Film School: How to Use Video for PR

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Branded video views increased 73 percent from Q3 2013 to Q3 2014. Is your content strategy keeping pace? Get the latest video best practices, from creation and distribution to platform customization and measurement.

Marketing

Film School:
How to Use Video for PR
Matthew Schwartz, Group Editor, PR News, @mpsjourno1
Heidi Sullivan, SVP, Digital Content, Cision @hksully
#cisionwebinar

Matthew Schwartz, Group Editor,
PR News
• Leads the editorial strategy for PR
News’ premium content products—
including its weekly newsletter—
and for its digital presence
• Editor of PR News from 2003-2005
• Formerly a reporter for Crain’s BtoB
and Media Business magazines,
editor of BMA Buzz, contributing
writer to Advertising Age Custom
and writer/producer for CNN/Fox
News Channel.

Website visitors are
64% more likely to
buy a product
after viewing an online video ad
than the ones who have not
watched the video.
(Source: Quicksprout)
#cisionwebinar

90% of information transmitted to
the brain is visual, and
visuals are processed
60,000 times faster
in the brain than text
(source: 3M Corporation and Zabisco)
#cisionwebinar

In 2014, mobile internet usage
surpassed desktop. By 2018,
mobile video will
represent 69%
of mobile traffic
(source: Cisco Systems and comScore)
#cisionwebinar

Video as Part of Overall
Marketing Strategy
1. Producing the
video
2. Making your
video relevant
3. Audience
Goals
4. Video
Objectives

courtesy of WordStream,
www.wordstream.com
#cisionwebinar

B-ROLL
courtesy of WordStream,
www.wordstream.com
#cisionwebinar

On Location vs. Studio
Acoustics
Environment
Talent
courtesy of WordStream,
www.wordstream.com

LIGHTING
Even & Consistent
Wardrobe
Daylight Impact
#cisionwebinar

SHOOTING
Budget time
Multiple takes
Remember B-roll
#cisionwebinar

Live Stream
Video
Production
Source:
D Mak Production

Shoot once, distribute many
#cisionwebinar

1717
There is no more silver bullet.
#cisionwebinar

Sharing content outside your circles
My mom
My coworkers
My friends
Their friends
My fans
My customers
The people I
don’t even
know yet

Is your content reaching
your intended audience?
Google increased
the importance of
original content
when they
determine Search
Engine Results Page
#cisionwebinar

“If the news is
that important, it
will find me.”
- A college student in an article by Brian Stelter in the New York
Times, March 2008
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2121
am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
#cisionwebinar

2323
The tip of the iceberg
1% of any population will be active content creators
9% will be participants
90% will simply "consume" that content online
- Rohit Bhargava, Influential Marketing Blog

The Devil is in the Details
General 23%
Specific 77%
Source: Cision Media Research

2525
Influencers Talk to Each Other
 Once you find one or two influencers in your space, see who
they are talking to and who they reference

2626
Yesterday’s Audience – The Bucket Method
Age
Income
Geography
Gender
Race
Marital Status

Look-Alike & Response Models
for Video
#cisionwebinar

Continue Learning
• How to grab the attention of
online video viewers
• How to make a marketing
video for mobile devices
• Why cheap YouTube videos
are a bad idea
• How to prepare for a corporate
video interview
• How long should my corporate
video be?
• https://www.youtube.com/playli
st?list=PLJxdQEkxmHFwL_Avx0L9
hTNIAHTZWoLW_

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1. Film School: How to Use Video for PR Matthew Schwartz, Group Editor, PR News, @mpsjourno1 Heidi Sullivan, SVP, Digital Content, Cision @hksully #cisionwebinar

2. Matthew Schwartz, Group Editor, PR News • Leads the editorial strategy for PR News’ premium content products— including its weekly newsletter— and for its digital presence • Editor of PR News from 2003-2005 • Formerly a reporter for Crain’s BtoB and Media Business magazines, editor of BMA Buzz, contributing writer to Advertising Age Custom and writer/producer for CNN/Fox News Channel.

3. Why Video? #cisionwebinar

4. Website visitors are 64% more likely to buy a product after viewing an online video ad than the ones who have not watched the video. (Source: Quicksprout) #cisionwebinar

5. 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text (source: 3M Corporation and Zabisco) #cisionwebinar

6. In 2014, mobile internet usage surpassed desktop. By 2018, mobile video will represent 69% of mobile traffic (source: Cisco Systems and comScore) #cisionwebinar

7. Appeal of Online Video 1. Easy to entertain and keep attention. 2. Appeals to the heart and the head. 3. Creates better brand recall. 4. Budget-friendly.

8. Video as Part of Overall Marketing Strategy 1. Producing the video 2. Making your video relevant 3. Audience Goals 4. Video Objectives

9. courtesy of WordStream, www.wordstream.com #cisionwebinar

10. B-ROLL courtesy of WordStream, www.wordstream.com #cisionwebinar

11. On Location vs. Studio Acoustics Environment Talent courtesy of WordStream, www.wordstream.com

12. LIGHTING Even & Consistent Wardrobe Daylight Impact #cisionwebinar

13. SHOOTING Budget time Multiple takes Remember B-roll #cisionwebinar

14. Live Stream Video Production Source: D Mak Production

15. Post-Production #cisionwebinar

16. Shoot once, distribute many #cisionwebinar

17. 1717 There is no more silver bullet. #cisionwebinar

18. Sharing content outside your circles My mom My coworkers My friends Their friends My fans My customers The people I don’t even know yet

19. Is your content reaching your intended audience? Google increased the importance of original content when they determine Search Engine Results Page #cisionwebinar

20. “If the news is that important, it will find me.” - A college student in an article by Brian Stelter in the New York Times, March 2008 #cisionwebinar

21. 2121 am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster #cisionwebinar

22. Why Influencers? #cisionwebinar

23. 2323 The tip of the iceberg 1% of any population will be active content creators 9% will be participants 90% will simply "consume" that content online - Rohit Bhargava, Influential Marketing Blog

24. The Devil is in the Details General 23% Specific 77% Source: Cision Media Research

25. 2525 Influencers Talk to Each Other  Once you find one or two influencers in your space, see who they are talking to and who they reference

26. 2626 Yesterday’s Audience – The Bucket Method Age Income Geography Gender Race Marital Status

27. 2727 Male 35-44 years old Income $50K+ Married Some College Chicago Volleyball Player Starbucks Coffee Drinker Liberal Sox/Bears Fan Avid Fisherman YouTube Viewer Food Blogger Tweets 3x/day on average 100+ Brand/Movie Likes on Facebook DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS Deeper understanding of end-users

28. 2828 Blogger Tweets 3x/day 100+ Facebook Brand Likes Volleyball Player Starbucks Coffee Drinker Liberal Sox/Bears Fan Avid Fisherman Male 35-44 years old Household Income $50K+ Married Some College Chicago 35-44 years Today’s Consumer in Real-time

29. Look-Alike & Response Models for Video #cisionwebinar

30. Continue Learning • How to grab the attention of online video viewers • How to make a marketing video for mobile devices • Why cheap YouTube videos are a bad idea • How to prepare for a corporate video interview • How long should my corporate video be? • https://www.youtube.com/playli st?list=PLJxdQEkxmHFwL_Avx0L9 hTNIAHTZWoLW_

31. Questions? #cisionwebinar

Editor's Notes

Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.
APPEAL OF ONLINE VIDEO Online video programming is fast becoming an integral aspect of PR and marketing communications. It’s popular among brand managers of all stripes because: 1. It is easier to entertain and capture people’s attention in the form of a video than text 2. It’s an emotional medium: appeals to the heart and the head 3. It creates better brand recall among customers and prospects 4. It’s not an expensive undertaking, won’t break a LOT OF BUDGET
VIDEO AS PART OF THE OVERALL MARKETING STRATEGY 1. How will we produce this video? · In-house? (In-house talent) · Outsource? (RFP process) · How much budget? (Equipment, space, talent, production) 2. How does video programming fit within our overall marketing strategy and how will it be relevant to our audience? 3. What are the goals of the video and how will we repurpose it across our various marketing channels, and particularly on social platforms? What is our link and SEO strategies related to the video? 4. What is the purpose of the specific video? Longevity of content? A. Build an online video catalog to distribute via website, Vine, YouTube channels, etc.? B. Brand building? C. Lead-generation? D. Promote executive leadership, employee program (CSR)?
STORYBOARDING How to get started with producing online video that will reflect well on your brand and enhance your value as a PR and marketing professional 1. Put the video in script/narrative format, with a beginning, middle and end. Decide the number of people who are cast in the video (the fewer the better, when first starting off) 2. Create a story arc that you can adhere to the actual shooting 3. Populate the video with the various elements you intend to use (sets, lighting) 4. Schedule; How long do you wan the shoot to be? Does the content you’re providing have a shelf life, in terms of how long it’s going to stay fresh/relevant?
B-ROLL > B-roll is essentially any footage that isn’t of your primary subject > Snippets of B-roll used to insert into your video to illustrate the story > B-roll footage might include shots of satisfied customers using your product, or external/internal shots of your offices, for example, production facilities.
5 LOCATION / STUDIO 1. Check the acoustics/make sure there’s no ambient/background noise that’s going to disrupt the shoot 2. Make sure you choose an environment/set that’s relevant to your audience 3. Make sure the executives, employees appearing in the video are familiar with the environment
LIGHTING 1. Ensure that your primary light source is even and consistent 2. Make sure the wardrobe of the people appearing the in the video doesn’t clash with the color scheme of the room 3. If you shoot indoors, avoid rooms with windows (or rooms where the windows are far off) to avoid the daylight interfering with your shot.
SHOOTING 1. Budget for amount of time you want to spend shooting 2. Try and do several takes 3. Take more B-roll during the shoot, to possibly repurpose for future marketing efforts/campaigns
LIVE STREAM VIDEO PRODUCTION > Live streaming video production is a type of video production where live video is sent online in a compressed form. > These are then immediately viewed as they arrive to the viewer. Live stream is a cost-effective way for organizations and businesses to market their services and products online. Source: D Mak Production
POST-PRODUCTION Create an Edit Bay in your office 1. Editing is crucial (insert B-roll footage, soundtrack, graphics, crawlers); hire professional editors either for in-house or freelance 2. Produce multiple packages, with varying running times, to distribute throughout your online network; “niche” the programming for your various stakeholders.
DISTRIBUTION AND PROMOTION *Shoot once, distribute many model 1. Website; partner sites; email campaigns 2. Social channels/Web TV; niche programming 3. Various video distribution channels such as YouTube and Vimeo
Presumed and fixed characteristics. Observable characteristics
ONLINE VIDEO TIPS AND TRAICKS Here is a terrific link featuring roughly 60-second tips on corporate video production. The link features video tips, including:  How to grab the attention of online video viewers  How to make a marketing video for mobile devices  Why cheap YouTube videos are a bad idea  How to prepare for a corporate video interview  How long should my corporate video be?

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Editor's Notes