360DigitalInfluence

Google returns universal search (video content alongside text content). Millions of people search YouTube and 30 other video sharing sites each day for content. Print journalists are not just print journalists, they are multimedia journliasts. Oh, and the means of video production fell through the floor with the $125 Flip camera that has managed to corner 12% of the video camera market in about a year.

We all have Flips in my team. I have been shooting Flip camera interviews of the bloggers and social media folks I meet throughout the world. I began my career making million dollar TV commercials with huge crews, shooting on 35mm (sometimes 70mm) film, lavish post production budgets and effects suites. Anyhow, nowadays, we need to have a variety of scales of production from simple video-blogging to the best high-end production for HD and theater distribution.

And what every client should have nowadays (besides a WOM or social media strategy) is a video content strategy. Resist the impulse to just chuck a few vids up on YouTube unless you are consciously just trying to learn a bit. Respond to those in your organzation who request a viral video with a “yes, but what you might want to consider is a quick strategy that can lead to some great use of video online…”

Come to this Video Event
In a couple of weeks in DC, we will participate in a very useful panel at the National Press Club. The session is Digital Marketing and Online Video for Public Relations and Public Affairs and is hosted by PRSA and sponsored by the NewsMarket. It will happen on June 10th 8am – 10am.You can get more infomation here. Please come. We will make it a conversation and not just a podium-out preso.  

Our recipe for a powerful strategy comes from our dual experience creating innovative digital video - vlogging conferences,   awareness-building episodic video online, building B2B broadband channels - and our experience creating high-end broadcast spots and documentaries. Our approach to content strategy is common sense.

 Content Strategy:

• Business & Communication Goals - know what you are after, what result and where in the “funnel” you need to be.
• Idea - it all starts with great, on-brand, on-strategy ideas. Big ones preferred. Today, “creative” must include strategy. If it doesn’t, it’s vanity not creative.
• Execution - get the best at the scale you need. Don’t ask the high-end commercial director to do the video blogging, ask your (our) network of videbloggers
• Distribution - be imaginative about distribution online and offline. Think about mobile, Captivate, sparking discussion online for shareability.
• Word of Mouth - get people to talk about it, share it and make it their own. (yes, even journalists and traditional media outlets)
• Measurement - For God’s sake, measure against the original communication goals. I have never heard someone say they regretted measuring something.

Join us Tuesday, the 10th of June in DC. We will make it a lively discussion.