We’ve just finished making a short, 4-minute video for a client, a trade association. What was surprising was that, when asked how they planned to use this, they said they wanted it for their website, nothing more. That is really very Web One! It doesn’t show any joined up thinking or even any joined up marketing.
The video described an event that’s coming up in about six weeks time. For the sector, it’s important, a global event. So how should an organisation like this use their video?
The video could become a key part of an online public relations campaign for the event. Every email they send out should include a link to the YouTube channel where the video’s hosted (not sure if they were originally planning even to do that). They should then create a Facebook page around the event and get all of their members globally to “like” that page — the video can easily be uploaded there as well or at least embedded in the page. They could use LinkedIn and Twitter to get the message out more widely. There are other things they could do because they’ve potentially a lot of material and information about the event.
All of this involves well-established, quite basic techniques. It’s sad to think that an organisation could even be passing up a great opportunity to get the world to pay more attention to the important work they do.