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Head First Video Strategy
           .eduGuru Summit 2010

               presented by michael fienen
      @fienen «» michael@doteduguru.com
Just who do you 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/
I gotta get this 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
Video, I haz it

□
      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
Times are changing




                     5
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
We thought this might be important


          At the end of
       2010, .eduGuru
           surveyed 98
     institutions about
     their video usage               7
Here's What We Learned
      (I promise to get through the boring numbers quickly)




                                                              8
School Demographics




                      9
Are Schools Making Videos?




                   97%
                   Yes
       If your school isn't, you are not #winning. Better get busy.


                                                                      10
What quality are they using?


                               80% are doing at
                               least SOME HD video




                               1/3rd are working in
                               both formats




                                                 11
No excuses




              $177 on
              Amazon
             (that's for the newest, coolest, shiniest
             version - older ones are even cheaper)




                                                         12
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% 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
Video Is Content



                   15
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
Context matters

□
    How would you treat the editorial cycle
     of video for:
      ◊   PR
      ◊   News
      ◊   Promotions (programs, events...)
      ◊   Campus Life
      ◊   Internal Audiences



                                              17
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
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
Content is why people are at your site.




                                          20
The Technical Stuff



                      21
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
But... what should I 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
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
So which one?




                25
Elephant in the room

□
    Can't count out Flash
□
    Sure, no iProduct support, but nearly ubiquitous
     otherwise
□
    But have an escape plan




                                                       26
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
Here's what you said




                       28
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
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
Save some sanity

□
    91% of schools are using 3rd party video
     solutions in some capacity




                                               31
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
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
Get creative

□
    Just because you use YouTube, doesn't mean you
      have to be tied to their site...




                                                     34
Regardless of how you 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
Accessibility


                36
Primary considerations

□
    There are two major components to
     video accessibility
      ◊   Player controls
      ◊   Captions




                                        37
The big problem? We generally suck at #a11y.




                                               38
So... about those players

□
    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
The truth about captioning

□
    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
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
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 ain't ever exactly been similar.”
                                                  ~Jayne Cobb

                                                                   42
YouTube♥Transcripts

□
    Script your video
□
    Edit in the interviews, etc
□
    Go to YouTube
□
    Upload
     transcript
□
    MAGIC!



                                  43
Most #a11y challenges are solved
by proper planning and good code




                                   44
The Meta


           45
All the other work

□
    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
Set up for success

□
    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
...last but not least...




                           48
Be...


 □
     Opportunistic
 □
     Fearless
 □
     Authentic
 □
     Open minded


                     49
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
fin fin




          51
STORY TIME!

         @fienen
michael@doteduguru.com
       fienen.com




                         52

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Head First Video Strategy

  • 1. Head First Video Strategy .eduGuru Summit 2010 presented by michael fienen @fienen «» michael@doteduguru.com
  • 2. Just who do you 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 get this 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 haz it □ 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
  • 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. We thought this might be important At the end of 2010, .eduGuru surveyed 98 institutions about their video usage 7
  • 8. Here's What We Learned (I promise to get through the boring numbers quickly) 8
  • 10. Are Schools Making Videos? 97% Yes If your school isn't, you are not #winning. Better get busy. 10
  • 11. What quality are they 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 (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% 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
  • 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 why people are at your site. 20
  • 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 should I 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
  • 26. Elephant in the room □ Can't count out Flash □ Sure, no iProduct support, but nearly ubiquitous otherwise □ But have an escape plan 26
  • 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. Here's what you said 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 how you 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
  • 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 those players □ 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 about captioning □ 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 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. 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 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 challenges are solved by proper planning and good code 44
  • 45. The Meta 45
  • 46. All the other work □ 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 for success □ 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 not least... 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