How to Integrate Online Video into PR Campaigns - Kaiser Permanente presentation to Colorado Healthcare Communicators

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Flip cams are all the rage, so what's the big deal?

This presentation covers how to integrate easy online video into your next PR campaign. It provides an overview of online video trends and then walks through four case studies from Kaiser Permanente and other health care organizations who have successfully used multimedia assets to enhance their storytelling online and promote their brand.

If you’re a relatively small or even a one-person shop, how do you know when you can shoot a good story with a $200 digital recorder and off-the-shelf editing software, or when you really need to hire a professional videographer for the project?

And once you’ve determined what equipment to use, what story best lends itself to video in the first place? What’s the best way to frame a shot, and how to you use social media to share your video?

We covered these questions and more at the Colorado Healthcare Communicators breakfast, where this presentation was first delivered in May 2010.

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  • three major impacts. The first is that it's democratized and made video social, so now anyone can upload and share video. The second is that it's changed our notion of what's acceptable and what's watchable. Before it was a the shortest was a 30-minute TV segment. Now 30 seconds is totally acceptable. And the third way it's changed us is that it's altered the way major media companies in Hollywood has created and disseminated video. It's really turned the business upside down. three major impacts. The first is that it's democratized and made video social, so now anyone can upload and share video. The second is that it's changed our notion of what's acceptable and what's watchable. Before it was a the shortest was a 30-minute TV segment. Now 30 seconds is totally acceptable. And the third way it's changed us is that it's altered the way major media companies in Hollywood has created and disseminated video. It's really turned the business upside down.
  • Forbes Executive Editor and Forbes.com Editor Paul Maidment told Bulldog Reporter recently. “If you’re going to pitch a site like ours, you really need to be thinking ‘ multimedia.’ You have to think of the online angle and bring video B-roll if you have it. Press Releases can’t really go viral!
  • STUDY ON HEALTH IMPACTS OF EXTREME OBESITY ON YOUNG CHILDREN WAS ABOUT TO RELEASE ( ACTUAL NAME OF STUDY: Prevalence of Extreme Obesity in a Multiethnic Cohort of Children and Adolescents ) IN ADDITION TO SENDING A NEWS RELEASE, OUR MEDIA MANAGER TOOK A FLIP CAMERA TO INTERVIEW THE PEDIATRICIAN IN SCAL WHO COAUTHORED THE STUDY TO CREATE A VIDEO INTERVIEW YOU MAY REMEMBER VIDEO NEWS RELEASES OF THE PAST WE HAD TO TYPICALLY HIRE A VIDEOGRAPHER, CREATE A TAPE, DUB THE TAPE AND MAIL OR DELIVER IT TO NEWS STATIONS NOW WE USE THIS SIMPLE DEVICE, WHICH IS ALSO HYDEF SO THE QUALITY IS EXTREMELY GOOD IT’S SMALL, COMPACT AND YOU JUST INSERT THE CAMERA INTO THE USB PORT IN YOUR COMPUTER DEVELOPED 1 ½-MINUTE VIDEO ON EXTREME OBESITY THE VIDEO CONVEYED THE IMPACT OF RESEARCH AND HIGHLIGHTED THE KP BRAND BY OFFERING KP AS A RESOURCE TO PARENTS
  • TubeMogul is a free website which allows you to upload your videos to multiple video sites at the same time. It is also fast and gives you some great statistics. Furthermore, TubeMogul gives you information about the most popular web videos and lets you watch them right on TubeMogul.
  • Image: “Thrive” spelled out with sports equipment
  • How to Integrate Online Video into PR Campaigns - Kaiser Permanente presentation to Colorado Healthcare Communicators

    1. 2. How We Got Started <ul><li>Protect & promote the brand </li></ul><ul><li>Extend impact of traditional media </li></ul><ul><li>Improve organic search </li></ul><ul><li>And ultimately, create brand champions </li></ul>
    2. 3. Happy Birthday….
    3. 4. YouTube Stats
    4. 5. Slide credit: Espresso, http://www.brandinfiltration.com/
    5. 6. YouTube’s Impact <ul><li>Made video social </li></ul><ul><li>Changed our notion of what's acceptable and what's watchable </li></ul>
    6. 7. Business Case for Video: Un-Advertising
    7. 8. Why Video? <ul><li>Credibility </li></ul><ul><li>Authenticity </li></ul><ul><li>Your website is a TV channel. Make sure it has good content. </li></ul><ul><li>Viral potential: give people something to Tweet about. </li></ul><ul><li>Get across the personality of your company. </li></ul><ul><li>Open broadcast </li></ul><ul><li>COST EFFECTIVE! </li></ul>
    8. 9. Case Study #1: Syndicating Content
    9. 10. Blurring the Lines: Old & New
    10. 11. Syndicating Content
    11. 12. Case Study #2: Be Your Own Newsroom
    12. 13. Twitter-Video Connection
    13. 14. Case Study #3: Viral Video <ul><li>http://www.unchealthcare.org/site/newsroom/news/2009/December/santa </li></ul>
    14. 15. Case Study #4: Patient Testimonials
    15. 16. How to get started <ul><li>1. Set up your account on video sharing sites </li></ul><ul><li>Youtube, Vimeo, Tubemogul </li></ul><ul><li>2. Think like a journalist </li></ul><ul><li>3. Get beyond the “Fear Factor” </li></ul><ul><li>4. Invest in equipment </li></ul><ul><li>5. Create a look </li></ul>
    16. 17. Prepare Like a Reporter <ul><li>Sketch your script; plug in the soundbytes later </li></ul><ul><li>Pre-interview your subjects </li></ul><ul><li>Ask: What compelling sound/visuals will make the story? </li></ul>
    17. 18. Listen!
    18. 19. Beginning, Middle & End <ul><li>More then just soundbytes strung together - You are telling a story! </li></ul><ul><li>Think: how will you start? </li></ul><ul><ul><li>DO start with Natural Sound </li></ul></ul><ul><li>Shoot establishing shots </li></ul><ul><ul><li>Don’t use tight shots first </li></ul></ul><ul><li>Don’t end abruptly </li></ul>
    19. 20. Roll with the Punches!
    20. 21. Think Visuals <ul><li>Select interview locations with depth and color . </li></ul><ul><ul><li>Plant or books </li></ul></ul><ul><ul><li>color on the wall </li></ul></ul><ul><li>Avoid shooting against a white wall </li></ul><ul><li>Make sure the people you are shooting look good! </li></ul>
    21. 22. The Secret Formula <ul><li>INTERESTING TOPIC </li></ul><ul><li>+ </li></ul><ul><li>HUMAN INTEREST </li></ul><ul><li>+ </li></ul><ul><li>ENGAGING EXPERT </li></ul><ul><li>= </li></ul><ul><li>GREAT VIDEO </li></ul><ul><li>Source: Stephanie Crayton: UNC Health Care </li></ul>
    22. 23. 5 Tips to Help you Think and Act Like a TV News Pro <ul><li>PREPARE LIKE A REPORTER </li></ul><ul><li>LISTEN! </li></ul><ul><li>REMEMBER: EVERY STORY HAS A BEGINNING, A MIDDLE AND END </li></ul><ul><li>BE SPONTANEOUS </li></ul><ul><li>THINK VISUALS </li></ul>
    23. 24. A Producer’s Advice <ul><li>Start small. Start cheap. </li></ul>
    24. 25. <ul><li>Need: </li></ul><ul><li>producer, </li></ul><ul><li>videographer, </li></ul><ul><li>journalist, </li></ul><ul><li>audio/light technician </li></ul><ul><li>and editor. </li></ul>
    25. 26. <ul><li>That would be you . </li></ul>
    26. 27. Kodak Zi8 Camera
    27. 28. External Microphone & Tripod
    28. 29. Short (2 minute-ish) videos <ul><li>Create a ‘News style’ report of event. </li></ul><ul><li>Upload to YouTube & share. </li></ul><ul><li>Traditional media will use it! </li></ul>
    29. 30. Side bar to web story
    30. 31. ‘My First Video’
    31. 32. Composing a “Talking Head” Shot WRONG: too much negative space, Pan over, Tilt up Leave room at the lower third of the frame to insert title RIGHT: nice medium close up head/shoulders Nice close up, with good centering and still room to insert title
    32. 33. Composing a “Talking Head” Shot <ul><li>The subject can also be to one side of the frame to include or highlight background </li></ul>For interviews the subject is also set to one side of the frame with plenty of “nose room” Note the “rule of thirds” at work
    33. 34. Index <ul><li>Camera: Kodak Zi8 </li></ul><ul><li>External Microphone: Sony WCS999 Wireless Mic </li></ul><ul><li>Kaiser Permanente Online Newscenter: </li></ul><ul><li>http:// xnet.kp.org/newscenter / </li></ul><ul><li>Kaiser Permanente CO Facebook: </li></ul><ul><li>http://www.facebook.com/KPColorado </li></ul><ul><li>Kaiser Permanente’s Youtube Channel: http://www.youtube.com/kaiserpermanenteorg </li></ul><ul><li>Kaiser Permanente Colorado’s Vimeo Channel: http://vimeo.com/user1795876/videos </li></ul><ul><li>University of North Carolina School of Medicine: </li></ul><ul><li>http://www.med.unc.edu/www/news </li></ul><ul><li>Tubemogul: http://tubemogul.com/ </li></ul>
    34. 35. Your “Get Started” Online Video Toolkit <ul><li>Online Video Blog: </li></ul><ul><li>http://klessblog.blogspot.com/2010/05/how-to-produce-flip-videos-that-inform.html </li></ul><ul><li>Search Engine Optimization for Videos: </li></ul><ul><li>http://www.antezeta.com/blog/video-seo-top-tips </li></ul><ul><li>Storytelling with Flip Cameras: http://www.flipvideospotlight.com/resources/storytelling.aspx </li></ul><ul><li>Whitepaper - Online Video: </li></ul><ul><li>http://www.thenewsmarket.com/videowhitepaper/marketing.aspx </li></ul>
    35. 36. Thank You
    36. 37. Contact Us <ul><li>Kaiser Permanente Colorado PR & Media and Creative Services Department Team Members: </li></ul><ul><li>Amy Smith, Manager of PR & Media </li></ul><ul><li>[email_address] , @amydaytonsmith </li></ul><ul><li>Amy Whited, Sr. Media Relations Strategist </li></ul><ul><li>[email_address] @amylwhited </li></ul><ul><li>Martha Lynch, Sr. Multimedia Strategist </li></ul><ul><li>[email_address] </li></ul><ul><li>Paul Romero, Sr. Video Editor </li></ul><ul><li>[email_address] </li></ul>

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