What Are Web Videos?


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This is the transcript of the first session in the Lights Camera Profits Workshop. The session focuses on what are web videos and what it can do for your business.

To learn more about web videos, visit http://www.melbournevideoproduction.com.au/video-seo/web-video-tutorials/

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What Are Web Videos?

  1. 1. www.LightsCameraProfits.com 1 WEB VIDEO The quickest, easiest and cheapest way to dominate. Ben: Hi guys, my name is Quentin Tarantino. I’ll be your web video guy for today. I’m going to start by telling you a story. There is this guy I know, and if you guys had met him you’d probably call him Fraser but I call him Dad. You know Dads are very hard to shop for. Buying a present for a Dad is pretty much the hardest thing: socks, ties, golf tees whatever. So I had this Dad and he was turning seventy and I was thinking what do you get for your Dad for his seventieth birthday? He’s got a car, he’s got a nice place to live, he’s got gadgets, he plays the piano, so he’s got a piano and keyboards and all that kind of thing. I though, what am I going to do for this guy? I want to show him that I love him and that he’s been a big influence in my life. So I thought, the one thing I could do is make a documentary about him, about his life, so I did. The Man Who Had Everything That’s my Dad there. I went and interviewed about twenty people from his life in Melbourne and Sydney, I’m from Sydney. I went up there, I drove around like crazy. I turned up with a little Handycam, a little lapel mike, I had a bunch of questions I was going to ask all these people, and I just interviewed all these people, from his past, from his present, people he’d either taught or known. I got to meet all these amazing people and learn about them and learn about my Dad through them. You guys know Solomon Lew, one of the richest men in Australia. I interviewed him in his top floor office in the middle of Collins Street. I walked in there with a little Handycam and a little lapel mike and did an interview with that guy as well. I pieced it all together and then on my Dad’s seventieth birthday I presented him with this video and he had no idea that it was happening.
  2. 2. www.LightsCameraProfits.com 2 For the first time in my life I saw him stumped, he didn’t have anything to say. He didn’t really realize what was going on. It was at that moment that I realized how powerful a video could be. The reason I tell you this story, that’s how I started out with my production company. I thought, I’ve got a feel for this work, I like this, I like doing this. Hence the light bulb moment, the frenzy which was going and interviewing all these people. What happened next, all these people came up to me and said, you should be doing this for a living. I said, yes, I should be doing this for a living. The lab Was Born That’s now what I do for a living. I make videos, I’ve got a video production company. I work with Dave. It’s called Storylab and thus the lab was born. It started out as a home business. I was working at home on my little MacBook and editing videos in iMovie and then I just figured it out along the way. Prior to that, I’m a trained actor as well, I did three years of acting school. So I’ve had a lot of experience on the other side of the camera as well and on stage and things like that. I had a feel for it, I’ve been involved in shows and theatre productions and radio shows and things like that. So I knew what was going on in front of the camera but I’ve become more passionate about what’s going on behind the camera. So today I’m going to be talking to you all about that, about making videos either for yourself, your business, to promote yourself, to promote others. As you can see we’ve got the showroom here, we’re going to go through a whole bunch of tools and fortunately you’re going to have a bit of fun, so I hope you’re prepared for that. I’ll just show you quickly what I’ve been up to. This is what I’ve been doing over the past two years or so. There’s the first lesson, what can go wrong, will go wrong. We’re going to be talking about MacGyver a lot today, about using things like cable ties to hold a focus thing together or a paper clip to build a light. It all happens. [Ben McEwing, Director, Showreel 2010 video]
  3. 3. www.LightsCameraProfits.com 3 The reason I showed you that is there are a whole lot of things in there, tools and techniques that I’ve picked up along the way that I want to share with you today. They are things that you can do, resources that you can use to help you make your videos go from that very YouTube look, that about eighty percent of them are, to something that is professional and something that you can be proud of as well, that will obviously net you sales and promote you and give you credibility. That’s really what it’s about. Welcome to the Future First I just want to talk about video in general. TV and web are becoming one, there’s no doubt about it. You can buy televisions now that are web ready, screens on computers are getting bigger, everything is converging, so it’s a great time to be getting into making videos. YouTube as we know is the king, fourth biggest site on the internet, second biggest search engine after Google and the largest video site on the web. David: Further to the merging of TV and the web. You know how Google TV has come out now and there have been a whole lot of announcements from Sony and Dell bringing out televisions with Google TV integrated into it. We already saw Blockbuster go bust just over in the States recently because they’re old school. When you compare that to a new school business like Netflix which is all done online and people are downloading the video, that’s the way things are going. I think it’s only a matter of time before it’s one and the same. Ben: Further to that, big companies like the National Australia Bank are taking all their documentation, all their training manuals, everything and making videos with them. They’ve got an in house team, that’s all they‘re doing. So everything is becoming more easily accessed through video. So again, it’s a fantastic time to be involved with it.
  4. 4. www.LightsCameraProfits.com 4 Welcome to the Future – Part 2 Just some more material about YouTube. It’s great to get an idea of the numbers. Twenty hours of content every minute are uploaded to YouTube. If you’ve been to one of our other workshops, that equates to, if Hollywood were to create feature films, put out feature films, they’d have to be putting out 86,000 of them every week, that’s how much content is coming out of there. A billion videos served every day, twelve billion videos every month just in the US and 82% of internet users are looking for video online. So really, to be totally honest, there is no excuse not to be making videos, because people are going to watch them. Again, Dave and I will go into great detail about how to get them up there and get people to see them. It’s one thing to make them and then if no one’s looking at them, then it’s a bit of a waste of time. But Wait, There’s More But wait there’s more. Now YouTube, everyone knows about YouTube and you might know about some other sites like Vimeo or Viddler and so on. But there are seventy plus video sites and there are more and more that are hosting content. Some of them are very specific. You might have gone onto howto.com, where you can get tutorials on things. There are ones that are just about comedy, there are ones that are just about promoting your business as well. For people like yourselves who have your own businesses, who want to promote yourselves, there are specific areas that you can go and put your material on, not just YouTube. We’ll mainly be focusing on YouTube because that’s what everyone knows, that’s the lowest common denominator. There are ways to get all this material out there and distribute it in ways that you might not have imagined. Why video for business, Dave is going to step up on this one.
  5. 5. www.LightsCameraProfits.com 5 Why Video for Business? David: I’ll just talk a little bit about why video for business. Firstly, what’s the biggest hurdle people have with doing any sort of business with a business online? It’s believing what it is that they are saying is correct. If you make a purchase from somebody’s website, you’re worried that they’re going to take your money and run away with it or they’re not going to deliver on the promises that they make. So I think the biggest hurdle that people have to overcome is believing what it is that you have to say. That’s why, with all of my work, I try to be as open and honest and transparent as I can, so that way that really comes across. I feel like video is perhaps one of the best ways to do that because you can connect with people at a new level. It enables you to become the salesman in front of their eyes, rather than them reading text. It’s a fantastic way, you can get across that personality. I have clients who call me from Melbourne SEO Services and before I even chat with them on the phone, they tell me that they feel like they already know me. I’ve already answered their frequently asked questions before I even pick up the phone and it saves a lot of time for me. It positions me as the expert. All they have to do is look on my YouTube channel. It’s almost like having written a book. You know when someone writes a book, you don’t have to be an expert to write a book, but once you write a book it’s like you become instantaneously credible because you have a book. Similarly online, by doing web video, it positions you as the expert. If you’re making video, you’re the expert. The other thing as well, it is the lowest hanging fruit online. I’m doing more and more video, I’m trying to do as much video as I can. This is from Forrester Research, there’s a research company and they talked about this in 2009. You’ve got a fifty percent better chance of appearing on the first page of the results using video when compared to others. All it is, is the amount of competition you’re going up against. If you think about all of the pages that are in the Google index, you’re competing against billions and billions of pages, whereas when it’s on video, it’s a lot less.
  6. 6. www.LightsCameraProfits.com 6 They’re a lot less educated because it’s a newer technology, it hasn’t advanced and it’s not as competitive. People don’t necessarily build back links back to their videos, they don’t do appropriate on page optimization or keyword research, so it really is the lowest hanging fruit out there. So if you’re going to do anything online, video needs to be a core part of that strategy. Dave's Story As far as me, how I got started in video and even marketing online, I created a product called the Metastock Programming Study Guide with another friend, a colleague in a trading education space and we had a really good product. What we found is, you can have an excellent product but unless people know that product exists, the product isn’t going to sell. So it’s all about trying to get your message and your good product in front of as many people as possible. That’s why I started to lean towards YouTube. I got on YouTube about three or four years ago, I put my first video up. That’s the screen shot right there of my first video. I’m sitting in my bedroom, there is a Bruce Lee picture over to the right and on the top left that’s my little dresser and there’s a little money thing up there and then I had my computer. I had my office, it was my home office which was my bedroom office. A small tip as well, when you can get to a point where you can move your office outside of your bedroom, that’s a good thing because it means you don’t feel like you’re always working. That’s one thing, by having your office in your bedroom, you can never switch off. That’s another little side thing. That’s how I got started and that was a good few years ago. Now on my core business sites, we’ve got over four hundred and fifty videos on YouTube. We’ve had over a million views on the different channels that we’ve got. It started in my bedroom. The other thing to keep in mind, the first video that you do, it is going to be clumsy, it is going to be awkward. It takes time and practice. The first video that you do will be the worst video you ever do and then everything else will get better from there.
  7. 7. www.LightsCameraProfits.com 7 I know sometimes I’ve had clients, and we’re working with a particular client at the moment, who, he watches some of my videos and then he’s thinking, oh, how easy it looks, I’m going to go ahead and replicate this in my business. He’s gone and spent $5000, purchased all the fantastic equipment and set himself up with teleprompter cues and all that type of thing and it’s just not flowing as well. I say, be patient, just getting started and then you’ll improve over time. Really when it comes to web video, you just need to get started. That’s why Ben was talking at the start about why there’s such an opportunity here for video and YouTube being the second biggest search engine, it’s to hook you guys, to make you realize, this is something where I need to be focusing my attention. It needs to be a core strategy. For those of you who have seen some of the other things that I do in outsourcing, you want to build systems around creating web video. It’s all about systems to pump it out as quickly as you can. For me, I figure the more videos I’ve got on YouTube, the more tickets in that search engine lottery I’ve got. It’s a John Reese line, he talks about the idea that every piece of content that you create is another ticket in the search engine lottery and you’ve got a greater chance of winning that search engine lottery. So I started far from being perfect, it was just about getting started. Now I use video in everything I do. Then along came Ben and Ben is a shining example of an A player, an absolute star in my business. He’s brought so much to the team and doesn’t realize how much I appreciate what it is that he does. If you look at my videos when I started and you look at where they are now, they’re worlds apart. He’s got me wearing different coloured t-shirts that match the colour of my logo so I’m branded right. He’s got me doing a whole lot of things that I just hadn’t thought about. Along comes Ben and then I’ll handball back to you.
  8. 8. www.LightsCameraProfits.com 8 Quality Vs. Quantity Ben: That’s the thing, Dave and I have had lots of discussions about quality versus quantity because Dave is so prolific, he’s got so many things going on. He’s making so many videos and wants to get them out, get them out, which I absolutely agree with. The thing is though, you do need to find that balance with the quality of it. If you’re presenting yourself and this is your business and you are the face of that business in any way, even if you’re selling a product but you’re going to use yourself to promote it, how you come across, people will make a judgment within the first thirty seconds. I’ve stood up here and you’ve already decided some things about me, you can’t help it, it’s just the way we’re wired. So that’s what I’ve really been working with Dave on, is about balancing, yes, let’s get out ten videos at a time but it doesn’t take too long to set it up nicely and get the lighting right and get good audio and things like that. People will appreciate it more and they won’t switch off as quickly. I’m just going to play you some very quick examples. This first one is an example of one Dave has done. [Video] Now have a look at the views. Good content, it says 36,000 views. He’s created some great content there that people obviously come to see. The only thing is it looks like it’s done in a bedroom. That’s ok if that’s the level you’re starting at, then that’s ok but there are things you can do just to tweak it a little bit. We want to make the most of it. Look at this guy’s face, we’ve got to make the most of this guy. Here’s where I came in and when I started working with Dave he had lights and things like that, so I just set them up and showed him what they’re about, why you use them and how you use them. It’s exactly what we’re going to do today. If you see here, we’ve changed it and I’ll go into this in more detail. It’s framed differently, it’s more like what you’d see on TV or on films and things like that. We’ve got a nice lower third there so it’s starting to brand him already. He’s lit differently so he looks a lot brighter. I just want to go back one. There’s that. [Video]
  9. 9. www.LightsCameraProfits.com 9 Then this one. [Video] So what’s happening? You can already see there’s a certain kind of strength, credibility and confidence as well that comes across. That’s really important when presenting a video. You want to be confident, you want people to say, yes, I trust this person. This next one has just got a bit of a longer intro, it’s a similar set up. We’ll just watch this one. Now do you want to find out what those answers are? Yes. Now we had a bit more of a budget there, we went into space, we shot some footage, which was pretty good, just direct link to the Hubble telescope. No but again, that was an intro that we bought, a stock intro that we put in. We set it up differently, we created a thirst for what this was going to be about. These are things you can do, you’ll know how to do them by the end of today. Later on in this video we had the camera set up, Dave’s camera there. I also did some filming from another angle with a Flip camera and we moved back and forth between them which was a nice little technique. It just builds a certain level of credibility as well. So what does that all mean? It’s all about balance. You guys, by the end of today, we’re going to have you get started. We’re not going to actually shoot any videos with you, but we’re going to have you start to devise three that you might want to make. Just to start thinking about the kind of content you can create. When you do, it’s about getting them out there, but also presenting yourself in the best light because you have an audience ultimately, that’s who you’re trying to connect with, potential customers or existing customers and you want to take them to the next level.
  10. 10. www.LightsCameraProfits.com 10 With that, you need to think about what they expect. If you were here yesterday, Dave talked about finding out who your avatar is. You float out of your own head and go into your avatar’s body and think about exactly what they want to see. What information do they want, what’s it going to take for them to trust you and to feel connected to your brand? That’s about finding that balance. As well, you might not have considered this but use videos to promote yourself at all levels. You’ve got a new product coming out, you’ve just done an amazing wedding you want to talk about. Anything like that, use it. If there’s some great news, you just went traveling, you’ve just come back and you’ve just found out this amazing piece of information, make a video about it. It’s a really powerful thing. Dave does it all the time, Pete does it all the time, it’s a really powerful tool. David: I’ll jump back in on this one. A couple of things, when it comes to the quantity versus quality, especially when you’re first getting started, just get out whatever you can. It’s that hurdle of getting over getting started, you need to start doing more video. As you can, just start to improve it as you go. Just get started. What's Your Goal? As far as the goal of today, I just want to make sure we pre frame this right, because if you aim at nothing, you’re sure to hit. What we’re trying to do right at the start, we talk about opening your mind to what it is you can do with video. We’re going to introduce you to the different tools, we’re going to introduce you to equipment, show you how to set it up, show you then how to get that video out there and distributed. At the end of the day, probably one of the sessions you’ll look forward to most is then, well, how do we take the knowledge that we learned today and then convert that straight into cash? So we’ve got that and then the other thing as well, which Ben is really good at, is then bringing it all back down to, well, let’s create an action plan. So at the end of the day, in one of the last sessions, we’ll talk about planning out, as he was saying, what videos are you going to work on, how we’re going to do the scripting. Scripting is an area, I know Ben is going to go into more detail, that most people just skim over, yet it’s probably the most important thing when it comes to writing video.
  11. 11. www.LightsCameraProfits.com 11 Question: Dave, I was just wondering, what’s your outcome when you’re doing the video. Is it a blend of branding yourself as a person and also selling the services you offer? What’s your mix of both of those? David: Good question. It depends on where the video is being distributed. For me, you need to set up that outcome first and Ben is going to talk all about that in the scripting area. We’ll talk about some different styles of video. You might have a testimonial video, you might have a video that’s selling a particular product or service, you might have a tutorial type video. There is a whole host of videos. Each video is going to have its own outcome. Part of it will also be related to where it’s distributed to. If you’re distributing to YouTube, or you’re distributing to Facebook, Facebook is a completely different kettle of fish. If you jump into my Facebook account, what are you going to see? You’re going to see photos and videos of Caz and I on our last holiday. I made a little video of us on our Europe trip and I put it on there. The reason I do that is when my clients, I know some people use fan pages. I’m still building under my own personal profile and accepting everyone. I will shift to the fan page model, but at the moment I’m accepting everybody in. It’s so the clients can connect with me and say, Dave’s a real guy, Dave’s out there, my friends call it Brand Dave. It’s the brand that goes onto Facebook and I put things there which allow people to connect with me at a different level. So it depends where the video is going. Ben: I’ll just add to that. One thing to remember is that every single company on earth is made up of people. It’s people who are running these things. Dave is an entrepreneur, he’s talking about his products, he’s the brand. Even if you’ve got the driest product, if you’re selling wheat biscuits or whatever it is, it doesn’t matter, if you bring a face to it, then all of a sudden it changes it, it brings that human connection which ultimately is what you’re trying to do. Regardless of whether it’s building a personal brand or for the company itself, being the face of it or the voice behind it or whatever will have a great impact.