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Propel Your Organization
                             with Videos: Tell Your
                             Organization's Story


                            Esteban Escobar, Principal
                            November 14, 2012


Thrive. Grow. Achieve.
Meet & Greet
   Name
   Organization Name and Mission
   What has your organization done with video in
    the past?
   What do you hope to learn today?
Video can be a wise investment
Communication has Changed
     The way human beings communicate has changed more in the last two
      decades than it did in the previous two millennia.
     There was a time when people were happy to receive communication of
      any kind. The audience would go to you.
     Today there is no lack of communication. You must go to them.
     The audience is now in control of what communications they receive
      and how they receive it.
     The marketplace is demanding ever more creative methods of
      communication.
     Want to be heard? Communicate to your audience how they want or
      they will not listen or respond.
Is video a wise investment?
Consider some facts and statistics:
   A minute of video is worth 1.8 million words (Omnivideo,
    January 2009)
   Online video is the fastest growing ad format in 2012 with
    nearly 55% growth. (eMarketer, January 2012)
   Of 3,800 social media marketers, 76% cited YouTube and
    video marketing as their top area for investment in 2012; it
    was video‟s second straight year in the top spot, as cited by
    Brainshark.
Is video a wise investment?
YouTube Facts:
 YouTube is the 2nd largest search engine after

  Google.
 In January 2012, YouTube surpassed 4 billion daily

  video views.
 In 2011, YouTube had more than 1 trillion views.

 The average YouTube viewer spends more than 16
  minutes per day on YouTube.
Are these statements true or false?
“Video provides a great return on investment and
is one of the best ways to communicate a complex
message to an audience in a way they will
respond to.”

       False because it is incomplete.
       Video is not an off-the-shelf product
Are these statements true or false?
“A well-produced video provides a great return on
investment and is one of the best ways to communicate a
complex message to an audience in a way they will
respond to.”

         False  because it is incomplete.
         Too many questions unanswered. Is it right for
          the audience? Focused on goals? Does it take
          other communications into account? How much
          investment will be needed to produce results?
Are these statements true or false?
“A well-produced video that is designed to reach the highest
possible return on investment by focusing on the client‟s
goals and communicating in a creative way, custom tailored
for a specific audience and working in harmony with
complementary communications provides a great return on
investment and is one of the best ways to communicate a
complex message to an audience in a way they will respond
to.”
What is the power of video?
   Sample #1 – Football
    Seatbelt PSA
What is the power of video?
   Sample #2 - Stat
    Seatbelt PSA
What is the power of video?
   Sample #3 - Family
    Seatbelt PSA
Leverage the Power of Video
The power of video is the ability to leverage the
two most influential senses in communication:
 Hearing 20%

 Seeing 80%
Leverage the Power of Video
 The power of video is its ability to transmit
  emotion.
 Leverage the power of video: Transmit

  emotion, not information.
 This is an art form.
Contracting a Company? Pros and
Cons
Pros                        Cons
        Professional               Costs   Money
        Experience
                                    Risk
        Accountability
        Attention/QoS
        Equipment
        Quality
        You are the boss
Pro-Bono? Pros and Cons

Pros                              Cons

        Free-ish (low monetary           Less Accountability
         risk)                            Less Attention, QoS,
        Professional                      slower turn around
        Experience                       Experience?

        Equipment                        More legwork
                                          You are not
        Quality
                                           necessarily the boss
Doing it Yourself? Pros and Cons

Pros                              Cons

        Free-ish (low monetary           You don‟t know what
         risk)
                                           you‟re doing
                                          Little to no experience
        You  know your                   Equipment
         business better than             Lower quality
         anyone                           Dificulty to Kill your
        Do it the way you                 Darlings
                                          Perception Liability
         want
        No one else to
How to choose a video production
company:
The Pro Video Provider Divide:
Videographer: Camera, tripod, microphone, editing software, website, works
from home.
Pros                                    Cons

        Low  overhead                          Limitedabilities
        Flexible                               Low capacity
        Personal service                       Risk
How to choose a video production
company:

The Video Production Company: Big firm, nice office downtown, large staff.

Pros                                    Cons
        Cando anything                         Expensive
        Handle anything                        Sometimes
        Reputation                              inconsistent
                                                Less personal
How to choose a video production
company:
 Which  does better work?
   It depends
 Find your match. Where you are. Where
  you‟re going.
How to choose a video production
company:
 Should you look for this?
  Years of experience?
  Equipment?
  Worked for Discovery or Nat Geo?
  Deliver what you want?
  One-Stop-Shop?
  Fancy Office Downtown?
How to choose a video production
company:
   What should you look for?
     Partner   – not a vendor
     Storyteller

     Efficiency

     Flexibility

     Focus on ROI, ROI, ROI
Why is choosing the right video production company so
important?

   Video is an art form
   Anyone can fulfill your contract
   Not everyone can fulfill your expectations
   A video is an expense
   A video that produces results is an investment
   Don‟t waste your money on any old video
What should it cost?
 Less than the potential return.
 Keep costs down by being organized
  and investing in pre-production
    Write the script for the goals, shoot the script,
     edit the script
How to get the most from a pro-bono
arrangement:
 What went wrong?
 Who was at fault?
 How could Peggy have
  handled the situation
  better?
 How could the
  organizers have
  handled the situation
  better?
How to get the most from a pro-bono
arrangement:
Think about whether you should accept pro-bono
   Do you have a definite need?
   Do you have the time?
   Is it a company you really want to work with?
   Is the company well matched for the project needed?
   Don‟t accept pro-bono just because it‟s free. Because
    it‟s not.
How to get the most from a pro-bono
arrangement:
   Sign a Contract!!!
   How much time & resources will they donate?
   What will be donated? What would not be donated?
   What happens if the project goes over the time/resource
    budget?
   What are the deadlines?
   SET EXPECTATIONS
How to get the most from a pro-bono
arrangement:
You are getting a video, what are they
  getting?
       A feeling
       What feeling will you leave them with?
       Trust them as the experts
       Make it easy for them
       Don‟t take advantage of their generosity
       Make them feel like heroes
How to get the best results in a DIY video
project:
Do you know the basic principles of video
production?
   Camera     Operation
   Framing
   Lighting
   Audio  recording
   Editing
   Visual storytelling
How to get the best results in a DIY video
project:
   Choose a project that matches your video skill
    level
   Approach an Organizational Video with
    CAUTION
   This video will define your organization in ways
    far beyond words.
How to get the best results in a DIY video
project:
Select someone to lead the project that is not
biased.
   Who is the audience?
   What are the goals of the video?
   How will it be used to accomplish those goals?
   What should the length be to best suit the
    audience/goals?
   What feeling should the audience be left with after
    watching the video?
How to get the best results in a DIY video
project:
Select someone to lead the project that is not
biased.
   Who is the audience?
   What are the goals of the video?
   How will it be used to accomplish those goals?
   What should the length be to best suit the
    audience/goals?
   What feeling should the audience be left with after
    watching the video?
How to get the best results in a DIY video
project:
Take a „devil‟s advocate‟ approach to draw out
the important points
 So What?
 Who Cares?
 What‟s in it for me?
How to get the best results in a DIY video
project:
Create your Outline/Script
    Write the script based on your goals
    You don‟t have to say everything. Leave them
     wanting more.
    Start with a hook
    Un-initiated audience? Use the “first
     paragraph” principle
How to get the best results in a DIY video
project:

Shoot the Script
   Choose and interview subjects
     Craft viewpoint questions
     Have the set up the answer
How to get the best results in a DIY video
project:

Shoot b-roll …and lots of it.
   B-roll is just as important as the interviews… or
    more so
   Each interview subject in their natural habitat
   Scenes of what is being discussed
   Metaphorical shots?
   Consider stock footage
How to get the best results in a DIY video
project:

 Consider    transcription of interviews
   Collaboration
   Efficiency
   Layout structure
How to get the best results in a DIY video
project:
Edit the script
    Keep the structure
    Choose your best soundbites fulfill your outline
             Think as much on how they say it as what they say
    Use text to fill in the blanks
    Use music and pacing to set the mood
             Is your music royalty-free?
Test response before premiere
    Use a questionnaire
    Take internal feedback with a grain of salt
Review:
   Video is a crucial part of an organization‟s marketing and
    communication strategy
   Video is not an off-the-shelf product, it is a piece of art custom
    crafted for your audience and your goals.
       Choose your artist carefully.
   The power of video is in its ability to transmit emotion
       Words are informative but visuals are powerful.
   Hiring a video production company will probably give you the best
    results but make sure to choose the right one for your organization.
       They should be looking out for your interests.
       Be prepared to invest in a video that will produce results
Review:
   Pro-Bono is great but be careful the arrangement doesn‟t
    backfire.
       Don‟t accept it just because it‟s free-ish.
       Set expectations up front with a contract.
       Leave them feeling great.
   Doing a video yourself is a lot of work, but you can save you
    money if you have someone that knows what they‟re doing.
       Stay focused on your audience and the goals of the video
       Write the script, shoot the script, edit the script
       Keep it short, sweet and strong
Creative Process Sample:
Q&A
CRISISLINK EXAMPLE:




Health Care Reform Update/ Page 42

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2012-11-14 Propel Your Org with Videos

  • 1. Propel Your Organization with Videos: Tell Your Organization's Story  Esteban Escobar, Principal  November 14, 2012 Thrive. Grow. Achieve.
  • 2. Meet & Greet  Name  Organization Name and Mission  What has your organization done with video in the past?  What do you hope to learn today?
  • 3. Video can be a wise investment Communication has Changed  The way human beings communicate has changed more in the last two decades than it did in the previous two millennia.  There was a time when people were happy to receive communication of any kind. The audience would go to you.  Today there is no lack of communication. You must go to them.  The audience is now in control of what communications they receive and how they receive it.  The marketplace is demanding ever more creative methods of communication.  Want to be heard? Communicate to your audience how they want or they will not listen or respond.
  • 4. Is video a wise investment? Consider some facts and statistics:  A minute of video is worth 1.8 million words (Omnivideo, January 2009)  Online video is the fastest growing ad format in 2012 with nearly 55% growth. (eMarketer, January 2012)  Of 3,800 social media marketers, 76% cited YouTube and video marketing as their top area for investment in 2012; it was video‟s second straight year in the top spot, as cited by Brainshark.
  • 5. Is video a wise investment? YouTube Facts:  YouTube is the 2nd largest search engine after Google.  In January 2012, YouTube surpassed 4 billion daily video views.  In 2011, YouTube had more than 1 trillion views.  The average YouTube viewer spends more than 16 minutes per day on YouTube.
  • 6. Are these statements true or false? “Video provides a great return on investment and is one of the best ways to communicate a complex message to an audience in a way they will respond to.”  False because it is incomplete.  Video is not an off-the-shelf product
  • 7. Are these statements true or false? “A well-produced video provides a great return on investment and is one of the best ways to communicate a complex message to an audience in a way they will respond to.”  False because it is incomplete.  Too many questions unanswered. Is it right for the audience? Focused on goals? Does it take other communications into account? How much investment will be needed to produce results?
  • 8. Are these statements true or false? “A well-produced video that is designed to reach the highest possible return on investment by focusing on the client‟s goals and communicating in a creative way, custom tailored for a specific audience and working in harmony with complementary communications provides a great return on investment and is one of the best ways to communicate a complex message to an audience in a way they will respond to.”
  • 9. What is the power of video?  Sample #1 – Football Seatbelt PSA
  • 10. What is the power of video?  Sample #2 - Stat Seatbelt PSA
  • 11. What is the power of video?  Sample #3 - Family Seatbelt PSA
  • 12. Leverage the Power of Video The power of video is the ability to leverage the two most influential senses in communication:  Hearing 20%  Seeing 80%
  • 13. Leverage the Power of Video  The power of video is its ability to transmit emotion.  Leverage the power of video: Transmit emotion, not information.  This is an art form.
  • 14. Contracting a Company? Pros and Cons Pros Cons  Professional  Costs Money  Experience  Risk  Accountability  Attention/QoS  Equipment  Quality  You are the boss
  • 15. Pro-Bono? Pros and Cons Pros Cons  Free-ish (low monetary  Less Accountability risk)  Less Attention, QoS,  Professional slower turn around  Experience  Experience?  Equipment  More legwork  You are not  Quality necessarily the boss
  • 16. Doing it Yourself? Pros and Cons Pros Cons  Free-ish (low monetary  You don‟t know what risk) you‟re doing  Little to no experience  You know your  Equipment business better than  Lower quality anyone  Dificulty to Kill your  Do it the way you Darlings  Perception Liability want  No one else to
  • 17. How to choose a video production company: The Pro Video Provider Divide: Videographer: Camera, tripod, microphone, editing software, website, works from home. Pros Cons  Low overhead  Limitedabilities  Flexible  Low capacity  Personal service  Risk
  • 18. How to choose a video production company: The Video Production Company: Big firm, nice office downtown, large staff. Pros Cons  Cando anything  Expensive  Handle anything  Sometimes  Reputation inconsistent  Less personal
  • 19. How to choose a video production company:  Which does better work? It depends  Find your match. Where you are. Where you‟re going.
  • 20. How to choose a video production company: Should you look for this?  Years of experience?  Equipment?  Worked for Discovery or Nat Geo?  Deliver what you want?  One-Stop-Shop?  Fancy Office Downtown?
  • 21. How to choose a video production company:  What should you look for?  Partner – not a vendor  Storyteller  Efficiency  Flexibility  Focus on ROI, ROI, ROI
  • 22. Why is choosing the right video production company so important?  Video is an art form  Anyone can fulfill your contract  Not everyone can fulfill your expectations  A video is an expense  A video that produces results is an investment  Don‟t waste your money on any old video
  • 23. What should it cost?  Less than the potential return.  Keep costs down by being organized and investing in pre-production  Write the script for the goals, shoot the script, edit the script
  • 24. How to get the most from a pro-bono arrangement:  What went wrong?  Who was at fault?  How could Peggy have handled the situation better?  How could the organizers have handled the situation better?
  • 25. How to get the most from a pro-bono arrangement: Think about whether you should accept pro-bono  Do you have a definite need?  Do you have the time?  Is it a company you really want to work with?  Is the company well matched for the project needed?  Don‟t accept pro-bono just because it‟s free. Because it‟s not.
  • 26. How to get the most from a pro-bono arrangement:  Sign a Contract!!!  How much time & resources will they donate?  What will be donated? What would not be donated?  What happens if the project goes over the time/resource budget?  What are the deadlines?  SET EXPECTATIONS
  • 27. How to get the most from a pro-bono arrangement: You are getting a video, what are they getting?  A feeling  What feeling will you leave them with?  Trust them as the experts  Make it easy for them  Don‟t take advantage of their generosity  Make them feel like heroes
  • 28. How to get the best results in a DIY video project: Do you know the basic principles of video production?  Camera Operation  Framing  Lighting  Audio recording  Editing  Visual storytelling
  • 29. How to get the best results in a DIY video project:  Choose a project that matches your video skill level  Approach an Organizational Video with CAUTION  This video will define your organization in ways far beyond words.
  • 30. How to get the best results in a DIY video project: Select someone to lead the project that is not biased.  Who is the audience?  What are the goals of the video?  How will it be used to accomplish those goals?  What should the length be to best suit the audience/goals?  What feeling should the audience be left with after watching the video?
  • 31. How to get the best results in a DIY video project: Select someone to lead the project that is not biased.  Who is the audience?  What are the goals of the video?  How will it be used to accomplish those goals?  What should the length be to best suit the audience/goals?  What feeling should the audience be left with after watching the video?
  • 32. How to get the best results in a DIY video project: Take a „devil‟s advocate‟ approach to draw out the important points  So What?  Who Cares?  What‟s in it for me?
  • 33. How to get the best results in a DIY video project: Create your Outline/Script  Write the script based on your goals  You don‟t have to say everything. Leave them wanting more.  Start with a hook  Un-initiated audience? Use the “first paragraph” principle
  • 34. How to get the best results in a DIY video project: Shoot the Script  Choose and interview subjects  Craft viewpoint questions  Have the set up the answer
  • 35. How to get the best results in a DIY video project: Shoot b-roll …and lots of it.  B-roll is just as important as the interviews… or more so  Each interview subject in their natural habitat  Scenes of what is being discussed  Metaphorical shots?  Consider stock footage
  • 36. How to get the best results in a DIY video project:  Consider transcription of interviews  Collaboration  Efficiency  Layout structure
  • 37. How to get the best results in a DIY video project: Edit the script  Keep the structure  Choose your best soundbites fulfill your outline  Think as much on how they say it as what they say  Use text to fill in the blanks  Use music and pacing to set the mood  Is your music royalty-free? Test response before premiere  Use a questionnaire  Take internal feedback with a grain of salt
  • 38. Review:  Video is a crucial part of an organization‟s marketing and communication strategy  Video is not an off-the-shelf product, it is a piece of art custom crafted for your audience and your goals.  Choose your artist carefully.  The power of video is in its ability to transmit emotion  Words are informative but visuals are powerful.  Hiring a video production company will probably give you the best results but make sure to choose the right one for your organization.  They should be looking out for your interests.  Be prepared to invest in a video that will produce results
  • 39. Review:  Pro-Bono is great but be careful the arrangement doesn‟t backfire.  Don‟t accept it just because it‟s free-ish.  Set expectations up front with a contract.  Leave them feeling great.  Doing a video yourself is a lot of work, but you can save you money if you have someone that knows what they‟re doing.  Stay focused on your audience and the goals of the video  Write the script, shoot the script, edit the script  Keep it short, sweet and strong
  • 41. Q&A
  • 42. CRISISLINK EXAMPLE: Health Care Reform Update/ Page 42