PRSA National Conference Presentation - Video Commuications and the New Reality of Content Marketing

Video Communication and the new reality of

content marketing

Eric WrightSVP Marketing &

Business Development

[email protected] 212.736.2727@CEricWright

mailto:[email protected]

• The Power of Video & Emergence of Mobile

• 5th Annual Web Influencers Survey Results

• Different Ways of Using Video Online

• What Some Brands Are Doing

• The Emergence of ESPO

• Storytelling and Production Tips

• Key Takeaways

Overview

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The Power of Video and Emergence of Mobile

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The Power of Video and Emergence of Mobile

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• 9 of the top 10 YouTube videos for 2012 were professionally produced (YouTube)

• Reach young people – 71% cite the Internet as main source of news, with 55% getting it from TV (Pew)

• Reach general public – 69% of Americans view TV as #1 news source (Pew)

• Two-thirds of the world’s mobile data traffic will be video by 2017. (Neomobile)

• Mobile makes up more than 25 percent of YouTube’s global watch time. (YouTube)

2013 Web Influencers Survey Results

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The Media’s Love Affair with Web Video

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How Web Influencers Are Using Video

Bloggers Newspapers Radio TelevisionWebsite

ProducersAverage

Use Video 73% 92% 55% 90% 81% 78%

Outside Video 90% 73% 78% 77% 86% 81%

B-Roll Footage 67% 65% 21% 67% 29% 50%

Sound Bites 50% 39% 71% 50% 25% 47%

Edited Package 21% 39% 21% 21% 50% 30%

IMT 21% 17% 21% 13% 4% 15%

SMT 21% 13% 8% 21% 4% 13%

Phone Interview - - 46% - - 46%

Embed Code 33% 56% 42% 33% 75% 48%

Links 63% 70% 58% 63% 58% 62%

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How Web Influencers Are Acquiring Video

Bloggers Newspapers TelevisionWebsite

ProducersAverage

Download from a website

15% 40% 82% 61% 50%

FTP 15% 30% 70% 39% 39%

Embed Code 81% 70% 19% - 57%

Links 42% 45% 19% 30% 34%

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Increasing Reliance on Social Media

Content for Ideas


ProducersAverage

Use It 91% 100% 87% 93% 87% 92%

Facebook 83% 92% 100% 96% 90% 92%

Twitter 83% 96% 92% 96% 80% 89%

LinkedIn 43% 65% 31% 15% 37% 38%

Google+ 40% 58% 15% 4% 17% 27%

Pinterest 47% 46% 15% 15% 20% 29%

YouTube 47% 54% 50% 37% 37% 45%

Instagram 37% 54% 23% 30% 30% 35%

Vine 10% 35% 19% 26% 17% 21%

None 3% 0% 0% 0% 10% 3%

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ProducersAverage

Use It 53% 68% 60% 72% 52% 61%

Facebook 54% 94% 81% 96% 65% 78%

Twitter 54% 88% 62% 73% 50% 65%

LinkedIn 25% 12% 10% 5% 20% 14%

Google+ 13% 12% 0% 5% 10% 8%

Pinterest 8% 6% 0% 5% 10% 6%

YouTube 8% 18% 14% 15% 15% 14%

Instagram 0% 18% 10% 9% 15% 10%

Vine 0% 12% 5% 5% 5% 5%

Increasing Reliance on Social Media

to Build Relationships

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Social Network Distribution Adds Value

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The Future’s So Bright…

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…Gotta wear shades!

BloggersNewspapers Radio Television

Website Producers

Average

More Video Usage

64% 84% 46% 69% 61% 65%

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What some Brands Are Doing

EarnedSharedPaidOwned

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CASE STUDYLEGOLAND® Hotel Grand Opening

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Earned: southwest Airlines

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Earned:Sony Pictures

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A TELEKINETIC SURPRISE IN A COFFEE SHOP

The ‘Carrie’ Effect

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Official trailer had 2.5 million hits on YouTube

Viral video promoting ‘Carrie’ had 42.5 million hits on YouTube

Shared/Social:Dollar Shaved Club

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Shared/Social:One Wipe Charlies

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Paid:

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Paid:Brand Integration


ProducersAverage

Sell Advertising for your Website or Blog

82% 77% 82% 97% 86% 85%

Accept Sponsored Content

73% 39% 45% 48% 55% 52%

Refer PR People to your Advertising Department

31% 39% 36% 45% 61% 42%

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Paid:College Humor

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Owned:Waldorf Astoria Luxury Manifesto

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Owned:British Airways: Man vs. Plane

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Owned:Air New Zealand

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This Ain’t Your Grandma’s Web Video

News Ways of Using Video Online – Vine

• Five tweets per second contain a Vine link (7th Chamber)

• A branded Vine video is four-times more likely to be seen than a regular branded video

• (7th Chamber)

• 10am – 11am is the hour of the day the most Vines are posted (Buzzfork)

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News Ways of Using Video Online – Instagram

• Instagram has about 130 million users, compared to Vine’s 13 million users (Neomobile)

• Two-thirds of the world’s top 100 brands were already on Instagram before it introduced video (Simply Measured)

• Since the launch of Instagram video, there has been a 37% increase in Instagram shares on Twitter (Buzzfork)

• Instagram videos are creating two-times more engagement than Instagram photos (simply Measured)

• 40% of the 1,000 most shared videos on Instagram came from brands (Unruly Media)

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What Some Brands Are

Doing

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Expedia/Lays

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Expedia Lays

Honda#wantnewcar

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Honda#wantnewcar

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Tide – Halloween

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Tide – Shark Week

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Storytelling Tips

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“Content creation and distribution to key publics to change behavior in a positive

way.”

1. Identify the behavior you are trying to change

2. Identify the people who you are trying to reach and where they consume

content

3. Create content that will be effective in changing their behavior

4. Place the content where they will find it, view it, share it, etc.

5. Measure, assess and revise

PRketing® starts with a five step process that goes far beyond brand journalism.

PRketing®

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• Production Quality = Brand Image

• Prepare the Talent • Pre-Production Plan

• Proper Equipment

• Don't Overlook Audio • Plan Moments and Elements

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Storytelling & Production Tips

Storytelling & Production Tips

• If a video takes more than 10 seconds to load, nearly 50% of potential viewers will bail

• Use an FTP site or FTP-like option such as DropBox or Hightail.com to get broadcast quality content to media

• Syndicate your high quality video content to video sharing sites like YouTube and Vimeo so bloggers/web media can embed it

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Tech Nerd AlertConverting Broadcast Video to Instagram

• Using Final Cut or similar video editing software create a H.264 mp4 file

• Compress file so you can e-mail it • Download on to phone • Upload to Instagram App

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Conclusion/Key Takeaways

• Video Set to DOMINATE mobile traffic

• HUGE Opportunities to EARN media with content

• Video leads to more engagement on Instagram than photos

• The future is paved with a mix of ESPO – will need to utilize all to have a successful campaign

• Your campaign needs to be tied to business goals, otherwise why bother

• The higher quality the production, the more opportunities for viewers exist (broadcast, viral, social, etc.)

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Questions?

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Thank You

Eric WrightSVP Marketing & Business

[email protected]

212.736.2727@CEricWright

mailto:[email protected]