Public Speaking
Getting her Message Across

Did you know that using video in public speaking is rapidly growing trend?

• It is predicted that 74% of all internet traffic in 2017 will be video
• Using the word video in email subject lines boosts open rates by 19% & can boost click through rates by 65%
• Video is the most effective form of social media marketing
• Posts with videos attract 3x more inbound links than plain text posts
• 100 Million people watch videos online every day, and many of those watch an average of 30 videos per day

Sam’s lively talk offered an overview of how to use video technology in any form of campaign and also included top tips, humour and an abundance of knowledge. This included:

• The importance of planning and creating a storyboard
• The various types of technology you can use
• How to build up your confidence on video including top tips on body language and gestures
• How to set the stage: lighting, camera angle, etc
• How to promote your video through social media

Attendees came from a wide range of backgrounds which is a good indicator of how popular and important video marketing is in today’s digital age. Sam went on to talk about:

• The importance of 3! Stories are broken down into a beginning, middle and end. Transfer this logic into all areas of communication. This is expanded upon later with the Kipper Theory.
• Ask rhetorical questions! This helps increase the response rate…
• Speak slowly! Your pause is a gift…
• Always use a clear Call to Action at the end.

Planning and Storyboards

• Personalise the subject line – focus on your customer’s key language. You could even use a hashtag to monitor across, for example, Twitter. The subject line is key to your content being opened.
• Think about what words your ideal customer uses to interrogate Google
• “Befriend” your subscribers and tell them about your work anniversaries, etc. Use National Awareness Days to promote your product / service.
• Use personalisation throughout your communication with your customer, even down to the posting / shipping and thanking them for giving their time, support and custom

Equipment

Although you can list a number of items, the most basic equipment you will need is a:
• Camera
• Microphone
• Tripod
• Lighting
• Backdrops
• Music
• Voice over
• Editing software
but essentially, you have some of this in most smart phone. Be sure to use copyright free music and images so you don’t break the law.

Show Reel

A show reel is an online CV which you could easily use on your Facebook business page or just host on You Tube and link to it from any platform, email or post. You will need to map this out with a storyboard and think about what you want the video to achieve. Think about:

• Your aim – are you selling something / offering information / asking people to take action?
• Your target audience – what are your key demographics?
• Is it part of a series or a one off?
• Gather testimonials
• Think about how best to promote it / where to place it.

Platforms

There are a number of platforms you can use for your video business campaigns. As with all platforms, quality will overcome quantity and all of the ones mentioned below are free:

• YouTube is reliable and primarily the first choice and it is very easy to create a YouTube channel and reach a global market.
• Vimeo is known as having more of a business feel but doesn’t have the same reach of YouTube.
• Facebook is in direct competition with YouTube so it could be best to create your own videos for Facebook as opposed to using your YouTube video. Facebook now has the option of live video broadcasts (Facebook Live) that also notifies everyone following your page that you are live. You can record up to 90-minute live streams. You can use it like a free webinar by telling people what time you will start the live stream, and you can answer typed questions during the live broadcast.
• Periscope is the original platform for live broadcasts but this is becoming less popular since Facebook opened this option and seems to be for recreational use, rather than business focussed.
• Twitter also allows a short live video post.
• As of April 2016, you can now upload 60 second videos to Instagram.

Ensure each video is suitably tagged up and I’ve included this link for the best free video editing software of 2016. Others mentioned on the day were, Periscope, Facebook live, Snapchat, Instagram and Twitter.

TopTips

Know your audience
Dig into your Google Analytics and Facebook statistics to provide regular updates on who is looking at your business. Gender, Age Group, etc. Create your Show Reel / Video Marketing with this in mind. Who is your ideal customer? What are they reading? What do they need? What problems do they have that you can solve?

Tell a story
The best method of increasing sales / followers is to connect with your target audience. To use emotions that will connect with them is an important point in building the trust between you and your potential customer. Build rapport. People buy people, so you need to become likeable and your stories should be relatable.

Use props
Is there anything unique that you could use as a prop in video marketing to distinguish you apart from your competition or to make your video more interesting?

Take time to prepare and keep it simple
Do not over complicate the process of using video. Viewers would prefer to have a shorter video with effective communication rather than an array of information crammed into a longer video that they cannot process. You should aim to keep your video as short as just one minute but use the guideline of 3 minutes is max.

Use the Kipper Theory
The Kipper communication structure was designed by Gareth Bunn and visually tells us how most information can be broken down into 3’s and have a beginning, a middle and an end. This is seen by the 3 bones in the body of the fish. The head represents the introduction and the tail represents the conclusion / the Call to Action. It’s a great way to keep the structure in mind by thinking of the picture of the bony fish.

Even if your presentation has more than 3 steps, use an introduction and summary at the end of each so as to ensure those listening do not lose track. The human brain is made up to logically follow this pattern and your information will be retained longer.

Call to Action
Ensure your Call to Action is clear and there is a conclusion at the end which gives concise instructions on what the viewer / potential customer should do… You could use rhetorical questions to prompt independent thinking or make an offer of further engagement via another medium, or even offer something for them to buy.

Further Keypoints: Video Marketing Campaigns

Focus on your body language and where you appear in the shot. Study newsreaders / presenters to see how they own the screen. Note, they all have good posture and hold their shoulders back and they move very little. If you are naturally animated, try to tone it down a bit but still be yourself.

Your body, face, clothing and expression should fit what you’re saying / selling.

It is easy to post videos on Facebook and go Live on Facebook. The latter will send notifications to all of your followers. Likewise, it is easy to set up your own free YouTube channel and all you need is a Gmail address.

Don’t forget to:
Practise Practise Practise Practise Practise Practise Practise Practise Practise Practise

Written by Nikki Ayton
Project Manager for the Optimising Business Broadband (OBB) Project
Work Website: www.optimisingbusinessbroadband.co.uk

Twitter: @OBBshropstaffs LinkedIn: optimisingbusinessbroadband
Email: nikki.ayton@shropshire.gov.uk

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Public Speaking and Business Campaigns using Digital Technology and Video
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