How to Create Your Own  TV Show/Videos to Benefit Your Strategic Goals Sharon Boston and Ed Bennett University of Maryland...
Objectives <ul><li>Introduction to UMMC TV show and video programs </li></ul><ul><li>Tips for any presentation, pitch or v...
Sharon’s Background <ul><li>Former TV news producer  </li></ul><ul><li>1994  Producer, KHGI/NTV  Kearney, Nebraska  </li><...
Ed’s Background <ul><li>Pre-1980  Juggler & Street Performer  </li></ul><ul><li>1980 - 1994  Microfilm Technician  Softwar...
UMMC Video Programs <ul><li>Hundreds of videos on website:  www.umm.edu </li></ul><ul><li>Including….. </li></ul><ul><li>T...
UMMC YouTube Channel
Maryland Health Today on the Internet <ul><li>UMMC website (umm.edu) and YouTube </li></ul><ul><li>Videos include descript...
Maryland Health Today <ul><li>Started in 1996 </li></ul><ul><li>Produced 4 times a year </li></ul><ul><li>Record four show...
Dr. Jeffrey Wolf  video link
Maryland Health Today <ul><li>Recorded at Maryland Public Television through Special Projects Unit </li></ul><ul><li>Three...
Maryland Health Today <ul><li>Control Room Crew: </li></ul><ul><li>Director/TD </li></ul><ul><li>Audio operator </li></ul>...
MHT - Blooper video link
Maryland Health Today: Content <ul><li>Strong content </li></ul><ul><li>Brand message is there, not forced </li></ul><ul><...
Maryland Health Today: Preparation <ul><li>Plan ahead (pre-interviews six to eight weeks before taping) </li></ul><ul><li>...
Put the “Vision” in Television <ul><li>Video Scavenger Hunt </li></ul><ul><li>Keep audience in mind (basic anatomy, terms,...
Create Your Own Lists/Graphics
Use Props  <ul><li>Props we’ve used: </li></ul><ul><li>Skeleton </li></ul><ul><li>Surgical instruments </li></ul><ul><li>H...
TV/Video Tips <ul><li>Think visually – Your first question should be: What are we seeing? </li></ul><ul><li>Best video/ima...
Laparoscopic Surgery video link
MHT - Scripting <ul><li>Script = Communications Plan </li></ul><ul><li>Need to get everyone on the same page </li></ul><ul...
MHT – Script Sample
TV/Video Tips <ul><li>TREMENDOUS OPPORTUNITY: Shoot Your Own Video </li></ul><ul><li>Hiring someone vs. shooting it yourse...
Video – Have fun!
TV/Video Tips <ul><li>See dog = say “dog” (reverse as well) </li></ul><ul><li>Use the words such as “you” or “as you can s...
Repurpose Content <ul><li>Don’t “date” it – Can it be “evergreen?” </li></ul><ul><li>Use the video in other outlets </li><...
http://www.umm.edu/media/channel/maryland-health-today.htm
MHT – Rethinking the Model <ul><li>Format change – Does the interview show still work? </li></ul><ul><li>Shorter pieces = ...
University of Maryland Medical Center <ul><li>Hospitals and Social Media </li></ul><ul><li>Capitalizing on Opportunities <...
Hospitals and Social Media
Hospital Social Media Types
Fundraising Fundraising Event for our Cancer Center A major Maryland race  Over 2,000 runners Plus one unexpected guest…
Dozer the Dog
video link
The Dozer Timeline Sunday May 15, 2011 - Race day, Dozer joins the fun Monday:  Dozer’s owners contact UMMC  We contact lo...
Dozer Donation Page Umm.edu/Dozer
The Dozer Timeline <ul><li>Thursday May 19: </li></ul><ul><li>Attention on Fox News, ESPN, Runners World, etc. </li></ul><...
video link
Dozer Facebook Fan Page Created May 26, 2011 facebook.com/dozerthedogfanpage
 
 
 
 
What Viral Looks Like Traffic to UMMC YouTube Videos 1,700 to 2,500 Views per day
What Viral Looks Like 5000 -
What Viral Looks Like
What Viral Looks Like 75,000 Views 15,000 13,000
What Viral Looks Like 75,000 Views 15,000 13,000 16,000 52,000
What Viral Looks Like Google Yahoo YouTube Search 13,000 75,000 Views 15,000 13,000 16,000 52,000
<ul><li>Two videos </li></ul><ul><li>Three blog posts </li></ul><ul><li>Multiple Twitter updates </li></ul><ul><li>Fundrai...
<ul><li>Media relations </li></ul><ul><li>Web  Video production </li></ul><ul><li>Social media </li></ul><ul><li>Foundatio...
What’s Your Story?
Links and Resources Hey! My Doctor Is On TV umm.gd/MyDoctorOnTV  UMMC YouTube Channel www.youtube.com/ummc Maryland Health...
Ed Bennett Director of Web  & Communications Technology University of Maryland Medical Center 410-328-0771 ebennett@umm.ed...
Contact Information <ul><li>Sharon Boston </li></ul><ul><li>Media Relations Manager </li></ul><ul><li>University of Maryla...
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PRSA - How to Create Videos to Benefit Your Strategic Goals

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Sharon Boston and Ed Bennett from the University of Maryland Medical Center

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  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • PRSA - How to Create Videos to Benefit Your Strategic Goals

    1. 1. How to Create Your Own TV Show/Videos to Benefit Your Strategic Goals Sharon Boston and Ed Bennett University of Maryland Medical Center PRSA Baltimore, MD | October, 2011
    2. 2. Objectives <ul><li>Introduction to UMMC TV show and video programs </li></ul><ul><li>Tips for any presentation, pitch or video </li></ul><ul><li>Web and social media trends </li></ul><ul><li>Capitalizing on video opportunities, including this dog! </li></ul>
    3. 3. Sharon’s Background <ul><li>Former TV news producer </li></ul><ul><li>1994 Producer, KHGI/NTV Kearney, Nebraska </li></ul><ul><li>1995 -1996 Producer, WROC-TV Rochester, New York </li></ul><ul><li>1996 – 2002 Producer WOIO/WUAB-TV Cleveland, Ohio </li></ul><ul><li>2002 – Current Media Relations Manager University of Maryland Medical Center </li></ul>
    4. 4. Ed’s Background <ul><li>Pre-1980 Juggler & Street Performer </li></ul><ul><li>1980 - 1994 Microfilm Technician Software Trainer </li></ul><ul><li>1994 - 1999 Web Entrepreneur </li></ul><ul><li>1999- Current Director, Web Technology University of Maryland Medical Center </li></ul>Page  Core Web Management Skills
    5. 5. UMMC Video Programs <ul><li>Hundreds of videos on website: www.umm.edu </li></ul><ul><li>Including….. </li></ul><ul><li>TV Show Maryland Health Today </li></ul><ul><li>Find-a-Doctor profiles </li></ul><ul><li>Patient success stories </li></ul><ul><li>Hospital tours </li></ul><ul><li>Video news releases </li></ul>
    6. 6. UMMC YouTube Channel
    7. 7. Maryland Health Today on the Internet <ul><li>UMMC website (umm.edu) and YouTube </li></ul><ul><li>Videos include descriptions and key word tags </li></ul><ul><li>FY 2011 YouTube 519,794 hits (59 hits an hour) </li></ul>
    8. 8. Maryland Health Today <ul><li>Started in 1996 </li></ul><ul><li>Produced 4 times a year </li></ul><ul><li>Record four shows in one day </li></ul><ul><li>Each show 29:30 with two-minute PSA break </li></ul><ul><li>Runs on 11 cable access stations across the state </li></ul><ul><li>Runs 24/7 on in-house hospital channel (Also on-demand for patients) </li></ul><ul><li>Sent to Medical Missions for Children satellite service </li></ul>
    9. 9. Dr. Jeffrey Wolf video link
    10. 10. Maryland Health Today <ul><li>Recorded at Maryland Public Television through Special Projects Unit </li></ul><ul><li>Three cameras in studio </li></ul><ul><li>Baltimore VA has similar show produced through Mayor’s Office of Communication and Cable </li></ul><ul><li>“ Tricaster” – Switch your own show with virtual sets </li></ul><ul><li>Other webcast programs: LiveStream and UStream </li></ul>
    11. 11. Maryland Health Today <ul><li>Control Room Crew: </li></ul><ul><li>Director/TD </li></ul><ul><li>Audio operator </li></ul><ul><li>CG operator </li></ul><ul><li>Floor director/Camera operators </li></ul><ul><li>Producer/prompter (Sharon) </li></ul><ul><li>MPT producer </li></ul><ul><li>Live to Tape = NO EDITING </li></ul><ul><li>Video and graphics inserted while show is taping </li></ul>
    12. 12. MHT - Blooper video link
    13. 13. Maryland Health Today: Content <ul><li>Strong content </li></ul><ul><li>Brand message is there, not forced </li></ul><ul><li>Education show first (not viewed as marketing) </li></ul><ul><li>Give experts a chance to shine </li></ul><ul><li>Target key guests (new physicians, new programs, new technology, etc.) – work it in, but it’s not the whole message </li></ul><ul><li>Be selective in choosing guests </li></ul>
    14. 14. Maryland Health Today: Preparation <ul><li>Plan ahead (pre-interviews six to eight weeks before taping) </li></ul><ul><li>Need time to think </li></ul><ul><li>Meet with guest for show ideas, suggested questions, video opportunities, graphics, etc. </li></ul><ul><li>Meet in guest’s office and bring a thumb drive </li></ul><ul><li>Send an e-mail explaining the program with links to sample shows featuring colleagues </li></ul>
    15. 15. Put the “Vision” in Television <ul><li>Video Scavenger Hunt </li></ul><ul><li>Keep audience in mind (basic anatomy, terms, etc.) </li></ul><ul><li>Ask guest for non-copyrighted material </li></ul><ul><li>Free graphics/video </li></ul><ul><li>Government sites </li></ul><ul><li>Organizations/associations </li></ul><ul><li>Company animations/videos (with courtesies on screen) </li></ul><ul><li>Don’t force it, be prepared to drop video/graphic if necessary </li></ul>
    16. 16. Create Your Own Lists/Graphics
    17. 17. Use Props <ul><li>Props we’ve used: </li></ul><ul><li>Skeleton </li></ul><ul><li>Surgical instruments </li></ul><ul><li>Hormone replacement patches </li></ul><ul><li>Heart model </li></ul><ul><li>Heart pumps </li></ul><ul><li>Penile implant (but, the doctor forgot to bring it the studio) </li></ul>
    18. 18. TV/Video Tips <ul><li>Think visually – Your first question should be: What are we seeing? </li></ul><ul><li>Best video/images first (avoid BOPSA) </li></ul><ul><li>Write questions to fit good video </li></ul><ul><li>It’s frustrating to search for video to fit a question – takes too long </li></ul><ul><li>Show the video/graphics to the guest (pre-show run through) </li></ul><ul><li>If you’ve got some good video, consider breaking it apart into several sections/questions </li></ul>
    19. 19. Laparoscopic Surgery video link
    20. 20. MHT - Scripting <ul><li>Script = Communications Plan </li></ul><ul><li>Need to get everyone on the same page </li></ul><ul><li>Where you expect video, graphics, etc. </li></ul><ul><li>Clear communications to “internal stakeholders” </li></ul><ul><li>Send script to guest a few days in advance (caution against written answers – need spontaneity/personality) </li></ul>
    21. 21. MHT – Script Sample
    22. 22. TV/Video Tips <ul><li>TREMENDOUS OPPORTUNITY: Shoot Your Own Video </li></ul><ul><li>Hiring someone vs. shooting it yourself </li></ul><ul><li>Quality vs. cost vs. time – where will it be seen? </li></ul><ul><li>Can you edit it? How will it be done? Who will do it? </li></ul><ul><li>Adobe Premiere </li></ul><ul><li>Final Cut Pro </li></ul>
    23. 23. Video – Have fun!
    24. 24. TV/Video Tips <ul><li>See dog = say “dog” (reverse as well) </li></ul><ul><li>Use the words such as “you” or “as you can see here” or “take a look at this” </li></ul><ul><li>Talk to the video: Have speaker narrate what he/she is seeing: </li></ul><ul><li>Photos </li></ul><ul><li>Powerpoint </li></ul><ul><li>Video </li></ul><ul><li>Work with speaker on content </li></ul><ul><li>Show video/pictures to speaker </li></ul>
    25. 25. Repurpose Content <ul><li>Don’t “date” it – Can it be “evergreen?” </li></ul><ul><li>Use the video in other outlets </li></ul><ul><li>Website </li></ul><ul><li>YouTube w/tags </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Use the video to pitch experts (send the link) </li></ul>
    26. 26. http://www.umm.edu/media/channel/maryland-health-today.htm
    27. 27. MHT – Rethinking the Model <ul><li>Format change – Does the interview show still work? </li></ul><ul><li>Shorter pieces = more play/exposure? </li></ul><ul><li>Depth of content/high production value vs. time spent/resources </li></ul><ul><li>Exploring other outlets </li></ul><ul><li>Pay to play (video screens) or syndication services? </li></ul><ul><li>More opportunities online? </li></ul><ul><li>Build on what we have – Capitalize on opportunities </li></ul>
    28. 28. University of Maryland Medical Center <ul><li>Hospitals and Social Media </li></ul><ul><li>Capitalizing on Opportunities </li></ul>
    29. 29. Hospitals and Social Media
    30. 30. Hospital Social Media Types
    31. 31. Fundraising Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…
    32. 32. Dozer the Dog
    33. 33. video link
    34. 34. The Dozer Timeline Sunday May 15, 2011 - Race day, Dozer joins the fun Monday: Dozer’s owners contact UMMC We contact local / national news Tuesday: Post short video Create Dozer donation page Wednesday: Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people
    35. 35. Dozer Donation Page Umm.edu/Dozer
    36. 36. The Dozer Timeline <ul><li>Thursday May 19: </li></ul><ul><li>Attention on Fox News, ESPN, Runners World, etc. </li></ul><ul><li>More blog posts embedding the first YouTube Video </li></ul><ul><li>Race officials meet with dozer family, give him a medal </li></ul><ul><li>3,517 YouTube Views - $600 donations from 16 people </li></ul><ul><li>Friday May 20: </li></ul><ul><li>Publish Second Video with text narrative </li></ul><ul><li>Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers) </li></ul><ul><li>65,815 YouTube Views - $1,338 from 61 people </li></ul>www.umgcc.org/news/dozer-in-the-news.htm
    37. 37. video link
    38. 38. Dozer Facebook Fan Page Created May 26, 2011 facebook.com/dozerthedogfanpage
    39. 43. What Viral Looks Like Traffic to UMMC YouTube Videos 1,700 to 2,500 Views per day
    40. 44. What Viral Looks Like 5000 -
    41. 45. What Viral Looks Like
    42. 46. What Viral Looks Like 75,000 Views 15,000 13,000
    43. 47. What Viral Looks Like 75,000 Views 15,000 13,000 16,000 52,000
    44. 48. What Viral Looks Like Google Yahoo YouTube Search 13,000 75,000 Views 15,000 13,000 16,000 52,000
    45. 49. <ul><li>Two videos </li></ul><ul><li>Three blog posts </li></ul><ul><li>Multiple Twitter updates </li></ul><ul><li>Fundraising page </li></ul><ul><li>Dozer Facebook page </li></ul>Response and Results <ul><li>Dozens of blog / web posts </li></ul><ul><li>Over 500,000 YouTube views </li></ul><ul><li>$25,000 raised from 700 donors </li></ul>UMMC Web / Social Media Efforts Results:
    46. 50. <ul><li>Media relations </li></ul><ul><li>Web Video production </li></ul><ul><li>Social media </li></ul><ul><li>Foundation </li></ul>Lessons Learned It’s a Team Effort <ul><li>Recognize the opportunity </li></ul><ul><li>Understand context </li></ul><ul><li>Don’t hesitate </li></ul>Be Agile
    47. 51. What’s Your Story?
    48. 52. Links and Resources Hey! My Doctor Is On TV umm.gd/MyDoctorOnTV UMMC YouTube Channel www.youtube.com/ummc Maryland Health Today videos on umm.edu umm.gd/MHToday CDC Public Health Image Library phil.cdc.gov/phil/ Dozer's pages umm.edu/dozer facebook.com/dozerthedogfanpage The Hospital Social Network List ebennett.org/hsnl
    49. 53. Ed Bennett Director of Web & Communications Technology University of Maryland Medical Center 410-328-0771 ebennett@umm.edu / ed@ebennett.org Blog: ebennett.org Twitter: @edbennett Contact Information
    50. 54. Contact Information <ul><li>Sharon Boston </li></ul><ul><li>Media Relations Manager </li></ul><ul><li>University of Maryland Medical Center & University of Maryland School of Medicine </li></ul><ul><li>410-328-8919 </li></ul><ul><li>sboston@umm.edu </li></ul><ul><li>Blog: nerdtrips.wordpress.com </li></ul>

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