Integrating multimediainto your

social media campaign

Session T16, IABC world conference, June 2010

Donna Papacosta

Today

We are no longer just speaking to an audience.

We are communicating with

communities.

Language of choice

Facebook

>400 million active users

50% of active users log on every day

Average user has 130 friends

Years to reach 50 million users

Radio – 38 years

TV – 13 years

Internet – 4 years

iPod – 3 years

And yet … Facebook

added 100 million users in less than 9 months

More video uploaded to YT in 60 days than all 3 major US networks created in 60 years

What does this all mean to you?

You’re reaching out to a multimedia-hungry public

You’re dealing with multimedia-savvy journalists

PR Week media survey

34% of journalists used supplied multimedia to better understand the story

Best uses of multimedia

Compelling content

Accessible

Fits with overall comms strategy/goals

Easily shared

Let’s talk about

Photos

Audio

Video

Social media release

Better photos

Understand your gear

Better photos

Understand your gear

Get closer

Better photos

Understand your gear

Get closer

Pay attention to the background

Great photos - recap

Learn your gear

Step closer

Watch the background

Take lots of photos!

Audio

Beginning, middle, end

Make the point obvious

Say, say, say

Listen to public radio/professional podcasts for examples

Downloadable vs. podcast

People can subscribe to a podcast

Podcasts use RSS for distribution

Audio best practices

Good sound quality, please

Get the right gear

Microphone

Get the right gear

Portable digital recorder

Audio software

Edit, edit, edit

Audio best practices

Audio best practices

Make it easy for people to listen

Include show notes

Audio ideas for PR

Interviews with key leaders

Conversations with employees and other stakeholders

Behind the scenes

Audio from conferences and other events

Great audio – recap

Good story telling (say, say, say)

Right gear and software

Editing, including leveling sound

Easy to find

Include show notes for people, search engines

In videos, sound still

counts!

A testWould you watch?

Proves the point

Audio without video – listenable

Video without audio – frustrating

Sound matters!

Video gear

Kodak Zi8

Flip

Pro-sumer

Video

Tripod, a cure for

shakiness

Video

Lighting

Edit, edit, edit

Spot the difference?

Video ideas for PRInterviews with leaders/employees

Customer testimonials

Behind-the-scenes insights

Videos or screencasts of products in action

Slideshows with audio commentary

Remember to capture B-roll

Can you make a “viral” video?

Increase your viral odds

Uncommon or shocking

Funny

Cute/heart-warming

Counter-intuitive

Video musts

Strong title

Keywords in description

URL

Your YouTube channel

YouTube is No. 2

search engine!

Use tags so people

can find your

video.

Consider live streaming

Great video - recap

Gear, tripod

Lighting

Animated subject, eye contact

Editing

Optimize for You Tube

Viral?

Audio vs. video

Cost

Time

Complexity

Visual aspect to the message?

Putting it all together

Produce high-quality content

Offer multimedia content via social media where your audience lives

Use social media news release

“Best Job in the World”

Queensland, Australia, contest

User-generated content

Campaign results

34,680 job applications

$390 million (AUD) in publicity

Queensland tourism up 20%

Social media/multimediaCompelling content

Accessible

Fits overall comms strategy/goals

Easily shared

I’m accessible tooDonna Papacosta, Trafalgar

Communications

905-844-7645

donna@trafcom.com

http://trafcom.com

http://trafcomnews.com

http://trafcomnewspodcast.com

@DonnaPapacosta on Twitter