Activate Your Brand Platform with a Real Online Video Strategy

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Activate Your Brand Platform with a Real Online Video Strategy
Ann Arbor B2B Expo
March 10, 2011

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  • Nice prezi and offered good ideas for the newbie who is just starting out in video. Though I'm not on the production side of things, I've been doing video editing as a hobby and blogging content tool for at least 4 years now. I've used a variety of programs both for PC and Mac OSX. I'm a total 'Mac house' now. I did want to point out that Final Cut Pro is for Mac OS specially and there is a little bit of a learning curve but it's still a little more advanced than iMovie (I use this one too for slide videos and shorter clips that don't need a lot of tweaks). Adobe Premiere is available also for Mac OS and I have it through Adobe Creative Cloud. Though Premiere has a little bit of a learning curve as well, a Mac user familiar with Final Cut Pro should have no problem getting acquainted with Premiere, since the UI's are very similar in some respects.
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  • 1. Activate Your
    Brand Platform
    with a Real Online
    Video Strategy
    March 10, 2011
  • 2. 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
  • 3. Who I Am - Rich Fahle
    • Founder and CEO of Astral Road Brand Media
    • 4. 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.
    • 5. Regular Blogging Contributor for www.video-commerce.org
    • 6. Formerly Vice President of Digital Content & Entertainment for Borders
    • 7. Borders.com, Social Media, Email, Entertainment Alliances
    • 8. Creator of Borders Media Entertainment Network
    • 9. Communications Director and Chief Network Spokesperson for C-SPAN
    rich@astralroad.com
    Who are You?
    with a Real Online Video Strategy
  • 10. Getting Started with Online Video: The Mindset
    VIDEO: DOMINIQUE RACCAH, CEO OF SOURCEBOOKS
    http://www.youtube.com/watch?v=wZMflmgHk_U
    with a Real Online Video Strategy
  • 11. The Excuses:
    There is no ROI.
    Online video and social media is another trend that will pass.
    It’s too expensive.
    We’re doing fine without it.
    We’re not a video kind of company.
  • 12. Why Video? Part 1 – The Big Numbers
    as of January 2011 (source: comScore):
    • 83.5 percent of the U.S. Internet audience viewed online video.
    • 13. The duration of the average online content video was 5.0 minutes.
    • 14. 171 million U.S. Internet users watched online video content in
    January for an average of 14.5 hours per viewer.
    • The total U.S. Internet audience engaged in nearly 4.9 billion viewing sessions during the course of the month.
    • 15. Facebook has emerged as a major video content provider. Facebook has 600 million active users as of January 2011.
    • 16. Google Sites – powered by Youtube – remains number 1 video delivery site with 145 million unique viewers per month.
  • Why Video? Part 2 – Your Audience
    1. A Platform for Authenticity
    • People like to see who they are doing business with, and video can put the human element back into your marketing.
    • 17. If I can see you and hear you, then I will more likely feel more comfortable doing business with you.
    • 18. It’s all about being yourself, being authentic. It is about telling your story in a natural way that complements your brand mission.
    2. The Search Engines Love Video Because People Love Video
    • Forrester Research found that videos are 50 times more likely to receive an organic first page ranking than traditional text pages.
    • 19. You want your message where the eyeballs are.
    • 20. Also, Google owns YouTube.
  • 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.
    • 21. 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.
    • 22. 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.
    • 23. Facebook is now second only to Google/YouTube in total video referrals. Video referrals through Twitter are significantly longer
    • 24. 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.
    • 25. Relevant, authentic content is the most important currency in social media – and video is one of the most effective forms of content.
  • ONLINE VIDEO SAMPLES
    • eBags: http://www.ebags.com/
    • 26. Orvis: http://www.youtube.com/user/orvisvideos#p/u/3/_iecO891qK8
    • 27. Williams-Sonoma: http://www.youtube.com/williamssonoma
    • 28. Borders: http://www.youtube.com/bordersmedia
    • 29. www.bordersmedia.com
    • 30. JuicyStar07: http://www.youtube.com/user/juicystar07?blend=1&ob=4
    • 31. American Cancer Society: http://www.youtube.com/user/AmerCancerSociety
  • PRODUCT DEMO
  • 32. LIFESTYLE / HOW-TO
  • 33. PRODUCT / LIFESTYLE
    HOW-TO
  • 34. ENTERTAINMENT
  • 35. ENTERTAINMENT 2
  • 36. USER-GENERATED/CUSTOMER TESTIMONIAL
  • 37. FUNDRAISING
  • 38. CREATING A SMART ONLINE VIDEO STRATEGY
    • Quality, style and relevance are all factors – but relevance is #1 factor.
    • 39. Your video must measure up to both your brand standards and the expectations of your fans/followers.
    • 40. Review of your brand mission.
    • 41. What do you stand for?
    • 42. Who are your customers or followers?
    • 43. What do your brand followers expect from you?
    • 44. What lifestyle elements are at the center of your brand experience?
    • 45. How can you contribute in a meaningful way to that dialogue?
    • 46. Stop worrying about “viral” – your video doesn’t need to be seen by millions to be effective.
    • 47. Don’t underestimate your own brand’s entertainment potential! Set big, audacious goals then steer your ship in that general direction.
    • 48. Experiment! With your brand identity as your compass, try stuff!
    • 49. Accept that you won’t hit it out of the park every time.
  • Defining your strategy - Host it or post it?
     
    Posting to video sharing sites like YouTube can be a great way to get exposure and expand your reach

     
  • 50. Advantages of YouTube (and other video sharing sites):
    • Easy to upload video.
    • 51. No bandwidth costs.
    • 52. Lots of built-in traffic potential.
    • 53. Easy to share (embed, email to friends, RSS feeds, etc).
    • 54. YouTube annotations add interactivity to your videos by embedding a
    call-to-action link directly into the video itself.
    • Most Video Editing Software packages now have super-easy specific
    YOUTUBE output settings.
    Disadvantages of YouTube:
    • Videos are often watched on their site, not yours.
    • 55. Have to work harder to brand your video.
    • 56. Harder to monetize - if you are pursuing a video ad strategy.
    • 57. Third-party ads can appear on your content.
  • Top Video Hosting Sites
    • Free, HD compatible, no bandwidth limitations, customizeable channel
    • 58. Videos have to be smaller than 2GB
    • 59. 10 minutes or shorter for basic account
    • 60. Allows you to annotate videos with links.
    • 61. YouTube allows you to embed and customize the player, for free.
     
    • Original content, non-commercial only.
    • 62. Basic service is free
    • 63. Plus $60/year –more storage, unlimited HD, no ads, player customization options
     
    • Geared toward web shows and continuous video programs not single uploads
    • 64. 50% of ad revenue from your content is shared with you
    • 65. Basic service is free, Pro Service is $96 and allows for higher quality video
  • Develop Your YouTube Strategy
    • Putting your videos on to YouTube is not your entire strategy.
    • 66. Engage within YouTube and treat it as more of the social network it is.
    • 67. Grow subscribers and use the communication tools within YouTube to share
    • 68. Integrate other social media – Twitter, Facebook, email, third party partners – to drive more views.
    • 69. You have the content – now use it!
     
    3rd Party Sites Within Your Niche or Target Demographic
    • What potential partners -- blogs, websites, individuals -- are already in your space talking to your audience or a segment of your audience?
    • 70. Reach out to them – now that you are creating content, you have currency to trade access for content.
    • 71. Significant opportunity – Borders - Twilight example
  • VIDEO EQUIPMENT & COST
  • 72. Camera and Camera Equipment
     
    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.
  • 73. Sony NEX VG10 – approx. $2,000
    Canon Vixia – approx. $600
  • 74.  
    Additional Camera Equipment Needs
    • Extra battery packs and chargers (approx. $125 apiece)
    • 75. Tripod (approx. $200)
    • 76. Camera bag for safe transportation (approx. $100 per camera).
    • 77. Memory cards vary depending on the type of camera you go with and storage
    size you choose, but should be at least 16GB, and more likely 32GB or 64GB in
    size (approx. $100 to $800 apiece, depending on camera type.)
     
    How Many Cameras?
    One camera is all you need to begin, though as you proceed, you’ll surely find reasons to add a second, or even third camera for larger shoots, reaction shots, and other needs.
  • 78. Audio/Microphones
    • Recommended that you have both a wired and wireless package for flexibility.
    • 79. 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.
  • 80. Computer and Video Editing Software Package
    • You’ll need a computer with plenty of processing power and a decent set of speakers to handle the rigors of online video editing.
    • 81. Mac vs. PC is a matter of choice – sometimes is the company IT department choice tasked with maintenance and upkeep of all company computers.
    • 82. Final Cut Pro (approx. retail $1,000), is a fantastic editing platform for Mac users
    • 83. 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.
    • 84. 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.
    • 85. Windows Moviemaker
    • 86. Apple iMovie
  • 3-Point Lighting Package
    • Video lighting basics -- three-point lighting, which consists of, as you might imagine, three lights:the key, the fill, the back.
    • 87. Together these serve to wrap your subject in light, creating shadows that define the subject, such as a person’s face, without overpowering it.
    • 88. Learning how to use lights will bring your productions to a new, more professional-looking level
    • 89. Basic three-pointing contains the building blocks of nearly all lighting.
    • 90. 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.
    • 91.   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.
  • 92. Video Storage Drives
    • You’ll need a place to store your video. As you grow, you may want to consider more sophisticated content management systems
    • 93. To start, I recommend G-Technology G-RAID or Lacie Quadra high-speed 1 TB or 2 TB drives
    • 94. Ideally that operate at 7200 RPM or above (approx. $300 each), offering the best and fastest way to store and utilized video for editing.
    • 95. Regardless of choice, make sure all video is safely backed up!
    Staffing Needs
    • Multi-tasker is key.
    • 96. The first hire should be on the technical side—someone that can operate a camera and edit.
    • 97. 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
    • HTML5
    • 98. More Mobile video
    • 99. Apps – IOS and Android
    • 100. Connected TVs – Apple TV, Google TV and other devices that continue the marriage of TV and computer
  • 101.
  • 102. “The companies that understand small town rules are gonna win.”
    - Gary Vaynerchuk, Author, Social Media Expert, and Host Wine Library TV
  • 103. QUESTION & ANSWERS
    rich@astralroad.com