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Video pr masterclass june 2013

Video pr masterclass june 2013






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Video pr masterclass june 2013 Video pr masterclass june 2013 Presentation Transcript

  • Video PR Masterclass
  • Clients
  • About You?
  • Why Online Video? Why Now?
  • Video:OpportunitiesIncrease direct traffic to your websiteProvide great content to feed social media and emailnewslettersGreat for gaining rankings on searchPromote your brand via storiesMore engagement with social media audiences andstakeholders
  • Video:ChallengesThe Myth of the ‘Viral Video’ResourcesGetting the stories and formats rightMarketing your online video
  • Social Media Overview?Types of Online Video
  • ‘Viral Video’
  • “A viral video is a video that becomespopular through the process of internetsharing typically through video sharingwebsites, social media and email”‘Viral’ Video
  • “Viral” is something that happens to a video.‘Viral’ Video
  • ‘Viral’: + 1million views
  • Like a Virusreally……
  • Viral: DifficultyIt is extremely difficult tomake a video that goes ‘viral’.
  • United BreaksGuitars
  • 16 Year OldMe
  • Viral Seeding
  • Viral: Seeding“Seeding is a promotion technique thatplants as many seeds [of your videocontent] around the Internet, to try tomake it go viral”Source: Social Video and Cause Marketing: How Nonprofits Are Doing ViralVideo http://www.reelseo.com/social-video-cause-charities/#ixzz20yyFB5cF©2012 ReelSEO
  • Viral AgencyTargeting: Carefully chosen online networks aimed atthe right audiencePromotion: Online PR to promote the video with theaim of it going viral and gaining shares, comments etcResults: 1m + viewsHow SeedingWorks
  • Planned seeding via a Viral Video Agency plays a vitalrole in most ‘viral’ videos.Expensive!How SeedingWorks
  • UserGeneratedContent
  • UGC
  • UGC:ApplicationsLeverage the power of your fans and supportersUse to create video contentLearn from ideas and input from the community
  • Interactive Video
  • Product Videos
  • Corporate Talk Video
  • Vox Pops
  • Event Video
  • Corporate Social Responsibility
  • Informational Video
  • QUB wanted to reach and influenceInternational students.Real people and their storiesDesigned to be promoted via socialmedia and You Tube
  • Social Media Overview?Producing Your Online Video
  • Options1. External: Video Production Company / Director2. Internal: Shooting, editing and production training3. DIY
  • ExternalProduction
  • In-HouseVideo Training
  • DIY
  • Social Media Overview?Marketing Online Video
  • Promoting Video on your Website
  • Create aVideo Page
  • On-pagedescriptions
  • Calls to action/ Sharing
  • Social MediaSharing Icons?
  • 5 Main RankingFactors
  • RaisingVisibility forSearch Terms
  • SourcingKeyphrases:Search Google
  • SourcingKeyphrases: GoogleWebmasters
  • SEO for You TubeOverview
  • Add VideoMeta Data
  • Add VideoSite Map
  • Improving yourChannel
  • Social Media Promotion
  • How to ensurevisibility?=You need to really increasepromotion for your online videovia social media
  • • Build a series of social media posts around the launch• Encourage social media fans to share with their fans• Increase times you post (within reason) – repeating postsIncreasing socialmedia posts
  • Email Newsletters
  • Why includevideo in emailnewsletters?Videos receive double the clicks that text linksSignificantly increase traffic to the websiteIncrease videos viewsBenefit from existing database
  • The word “video” in the subject line ofan email was shown to increase click-through-rates by anywhere from 7percent to 13 percent……Remembersubjectheadlines
  • Solus Emails
  • Online PR
  • Leverage the power of existing contacts andstakeholders.. Eg - Culture NI, CommunityArts Partnership etc.Ask them to include in promo material – esptheir own Website, Email and Social MediaLeverage power ofpartner artsorganisations
  • Opportunity topromote videos toimportant artsjournalists“@marielouisemuircheck out our newvideo for one cityone bookApproach top onlineinfluencers
  • Bloggers
  • Social Media Overview?Video Strategy
  • Online Video Platforms
  • ChannelSelection
  • Demo
  • Pros and consGreater scale, more social, it’s freeBut……less professionalToo many ads and annoyances
  • Pros and consBetter Aesthetics / More professionalCosts – £7 per monthNo AdsEmbeds better in your website
  • Video PR Metrics – What doessuccess look like?
  • Metrics forVideoMarketingOn You Tube / Vimeo• Views• InteractionsSocial Media• Twitter: Retweets• Twitter: comments and mentions• Facebook: Engagement factors
  • Metrics forVideoMarketingGoogle Analytics• Goal / conversion tracking on GoogleAnalytics• Time on page• Social Sharing
  • Recap on VideoMarketingNeed to Redesign Email NewsletterInvest in Promoting Videos on FacebookOptimise Videos for SearchLeverage Power of Arts Partners
  • Video StrategyGoalsWhat do you want to do?Who is it for?How are you going to reach them?How much do you have to spend?Who else needs to be involved?What does really good look like?What does really bad look like?
  • Have to Invest as much in Distribution asproductionWhat external skills do you require?Cost of locally produced Human Interest film?Costs
  • Budget
  • Video PR Metrics – What doessuccess look like?
  • CommonMetrics forVideoMassive difference in views for different types of videoNorthern Ireland market – going for volume?
  • CommonMetrics forVideoFor Viral Video – surge in website visits…..For Human Interest…….• Social / Online Buzz• Rise in social media community building
  • Conclusion
  • Paul McGarrity