5 Ways A Video Platform Can Give Your Video Conferencing Tools A Boost for Employee Training and Communications

While conferencing tools are often how video is introduced into organizations, live two-way communications really only scratches the surface of all that businesses can do with video.

Creating real ROI with video is about making intelligent use of each of the tools available to you to complement one another and create higher quality, more useable, more affordable video in more places in your organization.

Organizations are already discovering the potential value of a comprehensive business video strategy, using a combination of video conferencing tools and an enterprise video platform for:

  • Sales lead generation (where 39.3% of companies leverage video)
  • Employee training and education (38.1%)
  • Management communications (34.9%)
  • Online video slide presentations (31.1%)
  • Along with the familiar web marketing (80.8%) and social media (69.2%) uses

Every organization will find unique ways to drive additional business value through the addition of a video platform. To get you started, let’s take a deeper look into some of today’s most common strategies for making the most of video as part of your employee training and corporate communications programs.

1 | Always-accessible employee training videos

In survey after survey, top executives cite employee development and retention as their biggest challenge. After all, a company’s productivity depends on the ability of new recruits to quickly ramp up, and on the ability of all employees to have anytime access to job-specific training.

L-D Whitepaper Promo - Panopto Video Learning PlatformWith a video platform, organizations can onboard and train employees using a format that’s both compelling and cost-effective.

“How-to videos are among the most compelling and effective uses of video today,” reports Forrester Research. “We have heard from organizations using video to make training more palatable and more engaging by preventing employees from having to wade through hundreds of pages of documentation.”

Gartner Research and others concur, offering a variety of specific use cases for video in corporate Learning & Development organizations, including:

  • Vision and mission onboarding pieces
  • Sales force role play
  • Documentation of broken processes
  • New software development and use tips
  • Safety location tours
  • General campus tours
  • Safety practice demonstrations
  • Equipment demonstrations and more

It’s likely that your Learning and Development team already offers training programs via live webinar. Converting such sessions from live webinars into on-demand videos can free your training team from the burden of repeating instructional presentations to instead focus on new and higher-priority opportunities.

On top of that, a video platform can enable your L&D team to embed quizzes in training videos, as well as monitor video analytics to track employee completion rates and engagement.

2 | One-way internal communications with a personal feel

Employees are 75 percent more likely to watch a video than to read documents, email or web articles, according Forrester Research.

Video conferencing has become a logical solution to break through the noise in our day-to-day communications, but live events see attendance suffer from timing difficulties, technical issues with the conferencing tools, and maximum attendee caps.
Video Learning Statistic - Panopto Video Platform
A video platform offers an easy alternative to enable executives and senior managers to record video messages that employees can view on demand, or webcast a live feed from a video conference in high definition to thousands of viewers across the globe.

“No message from the top can be delivered quite as powerfully or directly as one where you are staring at the CEO across his or her desk,” writes As Forrester analyst Philipp Karcher.

“Forrester hears from organizations that credit video with raising their scores in employee-rated metrics like CEO transparency and trust in leadership. Some leaders even opt for an unpolished off-the-cuff presentation style (rather than recording in a studio) because it adds credibility to their message.”

3 | Simple peer-to-peer knowledge sharing videos using familiar technology

It’s a universal challenge: how to scale your experts — without getting more experts.

As technologies, tools, processes, and everything else about our workday become more complex, organizations are finding their subject matter experts are becoming increasingly tied up with requests for demonstrations and explanations.

There’s a simple solution to that dilemma, however — video.

Interview Tips - Sample Social Learning Video - PanoptoOf course, many organizations have already discovered the first step in that solution — and now task their experts to answer questions and demonstrate processes from behind the webcam on their corporate web conferencing systems. This is the right strategy — but the execution stops short. By not recording these sessions and making them shareable, businesses are simply shifting the same workload to a new medium.

With a video platform, however, your experts can record and share tips, tricks, insights, ideas, and more — often using nothing more than their laptop or smartphone. A video platform can even capture such knowledge shared via video conference, meaning your experts don’t need to learn a new technology — they can share what they know using the tools that they know.

With video-based social knowledge sharing, developers can show how new code works, program managers can detail how a new process works, and field teams can record and share first-hand customer patterns with the home office.

Organizations around the world are already discovering the potential of video to help expand the reach of their experts. NYSE Euronext first turned to video when management came to realize their technology experts were becoming overwhelmed with requests for one-off demonstrations of the company’s complex financial services software products, both from clients and internal personnel.

With a video platform in place, “Experts who were bombarded with requests for demos are now over the moon with the ability to do it just once,” NYSE Technologies comments. Moreover, the team says, video has actually a more effective means to share information, as it allows people to “learn at their own pace and focus only on the content relevant to them.”

4 | How-to videos that run circles around the old FAQs

In recent years, the use of educational and how-to videos has exploded online. Yet many customer support sites still rely on text-heavy FAQs and documentation to convey answers to their customers’ common questions and problems.

Gartner Research identifies how-to videos as valuable tools for simplifying complex explanations and saving costs for both internal and external communication.

Sample How To Video - Panopto Video PlatformOn-demand explainer videos can greatly enhance the online support and customer service experience, visually presenting solutions to common issues while reducing the number and cost of inbound calls.

With a video platform, support and service organizations have an easily accessible, easy-to-use tool to capture HD screencasts, video demonstrations, whiteboarding sessions and more. These videos can then be hosted on the company’s support website and easily searched using keywords, enabling your community to quickly and easily get the answers they need.

Organizations can even use video as a means of reactive support training. As common support issues are identified, their solutions can be recorded for on-demand viewing.

The result: online customer service experiences that exceed expectations, increasing brand appreciation and word-of-mouth marketing.

5 | A secret weapon that helps sales prospecting messages get noticed

In recent years, traditional sales prospecting approaches like cold calling and automated bulk email have become less effective as potential customers have gotten better at filtering sales and marketing messages.

Today it takes more than twice as many cold calls to reach a prospect than it did in 2007. And although email generally has a higher return than cold calling, email open rates have generally shown a downward trend since 2008.

Sample Sales Training Video - Panopto Video PlatformMany reps already use web conferencing for live interactions once a lead has entered the funnel, but that’s just one small part of the value they can get from video. In today’s difficult prospecting environment, video can be an effective sales enablement tool at every point in the sale – helping reps stand out, deliver a compelling message, and get better engagement from prospects. Specifically:

  • Video increases email response rates. Forrester has reported a 2-3x increase in click-through when video was used in email.
  • Video messages are personalized and more personable. When more and more pre-sales outreach is automated and done in bulk, video gives reps the opportunity to combine a message that’s tailored to an individual with the human element that comes with seeing the rep on camera.
  • Video provides insights into prospect engagement. Video platforms often include analytics, so when you add video into sales emails, you get additional insights into how many times a video was viewed, how long the video was viewed, and how many people watched the video.

Introducing video into a sales prospecting strategy is easy:

  1. Encourage your reps to record video of themselves sharing a short slide presentation or an on-screen demonstration specific to a customer’s interests.
  2. Once the video is created, your organization’s video library will convert it for playback on any laptop, tablet, or smartphone. Within minutes, it will be ready to share in email or through social networks like LinkedIn.
  3. Tracking the video’s performance with your video platform to monitor whether the video was viewed, how many times it was viewed, how long it was viewed, and whether additional people viewed the video.
  4. Encourage reps to scale their efforts by customizing the same video to send to additional prospects, personalizing parts of the video for specific contacts without re-recording the entire video.

Sales prospecting video doesn’t have to be beautifully produced. All that’s required is a webcam and a few minutes of time in order to really set your organization apart.

Find Out More
ICON - CTA - 8 Ways A Video Platform Can Help Your Video Conferencing Tools Do MoreIn our latest white paper, 8 Ways A Video Platform Can Help Your Video Conferencing Tools Do More, we’ll explore more about how organizations can leverage a video platform to make the most of their investments in video — and spotlight 8 valuable ways that businesses can use video conferencing and video platform tools together to drive real bottom line returns.

Download your free copy now!

Published: November 12, 2014