enterprise - communicate key internal & external messages with online video (dell)

contact: [email protected] 1-877-366-9252

Enterprise:Communicate Key Internal & External Messages With Online Videohttp://go.ooyala.com/IndustryWebinarsLive.html

Guest Presenters: Andres Palmiter - Online Video Specialist, comScoreEricka Norman - Rich Media Strategist, Dell

For Audio please dial: US: 1 866 789 9756International : 1 857 350 1705 Access Code: 387 414 76#


Andres Palmiter,Online Video Specialist

comScore, Inc



Online Video is big

32.4 billion video streams in the United States

Reaching 177 million unique viewers

Each viewer watched 187 video streams, that’s more than 12 hours of video per viewer


Online video appeals to all demos

Source: comScore Video Metrix, January 2010


Video consumption follows younger trend

Demo% Video Streams

% UniqueViewers

HoursConsumed per

Viewer

Consumption Index(Average 100%)

2-11 4% 9% 3.3 26%

12-17 14% 12% 12.5 98%

18-24 20% 13% 20.5 160%

25-34 22% 18% 16.8 132%

35-44 18% 18% 13.4 105%

45-54 13% 16% 10.9 85%

55-64 5% 8% 8.4 66%

65+ 3% 6% 6.3 50%

Source: comScore Video Metrix, January 2010


More people watching more minutes

January 2009 January 2010

Hours per Viewer 5.9 12.8

Videos per Viewer 100.7 187.0

Minutes per Video 3.5 4.1

193%

121%

Source: comScore Video Metrix, January 2009 - January 2010


Technology online video trends

Source: comScore Video Metrix, Feb 2009 - Feb 2010

95%


What’s driving technology’s growth?

111%


How does comScore measure viewers?

Panel and beacon technology

Leveraging cookie data

A cookie is not a person, we measure people


Positioning online video alongside TV

According to comScore’s December 2009 ads vs content data preview, in-stream online video ads reach 43% of the US population monthly

The average viewer sees 19 ads a month, making for over 2.3 billion in-stream video adsOnline video is NOT a competitor to TV for ad revenue but can add incremental reach to a TV media-buy


What can you do with the data?

Track ad and content streams

Understand trends in different content verticals

Show ROI by leveraging panel


Ericka Norman,Rich Media Strategist

Dell



About Dell

Dell is a leading technology provider to commercial enterprises around the world.

Dell listens to customers and delivers innovative technology and services they need and value.

With billions in revenue flowing through it annually, Dell.com is one of the leading e-commerce destinations in the world, serving people in 160 countries. Dell.com last year had 1.7 billion visits by about 500 million people.


Customer Objective

Customer Requested• Customers regularly request video content directly from Dell

and use video content

Dell delivered• Over 500 videos globally on support.dell.com/video and many

more on other Dell properties• Video content is also targeted by products and topics• Regular positive customer feedback• Dell has been delivering a wide variety of video content to

customers for over 3 years now as an important strategy


Dell Objective

Dell publishes content on many rich media fronts

On Dell.com and Support.dell.com:• Support videos for how-to & break-fix topics• StudioDell for case studies, customer stories, tips, and news• Podcasts for authoritative best practice content• Marketing videos for entertaining advertising• PG and Sales for product informative videos and demonstrations• Video blogs for personifying Dell with informal insights and

announcements

Internally:• Video blogs for announcements and insights• Internal training

Numerous outside of Dell.com and Support.dell.com channels


Use of Online Video

Previously:Dell used many other video providers, output formats, and tools globally.

Challenges:•Previous providers were more like a hosting platforms rather than a full media management systems•Provider backend systems were difficult to work with and required a lot of manual work or did not offer features Dell required•Most providers did not provide APIs •Providers had limited streaming capabilities and meta-data support

Now:Dell is moving to manage rich media content from one backend location, we are able to syndicate video throughout Dell.com and support.dell.com pages and external sites as well as allow customers to search for Dell videos.


Key Performance Metrics

Success Metrics:• Dell site-wide video player consistency• Traffic (placement, effectiveness)• Play thru rates (editing, topic selection,

engagement)• Playlist and social usage

(effectiveness)• Customer experience metrics• Revenue Generation • Online resolution rates and usage

metrics (support)


Strategy

APIs:•Custom skin and user interactions•Used for page content management for related information•Allowed Dell to create a custom search and browse based user interface

Closed Captions:•Expanded audiences globally•Printable text for support reference


Results

Traffic / Usage Metrics•We have more than doubled traffic to support video content since the support launch in January•We are better able to track and monitor content usage and engagement•We have seen and proved improvements in customer online resolution rates with the launch of videos


Lessons Learned

Customization•Custom player skin creation is extremely powerful, but time-consuming and challenging•Brand only customization may not be worth the extra effort

• You can for example more quickly adopt new features if you don’t use customization

•However the ability to add custom deep site integration and features can make it worth it


Best Practices

Label / Tagging•Determine tagging taxonomy in advance and set-up processes to promote it•Tag, tag, tag - using multiple tags and labels makes organization easier for management, reporting, and maintenance as your content grows

Internal Engagement•Regularly engage with all teams effected by video roll outs

Promotion•Syndicate content to other external sites•Cross promote videos with other company content and communications


Future Vision

We will continue to expand our video assets into our newcontent management system.


Questions?

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enterprise - communicate key internal & external messages with online video (dell)

Documents

rich media

comscore video

online video

video content

andres palmiter

salesooyala

support

january 2010