1. The vSphere Web Client Video Project: A Case Study in
Coordinated Content Strategy Wendy ShafferConfidential@wshaffer74
#Lavacon @LavaCon 2010 VMware Inc. All rights reserved
2. About the Speaker Staff Technical Writer at VMware
Coordinated initial phase of video project Video
catalyst@wshaffer74 #Lavacon @LavaCon
3. What is the vSphere Web Client and why do we need videos
about it?@wshaffer74 #Lavacon @LavaCon
4. vSphere VMware vSphere offers the worlds leading
virtualization platform for building cloud infrastructures. 350,000
customers worldwide, including 100% of the Fortune 500@wshaffer74
#Lavacon @LavaCon
5. 89% of all virtualized applications in the world run on
VMware. Gartner, December 2008@wshaffer74 #Lavacon @LavaCon
6. The old vSphere Client@wshaffer74 #Lavacon @LavaCon
7. The new vSphere Web Client@wshaffer74 #Lavacon @LavaCon
8. Comparing the Clients vSphere Client Windows-only installed
application Tree-based navigation Familiar to users through many
years of vSphere releasesvSphere Web Client Cross-platform Web
application Graph-based navigation Numerous interface changes and
improvements for users to get accustomed to@wshaffer74 #Lavacon
@LavaCon
9. Management at VMware identified video as a key part of the
strategy for helping users make the transition to the new
client.@wshaffer74 #Lavacon @LavaCon
10. Why Video? Video is visual. Video is ideal for short
attention spans or consuming information in small chunks. Video
still has novelty value for some customers.@wshaffer74 #Lavacon
@LavaCon
11. Who makes these videos?@wshaffer74 #Lavacon @LavaCon
12. Who should make these videos? A number of groups at VMware
make user-facing video: Support Technical Marketing Technical
Communications@wshaffer74 #Lavacon @LavaCon
13. Management asked the Technical Communications team to
create video to: Help users get accustomed to the new interface.
Teach users how to perform their most critical tasks in the new
interface. Highlight new features only available in the new
interface @wshaffer74 #Lavacon @LavaCon
14. Video Content It Takes a Village@wshaffer74 #Lavacon
@LavaCon
15. A Global Village@wshaffer74 #Lavacon @LavaCon
16. How do we decide what to make videos about?@wshaffer74
#Lavacon @LavaCon
17. Generating Ideas Gathered ideas from developers, product
managers, quality engineers, and user experience experts. Tech
writers observed customers during onsite betas. Tech writers
participated in internal social media discussions of the new
interface.@wshaffer74 #Lavacon @LavaCon
18. Narrowed down to a list of 26 videos to be scripted and
produced by Tech Comms. Some additional topics were handed off to
Technical Marketing or Support to handle in the videos they
produce.@wshaffer74 #Lavacon @LavaCon
19. How do we develop the script and the storyboard?@wshaffer74
#Lavacon @LavaCon
20. Storyboarding Encourages visual thinking. The storyboard
provides a way to specify the relationship between voiceover and
visuals in the video. Writers produce storyboards in PowerPoint,
using a combination of text, screenshots, and animation.@wshaffer74
#Lavacon @LavaCon
21. V/O: Click an object to display information about that
object in the center pane.@wshaffer74 #Lavacon
@LavaConScreencapture: Show clicking an individual host and
displaying the summary screen.
22. Pitch MeetingWriters present storyboards to other writers,
as well as representatives from tech marketing, support, user
experience @wshaffer74 #Lavacon @LavaCon
23. The Pitch Meeting Allows refinement of script before
shooting Allows the development of a common voice and set of
stylistic conventions. Allows writers to leverage each others
strengths.@wshaffer74 #Lavacon @LavaCon
24. Review Ensure technical accuracy of the script. Proofread
on-screen text to ensure correct grammar and spelling.@wshaffer74
#Lavacon @LavaCon
25. How do we do filming and production?@wshaffer74 #Lavacon
@LavaCon
26. The Talking Head Puts a human face on the product. Using
actual VMware employees instead of actors or voiceover artists
increases credibility. Increases viewer engagement.@wshaffer74
#Lavacon @LavaCon
27. Examples of Talking Heads@wshaffer74 #Lavacon @LavaCon
28. Filming and Video Production Talking Head is filmed reading
script from teleprompter. Writer captures video of the product UI
using Camtasia. Writers work with videographer to create still
graphics and animations.@wshaffer74 #Lavacon @LavaCon
29. The Studio@wshaffer74 #Lavacon @LavaCon
30. The Studio@wshaffer74 #Lavacon @LavaCon
31. Review Round 2 All stakeholders review the finished video
and suggest changes or edits. Final video must be approved by PM,
writer, and writers manager before release.@wshaffer74 #Lavacon
@LavaCon
32. How do we get these videos out where customers can see
them?@wshaffer74 #Lavacon @LavaCon
33. Video Distribution Link from client home screen to videos
on vmware.com TechPubs Youtube Channel Social media At VMworld
trade show@wshaffer74 #Lavacon @LavaCon
34. Videos on vmware.com@wshaffer74 #Lavacon @LavaCon
35. Videos on vmware.com@wshaffer74 #Lavacon @LavaCon
36. Video on vmware.com Hosted by Brightcove Contains vSphere
Web Client videos only More than 50,000 views in the first 7 weeks.
Videos can be updated while maintaining a stable URL for the video
player@wshaffer74 #Lavacon @LavaCon
37. Vmware TechPubs on Youtube
http://www.youtube.com/user/VMwareTechPub Has all tech pubs video
content Youtube makes it easy to link and share individual videos
Cant update an individual video without changing the
URL.@wshaffer74 #Lavacon @LavaCon
38. Vmware TechPubs on Youtube 5,534 subscribers as of 10/18
173,726 total video views@wshaffer74 #Lavacon @LavaCon
39. Social Media VMware Support Insider Blog:
http://blogs.vmware.com/kb/ VMware vSphere twitter account VMware
Google+ community@wshaffer74 #Lavacon @LavaCon
40. VMworld 21,000 attendees at VMworld 2012 4 videos were
selected to run in a loop in the demo booth during times when no
live demo was scheduled.@wshaffer74 #Lavacon @LavaCon
41. Carrying the video project forward Continue to produce
videos between major product releases. Carry on another coordinated
effort to create video for the vSphere 5.5 release. 15 videos
published for this release; 12 more to follow in next 2
months.@wshaffer74 #Lavacon @LavaCon
42. Lessons Learned Management support is critical. Not waiting
for management buy in before you lay the groundwork is also
critical. Think visually. Small, focused projects can be great for
building collaborative relationships. Video can be a great way to
demonstrate what we do. @wshaffer74 #Lavacon @LavaCon
43. It was excellent working from start to finish with our
script writers, director and producer on the videos. The key was
having content that is relevant to our users presented in short,
punchy videos. Peter Shepherd, Senior Staff Engineer,
VMware@wshaffer74 #Lavacon @LavaCon