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Using YouTube Videos to
Enhance ‘Traditional’ Support
Ben Johnson, HP                                                                                      @skippyjohnson73
Fer O’Neil, ESET                                                                                     @ferswriteshoe
                                                                                                     #STC12
May 2012                                                                                             #YTSupport

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Ben Johnson
     BA, Technical Communications
     MBA, Organizational Leadership
     HP, Rich Media Quality Lead
     •    Flash animations
     •    Videos (YouTube)
     •    Videos (Brightcove)
     •    Augmented Reality




2   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Using video in HP consumer support




Beginning: Simple video program




3   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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




4   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Video at ESET



Beginning: created dynamic Flash
‚images‛ (swf) to replace static image
Incorporated videos into support articles
/ YouTube in 2009




 5   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Agenda
                    Objectives
                    Making the case
                    Preparing for video production
                    Production
                    Publishing
                    Promoting
                    Metrics
                    Conclusion
                    Q&A


6   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Objectives
   Goals
   Video and your career
   Personal application
   Support




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Goals

        This presentation is about:

         Sharing video best practices
         Providing a guide for enhancing ‘traditional
          documentation’ with video
         Just YouTube
         Create an opportunity to start a conversation                                                                      This presentation is not:

                                                                                                                              An attempt to promote a product or service
                                                                                                                              A detailed ‘How to’ guide
                                                                                                                              A claim to know all about the topic




8   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Video doesyour career do
What and this have to
with your career?


Portfolio

Resume builder




9   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How this applies to you

                                                                                                                                                       Providing instructions about
                                                                       Communicating about                                                                      how to do
                                                                      technical or specialized                         Communicating by using
                                                                                                                                                      something, regardless of how
                                                                     topics, such as computer                           technology, such as web
                                                                                                                                                      technical the task is or even if
                    Formal (theory)                                    applications, medical                           pages, help files, or social
                                                                                                                                                       technology is used to create
                                                                   procedures, or environmental                              media sites.
                                                                            regulations.                                                                    or distribute that
                                                                                                                                                             communication.



                                                                                                                                                          Teaching customers
                                                                        Making technical information Creating videos and other
                                                                                                                                                        technical solutions with
                             Real Life                                     easier to understand     easy to digest material, that
                                                                                                                                                      easy to follow, step-by-step
                                                                             for the end user.         gets the point across.
                                                                                                                                                               instruction.




10   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Traditional support




11   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Video support: Screen recording




http://youtu.
be/-
c60WxFpVQ
4
  12   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Making the case
   Why Video?




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Why video?




     Easier to understand                                                              Build user confidence                            A video is worth...




15   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Preparing for
video production
    Do’s & Don’t’s
    Planning
    Timing




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Choosing topics for video

Don’t                                                                                                         Do
 Create a video for every topic                                                                               Consider who your user is and how they’ll use video
 Forget about users who can’t (or don’t want to)                                                               (Example: global / local and work environment)
  watch video                                                                                                  Show steps that can be demonstrated and followed
 Generalize the topics                                                                                        Show interaction of a user with a product
                                                                                                               Show users what they’ll see when they try it themselves
                                                                                                               Show steps in a series; avoid ‘if – then’ topics
                                                                                                               Consider terms your users are plugging into search
                                                                                                                engines




17   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Planning the video

Script
                                                                                                                           Video Script
 Include all the steps
 Include visuals and audio
 Be specific
 Do a dry run
 Review with Subject Matter Experts




18   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Video length


                                                           There is NO magic number




                 Users will stick with the video *if the
                      information is relevant*




19   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Video production
   Live video
   Screen recording
   User generated content




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Creating live video




                               Capture the                                                Record the                                    Edit the
                                  video                                                     audio                                        video


                                                                    1                                                         2                    3

21   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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




22   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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




23   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Publishing video
   YouTube Publishing
   Best Practices
   Metadata and SEO
   Closed Captions




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
YouTube publishing


     Pros                                                                                                                                    Cons
        Readily available                                                                                                                    Platform changes
        Free                                                                                                                                 Not secure
        Easy to use                                                                                                                    TM    Version control
        Metrics
        Interaction
        Compatible with mobile
        Bypass corporate site




25   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
YouTube publishing: Best practices

 Publishing a video to YouTube channel using
  Captivate
 Output matters
 Other considerations




26   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Optimize Metadata for SEO

      Title
      Description
      Category
      Tags
      License




27   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Closed Captions


                  Accessibility
                  Search
                 Translation
                  Workplace
                  Navigation




28   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Promoting video
   Promotion
   Cross promoting




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Promoting: Social promotion


      Forums
      Twitter
      Facebook




30   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Cross promoting: Departments




                                                                                                                                        TM




         Company Support Site




31   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Cross promoting: Support channels

                                                                                         After replying to
                            Comment /                                                                                                      Post the
                                                                                                the
                          feedback is left                                                                                               comment on
                                                                                         comment, click
                            on a video                                                                                                  other platforms
                                                                                            to ‚Share‛


                           1
                                                                                                                                          2



                                         3


32   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Community participation


        Respond to comments
        Answer questions
        Like & Favorite videos
        Encourage subscribers




33   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Syndication
     Store content in one place, push to many locations




                                   www.oneload.com


34   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Annotations




35   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is an Annotation in YouTube?


      Can link users to
                                                                                                                     Ask the users for
        other areas
                                                                                                                     comments, subsc       Call attention to
      within YouTube                                             Link to another                                     riptions, interacti   other elements
     (channels, playlis                                          video in a series                                          ons              in the video
         ts, videos)




36   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Metrics:
Is it a good video?
   Traffic sources
   Favorites
   Comments
   Subscriptions
   Likes/Dislikes
   Audience retention




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Likes/Dislikes


      Regional differences
      Satisfaction percentage
      User curation




38   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Audience retention




39   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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


40   © 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.
Final things to consider

 Don’t hide other motives
 Don’t cheat in YouTube
 Protect your credibility
 Privacy & legal




42   © 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


© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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Stc12YouTubeEnhanceTraditionalSupport

  • 1. Using YouTube Videos to Enhance ‘Traditional’ Support Ben Johnson, HP @skippyjohnson73 Fer O’Neil, ESET @ferswriteshoe #STC12 May 2012 #YTSupport © 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 2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 3. Using video in HP consumer support Beginning: Simple video program 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 4. 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 4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 5. Video at ESET Beginning: created dynamic Flash ‚images‛ (swf) to replace static image Incorporated videos into support articles / YouTube in 2009 5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 6. Agenda  Objectives  Making the case  Preparing for video production  Production  Publishing  Promoting  Metrics  Conclusion  Q&A 6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 7. Objectives  Goals  Video and your career  Personal application  Support © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 8. Goals This presentation is about:  Sharing video best practices  Providing a guide for enhancing ‘traditional documentation’ with video  Just YouTube  Create an opportunity to start a conversation This presentation is not:  An attempt to promote a product or service  A detailed ‘How to’ guide  A claim to know all about the topic 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 9. Video doesyour career do What and this have to with your career? Portfolio Resume builder 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 10. How this applies to you Providing instructions about Communicating about how to do technical or specialized Communicating by using something, regardless of how topics, such as computer technology, such as web technical the task is or even if Formal (theory) applications, medical pages, help files, or social technology is used to create procedures, or environmental media sites. regulations. or distribute that communication. Teaching customers Making technical information Creating videos and other technical solutions with Real Life easier to understand easy to digest material, that easy to follow, step-by-step for the end user. gets the point across. instruction. 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 11. Traditional support 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 12. Video support: Screen recording http://youtu. be/- c60WxFpVQ 4 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 13. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 14. Making the case  Why Video? © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 15. Why video? Easier to understand Build user confidence A video is worth... 15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 16. Preparing for video production  Do’s & Don’t’s  Planning  Timing © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 17. Choosing topics for video Don’t Do  Create a video for every topic  Consider who your user is and how they’ll use video  Forget about users who can’t (or don’t want to) (Example: global / local and work environment) watch video  Show steps that can be demonstrated and followed  Generalize the topics  Show interaction of a user with a product  Show users what they’ll see when they try it themselves  Show steps in a series; avoid ‘if – then’ topics  Consider terms your users are plugging into search engines 17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 18. Planning the video Script Video Script  Include all the steps  Include visuals and audio  Be specific  Do a dry run  Review with Subject Matter Experts 18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 19. Video length There is NO magic number Users will stick with the video *if the information is relevant* 19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 20. Video production  Live video  Screen recording  User generated content © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 21. Creating live video Capture the Record the Edit the video audio video 1 2 3 21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 22. 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 22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 23. 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 23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 24. Publishing video  YouTube Publishing  Best Practices  Metadata and SEO  Closed Captions © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 25. YouTube publishing Pros Cons  Readily available  Platform changes  Free  Not secure  Easy to use TM  Version control  Metrics  Interaction  Compatible with mobile  Bypass corporate site 25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 26. YouTube publishing: Best practices  Publishing a video to YouTube channel using Captivate  Output matters  Other considerations 26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 27. Optimize Metadata for SEO  Title  Description  Category  Tags  License 27 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 28. Closed Captions  Accessibility  Search Translation  Workplace  Navigation 28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 29. Promoting video  Promotion  Cross promoting © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 30. Promoting: Social promotion  Forums  Twitter  Facebook 30 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 31. Cross promoting: Departments TM Company Support Site 31 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 32. Cross promoting: Support channels After replying to Comment / Post the the feedback is left comment on comment, click on a video other platforms to ‚Share‛ 1 2 3 32 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 33. Community participation  Respond to comments  Answer questions  Like & Favorite videos  Encourage subscribers 33 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 34. Syndication Store content in one place, push to many locations www.oneload.com 34 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 35. Annotations 35 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 36. What is an Annotation in YouTube? Can link users to Ask the users for other areas comments, subsc Call attention to within YouTube Link to another riptions, interacti other elements (channels, playlis video in a series ons in the video ts, videos) 36 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 37. Metrics: Is it a good video?  Traffic sources  Favorites  Comments  Subscriptions  Likes/Dislikes  Audience retention © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 38. Likes/Dislikes  Regional differences  Satisfaction percentage  User curation 38 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 39. Audience retention 39 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 40. 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 40 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 41. Conclusion © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 42. Final things to consider  Don’t hide other motives  Don’t cheat in YouTube  Protect your credibility  Privacy & legal 42 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 43. Q&A © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 44. Thank you © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Notas do Editor

  1. *Source: http://www.comscore.com/Press_Events/Press_Releases/2012/2/comScore_Releases_January_2012_U.S._Online_Video_Rankings
  2. 48 million deaf and hard of hearing users – 15% of audiencehttp://blogs.adobe.com/accessibility/files/2012/03/future_video_access_sxsw2012.pdf