PRSA - How to Create Videos to Benefit Your Strategic Goals

How to Create Your Own TV Show/Videos to Benefit Your Strategic Goals Sharon Boston and Ed Bennett University of Maryland Medical Center PRSA Baltimore, MD | October, 2011

Objectives
Introduction to UMMC TV show and video programs
Tips for any presentation, pitch or video
Web and social media trends
Capitalizing on video opportunities, including this dog!

Sharon’s Background
Former TV news producer
1994 Producer, KHGI/NTV Kearney, Nebraska
1995 -1996 Producer, WROC-TV Rochester, New York
1996 – 2002 Producer WOIO/WUAB-TV Cleveland, Ohio
2002 – Current Media Relations Manager University of Maryland Medical Center

Ed’s Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician Software Trainer
1994 - 1999 Web Entrepreneur
1999- Current Director, Web Technology University of Maryland Medical Center
Page  Core Web Management Skills

UMMC Video Programs
Hundreds of videos on website: www.umm.edu
Including…..
TV Show Maryland Health Today
Find-a-Doctor profiles
Patient success stories
Hospital tours
Video news releases

UMMC YouTube Channel

Maryland Health Today on the Internet
UMMC website (umm.edu) and YouTube
Videos include descriptions and key word tags
FY 2011 YouTube 519,794 hits (59 hits an hour)

Maryland Health Today
Started in 1996
Produced 4 times a year
Record four shows in one day
Each show 29:30 with two-minute PSA break
Runs on 11 cable access stations across the state
Runs 24/7 on in-house hospital channel (Also on-demand for patients)
Sent to Medical Missions for Children satellite service

Dr. Jeffrey Wolf video link

Recorded at Maryland Public Television through Special Projects Unit
Three cameras in studio
Baltimore VA has similar show produced through Mayor’s Office of Communication and Cable
“ Tricaster” – Switch your own show with virtual sets
Other webcast programs: LiveStream and UStream

Control Room Crew:
Director/TD
Audio operator
CG operator
Floor director/Camera operators
Producer/prompter (Sharon)
MPT producer
Live to Tape = NO EDITING
Video and graphics inserted while show is taping

MHT - Blooper video link

Maryland Health Today: Content
Strong content
Brand message is there, not forced
Education show first (not viewed as marketing)
Give experts a chance to shine
Target key guests (new physicians, new programs, new technology, etc.) – work it in, but it’s not the whole message
Be selective in choosing guests

Maryland Health Today: Preparation
Plan ahead (pre-interviews six to eight weeks before taping)
Need time to think
Meet with guest for show ideas, suggested questions, video opportunities, graphics, etc.
Meet in guest’s office and bring a thumb drive
Send an e-mail explaining the program with links to sample shows featuring colleagues

Put the “Vision” in Television
Video Scavenger Hunt
Keep audience in mind (basic anatomy, terms, etc.)
Ask guest for non-copyrighted material
Free graphics/video
Government sites
Organizations/associations
Company animations/videos (with courtesies on screen)
Don’t force it, be prepared to drop video/graphic if necessary

Create Your Own Lists/Graphics

Use Props
Props we’ve used:
Skeleton
Surgical instruments
Hormone replacement patches
Heart model
Heart pumps
Penile implant (but, the doctor forgot to bring it the studio)

TV/Video Tips
Think visually – Your first question should be: What are we seeing?
Best video/images first (avoid BOPSA)
Write questions to fit good video
It’s frustrating to search for video to fit a question – takes too long
Show the video/graphics to the guest (pre-show run through)
If you’ve got some good video, consider breaking it apart into several sections/questions

Laparoscopic Surgery video link

MHT - Scripting
Script = Communications Plan
Need to get everyone on the same page
Where you expect video, graphics, etc.
Clear communications to “internal stakeholders”
Send script to guest a few days in advance (caution against written answers – need spontaneity/personality)

MHT – Script Sample

TV/Video Tips
TREMENDOUS OPPORTUNITY: Shoot Your Own Video
Hiring someone vs. shooting it yourself
Quality vs. cost vs. time – where will it be seen?
Can you edit it? How will it be done? Who will do it?
Adobe Premiere
Final Cut Pro

Video – Have fun!

TV/Video Tips
See dog = say “dog” (reverse as well)
Use the words such as “you” or “as you can see here” or “take a look at this”
Talk to the video: Have speaker narrate what he/she is seeing:
Photos
Powerpoint
Video
Work with speaker on content
Show video/pictures to speaker

Repurpose Content
Don’t “date” it – Can it be “evergreen?”
Use the video in other outlets
Website
YouTube w/tags
Facebook
Twitter
Use the video to pitch experts (send the link)

http://www.umm.edu/media/channel/maryland-health-today.htm

MHT – Rethinking the Model
Format change – Does the interview show still work?
Shorter pieces = more play/exposure?
Depth of content/high production value vs. time spent/resources
Exploring other outlets
Pay to play (video screens) or syndication services?
More opportunities online?
Build on what we have – Capitalize on opportunities

University of Maryland Medical Center
Hospitals and Social Media
Capitalizing on Opportunities

Hospitals and Social Media

Hospital Social Media Types

Fundraising Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…

Dozer the Dog

video link

The Dozer Timeline Sunday May 15, 2011 - Race day, Dozer joins the fun Monday: Dozer’s owners contact UMMC We contact local / national news Tuesday: Post short video Create Dozer donation page Wednesday: Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people

Dozer Donation Page Umm.edu/Dozer

The Dozer Timeline
Thursday May 19:
Attention on Fox News, ESPN, Runners World, etc.
More blog posts embedding the first YouTube Video
Race officials meet with dozer family, give him a medal
3,517 YouTube Views - $600 donations from 16 people
Friday May 20:
Publish Second Video with text narrative
Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)
65,815 YouTube Views - $1,338 from 61 people
www.umgcc.org/news/dozer-in-the-news.htm

video link

Dozer Facebook Fan Page Created May 26, 2011 facebook.com/dozerthedogfanpage

What Viral Looks Like Traffic to UMMC YouTube Videos 1,700 to 2,500 Views per day

What Viral Looks Like 5000 -

What Viral Looks Like

What Viral Looks Like 75,000 Views 15,000 13,000

What Viral Looks Like 75,000 Views 15,000 13,000 16,000 52,000

What Viral Looks Like Google Yahoo YouTube Search 13,000 75,000 Views 15,000 13,000 16,000 52,000

Two videos
Three blog posts
Multiple Twitter updates
Fundraising page
Dozer Facebook page
Response and Results
Dozens of blog / web posts
Over 500,000 YouTube views
$25,000 raised from 700 donors
UMMC Web / Social Media Efforts Results:

Media relations
Web Video production
Social media
Foundation
Lessons Learned It’s a Team Effort
Recognize the opportunity
Understand context
Don’t hesitate
Be Agile

What’s Your Story?

Links and Resources Hey! My Doctor Is On TV umm.gd/MyDoctorOnTV UMMC YouTube Channel www.youtube.com/ummc Maryland Health Today videos on umm.edu umm.gd/MHToday CDC Public Health Image Library phil.cdc.gov/phil/ Dozer's pages umm.edu/dozer facebook.com/dozerthedogfanpage The Hospital Social Network List ebennett.org/hsnl

Ed Bennett Director of Web & Communications Technology University of Maryland Medical Center 410-328-0771 ebennett@umm.edu / ed@ebennett.org Blog: ebennett.org Twitter: @edbennett Contact Information

Contact Information
Sharon Boston
Media Relations Manager
University of Maryland Medical Center & University of Maryland School of Medicine
410-328-8919
sboston@umm.edu
Blog: nerdtrips.wordpress.com

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PRSA - How to Create Videos to Benefit Your Strategic Goals

by Ed Bennett on Nov 03, 2011

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PRSA - How to Create Videos to Benefit Your Strategic Goals — Presentation Transcript