video mastery 2012 series1_ver3
DESCRIPTION
Texas State University SBDC, Video Mastery Inaugural Class. Day One and Day Two Presentations Combined.TRANSCRIPT
Video Mastery June 20 – 27 , 2012
Texas State UniversityRound Rock Higher Education Center
Orientation & Overview
Introductions: Host & Presenters
Participants: Burning Questions
Orientation & Overview
Class Concept & Structure:
• Countering the Hype & Herd Mentality Premises Don’t Support Conclusion
Don’t Jump Straight to Mechanics
Determine Appropriate & Relevant, ROI
You Know It, That’s Why You’re Here
• Instead Make Sense of it, Manage it, Make Use of it
Good Info: DIY, Hire Someone, Do Nothing
• Presenters
Video Mastery• Taught in Series with Online, Video, Profit• 4-Topic Areas split over 2-Days• Part of an Overall Marketing Strategy
Anywhere to Practice?
SBDC Free Video Studio
Orientation & Overview
Why Video for Small Business?
• Global Reach (24/7/365)
• Search Optimization• Blogging / Dynamic Content• Metatags / Transcription• Youtube / Google
• Engagement Thru Story• Promote, Inform, Entertain• Thought Leader: credible, real, authentic• Speed of Trust (Know, Like, Trust)• Efficiently Captures Attention
Orientation & Overview
Uses of Video for Small Business The Talking Head InterviewsProduct Demo Instruct/EducateProfiles TestimonialsBranding/Promotion News/PRRevenge (Cust_Service) Kickstarter/Bus_PlanContent Blogging Entertain/HumorHiring Brainstorming
http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl
http://www.youtube.com/watch?v=gTKOG41xYZQSelf-Made ->Professional ->
Examples of a Talking Hed…
Handout
Orientation & Overview
Before You Start – Unique Challenges of Video …
• Managing Expectations• No Turnkey / “One-Size-Fits-All” Solution
• Few Do-Overs / No Luxury of Time
• From End-to-End: Your Objectives Rule(Decision Points Along Path of Bits & Bytes)(Get What You Pay For: Dollars, Time, Expertise)
Trends• Video Itself is a Trend• Do-It-Yourself / Guerilla• All about the Content• Paradigm Shift: Information
Pre-Production
Where Marketing Begins !!!Things to know before you shoot your Video
Pre-Production
Project Planning • What is the Purpose of your video ?
Brand Development or Brand Promotion ?• Who is Your Audience ?
Know your Audience by knowing your Customer ?• What is Your Message ?
What do you want your Audience to hear ?• What is The Take-Away ?
What Conclusion do you want to Develop ?• What is Your Call-to-Action ?
When the Video is over, What should happen ?
Pre-Production
Now You Can Start
Oh, One More Thing …
Pre-Production
Now You Can Start
Oh, One More Thing …
DIGITAL RIGHTS: Just because it is on the internet, does not give you the right to use it.
Pre-Production
Budget & Cost Considerations
How much does it cost?
How much should you expect to spend?
Pre-Production
Video LengthThis only matters if you want people
to watch your video
Pre-Production
Styles of Video-Making
Pre-Production
KickstarterWhat is it?
Is it Worth Learning About?
http://www.kickstarter.com/
Pre-Production
Tips & Tricks
If you were your audience, Would you want to watch this?
Production
Getting Started: Pervasive Decisions Camera Options Shooting Recommendations Codecs, File Formats, Resolutions Audio & Microphones Lighting: Sources, 3-Point Lighting Other Considerations
Production
Production Decisions • Do it Yourself or Hire Someone?• Do-It-Alone, or Get Help (Behind the Camera)?• Produce in a Studio Environment or Live Action?• Do You Want to Post-Production Editing or Not?
(Record Audio On-board the Camera or Not)• What is Your Budget? How Much will you Invest?• What Type of Camera/Equipment Do You Need?
Business/Marketing Decisions • Purpose, Audience, Message, Take-Away, Call-To-Action
Production
Cameras: 1.HD Pocket Camcorders (Bloggie, Flit) 2.Webcams (Desktop, Laptop)3.Smart Phones, Tablets, Point+Shoot4.DSLR’s (Interchangeable Lens)5.Prosumer / Camcorder6.Hybrid / Camcorder
Tradeoffs • Convenience / Portability• Depth of Field • Video Quality• Audio Quality
• Post-Production Editing• Recording Time• Format / Resolution • Power Options
Production
Shooting Recommendations • Cameras on tripod to stabilize
Fluid Head Tripod for Video• Hand held for informal effect
• Avoid zooming; instead, “dolly”• DSLR for slow moving or still shots• Camcorder for “run and gun” style• Shoot pre-roll and post-roll
Multiple Cameras &
B_Roll
Production
File Formats: Codec = Compress/Decompress
H.264 is the best codec File Formats
Youtube or Vimeo: .mov/.mp4/mpeg4 Aspect Ratios & Resolutions (SD & HD):
16:9 aspect ratio = WidescreenYoutube or Vimeo: 1920x1280, 1280x720, etc.
Production
Audio:
Most cameras have 'on-board audio' Off-board mics are used for better quality Multiple mics / Mixers enhance quality See Handout Link to Audio AlternativesDistance Matters ??? Mics should be close to the subject Audio Monitored on Headphones (Help) Room Noise, A/C, Fans, are all issues If an interview, seeing mic is acceptable
Otherwise, use a boom or hide mic
Audio alternatives
Production
Audio (Cont’d): Types of Microphones … Dynamic/Rugged Condenser/Sensitive Lavalier/Lapel Shotgun
Tradeoffs of Each !!!
Using Voice-Overs ???
Production
Lighting (Sources):
The Sun, The Room, On Stands Beware of Backlight, Flat light,
Contrast, and Flourescent Lights Light should not look green or yellow AWB (Automatic White Balance) On Camera vs Stands/Umbrellas Using Reflectors (Cheap/Effective) Trend alert: LED lights are
cool, inexpensive, and last.
Poor lighting
Production
Lighting (3 Point Lighting):
Key light, Fill Light, Bounce/Reflector A Back Light (aka rim/kicker) Provide Contrast Avoid black shadows and
blown-out highlights Green screens need distance
3 point lighting
Production
Other Considerations: Actors (Austin Actors)
Voice Overs (Acclaim)
Props (Austin Props)
Set / Location / Permission
Teleprompters & Scripts
Wires, Power, Tape, Etc.
Wrap Up
Day Two
Video Mastery June 20 – 27 , 2012
Texas State UniversityRound Rock Higher Education Center
Sharing Q&A
Feedback from inaugural session-one…• Time-Management: Material Demands• Registration Confusion: Series of 2 Classes• Interruptions, Storytelling, Moving-Around• Pace, Reading, Bullets, Fundamentals• More Video Examples & Critiques• 50/50 Tech-Talk vs Business-Talk (Pairing)• What about a Coop, or Place to Practice?
Links: Slideshare/HandoutAny Burning Questions ???
Post-Production / Editing
Why Edit? Hardware / Shoot-to-Edit Pkgs Software & Freeware Editing Steps Titles
B-roll Sync Audio & Video Audio Editing, Music, Sound Effects Color & Special Effects Rendering
Post-Production / Editing
Why Edit?
Video Editing is like Writing (Can be Creative and Inspiring)
Organizes your video/stills/audio/music into a Sequential Story
Virtually all videos have been edited (editing determines quality output)
Time Consuming Process (Longer than Shooting, 12-to-1)
Post-Production / EditingHardware?
The First Question: Apple or PC (+ / -) The Video Editor Requirements
Very Fast Processor and Lots of Hard-Disk Space High-End Graphics Card, Sound Card, Monitor, DVD/BDR
Audio Editing Requirements Monitor Speakers, Headphones, Sound Card, Peripheral Devices
USB 3.0
Ipad & Iphone On-Board HD Video Camera iMovie and Garage Band
Shooting-to-Editing Packages ? Short Learning Curve
Ease of Use
Post-Production / Editing
Software?
Final Cut Pro 7 and Final Cut Pro X Final Cut X is an approachable tool to edit on the Mac (About $300) After Effects is for titles, color, effects ($1,000) Premiere is for editing footage, long videos ($800 or CS6 $49/Mo.) Adobe Premiere Elements is a low cost version of Premiere ($100) Adobe Audition for editing audio
Post-Production / Editing
Freeware? (Or included with OS)
iMovie on the Mac Windows MovieMaker on the PC Audacity for recording and editing audio Jing to record voice and computer Low cost alternatives
muvee RevealX Studio HD Camtasia
Post-Production / Editing
Editing Steps (Page 1) …
1. Transfer Video Files to Computer (Cable, Card, Software)• Tape Capture
2. Import Footage/File into Editing Software
3. Organize & Name your Project/Footage
4. Sequence Footage into Logical Order (Like a Storyboard)
Any Problems?
Post-Production / Editing
Editing Steps (Page 2) …
Do the Magic • Trimming (Remove Unwanted Footage)• Unlink or Remove Audio Tracks Where Needed• Add-in Voice-Overs, or Music, or Separate Audio Track• Transitions (cross-dissolve, simple cut, fade to/from black/white)• Insert Stills, Graphics, and/or Other Photos and Headshots• Keyframing (Animate Text or Graphics / Scale, Rotate, Fade)• It’s all about Timing !!!
Post-Production / Editing
Titles …
• Include Openers, Credits, Notations, any Text• After Effects Reign Supreme
Blurs Tracking & Wiggling Randomizing Letters 3D Text Text Crawls Notations
Video Copilothttp://www.videocopilot.net/tutorials/
Video Hivehttp://videohive.net/category/after-effects-project-files/titles
Post-Production / Editing
B-roll …
Footage that plays while someone is talking A product still, map, diagram, graphic, other video A wide shot or a scene for mood or place A reaction shot (interviews) Shoot your own or use royalty free
shutterstock.com
iStockPhoto/Video
http://www.pond5.com/stock-video-footage/1/*.html
http://www.artbeats.com/
Post-Production / Editing
Sync Video & Audio …
Many times high quality audio and video are recorded separately The high quality audio then needs to be synchronized to the video Avoid manual syncing if whenever possible (The Clapper) Align wave forms - audio captured separately from video Multi-Mic and Multi-Camera
Plural Eyes
Post-Production / Editing
Audio Editing, Music, Sound Effects …
Audio Editing: Simple adjustments can be done in the video editor
(Adjusting decibel level, Fading in & out) Remove room noise, hiss, random noises, etc.
(May require separate Audio-Editing Software)
Examples: Adobe Audition, Audacity, etc. Sound Effects:
Video Editor, Record Your Own, Purchase from Library … http://www.premiumbeat.com/ http://www.neosounds.com/
Music: Sets the Mood of the Video Record Your Own, Royalty-Free, or Copyright Adjust Volumes for Narrative Sections
Pond5 Music http://www.pond5.com/music/1/*.html
Audio Jungle Music http://audiojungle.net/category/music
Pond5 Sound Effects http://www.pond5.com/sound-effects/1/*.html
Audio Jungle Sound Effects http://audiojungle.net/category/music
Post-Production / Editing
Color & Special Effects …
Like Still Photo Editing: Adjust Exposure , Color, Contrast (For Dramatic Effect)
Techniques: 3D Motion, Particles Vintage Movie Effects, Light Leaks, Etc. After Effects Reign Supreme
http://videohive.net/category/after-effects-project-files
http://videohive.net/category/after-effects-project-files
http://www.pond5.com/after-effects/1/*.html
Post-Production / Editing
Rendering …
After Editing is Complete, then Render Encodes Video to be Re-Played Can be Fast or Slow Depending on Effects Video Editors have Presets for youtube or Vimeo Rendering Help from Vimeo & Youtube:
http://support.google.com/youtube/bin/static.py?hl=en&topic=1728573&guide=1728585&page=guide.cs
http://vimeo.com/help/compression
Distribution
What are your objectives.Hosting (Vimeo & Youtube).SEO Tagging & Transcribing.
Now What Do I do with my Video File?
Distribution
Execute, Evaluate, Repeat● Social Media Channels & Syndication Engines● Your Newsletter / Your Customer Base● Press Releases, and Ezines● Video Blogging● Geo-Marketing ● Google News
Distribution
Return on Investment
● Calls to Action● Measuring Impacts● Analytics
Distribution
The Power of Video
● Conversation & Engagement
● Speed of Trust (Know, Like, Trust)
If We Have Time
Critiques: Educate your customer, sell an idea Selling Real Estate in Spain Get to know the CEO / the Product Kiwi Beer Video Blogging Product Demos Anushka Handbags Member profiles An artist on Etsy Kickstarter for crowd source funding Author of Graphic Novel Interview Author of Duct-tape Marketing Animation Commusoft Product demo BBQ Guys Business plan Student at Full Sail Seeking employees Trucking company
Wrap Up
Coming in July …
SBDC Video Studio