Slides from recent Guardian Media Network Seminar: Video Strategy

1. Video Sharing:
From Marketing Messages to
Stakeholder Engagement

2. Video Sharing
• Simple methods for creating and sharing
video content
• How to choose the right video sharing
platform
• Techniques for spreading your message
• Best practice in community engagement
• Strategies for managing negative feedback

3. What does success look like for
you?
• Make videos with a goal in mind
• Have a content sharing plan
• Use a combination of platforms and
methods to ensure your video reaches its
target audience
• Track more than just views and likes
• Consider widening your reach with a
series – could your idea work with
collaborators?

4. Key elements of success
• Search engine optimisation and brand
awareness
• Keyword planning
• Text descriptions, titles and tagging
• Content planning
• Link planning – where are you driving
traffic?
• Track results against your budget

5. Successful Campaigns
What worked well?

6. Click to view complete playlist on
YouTube

7. Start Planning
• Research competitors (use playlists)
• Track available statistics of similar videos
• Decide on the type of video you’re creating
• Story board your idea
• Look at available equipment
• Decide on editing software
• Plan your keywords

8. Task:
In pairs: Brain storm the kind of video you
would like to create
How to Interview Entertain

9. Storyboard Example
2: Screen
Intro 1: Explain
Cast
3: Screen 4: Set End (to
Cast Challenge camera)

10. Storyboard Example
1: Let 2: Ask
Intro guest own
intro questions
3: Ask 4: Let
End (to
audience guest
camera)
Qs conclude

11. RECORD!

14. Simple video styles

15. Click to view complete playlist on
YouTube

16. Choosing the right platform
Vimeovs YouTube

18. Vimeo
• Doesn’t readily accept commercial content
(advertising)
• Perceived as being better quality with
more high definition films available
• Less noise than YouTube
• Supports small independent film makers
• Groups make collaborating more
streamlined

20. YouTube
• Owned by Google so appears in search
results
• Much larger potential audience than Vimeo
• Easier to share clips as more applications
support YouTube than Vimeo
• More competition to be seen due to the
volume of clips uploaded
• More functionality available for basic users

21. Setting up

25. Uploading

31. Don’t forget to optimise!

32. Collecting Keywords
• Put yourself in the mind of your target
audience – what search terms will they
use?
• Prevalent words on your site
• Your website statistics
• Industry media
• Internal searches
• Competitor’s website
• Related search results

33. wordle.net

35. What does it mean?
• Which keywords are creating the most visits?
• Are they also the words with the most Pages /
Visit? Average time on site?
• Which words have the highest bounce rate?
• Which landing pages are these words leading
to?
• How do these relate back to your conversion
goals?

36. Relevance, Popularity &
Competition
Keyword (s) Relevance Popularity Competition
Digital High 74,000 Low
Switchover
Legal Support High 60,500 Medium
Strategic High 480 Medium
Business
Consultancy

38. Compiling your shortlist
• Combine to create long tail search terms
• Choose appropriate landing pages
• Value of keyword conversions
• Beware of single word groups
• Be discerning when deciding relevance
• How many sponsored listings are there for
a given term?
• Google allintitle:“keyword”

39. Task: Pick keywords for your
video
Keyword (s) Relevance Popularity Competition

40. Techniques for
spreading your message

41. Content sharing plan
• Pinpoint any key blogs or forums where
you can share your video
• Embed your clip on your own website
within an optimised article
• Pinpoint platforms like Facebook /
Pinterest and use advertising and strategic
placement to reach your audience
• Could your clip be syndicated to another
website?

42. Key points on sharing
• Integrate into your social media plan for
the duration of your campaign
• Mention video when courting PR and
media attention
• Ensure there are links from your clip to
appropriate pages on your website
• Track which sources are most effective
and invest time and resources accordingly

43. Community engagement
• Does “How to” fit with your organisation?
• Could your content work as a series?
• Are there opportunities to get your clients
involved?
• Don’t forget SlideShare and LinkedIn
• Spend time and effort engaging with
bloggers in your sector, encourage them to
embed your content

44. Remember:
Engaging with bloggers is about you
providing content that’s interesting and
beneficial to THEIR audience. Don’t try to
sell them on your business, spend time
learning about their audience and (provided
the audience is relevant to you) build
content they will enjoy.

45. Use different platforms
Video is just another form of content that you
can share. Upload to a sharing site and then
repost across any platforms where you are
likely to reach your target audience. Don’t
forget you can embed video on any blogging
platform as well as bookmarking on
StumbleUpon, Reddit, Digg, Pinterest and
many more.

46. TED: Ideas worth spreading™
If you want to see an organisation at the top of
the video content tree, check out ted.com
They have a long established format for sharing
inspirational talks from their world famous
conferences. Despite the length of the clips
(usually around 18minutes), they are shared
across a wide and varied audience.
Watch and learn!

47. Get your audience involved!

49. Running competitions
• Have clear guidelines
• Make it as easy as possible for potential
entrants to be included
• Use Playlist functionality to shortlist
• Use multiple marketing platforms to invite
entry
• Make your timeline realistic

50. Example Entry Form
Name:
Email:
Organisation:
YouTube URL:
Embed Code:
Tell us about your entry:

52. Integrate your communication
Video content can be used across many
different traditional marketing channels like:
•Email marketing
•Direct Mail (QR Codes)
•Print Advertising (QR Codes)
Use a URL shortenerto create distinct links for
each format to make tracking success easier

53. Troubleshooting

54. 3 choices!
•Reply
•Delete
•Ignore

56. Social Media Guidelines
• Encourage staff to engage and talk about
your brand on Social Platforms
• Keep your community rules simple &
share them with everyone
• Be clear about the difference for
employees who post on behalf of a Page
and those who you encourage to post
personally (both are important to your
brand)

58. Recap
• Design your clip with a clear goal in mind
• Decide what success looks like before you
kick off your campaign
• Integrate across your marketing plan
• Make sure you optimise your content
• Remember there are many cost efficient,
simple ways to use video for engagement
and branding

59. Remember: Your social media
policy / code of conduct, should
not differ wildly from the normal
standards of behaviour and data
management you would expect
from an employee.

60. Useful resources
• Mashable.com
• TheNextWeb.com
• Technorati.com
• Reddit.com
• SocialMediaToday.com
• FastCompany.com
• BitRebels.com

61. Jennifer D Begg
@livefreerange
jennifer@livefreerange.com
www.livefreerange.com