1. Digital Touch Points
How to Gain a Competitive Advantage
Using Video and Dynamic Media
Practical Tips for Executives
Randy Palubiak

2. Global Society
Mobile
Social Media
Video

3. Digital Age
We are in the midst of a
Digital Transformation
where it is critical for organizations to
reach customers and workers through
technology to increase
Digital Touch Points
and increase business results!

4. Digital Touch Points
The executive’s guide to
implement a video and dynamic
media solution to leverage the
digital transformation and deliver
Compelling Customer Experiences
across the enterprise ecosystem,
Digitally

5. Digital Touch Points
A Digital Touch Point
is the reaching of an individual through an
electronic device.
More specifically, it is a point of contact when a
person or a company provides a targeted
customer or employee with information or
content via a digital media channel for
consumption on a digital device such as a
television, computer screen, tablet, smartphone
or other smart device.

6. Digital Touch Points
Dynamic Media is constantly changing and is
interactive.
Think: Social Media.
Video is Media and can be dynamic.
Think: Live Streaming; Videoconferencing -
Telepresence; Digital Signage; Live Interactive
Distance Learning; and Interactive Video-on-
Demand.
Video can be very effective over Social
Media.

7. Top Strategic Technologies
The Cloud
Communications
Viideo
Workplace
Learning

8. Source: IDC
Top Strategic Technologies
projected for 90% of IT spending in 2014
The Cloud
Smartphones and Tablets
Technology and Services
will increase 25%
Technology and Services
will increase 30%
80% of Fortune 500 Companies will have
enterprise social networks by 2017

9. Digital Touch Points
Chapters
 Video as a Strategic Communications Tool
 Digital Touch Points
Reach and Empower Customers and Employees
 Content is King and Should Drive Technology Decisions
 Establish a Media Business Strategy
 Viewing Locations and Environments
 Blend Enterprise-wide Digital Media Channels
 Analytics – Striving for Business Intelligence: Results!
 Preserve, Protect and Leverage Company Media Assets
 Managed Video as a Service (MVaaS)

10. Video
as a Strategic
Communications Tool
Chapter 1

11. Recent Headlines - Forecasts
 33.5M US Mobile Users Watch Video
 Mobile Video Users Rise 43% Year-Over-Year
 147M Americans Watch Video Online
 US Online Video Use Up 45 Percent, Year-Over-Year
 Digital Signage Sales to Grow to $13.2B by 2016
Executives Embrace the Non-Text Web
Executive Use of Business Video Is Already Mainstream
….79% of business executives use two-way business video at least once a week
 Online Video Increases eCommerce Conversions 30%
 Online video will make up 91% of consumer IP traffic

12. Key Business Drivers & Benefits
Enhanced brand
Increased sales
Improved efficiencies
Improved customer service
Reduced costs
Reduced employee turnover
Higher retention
Improved timeliness

13. Tips & Perspectives
 People will embrace various ways to
consume video content.
 There will always be new media and
technology.
 Executives will increase their use of video
to communicate.
 The demand for quality video will
increase.
Companies will preserve and protect their
media assets.

14. Digital Touch Points
Reach and Empower
External and Internal Audiences
Customers and Employees
Chapter 2

15. It’s all about
The
Customer Experience

16. The Empowered Viewer
Passive Select Share Produce
Watch
Broadcast TV
One Service
Fits All
Video-on-
Demand
Community
Services
Create
Content
Rich Experience
Network
Response
Personalize
Socialize
Complete
Customization
Broadcast Transaction Interaction Empowerment
Digital Touch Points©, Palubiak 2013

17. Video is a very powerful force for
workforce knowledge and learning. As
the Internet shifts from a reading to a
viewing platform, the workforce expects
to be able to “watch” their way to
knowledge.
Elliott Masie

18. Tips & Perspectives
 Increase digital touch points.
Empower viewers – drive engagement.
 Know your target audience.
 Extend the reach to all employees.
 Leverage all channels and systems to
reach internal and external audiences.

19. Content is King
Chapter 3

20. Not all content is equal.
It may require different:
Production Values
Delivery considerations
Display environments
Display devices
 Interactive and engagement
capabilities

21. Tips & Perspectives
 Content must be relevant!
 Content should be easy to access, view and
assimilate…In a quick and timely manner.
 Live and on-demand.
 Use interactivity to encourage participation and drive
engagement.
 Design the length of video programming according to the
subject(s) and targeted audience(s).
 Provide the right amount of content
 Be prepared to feed the beast!
 Use, re-purpose, and re-use relevant content.

22. Establish a
Media Business
Strategy
Chapter 4

23. Media Business Strategy
 Identify all target audiences the company needs to
reach, inclusive of:
Employees
Customers and prospective customers
 What is the message(s)?
 What do you want them to know?
 When do you need to reach them?
 What is the timeframe to achieve the goal?
 What do you want them to feel?
 What do you want them to do?

24. Media Business Strategy
 Include All Stakeholders
 Internal customers
 Functional support groups
 Executives
Get them
to the table
and on the
Same Page
 Communications Implementation Plan
 Leverage existing infrastructure
 Implement complementary solutions
 Share platforms and media channels

25. Get Everyone on the Same Page
Blended
Communications
Communications
Video / Media
IT /
Telecom
HR /
Training
Visual
Communications
Webcasts
Digital
Signage
Satellite
BTV / IDL
Video
Conference
Telepresence
Mobile
Video
Voice
Communications
Audio
Conference
Mobile
Phone
Data
Communications
Texting
Collaboration
File Transfer

26. Digital
Signage
Satellite
BTV / IDL
Mobile
Video
Target
Audiences
Media
Channels /
Display /
Devices
Functional
Support
Groups
Internal
Clients /
Users
Telepresence
Video
Conference
Webcasts
Mobile
Phone /
IT /
Messaging Device
Data
Video /
Media
Telecom /
Facilities
Message
/ Music
on Hold
Desktop
Video
Security
Music
Video Download
Audio
Conference
Mobile
Voice
File Transfer
Interactive
Kiosk
Video
Kiosk
Collaboration
Digital Touch Points©, Palubiak 2013

27. “…The traditional role of the CIO has
to go away.
We need to take a more consultative
approach.”
Joseph Spagnoletti, CIO Campbell Soup CO
CIO Relevance to Business, CIO Insight November 2012

28. “…I now spend most of my time
working with the marketing
department to advance the ideas we
came up with in IT.”
Rob Hilliard, CTO Reader’s Digest
CIO Relevance to Business, CIO Insight November 2012

29. Discovery
Research
Benchmark
Functionality
Strategy
Business
Case
The Digital Transformation

30. Tips & Perspectives
 Identify the target audiences and the what, why,
when and where.
 Identify all video applications, users and media
channels.
 Invest the time and resources to develop an
enterprise-wide media business strategy.
 Get buy-in and support across the company.
 Address the entire video ecosystem.
 Future-proof your investment.
 Implement policies and guidelines – Governance.
 Collect and use Analytics.
 Select the right solutions for your business needs.
 Leverage trusted vendors.

31. Viewing Locations
Environments
Chapter 5

32. Viewing Environments
Digital Touch Points©, Palubiak 2013

33. Tips & Perspectives
 Know your target audiences and where they
are located.
 Reach all employees regardless of location.
 Foster an environment of engagement and
sharing.
 Provide viewing options – get content to
screens of choice.

34. Blend
Digital Media Channels
Chapter 6

35. “…No single medium can support all
communication or instructional
strategies.”
Dr. Jolly Holden and Dr. Philip Westfall

36. Video Ecosystem
Content
Creation Distribution
Receive
&
Display
Content
Production
Origination
Manage
&
Measure
Scheduling,
Pre-Production,
Field
Production
Media Platforms
Video Servers
Encoders
Transcoders
Video
Compression
Digital Signage
Systems
Network
Management
Video
Appliances (Edge
Devices, Set-top
Boxes, etc.)
Digital Display
Screens
Desktop
Computers
Tablets & Mobile
Devices
Wearable
Devices
Edit, Studio
Production
Graphics &
Other Support
Materials
Video-conference
Telepresence
Desktop Video
Mobile Devices
Video Servers
Digital Asset
Management &
Archiving
Systems
Media
Platforms
Interactive
Distance
Learning
Systems
Edit, Copy
and/or
Modify to
Create New
Assets
Digital Touch Points©, Palubiak 2013

37. Delivery Choices
Like golf clubs….
There is a media channel for each
application and situation!

38. Digital Media Channels
 Where does the company have presence?
 What is the company size?
How many locations?
How many employees and what is their work
environment?
 What are the facility types and locations?
 What is the company culture, e.g.: is it video-centric?
 What is the existing communication infrastructure?
 What are the system capabilities?

39. The Cloud – Cloud Services
Secure Hybrid
Cloud
Enterprise Cloud Cloud Service
Provider
Private Cloud Public Cloud

40. The Cloud – Key Issues
How much content will your company produce?
What media types will be maintained in the Cloud?
How will viewers access the content?
What content search functionality is needed?
 What viewer functionality is needed for feedback
and interaction?
 What tracking and measurement functionality is
needed – Analytics?
 What is the anticipated consumption rate of the
content?

41. Tips & Perspectives
 Base the communications strategy and
implementation plan on the media business strategy.
 Establish collaboration across user and functional
support groups.
 Select and implement the right systems and
workflow.
 Consider a hybrid approach to deliver content.
 Leverage the Cloud and cloud services.
 Deliver content to screens of all sizes and types.
 Employ the right type and blend of staff resources.
Note: Staffing costs may exceed solution
implementations, especially at the outset

42. Analytics
Implement Systems to Validate
Chapter 7
Results!
It’s all about the Numbers!
Capture and document the touch
points…
From and About All Audiences!

43. Analytics
Number of touches / views
Social interactions
Source of visits (direct or via search or link)
Sales conversions (on-line, in-store)
Sales per campaign
Customer satisfaction
Cost per lead
Return on investment

44. Analytics
Program participation and interaction
Tests and certifications
Performance improvement
Customer service and satisfaction

45. Tips & Perspectives
 Have the right systems to manage data across
the enterprise
 Get the full engagement and support from IT
 Capture analytics for all groups using video and
dynamic media
Marketing
Training and learning
Communications
 Mine the data – Identify and leverage the results
 Allocate the staffing resources needed to
manage, evaluate and interpret the data

46. Preserve, Protect
& Leverage
Company
Media Assets
Chapter 8

47. DAMs & MAMs
Storing of Content
Active - Readily available and easily accessible.
Back-up - Stored on a separate system and
available in the event of failures to the
active system.
Archival - Off-line storage for long-term
preservation and protection.

48. DAMs & MAMs
Dublin Core Media Element Set
 Contributor - The entity (person, department, company,
etc.) responsible for making contributions to the asset.
 Coverage – Location and/or time period relevant to the
asset.
 Creator - The entity (person, department, company, etc.)
responsible for creating the asset.
 Date - The date or period of time associated with the
asset.
 Description - Detailed information about the asset.
 Format - The file format, physical medium, or dimensions
of the asset.
 Identifier - A unique reference to the asset.
 Language - The language of the asset.

49. DAMs & MAMs
Dublin Core Media Element Set
 Publisher - The entity (person, department, company,
etc.) responsible for making the asset available.
 Relation – A related asset.
 Rights - Information about who has the rights to the
asset.
 Source - A related asset from which the asset is derived.
 Subject - The topic of the asset.
 Title – A name given to the asset.
 Type – The nature or genre of the asset.
Critical for ease of access and management of
content!

50. Tips & Perspectives
 Develop a media asset strategy.
 Address key items such as:
What is the current media workflow?
How are responsibilities allocated?
Who owns the content?
How and where will you store active content?
How will you manage content for long term
storage and preservation?
How and where will you maintain backup?
Assign administrators and empower them.
Have a librarian.
Respect the value of historical media assets.
Digital Touch Points©, Palubiak 2013

51. Tips & Perspectives
 Metadata
Define terminology and structure of metadata.
Compile as much data as possible and as early as
possible.
Establish naming conventions and proper tagging.
 Workflow
An efficient workflow is imperative to keeping
track of assets.
The DAM solution should be configured to help
organize, track and share assets.
 Respect the value of historical media assets.

52. Managed Video
as a Service
(MVaaS)
Chapter 9

53. Managed Services
Equipment
Content Management Transmission Management
Network Management Help Desk Reporting
Maintenance Repair Replace
Staffing Resources
Support Services
Applications Installation
Track Implementation
Technology Refresh Software Upgrades
Technology Trends Industry Trends Best Practices
Digital Touch Points©, Palubiak 2013

54. Managed Services
Business Drivers & Key Benefits
Managed Costs
No up-front costs
Predictable, fixed monthly costs
Mitigate Risk
Equipment & software obsolescence
Future-proof
New and changing technologies
Leverage vendor knowledge and resources

55. Solution Acquisition Options
Home-Grown
(Personal Car) (Leased Car) (Rental Car) (Taxi)
Production
Admin Tools
Encoders
Servers
Asset Mgt
Storage
Network
Devices/Display
Admin Tools
Encoders
Servers
Asset Mgt
Storage
Network
Devices/Display
Self- Managed
Self- Managed
Vendor Owned and Managed
Vendor Owned and Managed
Asset Mgt
Storage
Network
Devices/Display
Production
Applications
Production Production
Admin Tools Admin Tools
Encoders Encoders
Servers Servers
Asset Mgt
Storage
Network
Devices/Display
Owned and Self- Managed
Vendor Owned and Managed
Managed Video as a Service
Analytics Analytics Analytics Analytics
Digital Touch Points©, Palubiak 2013

56. Tips & Perspectives
 Identify the acquisition, maintenance and staffing
method best suited to your company’s business
approach:
Home-grown, MVaaS or hybrid.
 Evaluate the existing systems and operation to
determine what could apply to MVaaS, if not the
entire video ecosystem.
 Migrate to MVaaS as part of a well-thought-out
business strategy and implementation plan.
 Identify a vendor to engage as a trusted advisor as
well as provider of systems and services.

57. Tips & Perspectives
 Identify a vendor to engage as a trusted advisor as
well as provider of systems and services:
Manage and enhance the company’s video and
dynamic media capabilities;
Stay current with industry trends and new media
innovation;
Manage staffing resources and keep current with
required skills;
Manage capital expenditures and maintain fixed
costs;
Mitigate risks associated with equipment and
system obsolescence.

58. Digital Touch Points
The executive’s guide to use video and
dynamic media to leverage the digital
transformation
Thank You
Randy Palubiak
Enliten Management Group, Inc.
rp1@enliten.net
www.enliten.net
www.digitaltouchpoints.net
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