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Social Summer: How Public Relations Can Maximise the Use of Video Through Social Media - Jacqui Licorish and Stuart Bruce
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Social Summer: How Public Relations Can Maximise the Use of Video Through Social Media - Jacqui Licorish and Stuart Bruce

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  • Stuart does introduction and then briefly who he isJacqui does brief introduction of who she is
  • Stuart talks about 2012 predictions and stats
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  • JACQUI ADD IN MORE ABOUT WHAT B-ROLL IS, WHAT MAKES GOOD/BAD B-ROLL E.G. DON’T MAKE IT TOO PROMOTIONAL OR BRANDED
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  • Transcript

    • 1. #CIPRSM#CIPRSM How public relations can maximise the use of video through social media Jacqui Licorish, freelance producer/director Stuart Bruce MCIPR, independent PR consultant and trainer Thursday, August 14 2013 SOCIAL SUMMER
    • 2. #CIPRSM#CIPRSM 2013 – the year of video?
    • 3. #CIPRSM#CIPRSM
    • 4. #CIPRSM#CIPRSM • Professional – distributed onYouTube • DIY – distributed onYouTube • UGC – User Generated Content onYouTube • ‘Micro’ video –Vine, Instagram • ‘New’ video - Mixbit Different types of video
    • 5. #CIPRSM#CIPRSM But what aboutVine and Instagram?
    • 6. #CIPRSM#CIPRSM • Early days – only widely available since June • Lots of brands experimenting with both • Vine shares plummeted following launch of Instagram video • Instagram MUCH more accessible – bigger user base and runs on older Android phones • Follow Michael Litman’s Brands onVine But what aboutVine and Instagram
    • 7. #CIPRSM#CIPRSM
    • 8. #CIPRSM#CIPRSM
    • 9. #CIPRSM#CIPRSM What can you say in a video?
    • 10. #CIPRSM#CIPRSM • Success stories – developments, innovations, best practice • Integral messages – vision, values, future plans • Complex messages – restructure, crisis management • Engage – dialogue, feedback, opinions What can you say in a video?
    • 11. #CIPRSM#CIPRSM • Connectedness – combine video with other tools and integrate it with online PR activity • Share it with journalists, bloggers, influencers • Embed it and link to it from other platforms and networks How to incorporate video into your public relations toolkit
    • 12. #CIPRSM#CIPRSM • News – you have something new to say • Extend – meetings, seminars, events either record or live stream • Educate – explain or change perceptions When to use video
    • 13. #CIPRSM#CIPRSM • Important announcement • Change of management/leadership • Crisis • Communicate strategy • Maximise impact of an event/trade show • Make leadership visible and accessible • Reward loyal customers • Give consumers a voice When to use video
    • 14. #CIPRSM#CIPRSM Asda ‘Chicken Licking’ CRISIS COMMUNICATIONS Real people who show they care
    • 15. #CIPRSM#CIPRSM Use video to extend the public relations campaign period
    • 16. #CIPRSM#CIPRSM • Stagger release of video content through a pre-launch, launch, post-launch period • Use to provide a ‘mid-life’ kick to products • Think strategically about the stories and messages then create a tool kit of video assets to sell those stories Use video to extend the public relations campaign period
    • 17. #CIPRSM#CIPRSM • Run-up to product launch/innovation • Opening or relocation of office/factory/HQ • Trade show or other significant event When this might work
    • 18. #CIPRSM#CIPRSM • ‘Leak’ or tease information to inspire speculation • Product/event time-lapse • Funny teasers • Lab tours • Behind the scenes • Reaction vox pops Pre-launch
    • 19. #CIPRSM#CIPRSM • Short video reports • Industry specific blogger videos • Coverage of press conferences • Interviews with key people – Not just leadership – Designers, customers, experts, celebrities etc • Full product videos • LiveQ&As Launch
    • 20. #CIPRSM#CIPRSM • Behind the scenes • Inside the designer’s mind • External event coverage • Themed features • Product masterclasses • Customer vox pops • Expert opinion/endorsements Post-launch
    • 21. #CIPRSM#CIPRSM More ideas for video content
    • 22. #CIPRSM#CIPRSM • Traditionally for broadcasters • But even newspaper/magazine websites now need video • Shots that broadcasters can edit into other packages B-roll
    • 23. #CIPRSM#CIPRSM • ‘Quotes’ in news releases • Case studies • Thought leadership • Animated infomercials • Testimonials • Leadership briefings • In-depth interviews • CSR stories More ideas for video content
    • 24. #CIPRSM#CIPRSM DIY UGC v Professional Content Is there room for both?
    • 25. #CIPRSM#CIPRSM • Quick, easy, cheap • Can work best as ‘extra’ content, not to replace professional content or just save money • ‘Looks authentic’ • Shoot on cheap kit or even a mobile • Edit using free software already on your computer DIY User Generated Content
    • 26. #CIPRSM#CIPRSM Getting the most out of working with professional film makers
    • 27. #CIPRSM#CIPRSM • Involve them as early possible • Use their expertise to develop the brief First things first
    • 28. #CIPRSM#CIPRSM • How you want to communicate your brand and tone of voice • What you want to say – don’t try and cram too many messages into one film • Who your audience is – one size fits all doesn’t always work • What budget do you have? • What does success like? Think carefully about…
    • 29. #CIPRSM#CIPRSM Homecoming PUBLICAFFAIRS Using emotion to encourage viral sharing and influence government policy
    • 30. #CIPRSM#CIPRSM • Response to high-profile anti-equal marriage campaign during government consultation • ToppedYouTube’s most watched with more than 700,000 views in first week • Seeded online with celebrities and politicians • Integrated traditional media relations – ITV Daybreak and even The Daily Mail • Invited to No 10 to meet David Cameron • Marriage (Same Sex Couples) Act granted Royal Assent on July 17, 2013 Homecoming
    • 31. #CIPRSM#CIPRSM A Day Made of Glass CORPORATE COMMUNICATIONS / INVESTOR RELATIONS A video made for a meeting to brief investors and analysts
    • 32. #CIPRSM#CIPRSM • Not designed to go viral • Made for small audience of investors and analysts • 160 year-old glass manufacturing company seen as safe and traditional • Breaks the rules – long, dull subject (glass!), no humour, no celebrities… • …AND NO KITTENS! • 11 million views onYouTube in three months • Now more than 22 million views, most viewed corporate video of all time A Day Made of Glass
    • 33. #CIPRSM#CIPRSM How to make the best of doing it yourself
    • 34. #CIPRSM#CIPRSM • Use ‘consumer-pro’ kit • Invest in: – Camera – Microphone – Tripod – Video editing software In reality…
    • 35. #CIPRSM#CIPRSM • Some of the best ‘UGC’ is professional • Sound – just using the built-in microphone doesn’t work • Lighting – positioning of subject • Recording interviews in off camera style • Use two cameras for interviews and cut different angles, instead of zooming/panning The most common mistakes and top tips
    • 36. #CIPRSM#CIPRSM You’ve made it, but will they watch it?
    • 37. #CIPRSM#CIPRSM • More hosting platforms than justYouTube • Company website/portal • YouTube / Facebook • Social media newsroom / content hub • Encourage ‘embeds’ Where to put your video
    • 38. #CIPRSM#CIPRSM • Share viaTwitter, Facebook, LinkedIn, Pinterest • Directly with influencers • Commercial ‘viral’ ‘seeding’ companies • Optimise title, key word tags and descriptions • Instagram (new feature) orVine (hack) How to promote your video
    • 39. #CIPRSM#CIPRSM How do I measure success?
    • 40. #CIPRSM#CIPRSM • Not just about numbers or views • Big viral video numbers misleading • Think of it as a meeting or event • Visibility in search / ranking • Downloads • Embeds • Comments How to measure success
    • 41. #CIPRSM#CIPRSM Did it help to achieve the objective!
    • 42. #CIPRSM#CIPRSM Thank you for attending Find out more at cipr.co.uk/social-summer SOCIAL SUMMER