Papacosta multimedia-iab cwc2010-june2-share


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  • Publications and media have changed – we are consuming media, and we are also creating and sharing.
  • Do you remember when people used to talk about what they saw on the nightly news the day before? They talked about the stories that touched them or angered them. But if we wanted to form a community around something we cared about, it took a lot of effort, time and money to organize people and to publicize an issue. Now it takes two minutes to start a facebook campaign or to kick start a conversation on twitter.
  • People love to be social – reach out and tell their story on a soapbox. For centuries people have literally stood on a box and ranted and raved -- but only the people who walked by could hear them on their soapbox.
  • But today of course we have many other soapboxes – places to tell our stories. To rave, to rant.
  • Debunk myths
  • As communicators, we are no longer just SPEAKING to a mass audience.
  • Language of choice is increasingly multimedia.
  • By the time you leave this room today and go to your next session, I hope you will agree with me that we need to understand the language of multimedia, and you’ll have some appreciation of how to USE it to engage with communities, because we’re also going to cover practical tips for much of our time together today.
  • The social media news release allows for content that was unavailable via old-world press releases.
  • Social networks have become a place to talk about the things people love.
  • Dave Carroll tried for a year to get help from UALHis story was shared around the world in social and mainstream media.Who responded online first? Bob Taylor of Taylor Guitars –made a video to show musicians how to protect their instruments on flights.One of the ways the United Breaks Guitars story spread was via Facebook.
  • Are we friends yet on Facebook?
  • People can join groups about issues they care about.
  • They can become a fan of an organization or a brand.
  • Exponential growth
  • I use Power Twitter, so I can see videos directly in my twitter stream.
  • Facebook is not the only social media game in town. Twitter getting 50 million tweets a day.
  • They are not all about lunch.
  • And both Facebook and Twitter make it easy to share videos on the most popular video platform of all. YouTube.
  • Two audiences
  • We will talk about tactics you can use to execute your strategy
  • Remember something as simple as photos. When I go to a conference, I upload my photos and tag them for the conference.
  • Visitors to Royal Botanical Gardens. Helpful if you suggest tags to people. Tag for this conference is iabc10, right?
  • Lots of bad pictures. I guarantee that you will learn tons about taking better pictures if you read the manual that came with your camera. Better yet, take a course.
  • Almost every time, you’ll get a better shot if you just step closer to your subject.
  • Look at what’s behind your subject. You want to avoid…… NEXT SLIDE
  • Add human voice. Naked Scientists podcast from the UK
  • Add human voice. Naked Scientists podcast from the UK
  • Built-in, headset, standalone USB or not
  • You wouldn’t publish the first draft of a news release or article?
  • iTunes – country-specific home page
  • Audio is not easily searchable, so in addition to keyword tags, we need show notes.
  • Can also link to audio from facebook, twitter, etc.
  • You can spend barely $100 on a flip or tens of thousands on a professional camera. Most of us are in between. Look for white balance if possible and a camera that allows you to use an external microphone. Sound matters!
  • A professional videographer would set up three-point lighting, with a key light, a fill light and a back light. You are probably using a nonpro camera so you may use only one light or available light. Outdoors.Think about getting a bounce card. You can also use a piece of cardboard covered in foil. Lighting- graininess
  • Steve Lubetkin story of unedited video – 9 minutes of empty chairs. Like 9 pages of blank doc. Just beause you can get it online immediately doesn’t mean you should.
  • Remember: the smartest person may be the most boring on video. THINK about who you put on camera or on audio.
  • Media training. Eye contact!
  • You can brand your channel. What about comments? Related videos?
  • Selling $140K airplanes using video and social media (facebook, twitter, etc.)
  • As PR people, we are talking to journalists AND the public with a social media news release
  • A Digital Snippet may take the form of copy, photos, video or audio that is optimized for the Internet and easily reposted on any website or social network.
  • You wouldn’t publish a press release without editing, right? So you have to also produce high-quality content. How do we make the most use of multimedia? WHERE is your audience
  • Some companies GET the idea of multimedia and shared content really well. Nice integration. Photos, video, blog.
  • Very timely distribution of info to public via Twitter.
  • Like Blog Talk Radio
  • User-generated content. Public tells your story.
  • winning “applicant” would be flown first class to the Great Barrier Reef from anywhere in the world, where your only tasks would be to feed the dog, clean the pool from time to time, and blog
  • Would story have been as successful in text only? I doubt it.
  • Compelling content– daisy. Accessible – FIR podcast; Fits overall strategy – Queensland, Australia. Easily shared – everything. I hope you’ll look for ways to use mm in your PR efforts.
  • Papacosta multimedia-iab cwc2010-june2-share

    1. 1. Integrating multimediainto yoursocial media campaign<br />Session T16, IABC world conference, June 2010Donna Papacosta<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7. Today<br />We are no longer just speaking to an audience.<br />
    8. 8. We are communicating with communities.<br />
    9. 9. Language of choice<br />
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18. Facebook <br /> >400 million active users<br />50% of active users log on every day<br />Average user has 130 friends<br />
    19. 19. Years to reach 50 million users<br />Radio – 38 years<br />TV – 13 years<br />Internet – 4 years<br />iPod – 3 years<br />
    20. 20. And yet …<br /> Facebook added 100 million users in less than 9 months<br />
    21. 21.
    22. 22.
    23. 23.
    24. 24.
    25. 25. More video uploaded to YT in 60 days than all 3 major US networks created in 60 years<br />
    26. 26.
    27. 27. What does this all mean to you?<br />You’re reaching out to a multimedia-hungry public<br />You’re dealing with multimedia-savvy journalists<br />
    28. 28. PR Week media survey<br />34% of journalists used supplied multimedia to better understand the story<br />
    29. 29. Best uses of multimedia<br />Compelling content<br />Accessible<br />Fits with overall comms strategy/goals<br />Easily shared<br />
    30. 30.
    31. 31.
    32. 32. Let’s talk about<br />Photos<br />Audio <br />Video<br />Social media release<br />
    33. 33.
    34. 34.
    35. 35.
    36. 36. Better photos<br />Understand your gear<br />
    37. 37. Better photos<br />Understand your gear<br />Get closer<br />
    38. 38. Better photos<br />Understand your gear<br />Get closer<br />Pay attention to the background<br />
    39. 39.
    40. 40. Great photos - recap<br />Learn your gear<br />Step closer<br />Watch the background<br />Take lots of photos!<br />
    41. 41. Audio<br />Beginning, middle, end<br />Make the point obvious<br />Say, say, say<br />Listen to public radio/professional podcasts for examples<br />
    42. 42.
    43. 43. Downloadable vs. podcast<br />People can subscribe to a podcast<br />Podcasts use RSS for distribution<br />
    44. 44. Audio best practices<br />Good sound quality, please<br />
    45. 45. Get the right gear<br />Microphone<br />
    46. 46. Get the right gear<br />Portable digital recorder<br />
    47. 47. Audio software<br />
    48. 48. Edit, edit, edit<br />
    49. 49. Audio best practices<br />
    50. 50. Audio best practices<br /> Make it easy for people to listen<br />
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55. Include show notes<br />
    56. 56. Audio ideas for PR<br />Interviews with key leaders<br />Conversations with employees and other stakeholders<br />Behind the scenes<br />Audio from conferences and other events<br />
    57. 57.
    58. 58. Great audio – recap<br />Good story telling (say, say, say)<br />Right gear and software<br />Editing, including leveling sound<br />Easy to find<br />Include show notes for people, search engines<br />
    59. 59. In videos, sound still counts!<br />
    60. 60. A test<br />Would you watch?<br />
    61. 61. Proves the point<br />Audio without video – listenable<br />Video without audio – frustrating<br />Sound matters!<br />
    62. 62. Video gear<br />Kodak Zi8<br />Flip <br />Pro-sumer<br />
    63. 63. Video<br />Tripod, a cure for <br />shakiness<br />
    64. 64. Video<br />Lighting<br />
    65. 65. Edit, edit, edit<br />
    66. 66.
    67. 67. Spot the difference?<br />
    68. 68. Video ideas for PR<br />Interviews with leaders/employees<br />Customer testimonials<br />Behind-the-scenes insights<br />Videos or screencasts of products in action<br />Slideshows with audio commentary<br />Remember to capture B-roll<br />
    69. 69. Can you make a “viral” video?<br />
    70. 70. Increase your viral odds<br />Uncommon or shocking <br />Funny<br />Cute/heart-warming <br />Counter-intuitive <br />
    71. 71.
    72. 72. Video musts<br />Strong title<br />Keywords in description<br />URL<br />
    73. 73. Your YouTube channel<br />YouTube is No. 2 <br />search engine!<br />Use tags so people<br />can find your <br />video. <br />
    74. 74.
    75. 75.
    76. 76. Consider live streaming<br />
    77. 77.
    78. 78. Great video - recap<br />Gear, tripod<br />Lighting<br />Animated subject, eye contact<br />Editing<br />Optimize for You Tube<br />Viral?<br />
    79. 79. Audio vs. video<br />Cost<br />Time<br />Complexity<br />Visual aspect to the message?<br />
    80. 80.
    81. 81.
    82. 82.
    83. 83.
    84. 84.
    85. 85.
    86. 86. Putting it all together<br />Produce high-quality content<br />Offer multimedia content via social media where your audience lives<br />Use social media news release <br />
    87. 87.
    88. 88.
    89. 89.
    90. 90. “Best Job in the World”<br />Queensland, Australia, contest<br />
    91. 91. User-generated content<br />
    92. 92. Campaign results<br />34,680 job applications<br />$390 million (AUD) in publicity<br />Queensland tourism up 20%<br />
    93. 93. Social media/multimedia<br />Compelling content<br />Accessible<br />Fits overall comms strategy/goals<br />Easily shared<br />
    94. 94. I’m accessible too<br />Donna Papacosta, Trafalgar Communications<br />905-844-7645<br /><br /><br /><br /><br />@DonnaPapacosta on Twitter<br />