online video for the web feb 2012
DESCRIPTION
Online Video for Web - exploring phenomena of business video for web and marketing/promotion.TRANSCRIPT
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Nottingham Trent UniversityOnline Video for the Web
13th February 2012
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Today’s workshop• The online video phenomena• YouTube statistics• Animation• Successful business marketing videos• Tips for creating online marketing video• Workshops: Planning and creating a
promotional video and animation
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What this isn't...
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Today’s workshop10.00: Online video presentation & discussionBREAK11.30: Planning your video12.00: Filming in GroupsLUNCH14:45: Editing and uploading your video15:30: Group video viewing
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Did you Know 4.0 (3M YouTube views)
Did you Know 5.0
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The online video phenomenaDid 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
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Online video stats• UK Online video increasing 37% each year (ComScore Feb
2010)• Online video is ‘Lean forward’ not ‘lean back’ like TV• 33 billion video watched in Dec 2009, YouTube has a 40%
share of video views (in USA) and 25% of all web traffic• Online video advertising has 3-7% response (10 x online
banner advertising)• Video fastest growing online ad sector, doubling each
year• 44% of online video viewed at work (Nielsen, USA, 2009)• Placement of a video on a home page can increase your
SEO score by a factor of 50 (Forrester, 2009) • Video appears in Google main search results (search:
Hiking)
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Online video shortens the sales funnel
Online video entry point
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Google TV: bid to advertise on TV
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YouTube and user-generated content
Angry Cat: 26MPaul Potts: 65MCillit Bang remix: 4MLily Allen: 23MJoel Bauer: 1.5MWhat the Buck? 5MDr Who: 600,000Charlie: 418M
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Online video and the long tail
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Online video landscape of content producers
Diana Kaplan: Blip.TV
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The ‘average’ YouTube video
• Has 500 views over time• Is 2.7 minutes long • 25% of those views will come in the first four days • Only the first 30 to 60 seconds will be watched • 45% ‘recover’ (searching for something they’ve already
seen)• 55% ‘discover’ (search or something from a link)
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Animation tools
MovieStorm: The Devil Made Me TwitterXtranormal: Cloud ComputingAnimoto: Why a Digital Strategy?Text: The future of publishing
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Equipment: Filming (£100-£150)
HD Smartphone or Still Camera
Kodak Zi8 or
Playtouch
Tripod: desktop
and full size
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Equipment: editing (£0 - £60)
• iMovie – free for Mac (app for iPad)• Windows Movie Maker – free for Windows• Adobe Premiere Elements – PC/Mac c. £60• Corel Video Studio c.£40• YouConvertIt.com converts video formats
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Channels: Vimeo
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Live streaming: Qik
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Successful business videosWiggly WigglersWill It Blend? Panacea 901 RSM McGladreyBoone OakleyAsda: Saving You MoneyCoull.com – Agent Provocateur
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YouTube Analytics
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Welcome video
80% of people click on the video first – Steve Strauss
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Metadata and search• Add ‘Video:’ to title• Use YouTube as main/ backup channel• Add a transcript• Add annotations/ overlay text (not on embeds)• Advertising: YouTube Promote (buy through Google Adsense)• Add clickable links: LinkedTube.com or Coull.com (embeds but not YouTube)
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Break
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Planning your video• Style/approach• Narrative/story• Business branding• Edit style – cuts and music• Key messages• Call to action
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WorkshopsWorkshop 1: Test videoWorking in groups, create a short (under 2 minute) video to promote a businesses or product idea
Workshop 2: AnimationWorking alone, use Animoto.com orXtranormal.com to create a short (30 second) film to promote a product idea
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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 youare 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.
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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
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Thank you
Susi O’Neill, Digital Consultantwww.digitalconsultant.co.uk
Twitter @susioneillLinkedIn/Facebook @susioneill
email: [email protected]