Using YouTube Videos to Enhance 'Traditional' Support

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


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


Video at ESET

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


Agenda
 Objectives
 Making the case
 Preparing for video production
 Production
 Publishing
 Promoting
 Metrics
 Conclusion
 Q&A


Objectives
 Goals
 Video and your career
 Personal application
 Support


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


Video doesyour career do
What and this have to
with your career?

Portfolio

Resume builder


How this applies to you

Providing instructions about
Communicating about how to do something,
technical or specialized Communicating by using
regardless of how technical
topics, such as computer technology, such as web
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.


Traditional support


Video support: Screen recording

http://youtu.
be/-
c60WxFpVQ
4

Making the case
 Why Video?


Why video?

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


Preparing for
video production
 Do’s & Don’t’s
 Planning
 Timing


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


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


Video length

There is NO magic number

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


Video production
 Live video
 Screen recording
 User generated content


Creating live video

Capture the Record the Edit the
video audio video

1 2 3


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


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


Publishing video
 YouTube Publishing
 Best Practices
 Metadata and SEO
 Closed Captions


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


YouTube publishing: Best practices

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


Optimize Metadata for SEO

 Title
 Description
 Category
 Tags
 License


Closed Captions

 Accessibility
 Search
Translation
 Workplace
 Navigation


Promoting video
 Promotion
 Cross promoting


Promoting: Social promotion

 Forums
 Twitter
 Facebook


Cross promoting: Departments

TM

Company Support Site


Cross promoting: Support channels

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

1
2

3


Community participation

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


Syndication
Store content in one place, push to many locations

www.oneload.com


Annotations


What is an Annotation in YouTube?

Can link users to
Ask the users for
other areas
comments, Call attention to
within YouTube Link to another subscriptions, other elements
(channels, video in a series interactions in the video
playlists, videos)


Metrics:
Is it a good video?
 Traffic sources
 Favorites
 Comments
 Subscriptions
 Likes/Dislikes
 Audience retention


Likes/Dislikes

 Regional differences
 Satisfaction percentage
 User curation


Audience retention


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


Conclusion


Final things to consider

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


Q&A


Thank you


Using YouTube Videos to Enhance 'Traditional' Support

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