b2b+Social Media=p2p: The Capgemini Video Platform

b2b+Social Media=p2p
The Capgemini Video Platform
Matthew Patulski
Capgemini Group Marketing and Communications

2b2b+Social Media=p2p: The Capgemini Video Platform | Copyright © Capgemini 2010. All Rights Reserved.
About Capgemini
Capgemini is a top 5 global systems integrator, providing strategy and
delivery of software, hardware, and transformational consulting:
!  €12 billion in annual sales
!  140,000+ employees in 40+ countries
!  Partners include: SAP, Oracle, IBM, HP, Google, Amazon
!  700+ seat globally distributed marketing team with majority in home offices
!  40+ person global network of internal and external video producers
!  Brand standards managed by Group Shared Services
!  2000+ video titles produced since program launch in 2007
Capgemini is viewed as a global thought leader.  
Their content is their brand.

Testimonials show the strength of our offerings
Video allows our thought leaders and  
clients speak directly to sales prospects

User Generated Video (UGV) creates client intimacy
!  Not done with costly or
inaccessible equipment
!  Easily recorded at home or in the office
with a webcam, smartphone or tablet
!  Can appear on a business, intranets,
blogs or social media websites
!  Less polish than the pros
!  Can still be incorporated into an
edit by professionals
If a key colleague or manager is unable to attend in person  
it’s easy to create a short UGV to be shown at the event
Peter Barbier, Mike, and Matt in San Francisco

We developed a streaming platform for socializing video
Player provides
title of ﬁlm
URL links to
relevant content
An onsite/offsite branded media player solution designed for social media since 2007
Branded offsite
player
Embedded  
in capgemini.com
Users click the
‘share’ button to
socialize
Both versions
allow social
linking, emailing
and embedding

We cross-publish video to multiple sites
http://www.rainnovation.com/

Video Enhances Demand Generation
1. Email Message 2. Landing/Gateway Page 3. Campaign Assets Page 
Whitepaper, Video, Case Study
Embedding video in email campaigns lifts conversion rate 50%  
Marketing Sherpa, June 18, 2008

We use DAM to organize for future delivery contexts
Digital Asset Management
allows Capgemini to easily
index and share content with
stakeholders, clients and PR
All details captured about a resource are
available on the resource detail section
All required formats are transcoded on the ﬂy for
delivery to web, presentations, events, mobile
and tablet devices
Video player provides playback
options, including full screen, without
the need to download resource
Key word search terms allow  
you to ﬁnd similar resources

Hosting branded templates in DAM drives consistency
DAM collections make it
easy to distribute the latest
brand kits. They can be
shared publicly to the
M&C network or privately
shared with specific users
Thumbnails provide details on each
resource with a collection
Users have access to all their collections at
the bottom of every page where they can
add, delete and share Capgemini materials
with their team, clients and suppliers
Collection navigation provided at the top
of every page

Resource
Upload
form
The DAM manages Master and Alternative video files
Master
MP4  
720p or 480p
CG.com 
upload doc
Poster
Frame(s)
Resource record
Alternative
files manager
Poster Frame Master
PNG 720p
JPG Dotcom
PNG DotCom
CG.com upload form
MS word doc, CSV, or XML
Custom Alt files
MOV, MP4, WMV, WEBM
Custom  
Alt files
Master
MP4 720p or 480p
Tablet-ready
MP4 480p or 360p
Mobile-ready
MP4 360p or 270p
PPT-ready  
WMV 480p or 360p
FLV legacy  
FLV 360p or 270p
3 5
4
Resource record
Master
MP4 720p or 480p
Tablet-ready
MP4 480p or 360p
Mobile-ready
MP4 360p or 270p
PPT-ready  
WMV 480p or 360p
FLV legacy  
FLV 360p or 270p
21
KEY
Red: Web page
Blue: Uploaded file
Yellow: Application rendered file

ROI: Maximizing Content
Structure your interview sessions to capture as much
content as possible:
! Interview SMEs, partners and clients whenever you team has
a gathering or industry event
! Include questions outside of the core brief of the shoot
! Always produce a transcript of the interviews for future reference
! When creating a series of videos, consider producing an overview video
that speaks at a broader level about your offerings
4 to 6 in-depth interviews can be recorded at one location in a day,
Providing multiple opportunities for use in marketing and sales pipeline

ROI: Maximizing Exposure
We encourage clients to never miss an opportunity to use video:
!  Launch with prominent display on www.capgemini.com home page
!  Offer to online media as part of PR activities at same time
!  Re-package and use to support bid process
!  Discuss video usage with Analyst Relations
!  Share files with internal network via DAM and intranet
We socialize video to the same contexts as our print collateral  
and presentations increasing awareness across media

ROI: Supporting Sales and Pursuits
3 examples of where video helped close a sale:
!  6 clients speak to the success of the RAIN process. Video used as a closer
during every RAIN pursuit.
Cost: €20K for 4 titles and branding + €1K to distill to a single 90second teaser video
Win: €100 million and counting
!  CEO Paul Hermelin video used as part of successful win with a global beverage maker.
Cost: €1K
Win: €69 million
!  Bid for a Swedish Automaker Master Services Agreement. 2 videos created.
No PowerPoint allowed. Video definitely a factor in winning the MSA.
Cost: €4K
Win: €5.5 million
Video speaks directly to the viewer
in a way not possible with documents

Q&A 
Matthew Patulski 
Capgemini Group Marketing & Communications  
DAM Solution Architect and Manager
 
matthew.patulski@capgemini.com
+1 (616)361-3951(mobile)

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