The way users consume information is becoming increasingly visual. Technical communicators can address this need and increase user satisfaction by creating video tutorials. Ben and Fer present some best practices for choosing topics, creating, sharing, promoting, and measuring the success of video tutorials in YouTube. See http://wp.me/p1EUMN-aC for full topic description.

1. Using YouTube Videos to
Enhance ‘Traditional’ Support
Ben Johnson, HP @skippyjohnson73
Fer O’Neil, ESET @ferswriteshoe
VideosInTechComm
December 2012 lnkd.in/KVaDCK
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2. 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.

3. 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
3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

4. Agenda
Why video
Preparing
Producing
Publishing
 Promoting
 Metrics
 Conclusion
 Q&A
4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

5. Why video?
Easier to understand Build user confidence A video is worth...
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6. 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
6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

7. Preparing for
video production
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

8. Choosing topics for video
Don’t create a video: Do create a video:
 For every topic  Based on topics with high web
 For topics that change volume
frequently  Based on audience analysis
 With a talking head  Containing steps that can be
 With diverging paths demonstrated
 Mixing marketing with support  Showing realistic interaction of a
 For issues with many different user with a product
solutions  Addressing a single topic
8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

9. Planning the video
Video Script
Script
Include all the steps
Include visuals and audio
Be specific
Review with Subject Matter
Experts
Let the visuals do some of
the talking for you
Include pronunciation guide
9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

10. Video length
There is NO magic number
Users will stick with the video *if the
information is relevant*
10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

11. Video production
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

12. Creating live video
Capture the Record the Edit the
video audio video
1 2 3
12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

13. 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
13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

14. 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
14 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

15. Publishing video
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

16. Optimize Metadata for SEO
 Title
 Description
 Category
 Tags
 License
16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

17. Closed Captions
 Accessibility
 Search
Translation
 Workplace
 Navigation
17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

18. Annotations
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19. Promoting video
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

20. Promoting: Social
 Forums
 Twitter
 Facebook
20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

21. Cross promoting: Departments
TM
Company Support Site
21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

22. Cross promoting: Support channels
Share the video
or use for Direct users to Post to other
support from relevant content channels
other channels
1
2
3
22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

23. Community participation
 Respond to comments
 Answer questions
 Like & Favorite videos
 Encourage subscribers
23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

24. Metrics:
Is it a good video?
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

25. Likes/Dislikes
Satisfaction percentage
 User curation
25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

26. Audience retention
26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

27. Conclusion
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

28. 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
28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

29. Using video in HP consumer support
Beginning: Simple video program
29 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

30. Video at ESET
Beginning: created dynamic Flash
‚images‛ (swf) to replace static image
Incorporated videos into support articles
/ YouTube in 2009
30 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

31. Q&A
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

32. Thank you
ben.johnson@hp.com
@skippyjohnson73
fer.oneil@eset.com
@ferswriteshoe
LinkedIn: Videos in TechComm
http://lnkd.in/KVaDCK
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.