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
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
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
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
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