3. Video is easier than people think. by Larson Ziditty
1.        Use video - it works. "Authoring video in house works for us," Mark says, "Our current generation IT decision makers understand the video language and often don't have the patience to wade through a white paper or technical presentation. Currently IBM uses outside production services as well as internal teams to create their videos. Leaser and his department are using video for sales training, communication where they want to propose a particular course of action, and to provide training of their technical solution architects and solution specialists. Modern video technology and solutions are easy to learn and very affordable. In many ways similar to cut and paste word processing, DIY video production has become the baseline for business communications and marketing. Mark has settled on h.264 and DVKitchen for compression and distribution over the company's intranet as well as over the Internet. For capturing audio, Mark uses professional Sony lavaliere microphones and Audio Technica shotgun microphones. It is no longer some mystical technology. Combining the best practices from successful eCommerce and eTailing sites, these landing pages use even more video to further educate and market products and services. Most of the videos are captured using standard HD prosumer camcorders (recording onto 16 gigabyte SD cards) with flat lighting from a single large lightbox. Internally, Mr. Remember - for business, simple works best. The impact is phenomenal. Following the lead of the direct marketing industry which claims a 4x improvement in response in video versus text, Mark says that short videos with links is the most effective way for establishing powerful outward bound communications and building brand equity. Your audience expects video and you need to give it to them. Leaser has developed an effective standardized format to deliver these external messages. To speed up the Poster Printing production process, and to ensure a consistent look and feel, Mr. The stratified and inefficient business architecture of the "Mad Men" TV show is long gone. To give them more control and present a microsoft word business card template more professional look, they use outside video hosting companies and video platforms that can be customized. "For some video, we have been using the Vzaar video platform because of the power and features of their video player, as well as its overall simplicity, ease of use and the cost effectiveness," explained Mark. "No more long, cumbersome marketing documents - no more boring presentations. However, for their external marketing videos, they were not satisfied with embedding YouTube in their public facing pages because there was too much clutter and not enough brand control. Mark says, "Simple works. "In many ways our video production process is just like producing a document using Microsoft word," comments Mark. "Our explosive growth demonstrates the power of video and its attractiveness to business. 2.        Learn how to do it yourself. The customer case studies and/or reference videos are usually produced by an external company but increasingly, a larger percentage of the videos are being produced internally. Many of the videos are shot at tradeshows and events where IBM's various technical and product experts are in attendance. According to Mark, "Rather than hiring an outsider who charges $10K to $15K to produce a video, we can do it ourselves, single camera, for a small fraction of the price, and it is just as effective. Similarly, a new business communication paradigm is occurring now with video. Word processing is being supplanted by video. Long documents and boring powerpoint presentations are being replaced by video. To improve the efficiency of the video editing and production process, the video is captured in a native Quicktime format and then inputted into Mac computers running Final Cut Studio. "I am a very busy guy with worldwide management and communication responsibilities - I don't have time to fiddle with video compression settings and options. Some case study videos are shot multi-camera but 90% of all productions are single camera. It is all about communicating ideas and information, not fancy effects or 3D explosions."vzaar is designed for serious business video hosting unlike other free services like Youtube, Metacafe and Vimeo," says Stephen McCluskey, CEO of vzaar. Video is how companies and business should communicate," says Mark Leaser, Worldwide Offerings Manager, IBM Software Services for Lotus.
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