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![On DIY
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Ultimately, this is a rough road beyond
the occasional one-off
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Requires server resources
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[Trans/En]coding is time consuming
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Embed tools
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Doesn't get your stuff “out there”
30](https://image.slidesharecdn.com/head-first-video-strategy-110322203927-phpapp02/75/Head-First-Video-Strategy-30-2048.jpg)
Uploaded byMichael Fienen
Head First Video Strategy
Michael Fienen's presentation at the EduGuru Summit 2010 emphasizes the growing importance of video content in higher education marketing, highlighting that 97% of schools are creating videos. Key statistics from the presentation indicate that prospective students value video content on student life and academics, necessitating a strategic approach to video production and accessibility. The presentation advocates for using established platforms like YouTube for video hosting while ensuring quality standards and audience engagement.
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Head First Video Strategy
- 1. Head First VideoStrategy .eduGuru Summit 2010 presented by michael fienen @fienen «» michael@doteduguru.com
- 2. Just who doyou think you are? □ Hi, I'm Michael ◊ Director of Web Marketing Pittsburg State University ◊ Chief Technology Officer nuCloud, LLC ◊ Dude that writes stuff .eduGuru ◊ Author of “dotCMS from the Ground Up” □ Find me ◊ http://fienen.com/
- 3. I gotta getthis outta the way □ I'm really sorry. □ I hate plain old slide decks. □ So here's a picture of why Canada is occasionally awesome. 3
- 4. Video, I hazit □ See, here's the thing... it's sort of a big deal Source: “The Web Is Dead. Long Live the Internet,” Chris Anderson and Mike Wolff, Wired Magazine, August 17, 2010 4
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- 6. What does itmean to us? □ Noel-Levitz Rocks the E-Expectations Data □ 2010 ◊ 52% of students watched video about schools ◊ 81% of those watched the videos on your sites (as opposed to at YouTube) ◊ 59% of students have accounts on YouTube □ 2008 ◊ 20% of parents watched videos about schools – 38% more wanted to Source: Noel-Levitz E-Expectations, http://www.noellevitz.com/expectations 6
- 7. We thought thismight be important At the end of 2010, .eduGuru surveyed 98 institutions about their video usage 7
- 8. Here's What WeLearned (I promise to get through the boring numbers quickly) 8
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- 10. Are Schools MakingVideos? 97% Yes If your school isn't, you are not #winning. Better get busy. 10
- 11. What quality arethey using? 80% are doing at least SOME HD video 1/3rd are working in both formats 11
- 12. No excuses $177 on Amazon (that's for the newest, coolest, shiniest version - older ones are even cheaper) 12
- 13. Boring Stats (butstill important) □ Marketing, PR, or Communications make up 74% of primary “control” ◊ But offices all over campus are creating it □ 27% of schools budget over $5000/yr for video □ 28% don't budget anything □ Only 14% had multiple full and/or part-time dedicated video people ◊ But 34% have at least one □ 31% are doing some level of HTML5 implementation □ 65% ARE NOT CAPTIONING ANYTHING 13
- 14. :( 14
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- 16. Plan accordingly □ Consider the information □ Is it relevant? □ Is it unique? □ Is it evergreen? □ Is it important? ◊ Remember, video is “costly” content, use it wisely □ Have a plan for its lifespan ◊ Video ages badly 16
- 17. Context matters □ How would you treat the editorial cycle of video for: ◊ PR ◊ News ◊ Promotions (programs, events...) ◊ Campus Life ◊ Internal Audiences 17
- 18. Understand your audience! □ 76% of prospective students found videos about student life and academics/classes to be the most important! □ Only 5% cared about faculty/program details □ 67% wanted videos made by both the college and its students... ◊ …but only 7% wanted just “our” video □ Ex: your students aren't going to care about your PR video, they're already living the experience. Source: Noel-Levitz E-Expectations, http://www.noellevitz.com/expectations 18
- 19. It drives traffic □ Well marked up video has huge SEO implications □ YouTube is changing search*: ◊ 2nd largest search engine ◊ ~3.9 BILLION searches a month ◊ 28% of Google search volume ◊ 50% more than Yahoo ◊ 180% more than Bing Source: comScore Releases December 2009 U.S. Search Engine Rankings; http://www.comscore.com/Press_Events/Press_Releases/2010/1/comScore_Releases_December_2009_U.S._Search_Engine_Rankings 19
- 20. Content is whypeople are at your site. 20
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- 22. Equipment Checklist □ A computer – something with some horsepower □ An external hard drive – the biggest you can get □ A camera – ideally something flash memory based, with a card slot, that does HD, and has USB and/or Firewire □ A mic – the more the merrier, but try to get at least one handheld and a lav 22
- 23. But... what shouldI get? □ I don't care what you use □ Use what you are comfortable with □ Realistically, you may be unpleasantly burdened by the budget □ Focus on buying fewer nice items □ Make friends with your broadcasting department □ You aren't a professional TV studio 23
- 24. OMG the formats... □ Containers - You may think of video files as “AVI files” or “MP4 files.” In reality, “AVI” and “MP4″ are just container formats. Just like a ZIP file can contain any sort of file within it, video container formats only define how to store things within them, not what kinds of data are stored.* ◊ FLV ◊ OGV ◊ MP4 ◊ WebM □ NOTHING works in everything. Source: Dive Into HTML5 – Video on the Web; Max Pilgrim; http://diveintohtml5.org/video.html 24
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- 26. Elephant in theroom □ Can't count out Flash □ Sure, no iProduct support, but nearly ubiquitous otherwise □ But have an escape plan 26
- 27. I got yerbitrate right here □ Guess and check □ Varies on container and video stream format – they are not created equal □ Consider your visitor demographics – do you still have a lot of dialup users? Mobile users? □ There is no silver bullet video profile 27
- 28. Here's what yousaid 28
- 29. The YouTube Equation □ Let's play follow the leader □ YouTube encodes at several levels depending on the source ◊ 37 – 1080p ◊ 22 – 720p ◊ 35 - 480p Source: Approximate YouTube Bitrates; Ad Terras Per Aspera; May 24th, 2010; http://adterrasperaspera.com/blog/2010/05/24/approximate-youtube-bitrates 29
- 30. On DIY □ Ultimately, this is a rough road beyond the occasional one-off □ Requires server resources □ [Trans/En]coding is time consuming □ Embed tools □ Doesn't get your stuff “out there” 30
- 31. Save some sanity □ 91% of schools are using 3rd party video solutions in some capacity 31
- 32. Why it's nice □ YouTube can spend more than you on doing one thing really well. Like, better than you could ever, EVER hope. □ It's convenient and easy □ It's cheap □ Your videos make it into search results □ They handle the storage □ They handle compatibility 32
- 33. The Players □ YouTube wins big (94% are using it) ◊ Branded pages ◊ Promoted videos ◊ YouTube EDU □ Vimeo is a decent second (46%) ◊ Nice player ◊ Limited accounts ◊ Accessibility issues (http://www.insidehighered.com/blogs/student_affairs_and_technology/vimeo_still_not_a_viab le_web_video_solution_for_higher_education) □ Facebook third (40%) ◊ Reach your audience 33
- 34. Get creative □ Just because you use YouTube, doesn't mean you have to be tied to their site... 34
- 35. Regardless of howyou film it, how you create it, or where you store it, people need it to be easy to watch – don't get caught up in the technical details. 35
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- 37. Primary considerations □ There are two major components to video accessibility ◊ Player controls ◊ Captions 37
- 38. The big problem?We generally suck at #a11y. 38
- 39. So... about thoseplayers □ You should be able to trust: ◊ YouTube ◊ SublimeVideo ◊ JW Player* ◊ Flowplayer* * with some additional work □ On Santa's naughty list: ◊ VideoJS (no keyboard controls) ◊ Vimeo/Facebook (no captioning) 39
- 40. The truth aboutcaptioning □ It's not just an accessibility issue, it's a usability issue. It's just a good feature to have. □ You're gonna hate it. □ Excuses won't cut it once you're in a courtroom. 40
- 41. Dump it onsomeone else □ Half of our survey respondents who are captioning are using third parties, like: ◊ YouTube Machine Transcription (eww, but free) } ◊ CastingWords ◊ Transcribr Gonna need some dollars set aside. ◊ AutomaticSync 41
- 42. Good planning goesa long way □ Remember that good time we had a while back we talked about how video was content? □ SCRIPT YOUR WORK □ Not only does it make the video better, but it gives you a solid basis to create captions from. “Well, what you plan and what takes place ain't ever exactly been similar.” ~Jayne Cobb 42
- 43. YouTube♥Transcripts □ Script your video □ Edit in the interviews, etc □ Go to YouTube □ Upload transcript □ MAGIC! 43
- 44. Most #a11y challengesare solved by proper planning and good code 44
- 45. The Meta 45
- 46. All the otherwork □ Analytics matter ◊ Don't put out video no one wants to watch □ Communicate internally ◊ Everyone's making video, help them understand why doing it right matters □ Video isn't a weapon ◊ Keep it digestible ◊ People want to enjoy video ◊ Don't be a jerk (I'm talking to you) 46
- 47. Set up forsuccess □ Don't underestimate students and GAs □ Invest in the same equipment and software you're using for broadcasting classes □ Give your team some creative freedom □ Keep B-Roll □ Create a series of stock animations and lower- thirds □ Grab some After Effects templates □ ARCHIVE EVERYTHING 47
- 48. ...last but notleast... 48
- 49. Be... □ Opportunistic □ Fearless □ Authentic □ Open minded 49
- 50. Recap □ Video is content, just like text. It must be planned and maintained. □ Set up some quality standards, both in shooting and encoding. □ Plan for accessibility always. □ Pay attention to what people are watching. 50
- 51. fin fin 51
- 52. STORY TIME! @fienen michael@doteduguru.com fienen.com 52