PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
Download as PPTX, PDF
0 likes517 views
A revealing look at the way individuals, companies and corporations can utilize video in their marketing communications efforts and the elements that make compelling stories. Part of the discussion focuses on effective strategies to use video to gain media coverage and achieve business goals, while also including case studies and providing storytelling and production tips. This presentation was delivered to an SRO crowd on October 28, 2013 at the PRSA International Conference in Philadelphia, PA.
PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing
- 1. SVP Marketing & Business Development Ericw@dssimon.com 212.736.2727 @CEricWright
- 2. The Power of Video & Emergence of Mobile 5th Annual Web Influencers Survey Results Different Ways of Using Video Online What Some Brands Are Doing The Emergence of ESPO Storytelling and Production Tips Key Takeaways #PRSAICON
- 3. #PRSAICON
- 4. 9 of the top 10 YouTube videos for 2012 were professionally produced (YouTube) Reach young people 71% cite the Internet as main source of news, with 55% getting it from TV (Pew) Reach general public 69% of Americans view TV as #1 news source (Pew) Two-thirds of the worlds mobile data traffic will be video by 2017. (Neomobile) Mobile makes up more than 25 percent of YouTubes global watch time. (YouTube) #PRSAICON
- 5. #PRSAICON
- 6. #PRSAICON
- 7. Bloggers Newspapers Radio Website Producers Television Average Use Video 73% 92% 55% 90% 81% 78% Outside Video 90% 73% 78% 77% 86% 81% B-Roll Footage 67% 65% 21% 67% 29% 50% Sound Bites 50% 39% 71% 50% 25% 47% Edited Package 21% 39% 21% 21% 50% 30% IMT 21% 17% 21% 13% 4% 15% SMT 21% 13% 8% 21% 4% 13% Phone Interview - - 46% - - 46% Embed Code 33% 56% 42% 33% 75% 48% Links 63% 70% 58% 63% 58% 62% #PRSAICON
- 8. Bloggers Newspapers Website Producers Television Average Download from a website 15% 40% 82% 61% 50% FTP 15% 30% 70% 39% 39% Embed Code 81% 70% 19% - 57% Links 42% 45% 19% 30% 34% #PRSAICON
- 11. #PRSAICON
- 12. #PRSAICON
- 15. CASE STUDY LEGOLAND速 Hotel Grand Opening #PRSAICON
- 16. #PRSAICON
- 17. #PRSAICON
- 18. #PRSAICON
- 19. A TELEKINETIC SURPRISE IN A COFFEE SHOP #PRSAICON
- 20. #PRSAICON
- 21. #PRSAICON
- 22. #PRSAICON
- 23. #PRSAICON
- 24. Bloggers Newspapers Radio Television Website Producers Average Sell Advertising for your Website or Blog 82% 77% 82% 97% 86% 85% Accept Sponsored Content 73% 39% 45% 48% 55% 52% Refer PR People to your Advertising Department 31% 39% 36% 45% 61% 42% #PRSAICON
- 25. #PRSAICON
- 26. #PRSAICON
- 27. #PRSAICON
- 28. #PRSAICON
- 30. #PRSAICON
- 31. #PRSAICON
- 32. #PRSAICON
- 34. #PRSAICON
- 35. #PRSAICON
- 36. #PRSAICON
- 37. #PRSAICON
- 38. #PRSAICON
- 39. Content creation and distribution to key publics to change behavior in a positive way. 1. Identify the behavior you are trying to change 2. Identify the people who you are trying to reach and where they consume content 3. Create content that will be effective in changing their behavior 4. Place the content where they will find it, view it, share it, etc. 5. Measure, assess and revise #PRSAICON
- 40. #PRSAICON
- 41. Production Quality = Brand Image Prepare the Talent Pre-Production Plan Proper Equipment Don't Overlook Audio Plan Moments and Elements #PRSAICON
- 42. If a video takes more than 10 seconds to load, nearly 50% of potential viewers will bail Use an FTP site or FTP-like option such as DropBox or Hightail.com to get broadcast quality content to media Syndicate your high quality video content to video sharing sites like YouTube and Vimeo so bloggers/web media can embed it #PRSAICON
- 43. Converting Broadcast Video to Instagram Using Final Cut or similar video editing software create a H.264 mp4 file Compress file so you can e-mail it Download on to phone Upload to Instagram App #PRSAICON
- 44. Video Set to DOMINATE mobile traffic HUGE Opportunities to EARN media with content Video leads to more engagement on Instagram than photos The future is paved with a mix of ESPO will need to utilize all to have a successful campaign Your campaign needs to be tied to business goals, otherwise why bother The higher quality the production, the more opportunities for viewers exist (broadcast, viral, social, etc.) #PRSAICON
- 45. #PRSAICON
- 46. SVP Marketing & Business Development Ericw@dssimon.com 212.736.2727 @CEricWright
Editor's Notes
- #3: I will show you..(then lead into slide bullets)
- #7: I will show you..(then lead into slide bullets)
- #8: I will show you..(then lead into slide bullets)
- #9: I will show you..(then lead into slide bullets)
- #10: I will show you..(then lead into slide bullets)
- #11: I will show you..(then lead into slide bullets)
- #12: I will show you..(then lead into slide bullets)
- #13: I will show you..(then lead into slide bullets)
- #14: I will show you..(then lead into slide bullets)
- #16: I will show you..(then lead into slide bullets)
- #17: I will show you..(then lead into slide bullets)
- #18: I will show you..(then lead into slide bullets)
- #31: I will show you..(then lead into slide bullets)
- #32: I will show you..(then lead into slide bullets)
- #34: I will show you..(then lead into slide bullets)
- #43: I will show you..(then lead into slide bullets)