Video Storytelling to Humanize Your Company’s Purpose and ... 110 Joie Healy.pdf · DETECTED...

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

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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