenue model. Using the webcam onhis laptop, he records the before and after of a spreadsheet model and shares his ideas withstakeholders to be ready to discuss upon his return.

The V.P. of Sales is traveling but wants to send a congratulations message to his team. Herecords a video using the camera on his iPad and easily uploads the message to the teamportal and triggers a notification to the team.

“Collaboration managers, security and compliance officers, CIOs,marketing professionals, intranet and portal managers, and website managers will all find that informally generated video content is becomingan increasingly valuable popular aspect of their strategies.”

—Whit Andrews, vice president, distinguished analyst, Gartner

(MarketScope for Video Content Management and Delivery, February 4, 2011)

“key interactors” to drive adoption andinnovation, and empower those employeeswith the means to create EGC—easily,quickly and at low cost. Whether employeesutilize existing video conference ortelepresence systems, corporate or outsidestudios, or simply create content at theirpersonal workstation or on their smartphone,EGC systems must enable all sources ofvideo creation to be equally capable ofdelivering a high- quality result.

In the decision making process, carefulattention towards aligning CorporateCommunications teams, IT departmentsand LOB executives will ensuresuccessful analysis and ofan EGC solution that meets

y involving all keyof an system, can

theand ease-of-use features t

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enterprise. At the same time,management can place necessarycontrols, security, and reportingfunctions into the system that will helpthe company make more intelligentbusiness decisions and manage the useand impact of video on the corporatenetworks.

Organizations should be prepared forexponential growth in usage—whetherit’s live broadcast, creating on-demandtraining videos, or delivering near real-time information to customers—EGC willbe widely used by the employeebase. One Fortune-500 enterprise reportsthey are experiencing a 300% rise invideo use, creation and deploymentover last year.

SummaryEGC is coming fast and is here to stay.

Like the “desktop publishing” and“presentation slide” waves that came before, there is no stopping the desire ofemployees to create video content.

Smart executives realize they canleverage this EGC trend while helpingtheir companies deal with the currenteconomic climate. EGC improves thequality of communications whilereducing travel. It’s also “eco-friendly,” andreduces the amount of carbon generatedthrough transportation activities. Thetime is now for companies to empowertheir employees to share ideas,information, how-to’s, and knowledgein a direct, high quality, compellingway with video. This opportunity is toogood to pass up and is worth therelatively minor up-front investmentfor a major return.

Signs That You Need An EGC System

You can go to YouTube and find yourcompany’scon dential informationonproducts,services, andbrand therebecauseit’seasy foremployees and they have no in-housealternative.

Youhave corporate, training, marketing,advertising, and product videos that existsomewhere in yourcompanybut youcan’ ndoraccess them.

Travel has been cut; and at the same time,shared knowledge, product training, consistentmessaging and company updates are lackingornot being communicated.

Your incurring huge time and productivitylosses and sacrificing consistent messagingby having to deliver training over and over

You’re notmeetingyourcompany’srelianceonimmediacy of information

For the thousands of executives whoare using video communications todrive change in today’s economic andbusiness environment, there’s no bettermethod than EGC. Employees at everylevel learn faster – providing a significantcompetitive advantage. Using EGC as thesolution to solve organizational issueswill deliver far more cost reductionsand productivity increases than you canimagine.

It’s time to start the conversation withyour employees! Empower them to usetools they are already familiar with tobetter communicate, and help create asocially connected enterprise. Gettingstarted is the easy part—you won’ t haveto cajole your employees to participate.

as part of its ability

to act on market trends, andasaresult, you’renot meeting sales and revenue expectations.

Your network is spiking with unmanaged videooverload—sharing videos or webcasts.

Youhave increasing requests to communicatewith video and provide video to partners,customers, prospects and investors about yourcompany.

Your hodge-podge of video-oriented systemsare not compatible with each other, with frequentbreak-downs and difficult to expand.

Video assets are not secure and can bedistributed outside your firewallby anyone, anytime.

Your employees are using email to sharevideo files.

ABOUT QUMUQumu provides collaborative multimediacontent management solutions that workwith any IT infrastructure. We organizeand securely distribute to disc, desktopand mobile viewers while tracking andanalyzing the results. Qumu helpsorganizations leverage the latest inenterprise video technology to produceEmployee Generated Content (EGC)communication, information sharing,training, videoconference recording andstreaming, webcasting, Town Hallmeetings, with multi-CDN support. Qumucustomers can seamlessly deployenterprise video applications via:Appliance, Software, SaaS, or as aManaged Service.

Contact Qumu today at+1-866-654-8333 or at www.qumu.com

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Copyright 2012 Qumu, Inc. All rights reserved. Qumu and the Qumu logo are service marks, trademarks, or registered trademarks of Qumu, Inc. in the United States. All other brand or product names are trademarks of their