The Making Video Work newsletter features recent productions Gordon O'Neill plus ten of the worst mistakes you can do on YouTube and some sage advice, Don't make a video.

1. KSTORY TELLING
DIGITAL STORYTELLING
020 8133 4601
YouTube mistakes
How many of these YouTube mistakes
are you making?
Page 3
Don't Make a Video!
Make an investment
Page 4
Recent Productions
An overiew of the diverse productions
undertaken recently
Page 2
Making Video Work
There is nothing better than a good story and telling stories is what I do, fundamentally corporate film making is about story telling. It’s
all about the story. I am an experienced self shooting director of photography, producer and director. Making video and making video
work for business, charities and organisations is what I do.
I have worked all over the UK and Europe for a diverse range of clients and on a variety of projects. From exploring
Passivhaus in Austria to training videos for Nissan cars to behind the scenes fashion shoots. For me it’s all in a days work.
My video production company, iotaMEDIA, has earned a reputation for producing engaging quality content and working
in partnership with our clients.
I work with clients on all aspects of the production including the vital area of utilising the video
online through YouTube and other online channels including Social Media. I am based in Chesham,
Buckinghamshire but work throughout the UK and Europe either in person or with my excellent team of
freelancers

2. 2 Making Video Work - 020 8133 4601
LATEST PRODUCTIONS
The Arla dairy at Aylesbury is the world’s
largest milk processing plant. At full
capacity the plant will process one billion
litres of milk a year. For the first time at
any of their facilities Arla has introduced
a visitors gallery which will feature the work of the dairy. A key element of the
gallery are a series of videos and animations. Over eleven months I filmed at
the plant and produced a total of fourteen films and animations explaining
how milk is processed from arriving at the dairy to dispatch to supermarkets
and stores.
The plant was officially opened on 26th May
Secretary of State for the Department of
Environment, Food and Rural Affairs, The Rt
Hon Owen Paterson MP.
Plus Finance
Plus are the UK’s only leasing
company that specialises solely
in the furniture and fitout
market. They commissioned
me to produce a video for an
upcoming awards ceremony and
to produce a further two videos
explaining the benefits of leasing
from different perspectives.
The videos will feature on their
website and in their future
marketing. Each production
featured Plus staff and
testimonials from clients.

3. Making Video Work - 020 8133 4601 3
1. Not optimising your YouTube title
The title tag of a YouTube video is one of the main
ranking factors on the site.
2. Not adding a description
YouTube provides a description field so that you can
give your potential viewers an idea of what they are
about to watch, and provide further information if
needed.
3. No links to your site or landing page
Link to a landing page or a page on your site to take
people on in the sales/promotion journey.
4. Failing to tag your video or select the
correct category
Tagging helps users find your video. It gives YouTube
the right information to categorise your video so
getting this right is really important.
5. Using the worst thumbnail you can
A colourful thumbnail acts as an advertisement for your
video, so make sure you pick the one that reflects the
content. YouTube will pick one for you if you don’t, so
use the custom thumbnail option and pick your own.
6. Not using subtitles on
your video
There are millions of people who are deaf and hard
of hearing and rely on subtitles or closed captions to
engage with your content.
7. Turning off comments and not engaging
with anyone
Why create content and not engage with the viewers?
Yes you might get the odd spammer or troll but you
can deal with that.
8. Not adding your video to a playlist
Playlists help YouTube determine the relevancy of your
content. A long term video strategy will have playlists,
tags and optimisation at its heart.
9. Failing to use social media
Just uploading to YouTube will not get your video seen
or improve it’s visibility.You need to use the full breadth
of social media to promote your video and bring it to
the attention of your prospective viewers.
10. Uploading consistently bad content
‘Nuff said!
TOP TEN YOUTUBE MISTAKES
CONFERENCE AND SEMINAR RECORDING
Extendthereachandeffectivenessofyoureventbyhavingitfilmedoraudioonly
recording by iotamedia. We have filmed and recordedfor all types of corporate
and private events. Conferences, seminars, award ceremonies, press conferences
and launches. Every event is different and we take the time to find out what you
want from your event. Your event will go beyond the room. iotaMEDIA has a
long-standing reputation in the field of event filming. To talk about your event
get in contact for a personal consultation, call Gordon on 020 8133 4601

4. KSTORY TELLING
Don't make a Video! MY SERVICES
• Pre-production services,
concept and creative services
including scripting and story
boarding
• Filming - from single camera
to multi camera crews
• Post-production services
• Training and consultation
MAKE AN INVESTMENT
Embracing online video as part of a marketing
strategy is the next big thing for brands who
hold an online presence, according to industry
experts. Companies are now rushing to become
video-savvy and offer an online video strategy
that will help to drive traffic, engage customers
and ultimately lead to sales. The key is not to
make a video but to make an investment, not just
a financial investment but a strategic, purpose
driven emotional investment.
Here are five compelling facts why you should.
1. Video’s widespread use. Check out these stats.
• By 2014, video as a total of internet traffic will rise to 90%
• The average YouTube viewer watches 261 minute per month
• 500 tweets every minute contain web video
• More than 50% of social media videos are commented on
• 68% of online video viewers share video links
• 53% more likely to get a first page Google result with web video on
your homepage
2. A video improves your chance of a first page Google ranking by 53% (Forrester)
3. Mobile Video use is exploding. According to some reports a ten fold increase in the
last year. YouTube mobile is now available on over 350 million devices and growing.
4. According to a recent Forbes Insight study, 59% of C-Level decision makers prefer
watching online video to reading text because it helps them make deeper connections
and better understand a company’s product or service.
5. Including a video in an online press release increases views by 77% according to
PR Newswire.
So before making the investment in video ask yourself three questions
1. Is there a need for your video? (Content Gap Analysis)
Answering this question may be easier if you start by identifying your target audience.
Jot down some of the personality traits of the people you hope will be reached by
video. Video is nothing without an audience.
2. What have your competitors done? (Competitor Analysis)
Have a good look at what your competitors are doing. If they have done or are doing
video think how your video will stand out from theirs.
3. Is video the right medium for your idea? (Form Gap Analysis)
Deciding to film a video is easy, but is that the best forum for your idea? Filming could
consume a lot of time and money, both of which could be used to create other types of
content. Choosing the most effective format for your message is an essential.