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