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IN THIS SUMMARY …

IN THIS SUMMARY
In Get Seen, Steve Garfield describes how businesses and individuals can use online video to increase visibility. He first deals with the process of creating online videos, and then explores the task of sharing and distributing videos. One of the most important elements involved when creating a successful online video is to effectively convey a compelling story. In fact, high production quality is not nearly as important as the content itself. Essentially, online video allows for communication between viewers and creators. What sets online video apart from television is the ability of its audience to immediately respond to and get feedback from the video’s producer.

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  • 1.  
  • 2. GET SEEN Online Video Secrets To Building Your Business AUTHORS: Steve Garfield PUBLISHER: John Wiley & Sons, Inc. DATE OF PUBLICATION: 2010 323 pages
  • 3. FEATURES OF THE BOOK Get Seen is part of The New Rules of Social Media Series, created by David Meerman Scott, which provides valuable insight and detailed information on different aspects of social media marketing.
  • 4. THE BIG IDEA In Get Seen , Garfield outlines how to create, share, and distribute online videos.
  • 5. INTRODUCTION In Get Seen , Steve Garfield describes how businesses and individuals can use online video to increase visibility. He first deals with the process of creating online videos, and then explores the task of sharing and distributing videos. One of the most important elements involved when creating a successful online video is to effectively convey a compelling story. In fact, high production quality is not nearly as important as the content itself. Garfield recommends five key strategies for successful online video.
  • 6. CHOOSING A CAMERA
    • Garfield outlines seven factors to consider when selecting a camera:
    • Size : While a larger screen size may make it easier to shoot, a smaller camera will be more portable and more comfortable for the person being filmed.
    • Video Format : Does the camera record in HD or standard format?
    • Sound : Determine the sound quality of the camera. Confirm whether or not it has the ability to plug in an external microphone and/or a headphone for monitoring sound.
  • 7. CHOOSING A CAMERA
    • Tripod Moun t: Is this feature even available on the camera?
    • Expandability : How is the camera charged, through a USB cord or replaceable batteries? It is also important to determine where the video is stored: on a disk, internal memory, or an SD (Secure Digital) card.
    • Streaming : Investigate if the camera has video out ports to enable live streaming.
    • Price : An inexpensive camera is preferred for beginners.
  • 8. LIGHTING AND SOUND Changes in lighting and sound can greatly improve video quality. Lighting can come from a variety of sources, ranging from natural light, on-camera lights, light kits, and household lights. Moving a subject closer to a natural light source or to an outdoors location can make a big difference to the video end product.
  • 9. LIGHTING AND SOUND When determining the overall budget for equipment, lighting and audio should be a higher priority than the actual camera itself. However, the story itself is always more significant a factor in this process. Without a compelling story expressed with authenticity, high priced equipment is useless.
  • 10. MAKING VIDEOS WITHOUT A VIDEO CAMERA Effective online videos can also be created without a camera . Screencasts are video recordings of a computer screen. Jing, a free online tool, enables users to generate video and audio recordings of anything displayed on a computer screen. Screenjelly and Screenr are similar web-based applications.
  • 11. RECORDING AND SHOOTING Online video producers can also record video from a webcam , which is a video camera built into a laptop or desktop computer. Garfield describes how CNN was able to broadcast a video he created during hurricane Kyle using the webcam on his MacBook Pro. He provides this example to illustrate his point that he did not need expensive equipment to produce a CNN worthy video. Instead, he was in the right place at the right time before any network news reporters and was able to utilize the camera that was accessible in that moment. CNN iReport allows users to upload videos quickly and easily to its website. A CNN iPhone application also allows for the immediate uploading of videos recorded by an iPhone.
  • 12. RECORDING AND SHOOTING
    • QuickTime Pro is a computer program capable of recording video taken from a webcam directly to a computer in a few easy steps:
    • Open QuickTime Pro.
    • Select “New Movie Recording” from the Edit menu.
    • Click the Red button to record.
    • Click the Black square to stop recording.
    • Save the video.
  • 13. EDITING Before editing, it is important to generate a back-up copy of the original footage . If the original video is on tape, the cassette can act as a back-up. If the original was transferred to the computer’s hard drive, however, the video should be copied onto an external hard drive, CD, or DVD for added security.
  • 14. EDITING The decision to edit before posting a video, or to record directly to the Web depends on a number of factors . Namely, it depends on time sensitivity, the quality of the video, and its overall purpose. When prepared, there is a wide range of editing that can be done. One option is to “shoot for the edit,” which means that the videographer shoots the video with the end product already in mind, making the end product video as clean as possible. Another option is to begin the edit process on the camera, which entails planning shots in advance, shooting them in specific order, and then pausing the camera between shots for accuracy.
  • 15. SHARING YouTube and Facebook are two of the simplest and easiest formats to employ when posting video to the Web. For increased control of content, video can also be posted to a private server, a hosting provider, or content delivery network. How and where to share video primarily depends on the intended audience. If video is created with a limited audience in mind, security can be used to ensure that only certain members of a select community are able to view it.
  • 16. SHARING Some online video creators view “ going viral ” as the ultimate success story for their video. Garfield addresses this assumption by quoting Corey Kronengold, a communications and marketing expert: “Viral is the reward, not the tactic.” Having a video passed from one viewer to the next (somewhat like a virus) is the result of compelling story telling and successful video creation, not a strategy that an online video producer can utilize. Building an audience develops over time.
  • 17. BROADCASTING LIVE There are a number of different strategies and tools for live web broadcasting. Although initially a live broadcast may have a small audience, the show will be archived and may receive more views in its archived format than the actual live broadcast.
  • 18. BROADCASTING LIVE Qik is a service that can be used to broadcast video from a cell phone. Qik’s partners include: Facebook, Twitter, YouTube, Livestream, 12seconds.tv, Seesmic, Tumblr, Blogger, and WordPress . Qik interacts with each of the partners differently depending on their strategy. For example, Qik will archive posts under 10 minutes in length to YouTube and will post streams to a specified Facebook account.
  • 19. VIDEO BLOGGING
    • There are several of blogging platforms readily available:
    • Posterous is a simple, straightforward, and fast platform for video blogging, and is set up by sending an email to post@posterous.com. Posterous will also send posts to other sites such as: Twitter, Flickr, Facebook, Shopify, and Tumblr.
    • Tumblr is a blogging platform that provides attractive template formats. Tumblr allows users to embed a YouTube video or upload a video. Tumblr also allows for audio posts and posting via iPhone.
  • 20. VIDEO BLOGGING
    • Blogger , a free and easy-to-use site, is recommended for new video bloggers.
    • Wordpress has two versions: a free version at wordpress.com and a paid version at wordpress.org. Wordpress.com is similar to blogger.com, and allows users to create additional pages aside from their main blog page.
    • TypePad is a paid, hosted blogging platform. Unlike wordpress.org, the service takes care of installing and maintaining blogs.
  • 21. INTERVIEWS
    • Garfield makes sure to include as many examples of success online video creation and distribution as possible. This aspect is such a large part of Get Seen that the last chapter is devoted entirely to a compilation of interviews with experts from the field of online video. A few key points from their expert advice can be pinpointed:
    • Establish a regular naming structure for serial videos, making sure that the titles are no longer than 60 characters.
    • Be passionate about the subject of the video.
    • For the most visibility, post your videos on YouTube.
  • 22. INTERVIEWS
    • Create videos that are unique.
    • Always carry a video camera and record every day.
    • Post video in as many places and formats as possible. TubeMogul is an effective tool for this strategy.
    • Online video is not the same as television.
    • Have a connection to the audience. Online video should be like telling a story to friends.
    • Production quality is not as important as good content.
    • Online video should be short.
  • 23. Business Book Summaries is a product of EBSCO Publishing. The website is updated weekly with 4 to 5 new summaries chosen from among the top business books printed in the United States. For more information or to sign up for the weekly newsletter, please visit http://www.bizsum.com. ABOUT BIZSUM.COM