Head First Video Strategy


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From the 2010 .eduGuru Summit, this presentation outlined a high level look at how higher education institutions could approach video production in a way that will help create meaningful, relevant content that grows over time.

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Head First Video Strategy

  1. 1. Head First Video Strategy .eduGuru Summit 2010 presented by michael fienen @fienen «» michael@doteduguru.com
  2. 2. Just who do you think you are?□ Hi, Im 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. 3. I gotta get this outta the way□ Im really sorry.□ I hate plain old slide decks.□ So heres a picture of why Canada is occasionally awesome. 3
  4. 4. Video, I haz it□ See, heres the thing... its 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
  5. 5. Times are changing 5
  6. 6. What does it mean 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. 7. We thought this might be important At the end of 2010, .eduGuru surveyed 98 institutions about their video usage 7
  8. 8. Heres What We Learned (I promise to get through the boring numbers quickly) 8
  9. 9. School Demographics 9
  10. 10. Are Schools Making Videos? 97% Yes If your school isnt, you are not #winning. Better get busy. 10
  11. 11. What quality are they using? 80% are doing at least SOME HD video 1/3rd are working in both formats 11
  12. 12. No excuses $177 on Amazon (thats for the newest, coolest, shiniest version - older ones are even cheaper) 12
  13. 13. Boring Stats (but still 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% dont 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. :( 14
  15. 15. Video Is Content 15
  16. 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. 17. Context matters□ How would you treat the editorial cycle of video for: ◊ PR ◊ News ◊ Promotions (programs, events...) ◊ Campus Life ◊ Internal Audiences 17
  18. 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 arent going to care about your PR video, theyre already living the experience. Source: Noel-Levitz E-Expectations, http://www.noellevitz.com/expectations 18
  19. 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. 20. Content is why people are at your site. 20
  21. 21. The Technical Stuff 21
  22. 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. 23. But... what should I get?□ I dont 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 arent a professional TV studio 23
  24. 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
  25. 25. So which one? 25
  26. 26. Elephant in the room□ Cant count out Flash□ Sure, no iProduct support, but nearly ubiquitous otherwise□ But have an escape plan 26
  27. 27. I got yer bitrate 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. 28. Heres what you said 28
  29. 29. The YouTube Equation□ Lets 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. 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□ Doesnt get your stuff “out there” 30
  31. 31. Save some sanity□ 91% of schools are using 3rd party video solutions in some capacity 31
  32. 32. Why its nice□ YouTube can spend more than you on doing one thing really well. Like, better than you could ever, EVER hope.□ Its convenient and easy□ Its cheap□ Your videos make it into search results□ They handle the storage□ They handle compatibility 32
  33. 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. 34. Get creative□ Just because you use YouTube, doesnt mean you have to be tied to their site... 34
  35. 35. Regardless of how you film it, how you create it, or where youstore it, people need it to be easy to watch – dont get caught up in the technical details. 35
  36. 36. Accessibility 36
  37. 37. Primary considerations□ There are two major components to video accessibility ◊ Player controls ◊ Captions 37
  38. 38. The big problem? We generally suck at #a11y. 38
  39. 39. So... about those players□ You should be able to trust: ◊ YouTube ◊ SublimeVideo ◊ JW Player* ◊ Flowplayer* * with some additional work□ On Santas naughty list: ◊ VideoJS (no keyboard controls) ◊ Vimeo/Facebook (no captioning) 39
  40. 40. The truth about captioning□ Its not just an accessibility issue, its a usability issue. Its just a good feature to have.□ Youre gonna hate it.□ Excuses wont cut it once youre in a courtroom. 40
  41. 41. Dump it on someone 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. 42. Good planning goes a 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 aint ever exactly been similar.” ~Jayne Cobb 42
  43. 43. YouTube♥Transcripts□ Script your video□ Edit in the interviews, etc□ Go to YouTube□ Upload transcript□ MAGIC! 43
  44. 44. Most #a11y challenges are solvedby proper planning and good code 44
  45. 45. The Meta 45
  46. 46. All the other work□ Analytics matter ◊ Dont put out video no one wants to watch□ Communicate internally ◊ Everyones making video, help them understand why doing it right matters□ Video isnt a weapon ◊ Keep it digestible ◊ People want to enjoy video ◊ Dont be a jerk (Im talking to you) 46
  47. 47. Set up for success□ Dont underestimate students and GAs□ Invest in the same equipment and software youre 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. 48. ...last but not least... 48
  49. 49. Be... □ Opportunistic □ Fearless □ Authentic □ Open minded 49
  50. 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. 51. fin fin 51
  52. 52. STORY TIME! @fienenmichael@doteduguru.com fienen.com 52