A presentation I'm giving on 9 June 2011 which looks at the positive impact video content can have on rept

1. @AdamVincenzini Engaging Stakeholders for Effective Reputation Management How to use video content / YouTube to stimulate positive conversations online Engaging Stakeholders for Effective Reputation Management

2. Context

3. Outline 1 About 2 Case Study 3 Methodology Takeaways 4

4. About

5. About Paratus was established in 2003 Based in London, but with international reach 25-stong team Our role: “Create and maintain relationships with people who matter”

6. Our ethos

7. Case Study

8. Background Coca-Cola recognises that its business is only as sustainable as the communities in which it operates.

9. Background It is for this reason it created The Live Positively Collective – an online space were people can join forces to achieve social good.

10. Background All of Coca-Cola’s European CSR activity under one roof.

12. Objectives “Get it on the radar.” (Drive traffic LivePositivelyCollective.com)

14. Educate

16. Music for RAIN What: A ‘donate to download’ soundtrack and video featuring Solange Knowles, Chris Taylor and Twin Shadow. Why: Raise money / awareness for water access issues in Africa.

17. Music for RAIN [Video Link 1]

19. 950,000+ video views

20. 9,000+ visits to the micro-site

21. 300+ media articles / blog posts

22. 18 million+ Twitter audience reach

24. #1thing [Video Link 2]

26. 1 million+ Twitter audience reach

27. 1200% increased in web traffic (being maintained)

28. 90% were new visitors

29. 300% increase in visit duration

31. How did we do it?

32. Skills required Video seeding Blogger outreach Platform development Conversation amplification Media relations Stakeholder integration Timing is key

33. How did we do it? 1 A bespoke ‘donate to download page’ was created.

34. How did we do it? 2 The music videos were delivered to key conversation drivers and video sharing communities. Grassroots up

35. How did we do it? First ‘explosion’

36. How did we do it? 3 Viewers were called into action.

37. How did we do it? 4 The musicians encouraged their fans to get involved.

38. How did we do it? 5 The media outreach took effect.

39. How did we do it? 6 YouTube was approached and got behind the project.

40. How did we do it? 7 The public responded.

41. Skills required Video seeding Twitter seeding Bookmark site posting Conversation amplification Blogger outreach Stakeholder integration Timing is key

42. How did we do it? 1 #1thing was claimed on hashtag definition sites incl tagdef.com.

43. How did we do it? 2 The #1thing tag was featured prominently throughout the video.

44. How did we do it? Use your assets

45. How did we do it? 31 Specific call to action slides at the end of the film.

46. How did we do it? 4 Tweeted from the @CocaColaCo Twitter account. Adding value to existing communities Atlanta

47. How did we do it? 5 Influential blogs were provided with the video / story.

48. How did we do it? 6 Trending on Twitter Specific content sharers were made aware of the video. Cumulative effect

49. Collective response Hundreds of suggestions

50. Takeaways + Secrets

51. Takeaways 2 1 Add value at all times – the music community responded to Music for RAIN because it was a mutually beneficial proposition. Engaging content is not enough - effort must go behind content promotion / publicity (eyeballs).

52. Takeaways 4 3 Build communities with an eye on the future – give / be selfless and your community will give back. Make sure your target URL is the fist thing people see.

54. Takeaways 6 5 Timing is key – because social networks operate in real-time the content should be delivered at times when people are best placed to interact with it. Be consistent across all of your assets.

55. Takeaways 8 7 Once you get your video onto the front page of YouTube your views will grow exponentially. It takes approx 25,000 views in 24 hours to be featured on page one of YouTube (by category) – us this knowledge to your advantage.

56. Takeaways 10 9 Use calendar events as hooks (additional insight can be gained from Google trends). ‘Blogger’ outreach goes beyond bloggers – content curators and sharers are just as important.

57. Summary

58. Final thought “Failure to communicate creates a vacuum that is gradually filling with misrepresentation, drivel and poison.” - C. Northcote Parkinson

59. For further information: Adam Vincenzini M / +44 7932 082 124 E / adam@paratuscommunications.com Twitter / @AdamVincenzini Paratus Communications www.paratuscommunications.com Twitter / @ParatusComms Facebook / ParatusComms