Unified Wine & Grape Symposium - videography approach


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Presentation from the 2010 Unified Wine & Grape Symposium focusing on video storytelling options for wineries under $5,000.

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Unified Wine & Grape Symposium - videography approach

  1. 1. From Free to $5,000 Lisa Mattson
  2. 2. Video StatisticsHow rapidly is online video viewershipgrowing?Online video is the fastest-growing mediaplatform in history, having gone from zero tomass market globally in three short years Source: Media Post 5/09
  3. 3. Video StatisticsIn one week in January 2009, 97 million Americans viewed a streaming clip online -- as many as are tuning into any major broadcast network -- according to a recent survey of 1,000 U.S. active Web users ages 16-65.YouTube was top-ranked video website with 106.9million unique visitors watching 6.8 billion streams in November 2009.
  4. 4. Video Statistics• The U.S. online video audience is expected to grow to 190 million people by 2012. That is 88% of the entire online audience.• 80.9% of that audience is expected to be watching online ads by 2012. Source: eMarketer 11/08
  5. 5. Video Statistics• Total video streams for November 2009 were up 17 percent year-over-year in the U.S. – There were 138.4 million unique viewers of online video that month – They watched 11.2 billion video streams or about 81 streams per viewer – Viewers spent 200 minutes per viewer (on average) watching online video Source: Nielsen 12/09
  6. 6. Trends Driving VideoHow have our behaviors changed?• Google Search – Top search sites get the traffic, including Google- owned YouTube• Social Media – Video tabs on Facebook, video uploads in news feeds – TwitVid application for iPhone for mobile video tweets• Technology Advancements – Streaming video speed = high-definition adoption
  7. 7. Trends Driving VideoHow have our behaviors changed?• Smart Phones – On demand everything / real-time publishing / mobile uploading – Everyone is a journalist / everyone has a voice• Traditional Media – Integration of streaming video to coverage – Channels on YouTube
  8. 8. Evolution of CommunicationHow has technology changed the media we consume?• Self publication – Every individual and company has a voice – Gatekeepers no longer only avenue to get out your message – Shift in distribution process (world vs. internal) = “one to many” mindset needed for all communication• Social media – Peer-to-peer recommendations: trusting equals versus critiques seems natural (Yelp, Snooth, CellarTracker, TripAdvisor) – Permission marketing: media we absorb is our choice – The new 800 customer service number
  9. 9. Evolution of CommunicationHow has technology changed the media we consume?• Search – Online search results dictate source choices• Media fragmentation – Continued expansion of media choices leaves less time for consumer consumption, and video is a quick, efficient, visually stimulating, entertaining choice • Competition: Internet, TV, TiVo, radio, smart phones, games, books, Kindles, magazines, etc. – Better, faster, cheaper is driving behavior
  10. 10. Flip Video-YouTube and high-speedinternet have transformedonline video into a primaryeducation andentertainment source.- The most cost-effectivemeans to achieveemotional branding isutilizing the powerfulvisuals and sound of video.
  11. 11. Video Marketing $0-5,000• $0 – YouTube Direct – new service that allows businesses to broadcast video captured by consumers – Fliggo.com – create your own user-generated-content video site for free – Video shooting training -- google it / watch training videos on YouTube / benchmark against other wineries and luxury goods and/or epicurean companies• $100 – Flip Ultra video camera (USED) + Flip tripod (NEW) – available online at Amazon.com ($91.99 + $10.99 + tax/shipping)
  12. 12. Video Marketing $0-5,000• $250 – #1 Flip MinoHD Camcorder 2nd Generation (NEW) + Flip tripod - available online at Amazon.com ($199 + $10.99 + tax/shipping) • FlipShare editing software is fast and easy; files compatible with distribution channels Youtube, Facebook, etc. – #2 iPhone 3GS ($199 + tax + monthly service fee) • TwitVid application for mobile video uploads to Twitter (FREE) / Twitterific for mobile status updates to Twitter (FREE) • Mobile uploads (video and photo) to Facebook winery page with Facebook app (FREE) (page must be a favorite page of phone owner) • Monthly service fee for iPhone 3GS starting at $75 per month
  13. 13. Video Marketing $0-5,000• $500 – Hire a consultant to ensure your video content is authentic, brand relevant and visually interesting – and distributed through the right channels (est. $100 per hour) • Laura Levy http://www.thewinemagnet.com/ • Justin Whitaker http://www.jprolific.com/
  14. 14. Video Marketing $0-5,000• $1,000 – Movie editing software (iMovie for MAC or Windows Movie Maker for PC / comes standard) – Equipment upgrades • Canon VIXIA HF200 HD Flash Memory Camcorder ($549 ++) or Sony HDR-CX100 AVCHD HD Camcorder ($379.99 ++) • Manfrotto Tripod with separate fluid head ($200 - $600) • Wireless or hard-wired microphones from BandHPhoto.com ($150 - $250)
  15. 15. Video Marketing $0-5,000• $2,500 – Equipment upgrades • Canon EOS 7D with body and lens ($1,899 + tax/shipping) • JuicedLink audio equipment designed for DSLR cameras ($500) • SanDisk Extreme iii memory card ($110) • Note: movie editing software will be needed (previous slide) + studio editing time
  16. 16. Video Marketing $0-5,000• $5,000 – Canon EOS 7D + quality tripod + fluid head + quality microphone + JuicedLink technology to remove noise + iPhone + Flip minoHD + SanDisk card + $1000 training • Doesn’t include movie editing software (iMovie and Windows Movie Maker come standard) • Doesn’t include the cost of TIME (editing, shooting) / or iPhone monthly service fees – Hire a wine video expert to create a documentary for you ($5000) *B.Napa Studio doesn’t fall in this budget
  17. 17. Contact Lisa Mattson Jordan Vineyard & Winery lmattson@jordanwinery facebook.com/jordanwinery twitter.com/jordanwinery