Video webinar final (march 14 2013)


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  • Video webinar final (march 14 2013)

    1. 1. Building Your Brand with Video:the BasicsMarch 14, 2013
    2. 2. housekeeping#pubtraining @nprdigitalsvcs
    3. 3. not this Ben Harper
    4. 4. what are our goals?• incorporate video into station communications • plan and execute video projects • build a video brand using social media
    5. 5. why video?
    6. 6. video is social
    7. 7. KPCC: Save The Public Radio Species
    8. 8. plan a strategy (the big picture)• who is your target audience?• what brand do you want to build with your videos?• what video content can you create that: – has purpose and adds value to your audience – shows something they couldn’t get otherwise – not TV
    9. 9. know the limitations“do what you can, with what you have, where youare.”-Theodore Roosevelt
    10. 10. building your brand• may be different for each station• get settled for the long haul• use what you have and use it to your advantage• great audio and great talent• Wizard of Oz advantage
    11. 11. building your brand • DIY is A-OK • start small, use what you have • iPhones, iPads, still cameras, built in webcam • almost anything video production related can be DIY’d
    12. 12. building your brand• take advantage of things you and your station are already doing• guests/planned events/performances• take advantage of the unexpected• not just meat and potatoes, give them some candy
    13. 13. KERA Raffle:A Trip to Downtown Abbey
    14. 14. pre-production• video is a limited resource• it takes time and money to plan, execute and deliver a successful product
    15. 15. pre-production benefits• know the entire scope of the project• know what “success” looks like• correctly budget the time, resources and cost• correctly scale expectations based on time and resources devoted
    16. 16. plan a strategy (the “now” picture) • who is your target audience? • what is your message or “call to action”? • audio & visual considerations – length of final video – equipment limitations • where is the distribution?
    17. 17. create your video (before you leave the office)develop a shot list:• what visuals you need to tell the story• know who you want to talk to…• and what do you need that person to say?
    18. 18. choose the right tools for each shoot• camera• microphone• tripod• light
    19. 19. know the limitations • your video production is always going to be easier and turn out better if it is the only thing you’re doing • video is always the first thing to suffer when multi-tasking
    20. 20. do’s (and don’ts!) for filming• stay close to your subject (3 feet or less)• better audio• less camera “shake”• don’t use the “digital zoom”
    21. 21. do’s (and don’ts!) for filming cont.• keep it STEADY!• move yourself, not the camera• treat your video camera like it only takes photos• minimize panning, move yourself into a position to capture the shot and hold it for 10 seconds (count to yourself)• two hands are better than one
    22. 22. rule of thirdsif you place points of interest at the intersection, yourshot becomes more visually interesting
    23. 23. be creativechange your angle: get high or get low
    24. 24. be creative• show different angles or perspectives• most importantly: get CLOSE
    25. 25. be creative• build sequence of action• film close-ups of different parts of the scene• body, hands, face
    26. 26. lighting good lighting helps make a prosumer camera look professional
    27. 27. getting proper exposure• DON’T film with sources of light behind the subject• DO use available sources of light to highlight the subject
    28. 28. how do you know if an image is exposed correctly?• look! if your viewfinder is properly tuned, what you see is what you get• see what the camera thinks: switch to auto
    29. 29. capture good audio• audio is as important as video• good audio makes up for mediocre video quality• stay close!• film away from sources of noise (traffic, music, air conditioners)• use an external microphone whenever possible• use headphones to hear what you are recording
    30. 30. know what you need• remember your plan and your shot list don’t undershoot don’t overshoot you need enough to you will have to go tell an interesting through all the footage visual story and interviews before you edit.
    31. 31. editing basicsnon-linear editor programs (NLEs):• Final Cut Pro 7• FCP X• Adobe Premiere ProCS6• iMovie and Windows Movie Makercloud editors:• YouTube editor• WeVideo
    32. 32. editing the video: video storytelling tips• grab the viewer right away• make it clear what the story is about.• use the most compelling sound bite or visual.• remember your message and call to action• what is the story you want your audience to know• why is it important?• the difference between “something happened” and “why does it matter?”
    33. 33. video storytelling tipsis the video:• timely• entertaining• focused• short• relatable• inspirational or aspirational• message or action-driven• is the hook/message within the first 20 seconds?
    34. 34. editing basics be a brutal editor: • is the sound bite absolutely necessary? • can it be shortened, but still get the message across?keep your first edit tight:you will end uplengthening your videowhen add natural soundor music and video toyour rough cut
    35. 35. editing basics• most audiences will watch anywhere for 30 seconds to 3 minutes• make sure however long they watch, they get the message
    36. 36. publishing basics• where is the video going?• embedded on facebook? tweeting a link?• different storytelling styles may be acceptable for one platform vs. another• post to YouTube (then embed), not directly to the Facebook uploader• YouTube’s metrics can help you see how people are watching your videos and where they are coming from
    37. 37. YouTube Metrics
    38. 38. YouTube Playlist NPR Member Station Promo Videos Facebook Group [private] NPR Member Station MarketersLinkedIn Group [private] NPR Member Station Marketers
    39. 39. questions? Ben Harper @otherbenharper Kasia Podbielski