SVP Marketing &
Business Development

Ericw@dssimon.com
212.736.2727
@CEricWright
• The Power of Video & Emergence of Mobile
• 5th Annual Web Influencers Survey Results
• Different Ways of Using Video Onl...
#PRSAICON
• 9 of the top 10 YouTube videos for 2012 were professionally produced
(YouTube)
• Reach young people – 71% cite the Inter...
#PRSAICON
#PRSAICON
Bloggers

Newspapers

Radio

Website
Producers

Television

Average

Use Video

73%

92%

55%

90%

81%

78%

Outside Vide...
Bloggers

Newspapers

Website
Producers

Television

Average

Download from a
website

15%

40%

82%

61%

50%

FTP

15%

...
Bloggers

Newspapers

Radio

Television

Website
Producers

Average

Use It

91%

100%

87%

93%

87%

92%

Facebook

83%
...
Bloggers

Newspapers

Radio

Television

Website
Producers

Average

Use It

53%

68%

60%

72%

52%

61%

Facebook

54%

...
#PRSAICON
#PRSAICON
Bloggers

More Video
Usage

64%

Newspapers

84%

Radio

46%

Television

69%

Website
Producers

61%

Average

65%

#PRSA...
E
S
P
O

#PRSAICON
CASE STUDY
LEGOLAND® Hotel Grand Opening

#PRSAICON
#PRSAICON
#PRSAICON
A TELEKINETIC SURPRISE
IN A COFFEE SHOP

#PRSAICON
#PRSAICON
#PRSAICON
Bloggers

Newspapers

Radio

Television

Website
Producers

Average

Sell Advertising
for your
Website or
Blog

82%

77%

...
#PRSAICON
#PRSAICON
#PRSAICON
#PRSAICON
Expedia

Lays
#PRSAICON
#PRSAICON
#PRSAICON
#PRSAICON
“Content creation and
distribution to key publics to
change behavior in a positive
way.”

1. Identify the behavior you are...
#PRSAICON
• Production Quality = Brand Image
• Prepare the Talent

• Pre-Production Plan
• Proper Equipment
• Don't Overlook Audio
•...
• If a video takes more than 10 seconds to
load, nearly 50% of potential viewers will bail
• Use an FTP site or FTP-like o...
•

Video Set to DOMINATE mobile traffic

•

HUGE Opportunities to EARN media with content

•

Video leads to more engageme...
SVP Marketing & Business
Development
Ericw@dssimon.com
212.736.2727
@CEricWright
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
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PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing

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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.

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  • PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing

    1. 1. SVP Marketing & Business Development Ericw@dssimon.com 212.736.2727 @CEricWright
    2. 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 #PRSAICON
    3. 3. #PRSAICON
    4. 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) #PRSAICON
    5. 5. #PRSAICON
    6. 6. #PRSAICON
    7. 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% #PRSAICON
    8. 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% #PRSAICON
    9. 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% #PRSAICON
    10. 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% #PRSAICON
    11. 11. #PRSAICON
    12. 12. #PRSAICON
    13. 13. Bloggers More Video Usage 64% Newspapers 84% Radio 46% Television 69% Website Producers 61% Average 65% #PRSAICON
    14. 14. E S P O #PRSAICON
    15. 15. CASE STUDY LEGOLAND® Hotel Grand Opening #PRSAICON
    16. 16. #PRSAICON
    17. 17. #PRSAICON
    18. 18. #PRSAICON
    19. 19. A TELEKINETIC SURPRISE IN A COFFEE SHOP #PRSAICON
    20. 20. #PRSAICON
    21. 21. #PRSAICON
    22. 22. #PRSAICON
    23. 23. #PRSAICON
    24. 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% #PRSAICON
    25. 25. #PRSAICON
    26. 26. #PRSAICON
    27. 27. #PRSAICON
    28. 28. #PRSAICON
    29. 29. #PRSAICON
    30. 30. #PRSAICON
    31. 31. #PRSAICON
    32. 32. Expedia Lays #PRSAICON
    33. 33. #PRSAICON
    34. 34. #PRSAICON
    35. 35. #PRSAICON
    36. 36. #PRSAICON
    37. 37. #PRSAICON
    38. 38. “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 #PRSAICON
    39. 39. #PRSAICON
    40. 40. • Production Quality = Brand Image • Prepare the Talent • Pre-Production Plan • Proper Equipment • Don't Overlook Audio • Plan Moments and Elements #PRSAICON
    41. 41. • 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 #PRSAICON
    42. 42. 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 #PRSAICON
    43. 43. • 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.) #PRSAICON
    44. 44. #PRSAICON
    45. 45. SVP Marketing & Business Development Ericw@dssimon.com 212.736.2727 @CEricWright

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