Every year, my emerging technologies marketing team works with a variety of undergrad and graduate MBA programs around the world on projects related to enterprise video.
We asked them to think about how organizations can use video internally and externally. Their conclusions were profound and represent a unique perspective from a group that has grown up with digital video and mobile technologies.
All four recognized the newness of enterprise video for communications, collaboration and content. They astutely observed that while the benefits of video content at work—for organizational communications, meetings, training, safety, or events—is well understood, the main obstacle is changing behavior.
- First, change starts at the top. Executives must set the example. Whether that means limiting travel, or video blogging, or recording a meeting, executives drive team behavior. Highlight the impact of video to teams.
- Second, create and drive change management programs for video. Companies like P&G do this whenever they roll out new tools to employees. Their model is world class; we could all lift a lesson from their experiences.
- Third, consider leveraging the know-how and comfort of video from new entrants into the workforce. Just like adoption of voice mail or email, it’s those who are most flexible in their work methods who can pave the way for others who have less comfort in new technologies.
Analytics was another area they pinpointed as key in video adoption. Once video becomes pervasive—just like the web did in the 90’s—finding what you are looking for, or discovering something useful becomes a big challenge (as does storage and management of video). Video analytics automatically tags video so that means you can find the video or content—speaker or topic—you want inside a particular video.
The four students recognized that what’s easy and natural for them is not necessarily commonplace for organizations. Their observations are valid for all of us to consider as we tap the power of video at work… and in the rest of our lives.
These talented four young women will be going places. I wish all four the best in their future endeavors and look forward to watching their careers in marketing and beyond.