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In Focus: Using Video Effectively

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A presentation on aspects of Video Production that increase retention and allow for more effective video creation

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In Focus: Using Video Effectively

  1. 1. In Focus: Using Video Effectively Ashley Hardin John Matuk
  2. 2. In this session… NetApp Confidential - Internal Use Only 2  Understand the elements of video  Apply a framework to your video project  Connect video planning and design techniques with course needs  Understand what resources are available to you  MAKE A VIDEO!
  3. 3. What Is Video? NetApp Confidential - Internal Use Only 3
  4. 4. Types of Videos 4 Longtail Video  Lowest cost (Low CPLH)  Cognitive and Affective aspects of content highest priority  Value defined by social connections NetApp Confidential - Internal Use Only Workhorse  Decreases production cost, but still HD  Requires video expertise Showpiece (Hollywood)  High production value, polished  High production cost (High CPLH)  High delivery cost
  5. 5. Video Content Ecosystem 5NetApp Confidential - Internal Use Only Hollywood Workhorse Longtail Cost Factors • Time • Software • Hosting Costs • Infrastructure Cost • Production Expertise Volume Multipliers • Low CPLH • Quick and Easy to Publish • Uses Commodity Hardware • Engagement crucial
  6. 6. What is Video? Video = Temporal Media  Camera Footage – Video Descriptions (Product Shots) – Man on the Street (Insight Interviews) – Video Presentations (TechTalk)  Synthetic – Screen Captures (Demos) – Slides with Audio (Brainshark) – Animations (.PPTx, Captivate)  Composites – Green Screen 6NetApp Confidential - Internal Use Only
  7. 7. Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Elements of Video 7NetApp Confidential - Internal Use Only Vertical Resolution 1080px Horizontal Resolution 1920px Time Frames per sec Video: Resolution: 5k, 4k, 2k, 1080p, etc… Frames per sec (FPS): 60, 48, 30 Color Sampling: 4:4:4, 4:2:2, 4:1:1 Data Rate: 100Mbps, 50Mbps, etc… Audio: Sample Rate: 44khz Bitrate: 92kpbs Channels: Stereo or Mono Problem: BIG Files Very High Bit-Rate Needs to fit down a little pipe!
  8. 8. Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Frame Audio Video is NOT Agile! “Pay no attention to the man behind the curtain!” 8NetApp Confidential - Internal Use Only Vertical Resolution 1080px Horizontal Resolution 1920px Time Frames per Sec Video is… • BIG • Infra. Intensive • Varied Endpoints Video is… • Effective • Memorable • Impactful • Engaging
  9. 9. The Morain and Swarts Design Rubric aka: The Hardin-Matuk Method NetApp Confidential - Internal Use Only 9 Physical  Accessibility  Viewability  Timing Cognitive  Accuracy  Completeness  Pertinence Affective  Confidence  Self efficacy  Engagement
  10. 10. In Focus: Physical Design NetApp Confidential - Internal Use Only 10
  11. 11. Physical Design NetApp Confidential - Internal Use Only 11  Accessible at point of need  Relevant at point of need  Watchable and audible  Sequence/Timing of Events
  12. 12. In Focus: Cognitive Design NetApp Confidential - Internal Use Only 12
  13. 13. Cognitive Design NetApp Confidential - Internal Use Only 13 Cognitive  Accuracy  Completeness  Pertinence  No errors of fact or execution – ALL aspects accurately portrayed – Linear steps visually portrayed  Content is: – Organized and aligned to instructional goals – Detailed enough to ensure reproduction – Maintains instructional purpose
  14. 14. In Focus: Affective Design NetApp Confidential - Internal Use Only 14
  15. 15. Affective Design NetApp Confidential - Internal Use Only 15 Affective  Confidence  Self efficacy  Engagement  Talent is: – Confident and Credible – Knowledgeable and Skilled  Video persuades and entertains: – Convinces learners they will be successful – Entertainment is a good thing  Video engages learners – Eyes AND Ears – Connects us to higher order functions
  16. 16. NetApp Confidential - Internal Use Only The Power of 3 16 Physical Design Cognitive Design Affective Design
  17. 17. Measuring success Beyond Kirkpatrick or Pythagoraeon Perfection 0 20 40 60 80 100 Physical Design Cognitive Design Affective Design 17NetApp Confidential - Internal Use Only Remember your Trig… • Equilaterial = All Equal • Isoceles = Two Equal • Scalene = No Equal Each axis is scored. Shape of triangle can reveal strengths and or areas of improvement
  18. 18. Planning and Designing NetApp Confidential - Internal Use Only 18
  19. 19. Project Planning: Collecting Business Requirements NetApp Confidential - Internal Use Only 19 What is the business case? Who are the stakeholders? Who are your SMEs? How will it be shared/used? Is it a demo… or use a demo? Is there an assessment? What are the objectives? Is video the best delivery method?
  20. 20. Scripts and Storyboards NetApp Confidential - Internal Use Only 20
  21. 21. The Importance of Storyboarding  Mock up the story you are trying to tell  Consider the media you will use (Physical Design)  Make your story linear (Cognitive Design) – Beginning (Introduction) – Middle (The meat) – End (The main takeaways and action items)  Consider the “Talent” (Affective Design)  You will discover the gaps and fill them in NetApp Confidential - Internal Use Only 21
  22. 22. Powerpoint as a Storyboarding Tool  Linear progression of ideas  Allows you to re-arrange ideas (Slide Sorter)  Don’t need a finished script.  Print in 3 up or 5 up format and make notes  Can be used on set to track shots NetApp Confidential - Internal Use Only 22
  23. 23. Good Scripts 101 NetApp Confidential - Internal Use Only 23  Whenever you plan to have dialogue in your video…  Narration (Not SME) vs Talking Points (SME)  A good script is one that: – Contains all planned dialogue – Is easy to read – Well organized – Concise – Identifies Source Footage to be used – Identifies the scene/subject/location…
  24. 24. Case Study: ORLab Training  Business Case: Establish Lab Access and track for OSHA compliance  Mixed content model: 50% slides, 50% video and Quiz  Powerpoint used as a planning tool.  Parallel production tracks. – Slides with audio and quiz – Video Production (3 days in the lab for 20 shots) 24NetApp Confidential - Internal Use Only
  25. 25. Video: Keys to success Don’t let the “Long Tail” Wag you…  Source Video gets compressed – Loss of Detail – Loss of Resolution  Timing of Events Matters – Sync a visual event with an audible cue  Video can be layered – Composites – Graphic Overlays – Transport viewers to other locations 25NetApp Confidential - Internal Use Only
  26. 26. Video: Keys to success Don’t let the “Long Tail” Wag you…  Keep it easily digestible. – Shorter is better  Connect social networking mechanisms. – Tagging, Rating, Social Search, etc…  Make it searchable! – At the listing level and within the content  Make it easy to get back to… – Bookmarks are not good enough – Portals, Landing Pages 26NetApp Confidential - Internal Use Only
  27. 27. Compression Strategy Video Best Practices  Resolution – Shoot at Hi-Res and Compress to Target  1080p Source to 720p Delivery  2M+ pixels per frame to <100k pixels per frame  Compression – Target Lowest Expected Target – 1 – 3 Mbps 27NetApp Confidential - Internal Use Only
  28. 28. How Brainshark Helps with ADA NetApp Confidential - Internal Use Only 28  Telecommunications Act (Section 255) – Design of devices  Standards and Telecommunications Act (Section 508) – IT HW/SS PROCURED by the US Govt. – Access to Products and Services PROCURED by the US Govt.  Unhooked playback: Download of content  Auditory: .mp3 / Utilizes in place amplification  Visual: Presentation scaling  Physical: On-Demand playback
  29. 29. In Focus: Brainshark Presentations at NetApp NetApp Confidential - Internal Use Only 29
  30. 30. Brainshark Process 1. Create AtTask Request 2. Communicate business requirements 3. Deliver slides using template 4. Editorial review 5. Slides uploaded 6. Schedule recording session(s) 7. Record 8. Approve 9. Publish NetApp Confidential - Internal Use Only 30
  31. 31. Brainshark Capabilities NetApp Confidential - Internal Use Only 31  Learning Center integration / completion criteria  Demo capabilities using Camtasia  Video “Slides” or “VideoSync” for talking head  Quizzing
  32. 32. Brainshark as a Content Container Basic Video, Single Track Video NetApp Confidential - Internal Use Only 32 Virtual Set with Slides  Green screen  Animate-able slides in video  One video block  Motion graphics  Animated text Video Only  Is simple to create  Relies on presenter skills  Counts as one video block  Requires HD acquisition  Uses Motion Graphics  Uses animated text Virtual Set Only:  Is relatively simple to create  Relies on presenter skills  Counts as one video block  Can be interview style  Can be used as intro or outro  Uses motion graphics and animated text Content Container Video Video Slides Video Video Video SlidesVideoSlide URL Quiz AttachmentsVideo VideoBlock VideoBlock VideoBlock
  33. 33. Video with synchronized slides:  Video exists in two “Tracks”.  Synced Slide animations.  User selects the playback mode. – All video – All Slide/Content – Combination of All Video and All Slide/Content Brainshark as Content Container VideoSync, Dual video tracks NetApp Confidential - Internal Use Only 33 Content Container Video Slide URL Quiz AttachmentsSlideVideo Logo Overlay
  34. 34. Brainshark: Video Considerations  Video file upload is limited to 500 MB.  Brainshark transcodes uploaded video to – 720 x 540 (4 x 3) @ 512 kbps – 853 x 480 (16 x 9) @ 512 kbps  Video length is limited to – Total length @ 512 kbps = ~ 90 min per block – Screen capture content @ 512 kbps = > 120 min per block  Good design increases effectiveness and retention.  Video loses resolution when going to the web – Small text gets smaller… NetApp Confidential - Internal Use Only 34
  35. 35. Resource Constrained…? NetApp Confidential - Internal Use Only 35
  36. 36. No Brainshark! No Studio! No Problem? NetApp Confidential - Internal Use Only 36  Coordinate with WPR to record a video conference.  Use commodity hardware and software – Windows Media Encoder (Free) – Quicktime 7 (Free) – WebEx  Editing tools… – Windows Moviemaker (Free) – iMovie (Free)  Tablets/Phones/Go Pro’s… to record…  Be Careful! You are messing with Physical Design! “DANGER! Will Robinson”
  37. 37. Finding Video Content at NetApp NetApp Confidential - Internal Use Only 37
  38. 38. Finding Videos at NetApp  Prod Ops Content: The Brewery’s Engineering Video Library – May be locked by cost center  NetApp Video Hub (Internal Only)  YouTube Channels – NetApp TechComm TV – Searches for terms like E-Series or Data ONTAP  Customer Success Operations – Town hall content  Brainshark Portal (Insight, Sell News) NetApp Confidential - Internal Use Only 38
  39. 39. How to Help Your Video Be Found Follow a ‘Best of Both Worlds’ Approach:  List Link to Video in Context of Topic: – Field Portal – Communities – Product Web Pages – Targeted Emails  List The Video In Audience Specific Portals: – Brewery: Engineering / Technical – SELL Portal: Sales Content – Metadata is king!  Presenter name, Topic, and Abstract.  Keywords! Keywords! Keywords! NetApp Confidential - Internal Use Only 39
  40. 40. NetApp Confidential - Internal Use Only 40

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