In Focus:Using Video EffectivelyAshley Hardin

John Matuk

In this session…

NetApp Confidential - Internal Use Only 2

Understand the elements of video

Apply a framework to your video project

Connect video planning and design

techniques with course needs

Understand what resources are available to

you

MAKE A VIDEO!

What Is Video?

NetApp Confidential - Internal Use Only 3

Types of Videos

4

Longtail Video

Lowest cost (Low CPLH)

Cognitive and Affective aspects of content

highest priority

Value defined by social connections

NetApp Confidential - Internal Use Only

Workhorse

Decreases production cost, but still HD

Requires video expertise

Showpiece (Hollywood)

High production value, polished

High production cost (High CPLH)

High delivery cost

Video Content Ecosystem

5NetApp Confidential - Internal Use Only

Hollywood

Workhorse

Longtail

Cost Factors• Time

• Software

• Hosting Costs

• Infrastructure Cost

• Production Expertise

Volume Multipliers• Low CPLH

• Quick and Easy to Publish

• Uses Commodity Hardware

• Engagement crucial

What is Video?

Video = Temporal Media

Camera Footage

– Video Descriptions (Product Shots)

– Man on the Street (Insight Interviews)

– Video Presentations (TechTalk)

Synthetic

– Screen Captures (Demos)

– Slides with Audio (Brainshark)

– Animations (.PPTx, Captivate)

Composites

– Green Screen

6NetApp Confidential - Internal Use Only

Frame

Au

dioFrame

AudioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

AudioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

AudioFrame

AudioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

AudioFrame

AudioFrame

Au

dioFrame

Au

dio

Elements of Video

7NetApp Confidential - Internal Use Only

Vertical

Resolution

1080px

Horizontal Resolution

1920px

Time

Frames per sec

Video:Resolution: 5k, 4k, 2k, 1080p, etc…

Frames per sec (FPS): 60, 48, 30

Color Sampling: 4:4:4, 4:2:2, 4:1:1

Data Rate: 100Mbps, 50Mbps,

etc…

Audio:Sample Rate: 44khz

Bitrate: 92kpbs

Channels: Stereo or Mono

Problem:

BIG Files

Very High Bit-Rate

Needs to fit down a little pipe!

Frame

Au

dioFrame

AudioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

AudioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

AudioFrame

AudioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

Au

dioFrame

AudioFrame

AudioFrame

Au

dioFrame

Au

dio

Video is NOT Agile!“Pay no attention to the man behind the curtain!”

8NetApp Confidential - Internal Use Only

Vertical

Resolution

1080px

Horizontal Resolution

1920px

Time

Frames per Sec

Video is…

• BIG

• Infra. Intensive

• Varied Endpoints

Video is…

• Effective

• Memorable

• Impactful

• Engaging

The Morain and Swarts Design Rubricaka: The Hardin-Matuk Method

NetApp Confidential - Internal Use Only 9

Physical

Accessibility

Viewability

Timing

Cognitive

Accuracy

Completeness

Pertinence

Affective

Confidence

Self efficacy

Engagement

In Focus: Physical Design

NetApp Confidential - Internal Use Only 10

Physical Design

NetApp Confidential - Internal Use Only 11

Accessible at point of need

Relevant at point of need

Watchable and audible

Sequence/Timing of Events

In Focus: Cognitive Design

NetApp Confidential - Internal Use Only 12

Cognitive Design

NetApp Confidential - Internal Use Only 13

Cognitive

Accuracy

Completeness

Pertinence

No errors of fact or execution

– ALL aspects accurately portrayed

– Linear steps visually portrayed

Content is:

– Organized and aligned to instructional goals

– Detailed enough to ensure reproduction

– Maintains instructional purpose

In Focus: Affective Design

NetApp Confidential - Internal Use Only 14

Affective Design

NetApp Confidential - Internal Use Only 15

Affective

Confidence

Self efficacy

Engagement

Talent is:

– Confident and Credible

– Knowledgeable and Skilled

Video persuades and entertains:

– Convinces learners they will be successful

– Entertainment is a good thing

Video engages learners

– Eyes AND Ears

– Connects us to higher order functions

NetApp Confidential - Internal Use Only

The Power of 3

16

Physical

Design

Cognitive

Design

Affective

Design

Measuring successBeyond Kirkpatrick or Pythagoraeon Perfection

0

20

40

60

80

100

PhysicalDesign

CognitiveDesign

AffectiveDesign

17NetApp Confidential - Internal Use Only

Remember your Trig…

• Equilaterial = All Equal

• Isoceles = Two Equal

• Scalene = No Equal

Each axis is scored.

Shape of triangle can

reveal strengths and or

areas of improvement

Planningand Designing

NetApp Confidential - Internal Use Only 18

Project Planning:

Collecting Business Requirements

NetApp Confidential - Internal Use Only 19

What is the

business case?

Who are the

stakeholders?

Who are

your SMEs?

How will it be

shared/used?

Is it a demo…

or use a demo?

Is there an

assessment?

What are the

objectives?

Is video the

best delivery

method?

ScriptsandStoryboards

NetApp Confidential - Internal Use Only 20

The Importance of Storyboarding

Mock up the story you are trying to tell

Consider the media you will use (Physical Design)

Make your story linear (Cognitive Design)

– Beginning (Introduction)

– Middle (The meat)

– End (The main takeaways and action items)

Consider the “Talent” (Affective Design)

You will discover the gaps and fill them in

NetApp Confidential - Internal Use Only 21

Powerpoint as a Storyboarding Tool

Linear progression of ideas

Allows you to re-arrange ideas (Slide Sorter)

Don’t need a finished script.

Print in 3 up or 5 up format and make notes

Can be used on set to track shots

NetApp Confidential - Internal Use Only 22

Good Scripts 101

NetApp Confidential - Internal Use Only 23

Whenever you plan to have dialogue in your

video…

Narration (Not SME) vs Talking Points (SME)

A good script is one that:

– Contains all planned dialogue

– Is easy to read

– Well organized

– Concise

– Identifies Source Footage to be used

– Identifies the scene/subject/location…

Case Study: ORLab Training

Business Case: Establish Lab Access and track

for OSHA compliance

Mixed content model: 50% slides, 50% video

and Quiz

Powerpoint used as a planning tool.

Parallel production tracks.

– Slides with audio and quiz

– Video Production (3 days in the lab for 20 shots)

24NetApp Confidential - Internal Use Only

Video: Keys to successDon’t let the “Long Tail” Wag you…

Source Video gets compressed

– Loss of Detail

– Loss of Resolution

Timing of Events Matters

– Sync a visual event with an audible cue

Video can be layered

– Composites

– Graphic Overlays

– Transport viewers to other locations

25NetApp Confidential - Internal Use Only

Video: Keys to successDon’t let the “Long Tail” Wag you…

Keep it easily digestible.

– Shorter is better

Connect social networking mechanisms.

– Tagging, Rating, Social Search, etc…

Make it searchable!

– At the listing level and within the content

Make it easy to get back to…

– Bookmarks are not good enough

– Portals, Landing Pages

26NetApp Confidential - Internal Use Only

Compression StrategyVideo Best Practices

Resolution

– Shoot at Hi-Res and Compress to Target

1080p Source to 720p Delivery

2M+ pixels per frame to <100k pixels per frame

Compression

– Target Lowest Expected Target

– 1 – 3 Mbps

27NetApp Confidential - Internal Use Only

How Brainshark Helps with ADA

NetApp Confidential - Internal Use Only 28

Telecommunications Act (Section 255)

– Design of devices

Standards and Telecommunications Act (Section 508)

– IT HW/SS PROCURED by the US Govt.

– Access to Products and Services PROCURED by the

US Govt.

Unhooked playback: Download of content

Auditory: .mp3 / Utilizes in place amplification

Visual: Presentation scaling

Physical: On-Demand playback

In Focus: BrainsharkPresentations at NetApp

NetApp Confidential - Internal Use Only 29

Brainshark Process

1. Create AtTask Request

2. Communicate business requirements

3. Deliver slides using template

4. Editorial review

5. Slides uploaded

6. Schedule recording session(s)

7. Record

8. Approve

9. Publish

NetApp Confidential - Internal Use Only 30

Brainshark Capabilities

NetApp Confidential - Internal Use Only 31

Learning Center integration / completion criteria

Demo capabilities using Camtasia

Video “Slides” or “VideoSync” for talking head

Quizzing

Brainshark as a Content Container Basic Video, Single Track Video

NetApp Confidential - Internal Use Only 32

Virtual Set with Slides

Green screen

Animate-able slides in video

One video block

Motion graphics

Animated text

Video Only

Is simple to create

Relies on presenter skills

Counts as one video block

Requires HD acquisition

Uses Motion Graphics

Uses animated text

Virtual Set Only:

Is relatively simple to create

Relies on presenter skills

Counts as one video block

Can be interview style

Can be used as intro or outro

Uses motion graphics and

animated text

Content Container

VideoVideoSlides

VideoVideoVideoSlidesVideoSlide URL Quiz AttachmentsVideo

Vid

eo B

lock

Vid

eo B

lock

Vid

eo B

lock

Video with synchronized slides:

Video exists in two “Tracks”.

Synced Slide animations.

User selects the playback mode.

– All video

– All Slide/Content

– Combination of All Video

and All Slide/Content

Brainshark as Content Container VideoSync, Dual video tracks

NetApp Confidential - Internal Use Only 33

Content Container

Video

Slide URL Quiz AttachmentsSlideVideo

Logo

Overlay

Brainshark: Video Considerations

Video file upload is limited to 500 MB.

Brainshark transcodes uploaded video to

– 720 x 540 (4 x 3) @ 512 kbps

– 853 x 480 (16 x 9) @ 512 kbps

Video length is limited to

– Total length @ 512 kbps = ~ 90 min per block

– Screen capture content @ 512 kbps = > 120 min per

block

Good design increases effectiveness and retention.

Video loses resolution when going to the web

– Small text gets smaller…

NetApp Confidential - Internal Use Only 34

Resource Constrained…?

NetApp Confidential - Internal Use Only 35

No Brainshark! No Studio! No Problem?

NetApp Confidential - Internal Use Only 36

Coordinate with WPR to record a video conference.

Use commodity hardware and software

– Windows Media Encoder (Free)

– Quicktime 7 (Free)

– WebEx

Editing tools…

– Windows Moviemaker (Free)

– iMovie (Free)

Tablets/Phones/Go Pro’s… to record…

Be Careful! You are messing with Physical Design!

“DANGER! Will Robinson”

Finding Video Content at NetApp

NetApp Confidential - Internal Use Only 37

Finding Videos at NetApp

Prod Ops Content: The Brewery’s

Engineering Video Library

– May be locked by cost center

NetApp Video Hub (Internal Only)

YouTube Channels

– NetApp TechComm TV

– Searches for terms like E-Series or Data ONTAP

Customer Success Operations

– Town hall content

Brainshark Portal (Insight, Sell News)

NetApp Confidential - Internal Use Only 38

How to Help Your Video Be Found

Follow a ‘Best of Both Worlds’ Approach:

List Link to Video in Context of Topic:

– Field Portal

– Communities

– Product Web Pages

– Targeted Emails

List The Video In Audience Specific Portals:

– Brewery: Engineering / Technical

– SELL Portal: Sales Content

– Metadata is king!

Presenter name, Topic, and Abstract.

Keywords! Keywords! Keywords!

NetApp Confidential - Internal Use Only 39

NetApp Confidential - Internal Use Only 40