Do you find yourself watching more video at work these days? If not, you will soon. And integrating that video into your content management system (CMS) will be essential to helping your audience use it productively.
The ins and outs of enterprise videos were examined yesterday in a CMSWire webinar entitled: "Making Video Communication Easier with SharePoint." The session, which was sponsored by RAMP, can be watched here or at the end of this story.
RAMP Product Manager Brian Prigge, the company's SharePoint architect, explained the rapid rise of video in the enterprise, and in particular, its transition from a big production effort by the marketing department to an off-the-cuff effort by ordinary employees.
"As we're watch video evolve in the enterprise, one of the main thingswe're seeing is the consumerization of video," he said. "No longer ismarketing making a 20-minute, highly produced piece of content. We're seeing30-60 second pieces of content being produced on the front lines."
He offered four numbers that reflect the big need to get video contentinto your CMS.
"According to Gartner, by the end of 2017, seven in 10 videos inthe Enterprise will be less than 60 seconds long," he said. He noted siteslike Vine already limit videos tojust six seconds and predicted that consumers will grow used to shorter clips. That, in turn, will send ripples across the enterprise.
"While that [length] is not necessarily what we're going to be seeing inthe enterprise, it does set certain expectations within your user base,"Prigge said. "So make sure the content you're providing fits into thatsnackable, watch-what-I-need-and-move-on concept."
The second number was 16, which Gartner said is equal to the number of hoursof video workers in large companies are expected to watch monthly by the end of 2016.
"When you combine that with seven out of 10 of those videos being lessthan 60 second long, really what you're looking at is a high volume of contentin terms of the number of assets that need to be managed," Prigge said."And that management can become very cumbersome when not integrated intoyour native CMS system."
Instead of just one or two video assets, companies may have hundreds, eventhousands, of videos produced over a few months, presenting a challenge to keeptrack of all that content.
By the end of 2018, Prigge said 25 percent of large companies expect tohave a specific strategy to make corporate computing environments more likeconsumer environments. Consider, for example, consumer sites like Facebook andTwitter, and how they compare to enterprise social networks like Yammer, Jiveand Chatter.
"Those tools are going to become much more integrated from a UIperspective than they are today," Prigge said. "And your users aregoing to start expecting things of that nature from their corporate platformsjust as they have them today from their consumers platforms."
The fourth number was 75 -- which is the percentage of workers at largecompanies who are expected to interact with various videos more that three timesa day.
"When your users are dealing with video, we don't want them to have to jumpout to some third-party platform, to jump out of the CMS they're already in for,perhaps, customer management or process management," Prigge said.
"If they can watch it all in the same place, all in the same time,"he said, "that's where you're going to see the most bang for your buck, bothfrom a user perspective but also from a technology perspective."
The Video Lifecycle
As you prepare to put all that video content into your CMS, Prigge alsoadvised considering the four parts of the video lifecycle -- creation,management, discovery and engagement.
Creation: Video is, of course, already being created in enterprise inthe form of corporate communications, training sessions, video conferences andemployee-generated content. "One of the biggest things we're seeing from avideo creation perspective is the ability for the very senior field employees tocreate a two-minute video on, perhaps, how to fix a fuel pump," Priggesaid.
Management: It's important to consider such things as storage,delivery, cross-device compatibility, cross-browser compatibility andtranscoding, which is the conversion from one video format to another. "Theability to have that happen all seamlessly in one system is very, veryimportant," said Prigge.
Discovery: With thousands and, eventually, hundreds of thousands ofvideo assets, it will be important to make it easy to find aparticular moment in a particular video. This, noted Prigge, goes far beyond theuse of titles and tags. RAMP, for example, creates transcripts within minutes offiling a video with key terms highlighted and linked. "The user cangenerate the tags themselves, or the system can tag it for them," he said.
Engagement: "This is where we get into the need for veryintentional steps taken to engage your users," said Prigge. "The No. 1thing for engaging your users on a day by day basis is to have constantlyrefreshing content." Imagine what Twitter, Facebook and YouTube would belike if you saw the same content each time you visited the sites.
The bottom line? A little change will do you good.
Title image by Konstantin Sutyagin / Shutterstock