#CIPRSM#CIPRSM

How public relations can maximise the use of video through social mediaJacqui Licorish, freelance producer/directorStuart Bruce MCIPR, independent PR consultant and trainerThursday, August 14 2013

SOCIALSUMMER

#CIPRSM#CIPRSM

2013 – the year of video?

#CIPRSM#CIPRSM

#CIPRSM#CIPRSM

• Professional – distributed on YouTube• DIY – distributed on YouTube• UGC – User Generated Content on

YouTube• ‘Micro’ video – Vine, Instagram• ‘New’ video - Mixbit

Different types of video

#CIPRSM#CIPRSM

But what about Vine and Instagram?

#CIPRSM#CIPRSM

• Early days – only widely available since June

• Lots of brands experimenting with both

• Vine shares plummeted following launch of Instagram video

• Instagram MUCH more accessible – bigger user base and runs on older Android phones

• Follow Michael Litman’s Brands on Vine

But what about Vine and Instagram

#CIPRSM#CIPRSM

#CIPRSM#CIPRSM

#CIPRSM#CIPRSM

What can you say in a video?

#CIPRSM#CIPRSM

• Success stories – developments, innovations, best practice

• Integral messages – vision, values, future plans

• Complex messages – restructure, crisis management

• Engage – dialogue, feedback, opinions

What can you say in a video?

#CIPRSM#CIPRSM

• Connectedness – combine video with other tools and integrate it with online PR activity

• Share it with journalists, bloggers, influencers

• Embed it and link to it from other platforms and networks

How to incorporate video into your public relations toolkit

#CIPRSM#CIPRSM

• News – you have something new to say

• Extend – meetings, seminars, events either record or live stream

• Educate – explain or change perceptions

When to use video

#CIPRSM#CIPRSM

• Important announcement• Change of management/leadership• Crisis• Communicate strategy• Maximise impact of an event/trade

show• Make leadership visible and accessible• Reward loyal customers• Give consumers a voice

When to use video

#CIPRSM#CIPRSM

Asda ‘Chicken Licking’

CRISIS COMMUNICATIONS

Real people who show they care

#CIPRSM#CIPRSM

Use video to extend the public relations campaign period

#CIPRSM#CIPRSM

• Stagger release of video content through a pre-launch, launch, post-launch period

• Use to provide a ‘mid-life’ kick to products

• Think strategically about the stories and messages then create a tool kit of video assets to sell those stories

Use video to extend the public relations campaign period

#CIPRSM#CIPRSM

• Run-up to product launch/innovation• Opening or relocation of

office/factory/HQ• Trade show or other significant event

When this might work

#CIPRSM#CIPRSM

• ‘Leak’ or tease information to inspire speculation

• Product/event time-lapse• Funny teasers• Lab tours• Behind the scenes• Reaction vox pops

Pre-launch

#CIPRSM#CIPRSM

• Short video reports• Industry specific blogger videos• Coverage of press conferences• Interviews with key people– Not just leadership– Designers, customers, experts,

celebrities etc

• Full product videos• Live Q&As

Launch

#CIPRSM#CIPRSM

• Behind the scenes• Inside the designer’s mind• External event coverage• Themed features• Product masterclasses• Customer vox pops• Expert opinion/endorsements

Post-launch

#CIPRSM#CIPRSM

More ideas for video content

#CIPRSM#CIPRSM

• Traditionally for broadcasters• But even newspaper/magazine

websites now need video• Shots that broadcasters can edit into

other packages

B-roll

#CIPRSM#CIPRSM

• ‘Quotes’ in news releases• Case studies• Thought leadership• Animated infomercials• Testimonials• Leadership briefings• In-depth interviews• CSR stories

More ideas for video content

#CIPRSM#CIPRSM

DIY UGC v Professional ContentIs there room for both?

#CIPRSM#CIPRSM

• Quick, easy, cheap• Can work best as ‘extra’ content, not

to replace professional content or just save money

• ‘Looks authentic’• Shoot on cheap kit or even a mobile• Edit using free software already on

your computer

DIY User Generated Content

#CIPRSM#CIPRSM

Getting the most out of working with professional film makers

#CIPRSM#CIPRSM

• Involve them as early possible• Use their expertise to develop the

brief

First things first

#CIPRSM#CIPRSM

• How you want to communicate your brand and tone of voice

• What you want to say – don’t try and cram too many messages into one film

• Who your audience is – one size fits all doesn’t always work

• What budget do you have?• What does success like?

Think carefully about…

#CIPRSM#CIPRSM

Homecoming

PUBLIC AFFAIRS

Using emotion to encourage viral sharing and influence government policy

#CIPRSM#CIPRSM

• Response to high-profile anti-equal marriage campaign during government consultation

• Topped YouTube’s most watched with more than 700,000 views in first week

• Seeded online with celebrities and politicians• Integrated traditional media relations – ITV

Daybreak and even The Daily Mail• Invited to No 10 to meet David Cameron• Marriage (Same Sex Couples) Act granted

Royal Assent on July 17, 2013

Homecoming

#CIPRSM#CIPRSM

A Day Made of Glass

CORPORATE COMMUNICATIONS / INVESTOR RELATIONS

A video made for a meeting to brief investors and analysts

#CIPRSM#CIPRSM

• Not designed to go viral• Made for small audience of investors and

analysts• 160 year-old glass manufacturing company

seen as safe and traditional• Breaks the rules – long, dull subject (glass!), no

humour, no celebrities…• …AND NO KITTENS!• 11 million views on YouTube in three months• Now more than 22 million views, most viewed

corporate video of all time

A Day Made of Glass

#CIPRSM#CIPRSM

How to make the best of doing it yourself

#CIPRSM#CIPRSM

• Use ‘consumer-pro’ kit• Invest in:– Camera–Microphone– Tripod– Video editing software

In reality…

#CIPRSM#CIPRSM

• Some of the best ‘UGC’ is professional

• Sound – just using the built-in microphone doesn’t work

• Lighting – positioning of subject• Recording interviews in off camera

style• Use two cameras for interviews and

cut different angles, instead of zooming/panning

The most common mistakes and top tips

#CIPRSM#CIPRSM

You’ve made it, but will they watch it?

#CIPRSM#CIPRSM

• More hosting platforms than just YouTube

• Company website/portal• YouTube / Facebook• Social media newsroom / content hub• Encourage ‘embeds’

Where to put your video

#CIPRSM#CIPRSM

• Share via Twitter, Facebook, LinkedIn, Pinterest

• Directly with influencers• Commercial ‘viral’ ‘seeding’

companies• Optimise title, key word tags and

descriptions• Instagram (new feature) or Vine

(hack)

How to promote your video

#CIPRSM#CIPRSM

How do I measure success?

#CIPRSM#CIPRSM

• Not just about numbers or views• Big viral video numbers misleading• Think of it as a meeting or event• Visibility in search / ranking• Downloads• Embeds• Comments

How to measure success

#CIPRSM#CIPRSM

Did it help to achieve the objective!

#CIPRSM#CIPRSM

Thank you for attending

Find out more at cipr.co.uk/social-summer

SOCIALSUMMER