Orientation & OverviewClass Concept & Structure: Video Mastery • Countering the Hype & Herd Mentality • Taught in Series with Online, Video, Profit Premises Don’t Support Conclusion • 4-Topic Areas split Don’t Jump Straight to Mechanics over 2-Days Determine Appropriate & Relevant, ROI • Part of an Overall Marketing Strategy You Know It, That’s Why You’re Here • Instead Make Sense of it, Manage it, Make Use of it Anywhere to Practice? Good Info: DIY, Hire Someone, Do Nothing • Presenters SBDC Free Video Studio
Orientation & OverviewWhy Video for Small Business? • Global Reach (24/7/365) • Search Optimization • Blogging / Dynamic Content • Metatags / Transcription • Youtube / Google • Engagement Thru Story • Promote, Inform, Entertain • Thought Leader: credible, real, authentic • Speed of Trust (Know, Like, Trust) • Efficiently Captures Attention
Orientation & OverviewUses of Video for Small Business The Talking Head Interviews Product Demo Instruct/Educate Profiles Testimonials Branding/Promotion News/PR Revenge (Cust_Service) Handout Kickstarter/Bus_Plan Content Blogging Entertain/Humor Hiring BrainstormingExamples of a Talking Hed… Self-Made -> http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl Professional -> http://www.youtube.com/watch?v=gTKOG41xYZQ
Orientation & OverviewBefore You Start – Unique Challenges of Video … Trends• Managing Expectations • Video Itself is a Trend • No Turnkey / “One-Size-Fits-All” Solution • Do-It-Yourself / Guerilla • All about the Content• Few Do-Overs / No Luxury of Time • Paradigm Shift: Information• From End-to-End: Your Objectives Rule (Decision Points Along Path of Bits & Bytes) (Get What You Pay For: Dollars, Time, Expertise)
Pre-ProductionWhere Marketing Begins !!! Things to know before you shoot your Video
Pre-ProductionProject Planning • What is the Purpose of your video ? Brand Development or Brand Promotion ? • Who is Your Audience ? Know your Audience by knowing your Customer ? • What is Your Message ? What do you want your Audience to hear ? • What is The Take-Away ? What Conclusion do you want to Develop ? • What is Your Call-to-Action ? When the Video is over, What should happen ?
Pre-ProductionNow You Can Start Oh, One More Thing …
Pre-ProductionNow You Can Start Oh, One More Thing … DIGITAL RIGHTS: Just because it is on theinternet, does not give you the right to use it.
Pre-Production Budget & Cost ConsiderationsHow much does it cost?How much should you expect to spend?
Pre-Production Video LengthThis only matters if you want people to watch your video
ProductionBusiness/Marketing Decisions • Purpose, Audience, Message, Take-Away, Call-To-ActionProduction Decisions • Do it Yourself or Hire Someone? • Do-It-Alone, or Get Help (Behind the Camera)? • Produce in a Studio Environment or Live Action? • Do You Want to Post-Production Editing or Not? (Record Audio On-board the Camera or Not) • What is Your Budget? How Much will you Invest? • What Type of Camera/Equipment Do You Need?
ProductionCameras: 1. HD Pocket Camcorders (Bloggie, Flit) 2. Webcams (Desktop, Laptop) 3. Smart Phones, Tablets, Point+Shoot 4. DSLR’s (Interchangeable Lens) 5. Prosumer / Camcorder 6. Hybrid / Camcorder Tradeoffs • Convenience / Portability • Post-Production Editing • Depth of Field • Recording Time • Video Quality • Format / Resolution • Audio Quality • Power Options
ProductionShooting Recommendations Multiple Cameras & • Cameras on tripod to stabilize B_Roll Fluid Head Tripod for Video • Hand held for informal effect • Avoid zooming; instead, “dolly” • DSLR for slow moving or still shots • Camcorder for “run and gun” style • Shoot pre-roll and post-roll
ProductionFile Formats: Codec = Compress/Decompress H.264 is the best codec File Formats Youtube or Vimeo: .mov/.mp4/mpeg4 Aspect Ratios & Resolutions (SD & HD): 16:9 aspect ratio = Widescreen Youtube or Vimeo: 1920x1280, 1280x720, etc.
ProductionAudio: Audio alternatives Most cameras have on-board audio Off-board mics are used for better quality Multiple mics / Mixers enhance quality See Handout Link to Audio Alternatives Distance Matters ??? Mics should be close to the subject Audio Monitored on Headphones (Help) Room Noise, A/C, Fans, are all issues If an interview, seeing mic is acceptable Otherwise, use a boom or hide mic
ProductionAudio (Cont’d): Types of Microphones … Dynamic/Rugged Condenser/Sensitive Lavalier/Lapel Shotgun Tradeoffs of Each !!! Using Voice-Overs ???
ProductionLighting (Sources): Poor lighting The Sun, The Room, On Stands Beware of Backlight, Flat light, Contrast, and Flourescent Lights Light should not look green or yellow AWB (Automatic White Balance) On Camera vs Stands/Umbrellas Using Reflectors (Cheap/Effective) Trend alert: LED lights are cool, inexpensive, and last.
ProductionLighting (3 Point Lighting): 3 point lighting Key light, Fill Light, Bounce/Reflector A Back Light (aka rim/kicker) Provide Contrast Avoid black shadows and blown-out highlights Green screens need distance
Video Mastery June 20 – 27 , 2012 Texas State UniversityRound Rock Higher Education Center
Sharing Q&AFeedback from inaugural session-one… • Time-Management: Material Demands • Registration Confusion: Series of 2 Classes • Interruptions, Storytelling, Moving-Around • Pace, Reading, Bullets, Fundamentals • More Video Examples & Critiques • 50/50 Tech-Talk vs Business-Talk (Pairing) • What about a Coop, or Place to Practice? Links: Slideshare/Handout Any Burning Questions ???
Post-Production / EditingWhy Edit? Video Editing is like Writing (Can be Creative and Inspiring) Organizes your video/stills/audio/music into a Sequential Story Virtually all videos have been edited (editing determines quality output) Time Consuming Process (Longer than Shooting, 12-to-1)
Post-Production / EditingHardware? The First Question: Apple or PC (+ / -) The Video Editor Requirements Very Fast Processor and Lots of Hard-Disk Space High-End Graphics Card, Sound Card, Monitor, DVD/BDR Audio Editing Requirements Monitor Speakers, Headphones, Sound Card, Peripheral Devices USB 3.0Shooting-to-Editing Packages ? Ipad & Iphone Short Learning Curve On-Board HD Video Camera Ease of Use iMovie and Garage Band
Post-Production / EditingSoftware? Final Cut Pro 7 and Final Cut Pro X Final Cut X is an approachable tool to edit on the Mac (About $300) After Effects is for titles, color, effects ($1,000) Premiere is for editing footage, long videos ($800 or CS6 $49/Mo.) Adobe Premiere Elements is a low cost version of Premiere ($100) Adobe Audition for editing audio
Post-Production / EditingFreeware? (Or included with OS) iMovie on the Mac Windows MovieMaker on the PC Audacity for recording and editing audio Jing to record voice and computer Low cost alternatives muvee RevealX Studio HD Camtasia
Post-Production / EditingEditing Steps (Page 1) … 1. Transfer Video Files to Computer (Cable, Card, Software) • Tape Capture 2. Import Footage/File into Editing Software 3. Organize & Name your Project/Footage 4. Sequence Footage into Logical Order (Like a Storyboard)
Post-Production / EditingEditing Steps (Page 2) … Do the Magic • Trimming (Remove Unwanted Footage) • Unlink or Remove Audio Tracks Where Needed • Add-in Voice-Overs, or Music, or Separate Audio Track • Transitions (cross-dissolve, simple cut, fade to/from black/white) • Insert Stills, Graphics, and/or Other Photos and Headshots • Keyframing (Animate Text or Graphics / Scale, Rotate, Fade) • It’s all about Timing !!!
Post-Production / EditingTitles … • Include Openers, Credits, Notations, any Text • After Effects Reign Supreme Blurs Video Copilot http://www.videocopilot.net/tutorials/ Tracking & Wiggling Randomizing Letters 3D Text Video Hive http://videohive.net/category/after- Text Crawls effects-project-files/titles Notations
Post-Production / EditingB-roll … Footage that plays while someone is talking A product still, map, diagram, graphic, other video A wide shot or a scene for mood or place A reaction shot (interviews) Shoot your own or use royalty free shutterstock.com http://www.pond5.com/stock-video-footage/1/*.html iStockPhoto/Video http://www.artbeats.com/
Post-Production / EditingSync Video & Audio … Many times high quality audio and video are recorded separately The high quality audio then needs to be synchronized to the video Avoid manual syncing if whenever possible (The Clapper) Align wave forms - audio captured separately from video Multi-Mic and Multi-CameraPlural Eyes
Post-Production / EditingAudio Editing, Music, Sound Effects … Audio Editing: Pond5 Music Simple adjustments can be done in the video editor http://www.pond5.com/m (Adjusting decibel level, Fading in & out) usic/1/*.html Remove room noise, hiss, random noises, etc. Audio Jungle Music (May require separate Audio-Editing Software) http://audiojungle.net/cate Examples: Adobe Audition, Audacity, etc. gory/music Sound Effects: Pond5 Sound Effects Video Editor, Record Your Own, Purchase from Library … http://www.pond5.com/so http://www.premiumbeat.com/ und-effects/1/*.html http://www.neosounds.com/ Audio Jungle Sound Effects Music: http://audiojungle.net/cate Sets the Mood of the Video gory/music Record Your Own, Royalty-Free, or Copyright Adjust Volumes for Narrative Sections
Post-Production / EditingColor & Special Effects … Like Still Photo Editing: Adjust Exposure , Color, Contrast (For Dramatic Effect) Techniques: 3D Motion, Particles Vintage Movie Effects, Light Leaks, Etc. After Effects Reign Supreme http://videohive.net/category/after-effects-project-files http://videohive.net/category/after-effects-project-files http://www.pond5.com/after-effects/1/*.html
Post-Production / EditingRendering … After Editing is Complete, then Render Encodes Video to be Re-Played Can be Fast or Slow Depending on Effects Video Editors have Presets for youtube or Vimeo Rendering Help from Vimeo & Youtube: http://support.google.com/youtube/bin/static.py?hl=en&topic=17 28573&guide=1728585&page=guide.cs http://vimeo.com/help/compression
DistributionNow What Do I do with my Video File? What are your objectives. Hosting (Vimeo & Youtube). SEO Tagging & Transcribing.
Distribution Execute, Evaluate, Repeat● Social Media Channels & Syndication Engines● Your Newsletter / Your Customer Base● Press Releases, and Ezines● Video Blogging● Geo-Marketing● Google News
Distribution Return on Investment● Calls to Action● Measuring Impacts● Analytics
Distribution The Power of Video● Conversation & Engagement● Speed of Trust (Know, Like, Trust)
If We Have TimeCritiques: Educate your customer, sell an idea Selling Real Estate in Spain Get to know the CEO / the Product Kiwi Beer Video Blogging Product Demos Anushka Handbags Member profiles An artist on Etsy Kickstarter for crowd source funding Author of Graphic Novel Interview Author of Duct-tape Marketing Animation Commusoft Product demo BBQ Guys Business plan Student at Full Sail Seeking employees Trucking company