The orientation covers pre-production considerations like project planning, budgeting, video length, and Kickstarter. It then discusses production topics such as camera options, audio, lighting, file formats and resolutions. Post-production and editing are also addressed, including software options, editing steps, titles, and rendering. [

1. Video Mastery
June 20 – 27 , 2012
Texas State University
Round Rock Higher Education Center

2. Orientation & Overview
Introductions: Host & Presenters
Participants: Burning Questions

3. Orientation & Overview
Class Concept & Structure: Video Mastery
• Countering the Hype & Herd Mentality • Taught in Series with
Online, Video, Profit
 Premises Don’t Support Conclusion
• 4-Topic Areas split
 Don’t Jump Straight to Mechanics over 2-Days
 Determine Appropriate & Relevant, ROI • Part of an Overall
Marketing Strategy
 You Know It, That’s Why You’re Here
• Instead
 Make Sense of it, Manage it, Make Use of it
Anywhere to Practice?
 Good Info: DIY, Hire Someone, Do Nothing
• Presenters SBDC Free Video Studio

4. Orientation & Overview
Why Video for Small Business?
• Global Reach (24/7/365)
• Search Optimization
• Blogging / Dynamic Content
• Metatags / Transcription
• Youtube / Google
• Engagement Thru Story
• Promote, Inform, Entertain
• Thought Leader: credible, real, authentic
• Speed of Trust (Know, Like, Trust)
• Efficiently Captures Attention

5. Orientation & Overview
Uses of Video for Small Business 
The Talking Head Interviews
Product Demo Instruct/Educate
Profiles Testimonials
Branding/Promotion News/PR
Revenge (Cust_Service) Handout Kickstarter/Bus_Plan
Content Blogging Entertain/Humor
Hiring Brainstorming
Examples of a Talking Hed…
Self-Made -> http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl
Professional -> http://www.youtube.com/watch?v=gTKOG41xYZQ

6. Orientation & Overview
Before You Start – Unique Challenges of Video …
Trends
• Managing Expectations • Video Itself is a Trend
• No Turnkey / “One-Size-Fits-All” Solution • Do-It-Yourself / Guerilla
• All about the Content
• Few Do-Overs / No Luxury of Time • Paradigm Shift: Information
• From End-to-End: Your Objectives Rule
(Decision Points Along Path of Bits & Bytes)
(Get What You Pay For: Dollars, Time, Expertise)

7. Pre-Production
Where Marketing Begins !!!
Things to know before you shoot your Video

8. Pre-Production
Project Planning 
• What is the Purpose of your video ?
Brand Development or Brand Promotion ?
• Who is Your Audience ?
Know your Audience by knowing your Customer ?
• What is Your Message ?
What do you want your Audience to hear ?
• What is The Take-Away ?
What Conclusion do you want to Develop ?
• What is Your Call-to-Action ?
When the Video is over, What should happen ?

9. Pre-Production
Now You Can Start
Oh, One More Thing …

10. Pre-Production
Now You Can Start
Oh, One More Thing …
DIGITAL RIGHTS: Just because it is on the
internet, does not give you the right to use it.

11. Pre-Production
Budget & Cost Considerations
How much does it cost?
How much should you expect to spend?

12. Pre-Production
Video Length
This only matters if you want people
to watch your video

13. Pre-Production
Styles of Video-Making

14. Pre-Production
Kickstarter
What is it?
Is it Worth Learning About?
http://www.kickstarter.com/

15. Pre-Production
Tips & Tricks
If you were your audience,
Would you want to watch this?

16. Production
Getting Started:
 Pervasive Decisions
 Camera Options
 Shooting Recommendations
 Codecs, File Formats, Resolutions
 Audio & Microphones
 Lighting: Sources, 3-Point Lighting
 Other Considerations

17. Production
Business/Marketing Decisions 
• Purpose, Audience, Message, Take-Away, Call-To-Action
Production Decisions 
• Do it Yourself or Hire Someone?
• Do-It-Alone, or Get Help (Behind the Camera)?
• Produce in a Studio Environment or Live Action?
• Do You Want to Post-Production Editing or Not?
(Record Audio On-board the Camera or Not)
• What is Your Budget? How Much will you Invest?
• What Type of Camera/Equipment Do You Need?

18. Production
Cameras:
1. HD Pocket Camcorders (Bloggie, Flit)
2. Webcams (Desktop, Laptop)
3. Smart Phones, Tablets, Point+Shoot
4. DSLR’s (Interchangeable Lens)
5. Prosumer / Camcorder
6. Hybrid / Camcorder
Tradeoffs 
• Convenience / Portability • Post-Production Editing
• Depth of Field • Recording Time
• Video Quality • Format / Resolution
• Audio Quality • Power Options

19. Production
Shooting Recommendations Multiple
Cameras &
• Cameras on tripod to stabilize B_Roll
Fluid Head Tripod for Video
• Hand held for informal effect
• Avoid zooming; instead, “dolly”
• DSLR for slow moving or still shots
• Camcorder for “run and gun” style
• Shoot pre-roll and post-roll

20. Production
File Formats:
 Codec = Compress/Decompress
H.264 is the best codec
 File Formats
Youtube or Vimeo: .mov/.mp4/mpeg4
 Aspect Ratios & Resolutions (SD & HD):
16:9 aspect ratio = Widescreen
Youtube or Vimeo: 1920x1280, 1280x720, etc.

21. Production
Audio:
Audio alternatives
 Most cameras have 'on-board audio'
 Off-board mics are used for better quality
 Multiple mics / Mixers enhance quality
 See Handout Link to Audio Alternatives
Distance Matters ???
 Mics should be close to the subject
 Audio Monitored on Headphones (Help)
 Room Noise, A/C, Fans, are all issues
 If an interview, seeing mic is acceptable
Otherwise, use a boom or hide mic

22. Production
Audio (Cont’d):
Types of Microphones …
 Dynamic/Rugged
 Condenser/Sensitive
 Lavalier/Lapel
 Shotgun
Tradeoffs of Each !!!
Using Voice-Overs ???

23. Production
Lighting (Sources):
Poor lighting
 The Sun, The Room, On Stands
 Beware of Backlight, Flat light,
Contrast, and Flourescent Lights
 Light should not look green or yellow
 AWB (Automatic White Balance)
 On Camera vs Stands/Umbrellas
 Using Reflectors (Cheap/Effective)
Trend alert: LED lights are
cool, inexpensive, and last.

24. Production
Lighting (3 Point Lighting):
3 point lighting
 Key light, Fill Light, Bounce/Reflector
 A Back Light (aka rim/kicker)
 Provide Contrast
 Avoid black shadows and
blown-out highlights
 Green screens need distance

25. Production
Other Considerations:
Actors (Austin Actors)
Voice Overs (Acclaim)
Props (Austin Props)
Set / Location / Permission
Teleprompters & Scripts
Wires, Power, Tape, Etc.

26. Wrap Up

27. Day Two

28. Video Mastery
June 20 – 27 , 2012
Texas State University
Round Rock Higher Education Center

29. Sharing Q&A
Feedback from inaugural session-one…
• Time-Management: Material Demands
• Registration Confusion: Series of 2 Classes
• Interruptions, Storytelling, Moving-Around
• Pace, Reading, Bullets, Fundamentals
• More Video Examples & Critiques
• 50/50 Tech-Talk vs Business-Talk (Pairing)
• What about a Coop, or Place to Practice?
Links: Slideshare/Handout
Any Burning Questions ???

30. Post-Production / Editing
 Why Edit?  B-roll
 Hardware / Shoot-to-Edit Pkgs  Sync Audio & Video
 Software & Freeware  Audio Editing, Music, Sound Effects
 Editing Steps  Color & Special Effects
 Titles  Rendering

31. Post-Production / Editing
Why Edit?
 Video Editing is like Writing (Can be Creative and Inspiring)
 Organizes your video/stills/audio/music into a Sequential Story
 Virtually all videos have been edited (editing determines quality output)
 Time Consuming Process (Longer than Shooting, 12-to-1)

32. Post-Production / Editing
Hardware?
 The First Question: Apple or PC (+ / -)
 The Video Editor Requirements
 Very Fast Processor and Lots of Hard-Disk Space
 High-End Graphics Card, Sound Card, Monitor, DVD/BDR
 Audio Editing Requirements
 Monitor Speakers, Headphones, Sound Card, Peripheral Devices
 USB 3.0
Shooting-to-Editing Packages ?
 Ipad & Iphone Short Learning Curve
 On-Board HD Video Camera Ease of Use
 iMovie and Garage Band

33. Post-Production / Editing
Software?
 Final Cut Pro 7 and Final Cut Pro X
 Final Cut X is an approachable tool to edit on the Mac (About $300)
 After Effects is for titles, color, effects ($1,000)
 Premiere is for editing footage, long videos ($800 or CS6 $49/Mo.)
 Adobe Premiere Elements is a low cost version of Premiere ($100)
 Adobe Audition for editing audio

34. Post-Production / Editing
Freeware? (Or included with OS)
 iMovie on the Mac
 Windows MovieMaker on the PC
 Audacity for recording and editing audio
 Jing to record voice and computer
 Low cost alternatives
muvee RevealX
Studio HD
Camtasia

35. Post-Production / Editing
Editing Steps (Page 1) …
1. Transfer Video Files to Computer (Cable, Card, Software)
• Tape Capture
2. Import Footage/File into Editing Software
3. Organize & Name your Project/Footage
4. Sequence Footage into Logical Order (Like a Storyboard)

36. Post-Production / Editing
Editing Steps (Page 2) …
Do the Magic 
• Trimming (Remove Unwanted Footage)
• Unlink or Remove Audio Tracks Where Needed
• Add-in Voice-Overs, or Music, or Separate Audio Track
• Transitions (cross-dissolve, simple cut, fade to/from black/white)
• Insert Stills, Graphics, and/or Other Photos and Headshots
• Keyframing (Animate Text or Graphics / Scale, Rotate, Fade)
• It’s all about Timing !!!

37. Post-Production / Editing
Titles …
• Include Openers, Credits, Notations, any Text
• After Effects Reign Supreme
 Blurs Video Copilot
http://www.videocopilot.net/tutorials/
 Tracking & Wiggling
 Randomizing Letters
 3D Text Video Hive
http://videohive.net/category/after-
 Text Crawls effects-project-files/titles
 Notations

38. Post-Production / Editing
B-roll …
Footage that plays while someone is talking
A product still, map, diagram, graphic, other video
A wide shot or a scene for mood or place
A reaction shot (interviews)
Shoot your own or use royalty free
shutterstock.com http://www.pond5.com/stock-video-footage/1/*.html
iStockPhoto/Video http://www.artbeats.com/

39. Post-Production / Editing
Sync Video & Audio …
 Many times high quality audio and video are recorded separately
 The high quality audio then needs to be synchronized to the video
 Avoid manual syncing if whenever possible (The Clapper)
 Align wave forms - audio captured separately from video
 Multi-Mic and Multi-Camera
Plural Eyes

40. Post-Production / Editing
Audio Editing, Music, Sound Effects …
 Audio Editing:
Pond5 Music
 Simple adjustments can be done in the video editor http://www.pond5.com/m
(Adjusting decibel level, Fading in & out) usic/1/*.html
 Remove room noise, hiss, random noises, etc.
Audio Jungle Music
(May require separate Audio-Editing Software) http://audiojungle.net/cate
Examples: Adobe Audition, Audacity, etc. gory/music
 Sound Effects:
Pond5 Sound Effects
 Video Editor, Record Your Own, Purchase from Library … http://www.pond5.com/so
 http://www.premiumbeat.com/ und-effects/1/*.html
 http://www.neosounds.com/
Audio Jungle Sound Effects
 Music: http://audiojungle.net/cate
 Sets the Mood of the Video gory/music
 Record Your Own, Royalty-Free, or Copyright
 Adjust Volumes for Narrative Sections

41. Post-Production / Editing
Color & Special Effects …
 Like Still Photo Editing:
 Adjust Exposure , Color, Contrast (For Dramatic Effect)
 Techniques:
 3D Motion, Particles
 Vintage Movie Effects, Light Leaks, Etc.
 After Effects Reign Supreme
http://videohive.net/category/after-effects-project-files
http://videohive.net/category/after-effects-project-files
http://www.pond5.com/after-effects/1/*.html

42. Post-Production / Editing
Rendering …
 After Editing is Complete, then Render
 Encodes Video to be Re-Played
 Can be Fast or Slow Depending on Effects
 Video Editors have Presets for youtube or Vimeo Rendering
 Help from Vimeo & Youtube:
http://support.google.com/youtube/bin/static.py?hl=en&topic=17
28573&guide=1728585&page=guide.cs
http://vimeo.com/help/compression

43. Distribution
Now What Do I do with
my Video File?
What are your objectives.
Hosting (Vimeo & Youtube).
SEO Tagging & Transcribing.

44. Distribution
Execute, Evaluate, Repeat
● Social Media Channels & Syndication Engines
● Your Newsletter / Your Customer Base
● Press Releases, and Ezines
● Video Blogging
● Geo-Marketing
● Google News

45. Distribution
Return on Investment
● Calls to Action
● Measuring Impacts
● Analytics

46. Distribution
The Power of Video
● Conversation & Engagement
● Speed of Trust (Know, Like, Trust)

47. If We Have Time
Critiques:
 Educate your customer, sell an idea Selling Real Estate in Spain
 Get to know the CEO / the Product Kiwi Beer
 Video Blogging
 Product Demos Anushka Handbags
 Member profiles An artist on Etsy
 Kickstarter for crowd source funding Author of Graphic Novel
 Interview Author of Duct-tape Marketing
 Animation Commusoft
 Product demo BBQ Guys
 Business plan Student at Full Sail
 Seeking employees Trucking company

48. Wrap Up
Coming in July …
SBDC Video Studio