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  • 1.Video MasteryJune 20 27 , 2012 Texas State UniversityRound Rock Higher Education Center

2. Orientation & OverviewIntroductions: Hosts & PresentersClass Concept & StructureIntroductions: Participants 3. Orientation & OverviewWhy Video for Small Business? Global Reach Search Optimization Engagement Thru Story 4. Orientation & OverviewUses of Video for Small Business The Talking HeadInterviews Product DemoInstruct/Educate ProfilesTestimonials Branding/PromotionNews/PR Revenge (Cust_Service)Kickstarter/Bus_Plan Content BloggingEntertain/Humor HiringBrainstormingJuxtaposed ExamplesSelf-Made -> http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-uplProfessional -> http://www.youtube.com/watch?v=gTKOG41xYZQ 5. Orientation & OverviewBefore You Start The Challenges of Video No Luxury of Time End-to-End: Purposes Rule !!! Tradeoffs in The Path of Bits & Bytes DIY, Hire Someone, Do Nothing 6. Orientation & OverviewCurrent Trends (Steve): Educate your customer, sell an ideaSelling Real Estate in Spain Get to know the CEO / the ProductKiwi Beer Video Blogging Product DemosAnushka Handbags Member profilesAn artist on Etsy Kickstarter for crowd source funding Author of Graphic Novel InterviewAuthor of Duct-tape Marketing AnimationCommusoft Product demo BBQ Guys Business planStudent at Full Sail Seeking employeesTrucking company 7. Pre-ProductionWhere Marketing Begins !!! Things to know before you shoot your Video 8. Pre-ProductionProject Planning What is the Purpose of your video ? Brand Development or Brand Promotion ? Who is Your Audience ? Know your Audience by knowing your Customer ? What is Your Message ? What do you want your Audience to hear ? What is The Take-Away ? What Conclusion do you want to Develop ? What is Your Call-to-Action ? When the Video is over, What should happen ? 9. Pre-ProductionNow You Can StartOh, One More Thing 10. Pre-ProductionNow You Can Start Oh, One More Thing DIGITAL RIGHTS: Just because it is on theinternet, does not give you the right to use it. 11. Pre-ProductionBudget & Cost ConsiderationsHow much does it cost?How much should you expect to spend? 12. Pre-ProductionVideo LengthThis only matters if you want people to watch your video 13. Pre-ProductionStyles of Video-MakingTalking Head Branded Entertainment Product PromotionTestimonials 14. Pre-ProductionVideo LengthThis only matters if you want people to watchyour video 15. Pre-Production Kickstarter What is it?Is it Worth Learning About? 16. Pre-Production Tips & Tricks If you were your audience,Would you want to watch this? 17. ProductionGetting Started: Production is where the action is A lot of planning happened in Pre-Production You already have a script, team, and budget You decided if you will DIY or Pay someone Either way, you will need to understand: - The basic production process - The common terms - The relative costs - Your resources 18. ProductionCameras:Cameras now shoot video, audio, and stills:1. HD Pocket Camcorders (Many Flavors)Sony MP4 Bloggie , Kodak Playsport, Flip VideoList of the 10 best from PC Magazine2. Webcams (Desktop, Laptop)3. Smart Phones, Tablets, Point+Shoot iPhone, Android, Blackberry, WindowsPhone The iPad & Apps for shooting videoNative Apps, 8mm Vintage Camera, etc. 19. ProductionCameras:DSLRs (Trend is toward shooting video with DSLRs)Digital Single Lens ReflexStarted out as still camerasCanon Rebel T3i is extremely popularInterchangeable lensesDepth of fieldLimited audio capabilitiesRecords to SD/SDHC/SDXC memory cardsShoot only approx. 12 minutes on a cardNot for run and gun shootingAudio alternatives compared on a DSLR 20. ProductionCameras:Consumer/Prosumer/ProCanon HFS100Canon XA10Sony HVR-Z7UHybrids Merging DSLRs with camcorders Interchangeable lenses, DOF Shoots about 2-6 hours Example: Sony NEX-VG20 21. ProductionBuying Vs Renting: Buying . Expensive (hope you use it more than once) Sources for Buying Precision Camera, B&H, Amazon Renting Pros, No Eqpt Learning Time, High Day Rates Sources for Renting Gear Rental Texas Media Systems 22. ProductionShooting Video Interviews & Cameras on tripod to stabilizeMultiple Cameras Hand held for informal effect Fluid head tripod to pan or tilt-pan Avoid zooming; instead, dolly DSLR for slow moving or still shots Camcorder for run and gun style Shoot pre-roll and post-roll 23. ProductionFile Formats: Codec = Compress/Decompress H.264 is the best codec Formats for youtube or vimeo:.mov.mp4/mpeg4 Aspect Ratios & Resolutions (SD & HD):16:9 aspect ratio = WidescreenYoutube or Vimeo uses1920x1280, 1280x720, etc. 24. ProductionAudio: Most cameras have on-board audio Off-board mics are used for better quality Multiple mics / Mixers enhance quality Audio alternatives Compared on a DSLRDistance ??? Mics close to the subject Audio monitored on headphones Room noise, fans, are an issue If an interview, mic is acceptable Otherwise, use a boom or hide mic Option: wireless lav, but expensive 25. ProductionAudio (Contd): Microphones Dynamic Rugged, for voice Shure SM57 Condenser Sensitive Lavalier lapel mic: Shure lavalier Shotgun: Rode NGT2 26. ProductionLighting (Sources): Natural light from sun Available light from a room Lights on stands or attached Poor lighting backlight, flat, lacking contrast flourescents Light needs to not look green or yellow Usually done with AWB (Automatic White Balance)Trend alert: LED lights are On Camera Lighting vscool, inexpensive, and last. stands/umbrellas Reflectors 27. ProductionLighting (Proper): 3 point lighting Key light, Fill light or bounce/reflector A back light aka rim, kicker Provide contrast Avoid black shadows and blown-out highlights Green screens need distance 28. ProductionUsing Actors: Friends or Professional (Austin Actors)Provide a scriptFill in on directions: where to stand, etc.Provide them with propsShoot takes over until successfulTake your time You want passion to shine through The message should be clear Do repeated takes Engage the actor from behind the camera Help them understand your message 29. ProductionVoice-Over Narration: Friend vs Pro (Acclaim) Have a clearly written script Record in a quiet location Use a teleprompter or on a stand Turn pages when in between lines Use headphones to monitor Watch the gain control, avoid clipping 30. ProductionSets, Props, Location:Set/Location Where is it? Can your crew find it?Could your shoot be interrupted?Do you have permission to shoot there?Permits required in the streets, etc.Is the available lighting useful?Is there electricity?Props They should be noted from the script Organized and easy to find Returned if borrowed, etc. Places to get props:Austin PropsSecond hand stores 31. ProductionTeleprompters & Scripts: Have Clear Script Ready Practice, Practice, Practice Interpret the script into spoken language Demonstrate Energy, and Smile! Have a friend to speak to, to connect Tips for using a teleprompter iPad teleprompter apps Tel Max Teleprompters 32. ProductionWires, Power, Ham Sandwiches: Murphys law, so prepare Make lists; pack things in an organized way Back-up batteries for cameras and lights Bring re-chargers Extension cords, basic tools, gaffers tape A spirit of adventure, and ... Ham sandwiches! 33. ProductionConclusion: Either DIY or Pay Someone Know the basic steps of Production Talk the language Know your options Keep it fun Keep communication with your team Coming up next: Post-Production 34. Wrap Up 35. Day Two 36. Day Two -- Ron 37. Day Two StevePost-Production / Editing 38. Day Two GilbertDistribution 39. Now What Do I do with it?Again What are your objectives?Hosting (Vimeo & Youtube)SEO Tagging & Transcribing 40. Execute, Evaluate, RepeatSocial Media Channels & Syndication EnginesYour Newsletter,Press Releases, and EzymeVideo Blogging, Geo-Marketing, Google News,Etc. 41. Return on InvestmentCalls to ActionMeasuring ImpactsAnalytics 42. The Power of VideoConversation & EngagementSpeed of Trust (know, like, trust) 43. Wrap Up