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Powerpoint Presentation From Ragan Conference; May 2008

Powerpoint Presentation From Ragan Conference; May 2008

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Transcript

  • 1.
  • 2. OBJECTIVES
    • How to create Web-Based Video content that builds your brand and solidifies your relationships with your most important audiences
    • How a wide variety of organizations are using Web video to communicate online to both internal and external audiences
    • How to use the very latest, greatest tips and tactics to create compelling video that will set you apart from the competition
  • 3.  
  • 4. Video for Social Media & Beyond
  • 5.
    • Don’t think of video as something only to be searched for; it must be shared to become a social media tool.
  • 6.
    • HOW CAN YOU CREATE WEB-BASED VIDEO CONTENT THAT BUILDS YOUR BRAND AND SOLIDIFIES YOUR RELATIONSHIPS WITH YOUR MOST IMPORTANT AUDIENCES?
  • 7. Social Media Thru History
  • 8.
    • Don’t discard something that worked for Dad. Add the new tools to increase value and impact.
  • 9. Viewing Habits
  • 10. Where we watch now
  • 11. The Stats
    • 10.1 Billion online videos were viewed in February, 2008 (66% more than in February, 2007) [ComScore]
    • 57% of U.S. adults watch internet video; 46% of Internet users age 50-64 watch or download video; for those above 65, 39% watch online video [Pew Research, “Online Videos Go Mainstream”, July, 2007]
    • By 2011, more than 85% of the U.S. Internet users will view video [eMarketer Inc.]
  • 12. The Power of Online Video
    • Last year sites with video averaged 3.53 videos viewed per visit (users watch much more than 1 video)
    • Sites averaged 6.62 videos per visitor per month (users come back and watch even more)
    • Average time spent per visit: 6.13 minutes
  • 13.
    • In order to create good web-based video content, you first have to be able to create good video, just like dad.
  • 14. … this is now that was then…
  • 15.   Sony HVR-A1U $2200-2500 Standard Definition Sony PD-170 $2500 - $2900 Panasonic AG-DVX100B $2200 - $2500 Canon GL2 $1800 - $2000 High Definition Canon XH-A1 $3200-$3400
  • 16.
    • Windows Movie Maker
    iMovie Free Programs Low Cost Programs Avid Xpress Pro ($495) Final Cut Express 4 ($199) Final Cut Pro ($1,299) Pro Quality Programs Avid Editing (Price Varies) Includes bundle of software Requirements for Each Avid system vary
  • 17.
    • Don’t skimp on audio.
  • 18.
    • two wireless lavs
    • wireless handheld mic
    • Wired mic
    Audio
  • 19. You need the equipment to work, but the success of your online video strategy will be determined more by the content & marketing than the technical aspects.
  • 20. Assess Yourself Are you looking to utilize video in a specific initiative or do a complete overhaul of your communications program?
  • 21. How ready are you? 10 Questions For Moving Forward in the Video Age
    • 1. What are your in-house resources?
    • 2. What are your assets?
    • 3. Who are you trying to reach?
    • 4. What conversation are you trying to start?
    • 5. How will you be served?
  • 22. How will you be served?
    • Public
    • Private [proprietary]
    • Both
  • 23.
    • TubeMogul allows you to upload video to multiple sites at once.
  • 24.
    • Do you have management support?
    • What kind of viewer feedback mechanism are you prepared to implement?
    • What’s the frequency?
    • Can you gain a competitive advantage or prevent yourself from being at a disadvantage?
    • Are you ready to be the Executive Producer of a Television Network?
    10 Questions For Moving Forward in the Video Age (continued)
  • 25.
    • If a complete communications overhaul using video is too much, you might want to focus on using video for specific initiatives.
  • 26. HOW ARE A WIDE VARIETY OF ORGANIZATIONS USING WEB VIDEO TO COMMUNICATE ONLINE TO BOTH INTERNAL AND EXTERNAL AUDIENCES?
  • 27. Brochure Campaign *Case study: ESRB
  • 28. Contests *Case study: Dove
  • 29. Desksides & Earning Media Case Study: Tata Communications
  • 30. Desksides & Earning Media Case Study: Macy’s
  • 31. Desksides & Earning Media Case Study: ACP
  • 32. Promoting Web initiatives Case Study: Isaac Mizrahi
  • 33. Global Communications Case Study: Herbal Life
  • 34. Newsletter Case Study: Prudential
  • 35. Blogging Case Study: Jenny Craig
  • 36.
    • Campaigns like these that have multiple elements that support each other maximize roi.
  • 37. HOW DO YOU USE THE VERY LATEST, GREATEST TIPS AND TACTICS TO CREATE COMPELLING VIDEO THAT WILL SET YOU APART FROM THE COMPETITION?
  • 38. 10 Tips For Telling an Effective Story in Web Video
    • Tell a story with a beginning, middle and end
    • Develop a consistent format
    • Right-size the production
    • Use “How-to’s” and demonstration videos
    • Audio, Audio, Audio!
    • If your story has a personality, make sure they have a personality
    • Provide calls to action to engage your audience
    • Feature Guests
    • Don’t Sell – Inform or Entertain
    • Have fun!
  • 39. Tips from a pro
          • David Carr [just play video]
  • 40. This is social media how do I promote sharing?
    • Traditional PR in old and new media
    • B-2-F Marketing
    • Social Media Motivators
    • Advertising
    • Syndication – sharing content on multiple sites
  • 41.
    • COMMENTING IS KEY:
    • Comment on Appropriate Blogs and Sites and add links to your video.
  • 42. All views are not created equal.
  • 43. Measurement & Metrics
  • 44.
    • Be agnostic about where you post your video – place it everywhere.
  • 45.