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Video for Social Media


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The use of video as a marketing tool has been utilized by museums for decades. However, due to the explosion of social media and advances in technology, video has become a much larger element in online content strategies. In this presentation, we will discuss how video for social media can be used for specific purposes across social networks including:
• Fundraising/Friend-Raising
• Exhibit and Event Promotion
• Brand Awareness

We will show examples of video produced by museums and discuss distribution options. We will also discuss do-it-yourself video production options, and how and when to work with a professional.

• CHAIR: Chair: Michael Schweisheimer, Primitive World Productions
• PANELIST: Deborah Arnold Brown, Primitive World Productions

Presented at the Mid-Atlantic Association of Museums Annual Meeting 2011 in Baltimore, Maryland.

Published in: Technology, Business
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Video for Social Media

  1. 1. Video for Social Media Presented by: Deborah Arnold Brown and Michael Schweisheimer Copyright 2011
  2. 2. Video for Social Media vs. Old School Video <ul><ul><ul><ul><ul><li>• Change in Technology </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>(Broadband Internet, Inexpensive Video Equipment and Social Media) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>• Many Museums are Producing their Own Video </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>• Videos have Become Shorter </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>• Museums are Producing More Videos than in Years Past </li></ul></ul></ul></ul></ul>
  3. 3. How is Video for Social Media the Same as Old School Video? <ul><li>• Great Supplement to Other Content </li></ul><ul><li>• Just One Part of a Marketing Plan </li></ul><ul><li>• Allows You to Tell a Story and Connect With People on a Personal and Emotional Level </li></ul><ul><li>• Good for Visual and Auditory Learners </li></ul>
  4. 4. Video Today <ul><li>• YouTube is Second Largest Search Engine After Google </li></ul><ul><li>• Limelight Networks Reports that Mobile Media Consumption has increased 600% in 2011 </li></ul><ul><li>• Television Sets are Being Connected to YouTube </li></ul><ul><li>• In 2010 ComScore Reported that 85% of US Internet Users Watched Online Video </li></ul>
  5. 5. Video Today <ul><li>According to the 2011 Social Media Marketing Report: </li></ul><ul><ul><li>90% of Marketers Indicate that Social Media is Important for Their Business </li></ul></ul><ul><ul><li>77% of Marketers Plan on Increasing Their Use of YouTube and Video Marketing This Year – Making it the Top Area Marketers Will Invest in for 2011 </li></ul></ul>
  6. 6. Starting Points <ul><li>Understand Your Objective: </li></ul><ul><li>What do You Want to Accomplish? </li></ul><ul><li>Who Are You Trying to Reach? </li></ul><ul><li>What Message do You Want to Deliver? </li></ul>
  7. 7. Content is King <ul><ul><ul><ul><li>Informational: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Works Well to Promote Events and Programs, and Exhibits, Brand Awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Storytelling: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Works Well for Education, Promotion, Brand Awareness </li></ul></ul></ul></ul>
  8. 8. Informational Videos <ul><ul><li>Capture Behind-the-Scene Glimpses of Artifacts </li></ul></ul><ul><ul><li>Create How-To Videos Related to an Exhibit or Program </li></ul></ul><ul><ul><li>Document a Program or Event for Future Promotion </li></ul></ul>
  9. 9. Story Driven Videos <ul><ul><ul><li>Oral Histories </li></ul></ul></ul><ul><ul><ul><ul><li>First person accounts from individuals whose experience supports your mission and educates the public. </li></ul></ul></ul></ul><ul><ul><ul><li>Fundraising/Friendraising </li></ul></ul></ul><ul><ul><ul><li>Combination of personal stories from individuals who have been impacted by a program while incorporating a call to action. </li></ul></ul></ul><ul><ul><ul><li>Brainstorm </li></ul></ul></ul>
  10. 10. Distribute ! <ul><li> </li></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><ul><li>YouTube Channel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Insight </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promoted Videos </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Annotations / Captions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tags </li></ul></ul></ul></ul><ul><ul><ul><li>Other OVP’s: Vimeo, Metacafe, BlipTV, Viddler, Howcast </li></ul></ul></ul><ul><ul><ul><li>Facebook: YouTube Link or Upload </li></ul></ul></ul><ul><ul><ul><li>Twitter: Link to Your Video </li></ul></ul></ul><ul><li> </li></ul>
  11. 11. Finding Your Audience <ul><li> </li></ul><ul><ul><ul><li>Blogs - Establishing Relationships </li></ul></ul></ul><ul><ul><ul><li>Facebook Fan Pages </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><ul><li>Groups </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Status </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Slideshare </li></ul></ul></ul></ul><ul><li> </li></ul>
  12. 12. To DIY, or not to DIY. <ul><li> </li></ul><ul><ul><ul><li>Beginner – No Training </li></ul></ul></ul><ul><ul><ul><ul><li>Video Blogs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Video Diaries </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Via Webcam or Flip Cam </li></ul></ul></ul></ul><ul><li> </li></ul>
  13. 13. To DIY, or not to DIY. <ul><li>Intermediate </li></ul><ul><li>-Some Training Recommended or Hire a Pro </li></ul><ul><ul><ul><ul><li>Testimonials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Event Coverage </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Speakers </li></ul></ul></ul></ul><ul><li> </li></ul>
  14. 14. To DIY, or not to DIY. <ul><li> </li></ul><ul><ul><ul><li>Advanced- Hire Pro </li></ul></ul></ul><ul><ul><ul><ul><li>Formal Interviews </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fundraising Videos </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PSAs </li></ul></ul></ul></ul><ul><li> </li></ul>
  15. 15. To DIY, or not to DIY. <ul><li> </li></ul><ul><ul><ul><li>Consider Quality and Resources </li></ul></ul></ul><ul><ul><ul><li>Combining Forces </li></ul></ul></ul><ul><li> </li></ul>
  16. 16. Discussion How Have You Utilized Video for Social Media? Please Share Your Experiences
  17. 17. Contact Information [email_address] [email_address] 215.848.0594