michele wagner: multimedia best practices session, asbpe 2011
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Michele WagnerTRANSCRIPT
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Best Practices: Producing & Leveraging Multimedia
Michele Vaccarello WagnerSr. Digital EditorPutman Media
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B-to-B Video & Audio
How to Measure It?How to Monetize It?How to Leverage It?
Do Readers Want it and is it Worth My Time?
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Multimedia Programs Backpack Videos $ Easy to produce.
Easy to sell. Easy to leverage.
Podcast Programs $ Easy to produce. Saleable.
In-House Video Productions: Webisodes Video Reports
$$$ Harder to produce.
More expensive to produce.
Can be gated/sold at higher cost.
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Backpack Video Reporting Great, easy for tradeshows No time to produce, no time to edit Leverage coverage via
transcriptions, social mediaExamples: http://www.pharmamanufacturing.c
om/extras/Interphex2011.html http://www.youtube.com/user/
pharmabackpack
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Selling a Backpack Video Tradeshow Sales Packages:
Packages include a print/digital ad + 3-5 minute editorial booth video.
Breakout: $1,800 per video
Additional sales opportunities: Banner Ad served above their video Purchase of video for sponsor site
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Backpack Video Best Practices Keep It Short: We have found drop-off
rates begin at the 3-4 minute mark. Max video length: 5 minutes Feed on your site & youtube for
maximum viewership Use social media to promote video
programs, show hashtags Surveys: Find out what your readers want. Provide content accordingly.
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Equipment: CamerasCamera Tip: Flipcams do not
have external microphone jacks
MICHELE RECOMMENDS: Kodak Playtouch 1080p HD: features
touch screen, external mic jack, onscreen easy editing, syncs up with your social media channels. Best Buy, Amazon, Target. Investment: $180
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Equipment: Microphone Options Handheld Microphone with cable: 50-
16,000Hz frequency response $20-30: Best Buy, RadioShack, Amazon
Wireless Handheld Mic: Sennheiser SKP 100g2: $200-300 + receiver cost
Wireless Mic: Sennheiser Evolution G2 100 Series (A / 518 - 554MHz): $550-$600
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Equipment: Accessorize Tripod Tip: Make sure you get a
tripod that will fit in your carry-on luggage.
Tripod: 60” Dynex collapsible: $40 Best Buy, Target
16gb SD Memory Card: $35-$45 Best Buy, RadioShack, Target.
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Investment for Backpack Multimedia
Kodak Playtouch Videocamera: $180 Tripod: $40 Handheld Microphone: $30 16GB Memory Card: $40
Total: $290
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In-House Multimedia Production
Webisodes: Market Intelligence Reports, Industry Updates
Can be sold for $4,000-$5,000 each Editorial/Production work: 20-30
hours Examples: Market Intelligence Report Industry Update
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Equipment for In-House Productions
Cameras: Canon XL2. Audio and teleprompter are most important as almost all cameras are HD $2,000-$3,000
Teleprompter: $800, PrompterPeople Lighting: Light boxes, spots, etc. $500 Green Screen: $150
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Software for In-House Productions
Teleprompter: Flip-Q
Final Cut Pro or Adobe Premium Suite: On-Location: Shoot Direct to Digital (or shoot on
tape) Premiere: Edit & Graphics After Effects: Edit green screen Soundbooth: Editing sound
Vidego: To Host
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Podcast Programs Podcasts: Max time: 10-15
minutes Programs: sell monthly podcast
sponsorships on industry topics. Example: Focus on Pharma
All podcasts available for download on itunes.
Can gate podcasts/transcribe forprint/editorial content.
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Equipment/Software for PodcastsEquipment: Accuconference or any conference call software that
will record telephone calls or straight dictation and export into .mp3 or .wav files
OR: Handheld audio voice recorder: $40 Best Buy
Software: Audacity: FREE Audio Editing Software Soundbooth Vidego: 3rd party hosting