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Video Boot Camp 2015spring

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Neal Rabogliatti
Neal Rabogliatti

This document outlines the agenda for a two-day video marketing boot camp. Day one covers developing a video strategy, storyboarding, equipment, budgeting, production steps, and a studio recording exercise. Day two focuses on video editing in ProShow Producer and Premier, motion graphics, uploading, promoting videos, and YouTube analytics. Exercises include creating a storyboard, inventorying equipment, editing videos, and making a video channel. The goal is to provide attendees the skills to execute an effective video strategy for their business.

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Neal Rabogliatti Sr. e-strategy Consultant Catalyst Connection 息2012 Catalyst Connection VIDEO MARKETING BOOT CAMP: EXECUTING A VIDEO STRATEGY April 21st & 22nd, 2015
Agenda Day 1 Why Video? Developing A Video Strategy! Exercise: Creating A Story Board Equipment & Software Exercise: Building A Budget Lunch Production Tasks & Steps Exercise: Recording in the Studio Technical Download End of Day: One on One Assistance
Agenda Day 2 Quick Review Looking at Your Videos! Understanding Post Production Exercise: Working in Pro Show Producer Lunch Exercise: Demo of Premier & After Effects Video Channels Exercise: Creating Your Video Channel Optimizing, Uploading & Promoting Videos YouTube Analytics
Why Video Marketing If you feel online video is just another over hyped, passing fad, think again. In fact, online video is gaining strength as a source for content marketing. Forbes Magazine January 2013 B2B Demand Generation Benchmark Survey for 2013 May 28, 2015
Why Video Marketing Susan Weinschenk, Ph.D. also known as The Brain Lady. Is a leading consultant to brands like Amazon, Disney, Walmart and Southwest. 4 Reasons Videos Work Better Than Websites, Text, Email and Papers #1: The Fusiform Facial area makes us pay attention to faces. #2: Human voice conveys rich information. #3: Emotions are contagious. #4: Movement grabs attention . May 28, 2015
Why Video Marketing Online Video Has a 53X Greater Chance of Gaining a Page 1 Ranking Over Web Pages, Facebook, or Twitter. May 28, 2015
Why Video Marketing Examples May 28, 2015
Why Video Marketing Video is a valuable asset in your inbound marketing content mix. By 2018, 85% of internet traffic is expected to be video. 33% of viewers move on after watching just 30 seconds. 44% lose interest and leave at the 1-minute mark. 60% bail on your video after 2 minutes. Your video is judged on its content, production quality, style, and the information it provides. May 28, 2015
Why Video Strategy May 28, 2015
Why Video Marketing You Might Want To Hold To Something! The Worst Corporate Videos http://www.youtube.com/watch?v=wbc7Oi0SqLI http://www.youtube.com/watch?v=_iXuPhO0WSQ May 28, 2015
Building A Video Strategy May 28, 2015 5 Questions To Begin 1. Should your business even be on YouTube? If you can't show your product or service in action, don't put it on YouTube. 2. What are the goals of the videos? Influence, educate, lead generation, sales, support reps, take action 3. Who Is Our Audience(s)? What type of video, how long 4. What are the messages and key points? What message and story are we telling and what is most important? 5. How do we stand out? What can we do to be unique, where else can this be used?
Building A Video Strategy May 28, 2015 5 Ways To Improve Your Video 1. Plan your video! Create a script, storyboard, shot list, b-roll footage, video theme, music. 2. Do the research! Audience, target keyword phrase (SEO), view competitors. 3. Do it yourself or hire someone? Know what to ask, how to budget, reduce costs, expectations. 4. Assets Inventory? What do we have we do we need to get? 5. Have energy? Get the right presenter, make then practice, be aware of surroundings?
Video Strategy Dont Build A Video on The Fly Strategy 1st Development 2nd Set Goal Do Research Storyboard Record & Edit Upload Optimize Promote May 28, 2015
Building A Video Strategy Choose Your Target: Keywords Audience Message User Actions Organize Your Research: Google Keyword Planner Tool Word Tracker May 28, 2015
7 Types of Videos 1) The About Video Your about video length should be approximately 90 seconds to two minutes long. It tell about you about your company or about your product. 2) Sales Video Your sales video is going to go through what your product or service does, what your product or service will do for people and what your clients or customers should do next. This video should not go into too much detail about the product or service. 1-2 Minutes May 28, 2015
7 Types of Videos 3) The Demo Video The demo video is going to showcase your product or service in action. This is the time where you can spend a few more minutes (3-5 minutes) explaining and showing your product or service in action. Spend the time in this video showcasing your product not promoting it. 4) The Promo Video This will most likely be your longest video. Use the promo video to highlight something about your product or service. Many times people split this video up into three different acts similar to a 30 minute TV show. May 28, 2015
7 Types of Videos 5) The Tips & Tricks Video The tips and tricks videos are the most common and are typically quite short. Tips and tricks video marketing will help your customers get the most out of using your products and services. 6) The Case Study Video During your case study video you can show how customers have used your products for services. The most common format this type of video is recorded in often uses the documentary style. During your video you might use testimonials and any of the video that you might have gotten by doing short interviews with people about your product or service. May 28, 2015
7 Types of Videos 7) The Teaser Video In the teaser video you can hint at the who and what of a special offering specific to one of your products or services. You can even use a teaser video when your product or service is still in development. The teaser videos are a great lead up to your promo video When to Use Which Type of Video Marketing The answer is in planning. Determine what promotions youd like to do each month. To best be able to have the right videos that you need ready when you need them, map out your video marketing strategy and work backwards a year out. May 28, 2015
Assets May 28, 2015
Outsourcing Assets May 28, 2015
Storyboard May 28, 2015 1) Heading 2) Scene # & Timing 3) Image/Sketch Scene 4) Narration 5) Captions 6) Additional Shots B-Roll Footage 7) Transition 8) Notes
Video Production Video Resolutions & Formats HD 1080i 1080p HD 720i 720p Standard 480 Its easier to reduce resolution than increase it. May 28, 2015
Exercise: Creating A Storyboard You are to create a 1 minute storyboard using the paper story board template. You must time out the video to equal :40. You should have the following scenes. Company Logo & Intro What we manufacture Why we are the best An Example or Testimonial Benefit to User How to Get More Info Closing Use Drawings | Timings | Captions May 28, 2015
Video Technical Tutorial All the technical details you need to know about shooting and editing good video. Resolution & Aspect Ratios Frame Rates Video Formats & Packages Lighting Chroma Key Lighting May 28, 2015
Video Production Video Resolutions & Formats Ultra 4K HD 1080i 1080p HD 720i 720p Standard 480 Its easier to reduce resolution than increase it. May 28, 2015
Aspect Ratio & Resolution May 28, 2015
Aspect Ratio & Resolution May 28, 2015
Aspect Ratio & Resolution May 28, 2015
Video Production 1080i 1080p May 28, 2015
Video Frame Rates May 28, 2015 Frame rate , also know as frame frequency and frames per second (FPS) is the rate at which an imaging device produces unique images.
Common Video Formats May 28, 2015 https://www.youtube.com/watch?v=_nPsBwMivCk
Video Formats May 28, 2015 https://www.youtube.com/watch?v=WpBjGUlBTHU
Equipment May 28, 2015
Equipment May 28, 2015 https://vimeo.com/65154676
Equipment May 28, 2015
Equipment May 28, 2015
Capture Media May 28, 2015
Capture Media May 28, 2015
Microphones May 28, 2015
Video Production Differences in Microphones This video demonstrates the differences in quality of several types of video microphones for cameras. http://www.bhphotovideo.com/indepth/video/hands- reviews/audio-dslr-part-1-run-gun May 28, 2015
Exercise: Inventory & Budget List out what equipment you currently have. Use the equipment handout to help establish what equipment you need and how much it will cost. Cameras Lighting Tripod Microphone Background Memory Cards Cases 際際滷r Batteries Music Stock Footage Talent Editing Review Motion Graphics May 28, 2015
Video Production Video Taping Checklist - Always Have 2 Batteries and 2 Memory Cards - Change the Batteries the day Before The Shoot - Erase & Format the Memory Card - Use Lens Tissue to Clean the Lens - Have Talent Practice the Script at Least 20 times - Let the Location Know Youre Coming May 28, 2015
Video Production Video Taping Checklist - Visit the Location and Plan Set Up Before the Shoot - Locate Power Sources - Know The Weather & Where the Sun will Be - White Balance the Camera - Record a Test of Video & Audio - Write Down A List of The Shots You Need May 28, 2015
Video Production Color Temperature May 28, 2015
Video Production 3 Point Lighting - Key Front - Brightest - Back Behind Person - Fill Front Less Than Key - Lighting is Most Important - Creates Depth & Shadows & Eliminates Flat Look https://www.youtube.com/results?search_query=adorama+dslr+video+skils+lighting May 28, 2015
Video Production 4 Point Lighting May 28, 2015
Video Production The Rule of Thirds http://youtu.be/XeKy2SvYpdU May 28, 2015
Video Production ISO Settings Video Noise Tips Set ISO as Low As Possible Never above 1600 ISO Set Camera @ 30 FPS Set Shutter Speed @ 1/60 White Balance in Every New Location May 28, 2015 https://www.youtube.com/watch?v=AFyOU3XpqRQ
Exercise: Shooting A Video Lets all go down to the Studio and set up the lighting, set up the camera, and record some video. White Balance Trying Different cameras Setting Up Lighting How To Pan Setting Up the Microphone Shooting Some Sample Video May 28, 2015
Technical Download & Ending We will fire wire the video you shot and review what you shot. Answer Questions Group Discussion After Class Assistance One on One Consulting May 28, 2015
Agenda Day 2 Quick Review Looking at Your Videos! Understanding Post Production Exercise: Working in Pro Show Producer Lunch Exercise: Demo of Premier & After Effects Video Channels Exercise: Creating Your Video Channel Optimizing, Uploading & Promoting Videos YouTube Analytics
Video Editing | Pro Show Producer May 28, 2015
Video Editing | Premier May 28, 2015
Video Editing Video Editing = Trimming & Assembling May 28, 2015
After Effects Motion Graphics May 28, 2015
After Effects Motion Graphics May 28, 2015
Video Editing Video Editing - Layout Narration 1st - Insert Photos & Video - Trim Video of Excess Space - Choose Transitions - Add Captions - Add Background Music - Save to Appropriate Format May 28, 2015
Exercise: Editing in Pro-Show Open up Pro Show Proiducer on you computer, move all of you assets from the DVD to your desktop . Then drag or import all the files to your work area. Assemble Raw Video Files Add Images Edit Video Files & Set Photo Duration Add Transitions Add Captions & Credits Add Music Save File as H.264 May 28, 2015
Motion Graphics Motion Graphics Semi-Ani - Animation Type Graphics - High End Look - AE Templates May 28, 2015
Audio Post Production Audio & Background Music - Audio adds emotion Sets the Tone - Dont Use Popular Music - Post Production Audio - Using Voiceover Talent - Sound Effects May 28, 2015
Exercise: Editing in ProShow Open up Pro Show on you computer, move all of you assets from the DVD to your desktop . Then drag or import all the files to your work area. Assemble Raw Video Files Add Images Edit Video Files & Set Photo Duration Add Transitions Add Captions & Credits Add Music Save File as HD File May 28, 2015
Video Uploading Video Uploading & Optimizing May 28, 2015
Video Uploading Video Voting -Like -Favorite -Subscribe -Comment -Views May 28, 2015
Video Uploading May 28, 2015
Other Video Sites Make Sure The Site Accepts Commercial Content and is Free! May 28, 2015
Promoting Promotion Implementation 1) Embed the video on your web page. 2) Post a link or embed video on Facebook. 3) Use Video as landing page for email marketing campaign. 4) Burn Video to DVD Trade Show Displays, Lobby Presentations, DVD May 28, 2015
Analytics Monitoring Your Video on YouTube. May 28, 2015
Review Choose the style of your video: Educational How To Informational Vs. Hard Sell Use Graphics & Colors That Support Your Brand: Logo Color & Style Themes Web & Brochures Use Transitions Carefully: Dont Use Every Transitional Available in 1 Video May 28, 2015
Review Add Music To Set The Mood: Use Generic Music Dont Use Popular Known Music Think Fluid Motion: Your video images and transitions should flow Remember To Use Web Address: Put up your web address at end of video Tell A Story: Beginning ( Overview) Middle (Benefits Features Advantages Value Proposition) End (Action Items & How To Contact Us) May 28, 2015
Resource Toolset Helpful Video Resources Stock Images & Animations & Video : Stock Music & Sound Effects: May 28, 2015
Thank You Thank you very much for attending! Neal Rabogliatti Sr. E-Strategy Consultant Catalyst Connection www.catalystconnection.org May 28, 2015

More Related Content

Video Boot Camp 2015spring

  • 1. Neal Rabogliatti Sr. e-strategy Consultant Catalyst Connection 息2012 Catalyst Connection VIDEO MARKETING BOOT CAMP: EXECUTING A VIDEO STRATEGY April 21st & 22nd, 2015
  • 2. Agenda Day 1 Why Video? Developing A Video Strategy! Exercise: Creating A Story Board Equipment & Software Exercise: Building A Budget Lunch Production Tasks & Steps Exercise: Recording in the Studio Technical Download End of Day: One on One Assistance
  • 3. Agenda Day 2 Quick Review Looking at Your Videos! Understanding Post Production Exercise: Working in Pro Show Producer Lunch Exercise: Demo of Premier & After Effects Video Channels Exercise: Creating Your Video Channel Optimizing, Uploading & Promoting Videos YouTube Analytics
  • 4. Why Video Marketing If you feel online video is just another over hyped, passing fad, think again. In fact, online video is gaining strength as a source for content marketing. Forbes Magazine January 2013 B2B Demand Generation Benchmark Survey for 2013 May 28, 2015
  • 5. Why Video Marketing Susan Weinschenk, Ph.D. also known as The Brain Lady. Is a leading consultant to brands like Amazon, Disney, Walmart and Southwest. 4 Reasons Videos Work Better Than Websites, Text, Email and Papers #1: The Fusiform Facial area makes us pay attention to faces. #2: Human voice conveys rich information. #3: Emotions are contagious. #4: Movement grabs attention . May 28, 2015
  • 6. Why Video Marketing Online Video Has a 53X Greater Chance of Gaining a Page 1 Ranking Over Web Pages, Facebook, or Twitter. May 28, 2015
  • 8. Why Video Marketing Video is a valuable asset in your inbound marketing content mix. By 2018, 85% of internet traffic is expected to be video. 33% of viewers move on after watching just 30 seconds. 44% lose interest and leave at the 1-minute mark. 60% bail on your video after 2 minutes. Your video is judged on its content, production quality, style, and the information it provides. May 28, 2015
  • 10. Why Video Marketing You Might Want To Hold To Something! The Worst Corporate Videos http://www.youtube.com/watch?v=wbc7Oi0SqLI http://www.youtube.com/watch?v=_iXuPhO0WSQ May 28, 2015
  • 11. Building A Video Strategy May 28, 2015 5 Questions To Begin 1. Should your business even be on YouTube? If you can't show your product or service in action, don't put it on YouTube. 2. What are the goals of the videos? Influence, educate, lead generation, sales, support reps, take action 3. Who Is Our Audience(s)? What type of video, how long 4. What are the messages and key points? What message and story are we telling and what is most important? 5. How do we stand out? What can we do to be unique, where else can this be used?
  • 12. Building A Video Strategy May 28, 2015 5 Ways To Improve Your Video 1. Plan your video! Create a script, storyboard, shot list, b-roll footage, video theme, music. 2. Do the research! Audience, target keyword phrase (SEO), view competitors. 3. Do it yourself or hire someone? Know what to ask, how to budget, reduce costs, expectations. 4. Assets Inventory? What do we have we do we need to get? 5. Have energy? Get the right presenter, make then practice, be aware of surroundings?
  • 13. Video Strategy Dont Build A Video on The Fly Strategy 1st Development 2nd Set Goal Do Research Storyboard Record & Edit Upload Optimize Promote May 28, 2015
  • 14. Building A Video Strategy Choose Your Target: Keywords Audience Message User Actions Organize Your Research: Google Keyword Planner Tool Word Tracker May 28, 2015
  • 15. 7 Types of Videos 1) The About Video Your about video length should be approximately 90 seconds to two minutes long. It tell about you about your company or about your product. 2) Sales Video Your sales video is going to go through what your product or service does, what your product or service will do for people and what your clients or customers should do next. This video should not go into too much detail about the product or service. 1-2 Minutes May 28, 2015
  • 16. 7 Types of Videos 3) The Demo Video The demo video is going to showcase your product or service in action. This is the time where you can spend a few more minutes (3-5 minutes) explaining and showing your product or service in action. Spend the time in this video showcasing your product not promoting it. 4) The Promo Video This will most likely be your longest video. Use the promo video to highlight something about your product or service. Many times people split this video up into three different acts similar to a 30 minute TV show. May 28, 2015
  • 17. 7 Types of Videos 5) The Tips & Tricks Video The tips and tricks videos are the most common and are typically quite short. Tips and tricks video marketing will help your customers get the most out of using your products and services. 6) The Case Study Video During your case study video you can show how customers have used your products for services. The most common format this type of video is recorded in often uses the documentary style. During your video you might use testimonials and any of the video that you might have gotten by doing short interviews with people about your product or service. May 28, 2015
  • 18. 7 Types of Videos 7) The Teaser Video In the teaser video you can hint at the who and what of a special offering specific to one of your products or services. You can even use a teaser video when your product or service is still in development. The teaser videos are a great lead up to your promo video When to Use Which Type of Video Marketing The answer is in planning. Determine what promotions youd like to do each month. To best be able to have the right videos that you need ready when you need them, map out your video marketing strategy and work backwards a year out. May 28, 2015
  • 21. Storyboard May 28, 2015 1) Heading 2) Scene # & Timing 3) Image/Sketch Scene 4) Narration 5) Captions 6) Additional Shots B-Roll Footage 7) Transition 8) Notes
  • 22. Video Production Video Resolutions & Formats HD 1080i 1080p HD 720i 720p Standard 480 Its easier to reduce resolution than increase it. May 28, 2015
  • 23. Exercise: Creating A Storyboard You are to create a 1 minute storyboard using the paper story board template. You must time out the video to equal :40. You should have the following scenes. Company Logo & Intro What we manufacture Why we are the best An Example or Testimonial Benefit to User How to Get More Info Closing Use Drawings | Timings | Captions May 28, 2015
  • 24. Video Technical Tutorial All the technical details you need to know about shooting and editing good video. Resolution & Aspect Ratios Frame Rates Video Formats & Packages Lighting Chroma Key Lighting May 28, 2015
  • 25. Video Production Video Resolutions & Formats Ultra 4K HD 1080i 1080p HD 720i 720p Standard 480 Its easier to reduce resolution than increase it. May 28, 2015
  • 26. Aspect Ratio & Resolution May 28, 2015
  • 27. Aspect Ratio & Resolution May 28, 2015
  • 28. Aspect Ratio & Resolution May 28, 2015
  • 30. Video Frame Rates May 28, 2015 Frame rate , also know as frame frequency and frames per second (FPS) is the rate at which an imaging device produces unique images.
  • 31. Common Video Formats May 28, 2015 https://www.youtube.com/watch?v=_nPsBwMivCk
  • 32. Video Formats May 28, 2015 https://www.youtube.com/watch?v=WpBjGUlBTHU
  • 40. Video Production Differences in Microphones This video demonstrates the differences in quality of several types of video microphones for cameras. http://www.bhphotovideo.com/indepth/video/hands- reviews/audio-dslr-part-1-run-gun May 28, 2015
  • 41. Exercise: Inventory & Budget List out what equipment you currently have. Use the equipment handout to help establish what equipment you need and how much it will cost. Cameras Lighting Tripod Microphone Background Memory Cards Cases 際際滷r Batteries Music Stock Footage Talent Editing Review Motion Graphics May 28, 2015
  • 42. Video Production Video Taping Checklist - Always Have 2 Batteries and 2 Memory Cards - Change the Batteries the day Before The Shoot - Erase & Format the Memory Card - Use Lens Tissue to Clean the Lens - Have Talent Practice the Script at Least 20 times - Let the Location Know Youre Coming May 28, 2015
  • 43. Video Production Video Taping Checklist - Visit the Location and Plan Set Up Before the Shoot - Locate Power Sources - Know The Weather & Where the Sun will Be - White Balance the Camera - Record a Test of Video & Audio - Write Down A List of The Shots You Need May 28, 2015
  • 45. Video Production 3 Point Lighting - Key Front - Brightest - Back Behind Person - Fill Front Less Than Key - Lighting is Most Important - Creates Depth & Shadows & Eliminates Flat Look https://www.youtube.com/results?search_query=adorama+dslr+video+skils+lighting May 28, 2015
  • 46. Video Production 4 Point Lighting May 28, 2015
  • 47. Video Production The Rule of Thirds http://youtu.be/XeKy2SvYpdU May 28, 2015
  • 48. Video Production ISO Settings Video Noise Tips Set ISO as Low As Possible Never above 1600 ISO Set Camera @ 30 FPS Set Shutter Speed @ 1/60 White Balance in Every New Location May 28, 2015 https://www.youtube.com/watch?v=AFyOU3XpqRQ
  • 49. Exercise: Shooting A Video Lets all go down to the Studio and set up the lighting, set up the camera, and record some video. White Balance Trying Different cameras Setting Up Lighting How To Pan Setting Up the Microphone Shooting Some Sample Video May 28, 2015
  • 50. Technical Download & Ending We will fire wire the video you shot and review what you shot. Answer Questions Group Discussion After Class Assistance One on One Consulting May 28, 2015
  • 51. Agenda Day 2 Quick Review Looking at Your Videos! Understanding Post Production Exercise: Working in Pro Show Producer Lunch Exercise: Demo of Premier & After Effects Video Channels Exercise: Creating Your Video Channel Optimizing, Uploading & Promoting Videos YouTube Analytics
  • 52. Video Editing | Pro Show Producer May 28, 2015
  • 53. Video Editing | Premier May 28, 2015
  • 54. Video Editing Video Editing = Trimming & Assembling May 28, 2015
  • 55. After Effects Motion Graphics May 28, 2015
  • 56. After Effects Motion Graphics May 28, 2015
  • 57. Video Editing Video Editing - Layout Narration 1st - Insert Photos & Video - Trim Video of Excess Space - Choose Transitions - Add Captions - Add Background Music - Save to Appropriate Format May 28, 2015
  • 58. Exercise: Editing in Pro-Show Open up Pro Show Proiducer on you computer, move all of you assets from the DVD to your desktop . Then drag or import all the files to your work area. Assemble Raw Video Files Add Images Edit Video Files & Set Photo Duration Add Transitions Add Captions & Credits Add Music Save File as H.264 May 28, 2015
  • 59. Motion Graphics Motion Graphics Semi-Ani - Animation Type Graphics - High End Look - AE Templates May 28, 2015
  • 60. Audio Post Production Audio & Background Music - Audio adds emotion Sets the Tone - Dont Use Popular Music - Post Production Audio - Using Voiceover Talent - Sound Effects May 28, 2015
  • 61. Exercise: Editing in ProShow Open up Pro Show on you computer, move all of you assets from the DVD to your desktop . Then drag or import all the files to your work area. Assemble Raw Video Files Add Images Edit Video Files & Set Photo Duration Add Transitions Add Captions & Credits Add Music Save File as HD File May 28, 2015
  • 62. Video Uploading Video Uploading & Optimizing May 28, 2015
  • 65. Other Video Sites Make Sure The Site Accepts Commercial Content and is Free! May 28, 2015
  • 66. Promoting Promotion Implementation 1) Embed the video on your web page. 2) Post a link or embed video on Facebook. 3) Use Video as landing page for email marketing campaign. 4) Burn Video to DVD Trade Show Displays, Lobby Presentations, DVD May 28, 2015
  • 67. Analytics Monitoring Your Video on YouTube. May 28, 2015
  • 68. Review Choose the style of your video: Educational How To Informational Vs. Hard Sell Use Graphics & Colors That Support Your Brand: Logo Color & Style Themes Web & Brochures Use Transitions Carefully: Dont Use Every Transitional Available in 1 Video May 28, 2015
  • 69. Review Add Music To Set The Mood: Use Generic Music Dont Use Popular Known Music Think Fluid Motion: Your video images and transitions should flow Remember To Use Web Address: Put up your web address at end of video Tell A Story: Beginning ( Overview) Middle (Benefits Features Advantages Value Proposition) End (Action Items & How To Contact Us) May 28, 2015
  • 70. Resource Toolset Helpful Video Resources Stock Images & Animations & Video : Stock Music & Sound Effects: May 28, 2015
  • 71. Thank You Thank you very much for attending! Neal Rabogliatti Sr. E-Strategy Consultant Catalyst Connection www.catalystconnection.org May 28, 2015