effective online video for eu federations

How EU Federations use online videos

Brussels, 29 September 2010

Programme

1. Introduction (Dan Lucas, PR Director)

1. Why online videos? (David Mekkaoui, Blogactiv Manager)

1. Case studies (Raymond Frenken, EurActiv EUX.TV Video, Executive Producer & Managing Director)

1. Conclusions (Dan Lucas, PR Director)

EurActiv target

Target audience

Shaping the debate

EurActiv’s role along the policy process

Crosslingual Network

US UK European Parliament France Germany

Washington Post 17%

BBC/BBC NEWS 19% EurActiv 11% Le Monde 18% Bundestag Site

19%

New York Times 13% Guardian 13% Blogs 7% Figaro 15% Newspapers 18%

Congressional Research Service 13%

House of Commons library 9%

BBC/BBC NEWS 4%

Liberation 10% News Ticker 15%

Top source for policy analysis

EurActiv is the most trusted online source for Policy Analysis in the European Parliament

Source: Edelman Capital Staffers Index, November 2009

David Mekkaoui

• Expertise in– Social marketing and online communities– Marketing strategy and brand management– Product development and project management

• Experience with– Dow Jones, The Wall Street Journal Europe– EurActiv and Blogactiv– Expedia.com

Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents

Which social media do you want EurActiv to integrate with?

0% 10% 20% 30% 40% 50%

Facebook

YouTube

LinkedIn

Twitter

Blogactiv

Google Buzz

Source: Pew Internet & American Life Project Tracking survey, Feb-Mar 2007

Video engages receivers in new ways

0% 10% 20% 30% 40% 50% 60% 70%

Receive videolinks

Send videolinks to others

Watch videowith others

How do you consume online videos?

Which interactive channels are relevant for PR?

Source: European Communication Monitor, 2010, 1,955 professionals from 46 European countries

Video now is relevant communications tool

0% 10% 20% 30% 40% 50% 60% 70%

Online communities

Online videos

Weblogs

Microblogs

RSS feeds

Wikis

Podcasts

Virtual worlds

in 2011

today

Source: GALLUP EurActiv Readership survey, 2010, 1,950 respondents

Half EU Actors don’t know / have no plan

How do you use online videos in

your organisation's

communication strategy?

0% 10% 20% 30%

Produce videos

Plan to produce in

2010

Likely produce in

2011

No plans for

videos

No opinion

Raymond Frenken

• International business journalist– 20+ years of innovative multimedia experience– Dow Jones News and Bloomberg News wire services – Financial Times newspaper and MarketWatch.com website

• Multimedia experience

– EU economic, financial and corporate news from BrusselsBloomberg News, CNBC Europe Brussels bureau chief

– EU foreign ESDP missions, video reports for EUHR Javier Solana

• Founded EUX.TV, the European policy news channel, in 2006

• Started up in 2006, offering video services for EU policy community

• Combines video production with online distribution

• EUX.TV is official YouTube partner channel: youtube.com/euxtv

• May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL

• Audience:

EUX.TV

• Started up in 2006, offering video services for EU policy community

• Combines video production with online distribution

• EUX.TV is official YouTube partner channel: youtube.com/euxtv

• May 2010: EUX.TV service of EurActiv EUX.TV Video SPRL

• Audience: – More than 9 mln video views to date, 3.5 mln in 2010 *– average of 389k views per month so far in 2010 *– 80% male, 20% female / 70% of audience is 35+ **– 5500 subscribers; most from UK, DE, NL, BE **

* Source: TubeMogul ** Source: YouTube

EUX.TV

Event video: needs

• Cefic is the Chemical Industry association

• ‘The Chemical Industry; the roots for sustainable growth in Europe’

• Conference in Antwerp, at the start of the Belgian presidency

• Required to boost visibility

Event video: workflow

• Contact and planning via phone and email

• Planning included specific names of interviewees

• Filmed in port of Antwerp on July 14th

• First interview online immediately after event

• Complete series of video clips (interviews, highlights clip and speech) delivered on July 16th

Event video: sample

.

Event video: results

• EUX.TV website and YouTube Channel

• CEFIC website, on homepage

• Blogactiv homepage plus dedicated page

• Dedicated event playlist on YouTube

• Embedded on various other sites, including eu4journalists.eu

Policy video: needs

• Lisbon Council is the economic reform think tank

• Request new ways to communicate fresh thinking on economic reforms

• Following the arrival of the first full-time Innovation Commissioner, Máire Geogheagan-Quinn

• Around the March 2010 Innovation Summit, Brussels

Policy video: workflow

-1 month: preparation meeting

-1 week: approval of synopsis

filming day: 19 cuts during the conference

+48 hours: approval of first rough clip

+1 week: final online/DVD delivery after approval

Policy video: sample

.

Policy video: results

• EUX.TV YouTube Channel

• Lisbon Council .NET site

• Blogactiv, posted byLisbon Council President

• Promoted by YouTube

• Embedded on various sites, including OECD.org

• Still ranks fifth on Google and first on YouTube

Summary

• Event Video Package (example: CEFIC)– Showcase your events beyond attendees– Reach a broader audience of targeted viewers– Receive Broadcast quality production– Get your event search engine friendly

• Policy Video Package (example: Lisbon Council)– Advocate your cause in an innovative fashion– Use word of mouth viral marketing– Be quoted in important multimedia channels– Get your cause search engine friendly

• David Mekkaoui (Blogactiv Manager)• eujobs@euractiv.com

+32 (0)2 788 36 74

• Raymond Frenken (EurActiv EUX.TV Video Managing Director)raymond.frenken@eux.tv+32 (0)2 788 36 99

• Other relevant contactsDan Lucas Rick ZedníkPR Director CEOpublisher@euractiv.com ceo@euractiv.com

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