1.Building Your Brand with Video:the BasicsMarch 14, 2013
2. housekeeping#pubtraining @nprdigitalsvcs 3. not this Ben
Harper 4. what are our goals? incorporate video into station
communications plan and execute video projects build a video brand
using social media 5. why video? 6. video is social 7. KPCC: Save
The Public Radio Species 8. plan a strategy (the big picture) who
is your target audience? what brand do you want tobuild with your
videos? what video content can youcreate that: has purpose and adds
value to your audience shows something they couldnt get otherwise
not TV 9. know the limitationsdo what you can, with what you have,
where youare.-Theodore Roosevelt 10. building your brand may be
different for each station get settled for the long haul use what
you have and use it to your advantage great audio and great talent
Wizard of Oz advantage 11. building your brand DIY is A-OK start
small, use what youhave iPhones, iPads, stillcameras, built in
webcam almost anything videoproduction related can beDIYd 12.
building your brand take advantage of things you and your station
arealready doing guests/planned events/performances take advantage
of the unexpected not just meat and potatoes, give them some candy
13. KERA Raffle:A Trip to Downtown Abbey 14. pre-production video
is a limited resource it takes time and money to plan, execute and
deliver asuccessful product 15. pre-production benefits know the
entire scope of the project know what success looks like correctly
budget the time, resources and cost correctly scale expectations
based on time and resources devoted 16. plan a strategy (the now
picture) who is your target audience? what is your message or call
to action? audio & visual considerations length of final video
equipment limitations where is the distribution? 17. create your
video(before you leave the office)develop a shot list: what visuals
you needto tell the story know who you want totalk to and what do
you needthat person to say? 18. choose the right tools for each
shoot camera microphone tripod light 19. know the limitations your
video production isalways going to be easier andturn out better if
it is the onlything youre doing video is always the first thingto
suffer when multi-tasking 20. dos (and donts!) for filming stay
close to your subject (3 feet or less) better audio less camera
shake dont use the digital zoom 21. dos (and donts!) for filming
cont. keep it STEADY! move yourself, not the camera treat your
video camera like it only takes photos minimize panning, move
yourself into a position tocapture the shot and hold it for 10
seconds (count to yourself) two hands are better than one 22. rule
of thirdsif you place points of interest at the intersection,
yourshot becomes more visually interesting 23. be creativechange
your angle: get high or get low 24. be creative show different
angles or perspectives most importantly: get CLOSE 25. be creative
build sequenceof action film close-upsof differentparts of thescene
body, hands,face 26. lighting good lighting helps make a prosumer
camera look professional 27. getting proper exposure DONT film with
sources oflight behind the subject DO use available sources oflight
to highlight the subject 28. how do you know if an image isexposed
correctly? look! if your viewfinder isproperly tuned, what yousee
is what you get see what the camerathinks: switch to auto 29.
capture good audio audio is as important as video good audio makes
up for mediocre video quality stay close! film away from sources of
noise (traffic, music, airconditioners) use an external microphone
whenever possible use headphones to hear what you are recording 30.
know what you need remember your plan and your shot list dont
undershootdont overshoot you need enough toyou will have to go tell
an interesting through all the footage visual storyand interviews
before you edit. 31. editing basicsnon-linear editor programs
(NLEs): Final Cut Pro 7 FCP X Adobe Premiere ProCS6 iMovie and
Windows Movie Makercloud editors: YouTube editor WeVideo 32.
editing the video:video storytelling tips grab the viewer right
away make it clear what the story is about. use the most compelling
sound bite or visual. remember your message and call to action what
is the story you want your audience to know why is it important?
the difference between something happened andwhy does it matter?
33. video storytelling tipsis the video: timely entertaining
focused short relatable inspirational or aspirational message or
action-driven is the hook/message within the first 20 seconds? 34.
editing basics be a brutal editor: is the sound bite absolutely
necessary? can it be shortened, but still get the message
across?keep your first edit tight:you will end uplengthening your
videowhen add natural soundor music and video toyour rough cut 35.
editing basics most audiences will watch anywhere for 30 seconds to
3minutes make sure however long they watch, they get the message
36. publishing basics where is the video going? embedded on
facebook? tweeting a link? different storytelling styles may be
acceptablefor one platform vs. another post to YouTube (then
embed), not directly tothe Facebook uploader YouTubes metrics can
help you see howpeople are watching your videos and wherethey are
coming from 37. YouTube Metrics 38. YouTube Playlist NPR Member
StationPromo Videos Facebook Group [private] NPR Member
StationMarketersLinkedIn Group [private]NPR Member Station
Marketers 39. questions? Ben Harper @otherbenharperKasia Podbielski
@[email protected]
