Video Sharing: From marketing messages to stakeholder engagement

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Jennifer D Begg’s slides for The Guardian Media Academy and Guardian Seminars, Video Sharing: From marketing messages to stakeholder engagement.

More information on video sharing platforms:
http://www.hongkiat.com/blog/free-premium-video-hosting-platforms/

Vimeo Instructional Videos:
https://vimeo.com/videoschoolvideos

Published in: Business, Technology
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Video Sharing: From marketing messages to stakeholder engagement

  1. 1. Video Sharing:From Marketing Messages to Stakeholder Engagement
  2. 2. Video Sharing• Simple methods for creating and sharing video content• How to choose the right video sharing platform• Techniques for spreading your message• Best practice in community engagement• Strategies for managing negative feedback
  3. 3. What does success look like for you?• Make videos with a goal in mind• Have a content sharing plan• Use a combination of platforms and methods to ensure your video reaches its target audience• Track more than just views and likes• Consider widening your reach with a series – could your idea work with collaborators?
  4. 4. Key elements of success• Search engine optimisation and brand awareness• Keyword planning• Text descriptions, titles and tagging• Content planning• Link planning – where are you driving traffic?• Track results against your budget
  5. 5. Successful Campaigns What worked well?
  6. 6. Click to view complete playlist on YouTube
  7. 7. Start Planning• Research competitors (use playlists)• Track available statistics of similar videos• Decide on the type of video you’re creating• Story board your idea• Look at available equipment• Decide on editing software• Plan your keywords
  8. 8. Simple video styles
  9. 9. Click to view complete playlist on YouTube
  10. 10. Choosing the right platform Vimeovs YouTube
  11. 11. Vimeo• Doesn’t readily accept commercial content (advertising)• Perceived as being better quality with more high definition films available• Less noise than YouTube• Supports small independent film makers• Groups make collaborating more streamlined
  12. 12. YouTube• Owned by Google so appears in search results• Much larger potential audience than Vimeo• Easier to share clips as more applications support YouTube than Vimeo• More competition to be seen due to the volume of clips uploaded• More functionality available for basic users
  13. 13. Setting up
  14. 14. Uploading
  15. 15. Don’t forget to optimise!
  16. 16. Collecting Keywords• Put yourself in the mind of your target audience – what search terms will they use?• Prevalent words on your site• Your website statistics• Industry media• Internal searches• Competitor’s website• Related search results
  17. 17. wordle.net
  18. 18. What does it mean?• Which keywords are creating the most visits?• Are they also the words with the most Pages / Visit? Average time on site?• Which words have the highest bounce rate?• Which landing pages are these words leading to?• How do these relate back to your conversion goals?
  19. 19. Relevance, Popularity & CompetitionKeyword (s) Relevance Popularity CompetitionDigital High 74,000 LowSwitchoverLegal Support High 60,500 MediumStrategic High 480 MediumBusinessConsultancy
  20. 20. Compiling your shortlist• Combine to create long tail search terms• Choose appropriate landing pages• Value of keyword conversions• Beware of single word groups• Be discerning when deciding relevance• How many sponsored listings are there for a given term?• Google allintitle:“keyword”
  21. 21. Techniques for spreading your message
  22. 22. Content sharing plan• Pinpoint any key blogs or forums where you can share your video• Embed your clip on your own website within an optimised article• Pinpoint platforms like Facebook / Pinterest and use advertising and strategic placement to reach your audience• Could your clip be syndicated to another website?
  23. 23. Key points on sharing• Integrate into your social media plan for the duration of your campaign• Mention video when courting PR and media attention• Ensure there are links from your clip to appropriate pages on your website• Track which sources are most effective and invest time and resources accordingly
  24. 24. Community engagement• Does “How to” fit with your organisation?• Could your content work as a series?• Are there opportunities to get your clients involved?• Don’t forget SlideShare and LinkedIn• Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
  25. 25. Remember: Engaging with bloggers is about you providing content that’s interesting and beneficial to THEIR audience. Don’t try to sell them on your business, spend time learning about theiraudience and (provided the audience is relevant to you) build content they will enjoy.
  26. 26. Use different platforms Video is just another form of content that you can share. Upload to a sharing site and thenrepost across any platforms where you are likely to reach your target audience. Don’t forget you can embed video on any blogging platform as well as bookmarking on StumbleUpon, Reddit, Digg, Pinterest and many more.
  27. 27. TED: Ideas worth spreading™If you want to see an organisation at the top of the video content tree, check out ted.comThey have a long established format for sharing inspirational talks from their world famous conferences. Despite the length of the clips (usually around 18minutes), they are shared across a wide and varied audience. Watch and learn!
  28. 28. Get your audience involved!
  29. 29. Running competitions• Have clear guidelines• Make it as easy as possible for potential entrants to be included• Use Playlist functionality to shortlist• Use multiple marketing platforms to invite entry• Make your timeline realistic
  30. 30. Example Entry FormName:Email:Organisation:YouTube URL:Embed Code:Tell us about your entry:
  31. 31. Integrate your communicationVideo content can be used across many differenttraditional marketing channels like:•Email marketing•Direct Mail (QR Codes)•Print Advertising (QR Codes)Use a URL shortenerto create distinct links foreach format to make tracking success easier
  32. 32. Troubleshooting
  33. 33. 3 choices! •Reply •Delete •Ignore
  34. 34. Social Media Guidelines• Encourage staff to engage and talk about your brand on Social Platforms• Keep your community rules simple & share them with everyone• Be clear about the difference for employees who post on behalf of a Page and those who you encourage to post personally (both are important to your brand)
  35. 35. Recap• Design your clip with a clear goal in mind• Decide what success looks like before you kick off your campaign• Integrate across your marketing plan• Make sure you optimise your content• Remember there are many cost efficient, simple ways to use video for engagement and branding
  36. 36. Useful websites• Mashable• TED• TheNextWeb• Techcrunch• Technorati

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