online video for business
TRANSCRIPT
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VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.
Online Video For BusinessKieran Farr
415 568 7963
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Presentation Outline - 30 min• Who am I?• Who are you? What org / product working with?• DISCUSSION POINTS:
• Challenge your online video assumptions• What is an online video strategy? Why important?• What is content marketing? Video content marketing?• What is proper site / service / SEO structure for video content?• What video content is best for you? How to produce?• When to outsource? When to produce in-house?• Unlearn video editing, how to make video w your smartphone.• Other production tools
• LEAVE HERE WITH:• Create your own simple, effective plan for online video
My plan
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Intros
Who am I?
Who are you? What org / product working with?
Co-Founder & CEO at VidCasterVideographer, Python / Django DeveloperOnline video geek (standards, codecs, etc)Enjoy: Biking, frisbee, dogs, beerFormerly: Video for VidSF / SFGate / KOFY-TV, Ad Agency, Taxi Driver, TV Station Founder, Legal / Med Secretary in Scotland, SF CTA Board Geary BRT
Contact: @kfarr, [email protected], kieranfarr.com
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Let’s Visit Your Assumptions
Common assumptions with online video
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Let’s Visit Your Assumptions
Common assumptions with online video
ExpensiveOnly YouTubeDifficultTime consumingLow qualityNo results
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Let’s Visit Your Assumptions
ExpensiveOnly YouTubeDifficultTime consumingLow qualityNo results
Can be free w/existing equipLarge ecosystem outside of YTCan be easy w/simple trainingCan take a few mins per weekWhat is real quality goal?Significant ROI*
Actually:
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What is an online video strategy?
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What is an online video strategy?
Drive business or organization goals
through video.
That’s it.
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Your Video Plan Step #1
What are the goals you’re trying to drive?
Make saleInbound leadConvey valuesInterest in brandViewing adsView more contentSocial sharingShare knowledgeOther action
Be simple, list no more than 3. Just 1 is okay.Examples:
My plan#1 GOALS:- blah- blah
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Let’s pause for a bit of explanation...
What is content marketing?
What is video content marketing?
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What is Content Marketing?Create useful content about your industry, product, etc. for potential users that drives traffic to your site, organization, product, etc.
Your Site, Org or Product
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Traditional Content Marketing Map
Your Site, Org or Product
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Traditional Content Marketing Map
Your Site, Org or Product
OrganicText Search
BlogSyndication
BLOG
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What is Video Content Marketing?Create useful content about your industry, product, etc. for potential users that drives traffic to your site, organization, product, etc.
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What is Video Content Marketing?Create useful content about your industry, product, etc. for potential users that drives traffic to your site, organization, product, etc.
... using video.
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Why Video Content Marketing?
Many more touch points using videoExtremely effective medium
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Traditional Content Marketing Map
Your Site, Org or Product
OrganicText Search
BlogSyndication
BLOG
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Content Marketing Map +Video
Your Site, Org or Product
iTunes /Podcasts
Mobile Video: QR / Apps
Niche SocialVideo Sharing
(DailyMotion, Blip, Vimeo)
VIDEO SITE
YouTubeOrganicVideo Search Organic
Text Search
BlogSyndication
BLOG
(with video sitemap)
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Content Marketing Map: Your Domain
Your Site, Org or Product
iTunes /Podcasts
Mobile Video: QR / Apps
Niche SocialVideo Sharing
(DailyMotion, Blip, Vimeo)
VIDEO SITE
YouTubeOrganicVideo Search Organic
Text Search
BlogSyndication
BLOG
(with video sitemap)
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SEO, Site Structure and Subdomains
Your Site, Org or Product
BLOGVIDEO SITE
yoursite.com blog.yoursite.comvideo.yoursite.com
Unified Branding, Design, Navigation, CTA
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1-minute video SEO lesson..
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Case Study: Video SEO Fail
Searching for “virgin america” on Google returns no video results.
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Case Study: Video SEO Fail
Click on the “video” tab on Google.
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Case Study: Video SEO Fail
Leads to 10 minute long amateur user generated video.
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Case Study: Video SEO Fail
User gets bored and clicks on Keyboard Cat.
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Case Study: Microsoft Video SEO
Microsoft sponsored hackersandfounders.tv site for Bay Area nonprofit. Search for “hackers and founders” on Google.
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Case Study: Microsoft Video SEO
First page of Google search results include video thumbnails!
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Case Study: Microsoft Video SEO
Thumbnail links from Google search link directly to landing page in perfectly controlled brand environment.
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SEO, Site Structure and Subdomains
Your Site, Org or Product
BLOGVIDEO SITE
yoursite.com blog.yoursite.comvideo.yoursite.com
Unified Branding, Design, Navigation, CTA
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Example: Airbnb
Your Site, Org or Product
VIDEO SITE
www.airbnb.com blog.airbnb.comtv.airbnb.com
Unified Branding, Design, Navigation, CTA
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Your Video Plan Step #2 - SETUP
What one-time setup do I need?
YouTubeGoDaddyWordPressTwitterFacebookBlogVidCasteriTunes PodcastsDailymotion, Vimeo, etc.TubemogulGoogle Analytics
Examples:
My plan#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
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What video content needed for your goals?
And how to produce?
Real Life Examples:
Each org has different needs. Be creative.
PressScreencast tutorialsSeminarsEventsInternal trainingCEO speakingFun, silly office life
Premium “shows”Feature toursTips and tricksSales pitchCustomer spotlightUser generated contentMeet the team
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What does “Quality” mean?
Do I need broadcast quality content?
EditingTitlesPerfectionPolish
- NO -Worry less about:
Conveying a clear point quickly and inspire action.
Worry more about:
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What does “Quality” mean?
Quick Video Checklist:Audio is understandableContext of video is clearFocus on one topicKeep it shortWhat action should viewer take?
Convey a clear point quickly and inspire action.
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Quality / output expectations is continuum
Sales pitchFeature toursCustomer spotlightCEO speaking at eventsTips and tricksSeminarsScreencast tutorialsInternal trainingUser generated contentFun, silly office life
High quality
Low quality
Infrequent
Frequent
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Your Video Plan Step #3
What type of video content is needed to drive your goals?Examples:Premium “shows”Feature toursTips and tricksSales pitchCustomer spotlightUser generated contentMeet the teamPressScreencast tutorialsSeminarsEventsInternal trainingCEO speakingFun, silly office life
Pick 2 - 4
My plan#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
#3 CONTENT TYPES:- Blah- Blah blah- Blah
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How do I actually make this content?
- Smartphone (iPhone preferred)- Your computer- Old school (DV Camera + Final Cut)- Outsource:-- You hire one videographer/intern-- Or, you hire production company
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What does “Quality” mean?
Quick Video Checklist:Audio is understandableContext of video is clearFocus on one topicKeep it shortWhat action should viewer take?
Convey a clear point quickly and inspire action.
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Effective Smart Phone Video
UNLEARN POST PRODUCTION
PLAN SHOOT EDIT
Instead, “edit” during planningand shooting
Example
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Effective Smart Phone Content: ExampleGoal? Convey that our team is knowledgable, that we spend effort to go on
location to meet customers at trade shows, and that this is a compelling reason for prospective customers to engage.
What,[Where],[When]WhoWhyClose / CTA
ON CAMERA SPOKEN
Wide shot (present context) Hi we’re here at trade show x in Minneapolis ...
Don is our lead support manager, Don why are you here?
“Important to meet customers, blah blah, we like the personal connection, blah blah”
Pan / move to the central focus of video
Well framed shot of Don
Pan *while Don is talking* to other support reps talking to customers.
Back to Don and/or wide shot context
“Check out our next roadshow location, we’re on the road for the next 6 months.”BONUS: Have the customer right there to say a few
words about how awesome support is.
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Accessories for iPhone shooting
• Sima SL-20LX Ultra Bright Video LightLow cost, simple rechargeable LED light.
• Sescom XLR to TRRS adaptorTo enable use of external XLR microphones with the iPhone.
• Sescom 3.5mm to TRRS adaptorTo enable use of external 3.5mm microphones, such as the SGM-X.
• Azden SGM-X shotgun micFor improved audio quality over the iPhone’s on-board mic.
• Steadicam SmootheeFor silky-smooth handheld shots.
Highly recommended: For the pros:
alm OWLE Bubo- Makes your iPhone into a video camera- Includes microphone- Makes iPhone tripod mountable - Enable the use of external lenses- Cold shoe mounting
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TV studio on your computer
Highly recommended: For the pros:
- Free, Java based screen capture- Mac + PC, auto distro to YouTube
CamStudio (PC Only)- Free, open-source screen capture
iShowuHD (Mac Only)- Not free, but fully featured- High quality, smooth HD recording and include video presenter window
Wirecast from Telestream $449 - 999
BoinxTV $49-499
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Explainer Video Producers
- Grumo Media http://grumomedia.com/- Switch Video http://www.switchvideo.com/- Micro Docs http://www.micro-documentaries.com/
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Your Video Plan Step #3b
Schedule / frequencyExamples:Premium “shows”Feature toursTips and tricksSales pitchCustomer spotlightUser generated contentMeet the teamPressScreencast tutorialsSeminarsEventsInternal trainingCEO speakingFun, silly office life
My plan#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
#3 CONTENT TYPES:- Screencast
1 per week- Sales pitch
1 ea quarter- Office/team fun:
2 per month
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Your Video Plan Step #4
WorkflowMinimize time commitment My plan
#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
#3 CONTENT TYPES:- Screencast
1 per week- Sales pitch
1 ea quarter- Office/team fun:
2 per month
#4 WORKFLOW:- Film- Upload to YT, sync VC- Post to FB, Twitter- Email Mailchimp list
Ideal:- Create video- Upload via iPhone- Post to YouTube- Autosync with video site- Post on FB, Twitter- Distro to 3rd party sites / itunes- Plan, shoot, distro < 60 min total
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Your Video Plan Step #5
My plan#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
#3 CONTENT TYPES:- Screencast
1 per week- Sales pitch
1 ea quarter- Office/team fun:
2 per month
#4 WORKFLOW:- Film- Upload to YT, sync VC- Post to FB, Twitter- Email Mailchimp list
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Presentation Outline• Who am I?• Who are you? What org / product working with?• DISCUSSION POINTS:
• Challenge your online video assumptions• What is an online video strategy? Why important?• What is content marketing? Video content marketing?• What is proper site / service / SEO structure for video content?• What video content is best for you? How to produce?• When to outsource? When to produce in-house?• Unlearn video editing, how to make video w your smartphone.• Other production tools
• LEAVE HERE WITH:• Create your own simple, effective plan for online video
My plan
![Page 48: Online Video for Business](https://reader033.vdocuments.site/reader033/viewer/2022052823/55530ed3b4c905533f8b504c/html5/thumbnails/48.jpg)
Advanced Topics
- Paid Distribution (YT, sharethrough.com, etc)- Analytics: Cross-site, Google Analytics- Purchase funnel, CTA evaluation
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VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.
Online Video For BusinessKieran Farr
415 568 7963