Sarah Cunningham, Director, Sales, ANZ at Brightcove
Leading organisations are embracing video and becoming smarter about creating, using, and measuring video across the entire enterprise. Whether live streaming town halls, training sales teams, onboarding new employees, or providing customer support; video enables businesses to remove barriers and helps teams to connect effectively. Why? Because video is one of the most compelling forms of communication.
Companies across all industries recognise this and are tapping into video to drive business results - across both sides of their firewall. Whether it’s for a more traditional external marketing and sales use case or internal communications and employee knowledge sharing, video is fast, effective, and easy to measure.
Although we still often rely on text-heavy, traditional presentations in the workplace, consumer grade experiences outside of the office mean that more and more of our expectations are leaning towards dynamic consumption of messaging as a preference. And, holding employee’s attention is just as essential as holding that of a customer’s – they need to be kept engaged. This can be achieved very well with utilisation of video communications.
So, what’s the best way to achieve optimal video success? There are four key elements that contribute to a successful enterprise-wide video strategy:
• A comprehensive video platform – with a breadth of capabilities to support both internal and external business communications and marketing activities, in either video on demand (VOD) or in a live streamed delivery context
• Easy-to-use functionality – with a user friendly interface that helps all users deliver great video experiences without the need for coding experience or external technical resources
• Enterprise-class manageability and security – matching IT requirements for a secure and scalable platform to display and distribute video communications to all staff, whilst providing intelligent analytics and reporting for important insights back to the business
• Access to experienced video resources – an on the ground vendor and partner community to help guide, support, maintain and improve the implementation of a video strategy that drives measurable returns
Whilst all of these elements are critical to successful video communications from a business perspective, addressing aspects of a secure and scalable deployment needs to be top of mind for IT professionals. This means employing an online video platform (OVP) that can handle multiple use cases and connect seamlessly into an existing technology stack.
Considerations that are a must when it comes to choosing the right OVP are mission critical security features such as an administrative and viewer single sign-on (SSO), network optimisation, internal viewer tracking and analytics as well as eCDN capabilities. By taking the extra steps to ensure that an OVP checks all the operational security boxes, businesses are already on their way to helping teams manage and secure enterprise-grade video communications.
In the past, enterprise video storage and delivery required an on-premise deployment to ensure the security and confidentiality of highly restricted content, and employees could only access secured content in an office or remotely via a VPN. This required custom, internal deployments that were not only costly and quickly outdated, but often product updates required service outages to perform basic maintenance tasks.
By moving video to the cloud, the right OVP removes these barriers and allows employees to communicate more seamlessly without jeopardising security. This is possible through capabilities like single sign-on, identity mapping, user provisioning, restricted user profiling and required passwords. In addition, data and network security are other critical elements to securing videos in the cloud with features like digital rights management (DRM), geo-filtering, domain restriction, detection and response.
In order to improve the bottom line, businesses need to ensure they’re leveraging video as an engagement tool in every way they can for their own use cases – whether that’s for employee engagement and satisfaction initiatives, learning and upskilling staff, remote workforce communications, right through to externally facing PR exercises, results broadcasts or sales conversion campaigns. So how do you know if you’ve chosen the right OVP? Ensure it’s user friendly, feature rich, proven in the market for your use cases, easily accessible, and most importantly, provides a robust, reliable, scalable video content management and delivery platform that keeps your content safe.