papacosta multimedia-iab cwc2010-june2-share
TRANSCRIPT
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Integrating multimediainto your
social media campaign
Session T16, IABC world conference, June 2010
Donna Papacosta
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Today
We are no longer just speaking to an audience.
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We are communicating with
communities.
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Language of choice
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>400 million active users
50% of active users log on every day
Average user has 130 friends
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Years to reach 50 million users
Radio – 38 years
TV – 13 years
Internet – 4 years
iPod – 3 years
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And yet … Facebook
added 100 million users in less than 9 months
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More video uploaded to YT in 60 days than all 3 major US networks created in 60 years
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What does this all mean to you?
You’re reaching out to a multimedia-hungry public
You’re dealing with multimedia-savvy journalists
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PR Week media survey
34% of journalists used supplied multimedia to better understand the story
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Best uses of multimedia
Compelling content
Accessible
Fits with overall comms strategy/goals
Easily shared
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Let’s talk about
Photos
Audio
Video
Social media release
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Better photos
Understand your gear
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Better photos
Understand your gear
Get closer
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Better photos
Understand your gear
Get closer
Pay attention to the background
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Great photos - recap
Learn your gear
Step closer
Watch the background
Take lots of photos!
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Audio
Beginning, middle, end
Make the point obvious
Say, say, say
Listen to public radio/professional podcasts for examples
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Downloadable vs. podcast
People can subscribe to a podcast
Podcasts use RSS for distribution
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Audio best practices
Good sound quality, please
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Get the right gear
Microphone
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Get the right gear
Portable digital recorder
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Audio software
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Edit, edit, edit
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Audio best practices
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Audio best practices
Make it easy for people to listen
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Include show notes
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Audio ideas for PR
Interviews with key leaders
Conversations with employees and other stakeholders
Behind the scenes
Audio from conferences and other events
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Great audio – recap
Good story telling (say, say, say)
Right gear and software
Editing, including leveling sound
Easy to find
Include show notes for people, search engines
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In videos, sound still
counts!
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A testWould you watch?
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Proves the point
Audio without video – listenable
Video without audio – frustrating
Sound matters!
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Video gear
Kodak Zi8
Flip
Pro-sumer
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Video
Tripod, a cure for
shakiness
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Video
Lighting
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Edit, edit, edit
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Spot the difference?
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Video ideas for PRInterviews with leaders/employees
Customer testimonials
Behind-the-scenes insights
Videos or screencasts of products in action
Slideshows with audio commentary
Remember to capture B-roll
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Can you make a “viral” video?
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Increase your viral odds
Uncommon or shocking
Funny
Cute/heart-warming
Counter-intuitive
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Video musts
Strong title
Keywords in description
URL
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Your YouTube channel
YouTube is No. 2
search engine!
Use tags so people
can find your
video.
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Consider live streaming
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Great video - recap
Gear, tripod
Lighting
Animated subject, eye contact
Editing
Optimize for You Tube
Viral?
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Audio vs. video
Cost
Time
Complexity
Visual aspect to the message?
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Putting it all together
Produce high-quality content
Offer multimedia content via social media where your audience lives
Use social media news release
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“Best Job in the World”
Queensland, Australia, contest
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User-generated content
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Campaign results
34,680 job applications
$390 million (AUD) in publicity
Queensland tourism up 20%
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Social media/multimediaCompelling content
Accessible
Fits overall comms strategy/goals
Easily shared
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I’m accessible tooDonna Papacosta, Trafalgar
Communications
905-844-7645
http://trafcom.com
http://trafcomnews.com
http://trafcomnewspodcast.com
@DonnaPapacosta on Twitter