HOW TO EXTEND THE REACH OF INTERNAL VIDEO ON SOCIAL MEDIA LISA ARNEY, INTERNAL COMMUNICATIONS VIDEO PROGRAM MANAGER

Transcription

1 HOW TO EXTEND THE REACH OF INTERNAL VIDEO ON SOCIAL MEDIA LISA ARNEY, INTERNAL COMMUNICATIONS VIDEO PROGRAM MANAGER

2 WHAT S DRIVING THE NEED FOR SHARED CONTENT? TIGHT BUDGETS, SMALL STAFFS, MORE WITH LESS Internal Communications team 12 people for 14,000 global employees Team hasn t added headcount in 6 years

3 WHAT S DRIVING THE NEED FOR SHARED CONTENT? SOCIAL MEDIA MEANS MORE OF EVERYTHING More ways to share information More accepting of informal content The more personal, the better!

4 WHAT S DRIVING THE NEED FOR SHARED CONTENT? EVOLUTION OF TECHNOLOGY Technology that s accessible to everyone You don t need to be a journalist to create photos, videos, memes and gifs

5 FILLING A NEED INTERNAL COMMUNICATIONS AT THE INTERSECTION Internal Communications

6 INTERNAL COMMUNICATIONS VIDEO TEAM

7 INTERNAL COMMUNICATIONS VIDEO PROGRAM GOALS 1. Cover events to engage employees in company direction and culture. 2. Boil down complex topics into simple, 1-3 minute videos. 3. Convey the emotion and conviction of executives, employees and customers through video in a way a printed quote can never do.

8 INTERNAL COMMUNICATIONS VIDEO METRICS Videos by category 98 videos produced in videos produced in % 19.1% [VALUE] Business videos Operations videos Culture videos

9 TYPES OF VIDEOS EXPLAINER VIDEOS

10 EXPLAINER VIDEOS 60 SECOND SCOOP Explains what our products do in one minute flat.

11 EXPLAINER VIDEOS HOW S IT WORK? Short product demos to illustrate how our solutions help customers.

12 TYPES OF VIDEOS EVENT COVERAGE Produced 7 videos on-site in Washington, DC in April (team of two) Produced 4 videos on-site in Las Vegas in October (team of two) Interviews with employees, speakers and customers

13 TYPES OF VIDEOS CULTURE Anniversaries, celebrations, community relations

14 SOCIAL CONTENT STRATEGY FACEBOOK Primary goals: Increase brand awareness and retention Secondary goals: Registrations, conversions Our audience: Young, educated, male, English speaking, global Our content focus areas PRODUCT NEWS Top performing content: Images, videos, engaging questions EVENTS CORPORATE CULTURE Targeted content for development: Quote tiles, infographics, short videos, short form content from white papers/longer form content SAS CUSTOMER

15 PASSION FOR THE PRODUCT ONE EMPLOYEE S PERSPECTIVE

16 EMPLOYEE RECOGNITION SHARE PERSONAL STORIES Volunteer Stars features employees giving back to their community 12 employees chosen to be highlighted each month in 2014 and 2015 Videos and articles on the intranet site Employees treated to special dinner on Giving Tuesday in December

17 EMPLOYEE RECOGNITION SHARE PERSONAL STORIES

18 PHILANTHROPY GIVING TUESDAY (DEC. 2, 2014) Global community giving effort

19 This slide is for video use only.

20 PHILANTHROPY MATH SUMMIT FOR NORTH CAROLINA TEACHERS SAS hosts an annual math summit NC middle and high school teachers Promotes STEM in schools Recap video used on Math Summit website and SAS YouTube site

21 This slide is for video use only.

22 SAS ANALYTICS U VIDEO PROMOTION Launched in May 2014 Free software to colleges and universities Big social media effort to get the word out

23 This slide is for video use only.

24 BLOGS AND MORE WORKING WITH EXTERNAL COMMUNICATIONS AND SOCIAL MEDIA TEAMS ON CONTENT CREATION SAS is part of the The Huffington Post s B-Team Monthly blogs about what makes SAS a Great Place to Work We re working with the External Comms team to create content for blog posts

25 CONTENT COLLABORATION WORKING WITH EXTERNAL COMMUNICATIONS AND SOCIAL MEDIA TEAMS ON CONTENT CREATION

26 This slide is for video use only.

27 INSIDE THE FIREWALL NOT EVERY VIDEO IS APPROPRIATE FOR EXTERNAL USE Three Things that Stick One topic. Three takeaways About 90 seconds long Use internal content expert Point them someplace for more

28 INSIDE THE FIREWALL DON T BE AFRAID TO TRY SOMETHING OFF THE WALL Infomercial video for a renovated classroom space Modeled after late-night commercials for products like the Ginzu knife Lots of great responses to this unexpected format Call to action and unique URLs to track follow through

29 EMPLOYEE INVOLVEMENT DON T BE AFRAID TO TRY SOMETHING OFF THE WALL

30 CHALLENGES WHAT TO DO WITH YOUTUBE? Our challenge is to create content that: 1. Is on message but isn t boring. 2. Meets brand standards but doesn t lack creativity. 3. Meets internal and external communications needs. 4. Does all of the above while maintaining a fast turnaround!

31 PLAN AHEAD TEAM UP WITH EXTERNAL COMMUNICATIONS AND LEGAL Internal and External Communications should meet regularly to discuss crossover projects. Company events, community outreach, anniversaries and other culture pieces often work for both audiences. Remember the immediacy of social media. Don t forget about Legal. Remember the trifecta: Employees Brand Customers.

32

33 VIDEO EQUIPMENT LIST Camera (Canon EOS Digital Rebel T2i) Microphone (wireless lavaliere and shotgun) Zoom lens ( mm) and Prime lens (50 mm) Two lights with stands (Interfit EZ-Lite. Cost $100, purchased at local photography store) Tripod(s) Extension cords & power strip Camera bag (we bought a $100 Tamarac backpack) Extra light bulbs and batteries

34 VIDEO KEY TAKEAWAYS 1. Start small and build momentum budget and resources will follow 2. Find passionate people to interview 3. Tell your company story through your employees 4. Share kudos with senior leaders to prove value of the program 5. Reminder: Videos should be 1-3 mins.; 10 seconds per sound bite

35 VIDEO HOW TO FIT IT IN YOUR PACKED SCHEDULE Video is just one element of internal communications Articles, blogs, photos complete the toolbox Don t need a lengthy article and a video Start with easy-to-produce pieces Establish a production schedule

36 VIDEO CREATION FROM THE MESSAGE TO THE MEDIUM: YOUR TURN! 1. Each person identifies a topic that may work for video. 2. Think about how you would convey the message visually. 3. Jot down concept and a short script (bullet points are fine). 4. Share your vision for the video with your table. 5. One person per table presents his/her idea.

37 DON T TAKE YOURSELF TOO SERIOUSLY JUST FOR FUN

38 BLOOPERS! This slide is for video use only.

39 VIDEO YOUTUBE VIDEOS BY LENGTH

40 VIDEO IF YOU RE READY TO DO MORE Showcase employees in their element Interview executives Take video at company events Incorporate music, graphics and still photos into video Invite employees to submit their own videos

41 CULTURE VIDEOS THE ESSENCE OF YOUR COMPANY What s unique about your company? Tell the story through your employees People like to see each other on the screen! Examples: Junk Swap, Visual Analytics flash mob, Mr. Smarty Pants series