How major organizations leverage online video internally
Early this year I was invited to speak at IntraTeam 2013, a conference focused on intranet, collaboration and internal communications held in Copenhagen, Denmark.
We held a workshop on mobile video for corporate communicators, as well as a session on how major organizations take advantage of online video internally. In particular, the session outlined the results of primary research we conducted with various Fortune 500 companies such as Qualcomm, Xerox, SAP, Microsoft, Verizon Wireless and more.
Here is the presentation I used at the event. How is your company using video internally? We’d like to hear from you!
How corporations can leverage tablets and enhanced ebooks for internal communications and training
[This is a reprint of a guest post we contributed to Simply Communicate and distributed to 15K subscribers of their web site]
As an internal communicator, you may find yourself in situations where you might be asked to wear the hat of a digital reporter who has to document an event, a procedure, a best practice or an idea in multimedia format.
Video is always a powerful medium and in a previous article I covered some of the apps that can help you create and edit content right on your device. This piece takes the concept of multimedia storytelling to the next level, remaining true to the principle that you can accomplish the entire workflow on your tablet with minimal or no use of another computer.
Creating your first iBook
People absorb information in different ways. Some of us are more visual and videos, photos or diagrams are what make concepts stick in our memory. Others prefer to read, as details expressed in written words can be referenced multiple times with a quick glance of our eyes.
What if there was an easy way to author a multimedia experience that could combine all these formats together without requiring you to get a PhD in computer science to make it happen?
Luckily there are a few solutions out there, but the one that captivated me the most was the ability to create interactive ebooks (also known as iBooks in the Apple ecosystem) that could play on iPhones and iPads alike.
The process for creating an iBook is similar to other multimedia projects: first you need to plan for your content, and then you create all the assets and assemble them together. Finally you export and distribute your iBook.
For the sake of this article, we’ll assume the following simple scenario: you want to communicate to your sales force how to sell a new widget that your company just brought to market. You’ll do it by creating an iBook that explains the value proposition of your widget and a few sales strategies to better engage with potential customers. You’ll throw in a chart, some text, a quick video demo and a brief simulated role-playing audio recording of a typical negotiation.
Creating the assets
To create your assets you could resort to your Mac / PC, but your goal it to be able to keep the entire experience mobile, specifically on an iPad. Therefore, you’ll need to download some apps that will help you generate and manage each of the media types:
Assembling the assets into an iBook
Being a multimedia author requires some familiarity in handling a variety of media. While there is going to be a slight learning curve to master these apps, don’t get discouraged as I found them all to be fairly intuitive. Pages, Keynote and Book Creator come with simple step-by-step tutorials, while the others will require some experimenting to familiarize with them. Let’s assume at this point that you already created all the assets and it’s time to use the Book Creator app to mix them together into an iBook.
As you launch the app and choose the page format of your new publication, you are presented with a blank canvas. The first page is the cover of your iBook and you’ll want to brand it properly to quickly convey what this is all about. Adding a title, a sub title and a meaningful image should serve the purpose.
Book Creator treats all your assets as floating objects on the page, so you can easily resize and position them anywhere you want, even on different layers. Text handling is not very sophisticated, so don’t expect the same functionality of Microsoft Word. To import text from another app, you’ll have to copy and paste it into the proper text field. Then you can change properties like size, fonts, alignment and color.
Adding a diagram or an image requires you to have them already edited and available in the iPad Photo Library. To export a single slide created with the Keynote app, you can just take a screenshot by pressing together the Power and Menu buttons on the device. This generates a full screen grab, which you can quickly crop in the native Photos app or further manipulate in dedicated programs like PhotoShop Express.
Your goal is to make a multimedia iBook, so it’s time to add some motion pictures. As with images, videos need to be previously edited and exported to the iPad Photo Library before being imported into Book Creator. But how do you get videos into your tablet?
Apple sells an iPad Camera Connection Kit that simplifies the process of importing media from digital cameras. Not all cameras create movies compatible with Apple devices, so some testing will be necessary. Alternatively, you can shoot video with an iPhone and beam the files wirelessly to your iPad using the Photo Transfer app ($3).
I found iMovie and Pinnacle Studio to be two excellent video editing apps. iMovie will work also on your iPhone, which might be handy when capturing video with your smartphone. Pinnacle Studio is richer in functionality and probably appreciated by more expert users. Video can quickly inflate the file size of your final deliverable, so keep that in mind if that’s a consideration.
Finally, you want to add to your iBook a simulated role-playing negotiation recorded in audio format. Book Creator includes a very essential sound recorder feature which will embed your audio track into a page.
Distributing your iBook
Once you complete the creation process, it’s time to name your publication, package and distribute it to your sales force.
iBooks can be sent via email or uploaded to a cloud service like DropBox. If you target audience is equipped with Apple devices, you can share your work with high confidence that everybody will be able to use the standard iBooks reader app to open your file, flip through pages and play your multimedia content.
How mobile video can make you a communication hero
I’m a big believer that the best camera is the one that’s with you. So if you own a smartphone, you already have what it takes to create good videos.
But does this principle apply also in a business environment, where you might be asked to interview a client at an event, or visually document a procedure for training purposes? Yes, it does and while your smartphone alone is a good start, you may want to consider a few apps and accessories to enhance the quality of your deliverable.
Here are a few resources that you’ll find handy if you want to try video storytelling with your smartphone.
- Mobile video shopping list by Drew Keller, curator of Storyguide.net
- Video tutorial: How to supersize your smartphone to capture better audio and video
Drew and I are also frequent speakers on the topic of mobile video in corporate communications. Here is the presentation that we recently delivered at a conference hosted by Ragan Communication and Disney