How PR pros can use Web videos to promote their clients


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David Strom gives a presentation to Sam Whitmore's about how he uses video screencasts to review IT products on his site,

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  • V3 updated 11/17
  • We start with a script -- which is more of a storyboard that is used to write your dialogue and also to plan your movements and navigation accordingly around the product menus
  • Then record narration on Audacity
  • is the one that I use they have plans starting at $39/month for 400 plays but no branding of player but some very sophisticated tracking
  • This is Kaltura’s embedding tool is free for up to 10 GB has Wordpress and various other plug ins:
  • Best sites:,, and -- the Backup Exec video got 700 views from these three sites in two weeks alone
  • How PR pros can use Web videos to promote their clients

    1. 1. How PR pros can use Web videos to promote their clients David Strom and Sam Whitmore Webcast 11/09
    2. 4. Advantages of Web video <ul><li>Sticky visits to Web sites with unique value-add </li></ul><ul><li>Powerful way to get your message across </li></ul><ul><li>Moves a customer through the buying cycle quicker </li></ul><ul><li>Generates leads and potential VARs </li></ul><ul><li>Ties up fewer expensive live demo/marketing resources </li></ul>
    3. 6. Content creation tools <ul><li>Screen capture software </li></ul><ul><li>Audio editing software </li></ul>
    4. 7. Sound quality matters, too <ul><li>Speak clearly, crisply, and engagingly </li></ul><ul><li>Record the soundtrack/script first </li></ul><ul><li>Don’t sound like you are reading from a script </li></ul><ul><li>Use audio editing software (Audacity) if needed </li></ul>
    5. 9. Screen capture programs
    6. 11. Screen capture tips <ul><li>I record in 800x600 resolution </li></ul><ul><li>Many network-centric products are designed for >1280x1024 screens </li></ul><ul><li>Use the zoom/pan feature sparingly, it is distracting </li></ul>
    7. 12. Content distribution tools <ul><li>Video embedding tools </li></ul><ul><li>Video distribution networks </li></ul><ul><li>Video tracking and analytics </li></ul><ul><li>Promiscuous publishing and promotions </li></ul>
    8. 15. Wistia tracking tool
    9. 16. Heat maps and reverse DNS
    10. 17. Wordpress video embedding <ul><li> allows for video uploads directly: </li></ul><ul><li>Self-hosting requires a third-party service, such as Wistia or Kaltura: </li></ul>
    11. 20. Kaltura video tool
    12. 21. New video hosters <ul><li>Brightcove v4/Express (from $100/month and 40GB/mo bandwidth) -- better analytics, player debugging tools, player skin customization, iPhone SDK and more </li></ul><ul><li> (free and $100/month for unbranded players) </li></ul>
    13. 24. Some lessons learned <ul><li>Where to post videos </li></ul><ul><li>Self-promotion matters </li></ul><ul><li>Put some text around the video </li></ul>
    14. 25. covers:
    15. 26. Promotions/links important
    16. 27. Anchor video with text on Web page for better SEO <ul><li>Choose keywords carefully and consistently </li></ul><ul><li>Snappy titles help </li></ul><ul><li>Include relevant vendor contact and pricing info critical too </li></ul>
    17. 28. Video = has to be visually interesting <ul><li>Voltage (“email encryption”) was just static screens </li></ul><ul><li>Altiris workflow has a lot of action, activity, and jumping around </li></ul><ul><li>Viewers can hit pause/rewind if they want to slow things down </li></ul>
    18. 29. YouTube matters. A lot. <ul><li>Still the best place to showcase videos </li></ul><ul><li>A third of my total views are there (the rest are spread among 20 other sites) </li></ul><ul><li>Two best-viewed Symantec videos: </li></ul><ul><ul><li>Veritas Backup Exec (>6600 in 6 months!) </li></ul></ul><ul><ul><li>Altiris Workflow (3100 in 15 months) </li></ul></ul>
    19. 30. Build audience slowly <ul><li>And you will keep them longer, too </li></ul><ul><li>It isn’t always about “going viral” </li></ul><ul><li>Need regular infusions of new content, just like a magazine or newspaper </li></ul>
    20. 31. Questions? David Strom [email_address] (310) 857-6867