Effective online video for EU federations

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This presentation outlines how federations in the European policy arena can effectively use online video as a new part of their communications toolkit.

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  • Dan
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  • David - video is exploding, Gallup question, FB n. 1, YouTube n. 2. DAVID: CHECK THIS TITLE: IS IT MATCHING WHAT YOU TELL HERE?
  • David - why video, Pew Research Center, ¾ receive links, more than half send, why they send, gather around your pc DAVID: HEADLINE TEXT IS INCORRECT: BETTER IS:
  • David - is it for us, ask professionals, 1/3 video today, 2/3 video tomorrow, ready for it? Flip-chart recap: appealing, engaging, effective
  • David - back to Gallup, ready for it, ½ is don’t know, 1/5 already produce > Raymond You are here, present others from in between to video actor, tell needs, how it happened and why is a success.
  • David - Most important EU affairs media, European wide, focus on Brussels, founded EUX.TV
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  • Effective online video for EU federations

    1. 1. How EU Federations use online videos Brussels, 29 September 2010
    2. 2. Programme <ul><li>Introduction (Dan Lucas, PR Director) </li></ul><ul><li>Why online videos? (David Mekkaoui, Blogactiv Manager) </li></ul><ul><li>Case studies (Raymond Frenken, EurActiv EUX.TV Video, Executive Producer & Managing Director) </li></ul><ul><li>Conclusions (Dan Lucas, PR Director) </li></ul>
    3. 3. EurActiv target Target audience
    4. 4. Shaping the debate EurActiv’s role along the policy process
    5. 5. Crosslingual Network
    6. 6. T op source for policy analysis EurActiv is the most trusted online source for Policy Analysis in the European Parliament Source: Edelman Capital Staffers Index, November 2009 US UK European Parliament France Germany Washington Post 17% BBC/BBC NEWS 19% EurActiv 11% Le Monde 18% Bundestag Site 19% New York Times 13% Guardian 13% Blogs 7% Figaro 15% Newspapers 18% Congressional Research Service 13% House of Commons library 9% BBC/BBC NEWS 4% Liberation 10% News Ticker 15%
    7. 7. David Mekkaoui <ul><li>Expertise in </li></ul><ul><ul><li>Social marketing and online communities </li></ul></ul><ul><ul><li>Marketing strategy and brand management </li></ul></ul><ul><ul><li>Product development and project management </li></ul></ul><ul><li>Experience with </li></ul><ul><ul><li>Dow Jones, The Wall Street Journal Europe </li></ul></ul><ul><ul><li>EurActiv and Blogactiv </li></ul></ul><ul><ul><li>Expedia.com </li></ul></ul>
    8. 8. Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents Which social media do you want EurActiv to integrate with?
    9. 9. Video engages receivers in new ways Source: Pew Internet & American Life Project Tracking survey, Feb-Mar 2007 How do you consume online videos?
    10. 10. Video now is relevant communications tool Which interactive channels are relevant for PR? Source: European Communication Monitor, 2010, 1,955 professionals from 46 European countries
    11. 11. Half EU Actors don’t know / have no plan Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents How do you use online videos in your organisation's communication strategy?
    12. 12. Raymond Frenken <ul><li>International business journalist </li></ul><ul><ul><li>20+ years of innovative multimedia experience </li></ul></ul><ul><ul><li>Dow Jones News and Bloomberg News wire services </li></ul></ul><ul><ul><li>Financial Times newspaper and MarketWatch.com website </li></ul></ul><ul><li>Multimedia experience </li></ul><ul><ul><li>EU economic, financial and corporate news from Brussels </li></ul></ul><ul><li>Bloomberg News, CNBC Europe Brussels bureau chief </li></ul><ul><ul><li>EU foreign ESDP missions, video reports for EUHR Javier Solana </li></ul></ul><ul><li>Founded EUX.TV , the European policy news channel, in 2006 </li></ul>
    13. 13. <ul><li>Started up in 2006, offering video services for EU policy community </li></ul><ul><li>Combines video production with online distribution </li></ul><ul><li>EUX.TV is official YouTube partner channel: youtube.com/euxtv </li></ul><ul><li>May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL </li></ul><ul><li>Audience: </li></ul>EUX.TV
    14. 14. <ul><li>Started up in 2006, offering video services for EU policy community </li></ul><ul><li>Combines video production with online distribution </li></ul><ul><li>EUX.TV is official YouTube partner channel: youtube.com/euxtv </li></ul><ul><li>May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL </li></ul><ul><li>Audience: </li></ul><ul><ul><li>More than 9 mln video views to date, 3.5 mln in 2010 * </li></ul></ul><ul><ul><li>average of 389k views per month so far in 2010 * </li></ul></ul><ul><ul><li>80% male, 20% female / 70% of audience is 35+ ** </li></ul></ul><ul><ul><li>5500 subscribers; most from UK, DE, NL, BE ** </li></ul></ul><ul><li>* Source: TubeMogul ** Source: YouTube </li></ul>EUX.TV
    15. 15. Event video: needs <ul><li>Cefic is the Chemical Industry association </li></ul><ul><li>‘ The Chemical Industry; the roots for sustainable growth in Europe’ </li></ul><ul><li>Conference in Antwerp, at the start of the Belgian presidency </li></ul><ul><li>Required to boost visibility </li></ul>
    16. 16. Event video: workflow <ul><li>Contact and planning via phone and email </li></ul><ul><li>Planning included specific names of interviewees </li></ul><ul><li>Filmed in port of Antwerp on July 14th </li></ul><ul><li>First interview online immediately after event </li></ul><ul><li>Complete series of video clips (interviews, highlights clip and speech) delivered on July 16th </li></ul>
    17. 17. Event video: sample .
    18. 18. Event video: results <ul><li>EUX.TV website and YouTube Channel </li></ul><ul><li>CEFIC website, on homepage </li></ul><ul><li>Blogactiv homepage plus dedicated page </li></ul><ul><li>Dedicated event playlist on YouTube </li></ul><ul><li>Embedded on various other sites, including eu4journalists.eu </li></ul>
    19. 19. Policy video: needs <ul><li>Lisbon Council is the economic reform think tank </li></ul><ul><li>Request new ways to communicate fresh thinking on economic reforms </li></ul><ul><li>Following the arrival of the first full-time Innovation Commissioner, Máire Geogheagan-Quinn </li></ul><ul><li>Around the March 2010 Innovation Summit, Brussels </li></ul>
    20. 20. Policy video: workflow <ul><li>-1 month: preparation meeting </li></ul><ul><li>-1 week: approval of synopsis </li></ul><ul><li>filming day: 19 cuts during the conference </li></ul><ul><li>+48 hours: approval of first rough clip </li></ul><ul><li>+1 week: final online/DVD delivery after approval </li></ul>
    21. 21. Policy video: sample .
    22. 22. Policy video: results <ul><li>EUX.TV YouTube Channel </li></ul><ul><li>Lisbon Council .NET site </li></ul><ul><li>Blogactiv, posted by Lisbon Council President </li></ul><ul><li>Promoted by YouTube </li></ul><ul><li>Embedded on various sites, including OECD.org </li></ul><ul><li>Still ranks fifth on Google and first on YouTube </li></ul>
    23. 23. Summary <ul><li>Event Video Package (example: CEFIC) </li></ul><ul><ul><li>Showcase your events beyond attendees </li></ul></ul><ul><ul><li>Reach a broader audience of targeted viewers </li></ul></ul><ul><ul><li>Receive Broadcast quality production </li></ul></ul><ul><ul><li>Get your event search engine friendly </li></ul></ul><ul><li>Policy Video Package (example: Lisbon Council) </li></ul><ul><ul><li>Advocate your cause in an innovative fashion </li></ul></ul><ul><ul><li>Use word of mouth viral marketing </li></ul></ul><ul><ul><li>Be quoted in important multimedia channels </li></ul></ul><ul><ul><li>Get your cause search engine friendly </li></ul></ul>
    24. 24. <ul><li>David Mekkaoui (Blogactiv Manager) </li></ul><ul><li>eujobs @euractiv.com +32 (0)2 788 36 74 </li></ul><ul><li>Raymond Fr e nken (EurActiv EUX.TV Video Managing Director) [email_address] +32 (0)2 788 36 99 </li></ul><ul><li>Other relevant contacts Dan Lucas Rick Zedník PR Director CEO [email_address] [email_address] </li></ul>Contact us

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