Sae Case Study - Hybrid Event Research
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Post on 28-Oct-2014
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DESCRIPTIONUsing the YouTube ModelOf the 41 conferences SAE (Society of Automotive Engineers) will produce this year, 26 will have a virtual component. Half of those will take place in Asia or Europe. Here's how.
<p>+ Hybrid Meetings Case Study: eBay</p> <p>SAE: Using the YouTube ModelSAE International, an association for mobility engineers, has never been averse to technology. The century-old nonprofit organization counts among its former officers such innovators as Henry Ford and Charles Kettering and has long been a strong force for standards development and the free exchange of ideas within the aerospace, automotive and commercial/heavy duty vehicle communities. So five years ago when SAE sought ways to expand the reach of its face-to-face events, it began providing a virtual component for remote attendees. The association began capturing video from small conferences and a few larger conferences and management programs, according to Darlene Waychoff, program manager of Engineering Events Development and Management at SAE. At first, the association posted video of its management panels free of charge to anyone. In the beginning, the number of customers accessing these videos wasnt very high due to the newness, Waychoff explains. However, as more videos were added, viewers increased. Though a small number of real time streamed videos from hybrid conferences continue to be offered free of charge, most of the captured video from these events is now available after the conference, on-demand for a fee. The average price for a 20-minute presentation is about US$19. Of 41 conferences SAE will produce this year, 26 will have a virtual component. Half of those will take place in Asia or Europe, according to Waychoff.</p> <p>conferences and offering those recordings on-demand after the events had ended. In addition research suggested SAEs average customers preferred an offering of face-to-face events with on-demand videos. As its audience matures, the organization seeks to appeal to Generation X and Y, a group that is even more drawn to video, Waychoff says.</p> <p>Digital is Deliberately DifferentiatedSAE began videotaping the keynote/panel at its 2009 World Congress. The length was an hour and a half. The SAE team discovered that viewers preferred much shorter videostechnical presentations no longer than 20 minutes. From the beginning Waychoff and the SAE team strategically chose certain portions of the live event to make available digitally. They did not live stream the entire event because they didnt see the video as a replacement for it. The organization wanted to exclude certain components such as Q&A and networking to differentiate the remote access from the face-to-face experience.</p> <p>Charging for On-DemandSAE has always been a resource for technical papers, standards and books of interest to mobility engineers. However, captured video from the organizations hybrid events has now added a new source of content to its database while meeting customer expectations for multi-media content. The organization has developed a strategy for marketing the videos that features 30-second previews posted on YouTube. The previews are designed to catch attention and point viewers to the SAE website where the full-length videos are available for purchase. We positioned ourselves well with responding to our customers in offering technical content in a variety of ways including video, Waychoff says.</p> <p>STRATEGY: Reaching a Global AudienceIn the face of tighter travel budgets and lower face-to-face attendance at events, SAE sought to reach a more global audience and extend the visibility of the events by live-streaming portions of certain conferences, recording video from those</p> <p>Hybrid Meetings Case Study: SAE | Page 1</p> <p>The SAE team learned that people werent willing to pay for the video of management panel presentations. However, customers were willing to pay to access more technical information. So the organization continues to offer the management panel videos free of charge as an enticement and service to its members/customers while other videos are paid technical content. Thats the carrot that we dangle in front of them to let them know that SAE is producing content in video format, she says. Anyone can purchase the videos from the SAE website. The organizations Premium and Elite members receive 45 days of complimentary access to every video that is newly posted. After the 45 days, a purchase is required at a discounted price. SAE has also been approached by organizations seeking to obtain access to a large volume of their video library. The organization is considering how such interest can be delivered, packaged & bundled in the future.</p> <p>7 Tips for Managing a Video ProgramEffective content capture and management has led SAE to a whole new method for deriving revenue: content monetization. Here are a few tips gleaned from the SAE experience. 1. Create and Implement a Marketing Strategy for Captured Content. Consider the media through which your content is presented and market it accordingly, SAE has posted short preview videos of the video content they wish to distribute/sell on YouTube. Do as much as you can to maximize search engine optimization (SEO). 2. Create an Attractive Package. Consider different ways to package your content to make it attractive to different customer groups. For instance, SAEs ondemand viewers tend to prefer shorter presentations. Thus, videos presented for sale are typically limited to 20 minutes at most. SAE is planning video/written presentation pairings and smartphone access. 3. Make It Easy For People To Purchase Your Content. Set up a system on your site that makes it easy for people to view your products, choose and pay for them. Visitors to the SAE website can easily view and purchase a wide variety of captured video content and related resources. 4. Make Sure Everything is Legal. Make sure that you cover your legal bases by getting written permission from all speakers whose content you will be sharing, distributing or selling. Create standard forms and make sure to have them reviewed by a legal expert. 5. Consider Opportunities for Sponsors. Your content may be the perfect place for sponsors to share their message. Consider offering a short 30-second to one-minute spot in your captured videos to potential sponsors. Consider sponsorship opportunities in other forms of shared content such as written summaries and audio podcasts. 6. Consider Charging for Data Access. Over time, you may collect a vast database of captured content to which certain individuals might like unlimited access. Consider charging a set fee for such access to last anywhere from a month to a year based on the number of potential users or other measure. 7. Make Sure Your Content is Priced Right. Consider carefully what you will charge for your captured content. Make sure you take into account the prices you are charging for any other products on your website, as well as the prices other websites charge for comparable content.</p> <p>SponsorshipSAE has begun to create new revenue from the videos through sponsorships. A company contacted the organization expressing interest in sponsoring two of the video presentations. The company requested that the videos be made available at no charge to the public and offered to pay SAE to add a 20-second infomercial at the beginning of each video. Additional companies eager to sponsor other videos in the same manner have since warmly received SAE.</p> <p>MarketingSAE has hired a social media manager who will partner with Waychoff and the organizations marketing department. Together they plan to assemble a comprehensive marketing plan that will include more targeted promotions. Waychoff says they plan to include targeted promotions that push information out. SAE will also continue to post 30-second previews of its videos on YouTube.</p> <p>PRE-PRODUCTION: Lessons Learned on the Ground FloorIn the five years that SAE has been producing hybrid events, Waychoff and SAE have learned a lot through trial and error. Based on her experience, she offers the following tips for dealing with hybrid event suppliers: Consult with all stakeholders and determine your long-term objectives. Seek suppliers who mesh with your long-term objectives. Partner with companies that want to lead and educate you. One way Waychoff was able to identify suppliers who met the above criteria was to schedule a meeting to which she invited SAE leaders to hear pitches from technology suppliers they were considering. The experience proved educational for her and for the organizations executives and it helped Waychoff and the team to find service providers that more closely matched their needs.</p> <p>ONSITE: What Engagement Looks LikeAn SAE Voice of the Customer focus group study indicated that remote attendees clearly wanted to interact with video content. So whenever SAE produces a live webcast, the remote and live</p> <p>Hybrid Meetings Case Study: SAE | Page 2</p> <p>audiences are encouraged to ask questions via text. Waychoff says that in the future she would like to offer the ability for remote attendees to communicate prior to a session; recommend different topics or questions; and talk with the author or chat with an expert.</p> <p>will most likely be captured on video, assuming that the speaker gives permission to record, she said.</p> <p>Under 20 MinutesThe format of most SAE sessions is well-suited to the on-demand format, as each is usually 20 minutes long with a 10-minute Q&A session that is not videotaped. Even when we get into the more in-depth presentations, which are the symposia, we will still attempt to keep it to a short time frame because of the feedback that we received from our customers. Most people can only take in so much in that 20 minute time period.</p> <p>New Technology Aids the ProcessOver the years, SAE tried different vendors and processes for capturing their sessions for online viewing. Working with multiple vendors syncing the video, audio and PowerPoint was very time consuming. Once they began using Sonic Foundry, which syncs the video, audio and PowerPoint in real time, they were able to save a lot of time. Who would have ever thought that we could have this little briefcase thing synced in and a few cables hooked into the audiovisual thats already there and boom, youre set up, Waychoff says. The convenience, the time, the access is just unbelievable. TIP: Waychoff has found that viewers often dont really care about seeing the person who is speaking during a presentation. They just want to hear the content and see the presentation. So, in many cases, the video camera was eliminated and the PowerPoint presentation was synced with audio alone. This change has allowed SAE to cut out a large expense without losing anything in the presentation, according to Waychoff. The organization has received a great deal of positive feedback regarding this presentation format. This year SAE also plans to provide access to its videos via mobile device. The younger professionals, this was a request of theirs, she says. They want to be able to see videos on a phone.</p> <p>Speakers PermissionSpeakers who are videotaped (mostly voice over PowerPoint) by SAE must sign off on a speaker agreement before the organization may share videos of their presentations. Some of these agreements give SAE permission to host and distribute the videos and others give the organization permission to share the public domain videos with the stipulation that there is no charge. The presenters are granted complimentary access to their own videos.</p> <p>TAKEAWAYS: Be Patient and Guide Your AudienceIt may take a while, but by patiently guiding your customers as they adapt to new methods and technology, you are likely to see them eventually appreciate and adopt it, advises Waychoff. Within a few years they love it. They wont want to turn back.</p> <p>Make Sure You Align With Other DepartmentsAs SAE attempted to determine how to price the on-demand video presentations, leaders found it extremely useful to communicate with other departments in order to determine if the pricing is in line with other organizational products and services.</p> <p>POST-PRODUCTION: Measuring SuccessWaychoff measures the success of SAEs efforts by monitoring the number of views of the videos on their website. Currently, SAE gets a few thousand hits to its video page per month and this number is increasing. A total of 546 videos are posted on the SAE website, of which, 388 are derived from captured event content. All of the event videos have a preview posted on YouTube. The videos have not yet produced much revenue for SAE. More importantly, we are providing content in a variety of ways, and the views/hits are clearly increasing, Waychoff says. And its very interesting. If I look at our live webcast of last years conference, having those videos online throughout the year following the event more than doubled the amount of hits we received, she says. Its interesting that more people touched upon it after the fact than during. And thats exactly what we want.</p> <p>Study Your Customer BaseConduct focus groups of your customers or members to more accurately determine what types of media they appreciate most. Take into consideration that younger generations may prefer a very different way of receiving information than those who are more mature.</p> <p>Take Advantage of Educational OpportunitiesThere are so many webcasts out there today, many of them free of charge. Take advantage of that, Waychoff suggests. When you go to ASAE, IAEE, PCMA and MPI, it seems like theyre including many sessions that are video or different-medium related. Be a sponge and take in as much as possible.</p> <p>Content Capture & ManagementInitially, SAE hired a company to develop a program specific to its videos and the videos were hosted on the hired companys website. Since then, the organization has hired a web strategy manager, and last fall, all the videos were moved onto the SAE website with an e-commerce system. Waychoff anticipates SAE will add 200 to 300 new videos to its database in the coming year. The organization is also considering how the videos can be packaged with other products such as articles, books or papers. In the future SAE hopes to package the videos with written technical presentation summaries. Presentations with no written component</p> <p>Look at What Comparable Organizations Are DoingWaychoff says she did a lot of benchmarking of how comparably sized organizations were capturing and using content. I went out to find out what they had available and learned a lot. You just have to be open to taking in as much information as you can. There are so many different models and some may be more applicable than others to your organization, she says.</p> <p>Hybrid Meetings Case Study: SAE | Page 3</p> <p>Supported ByMediasite Events is the trusted market leader for conference webcasting, hybrid meetings and video management solutions. Powered by the patented Mediasite webcasting platform, our expert technicians provide the highest quality webcasting experience to organizations who seek to complement their events by streaming to viewers on any computer, tablet or...</p>
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