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19 June 2012, New York and London

The Digital Workplace Group (DWG) is pleased to announce the release of new research into how video is being used by internal communicators in organizations.

Written by social business expert Andy Jankowski, DWG’s latest member research briefing, titled “Now playing on an intranet near you”, shows how video is becoming the channel of choice for employee communications.

The briefing paper – which contains tips,  case study examples and profiles of solutions – shows how:

  • The videos making the most impact amongst employees tell a story.
  • To enable this to happen video makers need to define their objectives, understand their audience and be very clear with their message.
  • Employees expect videos to appear professional which not only means it should be well shot, properly lit and clearly audible, but also properly edited.
  • The natural goal for communicators should be for their video to go viral.

In addition the report includes the results of a short survey conducted by IBF to ascertain how video is being used in the organization. Insights include:

  • There is a wide variety of solutions being used, some built in-house, some hosted externally and some hosted in-house.
  • The majority of platforms are available to all employees, but most platforms are visited by fewer than half of all employees.
  • The vast majority of platforms have fewer than a quarter of employees commenting or rating on videos.
  • The vast majority (84%) use video for CEO and internal communications. Only 26% use video for user-generated content, with a similar figure using it for social or non-business content.
  • However, of those respondents who allowed user-generated content, 60% said either that it was the most viewed content alongside social or non-business content.

Paul Miller, DWG CEO and Founder, commented “This member research briefing is very timely. With many organizations setting up internal “YouTube” style platforms and it becoming easier and easier to produce high quality video, there are now tremendous opportunities for highly effective digital communications. However many enterprises could do so much more to optimize their approach to video.”

Elizabeth Marsh, DWG’s Chief Knowledge Officer and responsible for DWG’s research program, said “There’s been a lot of interest amongst our members about video in the enterprise. This briefing will give them an excellent overview of some of the issues to consider when deploying a video platform, as well as how to produce videos that will really resonate with employees.”

DWG’s research program produces three major reports and three briefing papers per year on key intranet themes. They are authored by intranet experts, including Martin White. Research briefings and reports are available to DWG members only.   Full details can be found at www.digitalworkplacegroup/membership/overview/expert-research/

About the Digital Workplace Group

DWG is the world leader in intranet benchmarkingresearch and interaction with offices in London and New York. Its 80 plus members are all Fortune 500 and equivalent organizations including Amgen, AT&T, Avon, IKEA, Exxon Mobil, ING, Kroger, Liberty Mutual, and Verizon.

Since 2002, DWG has been helping members maximize the effectiveness and value of their intranets through benchmarking, interaction and research. Only major companies and public-sector organizations are eligible to join. Members agree to strict confidentiality on joining.

Because DWG is independent of any technology vendor all benchmarking findings and recommendations are impartial.

For more information visit or contact:

Paul Miller
CEO and Founder
T: +44 (0) 20 7722 8726 | + 44 (0)7785 255883

Angela Pohl
Managing Director
T: +44 (0) 20 7722 8726 | +1 440 488 2377

About the author

Steve-BynghallSteve Bynghall is a freelance consultant, researcher and writer specializing in the digital workplace, intranets, knowledge management, collaboration and other digital themes. He is DWG’s Research and Knowledge Lead, a benchmark evaluator and research analyst for DWG. Steve previously worked at accountancy firm BDO in a variety of knowledge roles, including managing its global extranet programme.

Connect with Steve on Twitter: @bynghall or on Google +.

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