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Video use is growing rapidly within companies of all types and sizes. Whether for promotion or advertising, internal and external training, product demonstration, or for ad-hoc or formal communication, companies use video to communicate. Audiences are just as broad and include prospects, customers, partners, employees and shareholders each consuming the video on whatever platform(s) fits at the moment (e.g., desktop browser; mobile, IPTV, and more.)

Most companies do not have a formal approach to create and manage this video. The lack of a formal approach, a video management strategy, results in inefficiency, confusion, increased costs, lost opportunities, and decreased agility over time.

Managing video effectively in an organization can be simple and straightforward. A key piece of a successful video management strategy is to employ Digital Asset Management (DAM). DAM improves creative workflows and productivity by providing a common, anywhere accessible platform to manage, locate, repurpose, and distribute video along with related content and other rich media. Once employed, DAM simplifies creation, production and delivery processes, enables new workflows and new business opportunities, while eliminating costs throughout the lifecycle.

The Challenge of Video

Video poses a set of challenges to companies. Video is:

Generated by many different sources within and outside an organization
Available in tape and/or digital sources. Quality and formats vary greatly
Stored in a number of places (i.e., disks, tapes, file shares, databases, storage closets, etc.)
Difficult to locate and access (unless it resides in a central digital repository and is catalogued)
Consumed by a broad and diverse audience both internally and externally. Localization and/or re-edits are frequently required.
Large in file size
Often copyrighted, or has rights associated with it that define proper use and must be adhered to.

In addition, businesses are struggling with:

Tight budgets and ROI which are forcing teams to do more with less
Emerging technologies and their disparate adoption across the business, industries and more
Inefficient video production workflows that allow quick/easy reuse, repurposing and distribution of video
Lack of control: video is everywhere; lower storage or equipment costs drive ad hoc purchase and use.

The recent explosion of Facebook, YouTube, and other social media along with powerful processors, cheap storage, greater bandwidth, and growing user expectations, is rampantly driving businesses to utilize rich media -- specifically video as a key communication vehicle.. This trend coupled with emerging technology and distribution options is forcing all types of businesses to maximize and monetize content use. Content and specifically video is now mission critical to the organization. According to Forrester Research, by 2013, with people consuming just one extra hour of video per day, an additional $37.5 billion dollars will be generated for those businesses monetizing content.

Meeting the Challenge

What can you do to better create and manage video to gain efficiencies, reduce costs and increase agility? Do you know what your company is doing with video? Are you:

Acquiring it?
Producing it?
Watching it?
Streaming it?
Distributing it to traditional broadcast and/or online outlets?

Here are 5 steps to assess your company's use of video, and how best to begin to manage it.

Step 1: Identify what video means to your organization
Ask your internal users how and where they use video today. What videos are being created, produced, watched, streamed or distributed? Ask them what video needs they might have in the future. Ask your partners and customers what information they'd like to consume in a video format? While there may be some obvious uses among the different kinds of business users, you may be surprised.

Step 2: Identify business requirements
No matter the industry the same approach applies. Within each organizational department, identify:
1. Whether the department has a need for video
2. What video is used for or could be used for (use cases) in the department:
Internal communications: corporate training, sales communications, human resources, etc.
External communications: sales and marketing, product training, advertising, web
Production and/or product development: team and vendor communications and production workflows; review and approval
Aggregation and distribution: delivery to web, broadcast, IPTV, cable, etc.
3. What the frequency of creation and distribution is for each case
4. Where is the video coming from (what is the source), who is the audience, and where it is going (how it is delivered)

The answers will vary depending on the type of business and whom the business serves but will give you a deeper and clearer picture of your company's video management needs.

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