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Best practices for Video

Page history last edited by swanjere@mail.nih.gov 11 years, 6 months ago

Panel Logistical Details:

Date:          Tuesday, April 28
Time:         2:30-3:45 pm
Location:     Marvin Conference Center, George Washington University – Washington, DC
Session Title:     Deliver Great Video Content in the YouTube Age


Action Items:     

•    Each participant needs to send, name, title, Bio, (one-sentence); BIO (About 100 words) headshot

•    Need to e-mail Jae Rouse and find out:

o    If she is okay with format and topics for discussion (note  -blue comments from Rachel Flagg- looks good to me, should be a great session!!) 

o    If we have access to list of registrants (all conference attendees will receive a list of of registrants), if so:

•    What they do in terms of jobs, agencies, etc? (expect a broad mix of people, mostly content folks, but some more technical - representing many different agencies - federal/state/local govt - not many will likely have much video experience)

•    Can we communicate with them prior to session? (people do not have to pre-register to attend this specific session - but we could include a brief comment/question in a general marketing email out to all conference attendees - let Rachel or Jae know)

o    Do we have Internet Access? Yes

o    Do we need to bring our own laptops? We will have a laptop.  Will have video,


Sit at table, all have lavalier mics

Best practices?  How does it fit into mission?  How can video content help customers accomplish Top Tasks?  A few examples could be to demonstrate how to.... fill out a form? ...apply for a grant?  ....apply for a passport? etc.  A picture is worth a thousand words.


Session Details:

Overview:  Tone is identifying up-front challenges, and then quickly move to solutions, creative ways to address video and best practices.  End with how to disseminate and some available tools.  Then take questions.  Panel should be heavy on short examples, visual storytelling and engaging conversation, between panelists and audience.  Panelists will focus on interaction, enthusiasm and solutions-oriented discussions. 

1.    Introductions (session host will handle)

2.    Setting the Stage:  Identifying the challenges around video

  1. Common push backs –
    1. Accessibility (508) plenty of good tools to get video transcribed but most are not available to agencies, process is needless slow which seems especially problematic for Bev's team.
    2. Copyright issues - especially with user generated content, does the creator retain copyright even after submitting the video?  With our contest we avoided this by posting only the winner's video, which we "purchased" and had the owner sign a waiver.  Others have handled this differently by putting conditions in the rules essentially giving the agency the right to post and repackage all entries.

    3. regulatory concerns
    4. security, resources
    5. lack of coordination b/w AV resources
    6. Web Managers and program offices (Denise)
  2. Quick examples of case studies (Denise, Jeremy A, Jeremy S)

3.    Making the Case for Video:  Why Video Works, successes, viral nature of sharing video, etc (Jason) *note:  was video used at all for peanut outbreak?

4.    Video Literacy:  Best practices:  (need to identify lead for putting slides together – use Jed article)

a.    Planning - (scripting, story boarding, approval, plan for 508 c)

b.    Execution - (sound, quality, etc)

5.    Delivery & Dissemination:  (Denise & Kay)

a.    What you should know about YouTube now (process quickly – give as handout?) -

b.    Other methods of delivering video (partner dissemination, media engagement, crisis communications strategies, traditional media, etc)

6.    Strategies & Tools: (identifying “take away” tools that Web Managers can use to make job easier, more streamlined) * note don’t forget terms of service conversation (need to identify lead for putting slides together) – each person brainstorm two-three tools

7.    Questions, Answers, Examples:

  • Use the medium to get out the message in a compelling way, even if it's with a flipcam.
  • Leveraging more user-generated video.
  • Contests (Jeremy Ames)  Many contests are high profile enough to attract attention without offering a prize.  We definitely needed an incentive, so had to rely on a very old precedent and go through a quasi procurement process to offer money.

    Other agencies have had grantees run their contests who have offered things like trips (State) or gift certificates (HHS).  So far this approaches have worked, but sooner or later someone in a budget or IG's office is going to challenge it.  Would be nice to have a policy, or set of best practices, in place.



Action Items:

•    Identify lead for Video Literacy section

•    Identify Lead for Strategies and Tools

•    Introductions?  (a rep from the Web Council will handle introductions)

•    Due dates for content?  (Jae would like copies of presentations by April 15 please!)

•    Are we doing Content in PPT?  better way? 

•    Hand out with process – find out from Jae is this is cool… (yes, handouts are cool and encouraged!)


Notes from Brainstorm:


Topics we’d like to consider in our discussion:

•    Streamlined delivery:  making the process from production to dissemination easier, more centralized

•    Change relationships between formal AV production teams at the federal agencies and program staff that may want to utilize a different approach to video production

•    It’s a scary new world.  You Tube has lowered the expectation for video and not every video needs full production.  You can have high-quality user generated content

•    Emphasize the value of Viral Video sharing, create an environment that allows government message to be shared and disseminated

•    Video can be a great addition to an agencies communications arsenal

•    Idea*:  provide equipment “cage” for easy video production.  If non AV staff want to use video – they should be able to

•    Use AV after taping to marry imaging with narration

•    Not advocating use of “low-effort” video.  Planning is essential as is sound quality.  Don’t want to reinforce that government quality is poor.

•    YouTube is just a vehicle, but it can be a very powerful one.  YouTube already has large following and ability for viewers to comment, rate etc.

•    Agencies shouldn’t be afraid of negative comments and transparency.  Reference TSA blog for why



Points to address:


Use of commercial services

- like YouTube, though the new GSA contract covers many such services and could provide precedent for future agreements.  Still many federal employees can not access sites like Facebook or YouTube at work, which is another issue entirely.  (don't spend a lot of time talking about access issues at agencies - that's for another session!)



- who should be coordinating online video and other web 2.0 tools in agencies?  Public Affairs, web folks, individual program officers?  This is still being worked out in my agency leading to some confusion.  (encourage Web Managers to engage all these parties in a dialogue to work out internal issues.  Post best practices on Forum site or share via listserv)


What other challenges have you faced in your agencies?

  • Posting streaming video on sites like Youtube is discouraged, because the loss of quality and control over corporate branding.  Bev mentioned agreements in the works with Youtube, Vimeo, 2 others?





Comments (1)

Ellyn Ambrose said

at 1:29 pm on Apr 1, 2009

After 20 years of contesting, $1,000 gets the most participation.

Alternate prizes that work really well, depending on the demographic - Coach handbags or a gift certificate of $500 at a Coach store (huge!), Free Gas for a year (depending on gas prices,) and a romantic weekend somehwere. Pizes that bombed - free airline tickets to anywhere in the US (don't know why) and free groceries. (But that might work well now.)

And for rights - you can state clearly in the submission that the Agency owns the rights to any video submitted but we've always played it safe and gotten a signature. Digitally, you could have them check a box. I ALWAYS check with my lawyer.

The Direct Marketing Association has a seminar on best practices for Legal compliance for contesting and sweepstakes that should be coming to Washington. (But not scheduled yet.) www.the-dma.org. The laws may be changing based on what's happening in California. To call the DMA - 212.790.1500.

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