The orientation covers pre-production considerations like project planning, budgeting, video length, and Kickstarter. It then discusses production topics such as camera options, audio, lighting, file formats and resolutions. Post-production and editing are also addressed, including software options, editing steps, titles, and rendering.
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3. Orientation & Overview
Class Concept & Structure: Video Mastery
• Countering the Hype & Herd Mentality • Taught in Series with
Online, Video, Profit
Premises Don’t Support Conclusion
• 4-Topic Areas split
Don’t Jump Straight to Mechanics over 2-Days
Determine Appropriate & Relevant, ROI • Part of an Overall
Marketing Strategy
You Know It, That’s Why You’re Here
• Instead
Make Sense of it, Manage it, Make Use of it
Anywhere to Practice?
Good Info: DIY, Hire Someone, Do Nothing
• Presenters SBDC Free Video Studio
4. Orientation & Overview
Why Video for Small Business?
• Global Reach (24/7/365)
• Search Optimization
• Blogging / Dynamic Content
• Metatags / Transcription
• Youtube / Google
• Engagement Thru Story
• Promote, Inform, Entertain
• Thought Leader: credible, real, authentic
• Speed of Trust (Know, Like, Trust)
• Efficiently Captures Attention
5. 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) Handout Kickstarter/Bus_Plan
Content Blogging Entertain/Humor
Hiring Brainstorming
Examples of a Talking Hed…
Self-Made -> http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl
Professional -> http://www.youtube.com/watch?v=gTKOG41xYZQ
6. Orientation & Overview
Before You Start – Unique Challenges of Video …
Trends
• Managing Expectations • Video Itself is a Trend
• No Turnkey / “One-Size-Fits-All” Solution • Do-It-Yourself / Guerilla
• All about the Content
• Few Do-Overs / No Luxury of Time • Paradigm Shift: Information
• From End-to-End: Your Objectives Rule
(Decision Points Along Path of Bits & Bytes)
(Get What You Pay For: Dollars, Time, Expertise)
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 ?
16. Production
Getting Started:
Pervasive Decisions
Camera Options
Shooting Recommendations
Codecs, File Formats, Resolutions
Audio & Microphones
Lighting: Sources, 3-Point Lighting
Other Considerations
17. Production
Business/Marketing Decisions
• Purpose, Audience, Message, Take-Away, Call-To-Action
Production Decisions
• Do it Yourself or Hire Someone?
• Do-It-Alone, or Get Help (Behind the Camera)?
• Produce in a Studio Environment or Live Action?
• Do You Want to Post-Production Editing or Not?
(Record Audio On-board the Camera or Not)
• What is Your Budget? How Much will you Invest?
• What Type of Camera/Equipment Do You Need?
18. Production
Cameras:
1. HD Pocket Camcorders (Bloggie, Flit)
2. Webcams (Desktop, Laptop)
3. Smart Phones, Tablets, Point+Shoot
4. DSLR’s (Interchangeable Lens)
5. Prosumer / Camcorder
6. Hybrid / Camcorder
Tradeoffs
• Convenience / Portability • Post-Production Editing
• Depth of Field • Recording Time
• Video Quality • Format / Resolution
• Audio Quality • Power Options
19. Production
Shooting Recommendations Multiple
Cameras &
• Cameras on tripod to stabilize B_Roll
Fluid Head Tripod for Video
• Hand held for informal effect
• Avoid zooming; instead, “dolly”
• DSLR for slow moving or still shots
• Camcorder for “run and gun” style
• Shoot pre-roll and post-roll
20. Production
File Formats:
Codec = Compress/Decompress
H.264 is the best codec
File Formats
Youtube or Vimeo: .mov/.mp4/mpeg4
Aspect Ratios & Resolutions (SD & HD):
16:9 aspect ratio = Widescreen
Youtube or Vimeo: 1920x1280, 1280x720, etc.
21. Production
Audio:
Audio alternatives
Most cameras have 'on-board audio'
Off-board mics are used for better quality
Multiple mics / Mixers enhance quality
See Handout Link to Audio Alternatives
Distance Matters ???
Mics should be close to the subject
Audio Monitored on Headphones (Help)
Room Noise, A/C, Fans, are all issues
If an interview, seeing mic is acceptable
Otherwise, use a boom or hide mic
22. Production
Audio (Cont’d):
Types of Microphones …
Dynamic/Rugged
Condenser/Sensitive
Lavalier/Lapel
Shotgun
Tradeoffs of Each !!!
Using Voice-Overs ???
23. Production
Lighting (Sources):
Poor lighting
The Sun, The Room, On Stands
Beware of Backlight, Flat light,
Contrast, and Flourescent Lights
Light should not look green or yellow
AWB (Automatic White Balance)
On Camera vs Stands/Umbrellas
Using Reflectors (Cheap/Effective)
Trend alert: LED lights are
cool, inexpensive, and last.
24. Production
Lighting (3 Point Lighting):
3 point lighting
Key light, Fill Light, Bounce/Reflector
A Back Light (aka rim/kicker)
Provide Contrast
Avoid black shadows and
blown-out highlights
Green screens need distance
25. Production
Other Considerations:
Actors (Austin Actors)
Voice Overs (Acclaim)
Props (Austin Props)
Set / Location / Permission
Teleprompters & Scripts
Wires, Power, Tape, Etc.
28. Video Mastery
June 20 – 27 , 2012
Texas State University
Round Rock Higher Education Center
29. Sharing Q&A
Feedback from inaugural session-one…
• Time-Management: Material Demands
• Registration Confusion: Series of 2 Classes
• Interruptions, Storytelling, Moving-Around
• Pace, Reading, Bullets, Fundamentals
• More Video Examples & Critiques
• 50/50 Tech-Talk vs Business-Talk (Pairing)
• What about a Coop, or Place to Practice?
Links: Slideshare/Handout
Any Burning Questions ???
31. Post-Production / Editing
Why Edit?
Video Editing is like Writing (Can be Creative and Inspiring)
Organizes your video/stills/audio/music into a Sequential Story
Virtually all videos have been edited (editing determines quality output)
Time Consuming Process (Longer than Shooting, 12-to-1)
32. Post-Production / Editing
Hardware?
The First Question: Apple or PC (+ / -)
The Video Editor Requirements
Very Fast Processor and Lots of Hard-Disk Space
High-End Graphics Card, Sound Card, Monitor, DVD/BDR
Audio Editing Requirements
Monitor Speakers, Headphones, Sound Card, Peripheral Devices
USB 3.0
Shooting-to-Editing Packages ?
Ipad & Iphone Short Learning Curve
On-Board HD Video Camera Ease of Use
iMovie and Garage Band
33. Post-Production / Editing
Software?
Final Cut Pro 7 and Final Cut Pro X
Final Cut X is an approachable tool to edit on the Mac (About $300)
After Effects is for titles, color, effects ($1,000)
Premiere is for editing footage, long videos ($800 or CS6 $49/Mo.)
Adobe Premiere Elements is a low cost version of Premiere ($100)
Adobe Audition for editing audio
34. Post-Production / Editing
Freeware? (Or included with OS)
iMovie on the Mac
Windows MovieMaker on the PC
Audacity for recording and editing audio
Jing to record voice and computer
Low cost alternatives
muvee RevealX
Studio HD
Camtasia
35. Post-Production / Editing
Editing Steps (Page 1) …
1. Transfer Video Files to Computer (Cable, Card, Software)
• Tape Capture
2. Import Footage/File into Editing Software
3. Organize & Name your Project/Footage
4. Sequence Footage into Logical Order (Like a Storyboard)
36. Post-Production / Editing
Editing Steps (Page 2) …
Do the Magic
• Trimming (Remove Unwanted Footage)
• Unlink or Remove Audio Tracks Where Needed
• Add-in Voice-Overs, or Music, or Separate Audio Track
• Transitions (cross-dissolve, simple cut, fade to/from black/white)
• Insert Stills, Graphics, and/or Other Photos and Headshots
• Keyframing (Animate Text or Graphics / Scale, Rotate, Fade)
• It’s all about Timing !!!
37. Post-Production / Editing
Titles …
• Include Openers, Credits, Notations, any Text
• After Effects Reign Supreme
Blurs Video Copilot
http://www.videocopilot.net/tutorials/
Tracking & Wiggling
Randomizing Letters
3D Text Video Hive
http://videohive.net/category/after-
Text Crawls effects-project-files/titles
Notations
38. Post-Production / Editing
B-roll …
Footage that plays while someone is talking
A product still, map, diagram, graphic, other video
A wide shot or a scene for mood or place
A reaction shot (interviews)
Shoot your own or use royalty free
shutterstock.com http://www.pond5.com/stock-video-footage/1/*.html
iStockPhoto/Video http://www.artbeats.com/
39. Post-Production / Editing
Sync Video & Audio …
Many times high quality audio and video are recorded separately
The high quality audio then needs to be synchronized to the video
Avoid manual syncing if whenever possible (The Clapper)
Align wave forms - audio captured separately from video
Multi-Mic and Multi-Camera
Plural Eyes
40. Post-Production / Editing
Audio Editing, Music, Sound Effects …
Audio Editing:
Pond5 Music
Simple adjustments can be done in the video editor http://www.pond5.com/m
(Adjusting decibel level, Fading in & out) usic/1/*.html
Remove room noise, hiss, random noises, etc.
Audio Jungle Music
(May require separate Audio-Editing Software) http://audiojungle.net/cate
Examples: Adobe Audition, Audacity, etc. gory/music
Sound Effects:
Pond5 Sound Effects
Video Editor, Record Your Own, Purchase from Library … http://www.pond5.com/so
http://www.premiumbeat.com/ und-effects/1/*.html
http://www.neosounds.com/
Audio Jungle Sound Effects
Music: http://audiojungle.net/cate
Sets the Mood of the Video gory/music
Record Your Own, Royalty-Free, or Copyright
Adjust Volumes for Narrative Sections
41. Post-Production / Editing
Color & Special Effects …
Like Still Photo Editing:
Adjust Exposure , Color, Contrast (For Dramatic Effect)
Techniques:
3D Motion, Particles
Vintage Movie Effects, Light Leaks, Etc.
After Effects Reign Supreme
http://videohive.net/category/after-effects-project-files
http://videohive.net/category/after-effects-project-files
http://www.pond5.com/after-effects/1/*.html
42. Post-Production / Editing
Rendering …
After Editing is Complete, then Render
Encodes Video to be Re-Played
Can be Fast or Slow Depending on Effects
Video Editors have Presets for youtube or Vimeo Rendering
Help from Vimeo & Youtube:
http://support.google.com/youtube/bin/static.py?hl=en&topic=17
28573&guide=1728585&page=guide.cs
http://vimeo.com/help/compression
43. Distribution
Now What Do I do with
my Video File?
What are your objectives.
Hosting (Vimeo & Youtube).
SEO Tagging & Transcribing.
44. Distribution
Execute, Evaluate, Repeat
● Social Media Channels & Syndication Engines
● Your Newsletter / Your Customer Base
● Press Releases, and Ezines
● Video Blogging
● Geo-Marketing
● Google News
45. Distribution
Return on Investment
● Calls to Action
● Measuring Impacts
● Analytics
46. Distribution
The Power of Video
● Conversation & Engagement
● Speed of Trust (Know, Like, Trust)
47. If We Have Time
Critiques:
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