The document provides tips and best practices for creating and distributing online video content. It discusses the benefits of online video such as being targetable, measurable, and in real time. Younger generations are more likely to adopt new technologies. Video ads targeted at older users have higher completion rates. Videos should tell a story and engage, educate, and entertain viewers. Videos that are around 1 minute perform best and video is usually complementary to other content. The document also discusses various online video platforms and analytics tools for measuring video performance.

2. J. SCHUH

3. WHY SHOULD YOU LISTEN TO ME?
• 15 yrs experience
• 10,000 hrs of producing
• Industry Leader
• Fortune 500 clients

4. 4 out of 5
INTERNET USERS
WATCH VIDEOS ONLINE
SOURCE: comscore (2009)

5. U.S. INTERNET USERS
WATCHED 34 BILLION
VIDEOS IN MAY 2012
SOURCE: NewMedia TrendWatch November 2012

6. ONLINE VIDEO
IS LIKE TV
RIGHT?

7. BZZZZZZZZZ!

8. ONLINE VIDEO IS:
• Targetable
• Measurable
• Real Time
SOURCE: Tod Sacerdoti (2010)

9. You have a portable video
production studio in your pocket.

11. GENERATION BORN * AGE
Baby Boomers’ 1946 – 1964 50 +
Generation X 1965 – 1981 30’s – 40’s
Generation Y 1982 – 1999 20’s – 30’s
Generation Z 2000 + 12 -
*Experts differ on the start dates of Generation X , Y and Z.

12. 52%
OF THE WORLD’S POPULATION
IS UNDER 30-YEARS-OLD
SOURCE: Census 2010

13. YOUNGER GENERATIONS ARE THE
FIRST TO ADOPT
NEW TECHNOLOGIES
SOURCE: NewMedia TrendWatch November 2012

14. BOOMERS’ ADOPTION OF
NEW TECHNOLOGY
DRIVES GROWTH
SOURCE: NewMedia TrendWatch November 2012

15. Video ads targeted to children ages 6 to 14 had the
highest video ad click through rate at 3.5%,
but the lowest rate of viewing to completion.
SOURCE: NewMedia TrendWatch November 2012

16. Ads targeted at older users (35 +)
had a 77.4% completion rate.
SOURCE: NewMedia TrendWatch November 2012

18. “Storytelling is the most
powerful way to put ideas
into the world today.”
- Robert McKee

19. EVERY VIDEO SHOULD HAVE AN
INTRODUCTION, BODY AND
CLOSING
SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU

20. ENGAGE, EDUCATE, ENTERTAIN
SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU

21. Lynda.com acquires Video2brain
with $103 million funding
SOURCE: thenextweb.com

23. REASONS PEOPLE SHARE
1. Answers a question, or evokes an
emotional response
2. Hot topic
3. It aligns with their idenity and how they
want to be perceived
4. Helps to maintain and grow relationships

24. REASONS PEOPLE DON’T SHARE
1. Too much branding
2. Toxic topic
3. Depressing topic
4. Sex, violence and profanity

25. HOWEVER I THINK
MOST PEOPLE
LIKE SEX
SOMETIMES THEY DON’T WANT PEOPLE
TO KNOW HOW MUCH THEY LIKE IT

26. REASONS WHY ONLINE VIDEO
IS COMPELLING & PERSUASIVE
1. The Fusiform Facial Area makes us pay
attention to faces
2. Voice conveys rich information
3. Emotions are contagious
4. Movement grabs attention
SOURCE: Dr. Susan Weinschenk (theteamw.com)

28. VIDEOS THAT PERFORM BEST
CLOCK IN AT AROUND
1 MINUTE

29. VIDEO IS USUALLY A COMPLEMENT TO,
NOT A SUBSTITUTE FOR,
CONTENT

30. MAKE SURE THE CONTENT OF THE
VIDEO CAN BE FOUND EASILY
SOMEWHERE ELSE

32. WHAT’S A CODEC?
codec (n) short for compressor/
decompressor

33. HTML5 VIDEO CODECS
• MP4 or H.264
• Ogg/Theora
• WebM

34. WHAT’S THE DIFFERENCE
• Ease of encoding
• Video quality
• Compression size
• Cost to use (FREE for Now)

35. H265 - HEVC
(High Efficiency Video Coding)
• Expected to be NEW video codec
standard (half the bitrate)
• Mobile Device focused
• 4K and 8K support
• Requires new hardware
• Mid-2014 before widespread use

37. OVER
1 TRILLION VIEWS
IN 2011
• 72 HRS OF VIDEO UPLOADED
EVERY MINUTE
• OVER 4 BILLION HRS WATCHED
EACH MONTH
SOURCE: YOUTUBE.COM/PRESS_STATISTICS

38. TRAFFIC FROM MOBILE DEVICES
TRIPLED IN 2011
*YOUTUBE APP REMOVED FROM iPHONE 5

39. 3 HRS OF VIDEO IS UPLOADED
PER MINUTE TO YouTube
SOURCE: YOUTUBE.COM/PRESS_STATISTICS

41. HOST = WEBSITE VIDEO + SEO
• CONTROL
• BETTER MEASUREMENT
• GENERATE DIRECT TRAFFIC
http://ajwood.com/

42. POST = SYNDICATION VIDEO + SEO
• LARGE AUDIENCE
• ORGANIC & UNIVERSAL SEARCH
• MULTIPLE SERPS (Search Engine
Results Page)
http://www.youtube.com/ajwood2001

43. A.J. WOOD
19,201
SUBSCRIBERS
FEB 2013
17,007
SUBSCRIBERS
DEC 2012
http://www.youtube.com/ajwood2001

44. A.J. WOOD
1,998,204
VIDEO VIEWS
FEB 2013
1,831,608
VIDEO VIEWS
DEC 2012
http://www.youtube.com/ajwood2001

46. THE BIG 3

47. 500 YRS of YouTube video is
watched every day on
Facebook!
SOURCE: YOUTUBE.COM/PRESS_STATISTICS

48. Vine users shared
113,897 videos
Feb 9th & 10th 2013
SOURCE: SimplyMeasured

49. 2 New Members / sec
(172,800 Members / day)
SOURCE: LinkedIn Press Center

50. Caption Your Videos
To expand your audience and
increase SEO
SOURCE: kb.wisc.edu

51. Captioning Best Practices
1. Sync captions to the audio
2. Captions appear on screen long enough to
be read
3. Provide transcripts
4. DON’T Cut words or sound effects
SOURCE: kb.wisc.edu

52. Benefits of Captioning
1. Accessible to aurally impaired and non-
native speaking viewer
2. Allows sighted viewers to read in loud or
crowded spaces
3. Increased SEO (Search Engine Optimization)
4. Increase in watching the complete video
SOURCE: kb.wisc.edu

54. CHECK ANALYTICS
• WHERE DO VISITORS TO
YOUR VIDEO PAGES
ARRIVE FROM?
• WHAT % OF TRAFFIC
COMES FROM SEARCH
ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009

55. TEST SEARCHES
DO YOUR VIDEOS APPEAR IN
SEARCH ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009

56. MONITOR BEHAVIOR
WHAT % OF VISITORS ARE
LINKING TO YOUR VIDEOS
OR SHARING?
SOURCE: MARK ROBERTSON JUNE 2009

58. STUDIES SHOW USERS
CAN GET VERY
ANNOYED WHEN
WEBSITES AUTOPLAY
VIDEOS
“I hate it when they do that!”
SOURCE: NORMALMODES.COM

59. 1. KNOW YOUR AUDIENCE
2. TELL A STORY
3. KEEP IT “REAL”
4. KEEP IT SHORT
5. COMPRESS IT
6. PUT IT ON YouTube
7. HOST AND POST
8. SOCIALIZE
9. MEASURE IT
10. DON’T AUTOPLAY