Online video for the web Feb 2012
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Transcript of Online video for the web Feb 2012
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: [email protected]