Neal RabogliattiSr. e-strategy Consultant Catalyst Connection

©2012 Catalyst Connection

VIDEO MARKETING BOOT CAMP: EXECUTING A VIDEO STRATEGY

April 21st & 22nd, 2015

Agenda Day 1• Why Video?• Developing A Video Strategy!• Exercise: “Creating A Story Board”• Equipment & Software• Exercise: “ Building A Budget”• Lunch• Production Tasks & Steps• Exercise: “ Recording in the Studio”• Technical Download• End of Day: “One on One Assistance”

Agenda Day 2• Quick Review• Looking at Your Videos!• Understanding Post Production• Exercise: “ Working in Pro Show Producer”• Lunch• Exercise: “ Demo of Premier & After

Effects”• Video Channels• Exercise: “ Creating Your Video Channel”• Optimizing, Uploading & Promoting Videos• YouTube Analytics

Why Video Marketing

If you feel online video is just another over hyped, passing fad, think again. In fact, online video is gaining strength as a source for content marketing. “Forbes Magazine January 2013”

B2B Demand Generation Benchmark Survey for 2013

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Why Video Marketing

Susan Weinschenk, Ph.D. — also known as The “Brain Lady.” Is a leading consultant to brands like Amazon, Disney, Walmart and Southwest.

4 Reasons Videos Work Better Than Websites, Text, Email and Papers

• #1: The Fusiform Facial area makes us pay attention to faces.• #2: Human voice conveys rich information.• #3: Emotions are contagious.• #4: Movement grabs attention .

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Why Video Marketing

Online Video Has a 53X Greater Chance of Gaining a Page 1 Ranking Over Web Pages, Facebook, or Twitter.

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Why Video Marketing

Examples

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Why Video Marketing

Video is a valuable asset in your inbound marketing content mix. By 2018, 85% of internet traffic is expected to be video. 33% of viewers move on after watching just 30 seconds. 44% lose interest and leave at the 1-minute mark.60% bail on your video after 2 minutes.

Your video is judged on its content, production quality, style, and the information it provides.

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Why Video Strategy

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Why Video Marketing

You Might Want To Hold To Something!The Worst Corporate Videos

http://www.youtube.com/watch?v=wbc7Oi0SqLI http://www.youtube.com/watch?v=_iXuPhO0WSQ

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Building A Video Strategy

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5 Questions To Begin

1. Should your business even be on YouTube?If you can't show your product or service in action, don't put it on YouTube.

2. What are the goals of the videos?Influence, educate, lead generation, sales, support reps, take action

3. Who Is Our Audience(s)?What type of video, how long

4. What are the messages and key points?What message and story are we telling and what is most important?

5. How do we stand out?What can we do to be unique, where else can this be used?

Building A Video Strategy

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5 Ways To Improve Your Video

1. Plan your video!Create a script, storyboard, shot list, b-roll footage, video theme, music.

2. Do the research! Audience, target keyword phrase (SEO), view competitors.

3. Do it yourself or hire someone?Know what to ask, how to budget, reduce costs, expectations.

4. Assets Inventory?What do we have we do we need to get?

5. Have energy?Get the right presenter, make then practice, be aware of surroundings?

Video Strategy

Don’t Build A Video on The Fly…Strategy 1st – Development 2nd

Set Goal Do Research Storyboard Record & Edit

Upload OptimizePromote

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Building A Video Strategy

Choose Your Target: Keywords – Audience – Message – User Actions

Organize Your Research: Google Keyword Planner Tool – Word Tracker

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7 Types of Videos

1) The About VideoYour about video length should be approximately 90 seconds to two minutes long. It tell about you about your company or about your product.

2) Sales VideoYour sales video is going to go through what your product or service does, what your product or service will do for people and what your clients or customers should do next. This video should not go into too much detail about the product or service. 1-2 Minutes

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7 Types of Videos

3) The Demo Video The demo video is going to showcase your product or service in action. This is the time where you can spend a few more minutes (3-5 minutes) explaining and showing your product or service in action. Spend the time in this video showcasing your product not promoting it.

4) The Promo VideoThis will most likely be your longest video. Use the promo video to highlight something about your product or service. Many times people split this video up into three different acts similar to a 30 minute TV show.

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7 Types of Videos

5) The Tips & Tricks Video The tips and tricks videos are the most common and are typically quite short. Tips and tricks video marketing will help your customers get the most out of using your products and services.

6) The Case Study VideoDuring your case study video you can show how customers have used your products for services. The most common format this type of video is recorded in often uses the documentary style. During your video you might use testimonials and any of the video that you might have gotten by doing short interviews with people about your product or service.

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7 Types of Videos

7) The Teaser Video In the teaser video you can hint at the who and what of a special offering specific to one of your products or services. You can even use a teaser video when your product or service is still in development. The teaser videos are a great lead up to your promo video

When to Use Which Type of Video Marketing The answer is in planning. Determine what promotions you’d like to do each month. To best be able to have the right videos that you need ready when you need them, map out your video marketing strategy and work backwards a year out.

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Assets

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Outsourcing Assets

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Storyboard

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1) Heading2) Scene # & Timing3) Image/Sketch Scene4) Narration5) Captions6) Additional Shots

“B-Roll Footage”7) Transition8) Notes

Video Production

Video Resolutions & Formats

HD 1080i 1080pHD 720i 720pStandard 480

Its easier to reduce resolution than increase it.

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Exercise: Creating A Storyboard

You are to create a 1 minute storyboard using the paper story board template. You must time out the video to equal :40. You should have the following scenes.

Company Logo & IntroWhat we manufactureWhy we are the bestAn Example or TestimonialBenefit to UserHow to Get More InfoClosing

Use Drawings | Timings | Captions

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Video Technical Tutorial

All the technical details you need to know about shooting and editing good video.

Resolution & Aspect RatiosFrame RatesVideo Formats & PackagesLighting – Chroma Key Lighting

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Video Production

Video Resolutions & Formats

Ultra 4KHD 1080i 1080pHD 720i 720pStandard 480

Its easier to reduce resolution than increase it.

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Aspect Ratio & Resolution

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Aspect Ratio & Resolution

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Aspect Ratio & Resolution

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Video Production

1080i

1080p

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Video Frame Rates

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Frame rate , also know as frame frequency and frames per second (FPS) is the rate at which an imaging device produces unique images.

Common Video Formats

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https://www.youtube.com/watch?v=_nPsBwMivCk

Video Formats

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https://www.youtube.com/watch?v=WpBjGUlBTHU

Equipment

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Equipment

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https://vimeo.com/65154676

Equipment

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Equipment

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Capture Media

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Capture Media

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Microphones

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Video Production

Differences in MicrophonesThis video demonstrates the differences in quality of several types of video microphones for cameras.

http://www.bhphotovideo.com/indepth/video/hands-reviews/audio-dslr-part-1-run-gun

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Exercise: Inventory & Budget

List out what equipment you currently have. Use the equipment handout to help establish what equipment you need and how much it will cost.

Cameras Lighting TripodMicrophone Background Memory Cards

Cases Slider BatteriesMusic Stock Footage TalentEditing Review Motion Graphics

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Video Production

Video Taping Checklist

- Always Have 2 Batteries and 2 Memory Cards- Change the Batteries the day Before The Shoot- Erase & Format the Memory Card- Use Lens Tissue to Clean the Lens- Have Talent Practice the Script at Least 20 times- Let the Location Know You’re Coming

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Video Production

Video Taping Checklist

- Visit the Location and Plan Set Up Before the Shoot- Locate Power Sources- Know The Weather & Where the Sun will Be - White Balance the Camera- Record a Test of Video & Audio- Write Down A List of The Shots You Need

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Video Production

Color Temperature

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Video Production

3 Point Lighting

- Key – Front - Brightest- Back – Behind Person- Fill – Front – Less Than Key- Lighting is Most Important- Creates Depth & Shadows & Eliminates Flat Look

https://www.youtube.com/results?search_query=adorama+dslr+video+skils+lighting

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Video Production

4 Point Lighting

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Video Production

The Rule of Thirds

http://youtu.be/XeKy2SvYpdU

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Video Production

ISO Settings – Video Noise Tips

Set ISO as Low As PossibleNever above 1600 ISO

Set Camera @ 30 FPS

Set Shutter Speed @ 1/60

White Balance in Every New Location

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https://www.youtube.com/watch?v=AFyOU3XpqRQ

Exercise: Shooting A Video

Lets all go down to the Studio and set up the lighting, set up the camera, and record some video.

White BalanceTrying Different camerasSetting Up LightingHow To PanSetting Up the MicrophoneShooting Some Sample Video

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Technical Download & Ending

We will fire wire the video you shot and review what you shot.Answer QuestionsGroup Discussion

After Class Assistance – One on One Consulting

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Agenda Day 2• Quick Review• Looking at Your Videos!• Understanding Post Production• Exercise: “ Working in Pro Show Producer”• Lunch• Exercise: “ Demo of Premier & After

Effects”• Video Channels• Exercise: “ Creating Your Video Channel”• Optimizing, Uploading & Promoting Videos• YouTube Analytics

Video Editing | Pro Show Producer

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Video Editing | Premier

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Video Editing

Video Editing = Trimming & Assembling

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After Effects – Motion Graphics

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After Effects – Motion Graphics

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Video Editing

Video Editing- Layout Narration 1st

- Insert Photos & Video- Trim Video of Excess Space- Choose Transitions- Add Captions- Add Background Music- Save to Appropriate Format

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Exercise: Editing in Pro-Show

Open up Pro Show Proiducer on you computer, move all of you assets from the DVD to your desktop . Then drag or import all the files to your work area.

Assemble Raw Video FilesAdd ImagesEdit Video Files & Set Photo DurationAdd TransitionsAdd Captions & CreditsAdd MusicSave File as H.264

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Motion Graphics

Motion Graphics – Semi-Ani- Animation Type Graphics- High End Look- AE Templates

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Audio

Post Production Audio & Background Music- Audio adds emotion – Sets the Tone- Don’t Use Popular Music- Post Production Audio- Using Voiceover Talent- Sound Effects

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Exercise: Editing in ProShow

Open up Pro Show on you computer, move all of you assets from the DVD to your desktop . Then drag or import all the files to your work area.

Assemble Raw Video FilesAdd ImagesEdit Video Files & Set Photo DurationAdd TransitionsAdd Captions & CreditsAdd MusicSave File as HD File

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Video Uploading

Video Uploading & Optimizing

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Video Uploading

Video Voting

-Like-Favorite-Subscribe-Comment-Views

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Video Uploading

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Other Video Sites

Make Sure

The Site AcceptsCommercial Content andis Free!

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Promoting

Promotion Implementation

1) Embed the video on your web page.2) Post a link or embed video on Facebook.3) Use Video as landing page for email marketing campaign.4) Burn Video to DVD Trade Show Displays, Lobby Presentations, DVD

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Analytics

Monitoring Your Video on YouTube.

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Review

Choose the style of your video:Educational – How To – Informational Vs. Hard Sell

Use Graphics & Colors That Support Your Brand:Logo – Color & Style Themes “Web & Brochures”

Use Transitions Carefully:Don’t Use Every Transitional Available in 1 Video

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Review

Add Music To Set The Mood:Use Generic Music – Don’t Use Popular Known Music

Think Fluid Motion:Your video images and transitions should flow

Remember To Use Web Address:Put up your web address at end of video

Tell A Story:Beginning ( Overview)Middle (Benefits Features Advantages Value Proposition)End (Action Items & How To Contact Us)

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Resource Toolset

Helpful Video Resources

Stock Images & Animations & Video :

Stock Music & Sound Effects:

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Thank You

Thank you very much for attending!

Neal RabogliattiSr. E-Strategy Consultant

Catalyst Connectionwww.catalystconnection.org

April 15, 2023