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#LCWEB
February 9, 2011
WEBINAR
Dial-in telephone: +1 (646) 307-1705 Access code: 216-527-227 Webinar ID: 945-717-802
✆
RETAIL VIDEO PRODUCTION A TO Z
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THE LEADER IN VIDEO COMMERCE Help retailers and consumer brands sell more products through video
The only video solution you need, from production to conversion
99.8% client retention rate
A FEW EXAMPLES OF THE BRANDS THAT WE WORK WITH
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LIVECLICKER VIDEO PRODUCTION - STUDIO Create 20+ product videos in a day with our easy to use e-commerce video production software
Shorten time to shoot simple, scalable product videos
Reduce required resources for each take
Integrate post-production with pre-built video templates, reducing the need for manual editing
Direct connection to Liveclicker for batch uploads & encoding
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LIVECLICKER VIDEO PRODUCTION - EXCHANGE Liveclicker’s built in Video Exchange allows retailers to access hundreds of thousands of vendor and user produced videos. Plus our secure interface makes it easy to acquire new video assets from vendors and manufacturers.
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LIVECLICKER VIDEO PRODUCTION - OUTSOURCE Power your video commerce program with high-quality video production and strategy specifically designed to meet the needs of retailers and brands.
30+ years of combined web video and production expertise.
Let our production services manage: Concept development
Pre-production process
Filming
Post production
Series Video Development
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TWEET!
#LCWEB HANDLES: @LIVECLICKER
JUSTIN - @VIDEOCOMMERCE
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BEFORE WE GET STARTED…
Today’s webinar is moderated by:
Justin Foster Co-Founder & VP Market Development, Liveclicker
Having technical difficulties? - Use the Q&A chat box to let us know.
- If we can’t help you, call Citrix at 888-259-8414 for technical support.
- Or you can chat with a Citrix representative at www.citrixgcs.com/chat.
To submit questions during the webinar, use the Q&A chat box. Questions will be answers at the conclusion of the webinar.
This is an interactive webinar! Take the polls!
Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 2-3 business days.
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SPEAKER
Kevin Edwards Director of Production, Liveclicker
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WHO’S HERE TODAY?
What is your industry vertical?
62% 19%
6% 5%
8%
E-commerce retailer
Product manufacturer
Marketing agency
Technology provider
Other
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WHO’S HERE TODAY?
How many videos are you currently using on your site?
36%
34%
15%
5% 10%
Less than 10
11 - 50
51 - 200
201 - 500
501+
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VIDEO DEPLOYMENT GROWS RAPIDLY
How many videos currently live among the Top 500?
33%
28%
25%
8% 6%
Less than 10
11 - 50
51 - 200
201 - 500
501+
NUMBER OF TOP 500 RETAILERS WITH AT LEAST 100 VIDEOS : 116
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POLL
Where are you getting your videos for your site?
• Producing them in-house
• Outsourced from a video production company
• Vendor or manufacturer produced content
• User generated content
• I have no videos
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POLL
Do you currently produce video in-house?
• Yes I have a production team of 3 or more people
• Yes and have a production team of 2 or less people
• No and I'm looking to create an in-house studio
• No and I'm looking to outsource video production
• No and I don't have any plans to currently
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AGENDA
- Pre-Production Planning
- Studio Design - Hardware
- Production Day
- Post-Production - Metrics
- Lifestyle Planning
- On Location Shots
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PRE-PRODUCTION PLANNING
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PRE-PRODUCTION
• Precursor
– Who are you shooting for?
• Pre-production falls into two categories:
– First Shoot
• To build the foundation of what your product videos will look like
– Ongoing Shoots
• Maximize efficiencies
• A/B test
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• Goals
– Convert more?
– How many new video assets do you want per month?
– Start with 15-25 videos in your first shoot
• Delivery - How
– Light and casual?
– Informational?
– Lightly scripted?
– Heavily scripted?
PRE-PRODUCTION FIRST SHOOT
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PRE-PRODUCTION FIRST SHOOT
• Delivery – Who – Well-spoken customer
– Employee
– Professional talent
– Does it matter?
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PRE-PRODUCTION FIRST SHOOT
• Content
– What are you actually saying about your products?
– Are you relying heavily on the product description?
– V3 CR Race Helmet $399.00 • Smart Venting System
– 14 Vent Network
• Super Light Construction
– Advanced Materials
• Moisture-Wicking Design
– Open Air Liners Pull Sweat
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• Content
– V3 CR Race Helmet $399.00
• Smart Venting System – Middle of summer, you can wear
it all day without taking it off
• Super Light Construction – 15 foot jumps and you wont feel
it on your head
• Moisture-Wicking Design – You can sweat like a pig and it
won’t drip down your back.
PRE-PRODUCTION FIRST SHOOT
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• Look - Where
– Where can you shoot that will best resonate with your customers?
• Showroom
• Lake
• Salon
• Garage
• Mountain
PRE-PRODUCTION FIRST SHOOT
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• Look - How
– Product close-ups
PRE-PRODUCTION FIRST SHOOT
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• Look - How
– Will you need a table?
PRE-PRODUCTION FIRST SHOOT
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• Look - How
– Infinite white backdrop, medium close-up
PRE-PRODUCTION FIRST SHOOT
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• Look - How
– Infinite white backdrop, medium shot
PRE-PRODUCTION FIRST SHOOT
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• Look - How
– Cloth backdrop
PRE-PRODUCTION FIRST SHOOT
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• Length – Do you really need 120 seconds when you can say what
you need in 60?
– Liveclicker can measure drop off rates
• Logistics – What products are you going to shoot, why are you
shooting those products and how are they getting to the studio?
– Logistics can be problematic
• Notes – Taking notes will help post-production go much more
smoothly
PRE-PRODUCTION FIRST SHOOT
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ONGOING SHOOTS - NEW IN ONGOING
Getting the strategic vision down for the first shoot and a prototype for your process is key, to make everything else more efficient for ongoing roll-out.
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ONGOING SHOOTS - NEW IN ONGOING • Efficiencies
– What do you decide to shoot?
– How quickly does it get to the studio?
– Does your talent know what they’re shooting before shoot day?
– How long does it take to get videos into post production?
– Product close-ups • Before, after or during your shoot
• Plan to test
– You can change up the delivery, content, look and location
– Address issues that come up frequently in support calls
– Liveclicker can help here too!
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STUDIO DESIGN
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PRODUCTION: STUDIO SPACE
• Space Planning
– 400 sq ft with 10 ft ceiling
– Pay attention to room color
– Electrical outlets
– Noise
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PRODUCTION - HARDWARE
• Focus on guidelines for features rather than certain brands
• Links to a variety of lighting, camera and sound options at end of presentation
• I will cover lights, camera and audio
• Core components for a very beginner set-up $5,000 – Camera - $1500
– Computer - $2000
– Software - $200
– Audio - $300
– Tripod - $200
– Lights - $200
– Random - $600
– Total - $5000
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PRODUCTION - LIGHTS
• Three-point lighting
• Three-point lighting will not produce an infinite background
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• Three-Point Lighting – Key Light
PRODUCTION - LIGHTS
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• Three-Point Lighting
– Key Light and Fill Light
PRODUCTION - LIGHTS
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• Three-Point Lighting
– Key Light, Fill Light and Back Light
PRODUCTION - LIGHTS
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PRODUCTION - CAMERA
• Canon HF G10 - $1,500 - considered consumer
– Microphone input (unbalanced audio)
• Canon XA10 - $2,000 - considered semi-professional
– XLR input for balanced audio (will cover in next section)
• Better audio
• Canon XF100 - $3,000 - considered professional
– Uses Compact Flash Cards, not Secure Digital Cards
• CF traditionally holds more space
• Faster transfer speeds
– Shoots at 50 megabits a second
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PRODUCTION - AUDIO
Balanced vs. Unbalanced Audio
• Balanced has three wires and separates audio into three parts: X=ground, L=left or positive, R=right or negative: XLR
• Unbalanced have two wires, one for positive and one for both negative and ground. Negative wire does more work = unbalanced.
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PRODUCTION DAY
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PRODUCTION – SHOOT DAY
Once you’re set up you’ll only need to make small tweaks to lighting and sound for new shoots
• Three important people to have in your studio – One behind the camera
• Maintaining lights and audio
• Camera management
– One in front of the camera
• Keeping him/herself hydrated
• Makeup: simple translucent no-shine powder
– One product manager
• Getting products to and from in front of camera
• Notes
• HVAC management
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POST-PRODUCTION
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POST-PRODUCTION HARDWARE/SOFTWARE
• Computer: When starting out, arguing Mac vs. PC is like arguing that a Porsche is better than a car.
– Have at least 4 GB of RAM
– 24 inch monitor
• Software: Use what your editor is most comfortable with
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POST-PRODUCTION FORMAT
• When should you cut to product close-ups?
• Are you going to use music?
• Are you using text overlays?
• Lastly, where are you hosting? » (the answer is Liveclicker)
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MEASURE SUCCESS
• Test different videos – Content
– Delivery
– Post-production
– Liveclicker Custom Insight measures revenue & conversion performance across dimensions
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LIFESTYLE SERIES PLANNING
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LIFESTYLE
• Strategy before tactics
– Define the goal of your lifestyle piece. Pure brand building, informational, conversion if it’s product based.
– Test
• Concept ideas to get the right format
– It’s more difficult to scale lifestyle pieces than it is product videos
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ON LOCATION SHOOTING
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ON LOCATION
• Plan Your Shoot
– If possible, visit the location ahead of time to plan your setup
– Arrive at least 2 hours before you plan to shoot. Even the most experienced videographers can struggle to get the lighting just right.
– Be flexible
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POLL
What are you interested in learning more about:
• Liveclicker's video production services and tools
• Social video commerce
• Retail video metrics and analytics
• Video SEO best practices
• Interactive video shopping experiences
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ARE YOU IN ORLANDO NEXT WEEK?
Meet up with Liveclicker at Internet Retailer’s Web Design & Usability Conference next week in Orlando for a video commerce strategy session.
To set up a meeting, choose a time slot our bookfresh calendar here:
http://videoretailer.org/commerce/meet-up-at-the-internet-retailer-web-design-usability-conference/
As a thank you for taking time to meet, everyone we meet with will receive a free iPod Shuffle.
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OTHER EVENTS YOU CAN MEET UP WITH US AT:
Email [email protected] to set up a meeting or to get more information on upcoming events
eTail West February 27 – March 1st | Palm Desert, CA
Social Video Commerce Luncheon Using Social Media and Video to Drive Sales
March 22th | New York, NY
Webinar: Creating Interactive Shopping Experiences Late March
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Q & A
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CONTACT LIVECLICKER
LIVECLICKER 2055 JUNCTION AVE SAN JOSE, CA, 95131 [email protected] (408) 335-6202 WWW.LIVECLICKER.COM FOLLOW US @LIVECLICKER FOLLOW JUSTIN @VIDEOCOMMERCE
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Hardware & Links •Options for Lighting
•Key Lighting
•Fill and Back Lighting
•Guide for an infinite white background with links to hardware
•Microphones
•Wired Lavalier
•Wireless Lavalier
•Handheld
