The basis for the A&E television show The First 48 is an excellent metaphor for creating videos for training.

The short description for the popular television show is as follows: “For homicide detectives, the clock starts ticking the moment they are called. Their chance of solving a case is cut in half if they don’t get a lead in THE FIRST 48™. Each passing hour gives suspects more time to flee, witnesses more time to forget what they saw, and crucial evidence more time to be lost forever.”  Source http://www.aetv.com/the_first_48/index.jsp

Let’s revise the shows brief description for a training development scenario:  “For training managers, the clock starts ticking the moment their course is started. Their chance of success in their new e-learning course is cut in half if they don’t create interest in first 48 seconds. Each passing second gives employees more time to flee, more time to forget what they saw, and crucial training more time to be forgotten forever.”

In June we created a social media training course for employees.  This video based e-learning course starts out fast and furious, but creates interest for employees to finish the course.  You can view a short sample in the video clip below:

Click to view video

The course pace slows down after 1:45 seconds, but the critical moment occurs when employees realize that this training is different.  We received more compliments about this course than any course we have created in the past five years.  Many of the employees who took the course referred us to their friends and family’s employers to have something similar created for those companies.

When you are planning your next training project think about the first 48 seconds.  Traditional course development for certain subjects is not as effect as other types of training.  Remember we live in an impatient economy with employees who have been conditioned by media – e.g. movies, television, and video games.

I am often asked, what is the best budget camera for online videos?  Xcelus Studios usually does not use a low budget camera for our video production projects, but I realize that most small companies cannot afford a $6000 camera for simple video projects.  They just want good enough video to post on the web.

After looking at the samples from my friends Flip video camcorder and reviewing the Kodak Zi8 Pocket Video Camera, I choose the Kodak Zi8 camera.  The biggest reason to use the Kodak Zi8 camera over the Flip Video camcorder is the ability to add an external microphone.

After watching video footage of my friend’s Flip camera from a FranklinCovey event at Sundance, I was impressed with the video quality, but not the audio.  I couldn’t hear the main subject due to the crowd noise and the isolated interview shots the sound was so distant that the interviewee seemed cold and unappealing. Remember that poor audio plus good video quality still equals a crappy video.  Portable video camera microphones pick up every sound in the room.

After purchasing the Kodak Zi8, I hooked up our Sennheiser wireless microphone to the camera and did some tests.  The audio was great and the video quality was great.  I also purchased a 1FT Audio Cable – Female XLR to 3.5mm Stereo Right Angle Plug from ComputerCableStore.com to use our shotgun microphones with the camera.

Another great feature on the Kodak Zi8 is the ability to choose which video format – 1080p, 720p 60fps, 720p, or WVGA.

For web video or training, the Flip and Kodak camera’s video output size is way too large for web viewing.  The video size averages about 60MB per minute in 720p mode.  This means that a 3 minute video would be about 180MB. I recommend that you use video compression software to reduce the file size before you upload the videos to your website.  We use Sorenson squeeze, but there are less expensive options available and some free online options as well.  A good web video size is ~4MB per minute.  A 3 Minute video is now 12MB vs. 180MB.

If uploading to YouTube, they will compress and convert your file automatically.  YouTube’s file upload limit is 2GB.

If you are using these cameras for interviews remember these tips for successful video:

LIGHTING – Three-point lighting is a standard method used in visual media.

1. The Key Light shines on the subject
2. The Fill Light shines from a different angle
3. The Back Light shines on the subject from behind

SOUND

1. Find a quiet location to record
2. Lavaliere microphones are preferred
3. Try not to use shotgun microphones
4. Cell phones should be completely turned off

COMPOSITION

1. Use a Tripod
2. Make sure to have the camera at the exact level horizontally as the main subject
3. Try not to look down or up on the subject with the camera
4. Use a medium shot
5. Avoid zooms

VIDEO COMPRESSION

1. 3 – 4 MB per minute vs. 30 MB per minute
2. 3 Minute Flip Cam video is 86 MB
3. Encoding Options
   • Sorenson Squeeze (Desktop)
   • Encoding.com (Online)

For reference, the cameras we use in our professional video work are the following:

• Panasonic HVX-200a with a Red Rock Lens system
• Canon 7D

Many companies use online video for customer testimonials.  Too often these videos are nothing more than customer X saying that Company Y is a great company and they have great products.   Just sit the customer down in front of a camera and tell them what you want to say. After 3-5 takes there is enough information to create a short video for a website.  This is the simplistic way to create a non motivational testimonial video.

The problem with the simplistic approach is there is no emotional attachment to the customer. In other words, the “trust” factor of the customer’s testimonial has not been established. A good customer testimonial video is more than just telling someone that Company Y is a great company and they have great products.

Customer testimonial videos need a believable “trust” factor of the unknown customer telling someone they should trust what they are sharing.  Creating these videos involves more creative development time and effort to share additional background information about the customer which is essential to establish creditability.  The most effective way to do this is to tell a story with your customer testimonial videos.

Some of the best customer testimonials videos I have seen are produced by APX Alarm in Provo Utah.  Tom Coleman is an expert at creating an emotional attachment to a customer and a product.  You can see some of APX Alarms customer testimonials videos at this link by click the play button on the image.

The next time you are planning customer testimonial videos, take some time and do something different – tell a story.

More and more companies are now using online video strategically in business processes such as lead generation, employee/partner communications, sales qualification, support, training and marketing.  We have compiled a list of URL links to our favorite articles validating the emergence and importance of using online video in your business.

1. Six Reasons Videos That Aren’t Viral Are Valuable

2. Online Video Marketing: How to Optimize Your Web Site Conversion Rates Through Video

3. Persuasive Online Video Strategies That Prompt Action

4. The Video Boom: Video Takes Over the Inbox

5. Five Ways Traditional Media Companies are Using Online

6. Creating Powerful Digital Video Campaigns

7. Online Video Ads – Statistics 2008

8. The Online Video Snacking Trend

9. The Future of Online Video Looks Bright

10. B2B Marketers Gain Competitive Edge with Online Video

Online video is very cost effective format, easier to produce, and host online than in the past.  It is now almost a requirement to be successful in attracting customers and prospects to your product and services.

About Xcelus

Xcelus develops innovative and unique online video platforms allowing companies to integrate the power and persuasion of video into their sales, marketing, and communication strategies. Xcelus’ online video platform tools allow companies to manage, deliver and measure video content to meet the needs of today’s business requirements. Xcelus’ video solutions include sales, marketing, customer support, lead generation, recruiting, and employee communications. Xcelus is a private company founded in 2005 and is based in Provo, Utah amidst the greatest snow on earth.

I found a great article about online video by Target Marketing about the importance of online video.  Here is the link:  http://www.targetmarketingmag.com/article/the-emerging-importance-online-video-410206_1.html.

I first started putting video on the web in 2001 using Broadcast.com and Yahoo! services for a lead generation programs.  The response was better than expected.  The technology back in 2001 was very limited and required expensive software and expertise to get a video on the web. Most companies were sending out mini DVD business card rather than posting a small QuickTime or Windows Media videos on the web and hoping their audience had DSL or better Internet connections.

It is a lot easier and less expensive now to put a video on a website. Most business and consumers have access to broadband Internet connections and the video compression technologies are inexpensive and easy to use. It is almost a requirement to have a video on your website to keep up with your competition.

Enjoy the article.

Now you have created your new marketing video, what do you do with it? Here is a list of my ideas on how to maximize your business video:

1. Convert the video to the following digital formats and in a variety of sizes:

• FLV – Flash video format for web posting
• WMV – Windows media format for PowerPoint Presentations
• MP4 – for iPhone and Mac applications
• H.264 – High Definition format for Presentations
• MOV – for your Mac applications

Your video production vendor should provide you with these formats. Hopefully you are not being delivered a single video file. If your video vendor will not provide the above formats, request the final .mov or .avi file and purchase video conversion software (We use Sorenson Squeeze) to convert your video to the above formats.

2. Upload your video to your website. Put a link to the video on your home page.
3. Create a special landing page with your online video for Pay Per Click (PPC) campaigns
4. Upload your video to YouTube. Create a YouTube account and a YouTube channel for your company. Use YouTube as part of your SEO and social media strategy. You can see the Xcelus Studio channel at: http://www.youtube.com/xcelusstudios
5. Use your video to start a social media strategy. – Start by creating a Facebook account and a Facebook page for your company. You can see the Xcelus Studio Facebook page at: http://www.facebook.com/home.php#/pages/Provo-UT/Xcelus-Studios/25219468856?ref=ts
6. Tweet your Twitter followers about your new video.
7. Use your video in your sales processes such as email campaigns and sales presentation.
8. Don’t forget to use your video in your PowerPoint presentations. The WMV format work great in PowerPoint.
9. Create a press release announcing you have created a new marketing strategy using online videos. Link to the video.
10. Announce your video in your corporate blog.

There are many more ways to maximize your video. These are just a few ideas to get your new marketing video out to your clients and prospects.

According to comScore, US Internet users viewed 14.8 billion online videos in January, with YouTube alone scoring over 100 million unique viewers in that same period.(http://www.comscore.com/press/release.asp?press=2741)

Do videos work in email campaigns and will people click to view your video? The answer appears to be Yes. However, there are 3 guidelines we use when developing video for email campaigns.

(1) Create short focused videos.
Too often companies try to solve all of their customer’s pain points in what I call the 14 minute corporate DVD. Sales and marketing videos should be short, narrowly focused and only address one or two points. Most customers will not endure through a video that does not address their needs and wants in the first 20 seconds. Create several short videos rather than a single long video.

Think of videos in two parts:

Part 1. Movie Trailer – This is your 60-90 second elevator pitch. Don’t answer all your customer’s questions, but create interest to a call to action. A Hollywood movie trailer gives just enough information to create interest and to get you to purchase a movie ticket. So should your elevator pitch videos. Create interest and lead them to the next step.

Here are links to sample elevator pitch videos we produced for our clients:

Part 2. 2-3 minute videos – This is a focused video that typically focuses on the following:

• One or two key customer pain points
• Provides information on typical customer objections
• Shows a key feature that solves a problem
• Highlights customer testimonials
• Focuses/Creates emotion on what happens if prospect does not buy your product or service

Here is a link to a sample 2-3minute video we produced for DigitalBridge:

(2) Include a Screen Grab to Improve Video Click Rates.

Screen grabs should give visual clues to the video content. They should be visually compelling enough to get your audience to click to view the video. Below our some sample screen grabs we have used fo our clients projects. (The bottom two link to their respective videos)

Screen grabs are definitely more enticing that a text link like this one below:

http://www.xcelusstudios.com/video.htm?cat=1+vid=0 (Xcelus Marketing Video)

(3) Reference Video in Your Subject Line

Three subject line examples:

• “Video Exclusive! Days 1 to 3 of Fashion Week” Saks Fifth Avenue, Feb. 4, 2008
• “The well-traveled tote (see video)” J.Crew, Feb. 13, 2008
• “RLTV Presents: Cape Lodge, An RL Home Video” Ralph Lauren, Feb. 18, 2008

Some campaigns are claiming 20% to 300% improved click rates with video referenced in the email message.