Video Strategy: Creation and Implementation


Published on

Slides from recent Guardian Media Network Seminar: Video Strategy

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Video Strategy: Creation and Implementation

  1. 1. Video Sharing:From Marketing Messages toStakeholder Engagement
  2. 2. Video Sharing• Simple methods for creating and sharing video content• How to choose the right video sharing platform• Techniques for spreading your message• Best practice in community engagement• Strategies for managing negative feedback
  3. 3. What does success look like foryou? • Make videos with a goal in mind • Have a content sharing plan • Use a combination of platforms and methods to ensure your video reaches its target audience • Track more than just views and likes • Consider widening your reach with a series – could your idea work with collaborators?
  4. 4. Key elements of success • Search engine optimisation and brand awareness • Keyword planning • Text descriptions, titles and tagging • Content planning • Link planning – where are you driving traffic? • Track results against your budget
  5. 5. Successful CampaignsWhat worked well?
  6. 6. Click to view complete playlist onYouTube
  7. 7. Start Planning • Research competitors (use playlists) • Track available statistics of similar videos • Decide on the type of video you’re creating • Story board your idea • Look at available equipment • Decide on editing software • Plan your keywords
  8. 8. Task: In pairs: Brain storm the kind of video you would like to create How to Interview Entertain
  9. 9. Storyboard Example 2: Screen Intro 1: Explain Cast3: Screen 4: Set End (to Cast Challenge camera)
  10. 10. Storyboard Example 1: Let 2: Ask Intro guest own intro questions 3: Ask 4: Let End (toaudience guest camera) Qs conclude
  11. 11. RECORD!
  12. 12. Simple video styles
  13. 13. Click to view complete playlist onYouTube
  14. 14. Choosing the right platformVimeovs YouTube
  15. 15. Vimeo• Doesn’t readily accept commercial content (advertising)• Perceived as being better quality with more high definition films available• Less noise than YouTube• Supports small independent film makers• Groups make collaborating more streamlined
  16. 16. YouTube• Owned by Google so appears in search results• Much larger potential audience than Vimeo• Easier to share clips as more applications support YouTube than Vimeo• More competition to be seen due to the volume of clips uploaded• More functionality available for basic users
  17. 17. Setting up
  18. 18. Uploading
  19. 19. Don’t forget to optimise!
  20. 20. Collecting Keywords • Put yourself in the mind of your target audience – what search terms will they use? • Prevalent words on your site • Your website statistics • Industry media • Internal searches • Competitor’s website • Related search results
  21. 21.
  22. 22. What does it mean? • Which keywords are creating the most visits? • Are they also the words with the most Pages / Visit? Average time on site? • Which words have the highest bounce rate? • Which landing pages are these words leading to? • How do these relate back to your conversion goals?
  23. 23. Relevance, Popularity &CompetitionKeyword (s) Relevance Popularity CompetitionDigital High 74,000 LowSwitchoverLegal Support High 60,500 MediumStrategic High 480 MediumBusinessConsultancy
  24. 24. Compiling your shortlist • Combine to create long tail search terms • Choose appropriate landing pages • Value of keyword conversions • Beware of single word groups • Be discerning when deciding relevance • How many sponsored listings are there for a given term? • Google allintitle:“keyword”
  25. 25. Task: Pick keywords for yourvideoKeyword (s) Relevance Popularity Competition
  26. 26. Techniques forspreading your message
  27. 27. Content sharing plan • Pinpoint any key blogs or forums where you can share your video • Embed your clip on your own website within an optimised article • Pinpoint platforms like Facebook / Pinterest and use advertising and strategic placement to reach your audience • Could your clip be syndicated to another website?
  28. 28. Key points on sharing• Integrate into your social media plan for the duration of your campaign• Mention video when courting PR and media attention• Ensure there are links from your clip to appropriate pages on your website• Track which sources are most effective and invest time and resources accordingly
  29. 29. Community engagement• Does “How to” fit with your organisation?• Could your content work as a series?• Are there opportunities to get your clients involved?• Don’t forget SlideShare and LinkedIn• Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
  30. 30. Remember: Engaging with bloggers is about you providing content that’s interesting and beneficial to THEIR audience. Don’t try to sell them on your business, spend timelearning about their audience and (provided the audience is relevant to you) build content they will enjoy.
  31. 31. Use different platformsVideo is just another form of content that youcan share. Upload to a sharing site and then repost across any platforms where you are likely to reach your target audience. Don’tforget you can embed video on any blogging platform as well as bookmarking on StumbleUpon, Reddit, Digg, Pinterest and many more.
  32. 32. TED: Ideas worth spreading™ If you want to see an organisation at the top of the video content tree, check out They have a long established format for sharing inspirational talks from their world famous conferences. Despite the length of the clips (usually around 18minutes), they are shared across a wide and varied audience. Watch and learn!
  33. 33. Get your audience involved!
  34. 34. Running competitions• Have clear guidelines• Make it as easy as possible for potential entrants to be included• Use Playlist functionality to shortlist• Use multiple marketing platforms to invite entry• Make your timeline realistic
  35. 35. Example Entry FormName:Email:Organisation:YouTube URL:Embed Code:Tell us about your entry:
  36. 36. Integrate your communicationVideo content can be used across manydifferent traditional marketing channels like:•Email marketing•Direct Mail (QR Codes)•Print Advertising (QR Codes)Use a URL shortenerto create distinct links foreach format to make tracking success easier
  37. 37. Troubleshooting
  38. 38. 3 choices!•Reply•Delete•Ignore
  39. 39. Social Media Guidelines• Encourage staff to engage and talk about your brand on Social Platforms• Keep your community rules simple & share them with everyone• Be clear about the difference for employees who post on behalf of a Page and those who you encourage to post personally (both are important to your brand)
  40. 40. Recap• Design your clip with a clear goal in mind• Decide what success looks like before you kick off your campaign• Integrate across your marketing plan• Make sure you optimise your content• Remember there are many cost efficient, simple ways to use video for engagement and branding
  41. 41. Remember: Your social mediapolicy / code of conduct, shouldnot differ wildly from the normalstandards of behaviour and datamanagement you would expect from an employee.
  42. 42. Useful resources•••••••
  43. 43. Jennifer D