#PRSAICON 2013: Lights, Camera, Action

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Lights, Camera, Action: Using Video in Your PR Strategy – Presented by Natalie Ghidotti, APR and Jeff Dailey for the 2013 Public Relations Society of America International Conference, Philadelphia, October 2013.

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#PRSAICON 2013: Lights, Camera, Action

  1. 1. @ghid otti @jeff d a i l ey ICO PRSA # 013 N2 , APR otti d Ghi talie Na ailey eff D J 013 29, 2 ber Octo Wednesday, October 30, 13 1
  2. 2. natalie ghidotti, apr PR agency owner mom and wife volunteer former journalist TCU horned frog oldest of 5 WDW guru #PRSAICON Wednesday, October 30, 13 2
  3. 3. jeff dailey Cinematographer Newlywed Former PR Guy Fluent in Spanish Grows his own veggies Storyteller director #PRSAICON Wednesday, October 30, 13 3
  4. 4. the year of the video Wednesday, October 30, 13 4
  5. 5. why video? • 89 million people in the United States are going to watch 1.2 billion online videos today (ComScore). • Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016 (Cisco). • Online video production will account for more than one-third of all online advertising spending within the next five years (Borrell Associates). • Since the launch of Instagram video, there has been a 37 percent increase in Instagram shares on Twitter. (Buzzfork) • Instagram videos are creating two-times more engagement than Instagram photos. (Simply Measured) • Video results have appeared in almost 70% of the top 100 search listing on Google in 2012 (Marketing Week). • When marketers used the word “video” in an email subject line, open rates increased from 7% to 13%. #PRSAICON Wednesday, October 30, 13 5
  6. 6. Wednesday, October 30, 13 6
  7. 7. Wednesday, October 30, 13 7
  8. 8. WHY DOCUMENTARY STYLE? Wednesday, October 30, 13 8
  9. 9. CASE STUDY: virgin galactic #PRSAICON Wednesday, October 30, 13 9
  10. 10. Let others tell your story; it’s more powerful. #PRSAICON Wednesday, October 30, 13 10
  11. 11. Soundbites are your #@!%ing enemy. #PRSAICON Wednesday, October 30, 13 11
  12. 12. real stories = real passion #PRSAICON Wednesday, October 30, 13 12
  13. 13. a compelling storyline is born. organically. #PRSAICON Wednesday, October 30, 13 13
  14. 14. It doesn’t matter what you’re selling, as long as you connect emotionally. #PRSAICON Wednesday, October 30, 13 14
  15. 15. telling a good story Wednesday, October 30, 13 15
  16. 16. CASE STUDY: ARcare #PRSAICON Wednesday, October 30, 13 16
  17. 17. Bring the right person to the table. Ignore politics; go with passion. #PRSAICON Wednesday, October 30, 13 17
  18. 18. don’t rush things. give interviews breathing room. #PRSAICON Wednesday, October 30, 13 18
  19. 19. combine powerful imagery with even more powerful words. #PRSAICON Wednesday, October 30, 13 19
  20. 20. Make music work for you. #PRSAICON Wednesday, October 30, 13 20
  21. 21. Think like a documentary field producer. Watch and listen for that priceless moment that can’t be scripted. #PRSAICON Wednesday, October 30, 13 21
  22. 22. hire a good crew. this is harder than you might think. #PRSAICON Wednesday, October 30, 13 22
  23. 23. The equipment matters. The newest cameras are compact, yet produce cinemalike images. #PRSAICON Wednesday, October 30, 13 23
  24. 24. Using Video in your pr strategy Wednesday, October 30, 13 24
  25. 25. CASE STUDY: windstream #PRSAICON Wednesday, October 30, 13 25
  26. 26. facebook face-to-face sales meetings YouTube e-newsletters BLOG websites Wednesday, October 30, 13 direct mail electronic annual reports Twitter instagram vine b-roll rally cry dynamic banner ads 26
  27. 27. Repurpose documentary footage into shorter videos. Think 15 seconds. #PRSAICON Wednesday, October 30, 13 27
  28. 28. Plan ahead for how you can use video in all your communication strategies. #PRSAICON Wednesday, October 30, 13 28
  29. 29. Let your big-picture goals and objectives drive your video budget. Don’t try to do big things on a Vine video budget. #PRSAICON Wednesday, October 30, 13 29
  30. 30. consider paying a day rate to a video crew to capture an important moment or event. #PRSAICON Wednesday, October 30, 13 30
  31. 31. the importance of on-the-go video Wednesday, October 30, 13 31
  32. 32. CASE STUDY: planned parenthood #PRSAICON Wednesday, October 30, 13 32
  33. 33. Capturing oncein-a-lifetime moments. And then using those to your advantage. #PRSAICON Wednesday, October 30, 13 33
  34. 34. supplying needed/ wanted b-roll to hungry reporters. #PRSAICON Wednesday, October 30, 13 34
  35. 35. using video to immediately engage with social media audiences. #PRSAICON Wednesday, October 30, 13 35
  36. 36. playing historian. because history is important, folks. #PRSAICON Wednesday, October 30, 13 36
  37. 37. ghidotticommunications.com jeffreydailey.com Wednesday, October 30, 13 37

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