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Film School:How to Use Video for PR
Matthew Schwartz, Group Editor, PR News, @mpsjourno1
Heidi Sullivan, SVP, Digital Content, Cision @hksully
#cisionwebinar
Matthew Schwartz, Group Editor, PR News
• Leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence
• Editor of PR News from 2003-2005• Formerly a reporter for Crain’s BtoB
and Media Business magazines, editor of BMA Buzz, contributing writer to Advertising Age Custom and writer/producer for CNN/Fox News Channel.
Website visitors are
64% more likely to buy a product
after viewing an online video ad than the ones who have not
watched the video.(Source: Quicksprout)
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90% of information transmitted to the brain is visual, and
visuals are processed 60,000 times faster
in the brain than text (source: 3M Corporation and Zabisco)
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In 2014, mobile internet usage surpassed desktop. By 2018,
mobile video will represent 69%
of mobile traffic
(source: Cisco Systems and comScore)
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Appeal of Online Video
1. Easy to entertain and keep attention.2. Appeals to the heart and the head.3. Creates better brand recall.4. Budget-friendly.
Video as Part of Overall Marketing Strategy
1. Producing the video
2. Making your video relevant
3. Audience Goals
4. Video Objectives
Sharing content outside your circles
My mom
My coworkers
My friendsTheir friends
My fans
My customers
The people I don’t even know yet
Is your content reaching your intended audience?
Google increased the importance of
original content when they
determine Search Engine Results Page
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“If the news is that important, it will find me.”
- A college student in an article by Brian Stelter in the New York Times, March 2008
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2121
am·pli·fy: to increase the strength or
amount of; especially: to make louder.”
- Merriam-Webster
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2323
The tip of the iceberg
1% of any population will be active content creators
9% will be participants
90% will simply "consume" that content online
- Rohit Bhargava, Influential Marketing Blog
2525
Influencers Talk to Each Other Once you find one or two influencers in your space, see
who they are talking to and who they reference
2727
Male
35-44 years old
Income $50K+
Married
Some College
Chicago
Volleyball Player
Starbucks Coffee Drinker
Liberal
Sox/Bears Fan
Avid Fisherman
YouTube Viewer
Food Blogger
Tweets 3x/day on average
100+ Brand/Movie
Likes on Facebook
DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS
Deeper understanding of end-users
Continue Learning
• How to grab the attention of online video viewers
• How to make a marketing video for mobile devices
• Why cheap YouTube videos are a bad idea
• How to prepare for a corporate video interview
• How long should my corporate video be?
• https://www.youtube.com/playlist?list=PLJxdQEkxmHFwL_Avx0L9hTNIAHTZWoLW_