3. Justin Gutwein
7 years of producing online video
ball state university
moved to DC late 2010
filmmaker/entrepreneur/storyteller
better at conversations than
presentations
Wednesday, September 5, 12
4. WHY USE ONLINE VIDEO?
less likely to read this...
Wednesday, September 5, 12
5. WHY USE ONLINE VIDEO?
less likely to read this...
Wednesday, September 5, 12
6. WHY USE ONLINE VIDEO?
...than watch this.
Wednesday, September 5, 12
7. WHY USE ONLINE VIDEO?
...than watch this.
Wednesday, September 5, 12
9. WHY USE ONLINE VIDEO?
Entertaining
Show vs. Tell
Humanizing
Real Connection with Real People
SEO
YouTube 2nd largest Search Engine
Wednesday, September 5, 12
10. KINDS OF ONLINE VIDEO
well...some of them
Wednesday, September 5, 12
11. SHORT FILMS & VIRAL VIDEOS
things you’ll probably have to hire someone for.
Wednesday, September 5, 12
12. SHORT FILMS & VIRAL VIDEOS
things you’ll probably have to hire someone for.
Wednesday, September 5, 12
13. MICRO-DOCS
Authentic Storytelling
Wednesday, September 5, 12
14. MICRO-DOCS
Authentic Storytelling
Wednesday, September 5, 12
19. WHAT TO DO
PreProduction
Wednesday, September 5, 12
20. who are you talking to?
Wednesday, September 5, 12
21. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
22. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
23. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
24. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
25. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
26. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
27. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
28. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
29. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
30. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
31. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
32. who are you talking to?
audience venue video type
how to’s / thought
Search / YouTube
the oblivious FB, Twitter via Friends
leadership
cool & entertaining
the undecided / company stories,
website
confused customer stories, faq’s
tips & tricks, company
Twitter/ Facebook
the customer & customer success
Google+ / Email
stories
Wednesday, September 5, 12
33. what are you going to say?
Wednesday, September 5, 12
34. what are you going to say?
when the viewer finishes,
what do you want them to
know?
Wednesday, September 5, 12
35. what are you going to say?
when the viewer finishes,
what do you want them to
know?
boil your message down
Wednesday, September 5, 12
36. what are you going to say?
when the viewer finishes,
what do you want them to
know?
boil your message down
2-4 key messages
Wednesday, September 5, 12
37. what are you going to say?
when the viewer finishes,
what do you want them to
know?
boil your message down
2-4 key messages
what do you want them to do?
Wednesday, September 5, 12
38. what are you going to say?
when the viewer finishes,
what do you want them to
know?
boil your message down
2-4 key messages
what do you want them to do?
Call to Action
Wednesday, September 5, 12
40. a consideration of duration
video type duration other tips
a really, really good if you wow the viewer with
story that is shot well 2-5 minutes something they’ve never
and expertly told seen, they will watch it
short films & micro- if the content is relevant to
1-3 minutes the viewer, they will watch it
docs
if you can’t get the message
talking head 30-45 seconds out, split it or choose
another medium
Wednesday, September 5, 12
41. a consideration of duration
video type duration other tips
a really, really good if you wow the viewer with
story that is shot well 2-5 minutes something they’ve never
and expertly told seen, they will watch it
short films & micro- if the content is relevant to
1-3 minutes the viewer, they will watch it
docs
if you can’t get the message
talking head 30-45 seconds out, split it or choose
another medium
Wednesday, September 5, 12
42. a consideration of duration
video type duration other tips
a really, really good if you wow the viewer with
story that is shot well 2-5 minutes something they’ve never
and expertly told seen, they will watch it
short films & micro- if the content is relevant to
1-3 minutes the viewer, they will watch it
docs
if you can’t get the message
talking head 30-45 seconds out, split it or choose
another medium
Wednesday, September 5, 12
43. WHAT TO DO
Production and Post
Wednesday, September 5, 12
45. pro level
sony fs100u
Adobe Creative Suite
lots of gadgets and gizmos
$8k-20k
Wednesday, September 5, 12
46. dslrs
canon
t2i, t3i ,t4i
60d, 7d, 5d
interchangeable lenses
actually a photo camera
Wednesday, September 5, 12
47. dslrs con’t.
t4i is the only one with auto-
focus
still going to need a computer
to edit
imovie
fcpx
need an external mic
$1000+
Wednesday, September 5, 12
48. handycams
card based
full auto
$300+
Wednesday, September 5, 12
49. ios devices
1080p video
built in editing apps
imovie
vimeo
Auto only
Wednesday, September 5, 12
50. IOS DEVICES
shot and edited on an iPhone
Wednesday, September 5, 12
51. IOS DEVICES
shot and edited on an iPhone
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53. Location
interesting backdrop
avoid your conference
room
good lighting
not too noisy
Wednesday, September 5, 12
54. Sound
buy a mic
lav mic as cheap as $20
if you don’t have a mic...stand
as close to the camera as you
can in the quietest place
possible
Wednesday, September 5, 12
55. Lighting
go outside
magic hour
cheap LED light
Wednesday, September 5, 12
56. WHAT TO DO
Post Post
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57. YouTube
best place to host
embed everywhere else
SEO!
keywords
description
FREE!
Wednesday, September 5, 12
58. YouTube Tips: Video Titles
Put keywords first, and branding at
the end.
But also make sure your titles are
compelling to the viewer.
Your Health by ABC Hospital
instead of - ABC Hospital: Your
Health
Wednesday, September 5, 12
59. YouTube Tips: Tags
Include tags that are common, but
also some that are specific
Place the keywords you want to
carry the most weight first
YouTube recommends writing 12
tags or more
Mirror the title of the video, using
the same word order in tags
Wednesday, September 5, 12
60. YouTube Tips: Descriptions
The algorithm favors
comprehensive descriptions.
Put your most compelling
description information first.
Include keywords in the
descriptive text, as well as
subscription links and links to
your channel page.
Wednesday, September 5, 12
61. Vimeo
good alternative
HQ video, cleaner player
$200 a/yr
Wednesday, September 5, 12