converge 2014: telling your story: producing video with quality, strategy and speed - bland
DESCRIPTION
Telling Your Story: Producing Video with Quality, Strategy and Speed STEVE BLAND Marketing budgets are getting increasingly smaller, yet demand for high quality content grows. Video allows you to develop a deeper emotional connection with visitors and is a critical component to any content marketing plan. This session will teach you how to effectively tell the brand story of your intuition through video. The proliferation of content creation technologies, from smart phones and social media to DSLRs and Adobe Creative Suite, has opened up less expensive, faster and better story telling opportunities for brands. Schools must take notice and learn to create excellent, timely video that is on strategy. KEY TAKEAWAYS: How to take your story from idea to script How to align your video production with your content strategy How to balance the the need for speed and the demand for qualityTRANSCRIPT
Video 101
Converge Consulting 13 October, 2014
Nashville, Tennessee
It was right in everyone’s face. It was on the tip of everyone’s tongue. We just gave it a name.
Essentially, “Content Marketing” describes a SHIFT away from campaign-centric thinking and big moments in time to always-on thinking and near real-time communications.
Let’s all agree that: Content Marketing is necessary to efficiently build your business • Blogging • Email • Social Media
Let’s all agree that: Content Marketing is necessary to efficiently build your business • Blogging • Email • Social Media These are the main drivers of brand engagement
Let’s all agree that: Content Marketing is necessary to efficiently build your business • Blogging • Email • Social Media These are the main drivers of brand engagement Video is an essential piece of each driver
• 90% of info transmitted to the brain is visual, and is processed much, much faster than text • Photos are “liked” 2x to 3x more than text updates while videos are “shared” up to 12x more than links and text posts combined • 80% of visitors will watch a video and only 20% will read content • Video constitutes over 90% of all internet traffic • 73% of on-line consumers get frustrated when content appears that has nothing to do with their interests
1993 M-PEG
Video Digital Compression Standard.
1993 M-PEG
Video Digital Compression Standard.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVID
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVI
“Non-Linear” Editing goes mainstream.
1997 STEVE JOBS
Returns to Apple. PC as a Media Center.
1993 MOSAIC
Intuitive interface. popularized web browsing.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1997 STEVE JOBS
Returns to Apple. PC as a Media Center.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998 GOOGLE
Better search through page rankings.
1997 STEVE JOBS
Returns to Apple. PC as a Media Center.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998 GOOGLE
Better search through page ranking.
2005 YOU TUBE
On-line video search, sharing and archiving.
1997 STEVE JOBS
Returns to Apple. PC as a Media Center.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998 GOOGLE
Better search through page ranking.
2005 YOU TUBE
On-line video search, sharing and archiving.
2005 Wi-Fi
Critical mass access content anywhere, anytime.
1993 M-PEG
Digital Compression of Audio/Video.
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998 GOOGLE
Better search through page ranking.
2005 YOU TUBE
On-line video search, sharing and archiving.
2005 Wi-Fi
Critical mass access content anywhere, anytime.
Last 5 Years New Camera Tools
Everyone is a filmmaker.
1993 M-PEG
Digital Compression of Audio/Video
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998 GOOGLE
Better search through page ranking.
2005 YOU TUBE
On-line video search, sharing and archiving.
2005 Wi-Fi
Critical mass access content anywhere, anytime.
Last 10 Years Rapidly Evolving Tools
Everyone is a filmmaker.
1997 STEVE JOBS
Returns to Apple. PC as a Media Center.
1993 M-PEG
Digital Compression of Audio/Video
1990s AVI
“Non-Linear” Editing goes mainstream.
1993 MOSAIC
Intuitive interface. Popularized web browsing.
1997 EXTERNAL DIGITAL STORAGE
Cheap and plentiful solutions.
1998 GOOGLE
Better search through page ranking.
2005 YOU TUBE
On-line video search, sharing and archiving.
2005 Wi-Fi
Critical mass access content anywhere, anytime.
Last 10 Years Rapidly Evolving Tools
Everyone is a filmmaker.
1997 STEVE JOBS
Returns to Apple. PC as a Media Center.
D.I.Y.
A movie producer’s dream . . .
Compelling characters, great stories, and a natural audience
Cougar Dugout
UCLA and The G.I. Bill
What is your story?
• Stand for something • Exposition, Persuasion, Description & Narration • Less is more • Find balance between “saying” and “showing” • Turn opinion in your favor, inspire consideration
Where do I start? • Identify the mission (scope) • Identify the audience and your client • Identify the creative team and resources available • Planned versus opportunistic topics • “Always on” • Manage assets and honor the brand voice
Production tips: interviewing
• Use people who want to be on camera • Brief them ahead of time • Put subject at ease – start simple • Have them re-state the question when answering it • Have/make them look good!
Production tips: composition and lighting
Basic 2 DSLR and 3 Point Lighting System
As seen left this financial services client, we go for close and medium angles with the subjects plus a shallow depth of field with live background plus cooler color temperature plus about seventy-five percent of the key light.
Production tips: audio
• Bad, faulty audio will destroy your project • Always test • Use headphones • Use best microphone for the job: shotgun, lavalier, or omni-directional
Closing Thoughts • Content Marketing is on the tip of everyone’s tongue • Our clients are starting to embrace it and expecting change • Getting direction to solve content needs
with increasingly smaller budgets,
and at real time speeds • But clients not satisfied with low budget corporate video shooters or the fact that ad agencies won’t answer the phone for under $100,000
Closing Thoughts • Maybe, Fight Club is an apt but ironic reference It’s premise is that advertising makes us want things we don’t need (i.e. $30,000 more in student loans) But, it’s important to get a grasp on the evolving world of what we once called advertising and public relations Now to some, “paid” and “earned” media But whatever we call it — it should work so well – you don’t mind that it’s a sales pitch at all