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From Storyboard to YouTube: Creating Video with Measurable Results
News CanadaVictoria ProcunierAngela Di StasiDiane Williams
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Agenda
• Overview and background• Video Production – Angela Di Stasi• Media Relations – Diane Williams• Measurement – Victoria Procunier• Questions
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Online Video in Canada
• 80% of Canadians watch video content
• Canadians watch approx 263 videos/month
• Canadians spend more time online than watching TV
• About half of that time is spent watching videosEvent Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
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Ingredients of Success
= Success?
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Who is News Canada?
• For over 30 years, we have provided the media (print, broadcast and Internet) with ready-to-use editorial content and we provide your organization with the opportunity to be featured in that content
• Producing video for television since 2000
• Entered the online video space in 2005
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Our audiences
• Media– Supply portals: MSN.ca, Yahoo!
Canada, Sympatico– Pitch to media sites– Supply networks, e.g. PHSN and
retail websites, e.g. Home Hardware
• Clients– Corporate– Non-Profit – Government– PR Agencies
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Angela DiStasiVideo Production
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Making a VideoSIMPLE?
Making a VideoSIMPLE?
1. Grab a Camera
2. Get someone to talk in front of the camera
3. Get editing software
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Fast, Easy and Simplecan get you this…
Fast, Easy and Simplecan get you this…
BOB
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3 major parts to production
Post-ProductionPre-Production Production
Making A Great VideoNo matter what budget
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Scriptwriter’s Role1. Content
To develop the content of your video ask yourself these questions
• What is this video about? What message do you want to convey?
• What does your audience want (viewers/media)?
• How is this beneficial for the consumer/Canadian?
Pre-Production
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Scriptwriter’s Role1. Content2. Choose the style of video that benefits your
message• Some popular styles of videos:
*When being creative, always have the viewers’ best interests in mind.
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“How To”“Webisode”“Documentary style”“Newscast”
Pre-Production
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Video Styles – How To
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Pre-Production
Go to next slide to see an example
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Video Styles – Webisode (with Host)Pre-Production
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Go to next slide to see an example
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Video Styles – Webisode/Documentary Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Go to next slide to see an example
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Scriptwriter’s Role cont’d
3. Scriptwriting• Write for video NOT for a print article
• Write the way people talk
Tips for purchasing a fuel-efficient vehicle
(NC)—When it comes to purchasing a new vehicle, you might want to consider buying the most fuel-efficient one that meets your needs. Follow these tips to help you make an informed decision:
Print Article
Video Script
Pre-Production
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Scriptwriter’s Role cont’d
4. Scriptwriting – B-Roll NRCAN- Anticipating Traffic — B-roll only Script
• Have one visual (b-roll) for every 1-2 sentences, the more the better
• Stay away from a talking head
• Talk to your editor - helps with visuals
Pre-Production
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Go to next slide to see an example
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Scriptwriter’s Role cont’d
5. Scriptwriting - Timing
• Recommend videos be 2 minutes
• 1-2 message(s) per script
• The shorter the better
• 400 words = 2 minutes
• 1 page (NC template) = 1 minute
Pre-Production
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Producer’s Role1.Shot list
STEPS TO MAKING A SHOT LIST
1. Read through script and make a list of all required visuals/shots
2. Add in any extra shots that the scriptwriter may not have accounted for
3. Organize the order of shots
Pre-Production
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Producer’s Role cont’d
1. Shot list
Organization of shots
Considerations: 1) Grouping of shots2) Timing3) Location assessment4) Shot assessment
SEC 1-Living room
SEC 2- Kitchen
SEC 3 - Basement
Pre-Production
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Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Producer’s Role cont’d
1. Shot list
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Include the following in a call sheet…
• Names and phone numbers of everybody on the shoot
• Date• Time• Locations• Schedule for the day*Call sheet should be sent out 48 hours before the shoot day
Pre-ProductionProducer’s Role cont’d
2. Call Sheet
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• What equipment will you need to bring your video to life?
Consider: Technical capabilities/ Camera Crew
Production
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Producer & Camera Crew cont’d
1. Day of the shoot — before pressing record on camera
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• Dual daylight molefay lights
• Camera on a crane
• Lowel light inside the car x2
• Kicker lights under the car
• Water on the floor to create shine
Production
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Producer & Camera Crew cont’d
1. Day of the shoot
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Production
Camera on a mini tripod
Very small attic!
‘Pro light’ in the corner ‘Diva’
lights
Steady Cam
Producer & Camera Crew cont’d
1. Day of the shoot
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Go to next slide to see an example of the attic
we had to film in
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Take every shot at least twice
Different framing and angles
Always leave time for b-roll
Always get more b-roll than planned
Angle 1-MS Angle 2-CU Angle 3-CU
Producer & Camera Crew cont’d
1. Day of the shoot
Production
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• Always take time-code
• Helpful for editors
• Useful for reference
Producer & Camera Crew cont’d
2. Time-code = Time saver
Production
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*Make sure you have the card or tape after the shoot.
Producer & Camera Crew cont’d
3. Got the tapes?
Production
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Editor’s Role1. Organization
Make sure you have
• Script
• Time Code
• Tape / Card
• Conversation with producer
Post-Production
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• Load tapes or cards
• Label every file loaded
• Know where all files are located
• Make folders-keep organized
• Colour Co-ordinate
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Editor’s Role cont’d
1. Organization
Post-Production
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• Well versed in editing software
• More precision • Creative flexibility• More effects • Technical
obstacles • File formats
Work with a professional Editor/software
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Editor’s Role cont’d
2. Editing
Post-Production
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Editor / Motion Graphics Artist’s Role3. Motion Graphics• Brings your video to life• Contemporary flare• Use professional Motion
Graphic Artists • Very time consuming• 1 graphic taking up 10
seconds takes 1-4 hours or more to create
• For a 1-2 min video leave 5-8 days for editing/graphicsEvent Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Post-Production
Go to next slide to see an example
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• Complete each of the 3 P’s
• People will watch
People will watch
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In Conclusion
Post-ProductionPre-production
Production
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MEDIA RELATIONS FOR YOUR VIDEODiane Williams
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Technology has dramatically altered how we consume media
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This year Canadians will buy more smart phones and tablets than computers.
Internet usage through mobile phones increased 25% last year.
Today’s technology enables consumers to access content in ‘real
time’ from any location
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Millions of Canadians everyday are saying …“I need this information”“I am researching this topic” “I am looking to buy these products”“I need urgent health care advice”
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We are in the midst of another evolution - no longer tied to any one place to search information
It is more important than ever to have an online presence.
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Now that you have decided to build it, how will they find it?
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It’s a matter of distribution
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Niche placement is easy
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But — to build a brand, promote your expertise, execute a launch and engage in consumer education...
You need mass reach.
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Mass distribution increases the odds that you’ll be found when Canadians are looking
for your information
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To achieve mass reach online:• Investigate what sites Canadians are
visiting: comScore, Google, media lists
• What is the audience reach of site: tools such as MRP
• Ensure that your video has the quality that is required – story, production, value
• Go beyond the obvious – look at retail sites, associations/community sites
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Selecting where your video is going to go
Any ol’ site won’t do: Canadians are more wary than ever of where, and from whom, they receive information
Website Considerations: - Search ranking (SEO)- Reputation- Subject authorities and experts- Current and relevant - Sharable
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Portals have tremendous reach
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MSN.caYahoo.ca
Globe & MailOttawa Citizen
Global News at 6 CBC National News
3,902,0002,806,000
906,000242,000
841,000507,000
Daily Reach Web
Daily Reach Print Edition
Daily Reach Television Audience
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Mainstream media sites are the best approach to reaching bloggers.
This may or may not surprise you, but......
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Researchers at Cornell tracked 1.6 million mainstream media sites and blogs
Researchers at Cornell Universitytracked 1.6 million media sites and blogs
3.5 % of stories originated from
bloggers
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96.5 % of stories originated from traditional media
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How do you harness the potential of portals and websites?
Through Media Relations employing the same outreach techniques as traditional media
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Outreach Tips
• Establish relationships • Web editor not webmaster• Best method of communication• How much content can you provide?• Ensure content is editorial
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Be Unique
Roses are Red, Violets are Blue Our content is powerful and ready for you Roses are Red and Orchids are Peach Our content will - quadruple your reach! Violets are Blue and Daisies are Black If you can't use our content I am sure to get sacked! Rich thought I must call and provide solutions to your needs He feels the value of our message you should really heed My poetry is - a bit juvenile, but our content's power is beyond denial
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Successful Strategies
Compelling Content
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Increase your offerings
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Successful Strategies
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Think outside the box
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Successful Strategies
Entertainment Guide
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CTV.CAFound April 08, 2010 under CTV news video,Lifetime with Pauline Chan
http://watch.ctv.ca/news/health/lifetime-with-pauline-chan/#clip281110 Don’t forget traditional media
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Successful Strategies
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Understand some of the challenges of the web editor
Make it easy for the media to use your video
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Successful Strategies
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More sites, more sharing
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Successful Strategies
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Recap
Online presence is critical to your communication strategies
Prepare a media relations plan including targeted and mass reach sites
Don’t forget traditional media Make it easy for the websites
to use your video content
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Victoria Procunier
How can you measure online videos?
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Measurement
• Audience reach potential– The potential of a person to
view your content similar to print and broadcast
• Where does the data come from? Third party organizations– Online comScore
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comScore
• Next Up: Video– Who they are– Top Canadian online trends for 2010– How they measure– Future of online – online media and
mainstream media – and measurement in Canada
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How can you access this online data and measure
your program?
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What is MRP?Background:• Introduced in 2006• Created for the
industry, by the industry
• Created by the CPRS and endorsed by the Canadian Chapters of IABC and the Canadian Council of PR Firms
• Support and data provided by News Canada
• Managed and governed by the CPRS Measurement Committee
What it does:• Quantitative Analysis -
Provide audited audience data
• Qualitative Analysis – based on your own criteria
• DIY and Media Analysis options
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400+ subscribers/400+ abonnés
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Audience Data Sources
• Newspapers (Dailies and Weeklies)– NADbank, Combase, Crop/ Stathebdo
• Magazines – Print Measurement Bureau (PMB)
• Internet– comScore Media Metrix
• Television– BBM Neilsen
• Radio– BBM Neilsen
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Quantitative Measurement
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Qualitative Measurement
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Cost?
Simplified reporting for the cost of a latte a
day.
Try it out for free.
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Overview
1. Production
Tips and insights to create compelling content in a manageable way
3. Measurement
Using audience reach data to determine the potential of your video to be seen
Access to data using the Media Relations Rating Points system
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2. Media relations
Insights into online media and tips on getting your video picked up
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Questions?
Contact: Victoria [email protected]@VProcunier
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