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Justin Ware: Online Video Done Right (for the Amateur Videographer)
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Justin Ware: Online Video Done Right (for the Amateur Videographer)


Good video provides a boost to any engagement strategy. Thanks to advanced technology, many of us now have a high quality camera (a phone) sitting in our pockets. This session will give you the basic …

Good video provides a boost to any engagement strategy. Thanks to advanced technology, many of us now have a high quality camera (a phone) sitting in our pockets. This session will give you the basic tricks of the trade to make easy-to-produce videos that will serve your organization’s communication needs.

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  • 1. Online Video Done Right (With Little to No Experience and Cheap Gear)
    October 14, 2011
    Presented by:
    Justin J. Ware
  • 2. Social Media—One Clear Path
  • 3. Social Media—One Clear Path
  • 4. Social Media—One Clear Path
  • 5. Social Media—One Clear Path
  • 6. One Thing’s for Certain…CONTENT MATTERS!
  • 7. HubSpot Research by Dan Zarella
    Links lead to followers:
    Twitter accounts with 1,000+ followers send links with about 45 percent of their tweets.
    Those with < 1,000 followers tweet links about 15 percent of the time.
    *Don’t over value followers—it’s the quality, not necessarily the quantity that matters when it comes to who is following you.
  • 8. What kind of content? Video!
    The cost is not what it used to be…
    Many of us have video cameras in our pockets right now.
  • 9. Video Helps You…
    Easily connect with your audience.
    Instead of typing out instructions on how to plant something, clean something, build something…you can show them.
  • 10. Video Helps You…
    Share your message:
    Lots of free, easy-to-use distribution.
    Email a video, post it on YouTube, share it on Facebook.
  • 11. Video Helps You…
    Avoid awkward, lost-in-translation moments often found in email and other text messaging.
  • 12. Video Helps You…
    Connect with the local media to promote your work/get a message out.
    Especially in smaller markets, newspaper/TV/Radio websites will use the video you produce.
    News organizations need content—provide it.
  • 13. Video Helps You…
    Bypass the media.
    If you produce enough valuable content, your audience will look to you, and you won’t have to rely on a reporter to distribute your message.
    Gives your org full control over the message.
  • 14. Does video quality count?
    (“KeyboardCat” video can be accessed here:
  • 15. Yes, quality counts!
  • 16. Tips and Techniques
  • 17. Tools of the Trade
  • 18. Tools of the Trade
    Whenever possible, use a tripod.
  • 19. Tools of the Trade
    External mics (not built-in to your camera).
  • 20. Audio is Crucial
    If you can’t hear an interview, no reason to shoot it.
    Light winds can cause deafening noise.
    Crowded conferences are an audio nightmare.
  • 21. SHOW What You SAY
  • 22. SHOW What You SAY
    “…an urban campus environment…”
  • 23. SHOW What You SAY
    “…a group of students arrested for vandalism…”
  • 24. Compose Yourself
  • 25. “The Rule of Thirds”
  • 26. “The Rule of Thirds”
  • 27. Lighting
    Use what is available.
    ALWAYS keep the light source BEHIND the camera.
    Move lamps.
    Use mirrors or poster boards to reflect sun light.
    If it’s not lit properly, move the interview subject!
  • 28. Lighting and Framing Done Right
  • 29. B roll (aka “Footage”)
  • 30. “Rule of 3s”—Wide Shot
  • 31. “Rule of 3s”—Medium Shot
  • 32. “Rule of 3s”—Tight Shot
  • 33. “Rule of 3s”
  • 34. “Rule of 3s”—Wide Shot
  • 35. “Rule of 3s”—Medium Shot
  • 36. “Rule of 3s”—Tight Shot
  • 37. Shorter is sweeter!
    Five minutes is long in the YouTube world.
    If you need to give more info, break the video into multiple parts.
    Provide full-length interview in a different video.
    YouTube and other online video players often have the full-length listed on the video—don’t let that be a reason why your video isn’t watched.
  • 38. Have fun with this!
    Smart video is one part strategy and a lot of parts creativity.
    Interview backgrounds, b roll, music—so much more to experiment with vs. text.
    Flash mobs, parodies, lip dubs.
  • 39. (“DataHoarders” video can be accessed here:
    It doesn’t have to make Spielberg jealous…
  • 40. BWF_social Can Help You Get There
    Training workshops
    Social audits
    Video production and consultation