The case for video is clear. It's already almost 70 per cent of the internet with Google expecting it to clear 80 per cent in 2017. But how can it work for an organisation?
by Dan Slee
So, how should an organisation be using video?
And can it be benchmarked in a convenient easy-to-compare way?
Not just comms but the whole organisation.
Bumping into a former local government colleague John Fox whose opinion I rate it got me thinking.
I’ve spent a lot of time thinking how comms could use it but less so the wider organisation.
With the stats for video and the web going through the roof this is something that should concern everyone from the web team to people who work in the frontline. Latest Google stats point to more than 80 per cent of the internet being video by 2017.
So what would that look like?
The first step – Blue Peter
You’ve got a YouTube channel.
You link to it from your website.
You commission other people to make your films.
You feature people from your organisation in your videos.
The second step - GCSE
You’ve got a YouTube channel and you embed video content on your relevant web pages.
You’re using video on Facebook, Twitter and other parts of the social web.
You can make basic videos in-house.
You can link to others’ video.
You feature people from your organisation in your videos.
The third step – A level
You’ve got a YouTube channel and you embed video content on the relevant pages.
You’re using video on Facebook, Twitter and other parts of the social web. You’re creating the right kind of video for the right channel and at the right length.
You can make basic videos in-house.
You can link to others’ video.
You know how to use video in an emergency whether that’s short clips or live streaming.
You’re live streaming to engage with people.
You feature people from your organisation in your videos and real people who you may serve.
The fourth step - Degree level
You’re channel agnostic. You’re creating the right length of video for the right platform for the right people. You’re taking that from different platforms and embedding it on the relevant webpage.
You can make 360 degree, virtual reality or immersive video.
You’re live streaming to engage with people and you’re shaping decision making as a result.
You know how to use video in an emergency whether that’s short clips or live streaming.
You have video content that tackles the top customer services queries and the ability to make more in almost realtime as and when more issues crop-up.
You have frontline staff who are able to create and post video.
You feature people from your organisation in your videos and real people who you may serve.
- You can learn the strategy, tactics and techniques for planning, shooting, editing and shoting video at comms2point0 workshops. To learn more and to book click here.
Dan Slee is co-founder of comms2point0.
Picture credit: Provincial Archives of Alberta / Flickr.
