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YouTube influences video content management in the enterprise

Enterprises looking to deploy a video content management system should take a page out of YouTube’s book.

While video content management allows organizations to store videos, create content and interact with content, employees expect a video management system to have the easy accessibility of YouTube.

In a recent Polycom webinar on video content management, Aragon Research Lead Analyst David Mario Smith discussed what he called the “YouTube effect” in the enterprise.

He said YouTube is “starting to creep into the enterprise” as employees are searching the site for tutorials and how-to videos. Enterprises can take advantage of this trend with a video content management system that makes it easy to store and access content and lets employees engage and create content.

But organizations shouldn’t just use video for video’s sake, they need to put video where it matters to achieve specific business goals, Smith said.

Beyond mimicking YouTube’s easy accessibility, enterprises should look to video content management features like the ability to broadcast and record a livestream and extend to mobile devices. Enterprises also should determine the level of interactivity they want employees to have — whether it’s the ability to comment on a video or provide them access to experts featured in a video.

Analytics is another important feature of video content management. With analytics, enterprises can understand how well a video is performing, how their employees are interacting with video content and how video is impacting business goals.

In the webinar, Cara Daly, senior products manager at Polycom, outlined four use cases that could benefit from video content management.

  • Corporate communications: Create a better connected organization
    • Provide employees easier access to the organization’s brand
    • Publish and syndicate videos easily — from polished campaign videos to employee-generated content
    • Push and prioritize mission-critical content or highlight featured content
  • Training departments: Develop talent without disrupting day-to-day workflows or being constrained by a budget
    • Capture instructor presentations, slides and Q&A sessions
    • Expand access to training course inventory
    • Asynchronous training improves work/life balance
  • Lines of Business: Foster innovation and reduce time-to-market through the collection and management of knowledge
    • Share best practices and document complex tasks
    • Boost post-meeting productivity
    • Overcome scheduling and time-zone changes
  • C-level executives: Need to engage employees with the commitment to drive toward the organization’s strategic vision
    • Extend the reach of leadership to everyone, everywhere
    • Adapt quickly to changing market positions
    • Enhance corporate culture

“It’s really about knowledge sharing and enabling that valuable asset of knowledge to be moved quickly and easily through the organization for a more connected and informed culture,” Daly said.