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How to make and publish online video for $$$

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This was a presentation I gave at the 2016 European Innovation Academy. The goal was to help young entrepreneurs understand how to use online video to drive business goals. The presentation covers a high-level video marketing strategy mixed with low-level tactics for creating compelling content on a budget with the tools you have on hand TODAY.

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How to make and publish online video for $$$

  1. 1. Videos + ? = $$$
  2. 2. Videos + ? = $$$ .com
  3. 3. Who is Kieran? • I wear a funny hat, bought it in Monaco • I have an (old) dog and (new) wife • I love online video and computers • I started a few companies kieran.farr@gmail.com
  4. 4. Presentation Goals (Yours) • How to make viral video (generate as much view as possible, awareness around product) • Present quickly value prop • How to answer questions before they’re asked • Make memorable videos • Turn video into prototype
  5. 5. Presentation Goals (Mine) • Leave this presentation with: – Ability to create 4 types of videos • Social media “teaser” • Customer testimonial • Explainer video • Support video
  6. 6. Presentation Outline • How do we accomplish these goals? – Why is video important? – How to create video? – How to drive action from video? – How to measure results?
  7. 7. Presentation Outline • How do we accomplish these goals? – Why is video important? – How to create video? – How to drive action from video? – How to measure results?
  8. 8. How did video (ads) start? • History – “Bulova Time”
  9. 9. How did video (ads) start?
  10. 10. 1 “MAGIC CONTENT” (PREMIUM CONTENT) PRE-ROLL $ (ADVERTISER) $ ADVERTISER == CONTENT Goal is now to drive meaningful action from advertiser content, not just show ads. Video Monetization Trend Old School New School
  11. 11. Why do we care about video? • Video changes minds • Video drives action • Video is measurable
  12. 12. Why do we care about video? • Stats – Facebook video is exploding (over 4 Billion daily views) – By 2018, 79% of all internet traffic will be video – Just mentioning “video” in an email subject line increases CTRs by 65% 1- Recode 2- Cisco 3- Experian
  13. 13. Presentation Outline – Why is video important? (DONE) – How to create video? – How to drive action from video? – How to measure results?
  14. 14. Presentation Outline – Why is video important? (DONE) – How to create video? – How to drive action from video? – How to measure results?
  15. 15. Presentation Outline – Why is video important? (DONE) – What videos do we need to make? – How to create video? – How to drive action from video? – How to measure results?
  16. 16. What videos do we need to make? – What is the goal of video? – It depends.
  17. 17. What are some example goals of video? – Make sale – Inbound lead generation – Convey values – Interest in brand – Viewing ads – View more content – Social sharing – Share knowledge – Laugh – Cry – Entertain
  18. 18. How do I know what is right for me? Top Middle Bottom Awareness Nurture Close
  19. 19. How do I know what is right for me? Top Middle Bottom Awareness Nurture Close Bottom Middle Top Onboard Generate Value and Renew Share and Evangelize
  20. 20. How do I know what is right for me? Top Middle Bottom Social Media Teaser Info / Explainer Video Support Video Customer Testimonial
  21. 21. Presentation Goals (Mine) • Leave this presentation with: – Ability to create 4 types of videos • Social media “teaser” • Customer testimonial • Explainer video • Support video
  22. 22. Social Media “Teaser” • Examples: – GeoOrbital: https://www.facebook.com/GeoOrbital/posts/8703946297323 69 – Logitech: https://www.facebook.com/LogitechG/videos/1015408495436 4871/ – Samsung:https://www.facebook.com/SamsungMobileUSA/vid eos/10153290826486786/ • More: https://insights.fb.com/video-ad-creative-spotlight/
  23. 23. Social Media “Teaser” • Short • Visual appeal within 5 seconds • Subtitles / overlay text* • 16:9 or 1:1 aspect ratio (rectangle or square) • Call to action *source: http://mediacause.org/create-add-facebook-video-subtitles/
  24. 24. Customer Testimonials • Examples: – Wistia:https://wistia.com/blog/getting-started- video-testimonials – Inspirus Consulting: https://www.youtube.com/watch?v=3LZDj4iKRls https://www.youtube.com/watch?v=CiEItYkhNy A
  25. 25. Customer Testimonials • Keep it REAL • Keep it SHORT (<60 seconds) • Keep it SIMPLE – Can you hear it? Great!
  26. 26. Explainer Video • PG&E Solar: https://www.youtube.com/watch?v=UMhpF92O 9Us • GradeLeap: https://www.youtube.com/watch?v=j5VoiEzQbV 0 • More: http://blog.hubspot.com/marketing/explainer- videos
  27. 27. Explainer Video • #1: Explain what you do: – Problem (brief) – Solution (long) • #2: Include a call to action.
  28. 28. Support Videos • Email Signup (Screencast): https://www.youtube.com/watch?v=Yk8Z0wj qkw4 • Keurig (Real Life): http://videos.keurig.com/
  29. 29. Support Videos • Focus on 1 topic per video • Keep it simple: – Screencast and voiceover • BORING IS GOOD
  30. 30. Presentation Outline – Why is video important? (DONE) – What videos do we need to make? (DONE) – How to create video? – How to drive action from video? – How to measure results?
  31. 31. How to create video? • From easiest to hardest: – Support (START HERE) – Testimonials* – Explainer – Teaser
  32. 32. Making Support Videos • Screencast Mac / PC • Screencast Mobile (iOS / Android) • Record with camera in pocket (phone)
  33. 33. Screencast Mac • Quicktime Player (free) – You already have this!
  34. 34. Screencast Mobile App • Mobile Recording: – AirServer: https://www.airserver.com/Download/MacPC – X-Mirage: http://www.x-mirage.com/x-mirage/ – Reflector: http://www.airsquirrels.com/reflector/
  35. 35. Mobile Recording • Great for testimonials! • You have an HD camera in your pocket • Worry about AUDIO FIRST • APPS – iMovie – Clips (acq by Google), gone  – Cameo (acq by Vimeo) still here!  – VHS Cam - fun – Videolicious – advanced
  36. 36. Demo • Quicktime Screen Recording • Reflector • VHS • Cameo
  37. 37. How to create video? • From easiest to hardest: – Support (DONE) – Testimonials (DONE) – Explainer – Teaser
  38. 38. Explainer • Start with a storyboard • Then make a slide show with voiceover • Record this • Try it out on people • Then invest time to make a video
  39. 39. GoAnimate for Explainers • GoAnimate: https://goanimate.com/ – AWESOME for explainer videos
  40. 40. Cutting the Perfect “Teaser” • Teaser consists of small clips of what you made already • How to make? – BEST – For most: Use mobile editing apps – ADVANCED – For hardcore users: • Final Cut Pro • Adobe Premiere – OKAY – Web editing tools: • Stupeflix.com • Wevideo.com
  41. 41. Production Resources • Fiverr – voiceovers and talent (min $5) – Example: https://www.fiverr.com/tamerak/be- your-video-spokesperson-in-hd--2 • Videopixie – cloud editing service (min $200) – https://www.videopixie.com/
  42. 42. Presentation Outline – Why is video important? (DONE) – What videos do we need to make? (DONE) – How to create video? (DONE) – How to drive action from video? – How to measure results?
  43. 43. Where to publish? – Facebook! – YOUR OWN WEBSITE – YouTube – Instagram – EMAIL – Twitter
  44. 44. Publishing Tools – YOUR OWN WEBSITE • Wistia (Basic) • Brightcove (Advanced) – EMAIL • MailChimp
  45. 45. Where to publish? – Facebook (include CTA) – YOUR OWN WEBSITE (Embed with email) – YouTube (include annotation CTA) – Instagram (include URL in comment) – EMAIL (integrate with video provider) – Twitter (meh)
  46. 46. How to measure results? Top Middle Bottom Views Identify (email) Conversions
  47. 47. Rinse and repeat Top Middle Bottom Awareness Nurture Close Bottom Middle Top Onboard Generate Value and Renew Share and Evangelize
  48. 48. Presentation Outline – Why is video important? (DONE) – What videos do we need to make? (DONE) – How to create video? (DONE) – How to drive action from video? (DONE) – How to measure results? (DONE) Questions?

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