creating branded video content for news stories. content marketing conference, 16 april 2015
TRANSCRIPT
CREATING BRANDED VIDEO CONTENT FOR NEWS STORIES
Magneto Films & F-Secure
Jeremy Jeffs - [email protected]
@magnetojj
Becky Kiely – PR [email protected]
@kiely7
Branded content or bland content
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
BE BOLD AND BE CLEAR
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
Successful brand videos share key features:• Creative • Show people who are doing things not telling us things• Subtle use of branding and brand message.
Asking people to do something for free• To share and promote your brand.
3 reasons that people will engage and share• Funny• Clever• informative
WHY USE BRANDED VIDEO CONTENT
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
Opportunity• Journalists expected to produce 3 times as many stories• 60% of press articles and 34% of broadcast articles come from PR sources• Corporate 3 times more successful at getting coverage than charity and NGO.
(Source: Cardiff University, Journalism and Public Trust)
Control• You decide the script• Approve the edit
Trust• Editorial content 35% • Branded content 33% (Source: Vibrant Media)• 90% of consumers find custom content useful, 78% believe the organizations behind
the content are interested in building good relationships. (Source: McMurray/TMG)
Engagement• A picture is worth a thousand words.. One minute of video is worth 1.8 million….
(Source: Forrester Research)
3 STATEGIES TO GAIN COVERAGE
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
CONTROVERSY – make something confrontational
GUNS WITH HISTORY
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
GUNS WITH HISTORY
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
3 STATEGIES TO GAIN COVERAGE
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
BE UNEXPECTED
NSPCC Share Aware
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
3 STATEGIES TO GAIN COVERAGE
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
BE WATCHABLE
The Great Wi-fi Experiment
Becky Kiely, F-Secure
F-Secure channels
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
The concept and team
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
Managing the process
o Be realistic with your timeline, especially if you are dealing with multiple diaries
o Use experts
© F-Secure Confidential14
Launch plansoEuropol support
oHeadline grabber
oFull package of press release, report and video placed on Safe & Savvy blog
oSeeded trailer video on YouTube
oNational and radio exclusives
oLocal radio interviews
oStaggered publication date
oGlobal teams prepared
oStaff engagement
© F-Secure Confidential15
The Great Wi-fi Experiment
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
The results
© F-Secure Confidential17
THE BLOG POST
Views 18,207Facebook likes 1,200Tweets 171LinkedIn shares 173
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
THE VIDEOViews 269,660!
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
We gained coverage in 22 countries
© F-Secure Confidential20
COVERAGE
Armenia
Australia
Canada
Fiji
Finland
France
Germany
India
Ireland
Italy
Malaysia
The
Netherlands
New Zealand
Oman
Poland
Qatar
Saudi Arabia
Singapore
South Africa
Sweden
United
Kingdom
United States
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
TAKEAWAY POINTS
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
How long should a film be? What’s in a name?
• Naming is vital • “Most shocking second a
day video “• Not “If London were
Syria”
Broadcast v Website
• Produce 2 versions • Offer rushes of key IVs
Shot Size
• Viewed in small screen
@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com
Magneto Films & F-Secure
Jeremy Jeffs - [email protected]
@magnetojj
Becky Kiely – PR [email protected]
@kiely7
www.magnetofilms.com/realstories
Content marketing: planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
Sponsored by
Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk