Activate Your Brand Platform with a Real Online Video Strategy March 10, 2011
Agenda Why Video? Online Video in Conjunction with Other Social Media Platforms Online Video Examples Creating a Smart Video Content Strategy What Do I Need to Get Started? How Much Does It Cost? Question & Answers
Astral Road Brand Media helpsauthor and content creators of all kinds take the necessary steps to build their personal brands so that they may share their knowledge, talents and abilities with the largest possible audience, in the most impactful and powerful way possible.
Regular Blogging Contributor for www.video-commerce.org
Formerly Vice President of Digital Content & Entertainment for Borders
Borders.com, Social Media, Email, Entertainment Alliances
Why Video? Part 2 – Your Audience 3. Higher Recall and Likability
Online video has a 65 percent general recall, compared to 46 percent recall for TV ads, according to the survey conducted by Nielsen and Microsoft.
When it comes to likability, online hits a 26 percent rating, while TV comes in at a paltry 14 percent, MediaPost reports.
4. Making Videos and Posting Them Online is NOT expensive.
If you have a limited budget for your online marketing, video will give you the most mileage for your marketing.
Not only is it inexpensive to create and post videos, your videos stay online forever. This is a big deal!
Online Video and Other Social Media Platforms
Online video and social media go hand. Social Media Sites encourage and allow for the posting and sharing of videos.
Facebook is now second only to Google/YouTube in total video referrals. Video referrals through Twitter are significantly longer
Per a Brightcove/Tubemogul report, Facebook and Twitter are the fastest growing sources of traffic to video on publisher websites. The role of these sites as primary content discovery and viewing environments will reach a point by the end of 2011 where Facebook and Twitter will be as important as Google search.
Relevant, authentic content is the most important currency in social media – and video is one of the most effective forms of content.
Youprobably do not need expensive equipment Start basic and inexpensive and grow. If it works, progress from there.
Entry Level -- $200 Flip-style camera to a $500-600 camcorder. HD is preferable
Next step up would be professional-grade, in $2,000 - $4,000 range Sony NEX-VG10 or Panasonic AG-HVX200A. Interchangeable lenses and ability to merge the rich colors, enhanced light sensitivity, and shallow depth-of-field of video DSLRs with the shape, size, and functionality of a camcorder.
Recommended that you have both a wired and wireless package for flexibility.
For people-on-the-street style interviews or single-person video, a dynamic microphoneElectro-Voice RE50 or Sennheiser MD 46 (both approx. retail $150 – $200) are great.
For wireless packages, go with a pair of lavalier microphones to start, and build from there. Prices vary wildly, but a decent starter wireless lav from Sennheiser, Shure or Sony can be bought for $500 apiece.
Additional Microphone Needs Regarding shotgun microphones and boom poles, field mixers and the like—as you grow, you’ll certainly desire these as add-ons, but they’re not required to get your studio off the ground.
You’ll need a computer with plenty of processing power and a decent set of speakers to handle the rigors of online video editing.
Mac vs. PC is a matter of choice – sometimes is the company IT department choice tasked with maintenance and upkeep of all company computers.
Final Cut Pro (approx. retail $1,000), is a fantastic editing platform for Mac users
Adobe Premiere Pro CS5 (approx. retail $800) is a full-service editing solution for the PC crowd.
Both are very good and require training and expertise to use.
On the positive side, both Premiere and Final Cut now make it easier than ever to publish to the web, with built -in encoding settings for publishing straight to the web, including Youtube and Vimeo.
Video lighting basics -- three-point lighting, which consists of, as you might imagine, three lights:the key, the fill, the back.
Together these serve to wrap your subject in light, creating shadows that define the subject, such as a person’s face, without overpowering it.
Learning how to use lights will bring your productions to a new, more professional-looking level
Basic three-pointing contains the building blocks of nearly all lighting.
Large softboxes from a company like Chimera can be purchased for $200-$300 apiece with accessories and help create a softer light for key and fill lighting.
Tungsten backlights run in the $200 range with, while light stands run approximately $100.
Additional Lighting Equipment Reflectors and other accessories are also helpful, but as in many of these categories, the more you know, the more you will be tempted to spend. Remember our mantra: Start small while you learn the basics, and then grow organically.
You’ll need a place to store your video. As you grow, you may want to consider more sophisticated content management systems
To start, I recommend G-Technology G-RAID or Lacie Quadra high-speed 1 TB or 2 TB drives
Ideally that operate at 7200 RPM or above (approx. $300 each), offering the best and fastest way to store and utilized video for editing.
Regardless of choice, make sure all video is safely backed up!
Multi-tasker is key.
The first hire should be on the technical side—someone that can operate a camera and edit.
As online video expands and becomes more integrated with your overall brand strategy, you can expand your staff with one or more producers.
Unexpected Benefits of Entering Online Video Joining the production community Live Streaming Video – powerful B2B tool. Appointment viewing Ustream, GotoMeeting.com, Livestream.com, Vyue.com – recorded video messages, Q&A Future of Online Video