video for social media
DESCRIPTION
The use of video as a marketing tool has been utilized by museums for decades. However, due to the explosion of social media and advances in technology, video has become a much larger element in online content strategies. In this presentation, we will discuss how video for social media can be used for specific purposes across social networks including: • Fundraising/Friend-Raising • Exhibit and Event Promotion • Brand Awareness We will show examples of video produced by museums and discuss distribution options. We will also discuss do-it-yourself video production options, and how and when to work with a professional. • CHAIR: Chair: Michael Schweisheimer, Primitive World Productions • PANELIST: Deborah Arnold Brown, Primitive World Productions Presented at the Mid-Atlantic Association of Museums Annual Meeting 2011 in Baltimore, Maryland.TRANSCRIPT
Video for Social Media
Presented by:Deborah Arnold Brown
andMichael Schweisheimer
Copyright 2011
Video for Social Media vs. Old School Video
• Change in Technology
(Broadband Internet, Inexpensive Video Equipment and Social Media)
• Many Museums are Producing their Own Video
• Videos have Become Shorter
• Museums are Producing More Videos than in Years Past
How is Video for Social Mediathe Same as Old School Video?
• Great Supplement to Other Content
• Just One Part of a Marketing Plan
• Allows You to Tell a Story and Connect With People on a Personal and Emotional Level
• Good for Visual and Auditory Learners
Video Today
• YouTube is Second Largest Search Engine After Google
• Limelight Networks Reports that Mobile Media Consumption has increased 600% in 2011
• Television Sets are Being Connected to YouTube
• In 2010 ComScore Reported that 85% of US Internet Users Watched Online Video
Video Today
• According to the 2011 Social Media Marketing Report:
– 90% of Marketers Indicate that Social Media is Important for Their Business
– 77% of Marketers Plan on Increasing Their Use of YouTube and Video Marketing This Year – Making it the Top Area Marketers Will Invest in for 2011
Starting Points
Understand Your Objective:
What do You Want to Accomplish?
Who Are You Trying to Reach?
What Message do You Want to
Deliver?
Content is King
• Informational:Works Well to Promote Events and Programs, and Exhibits, Brand Awareness
• Storytelling:
Works Well for Education, Promotion, Brand Awareness
Informational Videos
Capture Behind-the-Scene Glimpses of Artifacts
Create How-To Videos Related to an Exhibit or Program
Document a Program or Event for Future Promotion
Story Driven Videos
Oral HistoriesFirst person accounts from
individuals whose experience supports your mission and educates the public.
Fundraising/FriendraisingCombination of personal stories from individuals who have been impacted by a program while incorporating a call to action.
Brainstorm
Distribute !
• YouTube– YouTube Channel– Insight– Promoted Videos– Annotations / Captions– Tags
• Other OVP’s: Vimeo, Metacafe, BlipTV, Viddler, Howcast
• Facebook: YouTube Link or Upload
• Twitter: Link to Your Video
Finding Your Audience
• Blogs - Establishing Relationships
• Facebook Fan Pages
• LinkedIn– Groups– Status– Slideshare
To DIY, or not to DIY.
Beginner – No Training
–Video Blogs–Video Diaries–Via Webcam or Flip Cam
To DIY, or not to DIY.
Intermediate -Some Training Recommended or Hire a
Pro
–Testimonials–Event Coverage–Speakers
To DIY, or not to DIY.
Advanced- Hire Pro
–Formal Interviews –Fundraising Videos–PSAs
To DIY, or not to DIY.
• Consider Quality and Resources
• Combining Forces
Discussion
How Have You Utilized Video
for
Social Media?
Please Share Your Experiences
