Caught up in endless reviews due to multiple stakeholders? Wipster’s own Rollo Wenlock joined Michael Weinstein, Manager of Multimedia at Deloitte and Laurent Bridenne, Senior Solutions Specialist at Brightcove for an online pow wow to discuss building Deloitte’s successful video strategy to drive engagement and increase productivity. In this webinar recap, we’ll also cover tips for building a video workflow.
In rolling out their internal communications, Deloitte faced many challenges (which you may be currently facing too!) including...
Limited Budget for Video
With over 280,000 team members across 150 countries, Deloitte implemented a video-first strategy for their internal communications. Their three-member, in-house video team each has very defined roles to ensure every story told remains under budget and on brand with direct access to key stakeholders.
And where the budget is warranted, Deloitte utilizes vendors if needed. In these cases, their in-house team still act as an internal resource on multimedia production, distribution, and technologies while ensuring all content remains on brand.
Complex Video Workflow
Each project at Deloitte requires a multi-phase approval process around different stakeholders dispersed throughout the globe. Through Wipster's review platform, Deloitte are able to streamline collaboration and communication across a wide variety of projects and stakeholders. And no one has to download a video before commenting or worry about having the right codec to play it.
Best of all-no endless emails and tracking down the right conversation covering a project's review. There’s always a transparent trail if for any reason they need to go back and revise.
Daniel Wahlig, Deloitte’s Brand Integration and Consistency Manager can also oversee everything to ensure content stays on brand at scale through their review process on Wipster.
Tackling Communicating with a Globally Dispersed Team
Working in 150 countries, Deloitte's video team had to tackle localized challenges like closed captioning requirements and some countries blocking specific ports and websites. To manage their global distribution of video content and reach thousands of team members at scale, they created an internal video portal for employees called the Deloitte TV Network. Different channels and playlists cover events, HR, client services, corporate responsibility, and communication from Deloitte CEO Punit Renjen.
Video quality automatically adjusts to each user’s internet connectivity thanks to Brightcove so their content doesn’t buffer.
Making the Case for Video Within Your Company
If you have a globally distributed team, executives can’t travel to every country all the time and visit each employee. However, through video, leadership can connect in a more human and direct way than other mediums like conference calls.
55% of senior executive agree if text and video are available on the same topic on the same page, they prefer to watch video. Video is also able to hold people’s attention more than any other form of media. By 2019, global consumer internet video traffic will account for 80% of all consumer internet traffic.
You can also communicate more complex ideas effectively and in less time through supporting visuals within a video.
Plus, just like Deloitte, you can measure performance and video engagement across regions and roles to create more effective and scalable content.
And there’s a number of ways you can implement video internally:
Corporate Communications Videos
With a distributed team, keep employees up to date on the latest company news through messages from the CEO, executive town halls, and meeting recaps.
Thanks to Deloitte TV Network, their employees can connect on a personal level.
Deloitte also created a highly successful external communications campaign. Their end-of-year e-card celebrated the contributions and commitments of their team members who have just the right ingredients and recipe to serve others. The end recipe shown in the video uses matcha-powdered cake to carry on the green color of Deloitte’s logo.
Their Tasty-inspired overhead cooking video is one of their most downloaded and consistent global communication pieces.
Regular training delivered through video provides employees with both concrete and immeasurable benefits. Along with positive correlations to productivity, they can see the company is investing in them. Employees can grow into roles and also be on an even playing field in terms of knowledge related to their company.
Deloitte’s video production team created an online conference to empower other team members to produce multimedia. Over 16,000 people signed up for Deloitte Creative Week with 120 sessions that covered everything from script writing to motion design.
When you have a refresh of your team or onboarding multiple employees, retain information documented in training that would otherwise only be in the heads of a subject matter expert. Video ensures you also have a consistent level of training.
During an organizational shift at Deloitte, they had a new leadership team that their in-house video team sought to connect with their vast network and educate current members about the transition-all while humanizing the new executives.
They developed a 10-part series, titled Inside the Executive Studio, based on a previous template to bring the cost down on the project. Human resources, legal, PR, and engaged execs were all part of the review and approval process with all questions asked during shooting generated by HR.
Analytics provide them each employee’s progress in watching any training videos. With their Inside the Executive Studio series they saw a 75% playthrough rate with over 21,000 minutes watched. Feedback wise, the executives loved the experience shooting the series as they got to connect with their employees in a new and authentic way.
Video can reduce the overall onboarding time for new hires. Within onboarding content you can cover IT policies, navigating employee directories, basic procedures, department overviews, and other frequently asked questions you normally field from new team members.
To help you with reviewing and approving content in the cloud, Wipster CEO Rollo Wenlock also shared the four pillars of Video Workflow during this webinar.
“If we take a 10,000-mile view and look at where video is at, where it’s going, and where it’s come from, a key thing we’re seeing across multiple companies is video is the new document,” said Rollo.
If there’s a new product or event on the horizon, many companies are first thinking of using video to communicate this to customers and team members instead of a document. They are keeping in mind videos convert higher and people are more willing to consume it.
With that realization, you may quickly see you’re producing way more video content requiring a strategy to engage both your customers and team members.
Think big. Start with the idea that resources and time are limitless to get an idea of:
How much video you truly want to produce
Who you want to engage and why
And what sort of outcomes you want
And once you have these big ideas and have to work with small budgets, which are often much smaller initially, you can identify the low hanging fruit and start tackling goals. As you decide on developing specific campaigns and series with specific team members taking ownership, you'll have an initial framework to work within.
Once you start distributing content at scale and get deeper into conversations with your audience you can then iterate on storytelling and production based on audience feedback.
“What you’ll see is your audience locks in as you’re in sync with them,” said Rollo.
By creating an underlying strategy, you can quickly scale up without delays or loss of momentum.
When you build a video team, you’ll quickly find yourself developing templates for title animations, name key animations and other repeatable actions for speed, efficiency, and performance. From there you can start thinking about systematizing certain types of videos. If you’re developing multiple case studies, what type of shots do you need for each one? And how can you make an almost automatically generated shot list?
Think about a tv show you watch on Netflix, they standardize certain elements. They don’t change up the actors or general format of the show. Standardization does not mean creativity goes out the window.
Assign ownership of the video workflow and tech-stack to someone in-house. Someone who stays up to date on the latest tech and understands how different hardware and software can be tied together. After you have systems and processes in place, you have even more room to explore new ideas and innovation.
Through a precise workflow, reduced production quality, and a publishing schedule, Sephora was able to quickly scale their video content, tripling their output from 2016 to 2017 with a lean production team.
If you're creating a high volume of content, don’t compare your production to a Super Bowl commercial shoot. They have a much larger production and staff. Anything that stops you from delivering to your audience stops you from iterating to your audience and getting better. Immediacy is far more important than production value when you’re reporting from an event or have something else you can quickly shoot on an iPhone.
Publishing used to be an add-on after production. That’s not the case anymore-production teams are tying video analytics into the creative and iteration process. Think comments, playthrough rates, and other established KPIs. Attribution and CPA costs are also important, but ultimately if they stop watching, the video isn’t landing with the audience. By also having analytics on hand, the whole team can see in an honest way how the team is performing.
4. Media Asset Management
Here you can avoid bottlenecks in production like tracking down passwords and external hard drives. All of your content and video should be available to those in the production process through a cloud library. This way they can reiterate and republish much faster. In selecting a Media Asset Management solution, find something that’s built around video versus Digital Asset Management systems created around smaller files and other solutions. In granting MAM privileges to team members, also ensure not everyone can publish or reorganize a library to keep your files organized.
To see questions from other companies looking to scale their video content watch the full webinar here.