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Direct to Consumer Wine Symposium 2011 video presentation
The document discusses the rapid rise of online video as a dominant media platform, highlighting statistics like over 700 billion YouTube videos viewed and the growing preference for video content among internet users and business executives. It emphasizes the importance of video storytelling for individuals and companies, encouraging investment in video production while providing guidelines on equipment, planning, and production techniques. The text also addresses common myths about video creation, advocating for accessible methods to engage audiences effectively.
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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.
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- 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).
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- 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