Download - Online Video Strategies
New Media Guidelines: Career & Money
Management2009-2010Part 1. Video
Strategies
Data Informed
• More than 167 million U.S. Internet users watched online video during October 2009.
• Online video viewing continued to reach record levels with nearly 28 billion videos viewed
• Google Sites accounted for 38 percent of videos viewed online by Americans.
-comScore Nov. 2009
Data Overload
• In 2008, Americans consumed information for about 1.3 trillion hours, an average of almost 12 hours per day.
• Consumption totaled 3.6 zettabytes and 10,845 trillion words, corresponding to 100,500 words and 34 gigabytes for an average person on an average day.
-How Much Information? 2009 Report on American Consumers
Roger E. Bohn James E. Short Global Information Industry Center
University of California, San Diego
First Things to Consider
• What is (are) the Message(s)?• Who is (are) the Audience(s)?• What is (are) the best Production Tool(s)?• What is (are) the best delivery method(s)?
When considering these elements, keep in mind the GENRE of content as well…
Three Genres of Video
• Webinar/Teaching Material • Marketing/Promotional Material• Viral/Community Material
To determine what a project is, all new media projects begin with an Exploratory Document discussing message(s), audience(s), and other strategic elements.
Media Project Exploratory Document
• Your Audience(s)• The overall theme(s) of what you are attempting to
describe • The sub-sections of content into which your themes can be
divided• The content essence of each message or episode (headline
style – 140 characters or less)• A tabulation of the number of total messages, content sub-
sections, and themes per audience• Paragraph narrative descriptions (500 words or less)
describing the content of each “EPISODE”
Media Project Best Practices
• Think in terms of “EPISODES” of a “SERIES” for longevity and audience penetration
• Use Intros and Outros to orient the viewer quickly and reiterate branding efforts.
• Keep the delivery platform AS SIMPLE AS POSSIBLE – if it can be a soundless .ppt, let it be, but still manage distribution
• Each Genre of Content has a “Playlist”
Genres of Content
• Webinar/Teaching Material • Marketing/Promotional Material• Viral/Community Material
Webinar/Teaching Material• Classroom oriented
programming• Webinar or Web
Conferencing• Live Broadcasts,
Interactive, or Archived
• Generally Minimal Production Value
Adobe CaptivateInterview Stream & DimDimIntercallPowerPoint
Marketing/Promotional• High Production
Value (HD/Stereo)• Scripted• Call to Action Given• Emotionally
Compelling Stories• Branded w/intro and
outro
Adobe CaptivateFinal Cut StudioAdobe Creative Suite
Viral/Community Material• Mid to low
production value• Authentic• Event Oriented• Audio/Video
Standards Still Apply• Still Branded w/intro
and outro
Flip CamiPhoneWebcam
Photo Style Guidelines
• Maximum 72 dpi• Maximum 680 px wide• RGB not CMYK• Rule of Thirds When Possible• Remove Red Eye
Video Style Guidelines
• Max size 1Gb (500 Mb optimum)• Save as file type .mov or .m4v in Quicktime.• Video Compression: 640x480 pixels, h.264 @
1500kbps, progressive • Audio Compression: 44.1 kHz • No over-modulation or super-quiet audio• Camera tracking is stable
The Distribution Chain
The Distribution Chain