Direct to Consumer Wine Symposium 2011 presentation on video storytelling. Part of the "Technology at the Speed of Light" panel discussion.

1. Technology
at
the
Speed
of
Light
Online
Video

2. Video
Storytelling
“If
a
picture
is
worth
a
1,000
words,
then
a
video
is
worth
300,000.”
-­‐
Nadira
A.
Hira,
Fortune
Magazine
Direct
to
Consumer
Wine
Symposium
2010

3. Video
Sta<s<cs
¡
More
than
700
billion
YouTube
videos
were
viewed
in
2010
(Source:
Mashable
12/10)
¡
YouTube
exceeded
two
billion
video
views
per
day
in
2010
(Source:
Mashable.com
5/10)
¡
84.2
percent
of
the
U.S.
Internet
audience
(172
million)
viewed
online
video
(5.2
billion
viewing
sessions)
in
November
2010
(Source:
comSCORE
12/10)

4. Video
Sta<s<cs
§
Americans
spend
as
much
<me
on
the
Internet
as
they
do
watching
television
(Source:
Forrester
Research
12/10)
§
Online
video
is
the
fastest-­‐growing
media
plaQorm
in
history,
having
gone
from
zero
to
mass
market
globally
in
three
short
years
(Source:
Media
Post
5/09)
§
The
U.S.
online
video
audience
is
expected
to
grow
to
190
million
people
by
2012:
88%
of
the
en<re
online
audience
(Source:
eMarketer
11/08)

5. Video
Sta<s<cs
§
Business
execu<ves
are
watching
more
online
video
than
a
year
before,
according
to
an
October
2010
Forbes
Insights
survey.
§
Nearly
60%
of
respondents
said
they
would
watch
video
before
reading
text
on
the
same
web
page.
§
22%
of
professionals
said
they
generally
liked
watching
video
more
than
reading
text
for
reviewing
business
informa<on.

6. 1950-­‐2010:
Media
Revolu<on

7. Why
does
video
ma[er?
¡
Self
publica<on
§
Every
individual
and
company
has
a
voice
§
Gatekeepers
no
longer
only
avenue
to
get
out
your
message
§
Shi_
in
distribu<on
process
(world
vs.
internal)
=
“one
to
many”
mindset
needed
for
all
communica<on
¡
Media
fragmenta<on
§
Con<nued
expansion
of
media
choices
=
NOISE
§
Less
<me
for
consumer
consump<on
of
informa<on
§
Video
=
quick,
efficient,
visually
s<mula<ng,
entertaining
choice
¡
Value-­‐add
society
§
Consumers
are
looking
for
all
aspects
of
value
§
Educa<onal,
useful
video
brings
value
to
the
consumer

8. Why
does
video
ma[er?
¡
Google
Search
¡
Smart
Phones
§
Online
search
is
mainstream
behavior
§
iPhone
4G
HD
video
mobile
streaming
and
edi<ng
§
Google-­‐owned
YouTube
videos
§
Everyone
is
a
journalist
/
everyone
are
now
top
three
in
search
results
has
a
voice
¡
Social
Media
§
Compact;
reading
text
harder
than
§
Facebook
videos;
YouTube
watching
video
videos
play
in
Facebook
news
§
On
demand
everything
=
impa<ence
feeds
¡
Tablets
§
TwitVid
iPhone
app
for
Twi[er
§
iPads
and
its
compe<tors
¡
Content
is
KING
§
Digital
wine
lists
§
Companies
and
websites
are
¡
Technology
Advancements
looking
for
content
providers
§
High-­‐defini<on
is
now
the
standard
§
Video
is
social
currency
people
§
Be[er,
cheaper,
smaller
equipment
can
share
§
Streaming
video
speed
is
excellent

9. Genng
started
¡
Commons
myths.
You
don’t
necessarily
need
a
professional
crew
and
a
big
budget.
It
depends
on
your
brand
image
and
objec<ves.
It
also
depends
on
your
willingness
to
learn
basic
techniques.
¡
Soul
searching.
The
last
thing
you
need
is
another
project.
I
know.
A
great
deal
of
the
commitment
you’re
making
is
simply
a
shi_
in
mindset
and
company
culture.
Talking
to
your
customers
on
video
can
take
the
same
amount
of
<me
as
wri<ng
a
le[er.
Don’t
be
in<midated.
¡
Benchmark.
Research.
Watch
your
favorite
TV
shows,
movies
and
web
videos
like
a
student.
Study
the
interview
angles
and
ligh<ng.
Listen
closely
to
audio
quality.
Learning
a
new
skill
costs
nothing
on
the
Internet.
Google
how
to
videos.
Decide
what
<me
of
videos
you
want
to
create
(talking
head,
documentary
style,
interviewer/host).

10. Video
storytelling

11. Video
storytelling

12. Genng
started
¡
Equipment.
There
are
video
cameras
for
every
budget.
If
you
don’t
have
<me
to
edit,
consider
a
HD
webcam.
Also
consider
tripod,
ba[eries,
memory
cards
and
microphone.
¡
Look.
Hand-­‐held
is
not
professional.
Know
when
to
use
it.
Typically
keep
camera
at
subject’s
eye
level.
Avoid
zoom
shots.
Google
“rule
of
thirds.”
¡
Sound.
Audio
is
the
key
to
great
video.
Cheaper
cameras
have
internal
microphones.
External
mics
are
be[er
than
built-­‐in
mics.
With
externals,
headphones
are
needed.
If
you
must
use
built-­‐in,
stay
very
close
to
your
subject.
Wind
is
not
your
friend.
¡
LighDng.
Learn
about
the
benefits
of
natural
light
and
how
to
use
it.
Google
“golden
hour.”
Watch
YouTube
“how
to”
videos
on
photography
and
video
ligh<ng.
¡
Computer.
HD
video
is
a
memory
and
processing
hog.
Be
prepared.
iMovie
is
excellent
for
edi<ng
and
free
on
all
Macs.
Consider
external
hard
drives.

13. Genng
started
¡
Advance
planning
is
key
to
successful
video
produc<on.
A
good
preproduc<on
plan
can
enhance
the
quality
of
your
video
and
save
<me.
¡
Know
your
audience.
Speak
in
terms
they
will
understand.
Keep
videos
short
and
interes<ng
(under
3
minutes)
so
you
don’t
lose
them.
¡
Script.
You
don’t
want
to
sound
rehearsed
but
you
s<ll
need
to
prac<ce
messaging.
Even
if
you
don't
need
a
formal
script,
you
should
write
something
down.
You’ll
forget
to
say
something
important
if
you
don’t.
If
you're
doing
interviews,
do
some
research
and
write
down
some
ques<ons
in
advance.
Ask
someone
to
interview
you
on
camera
for
natural
responses.
¡
Make
a
shot
list.
A
shot
list
is
a
text
list
with
descrip<ons
of
the
shots
you
need.
Even
a
simple
show
can
benefit
from
a
shot
list,
including
"B"
roll
shots,
which
help
visually
demonstrate
what
the
spokesperson
is
the
video
is
talking
about.

14. Making
the
commitment
¡
Don’t
have
Dme
or
energy
to
commit
to
video
storytelling?
Don’t
give
up.
¡
Hire
a
professional
to
make
a
branding
video.
Your
website
should
have
one
marquis
video
where
customers
can
hear
you
speak
to
them
about
your
philosophy.
A
great
video
can
help
your
brand;
a
bad
video
can
really
hurt
it.
¡
ShiM
funding
if
necessary.
A
high-­‐quality
video
can
cost
$5-­‐
$10K;
drop
your
glossy
brochure
for
a
QR
code
or
URL
card.

15. Equipment
/
Resources
On
the
cheap
¡
iPhone
4G
with
HD
video
($199
+
tax
+
monthly
service
fee)
¡
Flip
MinoHD
8
GB
video
camera
+
tripod
($199)
Stepping
up
¡
Sony
HDR-­‐XR150
120GB
High
Defini<on
HDD
Handycam
Camcorder
($600)
¡
Canon
Rebel
T2i
with
18-­‐135mm
lens
($900)
¡
Canon
7D
with
18-­‐135mm
lens
($1800)
¡
Manfro[o
Tripod
with
separate
fluid
head
($200
-­‐
$600)
¡
Wireless
or
hard-­‐wired
microphones
from
BandHPhoto.com
($150
-­‐
$250)
¡
JuicedLink
audio
pre-­‐amp
designed
for
Canon
T2i,
5D,
7D
+
headphones
($500)
¡
SanDisk
32
GB
memory
card
($150)
*type
depends
on
camera
¡
MacBook
Pro
or
iMac
($1800)
¡
Final
Cut
Express
edi<ng
so_ware
($400)

16. Technology
at
the
Speed
of
Light
Lisa
MaNson
CommunicaDons
Director
Jordan
Vineyard
&
Winery
blog.jordanwinery.com
facebook.com/jordanwinery
@jordanwinery