1. 1. The vSphere Web Client Video Project: A Case Study in Coordinated Content Strategy Wendy ShafferConfidential@wshaffer74 #Lavacon @LavaCon 2010 VMware Inc. All rights reserved
2. 2. About the Speaker Staff Technical Writer at VMware Coordinated initial phase of video project Video catalyst@wshaffer74 #Lavacon @LavaCon
3. 3. What is the vSphere Web Client and why do we need videos about it?@wshaffer74 #Lavacon @LavaCon
4. 4. vSphere VMware vSphere offers the worlds leading virtualization platform for building cloud infrastructures. 350,000 customers worldwide, including 100% of the Fortune 500@wshaffer74 #Lavacon @LavaCon
5. 5. 89% of all virtualized applications in the world run on VMware. Gartner, December 2008@wshaffer74 #Lavacon @LavaCon
6. 6. The old vSphere Client@wshaffer74 #Lavacon @LavaCon
7. 7. The new vSphere Web Client@wshaffer74 #Lavacon @LavaCon
8. 8. Comparing the Clients vSphere Client Windows-only installed application Tree-based navigation Familiar to users through many years of vSphere releasesvSphere Web Client Cross-platform Web application Graph-based navigation Numerous interface changes and improvements for users to get accustomed to@wshaffer74 #Lavacon @LavaCon
9. 9. Management at VMware identified video as a key part of the strategy for helping users make the transition to the new client.@wshaffer74 #Lavacon @LavaCon
10. 10. Why Video? Video is visual. Video is ideal for short attention spans or consuming information in small chunks. Video still has novelty value for some customers.@wshaffer74 #Lavacon @LavaCon
11. 11. Who makes these videos?@wshaffer74 #Lavacon @LavaCon
12. 12. Who should make these videos? A number of groups at VMware make user-facing video: Support Technical Marketing Technical Communications@wshaffer74 #Lavacon @LavaCon
13. 13. Management asked the Technical Communications team to create video to: Help users get accustomed to the new interface. Teach users how to perform their most critical tasks in the new interface. Highlight new features only available in the new interface @wshaffer74 #Lavacon @LavaCon
14. 14. Video Content It Takes a Village@wshaffer74 #Lavacon @LavaCon
15. 15. A Global Village@wshaffer74 #Lavacon @LavaCon
16. 16. How do we decide what to make videos about?@wshaffer74 #Lavacon @LavaCon
17. 17. Generating Ideas Gathered ideas from developers, product managers, quality engineers, and user experience experts. Tech writers observed customers during onsite betas. Tech writers participated in internal social media discussions of the new interface.@wshaffer74 #Lavacon @LavaCon
18. 18. Narrowed down to a list of 26 videos to be scripted and produced by Tech Comms. Some additional topics were handed off to Technical Marketing or Support to handle in the videos they produce.@wshaffer74 #Lavacon @LavaCon
19. 19. How do we develop the script and the storyboard?@wshaffer74 #Lavacon @LavaCon
20. 20. Storyboarding Encourages visual thinking. The storyboard provides a way to specify the relationship between voiceover and visuals in the video. Writers produce storyboards in PowerPoint, using a combination of text, screenshots, and animation.@wshaffer74 #Lavacon @LavaCon
21. 21. V/O: Click an object to display information about that object in the center pane.@wshaffer74 #Lavacon @LavaConScreencapture: Show clicking an individual host and displaying the summary screen.
22. 22. Pitch MeetingWriters present storyboards to other writers, as well as representatives from tech marketing, support, user experience @wshaffer74 #Lavacon @LavaCon
23. 23. The Pitch Meeting Allows refinement of script before shooting Allows the development of a common voice and set of stylistic conventions. Allows writers to leverage each others strengths.@wshaffer74 #Lavacon @LavaCon
24. 24. Review Ensure technical accuracy of the script. Proofread on-screen text to ensure correct grammar and spelling.@wshaffer74 #Lavacon @LavaCon
25. 25. How do we do filming and production?@wshaffer74 #Lavacon @LavaCon
26. 26. The Talking Head Puts a human face on the product. Using actual VMware employees instead of actors or voiceover artists increases credibility. Increases viewer engagement.@wshaffer74 #Lavacon @LavaCon
27. 27. Examples of Talking Heads@wshaffer74 #Lavacon @LavaCon
28. 28. Filming and Video Production Talking Head is filmed reading script from teleprompter. Writer captures video of the product UI using Camtasia. Writers work with videographer to create still graphics and animations.@wshaffer74 #Lavacon @LavaCon
29. 29. The Studio@wshaffer74 #Lavacon @LavaCon
30. 30. The Studio@wshaffer74 #Lavacon @LavaCon
31. 31. Review Round 2 All stakeholders review the finished video and suggest changes or edits. Final video must be approved by PM, writer, and writers manager before release.@wshaffer74 #Lavacon @LavaCon
32. 32. How do we get these videos out where customers can see them?@wshaffer74 #Lavacon @LavaCon
33. 33. Video Distribution Link from client home screen to videos on vmware.com TechPubs Youtube Channel Social media At VMworld trade show@wshaffer74 #Lavacon @LavaCon
34. 34. Videos on vmware.com@wshaffer74 #Lavacon @LavaCon
35. 35. Videos on vmware.com@wshaffer74 #Lavacon @LavaCon
36. 36. Video on vmware.com Hosted by Brightcove Contains vSphere Web Client videos only More than 50,000 views in the first 7 weeks. Videos can be updated while maintaining a stable URL for the video player@wshaffer74 #Lavacon @LavaCon
37. 37. Vmware TechPubs on Youtube http://www.youtube.com/user/VMwareTechPub Has all tech pubs video content Youtube makes it easy to link and share individual videos Cant update an individual video without changing the URL.@wshaffer74 #Lavacon @LavaCon
38. 38. Vmware TechPubs on Youtube 5,534 subscribers as of 10/18 173,726 total video views@wshaffer74 #Lavacon @LavaCon
39. 39. Social Media VMware Support Insider Blog: http://blogs.vmware.com/kb/ VMware vSphere twitter account VMware Google+ community@wshaffer74 #Lavacon @LavaCon
40. 40. VMworld 21,000 attendees at VMworld 2012 4 videos were selected to run in a loop in the demo booth during times when no live demo was scheduled.@wshaffer74 #Lavacon @LavaCon
41. 41. Carrying the video project forward Continue to produce videos between major product releases. Carry on another coordinated effort to create video for the vSphere 5.5 release. 15 videos published for this release; 12 more to follow in next 2 months.@wshaffer74 #Lavacon @LavaCon
42. 42. Lessons Learned Management support is critical. Not waiting for management buy in before you lay the groundwork is also critical. Think visually. Small, focused projects can be great for building collaborative relationships. Video can be a great way to demonstrate what we do. @wshaffer74 #Lavacon @LavaCon
43. 43. It was excellent working from start to finish with our script writers, director and producer on the videos. The key was having content that is relevant to our users presented in short, punchy videos. Peter Shepherd, Senior Staff Engineer, VMware@wshaffer74 #Lavacon @LavaCon
44. 44. Credits@wshaffer74 #Lavacon @LavaCon
45. 45. Videographer Chuck Potter@wshaffer74 #Lavacon @LavaCon
46. 46. Writers Dobrinka Boeva Amy Bowman Gary Gray JoAnne Grey Diane Huffman Doreen Kasson Renate Kempf Iliana Kostova Michael Martin Wendy Shaffer Colleen Taggart Ralitsa Tsoneva Yordan Ugrinov Svetlana Voskoboinikova @wshaffer74 #Lavacon @LavaCon
47. 47. References Why Choose Vmware for Server Virtualization? https://www.vmware.com/files/pdf/vmwar e_advantage.pdf@wshaffer74 #Lavacon @LavaCon