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Online Video Production - Jason Lohr-Johnson, Video Art Director @ REI
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Online Video Production - Jason Lohr-Johnson, Video Art Director @ REI

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Jason provided a great overview of how REI is using video on and off its web site. He reviewed some really interesting examples of how video was incorporated into the shopping experience via …

Jason provided a great overview of how REI is using video on and off its web site. He reviewed some really interesting examples of how video was incorporated into the shopping experience via 'tagging' product photos with small video 'play' buttons that launched video onscreen. He also shared how REI is using YouTube to pull video on its site. Perhaps the most valuable takeaway of Jason's presentation the insight he shared regarding how to produce e-commerce video. He illustrated the process for planning, producing, and deploying video and techniques that e-commerce merchants/online retailers combine educational, entertainment, and promotional content to help drive sales.


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  • Transcript

    • 1. Online Video Production SDMA 1/7/2009
    • 2. Steps to Online Video
      • Video is Education and Entertainment- You want both
      • 3 steps- Plan, Produce, Deliver
        • Multiple options/decisions for each step
        • Decision benefits:
          • Increase Sales
          • Build Community
          • Add Customers
          • Build Brand
        • Decision costs:
          • Time
          • Complexity
          • Money
    • 3. Steps to Online Video
      • The Plan- The more detailed the better
        • Types of video
          • Product tours or How to Use-
            • product or category specific
            • best for aiding buying decisions
          • http:// www.rei.com/search?query = waist+bag&button.x =0&button.y=0
          • How-to videos- May help viewers make a buying decision (possibly delayed) but brand impression is positive http://www.rei.com/expertadvice/articles/installing+bindings.html
          • Education- Builds relationship with the viewer and brand.
          • http:// www.rei.com/test/jlj/mtnBike_bodyPos_Esp.html
          • Marketing
        • Audience
        • Budget
    • 4. Steps to Online Video
      • The Production-
        • Production values- Video, Sound, Editing
        • Factors
          • Lining up cameras, sound recording*, talent, props, lighting, locations, finalizing a script, shooting the footage, capture the footage, editing, review/proofing, making changes, touch-ups, sweetening sound, adding motion graphics.
        • Alternatives
          • In-house production-
            • Single person or a team
          • Outsource production-
            • Small production company
            • Large production to delivery company
    • 5. Steps to Online Video
      • The Delivery
        • Your own site (control)
          • Product page (conversion increase) http://www.rei.com/product/775749
          • Special Features- (major push, sales increase) http:// www.rei.com/features/eVent.html
        • Externals (lower cost)
          • http:// www.youtube.com/user/REICoOp
        • Combination-
    • 6. Account creation page pre -build 7
      • What we set out to achieve:
      • Make it easier to create an account
      • Increase account sign-ups
      • Reduce process confusion
      • Increase gearmail sign-ups
    • 7. Steps to Online Video This all boils down to: -Single camera (any) -Shoot a knowledgeable talking head (use a microphone). -Shoot cut-away close ups. -Edit together -Embed external site as delivery http://www.newegg.com/FeedBack/VideoCenter.aspx
    • 8. Steps to Online Video Questions?

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