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

1. Video Sharing:
From Marketing Messages to
Stakeholder Engagement

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. 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. 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. Successful Campaigns
What worked well?

6. Click to view complete playlist on YouTube

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

10. Simple video styles

11. Click to view complete playlist on YouTube

12. Choosing the right platform
Vimeovs YouTube

14. 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

16. 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

17. Setting up

21. Uploading

27. Don’t forget to optimise!

28. 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

29. wordle.net

31. 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?

32. Relevance, Popularity & Competition
Keyword (s) Relevance Popularity Competition
Digital High 74,000 Low
Switchover
Legal Support High 60,500 Medium
Strategic High 480 Medium
Business
Consultancy

34. 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”

35. Techniques for spreading
your message

36. 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?

37. 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

38. 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

39. 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 their
audience and (provided the audience is relevant
to you) build content they will enjoy.

40. Use different platforms
Video is just another form of content that you
can share. Upload to a sharing site and then
repost 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.

41. TED: Ideas worth spreading™
If you want to see an organisation at the top of
the video content tree, check out ted.com
They 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!

42. Get your audience involved!

44. 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

45. Example Entry Form
Name:
Email:
Organisation:
YouTube URL:
Embed Code:
Tell us about your entry:

46. Integrate your communication
Video content can be used across many different
traditional marketing channels like:
•Email marketing
•Direct Mail (QR Codes)
•Print Advertising (QR Codes)
Use a URL shortenerto create distinct links for
each format to make tracking success easier

47. Troubleshooting

48. 3 choices!
•Reply
•Delete
•Ignore

50. 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)

52. 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

53. Useful websites
• Mashable
• TED
• TheNextWeb
• Techcrunch
• Technorati