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.
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
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
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
#PRSAICON
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.)
#PRSAICON