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Film School: How to Use Video for PR


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Branded video views increased 73 percent from Q3 2013 to Q3 2014. Is your content strategy keeping pace? Get the latest video best practices, from creation and distribution to platform customization and measurement.

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Film School: How to Use Video for PR

  1. 1. Film School: How to Use Video for PR Matthew Schwartz, Group Editor, PR News, @mpsjourno1 Heidi Sullivan, SVP, Digital Content, Cision @hksully #cisionwebinar
  2. 2. Matthew Schwartz, Group Editor, PR News • Leads the editorial strategy for PR News’ premium content products— including its weekly newsletter— and for its digital presence • Editor of PR News from 2003-2005 • Formerly a reporter for Crain’s BtoB and Media Business magazines, editor of BMA Buzz, contributing writer to Advertising Age Custom and writer/producer for CNN/Fox News Channel.
  3. 3. Why Video? #cisionwebinar
  4. 4. Website visitors are 64% more likely to buy a product after viewing an online video ad than the ones who have not watched the video. (Source: Quicksprout) #cisionwebinar
  5. 5. 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text (source: 3M Corporation and Zabisco) #cisionwebinar
  6. 6. In 2014, mobile internet usage surpassed desktop. By 2018, mobile video will represent 69% of mobile traffic (source: Cisco Systems and comScore) #cisionwebinar
  7. 7. Appeal of Online Video 1. Easy to entertain and keep attention. 2. Appeals to the heart and the head. 3. Creates better brand recall. 4. Budget-friendly.
  8. 8. Video as Part of Overall Marketing Strategy 1. Producing the video 2. Making your video relevant 3. Audience Goals 4. Video Objectives
  9. 9. courtesy of WordStream, #cisionwebinar
  10. 10. B-ROLL courtesy of WordStream, #cisionwebinar
  11. 11. On Location vs. Studio Acoustics Environment Talent courtesy of WordStream,
  12. 12. LIGHTING Even & Consistent Wardrobe Daylight Impact #cisionwebinar
  13. 13. SHOOTING Budget time Multiple takes Remember B-roll #cisionwebinar
  14. 14. Live Stream Video Production Source: D Mak Production
  15. 15. Post-Production #cisionwebinar
  16. 16. Shoot once, distribute many #cisionwebinar
  17. 17. 1717 There is no more silver bullet. #cisionwebinar
  18. 18. Sharing content outside your circles My mom My coworkers My friends Their friends My fans My customers The people I don’t even know yet
  19. 19. Is your content reaching your intended audience? Google increased the importance of original content when they determine Search Engine Results Page #cisionwebinar
  20. 20. “If the news is that important, it will find me.” - A college student in an article by Brian Stelter in the New York Times, March 2008 #cisionwebinar
  21. 21. 2121 am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster #cisionwebinar
  22. 22. Why Influencers? #cisionwebinar
  23. 23. 2323 The tip of the iceberg 1% of any population will be active content creators 9% will be participants 90% will simply "consume" that content online - Rohit Bhargava, Influential Marketing Blog
  24. 24. The Devil is in the Details General 23% Specific 77% Source: Cision Media Research
  25. 25. 2525 Influencers Talk to Each Other  Once you find one or two influencers in your space, see who they are talking to and who they reference
  26. 26. 2626 Yesterday’s Audience – The Bucket Method Age Income Geography Gender Race Marital Status
  27. 27. 2727 Male 35-44 years old Income $50K+ Married Some College Chicago Volleyball Player Starbucks Coffee Drinker Liberal Sox/Bears Fan Avid Fisherman YouTube Viewer Food Blogger Tweets 3x/day on average 100+ Brand/Movie Likes on Facebook DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS Deeper understanding of end-users
  28. 28. 2828 Blogger Tweets 3x/day 100+ Facebook Brand Likes Volleyball Player Starbucks Coffee Drinker Liberal Sox/Bears Fan Avid Fisherman Male 35-44 years old Household Income $50K+ Married Some College Chicago 35-44 years Today’s Consumer in Real-time
  29. 29. Look-Alike & Response Models for Video #cisionwebinar
  30. 30. Continue Learning • How to grab the attention of online video viewers • How to make a marketing video for mobile devices • Why cheap YouTube videos are a bad idea • How to prepare for a corporate video interview • How long should my corporate video be? • st?list=PLJxdQEkxmHFwL_Avx0L9 hTNIAHTZWoLW_
  31. 31. Questions? #cisionwebinar