From Storyboard to YouTube: Creating Video with Measurable Results

#onlinevideo

The Panel

• Charlene Nadalin, Executive Vice President, Sales & Marketing

• Angela Di Stasi, Video Communication Specialist, in-video

• Diane Williams, Executive VP, Digital Services/Print & Web Media Relations

• Jenny Cruxton, Senior Account Executive, MRP

Agenda

ProductionAngela Di Stasi

Tips and insights to create compelling content in a manageable way

MeasurementJenny Cruxton

Using audience reach data to determine the potential of your video to be seen

Access to data using the Media Relations Rating Points system

Media relations

Diane Williams

Insights into online media and tips on getting your video picked up

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

Online Video in Canada

• 90% Canadians on the web watch video content

• Canadians watch 251 videos/month

• Canadians spend more time online than watching TV

• Half of that time is spent watching videos

The Video Section

Many might think that Making a Video is SIMPLE

Many might think that Making a Video is SIMPLE

1. Grab a Camera 2. Get someone to talk in front of the camera

3. Get editing software

3 major parts to production

Post-ProductionPre-Production Production

However to Make A Great Videowith purpose

• Scriptwriting• Call Sheet• Location Scouting • Detailed Shot-list• Equipment Requirements

Pre-Production

Planning for the day of the shoot

Scriptwriter’s RoleContent

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

Scriptwriter’s Role Creativity/Style

Choose the style of video that suits your messageSome popular styles of videos:

*When being creative, always have the viewers’ best interests in mind.

“How To”“Webisode”“Documentary style”“Newscast”

Pre-Production

Video Styles – How To

Pre-Production

Watch this video

Video Styles – Webisode (with Host) Watch this video

Pre-Production

Video Styles – Webisode/Documentary

Pre-Production

Watch this video

Scriptwriter’s Role

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

Scriptwriter’s RoleScriptwriting – B Roll/Visuals

• At least one visual for every 1-2 sentences

• Stay away from a talking head

• Talk to your editor- helps with visuals

Pre-Production

Watch this video

Scriptwriter’s Role 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

Producer’s RoleShot 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

Producer’s Role 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

Included in a call sheet is the following…• 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 Call Sheet

Bring the ideas to life through filming

• Producer/Director• Camera • Lighting & All Production

Equipment • Production Crew • Time-code

Production

• What equipment will you need to bring your video to life?

Consider: Technical capabilities/ Camera Crew

Production

Producer & Camera Crew Day of the shoot — before pressing record on camera

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

ProductionProducer & Camera Crew Day of the shoot

Production

Camera on a mini tripod

Very small attic!

‘Pro light’ in the corner ‘Diva’

lights

Steady Cam

Producer & Camera Crew Day of the shoot

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 Day of the shoot

Production

* Always take time-code

* Helpful for editors

Producer & Camera Crew Time-code = Money saver

Production

*Make sure you have the card or tape after the shoot.

Producer & Camera Crew Got the tapes?

Production

All the elements come together to create the original vision • Editing• Motion Graphics• Music• Voice over

Post-Production

Editor’s RoleOrganization

Make sure you have

• Script

• Time Code

• Tape / Card

• Conversation with producer

Post-Production

• Well versed in editing software

• More precision • Creative flexibility• More effects • Technical

obstacles • File formats

Work with a professional editor and software

Editor’s Role Editing

Post-Production

Editor / Motion Graphics Artist’s Role

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/graphics

Post-Production

Watch this video

• Complete each of the 3 Ps

• People will watch

People will watch

In Conclusion

Post-ProductionPre-Production Production

Distributing your Video

Technology has dramatically altered how we consume media

This year Canadians will buy more smartphones and tablets than computers.

In the next 2 years Google anticipates 50% of searches will come from mobile devices

Today’s technology enables consumers to access content in ‘real time’ from any location

Since searching for content has ‘no bounds’

It is more important than ever to have an

online presence

Millions of Canadians everyday are saying

“I need this information” “I am researching this topic” “I am looking to buy these products”“I need health care advice”

Now that you have decided to build it, how will they find it?

It’s a matter of distribution

Niche placement is easy

But — to build a brand, promote your expertise, execute a launch and engage in consumer education...

You need mass reach.

Mass distribution increases the odds that you’ll be found when consumers are looking

for your information

To achieve mass reach online:• Investigate what sites Canadians are

visiting: Google top 50 sites, look for 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

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

Portals have tremendous reach

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

Mainstream media sites are the best approach to reaching bloggers.

This may or may not surprise you, but......

Researchers at Cornell tracked 1.6 million mainstream media sites and blogs

96.5 % of stories originated from traditional media

3.5 % of stories originated from

bloggers

How do you harness the potential of portals and websites?

Through Media Relations employing the same outreach techniques as with traditional media

Outreach Tips

Establish relationships Web editor not

webmaster Best method of

communication How much content can

you provide? Ensure content is editorial

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!

Successful Strategies

Compelling Content

Increase your offerings

Successful Strategies

Think outside the box

Successful Strategies

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

Successful Strategies

Understand some of the challenges of the web editor

Make it easy for the media to use your video

Successful Strategies

More sites, more sharing

Successful Strategies

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

How do you measure online videos?

Measuring Results

• Quantitative – Audience – Potential audience that might view your

content (similar to print and broadcast) – Use audit data source to report audience

like comScore, Nielson, or Alexa– Return on Investment (ROI)

• Qualitative – Was your message achieved – Sentiment analysis– was the reception positive

(comments/shared/engagement)

Video

–Who they are–Top Canadian 2010 online trends–How they measure–Future of online – online media and

mainstream media – and measurement in Canada

Watch comScore Video

How can you access this online data and measure your program?

• Research the audience reach data and build your own reports

• Use a service with that uses automated sentiment analysis

OR• Use a service like MRP that employs -

audience data and DIY analysis reporting

What is MRP?

What is MRP:• 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

• Managed and governed by the CPRS Measurement Committee

What does MRP provides:• Easy report building and

exporting tools showing quantitative, qualitative analysis

• Provides audited audience data such as comScore

• ROI – cost per contact

Recap on Measuring success

• Use audited data sources for audience reach

• Show quality and quantity of coverage • Consider the implications if you use an

automated sentiment analysis • What was your ROI • What was the level of engagement

Questions?