Online video has never been more important for a successful campaign. Video is 53 times more likely than text to appear on the first page of a Google search, and website visitors return more frequently when there is video to watch. In a recent month, 164 million U.S. Internet users watched online video. This talk will outline the best techniques to master this increasingly important public relations tactic by focusing on the three major components of a video campaign: production, distribution and promotion. The ROI of online video will also be examined. Today's analytics go beyond viewership numbers to provide data on how the video resonated with viewers, including how they found the video, how they shared it and where they dropped off.
Mark Manoff is managing director of online video for News Broadcast Network. Founded in 1968, News Broadcast Network is the country's largest and leading independent producer and distributor of broadcast and multimedia public relations and marketing content for radio, television and the internet.
Donetta Allen is a partner at Hunter PR is an award-winning, consumer products public relations agency that develops and executes marketing communications programs that help brands achieve their sales and marketing objectives. The firm was named “Best Digital PR Firm” in 2010 by PR News.