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Every problem is not a nail - ken circeo
1. EVERY PROBLEM
IS NOT A NAIL
Choosing the Right Media for Your Content
KEN CIRCEO — Sr. Content Publisher, Microsoft
2. Ken Circeo is a Sr. Content
Publisher at Microsoft, specializing
in new media for communications
software.
As an 11-year Microsoft veteran, Ken has helped to
usher in the era of new media for the software
giant, first evangelizing the merits of audio and
video content, and then creating processes that
have come to be adopted throughout the company. Prior to joining Microsoft,
Ken was a technical writer at WordPerfect, Novell, and NetDocuments. He has
also written more than 200 articles for various publications, including
InfoWorld, PC Mech, and News 3X/400.
3. MEDIA TYPES – THEN
Physical book
Easy to produce
Understandable process
Highest COG in the box
4. MEDIA TYPES – NOW
Physical book
Video file
Podcast
Audio file
Slide show
Text file
Help article
KB article
Blog article
5. WHY VIDEO?
Technology has caught up with the demand
Demand for video continues to grow in the social community
Can often say more in less time
Appeals to multiple learning types
Visual – seeing
Aural – hearing
Kinesthetic – doing
Discoverability
Moves CustSat scores
The viral factor
6. PROS AND CONS
PROS
Cost has plummeted, esp. in the new video stratum
Video as a medium is not just accepted, it’s EXPECTED
Technology is following the demand for more and better video content
Messages get delivered more effectively
CONS
Demand for speed means quality suffers, bar gets lowered
Difficult to detect trusted information; message can get diluted
7. 3 KEY QUESTIONS
What problem am I trying to solve?
Who is my audience?
What is my budget?
8. WHAT PROBLEM AM I TRYING TO SOLVE?
People don’t know about my product.
How can evangelize
it?
This issue generates too many support calls. do I reduce
How
them?
Customers are asking about the new version. do I show
How
them?
This important feature isn’t easily discoverable. can I expose it?
How
How…?
This feature is easier to show than to explain.
CAN YOU
It’s costing too much to put live trainers on site.
How…? STATE IT IN
Customers are missing our Help content. How…? A ―HOW‖
How…? QUESTION?
Our content is not meeting accessibility requirements.
3rd party videos are muddying our message.
How…?
9. WHO IS MY AUDIENCE?
Consumers Home-based
Internal employees and Office-based
partners
Younger demographic
Business decision makers
Older demographic
Engineers
Academic
Sales and marketing
International
Creative thinkers
Domestic DOES THIS
Program managers
Legacy users VIDEO FIT
Product visionaries THEIR
New users
Writers and editors WORKFLOW?
10. WHAT IS MY BUDGET?
Video might be more affordable than ever, but it’s still not as cheap
as:
Tweet
Blog post
Facebook post
LinkedIn post
Help article ARE YOU
KB article FORCING
Slide show THE VIDEO
Budget directors love low numbers, but only if they WHERE IT
solve problems DOESN’T
BELONG?
11. RULES OF THUMB
VIDEO IS (typically) IDEAL FOR BUT NOT (typically) IDEAL FOR
Quick tips, pointers Reference/definitions
UI tours Coding demos
Business scenarios Lengthy procedures
Architectural content Immediate content
Conceptual processes Content that has to be printed
Upgrade paths Engineering audiences
BDMs Older demographics
Visual learners
Aural learners
Younger demographics
12. EXAMPLES
Lync 2010 Mobile Clients (1:35) – live action
http://youtu.be/FY0acvmsVAY
Make a Call using Lync 2010 (6:31) – screen animation
http://youtu.be/GKv8gGb30oI
Join a Lync Meeting with iPad (0:33) – screen animation
http://youtu.be/G_d302HfhSw