Companies Putting YouTube to Work

Ann All

YouTube is one of those Web 2.0 wonders that, at first blush, doesn't appear to have much crossover appeal for the enterprise. In fact, early marketing efforts on YouTube havenot always been successful, as evidenced by Heinz's contest offering $57,000 for the best video promoting its products, which proved to be far more trouble than it was worth.


But not so fast. As IT Business Edge blogger Lora Bentley pointed out, some companies are cutting costs and generating buzz by replacing their traditional annual reports with a video version. Aninteresting blog on offered examples of companies using video for everything from product demonstrations to customer case studies.


And now Forbes reports that companies including Nestle and Honeywell are livening up their internal communications efforts with video.


Design company Gensler even has an internal, employee-created TV channel called GTV. As many as 2,900 Gensler employees tune into GTV on their PCs each week to view short clips in which colleagues interview each other and discuss recent projects. A principal at the firm calls it "accessible and interactive ... a very human way of connecting to others."


For companies that don't want to get into in-house video production, there are digital media specialists such as California's, which help with everything from scripts and internal talent recruitment to post-production editing. They even provide gear like cameras and tapes.


Though created primarily for internal use, the video could get some outside exposure as well. Nestle may film former interns for a series of college recruitment videos and Gensler is considering posting some GTV clips on its Web site, according to Forbes.

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