Three years ago I was sitting at my desk working through a social media review of an organisation.
The Facebook and the Twitter were okay. Good in places and poor in others.
But the wheels came off when I reached the YouTube channel. A dozen videos. None less than a month old. Two good clips that looked as though money had been spent with a few thousand views. The rest? Dreadful with a few dozen views at best.
Yet, research was showing that people were consuming video at a striking rate.
So, it got me thinking that there was a need to teach the skills to comms, PR, digital and marketing people to get them to start shooting their own content. I sat down with Steven Davies and we drew-up a day of training that would give comms people the skills to plan, shoot, edit and post effective video. Steven has been a joy to work with and his colleague Sophie Edwards has played her part too. It’s been a source of continuing pride and satisfaction that we’ve given people new skills that will help them communicate.
What started as a trial has flourished, grown and improved and I’m so proud of that. I know Steven is too. We’re past the 50 workshop mark. That’s 1,000 people. So, to celebrate here are six things I know.
Videos of real people work best
Your Chief Executive may be a great performer in front of the camera. But people connect best to what you can call ‘real people’. The service users. The seven-year-old kid who is raving about the bouncy castle on the park fun day. The parents of someone whose child spent his last days in the hospice.
You can still include the VIP without driving people away
I get it. You need to get the Councillor in. Or the chief executive. Put them on at the end. Tell them you are giving them the last word. You salute the flag without driving your audience away.
You need to cut your video depending on the platform
On Facebook, 21 seconds is the optimum length of a video. On YouTube it is three minutes. So, edit accordingly for the channel you are on.
You won’t scare people as much filming with a smartphone as you will with a big video camera
Smartphones are great. They fit in your pocket. You have them with you all the time. People are used to have them being pointed at them. So, if you see something that needs filming you can reach into your pocket and with permission film. You can get it there and then.
You are using a channel that people are happy to consume media on
Two thirds of the UK population have a smartphone and two thirds of them are happy to watch video that is less than five minutes. They are already on it.
Here are our next workshops. Or shout me email@example.com if you want to explore an in-house workshop.
ESSENTIAL VIDEO SKILLS FOR COMMS workshop
Leeds 26.9.17 More here.
Birmingham 5.10.17 More here.
London 17.10.17 More here.
Edinburgh 19.10.17 More here.
Cardiff 24.10.17 More here.
Manchester 31.10.17 More here.
SKILLS YOU’LL NEED FOR LIVE VIDEO workshop
Manchester 27.9.17 More here.
If you are even vaguely serious about communicating with people in 2017 there is a document Lord of the Rings-style rules them all.
The 246-pages of the Ofcom communications marker report gives you a snapshot into the shifting sandbanks of the communications landscape. I simply can’t overstate how much it can help you do your job.
The document always brings surprises and this year is the same as other years. I strongly suggest you download it and spend a couple of hours with it. You can do that here. There are also inserts for Wales, Northern Ireland and Scotland.
To whet your whistle, here are some things public sector communicators should know.
63 things comms people need to know about how people are using the media
We are more mobile and more powered by smartphones
Faster networks go hand in hand with increased data. Data used by each mobile phone have risen by 44 per cent to 1.3 GB per handset. More than 90 per cent of people own a mobile phone and 76 per cent use a smartphone.
Homes are connected, 88 per cent of households are now connected to the internet and 66 per cent use a phone online.
TV and DVD ownership s declining while people are binge-watching TV on demand. More than a third watch back-to-back TV programmes while 30 per cent sit down with the family once a week.
Most popular UK social media channels
YouTube and Facebook still dominate. LinkedIn has fallen away and Twitter has gained ground.
YouTube 42.0 million
Facebook 39.7 million
Twitter 21.9 million
Instagram 19.4 million
LinkedIn 15.9 million
Pinterest 12.4 million
Snapchat 10.3 million
Google Plus 8.7 million
The most checked app is Facebook
Those with the Facebook app on their phone check their accounts almost 12 times a day. This is higher than 10 times for WhatsApp, twice a day for Spotify and once a day for YouTube.
Ownership of internet-enabled devices
It is not just the desktop PC that people are using to go online.
What the internet is used for
General surfing and browsing is most popular (87 per cent) with email (85 per cent), online shopping 69 per cent with social networking 61 per cent, watching TV and video 53 per cent, short video clips 43 per cent. A flat 40 per cent use the web to visit local government or government websites.
Young people watch YouTube most but over 55s are the biggest audience
The peak time for YouTube is 5pm to 11pm.
Most dedicated YouTube viewers are 18 to 24-year-olds with 31.9 hours consumed a month. But this demographic (13 per cent) is smaller than the over 55’s (22 per cent) who consume 6.5 hours of video a month.
There is a generational gap amongst favoured plaforms
Facebook is most favoured by 18-to-24s, with 83 per cent using it. This outstrips the two thirds of over 55’s who use it.
Almost three times as many 18-to-24s use YouTube (68 per cent) compared to over over 55’s. Twice as many of the younger demographic (42 per cent) use WhatsApp compared to their older colleagues and almost double (35 per cent) use Twitter.
Google Play leads the field with 96 per cent of android phones carrying the app. Following behind, 88 per cent navigate with Chrome, 86 per cent use maps, 80 per cent YouTube 80 per cent and gmail users are at 71 per cent. Facebook is used by 64 per cent and Twitter 45 per cent of android users.
Winding down is a generational thing
Adults on average turn to live TV with almost 50 per cent using this as a crutch. But 12 to 15-year-olds mostly turn to social media to unwind (27 per cent).
Most look on YouTube and Facebook on a laptop and PC
With YouTube, the PC or laptop is used to view by 71 per cent. Jusy over half use a smartphone and 39 per cent a tablet with 33 per cent using a TV.
With Facebook, PC or laptop is favoured by 67 per cent, 63 per cent for smartphone and 36 for tablet. Just six per cent use TV.
We keep in touch by sharing images and video not SMS
In 2012, SMS was the most favoured way to stay in touch. This has become images and video.
Almost all smartphone users – 97 per cent – use the device to view pictures and images and almost two thirds post images and video themselves.
Holiday pictures are the most popular images shared
24 per cent share holiday pics
20 per cent share pets and animals
20 per cent share landscapes or buildings
19 per cent share funny images
16 per cent myself
15 per cent friends
13 per cent sunrise, sunsets and nature
Emojis have become mainstream
Far from being niche, they are being used more and more. A quarter use them every day while one-in-five think they’re important to their communications. A majority – 80 per cent – think they are fun.
Audio remains important
Radio numbers dominate with almost one-in-nine listening to the radio every week with the average 21.4 hours a week. A third use podcasts every week.
I do try and avoid commenting on news stories on this blog. Others do it perfectly well. But this is a doozy.
You may have noticed that blink-and-you’ll-miss-him White House Director of Communications Anthony Scarramucci lasted 10 days in the post.
What emerged in the last 24-hours is a draft comms plan posted by a blogger sympathetic to Scarramucci. You can read it here. You can also read Buzzfeed’s confirmation that this is not fake news and also a take down of it here. I suggest you do. It’s jaw-droppingly bad.
Bad comms plans and Bob Dylan
Sure, it is in draft format. But it appears an unstructured list. Poorly thought through. With not much sense of direction. No evaluation. Like Bob Dylan in ‘Like A Rolling Stone’ it has no direction at all.
Good comms plans
Good comms plans involve a round table of input from people you want to work with. They are strategy and they are the tactics of how to do it.
They look at where you are now, where you want to go, what the one thing is you’d like people to do, who you’d like to talk to, where they hang out, what time and money you have and how you are going to evaluate. You can add who you are going to tell you are doing this and a timeline for the things you’ll do too.
There are many comms planning templates. This one is mine. You are free to use it.
Picture credit: Loco Steve / Flickr.