A revealing look at the way individuals, companies and corporations can utilize video in their marketing communications efforts and the elements that make compelling stories. Part of the discussion focuses on effective strategies to use video to gain media coverage and achieve business goals, while also including case studies and providing storytelling and production tips. This presentation was delivered to an SRO crowd on October 28, 2013 at the PRSA International Conference in Philadelphia, PA.

1. SVP Marketing &
Business Development
Ericw@dssimon.com
212.736.2727
@CEricWright

2. • The Power of Video & Emergence of Mobile
• 5th Annual Web Influencers Survey Results
• Different Ways of Using Video Online
• What Some Brands Are Doing
• The Emergence of ESPO
• Storytelling and Production Tips
• Key Takeaways
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4. • 9 of the top 10 YouTube videos for 2012 were professionally produced
(YouTube)
• Reach young people – 71% cite the Internet as main source of news,
with 55% getting it from TV (Pew)
• Reach general public – 69% of Americans view TV as #1 news source
(Pew)
• Two-thirds of the world’s mobile data traffic will be video by 2017.
(Neomobile)
• Mobile makes up more than 25 percent of YouTube’s global watch
time. (YouTube)
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7. Bloggers
Newspapers
Radio
Website
Producers
Television
Average
Use Video
73%
92%
55%
90%
81%
78%
Outside Video
90%
73%
78%
77%
86%
81%
B-Roll Footage
67%
65%
21%
67%
29%
50%
Sound Bites
50%
39%
71%
50%
25%
47%
Edited Package
21%
39%
21%
21%
50%
30%
IMT
21%
17%
21%
13%
4%
15%
SMT
21%
13%
8%
21%
4%
13%
Phone Interview
-
-
46%
-
-
46%
Embed Code
33%
56%
42%
33%
75%
48%
Links
63%
70%
58%
63%
58%
62%
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8. Bloggers
Newspapers
Website
Producers
Television
Average
Download from a
website
15%
40%
82%
61%
50%
FTP
15%
30%
70%
39%
39%
Embed Code
81%
70%
19%
-
57%
Links
42%
45%
19%
30%
34%
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9. Bloggers
Newspapers
Radio
Television
Website
Producers
Average
Use It
91%
100%
87%
93%
87%
92%
Facebook
83%
92%
100%
96%
90%
92%
Twitter
83%
96%
92%
96%
80%
89%
LinkedIn
43%
65%
31%
15%
37%
38%
Google+
40%
58%
15%
4%
17%
27%
Pinterest
47%
46%
15%
15%
20%
29%
YouTube
47%
54%
50%
37%
37%
45%
Instagram
37%
54%
23%
30%
30%
35%
Vine
10%
35%
19%
26%
17%
21%
None
3%
0%
0%
0%
10%
3%
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10. Bloggers
Newspapers
Radio
Television
Website
Producers
Average
Use It
53%
68%
60%
72%
52%
61%
Facebook
54%
94%
81%
96%
65%
78%
Twitter
54%
88%
62%
73%
50%
65%
LinkedIn
25%
12%
10%
5%
20%
14%
Google+
13%
12%
0%
5%
10%
8%
Pinterest
8%
6%
0%
5%
10%
6%
YouTube
8%
18%
14%
15%
15%
14%
Instagram
0%
18%
10%
9%
15%
10%
Vine
0%
12%
5%
5%
5%
5%
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13. Bloggers
More Video
Usage
64%
Newspapers
84%
Radio
46%
Television
69%
Website
Producers
61%
Average
65%
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14. E
S
P
O
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15. CASE STUDY
LEGOLAND® Hotel Grand Opening
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19. A TELEKINETIC SURPRISE
IN A COFFEE SHOP
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24. Bloggers
Newspapers
Radio
Television
Website
Producers
Average
Sell Advertising
for your
Website or
Blog
82%
77%
82%
97%
86%
85%
Accept
Sponsored
Content
73%
39%
45%
48%
55%
52%
Refer PR
People to your
Advertising
Department
31%
39%
36%
45%
61%
42%
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33. Expedia
Lays
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39. “Content creation and
distribution to key publics to
change behavior in a positive
way.”
1. Identify the behavior you are trying to change
2. Identify the people who you are trying to reach and where they consume
content
3. Create content that will be effective in changing their behavior
4. Place the content where they will find it, view it, share it, etc.
5. Measure, assess and revise
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41. • Production Quality = Brand Image
• Prepare the Talent
• Pre-Production Plan
• Proper Equipment
• Don't Overlook Audio
• Plan Moments and Elements
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42. • If a video takes more than 10 seconds to
load, nearly 50% of potential viewers will bail
• Use an FTP site or FTP-like option such as
DropBox or Hightail.com to get broadcast quality
content to media
• Syndicate your high quality video content to video
sharing sites like YouTube and Vimeo so
bloggers/web media can embed it
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43. Converting Broadcast Video to Instagram
• Using Final Cut or similar video editing
software create a H.264 mp4 file
• Compress file so you can e-mail it
• Download on to phone
• Upload to Instagram App
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44. •
Video Set to DOMINATE mobile traffic
•
HUGE Opportunities to EARN media with content
•
Video leads to more engagement on Instagram than photos
•
The future is paved with a mix of ESPO – will need to utilize all to
have a successful campaign
•
Your campaign needs to be tied to business goals, otherwise why
bother
•
The higher quality the production, the more opportunities for
viewers exist (broadcast, viral, social, etc.)
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46. SVP Marketing & Business
Development
Ericw@dssimon.com
212.736.2727
@CEricWright