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