First Things First: Proper Asset Management in New Media Projects

1. FIRST THINGS FIRST
Proper Asset Management in New Media Projects
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. WHY MORE VIDEO?
 Web 2.0 enabled people to interact in a social media context
 Increased bandwidth accommodates video better than ever
 Speedier processors can handle higher bit rates
 Video-friendly screens are now mandated
 Desktop
 Tablet
 Phone
 Generational communication demands more video
 Social media content demands more video

4. WHO DOES VIDEO?
 THEN
 Media houses
 Independent film makers
 NOW
 Writers, editors, and other content publishers
 Project managers
 Engineers
 Execs
 Sales and marketing people
 Anyone who can scrape together $250 for a copy of Camtasia

5. PROS AND CONS OF THIS BRAVE NEW
WORLD
 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

6. MY FAVORITE QUESTION
 How much does it cost to make a video?
 ANSWER:It depends…
Are you making Seinfeld or Comedians in Cars Getting
Coffee?
$7.5M per episode $35K per episode

7. WHAT DRIVES UP COSTS
$80,000
Custom
animation
Special effects
Studio time
Live
action
$
Pro Talent
Photography
Post-production
$100

8. NARROW YOUR WORLD
 My world
Script Talent Crew Post
Podcast $
Screencast $ $
Screen $ $ $
animation
Live action $ $ $ $
 Examples
 Send an IM – screencast, no VO
 Join a Lync Meeting – screen animation w/VO
 Lync for mobile clients – live action

9. PRODUCTION TIME
 Podcast  Screen animation
 1 day = 1 video hour  1 day = 1 video minute
 Minimal post  Heavy post
 Screencast  Live action
 1 day = 15 video minutes  1 day = 1 video minute
 Minimal post  Heavy post
 Crew effort
All times increase exponentially with runtime and
complexity

10. BUDGET REALITY
 What’s your real ROI?
 Money – tough to quantify
 CustSat – easy to quantify
 Awareness – new channels provide greater reach
 Are there localization considerations?
 Text layering
 Asset organization
 Schedule constraints
 Hand-off coordination
 Tool equivalencies
 Can you do any/all of the work in-house?

11. MAKE IT WORK
 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

12. DISCUSSIO
N
QUESTIONS?