Online Video Production SDMA 1/7/2009

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

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

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

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

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

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

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-

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-

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

What we set out to achieve:

Make it easier to create an account

Increase account sign-ups

Reduce process confusion

Increase gearmail sign-ups

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

Steps to Online Video Questions?