1 Brice Project MPC Project Summary Action! Using video to increase employee engagement Mike Brice MPC 6950 Weber State University April 12, 2013 2 Brice Project Action! Using video to increase the effectiveness of employee engagement The world’s best organizations recognize that high employee engagement is directly tied to the organization’s success. Engaged employees are more productive, profitable and safer (Gallup). A key component of employee engagement is a communication strategy that educates and informs. As communicators look to develop strategy to support employee engagement and other business initiatives, they must determine what communication vehicles will be most successful in fulfilling those goals. More communication channels exist today than in the past three decades, and each year seems to bring a new mode of communication. While many of these vehicles have been widely adopted in everyday life, business and other organizations have used them on a much more limited scale. However, as new media such as YouTube, Twitter, and Facebook become as commonplace as the phone and fax machine of previous decades, businesses are researching how best to use these media to engage employees and improve communication dynamics within the organization. Media Richness Theory Media Richness Theory serves as a framework to guide our research about the effectiveness of new media. The theory, developed by Richard L. Daft and Robert H. Lengel, is used to rank and evaluate the quality and effectiveness of certain communication media, such as phone, video, and email. It tells us that a rich medium with visual cues, such as video, offers a more effective means to communicate than a less rich medium, such as a printed article. Following this theory, the use of video instead of print should improve the quality and effectiveness of communication. While this has often been cost prohibitive in the past, recent 3 Brice Project advancements in camera technology along with desktop editing and online video sharing makes video production a cost effective means for employee communication. Video Use The use of online video among the public supports the Media Richness Theory. The Pew Internet and American Life Project found that in 2011 71 percent of online Americans use video-sharing sites such as YouTube and Vimeo, up from 66 percent one year earlier. Daily use of these sites, the survey found, also increased from 23 percent to 28 percent. “We are seeing a surge in online video watching that is driven by a combination of broadband access, the increasing use of social networking sites and the popularity of video-sharing sites,” said Kristen Purcell, Associate Director for Research at the Pew Research Center’s Internet and American Life Project and author of the report. “To tap into these trends, untold numbers of websites now showcase online video as part of their content.” Studies show that video’s response rate is six times more effective than print, and that there is a 50 percent increase in memory retention when comparing video to print (Lones, 2012). Zappos, the internet’s largest retailers of shoes, reports that it sells up to 30 percent more merchandise when an item is accompanied by a video describing the product. Video in the workplace A recent study by the UK communication advising company Melcrum found that 93 percent of internal communicators believed that video is an important communication technology for communicating with employees. IBM has been working to make video its 4 Brice Project primary method of communication. “No more long, cumbersome marketing documents - no more boring presentations. Video is how companies and businesses should communicate. You can do it yourself and save thousands of dollars,” said Mark Leaser, Worldwide Offerings Manager for IBM Software Services. The electronic company, Phillips, suffering from low employee engagement and trust in leadership, introduced a video program featuring employees as roving reporters. The Philips News Network video project helped increase understanding of corporate messages from 52 percent to 66 percent in one year. The level of trust in leadership increased from 50 percent in 2005 to 65 percent in 2006. Project Proposal For this project, I created video training materials for internal communicators. The training covers strategic and tactical approaches to using video in the workplace to increase employee engagement. The strategic portion of the project explains the underlying benefits of video while the tactical portion of the project provides practical information on how to use video to share an organization’s story. The finished product includes an e-book with video components and a conference presentation. Where appropriate, the chapters have an accompanying video to explain the information in the e-book/slide deck. This information is posted on a branded-blog to facilitate sharing of this information. In addition to the e-book, I hope to personally present this information at communication and human resource conferences. 5 Brice Project Using video for workplace communication is rewarding but challenging. When my co-worker at another location asked for assistance in producing a video to promote a story that wouldn’t be properly told through a newsletter article, the idea for my MPC project was born. I decided to create an e-book instructional manual for use by corporate communicators interested in using video to tell an organization’s story. This project is a formal collection of information combined with current research that allows for the demonstration of knowledge acquired professionally and as part of the MPC program. In addition to the e-book, the project includes supporting components such as a conference presentation and an online website where both strategic and tactical information and videos are presented and archived. While time was not tracked according to formalized project management guidelines, I estimate that the development, planning and execution of this project exceeded the 200 hour-guideline established by the MPC program. This project allowed for the presentation of both strategic and tactical information. By using communication theory and related practical application, my project shows the added value that an MPC program can bring to a workplace. The project also helped me refine my project management skills by developing milestones, tasks, assignments and resources to complete the various aspects of the project. These project management skills, which were needed as I juggled the project, the completion of elective classes as well as work and family requirements, will be almost as valuable as the project itself as I take roles of increasing responsibility in my career. 6 Brice Project Execution of Project I will review several aspects of project completion within this summary. The majority of the effort was related to the research, writing and production of the e-book. As part of that process, I first researched e-books from a variety of industries and authors to determine the appropriate length, style and format. Once I identified the samples that I wanted to use as a template, I negotiated a price with a professional designer. While this would be the highest out-of-pocket expense of the project, I knew that a professional designer would be essential to deliver a professional appearance. To negotiate the best price, I had to provide a detailed timeline that allowed my project to take a lower priority for the designer compared to the other higher-priced projects, but still meet the MPC program deadlines. The final negotiated cost was $500. The e-book is 38 pages long, and includes multiple chapters on key topics such as selecting a video camera, the value of pre-planning and how to cast employees in starring roles. The e-book was designed following a modern, spacious design reflective of current e-books. Next I addressed the online component of the project. I decided that a branded WordPress blog would promote both the e-book and me as a subject matter expert. It also allowed for the display of multimedia presentations and video related to the project. The address, http://blog.mikebrice.com, would ensure that my name would be closely associated with the project, and build upon my reputation as an experienced corporate communicator. After a one-time cost of $12 for domain mapping, the monthly cost of maintaining the website is $6, for a total annual cost of $84. 7 Brice Project While the e-book would be free, I needed to determine the best method to control and track distribution (of the file) to enhance networking. After researching multiple tools, I decided on e-junkie, which for the fixed cost of $5 a month would allow for the gathering of email addresses with each download. These email addresses could then be used for follow-up and email marketing throughout the course of the upcoming year. The total annual cost of this component is $60. Promotion of Project Promotion of the e-book included several buzz-building techniques that began at the end of the MPC project timeline but will continue on in the weeks following the project’s submission. Because the project is for a niche audience - corporate communicators - the post-project steps will focus on sharing the information with that audience. During the next 12 weeks; I will use social media to promote this project. I will tweet out links to stories and third-party blog posts related to the use of video for communication and promotional efforts. Because there are a limited number of stories specifically focused on video use for internal communications, the criteria will include any story or third-party blog post showcasing the value of video in communication or conversion for either internal or external communications. This tactic will be used to establish myself as a subject matter expert as it pertains to the use of video to improve communications and engagement. In addition to the focus on social media, I will provide weekly blog posts related to strategic or tactical video topics and use the Buffer application to schedule tweets with links to those blog posts. In addition, I will create a blog roll that contains third-party resources related to using video to improve communications. These links will offer strategic and tactical information. 8 Brice Project I also joined and participated in LinkedIn groups related to employee communications. Members of these groups fit the e-book target audience because they include corporate communicators. By providing timely and related content where appropriate, I will continue to establish myself as a subject matter expert and be able to build support for the e-book. Corporate communicators are the target audience for this e-book because they have the opportunity to implement video in workplace communications and may be deficient in the strategic and tactical aspects of video. While the primary purpose of this project is to provide information to help corporate communicators expand their use of video, the secondary purpose of this free e-book is to establish myself as a subject matter expert and generate conference speaking invitations and consulting or career advancement opportunities. Because revenue is not the objective of the project, the goal of these three tactics is to result in at least 100 downloads of the e-book in the first 90 days of release, when there will be no charge but an email will be required. The aim of this contact-building distribution technique is to help me obtain at least one peer-presentation opportunity in the next 12 months. To promote the peer-speaking opportunity, I uploaded the presentation to SlideShare.net and embedded it in a blog post. This presentation garnered more than 100 views in the first two weeks of positing and continues to receive views on a weekly basis. Strengths and Weaknesses The strengths of this project were two-fold. As the creator of the project, I was able to collect research and formalize my knowledge in an area I believe will continue to play a larger 9 Brice Project role in workplace communications and communication in general. This project can improve my current and future career prospects as I am viewed as a subject-matter expert in this area. This project has helped me develop a proposal for a weekly video series to augment an online newsletter. This weekly video series will launch in the upcoming weeks and is expected to have a significant impact on Web traffic. Measurement and tracking of this change over the next quarter will add to e-book credibility and will be shared on the blog. The audience of this e-book will receive a road map of how and why to introduce video into workplace communications. By providing the why, the project allows corporate communicators to justify the time and expense associated with video, and by providing the how, the project aims to reduce the time and expense associated with that same video. It also offers me as a contact for a one-on-one conversation related to the strategic or tactical challenges faced when introducing or expanding video in employee communications. The weakness of this project is the lack of real-world examples from the workplace. Unfortunately, because my career is in a highly-regulated, highly secretive field of nuclear power, I was unable to share on the blog any workplace videos that I have created. I believe the impact of the project would have been greater if I would have been able to show the results of the information included in the e-book. While unfortunate, I believe the lack of sharing is understood and accepted by most corporate communicators who regularly face concerns with sharing proprietary information even in less-regulated fields. 10 Brice Project Conclusion The role of education is about expanding one’s ability. This project helped expand my ability and knowledge as well as provided a valuable tool to help corporate communicators understand the value of video in organizational communications and provide them a roadmap to assist with the implementation of video as a communication vehicle. The strategic information will help corporate communicators make a business case for the use of video while the tactical information will help them produce a quality product. Personally, this project, coupled with the other classes in the MPC program, offered numerous opportunities for personal and professional growth. As a mid-career communications professional, I wasn’t sure what to expect from the MPC program. It has provided three key assets that will continue to benefit me. First, it provided a stronger academic understanding of why the communication tools and techniques I used in the workplace were successful. Second, it helped me understand how to demonstrate value when changing or introducing new communication initiatives. Finally, and most importantly, it offered an intellectual jumpstart during a time when I had fallen into a successful but stagnant career path. The renewed sense of discovery and learning will continue to help me adapt to a continually changing landscape of communications by first looking to understand the why and then researching how. When I moved from journalism to corporate communications, blogs were just budding on the Internet, and social media and mobile platforms didn’t exist. Now, social media and mobile communications have changed almost as much in the last two years as they did in the previous four. As a result of the MPC program, unlike the time when I nervously hit send on my first 11 Brice Project electronic press release, I now feel more confident in both the academic understanding and practical application of the rapidly changing communication tools. 12 Brice Project References Collaborating and communicating in new media - Wiki's, social networks and blogs. (2011). NORDICOM Review, 32(1), 123. Chia, J., & Peters, M. (2010). Social Capital Initiatives: Employees and Communication Managers Leading the Way?. Journal Of Promotion Management, 16(1/2), 201-216. doi:10.1080/10496490903578477 Cooke, A. (2008). Type. Send. Communicate: Text and Instant Messaging within the Workforce and its Effects on Management. Conference Papers -- National Communication Association, 1. D'Aprix, R. (2011). Cultivating a culture of open communication. Communication World, 28(4), 28-32. Finney, J. (2008). Six secrets of top performers. Communication World, 25(3), 23-27. Godin, S. (2008) Tribes. New York, Penguin Group. Gottschall, J. (2012). The storytelling animal:How stories make us human. Boston. Houghton Mifflin Harcourt. Hoover, G. (2005). Maintaining Employee Engagement When Communicating Difficult Issues. Communication World, 22(6), 25-12. 13 Brice Project James, M. (2012). Lights, camera, savings. Communication World, 29(2), 42-44. Kass, K. (2007) How Phillips used video to bring employees together. Simply-Communicate. Retrieved from http://www.simply-communicate.com/case-studies/company-profile/how-philips-used- video-bring-employees-together-0 Kurda, W. (2012). POWER UP YOUR INTERNAL BRAND. Communication World, 29(1), 37- 39. Ladika, S. (October 10, 2012) Worker Social Media Usage High in the Workplace, Survey Shows. Workforce. Retrieved from http://www.workforce.com/article/20121003/NEWS01/121009977/don-t-worry-if-your-workers-tweet- this-story-out-silkroad-executive Lones, D. (August 9, 2012). Six tips for more successful video marketing. The Zebra Blog. Retrieved from http://www.realestatezebrablog.com/2012/08/09/6-tips-for-more-successful-video-marketing/ Madlock, P. (2008). Communication Competence, the Key to Leadership, Conflict Management, and Employee Job Satisfaction. Conference Papers -- National Communication Association, 1. 14 Brice Project Mamantov, C. (2009). The engine behind employee communication SUCCESS. Communication World, 26(5), 33-35. Mitchell, J., Ferrabee, D., & Wright, M. (2008). How is your company or client using social media for employee communication?. Communication World, 25(5), 17. Moore, K. (July 26, 2011). 71 percent of online adults now use video-sharing sites. Pew Internet and American Life Project. Retrieved from http://www.pewinternet.org/Reports/2011/Video-sharing- sites.aspx Nicholson, N. (2011). Go from Good to Great. Communication World, 28(2), 36-39. Saini, S., & Plowman, K. (2007). Effective Communications in Growing Pre-IPO Start-Ups. Journal Of Promotion Management, 13(3/4), 203-232. doi:10.1080/10496490802308547 Scott, J. (2010). IBM embraces web video as a vital internal communication tool. Reel SEO. Retrieved from http://www.reelseo.com/ibm-video-communication/ Sinickas, A. D. (2005). The Role of Intranets and Other E-Channels in Employee Communication Preferences. Journal Of Website Promotion, 1(1), 31-51. doi:10.1300/J238v01n01•04 15 Brice Project Span, S. (2012) Four generations in the workplace. Tolero Solutions. The impact of a communications strategy and five step survey process on the improvement of employee engagement. (2009). Management Services, 53(2), 9-15. Type. Send. Communicate: Text and Instant Messaging within the Workforce and its effect on Management. (2007) Conference Paper, National Communication Association. Zhao, X. (2009). Organization-Based Self-Esteem, Media Preferences, and Informal Communication. Conference Papers -- International Communication Association, 1-34. 16 Brice Project Appendix A – E-book planning The e-book was designed following a modern, spacious design reflective of typical of current e-books. Below is the outline of the chapters and production schedule used. The e-book is in PDF format and is available from a branded website. Chapter title Chapter content Copy to designer The value of video Why use video to communicate with the workforce December 17 Embrace the limitations Start now with the equipment you have available December 31 Storytelling with video Keys to basic storytelling with video December 31 How to prepare for video shoot How to use storyboard/script to make most effective use of your time January 7 Casting Employees in Starring Roles How to make employees feel more comfortable in front of video; picking a cast that represents the workplace. January 7 Making the most of your set Overcoming the challenges of shooting at work January 14 Picking the best video camera The most cost effective camera choices January 21 Sound equipment How to capture the best sound on a limited budget January 28 How to edit your movie Advantages and recommendations for video February 4 17 Brice Project editing software How to distribute your video Advantages and recommendations for video distribution February 4 E-book Milestones: All copy submitted to designer: February 4 First draft back from designer: February 11 Final draft back from designer: February 18 Conference presentation milestones: Twelve (slides) - Intro, one per chapter, Conclusion. Draft of presentation created: February 4 Presentation finalized: February 11 Video Milestones: Decide which chapters will have video components: January 28 All segments filmed: February 4 All segments edited: February 11 All segments uploaded to e-book branded web page: February 18 18 Brice Project Appendix B – Video Training Exercise Training can improve the effectiveness and efficiency of video use and help corporate communicators overcome their fear or inertia related to using video. This training exercise is to help people overcome their fear of asking someone to appear on video. In addition, it will show the benefits and challenges of man-on-the street videos. Using their phone or other video camera (provided or brought to the training); participants are asked to video three different people. Each one should be ask the following four questions to allow the videos to be compiled with a similar continuity. Ask the person to be interviewed to state their name, title, company they work for, and a short explanation of any travel challenges arriving at this conference. The answers should be limited to two minutes. After the allotted time, the videos from each participant should be shown to the group and analyzed for strengths and weaknesses. Before showing the video, the instructor should ask the participants to describe the experience, asking them to describe what they thought they did well and what could be improved. While the video is being played, the instructor should look for qualities such as stable video, proper framing, and acceptable audio or sufficient lighting. Repeat this for each training participant or as time allows. The instructor should also ask participants for ideas on how a similar voice of the employee could be used at their workplace to report reaction to new programs, upcoming activities or other corporate stories. page 22 Action! by Mike Brice Using video to increase employee engagement Using video in the workplace is rewarding but challenging, and when I first attempted it, I stumbled without a clear guide. Piecing together the key points for a colleague, the idea to create this ebook was born. My goal with this ebook is that you both see the value of using video for employee commu-nications and also have a clear road map of what you need to do to make that happen. Feel free to contact me at mike@mikebrice.com or visit http://mikebrice.com if you have any questions. I am happy to share my experiences and offer any insight. About the author: A former journalist, I transitioned to corporate communi-cation in 2000, and have been using a variety of traditional and new media to communicate with employees with the goal of providing the information and tools to do their job more successfully. During this process I have come to understand that how we communicate with employees must be the same way they prefer to receive information outside of the workplace. As the use of video increased and displaced printed communication, I looked to add video. Throughout the past four years, I have learned a lot, struggled and even succeeded in using video to improve employee engagement. I continue to look for new and innovative ways to use video as a workplace communication tool. Intro: AS NEW MEDIA SUCH AS YOUTUBE, TWITTER, AND FACEBOOK BECOME AS COMMONPLACE AS THE PHONE AND FAX MACHINE OF PREVIOUS DECADES, BUSINESSES ARE RESEARCHING HOW BEST TO USE THESE MEDIA TO ENGAGE EMPLOYEES Contents: 1. - The value of video................................................................................................................................. 1 Why use video to communicate with the workforce? 2. - Embrace the limitations .................................................................................................................... 5 Start now with the equipment you have available 3. - Stories to tell with video..................................................................................................................... 8 Keys to basic storytelling with video 4. - Selecting the best video camera .................................................................................................. 12 The most cost-effective camera choices 5. - Sound equipment ............................................................................................................................... 16 How to capture the best sound on a limited budget 6. - Preparing your video shoot ............................................................................................................ 19 How to use storyboard/script to make most effective use of your time..................................................... 7. - Casting employees in starring roles .......................................................................................... 21 How to make employees feel more comfortable in front of video; picking a cast that represents the workplace. 8. - Making the most of your set ......................................................................................................... 26 Overcoming the challenges of shooting at work 9. - Editing your video ............................................................................................................................. 29 Advantages and recommendations for video editing software 10. - Distributing your video .................................................................................................................. 33 Advantages and recommendations for video distribution page 1 1. The Value of Video The world’s best organizations recognize that a high level of employee engagement is directly tied to the organization’s success. A recent Gallup survey found that engaged employees are more productive, more profitable and safer. A key component of employee engagement is a communication strategy that educates and informs. As communicators look to develop strategies to support employee engage-ment and other business initiatives, they must determine which communication vehicles will be most successful in fulfilling these goals. More communication channels exist today than in the previous three decades, and each year seems to bring a new mode of communication. While many of these vehicles have been widely adopted in everyday life, businesses and other organizations have used them on a much more limited scale. However, as new media such as YouTube, Twitter, and Facebook become as commonplace as the phone and fax machine of previous decades, businesses are researching how best to use these media to engage employees and improve communication dynamics within the organization. ZAPPOS, THE INTERNET’S LARGEST RETAILER OF SHOES, REPORTS THAT IT SELLS UP TO 30 PERCENT MORE MERCHANDISE WHEN AN ITEM IS ACCOMPANIED BY A VIDEO DESCRIBING THE PRODUCT. Media Richness Theory Media Richness Theory serves as a framework to guide the research about the effective-ness of new media. The theory, developed by Richard L. Daft and Robert H. Lengel, is used to rank and evaluate the quality and effectiveness of certain communication media, such as phone, video, and email. It tells us that a rich medium with visual cues, such as video, offers a more effective means to communicate than a less rich medium, such as a printed article. Following this theory, the use of video, instead of print, should improve the quality and effectiveness of communication. While video has often been cost prohibitive in the past, recent advancements in camera technology along with desktop editing and online video sharing makes video production a cost effective method for employee communication. Video Use The use of online video among the public supports the Media Richness Theory. In 2011, the Pew Internet and American Life Project found that 71 percent of online Americans used video-sharing sites such as YouTube and Vimeo, up from 66 percent the previous year. Daily use of these sites, the survey found, also increased from 23 percent to 28 percent. page 2 “VIDEO IS HOW COMPANIES AND BUSINESSES SHOULD COMMUNICATE. YOU CAN DO IT YOURSELF AND SAVE THOUSANDS OF DOLLARS,” MARK LEASER, WORLDWIDE OFFERINGS MANAGER FOR IBM SOFTWARE SERVICES The Value of Video Video Use (continued) “We are seeing a surge in online video watching that is driven by a combination of broadband access, the increasing use of social networking sites and the popularity of video-sharing sites,” said Kristen Purcell, Associate Director for Research at the Pew Research Center’s Internet and American Life Project and author of the report. “To tap into these trends, untold numbers of websites now showcase online video as part of their content.” Studies show that video’s response rate is six times more effective than print, and that there is a 50 percent increase in memory retention when comparing video to print (Lones, 2012). Zappos, the Internet’s largest retailers of shoes, reports that it sells up to 30 percent more merchandise when an item is accompanied by a video describing the product. page 3 The Value of Video THERE IS A 50 PERCENT INCREASE IN MEMORY RETENTION WHEN COMPARING VIDEO TO PRINT. Video in the workplace A recent study by the UK communication advising company Melcrum found that 93 percent of internal communicators believed that video is an important communication technology for communicating with employees. IBM has been working to make video its primary method of communication. “No more long, cumbersome marketing documents – no more boring presentations. Video is how companies and businesses should communicate. You can do it yourself and save thousands of dollars,” said Mark Leaser, Worldwide Offerings Manager for IBM Software Services. The electronic company Phillips, suffering from low employee engagement and lack of trust in leadership, introduced a video program featuring employees as roving reporters. The Phillips News Network video project helped increase understanding of corporate messages from 52 percent to 66 percent in one year. The level of trust in leadership increased from 50 percent in 2005 to 65 percent in 2006. The Value of Video page 4 RECENT ADVANCEMENTS IN CAMERA TECHNOLOGY ALONG WITH DESKTOP EDITING AND ONLINE VIDEO SHARING MAKES VIDEO PRODUCTION A COST EFFECTIVE METHOD FOR EMPLOYEE COMMUNICATION. ENGAGED EMPLOYEES ARE MORE PRODUCTIVE, MORE PROFITABLE AND SAFER. VIDEO IS SIX TIMES MORE EFFECTIVE THAN PRINT. page 5 2. Embrace the Limitations “Embrace the limitations” was one of the initial pieces of advice I received during my first official video training. I have adopted that as a personal mantra, and fortunately the more reasonably priced gear and increasing quality of that gear has made it less of a challenge during the last year than it was when I first started. I am continually finding examples of where a filmmaker or content producer was able to do more by focusing on the story and message and not allowing the equipment limitations to hold them back. One example is that of the production, “Searching for Sugar Man,” which was shot, in part, on an iPhone and won best international documentary in 2012 at the prestigious Sundance Film Festival. The film was also awarded the Oscar in 2013 for best documen-tary feature. If the filmmaker had waited until he could afford a more expensive camera, millions might have missed the opportunity to see the compelling story. Malik Bendjelloul’s “Searching for Sugar Man” explores the myth of Sixto Rodriguez, the American folk-singer who became a cultural icon in apartheid South Africa. The struggles of the director are chronicled on the Sundance Film Festival website. “SEARCHING FOR SUGAR MAN” WAS SHOT, IN PART, ON AN iPHONE AND WON BEST INTERNATIONAL DOCUMENTARY IN 2012 AT THE PRESTIGIOUS SUNDANCE FILM FESTIVAL. “The lack of funding forced some things to be finished in a way that initially was not intended. The first year of the production there was some money coming in that was used to shoot with a Super 8 camera. But the last three years there was almost no money coming in and it was too expensive to finish the scenes with the same camera. In the end, it proved that a one dollar iPhone Super 8 app worked just as well. The bar scene in the beginning where the producers discover Rodriguez was, for example, shot with that app.” My first video was filmed with a Flip camera, the now defunct camera company that produced small, handheld cameras that were simple to operate. The Flip camera had numerous limitations – no zoom, no external microphone – but it offered one thing that everyone could agree on – it was easy to use. The results were adequate but the employee response was fantastic. Internet traffic on days that I posted a video doubled. Employees quickly made the call letters for my made-up plant TV station a common term. “WZTV” could be heard as I passed through offices, manufacturing departments and break rooms. The first videos were simple. Tips from employees to help quit smoking to be showcased in an email and on the Internet for the Great American Smokeout. The second, a tribute video for Veterans Day, featured employees thanking fellow employees and family mem-bers for service to their country. Short safety videos followed the first two, and “Safety in Embrace the Limitations page 6 EMPLOYEE RESPONSE WAS FANTASTIC. INTERNET TRAFFIC ON DAYS THAT I POSTED A VIDEO DOUBLED. 60 Seconds” became a regular feature. After the initial surge, the response to the videos did not subside. Each additional video created a surge in intranet traffic that doubled the rates seen on a typical day. After the initial success of the Flip videos, and with more knowledge from online forums and training, I invested in a Kodak Zi8 video camera, and an inexpensive lapel microphone from Radio Shack. I also used a prosumer Canon camcorder, which had the ability to attach an external microphone. A basic tripod significantly improved the quality of the video. After a couple of years, the videos were starting to garner attention from other commu-nicators who requested a list of gear required to launch their own video initiative. Prices ranged from $150 to $1,000 for camera, microphone, tripod and editing software. More details on those equipment specifics will be featured in later chapters. Embrace the Limitations page 7 EMPLOYEES QUICKLY MADE THE CALL LETTERS FOR MY MADE-UP PLANT TV STATION A COMMON TERM. WZTV COULD BE HEARD AS I PASSED THROUGH OFFICES, MANUFACTURING DEPARTMENTS AND BREAK ROOMS. EMBRACE THE LIMITATIONS AND BEGIN NOW DESPITE YOUR CURRENT EQUIPMENT CONSTRAINTS. IF AN iPHONE CAN BE USED TO FILM AN OSCAR WINNER, YOU CAN USE IT TO CREATE EMPLOYEE VIDEOS. START WITH SHORT, FOCUSED VIDEOS LASTING ONE OR TWO MINUTES. page 8 In “Brain Rules” John Medina tells us that stories work because they evoke strong emotions, which help people transfer information from short-term memory to long-term memory. Telling a story with video allows us to provide more visual cues, which according to the media richness theory should help improve the effectiveness of the communication. Authenticity One aspect of this improved communication is authenticity. A video allows the subject to communicate authenticity to the viewer. Conversely, the viewer can also sense a canned, forced script faster than you can say Starkist Tuna. If you have an authentic leader, even if he or she isn’t dynamic, their genuine nature will be evident in the video. If you don’t, I wouldn’t suggest using video. Possibilities Video offers an excellent opportunity to present stories and information that would fall short in a newsletter or web-based article. For example, pre- and post-event videos can encourage people to attend, and offer a compelling recap. Video and photo montages from company picnics are an easy way to recap the event. Photo montages from last year’s event can also encourage sign-ups for those who didn’t attend or those who were recently hired. While there are a number of stories that would benefit from video, not every story should be told with a video. For example, explaining the specifics of a new benefit plan would be best explained with a printed article. 3. Stories to Tell With Video EMPLOYEES WERE ASKED “WHAT DOES VETERANS DAY MEAN TO YOU?” THE RESULTING VIDEO RECEIVED HUNDREDS OF VIEWS, AND AN OVERWHELMING POSITIVE RESPONSE. Stories to Tell With Video Beyond Words Are there programs that need additional participants, but you are finding it difficult to generate a compelling case simply with words? For example, my company wanted to increase participation in the Employee Education Development Program (EDEP) to increase the number of employees with college degrees that would be eligible for promotion and supervisory positions. A video interview with a recent graduate who was recently promoted accomplished several things. First, it showed the connection between the degree and promotion. Second, it showed other employees that their colleagues were utilizing the program and that it could be done, even as an adult learner. The video, which was used to pro-mote an on-site education fair, resulted in a 40 percent increase in EDEP enrollment. Championing Change A video explaining change can also be more effective than a simple email or newsletter story. A video does two things especially well. It allows a real person to explain the change. Change is hard, but if it is explained by a trusted person, the initial negative reaction to the change may be muted. Second, the video can allow for a demonstration of the change, and its advantages, especially if it is related to a physical process. page 9 PRE- AND POST-EVENT VIDEOS ENCOURAGE EMPLOYEES TO ATTEND FUTURE EVENTS, AND OFFER A COMPELLING RECAP. Stories to Tell With Video Make it Personal Another opportunity to use video is for employee testimonials. Each year, companies across the country include information in their newsletters and on their websites about “The Great American Smokeout.” Besides the pre-printed ad and a few smoking statistics, nothing changes. We know the facts, within 1 minute this happens, within 1 day this hap-pens, etc. One year, I decided I wanted to personalize this campaign and interviewed former smokers. I asked them to relate one fact, and also what method they used to quit. While I don’t have specific numbers, I can say that this was more interesting to the employee than just reading another article in the newsletter about why you should quit smoking. Company Celebrations Various workplace celebrations are also great opportunities to use video. My first major video project was for Engineers Week. I wanted to do something special, so I interviewed engineers about the importance of engineers. It was better than an article, but I knew it could be improved. The next year, I interviewed several engineers about specific plant improvement projects. This highlighted the engineers and the other employees that had been involved with the projects. page 10 TELL THE STORY WITH VIDEO: n TO RECAP OR PROMOTE AN EVENT n WHEN WORDS FALL SHORT n TO INTRODUCE CHANGE n FOR EMPLOYEE TESTIMONIALS n TO FEATURE WORKPLACE MILESTONES AND OCCASIONS Stories to Tell With Video Company Celebrations (continued) Administrative Assistants Day was also another opportunity to showcase the value of employees. I shot video of the administrative assistants, and then I added audio from the various people they supported about how they made the department more successful. And the last video opportunity I will suggest was my most popular, and where I heard from more employees and also from employees that I normally didn’t interact with was for Veterans Day. I wanted to produce a project that was simple, but moving and allowed for the involvement of everyone – veterans and non-veterans. So to the audio track of the Star Spangled Banner, I asked employees this simple question, “What does Veterans Day mean to you?” The answers were compiled into a video less than five minutes long, but it received hundreds of views, and an overwhelming positive response. page 11 “STORIES WORK BECAUSE THEY EVOKE STRONG EMOTIONS, WHICH HELP PEOPLE TRANSFER INFORMATION FROM SHORT-TERM TO LONG-TERM MEMORY. ” JOHN MEDINA AUTHOR OF “BRAIN RULES” USE VIDEOS TO CREATE VIVID STORIES THAT INCREASE ENGAGEMENT. DON’T USE VIDEO TO TELL DETAILED STORIES LIKE HOW TO SIGN-UP FOR BENEFITS. page 12 4. Selecting the best video camera Ten years ago, this ebook wouldn’t have been possible. The same can be said of employee-produced videos. They would have been too expensive, and the technology available wouldn’t allow for it. Times have changed dramatically. Nearly everyone can record a short video clip and upload it to Facebook or YouTube. Technology also permits desktop view-ing at a time convenient for the employee. The first question often asked is what camera to use. The easy answer is the camera that you already have. If you have an iPhone, iTouch, Flip camera or other small camera, I would suggest that you start with that camera. As we saw with the filming of “Searching for Sugar Man”, quality work can be done without the need for high-budget camera equipment. If you don’t already have a camera, I would recommend that you purchase a camera that allows for some growth as you will develop skills the more you practice and use it. I’ll cover the four types of cameras that I think you might consider as you begin using video for employee communications. IF YOU HAVE AN iPHONE, iTOUCH, FLIP CAMERA OR OTHER SMALL CAMERA, I WOULD SUGGEST THAT YOU START WITH THAT. Kodak Zi8 Pocket cameras As the name indicates, these are small, simple cameras with limited functions but are easy to use. The now defunct Flip camera was a popular model with a simple red button on the back for recording and a built-in USB port for downloading footage. These cameras are still available and very popular. Other options include the iPhone and Android based phones with built-in cameras. A third option is the line of Kodak cameras. There is also a line of Zoom cameras as well as several other manufacturers. The key for growth and quality is that the camera contains a microphone input. l will include in this category point-and-shoot cameras that also capture video. Some have HD video, and even microphone input, but because of their size, I consider them pocket camera quality. This will allow a significantly higher audio capture, which we will cover in the next chapter. Prices range from $50-$300. Prosumer cameras This camera is readily available at most electronic stores and includes a flip-out screen, removable batteries, removable memory, zoom, and several other features. If you buy a camera in this category, it is essential that you verify that it has a microphone input. In addition, you should purchase a camera that records in HD. Media is inexpensive and widely available. Camera prices range from $300-$1,500. Selecting the best video camera page 13 Zoom Q3 Digital SLRs Many of the more advanced digital SLRs (DSLR) capture HD video and include a micro-phone input. They also use inexpensive and readily available memory. While this may seem like an ideal option, especially for those interested in spicing up their publications with great still images, there are a couple of drawbacks. First, lenses are an additional expense. Second, which is also seen by some as an advantage, is that DSLRs have a very narrow depth of field. This creates a cinematic look in the hands of a trained and experi-enced professional but can result in out-of-focus video for the less experienced user. Camera prices range from $500 to $5,000, and lenses ranging from $200 to $2,000 are also needed. Professional video cameras This camera can only be purchased from professional video outlets. While the number of features available may make one think it is the camera to purchase for future growth, there are a number of downsides. First, the recording memory it uses is usually more expensive and only available at professional outlets. Second, editing, which we will discuss later, usu-ally requires professional software, which is costly and more complicated. Prices can range from $2,000 to $20,000. Selecting the best video camera page 14 Nikon DSLR Further recommendations I recommend purchasing a camera that allows you to also purchase a quality tripod, as steady video is a must. Having two cameras allows for two angles, and there is a benefit of purchasing two identical cameras that can share batteries and memory and reduce the learning curve for staff members who will be using them. The Canon prosumer Vixia cameras are an excellent choice, and what I use. I prefer to purchase from local retailers whenever possible, but I also think it is important to ensure that you are receiving the most return on your video dollars. I would recommend visiting B&H to review camera features and pricing before purchasing. This store consis-tently has the greatest selection and the best pricing, and also offers reasonable shipping. Selecting the best video camera page 15 Canon Vixia AN iPHONE WITH A TRIPOD ADAPTER OR A PROSUMER VIDEO CAMERA WITH A MICROPHONE INPUT ARE BOTH LOW-COST WAYS TO GET STARTED. MAKE SURE TO PURCHASE A TRIPOD TO ENSURE STABLE VIDEO. page 16 5. Sound Equipment There is a saying that people will forgive shaky video but they won’t forgive bad audio. It has also been said that audio contributes 60 percent to the impact of a video. Unfortunately, many overlook the importance of sound quality when filming a video. They invest in the camera and lights but fail to consider sound beyond the on-camera microphone. This is a serious mistake, and can jeopardize your chance for success. Fortunately, it is easily corrected. There are four basic ways to capture sound: on-camera, wired external microphone, wireless external microphone and an external audio recorder. On-Camera While the on-camera microphone is not recommended, it does capture natural background sound, and in limited situations can be used for short sound bites. Detachable shotgun microphones made by companies such as Rode and Sennheiser offer better results than just the built-in camera microphone. Wired External Microphone This is one of the least expensive options but it is limited by the length of the wire, and can be awkward for either the subject or the interviewer to hold throughout the interview. One exception to this is the boom microphone – a microphone on a pole held just off camera by a dedicated audio person. This would only be common at larger productions as it requires additional staffing to do correctly. THERE ARE FOUR BASIC WAYS TO CAPTURE SOUND: n ON-CAMERA n WIRED EXTERNAL MICROPHONE n WIRELESS EXTERNAL MICROPHONE n EXTERNAL AUDIO RECORDER Rode Video Mic Wireless microphone This option is also known as a lavalier microphone. A microphone is placed on the speaker and the transmitter is placed in a pocket or belt. A receiver on the camera records the sound. There are a couple of things to keep in mind when using a lavalier microphone. Interference and quality of sound is almost always equal to the price paid for the transmitter/receiver combination, which range from $100 to $1,500. A quality pair made by Sennheiser in the $500 range is what I use. Second, the speaker may need to be reminded not to fiddle with the transmitter or clothing where the microphone is attached. A nervous tic can result in repeated audio pops that make the recording unusable. External audio recorder The external recorder is a fourth option. Small, quality recorders such as a Zoom H2 or Zoom H4 are popular with filmmakers because they can capture sound and using software be synced with the video captured by the camera. This is especially true for filmmakers using modern digital SLRs which capture video but don’t have high quality sound captur-ing capabilities. page 17 Sound Equipment Sennheiser 3 wireless mic Monitor! One important thing to remember regardless of the recording choice is to monitor your sound during the recording. Nearly every filmmaker has a story of having to repeat an interview because of an audio failure. Monitoring the audio with headphones ensures that sound is being captured properly and can alert you to interference or other anomalies that would make the recording unusable. Having to repeat a sentence or one answer is prefer-able to having to repeat the entire interview, especially since that might not be possible depending on the subject’s time, location and availability. What can you do when the ambient sound is too loud for an interview? This is especially true in manufacturing facilities. The key is to film the person in the scene, perhaps walking through the area, and then after the video is completed record the audio and combine the tracks. Another option is to record a voiceover track a narrator describing the process be-ing shown by the video. page 18 Sound Equipment THERE IS A SAYING THAT PEOPLE WILL FORGIVE SHAKY VIDEO BUT THEY WON’T FORGIVE BAD AUDIO. A WIRELESS, LAVALIER MICROPHONE OFFERS A VARIETY OF OPTIONS BUT DON’T GO FOR THE INEXPENSIVE SET BECAUSE THE STATIC AND INTERFERENCE WILL RUIN GREAT MOMENTS. BE CREATIVE TO OVERCOME NOISY ENVIRONMENTS BY USING EMPLOYEE VOICEOVERS TO EXPLAIN WHAT THE VIEWER IS SEEING. page 19 6. Preparing for your video shoot The success of a video shoot will be the result of the amount of preparation done before the shoot. Contacting people, scouting the location, drafting the script and determining the purpose of the video and distribution channels are all keys to ensuring that the time spent taping the video will be productive. This planning will also mean the editing time is used effectively and key message points are recorded and available once editing begins. Who, what, where and when? A simple excel spreadsheet helps plan the key details of the video. It has sections for who, video, audio, graphics, where, when and what. Click here to download a sample. Putting these in order of how they will appear in the video will ensure all the elements needed for the video are in place. The shots don’t have to necessarily be recorded in that order, and rarely are, but it ensures that all elements have been scheduled to be recorded during the filming phase of production. Plan to Excel Finding out the day before filming that a key figure in the video is on vacation for a week can be problematic. So can finding out that the planned location to be used will be closed for remodeling. But more important than the logistics, the planning sheet ensures that one is able to capture all of the audio and visual elements the video needs to convey. First determine the “what” of the shot. What is it that the video needs to convey? From there, what is the visual, audio and graphic (name, title, short explanation) that will appear on the screen? Then determine who would be the best person and where would be the best place to film him or her. From there, the final piece to the puzzle is when. This order isn’t absolute, and there are other planning sheets or methods that can be used, but the key is to have a method. Don’t just start shooting without an end in mind. page 20 Preparing for your video shoot DON’T SKIP THE PLANNING PROCESSES. USE A FORMALIZED PROCESS TO DOCUMENT THE WHAT, WHEN, WHERE AND WHO OF A VIDEO TO PREVENT FORGETTING KEY SCENES OR INFORMATION. page 21 7. Casting Employees in Starring Roles Many ponder who would play them if their life were a movie. While video for external audiences can use actors, video for internal audiences must use employees to remain authentic. Since it is unlikely that among a company’s employees there will be a large number of people with skills like Bradley Cooper’s or Sandra Bullock’s, there are several tips one can employ to elicit a high-quality performance. Setting Employees Up for Success The first thing a corporate filmmaker should keep in mind is diversity. That means diversity not only in the traditional sense but also diversity among the types of employees – front line, supervision, middle management and executives. The second thing a corporate filmmaker should do is to remember that preparation is a universal key to success. Providing an employee with ample time and information is the key to a positive on-camera appearance. Providing employees with ample notice can ensure that they arrive at work dressed and groomed in a manner that will make them comfortable as they are filmed. While “bad hair day” has become somewhat of a running joke, a person that is self-conscious about his or her looks will not appear comfortable on camera and is unlikely to agree to participate. CAST WITH DIVERSITY, NOT ONLY IN THE TRADITIONAL SENSE BUT ALSO AMONG THE TYPES OF EMPLOYEES – FRONT LINE, SUPERVISION, MIDDLE MANAGEMENT AND EXECUTIVES. Setting Employees Up for Success (continued) Providing the employee with recommendations on what to wear – normal work clothes, business formal or other – can reduce anxiety for the employee. It can also avoid an awkward situation when the executive shows up in his or her favorite college jersey because it is the Friday before rivalry weekend. Because not every employee speaks following the video’s planned messaging points, even if they are in agreement with the concept, it is important to provide information to the employees to prepare them for the on-camera appearance. Three Tactics for Smooth Takes There are three tactics that can be used to increase success. First, provide the employee the questions in advance. Unfortunately, this can actually result in a poorer performance if you don’t take the second step – also provide the answers and ask the employee to review and place the answers in his or her own words. This prevents the employee from preparing remarks that stray from the video’s message. page 22 Casting Employees in Starring Roles PROVIDING AN EMPLOYEE WITH AMPLE TIME AND INFORMATION IS THE KEY TO A POSITIVE ON-CAMERA APPEARANCE. Three Tactics for Smooth Takes (continued) The third thing that should be done is off-camera rehearsal. Ask the employee to answer the question, listen to the answer and provide feedback based on what you hear. If it is what is needed, simply encourage a repeat performance. If, like most cases, it has some degree of the message but with extra or unneeded material, parrot back to the employee the key parts of the message. This speak and repeat off camera will help make the words more natural than reading from a script. Framing and Lighting Another key to making employees look their best on camera is to remember the rule of thirds. The rule of thirds is a guideline that an image is divided into nine equal squares and important elements should be placed along these lines or intersections. In addition to placement within the frame, the employee should avoid looking off camera, but direct the line of sight toward the side of the frame with the most available space. While there are times that you may want to have the employee look directly at the camera, most times it will be better if the employee who is speaking is looking slightly off-camera, as if they are talking to another person. page 23 Casting Employees in Starring Roles 1. PROVIDE THE QUESTIONS IN ADVANCE 2. PROVIDE THE ANSWERS AND ASK THE EMPLOYEE TO REVIEW THEM 3. REHEARSE OFF-CAMERA page 24 Framing and Lighting (continued) Lighting is an important element of photography. One important rule to remember, unless there is a special reason to obscure a person’s image or make it look sinister, is to avoid placing the main light source (sun, window, row of overheard lights, portable lighting) directly behind the person being filmed. If the light source is directly behind them they will be backlit, making it difficult for the viewer the see the employee. Easy Editing Employees typically try to fit an entire paragraph when a shorter sound bite is what is needed. Different techniques can be used to allow for easier editing. First, ask employees to wait for a two count at the beginning and end of their answer. Often employees will begin too quickly, or right at the end of the segment ask, “How was that?” which ruins the take. Another tactic that can be successful to capturing a sound bite is asking the employee to repeat just a portion of his or her answer for a separate take with the previously recommended two count at the beginning and end. This allows for easier editing of that key sentence or phrase. Casting Employees in Starring Roles AVOID PLACING THE MAIN LIGHT SOURCE DIRECTLY BEHIND THE PERSON BEING FILMED. LIGHTING FROM BEHIND MAKES IT DIFFICULT FOR THE VIEWER TO SEE THE SPEAKER. page 25 Casting Employees in Starring Roles ALLOW ALL EMPLOYEES VETO POWER TO THE SCENES THEY HAVE FILMED BEFORE THEY ARE DISTRIBUTED. CONVEY TO THE EMPLOYEE ACTORS THAT THERE IS NO PERFECT PERFORMANCE. ALLOW EMPLOYEES TO APPROVE THEIR SEGMENTS. PROVIDE THE QUESTIONS AND ANSWERS TO EMPLOYEES IN ADVANCE. BE ENCOURAGING THROUGH THE MULTIPLE TAKES THAT WILL BE NEEDED WHEN FILMING EMPLOYEES. Easy Editing (continued) Finally, it is important for internal filmmakers to ensure that the process is a positive one for the employee or they will quickly run out of participants as word spreads quickly and the final results are shared with all on the corporate intranet. To help ensure that there will be no shortage of participants, remember these two things. First, allow all employees veto power to the scenes they have filmed before it is distri-buted widely. If they can preview their segment on the camera shortly after it is filmed, reshooting after editing has started can be prevented. Second, convey to the employee actors that there is no perfect performance. Remind them that even professional Hollywood actors flub scenes. Save out takes for a com-pilation reel that can offer laughs and confidence. The key is only sharing outtakes if the employees agree in advance. If you can’t share outtakes, describe them so employees understand that they are not the only ones who struggled to get the words out exactly right. page 26 8. Making the most of your set Hollywood studios employ location scouts to find the best places to film, and cities and states offer numerous discounts and tax advantages to lure them. Unfortunately, as a corporate filmmaker, the locations, with the exception of company sponsored community events, are limited to where your employees work. That limitation, however, is often an advantage one can identify what locations work best depending on the type of video being produced. Do you need a quiet, well-lit location? Do you need a colorful backdrop with lots of moving equipment? Or do you need a loca-tion that features a lot of employees? Each workplace likely contains multiple suitable locations for filming. Time and Place The key to filming in the workplace is knowing the advantages and disadvantages of each location, as well as the best time to film in each location. Outside of the main gate is prob-ably a bad time during shift change, but is likely perfect mid-shift for a scene-setting shot. Conversely, a shot requiring people to be coming and going would be perfect at the gate during shift change but a total flop mid-shift. A couple of locations that can be used include larger offices, conference rooms and seldom-used entranceways, which can be ideal for quick sound bites due to available light and reduced noise. THE KEY TO FILMING IN THE WORKPLACE IS KNOWING THE ADVANTAGES AND DISADVANTAGES OF EACH LOCATION, AS WELL AS THE BEST TIME TO FILM IN EACH LOCATION. Location Considerations There are several things to consider when filming in the workplaces. First, be careful not to record proprietary or confidential information or processes. Second, be careful not to include outdated logos or branding, which has a tendency to remain at locations long after they have been replaced by new standards. Finally listen for small and/or unusual noises, such as the heating or air conditioner, which may not sound that loud when recording but will be overbearing when editing the video. Related to the first point – the filming of proprietary or confidential information – it is important to remember that many companies have strict policies and procedures pertain-ing to cameras or recording equipment in the workplace. It is important to understand and complete all the required paperwork before beginning to film. Filming in a workplace can be disruptive and special care should be taken to plan filming to minimize impact to production or productivity. For example, if the production line does not need to be running, film during periods of employee breaks or line maintenance. This will also help improve the video sound quality. Making the most of your set page 27 BE CAREFUL NOT TO RECORD PROPRIETARY OR CONFIDENTIAL INFORMATION. n WATCH FOR OUTDATED LOGOS OR BRANDING. n LISTEN FOR DISTRACTING BACKGROUND NOISES. Making the most of your set Keeping it Safe Safety is a priority in the workplace, and when filming in the workplace, especially if you are going to have lights, cords, tripods and other equipment, it is important to take measures to prevent injuries. Signs, caution tape and a person dedicated to watch for potential unsafe conditions are all things that should be considered depending on the size and nature of the shoot. page 28 CONSIDER PRODUCTION AND WORKPLACE DISRUPTION WHEN SELECTING TIME AND LOCATION FOR FILMING. MAKE SAFETY A PRIORITY FOR THOSE INVOLVED AND IN THE VICINITY DURING FILMING. BE CAREFUL TO FOLLOW COMPANY PROCEDURES FOR RECORDING AND ENSURE THAT PROPRIETARY INFORMATION IS NOT RECORDED. page 29 9. Editing your video It is said that editing a video is where the magic happens. While it can, at first, appear to be magic, it is really a straightforward process that allows you to present the pieces and parts in a finished product much like assembling the ingredients of a recipe results in a meal. Tools While there are several tools that one can use for video editing, it is best to pick one tool and focus one’s efforts on learning and using that tool. For Apple users, two great options are iMovie, which comes free with the computer, and Final Cut, which is approximately $300, although additional features can add to the cost. For Windows users, Adobe Premier offers the same staggered solution. The limited ver-sion, which will handle most needs of corporate communicators, is approximately $100. The full version is $800. Adobe also offers its products in a monthly cloud-based package. There are several other video editing programs available for Windows with comparable features and prices. Once an editing platform has been selected, online or in-person training classes are recommended. While one can begin editing without formal training, even one day of limited online lessons can dramatically cut the editing time and process. WHILE ONE CAN BEGIN EDITING WITHOUT FORMAL TRAINING, ONE DAY OF TRAINING OR LIMITED ONLINE LESSONS CAN DRAMATICALLY CUT THE EDITING TIME AND PROCESS. Process Using the Excel spreadsheet that was prepared in the planning of the video, I recommend the following steps when editing the video. First, download and label the footage, and if you have to re-use the memory card, make a full back-up on another machine or DVD. Having proper back-ups can prevent the pain of having to re-shoot important video segments that were accidentally deleted or lost through a computer malfunction. Second, begin by placing the segments in order on the editor’s timeline with a focus on the audio flow. Once the audio is in order, the third step is to watch the video to include cutaways to cover the transitions from scene to scene. Starting first with the video and trying to add the audio may seem more natural since this is, after all, a video, but estab-lishing the audio track ensures the video conveys the proper message. Transitions Resist the urge to use the numerous transition techniques that are included in the software when cutting from scene to scene. The flip, fade and swirl might be fine between scenes of a vacation video but take away from the key messages of a corporate video. A basic cut between scenes is all that is needed, but care can be taken to make that switch natural to a viewer. For example, if the scene is between two people talking, the change can be made between sentences as opposed to in the middle of the sentence. Editing your video page 30 1. DOWNLOAD AND LABEL THE FOOTAGE, MAKE A BACK-UP 2. PLACE THE SEGMENTS IN ORDER 3. WATCH THE VIDEO, CHECKING CUTAWAYS AND TRANSITIONS Titles Fancy transitions might take away from a video, but descriptive titles can help improve the look of a video. Titles should include the name, title, and any information that is perti-nent to the viewer if the job title doesn’t make it obvious as to why the person appears in the video. For example, if the person is the company’s tax attorney, but is appearing in the video because he is the chairman of the United Way campaign, the title should include that information. Intro/Exit screens To increase branding and reduce the time editing, intro and exit videos should be pre-pared that can be placed at the beginning and end of the main video. This allows for a similar look and feel, and reduces time being spent with each video trying to create it. In addition to the name of the video product, there should be a standard place for the video title. At the end, it should have a place for credits that include the people involved in the production, both on camera and off camera, to help increase ownership for use of the video in corporate communications. Editing your video page 31 TITLES SHOULD INCLUDE THE NAME, TITLE, AND ANY INFORMATION THAT IS PERTINENT TO THE VIEWER. Editing your video page 32 Sound/Music There are a number of royalty free music sites which can be helpful to find short clips of music to use for intro and exit videos. One that allows for searching based on theme is Freeplay Music. In addition to intro and exit segments, music, at a low or background volume, can also be beneficial during cutaways where the ambient sound is not appro-priate. It is important to carefully read the terms and conditions of the various royalty music sites to ensure that the music is being used appropriately and legally. TO HELP INCREASE OWNERSHIP, CREDIT PEOPLE INVOLVED IN THE PRODUCTION, BOTH ON- AND OFF-CAMERA. BRAND YOUR VIDEO INITIATIVE WITH A NAME AND THEMED GRAPHIC TO ESTABLISH RECOGNITION AND STANDARDIZE INTRO AND EXIT SEGMENTS OF THE VIDEO. TAKE A TRAINING CLASS IN YOUR EDITOR OF CHOICE. THIS TIME AND EXPENSE WILL SAVE TIME AND MONEY THROUGHOUT THE YEAR WITH FASTER EDITING. USE TRANSITIONS SPARINGLY SO THE WORKPLACE VIDEO DOESN’T RESEMBLE A VACATION VIDEO 10. Distributing your video This ebook assumes internal-only distribution and that you won’t have the ability, or the permission, to share your videos with external audiences. As such, you will be limited to the intranet, often SharePoint. If you have the ability to share externally, I would suggest the information be posted to a YouTube channel. Track to Prove Value The most important thing about sharing your video is that you have the ability to track the number of views. In a corporate environment where return on investment (ROI) is often a top goal, it is important that you can demonstrate to senior leadership the value they are receiving for the equipment and time spent producing these videos. Typically, Web statistics via the company’s intranet will provide you with the required information, but it is important to verify with the company’s webmaster that the statistics are available or configured as you require. I would recommend posting the video on the company intranet and then distributing an email with the link embedded. If you have the ability to embed a screenshot of the video, that would be preferred to a text link. Depending on the company’s email configuration, this may not be possible. page 33 IT IS IMPORTANT THAT YOU CAN DEMONSTRATE TO SENIOR LEADERSHIP THE VALUE THEY ARE RECEIVING FOR THE EQUIPMENT AND TIME SPENT PRODUCING VIDEOS. Format and Size There are two other important things to consider when distributing your video – file format and file size. First, file format. It is important that employees can view the video with a program that is installed on all machines. For example, Windows Movie Player is installed on all Windows-based machines. So if your company operates in a Windows-based environment, it would be important that the file posted is a Windows movie file as opposed to a QuickTime file. Second, the size of the file is important. Nothing is more frustrating than trying to watch a video only to have it buffer every few seconds. Your IT staff can offer recommendations on the maximum file size based on the company’s infrastructure. Some companies may support much larger files, while others may require short, smaller files to support stream-ing. Testing is essential to balance the size of the file with the quality of the file. A higher quality file will be larger, so be mindful of reducing the file size at the expense of the video quality. page 34 How to distribute your video FEEL FREE TO CONTACT ME AT mike@mikebrice.com IF YOU HAVE ANY QUESTIONS. I AM HAPPY TO SHARE MY EXPERIENCES AND OFFER ANY INSIGHT. WORK WITH INFORMATION SYSTEMS TO ENSURE THE VIDEO FILE CAN STREAM. WORK WITH INFORMATION SYSTEMS TO ENSURE YOU CAN MEASURE VIEWS TO HELP ESTABLISH A RETURN ON INVESTMENT. The Value of Video • Video’s Video s response rate six times more effective than print • Zappos reports 30% increase in sales when item has a video • Philips News Network video project increased engagement • IBM believes video should be the primary method of communication. Embrace the Limitations • Documentary Searching for Sugar Man largely filmed on an iPhone. • Cost barriers make video production possible on limited budget • Simple videos can double intranet traffic • Video improves repetitive stories Ideas everywhere you look Stories to tell with video • Stories work because they evoke strong emotion • Video communicates authenticity • Pre‐ and Post‐event videos • Program participation • Process change explanation Picking the right video camera • The best camera is the one you have with you • Second best camera is one that has a microphone input • Tripod is key with any camera Sound equipment • Wired external microphone – better choice, but wire limits mobility • Wireless external microphone ‐ best choice, but interference possible • External audio recorder – good choice, but syncing ads complication • Voice over is also an option in difficult audio settings Preparing for your video shoot • Success will be determined by preparation • Spreadsheet with key elements • Start with an end in mind • Spreadsheet allows elements to be filmed out of order Casting employees in starring roles • Diversity • Prepare employee with notice and information • Short sound bites – explain editing process to employees • Veto rights – let them know if they don’t like it, it won’t air Making the most of your set • Larger offices, conference rooms and seldom used entrance ways • Careful not to record confidential information or processes • Listen for distracting background noises (HVAC, repetitive clicking) • Be careful of impact to production • Safety is priority Editing your video • Tools for either MAC or PC (iMovie, Final Cut or Adobe Premier) • Begin editing with focus on audio flow • Add video and cutaways after audio is established • Resist urge to use every transition your editing tool provides • Use titles to let viewers know who they are watching Distributing your video • Ability to track views essential for demonstrating ROI • Post to company intranet; send email with link to video • Format is essential for compatibility • Size is essential for optimal experience • Testing is essential for balance of quality and experience Questions?