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I like to watch Tara Hunt’s Truly Social series on YouTube. She did an episode on 5 Types of YouTube Videos Brands Should Make. It gave me pause.

One of my ongoing responsibilities here at AMPED Association Management is to produce regular publications for some of our clients. When a new issue is dropped, we announce it, with content highlights, across our various social channels, including Facebook, Twitter, Instagram, LinkedIn and the client’s online community.

These promotional announcements used to be text-only, and perhaps a little text-heavy. We’ve begun including an image, often of a staff member reading or presenting the new issue. We try to make sure the image is fun and engaging, and helps to put a personal face on the client association. Sometimes, we do video announcements that similarly feature a staff member presenting the publication and running through content highlights. Organic and engaging? Yes! But, the ideas in Tara’s video up the entertainment value and do so while keeping the process easy and the tone light. After watching the video, I have been thinking about different ways to apply many of these formats to benefit our clients.

One of Tara’s suggested format types, “Hauls,” reminded me of the “What’s in your bag” feature I sometimes see in magazines, where they lay out what a certain socialite is supposedly carrying around in her tote bag. I thought this might make a fun publication announcement:

The bottom line is that we want to provide content that members will find valuable, and that will cement our client’s position as an important source of information for their members. And, we want members to find our social presence entertaining. If your content is entertaining, your audience will like it, comment on it and share it. Their connections will then see it. And, they’ll all find themselves compelled to return later to see what’s new, building their personal connection to your association.

I look forward to the day when a member lets us know that they look forward to an upcoming magazine issue with anticipation, excited to see how we announce its release.

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Several years ago it was all the rage for company presidents and executives to write a blog. The idea was to give one’s organization a voice of leadership beyond the motto, mission statement or "about us" page.

In theory, this is excellent. Since the executive is the visionary and chief cheerleader to the organization and its members or customers, she should have a voice both internally and publically to manage morale, politics and issues the company or association faces.

But creating a well thought-out post of 500-750 words can take hours of writing and editing. To establish and maintain a public presence, some CEOs and presidents have taken to having a ghost writer write their weekly post. This could backfire however, as the writer may not capture or channel exactly how the executive speaks or communicates. The constituency or membership may say ghostwriting is inauthentic and is contrary to the spirit of the idea of the president blogging to begin with.

There is another way, with a little time, to capture your president’s thoughts, share them with your customers or members, and perhaps even make a deeper impact.

How? Video. You’ve probably already heard that video is becoming the medium on which we are all learning, searching, communicating. It’s not inconceivable that YouTube will surpass even Google as a search engine.

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You can create a simple video in less than 15 minutes a week that may, for all intents and purposes, be more powerful than a blog. Check out this video we made with AMPED President Lynda J. Patterson. Here Lynda addresses attendees of an upcoming association partner conference and builds anticipation. And here, in a post-conference video, she asks attendees to complete the conference evaluation.

I shot and edited these videos on my iPhone, and uploaded them to YouTube. Both took me fewer than 10 minutes to complete. Lynda put together a few bullet points, rehearsed briefly, and executed these well.

I like them because they don’t look too polished, but are professional enough to send out to the masses. These didn’t cost us any studio time or any money other than the initial investment in inexpensive equipment, totaling $125, plus a smartphone. You don’t need a studio or expensive equipment, just a smartphone, lapel mic, a tripod and a mount

I recommend that you reference my article, “Four key elements to shooting better videos” for some easy tips and tricks to making videos very easy and accessible.

Good Luck!

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