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Joie Healy, Senior Manager of Social Media Communications
@JoieHealy
Video Storytelling to Humanize Your Company’s Purpose and Build Brand Affinity
Ragan Visual Communications and Infographics Summit
April 24, 2015
#RaganVisual
Social posts with videos attract 3 times more inbound
links than plain text posts.
- Moz.com
#RaganVisual
Our Team
• Core Team:
• 3 producers
• 1 videographer
• 1 graphic designer
• 2 community managers
• 1 web designer
• Cisco Writer’s Program:
• 15 global journalists
Our Integrated Content Team
Cisco Writers
Core Cisco Team
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Core Team
• Source story ideas from across the company
• Engineering, Internal Comms, Executive alignment, Global peers
Cisco Writer’s Program
• A network of 15 journalists around the globe pitch ideas to us
• Traditional journalists for prestigious news organizations ensure we are creating authentic, timely, non-branded content.
How We Source and Create Content
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Video Storytelling at Cisco
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Content Hub
Cisco’s Content Hub: The Network
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How We Distribute and Amplify Content
• Publish all content across Cisco’s corporate social media properties
• All videos uploaded to YouTube
• Work with internal Cisco teams to amplify/ employee ambassadors
• Influencer outreach
• Consider paid support for key business content
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DETECTED
DETECTED is a documentary about the power of the Internet of Everything.
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A bra.
Using sensor technology connected to the Internet, this bra is designed to detect
the absolute earliest signs of breast cancer. #RaganVisual
Introducing DETECTED: Conversations with Key Players
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• Mimosas and a Movie: How Wearable Technology Could Power Early Detection
• Cisco hosted the world premiere of the trailer for DETECTED at the SXSW Interactive & Film Festival on March 16 at the Moonshine Patio Bar & Grille.
• We hosted a panel and booth at the SXSW MedTech Expo on the Internet of Everything in healthcare.
DETECTED Unveiled at SXSW 2015
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Twitter #’s YouTube #’s
• 2,006 total mentions
• 1,991 on Twitter (99%)
• 1,346 driven by event itself
• 15.2 MM impressions
• Views On YouTube: 6,601
• On The Network: 9,205
• On Facebook: 203,993
• Total: 219,799
• Build a mini-newsroom to source and develop low-cost content
• Hold weekly editorial meetings where team members can pitch and vet stories, get feedback.
• Is the story visual? No one likes talking heads.
• Take advantage of real time opportunities (events, hackathons, employee activities)
• Create authentic engaging videos by appealing to emotions.
• Leverage YouTube’s native functionality for SEO
• Keep videos short and sweet!
• Take chances!
Tips for Video Storytelling
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Questions? Tweet @JoieHealy with #RaganVisual.
www.newsroom.cisco.com
Thank You