PRSA - How to Create Videos to Benefit Your Strategic Goals
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Transcript of PRSA - How to Create Videos to Benefit Your Strategic Goals
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How to Create Your Own TV Show/Videos to Benefit Your
Strategic Goals
Sharon Boston and Ed Bennett
University of Maryland Medical Center
PRSA Baltimore, MD | October, 2011
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Objectives
Introduction to UMMC TV show and video programs
Tips for any presentation, pitch or video
Web and social media trends
Capitalizing on video opportunities, including this dog!
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Sharon’s Background
Former TV news producer
1994 Producer, KHGI/NTV Kearney, Nebraska
1995 -1996 Producer, WROC-TV Rochester, New York
1996 – 2002 Producer WOIO/WUAB-TV Cleveland, Ohio
2002 – Current Media Relations Manager University of Maryland Medical Center
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Ed’s Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician Software Trainer
1994 - 1999Web Entrepreneur
1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center
Core Web Management Skills
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UMMC Video Programs
Hundreds of videos on website: www.umm.edu
Including…..
TV Show Maryland Health Today
Find-a-Doctor profiles
Patient success stories
Hospital tours
Video news releases
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UMMC YouTube Channel
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Maryland Health Today on the Internet
UMMC website (umm.edu) and YouTube
Videos include descriptions and key word tags
FY 2011 YouTube 519,794 hits (59 hits an hour)
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Maryland Health Today
Started in 1996
Produced 4 times a year
Record four shows in one day
Each show 29:30 with two-minute PSA break
Runs on 11 cable access stations across the state
Runs 24/7 on in-house hospital channel (Also on-demand for patients)
Sent to Medical Missions for Children satellite service
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Dr. Jeffrey Wolf video link
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Maryland Health Today
Recorded at Maryland Public Television through Special Projects Unit
Three cameras in studio
Baltimore VA has similar show produced through Mayor’s Office of Communication and Cable
“Tricaster” – Switch your own show with virtual sets
Other webcast programs: LiveStream and UStream
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Maryland Health Today
Control Room Crew:
Director/TD
Audio operator
CG operator
Floor director/Camera operators
Producer/prompter (Sharon)
MPT producer
Live to Tape = NO EDITING
Video and graphics inserted while show is taping
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MHT - Blooper
video link
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Maryland Health Today: Content
Strong content
Brand message is there, not forced
Education show first (not viewed as marketing)
Give experts a chance to shine
Target key guests (new physicians, new programs, new technology, etc.) – work it in, but it’s not the whole message
Be selective in choosing guests
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Maryland Health Today: Preparation
Plan ahead (pre-interviews six to eight weeks before taping)
Need time to think
Meet with guest for show ideas, suggested questions, video opportunities, graphics, etc.
Meet in guest’s office and bring a thumb drive
Send an e-mail explaining the program with links to sample shows featuring colleagues
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Put the “Vision” in Television
Video Scavenger Hunt
Keep audience in mind (basic anatomy, terms, etc.)
Ask guest for non-copyrighted material
Free graphics/video
Government sites
Organizations/associations
Company animations/videos (with courtesies on screen)
Don’t force it, be prepared to drop video/graphic if necessary
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Create Your Own Lists/Graphics
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Use Props
Props we’ve used:
Skeleton
Surgical instruments
Hormone replacement patches
Heart model
Heart pumps
Penile implant (but, the doctor forgot to bring it the studio)
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TV/Video Tips
Think visually – Your first question should be: What are we seeing?
Best video/images first (avoid BOPSA)
Write questions to fit good video
It’s frustrating to search for video to fit a question – takes too long
Show the video/graphics to the guest (pre-show run through)
If you’ve got some good video, consider breaking it apart into several sections/questions
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Laparoscopic Surgery
video link
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MHT - Scripting
Script = Communications Plan
Need to get everyone on the same page
Where you expect video, graphics, etc.
Clear communications to “internal stakeholders”
Send script to guest a few days in advance (caution against written answers – need spontaneity/personality)
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MHT – Script Sample
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TV/Video Tips
TREMENDOUS OPPORTUNITY: Shoot Your Own Video
Hiring someone vs. shooting it yourself
Quality vs. cost vs. time – where will it be seen?
Can you edit it? How will it be done? Who will do it?
Adobe Premiere
Final Cut Pro
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Video – Have fun!
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TV/Video Tips
See dog = say “dog” (reverse as well)
Use the words such as “you” or “as you can see here” or “take a look at this”
Talk to the video: Have speaker narrate what he/she is seeing:
Photos
Powerpoint
Video
Work with speaker on content
Show video/pictures to speaker
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Repurpose Content
Don’t “date” it – Can it be “evergreen?”
Use the video in other outlets
Website
YouTube w/tags
Use the video to pitch experts (send the link)
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http://www.umm.edu/media/channel/maryland-health-today.htm
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MHT – Rethinking the Model
Format change – Does the interview show still work?
Shorter pieces = more play/exposure?
Depth of content/high production value vs. time spent/resources
Exploring other outlets
Pay to play (video screens) or syndication services?
More opportunities online?
Build on what we have – Capitalize on opportunities
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University of Maryland Medical Center
Hospitals and Social Media
Capitalizing on Opportunities
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Hospitals and Social Media
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Hospital Social Media Types
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Fundraising
Fundraising Event for our Cancer Center
A major Maryland race
Over 2,000 runners
Plus one unexpected guest…
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Dozer the Dog
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video link
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The Dozer Timeline
Sunday May 15, 2011 - Race day, Dozer joins the fun
Monday: Dozer’s owners contact UMMC We contact local / national news
Tuesday:Post short videoCreate Dozer donation page
Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people
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Dozer Donation Page
Umm.edu/Dozer
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The Dozer Timeline
Thursday May 19:
Attention on Fox News, ESPN, Runners World, etc.
More blog posts embedding the first YouTube Video
Race officials meet with dozer family, give him a medal
3,517 YouTube Views - $600 donations from 16 people
Friday May 20:
Publish Second Video with text narrative
Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)
65,815 YouTube Views - $1,338 from 61 people
www.umgcc.org/news/dozer-in-the-news.htm
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video link
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Dozer FacebookFan Page
Created
May 26, 2011
facebook.com/dozerthedogfanpage
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What Viral Looks Like
Traffic to UMMC YouTube Videos1,700 to 2,500 Views per day
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What Viral Looks Like
5000 -
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What Viral Looks Like
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What Viral Looks Like
75,000 Views
15,000
13,000
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What Viral Looks Like
75,000 Views
15,000
13,000
16,000
52,000
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What Viral Looks Like
75,000 Views
15,000
13,000
16,000
52,000
GoogleYahooYouTubeSearch13,000
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Two videos
Three blog posts
Multiple Twitter updates
Fundraising page
Dozer Facebook page
Response and Results
Dozens of blog / web posts
Over 500,000 YouTube views
$25,000 raised from 700 donors
UMMC Web / Social Media Efforts
Results:
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Media relations
Web \ Video production
Social media
Foundation
Lessons Learned
It’s a Team Effort
Recognize the opportunity
Understand context
Don’t hesitate
Be Agile
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What’s Your Story?
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Links and Resources
Hey! My Doctor Is On TVumm.gd/MyDoctorOnTV
UMMC YouTube Channelwww.youtube.com/ummc
Maryland Health Today videos on umm.eduumm.gd/MHToday
CDC Public Health Image Libraryphil.cdc.gov/phil/
Dozer's pagesumm.edu/dozer
facebook.com/dozerthedogfanpage
The Hospital Social Network Listebennett.org/hsnl
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Ed Bennett
Director of Web & Communications TechnologyUniversity of Maryland Medical Center
[email protected] / [email protected] Blog: ebennett.orgTwitter: @edbennett
Contact Information
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Contact Information
Sharon Boston
Media Relations Manager
University of Maryland Medical Center & University of Maryland School of Medicine
410-328-8919
Blog: nerdtrips.wordpress.com