ITIL explanation. video: 229,744 views. Animated Explanation. Videos Live Interview. Videos

Size: px

Start display at page:

Download "ITIL explanation. video: 229,744 views. Animated Explanation. Videos 12.8 10.2. Live Interview. Videos 2.5 9.2 1.0 1.1 1.2."

Oscar Jones
8 years ago
Views:

1 ,000 ITIL explanation video: 229,744 views 140,000 Change Management video: 139,643 views 119 Total Views Views/ Day Animated Explanation Videos Interview Videos X Better Explanation Videos Vs Interviews A Case Study Say It Visually May 26, 2014 Page 1

8 10.2 0.3 Interview Videos 0.5 0.7 1.0 1.0 1.1 1.2 2.5 9.2 14.9 17.2 18.

2 SAY IT VISUALLY SUMMARY A major IT services company published 9 conventional spokesperson/interview videos, and 8 animated explanation videos to the public via YouTube. They were published in approximately the same time-span, and received about the same promotional support. The least-effective explanation video outperformed the mosteffective live interview video. The explanation-video set achieved, and continues to sustain, 10x-100x better results. Page 2

They were published in approximately the same time-span, and received about the same promotional support.

3 SAY IT VISUALLY DATA (SNAPSHOT AS OF ) This bubble chart shows total views (vertical) and views-per-day (bubble size) for the entire set. -interview videos in green, explanation videos in purple. Page 3

4 Type Title Date Time Days Views Views /Day Suppor*ng CompuCom Employees CompuCom Client Tes*monials Preparing for a Natural Disaster How CompuCom Systems Leverages the EMC Assurance Suite to Deliver Value to Customers With Intel vpro, CompuCom helps clients reduce support costs Strategic Partnership Helps UHN Deliver Innova*on CompuCom Enterprise Network Solu*ons Center Case Study: CompuCom bring disaster recovery Walgreens Case Study - Retail IT Solu*ons Service Asset and Configura*on Management Applica*on Packaging Explained Visually Service Catalog Explained Visually Business- IT Alignment Explained Visually BYOD: Is Your Enterprise Ready? Should Your Company In The Cloud? 3 Successful Steps to Cloud Compu*ng Change Management Explained Visually ITIL - A Simple 4/11/ : /11/ : /2/ : /7/ : /9/ : , /14/ : /24/ : /22/ : , /29/ : , /10/ : , /9/ : , /9/ : , /19/ : , /19/ : , /30/ : , /11/ : , /10/ : , /10/ : , Page 4

bring disaster recovery Walgreens Case Study - Retail IT Solu*ons Service Asset and Configura*on Management Applica*on Packaging Explained Visually Service Catalog Explained Visually Business- IT

5 HIGHLIGHTS Least-watched video: 0.33 Views/Day ( Supporting CompuCom Employees ) Least-watched Explanation video: Views/Day ( Service Asset and Configuration Management ) Most-watched video: 9.22 Views/Day ( Walgreens Case Study ) Most-watched Explanation video: 178 Views/Day Interestingly, although the general rule in video marketing is shorter is better, neither set bears this out. The most-watched live video is the 2nd longest (7:07), while the most-watched explanation is actually the longest at 3:59. The shortest live video - Supporting CompuCom Employees, at 0:53 - has the lowest view/day ratio at The shortest explanation video, Service Asset and Configuration Management at 2:52, averages views per day. Page 5

22 Views/Day ( Walgreens Case Study ) Most-watched Explanation video: 178 Views/Day Interestingly, although the general rule in video marketing is shorter is better, neither set bears

6 ITIL Explained Visually - Views ( ) 1 Google Search for ITIL The ITIL explanation video continues to put CompuCom on Page 1 for a key enterprise IT term, 4 years after initial launch. This video passed 315,000 views at the time this study was written. 6 Page 6

a key enterprise IT term, 4 years after initial launch.

7 BACKGROUND CompuCom commissioned Say It Visually to create the Explanation Video set, with close participation from company experts on each production. The style of productions varied to some extent. The earliest videos (e.g. ITIL) had no unifying character. Later videos featured a consistent character called Stickman. CompuCom Marketing handled distribution, promotion and use of the video files once delivered. Generally, videos were posted on YouTube and featured on the company web site. Page 7

ITIL) had no unifying character. Later videos featured a consistent character called Stickman.

8 Based on YouTube origin dates, the set of 9 live-interview videos were produced at roughly the same time. Production style of these varies as well, including studio interviews, on-site interviews and on-site B roll footage. Case Study: CompuCom bring disaster recovery Supporting CompuCom Employees Say It Visually was not involved in production of the live-interview content. Page 8

Production style of these varies as well, including studio interviews, on-site interviews and

9 CONCLUSIONS There s more to the performance of a video than production style. The subject matter does matter. So do tagging, titling, description, seeding and other promotional activities. The explanation videos tackle more-generalized industry concepts such as ITIL and SACM; the live-interview videos are more company- and case-specific. Subject selection is a key strategic decision for brand-awareness content such as this. There are two hits in the explanation video set (ITIL and Change Management) - at least, that s how it looks, with 450,000 views between the two. However, the live-interview set shows roughly the same skew. The two hits in that set - the Walgreens case study and the Disaster Recovery case study - jump 10x and 3x, respectively, over the rest. For these two sets of content, based on data available at the time of study, explanation video outperformed live-interview video by a considerable margin. The -Interview set of 9 videos has achieved about 13,000 minutes of exposure. The Explanation set as a whole has achieved about 1.5 million minutes of exposure. Page 9

10 ADDITIONAL CONSIDERATIONS CompuCom elected to remove (or set to Private ) most of the explanation videos from public availability, no doubt based on their own brand/marketing direction. The result of this is worth noting for companies considering video in their marketing mix. The content is still out there representing the brand, despite that change. Good content tends to take on a life of its own. Unavailable Video Still Available Traces BYOD: Is Your Enterprise Ready Linked on multiple sites and blogs. 3 Successful Steps to Cloud Computing Downloaded / screen-captured and reposted on YouTube. Page 10

11 Unavailable Video Still Available Business-IT Alignment Explained Visually Traces Embedded, with thumbnail still visible, on 3rd party site. (Clicking video results in This video is private YouTube message.) Should Your Company In The Cloud? Embedded on partner web site. (Clicking video results in This video is private YouTube message.) Taking a video down doesn t necessarily remove it from circulation; maintaining control over copyrighted and branded content is difficult, if not impossible. While video is (in theory) less susceptible to this than graphics and text, these example show that even video gets out of control. SOURCES TITLE URL Notes Suppor*ng CompuCom Employees CompuCom Client Tes*monials watch?v=qzqrnxypmu8 watch?v=xoow_mcogca Page 11

(Clicking video results in This video is private YouTube message.

12 TITLE URL Notes Preparing for a Natural Disaster How CompuCom Systems Leverages the EMC Assurance Suite to Deliver Value to Customers With Intel vpro, CompuCom helps clients reduce support costs Strategic Partnership Helps UHN Deliver Innova*on CompuCom Enterprise Network Solu*ons Center Case Study: CompuCom bring disaster recovery Walgreens Case Study - Retail IT Solu*ons Service Asset and Configura*on Management Applica*on Packaging Explained Visually Service Catalog Explained Visually Business- IT Alignment Explained Visually BYOD: Is Your Enterprise Ready? Should Your Company In The Cloud? 3 Successful Steps to Cloud Compu*ng Change Management Explained Visually ITIL - A Simple watch?v=kjmy4o6wgze watch?v=ugxfddfaopw watch?v=c2qlp5ddntk watch?v=xghigzl0dik watch?v=1suqp- cioqq watch?v=kqggdvexic4 watch? v=tkg2kjsd1ia&feature=youtu.be&a watch?v=ky_btpiwu88 watch?v=gg6s2yaimxi watch?v=ieb8yyupoiy watch?v=ddomsyesk6e watch?v=b0nzri9uqba h^p:// compucomvideo/ watch?v=xp_qutojvu4 watch?v=ptjkqg0eglu watch?v=vbguassbazo Private Private Private Private Private Reposted Reposted 4 *mes Page 12

Configura*on Management Applica*on Packaging Explained Visually Service Catalog Explained Visually Business- IT Alignment Explained Visually BYOD: Is Your Enterprise Ready?

13 Say It Visually creates understanding for clients. The company specializes in explaining complex subjects through visual and narrative structures in video, static visuals and presentations. The studio has created hundreds of videos and visuals in a wide range of styles, including animation, stop-motion, 3d and live-action video. The company is based in the US, with clients worldwide. (888) sales@ Page 13

video, static visuals and presentations.

Creating a Website with Google Sites

Creating a Website with Google Sites This document provides instructions for creating and publishing a website with Google Sites. At no charge, Google Sites allows you to create a website for various uses,