3. Orientation & Overview
Why Video for Small Business?
• Global Reach
• Search Optimization
• Engagement Thru Story
4. Orientation & Overview
Uses of Video for Small Business
The Talking Head Interviews
Product Demo Instruct/Educate
Profiles Testimonials
Branding/Promotion News/PR
Revenge (Cust_Service) Kickstarter/Bus_Plan
Content Blogging Entertain/Humor
Hiring Brainstorming
Juxtaposed Examples
Self-Made -> http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl
Professional -> http://www.youtube.com/watch?v=gTKOG41xYZQ
5. 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
6. 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
8. 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 ?
14. Pre-Production
Video Length
This only matters if you want people to watch
your 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. 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
18. 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.
19. 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 card
Not for “run and gun” shooting
Audio alternatives compared on a DSLR
20. 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
21. 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 Rates
Sources for Renting …
Gear Rental
Texas Media Systems
22. Production
Shooting Video Interviews &
• Cameras on tripod to stabilize Multiple
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. 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 = Widescreen
Youtube or Vimeo uses1920x1280, 1280x720, etc.
24. 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
26. Production
Lighting (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 vs cool, inexpensive, and last.
stands/umbrellas
Reflectors
27. 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
28. 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
29. 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
30. 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 script
Organized and easy to find
Returned if borrowed, etc.
Places to get props:
Austin Props
Second hand stores
31. 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
32. 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!
33. 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
39. Now What Do I do with it?
Again – What are your objectives?
Hosting (Vimeo & Youtube)
SEO Tagging & Transcribing
40. Execute, Evaluate, Repeat
Social Media Channels & Syndication Engines
Your Newsletter,
Press Releases, and Ezyme
Video Blogging, Geo-Marketing, Google News,
Etc.