how to integrate online video into pr campaigns - kaiser permanente presentation to colorado...
DESCRIPTION
Flip cams are all the rage, so what's the big deal? This presentation covers how to integrate easy online video into your next PR campaign. It provides an overview of online video trends and then walks through four case studies from Kaiser Permanente and other health care organizations who have successfully used multimedia assets to enhance their storytelling online and promote their brand. If you’re a relatively small or even a one-person shop, how do you know when you can shoot a good story with a $200 digital recorder and off-the-shelf editing software, or when you really need to hire a professional videographer for the project? And once you’ve determined what equipment to use, what story best lends itself to video in the first place? What’s the best way to frame a shot, and how to you use social media to share your video? We covered these questions and more at the Colorado Healthcare Communicators breakfast, where this presentation was first delivered in May 2010.TRANSCRIPT
Integrating Multimedia into PR CampaignsColorado Healthcare Communicators – May 26, 2010
How We Got Started
1. Protect & promote the brand
2. Extend impact of traditional media
3. Improve organic search
4. And ultimately, create brand champions
Happy Birthday….
YouTube Stats
Slide credit: Espresso, http://www.brandinfiltration.com/
YouTube’s Impact
1. Made video social
2. Changed our notion of what's acceptable and what's watchable
Business Case for Video: Un-Advertising
Why Video?
1. Credibility2. Authenticity3. Your website is a TV channel. Make sure it has
good content. 4. Viral potential: give people something to Tweet
about.5. Get across the personality of your company.6. Open broadcast7. COST EFFECTIVE!
Case Study #1: Syndicating Content
Blurring the Lines: Old & New
Syndicating Content
Case Study #2: Be Your Own Newsroom
Twitter-Video Connection
Case Study #3: Viral Video
http://www.unchealthcare.org/site/newsroom/news/2009/December/santa
Case Study #4: Patient Testimonials
How to get started
1. Set up your account on video sharing sites
• Youtube, Vimeo, Tubemogul
2. Think like a journalist
3. Get beyond the “Fear Factor”
4. Invest in equipment
5. Create a look
Prepare Like a Reporter
• Sketch your script; plug in the soundbytes later
• Pre-interview your subjects
• Ask: What compelling sound/visuals will make the story?
Listen!
Beginning, Middle & End
More then just soundbytes strung together - You are telling a story!
• Think: how will you start? DO start with Natural Sound
• Shoot establishing shots Don’t use tight shots first
• Don’t end abruptly
Roll with the Punches!
Think Visuals
• Select interview locations with depth and color. Plant or books color on the wall
• Avoid shooting against a white wall
• Make sure the people you are shooting look good!
The Secret Formula
INTERESTING TOPIC
+
HUMAN INTEREST
+
ENGAGING EXPERT
=
GREAT VIDEOSource: Stephanie Crayton: UNC Health Care
5 Tips to Help you Think and Act Like a TV News Pro
1. PREPARE LIKE A REPORTER
2. LISTEN!3. REMEMBER: EVERY
STORY HAS A BEGINNING, A MIDDLE AND END
4. BE SPONTANEOUS 5. THINK VISUALS
A Producer’s Advice
Start small. Start cheap.
Need:
producer,
videographer,
journalist,
audio/light technician
and editor.
That would be you.
Kodak Zi8 Camera
External Microphone & Tripod
Short (2 minute-ish) videos
• Create a ‘News style’ report of event.
• Upload to YouTube & share.
• Traditional media will use it!
Side bar to web story
‘My First Video’
Composing a “Talking Head” Shot
WRONG: too much negative
space, Pan over, Tilt up
Leave room at the lower thirdof the frame to insert title
RIGHT: nice medium close up head/shoulders
Nice close up, with good centering and still room to insert title
Composing a “Talking Head” Shot
For interviews the subject is also set to one side of the frame with plenty of “nose room”
Note the “rule of thirds” at work
The subject can also be to one side of the frame to include or highlight background
Index
• Camera: Kodak Zi8• External Microphone: Sony WCS999 Wireless Mic• Kaiser Permanente Online Newscenter:
http://xnet.kp.org/newscenter/• Kaiser Permanente CO Facebook:
http://www.facebook.com/KPColorado• Kaiser Permanente’s Youtube Channel:
http://www.youtube.com/kaiserpermanenteorg• Kaiser Permanente Colorado’s Vimeo Channel:
http://vimeo.com/user1795876/videos• University of North Carolina School of Medicine:
http://www.med.unc.edu/www/news• Tubemogul: http://tubemogul.com/
Your “Get Started” Online Video Toolkit
Online Video Blog:
http://klessblog.blogspot.com/2010/05/how-to-produce-flip-videos-that-inform.html
Search Engine Optimization for Videos: http://www.antezeta.com/blog/video-seo-top-tips
Storytelling with Flip Cameras: http://www.flipvideospotlight.com/resources/storytelling.aspx
Whitepaper - Online Video:
http://www.thenewsmarket.com/videowhitepaper/marketing.aspx
Thank You
Contact Us
Kaiser Permanente Colorado PR & Media and Creative Services Department Team Members:
Amy Smith, Manager of PR & [email protected], @amydaytonsmith
Amy Whited, Sr. Media Relations [email protected] @amylwhited
Martha Lynch, Sr. Multimedia [email protected]
Paul Romero, Sr. Video [email protected]