KLM Royal Dutch Airlines just released a new video showcasing a social experiment they conducted. What if someone was in your personal space? Would you feel uncomfortable? Of course you would. This simple and easy to understand video explains that KLM knows what it's like to feel uncomfortable with someone in that protected space. The real message - we listen, we get you and we have a new program on European Business Class flights. Personally, I was sold with the new perk of an empty seat next to me. Now that's priceless.
Yes, this video summarizes a new program. But it's with simplicity of human behavior and a soothing pace that makes this perfectly toned ad a winner. But this is just an ad, right? Well I of course think about how to apply this to employees of an organization. What if we set a soothing tone, listened more intently and said we get you to our employees? It would be one step closer to engaging our colleagues - honest and simple. Now watch for yourself.
I recently stumbled upon this video of a guy (Todd) in NY that found a role of film in Brooklyn's Prospect Park. Not that interesting, right? But then he developed the film and was engagement by what he found - interesting black & white photos that spoke to him. Todd has now started an adventure by one single video, searching for the photographers and hoping to connect. This video was posted on 1/17/2011 and at the time I saw it on 1/25/2011 at 8:07 PM (PT), it had received 1,143,618 views. It seems Todd has created an adventure and an entire new community for more than one million people. Social media and the human spirit are clearly alive. Small actions can lead to large impact. Now let's find these people.
Welcome to part three in my "Video Storytelling" series. Remember these are the basics to get you motivated and experienced when storytelling for your employees. Since we've covered the top-level how's and why's and the basics of shooting video, we're left with the fine tuning of "Editing Basics". Bob Grace has joined us again to share his take on the basics of editing. He points out the 5 things you need to be aware of when sitting in front of your computer and ready to piece together your video clips. Now sit back, read, and hopefully learn something new. Intro to Bob...
So you've just finished capturing a bunch of footage and now want to turn it into something amazing. Time to get into the mindset of a video editor. Editing is much more than just cutting shaky shots and boring parts. More than anything, it’s about creating the elements to tell a clear and cohesive story and engage your audience.
The first step is choosing a video editing software. There are so many options, all at different prices and offering different features. If you are new to video editing, I suggest starting with either iMovie (Mac) or Windows Movie Maker, which come pre-installed on computers. Both of these applications are intuitive, easy to use and - best of all - are free. Also make sure you have enough space on your computer’s hard drive. You’ll be surprised how much space video sucks up! If you’re running low on space, you may want to consider buying an external drive.
Next, get acquainted with your editing software. You don’t have to know all the ins and outs, but at least cover the basic functions (such as importing video and adding it to your project) and know where to find the different tools and features.
Ready to get started? Here are five tips to keep in mind as you begin editing:
Review first, then import: Many novice videographers shoot many takes only to find that a handful of them are usable. Rather than import all of the clips from your video camera, just import those that you may potentially use in the final edit. Think of it as your video ‘pre-screening’ process. It will save time and valuable hard drive space and help keep your clip folder less cluttered.
Use sound to tell a story: Audio is just as important as the visuals when it comes to making an effective video. You can use voiceovers to emphasize specific points, sound effects to add humor, and music to help influence the mood and flow of your project. Be careful not to use copyrighted material; there are many royalty-free options available as an alternative. Also, pay close attention to the audio volume levels so one sound element doesn't drown out another one (e.g. music vs. subject’s voice). Most editing applications have a helpful audio level meter. If you see it jumping into the red zone, adjust the levels.
Experiment with tools and effects: Even if you’re using an entry-level editing application, there are quite a few features to explore. The title tool is useful if you want text to appear on screen. Transitions as well as speed (fast/slow motion) and color (black and white) effects - like music - can help determine the mood and pacing and dramatize certain parts of your video. Of course, just because your software may have many options doesn't mean you should use them all. If you want your video to look professional, go easy on the effects. Still images and graphics can also be a great addition to your project. As with audio, be mindful of copyright issues when using images. I've found that istockphoto.com is a fantastic resource for royalty-free stock images.
Awkward edits - avoiding jump cuts: A jump cut is an immediate transition between two shots that are very similar. They are often jarring and unpleasing for the viewer. Rather than try to explain it, this video does a nice job showing examples and solutions. Avoiding jump cuts is easy and will go a far way in making your video look better.
Share and collaborate: It’s important to to take a step away from the project and let someone else look at it. Whether it’s your boss or your buddy, you’ll get a fresh perspective. Maybe the other person will notice something you've missed or suggest a new approach. When I worked on videos at Disney, Christopher and I each provided input and bounced ideas off each other. I have no doubt our videos turned out much better than if I had worked on them alone.
There you go, five tips to consider while you edit. As with anything, it takes lots of practice to become a good editor - learning the rhythm and flow of a good video production, telling a compelling story, and effectively using the tools your software has to offer. With that in mind, get creative and have fun editing!
Share! If you have already started editing video, what has your experience been like? Do you have any other tips beginners might find useful? If you’re just starting out, what questions do you still have?
In my last post titled Video Storytelling, I shared my thoughts and provided guidelines for creating good video as part of an employee communication channel. This was a great first step. To round out the subject, I want to highlight the basics for shooting video and editing. Instantly my former colleague and friend Bob Grace came to mind. He has a lot of experience in this area and could share some real insight. I asked Bob if he would be interested in sharing his knowledge and becoming my first guest blogger. Thankfully for all of us, the following post is all Bob.
I’m thrilled to be the first guest-blogger here on Accidental Information! I worked with Christopher on launching an employee-focused web video series at Disney. We started with nothing more than a Flip cam, simple editing software, and a few good ideas. Here are some tips and techniques I found particularly useful as we ventured into the world of video storytelling, specifically shooting video:
Come prepared: Before you even hit the record button, be sure to prepare a storyboard and script. It doesn’t have to be perfect, but it will give you a good idea as to how your video will progress and, more importantly, will save time during the filming process.
Multiple takes: Don’t feel pressure to get it right the first time. Whether your on-camera talent flubs a line or you accidentally shake the camera while recording, slip-ups are bound to happen. Even if you think you got the perfect take, record one more as a backup. It’s always nice to have a few good takes to choose from, but try not to record so many takes that you’re spending all of your time reviewing footage when you begin editing. Also, try to resist the urge to delete or record over bad clips. Who knows, they may come in handy for a blooper reel at the end of your video!
Shot variety: Imagine watching a video that uses the same type of shot the whole time. Boring! Make an effort to get a variety of shots and angles. Wide shots show the subject in his or her setting and give viewers a sense of location. Medium shots frame the subject from the waist up. Close-ups focus in on your subject’s expressions or emotions. Getting a variety of shots will give you more to work with when you begin editing and will help make your video more dynamic. This page takes a closer look at shot types and what they look like.
Minimize movement: Many video novices like to walk-and-film only to discover the video turns out far shakier than it looked on the screen while filming. It’s best to just keep your feet planted and stick to static shots or slow pans.
Framing: There’s a simple technique that even most seasoned videographers use. It’s called the Rule of Thirds. Know it and you’ll be on your way to composing more interesting, professional-looking shots. Here’s a video I found that does a great job demonstrating the Rule of Thirds.
Now for two of the most important aspects of video. If nothing else, make sure your sound and lighting is good.
Sound: The on-board mic on a Flip cam (and most consumer video cameras) will pick up everything - wind, an airplane overhead, even the hum of a refrigerator. Just be mindful of ambient noise - whether you are shooting inside or outside - and keep the camera close to your subject to record their voice at a good level. And if you have a fancy camera with an input for an external mic, even better!
Lighting: There’s a reason I saved lighting for last... it’s the trickiest. Generally shooting outdoors is more difficult than shooting indoors. A few tips: Avoid shooting your subject under direct sunlight, as this results in overexposed shots (and can be very uncomfortable for your subject). Also avoid shooting with the sun shining behind the subject since this will darken him or her. Instead, try positioning your subject so the sunlight comes in from the sides instead of directly above (early morning or late afternoon is ideal) or shoot in the shade where the sun’s light is softened. Check out this video for a quick outdoor lighting tutorial, including how and when to use a reflector.
Of course these are just guidelines, not hard-and-fast rules. Feel free to experiment and get creative with the camera! Next step - editing. I’ll be back with another post soon featuring tips for easy and effective editing.
Video is everywhere these days. You can find it in blogs, anchoring an intranet, on your phone, really it's anywhere there's a screen. Remember the phrase; a picture is worth a thousand words. I think video is worth a million. We are in the age that communicators, leaders and employees are armed with at least one video capturing device. If you have a mobile phone, chances are you've recorded a video.
What does all of this mean to a communicator? There are key points to be aware of in this trend - we must embrace video, video is still storytelling, connect with the audience and small budgets work just as well as large budgets.
Thoughts & Guidelines
Communicators must embrace video - don't fear it. Video can be used in a variety of ways to share your message, engage your audience and bring value to your organization. It will be up to you to decide what content is made into a video vs. a written communication. The point is to expand your communication channels. I also keep hearing from other communicators and social media leaders that video will become even more important in communication planning.
People love storytelling. Just like when we share a personal story in a presentation or tell an employee story in an interview for the intranet, video beckons for the same type of storytelling. Have you ever watched a good documentary without some storytelling? If it didn't have a story to it, you'd probably turn it off. Same goes for the videos we create for our employees and consumers. For example, if you need to tell employees about a new time HR policy, wrap it up with a story (think a skit) vs. having a corporate leader ramble on for 10 minutes without even shifting his posture. Talking Heads are for the 80's, not today. Also, this concept applies to news-style videos. Look below for an example of a story driven video I created to launch a new employee community.
Connect with your audience. If you're not speaking their language nor sharing your message in a way that resonates, no one will listen. There are a few ways to connect. First choose a set, dialogue and theme that mean something in your organization. If volunteering is important to your employees, blend charity concepts into your story (i.e. film at a food bank). Now think about your spokesperson. Whenever possible, use employees in the video so they can tell story. If it's difficult to find an eager employee to help, make it minimal. Employees can just be an extra or adding bits of commentary. A nice bonus, this also helps with viral sharing. Lastly, humor goes along way if done right. Contrary to some advice I'd received, I suggest using humor where appropriate. Of course, be mindful of the humor you focus on. Always avoid the obvious items like, politics, diversity, etc. Just think, people watch YouTube videos for a reason - it's mostly to be entertained and laugh.
Don't worry about your tiny budget. I've started an entire employee focused web-series on a zero budget. I borrowed a camera and used free tools and resources. For example, Windows and Apple offer free video editing tools that I used. I was able to add effects and music. Easy and professional. Success can really boil down to motivation and determination. If you plan well (previous points), find free resources (Google it!) and learn best practice techniques for filming and editing, you'll end up with a something your audience will watch. Believe me, you're not going to hear, "I bet they didn't have a budget".
Real-life Example
Using all of these key ingredients, here's an example of a video I created for the launch of a new employee-based community.
Now what? Share your feedback. Are you creating videos? What have you learned? What was a success or challenge? Or, are you just starting - what questions do you?
What would make YouTube even better? Making the video screen round of course. Who doesn't want to see videos shaped like a Oreo, a plate, or even a record. Yep, now it's easy to spin me right round (like a record). The characters in the video are awfully cute. Soon to go viral? We'll have to see.
Thanks to Cadbury, YouTube has a promotion that changes the video shape and offers some entertaining videos. Cadbury Dairy Milk is marketing their Rollpack. Clever idea. Only issue with the videos, they cannot be embedded. So just click on the picture below to see the videos for yourself.
I stumbled upon this very long preview/trailer of the upcoming movie, Thor. I am a sucker for all Super Hero movies. Admittedly, I do not know the story of Thor. I guess I will have to wait until May 2011 to find out.
If you haven't heard, Madonna is releasing a new greatest hits album. This album will not only cover her newest tunes, but also capture songs from her entire career. Plus, Ms. Ciccone has a few new beats to temp you into downloading this packaged delight as soon as it's available. Her first single Celebration is already available in stores, iTunes, and Amazon. Until the album reaches iPods worldwide, check out a few teaser videos. Fun snippets of pop culture.
Odd marketing campaign strikes again! It's random and makes me chuckle. The clever folks are using Tainted Love by Soft Cell. The song finds new life again, well sort of. I think this song is determined to be known by each generation. Long live Marc and the brains behind repurposing stuff from memories.
Geek fans of the 80's can unite in 2010. Disney is finally continuing the Tron story. The new film, Tron Legacy has been years in the making and will hopefully ignite the excitement around the property all over again. Check out the trailer below that premiered at ComicCon 2009 just this month. 2010 cannot get here fast enough!
Harry Potter is coming to the Lego gaming world. As announced at this year's E3 convention, Warner Bros Interactive will deliver the LEGO Harry Potter: Years 1-4 game that will be available in 2020 for platforms PS3, PSP, XBox 360, Wii, and DS. Yes, it's not the biggest news from the conference. Announcements about the integration of Twitter, Last.fm, and Facebook into the XBox 360 or the Xbox Natal project (very fun and a little PS3 eye) are clearly the subjects people are talking about at the moment. But for me, bring the Lego games. Lego games on my PS3 equals endless hours of fun!!!
Here's my newest music crush in the world of guilty pleasures. It's 2NE1, the all girl, Korean pop/rap group. They're pure pop culture and I love it. It makes me almost want to be a young, thin, Asian woman.
The first official single Fire was released on May 11 and is accompanied by two separate videos. Who doesn't want options? Look below for both options. If you find yourself excited and want more, check out the YG Entertainment (the company behind this new invention) site.
A weekend in Vegas usually paints a fast paced, large buffet line, out all night kind of picture. But if you stay at the new Trump Hotel, that can all change.
The Trump is an oasis from the flashing, noisy lights of The Strip. With your first steps into the lobby, you will experience the fresh scent of cucumber, revealing the spa-like environment you are about to embrace. The immediate surroundings including the lobby and bar, are large open spaces, traditional with a splash of old Hollywood glamour. Throughout the spaces in the hotel, like the restaurant, pool, rooms, and even the hallways, you will enjoy the calm inviting resort feel.
I made myself at home in a one bedroom corner suite on the forty second floor. From the moment I walk through the doors, I knew this was the Vegas hotel for me. I've created a video tour of my suite to truly share what you'll be spending your hard gambled money on. Next time in Vegas, book The Trump!
California is preparing for the Governor's race. I am excited to see that San Francisco's Mayor, Gavin Newsom has thrown his tweet into the ring. As announced on Tuesday April 21 through Twitter, Mr. Newsom is ready to make his change. Here's the official campaign video.
This is one very cool video. It's clearly a labor of love with all of the effort and time involved. This could be a great convincing argument for the need to keep printed photography. I love digital pictures. But, you can 't make this sort of thing with out some good old fashion phot paper.
Here's a little video tour I made last week of my room in the InterContinental Hotel in San Francisco. I should of captured some video of the common areas, but I just wasn't think about it then.
