Brands on (Digital) Film: Incorporating VideoAlbers webinar series march 2015
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Account and Video Production Manager Ann Hadfield discusses how visual storytelling through video can be a critical strategy for telling your brand’s story. View this webinar: https://www.youtube.com/watch?v=-QFamkXIAUQ
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Brands on (Digital) Film: Incorporating VideoAlbers webinar series march 2015
- 1. Brands on (Digital) Film: Incorporating Video To access the audio for today’s event, dial 1-866-740-1260 and enter code 2925553#
- 2. About Albers Communications Group • Full-service PR, digital marketing and video production agency • Specialize in integrated strategies • Represent clients in all 50 states and Canada • Create national and local market exposure
- 4. Today’s Topics • Why video? • Developing a video strategy • Ways to use video • Maximizing viewership • What every video should include • Questions and answers
- 5. Why Video? • Impactful: Video is powerful • Emotional: Video connects with your customers • Efficient: A minute of video is worth 1.8 million words* • 1 in 5 Twitter users discover videos each day from tweeted links** • The chances of getting a Page 1 listing on Google increase 53 times with video *Forrester Research **Hubspot
- 6. Developing a Video Strategy • What are your goals? • Who is your audience? • How do you want your audience to feel?
- 7. Developing a Video Strategy • What are your goals? • Educate your audience • Inspire positive action • Serve as a resource
- 8. Developing a Video Strategy • Who is your audience? • Consider demographics • How does your audience consume content? • What are the best channels to promote your video? • Consider how your audience makes decisions • Are they tied to emotions? Or driven by facts?
- 9. Developing a Video Strategy • How do you want your audience to feel? • Do you want to make your audience laugh or cry? • How will their emotions play into the action you hope to see?
- 10. Implementing a Video Strategy • Do your research • Plan! Create a storyboard • Envision the final product • Write out your “script” before you edit • Share, share, share the video! • Measure and analyze
- 11. Many Uses of Video • Promoting a product or service • Recruitment • Informative, teaching opportunity • Connecting to audience through emotion
- 12. Maximizing Viewership • Grab audience from the start • Begin with emotion or creativity, connect right away • Keep it short! • Use across multiple platforms • Website • Email newsletters • Blogs • Social media • Marketing meetings
- 13. Maximizing Viewership • Make it likeable • Make it sharable • Make it mobile-friendly
- 14. Deliverables of Every Video • Attention-grabbing opener • Clear storyline • Beginning, middle and end • Characters to follow • Call to action
- 15. Albers Webinar Series How Much Should You Invest in PR? with Tom Albers Wednesday, May 20, 2015 @ 10 a.m. Register at www.alberscommunications.com/learning-opportunities
- 17. Brands on (Digital) Film: Incorporating Video
Editor's Notes
- Thank you for joining us today! Our webinar will begin at 10 a.m. central. To access the audio portion of the presentation, dial 1-866-740-1260 and enter code 2925553# Good morning everyone, and welcome to today’s webinar. My name is Ann Hadfield. I will be presenting today’s content. Before we get started, I’d like to cover a few administrative details. If you experience any technical problems on the call, please contact ReadyTalk customer service at (800) 843-9166. The presentation will take approximately 25 minutes – depending on the number of questions. The lines on today’s call have been muted to avoid any background noise, but you can use the chat function in the lower left side of your screen to chat in your questions throughout the webinar, and I will answer them at the end. We will be recording today’s webinar and sharing the link with you via email, in case you’d like to review it again or share it with others in your office. Now, I’m going to set up the webinar recording and then we’ll get started. Welcome to today’s webinar – Brands on (Digital) Film: Incorporating Video.
- First, let me tell you a bit about Albers Communications Group. We are a full-service PR, digital marketing and video production agency headquartered in Omaha, Nebraska. We strongly believe that offline and online tactics go hand-in-hand and work best when used as part of an integrated communications strategy. Our video production team is comprised of experienced journalists, with prior on-camera and production experience. Our peers have recognized our video work as being among the best in the industry. We work with our clients to develop a video plan, shoot, edit and fully produce each video in-house. We represent clients in all 50 states and Canada – where our PR and digital marketing specialists help our clients achieve positive exposure nationally and locally in their operating markets. We have specialized expertise helping companies become leaders in their markets and their industries.
- Here’s a look at the topics we’ll cover today. First, I will help you identify why video could be the right choice to help you reach your target audiences. Second, I will provide direction on how to develop and implement a video strategy that best suits your needs. Next, I’ll talk about the different ways to use video to reach your target audience, and how to maximize your video’s viewership. I will share with you the deliverables that every video should have. And, at the end, I’ll take time to answer the questions that have been chatted in. Throughout the presentation, please use the chat function on the lower left side of your screen, and I’ll address those questions at the end of the presentation.
- So, let’s begin. Why Video? You may be looking for a new or unique way to reach your target audience and video is a great strategy to explore. For starters: • Forty billion videos are streamed in the U.S. each month. • Seventy-five million people watch videos online each month. • $6.3 billion will be spent on video ads in 2015. With that said, video is powerful– when done right, it has a large impact on the audience. Think about how many videos you may see throughout the day, whether on social media, websites, or on television. 90% of information transmitted to the brain is visual. Visuals are processed 60 thousand times faster in the brain than text. Video can tell a story quickly and leave a bigger impression than a written article when your audience thinks back on the story. Video is also often times emotional. Through video we can connect with your customers on a deeper level, whether we want them to laugh or cry– we can move them to action through their emotions. They say a picture is worth a thousand words… what is a video worth then? According to Forrester Research, a single minute of video is worth 1.8 million words! Studies have shown that people are much more receptive to advertisements when they are shared from their peers through social networks, and videos lead the way when it comes to search, Twitter, and Google rankings. 1 in 5 Twitter users discover videos each day from tweeted links. What's more, two-thirds of Twitter users feel it's worth watching videos tweeted by brands. This is important because even if you don’t have someone’s social media “friend” sharing your content, your video will still be impactful when posted by your company. Just last month, Twitter also purchased a live-video streaming company, Periscope, showing their move to bolster their video capabilities. And lastly, the chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research)
- Now that I’ve explained why video is important and impactful, we can explore how you can identify which video strategy is right for you. There are three questions you must ask yourself: What are your goals? Who is your audience? How do you want your audience to feel? On the next few slides, we’ll take a closer look at each of these questions.
- Video is a smart tool to use when it comes to achieving your communications goals. Those goals may include: Educating your audience, whether it’s to show a new product or explain why you are the leader in your industry. Inspiring positive action. We’ve done several videos for Big Brothers Big Sisters, and the primary reason why they want to do videos is to recruit new volunteers. Serving as a resource or becoming known as an expert in your area. All of these goals can be accomplished through video.
- Next, let’s take a look at who your audience is and how we can reach them. There are several factors you should consider, and they can be broken down into demographics and psychographics. First, demographics: Define your target audience by creating a bulls eye; this can be determined by “creating” a fictional “person” that you think of as your ideal client. Determine their age, gender, location, education and marital status, and where they get their information. Is it through social media? Is it online? Is it through direct emails? Get the facts. Then, look at the psychographics: What type of personality does your bulls eye have? What are his or her values? What is he or she interested in? Are they tied to emotions or looking to gather a large amount of information quickly? Identifying the specifics about the type of person you’re trying to reach can help you determine how they make decisions.
- The third step in developing a video strategy is to ask yourself how you want to make your audience feel through the video. What are the emotions that you will be targeting with this video? Will you use testimonials to tie in that emotion, or go for a scripted video? I feel if you are looking for genuine, heart-felt testimonials, an interview type video is best to capture the raw emotions of your subject. If you are looking to educate your audience and have specific information that you need to include, a scripted video may be a better option for your strategy. Think about how you want emotions to play into the action you hope to see from your audience. If you are a non-profit looking for donations or volunteers, telling the story of someone your organization has helped can be a powerful way to move the audience toward action.
- Now that you’ve identified your strategy, it’s time to implement it. Before you dive in, here are a few things you should do first. Do your research: This could mean gathering background information on those who you will interview, or compiling information on the product that you will be focused on. Either way, it’s important to go into the process informed. Plan! Create a storyboard. This doesn’t necessarily mean a script… if you are going the route of an interview-style video, identify who will be interviewed and get an idea of what you hope they say. Create questions around those points and then see where the conversation with them takes you. Your storyboard may change after you’ve conducted the interviews, and that’s ok. It’s still good to go into the process with a plan. If you are doing a scripted, educational video for example, your storyboard will be much more strict. Envision the final product: Have an idea of how you’d like the video to look before you start filming. This could be fluid depending on the topic, but it’s good to have an idea in mind before you start. Write out the script before you begin editing, even if you are doing an unscripted video. Simply listen to the sound you’ve collected and organize it on paper, before you dive in to editing it with software. Once the video is produced, it’s time to share, share, share! Use it across all forms of communication from your website to social media, or send it directly to your customers through email newsletters. The more you put it out there, the more eyes that will come across it. Then be sure to measure and analyze: When you build your plan, include the ways you’ll measure success. Then, at the conclusion of your campaign, see if you met your goals and figure out what lessons can be learned for the long-term.
- As I’ve already mentioned, video can be used for a variety of reasons to convey different messages. Here’s a breakdown of some of the many uses of video: The promotion of a product or service. We did a video for Animal Clinic of Council Bluffs and Glenwood Veterinary Clinic’s website, showcasing their expertise and service to customers. This was an interview-style video with the four vets and several clients giving testimonials. Secondly: You could use video for recruitment. One of our clients is StrategicHealthSolutions and we did a video focusing on the culture of their company, interviewing CEO Peg Stessman and several other employees about why they like working for the company. You can use video to educate or inform your audience. We created a video for Merry Maids, which was a scripted video, showcasing two owners walking the audience through how to make the perfect bed. The upbeat video has both creative sketches as well as video of the Merry Maids owners making a bed to keep the feel light and fun. And finally, as I’ve been saying, you can use video to connect to the audience through emotion. This is a video we did for National Big Brothers Big Sisters, showcasing the 2014 National Big Sister of the Year. We interviewed the big sister as well as her little sister and got some great, emotional sound about all they’ve been through together. The video was shown at the National Big Brothers Big Sisters conference and we even won a PRSA Nebraska Best in Show Tactical Entry award for the video. All of these videos have been leveraged on the company’s websites, as well as social media.
- What good is a video, if no one sees it? To maximize viewership, there are some rules to follow: -First, grab your audience right away. Begin with emotion or creativity. Something to surprise your audience and have them hooked. If you connect with them from the start, they’re more likely to stay through the duration of your video. -And even if you grab them right away, remember that your customer has a lot going on. The attention span of audiences continues to get shorter and shorter. 1 to 2 minute videos are best for online use. We try to never go over 5 minutes for our clients’ videos. Editing can be the hardest part when you want to try to fit it all in, but remember, the audience isn’t going to know what you had to cut, so they won’t miss it. -And finally, share it across multiple platforms. -Get it out there on your website, -Get it directly to your target audience by linking to it in your email newsletters - Link to it in your blog - Share it on social media channels – which often times gets shared again and reaches your customers’ friends. -And use it when applicable in marketing meetings or opportunities in front of clients. You can see the Big Brothers Big Sisters video has nearly 3,000 views on the organization’s national YouTube channel.
- Keeping all that in mind, it’s also important to make it easy for your audience to view it. Visual content like video is social-media-ready and social-media-friendly. It’s easily likeable and easily sharable. Images or video on social media get more engagement than links or text. Plus linking to your video on your website will drive up traffic on your website as well. So first, make it likeable– we hope to have accomplished this earlier in our planning when we thoughtfully decided who the audience would be and how to connect with them. Also grabbing them right away, as we discussed, is important when sharing on social media. Make it as easy as possible for them to spread your video across the web by inserting social media sharing links under the video on your website and encouraging shares immediately after the video finishes. Often, a viewer will click away within seconds, but a quick encouragement to share can drive up results. Make sure the video is easily watched on a mobile device. Because so many people use their phones to access social media, linking to a video needs to be easy for them to see on their mobile device as well. This can be as easy as using YouTube or another mobile-friendly video service to share your video.
- Now, let’s take a look at the deliverables every video should have. First, we want to grab the audience’s attention right away. If you fail to do this, you will lose the audience before they can see the “meat” of your video miss out on the chance to have your audience take the action you want. Second, every video must have a storyline. Much like a good book– we want to give our audience a beginning, middle, and end… Oftentimes their may be a problem which needs solved, or a build up to what’s coming. All of this makes for a good video when a storytelling format is followed. We also want to provide characters that the audience cares about. This can be as easy as the employees who are excited about their work environment and makes the audience want to feel the same way about their job– or telling the touching story of a volunteer who took time to make a difference in someone’s life. Both give the audience a reason to keep watching, to see what happens to the character. It’s important to wrap up the video with a call to action. What do you want your audience to do now that they’ve seen the video? Call you? Visit your website to learn more about you? Share the video with others? Sometimes the call to action may be general brand awareness, and that’s okay too. But leave your audience feeling like they’ve gotten the point of your message.
- That wraps up our discussion on video today. Before we get into questions, I would like to invite you to our next webinar – Wednesday, May 20, at 10 a.m. Central. Tom Albers will be presenting “How Much Should You Invest in PR?” and will break down the elements of an integrated PR and digital marketing strategy and how to pick and choose what your company needs to fit your budget. Again, that’s Wednesday, May 20 at 10 a.m. Central. You can register online at www.alberscommunications.com/learning-opportunities
- And one more housekeeping item – I’d like to ask each of you to take a few moments to fill out the questionnaire that will appear on your screen at the end of the presentation. Please provide your comments about today’s webinar or share topic suggestions you’d like us to address in future webinars. And now I will take a few moments to answer any questions that have been chatted in. If you haven’t done so already, please feel free to chat in your questions through the box on the lower left side of your screen.
- Thank you for taking the time to join me today. We will send the recording of this presentation to you within the next day. And if you have further questions, feel free to contact me by visiting alberscommunications.com. Thank you!