This document discusses the importance and benefits of using video for marketing purposes. It notes that video can boost search engine optimization, conversion rates, and time spent on retail sites. It then provides tips for creating effective video content such as how-tos, testimonials, interviews, and brand awareness videos. It also offers advice on video production including equipment, sound, lighting, dress, shots, subjects, and editing software. Finally, it discusses strategies for sharing and monetizing video through platforms like YouTube, Facebook, and securing press coverage.

1. BEYOND THE VLOG
Why VIDEO Matters
with Joey Fortman
@JoeyFortman

2. • Why Video Matters?
SEO
• Puts ‘face’ behind the
brand.
• More engaging
• People do business with people they
‘like’ or feel they can ‘relate’ to.
• Reach Prospects
• Video into e-mail marketing increases
clickthru by over 96% (Implix)
• People do business with people
they ‘like’ or feel they can
‘relate’ to.

3. • Video
Video SEO
boosts conversion rates by an
average of 9%.
(Internet Retailer, October 2010)
• Products that have videos are 95% more
likely to be bought.(Internet Retailer,
April 2010)
• Video adds two minutes to visitors' stays
on retail sites.(Comscore, August 2010)
• Video increases the likelihood of a
front-page Google search result by 96%
with proper page optimization.(Forrester,
January 2010)

4. Do you have CONTENT?
• How-To’s / Tips & Tricks
• Brand Awareness
• Video
Testimonials/Reviews/Intervie
ws
• Creates credibility.
• Contests
• About the Team
• Events

5. How-To’s / Tips & Tricks
• DIY, fashion haul, etc
Brand Awareness
• Video intro about yourself
(homepage)
Video Testimonials Reviews & Interviews
• Interviews / personal reviews -
authors, inventors, celebrities: book
reviews, product review
• Video Testimonial from someone other
than yourself about you/your product

6. Contests
• Great for SEO with time on site
• Site Scavenger Hunts
• Twitter/Facebook/Pinterest/YouTube
Giveaways
• Do a video to explain a contest
About The Team
• Employee/writer/contributer/reader/etc
of the month
• Could make it a feature or one time.
Make it long with a collage or each
separately

7. Events
• Did you do a press event & want to
impress the agency who invited you?
• Did your blog/biz do a charity
event & you want to highlight it
• Did you cover something in the area
that you specialize in (hyperlocal)
• These are AWESOME if you’re dying
to break into travel experiences!

8. Things to Think About
• Equipment
• Video Cam, Cell Phone,
Webcam
• Sound
• Music Beds, sound effects
• Subjects
• Spokesperson, Kids, You,
• Production
• Who will produce your
videos?

9. WHO will produce it?
• In-House
• iMovie, Final Cut, Windows
Movie Maker, YouTube
• Professional/Production Company
• Bloggers, Fans, Friends
• Testimonials/Reviews

10. • Go
YOUTUBE EDITOR
to the website
www.YouTube.com/Editor

11. Video Terms
• Tilt (up/down)
• Pan (side/side)
• Backlight
• Over The Shoulder Shot
• Wide Shot
• Two Shot
• Medium Shot
• Close Up
• Reversal
• Lower Third
• Cutaway
• B Roll
• Pre-Post Roll
• Jump Cuts
• Interview

12. Types of Video
• Raw: Amateur/Candid
• Un-edited footage
• Produced:
Professional/Investment
• Edited video
• Cutaways, closeups,
branding
• Live: Experienced
• Sites like Ustream or
Stickam

13. RULES for
Video
•Introduction
•Sound
•Lighting
•Dress
•Shot
•Subjects

14. INTRODUCTION
• Who are you? Why are you there?
• ‘I’m ____ and welcome to my website!
Today we’re going to talk about
____.’’
• BE CATCHY! Grab their attention.
• Start with a shot then fade to you

15. Sound
• MINIMIZE background noise: kids, music,
conversation, tv
• Sometimes you just can’t control it. That’s when you
find a way to have fun with it.
• USE a MICROPHONE when possible
• It can make or break your video. If you’re covering
an event with your iphone and no mic? Might as well
not even do it... sound is so bad!
• GREAT Mic for iPhone: Audio Technica ATR 3350 approx
$35

16. Lighting
• More is BETTER
• Outside (when possible)
• INDOORS USE TRIANGLE
LIGHTING
• Key Light
• Fill Light
• Back Light

17. Dress
• Solid BRIGHT Colors
• Black is ok if you have
accents in jewelry or
your hair contrast
(Joey wears a lot of
black!)
• If doing a lot of
shots, just change
shirts or accessories!
• Avoid reflective
clothes and jewelry

18. Shot
• Clean it UP!
Avoid Clutter!!
• Product
Placement
• Frame the shot

19. Subjects
• Be prepared! Cue Cards.
• When filming children: COACH
them!
• Be energetic & passionate
about what you’re talking
about.

20. Unedited-Raw Video
• Keep it short! :30 seconds -
1:00 max
• Shoot, Review, Shoot x 2 =
pick best
• Use cue cards if needed!

21. Edited Video
• Keep it short! 2:00 or less
• Only have :10 to make that
first impression & keep
your audience.
• 1st frame: LOGO & website
• Pacing: Don’t drag!!!
• Use transitions
• Avoid jumpcuts

22. Editing Software
• Mac: I Movie, App for
iPad/iPhone
• Final Cut x ($300.00)
• PC Adobe Premiere (elements -
$100)
• Desktop/web camera: Camtasia
$99

23. Where to Put Your
• Posting: YouTube,Video
Vimeo
• PRO: Free, Views count for YouTube SEO
• CON: YouTube gets SEO credit-not your
site.
• Hosting: BrightCove, Wistia, Kaltura
• PRO: Better quality & analytics: Video
sitemapping
• CON: Cost for hosting ($100 month)
• Fees involved
• Things to Think About:
• Pinterest! Pinning Videos on site HELPS!

24. YouTube Must Do:

25. Social Media & Video
• YouTube: Engage the community
•
Tips
Facebook: Use video on pages & walls
• VIDEO ranks #1 in FB algorithms
• Twitter: Share to your followers
• LinkedIn: Put YouTube in UPDATES!
• Pinterest: Pinning Videos is SEO Heaven.

26. Video & Securing Press
• DON’T pitch your business
• They’re media companies-they’ll pitch you back!
• If you have the budget-Pay for Play!
• 10! Show, Better Philly, Talk Philly
• Pitch BENEFITS of your service.
• Look for an EMOTIONAL hook.
• Be a ‘LOCAL EXPERT’
• WHY VIDEO?
• When you pitch-the producer has something to
‘see’. Personality, Appearance, Relevancy

27. Monetizing Your Video
• Product Placement
• Video Reviews
• Producing ‘welcome
videos’ for small
businesses
• Event Coverage
• Social Media Consulting
• Teach clients how to
use it
• Creative Branding

28. Resources
• Lynda.com
• $25/mo. $37.50 w/exercises*
• $250 year $375 premium*
• iTunes
• iPad/iPhone: iMovie app $5
• Film Director, Vibop
• Classes
• Apple stores

29. Great Tech Goodies
GoPro HD Motorsports Hero
(Action Camera)
Audio Technica ATR-3350
(Lavalier Microphone)
XShot iRig iMic
(case/tripod) (Mic for iPhone)
XShot 2.0
(iPhone Camera Extender)