1. Video Mastery
June 20 – 27 , 2012
Texas State University
Round Rock Higher Education Center

2. Orientation & Overview
Introductions: Hosts & Presenters
Class Concept & Structure
Introductions: Participants

3. Orientation & Overview
Why Video for Small Business?
• Global Reach
• Search Optimization
• Engagement Thru Story

4. Orientation & Overview
Uses of Video for Small Business 
The Talking Head Interviews
Product Demo Instruct/Educate
Profiles Testimonials
Branding/Promotion News/PR
Revenge (Cust_Service) Kickstarter/Bus_Plan
Content Blogging Entertain/Humor
Hiring Brainstorming
Juxtaposed Examples
Self-Made -> http://www.youtube.com/watch?v=_8r6ReAA_Zs&feature=g-upl
Professional -> http://www.youtube.com/watch?v=gTKOG41xYZQ

5. Orientation & Overview
Before You Start – The Challenges of Video …
• No Luxury of Time
• End-to-End: Purposes Rule !!!
• Tradeoffs in The Path of Bits & Bytes
• DIY, Hire Someone, Do Nothing

6. Orientation & Overview
Current Trends (Steve):
 Educate your customer, sell an idea Selling Real Estate in Spain
 Get to know the CEO / the Product Kiwi Beer
 Video Blogging
 Product Demos Anushka Handbags
 Member profiles An artist on Etsy
 Kickstarter for crowd source funding Author of Graphic Novel
 Interview Author of Duct-tape Marketing
 Animation Commusoft
 Product demo BBQ Guys
 Business plan Student at Full Sail
 Seeking employees Trucking company

7. Pre-Production
Where Marketing Begins !!!
Things to know before you shoot your Video

8. Pre-Production
Project Planning 
• What is the Purpose of your video ?
Brand Development or Brand Promotion ?
• Who is Your Audience ?
Know your Audience by knowing your Customer ?
• What is Your Message ?
What do you want your Audience to hear ?
• What is The Take-Away ?
What Conclusion do you want to Develop ?
• What is Your Call-to-Action ?
When the Video is over, What should happen ?

9. Pre-Production
Now You Can Start
Oh, One More Thing …

10. Pre-Production
Now You Can Start
Oh, One More Thing …
DIGITAL RIGHTS: Just because it is on the
internet, does not give you the right to use it.

11. Pre-Production
Budget & Cost Considerations
How much does it cost?
How much should you expect to spend?

12. Pre-Production
Video Length
This only matters if you want people
to watch your video

13. Pre-Production
Styles of Video-Making
Talking Head
Branded Entertainment
Product Promotion
Testimonials

14. Pre-Production
Video Length
This only matters if you want people to watch
your video

15. Pre-Production
Kickstarter
What is it?
Is it Worth Learning About?

16. Pre-Production
Tips & Tricks
If you were your audience,
Would you want to watch this?

17. Production
Getting Started:
 Production is where the action is
 A lot of planning happened in Pre-Production
 You already have a script, team, and budget
 You decided if you will DIY or Pay someone
 Either way, you will need to understand:
- The basic production process
- The common terms
- The relative costs
- Your resources

18. Production
Cameras:
Cameras now shoot video, audio, and stills:
1. HD Pocket Camcorders (Many Flavors)
• Sony MP4 Bloggie , Kodak Playsport, Flip Video
• List of the 10 best from PC Magazine
2. Webcams (Desktop, Laptop)
3. Smart Phones, Tablets, Point+Shoot
 iPhone, Android, Blackberry, WindowsPhone
 The iPad & Apps for shooting video
Native Apps, 8mm Vintage Camera, etc.

19. Production
Cameras:
DSLRs (Trend is toward shooting video with DSLR’s)
 Digital Single Lens Reflex
 Started out as still cameras
 Canon Rebel T3i is extremely popular
 Interchangeable lenses
 Depth of field
 Limited audio capabilities
 Records to SD/SDHC/SDXC memory cards
 Shoot only approx. 12 minutes on a card
 Not for “run and gun” shooting
 Audio alternatives compared on a DSLR

20. Production
Cameras:
Consumer/Prosumer/Pro
 Canon HFS100
 Canon XA10
 Sony HVR-Z7U
Hybrids
 Merging DSLRs with camcorders
 Interchangeable lenses, DOF
 Shoots about 2-6 hours
 Example: Sony NEX-VG20

21. Production
Buying Vs Renting:
Buying …. Expensive (hope you use it more than once)
Sources for Buying …
 Precision Camera, B&H, Amazon
Renting … Pros, No Eqpt Learning Time, High Day Rates
Sources for Renting …
 Gear Rental
 Texas Media Systems

22. Production
Shooting Video Interviews &
• Cameras on tripod to stabilize Multiple
Cameras
• Hand held for informal effect
• Fluid head tripod to pan or tilt-pan
• Avoid zooming; instead, “dolly”
• DSLR for slow moving or still shots
• Camcorder for “run and gun” style
• Shoot pre-roll and post-roll

23. Production
File Formats:
 Codec = Compress/Decompress
H.264 is the best codec
 Formats for youtube or vimeo:
.mov
.mp4/mpeg4
 Aspect Ratios & Resolutions (SD & HD):
16:9 aspect ratio = Widescreen
Youtube or Vimeo uses1920x1280, 1280x720, etc.

24. Production
Audio:
 Most cameras have 'on-board audio'
 Off-board mics are used for better quality
 Multiple mics / Mixers enhance quality
 Audio alternatives Compared on a DSLR
Distance ???
 Mics close to the subject
 Audio monitored on headphones
 Room noise, fans, are an issue
 If an interview, mic is acceptable
Otherwise, use a boom or hide mic
 Option: wireless lav, but expensive

25. Production
Audio (Cont’d):
Microphones
 Dynamic
Rugged, for voice Shure SM57
 Condenser
Sensitive
 Lavalier lapel mic:
Shure lavalier
 Shotgun:
Rode NGT2

26. Production
Lighting (Sources):
 Natural light from sun
 Available light from a room
 Lights on stands or attached
 Poor lighting
backlight, flat,
lacking contrast
flourescents
 Light needs to not look green or yellow
 Usually done with AWB (Automatic
White Balance) Trend alert: LED lights are
 On Camera Lighting vs cool, inexpensive, and last.
stands/umbrellas
 Reflectors

27. Production
Lighting (Proper):
 3 point lighting
 Key light, Fill light or
bounce/reflector
 A back light aka rim, kicker
 Provide contrast
 Avoid black shadows and
blown-out highlights
 Green screens need distance

28. Production
Using Actors:
Friends or Professional (Austin Actors)
 Provide a script
 Fill in on directions: where to stand, etc.
 Provide them with props
 Shoot takes over until successful
 Take your time
You want passion to shine through
• The message should be clear
• Do repeated takes
• Engage the actor from behind the camera
• Help them understand your message

29. Production
Voice-Over Narration:
 Friend vs Pro (Acclaim)
 Have a clearly written script
 Record in a quiet location
 Use a teleprompter or on a stand
 Turn pages when in between lines
 Use headphones to monitor
 Watch the gain control, avoid clipping

30. Production
Sets, Props, Location:
Set/Location …
Where is it? Can your crew find it?
Could your shoot be interrupted?
Do you have permission to shoot there?
Permits required in the streets, etc.
Is the available lighting useful?
Is there electricity?
Props …
They should be noted from the script
Organized and easy to find
Returned if borrowed, etc.
Places to get props:
Austin Props
Second hand stores

31. Production
Teleprompters & Scripts:
 Have Clear Script Ready
 Practice, Practice, Practice
 Interpret the script into
spoken language
 Demonstrate Energy, and Smile!
 Have a friend to speak to, to connect
 Tips for using a teleprompter
 iPad teleprompter apps
 Tel Max Teleprompters

32. Production
Wires, Power, Ham Sandwiches:
 Murphy's law, so prepare
 Make lists; pack things in an organized way
 Back-up batteries for cameras and lights
 Bring re-chargers
 Extension cords, basic tools,
gaffer's tape
 A spirit of adventure, and ...
 Ham sandwiches!

33. Production
Conclusion:
Either DIY or Pay Someone 
 Know the basic steps of Production
 Talk the language
 Know your options
 Keep it fun
 Keep communication with your team
 Coming up next: Post-Production

34. Wrap Up

35. Day Two

36. Day Two -- Ron

37. Day Two – Steve
Post-Production / Editing

38. Day Two – Gilbert
Distribution

39. Now What Do I do with it?
Again – What are your objectives?
Hosting (Vimeo & Youtube)
SEO Tagging & Transcribing

40. Execute, Evaluate, Repeat
Social Media Channels & Syndication Engines
Your Newsletter,
Press Releases, and Ezyme
Video Blogging, Geo-Marketing, Google News,
Etc.

41. Return on Investment
Calls to Action
Measuring Impacts
Analytics

42. The Power of Video
Conversation & Engagement
Speed of Trust (know, like, trust)

43. Wrap Up