Head First Video Strategy
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Transcript of Head First Video Strategy
Head First Video Strategy.eduGuru Summit 2010
presented by michael fienen@fienen «» [email protected]
Just who do you think you are?
□ Hi, I'm Michael
◊ Director of Web MarketingPittsburg State University
◊ Chief Technology OfficernuCloud, LLC
◊ Dude that writes stuff.eduGuru
◊ Author of “dotCMS from the Ground Up”
□ Find me
◊ http://fienen.com/
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I gotta get this outta the way
□ I'm really sorry.□ I hate plain old slide decks.□ So here's a picture of why Canada is occasionally
awesome.
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Video, I haz it
□ See, here's the thing... it's sort of a big deal
Source: “The Web Is Dead. Long Live the Internet,” Chris Anderson and Mike Wolff, Wired Magazine, August 17, 2010
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Times are changing
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What does it mean to us?
□ Noel-Levitz Rocks the E-Expectations Data□ 2010
◊ 52% of students watched video about schools◊ 81% of those watched the videos on your sites
(as opposed to at YouTube)◊ 59% of students have accounts on YouTube
□ 2008◊ 20% of parents watched videos about schools –
38% more wanted to
Source: Noel-Levitz E-Expectations, http://www.noellevitz.com/expectations
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We thought this might be important
At the end of 2010, .eduGuru
surveyed 98 institutions about their video usage
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Here's What We Learned(I promise to get through the boring numbers quickly)
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School Demographics
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Are Schools Making Videos?
97%Yes
If your school isn't, you are not #winning. Better get busy.
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What quality are they using?
80% are doing at least SOME HD video
1/3rd are working inboth formats
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No excuses
$177 onAmazon
(that's for the newest, coolest, shiniest version - older ones are even cheaper)
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Boring Stats (but still important)
□ Marketing, PR, or Communications make up 74% of primary “control”
◊ But offices all over campus are creating it□ 27% of schools budget over $5000/yr for video□ 28% don't budget anything□ Only 14% had multiple full and/or part-time
dedicated video people◊ But 34% have at least one
□ 31% are doing some level of HTML5 implementation
□ 65% ARE NOT CAPTIONING ANYTHING
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:(
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Video Is Content
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Plan accordingly
□ Consider the information
□ Is it relevant?□ Is it unique?□ Is it evergreen?□ Is it important?
◊ Remember, video is “costly” content, use it wisely
□ Have a plan for its lifespan◊ Video ages badly
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Context matters
□ How would you treat the editorial cycle of video for:
◊ PR◊ News◊ Promotions (programs, events...)◊ Campus Life◊ Internal Audiences
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Understand your audience!
□ 76% of prospective students found videos about student life and academics/classes to be the most important!
□ Only 5% cared about faculty/program details□ 67% wanted videos made by both the college and
its students...◊ …but only 7% wanted just “our” video
□ Ex: your students aren't going to care about your PR video, they're already living the experience.
Source: Noel-Levitz E-Expectations, http://www.noellevitz.com/expectations
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It drives traffic
□ Well marked up video has huge SEO implications
□ YouTube is changing search*:◊ 2nd largest search engine◊ ~3.9 BILLION searches a month◊ 28% of Google search volume◊ 50% more than Yahoo◊ 180% more than Bing
Source: comScore Releases December 2009 U.S. Search Engine Rankings; http://www.comscore.com/Press_Events/Press_Releases/2010/1/comScore_Releases_December_2009_U.S._Search_Engine_Rankings
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Content is why people are at your site.
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The Technical Stuff
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Equipment Checklist
□ A computer – something with some horsepower
□ An external hard drive – the biggest you can get
□ A camera – ideally something flash memory based, with a card slot, that does HD, and has USB and/or Firewire
□ A mic – the more the merrier, but try to get at least one handheld and a lav
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But... what should I get?
□ I don't care what you use□ Use what you are comfortable with□ Realistically, you may be unpleasantly burdened
by the budget□ Focus on buying fewer
nice items□ Make friends with your
broadcasting department□ You aren't a professional
TV studio
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OMG the formats...
□ Containers - You may think of video files as “AVI files” or “MP4 files.” In reality, “AVI” and “MP4″ are just container formats. Just like a ZIP file can contain any sort of file within it, video container formats only define how to store things within them, not what kinds of data are stored.*
◊ FLV◊ OGV◊ MP4◊ WebM
□ NOTHING works in everything.
Source: Dive Into HTML5 – Video on the Web; Max Pilgrim; http://diveintohtml5.org/video.html
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So which one?
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Elephant in the room
□ Can't count out Flash□ Sure, no iProduct support, but nearly ubiquitous
otherwise□ But have an escape plan
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I got yer bitrate right here
□ Guess and check□ Varies on container and video stream
format – they are not created equal□ Consider your visitor demographics – do
you still have a lot of dialup users? Mobile users?
□ There is no silver bullet video profile
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Here's what you said
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The YouTube Equation
□ Let's play follow the leader□ YouTube encodes at several levels
depending on the source◊ 37 – 1080p◊ 22 – 720p◊ 35 - 480p
Source: Approximate YouTube Bitrates; Ad Terras Per Aspera; May 24th, 2010; http://adterrasperaspera.com/blog/2010/05/24/approximate-youtube-bitrates
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On DIY
□ Ultimately, this is a rough road beyond the occasional one-off
□ Requires server resources□ [Trans/En]coding is time consuming□ Embed tools□ Doesn't get your stuff “out there”
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Save some sanity
□ 91% of schools are using 3rd party video solutions in some capacity
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Why it's nice
□ YouTube can spend more than you on doing one thing really well. Like, better than you could ever, EVER hope.
□ It's convenient and easy□ It's cheap □ Your videos make it into search results□ They handle the storage□ They handle compatibility
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The Players
□ YouTube wins big (94% are using it)◊ Branded pages◊ Promoted videos◊ YouTube EDU
□ Vimeo is a decent second (46%)◊ Nice player◊ Limited accounts◊ Accessibility issues
(http://www.insidehighered.com/blogs/student_affairs_and_technology/vimeo_still_not_a_viable_web_video_solution_for_higher_education)
□ Facebook third (40%)◊ Reach your audience
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Get creative
□ Just because you use YouTube, doesn't mean you have to be tied to their site...
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Regardless of how you film it, how you create it, or where you store it, people need it to be easy to watch – don't get caught
up in the technical details.
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Accessibility
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Primary considerations
□ There are two major components to video accessibility
◊ Player controls◊ Captions
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The big problem? We generally suck at #a11y.
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So... about those players
□ You should be able to trust:◊ YouTube◊ SublimeVideo◊ JW Player*◊ Flowplayer*
* with some additional work
□ On Santa's naughty list:◊ VideoJS (no keyboard controls)◊ Vimeo/Facebook (no captioning)
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The truth about captioning
□ It's not just an accessibility issue, it's a usability issue. It's just a good feature to have.
□ You're gonna hate it.□ Excuses won't cut it once you're in a
courtroom.
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Dump it on someone else
□ Half of our survey respondents who are captioning are using third parties, like:
◊ YouTube Machine Transcription (eww, but free)
◊ CastingWords◊ Transcribr◊ AutomaticSync
} Gonna need some dollars set aside.
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Good planning goes a long way
□ Remember that good time we had a while back we talked about how video was content?
□ SCRIPT YOUR WORK□ Not only does it make the video better,
but it gives you a solid basis to create captions from.
“Well, what you plan and what takes place ain't ever exactly been similar.”
~Jayne Cobb
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YouTube♥Transcripts
□ Script your video□ Edit in the interviews, etc□ Go to YouTube□ Upload
transcript□ MAGIC!
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Most #a11y challenges are solved by proper planning and good code
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The Meta
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All the other work
□ Analytics matter◊ Don't put out video no one wants to watch
□ Communicate internally◊ Everyone's making video, help them
understand why doing it right matters□ Video isn't a weapon
◊ Keep it digestible◊ People want to enjoy video◊ Don't be a jerk (I'm talking to you)
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Set up for success
□ Don't underestimate students and GAs□ Invest in the same equipment and software
you're using for broadcasting classes□ Give your team some creative freedom□ Keep B-Roll□ Create a series of stock animations and lower-
thirds□ Grab some After Effects templates□ ARCHIVE EVERYTHING
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...last but not least...
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Be...
□ Opportunistic□ Fearless□ Authentic□ Open minded
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Recap
□ Video is content, just like text. It must be planned and maintained.
□ Set up some quality standards, both in shooting and encoding.
□ Plan for accessibility always.□ Pay attention to what people are
watching.
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fin fin