Posts tagged ‘Tips and Tricks’

July 28th, 2014

Four Reasons to Start Content Marketing

by Joe Fleischmann

Tried and Tested Advice from Four Content Marketing Leaders

“Content Marketing Matters.”  Michal Tsur, Kaltura’s President and CMO said this in her introduction to the Panel Discussion about Content Marketing at Kaltura Connect 2014.  A niche of marketing once overlooked by the masses, content marketing has gradually become a part of many organizations’ marketing mixes.  Still there are organizations everywhere struggling for reason to allocate budget, staff, and time into incorporating it into their own mix.  The reality is, content marketing is something every organization in this decade must start practicing if they want to stay relevant in their user’s eyes—and it’s easier to start than you might think.

1: Content Marketing Creates Brand Loyalty 

All too often, organizations undervalue and neglect to address their customers as what they really are—people.  Scott Salik, VP of Video at Visalus—a direct selling company, illustrates how he was able to connect with his customer base.

My goal is to drive an emotional response so that people will connect with the product.  So that they feel they will have success with weight loss, or so that they feel they will have success in business. 

With this in mind, Scott and his team created a campaign to challenge his customers in achieving their weight loss goals.  If their customers could lose the first ten pounds, they would be more likely to reach their end goal.  With that in mind, Visalus launched Project 10 where customers would submit two videos—an “I want it” and an “I lost it” video showing their results.  Then, every week Visalus would select 10 people who submitted both videos to win $10,000.

 After four months, they’ve received over 100,000 clips, and noticed a 670% increase in the long term value of a customer who submitted both clips.  As Scott says, “Often they become promoters for us and help sell our product because they are true advocates for the success of our product.”

With just a bit of research and a simple internal campaign Visalus was able to increase their overall value, engage their customers, and generate hundreds of hours of user generated content they can freely use however they want.

2: Content Marketing Creates Brand Awareness  

Typically an organization creates brand awareness through advertising.  While it works, potential consumers can sometimes get frustrated and it is almost always an expensive endeavor.  Cornell University has launched a website dedicated to telling its stories called CornellCast.  As Carrie Sanzone, Web Product Manager at Cornell says:

It’s about getting that word of mouth, getting people talking about Cornell.

Carrie illustrates this with an example about 3D printing during her presentation.  Cornell can invest little into producing a story in-house and by keeping it on a central location (CornellCast), media outlets can report on it and increase the videos reach greatly.

“We’re not trying to get people to come necessarily to CornellCast.  But, we want to be where you are.  We’re trying to find the intersection of what people’s questions and problems [are], and where that intersects with our talent and expertise.”  With this methodology, spending what they typically would on advertising, they can create great content that appears to their potential students when they want to see it allowing Cornell to naturally become a part of the conversation.

3: Content Marketing Can be Measured

A struggle organizations often have in beginning content marketing is their belief that it can be difficult to see a clear return on investment.  In reality, too many organizations are focused on the wrong metrics.  Raymond Attipa, CEO of Shandy Media, a Compulsive Digital Media Company, has his own ideas of what make for quality metrics—and it’s not the number of clicks or views a video has.  For Raymond, it’s about how engaged viewers are with his content.

We have videos which are extremely successful because they have an extremely high engagement rate, an extremely high share rate and that’s really what our advertisers are looking for.  

Depending on what your goal is, in the case of Shandy Media—advertisement revenue, if you set the right goals, you can find methods to track it.  Things like duration of video watching and which countries and devices viewers are coming from, can go a long way in deciding which content to produce and promote, and where.

Of course, it’s important to remember that you only ever want at most 2-3 things for the viewer to take away—the basic marketing principles still apply when you want a viewer to act on a call to action.

4: Content Marketing Should be Applied to a B2B Space

Typically, content marketing is only referenced when talking about companies selling directly to a consumer.  The reality is that through refocusing and offering something else, it’s possible to use content marketing to effectively reach businesses.  Linda Crowe, Director of Content Marketing Programs at Oracle faces this challenge head on.  What she’s discovered is that that nature of who Oracle is selling to is changing and it’s not just those in technical positions making purchases.

Audiences don’t want to hear Speeds & Feeds

Like the first point we addressed, you’re always marketing to people.  People are who make up the businesses and it’s crucial to realize that.  Linda says it best: “They don’t want to hear about the technical attributes of our product, initially.  What they want to hear is, what are the business solutions and how are Oracle customers really approaching solving a business problem.”  What Linda is doing is starting this engaged conversation where Oracle can demonstrate solution oriented content in a manner that makes sense to those in a buying position.

If one of these four reasons isn’t enough to at least get you questioning why your organization doesn’t actively apply content marketing into your mix please let us know in the comments!  We’d love to hear your thoughts and opinions.  Also, be sure to watch the full panel discussion online—it’s full of amazing insights into the world of content marketing.   

August 6th, 2013

Content Creation Best Practices

by Asef.Ahmed

videobiologo

If you are an enterprise chances are that you are or have thought about using video to enhance your organization’s activities.  There are already a variety of established use cases- from internal communications, knowledge-sharing, collaboration, and employee engagement all the way to marketing, profiling employees and user generated content. But now that you can use your video across your enterprise-how do you produce high-quality content cheaply and quickly?

This is where content creation companies such as videoBIO come into play. videoBIO assists companies with content creation through their cloud-based “Do it Yourself” content generation tools and a variety of globally available services such as video capture, editing, and full production. What content creation companies are really addressing is the larger topic of “employees as content”- companies featuring their employees as the spokesperson for the brand “you are your brand”.

Join Kaltura and videoBIO on August 8th for a webinar that will show you how companies are achieving this and teach you how to simplify video content creation in the distributed enterprise. We will cover specific case studies that demonstrate how to:

 

  • Create a branded sales presentation in minutes
  • Engage your customer by generating user generated video contests, ideation and feedback surveys
  • Create video profiles and video bios for your national team without having to fly them to a studio
  • Deliver personalized professional video email messages while maintaining a company wide branded message
  • Deliver the latest information to your clients with a personalized video cover letter.
  • Encourage feedback, engagement and interaction from your customers with user generated video surveys and contests.
  • Maintain communication and interaction with your global team using video questionnaires and interview

This free and informative webinar will provide you with great tips for video screening and recruiting, branding, collaboration, communication, and much more. The date (Thursday August 8, 2013 at 2:00 PM EST) is approaching quickly so make sure you register today!

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March 4th, 2013

Brand Journalism – How to Do it Right (Video)

by Iddo Shai

This blog post was first published at Fourth Source.

newsBrand journalism is one of the hottest trends for online marketers. With the proliferation of high-quality and inexpensive cameras and easy distribution platforms, every company can now be a media company.

However, when thinking about your marketing strategy it’s important not to focus solely on heavily branded materials like product overviews and PR collateral. Sure, it’s important to have content that explains what your products are all about, but these would most likely appeal to a small group of current and prospective customers. In order to reach a wider audience you need to zoom out from your company and create content that would interest others in your space. The goal here is not more qualified opportunities and leads. Forget about that. With brand journalism, the goal is to make people aware of your brand by creating engaging content. If done correctly, you could find new audiences and strengthen the brand’s relationship with exiting customers.

 

Share knowledge

People love to learn. And people love ‘free’. Just look at the MOOCs revolution that allows anyone to get ivy-league education for nothing. You may wonder why Harvard is giving away its pricey classes for free. It’s simple. It reflects well on the brand and it establishes the university as a leader in education. It is also serves the classic mission of any university: teach, educate, inspire.

You can do the same. In any organisation there is a vast amount of knowledge that is extremely interesting to outsiders. If you share best practices, guides and useful case studies, you will soon find new readers and viewers (who might never have heard of your organisation before) to consume this content. It will most likely go viral and get picked up by other publications. It happened to us at Kaltura when our video was picked up by ReelSEO or when our HTML5 blog post got many hits via Google queries.

 

Useful tip: be specific. Use stats and link to useful sources. It will add credibility to your article.

 

Forget the Competition

If you are serious about doing good brand journalism, start thinking like a journalist. Focus on writing useful and balanced pieces that offer real insight. Don’t ignore other players in the space and be sure to give credit to them, when credit is due. You will soon find that the same players link to your content because they feel their customers could find it useful. And that’s exactly where you want to be.

Useful tip: don’t plug your product in every other sentence. Your readers are savvy and always look for “the catch” or secret motive. Don’t turn them off.

 

Use Video

The Internet is full of great content, so how can you stand out? Video is a great way. If you are going to a conference, use your phone to capture parts of the presentation. If you have access to a professional camera, that’s even better. People love video and although video is now very easy to produce many of your competitors won’t make the effort. Video will also give you new outlets – like YouTube and Dailymotion -where your content can be indexed and found.2012 player edu

Useful tip: make a habit of carrying your point-and-shoot with you. Most of them are still better than smartphones since they offer physical zoom and better sound.

 

Distribute wisely

Once you have a great piece of content, the fun can begin. You need to be proactive about finding your audience. Post it in relevant groups on LinkedIn and Facebook, tweet about it and encourage your colleagues to re-tweet. If it’s a video, upload it to video destinations, if it’s a presentation, share it on sites like Slideshare.

Useful tip: before publishing a good article on your site, send it to successful blogs and offer them the chance to publish the piece first, in return for a link to your website. Later you can publish the same article on your own site.

 

Think SEO

SEO is a major part of your distribution technique. If you do it right, Google and the market treads will do much of the distribution for you. First, make sure that your article’s title includes many popular key words (based on the Google AdWords tool). Also make sure to phrase the title similarly to how people would search for content (for example, in the form of a question). Here is a good example: Why You Should Start Learning HTML5 – A Beginners Guide.

Useful tip: use Google Webmaster Tools and have Google index your site periodically. This will make sure that new pieces (texts, images, videos) come up in search results.

 

Track Analytics

Creating and distributing great content is time consuming, so you want to make sure that you can see the results and improve your strategy. Using your site analytics you can see the top referral sites so you can know where your visitors came from. You will also be able to see top search terms that generated traffic.

Useful tip: use a url shortener (like TinyURL or goo.gl) for links you post on external sites (for example, for each LinkedIn group use a different url). This way, you will be able to track which specific posts and groups drive the most traffic.

Brand journalism is a key way to promote your message to a wider audience and position yourself as a thought-leader in your market. Today, with the use of video, brand journalism becomes even more engaging and exciting – so go ahead and try it. Feel free to share your experiences and tips in the comments below.

January 31st, 2013

How to Choose an Online Video Platform for Educational Use (Video)

by Gal Nachshon

IntropicWhether you are already using video to enrich your campus life, or planning to do so in 2013, it is important to be aware of the long-term benefits as well as the challenges of video deployment. As the spring semester begins, Kaltura compiled 10 essential practices for a solid education video strategy that will ensure efficiency and stability for any educational institute, big or small. The information here is based on this great webinar.

 

1. Ease of Use

First and foremost, when deploying a video platform on campus it must be easy to use for students, teachers, and alumni alike. Features such as uploading, viewing, or managing content, should be a rudimentary process to all users regardless of technical expertise.

 

2. Seamless Integration

There are multiple benefits for video on campus, but with that come also requirements, file types, and sizes which can often cause quite a headache even for IT personnel. Therefore it is imperative that a video platform will be compatible with already existing systems such as Hardware Based Lecture Capturing Systems or publishers like Blackboard, Sakai for a simple integration of video on campus as explained in the video on the right.

 

3. Authoring Tools

Since not all students and teachers are in the media department,  authoring capabilities such as screen capturing, video chaptering, and video presentations, trimming, and clipping videos must be supported and straight forward in any video platform. For with all of these features combined: knowledge can be easily generated, polished, and shared on campus instantly.

 

4. Anytime, Anywhere, AnyDevice

Likewise, for a truly simple experience from anywhere, at anytime, the platform must be compatible with all current devices as well as those that are surly to be developed in the near future. Hence, by applying flexible APIs, that AutoDetect and play the most compatible video rendition per the end user’s device, whether it is a mobile phone, tablet, PC, or Mac, ensuring prompt loading as well as a viewing experience without faults.

 

5. A Central Media Hub

Therefore, as campuses grow on global levels, a centralized media hub or Campus Tube is a major benefit for any education institute. For by placing all video content under one roof, which is compatible with all devises and systems, a cosmopolitan campus can truly be reached for educational, communal, and PR purposes alike. Such centralization of all content doesn’t just aid in sharing videos and finding them, but also reduces cost and time for IT support .

 

6. Security and Governance

Although there are many videos you want to become viral and accessible anywhere, there are others you might want to protect due to copyright restrictions or security. Therefore, governance restrictions per user, IP, Session, or even embed codes, make it an easy way to ensure campus videos are safe on the World Wide Web as presented in the video to the right.

 

7. Syndicate, Publish and Distribute

A click of the button (unless restriction are applied of course) must be available to make any video searchable on Campus Tube, Google, Yahoo, iTunes, YouTube, etc. Such syndication abilities are beneficial for sharing knowledge since “over 800 million unique users visit YouTube each month… watching over 4 billion hours of videos each month.” Hence, YouTube will expedite the process of spreading videos globally for “100 million people take a social action on YouTube (likes, shares, comments, etc) every week.”

 

8. Metadata and Captions

In order to find videos online they must have customizable metadata functionality behind them. Simple use of tags and categories go a long way for sorting videos in an easy manner. Likewise, rich metadata capabilities such as full transcripts and captions make the video content itself searchable by keywords and down to the second inside the player.

 

9. Analytics and Metrics

By having all content centralized and categorized, such functions as analytics and metrics are easily generated. Allowing teachers to see their student’s online participation and contribution in a specific course or for an administrator to measure an over all return on investment as explained in the video to the right.

 

10. Scalability and Stability

once applying all these 9 video platform features, it won’t be long before you’d see the growth and impact of video on your campus life. It is not surprising that Columbia Business School saw 400% traffic increase once implementing Kaltura’s online video platform. However, exactly because of this reason, it is important to predict the future in order to avoid challenges such as storage and delivery due to increasing file sizes and demand respectively. Therefore, a long-term educational video strategy and a strong platform will ensure that such challenges will be addressed and resolved ahead of time.

To learn more about efficient video deployment in your campus, check out our recent webinar: “10 Best Practices for Building an Education Video Strategy at Your Institution.”

 

December 25th, 2011

RTMP VOD and Live Streaming Using Red5 and Kaltura CE 4

by Roni Cohen

This post assumes you have Kaltura CE4 and Red5  installed and configured for webcam recording, if you don’t read this post.

In this final video post about Kaltura CE4 and Red5 integration, we will show how to enable RTMP delivery and live streaming.

 

RTMP delivery and live streaming using Red5

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December 23rd, 2011

Webcam Recording On Kaltura CE4 Using Red5

by Roni Cohen

This post assumes you have a working Kaltura CE 4.0 server. To easily install CE4 check out “How to setup Kaltura CE 4.0 VMWare image in 15 minutes“.

Welcome to the second video tutorial in our video posts series on installing and using Kaltura CE 4.0.

In this post, we show how to use a webcam to capture video using the Kaltura Contribution Wizard in CE 4 and the open source Red5 media server. As always we try to keep the knowledge and steps as general as we can so the guide will fit any Kaltura installation (VMWare, Cloud, Install, On Prem, etc.).

Note, that different Linux distributions (Debian or Fedora) behave differently and often use different commands. While the below installation steps are the same, the specific commands may vary between distros (for example, in CentOS we use yum to install packages, while in Ubuntu the command will most likely be apt-get).

This video tutorial will guide you through installation of the Red5server and its configuration in Kaltura CE 4.0 for enabling webcam recording.

Red5 Installation and Webcam Support

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December 21st, 2011

Go Global with Kaltura Multi-Lingual Captions

by Vitaly.Shter

Kaltura has extended and improved support for multi lingual captions, allowing you to upload SRT or timed-text caption files directly to the KMC, in multiple languages and formats. Using multi-lingual captions, you can extend your reach to new audiences and geographies, increasing the number of views, click-through rates and monetization.


Captions Search App


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December 18th, 2011

How To Increase Video SEO Using In-Video Chapters Driven By Cue-Points

by Roni Cohen

In the last post in Maximizing video SEO series we discussed how to take advantage of Kaltura’s platform and to make search engines understand the videos on your site.

This post will guide you how to make search engines identify your video chapters, thus recognizing more data from your video and increasing your video SEO.

 

Increase Video SEO using Chapters

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December 17th, 2011

Automate Content Ingestion Using Drop Folders – Part II (XML)

by Vitaly.Shter

In Part I of this blog post we described the various configuration options for the Drop Folder functionality and presented a video tutorial on how to utilize option 2a; using Drop Folders to automatically ingest pre-transcoded flavors into an existing entry in the KMC. In this post we elaborate on option 2b; using a Kaltura MRSS-formatted XML file to automate an ingestion process that creates or updates media entries in Kaltura, while populating entries’ metadata fields from the XML.

The XML file may include metadata information for multiple media items and reference media files related to each item (which can reside within the drop folder itself or on a remote location). Within the XML it is possible to define a complete content package including the video source file, its metadata, its custom metadata, add a set of existing already transcoded video flavors, indicate the transcoding profile, add thumbnails and much more. All that the Entry object  holds can be defined using the XML.

To use this functionality, simply place an XML file in the drop folder (which needs to be pre-configured to seek XML files as opposed to media files). An automatic ingestion process is triggered that creates or updates media entries in Kaltura while populating the metadata fields of the entries from the XML. The ingestion process also automatically uploads, imports or links the media files referenced in the XML and adds the media files to each related entry.

For the less technical savvy users, who are less familiar with XML, in a following post we will share a simpler web-form where users can enter metadata and automatically generate the XML file.

A potential use-case: a high school teacher who does not have access to the KMC wants to upload a large video file of his 1-hour lecture on The Beetles. He also wants to add a title, description, custom metadata such as “Beetles Type” and associated PDF/PPT files. He’ll be able to use the utility above to generate the XML file with the metadata and place it in the drop folder that was pre-configured for the faculty by the school administrator. Once the video has been dropped to the folder, the Drop Folders process will ingest the lecture and the metadata into Kaltura where the administrator will make this content available to students on the LMS or other Students’ portal such as Kaltura MediaSpace.

An example of such XML file and on Bulk Upload can be found here.

December 8th, 2011

Higher Education Video Boston User Group Meeting #2

by Zohar Babin

The second Boston Higher Ed Video User Group Meet Up took place at MIT just 2 days ago. With more than twice the number of participants from last meeting representing as many as 10 different states and 3 countries (!) – the group is growing in a very encouraging pace, an indicator to the great level of excitement around video in education.

Many thanks to our friends at MIT TechTV for hosting yet another great meetup.

The meetup opened with an introductions “round-table” of all people attending on site and online, followed by a short presentation about where we see Video in Education today, where it might go in the near future and how we should challenge today’s technology, methodologies and usage to be more social, more engaging and reach better personal and global results, leaving the majority of the meeting to an insightful open discussion.

Few meeting highlights -

  • What the future holds? How can we challenge the ways we use video today and what can be done better? (see the presentation below)
  • Mike Williams from University of Minnesota-Twin Cities, shared their use of Google+ hangouts along with Docs for realtime collaboration. (Google+ hangouts integration seemed to be a hot topic!)
  • Various video editing tools, their pro’s and con’s and integration to management platform for more streamlined publishing. Tools that were mentioned: QuickTime XSnapZScreenflow, Camtasia Studio and Camtasia Relay (integrated with Kaltura).
  • Video creation methodologies; What is the best length of a video to keep the audience engaged? Will adding interactive layers (chapters, annotations, temporal comments) contribute to the overall viewing experience, or will it divert attention? – Read best practices creating media from: Stanford and MIT.
  • Front end video applications, “Custom YouTube”, such as Kaltura’s MediaSpace and MIT’s TechTV.
  • FERPA (Use of Student Information) tips and practices.

The presentation is available here -

Boston education video meetup   trends in education video read more »