Many companies still are experimenting with different ways to use Web video in order to squeeze more efficiency out of their on-going operations. New, creative applications of the technology are emerging every day, helping organizations to achieve high returns on investment from their spending on the technology. In this report, Interactive Media Strategies showcases adoption patterns of Web video at two large global companies - Bausch & Lomb and Intel Corporation - to highlight how companies on the front lines of Web video are implementing the technology to enhance outbound marketing and improve internal communications.
Enhancing Productivity
With Web Video:
How Online Multimedia
Improves Communications and
Fosters Business Efficiency
By: Steve Vonder Haar Research Director Interactive Media Strategies April, 2009
I. Leveraging Video to Streamline Your Business Video is changing right before our eyes. No longer can it be thought of simply as the couch potato's venue of choice for movies and television programming. Indeed, as technology advances make it possible to digitize and share video online, executives are finding an array of ways to put multimedia to work in their day-to-day business activities. In this emerging world of corporate multimedia, think of Web video as a new type of data that can be integrated into a range of applications capable of enhancing an organization's productivity. Presentations by executives can be distributed in real-time to hundreds - or even thousands - of employees and customers across the globe. Training sessions can be captured, stored and made accessible on an on-demand basis, giving workers the means to engage in on-the-job learning when and where they want. And even companies that cannot afford expensive primetime television commercials can employ the Web to deliver powerful, engaging video marketing messages directly to their target prospects. Many companies still are experimenting with different ways to use Web video in order to squeeze more efficiency out of their on-going operations. New, creative applications of the technology are emerging every day, helping organizations achieve high returns on investment from their spending on the technology. Perhaps the only constant is that the longer executives are exposed to online multimedia and its capabilities, the more likely they are to view the technology as a platform for improving their organization's productivity. In a survey of 1,212 corporate executives fielded by Interactive Media Strategies in the second quarter of 2008, executives were asked to "agree or disagree" with a statement describing expanded use of Web communications technology as a development that helps a company become more efficient and productive.
Exhibit 1: Perceptions of Web Communications' Productivity, Segmented by Tenure of Online Multimedia Deployment
More than Five Years 55%
Tenure of Three to Five Years 32% Online Multimedia Deployment One to Two Years 31%
Less than One Year 26%
0% 10% 20% 30% 40% 50% 60%Source: IMS Enterprise % of Companies with Stated Tenure of Online Multimedia Web Communications Deployment "Strongly Agreeing" that Web Survey; Communications Helps an Organization Improve Second Quarter 2008 Productivity and Operate More Efficiently
"Enhancing Productivity with Web Video" Interactive Media Strategies, 2009 Page 2 Clearly, long-term familiarity with Web video fosters positive perceptions of its productivity potential. Fifty-five percent of executives at organizations that have deployed online multimedia for more than five years say they "strongly agree" with the notion that Web communications enhances productivity and creates efficiencies that boost the return on investment recognized from the deployment of Web video. At companies deploying the technology for less than a year, only 26% say they "strongly agree" that Web communications can promote greater efficiency. (Exhibit 1) These results highlight a trend that is growing increasingly clear as adoption of online multimedia expands in the corporate sector. Web video is not a novelty technology that will fade in the years after its first implementation. Indeed, the opposite is true. As executives become more aware of the capabilities of Web video, they find new ways to leverage the technology to help them succeed in communicating in a richer - yet more cost-effective - way than was possible before. In this report, Interactive Media Strategies will showcase adoption patterns of Web video by two pioneers in the implementation of the technology - Bausch & Lomb and Intel Corp. - to highlight how companies on the front lines of Web video deployment are implementing the technology to ... [download for more]
