VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved. Online Video For Business Kieran Farr @kfarr [email protected] 415 568 7963
Online Video for Business
May 13, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.
Online Video For BusinessKieran Farr
415 568 7963
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
• LEAVE HERE WITH:• Create your own simple, effective plan for online video
My plan
Intros
Who am I?
Who are you? What org / product working with?
Co-Founder & CEO at VidCasterVideographer, Python / Django DeveloperOnline video geek (standards, codecs, etc)Enjoy: Biking, frisbee, dogs, beerFormerly: 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, [email protected], kieranfarr.com
Let’s Visit Your Assumptions
Common assumptions with online video
Let’s Visit Your Assumptions
Common assumptions with online video
ExpensiveOnly YouTubeDifficultTime consumingLow qualityNo results
Let’s Visit Your Assumptions
ExpensiveOnly YouTubeDifficultTime consumingLow qualityNo results
Can be free w/existing equipLarge ecosystem outside of YTCan be easy w/simple trainingCan take a few mins per weekWhat is real quality goal?Significant ROI*
Actually:
What is an online video strategy?
What is an online video strategy?
Drive business or organization goals
through video.
That’s it.
Your Video Plan Step #1
What are the goals you’re trying to drive?
Make saleInbound leadConvey valuesInterest in brandViewing adsView more contentSocial sharingShare knowledgeOther action
Be simple, list no more than 3. Just 1 is okay.Examples:
My plan#1 GOALS:- blah- blah
Let’s pause for a bit of explanation...
What is content marketing?
What is video content marketing?
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
Traditional Content Marketing Map
Your Site, Org or Product
Traditional Content Marketing Map
Your Site, Org or Product
OrganicText Search
BlogSyndication
BLOG
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.
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.
Why Video Content Marketing?
Many more touch points using videoExtremely effective medium
Traditional Content Marketing Map
Your Site, Org or Product
OrganicText Search
BlogSyndication
BLOG
Content Marketing Map +Video
Your Site, Org or Product
iTunes /Podcasts
Mobile Video: QR / Apps
Niche SocialVideo Sharing
(DailyMotion, Blip, Vimeo)
VIDEO SITE
YouTubeOrganicVideo Search Organic
Text Search
BlogSyndication
BLOG
(with video sitemap)
Content Marketing Map: Your Domain
Your Site, Org or Product
iTunes /Podcasts
Mobile Video: QR / Apps
Niche SocialVideo Sharing
(DailyMotion, Blip, Vimeo)
VIDEO SITE
YouTubeOrganicVideo Search Organic
Text Search
BlogSyndication
BLOG
(with video sitemap)
SEO, Site Structure and Subdomains
Your Site, Org or Product
BLOGVIDEO SITE
yoursite.com blog.yoursite.comvideo.yoursite.com
Unified Branding, Design, Navigation, CTA
1-minute video SEO lesson..
Case Study: Video SEO Fail
Searching for “virgin america” on Google returns no video results.
Case Study: Video SEO Fail
Click on the “video” tab on Google.
Case Study: Video SEO Fail
Leads to 10 minute long amateur user generated video.
Case Study: Video SEO Fail
User gets bored and clicks on Keyboard Cat.
Case Study: Microsoft Video SEO
Microsoft sponsored hackersandfounders.tv site for Bay Area nonprofit. Search for “hackers and founders” on Google.
Case Study: Microsoft Video SEO
First page of Google search results include video thumbnails!
Case Study: Microsoft Video SEO
Thumbnail links from Google search link directly to landing page in perfectly controlled brand environment.
SEO, Site Structure and Subdomains
Your Site, Org or Product
BLOGVIDEO SITE
yoursite.com blog.yoursite.comvideo.yoursite.com
Unified Branding, Design, Navigation, CTA
Example: Airbnb
Your Site, Org or Product
VIDEO SITE
www.airbnb.com blog.airbnb.comtv.airbnb.com
Unified Branding, Design, Navigation, CTA
Your Video Plan Step #2 - SETUP
What one-time setup do I need?
YouTubeGoDaddyWordPressTwitterFacebookBlogVidCasteriTunes PodcastsDailymotion, Vimeo, etc.TubemogulGoogle Analytics
Examples:
My plan#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
What video content needed for your goals?
And how to produce?
Real Life Examples:
Each org has different needs. Be creative.
PressScreencast tutorialsSeminarsEventsInternal trainingCEO speakingFun, silly office life
Premium “shows”Feature toursTips and tricksSales pitchCustomer spotlightUser generated contentMeet the team
What does “Quality” mean?
Do I need broadcast quality content?
EditingTitlesPerfectionPolish
- NO -Worry less about:
Conveying a clear point quickly and inspire action.
Worry more about:
What does “Quality” mean?
Quick Video Checklist:Audio is understandableContext of video is clearFocus on one topicKeep it shortWhat action should viewer take?
Convey a clear point quickly and inspire action.
Quality / output expectations is continuum
Sales pitchFeature toursCustomer spotlightCEO speaking at eventsTips and tricksSeminarsScreencast tutorialsInternal trainingUser generated contentFun, silly office life
High quality
Low quality
Infrequent
Frequent
Your Video Plan Step #3
What type of video content is needed to drive your goals?Examples:Premium “shows”Feature toursTips and tricksSales pitchCustomer spotlightUser generated contentMeet the teamPressScreencast tutorialsSeminarsEventsInternal trainingCEO speakingFun, silly office life
Pick 2 - 4
My plan#1 GOALS:- blah- blah
#2 SETUP:- Blah, blah
#3 CONTENT TYPES:- Blah- Blah blah- Blah
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
What does “Quality” mean?
Quick Video Checklist:Audio is understandableContext of video is clearFocus on one topicKeep it shortWhat action should viewer take?
Convey a clear point quickly and inspire action.
Effective Smart Phone Video
UNLEARN POST PRODUCTION
PLAN SHOOT EDIT
Instead, “edit” during planningand shooting
Example
Effective Smart Phone Content: ExampleGoal? 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.
What,[Where],[When]WhoWhyClose / CTA
ON CAMERA SPOKEN
Wide shot (present context) Hi we’re here at trade show x in Minneapolis ...
Don is our lead support manager, Don why are you here?
“Important to meet customers, blah blah, we like the personal connection, blah blah”
Pan / move to the central focus of video
Well framed shot of Don
Pan *while Don is talking* to other support reps talking to customers.
Back to Don and/or wide shot context
“Check out our next roadshow location, we’re on the road for the next 6 months.”BONUS: Have the customer right there to say a few
words about how awesome support is.
Accessories for iPhone shooting
• Sima SL-20LX Ultra Bright Video LightLow cost, simple rechargeable LED light.
• Sescom XLR to TRRS adaptorTo enable use of external XLR microphones with the iPhone.
• Sescom 3.5mm to TRRS adaptorTo enable use of external 3.5mm microphones, such as the SGM-X.
• Azden SGM-X shotgun micFor improved audio quality over the iPhone’s on-board mic.
• Steadicam SmootheeFor silky-smooth handheld shots.
Highly recommended: For the pros:
alm OWLE Bubo- Makes your iPhone into a video camera- Includes microphone- Makes iPhone tripod mountable - Enable the use of external lenses- Cold shoe mounting
TV studio on your computer
Highly recommended: For the pros:
- Free, Java based screen capture- Mac + PC, auto distro to YouTube
CamStudio (PC Only)- Free, open-source screen capture
iShowuHD (Mac Only)- Not free, but fully featured- High quality, smooth HD recording and include video presenter window
Wirecast from Telestream $449 - 999
BoinxTV $49-499
Explainer Video Producers
- Grumo Media http://grumomedia.com/- Switch Video http://www.switchvideo.com/- Micro Docs http://www.micro-documentaries.com/
Your Video Plan Step #3b
Schedule / frequencyExamples:Premium “shows”Feature toursTips and tricksSales pitchCustomer spotlightUser generated contentMeet the teamPressScreencast tutorialsSeminarsEventsInternal trainingCEO speakingFun, silly office life
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
Your Video Plan Step #4
WorkflowMinimize time commitment 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
Ideal:- Create video- Upload via iPhone- Post to YouTube- Autosync with video site- Post on FB, Twitter- Distro to 3rd party sites / itunes- Plan, shoot, distro < 60 min total
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
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
• LEAVE HERE WITH:• Create your own simple, effective plan for online video
My plan
Advanced Topics
- Paid Distribution (YT, sharethrough.com, etc)- Analytics: Cross-site, Google Analytics- Purchase funnel, CTA evaluation
VidCaster is a service mark of Vid Network, Inc. Copyright 2011 Vid Network, Inc. All rights reserved.
Online Video For BusinessKieran Farr
415 568 7963
Related Documents
