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Technology	
  at	
  the	
  Speed	
  of	
  Light	
  
        Online	
  Video	
  
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	
  
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)	
  
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)	
  
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.	
  	
  
1950-­‐2010:	
  Media	
  Revolu<on	
  
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	
  
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	
  
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).	
  	
  
Video	
  storytelling	
  
Video	
  storytelling	
  
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.	
  
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.	
  
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.	
  	
  
	
  
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)	
  

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

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Direct to Consumer Wine Symposium 2011 video presentation

  • 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.    
  • 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).    
  • 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