Transcript of "Direct to Consumer Wine Symposium 2011 video presentation"
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.
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).
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