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Direct to Consumer Wine Symposium 2011 presentation on video storytelling. Part of the "Technology at the Speed of Light" panel discussion.

Direct to Consumer Wine Symposium 2011 presentation on video storytelling. Part of the "Technology at the Speed of Light" panel discussion.

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    Direct to Consumer Wine Symposium 2011 video presentation Direct to Consumer Wine Symposium 2011 video presentation Presentation Transcript

    • Technology  at  the  Speed  of  Light   Online  Video  
    • Video  Storytelling  “If  a  picture  is  worth   a  1,000  words,  then  a  video  is  worth     300,000.”   -­‐  Nadira  A.  Hira,  Fortune  Magazine   Direct  to  Consumer  Wine  Symposium  2010  
    • Video  Sta<s<cs  ¡   More  than  700  billion  YouTube  videos  were  viewed  in  2010  (Source:  Mashable  12/10)    ¡   YouTube  exceeded  two  billion  video  views  per  day  in  2010  (Source:  Mashable.com  5/10)    ¡   84.2  percent  of  the  U.S.  Internet  audience    (172  million)  viewed  online  video  (5.2  billion  viewing  sessions)  in  November  2010  (Source:  comSCORE  12/10)  
    • Video  Sta<s<cs  §   Americans  spend  as  much  <me  on  the  Internet  as  they  do  watching  television  (Source:  Forrester  Research  12/10)    §   Online  video  is  the  fastest-­‐growing  media  plaQorm  in  history,  having  gone  from  zero  to  mass  market  globally  in  three  short  years  (Source:  Media  Post  5/09)    §   The  U.S.  online  video  audience  is  expected  to  grow  to  190  million  people  by  2012:  88%  of  the  en<re  online  audience  (Source:  eMarketer  11/08)  
    • Video  Sta<s<cs  §   Business  execu<ves  are  watching  more  online  video  than  a  year  before,  according  to  an  October  2010  Forbes  Insights  survey.  §   Nearly  60%  of  respondents  said  they  would  watch  video  before  reading  text  on  the  same  web  page.  §   22%  of  professionals  said  they  generally  liked  watching  video  more  than  reading  text  for  reviewing  business  informa<on.    
    • 1950-­‐2010:  Media  Revolu<on  
    • Why  does  video  ma[er?  ¡   Self  publica<on   §   Every  individual  and  company  has  a  voice   §   Gatekeepers  no  longer  only  avenue  to  get  out  your  message   §   Shi_  in  distribu<on  process  (world  vs.  internal)  =  “one  to  many”  mindset  needed  for  all   communica<on    ¡   Media  fragmenta<on   §   Con<nued  expansion  of  media  choices  =  NOISE   §   Less  <me  for  consumer  consump<on  of  informa<on   §   Video  =  quick,  efficient,  visually  s<mula<ng,  entertaining  choice  ¡   Value-­‐add  society   §   Consumers  are  looking  for  all  aspects  of  value   §   Educa<onal,  useful  video  brings  value  to  the  consumer  
    • Why  does  video  ma[er?  ¡   Google  Search   ¡   Smart  Phones   §   Online  search  is  mainstream   behavior     §   iPhone  4G  HD  video  mobile   streaming  and  edi<ng   §   Google-­‐owned  YouTube  videos   §   Everyone  is  a  journalist  /  everyone   are  now  top  three  in  search  results   has  a  voice    ¡   Social  Media   §   Compact;  reading  text  harder  than   §   Facebook  videos;  YouTube   watching  video   videos  play  in  Facebook  news   §   On  demand  everything  =  impa<ence   feeds   ¡   Tablets   §   TwitVid  iPhone  app  for  Twi[er   §   iPads  and  its  compe<tors  ¡   Content  is  KING   §   Digital  wine  lists   §   Companies  and  websites  are   ¡   Technology  Advancements   looking  for  content  providers   §   High-­‐defini<on  is  now  the  standard   §   Video  is  social  currency  people   §   Be[er,  cheaper,  smaller  equipment   can  share   §   Streaming  video  speed  is  excellent  
    • Genng  started  ¡   Commons  myths.  You  don’t  necessarily  need  a  professional  crew  and  a  big  budget.  It  depends  on  your  brand  image  and  objec<ves.  It  also  depends  on  your  willingness  to  learn  basic  techniques.    ¡   Soul  searching.  The  last  thing  you  need  is  another  project.  I  know.  A  great  deal  of  the  commitment  you’re  making  is  simply  a  shi_  in  mindset  and  company  culture.  Talking  to  your  customers  on  video  can  take  the  same  amount  of  <me  as  wri<ng  a  le[er.  Don’t  be  in<midated.      ¡   Benchmark.  Research.  Watch  your  favorite  TV  shows,  movies  and  web  videos  like  a  student.  Study  the  interview  angles  and  ligh<ng.  Listen  closely  to  audio  quality.  Learning  a  new  skill  costs  nothing  on  the  Internet.  Google  how  to  videos.  Decide  what  <me  of  videos  you  want  to  create  (talking  head,  documentary  style,  interviewer/host).    
    • Video  storytelling  
    • Video  storytelling  
    • Genng  started  ¡   Equipment.  There  are  video  cameras  for  every  budget.    If  you  don’t  have  <me  to  edit,  consider  a  HD  webcam.  Also  consider  tripod,  ba[eries,  memory  cards  and  microphone.    ¡   Look.  Hand-­‐held  is  not  professional.  Know  when  to  use  it.  Typically  keep  camera  at  subject’s  eye  level.  Avoid  zoom  shots.  Google  “rule  of  thirds.”  ¡   Sound.  Audio  is  the  key  to  great  video.  Cheaper  cameras  have  internal  microphones.  External  mics  are  be[er  than  built-­‐in  mics.  With  externals,  headphones  are  needed.  If  you  must  use  built-­‐in,  stay  very  close  to  your  subject.  Wind  is  not  your  friend.    ¡   LighDng.  Learn  about  the  benefits  of  natural  light  and  how  to  use  it.  Google  “golden  hour.”  Watch  YouTube  “how  to”  videos  on  photography  and  video  ligh<ng.  ¡   Computer.  HD  video  is  a  memory  and  processing  hog.  Be  prepared.  iMovie  is  excellent  for  edi<ng  and  free  on  all  Macs.  Consider  external  hard  drives.  
    • Genng  started  ¡   Advance  planning  is  key  to  successful  video  produc<on.  A  good  preproduc<on  plan  can  enhance  the  quality  of  your  video  and  save  <me.  ¡   Know  your  audience.  Speak  in  terms  they  will  understand.  Keep  videos  short  and  interes<ng  (under  3  minutes)  so  you  don’t  lose  them.      ¡   Script.  You  don’t  want  to  sound  rehearsed  but  you  s<ll  need  to  prac<ce  messaging.  Even  if  you  dont  need  a  formal  script,  you  should  write  something  down.  You’ll  forget  to  say  something  important  if  you  don’t.  If  youre  doing  interviews,  do  some  research  and  write  down  some  ques<ons  in  advance.  Ask  someone  to  interview  you  on  camera  for  natural  responses.  ¡   Make  a  shot  list.  A  shot  list  is  a  text  list  with  descrip<ons  of  the  shots  you  need.  Even  a  simple  show  can  benefit  from  a  shot  list,  including  "B"  roll  shots,  which  help  visually  demonstrate  what  the  spokesperson  is  the  video  is  talking  about.  
    • Making  the  commitment  ¡   Don’t  have  Dme  or  energy  to  commit  to  video  storytelling?  Don’t  give  up.  ¡   Hire  a  professional  to  make  a  branding  video.  Your  website  should  have  one  marquis  video  where  customers  can  hear  you  speak  to  them  about  your  philosophy.  A  great  video  can  help  your  brand;  a  bad  video  can  really  hurt  it.    ¡   ShiM  funding  if  necessary.  A  high-­‐quality  video  can  cost  $5-­‐$10K;  drop  your  glossy  brochure  for  a  QR  code  or  URL  card.      
    • Equipment  /  Resources  On  the  cheap  ¡   iPhone  4G  with  HD  video  ($199  +  tax  +  monthly  service  fee)  ¡   Flip  MinoHD  8  GB  video  camera  +  tripod  ($199)  Stepping  up  ¡   Sony  HDR-­‐XR150  120GB  High  Defini<on  HDD  Handycam  Camcorder  ($600)  ¡   Canon  Rebel  T2i  with  18-­‐135mm  lens  ($900)  ¡   Canon  7D  with  18-­‐135mm  lens  ($1800)  ¡   Manfro[o  Tripod  with    separate  fluid  head  ($200  -­‐  $600)  ¡   Wireless  or  hard-­‐wired  microphones  from  BandHPhoto.com  ($150  -­‐  $250)  ¡   JuicedLink  audio  pre-­‐amp  designed  for  Canon  T2i,  5D,  7D  +  headphones  ($500)  ¡   SanDisk  32  GB  memory  card  ($150)  *type  depends  on  camera  ¡   MacBook  Pro  or  iMac  ($1800)  ¡   Final  Cut  Express  edi<ng  so_ware  ($400)    
    • Technology  at  the  Speed  of  Light   Lisa  MaNson   CommunicaDons  Director   Jordan  Vineyard  &  Winery   blog.jordanwinery.com     facebook.com/jordanwinery   @jordanwinery