Society for New Communications Research Launches Study to Explore How Organizations are Using Online Video

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New study to explore how online video is changing the ways organizations create and disseminate their stories; best practices for using video to reach audiences in new ways, and which organizations are doing it well

Kathy Klotz-Guest, Founding Fellow, Society for New Communications Research

Every organization has stories designed to communicate to both external and internal audiences. Video presents a real opportunity to change the way organizations connect and communicate, said SNCR Fellow Kathy Klotz-Guest.

The Society for New Communications Research (SNCR) today announced the launch of a new study focusing on how organizations are using video to enhance their storytelling both inside and outside the company.

The Organizational Use of Video Storytelling is a two-part research study led by SNCR Founding Fellow Kathy Klotz-Guest of Powerfully Funny with SNCR Senior Fellow Jamie Beckett of Cisco, who will gather qualitative case studies. The study will include an online survey and case studies based on interviews with communications professionals who are innovating the use of video for organizational storytelling.

This study will address how organizations are using and disseminating video today. It will examine the primary audiences for organizational storytelling via video; the primary reasons driving organizations’ video strategies, how online video is changing the ways organizations create and disseminate their stories; best practices for using video to reach audiences in new ways, and which organizations are doing it well. It will also explore how organizations are using video podcasts, YouTube, and other online video platforms, and how are they measuring the success of their video efforts; new trends for online video storytelling; how "video storytelling" has changed the structure, content, and delivery of the “defining” organizational story. Finally, the study will explore whether the use of video is changing the quality and transparency of organizations' stories and will shed light on the new rules for storytelling success when using online video.

All marketing and communications professionals using online video as part of the communications mix are invited to participate in this research study. An online survey is available at:
http://sncr.qualtrics.com/SE?SID=SV_3KI965BoTcBDXTu

Those who complete the survey will receive a complimentary copy of the executive summary of the survey results. Participants will also receive a special discount to attend the 2010 Society for New Communications Research Symposium, which will be held in November in Palo Alto, Calif., where the initial findings will be shared. The final results will be highlighted in the Society's Journal of New Communications Research and published in a full report.

"Every organization has stories designed to communicate who they are to both external and internal audiences. Today, however, messaging about brand virtues no longer sells. And companies can influence and direct, but not control, corporate messages. Video presents a real opportunity to change the way organizations connect and communicate with multiple audiences; thus organizations need to understand how video is successfully being leveraged,” commented Klotz-Guest. “That’s what we aim to uncover.”

"I am delighted to be working with SNCR and Kathy on this study," added Beckett, a SNCR Senior Fellow. "The results of this research will yield insight into best practices for organizations wanting to leverage video to reach audiences in new ways.”

About the Society for New Communications Research (SNCR)

The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society. For more information about the Society for New Communications Research, visit http://www.sncr.org or call +1 (408) 266-9658.

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