Account and Video Production Manager Ann Hadfield discusses how visual storytelling through video can be a critical strategy for telling your brand’s story.
View this webinar: https://www.youtube.com/watch?v=-QFamkXIAUQ
How to create videos that build trust and increase client memberships - almost as powerful as word of mouth referrals.
What you'll learn:
- What the online video process looks like
- How to build trust through video
- How to reach the younger generation
- What to budget for
- Effective video styles and content strategies
How to create videos that build trust and increase client memberships - almost as powerful as word of mouth referrals.
What you'll learn:
- What the online video process looks like
- How to build trust through video
- How to reach the younger generation
- What to budget for
- Effective video styles and content strategies
Are you portraying your brand in the right light? Make sure your visual storytelling is on point to get your message across and attract the right clients.
Mayo Clinic’s mobile app serves as both a resource for patients who depend on it for tasks like viewing lab results and making appointments and as a health engagement tool to keep the brand top-of-mind for anyone who might need Mayo Clinic services someday.
In this case study, find out how a Mayo Clinic team converted a huge library of health information to an engaging, mobile-friendly content experience. Learn how core content has been enhanced with hundreds of original visual and editorial pieces – built using a repeatable process geared for high-volume production. Explore how new features like mobile notifications and content search have addressed user needs while driving to new app downloads, now 1 million+ and counting.
Three Takeaways
1) How content can serve as an engagement tool while facilitating transactional tasks and resources
2) Simple curation and metadata strategies for delivering a seamless experience using multiple content sources
3) Tips on creating mobile-first content for short attention spans
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.
Interactive retailing ways to appeal to your customer base via social mediaAvinash Chandra
Interactive retailing is gaining popularity, and you should get on with the times. You can build up your brand story and cement your reputation if you can give your customers unique in-store experiences. Interactive retailing helps you reach out to and sell across multiple platforms. It also leads to improved revenue generation. Social media can play an important part in your interactive retailing strategy. However, you need to understand what solutions will work for you. You must have a sustainable plan in place that works seamlessly. You must find a good advisor or expert who can help you design unique experiences, innovate your offerings, better your services and harness your resources effectively.
Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Suc...Lexis Digital Team
You don’t have to have a man jumping from space to be able to have a successful socially powered event
From local events to worldwide record breaking phenomena, the idea of understanding why and how people share will increase the opportunities of luck in getting people to talk about your events.
During Social Media Week London 2014, Tessa Barrera, former Head of Social Media at Red Bull, discussed Red Bull Stratos, and how social media played a crucial part in the award winning campaign. She provided a unique perspective on engaging fans and allowing them to lead a conversation about the brand which drives content from the community. She discussed strategies for creating shareable moments by allow events to be consumer rather than brand led.
Video creation and strategy for today’s modern content marketer finalprnewswire
Video is an absolute requirement for today’s audiences. When developing your content marketing strategy, compelling, well-crafted video content can act as the centerpiece of your campaign. It drives action, elicits emotion and delivers results.
EVP Video - Bringing the Employer Brand to LifeHavas People
Nick Francis, Creative Director at Casual Films, looks at how video content can bring employer branding alive, giving the opportunity to share the story of a brand and transform its intangible traits into the tangible.
Nick asserts that an original, memorable, emotional and at the same time informative video expresses an employer brand in a significantly more engaging way.
Bringing an employer brand to life through videoHavas People
Nick Francis, Creative Director at Casual Films, talks about the importance of video in an employer brand; how it can bring to life the intangible aspects of a company's values and culture.
PR Specialist Dani Hatfield of Albers Communications Group discusses how to influence the way people think, act and feel about your brand in this 20-minute webinar.
BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented b...SocialMedia.org
In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" social campaign grew its social media channels by 100%.
She offers tips on how to create compelling, meaningful content and how to effectively track results through examples of the successful Journey campaign.
A guide to promoting your business with online press releases. Get style & content tips and learn the best online resources for sharing press releases. From a presentation given On Hold Company (http://www.onholdcompany.com) Marketing Director Scott Anderson for the On Hold Marketing Association.
Are you portraying your brand in the right light? Make sure your visual storytelling is on point to get your message across and attract the right clients.
Mayo Clinic’s mobile app serves as both a resource for patients who depend on it for tasks like viewing lab results and making appointments and as a health engagement tool to keep the brand top-of-mind for anyone who might need Mayo Clinic services someday.
In this case study, find out how a Mayo Clinic team converted a huge library of health information to an engaging, mobile-friendly content experience. Learn how core content has been enhanced with hundreds of original visual and editorial pieces – built using a repeatable process geared for high-volume production. Explore how new features like mobile notifications and content search have addressed user needs while driving to new app downloads, now 1 million+ and counting.
Three Takeaways
1) How content can serve as an engagement tool while facilitating transactional tasks and resources
2) Simple curation and metadata strategies for delivering a seamless experience using multiple content sources
3) Tips on creating mobile-first content for short attention spans
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.
Interactive retailing ways to appeal to your customer base via social mediaAvinash Chandra
Interactive retailing is gaining popularity, and you should get on with the times. You can build up your brand story and cement your reputation if you can give your customers unique in-store experiences. Interactive retailing helps you reach out to and sell across multiple platforms. It also leads to improved revenue generation. Social media can play an important part in your interactive retailing strategy. However, you need to understand what solutions will work for you. You must have a sustainable plan in place that works seamlessly. You must find a good advisor or expert who can help you design unique experiences, innovate your offerings, better your services and harness your resources effectively.
Socially Powered Live Events: You Don't Have to Send A Man To Space to Be Suc...Lexis Digital Team
You don’t have to have a man jumping from space to be able to have a successful socially powered event
From local events to worldwide record breaking phenomena, the idea of understanding why and how people share will increase the opportunities of luck in getting people to talk about your events.
During Social Media Week London 2014, Tessa Barrera, former Head of Social Media at Red Bull, discussed Red Bull Stratos, and how social media played a crucial part in the award winning campaign. She provided a unique perspective on engaging fans and allowing them to lead a conversation about the brand which drives content from the community. She discussed strategies for creating shareable moments by allow events to be consumer rather than brand led.
Video creation and strategy for today’s modern content marketer finalprnewswire
Video is an absolute requirement for today’s audiences. When developing your content marketing strategy, compelling, well-crafted video content can act as the centerpiece of your campaign. It drives action, elicits emotion and delivers results.
EVP Video - Bringing the Employer Brand to LifeHavas People
Nick Francis, Creative Director at Casual Films, looks at how video content can bring employer branding alive, giving the opportunity to share the story of a brand and transform its intangible traits into the tangible.
Nick asserts that an original, memorable, emotional and at the same time informative video expresses an employer brand in a significantly more engaging way.
Bringing an employer brand to life through videoHavas People
Nick Francis, Creative Director at Casual Films, talks about the importance of video in an employer brand; how it can bring to life the intangible aspects of a company's values and culture.
PR Specialist Dani Hatfield of Albers Communications Group discusses how to influence the way people think, act and feel about your brand in this 20-minute webinar.
BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented b...SocialMedia.org
In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" social campaign grew its social media channels by 100%.
She offers tips on how to create compelling, meaningful content and how to effectively track results through examples of the successful Journey campaign.
A guide to promoting your business with online press releases. Get style & content tips and learn the best online resources for sharing press releases. From a presentation given On Hold Company (http://www.onholdcompany.com) Marketing Director Scott Anderson for the On Hold Marketing Association.
Mike Durbin presented "Avalon at the University of Virginia" as part of the "Avalon Media System: Implementation and Community" session at the 2014 Digital Library Federation (DLF) Forum on October 28, 2014.
Two members of the Albers Communications Group team, Gina Pappas and Ann Hadfield, provide insight on how to put your best foot forward in any presentation in this 25-minute webinar.
View this webinar here: http://youtu.be/oNgLk8CHzpQ
Albers Communications Group President Tom Albers shares tips on how businesses can effectively use research as part of an overall communications strategy, especially when it comes to developing PR plans that resonate with the media.
Content Specialist Jenna Gallagher shares pro tips on the type of content, connections and etiquette that can help you maximize LinkedIn for yourself and your business.
View webinar here: https://www.youtube.com/watch?v=L8C_KTiYt3g
How to Boost Brand Conversation on Social MediaBryan Blackburn
In this webinar we’ll walk you through several marketing hacks to get your customers sharing high-quality, creative content for your brand. We’ll talk about the value of user-generated content, how to find it, and how to encourage its creation through different channels. We will discuss the importance of your hashtag and making it visible and consistent throughout your campaigns. We will talk about why social listening should be an integral part of your social strategy and its added benefits to your brand. And finally we’ll discuss the different channels you’ll need to optimize your social strategy.
Blogger Outreach - Refreshing the parts other social media cannot reachInteractive Scotland
eDavid Cummings, Director of Forth Metrics looks at the emergence of blogger outreach where the relationship with the right bloggers can lead to thousands of instant customer relationships.
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
Effective Content Marketing For The Golf IndustryAndrew Wood
This power point presentation will answer the following questions:
- How do you do content marketing?
- What content works best?
- What channels should you use?
- How to build loyalty through content marketing?
- How to increase sales through content marketing
- How to use cheap services to look like a pro and produce great content in minutes
Strategic Social Media Marketing with Kimron Corion. A presentation done in collaboration with the Young Americas Business Trust takes a look at the elements of a Social Media Strategy breaking down Platforms, Content, and elements of storytelling.
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
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...Doyle Buehler
Want to build and maintain a compelling competitive online presence with your business? Based upon Doyle Buehler's award winning digital strategy framework, this webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc).
Webinar 2 - Squeezing Social Media Through Your Brand Story
Tuesday, 19 May 2015 9:00pm
How to utilise social media and sharing concepts across your online platform.
Learn how to measure social media ROI for more effective marketing.
How to enhance your brand story through videos and visuals.
How to Win Customers and Influence Google: A B2B Guide to Search and SocialAstek Consulting
Learn how to optimize social media for not only your B2B business, but also for Google. Presented by Rachel Yeomans of Astek and Sean McGinnis of 312 Digital.
SEO Press Release by Andrea H. Berberich @webpresenceopti Andrea Berberich
PRs are no longer only broadcasting via PR Newswire. They also publish on many other channels like search engines, news channel websites, social media channels, partner websites & customer websites.
Sendible: How To Build An Effective Content Strategy WebinarSendible Web
Join Sendible's Luke Knight as he shows you how to implement a successful content marketing strategy using original content and social media to drive highly targeted traffic back to your website.
With a few easy steps, he'll show you how you can turn your Sendible account into an effective content marketing engine that uses the power of social media and quality content to drive leads through your funnel.
Similar to Brands on (Digital) Film: Incorporating VideoAlbers webinar series march 2015 (20)
Albers President Gina Pappas discusses how to maximize your franchise’s communications strategy through public relations and digital marketing for multi-location businesses.
Watch the webinar: https://www.youtube.com/watch?v=5YuHnoWT2ao
Stacy Bingham of Albers Communications Group shares branding best practices that can apply to businesses of all sizes.
View this webinar: https://www.youtube.com/watch?v=hWptgRnYKSw
Albers Communications Group PR Specialist Alison Paladino shares information about why protecting your image in the online world is vital to both your professional and personal lives.
View the live presentation of this webinar: http://youtu.be/45JThCQ-OlA
President of Albers Communications Group Tom Albers shares tips for making offline and online events part of your overall communications and marketing strategy in 2014.
T
Director of New Media Gina Pappas discusses how businesses can use media storytelling as part of their overall communications strategy and explores how to make four types of media work for you.
To view this webinar, visit http://www.youtube.com/watch?v=GsgtsJue0v0
Albers Communications Group's Director of New Media Gina Pappas outlines the four-step PR planning process businesses should utilize when setting goals for the communication strategies in 2014.
www.alberscommunications.com
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
https://www.sociocosmos.com/product-category/pinterest/
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Brands on (Digital) Film: Incorporating VideoAlbers webinar series march 2015
1. Brands on (Digital) Film: Incorporating Video
To access the audio for today’s event,
dial 1-866-740-1260 and enter code 2925553#
2. About Albers Communications Group
• Full-service PR, digital marketing and video
production agency
• Specialize in integrated strategies
• Represent clients in all 50 states and Canada
• Create national and local market exposure
4. Today’s Topics
• Why video?
• Developing a video strategy
• Ways to use video
• Maximizing viewership
• What every video should include
• Questions and answers
5. Why Video?
• Impactful: Video is powerful
• Emotional: Video connects with your customers
• Efficient: A minute of video is worth 1.8
million words*
• 1 in 5 Twitter users discover videos each day from
tweeted links**
• The chances of getting a Page 1 listing on Google increase
53 times with video
*Forrester Research
**Hubspot
6. Developing a Video Strategy
• What are your goals?
• Who is your audience?
• How do you want your audience to feel?
7. Developing a Video Strategy
• What are your goals?
• Educate your audience
• Inspire positive action
• Serve as a resource
8. Developing a Video Strategy
• Who is your audience?
• Consider demographics
• How does your audience consume content?
• What are the best channels to promote your video?
• Consider how your audience makes decisions
• Are they tied to emotions? Or driven by facts?
9. Developing a Video Strategy
• How do you want your audience to feel?
• Do you want to make your audience laugh or cry?
• How will their emotions play into the action you hope to see?
10. Implementing a Video Strategy
• Do your research
• Plan! Create a storyboard
• Envision the final product
• Write out your “script” before you edit
• Share, share, share the video!
• Measure and analyze
11. Many Uses of Video
• Promoting a product or service
• Recruitment
• Informative, teaching opportunity
• Connecting to audience
through emotion
12. Maximizing Viewership
• Grab audience from the start
• Begin with emotion or creativity, connect right away
• Keep it short!
• Use across multiple platforms
• Website
• Email newsletters
• Blogs
• Social media
• Marketing meetings
14. Deliverables of Every Video
• Attention-grabbing opener
• Clear storyline
• Beginning, middle and end
• Characters to follow
• Call to action
15. Albers Webinar Series
How Much Should You Invest in PR?
with Tom Albers
Wednesday, May 20, 2015 @ 10 a.m.
Register at www.alberscommunications.com/learning-opportunities
Thank you for joining us today! Our webinar will begin at 10 a.m. central.
To access the audio portion of the presentation, dial 1-866-740-1260 and enter code 2925553#
Good morning everyone, and welcome to today’s webinar. My name is Ann Hadfield. I will be presenting today’s content.
Before we get started, I’d like to cover a few administrative details.
If you experience any technical problems on the call, please contact ReadyTalk customer service at (800) 843-9166.
The presentation will take approximately 25 minutes – depending on the number of questions.
The lines on today’s call have been muted to avoid any background noise, but you can use the chat function in the lower left side of your screen to chat in your questions throughout the webinar, and I will answer them at the end.
We will be recording today’s webinar and sharing the link with you via email, in case you’d like to review it again or share it with others in your office. Now, I’m going to set up the webinar recording and then we’ll get started.
Welcome to today’s webinar – Brands on (Digital) Film: Incorporating Video.
First, let me tell you a bit about Albers Communications Group.
We are a full-service PR, digital marketing and video production agency headquartered in Omaha, Nebraska. We strongly believe that offline and online tactics go hand-in-hand and work best when used as part of an integrated communications strategy.
Our video production team is comprised of experienced journalists, with prior on-camera and production experience. Our peers have recognized our video work as being among the best in the industry. We work with our clients to develop a video plan, shoot, edit and fully produce each video in-house.
We represent clients in all 50 states and Canada – where our PR and digital marketing specialists help our clients achieve positive exposure nationally and locally in their operating markets.
We have specialized expertise helping companies become leaders in their markets and their industries.
Here’s a look at the topics we’ll cover today.
First, I will help you identify why video could be the right choice to help you reach your target audiences.
Second, I will provide direction on how to develop and implement a video strategy that best suits your needs.
Next, I’ll talk about the different ways to use video to reach your target audience, and how to maximize your video’s viewership.
I will share with you the deliverables that every video should have.
And, at the end, I’ll take time to answer the questions that have been chatted in. Throughout the presentation, please use the chat function on the lower left side of your screen, and I’ll address those questions at the end of the presentation.
So, let’s begin. Why Video? You may be looking for a new or unique way to reach your target audience and video is a great strategy to explore.
For starters:
• Forty billion videos are streamed in the U.S. each month.
• Seventy-five million people watch videos online each month.
• $6.3 billion will be spent on video ads in 2015.
With that said, video is powerful– when done right, it has a large impact on the audience. Think about how many videos you may see throughout the day, whether on social media, websites, or on television. 90% of information transmitted to the brain is visual. Visuals are processed 60 thousand times faster in the brain than text. Video can tell a story quickly and leave a bigger impression than a written article when your audience thinks back on the story.
Video is also often times emotional. Through video we can connect with your customers on a deeper level, whether we want them to laugh or cry– we can move them to action through their emotions.
They say a picture is worth a thousand words… what is a video worth then? According to Forrester Research, a single minute of video is worth 1.8 million words! Studies have shown that people are much more receptive to advertisements when they are shared from their peers through social networks, and videos lead the way when it comes to search, Twitter, and Google rankings.
1 in 5 Twitter users discover videos each day from tweeted links. What's more, two-thirds of Twitter users feel it's worth watching videos tweeted by brands. This is important because even if you don’t have someone’s social media “friend” sharing your content, your video will still be impactful when posted by your company.
Just last month, Twitter also purchased a live-video streaming company, Periscope, showing their move to bolster their video capabilities.
And lastly, the chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research)
Now that I’ve explained why video is important and impactful, we can explore how you can identify which video strategy is right for you. There are three questions you must ask yourself:
What are your goals?
Who is your audience?
How do you want your audience to feel?
On the next few slides, we’ll take a closer look at each of these questions.
Video is a smart tool to use when it comes to achieving your communications goals. Those goals may include:
Educating your audience, whether it’s to show a new product or explain why you are the leader in your industry.
Inspiring positive action. We’ve done several videos for Big Brothers Big Sisters, and the primary reason why they want to do videos is to recruit new volunteers.
Serving as a resource or becoming known as an expert in your area.
All of these goals can be accomplished through video.
Next, let’s take a look at who your audience is and how we can reach them. There are several factors you should consider, and they can be broken down into demographics and psychographics.
First, demographics: Define your target audience by creating a bulls eye; this can be determined by “creating” a fictional “person” that you think of as your ideal client. Determine their age, gender, location, education and marital status, and where they get their information. Is it through social media? Is it online? Is it through direct emails? Get the facts.
Then, look at the psychographics: What type of personality does your bulls eye have? What are his or her values? What is he or she interested in? Are they tied to emotions or looking to gather a large amount of information quickly? Identifying the specifics about the type of person you’re trying to reach can help you determine how they make decisions.
The third step in developing a video strategy is to ask yourself how you want to make your audience feel through the video.
What are the emotions that you will be targeting with this video?
Will you use testimonials to tie in that emotion, or go for a scripted video?
I feel if you are looking for genuine, heart-felt testimonials, an interview type video is best to capture the raw emotions of your subject.
If you are looking to educate your audience and have specific information that you need to include, a scripted video may be a better option for your strategy.
Think about how you want emotions to play into the action you hope to see from your audience.
If you are a non-profit looking for donations or volunteers, telling the story of someone your organization has helped can be a powerful way to move the audience toward action.
Now that you’ve identified your strategy, it’s time to implement it. Before you dive in, here are a few things you should do first.
Do your research: This could mean gathering background information on those who you will interview, or compiling information on the product that you will be focused on. Either way, it’s important to go into the process informed.
Plan! Create a storyboard.
This doesn’t necessarily mean a script… if you are going the route of an interview-style video, identify who will be interviewed and get an idea of what you hope they say. Create questions around those points and then see where the conversation with them takes you. Your storyboard may change after you’ve conducted the interviews, and that’s ok. It’s still good to go into the process with a plan.
If you are doing a scripted, educational video for example, your storyboard will be much more strict.
Envision the final product: Have an idea of how you’d like the video to look before you start filming. This could be fluid depending on the topic, but it’s good to have an idea in mind before you start.
Write out the script before you begin editing, even if you are doing an unscripted video. Simply listen to the sound you’ve collected and organize it on paper, before you dive in to editing it with software.
Once the video is produced, it’s time to share, share, share! Use it across all forms of communication from your website to social media, or send it directly to your customers through email newsletters. The more you put it out there, the more eyes that will come across it.
Then be sure to measure and analyze: When you build your plan, include the ways you’ll measure success. Then, at the conclusion of your campaign, see if you met your goals and figure out what lessons can be learned for the long-term.
As I’ve already mentioned, video can be used for a variety of reasons to convey different messages. Here’s a breakdown of some of the many uses of video:
The promotion of a product or service. We did a video for Animal Clinic of Council Bluffs and Glenwood Veterinary Clinic’s website, showcasing their expertise and service to customers. This was an interview-style video with the four vets and several clients giving testimonials.
Secondly: You could use video for recruitment. One of our clients is StrategicHealthSolutions and we did a video focusing on the culture of their company, interviewing CEO Peg Stessman and several other employees about why they like working for the company.
You can use video to educate or inform your audience. We created a video for Merry Maids, which was a scripted video, showcasing two owners walking the audience through how to make the perfect bed. The upbeat video has both creative sketches as well as video of the Merry Maids owners making a bed to keep the feel light and fun.
And finally, as I’ve been saying, you can use video to connect to the audience through emotion. This is a video we did for National Big Brothers Big Sisters, showcasing the 2014 National Big Sister of the Year. We interviewed the big sister as well as her little sister and got some great, emotional sound about all they’ve been through together. The video was shown at the National Big Brothers Big Sisters conference and we even won a PRSA Nebraska Best in Show Tactical Entry award for the video.
All of these videos have been leveraged on the company’s websites, as well as social media.
What good is a video, if no one sees it?
To maximize viewership, there are some rules to follow:
-First, grab your audience right away. Begin with emotion or creativity. Something to surprise your audience and have them hooked. If you connect with them from the start, they’re more likely to stay through the duration of your video.
-And even if you grab them right away, remember that your customer has a lot going on. The attention span of audiences continues to get shorter and shorter. 1 to 2 minute videos are best for online use. We try to never go over 5 minutes for our clients’ videos. Editing can be the hardest part when you want to try to fit it all in, but remember, the audience isn’t going to know what you had to cut, so they won’t miss it.
-And finally, share it across multiple platforms.
-Get it out there on your website,
-Get it directly to your target audience by linking to it in your email newsletters
- Link to it in your blog
- Share it on social media channels – which often times gets shared again and reaches your customers’ friends.
-And use it when applicable in marketing meetings or opportunities in front of clients.
You can see the Big Brothers Big Sisters video has nearly 3,000 views on the organization’s national YouTube channel.
Keeping all that in mind, it’s also important to make it easy for your audience to view it.
Visual content like video is social-media-ready and social-media-friendly. It’s easily likeable and easily sharable.
Images or video on social media get more engagement than links or text. Plus linking to your video on your website will drive up traffic on your website as well.
So first, make it likeable– we hope to have accomplished this earlier in our planning when we thoughtfully decided who the audience would be and how to connect with them. Also grabbing them right away, as we discussed, is important when sharing on social media.
Make it as easy as possible for them to spread your video across the web by inserting social media sharing links under the video on your website and encouraging shares immediately after the video finishes. Often, a viewer will click away within seconds, but a quick encouragement to share can drive up results.
Make sure the video is easily watched on a mobile device. Because so many people use their phones to access social media, linking to a video needs to be easy for them to see on their mobile device as well. This can be as easy as using YouTube or another mobile-friendly video service to share your video.
Now, let’s take a look at the deliverables every video should have.
First, we want to grab the audience’s attention right away. If you fail to do this, you will lose the audience before they can see the “meat” of your video miss out on the chance to have your audience take the action you want.
Second, every video must have a storyline. Much like a good book– we want to give our audience a beginning, middle, and end… Oftentimes their may be a problem which needs solved, or a build up to what’s coming. All of this makes for a good video when a storytelling format is followed.
We also want to provide characters that the audience cares about. This can be as easy as the employees who are excited about their work environment and makes the audience want to feel the same way about their job– or telling the touching story of a volunteer who took time to make a difference in someone’s life. Both give the audience a reason to keep watching, to see what happens to the character.
It’s important to wrap up the video with a call to action. What do you want your audience to do now that they’ve seen the video? Call you? Visit your website to learn more about you? Share the video with others? Sometimes the call to action may be general brand awareness, and that’s okay too. But leave your audience feeling like they’ve gotten the point of your message.
That wraps up our discussion on video today.
Before we get into questions, I would like to invite you to our next webinar – Wednesday, May 20, at 10 a.m. Central. Tom Albers will be presenting “How Much Should You Invest in PR?” and will break down the elements of an integrated PR and digital marketing strategy and how to pick and choose what your company needs to fit your budget.
Again, that’s Wednesday, May 20 at 10 a.m. Central.
You can register online at www.alberscommunications.com/learning-opportunities
And one more housekeeping item – I’d like to ask each of you to take a few moments to fill out the questionnaire that will appear on your screen at the end of the presentation. Please provide your comments about today’s webinar or share topic suggestions you’d like us to address in future webinars.
And now I will take a few moments to answer any questions that have been chatted in. If you haven’t done so already, please feel free to chat in your questions through the box on the lower left side of your screen.
Thank you for taking the time to join me today. We will send the recording of this presentation to you within the next day. And if you have further questions, feel free to contact me by visiting alberscommunications.com.
Thank you!