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La Madeleine Rising Star Stefani Evans Rises to the Top Page of Google
May 11th, 2012
“I can’t believe how one video can impact our reputation so fast,” a CEO told me.
He was referring to a short video I created to praise one of his employees, who has since been promoted. You can see first hand the power of video when it comes to search engines like Google which give priority to videos over text.
Search for “la madeleine marketing,” and you find close to two million hits. Yet the short video I shot of Stefani Evans scores the top page.
TAKEAWAYS
1. Build your own brand with a video marketing strategy before your competitors put you on the defensive.
2. Remember that video packs a much greater emotional punch and marketing punch than just text.
3. Leave your competitors in the dust.
4. Feel fortunate when you have Brand Ambassadors like Stefani Evans.
See the original story I wrote, which all started with a cookie: http://www.kaplitzblog.com/?p=8826
ABOUT BOB
Bob Kaplitz pioneered social media video for the DFW American Marketing Association, driving up attendance and visibility as VP for New Media. As Senior VP with AR&D, he has analyzed how viewers use video and consulted TV stations and media companies across the country and internationally for more than three decades. That includes creating the highly successful Spirit of Texas campaign for Channel 8 in Dallas.
He and his company have taken that expertise to businesses for the last two years, helping them leverage the power of storytelling through social media. Clients include The Dallas Cowboys, The Four Seasons Resort & Club, Albertson’s, Sundance Square, and many professionals.
Bob has created the world’s largest on-demand library of training videos for multimedia journalists — TV reporters and videographers — and trains the best video storytellers in the country.
He’s been honored multiple times for excellence in teaching at the University of Dallas Graduate School of Management. Bob has also been selected to judge some of the world’s most creative video marketing for the DFW Interactive Marketing Association.
After graduating from Syracuse University’s Newhouse School of Public Communications with a Masters degree, Bob reported major stories for local TV stations and for the CBS Evening News with Walter Cronkite. He was also honored as Best TV Investigative Reporter in the United States and Canada by the Radio TV News Directors Association International.
His presentation about how professionals can leverage the power of video for the Irving Chamber’s Women’s Alliance drew the largest attendance in their history at La Cima.
Bob has advised a remarkable range of people on building personal brands, which is important to everyone’s success. They range from network correspondents to the Tony Award winning star of the Broadway hit Jersey Boys to a notorious girlfriend of President Clinton to Princess Diana’s former chef at the Royal Palace.
He’s done video volunteer work for the Irving Chamber of Commerce as “Ambassador,” for the Dallas Historical Society, and for a Dallas foundation building a much needed hospital in West Africa.
Bob and his wife Carisa, an web executive for the American Heart Association, enjoy travel as well as the music of Phil Collins who played a delightful and unexpected role in their marriage.
Posted in content marketing, Social Media, Web Video | No Comments »
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Use Video to Reward Brands for Their Service
April 29th, 2012
It can be as simple as this. The more you know about a brand of anything, the wiser you’ll be as a consumer. And when you compare video to just text, you can decide which conveys the greater impact and credibility.
Posted in content marketing, Web Video | No Comments »
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Kids Make for Great Marketers
April 29th, 2012
Getting Into the Community is a Great Strategy.
Children’s Dental Centre of Irving participated in one such event — Taste of Hackberry — making it a fun experience for youngsters. And they learned a lot, too. And we learned from them.
This young lady comes across as an expert in my book while showing the value of Children’s Dental Centre of Irving, an AR&D Content Marketing client.
Priscilla Vigliante-Montgomery, who’s in charge of marketing for Children’s Dental Centre of Irving, not only oversees the strategy but also plays an active role in community involvement. By the way, are you brushing your tongue?
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Behind the Scenes of a Web Video Shoot
April 28th, 2012
Great producing and coaching make for great video storytelling.
Regent Ducas, AR&D’s President of our content marketing division, is one of the best. Watch Regent in action during this shoot for the Aztec Grill which is sold to upscale restaurants. And the testimonial toward the end is done with Executive Chef Chad Ward of the Mercury Grill, who’s prepared food at the White House.
Posted in content marketing, Social Media, Social Media Video, Web Video | No Comments »
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Unleash Video to Build Your Business
March 31st, 2012
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Portrait of an Artist: An Unplanned Video Story
February 20th, 2012
Stories often tell themselves. You just need to let the person talk.
When writing a community magazine article about Julie and Chris Richey, I was struck by Julie’s artistic ability. And she had stories to share. As an accomplished and award-winning mosaic artist, she’s generated a lot of copy. But no one took the time to shoot video. Until now. I didn’t plan to shoot a video like this, but Julie made it easy.
Because the florescent lights in her studio made a high frequency noise, I used a shotgun mic. And my camera was a small high def Sony. I was concerned about a few shaky movements following Julie, but viewers don’t seem to notice.
In fact, it added to the spontaneity as Julie noted when watching a video she never expected: “I think it’s fresh and spontaneous (which seems to be a great strength of yours).”
I was also able to use still images shot by others, grabbing attention at the start.
Posted in Bob Kaplitz video, Multimedia Journalism, Social Media Video, TV news training | No Comments »
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Production Values Send a Message
January 7th, 2012
Production values help you connect with your audience.
Avoid production for production sake. Instead, consider whom you’re targeting. Craft the production to connect with your audience.
In the case of our client The Four Seasons Resort and Club, they were targeting younger demos. And that’s why you’ll find tighter cuts plus music in this video launched by a Quick Response code, showing a young couple, Bryce and Meredith.
You’ll notice I shot close-ups at the start. Because QR codes launch videos on cell phones, we wanted to be sure our couple filled the small screen, increasing the impact.
Posted in Power Tools for TV Journalists, Social Media, Social Media Video | No Comments »
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How a QR Code Works
July 25th, 2011
Download a free app like Scan Life or Red Laser, and you’ll see some brochures and ads come to life.
Don’t get left behind while others take advantage of this valuable tool that leaves the traditional text advertising behind.
Posted in Social Media Video, Web Video | No Comments »
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Multimedia Minutes: Overcoming a Big Challenge — No Action
July 24th, 2011
How do you overcome the challenge of virtually no action in a story? Say just a guy in a chair. Here’s one approach.
Learn more to create engaging storytelling. Click on the links to the right under “Recent Posts.”
Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | No Comments »
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Tweets with a Dose of Crazy
July 23rd, 2011
This guy is funny — and so are his tweets.
My colleague Regent Ducas, Senior Vice President of Content Marketing, and I met David Feherty producing and shooting a series of short videos for the Four Seasons Resort and Sports Club in Las Colinas, a Dallas suburb.Feherty, a commentator for CBS Sports and host of a new primetime show on the Golf Channel, has close to 40 thousand followers on Twitter. You have to read and enjoy his tweets to see why.
He doesn’t take himself seriously, but he asks great questions on his show and has a history of depression and other problems he’s not afraid to write about.
When you talk about transparency, that’s Feherty. During our shoot of promos for the HP Byron Nelson tournament at the Four Seasons, he was as unpredictable off camera as on camera.
So when I saw this commercial for his Golf Channel interview show, Feherty was perfectly in character. This freeze frame above captures the “crazy” and engaging personality.
So what does this mean for you?
TAKEAWAYS
Let your real personality shine through.
If you have a personality in your company, give them an opportunity to connect with customers and prospects with video.
Yes, you don’t want to go overboard or come across as half crazy, but you likely can do more than put on an “official” face.
Look for opportunities not to take yourself too seriously unless the subject of your video requires it.
Posted in Social Media, Social Media Video, Uncategorized, Web Video | No Comments »
