Seven steps to a successful video portal
- 13 January 2017
- 270 views
Video content is one of the most compelling ways for people to communicate.
Numerous companies – large and small – are singing video’s praises: Oracle saved $10 million with on-demand sales kickoffs instead of in person meetings, whilst EY reduced training costs by 34% and training time by 52% through e-learning.
But it’s not enough to just provide your employees with video tools – you’ll need to follow a few more steps in order to get them engaged. All it takes is a little more effort and you could be experiencing those same great video benefits.
1. Define Success
How will you know whether you’re getting a real ROI unless you first set some success criteria? Before you get in too deep, it’s a good idea to do a little benchmarking. Set some KPIs, both for the video platform and for some business metrics. Start simple. Examples of good metrics for the platform can be the number of users, the number of views or plays, the number of minutes viewed, and the number of digital assets. Your business metrics will depend more on what the specific goals you had for the platform were. Reducing training or travel costs? Improving productivity? Increasing morale or reducing turnover? Have a good idea in your mind of what success looks like, so you’ll know when you get there.
2. Populate and centralise
You don’t have to start from scratch. You most likely already have video content. They might be external site or customer-facing videos, archives from departments that already use videos (like training, corporate communications, marketing and events), video conference recordings, webcasting archives, your YouTube channel or content from your agencies. Then get some fresh, exciting content that will lure people in – getting senior management to record a few videos can be a very exciting start. Make a migration plan so when you open your video platform to your employees, it’s already full of great content. Make sure to curate and segregate the content into a logical structure, so people can easily find things and don’t get overwhelmed.
3. Assemble a video advisory board
Recruit champions from stakeholder departments. These champions will be your video evangelists in their respective areas. They will also help manage channels and users, and come up with new video use cases. Make sure to appeal to each stakeholder with ways video can drive their particular area of the business. Set quarterly meetings so that your board can share their best practices and success stories, define relevant policies, and continue to determine your video roadmap.
4. Announce and launch
Try to give your portal a cool, catchy name people will easily use. Once the portal is ready, make sure to generate some initial buzz. Hold an internal event to introduce people to the platform. Make use of your corporate blog, message boards and activity streams. Draft an announcement email that highlights some key videos that will draw people in. And, of course, create a video!
5. Focus on the long tail
Make sure that employees are aware of the user-generated content tools. One great way is to create short, “snackable” video tutorials. You can also roll it into training on social media and presentation skills, to create a “video as a PowerPoint” culture. Another great way to get people excited is by running contests to create and share the most or best internal videos. Sharing, comments, likes and embeds will drive more awareness. And don’t forget to take advantage of your Video Advisory Board!
6. Engage the community
Make sure that videos from the portal are getting publicised and embedded in your employee sites and portals. Consider a monthly newsletter with links to new or topical videos. Talk to specific groups, and see how video can solve their problems and build their teams. Maybe a self-recorded video profile for each employee will help people get to know each other? Perhaps the Help Desk would like to reduce their incoming calls by creating some basic how to videos? Gamification can work wonders here.
7. Re-evaluate KPIs
Remember those KPIs we set at the beginning. Don’t forget to come back and check on them. Building a video culture is not a single step process. Keep checking, and learn from what is and isn’t working for your particular company’s culture. Don’t be afraid to set new goals, too, as you start getting the original ones under control.
A new video portal is an exciting step! With these seven steps, you’re sure to have a thriving, vibrant community up and running. Lights… Camera… Action!
Justin Beck is Senior VP Global Enterprise and Education at Kaltura, which powers video experiences for thousands of organisations across the globe, including some of the largest media companies, telcos, enterprises and educational intuitions – reaching hundreds of millions of consumers, employees and students with engaging video experiences.Back to all
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