1. Web Applications for Video

2. I. Overview Video once uncommon on the web- Low Bandwidth- Poor quality due to compression needed Video now commonplace and expected- Free video sharing sites now available (YouTube, Vimeo)- Quality of compression formats has greatly increased- Web is quickly becoming the main source of video content Multiple ways utilize video for your business- If you have the right server set up you can stream it yourself- Utilizing video sharing sites- Either way you can still integrate the video into your site pages 3. Benefits of Video Online Video content appeals to everyone- From kids to adults, watching video is second nature Video educates differently than text- Attention spans are reduced, people have less time- Watching video is much easier than reading Information from video is easier to retain- People tend to gather more information visually- Video can be watched over and over with less effort 4. Benefits of Video Online Great for SEO- Video 53 times more likely to generate a first pageGoogle ranking- Video content is showcased on the first page above the fold Infinitely cheaper than a 30 second TV Spot- Not limited to 30 seconds- Free to broadcast- Viewing audience is more targeted than general demographicthat TV can reach- Any company can do it- Expectation of video quality is much lower than TV spot 5. Benefits of VideoCheaper / Easier to produce 6. Benefits of Video Online Can drive traffic to your site- Add a video teaser to your e-mail and people are more likely toclick through to your website 7. II. Web Video ApplicationsA) Educational- Educate the public about your company and the productsor services you offerB) Informational- Introduce products, policies or procedures to employees / publicC) Training- Train employees / public on how to perform certain tasksD) Marketing and Sales- Raise public interest in your products or services 8. A) Educational1) General Message - Introduce / share / promote your brand. Show the worldwhat your company is all about what you stand for 9. Web Video Applications - Educational2) Upcoming Events - Educate the public about upcoming programs, events 10. Web Video Applications - Educational3) Generate Awareness - Educate the public about a particular local / geographic concern - Influence public opinion for referendum votes - Outline an important health or safety issue 11. B) InformationalSome uses of informational videos1) Inform employees / public about new products or services2) Relate policies, information or procedures to employees / public3) Deliver a corporate message4) Use as a public relations tool for public / press 12. C) TrainingSome uses of training videos1) Show how to use a certain product or service or how it works2) Explain a hard to visualize step-by-step installation 13. D) Sales and MarketingSome uses for training and marketing videos1) Showcase facilities and amenities2) Call attention to unique features / benefits3) Appeal to donors and members4) Outline company capabilities 14. III. Types of VideosVideo can be created using any one of or a combination of techniquesA) Live Action Interviews, talking heads, walk-ups, B-roll footageB) AnimationMotion graphics, cartoons, artwork, graphs, chartsC) Live Action plus AnimationCombination of the twoD) Photographic MontageAlso known as the Ken Burns Effect 15. A. Live ActionUtilizes video footage of interviews and B-roll to communicate message.Advantagesa. Its real/believable - Actual people speaking about your productb. Familiar People are familiar with this style of video they identify with people in the videoDisadvantagesa. Compressed video file can be large, longer download, slower playback.b. Production Cost Time involved to create this type of video can be pricey considering time needed to shoot all the footage.c. Post-Production Cost Editing costs can be expensive 16. B. AnimationUtilizes art to communicate message.Advantagesa. Animated Flash files are much smaller than Live action video filesb. Quicker Download/playbackc. Efficient/cheaper production every thing is being created for this video and can be done very efficiently (as opposed to video where you shoot more than you need)d. Theyre Fun!e. They can look very HighTechDisadvantagesa. Needs to be high quality artwork amateur quality will compromise the quality of your messageb. Can be interpreted as Cartoonish...not a good thing if your message is serious. 17. C. CombinationUtilizes best of both worlds, animation and live action.Advantagesa. Quicker Download/playback since most of the action is animated, theres less video to compressb. Combines the reality of live action, with the fun of animationDisadvantagesa. Larger production value need to shoot on either a green screen or white and composite video onto animationb. Can be perceived as not too serious.c. Can be confusing if not done too well. 18. D. Photo MontageMade famous by Ken Burns in Civil War and Baseball PBS Series. Usesphotos, music, and voice over to communicate the message.Advantagesa. Inexpensive - only have to pay for editing. All pictures need to be in digital formatb. Emotional/inspiring - photos can evoke more emotion than videoc. Simple yet effectiveDisadvantagesa. Limited amount of informationb. Quality is limited to photo/editors level of qualityc. Can be very boring if not done correctly 19. IV. Video: Things to Keep in MindSimilar to any marketing effort, hiring professionals to produce a video,while more costly, greatly increases the perceived quality of the video,and as a result your organization.A) Expense: How much will it cost?- Professionally done Script, Producer, Camera Man, Editor General guideline about $1000 to $1500 per minute- DIY Script, Video Camera, Tripod, Audio Equipment, Lighting Equipment, Computer with editing software, Knowledge on how to use this equipment and software, TIME! Good equipment and know-how IS THE KEY to quality! Could be from $3000 to $15000 (depending on quality of equipment) including your TIME! 20. IV. Video: Things to Keep in MindB) How-tos- Most good quality videos have several things in common:1. Introduction Screen Take a moment to explain what is goingto be presented.2. Narrator / Text You can use either a voice over, on screennarrator, or text to help communicate and point out the highlightsof what you are seeing.3. Quality Video Video is shot using a tripod or other stabilizingdevice. Hand held video is bouncy and hard to watch. 21. IV. Video: Things to Keep in MindC) Dos and Donts1. DO keep it short and to the point - Most people dont want to be stuck at their computers for long periods of time when they are just trying to get some basic info even through a video.2. DO make the video easy to find - Dont bury the video at the bottom of a page or make someone dig through your site to find it. 22. IV. Video: Things to Keep in MindC) Dos and Donts (cont.)3. DO name your videos with easily searchable names- SEO friendly names will make them easier to find- Names should be descriptive to content- Example: Naperville Park District Centennial BeachSwimming Area 4. DO utilize video sharing sites to maximize SEO- Even if you host your own website and serve your own video,your presence on YouTube will increase your SEO- Some video sharing sites are free of Charge- Help keep related videos well organized and easy to find 23. IV. Video: Things to Keep in MindC) Dos and Donts (cont.)5. DO transcribe your videos - Adding transcriptions to meta data allows that contentto be searchable, good for SEO6. DONT just throw your video together - Take time to plan out shots and narration - Nothing says we really dont care and reflects as poorly ona company than a hastily planned video7. DONT limit video to your site only - Get them out there, post to video hosting sites - Generate links to your video from other websites 24. IV. Video: Things to Keep in MindC) Dos and Donts (cont.)8. DONT use cheese transitions and effect- Keep it simple and to the point- Poor transitions and effects just get distracting9. DONT get too trendy- Dont just knock off the latest thing- Will look dated when that trend goes out of style 25. Questions?