Streaming Media - October 2008 - (Page 30)

case study Meeting the Enterprise Video Distribution Challenge messages are effective. For example, if reports indicate that everyone watched a piece of content except you or that you watched only half of it, management can send you a reminder to view the content in its entirety. Videos are delivered directly to Cushman & Wakefield employees in their Outlook inboxes. Reconnecting the Branches So far, Cushman & Wakefield’s employees have responded favorably to the video messages. They like seeing the CEOs and other management face to face and express disbelief when told that the production and delivery is accomplished by just one person. But it’s true; it takes just one “communications dude,” as Jensen calls himself, to produce and target content with Ignite’s solution. Employees are also clamoring to get in on the action. More and more departments are requesting to utilize Ignite to send out their own content. Cushman & Wakefield currently has one camera stationed in New York, two in Dallas, and a Go Pack camera that the company can send wherever it’s needed around the globe. Offices in Asia Pacific and Europe, the Middle East, and Africa occasionally send Jensen content to target as well. In the Dallas office, Jensen himself has pioneered the use of Ignite on a local scale for feel-good morale boosting. In this office, where Jensen is based, the solution has been used to distribute video of activities in which the branch has been involved. For example, branch members took a camera with them when they went to the VFW airport to meet the troops coming home from Iraq. Then, they put together a video synopsis of the event and targeted it to the Dallas office “to give everybody a feel good,” Jensen says. And again, the reach was tremendous. “We have 105 employees in this branch. We reached 103 of them with the video. And of those, 96 of the people watched the video.” Videos can also be accessed through an iTunes-like interface. another major challenge for a company like ours. That’s the IT challenge.” The Future In Ignite’s newest release, the company is offering a customizable interface by building a complete API layer on the software, and Cushman & Wakefield will be one of the first clients. Also in the works are plans to roll out the solution to the firm’s customers and vendors. To this end, Cushman & Wakefield is working with Ignite to come up with a way to best reach some of the firm’s client base with the solution. The hurdle is that clients would have to download a piece of software. The firm is thinking of working on a soft delivery, having a small group of clients download software that won’t remain on their machines. Jensen is pleased with what Ignite’s solution has done for Cushman & Wakefield communications. He targets videos a few times a month and encourages branches to use it to their advantage, but he knows that its conservative use will keep it effective. Just like email, he says, “if you overuse a system in ways that people are not going to be able to respond to, then you’re going to lessen the impact. But if you do it smartly and with well-produced messaging, the numbers are going to be much higher than any other form of delivering the message to employees.” Elizabeth Welsh (www.lizwelsh.com) is a freelance writer based in Madison, Wis. Comments? Email us at letters@streamingmedia.com, or check the masthead for other ways to contact us. Supply and Demand The company’s intranet was another area in need of an Ignite-like solution. Prior to using Ignite, Cushman & Wakefield had wanted to put on-demand content on its intranet. Jensen says, “We thought it would be great to put video on our intranet. Well it’s not, because if too many people go to it, it bogs down the system.” The Ignite solution allows the firm to have an on-demand channel, which is channeled through Ignite's service lines, that employees can go to. But Cushman & Wakefield’s primary use of CWTV is for senior management messages delivered globally—or at least, that’s the plan. Currently, it has total reach in the U.S. and Canada and significant reach in Asia Pacific. In January, the firm will be expanding to all of EMEA (Europe, Middle East, and Asia). “By that time we’ll be able to do a lot more global messaging. That will also allow us one compatible system in all our computers around the globe, which is 30 STREAMING MEDIA October/November 2008 http://www.lizwelsh.com

Table of Contents Feed for the Digital Edition of Streaming Media - October 2008

Streaming Media - October 2008 Table of Contents Standard Time Technology and Business Trends by the Numbers Encoding for Screencams Meeting the Enterprise Video Distribution Challenge Pulling Back the Curtain on Level 3 The 2008 Streaming Media Readers’ Choice Award Winners The Ultimate Guide to Creating Online Video Content That Works, Part 1 Brave New Platforms Video From the Democratic National Convention—Both Official and Unofficial—Made Clear That It’s No Longer Politics as Usual Creative Suite Turns 4 The Future of Internet Radio Decoding the Truth About Hi-Def Video Production Educating the Next Generation of Online Media Makers ViewCast Niagara GoStream SURF The Past and Future of Online Video: I’m Not Dead Yet!

Streaming Media - October 2008

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