effective online video for eu federations
DESCRIPTION
This presentation outlines how federations in the European policy arena can effectively use online video as a new part of their communications toolkit.TRANSCRIPT
How EU Federations use online videos
Brussels, 29 September 2010
Programme
1. Introduction (Dan Lucas, PR Director)
1. Why online videos? (David Mekkaoui, Blogactiv Manager)
1. Case studies (Raymond Frenken, EurActiv EUX.TV Video, Executive Producer & Managing Director)
1. Conclusions (Dan Lucas, PR Director)
EurActiv target
Target audience
Shaping the debate
EurActiv’s role along the policy process
Crosslingual Network
US UK European Parliament France Germany
Washington Post 17%
BBC/BBC NEWS 19% EurActiv 11% Le Monde 18% Bundestag Site
19%
New York Times 13% Guardian 13% Blogs 7% Figaro 15% Newspapers 18%
Congressional Research Service 13%
House of Commons library 9%
BBC/BBC NEWS 4%
Liberation 10% News Ticker 15%
Top source for policy analysis
EurActiv is the most trusted online source for Policy Analysis in the European Parliament
Source: Edelman Capital Staffers Index, November 2009
David Mekkaoui
• Expertise in– Social marketing and online communities– Marketing strategy and brand management– Product development and project management
• Experience with– Dow Jones, The Wall Street Journal Europe– EurActiv and Blogactiv– Expedia.com
Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents
Which social media do you want EurActiv to integrate with?
0% 10% 20% 30% 40% 50%
YouTube
Blogactiv
Google Buzz
Source: Pew Internet & American Life Project Tracking survey, Feb-Mar 2007
Video engages receivers in new ways
0% 10% 20% 30% 40% 50% 60% 70%
Receive videolinks
Send videolinks to others
Watch videowith others
How do you consume online videos?
Which interactive channels are relevant for PR?
Source: European Communication Monitor, 2010, 1,955 professionals from 46 European countries
Video now is relevant communications tool
0% 10% 20% 30% 40% 50% 60% 70%
Online communities
Online videos
Weblogs
Microblogs
RSS feeds
Wikis
Podcasts
Virtual worlds
in 2011
today
Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents
Half EU Actors don’t know / have no plan
How do you use online videos in
your organisation's
communication strategy?
0% 10% 20% 30%
Produce videos
Plan to produce in
2010
Likely produce in
2011
No plans for
videos
No opinion
Raymond Frenken
• International business journalist– 20+ years of innovative multimedia experience– Dow Jones News and Bloomberg News wire services – Financial Times newspaper and MarketWatch.com website
• Multimedia experience
– EU economic, financial and corporate news from BrusselsBloomberg News, CNBC Europe Brussels bureau chief
– EU foreign ESDP missions, video reports for EUHR Javier Solana
• Founded EUX.TV, the European policy news channel, in 2006
• Started up in 2006, offering video services for EU policy community
• Combines video production with online distribution
• EUX.TV is official YouTube partner channel: youtube.com/euxtv
• May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL
• Audience:
EUX.TV
• Started up in 2006, offering video services for EU policy community
• Combines video production with online distribution
• EUX.TV is official YouTube partner channel: youtube.com/euxtv
• May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL
• Audience: – More than 9 mln video views to date, 3.5 mln in 2010 *– average of 389k views per month so far in 2010 *– 80% male, 20% female / 70% of audience is 35+ **– 5500 subscribers; most from UK, DE, NL, BE **
* Source: TubeMogul ** Source: YouTube
EUX.TV
Event video: needs
• Cefic is the Chemical Industry association
• ‘The Chemical Industry; the roots for sustainable growth in Europe’
• Conference in Antwerp, at the start of the Belgian presidency
• Required to boost visibility
Event video: workflow
• Contact and planning via phone and email
• Planning included specific names of interviewees
• Filmed in port of Antwerp on July 14th
• First interview online immediately after event
• Complete series of video clips (interviews, highlights clip and speech) delivered on July 16th
Event video: results
• EUX.TV website and YouTube Channel
• CEFIC website, on homepage
• Blogactiv homepage plus dedicated page
• Dedicated event playlist on YouTube
• Embedded on various other sites, including eu4journalists.eu
Policy video: needs
• Lisbon Council is the economic reform think tank
• Request new ways to communicate fresh thinking on economic reforms
• Following the arrival of the first full-time Innovation Commissioner, Máire Geogheagan-Quinn
• Around the March 2010 Innovation Summit, Brussels
Policy video: workflow
-1 month: preparation meeting
-1 week: approval of synopsis
filming day: 19 cuts during the conference
+48 hours: approval of first rough clip
+1 week: final online/DVD delivery after approval
Policy video: results
• EUX.TV YouTube Channel
• Lisbon Council .NET site
• Blogactiv, posted byLisbon Council President
• Promoted by YouTube
• Embedded on various sites, including OECD.org
• Still ranks fifth on Google and first on YouTube
Summary
• Event Video Package (example: CEFIC)– Showcase your events beyond attendees– Reach a broader audience of targeted viewers– Receive Broadcast quality production– Get your event search engine friendly
• Policy Video Package (example: Lisbon Council)– Advocate your cause in an innovative fashion– Use word of mouth viral marketing– Be quoted in important multimedia channels– Get your cause search engine friendly
• David Mekkaoui (Blogactiv Manager)• [email protected]
+32 (0)2 788 36 74
• Raymond Frenken (EurActiv EUX.TV Video Managing Director)[email protected]+32 (0)2 788 36 99
• Other relevant contactsDan Lucas Rick ZedníkPR Director [email protected] [email protected]
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