effective online video for eu federations
DESCRIPTION
This presentation outlines how federations in the European policy arena can effectively use online video as a new part of their communications toolkit.TRANSCRIPT
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How EU Federations use online videos
Brussels, 29 September 2010
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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)
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EurActiv target
Target audience
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Shaping the debate
EurActiv’s role along the policy process
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Crosslingual Network
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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
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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
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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%
YouTube
Blogactiv
Google Buzz
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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?
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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
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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
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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
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• 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
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• 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
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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
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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
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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
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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
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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
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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
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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
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• David Mekkaoui (Blogactiv Manager)• [email protected]
+32 (0)2 788 36 74
• Raymond Frenken (EurActiv EUX.TV Video Managing Director)[email protected]+32 (0)2 788 36 99
• Other relevant contactsDan Lucas Rick ZedníkPR Director [email protected] [email protected]
Contact us