Online Video For Business              Kieran Farr                     @kfarr              kieran@vidcaster.com           ...
Presentation Outline - 30 min•   Who am I?•   Who are you? What org / product working with?•   DISCUSSION POINTS:    •   C...
Intros Who am I? Co-Founder & CEO at VidCaster Videographer, Python / Django Developer Online video geek (standards, codec...
Let’s Visit Your Assumptions Common assumptions with online video
Let’s Visit Your Assumptions Common assumptions with online video Expensive Only YouTube Difficult Time consuming Low quali...
Let’s Visit Your Assumptions                     Actually: Expensive           Can be free w/existing equip Only YouTube  ...
What is an online video strategy?
What is an online video strategy?             Drive business or             organization goals               through video...
Your Video Plan Step #1What are the goals you’re trying to drive?Be simple, list no more than 3. Just 1 is okay.Examples:M...
Let’s pause for a bit of explanation...               What is content                marketing?            What is video c...
What is Content Marketing?Create useful content about your industry, product, etc. forpotential users that drives traffic t...
Traditional Content Marketing Map                  Your Site, Org                   or Product
Traditional Content Marketing Map                       Blog                    Syndication                               ...
What is Video Content Marketing?Create useful content about your industry, product, etc. forpotential users that drives tr...
What is Video Content Marketing?Create useful content about your industry, product, etc. forpotential users that drives tr...
Why Video Content Marketing?     Extremely effective medium  Many more touch points using video
Traditional Content Marketing Map                       Blog                    Syndication                               ...
Content Marketing Map +Video                                                 Blog   Organic                       YouTube ...
Content Marketing Map: Your Domain                                                 Blog   Organic                       Yo...
SEO, Site Structure and Subdomains   video.yoursite.com    yoursite.com    blog.yoursite.com    VIDEO SITE                ...
1-minute video SEO lesson..
Case Study: Video SEO FailSearching for “virgin america” on Google returns no video results.
Case Study: Video SEO Fail         Click on the “video” tab on Google.
Case Study: Video SEO Fail Leads to 10 minute long amateur user generated video.
Case Study: Video SEO Fail      User gets bored and clicks on Keyboard Cat.
Case Study: Microsoft Video SEOMicrosoft sponsored hackersandfounders.tv site for Bay Area  nonprofit. Search for “hackers ...
Case Study: Microsoft Video SEOFirst page of Google search results include video thumbnails!
Case Study: Microsoft Video SEOThumbnail links from Google search link directly to landing     page in perfectly controlle...
SEO, Site Structure and Subdomains   video.yoursite.com    yoursite.com    blog.yoursite.com    VIDEO SITE                ...
Example: Airbnb    tv.airbnb.com   www.airbnb.com   blog.airbnb.com    VIDEO SITE                    Your Site, Org       ...
Your Video Plan Step #2 - SETUPWhat one-time setup do I need?Examples:YouTubeGoDaddyWordPress                       My pla...
What video content needed for your goals?And how to produce?       Each org has different needs. Be creative.  Real Life E...
What does “Quality” mean?  Do I need broadcast quality content?                     - NO - Worry less about:      Worry mo...
What does “Quality” mean?   Convey a clear point quickly and inspire action.   Quick Video Checklist:      Audio is unders...
Quality / output expectations is continuumHigh quality   Sales pitch              Infrequent               Feature tours  ...
Your Video Plan Step #3What type of video content is needed todrive your goals?Examples:Premium “shows”                  P...
How do I actually make this content?- Smartphone (iPhone preferred)- Your computer- Old school (DV Camera + Final Cut)- Ou...
What does “Quality” mean?   Convey a clear point quickly and inspire action.   Quick Video Checklist:     Audio is underst...
Effective Smart Phone Video       UNLEARN POST PRODUCTION       PLAN         SHOOT         EDIT       Instead, “edit” duri...
Effective Smart Phone Content: Example   Goal?         Convey that our team is knowledgable, that we spend effort to go on...
Accessories for iPhone shootingHighly recommended:                       For the pros:alm OWLE Bubo                       ...
TV studio on your computerHighly recommended:                        For the pros:                                        ...
Explainer Video Producers- Grumo Media http://grumomedia.com/- Switch Video http://www.switchvideo.com/- Micro Docs http:/...
Your Video Plan Step #3bSchedule / frequencyExamples:                        My planPremium “shows”            #1 GOALS:  ...
Your Video Plan Step #4WorkflowMinimize time commitment                     My plan                                       #...
Your Video Plan Step #5                    My plan              #1 GOALS:              - blah              - blah         ...
Presentation Outline•   Who am I?•   Who are you? What org / product working with?•   DISCUSSION POINTS:    •   Challenge ...
Advanced Topics - Paid Distribution (YT, sharethrough.com, etc) - Analytics: Cross-site, Google Analytics - Purchase funne...
Online Video For Business              Kieran Farr                     @kfarr              kieran@vidcaster.com           ...
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Online Video for Business

  1. 1. Online Video For Business Kieran Farr @kfarr kieran@vidcaster.com 415 568 7963VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.
  2. 2. Presentation Outline - 30 min• Who am I?• Who are you? What org / product working with?• DISCUSSION POINTS: • Challenge your online video assumptions • What is an online video strategy? Why important? • What is content marketing? Video content marketing? • What is proper site / service / SEO structure for video content? • What video content is best for you? How to produce? • When to outsource? When to produce in-house? • Unlearn video editing, how to make video w your smartphone. • Other production tools My plan• LEAVE HERE WITH: • Create your own simple, effective plan for online video
  3. 3. Intros Who am I? Co-Founder & CEO at VidCaster Videographer, Python / Django Developer Online video geek (standards, codecs, etc) Enjoy: Biking, frisbee, dogs, beer Formerly: Video for VidSF / SFGate / KOFY-TV, Ad Agency, Taxi Driver, TV Station Founder, Legal / Med Secretary in Scotland, SF CTA Board Geary BRT Contact: @kfarr, kieran@vidcaster.com, kieranfarr.com Who are you? What org / product working with?
  4. 4. Let’s Visit Your Assumptions Common assumptions with online video
  5. 5. Let’s Visit Your Assumptions Common assumptions with online video Expensive Only YouTube Difficult Time consuming Low quality No results
  6. 6. Let’s Visit Your Assumptions Actually: Expensive Can be free w/existing equip Only YouTube Large ecosystem outside of YT Difficult Can be easy w/simple training Time consuming Can take a few mins per week Low quality What is real quality goal? No results Significant ROI*
  7. 7. What is an online video strategy?
  8. 8. What is an online video strategy? Drive business or organization goals through video. That’s it.
  9. 9. Your Video Plan Step #1What are the goals you’re trying to drive?Be simple, list no more than 3. Just 1 is okay.Examples:Make sale My planInbound lead #1 GOALS:Convey values - blah - blahInterest in brandViewing adsView more contentSocial sharingShare knowledgeOther action
  10. 10. Let’s pause for a bit of explanation... What is content marketing? What is video content marketing?
  11. 11. What is Content Marketing?Create useful content about your industry, product, etc. forpotential users that drives traffic to your site, organization,product, etc. Your Site, Org or Product
  12. 12. Traditional Content Marketing Map Your Site, Org or Product
  13. 13. Traditional Content Marketing Map Blog Syndication Organic Text Search Your Site, Org BLOG or Product Facebook Twitter
  14. 14. What is Video Content Marketing?Create useful content about your industry, product, etc. forpotential users that drives traffic to your site, organization,product, etc.
  15. 15. What is Video Content Marketing?Create useful content about your industry, product, etc. forpotential users that drives traffic to your site, organization,product, etc. ... using video.
  16. 16. Why Video Content Marketing? Extremely effective medium Many more touch points using video
  17. 17. Traditional Content Marketing Map Blog Syndication Organic Text Search Your Site, Org BLOG or Product Facebook Twitter
  18. 18. Content Marketing Map +Video Blog Organic YouTube SyndicationVideo Search Organic Text Search Mobile Video: QR / Apps VIDEO SITE Your Site, Org BLOG (with video sitemap) or Product Niche Social Video Sharing(DailyMotion, Blip, Vimeo) Facebook iTunes / Podcasts Twitter
  19. 19. Content Marketing Map: Your Domain Blog Organic YouTube SyndicationVideo Search Organic Text Search Mobile Video: QR / Apps VIDEO SITE Your Site, Org BLOG (with video sitemap) or Product Niche Social Video Sharing(DailyMotion, Blip, Vimeo) Facebook iTunes / Podcasts Twitter
  20. 20. SEO, Site Structure and Subdomains video.yoursite.com yoursite.com blog.yoursite.com VIDEO SITE Your Site, Org BLOG or Product Unified Branding, Design, Navigation, CTA
  21. 21. 1-minute video SEO lesson..
  22. 22. Case Study: Video SEO FailSearching for “virgin america” on Google returns no video results.
  23. 23. Case Study: Video SEO Fail Click on the “video” tab on Google.
  24. 24. Case Study: Video SEO Fail Leads to 10 minute long amateur user generated video.
  25. 25. Case Study: Video SEO Fail User gets bored and clicks on Keyboard Cat.
  26. 26. Case Study: Microsoft Video SEOMicrosoft sponsored hackersandfounders.tv site for Bay Area nonprofit. Search for “hackers and founders” on Google.
  27. 27. Case Study: Microsoft Video SEOFirst page of Google search results include video thumbnails!
  28. 28. Case Study: Microsoft Video SEOThumbnail links from Google search link directly to landing page in perfectly controlled brand environment.
  29. 29. SEO, Site Structure and Subdomains video.yoursite.com yoursite.com blog.yoursite.com VIDEO SITE Your Site, Org BLOG or Product Unified Branding, Design, Navigation, CTA
  30. 30. Example: Airbnb tv.airbnb.com www.airbnb.com blog.airbnb.com VIDEO SITE Your Site, Org or Product Unified Branding, Design, Navigation, CTA
  31. 31. Your Video Plan Step #2 - SETUPWhat one-time setup do I need?Examples:YouTubeGoDaddyWordPress My planTwitter #1 GOALS: - blahFacebook - blahBlog #2 SETUP: - Blah, blahVidCasteriTunes PodcastsDailymotion, Vimeo, etc.TubemogulGoogle Analytics
  32. 32. What video content needed for your goals?And how to produce? Each org has different needs. Be creative. Real Life Examples: Premium “shows” Press Feature tours Screencast tutorials Tips and tricks Seminars Sales pitch Events Customer spotlight Internal training User generated content CEO speaking Meet the team Fun, silly office life
  33. 33. What does “Quality” mean? Do I need broadcast quality content? - NO - Worry less about: Worry more about: Editing Conveying a clear point Titles quickly and inspire action. Perfection Polish
  34. 34. What does “Quality” mean? Convey a clear point quickly and inspire action. Quick Video Checklist: Audio is understandable Context of video is clear Focus on one topic Keep it short What action should viewer take?
  35. 35. Quality / output expectations is continuumHigh quality Sales pitch Infrequent Feature tours Customer spotlight CEO speaking at events Tips and tricks Seminars Screencast tutorials Internal training User generated contentLow quality Fun, silly office life Frequent
  36. 36. Your Video Plan Step #3What type of video content is needed todrive your goals?Examples:Premium “shows” Pick 2 - 4Feature toursTips and tricks My planSales pitch #1 GOALS:Customer spotlight - blah - blahUser generated content #2 SETUP:Meet the team - Blah, blahPress #3 CONTENT TYPES:Screencast tutorials - Blah - Blah blahSeminars - BlahEventsInternal trainingCEO speakingFun, silly office life
  37. 37. How do I actually make this content?- Smartphone (iPhone preferred)- Your computer- Old school (DV Camera + Final Cut)- Outsource:-- You hire one videographer/intern-- Or, you hire production company
  38. 38. What does “Quality” mean? Convey a clear point quickly and inspire action. Quick Video Checklist: Audio is understandable Context of video is clear Focus on one topic Keep it short What action should viewer take?
  39. 39. Effective Smart Phone Video UNLEARN POST PRODUCTION PLAN SHOOT EDIT Instead, “edit” during planning and shooting Example
  40. 40. Effective Smart Phone Content: Example Goal? Convey that our team is knowledgable, that we spend effort to go on location to meet customers at trade shows, and that this is a compelling reason for prospective customers to engage. ON CAMERA SPOKENWhat, Wide shot (present context) Hi we’re here at trade show x in Minneapolis ...[Where], Pan / move to the central Don is our lead support[When] focus of video manager, Don why are you here? Well framed shot of DonWho Pan *while Don is talking* to “Important to meet customers, blah blah, we other support reps talking to like the personalWhy customers. connection, blah blah” Back to Don and/or wide “Check out our nextClose / CTA shot context roadshow location, we’re on the road for the next 6BONUS: Have the customer right there to say a few months.”words about how awesome support is.
  41. 41. Accessories for iPhone shootingHighly recommended: For the pros:alm OWLE Bubo • Sima SL-20LX Ultra Bright Video Light- Makes your iPhone into a video camera Low cost, simple rechargeable LED light.- Includes microphone • Sescom XLR to TRRS adaptor- Makes iPhone tripod mountable To enable use of external XLR microphones- Enable the use of external lenses with the iPhone.- Cold shoe mounting • Sescom 3.5mm to TRRS adaptor To enable use of external 3.5mm microphones, such as the SGM-X. • Azden SGM-X shotgun mic For improved audio quality over the iPhone’s on-board mic. • Steadicam Smoothee For silky-smooth handheld shots.
  42. 42. TV studio on your computerHighly recommended: For the pros: Wirecast from Telestream $449 - 999 - Free, Java based screen capture - Mac + PC, auto distro to YouTube CamStudio (PC Only) - Free, open-source screen capture BoinxTV $49-499 iShowuHD (Mac Only) - Not free, but fully featured - High quality, smooth HD recording and include video presenter window
  43. 43. Explainer Video Producers- Grumo Media http://grumomedia.com/- Switch Video http://www.switchvideo.com/- Micro Docs http://www.micro-documentaries.com/
  44. 44. Your Video Plan Step #3bSchedule / frequencyExamples: My planPremium “shows” #1 GOALS: - blahFeature tours - blahTips and tricksSales pitch #2 SETUP: - Blah, blahCustomer spotlightUser generated content #3 CONTENT TYPES:Meet the team - Screencast 1 per weekPress - Sales pitchScreencast tutorials 1 ea quarter - Office/team fun:Seminars 2 per monthEventsInternal trainingCEO speakingFun, silly office life
  45. 45. Your Video Plan Step #4WorkflowMinimize time commitment My plan #1 GOALS:Ideal: - blah- Create video - blah- Upload via iPhone #2 SETUP:- Post to YouTube - Blah, blah- Autosync with video site #3 CONTENT TYPES:- Post on FB, Twitter - Screencast- Distro to 3rd party sites / itunes 1 per week- Plan, shoot, distro < 60 min total - Sales pitch 1 ea quarter - Office/team fun: 2 per month #4 WORKFLOW: - Film - Upload to YT, sync VC - Post to FB, Twitter - Email Mailchimp list
  46. 46. Your Video Plan Step #5 My plan #1 GOALS: - blah - blah #2 SETUP: - Blah, blah #3 CONTENT TYPES: - Screencast 1 per week - Sales pitch 1 ea quarter - Office/team fun: 2 per month #4 WORKFLOW: - Film - Upload to YT, sync VC - Post to FB, Twitter - Email Mailchimp list
  47. 47. Presentation Outline• Who am I?• Who are you? What org / product working with?• DISCUSSION POINTS: • Challenge your online video assumptions • What is an online video strategy? Why important? • What is content marketing? Video content marketing? • What is proper site / service / SEO structure for video content? • What video content is best for you? How to produce? • When to outsource? When to produce in-house? • Unlearn video editing, how to make video w your smartphone. • Other production tools My plan• LEAVE HERE WITH: • Create your own simple, effective plan for online video
  48. 48. Advanced Topics - Paid Distribution (YT, sharethrough.com, etc) - Analytics: Cross-site, Google Analytics - Purchase funnel, CTA evaluation
  49. 49. Online Video For Business Kieran Farr @kfarr kieran@vidcaster.com 415 568 7963VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.
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