From Storyboard to YouTube: Creating Video with Measurable Results

From Storyboard to YouTube: Creating Video with Measurable Results

News CanadaVictoria ProcunierAngela Di StasiDiane Williams

Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900

Agenda

• Overview and background• Video Production – Angela Di Stasi• Media Relations – Diane Williams• Measurement – Victoria Procunier• Questions


Online Video in Canada

• 80% of Canadians watch video content

• Canadians watch approx 263 videos/month

• Canadians spend more time online than watching TV

• About half of that time is spent watching videosEvent Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900

Ingredients of Success

= Success?

Event Twitter hashtag: #cprsaott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900

Who is News Canada?

• For over 30 years, we have provided the media (print, broadcast and Internet) with ready-to-use editorial content and we provide your organization with the opportunity to be featured in that content

• Producing video for television since 2000

• Entered the online video space in 2005


Our audiences

• Media– Supply portals: MSN.ca, Yahoo!

Canada, Sympatico– Pitch to media sites– Supply networks, e.g. PHSN and

retail websites, e.g. Home Hardware

• Clients– Corporate– Non-Profit – Government– PR Agencies


Angela DiStasiVideo Production


Making a VideoSIMPLE?

Making a VideoSIMPLE?

1. Grab a Camera

2. Get someone to talk in front of the camera

3. Get editing software


Fast, Easy and Simplecan get you this…

Fast, Easy and Simplecan get you this…

BOB


3 major parts to production

Post-ProductionPre-Production Production

Making A Great VideoNo matter what budget


Scriptwriter’s Role1. Content

To develop the content of your video ask yourself these questions

• What is this video about? What message do you want to convey?

• What does your audience want (viewers/media)?

• How is this beneficial for the consumer/Canadian?

Pre-Production


Scriptwriter’s Role1. Content2. Choose the style of video that benefits your

message• Some popular styles of videos:

*When being creative, always have the viewers’ best interests in mind.


“How To”“Webisode”“Documentary style”“Newscast”

Pre-Production

Video Styles – How To


Pre-Production

Go to next slide to see an example

Video Styles – Webisode (with Host)Pre-Production



Video Styles – Webisode/Documentary Pre-Production



Scriptwriter’s Role cont’d

3. Scriptwriting• Write for video NOT for a print article

• Write the way people talk

Tips for purchasing a fuel-efficient vehicle

(NC)—When it comes to purchasing a new vehicle, you might want to consider buying the most fuel-efficient one that meets your needs. Follow these tips to help you make an informed decision:

Print Article

Video Script

Pre-Production



4. Scriptwriting – B-Roll NRCAN- Anticipating Traffic — B-roll only Script

• Have one visual (b-roll) for every 1-2 sentences, the more the better

• Stay away from a talking head

• Talk to your editor - helps with visuals

Pre-Production




5. Scriptwriting - Timing

• Recommend videos be 2 minutes

• 1-2 message(s) per script

• The shorter the better

• 400 words = 2 minutes

• 1 page (NC template) = 1 minute

Pre-Production


Producer’s Role1.Shot list

STEPS TO MAKING A SHOT LIST

1. Read through script and make a list of all required visuals/shots

2. Add in any extra shots that the scriptwriter may not have accounted for

3. Organize the order of shots

Pre-Production


Producer’s Role cont’d

1. Shot list

Organization of shots

Considerations: 1) Grouping of shots2) Timing3) Location assessment4) Shot assessment

SEC 1-Living room

SEC 2- Kitchen

SEC 3 - Basement

Pre-Production


Pre-Production


Producer’s Role cont’d

1. Shot list

Include the following in a call sheet…

• Names and phone numbers of everybody on the shoot

• Date• Time• Locations• Schedule for the day*Call sheet should be sent out 48 hours before the shoot day

Pre-ProductionProducer’s Role cont’d

2. Call Sheet


• What equipment will you need to bring your video to life?

Consider: Technical capabilities/ Camera Crew

Production


Producer & Camera Crew cont’d

1. Day of the shoot — before pressing record on camera

• Dual daylight molefay lights

• Camera on a crane

• Lowel light inside the car x2

• Kicker lights under the car

• Water on the floor to create shine

Production



1. Day of the shoot

Production

Camera on a mini tripod

Very small attic!

‘Pro light’ in the corner ‘Diva’

lights

Steady Cam


1. Day of the shoot


Go to next slide to see an example of the attic

we had to film in

Take every shot at least twice

Different framing and angles

Always leave time for b-roll

Always get more b-roll than planned

Angle 1-MS Angle 2-CU Angle 3-CU


1. Day of the shoot

Production


• Always take time-code

• Helpful for editors

• Useful for reference


2. Time-code = Time saver

Production


*Make sure you have the card or tape after the shoot.


3. Got the tapes?

Production


Editor’s Role1. Organization

Make sure you have

• Script

• Time Code

• Tape / Card

• Conversation with producer

Post-Production


• Load tapes or cards

• Label every file loaded

• Know where all files are located

• Make folders-keep organized

• Colour Co-ordinate


Editor’s Role cont’d

1. Organization

Post-Production

• Well versed in editing software

• More precision • Creative flexibility• More effects • Technical

obstacles • File formats

Work with a professional Editor/software


Editor’s Role cont’d

2. Editing

Post-Production

Editor / Motion Graphics Artist’s Role3. Motion Graphics• Brings your video to life• Contemporary flare• Use professional Motion

Graphic Artists • Very time consuming• 1 graphic taking up 10

seconds takes 1-4 hours or more to create

• For a 1-2 min video leave 5-8 days for editing/graphicsEvent Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900

Post-Production


• Complete each of the 3 P’s

• People will watch

People will watch


In Conclusion

Post-ProductionPre-production

Production

MEDIA RELATIONS FOR YOUR VIDEODiane Williams


Technology has dramatically altered how we consume media


This year Canadians will buy more smart phones and tablets than computers.

Internet usage through mobile phones increased 25% last year.

Today’s technology enables consumers to access content in ‘real

time’ from any location


Millions of Canadians everyday are saying …“I need this information”“I am researching this topic” “I am looking to buy these products”“I need urgent health care advice”


We are in the midst of another evolution - no longer tied to any one place to search information

It is more important than ever to have an online presence.


Now that you have decided to build it, how will they find it?


It’s a matter of distribution


Niche placement is easy


But — to build a brand, promote your expertise, execute a launch and engage in consumer education...

You need mass reach.


Mass distribution increases the odds that you’ll be found when Canadians are looking

for your information


To achieve mass reach online:• Investigate what sites Canadians are

visiting: comScore, Google, media lists

• What is the audience reach of site: tools such as MRP

• Ensure that your video has the quality that is required – story, production, value

• Go beyond the obvious – look at retail sites, associations/community sites


Selecting where your video is going to go

Any ol’ site won’t do: Canadians are more wary than ever of where, and from whom, they receive information

Website Considerations: - Search ranking (SEO)- Reputation- Subject authorities and experts- Current and relevant - Sharable


Portals have tremendous reach


MSN.caYahoo.ca

Globe & MailOttawa Citizen

Global News at 6 CBC National News

3,902,0002,806,000

906,000242,000

841,000507,000

Daily Reach Web

Daily Reach Print Edition

Daily Reach Television Audience

Mainstream media sites are the best approach to reaching bloggers.

This may or may not surprise you, but......


Researchers at Cornell tracked 1.6 million mainstream media sites and blogs

Researchers at Cornell Universitytracked 1.6 million media sites and blogs

3.5 % of stories originated from

bloggers


96.5 % of stories originated from traditional media

http://www.theglobeandmail.com/

How do you harness the potential of portals and websites?

Through Media Relations employing the same outreach techniques as traditional media


Outreach Tips

• Establish relationships • Web editor not webmaster• Best method of communication• How much content can you provide?• Ensure content is editorial


Be Unique

Roses are Red, Violets are Blue Our content is powerful and ready for you Roses are Red and Orchids are Peach Our content will - quadruple your reach! Violets are Blue and Daisies are Black If you can't use our content I am sure to get sacked! Rich thought I must call and provide solutions to your needs He feels the value of our message you should really heed My poetry is - a bit juvenile, but our content's power is beyond denial


Successful Strategies

Compelling Content


Increase your offerings



Think outside the box



Entertainment Guide

CTV.CAFound April 08, 2010 under CTV news video,Lifetime with Pauline Chan

http://watch.ctv.ca/news/health/lifetime-with-pauline-chan/#clip281110 Don’t forget traditional media



Understand some of the challenges of the web editor

Make it easy for the media to use your video



More sites, more sharing



Recap

Online presence is critical to your communication strategies

Prepare a media relations plan including targeted and mass reach sites

Don’t forget traditional media Make it easy for the websites

to use your video content


Victoria Procunier

How can you measure online videos?


Measurement

• Audience reach potential– The potential of a person to

view your content similar to print and broadcast

• Where does the data come from? Third party organizations– Online comScore


comScore

• Next Up: Video– Who they are– Top Canadian online trends for 2010– How they measure– Future of online – online media and

mainstream media – and measurement in Canada


How can you access this online data and measure

your program?


What is MRP?Background:• Introduced in 2006• Created for the

industry, by the industry

• Created by the CPRS and endorsed by the Canadian Chapters of IABC and the Canadian Council of PR Firms

• Support and data provided by News Canada

• Managed and governed by the CPRS Measurement Committee

What it does:• Quantitative Analysis -

Provide audited audience data

• Qualitative Analysis – based on your own criteria

• DIY and Media Analysis options


400+ subscribers/400+ abonnés


Audience Data Sources

• Newspapers (Dailies and Weeklies)– NADbank, Combase, Crop/ Stathebdo

• Magazines – Print Measurement Bureau (PMB)

• Internet– comScore Media Metrix

• Television– BBM Neilsen

• Radio– BBM Neilsen


Quantitative Measurement


Qualitative Measurement


Cost?

Simplified reporting for the cost of a latte a

day.

Try it out for free.


Overview

1. Production

Tips and insights to create compelling content in a manageable way

3. Measurement

Using audience reach data to determine the potential of your video to be seen

Access to data using the Media Relations Rating Points system


2. Media relations

Insights into online media and tips on getting your video picked up

Questions?

Contact: Victoria [email protected]@VProcunier


Education

From Storyboard to YouTube: Creating Video with Measurable Results