lights, camera, action: make the most of your online videos
TRANSCRIPT
Friday, July 30, 2010
Lights, Camera, Action!
Disclaimer
• The four P’s of a successful online video• Updates on the latest online video technologies
& platforms • Rules for managing video production on any
budget • Tips on how to make your video fit your audience
Agenda
• Preparation– What factors do I need to think about before I begin?– “Perfect Preparation Prevents Poor Performance”
• Production– How do I convert my idea into reality?
• Posting– Where do I feature my video online and offline?
• Promotion– How do I effectively spread the word about my video?
The Four P’s
Preparation
Good Prep: Raiders of the Lost Ark
• Do you have/need a storyboard?• Do you have the right equipment?• Do you have the right people in front and behind
camera?• Where will you shoot your video?
– Studio– On location – Computer
• How long is your video?• What’s the budget?
Logistical Questions
• What’s your goal?• Who is the target audience?• How did similar projects succeed?• How will the video be packaged/distributed?• How prominent is your brand?• Is there a call to action?• What response do you seek from viewer?
– So what?
Strategic Questions
The Legal Stuff
• Copyright your work• Other copyright issues
– Images– Trademarks/Names– Music– Video clips
• Interview release– Signed by on
camera “talent”
Production
Essential Equipment
• Camera(s)o Tape (video and duct)
• Tripod
• Microphone o Wired or wirelesso Lavalier, handheld, shotgun
• Lighting o Key, fill and back lights
• Headphones• Power (batteries and extension cords)
• Digital cameras• Cell phones • Embedded computer camera• Flip camera• Video cameras
– Tape vs. hard drive – SD vs. HD
Video Cameras
• Shots– Zoom (takes subject to viewer)– Tilt (up and down)– Pan (left to right)– Truck (moves sideways to
show action) – Dolly (takes viewer to subject)– Pedestal (moves sideways
while moving up and down)
• Framing– Rule of thirds – Head room (room for graphics)
Basics of Videography
• Decide where a subject is looking • Not just talking heads
– B-Roll – Action/detailed shots
• Come prepared with questions• Be conversational • Make subject comfortable and relaxed • Ask detailed questions for detailed answers
Interview Basics
Camera Shots
Extreme Wide Shot
Very Wide Shot
Wide Shot Cut-In
*Avoid using Jump Cuts
Camera Shots
Noddy ShotCA (Cut Away) Mid Shot
Medium Close Up Close Up Extreme Close Up
• Lights– Never shoot
directly into a window or light
– Awareness of light sources
Staging
• Background – Green Screen – Branded Backdrop
Staging
• Audio
Staging
• Audio
Lavalier
Handheld Shotgun
American Society of Anesthesiologists
American Academy of Dermatology
Californians Against Higher Taxes
• Microsoft Movie Maker • Apple iMovie
Basic Editing Software
Movie Maker
iMovie
• Apple Final Cut Pro• Adobe Premiere Pro • Avid
Advanced Editing Software
Final Cut Pro
AvidAdobe Premier Pro
Where to Get Images
• Getty Images • Corbis • iStockphoto• JupiterImages• Creative Commons
Manipulating Images
Example using Caricature Studio 5.0 Software
Where to Get Music
• Premiumbeat.com• Stockmusicsite.com• Royaltyfreemusic.com• Stock-music.com• neosounds.com• Audiosparx.com
Posting
Case Study: Old Spice
Case Study: Old Spice
Case Study: Old Spice
Case Study: Old Spice
Where to Post
• Websites• Video Hosting Sites• Social Media
Society of Nuclear Medicine
Case Study: Swagger Wagon
Carbon Motors
Doritos Superbowl 2007
Packaging and Distribution
• DVDs• Thumb drives • Mini DVDs
• Email• File Sharing
– Yousendit– Drop Box
– Drop Send– Drop.io– DropShots– Box.net
Promotion
How to Generate Hits
• Email Blasts• Social Media• Search Engine Optimization (SEO)
– Meta tags
Reaching Your Audience
• Internally– Intranet – Email
• Externally– Landing/home page – Social media
• Word of mouth
– Online ads• Facebook, Bing! adCenter, Google Adwords, Twittad
Questions & Answers
Questions & Answers
Adfero Group1666 K Street, NWSuite 250Washington, DC 20006(202) 333-4444
Contact:
Michael Wm. [email protected]