1. Using
Video
as
a
Tool
to
Drive
Revenue
www.coremediaent.com

2. Overview
1. Quality
vs.
Forgettable
2. DIY
vs.
Investing
in
Video
Production
3. The
Low
Down
on
Gearing
Up
4. Video
Editing
Solutions
5. Online
Video
distribution
6. Video
SEO
7. Better
Marketing
through
Video
Analytics
8. Video
as
an
interactive
engagement
tool
9. Building
a
Video
Campaign
Copyright
2011
CORE
Media
Enterprises

3. Good,
Bad,
Ugly
Traits
that
make
UGLY
videos
1. Unintelligible
2. Bad
sound
3. No
connection
between
customer
&
the
offer
4. Focusing
on
“coolness”
more
than
the
message
Copyright
2011
CORE
Media
Enterprises

4. Good,
Bad,
Ugly
Example
of
an
Ugly
Commercial
Copyright
2011
CORE
Media
Enterprises

5. Good,
Bad,
Ugly
Traits
that
make
a
Bad
video
• What
makes
a
“bad”
video?
1. Attempts
to
connect
with
audience
but
misses
the
mark,
unclear,
confusing
2. No
call
to
action
3. Messaging
and
positioning
not
thought
out
4. It’s
Forgettable!
Copyright
2011
CORE
Media
Enterprises

6. Good,
Bad,
Ugly
Example
of
a
BAD
video
Copyright
2011
CORE
Media
Enterprises

7. Good,
Bad,
Ugly
Traits
that
make
a
GOOD
video
• What
makes
a
“Good”
video?
– It
connects
with
its
core
audience
– Call
to
Action
– Not
just
about
the
product,
but
about
the
customer
experience/culture
– Thinks
outside
the
box
– Production
quality
doesn’t
get
in
the
way
of
the
video
– Positioning
and
messaging
is
consistent
Copyright
2011
CORE
Media
Enterprises

8. Good,
Bad,
Ugly
Traits
that
make
great
videos
Copyright
2011
CORE
Media
Enterprises

9. When
should
you
do
it
yourself?
DIY
vs.
Outsourcing
• Customer
testimonials
• Stimulating
customer
engagement
• Simple
concept
or
message
to
convey
• Volume
strategy,
cheaper
spots,
more
content
• If
the
DIY
speaks
to
your
brand
and
customer
Copyright
2011
CORE
Media
Enterprises

10. Shooting
Fundamentals,
101
• Lighting
• Sound
• Framing
and
Composition
• Best
Practices,
try
to
come
close
to
this
as
possible

11. Lighting
• Natural
Lighting
– Cheapest
but
hard
to
control
• 2
Point
Lighting
– Can
be
done
by
bouncing
off
Key
light
• 3
Point
Lighting
– Don’t
need
expensive
equipment
always
• Shadows
aren't
your
enemy
• Color
Temperature

12. Framing
and
Composition
• Headroom
• Angles
• Rule
of
Thirds
• Look
space
• Stability
• Objects
should
compliment
not
distract

13. What
did
you
say?
Get
good
audio.
• Proximity
is
KEY
• Monitor
when
possible
RODE
Video
Mic
Pro
for
run
and
gun
• Types
of
Mics
($200)
(Unidirectional/Omni)
– Challenge
for
mobile
but
possible
Shure
SM58
($100)

14. (DIY),
What
to
shoot
with?
Kodak
Zi8
Sony
Bloggie
Duo
HD
iPhone/Android
$100
$150
$200-­‐400
Canon
Vixia
Sanyo
Xacti
Canon
DSLR’s
$300-­‐600
$500
$800-­‐3000
Copyright
2011
CORE
Media
Enterprises

15. (DIY),
What
to
shoot
with?
What
about
Sound?
Zoom
H1
Zoom
H2N
Zoom
H4N
$100
$150
$300
Copyright
2011
CORE
Media
Enterprises

16. (DIY)
How
to
edit
video?
Software
Options
Ranking
Name
OS
Platform
Price
1
iMovie
OSX
50
2
Sony
Vegas
Windows
80
3
Adobe
Premiere
Win/OSX
50
Elements
4
Pinnacle
Studio
Windows
60
HD
5
Final
Cut
Express
OSX
400
6
Windows
Movie
Windows
Free
Maker
Copyright
2011
CORE
Media
Enterprises

17. (DIY)
How
to
edit
video?
Key
Pointers
When
Editing
1. Less
is
More
2. Shoot
with
a
plan,
less
hassle
logging
3. Stick
to
the
script,
then
modify
4. Give
yourself
“handle
bars”
a. Don’t
reach
towards
the
camera
to
cut
after
you’re
done.
b. Don’t
want
to
overlap
your
words
5. K.I.S.S.,
crazy
graphics/transitions
are
distracting
Copyright
2011
CORE
Media
Enterprises

18. (DIY)
How
to
edit
video?
Key
Pointers
When
Editing
6. Make
the
point
and
move
on
7. Find
the
rhythm
of
the
cut
and
let
is
breathe
8. Music
sets
the
tone,
it
should
not
distract
9. Syncing
audio
use
[Pluraleyes
($150)]
10.
Good
sound
is
the
most
critical
Copyright
2011
CORE
Media
Enterprises

19. Uploading
to
the
web
Mainstream
Free
Services
• YouTube
(2nd
largest
search
engine
globally)
• TubeMogul
(syndication
is
your
friend)
• Vimeo
(Plus
accounts
are
great)
• Blip.tv
• Daily
Motion
Copyright
2011
CORE
Media
Enterprises

20. Uploading
to
the
web
Corporate
Solutions
(Content
Delivery
Networks)
• Vimeo
Pro
($200/yr)
• Kaltura
(variable)
• Brightcove
(variable)
• Wistia
• Vzaar
Copyright
2011
CORE
Media
Enterprises

21. Should
I
care
about
SEO?
YES!
• If
you
can’t
be
found
you
don’t
exist
• Ranking
is
key,
choose
your
areas
and
dominate
• Can
we
find
you?
Let’s
see.
• Front
page
visibility
is
vital
to
success
• Video
is
ranked
higher
than
anything
else
• Video+Article
about
video
is
ranked
higher
• Transcription
Service
(Speechpad.com)
Copyright
2011
CORE
Media
Enterprises

22. Monitor
and
Track
your
leads
• YouTube
Insight
• Google
Analytics
• Bit.ly
Copyright
2011
CORE
Media
Enterprises

23. Call
to
action,
videos
that
spur
discussion
• If
no
one
is
talking
about
you,
you
don’t
exist
• Follow
up
videos
are
the
life
of
your
company
• Your
message
should
be
easy
to
repeat
• Customers
have
to
be
given
the
opportunity
to
act
• Acknowledge
responses
into
your
next
video
Copyright
2011
CORE
Media
Enterprises

24. What
should
the
next
video
do?
Building
a
Strategic
Campaign
• Build
Momentum
• Incentivize
interaction
• Build
on
the
message
of
your
product
or
service
• Spotlight
your
customers
in
action
Copyright
2011
CORE
Media
Enterprises

25. Questions
?
Copyright
2011
CORE
Media
Enterprises

26. For
more
information
or
a
follow
on
consultation
ruben@coremediaent.com
Twitter
@coremediaent
Office
(512)
481-­‐CORE
www.coremediaent.com
Copyright
2011
CORE
Media
Enterprises