A Content Management Primer

10/11/2011 7:45:49 PM
By PSN Staff

Five applications that effective video management solutions must address


By Steven Vonder Haar

In the emerging world of video management, companies have to think about more than just organizing content. Instead, they have to consider an entire suite of software applications that businesses can use to leverage online video communications in more productive ways. Beyond the scope of traditional library building, here are five applications that effective video management solutions can— and should—address:

Embrace Advanced Search Capabilities: Moving beyond the task of organizing content into viable libraries, video management systems can provide significant value by helping executives tap into specific pieces of relevant content. That means not only finding the right video file but also finding the right passage within a video that delivers the needed piece of information. In many cases, enabling such advanced search capabilities requires extensive logging of topics being address in video content. Executives should be sure to look for solutions that help automate this process as much as possible.

Monitoring Video Versions: The growing popularity of an array of mobile playback devices creates challenges for corporate communicators who aspire to have their content playing across a range of mobile platforms. Each device can support its own type of video format, necessitating the development of tailored files encoded in specific formats to play on a specific device. Video management solutions have to serve as encoding traffic cops, ensuring that the proper videos are encoded to meet the requirements to play on specifically targeted devices and then tracking that the right files are in the right place to serve to the right device at the right time.

Tracking Viewership: Business video analytics is emerging as a key component of any video management solution because these applications keep tabs on the viewership information that can serve as a Rosetta Stone for determining the value of videoenriched communications. Advanced analytics tools can not only track who watches a specific video but also keep tabs on how long they watched a program and track other ways that viewers have interacted with a rich media presentation. The data can be merged with other behavioral and performance data to begin determining the true impact that video communications has on day-to-day business activity. For instance, companies can determine how watching to a certain point in a video correlates with a viewer’s purchase likelihood. This information not only can improve how a company leverages online video but can help them fine-tune the use of videos distributed via other channels, as well.

Integrating Social Media: Business video content only works in outbound communications if a company lets people know that video is available to watch. Social media applications, such as Twitter and Facebook, can play a key role in helping organizations get the word out regarding the availability and relative importance of video that they are distributing. Video management systems that simplify the process of integrating social media features into a distribution platform make it possible for companies to broaden the reach—and the impact —of the videos that they are producing.

Plug Into Existing Infrastructure: As companies use video more and more frequently, one of their top priorities is finding ways to weave video content into their established business operations. Essentially, as video becomes more commonplace, executives will begin to perceive video as something not isolated on its own island but rather as a tool that should be used broadly across the organization.

Steven Vonder Haar is Research Director of Interactive Media Strategies and can be reached at svonder@InteractiveMediaStrategies.com

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