At Xcelus, we produce a number of screen recording training courses for our clients. Our clients also do a lot of self produced screen recording courses. Screen recording is a great way to show how software works or to provide training tips using a Subject Matter Expert’s knowledge. Prior to any using any screen recording software such as Camtasia or Adobe Captivate to create a training course, the following questions and suggestions should be addressed before you start recording your course:

1. Is there a recording outline or script of the steps that will be recorded prior to the start of the recording session?

For most training developers, nothing starts without a script. I am surprised though by how many screen recording projects are unplanned and look more like rambling mouse movements without any structure or purpose. Script everything and plan accordingly – learners want short concise training steps that are easy to follow and to understand.

Rehearse the script several times before recording.

2. What video player will be used to play the videos?

• What is the required screen resolution?
• Can the video player play videos full screen? (This should be mandatory for any screen recording course)

The video player should determine the screen resolution of the screen recording. If your web team only uses a small player size such as 640×480, then record at that resolution. If there is a full screen option on the video player, record at a higher resolution such as 1024×768. Remind your viewers at the beginning of the video to enter full screen mode.

Remember the higher the screen resolution, the larger the video file size. Recording at a 1920×1200 screen resolution will not equal a higher quality video. It just means that your will have a large video size and a crummy video when it is resized to a smaller video size if your audience’s computer cannot match the screen resolution.

3. What is the minimum screen resolution on the computer recording the session or running the software?

Preview the screen of the web pages/software in the following resolutions:

• 800×600
• 1024×768
• 1280×1024

Pick the smallest size in which the web page/software looks good. There are two  reasons for this:

1. Prevents a large viewing are with a lot of sise to side movements
2. Smaller video size to stream -keeps the IT department happy and the video will play better at a smaller size.

4. Plan for Software Pop-ups during the recording

• How many are expected during the presentation?
• When do they pop-up?
• Are they movable?

Plan accordingly and allow time to edit out any unusual movements to bring pop-up screens into the recording area. Most popups are designed to be in the center of the screen. Plan your recording area in the center of the screen rather than upper left corner.

5. Please turn off  all computer notifications of computer running the web pages/software for screen recording.

Email and instant messaging notifications should be turned off during the recording. They are disruptive and difficult to edit out.

6. Please use a clean/generic desktop background.

A desktop with a 100 icons or family photos should not be part of a training course.

7. Turn off/close all computer processes during the screen recording.

Computers running screen recording software perform better with fewer process running in the background

8. Remember to do a slower mouse/typing movements.

When watching screen recording videos, your audience will need to see and comprehend important mouse movements and typing. Subject Matter Experts need to go at a slower pace for improved audience understanding.

9. Audio – Audio is 50% of the production.

A well scripted and recorded video can be rendered useless by poor audio. Your audience will tune out after a few moments. Buy a good USB microphone if the screen recording narrator is also the SME doing the screen recording steps. If the screen recording is being recorded via WebEx, GoTo Meeting or Live Meeting, use a landline phone with a headset during the recording session.

10. Use a professional or ‘better than the SME” voice over talent if possible.

SMEs have great talent and knowledge about products and services, but that doesn’t mean they should be the voice of your training video. Spend a few hundred dollars to transcribe the SME audio and record it with a professional audio talent.  Good audio will allow your audience to focus on the visual content.

Remember the goal is to provide a great training experience when using screen recording software. Camtasia and Captivate are great rapid training development tools, but plan accordingly before you start.

More screen recording tips can be found at this blog entry:

http://www.xcelusstudios.com/toddcorbettblog/10-video-tips-for-using-screen-recording-software-like-camtasia-and-captivate/

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.