Recently I wrote a post, here on BurrellesLuce Fresh Ideas, outlining key tips for integrating online video into your PR campaign from a recent PRSA-NY panel. For this post, I thought I would re-cap some of what I thought were the most compelling best practices for creating, marketing, and measuring online video content – as discussed at the event.
The event featured presentations from Joe D’Amico, PopTent; Jake Finkelstein, Method Savvy; Jonah Minton, Ustream; Mark Rotblat, TubeMogul; Eric Wright, DS Simon; Jim Sulley, newscast US; and Larry Thomas, Latergy.
It was followed by a roundtable Q&A moderated by Jason Winocour, social and digital media practice leader at Hunter Public Relations.
How to Create Online Video Content
Nearly 89 percent of journalist report that they regularly include online video content in their stories. But how can marketing and communications professionals create compelling video content?
Jim Sulley, president of Newscast U.S., had these best practices to offer:
- Understand who you are trying to reach. Who are your target demographics?
- Get the attention of the people watching. You only have 10 seconds to hook their interest.
- Shoot to script, don’t script to shoot. In other words, take the time to plan your videos and write a script.
- Create biscuits, little surprises along the way, and don’t give away the ending upfront.
- Be truthful. And remember, production values count.
- Entertain or DIE.
- Too much text is annoying for online video.
When creating video content, you will also want to get your online community, stakeholders, and agencies involved, as this with provide you with feedback and help you market your initiatives.
Joe D’Amico, vice president of sales, Poptent had this advice to share:
- Initially, your objective should be to create 30-60 seconds of video.
- Work closely with the PR agency and provide the agency with a variety of creative approaches.
- Consumer insight is vital. Direct consumer engagement and take advantage of strong social media outlets.
- Showcase performance – such as votes and comments received from consumer engagement.
How to Market Online Video and Measure Results
It isn’t enough just to create compelling digital video and push it out to your constituents. PR and marketing professionals need to understand how video fits in to their larger communications and branding strategy and report on those results.
Mark Rotblat, vice president of Sales, TubeMogul, provided these tips for marketing online video and measuring results:
- Brands must determine what are they looking to accomplish through their budget.
- Paid Media drives Earned Media.
- Paid video drives consumers to your site.
- Owned Media (e.g., a company website) – Video improves conversions for web retailers by 64 percent.
- Broadcast your video on popular public websites such as, YouTube, Google video, Yahoo video, and dozens of other user-generated sites.
- When social sharing always include clickable overlaps to Facebook Fan page and social media games.
- Use click-through rates to measures the value of the video.
- When reporting ROI, know who’s watching, where they’re watching, and what sites they are watching.
In my next post, I will examine how live streaming of video can enhance engagement and community participations, as well as ways to effectively optimize video content for online search, as discussed at PRSA-NY.
How do you use digital video to connect with your stakeholders and constituents? What tips can you provide for marketing and measuring the success of online video campaigns? Please share your thoughts with me here on Fresh Ideas.
Bio: Alfred Cox is a rare commodity of a performer who combines a relentless drive to succeed with the ability to provide “first-person” touch to his clients, creating loyalty and repeat business. He has a hard-nosed work ethic in a results- driven environment and he is often called the “Network King.” Alfred has been in the PR industry for the past 18+ years and joined the BurrellesLuce team in 2011. Connect with him on Twitter: @shantikcox Facebook: BurrellesLuce LinkedIn: Alfred Cox