Justin Gutwein - So you want to make a web video

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Presented by Justin Gutwein on September 6, 2012 at the third annual Center for Health Literacy Conference: Plain Talk in Complex Times.

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Justin Gutwein - So you want to make a web video

  1. 1. VIDEO KILLED THE NEWSLETTER a conversation about online video and storytellingWednesday, September 5, 12
  2. 2. Justin GutweinWednesday, September 5, 12
  3. 3. Justin Gutwein 7 years of producing online video ball state university moved to DC late 2010 filmmaker/entrepreneur/storyteller better at conversations than presentationsWednesday, September 5, 12
  4. 4. WHY USE ONLINE VIDEO? less likely to read this...Wednesday, September 5, 12
  5. 5. WHY USE ONLINE VIDEO? less likely to read this...Wednesday, September 5, 12
  6. 6. WHY USE ONLINE VIDEO? ...than watch this.Wednesday, September 5, 12
  7. 7. WHY USE ONLINE VIDEO? ...than watch this.Wednesday, September 5, 12
  8. 8. WHY USE ONLINE VIDEO?Wednesday, September 5, 12
  9. 9. WHY USE ONLINE VIDEO? Entertaining Show vs. Tell Humanizing Real Connection with Real People SEO YouTube 2nd largest Search EngineWednesday, September 5, 12
  10. 10. KINDS OF ONLINE VIDEO well...some of themWednesday, September 5, 12
  11. 11. SHORT FILMS & VIRAL VIDEOS things you’ll probably have to hire someone for.Wednesday, September 5, 12
  12. 12. SHORT FILMS & VIRAL VIDEOS things you’ll probably have to hire someone for.Wednesday, September 5, 12
  13. 13. MICRO-DOCS Authentic StorytellingWednesday, September 5, 12
  14. 14. MICRO-DOCS Authentic StorytellingWednesday, September 5, 12
  15. 15. THE TALKING HEADS how to’sWednesday, September 5, 12
  16. 16. THE TALKING HEADS how to’sWednesday, September 5, 12
  17. 17. THE TALKING HEADS vlogsWednesday, September 5, 12
  18. 18. THE TALKING HEADS vlogsWednesday, September 5, 12
  19. 19. WHAT TO DO PreProductionWednesday, September 5, 12
  20. 20. who are you talking to?Wednesday, September 5, 12
  21. 21. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  22. 22. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  23. 23. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  24. 24. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  25. 25. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  26. 26. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  27. 27. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  28. 28. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  29. 29. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  30. 30. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  31. 31. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  32. 32. who are you talking to? audience venue video type how to’s / thought Search / YouTube the oblivious FB, Twitter via Friends leadership cool & entertaining the undecided / company stories, website confused customer stories, faq’s tips & tricks, company Twitter/ Facebook the customer & customer success Google+ / Email storiesWednesday, September 5, 12
  33. 33. what are you going to say?Wednesday, September 5, 12
  34. 34. what are you going to say? when the viewer finishes, what do you want them to know?Wednesday, September 5, 12
  35. 35. what are you going to say? when the viewer finishes, what do you want them to know? boil your message downWednesday, September 5, 12
  36. 36. what are you going to say? when the viewer finishes, what do you want them to know? boil your message down 2-4 key messagesWednesday, September 5, 12
  37. 37. what are you going to say? when the viewer finishes, what do you want them to know? boil your message down 2-4 key messages what do you want them to do?Wednesday, September 5, 12
  38. 38. what are you going to say? when the viewer finishes, what do you want them to know? boil your message down 2-4 key messages what do you want them to do? Call to ActionWednesday, September 5, 12
  39. 39. a consideration of durationWednesday, September 5, 12
  40. 40. a consideration of duration video type duration other tips a really, really good if you wow the viewer with story that is shot well 2-5 minutes something they’ve never and expertly told seen, they will watch it short films & micro- if the content is relevant to 1-3 minutes the viewer, they will watch it docs if you can’t get the message talking head 30-45 seconds out, split it or choose another mediumWednesday, September 5, 12
  41. 41. a consideration of duration video type duration other tips a really, really good if you wow the viewer with story that is shot well 2-5 minutes something they’ve never and expertly told seen, they will watch it short films & micro- if the content is relevant to 1-3 minutes the viewer, they will watch it docs if you can’t get the message talking head 30-45 seconds out, split it or choose another mediumWednesday, September 5, 12
  42. 42. a consideration of duration video type duration other tips a really, really good if you wow the viewer with story that is shot well 2-5 minutes something they’ve never and expertly told seen, they will watch it short films & micro- if the content is relevant to 1-3 minutes the viewer, they will watch it docs if you can’t get the message talking head 30-45 seconds out, split it or choose another mediumWednesday, September 5, 12
  43. 43. WHAT TO DO Production and PostWednesday, September 5, 12
  44. 44. THE TOOLSWednesday, September 5, 12
  45. 45. pro level sony fs100u Adobe Creative Suite lots of gadgets and gizmos $8k-20kWednesday, September 5, 12
  46. 46. dslrs canon t2i, t3i ,t4i 60d, 7d, 5d interchangeable lenses actually a photo cameraWednesday, September 5, 12
  47. 47. dslrs con’t. t4i is the only one with auto- focus still going to need a computer to edit imovie fcpx need an external mic $1000+Wednesday, September 5, 12
  48. 48. handycams card based full auto $300+Wednesday, September 5, 12
  49. 49. ios devices 1080p video built in editing apps imovie vimeo Auto onlyWednesday, September 5, 12
  50. 50. IOS DEVICES shot and edited on an iPhoneWednesday, September 5, 12
  51. 51. IOS DEVICES shot and edited on an iPhoneWednesday, September 5, 12
  52. 52. PRODUCTION TIPSWednesday, September 5, 12
  53. 53. Location interesting backdrop avoid your conference room good lighting not too noisyWednesday, September 5, 12
  54. 54. Sound buy a mic lav mic as cheap as $20 if you don’t have a mic...stand as close to the camera as you can in the quietest place possibleWednesday, September 5, 12
  55. 55. Lighting go outside magic hour cheap LED lightWednesday, September 5, 12
  56. 56. WHAT TO DO Post PostWednesday, September 5, 12
  57. 57. YouTube best place to host embed everywhere else SEO! keywords description FREE!Wednesday, September 5, 12
  58. 58. YouTube Tips: Video Titles Put keywords first, and branding at the end. But also make sure your titles are compelling to the viewer. Your Health by ABC Hospital instead of - ABC Hospital: Your HealthWednesday, September 5, 12
  59. 59. YouTube Tips: Tags Include tags that are common, but also some that are specific Place the keywords you want to carry the most weight first YouTube recommends writing 12 tags or more Mirror the title of the video, using the same word order in tagsWednesday, September 5, 12
  60. 60. YouTube Tips: Descriptions The algorithm favors comprehensive descriptions. Put your most compelling description information first. Include keywords in the descriptive text, as well as subscription links and links to your channel page.Wednesday, September 5, 12
  61. 61. Vimeo good alternative HQ video, cleaner player $200 a/yrWednesday, September 5, 12
  62. 62. FIN (the end)Wednesday, September 5, 12

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