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Online video for the web Feb 2012

Online video for the web Feb 2012



Online Video for Web - exploring phenomena of business video for web and marketing/promotion.

Online Video for Web - exploring phenomena of business video for web and marketing/promotion.



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    Online video for the web Feb 2012 Online video for the web Feb 2012 Presentation Transcript

    • Nottingham Trent University Online Video for the Web 13 th February 2012
    • Today’s workshop
      • The online video phenomena
      • YouTube statistics
      • Animation
      • Successful business marketing videos
      • Tips for creating online marketing video
      • Workshops: Planning and creating a promotional video and animation
    • . What this isn't...
    • Today’s workshop 10.00: Online video presentation & discussion BREAK 11.30: Planning your video 12.00: Filming in Groups LUNCH 14:45: Editing and uploading your video 15:30: Group video viewing
    • Did you Know 4.0 (3M YouTube views) Did you Know 5.0
    • The online video phenomena Did you Know? Social networking in Plain English Chris Brogan – ‘Don’t be that guy’ Documentally interviews Nick Clegg Songify This: Can't Hug Every Cat Weezer: Pork and Beans
    • Online video stats
      • UK Online video increasing 37% each year (ComScore Feb 2010)
      • Online video is ‘Lean forward’ not ‘lean back’ like TV
      • 33 billion video watched in Dec 2009, YouTube has a 40% share of video views (in USA) and 25% of all web traffic
      • Online video advertising has 3-7% response (10 x online banner advertising)
      • Video fastest growing online ad sector, doubling each year
      • 44% of online video viewed at work (Nielsen, USA, 2009)
      • Placement of a video on a home page can increase your SEO score by a factor of 50 (Forrester, 2009)
      • Video appears in Google main search results (search: Hiking )
    • Online video shortens the sales funnel Online video entry point
    • Google TV: bid to advertise on TV
    • YouTube and user-generated content Angry Cat: 26M Paul Potts: 65M Cillit Bang remix: 4M Lily Allen: 23M Joel Bauer: 1.5M What the Buck? 5M Dr Who: 600,000 Charlie : 418M
    • Online video and the long tail
    • Online video landscape of content producers Diana Kaplan: Blip.TV
    • The ‘average’ YouTube video
      • Has 500 views over time
      • Is 2.7 minutes long
      • 25% of those views will come in the first four days
      • Only the first 30 to 60 seconds will be watched
      • 45% ‘recover’ (searching for something they’ve already seen)
      • 55% ‘discover’ (search or something from a link)
    • Animation tools MovieStorm: The Devil Made Me Twitter Xtranormal: Cloud Computing Animoto: Why a Digital Strategy? Text: The future of publishing
    • Equipment: Filming (£100-£150) HD Smartphone or Still Camera Kodak Zi8 or Playtouch Tripod: desktop and full size
    • Equipment: editing (£0 - £60)
      • iMovie – free for Mac (app for iPad)
      • Windows Movie Maker – free for Windows
      • Adobe Premiere Elements – PC/Mac c. £60
      • Corel Video Studio c.£40
      • YouConvertIt.com converts video formats
    • Channels: Vimeo
    • Live streaming: Qik
    • Successful business videos Wiggly Wigglers Will It Blend? Panacea 901 RSM McGladrey Boone Oakley Asda: Saving You Money Coull.com – Agent Provocateur
    • YouTube Analytics
    • Welcome video 80% of people click on the video first – Steve Strauss
    • Metadata and search
      • Add ‘Video:’ to title
      • Use YouTube as main/ backup channel
      • Add a transcript
      • Add annotations/ overlay text (not on embeds)
      • Advertising: YouTube Promote (buy through Google Adsense)
      • Add clickable links: LinkedTube.com or Coull.com (embeds but not YouTube)
    • Break
    • Planning your video
      • Style/approach
      • Narrative/story
      • Business branding
      • Edit style – cuts and music
      • Key messages
      • Call to action
    • Workshops Workshop 1: Test video Working in groups, create a short (under 2 minute) video to promote a businesses or product idea Workshop 2: Animation Working alone, use Animoto.com or Xtranormal.com to create a short (30 second) film to promote a product idea
    • Workshops In your group's video you could focus on interviewing a business owner, talking about the business you run or are planning to start (if this is at an advanced stage), or promoting a product (e.g. cosmetic product, technology product, book). If you chose the product option, pick a product you are passionate about and feel confident you could 'sell' in a video interview. Ideas: interview a businesses within or nearby the university, or create a promotional video for a university course.
    • Tips - Warm up inteviewees with practice run - Ask open questions - Get interviewees to include question in their answer - Create 'cutaway' material - Use in-camera edit - Get 'clean' takes (no errors) - Cue in 'takes' to reduce editing - Avoid motion shots - Tightly frame interview subjects
    • Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]