FIRST THINGS FIRSTProper Asset Management in New Media Projects

KEN CIRCEO — Sr. Content Publisher, Microsoft

Ken Circeo is a Sr. Content Publisher at Microsoft, specializing in new media for communications software. As an 11-year Microsoft veteran, Ken has

helped to usher in the era of new media for

the software giant, first evangelizing the

merits of audio and video content, and then

creating processes thathave come to be adopted throughout the company. Prior to joining

Microsoft, Ken was a technical writer at WordPerfect, Novell, and

NetDocuments. He has also written more than 200 articles for

various publications, including InfoWorld, PC Mech, and News

3X/400.

WHY MORE VIDEO?

Web 2.0 enabled people to interact in a social media context

Increased bandwidth accommodates video better than ever

Speedier processors can handle higher bit rates

Video-friendly screens are now mandated Desktop

Tablet

Phone

Generational communication demands more video

Social media content demands more video

WHO DOES VIDEO?

THEN Media houses

Independent film makers

NOW Writers, editors, and other content publishers

Project managers

Engineers

Execs

Sales and marketing people

Anyone who can scrape together $250 for a copy of Camtasia

PROS AND CONS OF THIS BRAVE NEW WORLD

PROS Cost has plummeted, esp. in the new video stratum

Video as a medium is not just accepted, it’s EXPECTED

Technology is following the demand for more and better video content

Messages get delivered more effectively

CONS Demand for speed means quality suffers, bar gets lowered

Difficult to detect trusted information; message can get diluted

MY FAVORITE QUESTION

How much does it cost to make a video?

ANSWER:

$7.5M per episode$35K per episode

It depends…

Are you making Seinfeld or Comedians in Cars Getting Coffee?

WHAT DRIVES UP COSTS

Special effects

$

$80,000

$100

Photography

Custom animation

Studio time

Live action

Pro Talent

Post-production

NARROW YOUR WORLD

My world

Examples Send an IM – screencast, no VO

Join a Lync Meeting – screen animation w/VO

Lync for mobile clients – live action

Script Talent Crew Post

Podcast $

Screencast $ $

Screen animation

$ $ $

Live action $ $ $ $

PRODUCTION TIME

Podcast 1 day = 1 video hour

Minimal post

Screencast 1 day = 15 video

minutes

Minimal post

All times increase exponentially with runtime and complexity

Screen animation 1 day = 1 video minute

Heavy post

Live action 1 day = 1 video minute

Heavy post

Crew effort

BUDGET REALITY

What’s your real ROI? Money – tough to quantify

CustSat – easy to quantify

Awareness – new channels provide greater reach

Are there localization considerations? Text layering

Asset organization

Schedule constraints

Hand-off coordination

Tool equivalencies

Can you do any/all of the work in-house?

MAKE IT WORK

Technology has caught up with the demand

Demand for video continues to grow in the social community

Can often say more in less time

Appeals to multiple learning types Visual – seeing

Aural – hearing

Kinesthetic – doing

Discoverability

Moves CustSat scores

The viral factor

QUESTIONS?

DISCUSSION