Michele Wagner: Multimedia Best Practices session, ASBPE 2011


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Michele Wagner: Multimedia Best Practices session, ASBPE 2011

  1. 1. Best Practices: Producing & Leveraging Multimedia Michele Vaccarello Wagner Sr. Digital Editor Putman Media
  2. 2. B-to-B Video & Audio <ul><li>How to Measure It? </li></ul><ul><li>How to Monetize It? </li></ul><ul><li>How to Leverage It? </li></ul><ul><li>Do Readers Want it </li></ul><ul><li>and is it Worth My Time? </li></ul>
  3. 3. Multimedia Programs $$$ Harder to produce. More expensive to produce. Can be gated/sold at higher cost. <ul><li>In-House Video Productions: </li></ul><ul><li>Webisodes </li></ul><ul><li>Video Reports </li></ul>$ Easy to produce. Saleable. <ul><li>Podcast Programs </li></ul>$ Easy to produce. Easy to sell. Easy to leverage. <ul><li>Backpack Videos </li></ul>
  4. 4. Backpack Video Reporting <ul><li>Great, easy for tradeshows </li></ul><ul><li>No time to produce, no time to edit </li></ul><ul><li>Leverage coverage via transcriptions, social media </li></ul><ul><li>Examples: </li></ul><ul><li>http://www.pharmamanufacturing.com/extras/Interphex2011.html </li></ul><ul><li>http:// www.youtube.com/user/pharmabackpack </li></ul>
  5. 5. Selling a Backpack Video <ul><li>Tradeshow Sales Packages: Packages include a print/digital ad + 3-5 minute editorial booth video. </li></ul><ul><li>Breakout: $1,800 per video </li></ul><ul><li>Additional sales opportunities: </li></ul><ul><li>Banner Ad served above their video </li></ul><ul><li>Purchase of video for sponsor site </li></ul>
  6. 6. Backpack Video Best Practices <ul><li>Keep It Short: We have found drop-off rates begin at the 3-4 minute mark. </li></ul><ul><li>Max video length: 5 minutes </li></ul><ul><li>Feed on your site & youtube for maximum viewership </li></ul><ul><li>Use social media to promote video programs, show hashtags </li></ul><ul><li>Surveys: Find out what your readers </li></ul><ul><li>want. Provide content accordingly. </li></ul>
  7. 7. Equipment: Cameras <ul><li>Camera Tip : Flipcams do not have external microphone jacks </li></ul><ul><li>MICHELE RECOMMENDS: </li></ul><ul><li>Kodak Playtouch 1080p HD: features touch screen, external mic jack, onscreen easy editing, syncs up with your social media channels. Best Buy, Amazon, Target. Investment: $180 </li></ul>
  8. 8. Equipment: Microphone Options <ul><li>Handheld Microphone with cable: 50-16,000Hz frequency response $20-30: Best Buy, RadioShack, Amazon </li></ul><ul><li>Wireless Handheld Mic: Sennheiser SKP 100g2: $200-300 + receiver cost </li></ul><ul><li>Wireless Mic: Sennheiser Evolution G2 100 Series (A / 518 - 554MHz): $550-$600 </li></ul>
  9. 9. Equipment: Accessorize <ul><li>Tripod Tip: Make sure you get a tripod that will fit in your carry-on luggage. </li></ul><ul><li>Tripod: 60” Dynex collapsible: $40 Best Buy, Target </li></ul><ul><li>16gb SD Memory Card: $35-$45 Best Buy, RadioShack, Target. </li></ul>
  10. 10. Investment for Backpack Multimedia <ul><li>Kodak Playtouch Videocamera: $180 </li></ul><ul><li>Tripod: $40 </li></ul><ul><li>Handheld Microphone: $30 </li></ul><ul><li>16GB Memory Card: $40 </li></ul><ul><li>Total: $290 </li></ul>
  11. 11. In-House Multimedia Production <ul><li>Webisodes: Market Intelligence Reports, Industry Updates </li></ul><ul><li>Can be sold for $4,000-$5,000 each </li></ul><ul><li>Editorial/Production work: 20-30 hours </li></ul><ul><li>Examples: </li></ul><ul><li>Market Intelligence Report </li></ul><ul><li>Industry Update </li></ul>
  12. 12. Equipment for In-House Productions <ul><li>Cameras: Canon XL2. Audio and teleprompter are most important as almost all cameras are HD $2,000-$3,000 </li></ul><ul><li>Teleprompter: $800, PrompterPeople </li></ul><ul><li>Lighting: Light boxes, spots, etc. $500 </li></ul><ul><li>Green Screen: $150 </li></ul>
  13. 13. Software for In-House Productions <ul><li>Teleprompter: Flip-Q </li></ul><ul><li>Final Cut Pro or </li></ul><ul><li>Adobe Premium Suite: </li></ul><ul><li>On-Location: Shoot Direct to Digital (or shoot on tape) </li></ul><ul><li>Premiere: Edit & Graphics </li></ul><ul><li>After Effects: Edit green screen </li></ul><ul><li>Soundbooth: Editing sound </li></ul><ul><li>Vidego: To Host </li></ul>
  14. 14. Podcast Programs <ul><li>Podcasts: Max time: 10-15 minutes </li></ul><ul><li>Programs: sell monthly podcast sponsorships on industry topics. Example: Focus on Pharma </li></ul><ul><li>All podcasts available for download on itunes. </li></ul><ul><li>Can gate podcasts/transcribe for </li></ul><ul><li>print/editorial content. </li></ul>
  15. 15. Equipment/Software for Podcasts <ul><li>Equipment: </li></ul><ul><li>Accuconference or any conference call software that will record telephone calls or straight dictation and export into .mp3 or .wav files </li></ul><ul><li>OR: </li></ul><ul><li>Handheld audio voice recorder: $40 Best Buy </li></ul><ul><li>Software: </li></ul><ul><li>Audacity: FREE Audio Editing Software </li></ul><ul><li>Soundbooth </li></ul><ul><li>Vidego: 3 rd party hosting </li></ul>
  16. 16. Questions?! <ul><li>Michele Vaccarello Wagner [email_address] 630-467-1300 xt 463 </li></ul>