1. Online Video For Business
Kieran Farr
@kfarr
kieran@vidcaster.com
415 568 7963
VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.

2. 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
My plan
• LEAVE HERE WITH:
• Create your own simple, effective plan for online video

3. Intros
Who am I?
Co-Founder & CEO at VidCaster
Videographer, Python / Django Developer
Online video geek (standards, codecs, etc)
Enjoy: Biking, frisbee, dogs, beer
Formerly: 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, kieran@vidcaster.com, kieranfarr.com
Who are you? What org / product working with?

4. Let’s Visit Your Assumptions
Common assumptions with online video

5. Let’s Visit Your Assumptions
Common assumptions with online video
Expensive
Only YouTube
Difficult
Time consuming
Low quality
No results

6. Let’s Visit Your Assumptions
Actually:
Expensive Can be free w/existing equip
Only YouTube Large ecosystem outside of YT
Difficult Can be easy w/simple training
Time consuming Can take a few mins per week
Low quality What is real quality goal?
No results Significant ROI*

7. What is an online video strategy?

8. What is an online video strategy?
Drive business or
organization goals
through video.
That’s it.

9. Your Video Plan Step #1
What are the goals you’re trying to drive?
Be simple, list no more than 3. Just 1 is okay.
Examples:
Make sale My plan
Inbound lead #1 GOALS:
Convey values - blah
- blah
Interest in brand
Viewing ads
View more content
Social sharing
Share knowledge
Other action

10. Let’s pause for a bit of explanation...
What is content
marketing?
What is video content
marketing?

11. 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

12. Traditional Content Marketing Map
Your Site, Org
or Product

13. Traditional Content Marketing Map
Blog
Syndication
Organic
Text Search
Your Site, Org BLOG
or Product
Facebook
Twitter

14. 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.

15. 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.

16. Why Video Content Marketing?
Extremely effective medium
Many more touch points using video

17. Traditional Content Marketing Map
Blog
Syndication
Organic
Text Search
Your Site, Org BLOG
or Product
Facebook
Twitter

18. Content Marketing Map +Video
Blog
Organic YouTube Syndication
Video Search Organic
Text Search
Mobile Video:
QR / Apps
VIDEO SITE Your Site, Org BLOG
(with video sitemap) or Product
Niche Social
Video Sharing
(DailyMotion, Blip, Vimeo)
Facebook
iTunes /
Podcasts Twitter

19. Content Marketing Map: Your Domain
Blog
Organic YouTube Syndication
Video Search Organic
Text Search
Mobile Video:
QR / Apps
VIDEO SITE Your Site, Org BLOG
(with video sitemap) or Product
Niche Social
Video Sharing
(DailyMotion, Blip, Vimeo)
Facebook
iTunes /
Podcasts Twitter

20. SEO, Site Structure and Subdomains
video.yoursite.com yoursite.com blog.yoursite.com
VIDEO SITE
Your Site, Org BLOG
or Product
Unified Branding, Design, Navigation, CTA

21. 1-minute video SEO lesson..

22. Case Study: Video SEO Fail
Searching for “virgin america” on Google returns no video results.

23. Case Study: Video SEO Fail
Click on the “video” tab on Google.

24. Case Study: Video SEO Fail
Leads to 10 minute long amateur user generated video.

25. Case Study: Video SEO Fail
User gets bored and clicks on Keyboard Cat.

26. Case Study: Microsoft Video SEO
Microsoft sponsored hackersandfounders.tv site for Bay Area
nonprofit. Search for “hackers and founders” on Google.

27. Case Study: Microsoft Video SEO
First page of Google search results include video thumbnails!

28. Case Study: Microsoft Video SEO
Thumbnail links from Google search link directly to landing
page in perfectly controlled brand environment.

29. SEO, Site Structure and Subdomains
video.yoursite.com yoursite.com blog.yoursite.com
VIDEO SITE
Your Site, Org BLOG
or Product
Unified Branding, Design, Navigation, CTA

30. Example: Airbnb
tv.airbnb.com www.airbnb.com blog.airbnb.com
VIDEO SITE
Your Site, Org
or Product
Unified Branding, Design, Navigation, CTA

31. Your Video Plan Step #2 - SETUP
What one-time setup do I need?
Examples:
YouTube
GoDaddy
WordPress My plan
Twitter #1 GOALS:
- blah
Facebook - blah
Blog #2 SETUP:
- Blah, blah
VidCaster
iTunes Podcasts
Dailymotion, Vimeo, etc.
Tubemogul
Google Analytics

32. What video content needed for your goals?
And how to produce?
Each org has different needs. Be creative.
Real Life Examples:
Premium “shows” Press
Feature tours Screencast tutorials
Tips and tricks Seminars
Sales pitch Events
Customer spotlight Internal training
User generated content CEO speaking
Meet the team Fun, silly office life

33. What does “Quality” mean?
Do I need broadcast quality content?
- NO -
Worry less about: Worry more about:
Editing Conveying a clear point
Titles quickly and inspire action.
Perfection
Polish

34. What does “Quality” mean?
Convey a clear point quickly and inspire action.
Quick Video Checklist:
Audio is understandable
Context of video is clear
Focus on one topic
Keep it short
What action should viewer take?

35. Quality / output expectations is continuum
High quality Sales pitch Infrequent
Feature tours
Customer spotlight
CEO speaking at events
Tips and tricks
Seminars
Screencast tutorials
Internal training
User generated content
Low quality Fun, silly office life Frequent

36. Your Video Plan Step #3
What type of video content is needed to
drive your goals?
Examples:
Premium “shows” Pick 2 - 4
Feature tours
Tips and tricks My plan
Sales pitch #1 GOALS:
Customer spotlight - blah
- blah
User generated content
#2 SETUP:
Meet the team - Blah, blah
Press #3 CONTENT TYPES:
Screencast tutorials - Blah
- Blah blah
Seminars - Blah
Events
Internal training
CEO speaking
Fun, silly office life

37. 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

38. What does “Quality” mean?
Convey a clear point quickly and inspire action.
Quick Video Checklist:
Audio is understandable
Context of video is clear
Focus on one topic
Keep it short
What action should viewer take?

39. Effective Smart Phone Video
UNLEARN POST PRODUCTION
PLAN SHOOT EDIT
Instead, “edit” during planning
and shooting
Example

40. Effective Smart Phone Content: Example
Goal? 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.
ON CAMERA SPOKEN
What, Wide shot (present context) Hi we’re here at trade show
x in Minneapolis ...
[Where], Pan / move to the central Don is our lead support
[When] focus of video manager, Don why are you
here?
Well framed shot of Don
Who Pan *while Don is talking* to
“Important to meet
customers, blah blah, we
other support reps talking to like the personal
Why customers. connection, blah blah”
Back to Don and/or wide “Check out our next
Close / CTA shot context roadshow location, we’re on
the road for the next 6
BONUS: Have the customer right there to say a few months.”
words about how awesome support is.

41. Accessories for iPhone shooting
Highly recommended: For the pros:
alm OWLE Bubo • Sima SL-20LX Ultra Bright Video Light
- Makes your iPhone into a video camera Low cost, simple rechargeable LED light.
- Includes microphone • Sescom XLR to TRRS adaptor
- Makes iPhone tripod mountable To enable use of external XLR microphones
- Enable the use of external lenses with the iPhone.
- Cold shoe mounting • Sescom 3.5mm to TRRS adaptor
To enable use of external 3.5mm
microphones, such as the SGM-X.
• Azden SGM-X shotgun mic
For improved audio quality over the iPhone’s
on-board mic.
• Steadicam Smoothee
For silky-smooth handheld shots.

42. TV studio on your computer
Highly recommended: For the pros:
Wirecast from Telestream $449 - 999
- Free, Java based screen capture
- Mac + PC, auto distro to YouTube
CamStudio (PC Only)
- Free, open-source screen capture
BoinxTV $49-499
iShowuHD (Mac Only)
- Not free, but fully featured
- High quality, smooth HD recording and
include video presenter window

43. Explainer Video Producers
- Grumo Media http://grumomedia.com/
- Switch Video http://www.switchvideo.com/
- Micro Docs http://www.micro-documentaries.com/

44. Your Video Plan Step #3b
Schedule / frequency
Examples: My plan
Premium “shows” #1 GOALS:
- blah
Feature tours - blah
Tips and tricks
Sales pitch #2 SETUP:
- Blah, blah
Customer spotlight
User generated content #3 CONTENT TYPES:
Meet the team - Screencast
1 per week
Press - Sales pitch
Screencast tutorials 1 ea quarter
- Office/team fun:
Seminars 2 per month
Events
Internal training
CEO speaking
Fun, silly office life

45. Your Video Plan Step #4
Workflow
Minimize time commitment My plan
#1 GOALS:
Ideal: - blah
- Create video - blah
- Upload via iPhone #2 SETUP:
- Post to YouTube - Blah, blah
- Autosync with video site
#3 CONTENT TYPES:
- Post on FB, Twitter - Screencast
- Distro to 3rd party sites / itunes 1 per week
- Plan, shoot, distro < 60 min total - 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

46. 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

47. 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
My plan
• LEAVE HERE WITH:
• Create your own simple, effective plan for online video

48. Advanced Topics
- Paid Distribution (YT, sharethrough.com,
etc)
- Analytics: Cross-site, Google Analytics
- Purchase funnel, CTA evaluation

49. Online Video For Business
Kieran Farr
@kfarr
kieran@vidcaster.com
415 568 7963
VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.