Video mastery 2012 series1_ver3

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Texas State University SBDC, Video Mastery Inaugural Class. Day One and Day Two Presentations Combined.

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Video mastery 2012 series1_ver3

  1. 1. Video Mastery June 20 – 27 , 2012 Texas State UniversityRound Rock Higher Education Center
  2. 2. Orientation & OverviewIntroductions: Host & PresentersParticipants: Burning Questions
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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)
  7. 7. Pre-ProductionWhere Marketing Begins !!! Things to know before you shoot your Video
  8. 8. 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 ?
  9. 9. Pre-ProductionNow You Can Start Oh, One More Thing …
  10. 10. 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.
  11. 11. Pre-Production Budget & Cost ConsiderationsHow much does it cost?How much should you expect to spend?
  12. 12. Pre-Production Video LengthThis only matters if you want people to watch your video
  13. 13. Pre-ProductionStyles of Video-Making
  14. 14. Pre-Production Kickstarter What is it?Is it Worth Learning About? http://www.kickstarter.com/
  15. 15. Pre-ProductionTips & Tricks If you were your audience, Would you want to watch this?
  16. 16. ProductionGetting Started:  Pervasive Decisions  Camera Options  Shooting Recommendations  Codecs, File Formats, Resolutions  Audio & Microphones  Lighting: Sources, 3-Point Lighting  Other Considerations
  17. 17. 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?
  18. 18. 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
  19. 19. 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
  20. 20. 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.
  21. 21. 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
  22. 22. ProductionAudio (Cont’d): Types of Microphones …  Dynamic/Rugged  Condenser/Sensitive  Lavalier/Lapel  Shotgun Tradeoffs of Each !!! Using Voice-Overs ???
  23. 23. 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.
  24. 24. 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
  25. 25. ProductionOther Considerations: Actors (Austin Actors) Voice Overs (Acclaim) Props (Austin Props) Set / Location / Permission Teleprompters & Scripts Wires, Power, Tape, Etc.
  26. 26. Wrap Up
  27. 27. Day Two
  28. 28. Video Mastery June 20 – 27 , 2012 Texas State UniversityRound Rock Higher Education Center
  29. 29. 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 ???
  30. 30. Post-Production / Editing Why Edit?  B-roll Hardware / Shoot-to-Edit Pkgs  Sync Audio & Video Software & Freeware  Audio Editing, Music, Sound Effects Editing Steps  Color & Special Effects Titles  Rendering
  31. 31. 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)
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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)
  36. 36. 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 !!!
  37. 37. 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
  38. 38. 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/
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. DistributionNow What Do I do with my Video File? What are your objectives. Hosting (Vimeo & Youtube). SEO Tagging & Transcribing.
  44. 44. Distribution Execute, Evaluate, Repeat● Social Media Channels & Syndication Engines● Your Newsletter / Your Customer Base● Press Releases, and Ezines● Video Blogging● Geo-Marketing● Google News
  45. 45. Distribution Return on Investment● Calls to Action● Measuring Impacts● Analytics
  46. 46. Distribution The Power of Video● Conversation & Engagement● Speed of Trust (Know, Like, Trust)
  47. 47. 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
  48. 48. Wrap UpComing in July …SBDC Video Studio

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