Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Effective online video for EU federations


Published on

This presentation outlines how federations in the European policy arena can effectively use online video as a new part of their communications toolkit.

Published in: News & Politics
  • Be the first to comment

  • Be the first to like this

Effective online video for EU federations

  1. 1. How EU Federations use online videos Brussels, 29 September 2010
  2. 2. Programme <ul><li>Introduction (Dan Lucas, PR Director) </li></ul><ul><li>Why online videos? (David Mekkaoui, Blogactiv Manager) </li></ul><ul><li>Case studies (Raymond Frenken, EurActiv EUX.TV Video, Executive Producer & Managing Director) </li></ul><ul><li>Conclusions (Dan Lucas, PR Director) </li></ul>
  3. 3. EurActiv target Target audience
  4. 4. Shaping the debate EurActiv’s role along the policy process
  5. 5. Crosslingual Network
  6. 6. T op source for policy analysis EurActiv is the most trusted online source for Policy Analysis in the European Parliament Source: Edelman Capital Staffers Index, November 2009 US UK European Parliament France Germany Washington Post 17% BBC/BBC NEWS 19% EurActiv 11% Le Monde 18% Bundestag Site 19% New York Times 13% Guardian 13% Blogs 7% Figaro 15% Newspapers 18% Congressional Research Service 13% House of Commons library 9% BBC/BBC NEWS 4% Liberation 10% News Ticker 15%
  7. 7. David Mekkaoui <ul><li>Expertise in </li></ul><ul><ul><li>Social marketing and online communities </li></ul></ul><ul><ul><li>Marketing strategy and brand management </li></ul></ul><ul><ul><li>Product development and project management </li></ul></ul><ul><li>Experience with </li></ul><ul><ul><li>Dow Jones, The Wall Street Journal Europe </li></ul></ul><ul><ul><li>EurActiv and Blogactiv </li></ul></ul><ul><ul><li> </li></ul></ul>
  8. 8. Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents Which social media do you want EurActiv to integrate with?
  9. 9. Video engages receivers in new ways Source: Pew Internet & American Life Project Tracking survey, Feb-Mar 2007 How do you consume online videos?
  10. 10. Video now is relevant communications tool Which interactive channels are relevant for PR? Source: European Communication Monitor, 2010, 1,955 professionals from 46 European countries
  11. 11. Half EU Actors don’t know / have no plan Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents How do you use online videos in your organisation's communication strategy?
  12. 12. Raymond Frenken <ul><li>International business journalist </li></ul><ul><ul><li>20+ years of innovative multimedia experience </li></ul></ul><ul><ul><li>Dow Jones News and Bloomberg News wire services </li></ul></ul><ul><ul><li>Financial Times newspaper and website </li></ul></ul><ul><li>Multimedia experience </li></ul><ul><ul><li>EU economic, financial and corporate news from Brussels </li></ul></ul><ul><li>Bloomberg News, CNBC Europe Brussels bureau chief </li></ul><ul><ul><li>EU foreign ESDP missions, video reports for EUHR Javier Solana </li></ul></ul><ul><li>Founded EUX.TV , the European policy news channel, in 2006 </li></ul>
  13. 13. <ul><li>Started up in 2006, offering video services for EU policy community </li></ul><ul><li>Combines video production with online distribution </li></ul><ul><li>EUX.TV is official YouTube partner channel: </li></ul><ul><li>May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL </li></ul><ul><li>Audience: </li></ul>EUX.TV
  14. 14. <ul><li>Started up in 2006, offering video services for EU policy community </li></ul><ul><li>Combines video production with online distribution </li></ul><ul><li>EUX.TV is official YouTube partner channel: </li></ul><ul><li>May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL </li></ul><ul><li>Audience: </li></ul><ul><ul><li>More than 9 mln video views to date, 3.5 mln in 2010 * </li></ul></ul><ul><ul><li>average of 389k views per month so far in 2010 * </li></ul></ul><ul><ul><li>80% male, 20% female / 70% of audience is 35+ ** </li></ul></ul><ul><ul><li>5500 subscribers; most from UK, DE, NL, BE ** </li></ul></ul><ul><li>* Source: TubeMogul ** Source: YouTube </li></ul>EUX.TV
  15. 15. Event video: needs <ul><li>Cefic is the Chemical Industry association </li></ul><ul><li>‘ The Chemical Industry; the roots for sustainable growth in Europe’ </li></ul><ul><li>Conference in Antwerp, at the start of the Belgian presidency </li></ul><ul><li>Required to boost visibility </li></ul>
  16. 16. Event video: workflow <ul><li>Contact and planning via phone and email </li></ul><ul><li>Planning included specific names of interviewees </li></ul><ul><li>Filmed in port of Antwerp on July 14th </li></ul><ul><li>First interview online immediately after event </li></ul><ul><li>Complete series of video clips (interviews, highlights clip and speech) delivered on July 16th </li></ul>
  17. 17. Event video: sample .
  18. 18. Event video: results <ul><li>EUX.TV website and YouTube Channel </li></ul><ul><li>CEFIC website, on homepage </li></ul><ul><li>Blogactiv homepage plus dedicated page </li></ul><ul><li>Dedicated event playlist on YouTube </li></ul><ul><li>Embedded on various other sites, including </li></ul>
  19. 19. Policy video: needs <ul><li>Lisbon Council is the economic reform think tank </li></ul><ul><li>Request new ways to communicate fresh thinking on economic reforms </li></ul><ul><li>Following the arrival of the first full-time Innovation Commissioner, Máire Geogheagan-Quinn </li></ul><ul><li>Around the March 2010 Innovation Summit, Brussels </li></ul>
  20. 20. Policy video: workflow <ul><li>-1 month: preparation meeting </li></ul><ul><li>-1 week: approval of synopsis </li></ul><ul><li>filming day: 19 cuts during the conference </li></ul><ul><li>+48 hours: approval of first rough clip </li></ul><ul><li>+1 week: final online/DVD delivery after approval </li></ul>
  21. 21. Policy video: sample .
  22. 22. Policy video: results <ul><li>EUX.TV YouTube Channel </li></ul><ul><li>Lisbon Council .NET site </li></ul><ul><li>Blogactiv, posted by Lisbon Council President </li></ul><ul><li>Promoted by YouTube </li></ul><ul><li>Embedded on various sites, including </li></ul><ul><li>Still ranks fifth on Google and first on YouTube </li></ul>
  23. 23. Summary <ul><li>Event Video Package (example: CEFIC) </li></ul><ul><ul><li>Showcase your events beyond attendees </li></ul></ul><ul><ul><li>Reach a broader audience of targeted viewers </li></ul></ul><ul><ul><li>Receive Broadcast quality production </li></ul></ul><ul><ul><li>Get your event search engine friendly </li></ul></ul><ul><li>Policy Video Package (example: Lisbon Council) </li></ul><ul><ul><li>Advocate your cause in an innovative fashion </li></ul></ul><ul><ul><li>Use word of mouth viral marketing </li></ul></ul><ul><ul><li>Be quoted in important multimedia channels </li></ul></ul><ul><ul><li>Get your cause search engine friendly </li></ul></ul>
  24. 24. <ul><li>David Mekkaoui (Blogactiv Manager) </li></ul><ul><li>eujobs +32 (0)2 788 36 74 </li></ul><ul><li>Raymond Fr e nken (EurActiv EUX.TV Video Managing Director) [email_address] +32 (0)2 788 36 99 </li></ul><ul><li>Other relevant contacts Dan Lucas Rick Zedník PR Director CEO [email_address] [email_address] </li></ul>Contact us