Online Video Strategies
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Online Video Strategies

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Online Video Strategies Online Video Strategies Presentation Transcript

  • New Media Guidelines: Career & Money Management2009-2010
    Part 1. Video Strategies
  • Data Informed
    More than 167 million U.S. Internet users watched online video during October 2009.
    Online video viewing continued to reach record levels with nearly 28 billion videos viewed
    Google Sites accounted for 38 percent of videos viewed online by Americans.
    -comScore Nov. 2009
  • Data Overload
    In 2008, Americans consumed information for about 1.3 trillion hours, an average of almost 12 hours per day.
    Consumption totaled 3.6 zettabytes and 10,845 trillion words, corresponding to 100,500 words and 34 gigabytes for an average person on an average day.
    -How Much Information?
    2009 Report on American Consumers
    Roger E. Bohn James E. Short
    Global Information Industry Center
    University of California, San Diego
  • First Things to Consider
    What is (are) the Message(s)?
    Who is (are) the Audience(s)?
    What is (are) the best Production Tool(s)?
    What is (are) the best delivery method(s)?
    When considering these elements, keep in mind the GENRE of content as well…
  • Three Genres of Video
    Webinar/Teaching Material
    Marketing/Promotional Material
    Viral/Community Material
    To determine what a project is, all new media projects begin with an Exploratory Document discussing message(s), audience(s), and other strategic elements.
  • Media Project Exploratory Document
    Your Audience(s)
    The overall theme(s) of what you are attempting to describe
    The sub-sections of content into which your themes can be divided
    The content essence of each message or episode (headline style – 140 characters or less)
    A tabulation of the number of total messages, content sub-sections, and themes per audience
    Paragraph narrative descriptions (500 words or less) describing the content of each “EPISODE”
  • Media Project Best Practices
    Think in terms of “EPISODES” of a “SERIES” for longevity and audience penetration
    Use Intros and Outros to orient the viewer quickly and reiterate branding efforts.
    Keep the delivery platform AS SIMPLE AS POSSIBLE – if it can be a soundless .ppt, let it be, but still manage distribution
    Each Genre of Content has a “Playlist”
  • Genres of Content
    Webinar/Teaching Material
    Marketing/Promotional Material
    Viral/Community Material
  • Webinar/Teaching Material
    Classroom oriented programming
    Webinar or Web Conferencing
    Live Broadcasts, Interactive, or Archived
    Generally Minimal Production Value
    Adobe Captivate
    Interview Stream & DimDim
    Intercall
    PowerPoint
  • Marketing/Promotional
    High Production Value (HD/Stereo)
    Scripted
    Call to Action Given
    Emotionally Compelling Stories
    Branded w/intro and outro
    Adobe Captivate
    Final Cut Studio
    Adobe Creative Suite
  • Viral/Community Material
    Mid to low production value
    Authentic
    Event Oriented
    Audio/Video Standards Still Apply
    Still Branded w/intro and outro
    Flip Cam
    iPhone
    Webcam
  • Photo Style Guidelines
    Maximum 72 dpi
    Maximum 680 px wide
    RGB not CMYK
    Rule of Thirds When Possible
    Remove Red Eye
  • Video Style Guidelines
    Max size 1Gb (500 Mb optimum)
    Save as file type .mov or .m4v in Quicktime.
    Video Compression: 640x480 pixels, h.264 @ 1500kbps, progressive
    Audio Compression: 44.1 kHz
    No over-modulation or super-quiet audio
    Camera tracking is stable
  • The Distribution Chain
  • The Distribution Chain