If you build it, will they come? OpenExO was creating a community and an infrastructure for delivering insightful content and sophisticated certification courses to a global audience. But they needed a better way to distribute and monetize their videos and live events.
OpenExO is a global digital transformation community that unites future-forward companies and the best transformation agents in the world together. It has speakers, coaches, consultants, content creators, certification courses on a wide range of topics ranging from blockchain and cryptocurrency to global governance and healthcare to AI and sustainability. The company’s marketplace connects companies in need of effective digital transformation to a thriving ecosystem of coaches, consultants, and specialists. The community has more than 8200 members across 133 countries speaking more than 40 languages and has successfully delivered hundreds of engagements.
Using the AnyClip Watch and video hubs as a decentralized way, thus matching the ecosystem’s structure, to manage and distribute content made it easy to create a scalable, organized structure to host OpenExO’s huge range of content and certification courses.
The Anyclip technology also allows the individual content creators to distribute their content both inside and outside the OpenExO ecosystem. For example, a ExO Creator can have their own custom hub, can embed video on their own site using an AnyClip player, and cross-promote their content with other creators. By using the AnyClip player, they can see how their content is performing everywhere in one centralized analytics dashboard.
“One of the things we promote really heavily that AnyClip provides us is the beautiful search capability,” says Kent Langley, Co-Founder and Chief Operation Officer of OpenExO. With so many topics covered, it’s a major benefit to their users to be able to easily search for keywords and topics and have that search return the relevant content from across the entire network of hubs and web properties.
When looking for ideas for content that would resonate with their audience, the search again came in handy. AnyClip gives insight into usage data by content as well as more traditional statistics. By checking the stats on what tags were most popular, OpenExO could drive a successful content strategy. “We combine the Anyclip data with traditional data sources like Google Analytics and community generated content to get a feel for how to shape the strategy,” said Langley.
With AnyClip, multiple avenues for monetization are available. It’s easy to add programmatic advertising with pre-roll and mid-roll ads. (When OpenExO does not have advertising, they can also backfill with their own content and promotions.) OpenExO can also charge for their courses. For example, a foundation course can be free, and then for a fee the learner can take the rest of the classes necessary for a certification. Kent says, “the search feature is very nice for students.”
The X-Ray overlay allows OpenExO to add a layer of interactivity to their content. With X-Ray, it’s easy to add up to three interaction points on top of a video. On a live event, for example, OpenExO might use one call-to-action to promote their next event, another to push people towards their certification programs, and the third to encourage people to join the community. In the future, they plan to also use some of these slots for advertising and sponsorship.