Frequently asked questions.
Video Maturity is being used to describe the level of professionalism (or maturity) that an organization has regarding the use of video as an instrument and/or form of communication.
Within the Video Maturity Model five levels of maturity have been defined:
- Very Immature
- Very Mature
The maturity of an organization can be measured by completing the 60 questions of the Assessment.
Video is the number one form of communication today. It used to be a specialism of (tv) producers and journalists, but every organization with some kind of scale needs video to communicate with its stakeholders; both internally and externally. Companies need video to communicate on Social Media, to service existing customers, to seduce new customers. Anything.
But with its impact comes complexity: audio; storytelling; animation or live-action; editing. And inflexibility: re-edits; internal stakeholders that have requests, while it's actually too late. And finally, video is very often costly. Not always in absolute terms, but regularly in terms of cost-to-serve.
To be video mature means nothing more or less than being able to control video as an instrument.
Organizations that are video mature, will:
- communicate more effectively
- sell more
- have more loyal stakeholders, clients and staff
The target audience for the Video Maturity Model are mid-size and larger companies and non-commercial organizations that use video.
Within those organizations, anyone who is involved in the ordering, budgeting, managing, publishing and/or producing video can do the assessment.
The most common roles so far of those who have done the assessment are marketeers, projectmanagers, productmanagers (productowners), business controllers, consultants and general managers.
Does it mean that the model is not of any help if you work in a smaller organization? Well, it definitely can help you as well, as long as you use your intellect and are not too strict on the lingo that's used in the questions. So, for example, if we talk about Senior Management, and your organization just has one "boss", then you're free to exchange those terms.
The video Maturity Model has been made with medium and larger organizations in mind. To keep it simple, companies that use/order video to communicate. From a video-producers point of view, the model has been made for your clients.
Both commercial organizations (enterprises) and non-profit organizations like NGO's and governments can use it to validate their own maturity and professionality when it comes to using video.
Consider the Video Maturity Model as a health check.
Many organizations and people talk about video. Sometimes they order video, or produce it themselves. Sometimes they publish videos on YouTube. And very often organizations think that they do well on video. The Video Maturity Model is a double-check on those thoughts.
The bottom line is this:
A: If you wonder what's needed to control video, then this assessment is an introduction.
B: If people think they do well on video, then this assessment might be an eye-opener
C: If organizations take video seriously, then this assessment is as easy as pie.
This depends on how much you know about the way your organization deals with video.
Quite often people gather together as a team and fill in the answers after a group-discussion. We welcome this because it stimulates awareness on the way that video is managed.
We've created a fast-lane registration process, with which you can fluently continue to the assessment.
Registration makes it possible for you to save the result of your assessment, and to have a second look at it later. Also, you will be able to print the radar chart of your results. This is what your dashboard will look like:
No, you don't.
At every step in the assessment you can click on "Save and continue later". This will create a unique link that you can save for 30 days. So if you need to check something again, or if you want to discuss an answer with anyone else, it's possible!
|Content||You will start simple: what kind of content do you use for which audiences?|
|Production||How do you handle the production and producers of video?|
|Publication||What's your approach to publishing video?|
|Performance||And after the publication... How do you deal with perfomance?|
|Strategy||Does video fit into the bigger picture? And how?|
|Resources||Is resource-allocation approached maturely?|
|Videomanagement||How about people that manage video?|
|Processes||Last but not least: Are processes taken seriously?|
After the assessment
We have defined 5 levels of Maturity that relate to a score:
|< 35||Very immature||Video is not taken seriously at all.|
|35 - 50||Immature||The power of video has been discovered, but is not taken as seriously as it should be.|
|50 - 75||Adolescent||The organization has started to work professionally on video, but still has some steps to take.|
|75 - 85||Mature||Video is taken seriously and its organization is approached maturely.|
|> 85||Very mature||The organization may be considered as best in class when it comes to video.|
Yes, you can.
You can visit the page called My Account. You will see an overview with the assessment(s), including:
- Which assessments have been initiated by you (you can do more assessments if you like).
- The results of that assessment.
- Advice on how to improve those elements
Our goal is to give you as many options as possible to benchmark your results. Having said that, we have just started: currently we have insights on several dozen organizations. This will improve over the coming months. At present you will be able to compare your results to these seven datasets:
- Organizations with < 1000 people.
- Organizations with 1000 - 5000 people.
- Organizations with > 5000 people.
- Organizations from the USA.
- Organizations from Europe.
- Organizations from other parts of the world.
- All other participants on Video Maturity Model.
If you have finished the assessment you will get:
- a total score in relation to your Video Maturity;
- see how you performed on the eight different aspects;
- insights on what you can do to improve your video maturity.
It's up to you to choose your ambition, to prioritize your plans and to execute them.
Of course, our consultants have a lot of experience and we will be glad to help your organization professionalize.
That is great! You're more than welcome to send us your suggestion.
We do understand that a model can be very effective, but by definition, every model has its limitations. Our ambition is to keep the Video Maturity Model the number one benchmark-tool around the Globe. Therefore, we will always keep optimizing the model, the insights, the algorithms and the assessment.
The easiest way to get in touch with us is via our contact form.
People that have finished an assessment can get access to the LinkedIn Group on Video Maturity.