SlideShare a Scribd company logo
Creating a Seamless Video 
Strategy on a Budget 
@TimWasher
Creativity 
Stories 
Production 
Salt Lick BBQ, Austin
Creativity 
Stories 
Production
“Create moments of inspiration that 
send people on a journey” 
-- Andrew Davis
“The main evolutionary significance of humor is that it 
gets us from the closed mode to the open mode quicker 
than anything else. I think we all know that laughter 
brings relaxation and humor makes us playful, yet how 
many times have important discussions been held where 
really original and creative ideas were desperately 
needed to solve important problems, but where humor 
was taboo because the subject being discussed was ‘so 
serious’.” 
-- John Cleese 
https://vimeo.com/89936101
Improv Rule #1 
There are no mistakes, only gifts.
“When you're in the open mode, 
nothing will stop you so effectively as 
the fear of making a mistake.” 
-- John Cleese
To encourage creativity, PBS Digital Studios added 
a ‘failure quota’ to employees’ performance 
evaluations. And the results: 
#1 TV network website 
#1 kids video site 
15 YouTube series 
7 Webbies 
Views/Mo: 2M to 225M
Improv Rule #2 
Take care of your partner.
“Collaboration” 
• Caveat: Nobody gets fired for saying “No” 
• Keep the committee small 
• Build 1:1 relationships. Use coffee. 
• Find a champion 
• Learn how your “partner” is measured on 
success, and help. Be genuine.
Improv Rule #3 
Follow the Fear 
-- Del Close
The Power of Humor 
• Making someone laugh is the most intimate 
connection you can make in a business context 
• Humor based on customer pain points demonstrates 
empathy 
• Being playful (and not always so serious) is an 
endearing and charming quality. It shows 
authenticity. 
• Laughter is a wonderful gift to give your audience
http://youtu.be/MSqXKp-00hM
http://ow.ly/B6qy7 
“The tone of the video is in keeping with the 
kinder, humbler image IBM now seeks to project.”
http://youtu.be/Z1xKpm0nURk
Avoid Common Myths 
• “On brand” means it looks exactly like all of 
our product videos 
• Must be packed with messaging 
• Everyone must love it 
• Objective of :60 video is to sale $1M product 
• Must fit perfectly with our target market
Lessons from Standup Comedy 
• Above all, be truthful and vulnerable 
• Shift focus from what you want to say to 
what the audience will hear 
• Comedy comes from pain 
• The more specific your story is, the more 
universal it becomes
“They said in 4 minutes something 
that I’ve been saying for 10 years ” 
http://gu.com/p/3pb3c/tw
Creativity 
Stories 
Production
Story…. 
• Story trumps messaging. 
• Story creates an emotional connection, 
descriptors don’t. 
• Narrative structure builds tension. 
• Don’t try to change how people speak -- 
change how they think.
Finding Stories 
• Customers 
• Employees 
• History 
• Invention 
• Redemption
http://shar.es/11REko
Interview Q’s 
• What inspired you to get into this career? 
• What was your biggest failure, and what 
insight did that lead to? 
• What is your team most proud of? 
• Tell me about the “eureka” moment that led 
to your invention ?
Employees 
• Give employees a concept that 
they can create as a slideshow, 
using photos and narration. 
• Post the videos internally, and 
post the best ones on youtube. 
• Helps you identify storytellers, 
and gets people comfortable 
with producing 
http://youtu.be/D7JRoQWh0SU
History 
• History is always interesting, 
especially the spark of 
inspiration that inspired an 
invention. And the failures 
that led up to it. 
• Produce a mini-documentary 
by recruiting 
an industry influencer to be 
the narrator. http://youtu.be/WHaQY2MlHV8
Think Visually 
• Find inspiration for stories by 
considering what you want to 
watch on YouTube, like sharks. 
. 
• Don’t burden the story or 
process by forcing your 
company on it. Rather tell a 
broader story about how the 
technology makes an impact. http://youtu.be/Pn-yB5IyTYE
Edutainment 
• Be a good steward of the 
audiences attention span, 
and they will subscribe. 
• People love to feel smart, so 
share knowledge about an 
industry problem. They will 
be more likely to share it 
too. 
http://youtu.be/1DAR5wW19Eg
Redemption 
• Redemption is the most power 
theme in storytelling. 
• We’ve all experienced the 
sting of failure. Seeing others 
experience struggles, and 
overcome them, gives us 
comfort and hope. 
• Business stories don’t need to 
be overly dramatic, but 
everyone loves even a light 
turnaround story. 
http://youtu.be/HW3MJhwTV2k
Discover Your Voice 
• Write about what you love or 
strongly dislike. The strong 
emotional connection helps you 
to speak authentically. 
• Start by blogging and writing 
captions for photos. Progress to a 
slideshow, then a short video. 
• Don’t worry about any business 
connection yet. In time, you’ll 
discover the intersection. 
Comedy & Cheeseburger blog
Creativity 
Stories 
Production
Become an Independent Filmmaker 
• Get budget from sales event; partners 
• Be consistent, but not repetitive of strategy 
• Consider posting “off-property” 
• Start small and do it right 
• Pitch a film school internship project
SmartPhone Video Studio 
• A mini-tripod makes it easy to 
record steady video. No need 
to provide the audience with 
Dramamine 
http://bhpho.to/RwHwCd 
• Lavalier microphone reduces 
background noise. Helpful for 
spontaneous interviews at 
conferences. 
http://bhpho.to/tzOrHX
LED Light Kit 
• This adjustable light works 
incredibly well for an interview 
(about a 6’ range) 
• LED prevents harsh look for 
most office lighting. 
• Helpful if you take video 
conference calls from your 
basement. 
• Vidpro K-120 On-Camera LED 
Video Light Kit - $80 
http://bhpho.to/JASPDA
Clamp Light 
• At Home Depot or Lowes 
for about $7. 
• Add an LED bulb for $20- 
$25 
• A regular soft light bulb will 
work too, and you can use a 
translucent white shower 
curtain as a diffuser to 
reduce shadows / harshness
Monopod 
• Small enough to toss in your 
computer bag or man-purse. 
• Your prepared for an 
impromptu shoot anytime, 
without producing shaky 
video. 
http://ow.ly/Bp5Pk
Recording webcam interviews 
• Upgrade to an HD webcam, such as the Logitech 920 (approx 
$70), or one of the newer models. 
• They make a big difference on the visual quality. 
• Most will include an upgraded microphone, but I prefer a lav 
mic to reduce the room echo. 
• Find a blogger or influencer to interview, and record by Skype or 
Google Hangouts. 
• A tool such as VodBurner allows you to record the video of both 
sides of the call. However Skype has dropped some support on 
the Mac version
Logitech HD Pro Webcam C920 
http://amzn.com/B006JH8T3S http://www.vodburner.com/
Webcam Show Example 
• An experimental show that Ann 
Handley and I produced. 
• You can see the difference in 
quality from the first episode 
(no webcams) 
• Recorded with VodBurner (her 
side) and a camcorder (my side) 
because we didn’t like the look 
of the split screen. https://www.youtube.com/user/BMTBD/
@TimWasher 
timwasher.com

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Creating a Seamless Video Strategy on a Budget - CMWorld14

  • 1. Creating a Seamless Video Strategy on a Budget @TimWasher
  • 2. Creativity Stories Production Salt Lick BBQ, Austin
  • 4. “Create moments of inspiration that send people on a journey” -- Andrew Davis
  • 5.
  • 6. “The main evolutionary significance of humor is that it gets us from the closed mode to the open mode quicker than anything else. I think we all know that laughter brings relaxation and humor makes us playful, yet how many times have important discussions been held where really original and creative ideas were desperately needed to solve important problems, but where humor was taboo because the subject being discussed was ‘so serious’.” -- John Cleese https://vimeo.com/89936101
  • 7. Improv Rule #1 There are no mistakes, only gifts.
  • 8. “When you're in the open mode, nothing will stop you so effectively as the fear of making a mistake.” -- John Cleese
  • 9. To encourage creativity, PBS Digital Studios added a ‘failure quota’ to employees’ performance evaluations. And the results: #1 TV network website #1 kids video site 15 YouTube series 7 Webbies Views/Mo: 2M to 225M
  • 10. Improv Rule #2 Take care of your partner.
  • 11. “Collaboration” • Caveat: Nobody gets fired for saying “No” • Keep the committee small • Build 1:1 relationships. Use coffee. • Find a champion • Learn how your “partner” is measured on success, and help. Be genuine.
  • 12. Improv Rule #3 Follow the Fear -- Del Close
  • 13. The Power of Humor • Making someone laugh is the most intimate connection you can make in a business context • Humor based on customer pain points demonstrates empathy • Being playful (and not always so serious) is an endearing and charming quality. It shows authenticity. • Laughter is a wonderful gift to give your audience
  • 15.
  • 16. http://ow.ly/B6qy7 “The tone of the video is in keeping with the kinder, humbler image IBM now seeks to project.”
  • 18.
  • 19. Avoid Common Myths • “On brand” means it looks exactly like all of our product videos • Must be packed with messaging • Everyone must love it • Objective of :60 video is to sale $1M product • Must fit perfectly with our target market
  • 20. Lessons from Standup Comedy • Above all, be truthful and vulnerable • Shift focus from what you want to say to what the audience will hear • Comedy comes from pain • The more specific your story is, the more universal it becomes
  • 21. “They said in 4 minutes something that I’ve been saying for 10 years ” http://gu.com/p/3pb3c/tw
  • 23. Story…. • Story trumps messaging. • Story creates an emotional connection, descriptors don’t. • Narrative structure builds tension. • Don’t try to change how people speak -- change how they think.
  • 24. Finding Stories • Customers • Employees • History • Invention • Redemption
  • 26. Interview Q’s • What inspired you to get into this career? • What was your biggest failure, and what insight did that lead to? • What is your team most proud of? • Tell me about the “eureka” moment that led to your invention ?
  • 27. Employees • Give employees a concept that they can create as a slideshow, using photos and narration. • Post the videos internally, and post the best ones on youtube. • Helps you identify storytellers, and gets people comfortable with producing http://youtu.be/D7JRoQWh0SU
  • 28. History • History is always interesting, especially the spark of inspiration that inspired an invention. And the failures that led up to it. • Produce a mini-documentary by recruiting an industry influencer to be the narrator. http://youtu.be/WHaQY2MlHV8
  • 29. Think Visually • Find inspiration for stories by considering what you want to watch on YouTube, like sharks. . • Don’t burden the story or process by forcing your company on it. Rather tell a broader story about how the technology makes an impact. http://youtu.be/Pn-yB5IyTYE
  • 30. Edutainment • Be a good steward of the audiences attention span, and they will subscribe. • People love to feel smart, so share knowledge about an industry problem. They will be more likely to share it too. http://youtu.be/1DAR5wW19Eg
  • 31. Redemption • Redemption is the most power theme in storytelling. • We’ve all experienced the sting of failure. Seeing others experience struggles, and overcome them, gives us comfort and hope. • Business stories don’t need to be overly dramatic, but everyone loves even a light turnaround story. http://youtu.be/HW3MJhwTV2k
  • 32. Discover Your Voice • Write about what you love or strongly dislike. The strong emotional connection helps you to speak authentically. • Start by blogging and writing captions for photos. Progress to a slideshow, then a short video. • Don’t worry about any business connection yet. In time, you’ll discover the intersection. Comedy & Cheeseburger blog
  • 34. Become an Independent Filmmaker • Get budget from sales event; partners • Be consistent, but not repetitive of strategy • Consider posting “off-property” • Start small and do it right • Pitch a film school internship project
  • 35. SmartPhone Video Studio • A mini-tripod makes it easy to record steady video. No need to provide the audience with Dramamine http://bhpho.to/RwHwCd • Lavalier microphone reduces background noise. Helpful for spontaneous interviews at conferences. http://bhpho.to/tzOrHX
  • 36. LED Light Kit • This adjustable light works incredibly well for an interview (about a 6’ range) • LED prevents harsh look for most office lighting. • Helpful if you take video conference calls from your basement. • Vidpro K-120 On-Camera LED Video Light Kit - $80 http://bhpho.to/JASPDA
  • 37. Clamp Light • At Home Depot or Lowes for about $7. • Add an LED bulb for $20- $25 • A regular soft light bulb will work too, and you can use a translucent white shower curtain as a diffuser to reduce shadows / harshness
  • 38. Monopod • Small enough to toss in your computer bag or man-purse. • Your prepared for an impromptu shoot anytime, without producing shaky video. http://ow.ly/Bp5Pk
  • 39. Recording webcam interviews • Upgrade to an HD webcam, such as the Logitech 920 (approx $70), or one of the newer models. • They make a big difference on the visual quality. • Most will include an upgraded microphone, but I prefer a lav mic to reduce the room echo. • Find a blogger or influencer to interview, and record by Skype or Google Hangouts. • A tool such as VodBurner allows you to record the video of both sides of the call. However Skype has dropped some support on the Mac version
  • 40. Logitech HD Pro Webcam C920 http://amzn.com/B006JH8T3S http://www.vodburner.com/
  • 41. Webcam Show Example • An experimental show that Ann Handley and I produced. • You can see the difference in quality from the first episode (no webcams) • Recorded with VodBurner (her side) and a camcorder (my side) because we didn’t like the look of the split screen. https://www.youtube.com/user/BMTBD/