I work with many large Fortune 500 companies--major enterprise brands that are comprised of multiple divisions and subdivisions. And all of these groups have video. From a training and day-to-day maintenance perspective, at the beginning of our journey many of my customers feel overwhelmed by the prospect of managing all of the content through one Video Cloud account, yet with numerous ingestion points.
After working together for months--even years--and video becomes more and more integral to their strategy, I tell my enterprise customers to essentially forget about Video Cloud from a branded perspective so that they can have global insight into all of their video assets from a single Video Cloud account. To do this, we create a long-range custom user interface solution that allows enterprises to have only one entry point from which to ingest all video that then rolls up to a master Video Cloud account. (See the "Run" section below--but we'll get to that later.) Ultimately, this interface becomes the service layer upon which all of the ingestion is happening, yet divisional video professionals are only faced with managing and accounting for the content that specifically affects their group. This makes managing video content much, much easier.
Taxonomy is key
This strategy is most impactful when a comprehensive taxonomy is in place. API communication between the custom solution and our Video Cloud solution can propagate the correct video technology based upon meta data. Rather than having to know where specific pieces of content should live--when dispersed within a huge pool of content--video content managers can simply adhere to the taxonomy; it's as simple as checking a box!
Data integrity matters
Through a custom interface and data input as well a throughput, users can see the content that is coming in and the pace of it. Ultimately, Video Cloud users and the corporation on a macro level have much broader insight how video is performing across the organization--yet content is still siloed to prevent confusion or miscommunication at the implementation level.
Crawl, walk, run
I like to think of enterprise ingestion strategy in "crawl, walk, run" terms. Typically, a large company with numerous video assets will onboard to Brightcove with dozens of separate Video Cloud accounts, because the thought of integrating them all is just too unimaginable. In this instance, the company does not need a customized service layer--and there's nothing wrong with that; it's achievable but not necessarily the most efficient way to manage video content. A year or two after a Video Cloud implementation, an organization's video strategy begins to mature. At that point, the company starts thinking about ingestion in one account and then media sharing to different accounts. This ensures that content managers understand the entire scope of content that their organization is producing and distributing. As the company grows with its video strategy in another few years' time, they want to run!
What does running entail?
At this point, one account manages all content but is flexible enough to manage all individual business needs. This is incredibly helpful for companies trying to optimize their content. Through a single account dashboard, an enterprise can compare and contrast content cross-divisionally. With this approach, non-technical staff--for instance, social media managers--can easily capture and utilize the content that's being used across an organization. Often, because corporations are so segmented, valuable content is not being leveraged to its fullest extent. The "run" approach mitigates the issue.
We're not just out-of-the-box
The major theme I'm trying to convey is that Video Cloud is not focused on a one-size-fits-all approach to video hosting and ingestion. As a cloud content services provider, we thrive on customization. Perhaps you need Video Cloud to integrate with your content management system, or your own proprietary technology. In most instances, we can make that happen. Bottom line? It shouldn't matter who is managing your video content and through what interface; we work to ensure that the process is automated, protected and delivered to scale. A treasure trove of video assets is a great thing, and it shouldn't be seen as a challenge for an organization to overcome. We like to help organizations to adopt this mindset.
How does your organization manage ingestion and delivery? Let me know in the comments.