Converge 2014: Telling Your Story: Producing Video with Quality, Strategy and Speed - Bland

transcript

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

1993 M-PEG

1990s AVI

1997 STEVE JOBS

Returns to Apple. PC as a Media Center.

1993 MOSAIC

Intuitive interface. popularized web browsing.

1993 M-PEG

1990s AVI

1993 MOSAIC

1997 EXTERNAL DIGITAL STORAGE

Cheap and plentiful solutions.

1997 STEVE JOBS

1993 M-PEG

1990s AVI

1993 MOSAIC

1998 GOOGLE

Better search through page rankings.

1997 STEVE JOBS

1993 M-PEG

1990s AVI

1993 MOSAIC

1998 GOOGLE

Better search through page ranking.

2005 YOU TUBE

On-line video search, sharing and archiving.

1997 STEVE JOBS

1993 M-PEG

1990s AVI

1993 MOSAIC

1998 GOOGLE

2005 YOU TUBE

2005 Wi-Fi

Critical mass access content anywhere, anytime.

1993 M-PEG

1990s AVI

1993 MOSAIC

1998 GOOGLE

2005 YOU TUBE

2005 Wi-Fi

Last 5 Years New Camera Tools

Everyone is a filmmaker.

1993 M-PEG

Digital Compression of Audio/Video

1990s AVI

1993 MOSAIC

1998 GOOGLE

2005 YOU TUBE

2005 Wi-Fi

Last 10 Years Rapidly Evolving Tools

1997 STEVE JOBS

1993 M-PEG

Digital Compression of Audio/Video

1990s AVI

1993 MOSAIC

1998 GOOGLE

2005 YOU TUBE

2005 Wi-Fi

Last 10 Years Rapidly Evolving Tools

1997 STEVE JOBS

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

Converge 2014: Telling Your Story: Producing Video with Quality, Strategy and Speed - Bland

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