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Sharon Boston and Ed Bennett from the University of Maryland Medical Center
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How to Create Your Own TV Show/Videos to Benefit Your
Strategic Goals
Sharon Boston and Ed Bennett
University of Maryland Medical Center
PRSA Baltimore, MD | October, 2011
Objectives
Introduction to UMMC TV show and video programs
Tips for any presentation, pitch or video
Web and social media trends
Capitalizing on video opportunities, including this dog!
Sharon’s Background
Former TV news producer
1994 Producer, KHGI/NTV Kearney, Nebraska
1995 -1996 Producer, WROC-TV Rochester, New York
1996 – 2002 Producer WOIO/WUAB-TV Cleveland, Ohio
2002 – Current Media Relations Manager University of Maryland Medical Center
Page 4
Ed’s Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician Software Trainer
1994 - 1999Web Entrepreneur
1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center
Core Web Management Skills
UMMC Video Programs
Hundreds of videos on website: www.umm.edu
Including…..
TV Show Maryland Health Today
Find-a-Doctor profiles
Patient success stories
Hospital tours
Video news releases
UMMC YouTube Channel
Maryland Health Today on the Internet
UMMC website (umm.edu) and YouTube
Videos include descriptions and key word tags
FY 2011 YouTube 519,794 hits (59 hits an hour)
Maryland Health Today
Started in 1996
Produced 4 times a year
Record four shows in one day
Each show 29:30 with two-minute PSA break
Runs on 11 cable access stations across the state
Runs 24/7 on in-house hospital channel (Also on-demand for patients)
Sent to Medical Missions for Children satellite service
Dr. Jeffrey Wolf video link
Maryland Health Today
Recorded at Maryland Public Television through Special Projects Unit
Three cameras in studio
Baltimore VA has similar show produced through Mayor’s Office of Communication and Cable
“Tricaster” – Switch your own show with virtual sets
Other webcast programs: LiveStream and UStream
Maryland Health Today
Control Room Crew:
Director/TD
Audio operator
CG operator
Floor director/Camera operators
Producer/prompter (Sharon)
MPT producer
Live to Tape = NO EDITING
Video and graphics inserted while show is taping
MHT - Blooper
video link
Maryland Health Today: Content
Strong content
Brand message is there, not forced
Education show first (not viewed as marketing)
Give experts a chance to shine
Target key guests (new physicians, new programs, new technology, etc.) – work it in, but it’s not the whole message
Be selective in choosing guests
Maryland Health Today: Preparation
Plan ahead (pre-interviews six to eight weeks before taping)
Need time to think
Meet with guest for show ideas, suggested questions, video opportunities, graphics, etc.
Meet in guest’s office and bring a thumb drive
Send an e-mail explaining the program with links to sample shows featuring colleagues
Put the “Vision” in Television
Video Scavenger Hunt
Keep audience in mind (basic anatomy, terms, etc.)
Ask guest for non-copyrighted material
Free graphics/video
Government sites
Organizations/associations
Company animations/videos (with courtesies on screen)
Don’t force it, be prepared to drop video/graphic if necessary
Create Your Own Lists/Graphics
Use Props
Props we’ve used:
Skeleton
Surgical instruments
Hormone replacement patches
Heart model
Heart pumps
Penile implant (but, the doctor forgot to bring it the studio)
TV/Video Tips
Think visually – Your first question should be: What are we seeing?
Best video/images first (avoid BOPSA)
Write questions to fit good video
It’s frustrating to search for video to fit a question – takes too long
Show the video/graphics to the guest (pre-show run through)
If you’ve got some good video, consider breaking it apart into several sections/questions
Laparoscopic Surgery
video link
MHT - Scripting
Script = Communications Plan
Need to get everyone on the same page
Where you expect video, graphics, etc.
Clear communications to “internal stakeholders”
Send script to guest a few days in advance (caution against written answers – need spontaneity/personality)
MHT – Script Sample
TV/Video Tips
TREMENDOUS OPPORTUNITY: Shoot Your Own Video
Hiring someone vs. shooting it yourself
Quality vs. cost vs. time – where will it be seen?
Can you edit it? How will it be done? Who will do it?
Adobe Premiere
Final Cut Pro
Video – Have fun!
TV/Video Tips
See dog = say “dog” (reverse as well)
Use the words such as “you” or “as you can see here” or “take a look at this”
Talk to the video: Have speaker narrate what he/she is seeing:
Photos
Powerpoint
Video
Work with speaker on content
Show video/pictures to speaker
Repurpose Content
Don’t “date” it – Can it be “evergreen?”
Use the video in other outlets
Website
YouTube w/tags
Use the video to pitch experts (send the link)
http://www.umm.edu/media/channel/maryland-health-today.htm
MHT – Rethinking the Model
Format change – Does the interview show still work?
Shorter pieces = more play/exposure?
Depth of content/high production value vs. time spent/resources
Exploring other outlets
Pay to play (video screens) or syndication services?
More opportunities online?
Build on what we have – Capitalize on opportunities
University of Maryland Medical Center
Hospitals and Social Media
Capitalizing on Opportunities
Hospitals and Social Media
Hospital Social Media Types
Fundraising
Fundraising Event for our Cancer Center
A major Maryland race
Over 2,000 runners
Plus one unexpected guest…
Dozer the Dog
video link
The Dozer Timeline
Sunday May 15, 2011 - Race day, Dozer joins the fun
Monday: Dozer’s owners contact UMMC We contact local / national news
Tuesday:Post short videoCreate Dozer donation page
Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people
Dozer Donation Page
Umm.edu/Dozer
The Dozer Timeline
Thursday May 19:
Attention on Fox News, ESPN, Runners World, etc.
More blog posts embedding the first YouTube Video
Race officials meet with dozer family, give him a medal
3,517 YouTube Views - $600 donations from 16 people
Friday May 20:
Publish Second Video with text narrative
Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)
65,815 YouTube Views - $1,338 from 61 people
www.umgcc.org/news/dozer-in-the-news.htm
video link
Dozer FacebookFan Page
Created
May 26, 2011
facebook.com/dozerthedogfanpage
What Viral Looks Like
Traffic to UMMC YouTube Videos1,700 to 2,500 Views per day
What Viral Looks Like
5000 -
What Viral Looks Like
What Viral Looks Like
75,000 Views
15,000
13,000
What Viral Looks Like
75,000 Views
15,000
13,000
16,000
52,000
What Viral Looks Like
75,000 Views
15,000
13,000
16,000
52,000
GoogleYahooYouTubeSearch13,000
Two videos
Three blog posts
Multiple Twitter updates
Fundraising page
Dozer Facebook page
Response and Results
Dozens of blog / web posts
Over 500,000 YouTube views
$25,000 raised from 700 donors
UMMC Web / Social Media Efforts
Results:
Media relations
Web \ Video production
Social media
Foundation
Lessons Learned
It’s a Team Effort
Recognize the opportunity
Understand context
Don’t hesitate
Be Agile
What’s Your Story?
Links and Resources
Hey! My Doctor Is On TVumm.gd/MyDoctorOnTV
UMMC YouTube Channelwww.youtube.com/ummc
Maryland Health Today videos on umm.eduumm.gd/MHToday
CDC Public Health Image Libraryphil.cdc.gov/phil/
Dozer's pagesumm.edu/dozer
facebook.com/dozerthedogfanpage
The Hospital Social Network Listebennett.org/hsnl
Ed Bennett
Director of Web & Communications TechnologyUniversity of Maryland Medical Center
[email protected] / [email protected] Blog: ebennett.orgTwitter: @edbennett
Contact Information
Contact Information
Sharon Boston
Media Relations Manager
University of Maryland Medical Center & University of Maryland School of Medicine
410-328-8919
Blog: nerdtrips.wordpress.com
