Video for Non-Profits

8/20/2019 Video for Non-Profits

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Producing and Publishing Online Video

Presented by Aaron Yates


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Kerrville born & raised Tivy High School Class of 1999 Schreiner University Class of

2007 (BBA Finance)

Founded video productioncompany in 2007 Texas Pro Sound & Video KerrvillePhoto.com Yates Multimedia

Worked with scores of localorganizations andindividuals producingvideo, photo, graphics, web,

audio…

Aaron Yates


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www.KerrvillePhoto.com

[email protected]

830-214-7635


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Marketing in the newmillennium

Changing demographics

Television?

Radio?

Newspapers? Online Video?


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Over 180 million userswatched 33 BILLIONonline videos in June

Average user watched

23.2 hours per viewer Nielsen reports

shrinking number of TVhouseholds for twoyears running

75% of smart phoneusers watch onlinevideo and 26% do soevery day

Companies usingmultiple-screen videoincrease brandrecognition by 900%


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800 million users per month

4 billion hours watched monthly

72 hours of video uploaded to

YouTube EVERY MINUTE 500 years of video watched daily

100 million social interactions

weekly Second most popular search

engine on the planet


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Growing broadband internet access

77% of US is online, and over 85 million peoplehave broadband access

91.4 million smart phone users in US Over 180 million Americans consuming online

video

Facebook reaches 955 million ACTIVE USERSas of July 2012


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Senator Lindsey Graham stated that, "When you get 100million Americans looking at something, you will get ourattention. This YouTube sensation is gonna help theCongress be more aggressive and will do more to lead tohis demise than all other action combined."

Spread the word

Generate interest

Unite for a cause


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Planning

Production –Recording the video

content Post-Production –

Compile, Log, Edit

Delivery – Upload,Stream, Share

Evaluation


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Planning begins with an overall organizational marketingstrategy and drills down to a specific goal, look, message,and storyboard.


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Objectives & Goals What are your goals?

A single video cannot be all things to all people.

Create specific, attainable goals What are we trying to accomplish?

Who are we trying to reach?

Let’s make a “viral” video! (Yeah… right.)

Objectives for entire video strategy Single production can become many different videos


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Message & Style Based on goals and objectives

“ Look” and “ Feel”

Emotional? Informative? Funny? Who is the target audience?

Clients

Volunteers

Donors Community


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Budget & Staff Gut-wrenching reality: Video is

expensive

Expensive in the form of dollars Expensive in the form of time

Opportunity Cost

What kind of equipment is

available to us? What do we need to buy?

What do we need to rent?

Contractors can be “rented”


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Objectives, goals, style, message… All of these planning steps help you answer

production considerations

Length or Duration of the Video

Sources of Footage or Multimedia

Production Values Legalities

Releases: Model, Venue


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Photographs

Audio

Previously recorded

footage Stock photos & videos

Scanned documents

Animations Gather INFORMATION


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Realistic timetables

Conflicting schedules, cancellations,unexpected changes

Editing: 1 hour for every 1 minute of finishedvideo (depends on type)


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Actual recording of video content.


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Production: The actual creation (filming)

of your video

Not all videos requireproduction

Animation

Typography Videos

Photo Slideshows


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Cameras

Tripods

Lighting

Sound

Budget considerations

Rent vs. Buy Outsource?


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Shoot to hard drive/card

High Definition

Stay with one brand

DSLR’s?


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Using the camera: Read the manual, be familiar with your gear

Focus

Composition Rule of Thirds

Head room

Lead room

Exposure Zooming

PRESS RECORD!


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Three camera elements for exposure control: Shutter Speed

Aperture / Iris

ISO / Gain


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AKA “sticks”

Fluid Head?

Stability

Height of Camera

Panning and Tilting

When to use? Always is a good rule.


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Natural Light The Sun

Windows

Artificial Light Temperature

Intensity

Placement

White Balance

Reflectors


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On-Camera Microphone Auto Gain Control

Wind Cut

Off-Camera Microphone Wired or Wireless

Traditional or Lapel


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Script Description of action

Narration or Voiceover

Storyboarding Visual or verbal description of the

flow of the video, scenes, narration,scripting, etc.

Shot List

Equipment Checklist Different for each shooting

location/set


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Schedule/Time ofDay

Action

What’s happening Camera Notes

Wide, tight, etc.

Other notes


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Who is the interviewee? What expertise or information does he/she

possess?

How do they add value to your film?


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Equipment Camera & Tripod

Audio

Lighting Location

Background (visual)

Background Noise

What does the scene communicate to the viewer?

Dress What does the clothing communicate?


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Technique Questions

Get them comfortable

Interaction

Never stop recording Coaching

How to answer

Pauses

Um… Uh… Like… You know…

Other Purposes Future videos


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Secondary footage Adds meaning and context

Conceals edit points

Establishing shots Location shots

Background for graphics


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Don’t be a spectator,be a camera operator

Remember…

Focus Composition

Lead Room

Head Room

RECORD!

Smooth and steady isthe key


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Matched Action: Similar actions captured from different angles and

different compositions, in which the two shotsgraphically match


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Shooting for the edit 10 second rule

B-Roll & Matched Action

Don’t talk over the shots Anticipate cuts every 5 seconds

Before wrapping, make a quick inventory of

your shots and be sure you have plenty offootage.


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Capture, Log, Transcribe, Edit


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Collect your digitalcontent and create aninventory of assets

Move from videocamera to computer

Video, photo, audio,and other multimedia

“Log” footage meansto make notes of whatis where and notelocation of best clips

Use a spreadsheet to help with theediting process.


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Transfer from spokenword to written word

Helps to quickly findinterview clips later in

the editing process. Helps the editor become

familiar with all of theinterview footagequickly.

Transcription Services Manual Transcription

Paid transcription services start at

$1.00 per minute


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Placing multimediacontent into a videotimeline forpresentation to the

audience. Very time-consuming

and technical

Modern editors use NLE systems. NLE stands for “non-linear editing,” meaning the editor can jump instantly toany portion of a clip or timeline.


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Windows Movie Maker Free, comes with most

Windows OS’s Cons: Limited, gives “home

movie” feel

Adobe PremiereElements/Pro Perfect for most amateur

editors Pros: Industry standard,

Adobe Suite

iMovie Free with many Maccomputers

Cons: Limited

Final Cut Express/Pro Industry standard on Mac


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1. Platform – Mac vs. PC

2. Features – Full suite or limited

3. Budget – Pro or Light Version of software

4. Familiarity – Do you already use Adobeproducts extensively? Mac products?

5. Try Before You Buy – Most systems have a

free trial period to try the software


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Editor’s Job: “Last line ofdefense for the story” Choose which clips to use

Choose the order of the clips Establish the pace of the film

Telling a story: How does this

edit affect the story?

Quentin Tarantino said that musicianshave their notes while editors have

their frames. Editing deals in frames.


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When to Cut Avoiding “bad” edits

Pacing your edits

Using Establishing Shots Matching Action

Using B-Roll

Above All: Storytelling


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Does your video need avoiceover track?

Who will script the

voiceover? Before or after rough

editing? Over-do it, then edit

Who will “voice” thevoiceover? Professional vs. Amateur


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Present your video to the world.


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Video Formats Web – H.264 compression MP4 container

DVD – MPEG2 VOB containers

Archive – Uncompressed or lossless compression

Video Rendering & Compression

Temporal compressionfocuses on the changes fromone frame to the next. Fewerchanges, higher thecompression.


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Choosing a hosting provider Free hosting solutions

Hosting on your own server

Hosting on a paid server

Uploading Sending your video to live in the “cloud”

Challenges and Problems


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Embedding Stream the video from

your own website

HTML “Embed codes”added to your site

or tags


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Sharing Your Video Copy and Paste Link

Email, Facebook, Twitter, G+, social sharing


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Sharing on Facebook One of the easiest ways to

reach a broad audience.

Tips: Why should someone see this

video?

Share more than the linkitself.

Facebook has almost

a billion active users.


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How did we do?


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Evaluating the Video Did we achieve our goals?

What were the strong points?

What could we have done better? What did we learn about video production?

How will we improve next time?

Evaluating the Reach Viewing statistics

“Viral” score

Where is our target audience?


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B&H Photo & Video

Adorama Camera Store

Lynda.com

MediaCollege.com Google


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Thank you for your attention.

Questions?

Contact Me: Aaron Yates

[email protected]

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Video for Non-Profits

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