Content summary: Alex Plant, Head of Social Media and Social Media Studio at NetApp, delivers a breakout session at the 2010 NewComm Forum titled “Why a Corporate Video Channel Makes Sense,” April 22, 2010.
From the NewComm Forum session description:
This session will explore why enterprise businesses should create unique video content and programming that effectively communicates to various audiences. It will also highlight best practices for integrating video into a broader social media and traditional communications program. Specifically, Alex Plant, head of Social Media and Multimedia Studio at NetApp will discuss how NetApp successfully built and implemented a corporate video program that provides an authentic, transparent, and effective communications experience to a multi-faceted audience profile including customers, employees, investors, media, and competitors.
The session will include an overview on key considerations that any savvy social media lead should consider before implementing video into the broader communication program. Participants will learn how to effectively reach the right audiences through relevant video content prioritization, organization, and distribution, targeted measurement, and integration of video into the broader communication initiatives like product launches, corporate events, press releases, competitive issues response, and new customer acquisition.
Attendees will leave this session with a solid understanding of why video programming is important for any B2B communications initiative, how to develop and implement corporate video programming that talks to the right external audiences, and how to set goals that correctly measure the effectiveness and reach of a video program.
This presentation was part of the The New Media Landscape track.
A special thanks to Michael Procopio for supplying the recording.
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About Alex Plant
Alex Plant heads all things social and multimedia for Sunnyvale, CA-based NetApp, Inc.
A 13-year Silicon Valley veteran, he previously held positions at Sun Microsystems, managing the corporate communications objectives and its relationship with the onsite television studio; Burson-Marsteller, working closely with HP on brand and product communications; and has managed corporate communications campaigns for Palm, Adobe and other major technology brands.
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(Cross-posted from For Immediate Release, Shelâ€™s and my podcast blog.)