Online Video Strategies


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Online Video Strategies

  1. 1. New Media Guidelines: Career & Money Management2009-2010<br />Part 1. Video Strategies <br />
  2. 2. Data Informed<br />More than 167 million U.S. Internet users watched online video during October 2009. <br />Online video viewing continued to reach record levels with nearly 28 billion videos viewed <br />Google Sites accounted for 38 percent of videos viewed online by Americans.<br />-comScore Nov. 2009<br />
  3. 3. Data Overload<br />In 2008, Americans consumed information for about 1.3 trillion hours, an average of almost 12 hours per day. <br />Consumption totaled 3.6 zettabytes and 10,845 trillion words, corresponding to 100,500 words and 34 gigabytes for an average person on an average day. <br />-How Much Information? <br />2009 Report on American Consumers <br />Roger E. Bohn James E. Short <br />Global Information Industry Center <br />University of California, San Diego <br />
  4. 4. First Things to Consider<br />What is (are) the Message(s)?<br />Who is (are) the Audience(s)?<br />What is (are) the best Production Tool(s)?<br />What is (are) the best delivery method(s)?<br /> When considering these elements, keep in mind the GENRE of content as well…<br />
  5. 5. Three Genres of Video<br />Webinar/Teaching Material <br />Marketing/Promotional Material<br />Viral/Community Material<br /> To determine what a project is, all new media projects begin with an Exploratory Document discussing message(s), audience(s), and other strategic elements.<br />
  6. 6. Media Project Exploratory Document<br />Your Audience(s)<br />The overall theme(s) of what you are attempting to describe <br />The sub-sections of content into which your themes can be divided<br />The content essence of each message or episode (headline style – 140 characters or less)<br />A tabulation of the number of total messages, content sub-sections, and themes per audience<br />Paragraph narrative descriptions (500 words or less) describing the content of each “EPISODE”<br />
  7. 7. Media Project Best Practices<br />Think in terms of “EPISODES” of a “SERIES” for longevity and audience penetration <br />Use Intros and Outros to orient the viewer quickly and reiterate branding efforts.<br />Keep the delivery platform AS SIMPLE AS POSSIBLE – if it can be a soundless .ppt, let it be, but still manage distribution<br />Each Genre of Content has a “Playlist”<br />
  8. 8. Genres of Content<br />Webinar/Teaching Material <br />Marketing/Promotional Material<br />Viral/Community Material<br />
  9. 9. Webinar/Teaching Material<br />Classroom oriented programming<br />Webinar or Web Conferencing<br />Live Broadcasts, Interactive, or Archived<br />Generally Minimal Production Value<br />Adobe Captivate<br />Interview Stream & DimDim<br />Intercall<br />PowerPoint<br />
  10. 10. Marketing/Promotional<br />High Production Value (HD/Stereo)<br />Scripted<br />Call to Action Given<br />Emotionally Compelling Stories<br />Branded w/intro and outro<br />Adobe Captivate<br />Final Cut Studio<br />Adobe Creative Suite<br />
  11. 11. Viral/Community Material<br />Mid to low production value<br />Authentic<br />Event Oriented<br />Audio/Video Standards Still Apply<br />Still Branded w/intro and outro<br />Flip Cam<br />iPhone<br />Webcam<br />
  12. 12. Photo Style Guidelines<br />Maximum 72 dpi<br />Maximum 680 px wide<br />RGB not CMYK<br />Rule of Thirds When Possible<br />Remove Red Eye<br />
  13. 13. Video Style Guidelines<br />Max size 1Gb (500 Mb optimum)<br />Save as file type .mov or .m4v in Quicktime.<br />Video Compression: 640x480 pixels, h.264 @ 1500kbps, progressive <br />Audio Compression: 44.1 kHz <br />No over-modulation or super-quiet audio<br />Camera tracking is stable<br />
  14. 14. The Distribution Chain<br />
  15. 15. The Distribution Chain<br />