Online Video for the Enterprise – Part 2

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Now that you’ve decided to use either social video sites or an Online Video Platform to manage/distribute your online videos [see previous post], it’s time to take a look at putting your video to work, and achieve your business goals.

You do have business goals behind it, right?

Whether you are doing videos for marketing (read: pre-sales), or various internal/external communication and training programs, the success factors for the Enterprise is all about ROI: showing management how much business their online video investment is generating.

Figuring out the “what” and “how” to measure the ROI is still a bit murky. It’s not about hits to the file anymore. It is now about customer engagement, lead generation and purchases. That’s the “what” to measure.

Now… “How” to make this happen is where the fun begins (for me at least).

Let’s start with Customer Engagement. This can be measured a couple of ways.

First: measuring attention span. TubeMogul and VisibleMeasures have some great tools available which allow you to see where your audience drops off, and how long you were able to get their attention for. This will provide you with a costs-per-impression.

The byproduct of this measure allows you to get a glimpse of how your Kontent is performing. If your audience seems to drop off around the time that you start your death-by-powerpoint segment, you know your audience is trying to tell you something..

The second measure of Customer Engagement is click-though. Interactive video has been around for a couple of years, yet rarely leveraged [Here are some companies are currently in this space: Veeple, Clear-Media, PLYmedia].

If your content is engaging enough to drive the viewer to click a hot-spot within the video to learn more, you’ll be able to provide how many users you drove to engagement.

Interactive video also helps with the other two measures of Lead Generation and Purchases.

Contextual advertising in interactive video allows for multiple entry-points into your sale cycle.

If a viewer wants to learn more, why not trade information with them? Have them go through a registration page to gain valuable potential customer information, in return for the information your viewer wants. You can also use this method to populate interest lists for upcoming products.

Once they are registered, you can also now measure how often/much they require information, and about what product, qualifying your Lead in an instant. These contextual ads can also go directly to your online store for a specific product being mentioned. That is the best ROI data you can get: Click-to-Cash

These things can be measured today, but beware of the investment costs for setting up, managing, administering all of these platforms, systems and people. From video production to reporting, your set up has to be as lean as possible in order to maximize your [now proven] ROI. It wouldn’t do much good to get $1 for every $3 your company spends on the entire program.

One last thing I wanted to mention: online video monetization for the Enterprise. Quite a bit is being used in the various entertainment industries, but making this work for an Enterprise is a bit more challenging. Would you create a barrier between potential clients and your information about products and services? What public information can they get, that the rest of the public doesn’t have? I’d be interested to hear your thoughts on that topic.

Next: Digital Media for the Enterprise…


~ by laurentbridenne on October 16, 2009.

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