Monkey See Monkey Do: Using video to support your documentation
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If a picture is worth a thousand words (as well as some likes, retweets, and +1s), then how much is a video worth? Ever find yourself on YouTube, looking to learn how to do something? Join Allie as she shares her experiences creating and using short help videos and tutorials to improve her target audience’s learning experience. Why video? What tool is right for me? Common setup options. Editing and publishing recommendations. Resources and real-world examples.
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Monkey See Monkey Do: Using video to support your documentation
- 1. @allieproff #LavaCon Monkey See, Monkey Do Using Video to Support Your Documentation Allie Proff
- 2. Enduring Understanding • Go for it! Even if you’re intimidated, video is worth doing and you can do it. • (p.s. The first video is the most difficult.) Actionable Knowledge Statistics why Setup Best Practices
- 3. Metrics Metrics Tools Recommendations Discussion
- 4. Filename Average person watches 32.2videos per month You have 3seconds to grab user’s attention Video is Growing by Leaps and Bounds 90%shoppers use video to make a decision 100,000,000 users watch video every day 45.4%internet users watch video 75%executives watch business-related video at least once a week 1 minute of video = 1.8 millionwords Our brains process images 60,000 times faster than text
- 5. Filename Device Share of Video Starts Adobe U.S. Digital Video Benchmark Q1 2013 vs. Q1 2014
- 6. Filename Digital “Content” vs Analog “Relationship” Quote copyright unavailable for slide share. Read notes for the reason behind this slide, and see the further reading for the link to the BombBomb blog post that started me on this path. Joshua Meyrowitz No Sense of Place: The Impact of Electronic Media on Social Behavior
- 7. Tools Metrics Tools Recommendations Discussion
- 9. Filename Tools - Software Camtasia Snag-It Captivate Movie Maker iMovie FinalCut Pro Premier Avid Media Composer
- 10. Recommendations Metrics Tools Recommendations Discussion
- 12. Filename Write a Script or Storyboard
- 15. Filename Keep it Short Analysis by Philip Guo for edX
- 18. Filename Editing the Video View Screen Tray Tools Tracks
- 19. Filename Video File Extensions Explained Codecs • DivX/XviD • MPEG • X264 Containers • AVI • FLV/SWF • MKV • MP4
- 20. Filename Publishing the Video + Great features, linking capabilities, popular. - User may have to click through the ad, can’t control video recommendations at end (unless embedding) + No ads, ability to brand your player, cleaner interface, higher resolution, more video format options. - Paid subscription, less native traffic, nothing viral (yet?) + More comments and interaction, Like Page button, tag people, Pages gallery, granular advertising - Not as easy to share outside of FB, split analytics + Easy to use, forces you to be concise. - May not be the best medium for help, might not be right for your brand or your audience. Facebook
- 21. Discussion Metrics Tools Recommendations Discussion
- 22. Filename Video Styles and Types Demonstrations Training Testimonials Leadership Teasers Storytelling Live Action Screencasts Motion Graphics Slideshows Live Streaming
- 23. Filename Enduring Understanding Go for it! Even if you’re intimidated, video is worth doing and you can do it. (p.s. The first video is the most difficult.) Actionable Knowledge Statistics why Setup Best Practices lavacon.org/mobile
- 24. Filename Resources technicallyeclectic.wordpress.com @allieproff Video companies • Vidyard – Personal recommendation • VideoBrewery • Simple Story Video • BombBomb • Video Explainers • Matt Sullivan • Audience suggestions…
- 25. Filename About Allie Allie has been communicating technical knowledge for over fifteen years, whether it be in the U.S. Navy, as a high school math teacher, or a writer/editor at The Boeing Company. She helps engineers and analysts write and produce their process instructions and user help in a variety of formats, including video demonstration. allieproff@gmail.com, @allieproff, TechnicallyEclectic.wordpress.com, Linked In
Notas do Editor
- High Points Welcome Download the notes on SlideShare! Slides have further reading Ask questions any time Poll ************************************************* <As people arrive, chat with them. Ask them what they’re hoping to learn from or get out of this session.> Good afternoon. My name is Allie and I’m excited to be speaking to you here in beautiful New Orleans today. Each slide could easily be an hour’s discussion in itself, so I’m going to only hit the high points. My slides and notes will be up on SlideShare, and I’ve spent the last four or five months curating a number of blog posts and tweets about video (8/12/15 note: I’m a bit behind on blog posts but have plans to catch up). There’s so much out there it’s easy to feel overwhelmed, but it’s also exciting and energizing to see what you can do to get started with some pretty basic and inexpensive tools. Please feel free to ask questions at any time rather than all at once at the end. If the answer is later in the presentation, I’ll tell you that. If it’s too involved, I’ll ask you to write it down in order to keep the pace going. First, I’d like to know a little more about you as my audience. By a brief show of hands, Who’s already using video? Who’s thinking of using video in the next six months? Who’s interested in video but not planning on doing anything any time soon? Who works for a small company? Medium company? Large corporation? Thanks! Photo credits http://pixabay.com/en/old-world-monkey-monkey-zoo-493693/
- If there’s one thing and only one thing to take away from this presentation, it’s that you should try it! Better try it now and work out some of the kinks, than be caught flat-footed when that golden opportunity to make a difference appears.
- My goal today is to set you up today with some metrics you can take to a manager to justify video, get you some basic setup, and touch on a few key elements to get started.
- High Points Do or do not, but there’s no ignoring the numbers. ***************************************** Here’s some statistics to get you started. The slide notes have all the citations. Let’s go over this briefly. (Just quickly go through the stats. Try to spend only a minute or two on this slide.) One statistic you see commonly thrown around is 1 minute of video is worth 1.8 million words. How did they come up with that number? It comes from the common saying, A picture is worth a thousand words. You have 30 frames per second in standard video x 60 seconds per minute. That’s the number of pictures in a minute of video. Multiply that by 1000 words and you turn this common phrase into an internet statistic. Let’s find something a little more scientific. Source: http://gary-paul.com/1-minute-of-video-equals-1-8-million-words-misinformation-or-hyperbole/ According to comScore, which measures online engagement and use, 45.4% of internet users viewed at least one video online over the course of a month. Source: http://www.videobrewery.com/blog/18-video-marketing-statistics That’s 100 million internet users who watch online video each day. Some will be about cats, but some will be looking for a product or how to solve a problem. Source: http://www.videobrewery.com/blog/18-video-marketing-statistics comScore also found that the average user was exposed to average of 32.2 videos per month Source: http://www.videobrewery.com/blog/18-video-marketing-statistics 90% of online shoppers at a major retailer’s website said they find video helpful in making shopping and buying decisions. Retailers who provide online video report that products with video sell more than products with no video. (Of course, some of it depends on your product and your audience. At the very least, you need some sort of visual, because…<next statistic>) Source: http://www.videobrewery.com/blog/18-video-marketing-statistics Our brains process images 60,000 times faster than text. We understand images faster and remember them better. They also affect us more emotionally. Ask anyone who is interested in brand. And how much photos convey more than just text. Our eyes and brains are also stimulated more by movement than by static images, which is why video is so effective. Source: http://www.billiondollargraphics.com/infographics.html 75% of executives told Forbes they watch work-related videos on business websites at least once a week. 50% watch business-related videos on YouTube. 65% visit the marketer’s website after viewing a video. Source: http://www.videobrewery.com/blog/18-video-marketing-statistics But even with all this video watching, you still need to be able to cut through the noise. You generally have about 3 seconds to grab your user’s attention, especially at the top of the funnel. (“The funnel” is marketing jargon. The top of the funnel is the wide world in general. You have user’s attention but not commitment in the middle of the funnel. At the bottom of the funnel, the user is most invested in their relationship with the company.) Photo credits: Boeing Creative and Information Services For further reading: http://gary-paul.com/1-minute-of-video-equals-1-8-million-words-misinformation-or-hyperbole/ http://www.videobrewery.com/blog/18-video-marketing-statistics and http://www.videobrewery.com/blog/over-30-stats-on-why-you-need-online-video http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online The best and quite comprehensive collection set is from VidYard: http://www.vidyard.com/guides/ and http://www.vidyard.com/video-marketing-institute/
- High Points When you create videos, keep in mind that your media will be watched on many different screens and locations. ***************************************** Adobe also has some great statistics. This chart shows the impressive growth of hand-held devices to initiate video starts from 2013 to 2014. Ask the audience: * What do you think has contributed to the increase? (People aren’t just watching video from a laptop any more. Smartphones are bigger and clearer, and tablets are cheaper and more available. * Why do you think Adobe included gaming consoles and OTT (over the top devices, like Apple TV, Roku, Chrome stick)? (It’s also becoming more popular to “cut the cord” to cable and rely solely on internet media for entertainment. It’s not just gamers any more using consoles. Families are too.) * Do you think laptop and desktop shares have diminished? (Although I don’t have the data to prove it, the trend seems to be that people are using phone, tablet, etc. in addition to laptop viewing not replacing it.) Photo credits: U.S. Digital Video Benchmark: Adobe Digital Index Q1 2014 page 6 http://www.cmo.com/content/dam/CMO_Other/ADI/Q12014_VideoBenchmark/Q12014_VideoBenchmark.pdf For further reading: The U.S. Digital Video Benchmark (2012 review) – Adobe Digital Index http://youtu.be/f_t3e_BTgCM The U.S. Digital Video Benchmark (2014 review) – Adobe Digital Index https://www.youtube.com/watch?v=Havj5wIffWs Adobe Digital Trends for 2014 https://www.youtube.com/watch?v=UUWCnjYRIbc Adobe Digital Trends for 2015 https://www.youtube.com/watch?v=tqmZbLHvhg0 http://success.adobe.com/en/na/programs/digital-index/1304-13926-online-video-report.html http://www.cmo.com/articles/2015/3/2/ADI-2015-Inaugural-Video-Benchmark-Report.html http://www.slideshare.net/loukerner2/comscore-slides-online-video-a-statistical-review http://bitcadet.com/blog/rise-of-online-video-consumption/
- High Points It’s not enough any more to inform (digital). You need to build relationship (analog). Example: BombBomb video testimonial ******************************************************* Ask the audience: * Okay, the stats show more people are watching videos. Usability rule #1: Know your audience. WHY are they watching more video? Users today are information-saturated. They can research reviews and specs any time day or night. What’s making companies stand apart from the competition today is connecting to people. And while nothing replaces real life face-to-face interaction, video does a better job connecting than words or images. It puts a human, personal element into a business interaction. So whether it’s a video of an employee welcoming the user, customer testimonial videos, or demonstration videos, it’s building more of a bond. The drawback is that in addition to writing well (which is difficult in the first place), you have myriad other things to worry about especially if you cross cultures. Example: http://bombbomb.com/blog/video-marketing-connecting-people-email-videos/ second video down The Power of Video: BombBomb Customers explain. BombBomb is a company I stumbled upon in my research that specializes in sending videos through email. Only watch 60-90 seconds, to baseball cap guy or polo shirt guy. Critique: (get audience input) First two clips are weak. Hard to hear the first guy over the music. Music is trying for energetic, but I find it distracting. I love that they have different people with different camera setups, some not polished. I actually prefer the “candid” videos over the “staged” videos (seems a little too salesman-ey). Enough with the driving videos! Pay attention to driving! Credits: https://global.oup.com/academic/product/no-sense-of-place-9780195042313?cc=us&lang=en& http://www.amazon.com/No-Sense-Place-Electronic-Behavior/dp/019504231X For further reading: http://www.bombbomb.com/blog/video-marketing-connecting-people-email-videos/ http://retso.com/impact-of-electronic-media/
- Now that we’ve briefly highlighted some metrics why video is important to use, let’s talk about some of the tools you’ll need to create and edit your videos. There’s just two slides, and then we’ll get into some recommendations and best practices.
- High Points You don’t need fancy equipment or a lot of money to get started. Unpolished is great; you don’t need movie-quality. Video equipment is at the top, microphones on the bottom, devices in the center because they do both. ************************************************************************************* Let’s go over some basic hardware tools for capturing images and sound. The good news is that not everything has to have “the studio effect”. Audiences have a lower threshold; unpolished is just fine as long as you have good content and still meet basic usability standards (being able to hear and see). Cameras: Consumer-level cameras ($300 or cheaper, to $1,000): Point and shoot cameras with video option, camcorder, GoPro, web cams, and mobile devices have automatic settings that allow you to record and go. Quality of content > Quality of production (create short tutorials, introduce staff, answer questions) Prosumer-level cameras ($1,000 to $5,000) are when you really need to look professional (produce an explainer video, shoot excusive interview, etc.) Recommendations: Canon T4I, Sony VG900, Nikon D5100 (Credit: VidYard Video Production 101 E01) Microphones: Lavalier or lapel mike (iMic, or turn a standard headphone w mic into a lavalier), shotgun microphone ($30-$50), headset (even a gaming headset) with mic ($30-$60), other portable audio recorders. If you’re shooting a person, you’ll also want to consider lighting. Good audio and lighting aren’t noticed if it’s good, but can be very distracting if it’s bad. Photo credits: https://pixabay.com/en/camera-photo-digital-objective-462528/ https://pixabay.com/en/gopro-camera-photo-photograph-630232/ https://pixabay.com/en/camera-photography-canon-lens-542783/ https://pixabay.com/en/camera-video-camcorder-digital-1840/ http://pixabay.com/en/tablet-screen-monitor-phone-pc-313002/ https://pixabay.com/en/earphone-music-listener-ear-316753/ https://pixabay.com/en/headphones-mic-headset-microphone-390337/ For further reading: VidYard Video Production 101: Episode 1 The Video Camera http://videos.hubs.vidyard.com/watch/CvKrk0bCHAuRrLNBqgbpDQ VidYard Video Production 101: Episode 2 Importance of Audio http://videos.hubs.vidyard.com/watch/Ywxsx-eRv33_8_4zqv7RjQ VidYard Video Production 101: Episode 3 Lighting 101 http://videos.hubs.vidyard.com/watch/sFAVrq7c0aUukxLszIwhww BombBomb Webinar: Pros and Cons of 5 Camera Options http://bombbomb.com/blog/video-email-marketing-camera-options-pros-cons-choice/ BombBomb demonstration of their best (but still simple) setup http://bombbomb.com/blog/video-email-camera-camcorder-microphone-tripod-how-to-shoot-videos/ Simple search on DIY Lavalier https://www.youtube.com/watch?v=2DXGNGuwkCI 12 minutes but also includes demo on how to mix lavalier sound with camera sound in a video editor. He even writes in his comments that he should’ve shortened it. (or broken it into two videos) https://www.youtube.com/watch?v=FHqDcKc1rRc It’s a kid doing a great professional job. https://www.youtube.com/watch?v=nITukcOL44M 10 minutes? People aren’t likely to click on that from a list. Break it up into smaller segments. But good thumbnail. Great summary in his notes, though. https://www.youtube.com/watch?v=T4HlG8k2NO0 Experienced vlogger with over 100 episodes. Good tip about clapping to sync your video and sound later.
- High Points Your choice ranges from free (MovieMaker or a download), to a monthly subscription of $15-$50 (students and teachers usually get discounts), to owning your own full copy (a few hundred to over a thousand). I’ll briefly name each of these, and let you look at the details later when you download the notes. We probably won’t have time, but if we do I’d love to hear people’s experiences using these tools, and if I missed any that deserve mentioning. *********************************************** Capture your screen: Three main paid contenders: Techsmith SnagIt (49.95 single user) Techsmith Camtasia (299 single user) Adobe Captivate (29.99/month or 299 for students/teachers) Minor mention: PowerPoint will record your screen and voice but only within PowerPoint Edit Video: Camtasia and Captivate also include video editors. Windows Movie Maker is free (part of Windows Essentials) iMovie 14.99 in Mac App Store FinalCut Pro 299.99 in Mac App Store Adobe Premier 49.99/mo, 600/year, or 799 for a full license. Single user plans start 19.99/mo. Teachers and students get discounts. Avid Media Composer 29.99/month or 1,299 to own outright (just over 43 months of the monthly license). Even YouTube has a free movie editor https://support.google.com/youtube/answer/183851?hl=en Of course, you can always search “free screen capture”, “free video editing software,” etc. but beware and ensure your malware and anti-virus programs are up to date. Photo credits: Techsmith Adobe Windows Mac Avid For further reading: http://www.clickz.com/clickz/column/2236289/pros-and-cons-of-editing-video-in-the-cloud Good article, horrible URL name. http://features.en.softonic.com/best-free-video-editors and http://www.iskysoft.com/video-editing/top-free-video-editing-software.html if you want to try that route. These two sites are good side-by-side comparison, but show a limited field http://professional-video-editing-software-review.toptenreviews.com/ http://video-editing-software-review.toptenreviews.com/ An attendee suggested that Captivate treats the mouse as a separate object, so you can edit the mouse after the capture.
- Once you’ve made the decision to make a video, and you have the hardware and software, what do you do?
- High Points Have a point. Don’t meander. Stay on target. Write down your ONE target, your call to action, and some metrics defining success while you’re at it. Consider putting call to action in the middle of your video, and then again at the end. Reasons to do a video and not to do a video. ***************************************************** What is the meaning of life, the universe, and everything? Just kidding. But seriously, have a purpose. Why are you doing a video? When the user finishes watching, what should he or she be thinking, feeling, or doing? Too many videos (and written content, to be fair) are like this road, meandering through the countryside. You don’t want your user to think “I just wasted four minutes of my life! What’s the point?” **<reference below of Count Rugen interrogating Wesley as the Dread Pirate Robert in Princess Bride after he just sucked a few years of his life. That’s what watching bad video feels like.> Identify ONE target outcome. When the user is finished watching your video, it should be crystal clear. Once you have that target purpose created, write it down. You also need a clear call to action. People are inherently lazy. Provide them with links. Know your audience. Also, consider putting your call to action 2/3 of the way in, and then again at the end. Or preview your call to action while talking (below this video in the description, and also at the end of this video, you’ll get a link to our website.) Also write down target metrics. Define what a “success” looks like. Reasons to do video: A feature is hidden (generate attention) Showing is easier and more efficient than describing (training) Create personal connection and emotional attachment between you and users (customer testimonials, video series, Q&A sessions) Establish yourself as an authority or expert. (Consistency and professionalism to make people trust your source better) Reasons NOT to do video Procedure is either really short and simple Procedure is really long and complicated Photo credits: http://pixabay.com/en/landscape-winding-road-fields-hills-690588/ For further reading: The best and quite comprehensive collection set is from VidYard: http://www.vidyard.com/guides/ and http://www.vidyard.com/video-marketing-institute/ For this slide I initially wanted to use a picture of the Life Sucking Machine from The Princess Bride. Sometimes, watching a video is like being hooked up to the machine. Count Rugen: [admiring his torture contraption] Beautiful isn't it? It took me half a lifetime to invent it. I'm sure you've discovered my deep and abiding interest in pain. Presently I'm writing the definitive work on the subject, so I want you to be totally honest with me on how the machine makes you feel. This being our first try, I'll use the lowest setting. [Count Rugen activates the water powered torture machine. Wesley writhes in great pain] Count Rugen: [calmly] As you know, the concept of the suction pump is centuries old. Really that's all this is except that instead of sucking water, I'm sucking life. I've just sucked one year of your life away. I might one day go as high as five, but I really don't know what that would do to you. So, let's just start with what we have. What did this do to you? Tell me. And remember, this is for posterity so be honest. How do you feel? [Wesley cries and moans in pain] Count Rugen: Interesting.
- High Points Tell a story. (Science backs up all the reasons.) Write a script or storyboard. Cheap now to get it approved, plan for localization, etc. Expensive once you actually start filming. Example: Facebook Help, Tom’s Planner ****************************************** You have a purpose, now you need a plan. Prevent yourself from meandering all over the countryside like the last slide showed and creating a four minute video when all you really need is 45 seconds. Write a script or storyboard. Seriously. Commit to it on paper. Send it to your SMEs and any approvers. This is when making changes is inexpensive. Remember to tell a story. “When we are given facts and information, the language processing parts of our brain kick in, trying to comprehend what we are learning. But when we are told a story, other areas of the brain come alive as though we are actually experiencing the events of the story. If you hear about delicious foods or think about performing actions, your sensory or motor cortex lights up.” (credit: http://www.vidyard.com/blog/storytelling-advice-resources-for-marketers/ has links to research as well as five great resources at the end to inspire you and some video examples) Note: This is a good time to think about language localization and disability access. Voiceovers? Text boxes? It doesn’t have to be fancy. Here’s a sample script I wrote just using basic Word, and a storyboard I made using Storyboard That. Example: Just in Case Studies by Facebook https://www.youtube.com/playlist?list=PLWcA1X_0fRr-4bSjU9TweFzV1H0_nEbFJ Let audience decide which one to watch. All of them feature a narrative arc to something as boring as untagging yourself from a photo or changing your password. OR http://simplestoryvideos.com/2014/11/toms-planner-increased-sign-ups-15-one-simple-change/ Sell their product using a scenario Photo credits: http://pixabay.com/en/chalkboard-story-blogging-believe-620316/ Script by Allie Proff Storyboard by Allie Proff on https://www.storyboardthat.com/ Also try http://storify.com/ For further reading: Stories are important http://www.postadvertising.com/2012/08/7-reasons-storytelling-is-important-for-branded-content/ and http://www.fastcompany.com/3037539/why-a-good-story-is-the-most-important-thing-youll-ever-sell TED talk: All great presentations have a common architecture http://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks Resonate, by Nancy Duarte http://www.duarte.com/blog/free-multimedia-version-of-resonate/ Storycraft: The Complete Guide to Writing Narrative Nonfiction by Jack Hart You Can't Make This Stuff Up: The Complete Guide to Writing Creative Nonfiction--from Memoir to Literary Journalism and Everything in Between by Lee Gutkind
- No high points: Pay attention to the legal stuff, not just because it’s legal stuff but because it’s the right thing to do. I’m going to start with accommodating disabilities, because not only will you reach more people, but most of the accommodations are just good UX and will help mainstream people too. Americans with Disabilities The Americans with Disabilities Act (ADA) of 1990 and its 2008 amendments (www.ada.gov/cguide.htm) requires that public programs and services be accessible to people with disabilities, unless doing so would result in an undue burden. (Ask for what kinds of disabilities people think they might have to accommodate, and how they should accommodate them. The big two are hearing and visual, but make sure to touch upon physical limitations, repetitive stress, and just getting old and slow.) Hearing impaired: Captions, also useful for people who are at work who aren’t allowed to use audio, or people laying in bed at night with their phones who don’t want to wake partners, children, etc. Transcripts, also useful for print and go as well as search engine optimization (SEO engines can’t scan videos for content). Visually impaired: Use alt tags to label all your images and videos. Consider audio description as another language. You may have your English version, Spanish version, German version, and then an Audio Described version. Transcripts/captioning also helps visually impaired people, who usually have programs that will read text aloud. Color-blind. Don’t use red alone to denote important information, use bold, underline, etc. If you’re selling a brown shirt, don’t rely on the picture. Label the image as brown. Use a strong color contrast between text and background. Other disabilities: Some people have repetitive stress or other physical disabilities that restrict movement. Also think about meeting the needs of older people. Include a static version of a quickly-displayed call to action near the video or in the script. (Again, also useful for the mainstream user.) Keep instructions simple and to a minimum to avoid confusion. Allow a second or two between steps to allow the user to pause. Copyright. Copyright isn’t just a nice-to-have, it’s essential. You need to respect others’ creative works, just as you would have them respect yours. And you want to avoid fines and legal fees. Copyright applies to any idea as soon as it is fixed in a tangible medium (even a drawing on a napkin). From copyright.gov: “Copyright protects original works of authorship, while a patent protects inventions or discoveries. Ideas and discoveries are not protected by the copyright law, although the way in which they are expressed may be. A trademark protects words, phrases, symbols, or designs identifying the source of the goods or services of one party and distinguishing them from those of others.” There are varying levels of licenses. See https://creativecommons.org/licenses/ Read the slide notes for explanations of each symbol. Attribution CC BY Most free. Use anywhere, any time as long as you attribute it. You can modify it (crop, adjust color, apply photo effects, etc.) Attribution-ShareAlike CC BY-SA Remix, tweak, and build upon the work even for commercial purposes, as long as you credit the original author and license your new creations under the identical terms. This license is often compared to “copyleft” free and open source software licenses. All new works based on the original will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia, and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects. Attribution No Derivatives CC BY-ND This license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to the author. Attribution-NonCommercial-ShareAlike CC BY-NC-SA This license lets you remix, tweak, and build upon the original work non-commercially, as long as you credit the author and license your new creations under the identical terms. Attribution-NonCommercial CC BY-NC This license lets you remix, tweak, and build upon the work non-commercially, and although your new works must also acknowledge the author and be non-commercial, you don’t have to license their derivative works on the same terms. Attribution-NonCommercial-NoDerivatives CC BY-NC-ND This license is the most restrictive of the six main licenses, only allowing you to download the work(s) and share them with others as long as you credit the author, but you can’t change them in any way or use them commercially. Photo credits: http://pixabay.com/en/copyright-icon-license-intellectual-98570/ http://pixabay.com/en/handicapped-chair-wheelchair-wheel-304424/ For further reading: Making video accessible for speech and visual impairments http://www.washington.edu/doit/creating-video-and-multimedia-products-are-accessible-people-sensory-impairments General tips for making web sites accessible http://www.hostway.com/web-resources/how-to-build-a-website/website-plan/make-your-site-accessible-to-people-with-disabilities/ Web Accessibility Evaluation Tool (WAVE) http://wave.webaim.org/ W3C Web Accessibility Initiative http://www.w3.org/WAI/ WCAG 2.0 http://www.w3.org/TR/WCAG20/ Guidelines for making the web accessible to people with disabilities Copyright.gov Official Site http://www.copyright.gov/ StockPhotoRights Video “Image Rights Explained Visually” on their homepage http://www.stockphotorights.com/ Basic questions about copyright rules and how to license stock photos http://www.stockphotorights.com/faq/ Image checklist. http://www.stockphotorights.com/image-checklist/ Creative Commons video about creative commons. http://creativecommons.org/videos/ “One of the best ways to learn about Creative Commons is to watch one of our videos. Translations are available, and if you are interested in helping us build more multilingual resources, please see our wiki page on translating.” Keep it legal. Copyright compliance http://lifehacker.com/5992419/the-best-ways-to-be-sure-youre-legally-using-online-photos Find items free for commercial use: http://tineye.com/ (search to see where an image comes from, even derivations) http://www.inc.com/jeff-haden/where-to-find-free-stock-photos-online.html https://pixabay.com/ https://openclipart.org/ http://www.digitaltrends.com/social-media/best-free-and-legal-music-download-sites/ http://dig.ccmixter.org/free_music http://freemusicarchive.org/ http://creativecommons.org/legalmusicforvideos https://support.google.com/youtube/answer/3376882 (YouTube Music Library)
- High Points Consider the details, even if the overall idea ends up being more important than the fine print. Think about content, but also about setting too (visual and audio) Rehearse and practice ******************************************************* Alright, here’s a test. Which penny is the most accurate? (pause for people to look and think. Answer at the bottom of the notes) Why am I doing this test? A penny is a common element. We all see and use it on a regular basis. But how many of us really look at a penny? Does President Lincoln face right or left? What are the words? Where does the date go? Pay attention to details. You’re a proficient user. When you get good at something, you forget some of the small things that may trip up your user. Or maybe it doesn’t matter. Maybe all your user needs to know is that a penny is copper, circular, and has a face and some words. As long as it’s basically recognizable, you just count it and move on. As you write your script, think about all the actions that really go into performing the task. When recording your screen, think about your icons on your desktop and in your taskbar. Clear out non-relevant items. What picture are you using as wallpaper? If you’re typing a URL into your browser, what other suggestions come up that might influence your user? What other folders and filenames are on your computer? Anything embarrassing? Anything that could compromise your security? And it’s not just content: think about setting too. Visual: Screencast – clean your desktop. Real life – lighting, how you fit in the frame, and can you see everything that’s important? Audio: Is there a fan by your desk? Crowds? Wind in an outdoor setting? Quiz answer: The answer is the penny in the upper right corner. Photo credits: http://www.worldsciencefestival.com For further reading: Techsmith’s tutorial on Camtasia: clean up your desktop, write a script, practice, and record good audio https://www.techsmith.com/tutorial-camtasia-8-01-pre-recording-tips.html
- High Points Keep your video 30 seconds to 3 minutes, although exceptions can be made (TEDX). Vines are only 6 seconds. Break up longer topics into shorter segments in a series. Example: Techsmith Camtasia help website https://www.techsmith.com/tutorial-camtasia-8-01-pre-recording-tips.html: Publishing your script, breaking up longer topics. Just show the web page, don’t show the actual video unless I have time, which I probably won’t. ************************************************* The optimum length for a video depends on your purpose or audience. Trying to grab new views off social media requires you to get attention immediately, pretty much within the first three seconds. Imagine your video is on autoplay in Facebook. You have that long as they scroll by to get their attention. If someone is already on your site looking for answers, you have a little bit more leeway. How-to videos can also be a little longer (for example, TED Talks). In all cases, make the videos only as long as necessary and no longer. If you have a long video, break it up into shorter segments This is a study from EdX by Philip Guo, an assistant professor of Computer Science at the University of Rochester. The x-axis groups videos by their length, and the y axis shows how long students watched. In the 0-3 minute category, the students watched 0-3 minutes, so basically 100% completion rate. Pretty much the same for the 3-6 minute videos. After 6 minutes, though, viewership fell off. Example: Techsmith Camtasia help. Here’s what I love about them. They break up their videos into a series. They publish their script along with the video. Their thumbnail is branded and easy to understand. Photo credits: http://pixabay.com/en/squirrel-animal-fur-nature-cute-700100/ https://www.edx.org/blog/optimal-video-length-student-engagement For further reading: https://www.edx.org/blog/optimal-video-length-student-engagement http://www.vidyard.com/blog/what-does-attention-span-data-say-your-video/ http://www.videobrewery.com/blog/picking-perfect-length-for-your-video?nr=1&of=43
- High Points First 3 seconds are critical, with the sound off. (Facebook preview, pretend you’re at a bar competing for user’s attention.) Keep your intro short Can your whole video stand alone with the sound off? (office worker, late at night in bed) ********************************************************************** You got a nice, short video. Now focus on the first three seconds. They’re critical. You don’t know where your video is going to be shared and played. You want to hook people in right away. Now do it with the sound off. Pretend your audience is in a bar. You have to be able to grab their attention without sound. Sound is important (especially for ADA access) but you have to stand alone without it. In Facebook, they have the auto-play feature but with no sound. Your user might be at work (or up late at night while everyone else is sleeping) and also can’t listen to sound. Photo credits: http://www.gettyimages.com/ 508065773 For further reading: http://www.jameswedmore.com/make-your-videos-more-engaging/ http://www.videobrewery.com/blog/10-best-startup-explainer-videos-ever
- High Points Shoot in HD Practice a few test tracks, then play back to check video and audio quality. Use clear diction. For screen captures: narrate then demo, or demo then narrate? Or both at the same time? You decide for yourself. Highlight your mouse. ******************************************************** Shoot in HD. You want the highest quality possible for your recording. You can always compress later. Make a few test tracks, just 10 seconds or so. So disappointing to get to the end and realize you forgot to turn the mic on. Or that your “p” is explosively loud when you tell people to “pin” something. You’ll also probably need more than one take. Everyone always has outtakes and bloopers, and so will you. If you make a mistake, you can also pause for two seconds or so, then continue. It might be easier to cut out the blooper than to start over from the beginning. When doing screen captures, I’ve done it two different ways. Play around and see what works for you. Print out your script and record voice and screen at the same time. Record your screen, then record a voiceover. Then you don’t have to think about two things at once. But your pace might be a little off. And if you’re recording different languages, you might need more or less time (but you can edit that later.) Please highlight your mouse. Some programs let you use a yellow highlighted dot around your mouse arrow. You can also set pointer options to Show location of pointer when I press the CTRL key. When doing live video with separate voice capture, clap your hands at the beginning to make it easier to align visual and audio later. Use clear diction. Consider your tone and language of your audience when using technical jargon, idioms, slang, contractions, etc. Minor point: If going global, think about cultural considerations such as male vs female voice, accents, etc. Photo credits: https://pixabay.com/en/videographer-cameraman-video-camera-698667/ http://www.gettyimages.com/detail/photo/clapper-board-with-hand-royalty-free-image/163693206 http://www.gettyimages.com/detail/photo/caught-on-tape-royalty-free-image/172333699 For further reading: VidYard Video Production 101: Episode 4 Shot Composition http://videos.hubs.vidyard.com/watch/moT9ArUTGIx0UjJUdkaO_A
- This is a screenshot of Camtasia, but no matter which video editor you use, they’ll all have a few basic similarities: View screen Tray or clipboard Tracks (including audio) Tools After you assemble all your raw footage, you’ll start to build layers and add features such as zooming in on a section of screen, panning around the image, adding text and callouts, cutting, splicing, etc. While editing the video, choose a shot to use as your thumbnail. One tip is to take a screenshot of that shot, then put it in PowerPoint and add a text overlay. Photo credits: Screenshot of Camtasia’s Getting Started movie For further reading: VidYard Video Production 101: Episode 5 Video Editing http://videos.hubs.vidyard.com/watch/Nkgza7iOAtJNxF6yaOXxgA TEDBlog – A TED editor gives some tips http://blog.ted.com/10-tips-for-editing-video/
- High Points: Create MP4 using x264 for most applications ************************************************ To understand video extensions, you first need to know the difference between codes and containers. Codecs A codec compresses then decompresses your video and sound so that files are smaller and more manageable. The three main codecs you’ll encounter are: DivX/XviD: DivX is the commercial software and XviD is the open source version. Popular among pirates. MPEG: The Motion Picture Experts Group sets the standards. MPEG-2 is the format for regular DVDs and MPEG-4 is popularized by Apple’s iTunes store. Sometimes compresses faster. ***x264: x264 compresses H.264 videos (a.k.a. MPEG-4 AVC) and is very popular for high definition (HD) videos. Best quality and pretty universal. Containers Containers are the package that hold everything together (video, sound, subtitles, etc.) like an .exe file. These are the file extensions. AVI is the historical workhorse, but not as flexible as the newer containers. Flash (.flv, .swf) was created by Macromedia, then acquired by Adobe. Steve Jobs didn’t like it so it wasn’t supported by iOS devices. In July, Firefox announce it would be blocking Flash plug-ins, followed by Chrome. Major players such as Facebook are also lobbying to end Flash. MKV (Matroska) supports almost any audio or video and is the most flexible. It has more features, supports higher quality audio, and is open source. However, it is not as well-supported (e.g., iPad, Apple TV, Xbox 360) ***MP4 uses MPEG-4 or H.264 encoding, as well as AAC or AC3 for audio. It is the most widely supported, and even Vimeo and YouTube have it listed as their preferred format, so this is the recommended format. Photo credits: http://pixabay.com/en/vice-cutout-tool-workshop-788916/ For further reading: http://lifehacker.com/5893250/ What’s the Difference Between All These Video Formats, and Which One Should I Use? http://www.makeuseof.com/tag/all-you-need-to-know-about-video-codecs-containers-and-compression/ http://www.makeuseof.com/tag/capturing-publishing-videos-youtube-settings-formats/ https://en.wikipedia.org/wiki/Comparison_of_video_codecs https://en.wikipedia.org/wiki/Comparison_of_container_formats https://en.wikipedia.org/wiki/Mpeg
- High Points Here’s the big 4 for publishing, with a few high-level pros and cons of each. Be deliberate about where you publish (know your audience) Remember to gather metrics. Consider your thumbnail and initial presentation to users. Example: Go to YouTube and search “SharePoint 2013 Calendar Overlay” and discuss with audience what comes up. Which videos are more compelling that you want to click on? Any you wouldn’t click on? Why? Discuss branding. *********************************************************************************** Now’s the time to publish that viral cat video that will make you famous for ever and ever. Where are you going to publish? Why? You’ll probably want to make a few different videos for different audiences, and then share those videos across other platforms. (Make sure they all point back to where you want them to) YouTube: YouTube has some great features (video playlists, embedding, sharing), but realize your user may have to click through the ad, and can get lost in the black hole of video recommendations at the end. Most popular Channel: https://www.youtube.com/channel/UCF0pVplsI8R5kcAqgtoRqoA Most viewed of all time https://www.youtube.com/playlist?list=PLirAqAtl_h2r5g8xGajEwdXd3x1sZh8hC Tip: If you’re embedding the video somewhere else (such as a Wordpress site), there’s a way to create a version without video recommendations at the end. Facebook: Facebook feeds have the benefit of autoplay (recall the slide about pretending you’re in a bar. People can’t hear anyway.) If you choose to natively host your video in Facebook instead of linking to your YouTube video, you have some new options. They appear in your Pages gallery instead of just being pushed down in your feed. You can include a Like Page link directly to your FB page. And you can get pretty granular in your advertising based on Facebook profile statistics. Some articles suggest data that Facebook videos are commented on more, but they’re harder to share outside of Facebook. Also note, if you host a video in Facebook AND YouTube, you will have two sets of analytics. Vimeo: Vimeo is smaller and regarded as more professional, but more community oriented. You’re more likely to encounter more thoughtful users, probably because you have to pay to upload. Your competition here is a beautiful, artful time lapse of stars and sky over a mountain. On YouTube, your competition is “Charlie Bit My Finger.” The interface is cleaner, which is especially nice if you’re embedding your video elsewhere such as your blog. https://vimeo.com/channels/top/videos Vine: Vine is quirky and fun and mostly used by people age 14-20 years old. It’s really easy to use and easy to create stop-motion videos. You can make it work for you (Lowes https://vine.co/Lowes, Dunkin Donuts https://vine.co/u/907706018576875520, Taco Bell https://vine.co/u/907146462096396288) but don’t Vine because it’s a new thing. Have a purpose. Also think about how you will share the video once you post it in your blog, on your website, in tweets, etc. IMPORTANT (though it doesn’t have its own slide) Once you publish, analyze the metrics. Are you meeting your target? Photo credits: https://www.youtube.com/yt/copyright/ https://vimeo.com/about/brand_guidelines https://vine.co/ (not vine.com) (I was unable to obtain Facebook’s permission to use their logo) For further reading: http://fortune.com/2015/06/03/facebook-video-traffic/ http://www.mywebpresenters.com/articles/2014/03/use-youtube-native-facebook-videos-facebook/ http://www.adweek.com/socialtimes/tale-of-the-tape-youtube-vs-vimeo/614449 http://sproutsocial.com/insights/youtube-vs-vimeo-business/ http://johnjanney.com/vine-videos-5-questions-b4-pr/ Need to post more here about analyzing video metrics Note: Scrappy trumps slick. Just ask Ann Handley http://www.annhandley.com/2014/08/07/video-content-marketing-scrappy-trumps-slick/
- Ideas to choose from: OR…go to the Technically Eclectic blog https://technicallyeclectic.wordpress.com/ as I’m building a collection there. https://youtu.be/8lGKUz9WVVs Reel SEO 5 effective video styles for video marketing https://youtu.be/vsDTKeCfcms Reel SEO 6 types of video marketing: Pros and Cons http://www.wikihow.com/Erase-Old-Marks-off-a-Dry-Erase-Board written instructions + video http://www.everettcc.edu/programs/arts/visual/viscom/graphic-design/video-tutorials/ http://www.madcapsoftware.com/videos/ https://www.youtube.com/watch?v=DKbaAKNANSY Video Blogging Tips - Zac Johnson Asks Me How I Make Moolah With Video Blogging. Non-distracting background, black shirt doesn't distract from his face, questions typed on screen with music. BUT...it's 9 minutes long. Interesting that he looks off-camera. Top link Up Next was https://www.youtube.com/watch?v=m6NHCO_oN7s a beauty blogger (Miss Maven) talking about how she started blogging. Also non-distracting background that relates to what she does. Even she says that natural light and web cam works just fine to start with. https://www.youtube.com/watch?v=DNKw934ZqCk&feature=youtu.be Great thumbnail. Person + words. All the videos on this channel (veerollvideos) have the same brand as of April. youtu.be/voUEsHwsL90 WA DOL site Moving to WA? https://www.youtube.com/watch?v=phyU2BThK4Q Message Map 15 seconds Lush Carmine Gallo Simple camera and lapel mic. Icon lower left corner. A few picture overlays and zooms. Nothing fancy (low bar, great content makes it) https://www.youtube.com/watch?v=7X5-M6fsnCI How to do multi-level lists in Word http://blogs.adobe.com/creativecloud/thirty-days-later-thirty-adobe-creative-cloud-tutorials/ At the beginning of the year, Adobe worldwide design evangelist Terry White made a promise to himself to deliver a new Adobe Creative Cloud tutorial each day during the month of January. Beginning January 2, Terry released a new video each day… for 30 days. With his New Year’s resolution behind him, he had this to say: I’m happy to say that my 30 Days of Creative Cloud Tutorials are done and have been very well received! At last count the videos have had over 80,000 views and climbing. I also received lots of direct feedback on Twitter and Facebook. Most of the tutorials focused on the questions I get every day, over and over again. I also took the liberty of working in mobile workflows wherever I could. Of course I’ll continue to do more throughout the year and cover new features as they’re added to Creative Cloud. In the meantime, check out what you’ve missed here in this YouTube Playlist featuring all 30 videos. Pasted from <http://blogs.adobe.com/creativecloud/thirty-days-later-thirty-adobe-creative-cloud-tutorials/> http://terrywhite.com/30-days-later-30-new-adobe-creative-cloud-tutorials/ Air New Zealand, Virgin Atlantic, and Delta all have great in-flight safety videos https://www.google.com/#q=airline+safety+video&tbm=vid Articles http://www.annhandley.com/2014/08/07/video-content-marketing-scrappy-trumps-slick/ A video from a tiny Arizona startup busts some common myths about using video as part of a content marketing program. There are three other things to love about it, too: 1. The video is script-less—but still it speaks volumes. 2. It sits squarely in the sweet spot of how I define great content, or content that is useful x inspired x empathetic. 3. It’s a great example of how a scrappy attitude and simple execution can be powerful. It’s made me wonder: What if we didn’t try so hard to be amazing and awesome? What if we just spoke from our hearts, with empathy for the real problems we solve? http://www.bombbomb.com/blog/making-video-production-good-enough-tom-ferry-gary-vaynerchuk-flip-vid-camera/ The Main Point: stop putting unnecessary hurdles in your path to using video in your online marketing. You already own a device you can use to start making video today – a smartphone, tablet, webcam, Flip cam, or similar. Start shooting! It’ll take a little time to get comfortable. You’ll want to test things out a bit. But remember that the “good enough” threshold is easier to reach than ever. The Very Bottom Line: just do it. Start the hustle. Get out there and make content – including video.
- For further information, you can go to my Wordpress site or my Twitter account. I’ve been building examples since last spring. During my research, I’ve also found some companies that will help you make videos if you want to hire someone. I’ve only talked in person with VidYard. Disclaimer: I do not work for them, and I don’t have any business with them. Of all the websites I came across in my research, theirs is the most helpful and their people are super-awesome too. VidYard http://www.vidyard.com/video-marketing-institute/ http://www.vidyard.com/guides/ (over 15 documents to help you) http://simplestoryvideos.com/explainer-video-blog/ A blog about explainer videos and more Video Email Webinar http://www.bombbomb.com/blog/video-email-webinar-how-to-make-shoot-edit-videos-1/ Part 1 Why Video, Producing Video http://www.bombbomb.com/blog/video-email-webinar-camera-equipment-editing-software/ Part 2 Choosing Your Camera, Other Equipment, Editing Software http://www.bombbomb.com/blog/video-email-webinar-aspect-ratio-dimensions-pixels-file-formats-types/ Part 3 Breaking Down Jargon and Lingo OR Aspect Ratios, Dimensions, File Formats http://www.bombbomb.com/blog/video-email-webinar-editing-videos-tips-software/ Part 4 Top Tips for Editing Videos http://www.bombbomb.com/blog/video-email-webinar-tips-getting-started-better-videos/ Part 5 12 Tips for Making Better Videos http://www.bombbomb.com/blog/video-email-webinar-question-and-answer-session-videos/ Part 6 Question and Answer Session http://bombbomb.com/blog/video-email-marketing-camera-options-pros-cons-choice/ Pros and Cons of Camera Options Matt R Sullivan http://www.techcommtools.com/
- Notes A bit written down of what I’ve done. Photo credits: BlueWing Photography For further reading: https://twitter.com/allieproff https://technicallyeclectic.wordpress.com/ https://www.linkedin.com/in/allieproff