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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 emailnewslettersG...
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 sharingwebsit...
“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 tr...
Viral AgencyTargeting: Carefully chosen online networks aimed atthe right audiencePromotion: Online PR to promote the vide...
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 t...
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 socialmed...
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 t...
Email Newsletters
Why includevideo in emailnewsletters?Videos receive double the clicks that text linksSignificantly increase traffic to the...
The word “video” in the subject line ofan email was shown to increase click-through-rates by anywhere from 7percent to 13 ...
Solus Emails
Online PR
Leverage the power of existing contacts andstakeholders.. Eg - Culture NI, CommunityArts Partnership etc.Ask them to inclu...
Opportunity topromote videos toimportant artsjournalists“@marielouisemuircheck out our newvideo for one cityone bookApproa...
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 me...
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 SearchLe...
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 ...
Have to Invest as much in Distribution asproductionWhat external skills do you require?Cost of locally produced Human Inte...
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 soc...
Conclusion
Paul McGarrity
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
Video pr masterclass june 2013
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  • Transcript of "Video pr masterclass june 2013"

    1. 1. Video PR Masterclass
    2. 2. Clients
    3. 3. About You?
    4. 4. Why Online Video? Why Now?
    5. 5. 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
    6. 6. Video:ChallengesThe Myth of the ‘Viral Video’ResourcesGetting the stories and formats rightMarketing your online video
    7. 7. Social Media Overview?Types of Online Video
    8. 8. ‘Viral Video’
    9. 9. “A viral video is a video that becomespopular through the process of internetsharing typically through video sharingwebsites, social media and email”‘Viral’ Video
    10. 10. “Viral” is something that happens to a video.‘Viral’ Video
    11. 11. ‘Viral’: + 1million views
    12. 12. Like a Virusreally……
    13. 13. Viral: DifficultyIt is extremely difficult tomake a video that goes ‘viral’.
    14. 14. United BreaksGuitars
    15. 15. 16 Year OldMe
    16. 16. Viral Seeding
    17. 17. 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
    18. 18. 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
    19. 19. Planned seeding via a Viral Video Agency plays a vitalrole in most ‘viral’ videos.Expensive!How SeedingWorks
    20. 20. UserGeneratedContent
    21. 21. UGC
    22. 22. UGC:ApplicationsLeverage the power of your fans and supportersUse to create video contentLearn from ideas and input from the community
    23. 23. Interactive Video
    24. 24. Product Videos
    25. 25. Corporate Talk Video
    26. 26. Vox Pops
    27. 27. Event Video
    28. 28. Corporate Social Responsibility
    29. 29. Informational Video
    30. 30. QUB wanted to reach and influenceInternational students.Real people and their storiesDesigned to be promoted via socialmedia and You Tube
    31. 31. Social Media Overview?Producing Your Online Video
    32. 32. Options1. External: Video Production Company / Director2. Internal: Shooting, editing and production training3. DIY
    33. 33. ExternalProduction
    34. 34. In-HouseVideo Training
    35. 35. DIY
    36. 36. Social Media Overview?Marketing Online Video
    37. 37. Promoting Video on your Website
    38. 38. Create aVideo Page
    39. 39. On-pagedescriptions
    40. 40. Calls to action/ Sharing
    41. 41. Social MediaSharing Icons?
    42. 42. 5 Main RankingFactors
    43. 43. RaisingVisibility forSearch Terms
    44. 44. SourcingKeyphrases:Search Google
    45. 45. SourcingKeyphrases: GoogleWebmasters
    46. 46. SEO for You TubeOverview
    47. 47. Add VideoMeta Data
    48. 48. Add VideoSite Map
    49. 49. Improving yourChannel
    50. 50. Social Media Promotion
    51. 51. How to ensurevisibility?=You need to really increasepromotion for your online videovia social media
    52. 52. • 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
    53. 53. Email Newsletters
    54. 54. Why includevideo in emailnewsletters?Videos receive double the clicks that text linksSignificantly increase traffic to the websiteIncrease videos viewsBenefit from existing database
    55. 55. The word “video” in the subject line ofan email was shown to increase click-through-rates by anywhere from 7percent to 13 percent……Remembersubjectheadlines
    56. 56. Solus Emails
    57. 57. Online PR
    58. 58. 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
    59. 59. Opportunity topromote videos toimportant artsjournalists“@marielouisemuircheck out our newvideo for one cityone bookApproach top onlineinfluencers
    60. 60. Bloggers
    61. 61. Social Media Overview?Video Strategy
    62. 62. Online Video Platforms
    63. 63. ChannelSelection
    64. 64. Demo
    65. 65. Pros and consGreater scale, more social, it’s freeBut……less professionalToo many ads and annoyances
    66. 66. Pros and consBetter Aesthetics / More professionalCosts – £7 per monthNo AdsEmbeds better in your website
    67. 67. Video PR Metrics – What doessuccess look like?
    68. 68. Metrics forVideoMarketingOn You Tube / Vimeo• Views• InteractionsSocial Media• Twitter: Retweets• Twitter: comments and mentions• Facebook: Engagement factors
    69. 69. Metrics forVideoMarketingGoogle Analytics• Goal / conversion tracking on GoogleAnalytics• Time on page• Social Sharing
    70. 70. Recap on VideoMarketingNeed to Redesign Email NewsletterInvest in Promoting Videos on FacebookOptimise Videos for SearchLeverage Power of Arts Partners
    71. 71. 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?
    72. 72. Have to Invest as much in Distribution asproductionWhat external skills do you require?Cost of locally produced Human Interest film?Costs
    73. 73. Budget
    74. 74. Video PR Metrics – What doessuccess look like?
    75. 75. CommonMetrics forVideoMassive difference in views for different types of videoNorthern Ireland market – going for volume?
    76. 76. CommonMetrics forVideoFor Viral Video – surge in website visits…..For Human Interest…….• Social / Online Buzz• Rise in social media community building
    77. 77. Conclusion
    78. 78. Paul McGarrity

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