Contact us
|
+1 888 882-1880
M-F 8am to 8pm EST

HOW CFA INSTITUTE MORE THAN TRIPLED ENGAGEMENT

bsp-admin-1 on December 6, 2024

SOCIAL AND LIVE STREAM VIDEO BOOST MEMBERSHIP, BRAND AWARENESS

CFA Institute is the world’s premier association of investment management professionals. This non-profit, membership organization is the official administrator of the Chartered Financial Analyst® Program. In order to be awarded the CFA charter, one of the most recognized and respected financial designations, candidates must pass a series of three exams, complete a work experience requirement, and annually attest to adherence to professional conduct guidelines. It’s also one of the hardest financial designations to receive—typically, only about one-fifth of program candidates earn the CFA designation.

Historically, CFA Institute dedicated its marketing resources toward current and future members, deriving its revenue primarily from membership and exam fees. Past CFA Institute marketing communications, such as emails, direct mailings, and printed flyers, focused on providing educational content for members. However, a shift in marketing strategy led the organization to develop a broader approach to increase awareness of its overall mission: to promote the highest standards of ethics, education, and professional excellence in the investment industry for the betterment of society.

CFA Institute turned to Brightcove to help achieve these new marketing goals. Using video as a core marketing tool, the organization hoped to target not just existing CFA Institute members and candidates, but also institutional and individual investors, all in the pursuit of establishing higher standards within the investment industry.

“The idea was to build awareness of the organization’s high standards and promote how CFA Institute and its members both embody these values and help deliver improved outcomes for membership and the broader society,” says Mitchell Forst, CFA Institute global video production manager. “By calling on the investment industry as a whole to measure up to these same high standards, we can build greater trust and market integrity, which will benefit everyone.”

LOCALIZED VIDEO MARKETING CAMPAIGN BOOSTS GLOBAL AWARENESS

We’ve learned a lot about engagement. It’s definitely higher than it was five years ago, and we attribute that to the better content we’ve been able to create using Brightcove. Brightcove has all the tools we need, and it’s a great choice for any size organization, large or small.

MITCHELL FORST

CFA INSTITUTE GLOBAL VIDEO PRODUCTION MANAGER

To transform its overall marketing strategy, CFA Institute collaborated with Brightcove to deliver better, more broadly-targeted brand awareness video campaigns. And while the organization continued producing educational video content for its membership base, the organization decided to allocate a majority of its video spend toward worldwide thought leadership efforts.

CFA Institute debuted its most extensive video awareness campaign, “Let’s Measure Up,” a multi-million dollar, multi-year initiative to raise awareness among financial services audiences. Hosted on, and distributed through, Brightcove’s Video Marketing Suite, the global campaign profiled some of the organization’s charterholders who have “measured up” by going above and beyond. The campaign ran in all 73 CFA Institute markets in which charterholders reside, including Europe, Africa, the Middle East, Asia Pacific, and the Americas. Through Brightcove’s global delivery platform, campaign producers were able to track engagement and web traffic from around the world. After seeing upticks in viewership in the Asia-Pacific and Latin American regions, the CFA Institute video team coordinated with those local offices to produce location-specific campaigns, complete with subtitles and culturally relevant content.

“One of the things we really appreciate about Brightcove is its ability to let us see who’s watching, where people are dropping off, and what works better in certain markets,” says Forst.

Since the organization’s introduction of localized video marketing, there’s been a tremendous growth in interest from the Asia-Pacific and Latin American regions. One of the reasons, Forst says, is video: “Video has played a big part of the growing interest in these local communities, especially among the younger, more tech-savvy demographic. They’re more inclined to be on social media and watch videos. And this new marketing effort has benefited the organization in many ways, including record-setting exam registrations and rapidly growing levels of top of mind awareness.” Currently, CFA Institute is working to create more localized video content for each of its regional markets, using Brightcove to support distribution.

CFA INSTITUTE TRIPLES ENGAGEMENT SCORE USING BRIGHTCOVE ANALYTICS

Among Brightcove’s capabilities, its analytics functionality and analytics API have proven most significant for CFA Institute. With analytics providing Forst and his video team precise data to measure video marketing efforts, they’ve developed a far better understanding of what aspects of video drive results. For instance, they’ve learned to keep a close eye on drop-off rates to determine ideal video lengths. And they’ve been able to identify key engagement-driving factors.

“We’ve learned to target our email and video campaigns toward different audiences at specific times of the day,” says Forst. “We’ve also been able to make much more informed decisions about the types of video our audience will be receptive to, with respect to content, length, and format. That was a big learning for us.”

One example that showcases Brightcove analytics’ tremendous value is in the video, “What to Expect on Exam Day.” Part of the organization’s exam preparation series, the video explains what candidates need to bring and what they shouldn’t forget on the day of their exam. It was the first opportunity for CFA Institute to put the full extent of Brightcove analytics to work and, according to Forst, results proved just how critical the analytical data was to the video production process.

“Our first attempt at the video was disappointing. The analytics showed it was way too long, and people dropped off because it wasn’t engaging.”

But the analytics also uncovered that the video attracted increased views and engagement in the run up to exams. Considering these factors, Forst and his team went back to the drawing board and recreated a far more effective version of the same video. They reshot it with a professional actress and shortened it. They also decided to release it twice a year, close to exam days, to maximize peak watching periods. “It turned out a lot better,” Forst says. “And it’s now one of our most popular videos.”

In 2017, “What To Expect on Exam Day” drew 53,000 views and a 71 engagement score—that’s more than three times its previous score of 20. And out of 4,000+ CFA Institute video assets, it’s one of the highest ranked videos for engagement.

ANNUAL CONFERENCE DRAWS 20K LIVE STREAM AND SOCIAL MEDIA VIEWS

CFA Institute also employs live stream video and social media marketing to increase views and engagement. For large-scale events, such as internal meetings, conferences, and outreach programs, the organization delivers live stream footage to its Brightcove Gallery Live page, giving off-site participants the chance to watch from their personal computers and mobile devices. Using Brightcove Social, CFA Institute posts the live content simultaneously to its Twitter, Weibo, and LinkedIn accounts. And after any live event, footage is cut down to smaller VOD clips, which are then posted to the group’s very active social network. Among its growing number of live stream video events, the organization’s annual conference and Research Challenge rank as most popular. Last year’s Research Challenge attracted over 10,000 live views across all distribution channels, while 2017’s annual conference drew over 20,000 views from live and VOD content combined.

Thanks to Brightcove Social, Forst says video distribution has become much more efficient, which he believes has impacted audience reach: “Through the social tool, we’re able to make clips rapidly. It also allows people in the organization to self-serve and find clips themselves, which saves us a lot of time and expense. I think we’re reaching new viewers just by being able to make those clips available faster to audiences on social media.”

He continues: “We’ve learned a lot about engagement. It’s definitely higher than it was five years ago, and we attribute that to the better content we’ve been able to create using Brightcove. Brightcove has all the tools we need, and it’s a great choice for any size organization, large or small.”

HOW THE BODY COACH TOOK CONTROL OF ITS GROWING BRAND

bsp-admin-1 on December 6, 2024

After successfully launching via YouTube in 2015, fitness brand The Body Coach shifted gears in 2020 to build an audience on its own terms with a video fitness and nutrition experience powered by Brightcove technology.

OWNING AN AUDIENCE

Founded by Joe Wicks, The Body Coach is a brand that has built a culture of fitness and healthy eating for millions of people around the world. Joe Wicks has been called “the UK’s PE teacher” after his workouts skyrocketed in popularity during the onset of the COVID-19 pandemic.

Since its launch, YouTube had been The Body Coach’s sole video delivery platform for workout content, and with more than 300 million views and 2.78 million subscribers on YouTube, The Body Coach knew their audience and the value of their content. Furthermore, The Body Coach has been able to keep users engaged by providing a tailored service for each subscriber, from workout regimes that increase in difficulty to personalized meal plans.

By 2020, The Body Coach was ready to harness the power of its content and reach its audience directly, having outgrown the brand control limitations of free platforms. As part of their OTT subscription service, The Body Coach selected Brightcove to power the live and on-demand video experience.

MAKING MOVES

Having a partner like Brightcove has been great. We’ve scaled smoothly across geographies without any problems.

SAAGAR BAINS

HEAD OF PRODUCT AT THE BODY COACH

To match the user experience, The Body Coach needed a mobile app that would not only keep users coming back for the singular Body Coach workout, but would also reflect the brand’s high production standards.

The cornerstone of the app experience would be the on-demand and live video content that had made The Body Coach so popular in the first place, supported by Brightcove security technology. Hosting hundreds of on-demand videos meant having complete control of the user experience and delivering compelling video content. Users can also join live fitness sessions that are delivered securely with Brightcove’s livestreaming capabilities, where they can work out virtually with thousands of others on the app.

PROTECTING THE BRAND

Video’s profitability makes it particularly alluring to pirates, which can cost brands billions of dollars in lost revenue alone — not to mention the effects on brand image. While piracy through OTT apps is low, any subscription service can attract pirates.

The Body Coach partnered with digital product studio ustwo to bring its fitness experience to digital life. To match the piracy risk, ustwo used three Brightcove security methods. The first was HLS encryption. The Body Coach brand would be protected by end-to-end encryption that ensures the video could not be downloaded or shared to other platforms. Then, token authentication and playback authorization would work together to ensure that the right person was watching the right content, helping The Body Coach deliver a highly personalized mobile app experience.

RESULTS

With more than 24,000 reviews of the iOS app averaging 4.8 out of 5, The Body Coach launched to commercial success and critical acclaim.

“The app is amazing value for money and beats repeating the same old YouTube workouts,” wrote social media strategist Lauren Smith in Women’s Health UK.

“Our app provides a premium experience, with lots of accessible, informative, and fun fitness video content,” said Saagar Bains, Head of Product at The Body Coach. “Having a partner like Brightcove throughout has been great. We’ve scaled smoothly across geographies without any problems, and we’ve worked with Brightcove to quickly identify and integrate a captioning partner from the Brightcove Marketplace. This has allowed us to hit our accessibility goals for this year much faster.”

HOW MALMÖ PIONEERED VIDEO FOR MUNICIPAL COMMUNICATIONS

bsp-admin-1 on December 6, 2024

Located in Sweden’s southernmost province of Skåne, Malmö is Sweden’s third-largest city by population after Stockholm and Gothenburg. One of the earliest and most industrialized towns of Scandinavia, it has undergone a major sustainability transformation through architectural development, attracting new biotech and IT companies, as well as students to Malmö University College. The city acts as a commercial center for the western part of Scandinavia and also contains many historic buildings and parks.

SITUATION

The city of Malmö began including video as an integral part of its website experience in 2009, using a small Swedish video platform provider. As the city sought to gradually expand its online video content library by creating more visual, engaging content, they lost track of how many videos were in the system and which employees had access. With 20 different departments located around the city and more than 25,000 city employees, the video team quickly realized they would need a more robust online video platform (OVP) capable of managing the video content library.

SOLUTION

Brightcove Video Cloud online video platform

ROI

  • Innovative content management for Malmö’s video library.
  • Customizable playlist opportunities for easy syndication and distribution across the website.
  • Detailed analytics and reporting features.
  • Increased overall viewer engagement over the site’s text-only webpages, in one case, by as much as 1,300 percent.
  • Simplified YouTube management and content distribution with YouTube Sync feature.

BRIGHTCOVE ATTRIBUTES

Organized, Dynamic, Simple

MALMÖ’S INNOVATIVE COMMUNICATION EFFORTS

We’ve been amazed with the reports comparing text-based page views with video views. In one particular case, we used Video Cloud to measure a difference of 1,300 percent between text page views and video views

MIKAEL HELLMAN

ONLINE VIDEO MANAGER

The Brightcove Video Cloud online video platform was the clear solution for the city of Malmö’s video team, led by Online Video Manager Mikael Hellman.

“We respect Brightcove’s reputation as a leader in online video technology, and we felt comfortable trusting them with the technology side,” Hellman said. “This relationship allows us to focus on our video content and concepts.”

Not only is Malmö a leader in social, economic and ecological sustainability, it’s pioneering the use of video to engage residents, tourists and the rest of the country in its advancements and projects. The city’s unique online video strategy has earned Malmö praise from other municipal communications practitioners throughout Europe, while simultaneously providing a platform for dialogue with its citizens.

For example, a recent video on the city’s environmental work – including green roofs, rainwater ponds and bicycle trails – provides viewers with an overview on just some of the city’s efforts. Malmö residents can also find out about new sustainability initiatives or sophisticated advancements, such as specific plumbing components for separating out food waste that can be converted into biogas production for the city’s bus system.

“It’s a great way to show sustainability from a social perspective,” Hellman said. “We can tell the stories of environmental efforts around the city and also show projects where we are making sustainability-based improvements.”

In addition, the Video Cloud platform allows Malmö’s video team to review and refine its video content strategy by using the reporting and analytics features to review the effectiveness of its videos.

“We’ve been amazed with the reports comparing text-based page views with video views,” Hellman said. “In one particular case, we used Video Cloud to measure a difference of 1,300 percent between text page views and video views.”

The increased engagement statistics indicate greater visibility for Malmö’s community projects that are featured in videos. This increase in awareness allows the city of Malmö to create more conversation and community support for the city’s important sustainability efforts, Hellman said.

FUTURE OPPORTUNITIES

By more effectively reporting on its environmental projects and events, Malmö hopes to continue increasing its communication opportunities through online video.

The city’s 25,000 employees rely on a sophisticated, award-winning intranet to receive updates and important information from its 20 different departments.

According to Hellman, the video team is developing a way to incorporate more videos into the intranet through customized news feeds for each department.

“Now that we’ve worked with Video Cloud for a year, we’re beginning to realize all of the beneficial features we can incorporate to continually raise the quality of our videos and create compelling content that viewers will want to watch,” Hellman said.

Also in the planning stages, the city of Malmö hopes to use Video Cloud to upload breaking news and updates in case of city or neighborhood-based crises. By sending a video team to the site of a crisis, Malmö residents could view a continuous live stream or series of video updates reporting the latest news.

“We think there are future expansion opportunities made possible by Video Cloud,” Hellman said. “We want to continue to explore ways to use it and remain a sustainability and communication leader for our citizens.”

HOW THE CTA LIVE STREAMED MORE THAN 90 SESSIONS AT THE CES

bsp-admin-1 on December 6, 2024

The Consumer Technology Association (CTA)™ is the trade association representing the U.S. consumer technology industry. Approximately 2,200 companies enjoy the benefits of its membership, which include policy advocacy, market research, technical education, industry promotion, standards development, and the fostering of business and strategic relationships.

CTA also owns and produces owns and produces CES® — the world’s gathering place for all who thrive on the business of consumer technologies. CTA uses video content to enhance value for CES attendees, expand its reach to those unable to attend in person, and increase media coverage.

LACKLUSTER UX, DISJOINTED TECHNOLOGY POSED CHALLENGES FOR CES LIVE STREAM

CTA coordinates and manages a live stream of CES, which is ungated and free to public viewers, and typically only live streams about one-third of the conference program. CTA noticed three specific challenges stemming from its live stream efforts, affecting not only its audiences’ overall viewing experience, but also its handling of archives and asset management.

The first challenge was the end-user platform, which was not designed for livestreaming many concurrent sessions and didn’t allow for customization of visual elements to create a branded experience. Similarly, CTA’s video archives were hosted on a different platform from where they were broadcast, which was another challenge.

By having archives immediately available in the Brightcove media library, we’re able to do live clipping for social and leverage those videos for marketing and promotional purposes, as well as advance CTA’s thought leadership capabilities.

ALICIA GOODMAN

SENIOR DIGITAL CONTENT MANAGER

“Archiving turned out to be problematic,” says Alicia Goodman, Senior Digital Content Manager for CTA. Goodman and her web team struggled with how to pass large files and get them cleaned and posted within a short period of time.

As a result, some archives weren’t posted for weeks after the show. And because archived content was hosted on two separate platforms, the live streaming platform and the video hosting platform, viewers didn’t have a single clear place to watch or browse.

The third challenge, according to Goodman, was that data and analytics were minimal and didn’t offer the insights they needed. “We couldn’t distinguish between a live view and an archival view,” she says. And because CTA’s archives were stored across two platforms, it wasn’t possible to view aggregated data.

BRIGHTCOVE GALLERY HELPS DRAW OVER 250K VIEWS, 2K UNIQUE VISITORS

Goodman and her team identified the resources they needed to mitigate these challenges for future CES live streams. For the conference’s external audience, they determined that the imperatives to enhancing the user experience were a high-quality live stream, up-to-date live stream programming, access to live stream recordings, a schedule of live stream events, and search options. For its internal audience, CTA would need to give partners and presenters the ability to download live stream archives, as a record of their participation or for promotion.

Upon reviewing these needs, Goodman decided to create a separate portal within the CES website, using Brightcove Gallery, and designed a “streaming now” playlist, a video collection of each stage’s sessions, and placeholder images for each streamed event that included basic session information (title, date, and time of session) at a glance. And with Brightcove’s Video Cloud platform, Goodman and her team could now host archival footage in a single location and capture accurate video data with Brightcove’s analytics API. For internal use, Goodman also created a handful of password-protected, download-enabled Brightcove Gallery sites, allowing partners and conference speakers to download their sessions after presenting.

GALLERY-POWERED WEB PORTAL HOSTS 90+ LIVE STREAM SESSIONS

For CES 2018, CTA rolled out the newly enhanced, Brightcove-powered web portal, which hosted more than 90 live streamed sessions across seven stages, including the keynote addresses. Prior to the event, CTA promoted the live stream via social media and email, while CES partners shared links and embedded the Brightcove Player on their respective sites and channels. And with the help of the Brightcove platform, Goodman was able to move CTA’s entire video library and execute six days’ worth of live stream sessions in just two months’ time.

“We couldn’t have been more excited with the speed at which we were able to onboard our staff and transition our library,” she says. “Having the Gallery as an out-of-the-box option, where we didn’t have to involve our development team in that transition, was a huge help in terms of time. But it also meant we didn’t have to spend a lot of time on QA or troubleshoot any technical problems on our own.”

In addition, Goodman relied on Brightcove’s Live Support team to make sure keynote live streams didn’t experience any issues or outages, ensuring CES audiences top-quality live viewing.

“That really gave us peace of mind to have someone available to answer questions and troubleshoot if we did have any problems during these high-visibility events,” she says.

CES 2018 DRAWS HUNDREDS OF THOUSANDS OF VIEWS, EXPANDS AUDIENCE

Following the show, CTA’s web team was able to access accurate, aggregated viewing. In total, Goodman recorded hundreds of thousands view of live and archived video.

“We were also able to verify that people who weren’t event attendees watched the live stream,” Goodman says.

More important, CTA now has a single-location asset library where VOD clips of live stream footage can be housed and subsequently repurposed for future digital marketing campaigns.

HOW SEEK CREATED MORE HUMAN CONNECTION FOR JOB SEEKERS

bsp-admin-1 on December 6, 2024

VIDEO DOES THE JOB FOR SEEK

As the #1 employment marketplace in Australia, SEEK strengthened its brand presence by using Brightcove Gallery to create a library of easily accessible video content. This content engages millions of Australians visiting SEEK each week and speaks to the mindset of both job applicants and hirers.

200+ VIDEOS available on SEEK, always evolving to address different audience needs

6 CATEGORIES of SEEK videos focusing on candidates, employers, volunteers and more

20,000 views in just 2 days of SEEK social video “What Recruiters Really Think”

74% view rate for ‘WorkaLOLics’ playful video series

55% higher brand impact of video for SEEK, compared to other mediums

SEEK, the largest and most-established online jobs board in Australia, has a mission and purpose that is defined by two pillars: Help people live more fulfilled and productive working lives, and help organizations succeed. These two pillars help SEEK go far beyond employment listings to provide depth and substance to the millions of Australians who visit SEEK each week. From career advice and inspiration to guidance for small businesses, SEEK continually expands its content and resources as it remains the number one employment marketplace in Australia.

VIDEO BUILDS A STRONGER BRAND CONNECTION

SEEK knew that it had to become more than just a job posting site. “We were very rational and transactional,” said Pip Duncan, Head of Production at SEEK. “It was important to evolve our brand to be more than a jobs board, and create a destination for candidates and hirers to visit for tools and resources on every step of their career journey.” Early on, SEEK began this transformation with a variety of instructional how-to videos for job seekers, but soon realized these were not engaging their intended audience. The reason? Job seeking is private for most people, and they won’t watch those kinds of videos at the office, or share them with other people. So SEEK knew it had to change course, creating videos that were more accessible, more relevant, and more interesting to a broader audience. “We shifted from functional to emotional,” said Duncan. “Telling great stories in a beautiful way is one of the most important attributes of video.” These stories, an evolving collection of 200+ videos, are powered by Brightcove’®s Video Marketing Suite™ and Brightcove Gallery™.

CREATING A MORE HUMAN CONNECTION

As SEEK began exploring a more impactful way to connect with job seekers, it created a video series focused on SEEK Volunteer, their initiative that connected people with worthy organizations. These videos, tapping into human emotions and a sense of purpose, paved the way for new video approaches covering topics such as career advice, creating a SEEK Profile, buying a business, hiring insights and trends, and a multi-episode series called “Dream Jobs” which ran on National TV networks. These were all forming a connection that brought SEEK closer to both applicants and employer. For example, instead of reading an article about dealing with mental health and work during the COVID 19 crisis, viewers could tune in to watch resident SEEK psychologist Sabina Read speak right to camera, addressing this issue with care and concern. Or, instead of wondering if a mid-career change was worth it–or even possible–viewers could watch “Dream Jobs” and see actual people go through the process of switching careers, complete with the highs and lows that showed the reality of this life-changing event.

DON’T MICROWAVE THE FISH

ENGAGE KEY PROSPECTS AT EVERY STAGE OF THEIR JOURNEY

DOWNLOAD THE GUIDE

Video has also played a big role in helping SEEK position itself as approachable and fun, which sets just the right tone considering the inherent stress level of the hiring process. “We don’t take ourselves too seriously,” said Duncan. “Video allows us to bring in more humor to complement the editorial.” This can be seen in “WorkaLOLics,” a series of playful videos that spoof common workplace concerns including the rogues employee who re-heats fish in the company’s microwave. These join the site’s library of over 200+ videos which were all seamlessly consolidated with the help of Brightcove Gallery. “ Brightcove Gallery came at a fantastic time for us. We had a lot of video assets that lived in a lot of different places. Brightcove Gallery gave us a beautiful place to showcase our videos, instead of living on someone else’s platform. That was a turning point for us.” Adds Duncan, “I am constantly updating the videos on the home page of the portal using the Hero and Featured videos playlists. This allows us to be current with information on our website and makes it feel fresh and interesting.”

The Brightcove Player is templated and very easy to use from a back-end perspective. It has really good analytics. I can jump in, move things around, change them up. We’ve been really happy with it.

PIP DUNCAN

HEAD OF PRODUCTION, SEEK

This partnership with Brightcove enabled SEEK to better manage the end user experience with options to curate videos, create playlists, and boost engagement through autoplay functions, resulting in more control of the SEEK brand experience.

No matter what changes may arrive for the employment market, SEEK’s leadership in this industry will continue as it demonstrates its innate ability to tap into the emotional needs and mindset of both job seekers and hirers. Knowing that the power of video makes this human connection come alive, SEEK looks forward to further collaborating with Brightcove on its mission of fulfilling lives and fostering career success.

In particular, the Sales and Service team love Brightcove Gallery because they can now send their clients to a beautiful SEEK video portal, instead of some huge, public video site where it’s impossible to control your brand.

PIP DUNCAN
HEAD OF PRODUCTION, SEEK

HOW CHEIL WORLDWIDE LED IN MULTI PLATFORM ADVERTISING

bsp-admin-1 on December 5, 2024

Leading Korean advertising agency Cheil Worldwide shows leadership in Multi Platform Advertising as it creates a “first of its kind” live streaming.

CUSTOMER BACKGROUND

Cheil Worldwide Inc. is a global marketing and communications company headquartered in Seoul, South Korea and operates 29 networks in 25 countries. It is South Korea’s largest advertising agency and was ranked 19th in the world by Advertising Age for 2010. Cheil offers marketing communications services including advertising, public relations, sports marketing, exhibition and display production, as well as the production of large-scale performance events. Cheil also operates a Communication Sciences Institute that publishes trend reports on the South Korean advertising industry.

Internationally, Cheil has carried out communications campaigns for Samsung Electronics.

SOLUTION

Cheil is leveraging the Brightcove platform to deliver first of its kind live streaming video content to Apple devices like the iPhone and iPad, Android devices, and the Web.

I am very impressed by Brightcove’s adroit delivery of our content onto the PC, iPhone, iPad and Android platform. This technology has opened up a floodgate where innovative ideas can now be realized for our clients. It has further cemented our status as the leading advertising agency in South Korea as we continue to leverage technology to deliver the best solutions to our clients.detailed viewer analytics.

SHANE PARK

HEAD OF INTERACTIVE DIVISION OF CHEIL

As part of this, Cheil is also taking advantage of Inlet Technologies Spinnaker™7100 to encode live streams and push content to Adobe® Flash® Media Server and HTTP streaming servers of Shinsegae Information and Communications, a South Korean Content Delivery Network vendor.

KEY BENEFITS

With the success of the first of its kind live streaming, this event has opened up a new world of opportunities for Cheil Worldwide’s employees. What had started out as a tool for education and training for the internal Cheil use has seen enthusiastic take up with the organization’s clients, including Samsung Electronics, to deploy it as the core of their digital strategy globally.

BUSINESS CHALLENGE

Cheil Worldwide’s i-division hosted a conference with a panel of five distinguished social network marketing experts for internal Cheil employees to learn how a traditional ad agency can leverage social marketing in the era of multi platform advertising.

With staff of more than 70, the i-division is the digital marketing department of Cheil Worldwide and is leading the charge for Internet and social media advertising.

The i-division wanted to reach out to as many employees as possible and not be limited by a physical location as they have several office locations in South Korea. Live streaming of the event was an option that needed to be investigated. Cheil contacted James Yoon of Brightcove who worked with them to deliver the live streaming event.

BUSINESS SOLUTION

Brightcove enabled Cheil to deliver the first of its kind live streaming for this event, making content accessible across Apple and Android mobile devices and on the Web.

Brightcove’s support engineers provided real-time support throughout the event to ensure that the live streaming went smoothly. As a result, the live event was a major success, with different Cheil departments asking for more meetings to understand how to leverage Brightcove for their client’s digital and mobile campaign.

FUTURE GROWTH WITH BRIGHTCOVE

Thanks to the success of the first live event, Cheil Worldwide has decided to leverage Brightcove for the global Samsung account, which is the agency’s key account. This underscores the organization’s confidence in Brightcove’s solution and support.

Cheil has also leveraged Brightcove to showcase a mobile e-learning platform at a recent Human Resource forum for the Samsung Group companies, further evidence of the effectiveness of the Brightcove platform.

HOW FACINGDISABILITY.COM USED VIDEO TO CONNECT PEOPLE

bsp-admin-1 on December 5, 2024

POWERFUL IMAGES, VITAL MESSAGES

Like thousands of organizations, FacingDisability.com counts on the power, flexibility and reliability of the Brightcove Player to have more than 3,500 videos ready to go. Here’s a snapshot of the sheer volume of content that the Brightcove Player handles:

AVERAGE DAY:

23 million views, streaming 465 years worth of video through web player

2.2 million views, streaming 180 years through Android SDK

2 million views, streaming 188 years through iOS SDK

Delivers 84 million ads

Display players on 21,170 unique domains

In at least 55 unique apps

EVERY MINUTE:

4.7 weeks of live video through web

4.47 days of live video through Android SDK

2.71 days of live video through iOS SDK

For patients and families who are impacted by a spinal cord injury, FacingDisability.com is the destination where questions are answered, support is offered and strength is discovered as real people tell their stories with honesty and insight. With a video library of more than 3,500 videos, FacingDisability.com covers every aspect of spinal cord injury with focused interviews featuring doctors, psychologists, therapists, rehabilitation experts and above all, people with spinal cord injuries and their families.

“YOU ARE NOT ALONE”

This is the resounding message of FacingDisability.com, whether it’s you or a family member who’s experienced a spinal cord injury. The suddenness of this injury, combined with the relatively rare amount of cases, leaves families in the difficult position of being unprepared and isolated. This is exactly what happened to Thea Flaum and her family when their daughter Vicki was disabled at age 19. Flaum channeled that fear and frustration into the creation of FacingDisability.com, with a mission to offer a human connection that says in the most simple and powerful way that “we’ve been there and we’ve done that.” And nothing delivers that raw, truthful message like video.

THE UNMATCHED POWER OF VIDEO

The sound of a voice. The look of a smile. The pause between words where nothing is heard–but everything is said. These are the moments that only video can deliver, and FacingDisability.com makes this experience up close and personal. It’s just the person and the camera, answering intensely personal questions: What was the hardest part of the first days in the hospital? What’s become easier over time? How do you handle anger? How do you see your future? The answers—unvarnished, unrehearsed and without tears or words of inspiration—give spinal cord injury patients and their families the most accurate view of life they could ever expect. And those videos, in turn, provide them with a valuable connection to this new, overwhelming world which has been thrust upon them.

CREATING A CONNECTION

People judge something they see on a computer or phone screen in the same way they judge something they see on TV. So from the very beginning we insisted on broadcast quality video. That’s what we get with Brightcove.”

THEA FLAUM

FOUNDER, FACINGDISABILITY.COM

For patients and their families dealing with the isolation and fear associated with a spinal cord injury, these videos create a one-on-one experience that truly deepens their understanding. These experiences reflect the guiding principle of FacingDisability.com: Nobody knows what you’re going through like someone who is living with it. And finding that “someone” is a key element of FacingDisability.com. Its extensive video library lets people search specifically for parents, spouses, siblings, friends, etc, who have dealt with spinal cord injuries. “What you’re getting are honest, human responses,” says Flaum. “Video gives you the power of the image, the power of the close-up. As a result, you get to see real people talking about their experiences in a revealing, straightforward way.”

A NEW VIDEO SERIES FacingDisability.com released a new 10-part video series called, “Voices of Experience – Living With Spinal Cord Injury.” Created for national distribution to in-hospital TV networks, healthcare institutions and online audiences, it’s just the next step in the partnership with FacingDisability. com and Brightcove® as new avenues are explored in the future of video. In the words of Thea Flaum, “whatever happens next, Brightcove is going to be part of making it happen.”

HOW CTCA DELIVERS VIDEO TO CANCER PATIENTS NATIONWIDE

bsp-admin-1 on December 5, 2024

A cancer diagnosis can provoke difficult questions: “Why me?” “What about my family?” “What do I do now?”

The mission of Cancer Treatment Centers of America® (CTCA), now City of Hope®, is to help answer this last question by providing personalized, patient-centered cancer care. CTCA is focused on treating and caring for cancer patients, with comprehensive cancer treatment centers and outpatient care centers located in the greater Atlanta, Chicago, and Phoenix areas.

USING DIGITAL VIDEO FOR CANCER EDUCATION

An important part of CTCA’s mission is education. “The goal is to empower and inspire viewers so they don’t feel alone after receiving a cancer diagnosis,” explained Michael E. Harkins, Head of Production at CTCA. “And we’ve found web pages with videos can outperform pages without videos by up to three times.”

But using video meant the playback and viewing experience had to be seamless. “The viewer is already experiencing a tremendous amount of friction in their life,” said Harkins. “My goal is to help remove some of that friction by providing the best-in-class video experience in healthcare and specifically in oncology.”

DEALING WITH DISTRIBUTION

Brightcove really is the engine that powers our online video distribution strategy. It’s a great partnership.

MICHAEL HARKINS

HEAD OF PRODUCTION AT CTCA

CTCA faced several challenges in realizing their video goals. Internally, the publishing process was not streamlined. Videos had to be published across several sites and social channels, but fractured and redundant distribution workflows consumed time and bandwidth.

“Distribution is important because it doesn’t matter how great the content is if it doesn’t get out there,” explained Harkins. “We have 44 cancer sections on our site, and sometimes we want the same video in every section, because each visitor has a different cancer journey.”

CTCA also needed a way to organize its extensive advertising media library, which Harkins calls “one of our most valuable IP resources.”

MANAGING MISINFORMATION

Another challenge came from using YouTube as a distribution channel.

As a healthcare provider, CTCA has to ensure the information they share is up to date and medically accurate. However, the videos YouTube was recommending alongside their videos would sometimes contain misinformation or lack medical credibility.

“We can’t have information popping up that isn’t vetted by us,” remarked Harkins. “Not only is it problematic from a healthcare information standpoint, it creates a poor user experience and reflects poorly on us as a healthcare provider.”

TAKING THE FRICTION OUT OF DIGITAL VIDEO

In order to streamline distribution and improve the user experience, CTCA needed a centralized video solution. They needed a single platform where they could publish videos across multiple destinations, monitor performance and engagement, define the user experience, and have an easily accessible advertising media library.

Integrating Brightcove into CTCA’s workflow made multi-channel distribution seamless. Publishing the videos to the correct destinations required a network of connectivities, including CMS plugins and social media integration—not to mention the need for video transcription and closed captioning for ADA compliance.

“It saves us at least 15 hours of work per week,” Harkins estimates. “Brightcove not only powers the videos on our website and other web properties, it’s also how we distribute videos on our YouTube channel.” And while YouTube is a key part of their video distribution strategy, it doesn’t have everything CTCA needs to host videos on their site.

Through Brightcove, CTCA was able to craft the user experience they wanted for their viewers. They created custom video players with branded colors and styling, custom playback, controls, as well as end screens. “This level of customization and control simply isn’t possible through YouTube,” said Harkins.

Analytics were also key to improving the user experience. Through native integrations, CTCA could enable event tracking to see Brightcove player data in Google Analytics 360. Within the Brightcove platform, CTCA could also see how videos were performing individually and as a whole.

This helped the team create tailored experiences for users on different cancer journeys. “We have multiple versions of the same video because we have multiple cancer sections. Each experience is tailored to the folks that are looking for information about a specific type of cancer or treatment option,” explains Harkins.

CTCA now delivers best-in-class topical information that drives viewers back to their site, while still emulating the familiar YouTube experience. For Harkins, accommodating viewer preferences was key: “We wanted to emulate the way our viewers are used to engaging with video.”

VALUABLE ASSETS BECOMES ACCESSIBLE TO ALL

Meanwhile, the advertising media library came to life in partnership with Brightcove Global Services.

Creative agencies had previously housed most of CTCA’s advertising assets. While CTCA stored some assets locally, advertising assets were not easily accessible outside of their internal video team. “We needed a way to easily house, catalog, search, view, and share all our advertising creative, while still tracking distribution and video metadata,” said Harkins.

To achieve his vision, Brightcove Global Services created a team to build the ad portal. Consisting of a project manager, a technical lead, a UX designer, a business analyst, a QA engineer, and developers, this team would meet with Harkins weekly to share updates and feedback. Instead of taking months to complete, the custom development took mere weeks.

Thanks to Brightcove’s advanced tagging functions, Harkins’ team is able to tag and sort all their advertising assets and are confident they will be stored in the right place. “A lot of agencies have these kinds of ad portals where they manage their client’s assets. But I would be willing to put ours up there against any of them,” said Harkins.

“Brightcove really is the engine that powers our online video distribution strategy,” concluded Harkins. “It’s a great partnership, and we continue to look for new ways to improve our online video experience for cancer patients.”

HOW BARROW NEUROLOGICAL INSTITUTE DREW OVER 40,000 VIEWS

bsp-admin-1 on December 4, 2024

PREMIER NEUROLOGICAL INSTITUTE USES VIDEO TO ATTRACT PATIENTS, RESEARCHERS, RESIDENTS

Barrow Neurological Institute is one of the world’s premier destinations for neurosurgery and neurology. Located in Phoenix, Arizona, the institute combines state-of-the-art treatment with exceptional educational opportunity, establishing itself as a first-class facility for patients, scientists, researchers, and clinicians. Its core philosophy is simple: Accept challenges. Reject norms. Push boundaries.

One thing that distinguishes Barrow from all other teaching hospitals in the U.S. is its claim to the country’s largest neurosurgery residency program. Its seven-year program has produced some of the brightest and most innovative neurosurgeons in the world, including directors of many distinguished academic neurosurgical departments. This philosophy of excellence ultimately translates to unparalleled care for all patients requiring neurological and neurosurgical expertise.

To extend awareness and help grow the institute’s already well-established brand, Barrow turned to video as a way to draw patients, researchers, and residents to its facility. In 2013, Barrow partnered with Brightcove to elevate its video marketing initiatives and create more impactful digital messaging for those three core audiences.

Since putting the Brightcove platform to work, Barrow now distributes video efficiently across its website and social media channels. It’s also incorporated live stream neurosurgeries into its video marketing repertoire. Barrow recently live streamed an acoustic neuroma surgery to over 40,000 viewers, which then helped increase traffic to its website and improve overall SEO ranking. And with the added benefit of Brightcove’s analytics providing valuable insight into viewing behavior, Barrow’s digital team can now implement best video practices, optimize video content, and command viewership across target audiences.

STORY-DRIVEN VIDEO WINS AUDIENCES

If you’re dealing with website marketing, the thing you’re looking for to make your life a bit easier is a bulletproof content management system. Brightcove was the bulletproof CMS for our video content.

ANDREW WACHTEL

DIGITAL MARKETING AND STRATEGY ANALYST

Before partnering with Brightcove, Barrow’s digital team focused on distributing high quality, low quantity assets via video billboards, TV ads, and YouTube. But Andrew Wachtel, Barrow’s Digital Marketing and Strategy Analyst, realized these efforts were too few and far between to generate the level of brand awareness the institute was looking to achieve. From a branding standpoint, YouTube was particularly problematic. With YouTube, Barrow lacked total control over the user experience, and it bombarded viewers with unrelated or irrelevant content, which often prevented audiences from migrating to the Barrow website.

Wachtel refocused Barrow’s efforts on creating a branded video site to gain complete control of the user experience. Zeroing in on video storytelling as a way to promote the Barrow name, he pushed for shorter, high-quality, narrative-driven video content that would attract top medical students to Barrow’s residency programs and help spread the word about the hospital’s life saving treatments.

The first project under this new direction was Barrow’s “50 Years, 50 Faces,” a 50th anniversary tribute to the hospital. Wachtel’s digital team produced 50 individual story-driven video vignettes, each highlighting a Barrow staff member, and they released one per week throughout the year. With this new strategy, the team saw how much more audiences engaged with the shortened, story-focused content.

“Our emphasis became more of doing something quickly, timely, and relevant, as opposed to spending a lot of time and money on only two or three videos a year,” says Wachtel.

BARROW CHOOSES BRIGHTCOVE TO EXECUTE REFINED VIDEO STRATEGY AND DRAW TARGET AUDIENCES

After implementing Barrow’s new video strategy, Wachtel realized he needed a powerful video solution capable of managing and distributing Barrow’s increasing collection of branded video content while providing technology necessary for live stream distribution. As it turned out, Brightcove was just the platform.

With Brightcove’s flexible video ecosystem and partner integrations, Wachtel and his team were able to easily merge Barrow’s content management system with the video platform, thereby creating an all-in-one solution for managing and distributing assets across the Barrow website.

“If you’re dealing with website marketing, the thing you’re looking for to make your life a bit easier is a bulletproof content management system,” says Wachtel. “Brightcove was the bulletproof CMS for our video content.”

ROI ANALYTICS ARE KEY TO IMPROVING BARROW'S VIDEO MARKETING INITIATIVES AND PROVIDING ROI

Wachtel also says Brightcove’s analytics have proven critical in establishing best use practices for video content, especially in regards to social media.

“Looking over the data, we know video on Facebook and all the other social platforms really helps,” he says. “Video, over other forms of content, tends to perform much better on those platforms.”

Video analytics have also become a vital asset in determining effective use of video within the Barrow site itself. Using Brightcove analytics to review video performance data Wachtel was able to see just how precisely video content could be modified in order to provide the most marketing impact for the organization. Specifically, he saw that longer videos failed to perform as well as the shorter ones, which led the digital team to recraft the lengthier pieces into shorter ones for the website.

“Instead of one video, we now have three different pieces of content we can release over time and maximize the value of our video efforts,” Wachtel says.

He continues: “I use the analytics to really make my case for video marketing. I can prove it with data, and that’s really as good as it gets for me.”

USERS LIVE STREAM SURGERY DRAWS IN OVER 40K USERS

In an effort to propel the Barrow brand even further, the hospital arranged to live stream a surgical removal of an acoustic neuroma. To promote the event, Barrow published an article on its website introducing readers to Dr. Randall Portell and Dr. Mark Syms, the two neurosurgeons on the case. When the same article was posted to the Facebook page of the Acoustic Neuroma Association, word spread.

The day before the live stream, over 27,000 Facebook and Twitter users clicked on promotional ads, which, in turn, brought a tremendous increase in traffic to the Barrow website. About a month preceding the surgery, over 40,000 users logged on to watch the live stream footage. Moreover, the aggregate national average search ranking for the term “acoustic neuroma” jumped 12 spots over the course of the promotional period.

Similarly, Barrow live streamed the surgical treatment of a patient suffering from Parkinson’s-related tremors. The treatment, known as deep brain stimulation, is part of the hospital’s DBS program, which promotes awareness of the surgery in order to make it more accessible to people in need. Program coordinators provided the patient’s wife with ample education and guidance preceding the surgery, so much that she felt comfortable enough watching the live stream in real time. And the patient, himself, noted how honored he was to help educate others considering DBS surgery.