Multi-Platform Madness: A Day on the Set

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This week I produced and directed a fun shoot for an international education association. What might appear at first glance to be a simple studio shoot  was really a multi-tasking day that allowed us to gather multiple content streams at once, for later multi-purposing.  Here are some of the elements we shot in less than 8 hours:

-5 interviews with a Canon 300 Mark II camera

-Secondary/side angle of all interviews w/a Canon DSLR camera on a slider

-6 direct-to-camera reads of a brief :30 appeal

-BTS (behind the scenes) video and photos

-Samsung Gear VR footage of our setup

-Hyperlapse time lapse footage of our setup

-Smart phone photos and videos of our day on the set

And now here are all the outputs we can achieve for this client: 

-A short video about the association for their website combining the interviews,  BTS footage, and other existing content from the association

-Social media sharing content using the BTS photo and smart phone content

-A Facebook video campaign using the direct-to-camera content

-An Instagram video campaign using the direct-to-camera content

-Interview transcripts that can be mined for quotes for website and newsletter sharing

-VR and timelapse content that can boost social sharing

 

Planning For Multiple Content Streams

Of course, this all takes advanced planning. You can’t accomplish multiple outputs without having the right people on your production team. You need to have a designated BTS Photographer and ideally a separate BTS Videographer.  These roles are different, but can sometimes be combined as long as you are clear about what you need from each format. You will also need a DIT–Digital Information Tech–who can be offloading, ingesting and verifying your footage and photo media cards as you go, because you will need to keep using cards throughout the day.  That person will also be meta-tagging your shots so you can find what you need for quick turnarounds later. Again, this person could have another role such as production assistant, but you had better be darn sure they really know what they are doing when it comes to media management. On some shoots I rely on my director of photography (camera op) to do this job, but then you have to wait until the end of the day. This means you need to purchase more media cards up front, since you won’t want to “blow them away” until you have ingested, duplicated, and verified all your footage. For a multi-camera shoot like the one we did this week, I did not want to distract my camera guy with that task, so we had our BTS photographer do it because she is also quite experienced at this DIT role. She also pulled up all our footage in a laptop version of Premiere Pro, our NLE (nonlinear editing) platform, so that we could check our colors “in the real world”.

Designing Your Workflow for Spoken Word Content

You’ll also need a workflow plan for your Transcripts. I like to use a real, human transcriber for long interviews or anything involving speakers with accents.  The folks at Noble Transcription do a great job. If you live in a town with lawyers, you can find a transcription service! For quick interviews, Speechmatics is an AI platform that does a pretty nifty job. You might have to correct things like acronyms, which it isn’t good at recognizing. I then import my transcripts into PremierePro using Transcriptives, a new plug-in from Digital Anarchy. Transcriptives attaches speech elements to every clip from the interview, allowing you to build your script, output drafts that everyone can review on paper, and output your final captioning.

Archiving and Future-Proofing

Really, the future-proofing comes in the planning stage. I like to shoot everything in 4K these days. That gives me enough lattitude to compress content for small screen delivery without compromising quality. It also allows me to crop images to 2K, giving me the ability to add a second “angle” without moving my camera.   It also gives me enough color space and pixels to crop unusual specs like the awful Facebook vertical, while keeping high quality color and resolution for larger-screen delivery.  Future-proofing also means ensuring that you have permissions “in any and all media” from all your participants, so you don’t have to go back to them every time you change your output. You also will need to get the right licenses for any music or stock images you add into your final products.  As far as archiving goes, we really don’t know what the next digital medium will be, so the best policy is to save all your content in its highest quality form, without any added text or soundtracks. This will allow you to continue multi-purposing well into the future.

I’ll have a new LinkedIn Learning course on this subject soon, so watch this space for updates!

 

 

The Future of Story: A View from Shanghai

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Maryann Brandon, editor of STAR WARS, discusses visual effects edit workflow.

I just got back from China, and the nascent NAB Shanghai conference, where I was moderating the Global Innovation Exchange thought leaders event. The sessions on 4K, UHD, and 8K were packed. Speakers talked about how they are building new audiences through OTT, and how they are developing storage and workflows for complex, multi-platform delivery.  And not surprisingly, the VR track was packed with speakers presenting on this new and evolving format.

But what really impressed me was the focus on STORY. Yes, we need ways to move massive data packets around for a consistent streaming and viewing experience. Yes, we will continue to improve picture resolution and screen quality. Yes, we will continue to evolve the immersive experience. And yet we know that what leads to success—whether of a social platform, a webisode, a feature film or a game–is a good story. Characters that are memorable. Authentic moments that make us laugh or cry. A connection to emotions that make us return and share, again and again.

Maryann Brandon, editor of STAR WARS: The Force Awakens, STAR TREK: Into Darkness and the new release PASSENGERS, talked about how through all of the special effects, her focus is always on story.  If the story isn’t working, effects are not the answer.  Her goal and that of the film’s director is always to make an emotional connection with the viewer. Michael Uslan, the producer of the DARK KNIGHT, THE LEGO MOVIE, and many other films, TV series and games, spoke about what compelled him to cobble together the financing to buy the Batman franchise while still in his twenties: “Batman’s greatest superpower is his humanity.”

This could be said of our entire media-TV-film industry. We are of course always taken with technology. Technology enabled us to create the first photographs, the first talking pictures, and the first color films. Technology brought the moon landing into every living room and built the networks that allow CNN to report from around the world. And now technology is bringing us social media experiences, virtual reality programming and AI characters. The future is exciting.

But technology without humanity is nothing.  So as I watched speakers from around the world sharing and learning from one another, talking about the kind of stories that truly engage, I was encouraged. Through all the high tech, we must keep our focus on the stories worth telling: those all around us, and those we have not yet imagined.

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On my way to Shanghai, I stopped over in London for the IABM conference with broadcast manufacturers.  Here’s my talk on the challenges of Transmedia Production.

Where’s Amy DeLouise at #NABShow16 ?

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DeLouise teaching at NAB

I love speaking at NAB Show!

I’m looking forward to seeing old friends and meeting loads of interesting people at #NABShow in Las Vegas this year! If you’re trying to track me down, here are a few of my plans:

Saturday, April 16th

After a business breakfast, I’ll be off to get my credentials, to see how our #GalsNGear event buttons turned out (12,000 of them at registration desks!) and be sure our T-shirts got delivered to the store. Yes, guys are invited, too. See details under Tuesday below. Then for the afternoon I’m speaking at Post|Production World on Knocking it Out of the Park as a #SetPA an In-Depth Session on Essential Business Skills for the Freelancer. Then it’s off to an annual get-together convened by the ever-amazing editor Nicole Haddock.

Sunday, April 17th

I’ve got an early launch to speak at 8:30AM on Stress-Free Productions: Managing Clients and Executive Producers.   Then I’ve got a little gap, so if you want to grab coffee or an early lunch (love the little Indian place in South Hall) that would be great! Then it’s off to speak all afternoon at PPW: Career Transitions for CreativesSo You Want to Produce. Then it’s off to some private parties and one of my favorite Vegas shows, Jersey Boys.

Monday, April 18th

This day is gonna be fun but tiring. I’ll be speaking with @Adryenn and @RodHarlan in an All-Day Social Media Symposium ! Then it’s off to moderate a panel on a subject that’s important to me Creating Inclusive Work Environments with Douglas Spotted Eagle, Gayle Hurd of the National Association of Black Journalists, Sarah Serrano of Veterans in Film and Television.  Then it’s off to Media Motion Ball!

Tuesday, April 19th

This is gonna be quite a day. I hope you can join me in the morning for some coffee and donuts provided by Black Magic Design at the first #GalsNGear pop-up event, livestreamed by Broadcast Beat. Then I’m off to speak at PPW again: Budgeting Basics for Video, Putting Real People on Camera — a topic so dear to my heart I wrote a book about it! I’ll head over to the NAB Bookstore for a book-signing (please stop by! invite friends!) for The Producer’s Playbook: Real People on Camera. Folks in my classes will get special DISCOUNT passes during NAB Show! Then I’ll head back to North Hall to moderate a panel on Breaking Into the Industry with Christine Steele, Katrina Deleon of Production HUB, Ashley Kennedy of Lynda, Paul Murphy and DP Joseph DiBlasi. Boy will that be an interesting conversation!  If I haven’t lost my voice yet, then I’ll see you over at Supermeet or maybe the Killer Tracks party.

Wednesday, April 20th

My day starts with being a guest on NAB Show Live! with host Janet West tackling gender balance and #womeninfilm with some terrific colleagues I’m looking forward to meeting. Then, hmmm, should I head over to the show floor or take some chill time at the pool? Perhaps a bit of both. I’ll catch up with some Lynda.com friends and colleagues Wednesday for cocktails, then I’ll be headed to dinner. (Any great ideas? I do promise to repost my off-strip Vegas restaurant favs blog post, but always looking for more out of the mainstream rec’s.) I don’t head out until late morning Thursday, so it could be a late night!

I look forward to connecting with you in Las Vegas or at another content event this year!

 

Amy DeLouise is a Director/Producer/Author and Speaker at NAB Show among other industry events. Her new book The Producer’s Playbook: Real People on Camera is out tjhis week from Focal Press.

 

 

Photos: Five Tricks for Keeping Track

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labyrinth copyright B.DeLouiseThanks to digital photography, organizations now have millions of photos to use in their promotions, websites and videos. But a photo is only useful if you can find it! As a video producer, I’m often fishing through massive files of photos labeled IMG1024 etc., trying to find just the right shot. Here’s a way to avoid that hassle and expense:

  1. Assign a Photo Guru. Even if multiple departments use and shoot photos, make one person responsible for your photo management system, and your tagging process. This person should create a cheat sheet for item 3 below.
  2. What Gets Measured Gets Done. Set a target for each quarter tied to institutional goals. Metrics might include not simply the number of photos to labeled and archived but how you are making them accessible to multiple departments/users/members/donors and how often they are getting reposted and linked back to primary content.
  3. Use Metatags. When an event is over, ingest all media cards and batch rename the files (while checking the box for retaining old metatag info) with the name and date of your event. If you hire professional photographers, give them the names you want to assign to each event or each day of a multi-day event. Your tagging work is not complete, but at least you have a good start. Most photo archiving systems will allow you to add other information such as who is featured in the photo and other keywords.
  4. Be Clear and Consistent. Don’t label your Los Angeles Gala photos “LAG” one year and “LA Gala” the next. In five years, no one will be able to find the LAG photos.
  5. What’s Old is New Again. From #TBT posts on social media to anniversary videos to website timelines, old photos get new life. Organizations that have been around since before digital will need to scan (at 200dpi minimum) old photos so that they can be re-purposed for web, social media, video, print and live event uses. This is a great job for a summer intern! But the intern will need to speak with the Photo Guru, above, so s/he understand key categories, institutional themes. Provide a handy photo “crib sheet” of important people for reference.

 

Amy DeLouise is a video producer/director who often finds herself slogging through unlabeled photo archives in search of the perfect shot!

5 Social Sharing Tips

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Social media writing challenges us all. So many platforms, so little time! Keeping a few easy tips in mind can help you focus on big picture goals.

  1. Be Yourself. Write the way you talk. Share what you think. Be authentic. If you write for an organization, be authentic to the character of the organization.
  2. Share Others’ Stories. Don’t only write about yourself, your work, your company. Share success stories of colleagues, clients, or industry innovators.
  3. Be Relevant. Post about issues that are current and trending. Look for hashtags to use that help your content break through the clutter and get reposted.
  4. Repurpose. Some content is too topical. But lots can be repurposed. A 5-minute live event video can be cut down into a 30-second webisode. A 7-second time Behind the scenes photos can accompany a tweet. Rework, reuse, recycle! Oh, and please make your media findable internally in your organization–label photos, put them in recognizable folders, metatag footage with names that people outside your edit suite can understand.
  5. Time it. Not every post will get equal views, depending on the time you post it. Weekend viewing is best for longer video clips. Late afternoons, later in the week will get you more forwards and shares. Post test messages on your favorite platforms and see what works best for your social community–each one is slightly different.

 

Amy DeLouise is a writer and video director working in short-form nonfiction that gets distributed at live events and via social networks. She speaks and writes regularly on challenges and solutions in communications, branding and video production. See her slides on social media from her workshop at #GVExpo on the speaker tab of this site.

Hacking Video Interviews

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LyndaAmyInterviewingCoupleYou’re on deadline and need a great sound bite from your boss for the new podcast. Or you’re building a long-form documentary and are interviewing an expert. Or you’ve got five minutes till broadcast and are trying to get a moment with a VIP. Whatever kind of interview you are producing can be made a little easier with a few simple techniques.

  1. Make Your Subject Comfortable. It seems obvious, but often the interviewer is distracted by the crew chatting, the room getting uncomfortably warm, and the fact that, oh, a Camera is Pointed at Their Head. New low-heat lights prevent sweating, thank goodness. But there are many other little touches to keep an interviewee comfortable: hide as much equipment as necessary (I use silks in larger spaces, or just put things away in cases or adjacent hallways in smaller ones); place water on a small table at arm’s reach; Smile when you ask questions (unless you’re on 60 Minutes). And–not for the faint of heart–consider interviewing the person while they are doing something (working, driving, walking), since most people don’t just sit still and talk. These little things will go a long way towards making your subject feel and speak more naturally on camera.
  2. Familiarize Yourself With Content. Again, it seems obvious. But I can’t tell you how many times I hear an interviewer ask a basic question that they should have researched in advance. The result is your subject now thinks you’re an idiot, and you aren’t going to get the story you really wanted. Oh, and stop looking at your notes! Memorize them. Focus on making eye contact.
  3. Find Out Your Subject’s Learning Style. With a few quick questions in your warm-up chit-chat, or by watching previous interview footage, you may be able to discern whether or not your interviewee is a visual, auditory or kinesthetic learner. Why does this matter? Because the way you ask questions to each should be slightly different, and the kinds of answers you will get will be much richer and more useful when you do. More on this in my Lynda course The Art of the Interview.
  4. Plan a Story Arc, Be Prepared for Something Else. Ideally, your interview will follow a narrative arc. Within this arc, you’ll be gently guiding your subject along the path of the central story for your video—the introduction, the central theme or challenge, and the conclusion. Along the way, there will be meanderings, of course. But if you map out the story – not just bullet points for questions–you’ll be that much closer to building a better final video.

If you’re attending NAB this year, I’ll be presenting an In-Depth Session with the talented Director of Photography and Producer Eduardo Angel on How to Capture Great Interviews.  We’ll cover equipment, lighting, camera position, as well as interview techniques. We hope to see you there!

 

Your Fall Media Checkup

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It’s not sexy or glamorous. But it’s vital. So tomorrow, I’ll be speaking on a topic near to my heart: how to prepare for your video edit. So, when is the optimal time to start planning your edit? A few days before you step into the edit suite? When you start digitizing your media?

Not surprisingly, the answer is well before you even shoot the first frame. Working in the digital media space now often means drinking from the firehose of assets–millions of frames to choose from as we acquire with more and more flexible cameras. So it’s even more vital to be prepared before you start working with all of that content.

As we all launch back into fall busy-ness, it’s a great time to re-assess workflows, consider new technologies, and find new digital platforms for distribution. So take the time to review your steps as you prepare for your next media production and ask these questions (which I’ll help to answer for those of you at my session at IVMG tomorrow):

1. What tools can you use in the field to help the editor (or that might be you) locate and metatag your footage properly?

2. What other assets can you be collecting (audio, music, supplemental photos and visuals) to help tell the story once you’re back in the edit room?

3. What systems can you put into place for logging footage and identifying the best soundbites?

4. And what process can you use after the project is over so that you can find all this stuff in 6 months, or even 6 years?

There is no perfect system, but there are better systems. I’m updating mine and hope I can help you do the same.

Your Phone: A Marketing Power Tool

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Creative Commons from allvectors.com

Creative Commons from allvectors.com

In a world filled with social media and mobile tools, your most powerful customer engagement device may actually be—the telephone! People rarely get personal phone calls these days (of course I’m not including those awful robo-calls and mass marketing). And the human voice brings so many more nuances to a conversation than a text or email. Plus, it’s more Efficient. I know, this sounds crazy. But here’s the thing: a phone call is Fully Interactive. It is way faster than emailing or texting. And it doesn’t have that annoying delay of Skype. That’s right, when I say something over the phone, you can respond Immediately, no waiting. And then I can respond to you Right Back!

Here are 5 ways to use your phone to ramp up your business:

  1. Key Deliverables. At any point where there are key deliverables in a project, I like to call the client. Is there anything we missed? Any concerns? Any new developments moving forward? I can’t tell you how many times I’ve learned information I’d never get in an email or through the many conversations we post on the cloud-based project management tool I often use.
  2. Setting Meetings. Have you ever been part of a spiraling email chain where people are trying to choose a meeting date and time? Huge time-waster! Put in a call to the key person, find out options, make a few other calls, done. Yes you can use a Doodle Poll. But people often hedge and put things down as “maybe” and then who knows where you are. So pick up the phone and set up your meeting now!
  3. Negotiating. Unless there is just one easy clause of a contract to adjust, any detailed negotiations should happen in person or by phone. You can more easily find out Why a party needs a particular clause. And you can better convey your own concerns and goals.
  4. Building Vendor Relationships. Building relationships with suppliers and team members is one of the most important things you can do to deliver better customer service. Having those conversations in person (you can still email backup in writing) is the best way to build and retain those connections.
  5. Thank You’s. Yes I often also Write These on a Notecard and send them. I know, that’s even more retro/radical. And yes, I send emails, too. But sometimes calling and saying “thank you”to a vendor or client in your real voice is yet another important human interaction that builds trust and long-term collaboration.

Amy DeLouise is probably on the phone, so you can also reach her on Twitter @brandbuzz, on Linked In  or via email at amy [at] amydelouise [dot] com.

Spring Cleaning for Your Personal Brand

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Is it time for a change in your career path? Butterfly We all have those moments when we feel the seasonal shifts in our professional lives. Sometimes these are triggered by personal life events–children, aging parents, an illness. Often they are part of bigger trends in our industry (boy has my industry changed from the days of shooting on film to 4K cameras!).

The three keys to a successful personal re-brand are the same elements needed for any strong brand:  Storytelling,  Community,  and  Authenticity.

1. Storytelling. Everyone has a brand story–even individuals and small companies. So tell your story. And if your story now includes a new service, or a new focus, or a new location–tell THAT story.  How?

Curate & Share-Help people sort through the clutter in your new area of expertise by tweeting about a new study, or build and share a useful resource list. You could write a how-to blog post on the topic (and send an email to your clients to better share it). You could build an infographic on a new trend and pin it on Pinterest and share through other social platforms. And don’t forget to curate for yourself by following thought leaders in your new area of work.

Even better, let your Community tell your new brand story. See next paragraph!

2. Community. My friends Maddie Grant and Jamie Notter in their useful book Humanize say “Everyone has customers, stakeholders, suppliers, members, constituents…but not everyone can honestly say they have a community.”  I would turn that a bit and say you probably have a community you haven’t really thought about. It might be your religious community, it might be people in your neighborhood, it might be friends through a music group–you are connected to many different communities and can reach out to all of them to let them know what changes you’re making and enlist their help.

How? Your community can help promote your new website, or retweet your new posts. They can suggest new contacts for you, or post endorsements on Linked In.  And speaking of Linked In, try their nifty new “In Map” feature, that lets you visualize your personal networks (mine look like a squid–with the head being my digital media contacts, and the tentacles being all the different communities that I participate in through work and play).

3. Authenticity. One of the most important components of a successful brand today is that you are who you really are, across all platforms and networks. There once was a time when people had personal Facebook pages separate from their professional ones. Those days are gone. (That doesn’t mean you can’t segregate which posts go to all your “friends” and which ones stay amongst a select group–take the time to break out your friends groups in Settings, people!  Google+ lets you do this from the get-go–much simpler!)

So if you are making a career shift–be transparent about it. In fact, engage your Community with your evolving Story by crowd-sourcing ideas you can use in your new field, or location or area of expertise.  You can do this easily through social platforms. But you can also do it In Real Life! Talk to people and ask for advice and believe me, they will share.

And now your new personal brand will be connected to lots of other personal brands that are evolving, too.

Amy DeLouise is a digital content creator who consults on brands and is always evolving her personal brand. Follow her occasional tweets on the subject (and #nonprofits, #video, #food, #fastcars ) @brandbuzz.

 

Five New Year’s Resolutions for Promoting Your Brand

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Yellow Hibiscus, Red Center 7_IGP0786 s.c Is updating your brand part of your 2014 New Year’s resolutions? Here are five ways to boost your brand recognition this year.

 1. Improve Social Media Engagement.  Google’s new algorithm not surprisingly puts the focus on Google +1’s. AccordingWishpond’s James Scherer (@JDScherer) writing for SmartBrief’s social media blog “While links are still incredibly important, equally important (and in the +1’s case, more important) are social endorsements such as Facebook likes and shares, LinkedIn shares, tweets and Pinterest pins.”   Building in ways for your donors, your followers, or your customers to engage with you and create those ever important endorsements is essential. Consider special discounts for conferences and events, or unique content for Twitter or Facebook followers to make the new SMO work for your brand.

2. Bring Your Executive Team on Board in Social Media. Gone are the days when your intern writes your blogs and Facebook posts. Customers and donors expect to follow the CEO’s twitter feed and get an insider perspective. Let the Thought Leaders in your institution–your C-Suite team and your Board leaders–build your brand by engaging in social channels. Sure, you can help them out with suggested themes, samples , and optimal timing around key events and product roll-outs. But their insider perspective and authentic voice is essential. A polished, corporate example is Bill Marriott’s On the Move blog. A slightly more irreverant blog is DuetsBlog, which belongs to a law firm. Ford’s chief digital communicator, Scott Monty, has a twitter feed worth emulating (@ScottMonty). But the examples you can offer are as endless as the kinds of personalities in your leadership circle.

3. Ask Movers and Shakers to Tweet About You. The tweet is the modern equivalent of getting an autograph, but more useful for your brand. When one of my nonprofit clients gave a facility tour to Justin Bieber (and encouraged him to tweet about it, which he did), they got 10,000 new followers in a matter of hours. Find out if any key personalities(or well-connected board members) are already known to your institution and encourage that they will Tweet, post on Facebook or blog about you.  And yes, specifically ask them to do it!

4. Make Your Video Content Multi-Platform Friendly. Right now, H.264 is still the go-to codec, but H.265 is on the way. And yet many organizations are still shooting standard def or stuck in the land of Flash.  If you want your content to be mobile- and web-friendly, make it a priority to upgrade your acquisition and output specs. For new content, shoot in High Def, at 1080p (29.97 frame rate, or 24fps which looks nicer in many cases and saves you some file space) for maximum flexibility and image quality. This larger acquisition size takes up more space, but storage is cheap. Whereas having your fabulous web fundraising video look horrible and pixelated at your annual conference could be an expensive mistake.

5. Multi-cast Your Content. Now it’s easy to share branded videos not just through Facebook, iTunes and YouTube, but also through Podcast Alley, MeFeedia, and more.  You can even reach the television-viewing audience by doing a direct-to-TiVO distribution. This allows you to bring more eyeballs to your content, and syndicate your branded content across multiple delivery platforms.

Merry Branding and a Happy New Year!

Amy is a frequent speaker, workshop leader, and an author on Lynda.com .