1. BEYOND THE VLOG
Why VIDEO Matters
with Joey Fortman
@JoeyFortman

2. • Why Video Matters?
SEO
• Puts ‘face’ behind the
brand.
• More engaging
• People do business with people they
‘like’ or feel they can ‘relate’ to.
• Reach Prospects
• Video into e-mail marketing increases
clickthru by over 96% (Implix)
• People do business with people
they ‘like’ or feel they can
‘relate’ to.

3. • Video
Video SEO
boosts conversion rates by an
average of 9%.
(Internet Retailer, October 2010)
• Products that have videos are 95% more
likely to be bought.(Internet Retailer,
April 2010)
• Video adds two minutes to visitors' stays
on retail sites.(Comscore, August 2010)
• Video increases the likelihood of a
front-page Google search result by 96%
with proper page optimization.(Forrester,
January 2010)

4. Do you have CONTENT?
• How-To’s / Tips & Tricks
• Brand Awareness
• Video
Testimonials/Reviews/Intervie
ws
• Creates credibility.
• Contests
• About the Team
• Events

5. How-To’s / Tips & Tricks
• DIY, fashion haul, etc
Brand Awareness
• Video intro about yourself
(homepage)
Video Testimonials Reviews & Interviews
• Interviews / personal reviews -
authors, inventors, celebrities: book
reviews, product review
• Video Testimonial from someone other
than yourself about you/your product

6. Contests
• Great for SEO with time on site
• Site Scavenger Hunts
• Twitter/Facebook/Pinterest/YouTube
Giveaways
• Do a video to explain a contest
About The Team
• Employee/writer/contributer/reader/etc
of the month
• Could make it a feature or one time.
Make it long with a collage or each
separately

7. Events
• Did you do a press event & want to
impress the agency who invited you?
• Did your blog/biz do a charity
event & you want to highlight it
• Did you cover something in the area
that you specialize in (hyperlocal)
• These are AWESOME if you’re dying
to break into travel experiences!

8. Things to Think About
• Equipment
• Video Cam, Cell Phone,
Webcam
• Sound
• Music Beds, sound effects
• Subjects
• Spokesperson, Kids, You,
• Production
• Who will produce your
videos?

9. WHO will produce it?
• In-House
• iMovie, Final Cut, Windows
Movie Maker, YouTube
• Professional/Production Company
• Bloggers, Fans, Friends
• Testimonials/Reviews

10. • Go
YOUTUBE EDITOR
to the website
www.YouTube.com/Editor

11. Video Terms
• Tilt (up/down)
• Pan (side/side)
• Backlight
• Over The Shoulder Shot
• Wide Shot
• Two Shot
• Medium Shot
• Close Up
• Reversal
• Lower Third
• Cutaway
• B Roll
• Pre-Post Roll
• Jump Cuts
• Interview

12. Types of Video
• Raw: Amateur/Candid
• Un-edited footage
• Produced:
Professional/Investment
• Edited video
• Cutaways, closeups,
branding
• Live: Experienced
• Sites like Ustream or
Stickam

13. RULES for
Video
•Introduction
•Sound
•Lighting
•Dress
•Shot
•Subjects

14. INTRODUCTION
• Who are you? Why are you there?
• ‘I’m ____ and welcome to my website!
Today we’re going to talk about
____.’’
• BE CATCHY! Grab their attention.
• Start with a shot then fade to you

15. Sound
• MINIMIZE background noise: kids, music,
conversation, tv
• Sometimes you just can’t control it. That’s when you
find a way to have fun with it.
• USE a MICROPHONE when possible
• It can make or break your video. If you’re covering
an event with your iphone and no mic? Might as well
not even do it... sound is so bad!
• GREAT Mic for iPhone: Audio Technica ATR 3350 approx
$35

16. Lighting
• More is BETTER
• Outside (when possible)
• INDOORS USE TRIANGLE
LIGHTING
• Key Light
• Fill Light
• Back Light

17. Dress
• Solid BRIGHT Colors
• Black is ok if you have
accents in jewelry or
your hair contrast
(Joey wears a lot of
black!)
• If doing a lot of
shots, just change
shirts or accessories!
• Avoid reflective
clothes and jewelry

18. Shot
• Clean it UP!
Avoid Clutter!!
• Product
Placement
• Frame the shot

19. Subjects
• Be prepared! Cue Cards.
• When filming children: COACH
them!
• Be energetic & passionate
about what you’re talking
about.

20. Unedited-Raw Video
• Keep it short! :30 seconds -
1:00 max
• Shoot, Review, Shoot x 2 =
pick best
• Use cue cards if needed!

21. Edited Video
• Keep it short! 2:00 or less
• Only have :10 to make that
first impression & keep
your audience.
• 1st frame: LOGO & website
• Pacing: Don’t drag!!!
• Use transitions
• Avoid jumpcuts

22. Editing Software
• Mac: I Movie, App for
iPad/iPhone
• Final Cut x ($300.00)
• PC Adobe Premiere (elements -
$100)
• Desktop/web camera: Camtasia
$99

23. Where to Put Your
• Posting: YouTube,Video
Vimeo
• PRO: Free, Views count for YouTube SEO
• CON: YouTube gets SEO credit-not your
site.
• Hosting: BrightCove, Wistia, Kaltura
• PRO: Better quality & analytics: Video
sitemapping
• CON: Cost for hosting ($100 month)
• Fees involved
• Things to Think About:
• Pinterest! Pinning Videos on site HELPS!

24. YouTube Must Do:

25. Social Media & Video
• YouTube: Engage the community
•
Tips
Facebook: Use video on pages & walls
• VIDEO ranks #1 in FB algorithms
• Twitter: Share to your followers
• LinkedIn: Put YouTube in UPDATES!
• Pinterest: Pinning Videos is SEO Heaven.

26. Video & Securing Press
• DON’T pitch your business
• They’re media companies-they’ll pitch you back!
• If you have the budget-Pay for Play!
• 10! Show, Better Philly, Talk Philly
• Pitch BENEFITS of your service.
• Look for an EMOTIONAL hook.
• Be a ‘LOCAL EXPERT’
• WHY VIDEO?
• When you pitch-the producer has something to
‘see’. Personality, Appearance, Relevancy

27. Monetizing Your Video
• Product Placement
• Video Reviews
• Producing ‘welcome
videos’ for small
businesses
• Event Coverage
• Social Media Consulting
• Teach clients how to
use it
• Creative Branding

28. Resources
• Lynda.com
• $25/mo. $37.50 w/exercises*
• $250 year $375 premium*
• iTunes
• iPad/iPhone: iMovie app $5
• Film Director, Vibop
• Classes
• Apple stores

29. Great Tech Goodies
GoPro HD Motorsports Hero
(Action Camera)
Audio Technica ATR-3350
(Lavalier Microphone)
XShot iRig iMic
(case/tripod) (Mic for iPhone)
XShot 2.0
(iPhone Camera Extender)