October 29, 2012


Enterprise video: Making best practices happen, avoiding pitfalls

By Kevin Crayton – VP of Product Management

When developing an enterprise video program, there are a lot of things that can go right. When they do, the benefits of the solution can be incredible and deliver a large return on investment. However, it is also possible to make mistakes during the deployment process and find yourself facing one of the pitfalls of a video program. The overall success of a solution is often determined by how well you follow best practices to deliver success.

Best practice: Enabling user-generated content
There is some controversy over whether or not managers should let their employees create their own videos. The main concern is worry that a worker is going to tape an executive doing something silly at a holiday party and create embarrassment and discipline issues. But if you can’t trust your workers to handle video posting professionally, what can you trust them with?

Effective policies that clearly, but simply, define what is appropriate and what is not can define how users take advantage of the video program. This eliminates risk and enables workers to post engaging content.

The benefits of user-created content are substantial, as workers can post things that are meaningful to their colleagues and better connect with each other throughout operations. This can alleviate operational silos and develop a more engaged workforce.

Pitfall: Restricting video to executives
Few people will get excited by a top down measure. Do you want your boss telling you exactly what you have to do on a given day? While there is some place for top-down video initiatives, the benefits of a video program are best achieved when the program is inclusive in nature. There is nothing wrong with having executives host town hall events with a webcast, but managers should also be able to webcast meetings and employees should be able to create their own content.

This inclusiveness can build excitement around the video program and elevate it from a way to hold better meetings to a tool that drives productivity and revenue through better employee engagement.

Best practice: Focusing on technology
Video content delivery can pose a number of challenges for businesses, especially those running outdated network systems that need to be upgraded for basic functions, not just video. Most enterprise networks are designed to transmit a large number of small data packets while video is built on small numbers of large packets. By adopting video-specific network solutions, such as an enterprise content delivery network, you can ensure consistent video performance.

Pitfall: Taking a reactionary approach to the network
It can be tempting to skip all of the network analysis that can go into a video program and just deploy the solution. After all, you can just add bandwidth to your telecom plan if there are any problems, right? Well, not completely. Video can use so much bandwidth that it sometimes demands specialized tools. However, the biggest problem in this scenario is not the technology, it is how employees respond.

In this case, the old cliche that first impressions are the most important ones holds true. If employees try to view content and experience poor performance, much of the enthusiasm generated by the plan can disappear. Taking a proactive, not reactionary, approach to technology is vital to avoiding this problem.

While the pitfalls of video can be easy to slip into, following strategic best practices can keep them at bay. A well-implemented video program built around such best practices can enable businesses to engage their workers and hold better events, leading to a considerable ROI.