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PRSA - How to Create Videos to Benefit Your Strategic Goals
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PRSA - How to Create Videos to Benefit Your Strategic Goals

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Sharon Boston and Ed Bennett from the University of Maryland Medical Center

Sharon Boston and Ed Bennett from the University of Maryland Medical Center

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  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • Transcript

    • 1. 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
    • 2. 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!
    • 3. 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
    • 4. 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
    • 5. 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
    • 6. UMMC YouTube Channel
    • 7. 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)
    • 8. 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
    • 9. Dr. Jeffrey Wolf video link
    • 10. Maryland Health Today
      • 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
    • 11. Maryland Health Today
      • 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
    • 12. MHT - Blooper video link
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. Create Your Own Lists/Graphics
    • 17. 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)
    • 18. 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
    • 19. Laparoscopic Surgery video link
    • 20. 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)
    • 21. MHT – Script Sample
    • 22. 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
    • 23. Video – Have fun!
    • 24. 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
    • 25. 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)
    • 26. http://www.umm.edu/media/channel/maryland-health-today.htm
    • 27. 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
    • 28. University of Maryland Medical Center
      • Hospitals and Social Media
      • Capitalizing on Opportunities
    • 29. Hospitals and Social Media
    • 30. Hospital Social Media Types
    • 31. Fundraising Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…
    • 32. Dozer the Dog
    • 33. video link
    • 34. 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
    • 35. Dozer Donation Page Umm.edu/Dozer
    • 36. 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
    • 37. video link
    • 38. Dozer Facebook Fan Page Created May 26, 2011 facebook.com/dozerthedogfanpage
    • 39.  
    • 40.  
    • 41.  
    • 42.  
    • 43. What Viral Looks Like Traffic to UMMC YouTube Videos 1,700 to 2,500 Views per day
    • 44. What Viral Looks Like 5000 -
    • 45. What Viral Looks Like
    • 46. What Viral Looks Like 75,000 Views 15,000 13,000
    • 47. What Viral Looks Like 75,000 Views 15,000 13,000 16,000 52,000
    • 48. What Viral Looks Like Google Yahoo YouTube Search 13,000 75,000 Views 15,000 13,000 16,000 52,000
    • 49.
      • 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:
    • 50.
      • 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
    • 51. What’s Your Story?
    • 52. 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
    • 53. 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
    • 54. 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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