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2012-11-14 Propel Your Org with Videos
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2012-11-14 Propel Your Org with Videos

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  • 1. Propel Your Organization with Videos: Tell Your Organizations Story  Esteban Escobar, Principal  November 14, 2012Thrive. Grow. Achieve.
  • 2. Meet & Greet Name Organization Name and Mission What has your organization done with video in the past? What do you hope to learn today?
  • 3. Video can be a wise investmentCommunication has Changed  The way human beings communicate has changed more in the last two decades than it did in the previous two millennia.  There was a time when people were happy to receive communication of any kind. The audience would go to you.  Today there is no lack of communication. You must go to them.  The audience is now in control of what communications they receive and how they receive it.  The marketplace is demanding ever more creative methods of communication.  Want to be heard? Communicate to your audience how they want or they will not listen or respond.
  • 4. Is video a wise investment?Consider some facts and statistics: A minute of video is worth 1.8 million words (Omnivideo, January 2009) Online video is the fastest growing ad format in 2012 with nearly 55% growth. (eMarketer, January 2012) Of 3,800 social media marketers, 76% cited YouTube and video marketing as their top area for investment in 2012; it was video‟s second straight year in the top spot, as cited by Brainshark.
  • 5. Is video a wise investment?YouTube Facts: YouTube is the 2nd largest search engine after Google. In January 2012, YouTube surpassed 4 billion daily video views. In 2011, YouTube had more than 1 trillion views. The average YouTube viewer spends more than 16 minutes per day on YouTube.
  • 6. Are these statements true or false?“Video provides a great return on investment andis one of the best ways to communicate a complexmessage to an audience in a way they willrespond to.”  False because it is incomplete.  Video is not an off-the-shelf product
  • 7. Are these statements true or false?“A well-produced video provides a great return oninvestment and is one of the best ways to communicate acomplex message to an audience in a way they willrespond to.”  False because it is incomplete.  Too many questions unanswered. Is it right for the audience? Focused on goals? Does it take other communications into account? How much investment will be needed to produce results?
  • 8. Are these statements true or false?“A well-produced video that is designed to reach the highestpossible return on investment by focusing on the client‟sgoals and communicating in a creative way, custom tailoredfor a specific audience and working in harmony withcomplementary communications provides a great return oninvestment and is one of the best ways to communicate acomplex message to an audience in a way they will respondto.”
  • 9. What is the power of video? Sample #1 – Football Seatbelt PSA
  • 10. What is the power of video? Sample #2 - Stat Seatbelt PSA
  • 11. What is the power of video? Sample #3 - Family Seatbelt PSA
  • 12. Leverage the Power of VideoThe power of video is the ability to leverage thetwo most influential senses in communication: Hearing 20% Seeing 80%
  • 13. Leverage the Power of Video The power of video is its ability to transmit emotion. Leverage the power of video: Transmit emotion, not information. This is an art form.
  • 14. Contracting a Company? Pros andConsPros Cons  Professional  Costs Money  Experience  Risk  Accountability  Attention/QoS  Equipment  Quality  You are the boss
  • 15. Pro-Bono? Pros and ConsPros Cons  Free-ish (low monetary  Less Accountability risk)  Less Attention, QoS,  Professional slower turn around  Experience  Experience?  Equipment  More legwork  You are not  Quality necessarily the boss
  • 16. Doing it Yourself? Pros and ConsPros Cons  Free-ish (low monetary  You don‟t know what risk) you‟re doing  Little to no experience  You know your  Equipment business better than  Lower quality anyone  Dificulty to Kill your  Do it the way you Darlings  Perception Liability want  No one else to
  • 17. How to choose a video productioncompany:The Pro Video Provider Divide:Videographer: Camera, tripod, microphone, editing software, website, worksfrom home.Pros Cons  Low overhead  Limitedabilities  Flexible  Low capacity  Personal service  Risk
  • 18. How to choose a video productioncompany:The Video Production Company: Big firm, nice office downtown, large staff.Pros Cons  Cando anything  Expensive  Handle anything  Sometimes  Reputation inconsistent  Less personal
  • 19. How to choose a video productioncompany: Which does better work? It depends Find your match. Where you are. Where you‟re going.
  • 20. How to choose a video productioncompany: Should you look for this?  Years of experience?  Equipment?  Worked for Discovery or Nat Geo?  Deliver what you want?  One-Stop-Shop?  Fancy Office Downtown?
  • 21. How to choose a video productioncompany: What should you look for?  Partner – not a vendor  Storyteller  Efficiency  Flexibility  Focus on ROI, ROI, ROI
  • 22. Why is choosing the right video production company soimportant? Video is an art form Anyone can fulfill your contract Not everyone can fulfill your expectations A video is an expense A video that produces results is an investment Don‟t waste your money on any old video
  • 23. What should it cost? Less than the potential return. Keep costs down by being organized and investing in pre-production  Write the script for the goals, shoot the script, edit the script
  • 24. How to get the most from a pro-bonoarrangement: What went wrong? Who was at fault? How could Peggy have handled the situation better? How could the organizers have handled the situation better?
  • 25. How to get the most from a pro-bonoarrangement:Think about whether you should accept pro-bono Do you have a definite need? Do you have the time? Is it a company you really want to work with? Is the company well matched for the project needed? Don‟t accept pro-bono just because it‟s free. Because it‟s not.
  • 26. How to get the most from a pro-bonoarrangement: Sign a Contract!!! How much time & resources will they donate? What will be donated? What would not be donated? What happens if the project goes over the time/resource budget? What are the deadlines? SET EXPECTATIONS
  • 27. How to get the most from a pro-bonoarrangement:You are getting a video, what are they getting? A feeling What feeling will you leave them with?  Trust them as the experts  Make it easy for them  Don‟t take advantage of their generosity  Make them feel like heroes
  • 28. How to get the best results in a DIY videoproject:Do you know the basic principles of videoproduction?  Camera Operation  Framing  Lighting  Audio recording  Editing  Visual storytelling
  • 29. How to get the best results in a DIY videoproject: Choose a project that matches your video skill level Approach an Organizational Video with CAUTION This video will define your organization in ways far beyond words.
  • 30. How to get the best results in a DIY videoproject:Select someone to lead the project that is notbiased. Who is the audience? What are the goals of the video? How will it be used to accomplish those goals? What should the length be to best suit the audience/goals? What feeling should the audience be left with after watching the video?
  • 31. How to get the best results in a DIY videoproject:Select someone to lead the project that is notbiased. Who is the audience? What are the goals of the video? How will it be used to accomplish those goals? What should the length be to best suit the audience/goals? What feeling should the audience be left with after watching the video?
  • 32. How to get the best results in a DIY videoproject:Take a „devil‟s advocate‟ approach to draw outthe important points So What? Who Cares? What‟s in it for me?
  • 33. How to get the best results in a DIY videoproject:Create your Outline/Script  Write the script based on your goals  You don‟t have to say everything. Leave them wanting more.  Start with a hook  Un-initiated audience? Use the “first paragraph” principle
  • 34. How to get the best results in a DIY videoproject:Shoot the Script Choose and interview subjects  Craft viewpoint questions  Have the set up the answer
  • 35. How to get the best results in a DIY videoproject:Shoot b-roll …and lots of it. B-roll is just as important as the interviews… or more so Each interview subject in their natural habitat Scenes of what is being discussed Metaphorical shots? Consider stock footage
  • 36. How to get the best results in a DIY videoproject: Consider transcription of interviews  Collaboration  Efficiency  Layout structure
  • 37. How to get the best results in a DIY videoproject:Edit the script  Keep the structure  Choose your best soundbites fulfill your outline  Think as much on how they say it as what they say  Use text to fill in the blanks  Use music and pacing to set the mood  Is your music royalty-free?Test response before premiere  Use a questionnaire  Take internal feedback with a grain of salt
  • 38. Review: Video is a crucial part of an organization‟s marketing and communication strategy Video is not an off-the-shelf product, it is a piece of art custom crafted for your audience and your goals.  Choose your artist carefully. The power of video is in its ability to transmit emotion  Words are informative but visuals are powerful. Hiring a video production company will probably give you the best results but make sure to choose the right one for your organization.  They should be looking out for your interests.  Be prepared to invest in a video that will produce results
  • 39. Review: Pro-Bono is great but be careful the arrangement doesn‟t backfire.  Don‟t accept it just because it‟s free-ish.  Set expectations up front with a contract.  Leave them feeling great. Doing a video yourself is a lot of work, but you can save you money if you have someone that knows what they‟re doing.  Stay focused on your audience and the goals of the video  Write the script, shoot the script, edit the script  Keep it short, sweet and strong
  • 40. Creative Process Sample:
  • 41. Q&A
  • 42. CRISISLINK EXAMPLE:Health Care Reform Update/ Page 42

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