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Stc12YouTubeEnhanceTraditionalSupport
1.
Using YouTube Videos
to Enhance ‘Traditional’ Support Ben Johnson, HP @skippyjohnson73 Fer O’Neil, ESET @ferswriteshoe #STC12 May 2012 #YTSupport © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
2.
Ben Johnson
BA, Technical Communications MBA, Organizational Leadership HP, Rich Media Quality Lead • Flash animations • Videos (YouTube) • Videos (Brightcove) • Augmented Reality 2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
3.
Using video in
HP consumer support Beginning: Simple video program 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
4.
Fer O’Neil
BA, English MA, English & Technical Communications (2013) ESET, Knowledgebase Technical Writer II • Develop content for online help for security software • Work with Product Marketing, Technical Support, Public Relations and international partners • Implemented social media initiative for department 4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
5.
Video at ESET Beginning:
created dynamic Flash ‚images‛ (swf) to replace static image Incorporated videos into support articles / YouTube in 2009 5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
6.
Agenda
Objectives Making the case Preparing for video production Production Publishing Promoting Metrics Conclusion Q&A 6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
7.
Objectives
Goals Video and your career Personal application Support © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
8.
Goals
This presentation is about: Sharing video best practices Providing a guide for enhancing ‘traditional documentation’ with video Just YouTube Create an opportunity to start a conversation This presentation is not: An attempt to promote a product or service A detailed ‘How to’ guide A claim to know all about the topic 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
9.
Video doesyour career
do What and this have to with your career? Portfolio Resume builder 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
10.
How this applies
to you Providing instructions about Communicating about how to do technical or specialized Communicating by using something, regardless of how topics, such as computer technology, such as web technical the task is or even if Formal (theory) applications, medical pages, help files, or social technology is used to create procedures, or environmental media sites. regulations. or distribute that communication. Teaching customers Making technical information Creating videos and other technical solutions with Real Life easier to understand easy to digest material, that easy to follow, step-by-step for the end user. gets the point across. instruction. 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
11.
Traditional support 11
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
12.
Video support: Screen
recording http://youtu. be/- c60WxFpVQ 4 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
13.
© Copyright 2012
Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
14.
Making the case
Why Video? © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
15.
Why video?
Easier to understand Build user confidence A video is worth... 15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
16.
Preparing for video production
Do’s & Don’t’s Planning Timing © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
17.
Choosing topics for
video Don’t Do Create a video for every topic Consider who your user is and how they’ll use video Forget about users who can’t (or don’t want to) (Example: global / local and work environment) watch video Show steps that can be demonstrated and followed Generalize the topics Show interaction of a user with a product Show users what they’ll see when they try it themselves Show steps in a series; avoid ‘if – then’ topics Consider terms your users are plugging into search engines 17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
18.
Planning the video Script
Video Script Include all the steps Include visuals and audio Be specific Do a dry run Review with Subject Matter Experts 18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
19.
Video length
There is NO magic number Users will stick with the video *if the information is relevant* 19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
20.
Video production
Live video Screen recording User generated content © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
21.
Creating live video
Capture the Record the Edit the video audio video 1 2 3 21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
22.
Creating screen recording
video Screen recording Captivate Size of output Zoom in and out How-to Setting default object styles Capturing the on-screen process Importing audio 22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
23.
Don’t create: User
Generated Content (UGC) Using UGC Search for relevant videos Review content for accuracy and appropriateness Create playlists that pull in content Share Advantages Users trust other users Reduced Cost Disadvantages Lack of control Ad Sense 23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
24.
Publishing video
YouTube Publishing Best Practices Metadata and SEO Closed Captions © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
25.
YouTube publishing
Pros Cons Readily available Platform changes Free Not secure Easy to use TM Version control Metrics Interaction Compatible with mobile Bypass corporate site 25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
26.
YouTube publishing: Best
practices Publishing a video to YouTube channel using Captivate Output matters Other considerations 26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
27.
Optimize Metadata for
SEO Title Description Category Tags License 27 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
28.
Closed Captions
Accessibility Search Translation Workplace Navigation 28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
29.
Promoting video
Promotion Cross promoting © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
30.
Promoting: Social promotion
Forums Twitter Facebook 30 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
31.
Cross promoting: Departments
TM Company Support Site 31 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
32.
Cross promoting: Support
channels After replying to Comment / Post the the feedback is left comment on comment, click on a video other platforms to ‚Share‛ 1 2 3 32 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
33.
Community participation
Respond to comments Answer questions Like & Favorite videos Encourage subscribers 33 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
34.
Syndication
Store content in one place, push to many locations www.oneload.com 34 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
35.
Annotations 35
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
36.
What is an
Annotation in YouTube? Can link users to Ask the users for other areas comments, subsc Call attention to within YouTube Link to another riptions, interacti other elements (channels, playlis video in a series ons in the video ts, videos) 36 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
37.
Metrics: Is it a
good video? Traffic sources Favorites Comments Subscriptions Likes/Dislikes Audience retention © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
38.
Likes/Dislikes
Regional differences Satisfaction percentage User curation 38 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
39.
Audience retention 39
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
40.
Video Pay Off
‚THANK YOU!!!! You are awesome. Print all these comments and ask HP for a BIG raise, because the standard documentation is crap. You, on the other hand rock.‛ You Tube User Comment 40 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
41.
Conclusion © Copyright 2012
Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
42.
Final things to
consider Don’t hide other motives Don’t cheat in YouTube Protect your credibility Privacy & legal 42 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
43.
Q&A © Copyright 2012
Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
44.
Thank you © Copyright
2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Notes de l'éditeur
*Source: http://www.comscore.com/Press_Events/Press_Releases/2012/2/comScore_Releases_January_2012_U.S._Online_Video_Rankings
48 million deaf and hard of hearing users – 15% of audiencehttp://blogs.adobe.com/accessibility/files/2012/03/future_video_access_sxsw2012.pdf
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