Kieran Farr challenges our participants on the notion that it is not possible to create good video content in a short amount of time, in fact it may be one of the most powerful tools that teams have at their disposals. He presents a class that enables the teams to make high quality content immediately with their camera enabled smartphone, their Macbook pro, a few handy apps and some tips to get things done.

1. Videos + ? = $$$

2. Videos + ? = $$$
.com

3. Who is Kieran?
• I wear a funny hat, bought it in
Monaco
• I have an (old) dog and (new)
wife
• I love online video and
computers
• I started a few companies
kieran.farr@gmail.com

4. Presentation Goals (Yours)
• How to make viral video (generate as much
view as possible, awareness around
product)
• Present quickly value prop
• How to answer questions before they’re
asked
• Make memorable videos
• Turn video into prototype

5. Presentation Goals (Mine)
• Leave this presentation with:
– Ability to create 4 types of videos
• Social media “teaser”
• Customer testimonial
• Explainer video
• Support video

6. Presentation Outline
• How do we accomplish these goals?
– Why is video important?
– How to create video?
– How to drive action from video?
– How to measure results?

7. Presentation Outline
• How do we accomplish these goals?
– Why is video important?
– How to create video?
– How to drive action from video?
– How to measure results?

8. How did video (ads) start?
• History – “Bulova Time”

9. How did video (ads) start?

10. 1
“MAGIC CONTENT”
(PREMIUM CONTENT)
PRE-ROLL $
(ADVERTISER)
$ ADVERTISER == CONTENT
Goal is now to drive meaningful action from advertiser content,
not just show ads.
Video Monetization Trend
Old School
New School

11. Why do we care about video?
• Video changes minds
• Video drives action
• Video is measurable

12. Why do we care about video?
• Stats
– Facebook video is exploding (over 4 Billion daily
views)
– By 2018, 79% of all internet traffic will be video
– Just mentioning “video” in an email subject line
increases CTRs by 65%
1- Recode
2- Cisco
3- Experian

13. Presentation Outline
– Why is video important? (DONE)
– How to create video?
– How to drive action from video?
– How to measure results?

14. Presentation Outline
– Why is video important? (DONE)
– How to create video?
– How to drive action from video?
– How to measure results?

15. Presentation Outline
– Why is video important? (DONE)
– What videos do we need to make?
– How to create video?
– How to drive action from video?
– How to measure results?

16. What videos do we need to make?
– What is the goal of video?
– It depends.

17. What are some example goals of video?
– Make sale
– Inbound lead generation
– Convey values
– Interest in brand
– Viewing ads
– View more content
– Social sharing
– Share knowledge
– Laugh
– Cry
– Entertain

18. How do I know what is right for me?
Top
Middle
Bottom
Awareness
Nurture
Close

19. How do I know what is right for me?
Top
Middle
Bottom
Awareness
Nurture
Close
Bottom
Middle
Top
Onboard
Generate Value and Renew
Share and Evangelize

20. How do I know what is right for me?
Top
Middle
Bottom
Social Media Teaser
Info / Explainer Video
Support Video
Customer Testimonial

21. Presentation Goals (Mine)
• Leave this presentation with:
– Ability to create 4 types of videos
• Social media “teaser”
• Customer testimonial
• Explainer video
• Support video

22. Social Media “Teaser”
• Examples:
– GeoOrbital:
https://www.facebook.com/GeoOrbital/posts/8703946297323
69
– Logitech:
https://www.facebook.com/LogitechG/videos/1015408495436
4871/
– Samsung:https://www.facebook.com/SamsungMobileUSA/vid
eos/10153290826486786/
• More: https://insights.fb.com/video-ad-creative-spotlight/

23. Social Media “Teaser”
• Short
• Visual appeal within 5 seconds
• Subtitles / overlay text*
• 16:9 or 1:1 aspect ratio (rectangle or
square)
• Call to action
*source: http://mediacause.org/create-add-facebook-video-subtitles/

24. Customer Testimonials
• Examples:
– Wistia:https://wistia.com/blog/getting-started-
video-testimonials
– Inspirus Consulting:
https://www.youtube.com/watch?v=3LZDj4iKRls
https://www.youtube.com/watch?v=CiEItYkhNy
A

25. Customer Testimonials
• Keep it REAL
• Keep it SHORT (<60 seconds)
• Keep it SIMPLE
– Can you hear it? Great!

26. Explainer Video
• PG&E Solar:
https://www.youtube.com/watch?v=UMhpF92O
9Us
• GradeLeap:
https://www.youtube.com/watch?v=j5VoiEzQbV
0
• More:
http://blog.hubspot.com/marketing/explainer-
videos

27. Explainer Video
• #1: Explain what you do:
– Problem (brief)
– Solution (long)
• #2: Include a call to action.

28. Support Videos
• Email Signup (Screencast):
https://www.youtube.com/watch?v=Yk8Z0wj
qkw4
• Keurig (Real Life):
http://videos.keurig.com/

29. Support Videos
• Focus on 1 topic per video
• Keep it simple:
– Screencast and voiceover
• BORING IS GOOD

30. Presentation Outline
– Why is video important? (DONE)
– What videos do we need to make? (DONE)
– How to create video?
– How to drive action from video?
– How to measure results?

31. How to create video?
• From easiest to hardest:
– Support (START HERE)
– Testimonials*
– Explainer
– Teaser

32. Making Support Videos
• Screencast Mac / PC
• Screencast Mobile (iOS / Android)
• Record with camera in pocket (phone)

33. Screencast Mac
• Quicktime Player (free)
– You already have this!

34. Screencast Mobile App
• Mobile Recording:
– AirServer:
https://www.airserver.com/Download/MacPC
– X-Mirage:
http://www.x-mirage.com/x-mirage/
– Reflector:
http://www.airsquirrels.com/reflector/

35. Mobile Recording
• Great for testimonials!
• You have an HD camera in your pocket
• Worry about AUDIO FIRST
• APPS
– iMovie
– Clips (acq by Google), gone 
– Cameo (acq by Vimeo) still here! 
– VHS Cam - fun
– Videolicious – advanced

36. Demo
• Quicktime Screen Recording
• Reflector
• VHS
• Cameo

37. How to create video?
• From easiest to hardest:
– Support (DONE)
– Testimonials (DONE)
– Explainer
– Teaser

38. Explainer
• Start with a storyboard
• Then make a slide show with voiceover
• Record this
• Try it out on people
• Then invest time to make a video

39. GoAnimate for Explainers
• GoAnimate: https://goanimate.com/
– AWESOME for explainer videos

40. Cutting the Perfect “Teaser”
• Teaser consists of small clips of what you made
already
• How to make?
– BEST – For most: Use mobile editing apps
– ADVANCED – For hardcore users:
• Final Cut Pro
• Adobe Premiere
– OKAY – Web editing tools:
• Stupeflix.com
• Wevideo.com

41. Production Resources
• Fiverr – voiceovers and talent (min $5)
– Example: https://www.fiverr.com/tamerak/be-
your-video-spokesperson-in-hd--2
• Videopixie – cloud editing service (min
$200)
– https://www.videopixie.com/

42. Presentation Outline
– Why is video important? (DONE)
– What videos do we need to make? (DONE)
– How to create video? (DONE)
– How to drive action from video?
– How to measure results?

43. Where to publish?
– Facebook!
– YOUR OWN WEBSITE
– YouTube
– Instagram
– EMAIL
– Twitter

44. Publishing Tools
– YOUR OWN WEBSITE
• Wistia (Basic)
• Brightcove (Advanced)
– EMAIL
• MailChimp

45. Where to publish?
– Facebook (include CTA)
– YOUR OWN WEBSITE (Embed with email)
– YouTube (include annotation CTA)
– Instagram (include URL in comment)
– EMAIL (integrate with video provider)
– Twitter (meh)

46. How to measure results?
Top
Middle
Bottom
Views
Identify (email)
Conversions

47. Rinse and repeat
Top
Middle
Bottom
Awareness
Nurture
Close
Bottom
Middle
Top
Onboard
Generate Value and Renew
Share and Evangelize

48. Presentation Outline
– Why is video important? (DONE)
– What videos do we need to make? (DONE)
– How to create video? (DONE)
– How to drive action from video? (DONE)
– How to measure results? (DONE)
Questions?