Video Mastery June 20 – 27 , 2012

Texas State UniversityRound Rock Higher Education Center

Orientation & Overview

Introductions: Hosts & Presenters

Class Concept & Structure

Introductions: Participants

Orientation & Overview

Why Video for Small Business?

• Global Reach

• Search Optimization

• Engagement Thru Story

Orientation & Overview

Uses of Video for Small Business The Talking Head InterviewsProduct Demo Instruct/EducateProfiles TestimonialsBranding/Promotion News/PRRevenge (Cust_Service) Kickstarter/Bus_PlanContent Blogging Entertain/HumorHiring Brainstorming

http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl

http://www.youtube.com/watch?v=gTKOG41xYZQSelf-Made ->Professional ->

Juxtaposed Examples

Orientation & Overview

Before 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

Orientation & Overview

Current Trends (Steve): Educate your customer, sell an idea Selling Real Estate in Spain Get to know the CEO / the Product Kiwi Beer Video Blogging Product Demos Anushka Handbags Member profiles An artist on Etsy Kickstarter for crowd source funding Author of Graphic Novel Interview Author of Duct-tape Marketing Animation Commusoft Product demo BBQ Guys Business plan Student at Full Sail Seeking employees Trucking company

Pre-Production

Where Marketing Begins !!!Things to know before you shoot your Video

Pre-Production

Project 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 ?

Pre-Production

Now You Can Start

Oh, One More Thing …

Pre-Production

Now You Can Start

Oh, One More Thing …

DIGITAL RIGHTS: Just because it is on the internet, does not give you the right to use it.

Pre-Production

Budget & Cost Considerations

How much does it cost?How much should you expect to spend?

Pre-Production

Video LengthThis only matters if you want people

to watch your video

Pre-Production

Styles of Video-Making

Talking HeadBranded Entertainment

Product PromotionTestimonials

Pre-Production

Video Length

This only matters if you want people to watch your video

Pre-Production

Kickstarter

What is it?Is it Worth Learning About?

Pre-Production

Tips & Tricks

If you were your audience, Would you want to watch this?

Production

Getting 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

Production

Cameras: Cameras now shoot video, audio, and stills:

1.HD Pocket Camcorders (Many Flavors) • Sony MP4 Bloggie , Kodak Playsport, Flip Video• List of the 10 best from PC Magazine

2.Webcams (Desktop, Laptop)3.Smart Phones, Tablets, Point+Shoot

iPhone, Android, Blackberry, WindowsPhone The iPad & Apps for shooting video

Native Apps, 8mm Vintage Camera, etc.

Production

Cameras: DSLRs (Trend is toward shooting video with DSLR’s) Digital Single Lens Reflex Started out as still cameras Canon Rebel T3i is extremely popular Interchangeable lenses Depth of field Limited audio capabilities Records to SD/SDHC/SDXC memory cards Shoot only approx. 12 minutes on a cardNot for “run and gun” shootingAudio alternatives compared on a DSLR

Production

Cameras: Consumer/Prosumer/Pro

Canon HFS100 Canon XA10 Sony HVR-Z7U

Hybrids Merging DSLRs with camcorders Interchangeable lenses, DOF Shoots about 2-6 hours Example: Sony NEX-VG20

Production

Buying 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 RatesSources for Renting …

Gear Rental Texas Media Systems

Production

Shooting Video • Cameras on tripod to stabilize• 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

Interviews & Multiple Cameras

Production

File 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.

Production

Audio: Most cameras have 'on-board audio' Off-board mics are used for better quality Multiple mics / Mixers enhance quality Audio alternatives Compared on a DSLR

Distance ??? 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

Production

Audio (Cont’d): Microphones Dynamic

Rugged, for voice Shure SM57 Condenser

Sensitive Lavalier lapel mic:

Shure lavalier Shotgun:

Rode NGT2

Production

Lighting (Sources): Natural light from sun Available light from a room Lights on stands or attached Poor lighting

backlight, flat, lacking contrastflourescents

Light needs to not look green or yellow Usually done with AWB (Automatic

White Balance) On Camera Lighting vs

stands/umbrellas Reflectors

Trend alert: LED lights are cool, inexpensive, and last.

Production

Lighting (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

Production

Using Actors: Friends or Professional (Austin Actors)

Provide a script Fill in on directions: where to stand, etc. Provide them with props Shoot takes over until successful Take 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

Production

Voice-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

Production

Sets, 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 scriptOrganized and easy to findReturned if borrowed, etc.Places to get props:

Austin PropsSecond hand stores

Production

Teleprompters & 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

Production

Wires, Power, Ham Sandwiches: Murphy's 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,

gaffer's tape A spirit of adventure, and ... Ham sandwiches!

Production

Conclusion: 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

Wrap Up

Day Two

Day Two -- Ron

Day Two – StevePost-Production / Editing

Day Two – GilbertDistribution

Again – What are your objectives?Hosting (Vimeo & Youtube)SEO Tagging & Transcribing

Now What Do I do with it?

Social Media Channels & Syndication EnginesYour Newsletter, Press Releases, and EzymeVideo Blogging, Geo-Marketing, Google News, Etc.

Execute, Evaluate, Repeat

Calls to Action Measuring Impacts

Analytics

Return on Investment

Conversation & Engagement Speed of Trust (know, like, trust)

The Power of Video

Wrap Up