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Unified Wine & Grape Symposium - videography approach

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Presentation from the 2010 Unified Wine & Grape Symposium focusing on video storytelling options for wineries under $5,000.

Presentation from the 2010 Unified Wine & Grape Symposium focusing on video storytelling options for wineries under $5,000.

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  • 1. From Free to $5,000 Lisa Mattson
  • 2. Video StatisticsHow rapidly is online video viewershipgrowing?Online video is the fastest-growing mediaplatform in history, having gone from zero tomass market globally in three short years Source: Media Post 5/09
  • 3. Video StatisticsIn one week in January 2009, 97 million Americans viewed a streaming clip online -- as many as are tuning into any major broadcast network -- according to a recent survey of 1,000 U.S. active Web users ages 16-65.YouTube was top-ranked video website with 106.9million unique visitors watching 6.8 billion streams in November 2009.
  • 4. Video Statistics• The U.S. online video audience is expected to grow to 190 million people by 2012. That is 88% of the entire online audience.• 80.9% of that audience is expected to be watching online ads by 2012. Source: eMarketer 11/08
  • 5. Video Statistics• Total video streams for November 2009 were up 17 percent year-over-year in the U.S. – There were 138.4 million unique viewers of online video that month – They watched 11.2 billion video streams or about 81 streams per viewer – Viewers spent 200 minutes per viewer (on average) watching online video Source: Nielsen 12/09
  • 6. Trends Driving VideoHow have our behaviors changed?• Google Search – Top search sites get the traffic, including Google- owned YouTube• Social Media – Video tabs on Facebook, video uploads in news feeds – TwitVid application for iPhone for mobile video tweets• Technology Advancements – Streaming video speed = high-definition adoption
  • 7. Trends Driving VideoHow have our behaviors changed?• Smart Phones – On demand everything / real-time publishing / mobile uploading – Everyone is a journalist / everyone has a voice• Traditional Media – Integration of streaming video to coverage – Channels on YouTube
  • 8. Evolution of CommunicationHow has technology changed the media we consume?• Self publication – Every individual and company has a voice – Gatekeepers no longer only avenue to get out your message – Shift in distribution process (world vs. internal) = “one to many” mindset needed for all communication• Social media – Peer-to-peer recommendations: trusting equals versus critiques seems natural (Yelp, Snooth, CellarTracker, TripAdvisor) – Permission marketing: media we absorb is our choice – The new 800 customer service number
  • 9. Evolution of CommunicationHow has technology changed the media we consume?• Search – Online search results dictate source choices• Media fragmentation – Continued expansion of media choices leaves less time for consumer consumption, and video is a quick, efficient, visually stimulating, entertaining choice • Competition: Internet, TV, TiVo, radio, smart phones, games, books, Kindles, magazines, etc. – Better, faster, cheaper is driving behavior
  • 10. Flip Video-YouTube and high-speedinternet have transformedonline video into a primaryeducation andentertainment source.- The most cost-effectivemeans to achieveemotional branding isutilizing the powerfulvisuals and sound of video.
  • 11. Video Marketing $0-5,000• $0 – YouTube Direct – new service that allows businesses to broadcast video captured by consumers – Fliggo.com – create your own user-generated-content video site for free – Video shooting training -- google it / watch training videos on YouTube / benchmark against other wineries and luxury goods and/or epicurean companies• $100 – Flip Ultra video camera (USED) + Flip tripod (NEW) – available online at Amazon.com ($91.99 + $10.99 + tax/shipping)
  • 12. Video Marketing $0-5,000• $250 – #1 Flip MinoHD Camcorder 2nd Generation (NEW) + Flip tripod - available online at Amazon.com ($199 + $10.99 + tax/shipping) • FlipShare editing software is fast and easy; files compatible with distribution channels Youtube, Facebook, etc. – #2 iPhone 3GS ($199 + tax + monthly service fee) • TwitVid application for mobile video uploads to Twitter (FREE) / Twitterific for mobile status updates to Twitter (FREE) • Mobile uploads (video and photo) to Facebook winery page with Facebook app (FREE) (page must be a favorite page of phone owner) • Monthly service fee for iPhone 3GS starting at $75 per month
  • 13. Video Marketing $0-5,000• $500 – Hire a consultant to ensure your video content is authentic, brand relevant and visually interesting – and distributed through the right channels (est. $100 per hour) • Laura Levy http://www.thewinemagnet.com/ • Justin Whitaker http://www.jprolific.com/
  • 14. Video Marketing $0-5,000• $1,000 – Movie editing software (iMovie for MAC or Windows Movie Maker for PC / comes standard) – Equipment upgrades • Canon VIXIA HF200 HD Flash Memory Camcorder ($549 ++) or Sony HDR-CX100 AVCHD HD Camcorder ($379.99 ++) • Manfrotto Tripod with separate fluid head ($200 - $600) • Wireless or hard-wired microphones from BandHPhoto.com ($150 - $250)
  • 15. Video Marketing $0-5,000• $2,500 – Equipment upgrades • Canon EOS 7D with body and lens ($1,899 + tax/shipping) • JuicedLink audio equipment designed for DSLR cameras ($500) • SanDisk Extreme iii memory card ($110) • Note: movie editing software will be needed (previous slide) + studio editing time
  • 16. Video Marketing $0-5,000• $5,000 – Canon EOS 7D + quality tripod + fluid head + quality microphone + JuicedLink technology to remove noise + iPhone + Flip minoHD + SanDisk card + $1000 training • Doesn’t include movie editing software (iMovie and Windows Movie Maker come standard) • Doesn’t include the cost of TIME (editing, shooting) / or iPhone monthly service fees – Hire a wine video expert to create a documentary for you ($5000) *B.Napa Studio doesn’t fall in this budget
  • 17. Contact Lisa Mattson Jordan Vineyard & Winery lmattson@jordanwinery facebook.com/jordanwinery twitter.com/jordanwinery