The real reality show Bring your PR to life with live video

Posted by tom klein July 3, 2007 at 2:30 am

Building buzz for a great event can be very difficult. Whether it’s cruising the nation in the Oscar Meyer Wienermobile or sponsoring a marathon, it can be hard to communicate the excitement or quirkiness with sound bites on the local news.

Now you can create your own buzz. Strap a camera on one or several event participants, stream the results using a site like Stickam, and you have instant coverage of your live event. Your PR events or sponsorships will be anything but boring.

This is similar to creating a video recording (as we discussed in Show me the money), but now it’s so much more exciting, and daresay risky, because it’s live. There may be mistakes and craziness, just like the actual event. If you’re investing in using PR to build excitement for your brand, why not let more people participate by broadcasting the event . . . live?

Just as with YouTube, to broadcast with Stickam, you just copy and paste a few morsels of computer code into your web site or blog where you want your live video stream to appear. From there, your live video can be viewed by virtually anyone on the web.

Remember this is the age of social networking and consumer-generated content. You don’t have to feel constrained by the need for production quality video wherever you go. From the Blair Witch Project to YouTube, we’ve learned that consumers want good content, no matter what form it comes in.


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  Make a long story short Break lengthy internet videos into ordered chapters with Veotag

Posted by tom klein June 7, 2007 at 2:30 am

Few if any customers want to watch an hour long video. Conversely, it’s terribly difficult to edit a thoughtful presentation down to 2 minutes – and still have something meaningful left to share.

With Veotag, you can break any length video into chapters accessed by a scene index and description (similar to that of a DVD movie). No matter how long a video is, your customer can jump right to what matters most. Even better, you can link them directly to these video chapters. As you’ll see in these examples by Better Business Bureau and high tech gadfly Guy Kawasaki, your long video content is no longer destined to languish in the can.

We all know that long video content can sell, it’s just been too difficult to manage on the web. From old ads to old conference presentations, now’s the time to see what’s in your video library and put it to work on your site (and in the search engines!).

The content that you've veotagged can be uploaded to a website in hours and then posted directly on your own website. Consider expanding your search keywords to direct search engine users to specific video chapters.

Now’s your chance to think like a political operative – in sound bites. With your video content freed from its old confines, you can identify the sound bites that sum up your brand’s benefits. Then put them wherever they will work for you – online, in an email tagline, anywhere a link can go.


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  I'm ready for my closeup Replace text guides with user-friendly online video

Posted by tom klein May 24, 2007 at 2:30 am

There’s no denying it – the age of video is here. It’s fast, easy and inexpensive. However, this fact seems to be lost on nearly every manufacturer.

An exception is the maker of the Slingbox – an electronic device that lets you watch your home TV from your PC anywhere in the world. People use it to watch local sporting events or “important” TV shows (e.g. last night’s finales of Lost and American Idol) when they’re out of town or out of the country. What Slingbox does well is use online video to help its customers know how to configure its product – as seen in this Slingbox installation tutorial.

Do your customers really know what to do when they get your product out of the box – whether it’s a dishwasher or mac n’ cheese?

Consider using the same content for a video podcast that can be carried on an iPod. You don't always have your laptop with you when you need how-to content (like when you're squeezing behind the wired monster that is the home entertainment center). It's like running the same ad in print and outdoor.

Creating video content that supports an "easy to use" positioning can separate you from all the others - whether it's financial services or electronics. This positioning is only possible if you're able to think beyond customer acquisition.


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  Show me the money Use online video to power your testimonials

Posted by tom klein May 15, 2007 at 2:30 am

Are you going to scream if you have to sit through another boring, powerpoint sales presentation? Think about how your own customers feel.

Instead of the same old blurbs trapped in sales powerpoints, why don’t you get your best customers to say it for you? Webex can show you the way. Their testimonials are real, not overly rehearsed. We’ve gotten used to candid video, so you can go without the fancy and expensive video production.

The small company China Books caught a good customer at a trade show with an inexpensive video camera. You can do the same – and your sales efforts will stop putting your prospects to sleep.

The secret behind YouTube is that they made online video easy and made it look good - something we all like. You can even record directly into YouTube in a matter of minutes. More than 35 million logged on to YouTube almost 115 million times in February 2007, giving the site a 45 percent share of the Internet video market, according to Web analytics firm Compete.

Choose a testimonial from a customer that looks the most like your target. Remember that you want the testimonial to focus on your brand’s key benefits. Be sure to be prepared to ask questions that focus the conversation on what’s important - no platitudes and no rambling.



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