Creating digital content Chris Kirk Regional Campaigns Manager, GCS Local Campaigns Team

Digital by default – the context Declining national newspaper sales 1,807 impressions 10 engagements Total number of national newspapers sold in UK fell from average 7.6m daily to just over 7m, March 14 to March 15, a 7.6% drop Creating Digital Content

But…. 12 million people read a local newspaper but do not read a national newspaper (Newspaper Society) Creating Digital Content

Regional newspapers and their websites ranked highest of all channels for stimulating pride in an area (2011 Newspaper Society poll) Often contain case study led content, and as we have spoken about before contain information that is far more relevant, compelling, real and of interest to local audiences. Think about how you engage with your local paper, what your feelings are towards the stories you read in it. 65% would take more notice of Gov messages if seen in local paper/website 69% believe what’s in local papers more than national papers 3.1m more people read local papers than national (29.4m v 26.3m) and lastly, national issues are viewed more positively at local level

The rise of video One billion unique visitors monthly By 2017, video will account for 69% of all consumer internet traffic One in three Britons view at least one online video each week Creating Digital Content

Filling the void – producing our own content GCS Local Campaigns Team - Make national campaigns locally relevant - Recruiting local partners and stakeholders - Capture case studies and produce local content - Digital first, low-cost Creating Digital Content

A priority? 21,000 circulation 33,000 + followers Creating Digital Content

8 billion avg daily video views Video bandwagon 8 billion avg daily video views Autoplays videos – ads account 2 million users daily, 100 million broadcasts When Instagram introduced videos, more than 5 million were shared in 24 hours Creating Digital Content

Making video – what do you need? Creating Digital Content

The basics IF FILMING ON A SMART PHONE, ALWAYS HOLD THE DEVICE HORIZONTALLY. F.E.W: Focus. Exposure. White balance. AMBIENT NOISE CHOOSE A SHOT AND STICK WITH IT. GET CLOSE. Creating Digital Content

The basics Creating Digital Content

The basics continued 6. GOOD SOUND IS MORE IMPORTANT THAN A GOOD PICTURE. 7. LEAVE THE CAMERA RUNNING. 8. FULL ANSWERS 9. EYE CONTACT. 10. KEEP IT SHORT. 11. INTERVIEW LIGHTING. Creating Digital Content

The basics continued 12. GOOD SOUND IS MORE IMPORTANT THAN A GOOD PICTURE. 13. FRAMING 14. CUTAWAYS 15. ALWAYS REMEMBER TO REMOVE STAFF PASSES. Creating Digital Content

Basic interview framing Creating Digital Content

Practice makes (almost) perfect… Creating Digital Content

Shorter, sharper, more engaging… Creating Digital Content

Twitter video 35,000 views of native, organic Twitter videos in less than a year Creating Digital Content

Be creative Creating Digital Content

Still images Creating Digital Content

Simple, clear design = better engagement Creating Digital Content

Tag, tag and tag some more! @GCSMidlands’ Twitter following increased from 1,204 to 2,765, a 130% increase over the year. Creating Digital Content

Creating Digital Content

Guiding principles - Keep it simple - Stick to your brand/style - Short, ‘sharp and snackable’ - Be timely and topical – try not to hoard content - Practice, practice, practice - If in doubt, Google it! - Nothing’s free – we all get paid! - Insight-driven, digital and integrated by default, and fully evaluated; Creating Digital Content

Remember OASIS… Creating Digital Content

Not that OASIS… this one Creating Digital Content

Bedtime reading/research iMovie tutorial: https://youtu.be/j9LcLENceNE Piktochart tutorial: https://youtu.be/MbxV7V8OsjU YouTube editor: https://youtu.be/ZYK2p7MZQqw GCS Local: https://gcs.civilservice.gov.uk/guidance/gcs-local/ MCOM:https://gcs.civilservice.gov.uk/wp- content/uploads/2015/11/6.1288_CO_CP_Modern-Comms- Team-Document_for-print-FINAL-2-2.pdf Creating Digital Content