prsa - how to create videos to benefit your strategic goals

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

Facebook

Twitter

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

410-328-0771ebennett@umm.edu / ed@ebennett.org 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

sboston@umm.edu

Blog: nerdtrips.wordpress.com