Every Tuesday during August and September 2011, a Top End business or organisation using online social channels for marketing will be profiled. If you would like to suggest a business or organisation for this profile, fill out The RITE Series nomination form.
The aim of this series is to find clues and insights into what techniques work well in the Northern Territory market so that by October Business Month a summary of insights can be presented in a keynote address and then distrubuted through a free eBook for all Territorian businesses/organisations to benefit from.
Today, we focus on a Darwin City Council iniative created through its Youth Advisory Group.
The key tool we are focusing on in this profile is the use of video in online marketing.
Top End Tuesday Profile
Grind Online (Darwin City Council)
Grind Online is a youth culture magazine produced by youth for youth in Darwin, as part of the City Council’s Youth Advisory Group (YAG).
About 8 to 20 young people aged 12-20, 2 youth workers, Council’s Youth Services Officer and an Alderman make up the group.
One of the most visible signs of the YAG team is the online magazine called Grind Online. This magazine ‘by youth for youth’ has won a number of awards for its content and attracted support from a number of industry icons, like Wil Anderson, George Neagus, and former Grinder’ turned NT News journo, Chris Carter.
While the focus of The RITE Series is business uses of social channels with a broad demographic interest (youth, gen z, gen y, gen x, baby boomers), we can often find great ideas from purely youth-focussed initiatives and Grind Online is no exception.
As we will see, later in the series, online video can be a powerful part of any online strategy and videos do not need to be Hollywood productions to succeed. As long as they are interesting to your target market, succinct and easy to understand, you will find they are not overly difficult to produce. (In my marketing workshops run through the Business Enterprise Centre NT with the support of the Department of Business and Employment, we conceive, shoot, publish and share a video online within about 15 minutes).
In the lead up to The Big Gig, held in April 2011, Grind Online used short videos effectively to promote this youth concert. Here is an example featuring local performer, Abbey Rose.
What can we learn
As you can see, this video attracted 600+ views and was simple to produce.
It looks like the camera was in two main positions (one wide shot and one medium shot) with a third take involving just the recording of some audio to roll underneath the interview.
Questions were inserted as simple text screens which can be produced as still images in photo software and inserted during editing, or created in editing software itself.
From an overheads point of view, a simple, domestic video camera (preferably with facility for an external microphone so that the speaker/subject can be recorded clearly with a lapel mic or similar) and free video editing software that comes with most computer operating systems (PC – Windows Movie Maker, Mac – iMovie) will meet all your basic editing needs easily.
As you can see with this video, the key is keeping it short and focussed, and then spreading the word that the video exists (we’ll cover more on that later in the series).