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Beyond the Vlog - Why Video Matters
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Beyond the Vlog - Why Video Matters

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  • HOW TO: diy, expert BRAND AWARENESS: Who are you? What do you do? CONTESTS: Do a video for a prize - Example: Imagination Movers EVENTS: Did you cover an event? Did you HOST an event?
  • *I get invited all the time to cover events and a big reason is because I do video. Now, if it’s something that my family gets to enjoy like an ‘experience’ then I do it for free...(experience).
  • EQUIPMENT: How will you make pictures? SOUND: music, announce, sound effects, on-camera sound SUBJECT: Who will “front” your videos (be your subject-kids, spokesperson, friends, you?) PRODUCTION: Will you edit your content or go from camera to web?
  • YOU DO IT: TIME!!
  • Raw: Amateur Produced: Pro - Invested time and/or money into the product. Live: Better have experience!!! Catches your flaws.....
  • content management - PINTEREST!!
  • YOUTUBE: Subscribe to other channels, accept friend invites (not spam), actively ‘like’, +1, add others to your playlists FACEBOOK: Don’t upload directly to FB-use YouTube to embed or share (better SEO) TWITTER: TEASE!! “Make dinner tonite in 5 minutes! LINK-URL shortened-bit.ly
  • Transcript

    • 1. BEYOND THE VLOG Why VIDEO Matters with Joey Fortman@JoeyFortman
    • 2. • Why Video Matters? SEO• Puts ‘face’ behind the brand. • More engaging • People do business with people they ‘like’ or feel they can ‘relate’ to.• Reach Prospects • Video into e-mail marketing increases clickthru by over 96% (Implix) • People do business with people they ‘like’ or feel they can ‘relate’ to.
    • 3. • Video Video SEO boosts conversion rates by an average of 9%. (Internet Retailer, October 2010)• Products that have videos are 95% more likely to be bought.(Internet Retailer, April 2010)• Video adds two minutes to visitors stays on retail sites.(Comscore, August 2010)• Video increases the likelihood of a front-page Google search result by 96% with proper page optimization.(Forrester, January 2010)
    • 4. Do you have CONTENT?• How-To’s / Tips & Tricks• Brand Awareness• Video Testimonials/Reviews/Intervie ws • Creates credibility.• Contests• About the Team• Events
    • 5. How-To’s / Tips & Tricks • DIY, fashion haul, etcBrand Awareness • Video intro about yourself (homepage)Video Testimonials Reviews & Interviews • Interviews / personal reviews - authors, inventors, celebrities: book reviews, product review • Video Testimonial from someone other than yourself about you/your product
    • 6. Contests • Great for SEO with time on site • Site Scavenger Hunts • Twitter/Facebook/Pinterest/YouTube Giveaways • Do a video to explain a contestAbout The Team• Employee/writer/contributer/reader/etc of the month• Could make it a feature or one time. Make it long with a collage or each separately
    • 7. Events• Did you do a press event & want to impress the agency who invited you?• Did your blog/biz do a charity event & you want to highlight it• Did you cover something in the area that you specialize in (hyperlocal)• These are AWESOME if you’re dying to break into travel experiences!
    • 8. Things to Think About• Equipment • Video Cam, Cell Phone, Webcam• Sound • Music Beds, sound effects• Subjects • Spokesperson, Kids, You,• Production • Who will produce your videos?
    • 9. WHO will produce it?• In-House • iMovie, Final Cut, Windows Movie Maker, YouTube• Professional/Production Company• Bloggers, Fans, Friends • Testimonials/Reviews
    • 10. • Go YOUTUBE EDITOR to the website www.YouTube.com/Editor
    • 11. Video Terms• Tilt (up/down)• Pan (side/side)• Backlight• Over The Shoulder Shot• Wide Shot• Two Shot• Medium Shot• Close Up• Reversal• Lower Third• Cutaway• B Roll• Pre-Post Roll• Jump Cuts• Interview
    • 12. Types of Video• Raw: Amateur/Candid • Un-edited footage• Produced: Professional/Investment • Edited video • Cutaways, closeups, branding• Live: Experienced • Sites like Ustream or Stickam
    • 13. RULES for Video•Introduction•Sound•Lighting•Dress•Shot•Subjects
    • 14. INTRODUCTION• Who are you? Why are you there? • ‘I’m ____ and welcome to my website! Today we’re going to talk about ____.’’• BE CATCHY! Grab their attention. • Start with a shot then fade to you
    • 15. Sound• MINIMIZE background noise: kids, music, conversation, tv • Sometimes you just can’t control it. That’s when you find a way to have fun with it.• USE a MICROPHONE when possible • It can make or break your video. If you’re covering an event with your iphone and no mic? Might as well not even do it... sound is so bad! • GREAT Mic for iPhone: Audio Technica ATR 3350 approx $35
    • 16. Lighting• More is BETTER• Outside (when possible)• INDOORS USE TRIANGLE LIGHTING • Key Light • Fill Light • Back Light
    • 17. Dress• Solid BRIGHT Colors• Black is ok if you have accents in jewelry or your hair contrast (Joey wears a lot of black!)• If doing a lot of shots, just change shirts or accessories!• Avoid reflective clothes and jewelry
    • 18. Shot• Clean it UP! Avoid Clutter!!• Product Placement• Frame the shot
    • 19. Subjects• Be prepared! Cue Cards.• When filming children: COACH them!• Be energetic & passionate about what you’re talking about.
    • 20. Unedited-Raw Video• Keep it short! :30 seconds - 1:00 max• Shoot, Review, Shoot x 2 = pick best • Use cue cards if needed!
    • 21. Edited Video• Keep it short! 2:00 or less • Only have :10 to make that first impression & keep your audience.• 1st frame: LOGO & website• Pacing: Don’t drag!!!• Use transitions • Avoid jumpcuts
    • 22. Editing Software• Mac: I Movie, App for iPad/iPhone• Final Cut x ($300.00)• PC Adobe Premiere (elements - $100)• Desktop/web camera: Camtasia $99
    • 23. Where to Put Your• Posting: YouTube,Video Vimeo • PRO: Free, Views count for YouTube SEO • CON: YouTube gets SEO credit-not your site.• Hosting: BrightCove, Wistia, Kaltura • PRO: Better quality & analytics: Video sitemapping • CON: Cost for hosting ($100 month) • Fees involved• Things to Think About: • Pinterest! Pinning Videos on site HELPS!
    • 24. YouTube Must Do:
    • 25. Social Media & Video• YouTube: Engage the community• Tips Facebook: Use video on pages & walls • VIDEO ranks #1 in FB algorithms• Twitter: Share to your followers• LinkedIn: Put YouTube in UPDATES!• Pinterest: Pinning Videos is SEO Heaven.
    • 26. Video & Securing Press• DON’T pitch your business • They’re media companies-they’ll pitch you back!• If you have the budget-Pay for Play! • 10! Show, Better Philly, Talk Philly• Pitch BENEFITS of your service.• Look for an EMOTIONAL hook.• Be a ‘LOCAL EXPERT’• WHY VIDEO? • When you pitch-the producer has something to ‘see’. Personality, Appearance, Relevancy
    • 27. Monetizing Your Video• Product Placement• Video Reviews• Producing ‘welcome videos’ for small businesses• Event Coverage• Social Media Consulting • Teach clients how to use it• Creative Branding
    • 28. Resources• Lynda.com • $25/mo. $37.50 w/exercises* • $250 year $375 premium*• iTunes • iPad/iPhone: iMovie app $5 • Film Director, Vibop• Classes • Apple stores
    • 29. Great Tech Goodies GoPro HD Motorsports Hero (Action Camera)Audio Technica ATR-3350(Lavalier Microphone) XShot iRig iMic(case/tripod) (Mic for iPhone) XShot 2.0 (iPhone Camera Extender)