The document discusses best practices for creating video content for social media platforms like YouTube and Ooyala. It provides guidance on video formats, metadata, monetization settings, and measuring performance. It also reviews the team, equipment, and resources available for producing engaging video content to attract fans and clients.
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Sca digital video 2014
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3. The National Digital Video Team
Craig Borg
Executive digital producer - Video
Inder Aney
Digital content producer - commercial
pitch
Blake Phillips
Senior Video Producer
Matthew Kuchel
Digital content producer - commercial
pitch
Joel Riley
Digital Production
Assistant
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Ooyala vs Youtube
Ooyala is a great premium & local content platform. YouTube is where social
(surprise and delight) + international celebrity video shines.
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Getting the most out of Youtube
Create content that is unique, compelling, and entertaining or informative.
Captivate your viewer in the first 15 seconds, and keep them watching
throughout the video.
Include specific Calls to Action in the video itself, or through annotations.
Set a recurring schedule for your uploads, and maximize your production
investments.
Create a programming calendar. Create content around tent-pole events that
are important to your audience.
Create a channel experience that guides viewers across multiple videos and
communicates everything your channel has to offer.
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Channels
Think of your channel as a broadcast network, not only do you feature your
own content but you should also collate other relevant content through
playlists.
Playlists should be an essential part of your channel strategy. Not only do
they increase watch-time, they create another asset that will appear in
search results and in Suggested Videos. You can create playlists using your
own videos, other videos, or a combination of both.
http://www.youtube.com/user/buzzfeed
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Metadata and tagging
Thumbnail!
Headline! Make it searchable / clickable.
Description. First paragraph short and snappy. Then as much detail as possible.
Tags! International spelling, Common spelling mistakes, other relevant subjects or talent.
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Claim settings
Claim vision & Audio - Monetize in all countries.
Claim vision - Monetize in all countries
Claim vision & Audio - Monetize within Australia
Do not claim content
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Do’s & Don’ts eg. Music rights etc
https://www.youtube.com/watch?v=9g2U12SsRns
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What rates on Yotube VS Ooyala?
Local talent based video rates well within our sites. Not so well on YouTube
International celebrity / 'topical' or 'tentpole' events rate well on YouTube
Headline matters more on YouTube.
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Short term performance of Ooyala vs YouTube
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Vine, Instagram & Facebook Video
Vine / Instavideo. Perfect for little talent "sketches" or behind the scenes
moments that won't drive huge traffic or revenue. Also a great medium
for tactic clues.
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https://vine.co/v/hEYAKOe1hqx
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https://www.facebook.com/photo.php?v=145989832272787&set=vb.132495
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Facebook video perfect to host teases to local premium content.
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https://www.facebook.com/photo.php?v=462746653813246&set=vb.132495
23. TOP CONTENT OF 2013
Our Sites
1 - Ed Sheeran covers no digity - 84,885
2 - Fifi - I’m having a baby - 69,656
3 - Jules gets pierced - 52,451
YouTube
1 - Justin Beiber answers phone to mum during interview - 1,073,201
2 - Jai Waetford - Juston Beiber as long as you love me - 962,917
3 - Jessie J Acoustic - nobodies perfect - 933,241
24. Year On Year
Our Sites
2012 = 7,119,120
2013 = 6,359,918
10.66% Decrease
YouTube
2012 = 67,931,708
2013 = 30,359,184
55.31% Decrease
47. Production Workflow
• Network speed and transfer issues
• Supporting other markets to develop their own unique content
• Faster turnaround times - divide and conquer!
• File Sharing - Citrix Share file
51. Available Technologies & Resources
• Streaming capabilities and how this can be applied to your shows
• How to capture a stream and turnaround quickly
me - live music & event production / TV and radio outside broadcast
Inder - director / producer / camera op / editor / gfx / Canne
matt - worked in many different parts of business - show audio producer - pitch - now video
Blake - K & J - creativity skill wasted on one show (especially K & J)
Joel - live music and event production - awesome all rounder - runs studio, great knowledge bank
quality - being “quality” not necessarily HD glossy big budget content, engaging, not only win - but also retain them.
2012 - and particularly 13 were years of growth and establishment. clive has certainly become captain of the ship and provided direction and strategy to what we are doing.
*Excluding Scoopla*
some massive numbers in 2012 - early 13 (april) due to content without copyright being uploaded which has since been removed.
april / may shows
combined ooyala and youtube Year on Year.
moving forward - 2014 year for really growth for today network
new exciting shows - heavy focus on video content - cameras in studios - big tactics with strong video support
less illegal content - strong steady performer.
average of around
strong growth year on year - sport being a big selling point here, and huge opportunities in 2014 between our NRL / AFL coverage and
year on year for the most part has been strong
growing but not at the pace of digital video in general… the true year on year growth will be 13 / 14.
music - still a thirst - covers
katy perry when back in town..
what does this mean for 2014 - GROWTH & ACCURACY
care and maintenance - lens caps - lens cleaning
responsibility - if you see something - say something - new policy coming soon everyone to sign
security - if you don’t have a lock up - please tell me
Myself and Joel are contacts for repairs and maintenance. barcode system in my net that tracks all gear and serial numbers -
maybe use live example here.
naming conventions - show name - video name
a lot of talk around which way we should go
these are the 3 x industry standards
FCP X no good - new licences are hard to come by - obvious benefits to a single platform -
Nova Red room / house of hits / new set ideas
Bonja Triple J - Like a version
mix / interactivity of Radio 1 -> click through to youtube channel - use our content to drive more views to our channels - also shows the artist endorsement
we set the standard - everyone in room is the best at what they do - we are already better than our competitors. we are more creative, we execute better, we are more strategic and we are by far better resourced. example is one of the biggest changes to the industry in my career, hats of to chris and clive for picking a great song - and pushing the idea
keep these 3 x things top of mind - we are a broadcasting business - audio should always be spot on
deadline driven world -particularly video content that follows radio show - no point making an epic video if its late, and already old news or not topical. radio people are so now - radio and audio is quicker to produce - smaller file size
the whole point - keep people watching longer and coming back for more
so many codecs and formats, different types of software to be familiar with when dealing with video. next slide helps to explain the process a video goes through
1 - video, audio and metadat information
2. compression - H.264 - new compression Googles VP9 provides more than a 50% reduction in bandwidth at same quality
3. wrapper into something the software understands to playback - .mov .wmv .flv etc
Ooyala supporting HD now - need to make this the standard - improve quality of everything.
PCR’s and thinking of other business units - sizzle reels - need a Clean Export in HD for this purpose.
Issues syncing exported MP3 to final cut pro - digital clicking
Take a line direct to camera where possible - quicker turnaround
levels - always check when recording and when exporting
Headphones!
a handbook will be distributed with new camera policy next week
Pro’s - cinematic look, still and video, small portable, records on compact flash
cons - so many things to add…. H.264 codec, focus sensitivity, shaky shots, pro sumer connectivity
noisey - skin tone - ex is a little green
cameras are quite old and not very well maintained.
benefits - larger monitor, records in pro res or MXF - solid state drive - additional back up - great audio meters and functions
gopro app - everyones should download
some accessories in sydney
studios like these are becoming more and more common - commercial buildings - non traditional “broadcast” camera chains
explain the way we shoot - triple m etc why
scoopla & why
configuration - 4 x cameras, autocue, ccu and TD position, GFX, Pro video player, lighting, green screen & DVN
ISDN Capabilities - interviews / music
difficult to do well - so many devices - screen sizes - different connection speeds - spent a lot of time testing and refining the quality. People to contact should be me & mike Crothers
when planning - think about what will happen before / during song / adbreak / after? how soon can you have on demand?
via sydney due to - bandwidth on output, iOS & android
please do not use upstream etc… we loose out on ads, get 3rd party ads etc….. please always ask - and check RE budgets
Scoopla - Live red carpet coverage.
need to think about: promotion in lead up, during and post stream. need producer and talent buy in…
Matt & Jo Final show - 16,460 - melbourne only
Bump - Wednesday night live - cameras in studios
encourage everyone to share knowledge and skills
a heavy focus on training and support of other markets
new content ideas - the bump - wednesday night live
scoopla - refresh
new show support
Footy season commencement
thanks and looking forward to a huge year!
