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HOW CAN WE MAKE IT GO
“VIRAL?”
Let’s ask “The New Dork”
Video Platforms Vimeo
YouTube
Ustream (live)
More integration with Facebook
Why is Video is Important Lady Gaga 1 Billion
views! Is this the future of mainstream media?
Consumers spend more time online than watching TV
71% of adults use video-sharing platforms
Funny videos overtake news in online viewing
Increase in viewing and recording video with mobile devices
Cutting back on cable, viewing more online
Socialnomics
Benefit of Video for PR?
Video for PR Sharable.
Often abstract, NOT an ad
Instructional, Educational, Entertaining
Not shown on TV: niche audiences, controversial
DOVE & Motrin Moms
Often uses “quick-and-dirty” production techniques.
Contests
Testimonials
Tours
Product Demos
Responses
Interviews
Event, spot reporting
Old PR vs PR 2.0
Old and Busted New Hotness
VNR(B-Roll)
Satellite Media Tour
Multimedia Release
Webinars and Interactive Chats
Product Demos Step-by-Step
Branded Channel
Integrated into Facebook
Not overt sales: friendly, simple advice
“Gotcha” and Gripe Videos
Gotcha videos include this one of a FedEx employee disregarding the handle with care instructions on a delivery.
Dominos employees posted a video on YouTube showing unsanitary “pranks” in a North Carolina Store.
Responses and Transparency
FedEx
Both organizations used video to respond to the crises. Was this effective?
Curated and User/Fan-Created Content User-generated
content
Selected and hosted by the organization
User-generated, curated by corporate
Curated and User/Fan-Created Content
Organizational Use of Video
Organizational content that mimics user content
“Bike Hero”
Kevin in Indiana, or Activision in North Hollywood?
Deceptive or Interactive? "We wanted people to first figure out that it was
something in the marketing realm and then dig in and have more of the conversation that we're having about how it was done, have people figure out where all the cutting points were, where there was potentially CGI, and engage with that. It's not meant to be deceptive. It's meant to be fun." Brad Jakeman, Activision's chief creative officer.
What do you think? Was this clever, or deceptive? Did they go too far?
Military Public Affairs Navy USS WASP
Navy flight squadron Sun Kings sing Hey Ya
How do you think these videos reflect on the U.S. Navy? One is produced by the organization, and one is user-generated. What’s the difference in tone?
University Promotions Flash Mobs: Grassroots or …
University Promotions Tool?
UNC Chapel Hill Library Flash Mob
How can an organization participate in a trend without intruding in an online community?
Here’s a video created by my former students that was used by admissions to attract potential students.
Trinity dorms “Cribs”
University Promotions Berkeley YouTube
Channel
USC Channel USC Cinematic Arts
I Gotta Feeling Montreal lip dub
More “traditional” video can be useful & sharable, too.