Online Video for the Enterprise – Part 1

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Is your company looking to leverage online video as part of their training or marketing communication programs? Can’t decide between placing your media on YouTube or an Online Video Platform? If so, read on…

There are social video sites (YouTube,, Vimeo, etc.) and there are Online Video Platforms (Brightcove, Ooyala, Feedroom, KickApps and many more). The first difference you will see is that one is FREE while the other one demands a bit more of a financial commitment.

While FREE is good, you also get what you pay for in some instances.

The great thing about social media sites is their volume of users going to these sites. However, with great volume of users comes great volume of content, which makes finding your content much more difficult. It’s just like saying you have a web page, or blog (snark!). You’re just hoping people stumble upon your video, then hoping it’s relevant to them. If it’s edgy or disruptive, it may become viral and you get lots of hits. In the slim chance you succeed at it, you get lots of hits. So what? So you can brag about how much more hits you got than the next person? What business goal did you achieve if you’re an enterprise? Did you sell anything?

Social media sites have their use for enterprises, don’t get me wrong. I’ll touch on this later.

For now, let’s take a look at online video platforms (OVP). You think this is where you need to go, but management is cutting down on costs. You may think these are very pricey and un-flexible. Well, some are. Thanks to Kris Drey, there’s a new web site that went up called VidCompare, which lets you compare OVPs, versus searching aimlessly on Google/Yahoo!/whatever you prefer…

There really isn’t any open platforms. Everyone has their own proprietary sauce somewhere. However, a few are doing a good job at leveraging partners to develop on their “open” platforms. This provides the client a better long-term choice because you can now order extensions a la carte. The only catch is the integration. Various partners are not created equal, so you’d have to watch out for professional services costs, that may cost you a lot more than your basic yearly service. You also have to manage service payments to each partner vendors on top of that as well. So beware.

The great thing about the OVPs is the fact that you can control the experience and the management of your video files online. Some allow you to even leverage your own CDN if you already have a contract with them for hosting your site. With an OVP, you can control the ads, the stream quality, the branding, the editorial, the types of players AND leverage social media sites.

Remember when I said I’ll touch up again on the advantages of social media? Well, here we go…

Social Media is the “hook”. Grab as many as you can (through small 10-30 seconds teasers) and move them closer to your site. Once on your site, they can view the full video and start snacking on the info they are interested in. The users have many more conversion opportunities on your site (versus YouTube for example), therefore more opportunities to grow your business.

You could make the point that you don’t need an OVP to do this, and you wouldn’t be wrong.

However, an OVP (or one of its partners) can automate the publishing onto many Social Video Sites (like Tubemogul and the such), and even have direct capabilities to tie into Social Media/Bookmarking Sites (Facebook, Digg, etc.) making it easier for you to manage. If a video needs to be replaced, an OVP can also allow you to swap the file on the back-end without affected its current link (versus other social video sites) and therefore make the life of your web publishers a bit happier. Talking about efficiency for web publishers: some OVPs allow you to create real-time contextual video widgets within minutes, that you can disperse through your secured-intranet and internet sites.

Next: That’s Content with a K, “Kontent”…


~ by laurentbridenne on October 9, 2009.

6 Responses to “Online Video for the Enterprise – Part 1”

  1. Great Post! What about vimeo? It seams to be one of the leaders in High Quality video and community.

    • Thanks for reading and thank you for your question!

      I’d put Vimeo in the same space as for social video sites. It’s a great self-service tool “as-is” but may not be suitable for large enterprise deployments that need to support secured audiences, lead tracking and other business functions.

      Having an OVP (or one of it’s technology partners) tie into Vimeo would offer the best of both worlds. The only downside is telling the community to upload their videos to a “bridge” application (like Tubemogul) which would allow a single upload mechanism to their Vimeo account, but also to the company’s Online Video Platform.

      In effect, this “bridge” would leverage the best of both worlds. How would you use Vimeo?

  2. […] like picking either YouTube or an Online Video Platform for your on-demand media content, you have to first start with your business goals. It also helps […]

  3. Thanks for the list of OVP’s! I’ve looked at Brightcove and it looks good for single user applications producing content for distribution. Brightcove does offer ‘integrated CMS’ for its enterprise offerings but I haven’t found much discussion of it online. To me, CMS means multiuser like YouTube and other sharing sites. What can be done with Brightcove’s CMS?

  4. CaeJae – For Brightcove, you can use secure token-based REST Media APIs (Read + Write) to access content in the Brightcove CMS. You can also push videos into playlists and pull groups of videos for display in players or MRSS feeds. Britghcove’s CMS is designed for their solution. The system is flexible enough to integrate your own CMS as well… although you may need the help of a web developer and system integrator 😉

    You’re right about published articles around the various OVPs. I just may have to take a stab at it in a future post.

    Thanks for the read and for the comment!

  5. […] do exactly the same thing in a myriad of ways. The issue for a potential customer is to find out what CMS would work best for their media workflow, information architecture and how to tie it into their web CMS or Digital […]

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