Transcript Snímek 1

Video and Podcasting
L 11
Ing. Jiří Šnajdar
2014
Creating audio and video content for marketing and
PR purposes requiers the same attention to
appropriate topics as other techniques.
It requiers targeting individual buyer personas with
thoughtful information that addresses some aspect
of the life or a problém they face.
However unlike text based content such as blogs or
news relases, audio and video require a modest
investment in hardware such as microphones and
video cameras and as well software.
Organizations that deliver products or services that
lend themselves to video to actively use the
medium to market and deliver information about
their offerings.
Many amateur and professional sports teams,
musicions and other groups also use video as a
marketing and PR tool.
The idea of companies using video for Web
marketing is still relatively new. Some companies
are placing video into their existing blogs and online
media rooms.
One development that is helping change the
relative scarcity of corporate marketing video is the
Flip video camera. The Flip camera is quickly
becoming a tool for marketers to carry all the times.
It allows you to be ready to interview customers,
employees, industry analysts and to quickly post
the video on your site or blog. It can also help you
shoot clips showing how your products are made or
used. No professionals required.
Some companies have started with providing video
cameras to employees and even customers.
The organizations get their video content onto the
computor screens of buyers in several ways:
Posting to video-sharing sites:
You Tube is the most popular video-sharing site on
the Web, although there are others. Organizations
post video content on You Tube and send people
link to the content.
It is possible also to place a You Tube video into
your site, your blog or your news release.
Creating a simple video is easy, all you need is a
You Tube account and a digital video camera.
There are all sorts of enhancements and aditing
techniques you can use to make the video more
professional.
Developing an online video channel:
Companies that také online video programming
seriously develop their own channel.
Vlogging: Short for video blogging, this term refers
to video content embedded in a blog. The text part
of the blog adds context to each video and aids with
search engine marketing.
Vodcasting: A vodcast is like podcast but with
video. The company uses the vodcasts to publicize
the „cool“ things i tis doing around the world.
Inviting your customer communities to submit
video:
These companies sponsor contests where
customers submit short videos. The best are
usually showcased on the company site and the
winners often get prizes. In some cases the winning
videos are also played on TV as real commercials.
The video is an important component in an effective
marketing mix. For brands big and small it is just
putting out interesting and engaging information.
The bigger companies build brand communities to
excite brand loyalists and advocates. In this way
video extends the two-way dialog of the blog.
Podcasting
A podcast is a piece of audio content tied to a
subscription component so people can recieve
updates. The simplest way to think of podcasting is
that it is like radio show except that you listen to
each episode at your time by downloding it either to
your computor or mobile device like iPod.
The equipment you need to start podcasting wil
range in cost from few hundred $ at the low end. To
that to add to host your audio files on an external
server requiring monthly fee.
Beginning with developing a script, following are
steps and technical issues involved with producing
a podcast.
Show preparetion includes gathering ideas for the
show and creating a script.
Think about your customers and what you can
discuss that interests them.
If you plan to interview guests, make sure you
know how to pronounce their names and have their
titels, affiliations and other information correct.
Recording when you are near your computor
is done with a microphone that deliveres the audio
to your computor. You will need podcasting
software as an interface to create and publish your
podcast.
Mobile recording gear
is required if you are going to do the reporter and
interview people and events.
Phone interviews require a way to record both
sides of a conversation. A good way to go is to use
Skype through your computor and then record on a
digital recorder.
Editing your audio files is optional – you can
upload your files as you recorded them.
Postproduction editing
Tagging the audio
is an important step that some people overlook or
perform without due care. This step involves adding
text-based information about the audio to make it
easier for people to find.
Hosting and distribution
are necessary to ensure that people can easily
obtain your podcasts. Services host the audio files
and syndicate them to the distribution networks
such as iTunes.
Promotion
is essential to make sure that people find out about
your podcasts. If you do interview shows, make
sure that you provide links to the show to all guests.
Many people will help you to promote a show that
they have been featured on.
A companion blog
is a key component used by all podcasters to
discuss the content of each show. An important
reasons for having a companion blog is that its text
will be indexed by the search engines, driving more
people to sign up for the podcast feed.
Most organizations that use podcasting as a
marketing tool also use the podcast blog to place to
move people into sales proces by providing links to
the company site or to demonstrations or trial
offers.