1. Video PR Masterclass

3. Clients

4. About You?

5. Why Online Video? Why Now?

8. Video:
Opportunities
Increase direct traffic to your website
Provide great content to feed social media and email
newsletters
Great for gaining rankings on search
Promote your brand via stories
More engagement with social media audiences and
stakeholders

9. Video:
Challenges
The Myth of the ‘Viral Video’
Resources
Getting the stories and formats right
Marketing your online video

10. Social Media Overview?Types of Online Video

11. ‘Viral Video’

12. “A viral video is a video that becomes
popular through the process of internet
sharing typically through video sharing
websites, social media and email”
‘Viral’ Video

13. “Viral” is something that happens to a video.
‘Viral’ Video

14. ‘Viral’: + 1
million views

15. Like a Virus
really……

16. Viral: Difficulty
It is extremely difficult to
make a video that goes ‘viral’.

18. United Breaks
Guitars

19. 16 Year Old
Me

20. Viral Seeding

22. Viral: Seeding
“Seeding is a promotion technique that
plants as many seeds [of your video
content] around the Internet, to try to
make it go viral”
Source: Social Video and Cause Marketing: How Nonprofits Are Doing Viral
Video http://www.reelseo.com/social-video-cause-charities/#ixzz20yyFB5cF
©2012 ReelSEO

23. Viral Agency
Targeting: Carefully chosen online networks aimed at
the right audience
Promotion: Online PR to promote the video with the
aim of it going viral and gaining shares, comments etc
Results: 1m + views
How Seeding
Works

24. Planned seeding via a Viral Video Agency plays a vital
role in most ‘viral’ videos.
Expensive!
How Seeding
Works

25. User
Generated
Content

26. UGC

28. UGC:
Applications
Leverage the power of your fans and supporters
Use to create video content
Learn from ideas and input from the community

29. Interactive Video

31. Product Videos

34. Corporate Talk Video

36. Vox Pops

37. Event Video

39. Corporate Social Responsibility

41. Informational Video

43. QUB wanted to reach and influence
International students.
Real people and their stories
Designed to be promoted via social
media and You Tube

45. Social Media Overview?Producing Your Online Video

46. Options
1. External: Video Production Company / Director
2. Internal: Shooting, editing and production training
3. DIY

47. External
Production

48. In-House
Video Training

49. DIY

50. Social Media Overview?Marketing Online Video

53. Promoting Video on your Website

54. Create a
Video Page

55. On-page
descriptions

56. Calls to action
/ Sharing

58. Social Media
Sharing Icons?

60. 5 Main Ranking
Factors

61. Raising
Visibility for
Search Terms

62. Sourcing
Keyphrases:
Search Google

63. Sourcing
Keyphrases: Google
Webmasters

64. SEO for You Tube
Overview

65. Add Video
Meta Data

66. Add Video
Site Map

67. Improving your
Channel

69. Social Media Promotion

70. How to ensure
visibility?
=
You need to really increase
promotion for your online video
via social media

71. • Build a series of social media posts around the launch
• Encourage social media fans to share with their fans
• Increase times you post (within reason) – repeating posts
Increasing social
media posts

73. Email Newsletters

74. Why include
video in email
newsletters?
Videos receive double the clicks that text links
Significantly increase traffic to the website
Increase videos views
Benefit from existing database

75. The word “video” in the subject line of
an email was shown to increase click-
through-rates by anywhere from 7
percent to 13 percent……
Remember
subject
headlines

76. Solus Emails

77. Online PR

78. Leverage the power of existing contacts and
stakeholders.. Eg - Culture NI, Community
Arts Partnership etc.
Ask them to include in promo material – esp
their own Website, Email and Social Media
Leverage power of
partner arts
organisations

79. Opportunity to
promote videos to
important arts
journalists
“@marielouisemuir
check out our new
video for one city
one book
Approach top online
influencers

80. Bloggers

81. Social Media Overview?Video Strategy

82. Online Video Platforms

83. Channel
Selection

84. Demo

85. Pros and cons
Greater scale, more social, it’s free
But……
less professional
Too many ads and annoyances

86. Pros and cons
Better Aesthetics / More professional
Costs – £7 per month
No Ads
Embeds better in your website

87. Video PR Metrics – What does
success look like?

89. Metrics for
Video
Marketing
On You Tube / Vimeo
• Views
• Interactions
Social Media
• Twitter: Retweets
• Twitter: comments and mentions
• Facebook: Engagement factors

90. Metrics for
Video
Marketing
Google Analytics
• Goal / conversion tracking on Google
Analytics
• Time on page
• Social Sharing

91. Recap on Video
Marketing
Need to Redesign Email Newsletter
Invest in Promoting Videos on Facebook
Optimise Videos for Search
Leverage Power of Arts Partners

92. Video Strategy
Goals
What do you want to do?
Who is it for?
How are you going to reach them?
How much do you have to spend?
Who else needs to be involved?
What does really good look like?
What does really bad look like?

93. Have to Invest as much in Distribution as
production
What external skills do you require?
Cost of locally produced Human Interest film?
Costs

94. Budget

95. Video PR Metrics – What does
success look like?

97. Common
Metrics for
Video
Massive difference in views for different types of video
Northern Ireland market – going for volume?

98. Common
Metrics for
Video
For Viral Video – surge in website visits…..
For Human Interest…….
• Social / Online Buzz
• Rise in social media community building

99. Conclusion

101. Paul McGarrity