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The way users consume information is becoming increasingly visual. Technical communicators can address this need and increase user satisfaction by creating video tutorials. Ben and Fer present some best practices for choosing topics, creating, sharing, promoting, and measuring the success of video tutorials in YouTube. See http://wp.me/p1EUMN-aC for full topic description.
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Using YouTube Videos to Enhance ‘Traditional’ SupportBen Johnson, HPFer O’Neil, ESET
December 2012
@skippyjohnson73
@ferswriteshoe
VideosInTechComm
lnkd.in/KVaDCK
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
Ben Johnson
BA, Technical Communications
MBA, Organizational Leadership
HP, Rich Media Quality Lead
• Flash animations• Videos (YouTube)• Videos (Brightcove)• Augmented Reality
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
Fer O’Neil
BA, English
MA, English & Technical Communications (2013)
ESET, Knowledgebase Technical Writer II
• Develop content for online help for security software
• Work with Product Marketing, Technical Support, Public Relations and international partners
• Implemented social media initiative for department
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
Agenda
Why videoPreparingProducingPublishing Promoting Metrics Conclusion Q&A
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
Why video?
Easier to understand Build user confidence A video is worth...
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
YouTube publishing
Pros Readily available Free Easy to use Metrics Interaction Compatible with mobile Bypass corporate site
TM
Cons Platform changes Not secure Version control
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Preparing forvideo production
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
Choosing topics for video
Don’t create a video:For every topicFor topics that change frequently
With a talking headWith diverging pathsMixing marketing with support
For issues with many different solutions
Do create a video:Based on topics with high web volume
Based on audience analysis
Containing steps that can be demonstrated
Showing realistic interaction of a user with a product
Addressing a single topic
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
Planning the video
ScriptInclude all the stepsInclude visuals and audioBe specificReview with Subject Matter ExpertsLet the visuals do some of the talking for youInclude pronunciation guide
Video Script
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
Video length
There is NO magic number
Users will stick with the video *if the information is relevant*
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Video production
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12
Creating live video
Capture the video
1
Record the audio
2
Edit the video
3
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13
Creating screen recording video
Screen recording Captivate Size of output Zoom in and out
How-to Setting default object styles Capturing the on-screen process Importing audio
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14
Don’t create: User Generated Content (UGC)Using UGC Search for relevant videos Review content for accuracy and
appropriateness Create playlists that pull in content Share
Advantages Users trust other users Reduced Cost
Disadvantages Lack of control Ad Sense
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Publishing video
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16
Optimize Metadata for SEO
Title Description Category Tags License
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17
Closed Captions
Accessibility
Search
Translation
Workplace
Navigation
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18
Annotations
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Promoting video
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20
Promoting: Social
Forums Twitter Facebook
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21
Cross promoting: Departments
TM
Company Support Site
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22
Cross promoting: Support channels
Share the video or use for support from other channels
Direct users to relevant
content
Post to other channels
1 2
3
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23
Community participation
Respond to comments Answer questions Like & Favorite videos Encourage subscribers
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Metrics:Is it a good video?
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25
Likes/Dislikes
Satisfaction percentage
User curation
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26
Audience retention
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Conclusion
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28
Video Pay Off
“THANK YOU!!!! You are awesome. Print all these
comments and ask HP for a BIG raise, because the
standard documentation is crap. You, on the other hand
rock.”You Tube User Comment
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.29
Using video in HP consumer support
Beginning: Simple video program
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.30
Video at ESET
Beginning: created dynamic Flash “images” (swf) to replace static imageIncorporated videos into support articles / YouTube in 2009
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Q&A
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you
[email protected]@skippyjohnson73
[email protected]@ferswriteshoe
LinkedIn: Videos in TechCommhttp://lnkd.in/KVaDCK
