Digital Touch Points

How to Gain a Competitive Advantage Using Video and Dynamic Media

Practical Tips for Executives

Randy Palubiak

Global Society

Mobile

Social Media

Video

Digital Age

Digital Touch Points

Digital TransformationWe are in the midst of a

where it is critical for organizations to reach customers and workers through

technology to increase

and increase business results!

The executive’s guide to implement a video and dynamic media solution to leverage the

digital transformation and deliver Compelling Customer Experiences across the enterprise ecosystem,

Digitally

Digital Touch Points

A Digital Touch Point is the reaching of an individual through an electronic device.

More specifically, it is a point of contact when a person or a company provides a targeted customer or employee with information or content via a digital media channel for consumption on a digital device such as a television, computer screen, tablet, smartphone or other smart device.

Digital Touch Points

Dynamic Media is constantly changing and is interactive.

Think: Social Media.

Video is Media and can be dynamic.

Think: Live Streaming; Videoconferencing - Telepresence; Digital Signage; Live Interactive Distance Learning; and Interactive Video-on-

Demand.

Video can be very effective over Social Media.

Digital Touch Points

The Cloud

VideoVideo

Communications

Workplace Learning

Top Strategic Technologies

Source: IDC

The CloudTechnology and Services

will increase 25%

Technology and Services

will increase 30%

80% of Fortune 500 Companies will have

enterprise social networks by 2017

Smartphones and Tablets

projected for 90% of IT spending in 2014

Top Strategic Technologies

Video as a Strategic Communications Tool

Digital Touch Points Reach and Empower Customers and Employees

Content is King and Should Drive Technology Decisions

Establish a Media Business Strategy

Viewing Locations and Environments

Blend Enterprise-wide Digital Media Channels

Analytics – Striving for Business Intelligence: Results!

Preserve, Protect and Leverage Company Media Assets

Managed Video as a Service (MVaaS)

Digital Touch PointsChapters

Video as a Strategic

Communications Tool

Chapter 1

Recent Headlines - Forecasts

33.5M US Mobile Users Watch VideoMobile Video Users Rise 43% Year-Over-Year147M Americans Watch Video OnlineUS Online Video Use Up 45 Percent, Year-Over-YearDigital Signage Sales to Grow to $13.2B by 2016Executives Embrace the Non-Text WebExecutive Use of Business Video Is Already Mainstream

….79% of business executives use two-way business video at least once a week

Online Video Increases eCommerce Conversions 30% Online video will make up 91% of consumer IP traffic

Enhanced brandIncreased salesImproved efficiencies Improved customer serviceReduced costs Reduced employee turnoverHigher retention Improved timeliness

Key Business Drivers & Benefits

People will embrace various ways to consume video content.

There will always be new media and technology.

Executives will increase their use of video to communicate.

The demand for quality video will increase.

Companies will preserve and protect their media assets.

Tips & Perspectives

Chapter 2

Customers and Employees

Reach and Empower External and Internal Audiences

Digital Touch Points

The Customer Experience

It’s all about

Marketin

g

Executives

Training &

Learning

Communications

Public R

elations

Targeted by

Passive Select Share Produce

Broadcast Transaction Interaction Empowerment

Watch Broadcast TV

One Service Fits All

Video-on-Demand

Community Services

Create Content

Network Response

Personalize Socialize

Complete Customization

Rich Experience

The Empowered Viewer

Digital Touch Points©, Palubiak 2013

Video is a very powerful force for workforce knowledge and learning. As the Internet shifts from a reading to a viewing platform, the workforce expects to be able to “watch” their way to knowledge.

Elliott Masie

Increase digital touch points. Empower viewers – drive engagement. Know your target audience. Extend the reach to all employees. Leverage all channels and systems to

reach internal and external audiences.

Tips & Perspectives

Content is King

Chapter 3

Not all content is equal.

Production ValuesDelivery considerationsDisplay environmentsDisplay devicesInteractive and engagement

capabilities

It may require different:

Content must be relevant! Content should be easy to access, view and assimilate…

In a quick and timely manner. Live and on-demand. Use interactivity to encourage participation and drive

engagement. Design the length of video programming according to the

subject(s) and targeted audience(s). Provide the right amount of content Be prepared to feed the beast! Use, re-purpose, and re-use relevant content.

Tips & Perspectives

Establish a Media Business Strategy

Chapter 4

Identify all target audiences the company needs to reach, inclusive of: EmployeesCustomers and prospective customers

What is the message(s)? What do you want them to know? When do you need to reach them? What is the timeframe to achieve the goal? What do you want them to feel? What do you want them to do?

Media Business Strategy

Think: Marketing

Include All Stakeholders Internal customers Functional support groups Executives

Get them to the table and on the Same Page

Communications Implementation Plan Leverage existing infrastructure Implement complementary solutions Share platforms and media channels

Media Business Strategy

Communications Video / Media

Blended Communication

s

IT / Telecom

HR / Training

Visual Communications

Webcasts

Digital Signage

Satellite BTV / IDL

Video Conference

Telepresence

Mobile Video

Voice Communications

Audio Conference

Mobile Phone

Data Communications

Texting

Collaboration

File Transfer

Get Everyone on the Same Page

Digital Signage

Mobile Video

Telepresence

Video Conference

Webcasts

Satellite BTV / IDL

Mobile Phone / DeviceMessaging

Internal Clients /

Users

Functional Support Groups

IT / Data

Video / Media

Telecom / Facilities

Media Channels / Display / Devices

Target Audiences

The

Welcome

meeting for

Data

Visual

VoiceMessage / Music on Hold

Desktop Video

Security

Music

Delivery

Audio Conference

Mobile

Voice

File Transfer

Video Download

Interactive Kiosk

Video Kiosk

Collaboration

Digital Touch Points©, Palubiak 2013

“…The traditional role of the CIO has to go away.

Joseph Spagnoletti, CIO Campbell Soup CO

CIO Relevance to Business, CIO Insight November 2012

We need to take a more consultative approach.”

“…I now spend most of my time working with the marketing department to advance the ideas we came up with in IT.”

Rob Hilliard, CTO Reader’s Digest

CIO Relevance to Business, CIO Insight November 2012

Discovery

Business Strategy Process

Research Benchmark

Functionality

Strategy

Business Case

The Digital Transformation

Identify the target audiences and the what, why, when and where.

Identify all video applications, users and media channels.

Invest the time and resources to develop an enterprise-wide media business strategy.

Get buy-in and support across the company. Address the entire video ecosystem. Future-proof your investment. Implement policies and guidelines – Governance. Collect and use Analytics. Select the right solutions for your business needs. Leverage trusted vendors.

Tips & Perspectives

Chapter 5

Viewing Locations

Environments

Viewing Environments

Digital Touch Points©, Palubiak 2013

Know your target audiences and where they are located.

Reach all employees regardless of location. Foster an environment of engagement and

sharing. Provide viewing options – get content to

screens of choice.

Tips & Perspectives

BlendDigital Media Channels

Chapter 6

“…No single medium can support all communication or instructional

strategies.”

Dr. Jolly Holden and Dr. Philip Westfall

Content Creation Distribution

Receive &

Display

Content Production Origination

Manage &

Measure

Scheduling,

Pre-Production,

Field Production

Media Platforms

Video Servers

Encoders

Transcoders

Video Compression

Digital Signage Systems

Network Management

Video Appliances (Edge Devices, Set-top

Boxes, etc.)

Digital Display Screens

Desktop Computers

Tablets & Mobile Devices

Wearable Devices

Edit, Studio Production

Graphics & Other Support

Materials

Video-conference

Telepresence

Desktop Video

Mobile Devices

Video Servers

Digital Asset Management &

Archiving Systems

Media Platforms

Interactive Distance Learning Systems

Edit, Copy and/or

Modify to Create

New Assets

Digital Touch Points©, Palubiak 2013

Video Ecosystem

Delivery Choices

There is a media channel for each application and situation!

Like golf clubs….

Where does the company have presence? What is the company size?

How many locations?How many employees and what is their work

environment? What are the facility types and locations? What is the company culture, e.g.: is it video-centric? What is the existing communication infrastructure? What are the system capabilities?

Think: Holistic

Digital Media Channels

Enterprise Cloud Cloud Service Provider

Private Cloud Public Cloud

Secure Hybrid Cloud

The Cloud – Cloud Services

Video ContentReadily AvailableEasily Accessible

The Cloud – Key Issues

How much content will your company produce?What media types will be maintained in the Cloud?How will viewers access the content?What content search functionality is needed?What viewer functionality is needed for feedback

and interaction?What tracking and measurement functionality is

needed – Analytics?What is the anticipated consumption rate of the

content?

Base the communications strategy and implementation plan on the media business strategy.

Establish collaboration across user and functional support groups.

Select and implement the right systems and workflow.

Consider a hybrid approach to deliver content. Leverage the Cloud and cloud services. Deliver content to screens of all sizes and types. Employ the right type and blend of staff resources.

Tips & Perspectives

Note: Staffing costs may exceed solution implementations, especially at the outset

Analytics

Chapter 7

Implement Systems to Validate Results!

It’s all about the Numbers!Capture and document the touch

points…From and About All Audiences!

Analytics

Number of touches / viewsSocial interactionsSource of visits (direct or via search or link)Sales conversions (on-line, in-store)Sales per campaignCustomer satisfactionCost per leadReturn on investment

Analytics

Program participation and interactionTests and certificationsPerformance improvementCustomer service and satisfaction

Have the right systems to manage data across the enterprise

Get the full engagement and support from IT Capture analytics for all groups using video and

dynamic mediaMarketingTraining and learningCommunications

Mine the data – Identify and leverage the results Allocate the staffing resources needed to

manage, evaluate and interpret the data

Tips & Perspectives

Chapter 8

Company Media Assets

Preserve, Protect & Leverage

Active - Readily available and easily accessible.

DAMs & MAMsStoring of Content

Back-up - Stored on a separate system and available in the event of failures to the active system.

Archival - Off-line storage for long-term preservation and protection.

DAMs & MAMsDublin Core Media Element Set

Contributor - The entity (person, department, company, etc.) responsible for making contributions to the asset.

Coverage – Location and/or time period relevant to the asset.

Creator - The entity (person, department, company, etc.) responsible for creating the asset.

Date - The date or period of time associated with the asset.

Description - Detailed information about the asset. Format - The file format, physical medium, or dimensions

of the asset. Identifier - A unique reference to the asset. Language - The language of the asset.

DAMs & MAMsDublin Core Media Element Set

Publisher - The entity (person, department, company, etc.) responsible for making the asset available.

Relation – A related asset. Rights - Information about who has the rights to the

asset. Source - A related asset from which the asset is derived. Subject - The topic of the asset. Title – A name given to the asset. Type – The nature or genre of the asset.

Critical for ease of access and management of content!

Develop a media asset strategy. Address key items such as:

What is the current media workflow?How are responsibilities allocated?Who owns the content?How and where will you store active content?How will you manage content for long term

storage and preservation?How and where will you maintain backup?Assign administrators and empower them.Have a librarian.Respect the value of historical media assets.

Tips & Perspectives

Digital Touch Points©, Palubiak 2013

MetadataDefine terminology and structure of metadata.Compile as much data as possible and as early as

possible.Establish naming conventions and proper tagging.

WorkflowAn efficient workflow is imperative to keeping

track of assets. The DAM solution should be configured to help

organize, track and share assets. Respect the value of historical media assets.

Tips & Perspectives

Managed Video

as a Service (MVaaS)

Chapter 9

Equipment

Network Management Help Desk Reporting

Maintenance Repair Replace

Staffing Resources

Content Management Transmission Management Support Services

Applications Installation

Impl

emen

tatio

nTr

ack

Technology Refresh Software Upgrades

Technology Trends Best PracticesIndustry Trends

Managed Services

Digital Touch Points©, Palubiak 2013

Business Drivers & Key BenefitsManaged CostsNo up-front costsPredictable, fixed monthly costs

Managed Services

Future-proofNew and changing technologiesLeverage vendor knowledge and resources

Mitigate RiskEquipment & software obsolescence

Production

Admin Tools

Encoders

Servers

Network

Devices/Display

Admin Tools

Encoders

Servers

Asset Mgt

Storage

Network

Devices/Display

Self-

Man

aged

Self-

Man

aged

Vendor Ow

ned and Managed

Vendor Ow

ned and Managed

Asset Mgt

Storage

Network

Devices/Display

ProductionApplications

Production Production

Admin Tools Admin Tools

Encoders Encoders

Servers Servers

Storage

Asset Mgt

Network

Devices/Display

Home-Grown(Taxi)(Personal Car) (Leased Car) (Rental Car)

Ow

ned

and

Self-

Man

aged

Vendor Ow

ned and Managed

Managed Video as a Service

AnalyticsAnalyticsAnalytics Analytics

Storage

Asset Mgt

Solution Acquisition Options

Digital Touch Points©, Palubiak 2013

Identify the acquisition, maintenance and staffing method best suited to your company’s business approach:

Home-grown, MVaaS or hybrid. Evaluate the existing systems and operation to

determine what could apply to MVaaS, if not the entire video ecosystem.

Migrate to MVaaS as part of a well-thought-out business strategy and implementation plan.

Identify a vendor to engage as a trusted advisor as well as provider of systems and services.

Tips & Perspectives

Identify a vendor to engage as a trusted advisor as well as provider of systems and services:

Manage and enhance the company’s video and dynamic media capabilities;

Stay current with industry trends and new media innovation;

Manage staffing resources and keep current with required skills;

Manage capital expenditures and maintain fixed costs;

Mitigate risks associated with equipment and system obsolescence.

Tips & Perspectives

Digital Touch Points

Thank YouRandy PalubiakEnliten Management Group, Inc.rp1@enliten.netwww.enliten.netwww.digitaltouchpoints.net

Download

The executive’s guide to use video and dynamic media to leverage the digital

transformation