Chapter 4
Digital Marketing Techniques
for the Public Sector
Chapter 4: Topic 1
Digital Storytelling Techniques for
Government and Public Sector Agencies
Engaging Citizens Online
• Stories are always being remembered.
• According to Jennifer Aaker, a Marketing Professor at Stanford School
of business, “stories are commanding record consumption rates,
people are drawn to the story behind the story: 87% would choose to
watch shows online instead of television if it meant they could see
more behind-the-scenes content”.
• The explosion of storytelling across the social web has given people a
feast for the visual senses. But, for Marketing/PR/Communications
practitioners, it is proving quite a challenge to keep up with the skills
and the technology.
Engaging Citizens Online
• Digital storytelling for government and public sector means simply
leveraging technology and/or online platforms to communicate to and
engage citizens.
• This can be done through video, graphics, photos or even blogging
and on social networks, wikis, blogs, websites and forums.
• The power of digital story telling is that --- unlike with press release ---
Marketing/PR/Communications practitioners have the opportunity to
personalize and humanize the story in a way that resonates with the
readers, listeners and viewers.
Types of Digital Storytelling
(Text Book pages 110 – 112)
1. Quote graphics
2. Photos
3. Animation
4. Short-form video
5. Long-form video
6. Stories
7. Livestreams
Types of Digital Storytelling
(Text Book pages 110 – 112)
8. Social Media
9. Blogging
10. Podcasting
11. Webinars
12. Virtual reality
[Link]
13. Augmented reality 1/video-can-i-get-a-federal-grant-for-my-small-bu
siness/
14. Gamification
How Government and Public Sector Agencies Can
Incorporate Storytelling
Four tactics that government and public sector
marketing/PR/communications professionals can bring into their
storytelling that will improve their digital outcomes and it called “the
four P’s”:
1. Personal
2. People
3. Priority
4. Passion
Digital Storytelling Techniques
Text book: pages 114-118
1. Opinion
Primary Platform: YouTube
Secondary Platform: 40 seconds impact statement soundbite on Twitter
2. How-to-guides
Primary Platform: PDF e-book & YouTube
Secondary Platform: Export top knowledge and share as statistical or quotes
graphics on social media
Digital Storytelling Techniques
Text book: pages 114-118
3. Comparison
Primary Platform: Blog post
Secondary Platform: YouTube piece to camera
4. Lists
Primary Platform: Blog Post
Secondary Platform: List entries repurposed for social media
Digital Storytelling Techniques
Text book: pages 114-118
5. Expert view roundups
Primary Platform: Blog post
Secondary Platform: Podcast
6. News-jacking
Primary Platform: Twitter (includes news hashtag)
Secondary Platform: Blog (in-depth or length analysis)
Digital Storytelling Techniques
Text book: pages 114-118
7. Resources
Primary Platform: Blog post
Secondary Platform: Podcast
8. Profiles
Primary Platform: Stories
Secondary Platform: Video blog
Digital Storytelling Techniques
Text book: pages 114-118
9. Reviews
Primary Platform: Facebook lives
Secondary Platform: Podcast or blog
10. Checklists
Primary Platform: Blog
Secondary Platform: YouTube
Digital Storytelling Techniques
Text book: pages 114-118
11. Interviews
Primary Platform: Podcast
Secondary Platform: YouTube
12. Infographics
Primary Platform: Pinterest
Secondary Platform: Embed on website
13. Videos
Primary Platform: YouTube
Secondary Platform: Repurposed into short-form video
Digital Storytelling Techniques
Text book: pages 114-118
14. Podcasts
Primary Platform: SoundCloud
Secondary Platform: Google play, google podcasts, iTunes
15. Guest posts
Primary Platform: Blog
Secondary Platform: Facebook Live
[Link]
Chapter 4: Topic 2
Integrating Social and Live Video into
Government and Public Sectors
Communications
Tactics to go Front of Screen to Engage the
Public and Transform Opinion
• Social video is one of the most effective ways to connect with the
audience (public).
• Video is shifting social media behavior and dominating platform and
algorithm changes.
• Videos are great because they catch the eye, inspire curiosity and are
easy to watch with a few minutes of free time.
Michelle Obama's Best Advice For Students | How To Succeed In Life
[Link]
Tactics to go Front of Screen to Engage the
Public and Transform Opinion
• Public marketer/PR/Communication practitioners can upload videos
onto multiple social media platforms.
• Story trends are also taking center stage, the more entertaining topic
related the videos are, the more public will get the interest.
• Achieving meaningful engagement is a constant challenge for the
public sector marketing/PR/Communication professionals.
How to Storyboard a Marketing Video
[Link]
Tactics to go Front of Screen to Engage the
Public and Transform Opinion
• Social video is an increasingly critical component of any digital
marketing/PR/communication strategy for the government and public
sector:
1. Social video appeals to the smartphone generation
2. Social video is immersive and engaging
3. Social networks are prioritizing video views.
How to draw A-grade storyboards (even if you can't draw!) | Media studies tutorial
[Link]
Steps to Get Started on Producing Video
Content
• Step 1: Have a strong point
- a good script
- several great interview questions, and a expert
lined up to interview
- clearly outlined key points
- a developed message
Clarify what will be in your video and what to hope in accomplishing
with the video.
Steps to Get Started on Producing Video
Content
• Step 2: Build the details into the story
Take a deeper look into the story:
- character
- tone
- setting
Greta Thunberg's speech at the R20 Austrian World
- lighting Summit, Vienna, May 2019
[Link]
- clean up
Steps to Get Started on Producing Video
Content
• Step 3: Storyboard the video
Elements to include:
- opener
- problem to solve
- solution How to make a storyboard for a video in 6 steps | Video
Marketing How To
- call to action [Link]
Types of Video
Three ways to create a video content:
1. social video
2. live video
3. evergreen video
How to make evergreen videos for YouTube - Grow a channel in your sleep
[Link]
Video Storytelling Requires Skills
• A good video marketing campaign requires excellence and time.
• It also takes skills and proper equipment.
• Investing in in-house mobile video training will be an asset that will
take the organization to the next level of digital storytelling for citizen
engagement.
Best Practices for Leading Social Video
Platforms
Textbook pages 126 - 143
Ways to Build an Engaging Video Series
1. Interview your staff 6. Collect testimonials
2. Host a talk show 7. Discuss popular topics
3. Build a how-to-series 8. Humanize the department
4. Behind-the-scenes glimpse or organization
5. Promote a campaign 9. Share announcements
10. Showcase events
Top Characteristics of a Great Promotional Video
1. Personal bond
2. Movement
3. Curiosity
4. Offer
5. Just like me
6. Value
7. Call to action
8. Memorable tagline
How to Maximize the Results of the Videos
1. Find out precisely what the
audience (public) needs wants
to know
2. Create a detailed script
3. Capture the viewer’s attention
4. Keep things simple
5. Provide a call to action
6. Ask for a sub