Integrating multimediainto yoursocial media campaign Session T16, IABC world conference, June 2010Donna Papacosta
Today We are no longer just speaking to an audience.
We are communicating with communities.
Language of choice
Facebook >400 million active users 50% of active users log on every day Average user has 130 friends
Years to reach 50 million users Radio – 38 years TV – 13 years Internet – 4 years iPod – 3 years
And yet … Facebook added 100 million users in less than 9 months
More video uploaded to YT in 60 days than all 3 major US networks created in 60 years
What does this all mean to you? You’re reaching out to a multimedia-hungry public You’re dealing with multimedia-savvy journalists
PR Week media survey 34% of journalists used supplied multimedia to better understand the story
Best uses of multimedia Compelling content Accessible Fits with overall comms strategy/goals Easily shared
Let’s talk about Photos Audio Video Social media release
Better photos Understand your gear
Better photos Understand your gear Get closer
Better photos Understand your gear Get closer Pay attention to the background
Great photos - recap Learn your gear Step closer Watch the background Take lots of photos!
Audio Beginning, middle, end Make the point obvious Say, say, say Listen to public radio/professional podcasts for examples
Downloadable vs. podcast People can subscribe to a podcast Podcasts use RSS for distribution
Audio best practices Good sound quality, please
Get the right gear Microphone
Get the right gear Portable digital recorder
Edit, edit, edit
Audio best practices
Audio best practices Make it easy for people to listen
Include show notes
Audio ideas for PR Interviews with key leaders Conversations with employees and other stakeholders Behind the scenes Audio from conferences and other events
Great audio – recap Good story telling (say, say, say) Right gear and software Editing, including leveling sound Easy to find Include show notes for people, search engines
In videos, sound still counts!
A test Would you watch?
Proves the point Audio without video – listenable Video without audio – frustrating Sound matters!
Video gear Kodak Zi8 Flip Pro-sumer
Video Tripod, a cure for shakiness
Edit, edit, edit
Spot the difference?
Video ideas for PR Interviews with leaders/employees Customer testimonials Behind-the-scenes insights Videos or screencasts of products in action Slideshows with audio commentary Remember to capture B-roll
Can you make a “viral” video?
Increase your viral odds Uncommon or shocking Funny Cute/heart-warming Counter-intuitive
Video musts Strong title Keywords in description URL
Your YouTube channel YouTube is No. 2 search engine! Use tags so people can find your video.
Consider live streaming
Great video - recap Gear, tripod Lighting Animated subject, eye contact Editing Optimize for You Tube Viral?
Audio vs. video Cost Time Complexity Visual aspect to the message?
Putting it all together Produce high-quality content Offer multimedia content via social media where your audience lives Use social media news release
“Best Job in the World” Queensland, Australia, contest
Campaign results 34,680 job applications $390 million (AUD) in publicity Queensland tourism up 20%