Nottingham Trent UniversityOnline Video for the Web

13th February 2012

Today’s workshop• The online video phenomena• YouTube statistics• Animation• Successful business marketing videos• Tips for creating online marketing video• Workshops: Planning and creating a

promotional video and animation

.

What this isn't...

Today’s workshop10.00: Online video presentation & discussionBREAK11.30: Planning your video12.00: Filming in GroupsLUNCH14:45: Editing and uploading your video15:30: Group video viewing

Did you Know 4.0 (3M YouTube views)

Did you Know 5.0

The online video phenomenaDid you Know?

Social networking in Plain English

Chris Brogan – ‘Don’t be that guy’

Documentally interviews Nick Clegg

Songify This: Can't Hug Every Cat

Weezer: Pork and Beans

Online video stats• UK Online video increasing 37% each year (ComScore Feb

2010)• Online video is ‘Lean forward’ not ‘lean back’ like TV• 33 billion video watched in Dec 2009, YouTube has a 40%

share of video views (in USA) and 25% of all web traffic• Online video advertising has 3-7% response (10 x online

banner advertising)• Video fastest growing online ad sector, doubling each

year• 44% of online video viewed at work (Nielsen, USA, 2009)• Placement of a video on a home page can increase your

SEO score by a factor of 50 (Forrester, 2009) • Video appears in Google main search results (search:

Hiking)

Online video shortens the sales funnel

Online video entry point

Google TV: bid to advertise on TV

YouTube and user-generated content

Angry Cat: 26MPaul Potts: 65MCillit Bang remix: 4MLily Allen: 23MJoel Bauer: 1.5MWhat the Buck? 5MDr Who: 600,000Charlie: 418M

Online video and the long tail

Online video landscape of content producers

Diana Kaplan: Blip.TV

The ‘average’ YouTube video

• Has 500 views over time• Is 2.7 minutes long • 25% of those views will come in the first four days • Only the first 30 to 60 seconds will be watched • 45% ‘recover’ (searching for something they’ve already

seen)• 55% ‘discover’ (search or something from a link)

Animation tools

MovieStorm: The Devil Made Me TwitterXtranormal: Cloud ComputingAnimoto: Why a Digital Strategy?Text: The future of publishing

Equipment: Filming (£100-£150)

HD Smartphone or Still Camera

Kodak Zi8 or

Playtouch

Tripod: desktop

and full size

Equipment: editing (£0 - £60)

• iMovie – free for Mac (app for iPad)• Windows Movie Maker – free for Windows• Adobe Premiere Elements – PC/Mac c. £60• Corel Video Studio c.£40• YouConvertIt.com converts video formats

Channels: Vimeo

Live streaming: Qik

Successful business videosWiggly WigglersWill It Blend? Panacea 901 RSM McGladreyBoone OakleyAsda: Saving You MoneyCoull.com – Agent Provocateur

YouTube Analytics

Welcome video

80% of people click on the video first – Steve Strauss

Metadata and search• Add ‘Video:’ to title• Use YouTube as main/ backup channel• Add a transcript• Add annotations/ overlay text (not on embeds)• Advertising: YouTube Promote (buy through Google Adsense)• Add clickable links: LinkedTube.com or Coull.com (embeds but not YouTube)

Break

Planning your video• Style/approach• Narrative/story• Business branding• Edit style – cuts and music• Key messages• Call to action

WorkshopsWorkshop 1: Test videoWorking in groups, create a short (under 2 minute) video to promote a businesses or product idea

Workshop 2: AnimationWorking alone, use Animoto.com orXtranormal.com to create a short (30 second) film to promote a product idea

Workshops In your group's video you could focus on interviewing a business owner, talking about the business you run or are planning to start (if this is at an advanced stage), or promoting a product (e.g. cosmetic product, technology product, book).

If you chose the product option, pick a product youare passionate about and feel confident you could 'sell' in a video interview.

Ideas: interview a businesses within or nearby the university, or create a promotional video for a university course.

Tips- Warm up inteviewees with practice run- Ask open questions- Get interviewees to include question in their answer- Create 'cutaway' material- Use in-camera edit- Get 'clean' takes (no errors)- Cue in 'takes' to reduce editing- Avoid motion shots- Tightly frame interview subjects

Thank you

Susi O’Neill, Digital Consultantwww.digitalconsultant.co.uk

Twitter @susioneillLinkedIn/Facebook @susioneill

email: susi@digitalconsultant.co.uk