As a regular user of social media, I recognize the value it can have to SEO. Tools like Twitter and Facebook are additional spokes in the wheel that can drive additional traffic back to a website. Therefore, I like to keep my contacts updated on the projects we are working on. I might write a blurb about our recent work in our e-newsletter, or post behind-the-scenes pictures to our Facebook page.

If you find yourself working with a video production company, the contract needs to state explicitly what can/cannot be shared during the course of production. I have a clause in our contract which allows me to promote the work in various ways to help market my business. However, that particular clause deals specifically with the final, completed video. Posting pictures, videos, etc. online while the project is still in production is a separate matter and should be clarified between the video production company and the client before the job begins.

My clients do not have issues with me posting behind-the-scenes content to my various online accounts, but usually they ask me to wait until after the video is complete or after the video has been posted/exhibited/distributed. Every client-production company relationship will be different, but in the era of social media where everything is instant, policies regarding video production and social media should be addressed early so that serious problems don’t occur later.

If you find yourself conducting interviews for your next video project, here are two things to keep in mind, which should help in your next interview setting.

The most important thing is to make your subject feel comfortable. Always tell your subject is that it is okay to mess up. Remind him/her that everything he/she says will be edited. Your subject needs to know that it’s okay if he/she stumbles or loses his/her train of thought. It’s just par for the course. Those things will happen. If your subject understands that he/she will not ruin the entire video will a verbal misstep, it helps increase his/her comfort level and confidence. And that will help your subject appear more natural on camera.

However, as a follow-up to this first point, you should always make sure that the subject regains composure before continuing. This will help you when you are in the edit suite, putting your video together. For example, if the subject flubs a line and starts laughing as a result and then goes back to what he/she was saying while still chuckling, you won’t have a good point on which to edit. Your final video will have a sound bite that (for some reason inexplicable to the viewer) begins with someone laughing. Have your subject regain composure, get settled, and pause for just a moment before continuing.

Observing these two points will really help improve the quality of your interviews, because you will capture clean audio of a subject who is comfortable, natural, and confident.

• It provides the viewer with context.
• It helps to explain concepts and ideas.
• It offers up visual variety.
• It holds an audience’s interest.

Despite its importance to the production, it’s amazing to me how so many people are willing to rush through the process of capturing b-roll. Shooting b-roll can’t become an afterthought. It needs to be an integral part of the shooting day. Here are a few things that need to happen to ensure that you capture great b-roll for your next project.

• Work it into the schedule. Give yourself and your production crew enough time in the day to set up, light, and shoot b-roll. The last thing you want is to rush around during the last hour of the day, trying to cross all the items off of your shot list. And that leads me into my next point…
• Create a shot list for your b-roll. Don’t wait until you get to the location to try and figure out exactly what you want to shoot for your b-roll. You will end up with a lot of footage that just won’t fit into your story. And that leads me into my final point…
• Make your b-roll relevant. Don’t just shoot the building because you think the architecture looks cool. B-roll should compliment and enhance the subject of your story. It should relate to what’s being said, either by those on camera, or the narrator.

B-roll can become a very stale and unoriginal aspect to a video, if not thought out properly. Or, it can be a visually striking element to the production and round out the story like nothing else. Its success or failure depends on how much attention to detail you give to the process during pre-production and production.

• How much time will be required to conceptualize and script a video project?
• How much time will we need in-studio or on location?
• How many shooting days will be required?
• How much time will we need to put the whole video together and deliver a final product?

Of course there are other factors to consider as well, including the cost of on-camera talent, additional crew, equipment, travel, etc. However, a video’s budget will grow exponentially when a client needs additional days for shooting, post-production, etc. The budget for a five-day shoot will look very different from a budget for a half-day shoot.

Most projects we work on require multiple camera set-ups, which require the movement of camera, lights, people, additional gear, etc. All of those set-ups mean that we can only capture a certain amount of footage per day. However, one way to increase the amount that can be shot in one day is to use a 2nd unit camera.

From a budgeting stand point, it may seem like an unnecessary expense to use two camera packages and two camera operators for one job. However, employing the use of a 2nd camera unit may actually reduce the cost of the video, because you are accomplishing more in less time.

This strategy is the most effective when there is a long, complicated shot list with several different locations and a small window of time. Rather than have one camera unit spend four days shooting everything, why not invest in a second camera unit and get all of your shots completed in two days? The first camera unit can spend time at your main location, conducting interviews with your staff and shooting b-roll of your operation, while the 2nd camera unit shoots b-roll of satellite offices, off site installs, and conducts interviews with clients. And if your video calls for an on-camera panel discussion with two or more individuals, you can use both cameras to cross-shoot the scene and omit the need to reset one camera for multiple angles. It can be a very efficient way to tackle your project.

Power 2 Transform was interested in expanding their services to other hospitals and so they decided to ramp up their marketing efforts. Part of that plan was to create a simple testimonial video. Power 2 Transform hired us to provide all production and post-production services. We created one testimonial video, consisting of five different interviews. Once that initial video was complete, we took each of the interviews and edited them into five separate stand-alone pieces that could be used to explain certain services in greater detail.

This is the single testimonial video with all five interview subjects.

This just in – your customers matter. Sounds like a no-brainer. Sounds like a topic not really worthy of discussion. Everyone knows it. What more needs to be said? As simple as this concept sounds, it seems that some businesses aren’t heeding the advice. Consumers are angry over increased fees, changes in services, changes in the business model, changes with products… you name it. When consumers feel slighted, they immediately take to the Internet to voice their opinions. Unless businesses address these concerns, they can quickly become mired in a very sticky PR situation.

All one needs to do to see the effect of this consumer backlash is to look at Netflix, who quickly ditched their plans to spin off their DVD service into a separate company called Qwikster. Or consider the uproar that Bank of America caused when they decided to start charging customers a monthly fee for using their debit cards. According to this article from USA Today, they too have backed down in the face of public opinion and have decided not to charge a debit card fee. Conversely, consider how Domino’s Pizza responded to customer feedback in late 2009.

What does all this mean for marketers, advertisers, and PR professionals who work to build up brands?

• Decisions must be weighed carefully. Don’t rush into any decisions regarding marketing/advertising strategies unless you have done your homework and thoroughly understand your ideal consumer; his/her opinions, buying habits, likes/dislikes, etc.
• Don’t underestimate your consumer. With social media at their disposal, customers have a very loud voice and can stir up support for their cause quickly at the grassroots level.
• Difficulty awaits those who find themselves trying to rebuild trust among their consumer base. There are two items to note from the USA Today article referenced earlier. One is a quote from famed PR guru Howard Rubenstein, who said, “Every company is now sitting on electronic quicksand. It may look like solid ground, but one wrong move and you’re up to your chin.” The second is a statistic released from the W.P. Carey School of Business at Arizona State University. The study states that “some $58 billion in transactions may be at risk from Americans who had a problem with a product or service purchased in the last year.”

Businesses can’t afford to aim wildly with their marketing, advertising, or PR decisions and just throw something at the wall to see what sticks. A company’s reputation (and its bottom line) is at stake. Well-crafted, well-executed, and well-targeted messages will always work best. Be communicative. Be consistent with who you are as a company. And remember who matters the most.

Related articles

• Debit Cards: Chase, Wells Fargo Cancel Plans to Impose Monthly Debit Fees (inquisitr.com)
• Tweet Revenge: Consumers Wage Cyber War on Companies (postamericana.wordpress.com)
• Customers Revolt, and Win? Banks Back Off New Fees (moneyland.time.com)

But have you really thought of everything? Could there be something that you overlooked?

If you work in a location with constant activity (i.e. a retail store, restaurant, salon, etc.), there are two main items on your pre-production checklist that need to be handled before the video production company arrives to set up.

• Audio – If you plan to record live audio while on set, background noise will be a major concern. You need to take proper steps to ensure that you can capture good, clean audio. Ideally, you will want to shoot the video on a day when your business is not open to the public. This will eliminate sounds like customer chatter, footsteps, doors opening/closing, etc. If you are forced to shoot during a normal business day, try to select non-peak hours in which to shoot. This way, customer traffic should be at a minimum. To help reduce the amount of background noise, try hanging sound blankets around your talent. You can also post a public notice to all customers that filming is in progress and that all chatter should be kept to a whisper. Also look for places within your location that may not have quite as much foot traffic.
• Release Forms – It’s important to lock down the area directly behind your talent, so that no one wanders into the background of your shot. If that isn’t possible, bear in mind that any customer that wanders into frame will need to give you his/her consent to be in the video. You will need to have release forms ready, in case this happens. If your business has a lot of foot traffic, it may not be feasible to stop every single customer and have each one sign a release form. In that case, you will need to place a public notice at the entrances to your business and around the camera crew which indicates that you are in the process of shooting a video. It will also need to clearly state to your customers that by walking throughout the store, their likeness may be captured on video.

Details are so important when it comes to producing a video for your business. Things that you normally take for granted (i.e. door chimes, customer traffic, electric appliances, chatter) can become distractions when trying to shoot. Talk with your video producer/director about your location and any potential logistical/legal problems you may face. Budget in the time for a tech scout with your video production team. The best way to handle these issues is to take care of them before they become bigger problems.

Image via CrunchBase

The New Media Minute is a podcast I listen to regularly. In each episode, host Daisy Whitney covers the latest online video trends. In the episode dated September 27, 2011, Daisy spoke with the head of AOL Video, Ran Harnevo, to discuss how video creators can increase video views. Content, of course, is a given. We’ve all heard that compelling, interesting content will drive views. But is there anything else that video producers can do to boost the amount of people watching their videos? Here are the take-away points from Ran’s interview:

1. When it comes to where you will place your video, think geographically. This point is geared more toward advertisers; i.e. those who place their videos in different markets. If you are an advertiser, thinking about how to get the most views for your video, consider the relevance of your subject matter. If it speaks more to an East Coast lifestyle/culture, place your video in those markets.
2. The placement of the video on the website affects the number of views. This might require some A/B testing, but the research will be worth it. Does the video perform better on the right sidebar? The left sidebar? Front and center? Evaluate the performance of your video as it relates to page placement and then insert your video in the location that will give you the most views.
3. Select an interesting thumbnail. Sometimes just the thumbnail image can entice a viewer to watch your video.
4. Work on building up a library of videos. Viewers are more likely to watch additional video content if it’s related to what they are already watching.
5. If you are an advertiser, your ad formats are important. Personalized pre-rolls and interactive videos will boost the number of views because they encourage engagement.

Related articles

• How to Measure Online Video Engagement (blogs.abcnews.com)
• Digitas Jordan Bitterman: ROI for Online Video Advertising is Double Television (beet.tv)