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Premium member Presentation Transcript Build Compelling Video into your Corporate Communication Strategy… on a BudgetKaren Frankolakarenfrankola@verizon.netSCM Summit 2009 : Build Compelling Video into your Corporate Communication Strategy… on a BudgetKaren Frankolakarenfrankola@verizon.netSCM Summit 2009 1 Audience snapshot : Audience snapshot Are you involved with using video for internal communications? Are you involved with using video for external communications? Are you thinking about using video more? 2 Today’s discussion : Today’s discussion Making video part of an integrated communications strategy Learning from the success of YouTube Should you change how you distribute videos? Should you change the style of your videos? Should you change how you produce videos? 3. Saving money on video production (Deloitte Touche Tohmatsu case study) 3 Online video is exploding : Online video is exploding 4 How-to and news content growing in popularity : 5 How-to and news content growing in popularity Lauren Luke makeup tutorials shot in her bedroom have logged 50+ million views. During the month of April 2009: : During the month of April 2009: 79% of total U.S. Internet audience viewed online video. 152 million viewers watched an average of 111 videos each. 41% of online videos were watched on YouTube. Source: comScore Video Metrix service, June 2009 Note: One-third of YouTube’s audience is over 45. 6 How YouTube might affect your communications strategy : 7 How YouTube might affect your communications strategy YouTube shows you what people like -- content that is authentic, unscripted, entertaining or useful, peer to peer, visual, engaging. YouTube shows money and professionalism doesn’t equal impact. You’re already on YouTube, even if it’s not part of your strategy. Slide 8: 8 Search for “us postal service” (All) Slide 9: 9 Search for “us postal service” (Channels) Slide 10: 10 Results for Deloitte – (ALL) Slide 11: 11 Results for Deloitte (channels) Slide 12: 12 What’s my Deloitte? Deloitte Film Festival Can internal videos go on “YouTube”? : 13 Can internal videos go on “YouTube”? Many internal videos can also appeal to potential recruits via YouTube. You can often do internal/external versions of videos. Can be more cost-effective or interim solution for smaller firms without a robust intranet. Can be an effective, supplemental way for large global organization to reach employees. Note: No foolproof way to keep internal videos off the Internet. Slide 14: 14 Deloitte TV on global intranet Developing a strategy for video production : 15 Developing a strategy for video production Will the video help advance your strategic priorities? (value for clients, recruiting/retaining top talent, enhance brand) Is the video part of an integrated communications campaign? Is video an appropriate communications tool? : 16 Is video an appropriate communications tool? Slide 17: 17 Audience snapshot: Do you outsource all your intranet writers/editors? Do you outsource all of your video production (shooting and editing)? Consider: If video is a key tool in your communications strategy, it may be more cost-effective and strategic to do at least some production in-house. Producing videos Slide 18: 18 2005 – all videos outsourced $5,000 for simplest talking head video $50,000 for conference close video (3 days work) $500,000 for 1 minute external brand video (not a commercial) Created video team: Two people - $150,000 annual compensation - Writer/producer/interviewer/reporter/teleprompter operator - Videographer (shooter and editor) Initial equipment < $15,000 Deloitte case study Slide 19: 19 ROI = (Gain from investment-cost of investment) Cost of investment Cost of 50 videos if created by external vendors over 1 year: $640,000 (money saved or gain from investment) One year investment of salaries and equipment: $160,000 (640,000 – 160,000 = 480,000) = 300% ROI 160,000 Does not include: Travel savings Gain from specific videos (generating revenue, increasing productivity, etc.) ROI for creation of in-house video team Slide 20: 20 Use camcorders for shooting – non-specialists can be a videographer. Saving money on in-house video production Slide 21: 21 Provide people with guidance on making videos. Utilize current employees with video experience. Edit in house – has biggest impact on quality and most time-consuming part of the process. Studio is not necessary. Create a videotape library so interviews and b-roll can be reused. Interview people at conferences for a variety of projects. Saving money on in-house video production Slide 22: 22 Do as much of the work as possible yourself – writing script, producing the shoot. Ask for a minimal crew for the shoot (online video can be lower quality than video shown on a large screen). Ask to shoot in MiniDV, not Betacam. Find a vendor who specializes in “YouTube” style videos. Ask vendor for different versions, different lengths for different audiences and uses. Saving money with vendors Slide 23: 23 Top tips for producing engaging videos: Start with your audience. Have one big idea. Tell a story -- video is linear so it should have a beginning, middle, and end. Make it authentic. Analyze metrics. Diversity of people and shorter sound bites typically more engaging than one person speaking at length. Slide 24: 24 Top tips for producing engaging videos: Keep online videos short: 1-2 minutes. Include employees of all levels in the video – ask questions, don’t script remarks. Feature people/topics employees don’t typically have access to (clients vs. company leaders). Ask employees to be creative – ideas, photos, etc. Slide 25: 25 Money doesn’t equal creativity. Consider whether a “YouTube model” can help you create lower cost, more effective employee communications. Slide 26: Questions? You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.