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How PR pros can use Web videos to promote their clients
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How PR pros can use Web videos to promote their clients


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

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


  • 1. How PR pros can use Web videos to promote their clients David Strom and Sam Whitmore Webcast 11/09
  • 2.  
  • 3.  
  • 4. Advantages of Web video
    • Sticky visits to Web sites with unique value-add
    • Powerful way to get your message across
    • Moves a customer through the buying cycle quicker
    • Generates leads and potential VARs
    • Ties up fewer expensive live demo/marketing resources
  • 5.  
  • 6. Content creation tools
    • Screen capture software
    • Audio editing software
  • 7. Sound quality matters, too
    • Speak clearly, crisply, and engagingly
    • Record the soundtrack/script first
    • Don’t sound like you are reading from a script
    • Use audio editing software (Audacity) if needed
  • 8.  
  • 9. Screen capture programs
  • 10.  
  • 11. Screen capture tips
    • I record in 800x600 resolution
    • Many network-centric products are designed for >1280x1024 screens
    • Use the zoom/pan feature sparingly, it is distracting
  • 12. Content distribution tools
    • Video embedding tools
    • Video distribution networks
    • Video tracking and analytics
    • Promiscuous publishing and promotions
  • 13.  
  • 14.  
  • 15. Wistia tracking tool
  • 16. Heat maps and reverse DNS
  • 17. Wordpress video embedding
    • allows for video uploads directly:
    • Self-hosting requires a third-party service, such as Wistia or Kaltura:
  • 18.  
  • 19.  
  • 20. Kaltura video tool
  • 21. New video hosters
    • Brightcove v4/Express (from $100/month and 40GB/mo bandwidth) -- better analytics, player debugging tools, player skin customization, iPhone SDK and more
    • (free and $100/month for unbranded players)
  • 22.  
  • 23.  
  • 24. Some lessons learned
    • Where to post videos
    • Self-promotion matters
    • Put some text around the video
  • 25. covers:
  • 26. Promotions/links important
  • 27. Anchor video with text on Web page for better SEO
    • Choose keywords carefully and consistently
    • Snappy titles help
    • Include relevant vendor contact and pricing info critical too
  • 28. Video = has to be visually interesting
    • Voltage (“email encryption”) was just static screens
    • Altiris workflow has a lot of action, activity, and jumping around
    • Viewers can hit pause/rewind if they want to slow things down
  • 29. YouTube matters. A lot.
    • Still the best place to showcase videos
    • A third of my total views are there (the rest are spread among 20 other sites)
    • Two best-viewed Symantec videos:
      • Veritas Backup Exec (>6600 in 6 months!)
      • Altiris Workflow (3100 in 15 months)
  • 30. Build audience slowly
    • And you will keep them longer, too
    • It isn’t always about “going viral”
    • Need regular infusions of new content, just like a magazine or newspaper
  • 31. Questions? David Strom [email_address] (310) 857-6867