New Media Guidelines: Career & Money

Management2009-2010Part 1. Video

Strategies

Data Informed

• More than 167 million U.S. Internet users watched online video during October 2009.

• Online video viewing continued to reach record levels with nearly 28 billion videos viewed

• Google Sites accounted for 38 percent of videos viewed online by Americans.

-comScore Nov. 2009

Data Overload

• In 2008, Americans consumed information for about 1.3 trillion hours, an average of almost 12 hours per day.

• Consumption totaled 3.6 zettabytes and 10,845 trillion words, corresponding to 100,500 words and 34 gigabytes for an average person on an average day.

-How Much Information? 2009 Report on American Consumers

Roger E. Bohn James E. Short Global Information Industry Center

University of California, San Diego

First Things to Consider

• What is (are) the Message(s)?• Who is (are) the Audience(s)?• What is (are) the best Production Tool(s)?• What is (are) the best delivery method(s)?

When considering these elements, keep in mind the GENRE of content as well…

Three Genres of Video

• Webinar/Teaching Material • Marketing/Promotional Material• Viral/Community Material

To determine what a project is, all new media projects begin with an Exploratory Document discussing message(s), audience(s), and other strategic elements.

Media Project Exploratory Document

• Your Audience(s)• The overall theme(s) of what you are attempting to

describe • The sub-sections of content into which your themes can be

divided• The content essence of each message or episode (headline

style – 140 characters or less)• A tabulation of the number of total messages, content sub-

sections, and themes per audience• Paragraph narrative descriptions (500 words or less)

describing the content of each “EPISODE”

Media Project Best Practices

• Think in terms of “EPISODES” of a “SERIES” for longevity and audience penetration

• Use Intros and Outros to orient the viewer quickly and reiterate branding efforts.

• Keep the delivery platform AS SIMPLE AS POSSIBLE – if it can be a soundless .ppt, let it be, but still manage distribution

• Each Genre of Content has a “Playlist”

Genres of Content

• Webinar/Teaching Material • Marketing/Promotional Material• Viral/Community Material

Webinar/Teaching Material• Classroom oriented

programming• Webinar or Web

Conferencing• Live Broadcasts,

Interactive, or Archived

• Generally Minimal Production Value

Adobe CaptivateInterview Stream & DimDimIntercallPowerPoint

Marketing/Promotional• High Production

Value (HD/Stereo)• Scripted• Call to Action Given• Emotionally

Compelling Stories• Branded w/intro and

outro

Adobe CaptivateFinal Cut StudioAdobe Creative Suite

Viral/Community Material• Mid to low

production value• Authentic• Event Oriented• Audio/Video

Standards Still Apply• Still Branded w/intro

and outro

Flip CamiPhoneWebcam

Photo Style Guidelines

• Maximum 72 dpi• Maximum 680 px wide• RGB not CMYK• Rule of Thirds When Possible• Remove Red Eye

Video Style Guidelines

• Max size 1Gb (500 Mb optimum)• Save as file type .mov or .m4v in Quicktime.• Video Compression: 640x480 pixels, h.264 @

1500kbps, progressive • Audio Compression: 44.1 kHz • No over-modulation or super-quiet audio• Camera tracking is stable

The Distribution Chain

The Distribution Chain