Online video for the web Feb 2012


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Online Video for Web - exploring phenomena of business video for web and marketing/promotion.

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Online video for the web Feb 2012

  1. 1. Nottingham Trent University Online Video for the Web 13 th February 2012
  2. 2. Today’s workshop <ul><li>The online video phenomena </li></ul><ul><li>YouTube statistics </li></ul><ul><li>Animation </li></ul><ul><li>Successful business marketing videos </li></ul><ul><li>Tips for creating online marketing video </li></ul><ul><li>Workshops: Planning and creating a promotional video and animation </li></ul>
  3. 3. . What this isn't...
  4. 4. Today’s workshop 10.00: Online video presentation & discussion BREAK 11.30: Planning your video 12.00: Filming in Groups LUNCH 14:45: Editing and uploading your video 15:30: Group video viewing
  5. 5. Did you Know 4.0 (3M YouTube views) Did you Know 5.0
  6. 6. The online video phenomena Did you Know? Social networking in Plain English Chris Brogan – ‘Don’t be that guy’ Documentally interviews Nick Clegg Songify This: Can't Hug Every Cat Weezer: Pork and Beans
  7. 7. Online video stats <ul><li>UK Online video increasing 37% each year (ComScore Feb 2010) </li></ul><ul><li>Online video is ‘Lean forward’ not ‘lean back’ like TV </li></ul><ul><li>33 billion video watched in Dec 2009, YouTube has a 40% share of video views (in USA) and 25% of all web traffic </li></ul><ul><li>Online video advertising has 3-7% response (10 x online banner advertising) </li></ul><ul><li>Video fastest growing online ad sector, doubling each year </li></ul><ul><li>44% of online video viewed at work (Nielsen, USA, 2009) </li></ul><ul><li>Placement of a video on a home page can increase your SEO score by a factor of 50 (Forrester, 2009) </li></ul><ul><li>Video appears in Google main search results (search: Hiking ) </li></ul>
  8. 8. Online video shortens the sales funnel Online video entry point
  9. 9. Google TV: bid to advertise on TV
  10. 10. YouTube and user-generated content Angry Cat: 26M Paul Potts: 65M Cillit Bang remix: 4M Lily Allen: 23M Joel Bauer: 1.5M What the Buck? 5M Dr Who: 600,000 Charlie : 418M
  11. 11. Online video and the long tail
  12. 13. Online video landscape of content producers Diana Kaplan: Blip.TV
  13. 16. The ‘average’ YouTube video <ul><li>Has 500 views over time </li></ul><ul><li>Is 2.7 minutes long </li></ul><ul><li>25% of those views will come in the first four days </li></ul><ul><li>Only the first 30 to 60 seconds will be watched </li></ul><ul><li>45% ‘recover’ (searching for something they’ve already seen) </li></ul><ul><li>55% ‘discover’ (search or something from a link) </li></ul>
  14. 17. Animation tools MovieStorm: The Devil Made Me Twitter Xtranormal: Cloud Computing Animoto: Why a Digital Strategy? Text: The future of publishing
  15. 18. Equipment: Filming (£100-£150) HD Smartphone or Still Camera Kodak Zi8 or Playtouch Tripod: desktop and full size
  16. 19. Equipment: editing (£0 - £60) <ul><li>iMovie – free for Mac (app for iPad) </li></ul><ul><li>Windows Movie Maker – free for Windows </li></ul><ul><li>Adobe Premiere Elements – PC/Mac c. £60 </li></ul><ul><li>Corel Video Studio c.£40 </li></ul><ul><li> converts video formats </li></ul>
  17. 20. Channels: Vimeo
  18. 21. Live streaming: Qik
  19. 22. Successful business videos Wiggly Wigglers Will It Blend? Panacea 901 RSM McGladrey Boone Oakley Asda: Saving You Money – Agent Provocateur
  20. 23. YouTube Analytics
  21. 24. Welcome video 80% of people click on the video first – Steve Strauss
  22. 25. Metadata and search <ul><li>Add ‘Video:’ to title </li></ul><ul><li>Use YouTube as main/ backup channel </li></ul><ul><li>Add a transcript </li></ul><ul><li>Add annotations/ overlay text (not on embeds) </li></ul><ul><li>Advertising: YouTube Promote (buy through Google Adsense) </li></ul><ul><li>Add clickable links: or (embeds but not YouTube) </li></ul>
  23. 26. Break
  24. 27. Planning your video <ul><li>Style/approach </li></ul><ul><li>Narrative/story </li></ul><ul><li>Business branding </li></ul><ul><li>Edit style – cuts and music </li></ul><ul><li>Key messages </li></ul><ul><li>Call to action </li></ul>
  25. 28. Workshops Workshop 1: Test video Working in groups, create a short (under 2 minute) video to promote a businesses or product idea Workshop 2: Animation Working alone, use or to create a short (30 second) film to promote a product idea
  26. 29. Workshops In your group's video you could focus on interviewing a business owner, talking about the business you run or are planning to start (if this is at an advanced stage), or promoting a product (e.g. cosmetic product, technology product, book). If you chose the product option, pick a product you are passionate about and feel confident you could 'sell' in a video interview. Ideas: interview a businesses within or nearby the university, or create a promotional video for a university course.
  27. 30. Tips - Warm up inteviewees with practice run - Ask open questions - Get interviewees to include question in their answer - Create 'cutaway' material - Use in-camera edit - Get 'clean' takes (no errors) - Cue in 'takes' to reduce editing - Avoid motion shots - Tightly frame interview subjects
  28. 31. Thank you Susi O’Neill, Digital Consultant Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]