17,99 €
Mehr erfahren.
- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Savvy advice for adding video to your marketing plan Video marketing is rapidly gaining popularity in onlinemarketing and this fun-but-practical guide presents you with allaspects of video marketing from planning to production todistribution. You'll learn how to create a video strategy, producean effective video, put it online, and get your video to the rightconsumers so you can help your business succeed. The author teamhas vast experience in video creation and marketing and exploresten video campaigns so you can learn from their successes andchallenges. * Offers an overview of the video marketing process, how to buildit into an existing marketing plan, and create a video outline * Covers the necessary steps for creating the video, fromscripting to shooting to editing * Walks you through the process of sharing video on a companysite, social site, or other hosts and then draw the rightaudience * Details the new frontiers of video marketing including mobilevideo and measuring results Featuring invaluable advice for creating an effective videomarketing campaign, Video Marketing For Dummies is essentialreading on this marketing trend.
Sie lesen das E-Book in den Legimi-Apps auf:
Seitenzahl: 641
Veröffentlichungsjahr: 2012
Ähnliche
Video Marketing For Dummies®
Visit www.dummies.com/cheatsheet/videomarketing to view this book's cheat sheet.
Table of Contents
Video Marketing For Dummies®
by Kevin Daum, Matt Scott, Bettina Hein & Andreas Goeldi
Video Marketing For Dummies®
Published by John Wiley & Sons, Inc.111 River Street Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2012 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Trademarks: Wiley, the Wiley logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.
For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
For technical support, please visit www.wiley.com/techsupport.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Control Number: 2012936627
ISBN 978-1-118-18876-7 (pbk); ISBN 978-1-118-22757-2 (ebk); ISBN 978-1-118-26523-9 (ebk); ISBN 978-1-118-24048-9 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
About the Authors
Kevin Daum is a marketer, speaker, and videomaker. He is the author of five books including two Amazon #1 best sellers, ROAR! Get Heard in the Sales and Marketing Jungle (John Wiley & Sons, Inc.) and Green $ense for the Home (Taunton Press) which won the 2011 Outstanding Book from the American Society of Journalists and Authors (ASJA). He is a columnist for Inc.com and Smart Business magazine.
Kevin is an Inc. 500 entrepreneur whose sales and marketing techniques resulted in more than $1 billion in sales. Drawing on his background in theater and business, Kevin shares his expertise to help individuals communicate effectively to reach their goals. His most recent venture is ROARing Video which helps companies communicate through humorous and compelling video.
Kevin is a graduate of the MIT Entrepreneurial Executive Leadership program and a longtime member of the Entrepreneur’s Organization, where he has held several board positions. Kevin has designed, produced, and led award-winning executive training programs and events for C-level executives and entrepreneurs on four continents. The Entrepreneur’s Organization has bestowed the Global Learning Award on Kevin’s events three times, most recently in 2011. Previously Kevin was named one of the 40 people under 40 in San Francisco by the Business Times and in 2006 was named Distinguished Alum of the Year by his alma mater, Humboldt State University.
Matt Scott is a New York-based screenwriter, director, actor, video production manager, and film teacher, who has created original videos for FunnyOrDie.com and NBC’s Dotcomedy site. His freelance work includes numerous documentaries and video projects for educational and theatrical clients. He also serves as a production manager for B Productions, the house video company for New York Fashion Week. Matt created ROARing Video with Kevin.
Bettina Hein is Founder and CEO of Pixability, a video marketing company headquartered in Cambridge, MA. Pixability’s technology and services help companies worldwide—from Fortune 500 giants to small businesses—create and use video successfully for online marketing. Pixability’s software optimizes and delivers videos to YouTube, Facebook, and other platforms.
Bettina is a serial technology entrepreneur who has built successful technology companies both in the United States and in Europe. Prior to Pixability, she co-founded the Swiss-based speech software specialist SVOX AG. SVOX was sold to Nuance Communications (NUAN) for $125 million.
Bettina was the initiator of START, an organization that advances entrepreneurship among college students. In 2000, START received the Ernst & Young Entrepreneur of the Year Award. Bettina is also the founder of the SheEOs, a network for female CEOs and founders of growth companies.
Bettina holds a Masters of Science degree from the Massachusetts Institute of Technology where she was a Sloan Fellow, a law degree from the University of Constance, and a degree in business administration from the University of St. Gallen. Bettina is a frequent speaker on the topics of video, marketing, and entrepreneurship, and she has presented at MIT, Harvard Business School, and conferences worldwide.
Andreas Goeldi is Chief Technology Office of Pixability, a video marketing company headquartered in Cambridge, MA. Pixability’s technology and services help companies worldwide—from Fortune 500 giants to small businesses—create and use video successfully for online marketing. Pixability’s software optimizes and delivers videos to YouTube, Facebook, and other platforms.
Andreas is an experienced Internet technologist and online marketing expert with a passion for film and video. He has worked in online marketing since the web’s earliest days. He co-founded Namics, one of Europe’s largest interactive marketing agencies, which was acquired by PubliGroupe. Andreas has worked on digital and online marketing strategies with companies such Microsoft, Compaq, Nestlé, and Siemens. He also co-founded both Blogwerk.com, one of Europe’s largest blog networks, and Buzzient, a U.S.-based social media analytics company. Andreas’ passion for film and video started when he bought his first Super 8 camera at the age of nine years, and he started programming at the age of 12. Andreas holds an S.M. in Management of Technology from MIT and an M.A. in Information Management from the University of St. Gallen, Switzerland.
Dedication
To every marketer willing to fight against mediocrity, failure, and boredom with videos that thrill.
Authors’ Acknowledgments
We would like to thank the many people who took time to provide their advice and input to us as we created the book you now hold in your hands. Specifically, we would like to thank the folks at Wiley who cared enough to make this book the best it could be, including Steven Hayes, Pat O’Brien, and Becky Whitney.
The authors would also like to thank those that contributed to the development and content of the book including Peter Economy, Verne Harnish of Gazelles, Rob Ciampa of Pixability, and Deborah Hrbek for her fantastic contributions to the legal chapter.
Kevin would also like to thank many who contributed to the development of this book including Barry Cohn, Michael Pool, Fran Biderman Gross, Cheryl Beth Kuchler, Mark Green, Keith Kupp, Jason Ferguson, James Goolnik, Mi Bewick, Nachshon Rothstein, Susan Older Mondeel, Emanuel Arruda, John Papaloukas, Joy Tutela, and most of all his partner in humorous living, his wife Van Van.
Matt would like to thank Stacee Mandeville, his partner in every way.
Bettina and Andreas would like to thank Pixability’s customers and partners who gave us the insights into so many of the successful video marketing strategies you find in this book. Bettina and Andreas’ biggest thank you goes to their parents, their little daughter Louisa who was such a good girl during the many hours they spent writing this book, and to Ann Thom, Louisa’s nanny.
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial, and Vertical Websites
Project Editor: Pat O’Brien
Acquisitions Editor: Steven Hayes
Copy Editor: Becky Whitney
Technical Editor: Patty Russo
Editorial Manager: Kevin Kirschner
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cover Photo: © iStockphoto.com / Cary Westfall
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
Project Coordinator: Patrick Redmond
Layout and Graphics: Jennifer Creasey, Corrie Niehaus, Lavonne Roberts
Proofreaders: Lindsay Amones, Toni Settle
Indexer: Dakota Indexing
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Introduction
Our suggestion to buy the copy of Video Marketing For Dummies that you hold in your hands (or that you have downloaded to your digital e-book reader) to help your business soar to new heights may seem self serving, but we believe that video marketing can help every business large or small and is no longer limited to Fortune 500 companies that carry out multimillion-dollar campaigns on network and cable TV. The explosion of online video, spurred by the boom in inexpensive video technology, allows any person, small business, or corporation to use powerful, visual storytelling to communicate effectively to its buyers, employees, and community.
We have worked diligently to ensure that Video Marketing For Dummies is the best and most up-to-date reference on the topic that’s available anywhere — at any price. This book provides a comprehensive overview of the topics necessary for effective video marketing campaigns, presented in a fun and interesting format. We know from experience that video marketing can be an intimidating venture, and you can easily waste time worrying about what steps you need to take to make your campaigns as successful as possible. Don’t worry. Relax. Help is at your fingertips.
About This Book
Video Marketing For Dummies is perfect for all levels of prospective video marketers. This book not only covers the different uses for a video marketing program but also provides scripting models and sample concepts that demonstrate how to create compelling content. If an important concept or development in video marketing exists, you can find it covered within the pages of this comprehensive book. In addition to help with scripting and production, you can find a variety of material to help you wade through the process of casting actors, choosing gear, using cameras, editing content, and sharing your video with the world, where it can “wow” your prospects.
How to Use This Book
Despite the obvious resemblance of this book to a big, yellow telephone directory, the proper way to use this book is not as a doorstop or a makeshift paperweight. You can use this book in one of two ways:
If you want to find out about a specific topic, such as the basic principles of lighting design or protecting yourself legally, you can flip to that section and find your answers quickly. Faster than you can ask, “How do I post on YouTube?” you’ll have the answer.
If you want a crash course in video marketing, read this book from cover to cover. You’ll be as prepared as you can possibly be for any video marketing eventuality.
This book is unique because you can read any chapter without having to read earlier chapters. You can read any chapter without having to read the next one in line, read the book backward or forward, or carry it around with you to impress your friends.
Conventions Used in This Book
When writing this book, we included these general conventions (which all For Dummies books use):
Italics: We italicize any word you may not be familiar with and provide its definition.
Boldface type: We boldface the keywords in a bulleted list and the steps in a numbered list.
Monofont: All websites and e-mail addresses appear in monofont.
Pretty cool, huh?
What You’re Not to Read
We believe that every word in this book is worth your time (and you probably aren’t surprised). We realize, however, that you aren’t likely to read every word. With that understanding in mind, we make it easy for you to identify “skippable” material by placing it into sidebars, those gray boxes in every chapter that contain information that’s interesting and related to the topic at hand but not essential for your video marketing success. Other than that, you can go to town.
Foolish Assumptions
As we wrote this book, we made a few assumptions about you, our reader. For example, we assume that you’re either seriously considering a career as a video marketer or that you’re a marketer for an existing company that needs to add video to its arsenal of marketing tools, even if that company is your own. We also assume that you’re ready, willing, and able to commit yourself to making awesome, compelling videos that generate an excellent return on your investment.
How This Book Is Organized
Video Marketing For Dummies is organized into six parts, each one covering a major area of video marketing. The chapters within a part cover specific topics in detail.
Part I: Creating Effective Marketing Videos
To become a successful video marketer, you must open your creative mind to the uses and approaches that make video a special and powerful tool. Part I begins with a discussion of how the available technology is making video an affordable tool for many communication uses in businesses. In these chapters, we describe marketing video types, ways to integrate video marketing into your entire program, and the idea, scripting, and storyboarding process.
Part II: Preparing for Production
The way to save time and money when making videos is to plan efficiently. This part helps you understand the costs and suggests ways to reduce them without compromising the quality of your final product. We also help you cast actors and find locations. Most important, an entertainment attorney shows you how to protect yourself from liability by helping you understand all the legal pitfalls you may encounter — and even supplies a slew of sample legal forms to use.
Part III: Shooting Your Video
If you’ve ever wondered what it feels like to be on the set of a television production, now you can find out. Part III describes which video gear to buy and how to use it, and it explains how to ensure that your actors are seen and heard. We even walk you step-by-step through a video shoot.
Part IV: Editing and Polishing Your Video
Compiling all the footage from a shoot into a compelling story can be an all-consuming process. People have been known to enter an editing session and not emerge from it for several days. This part of the book demystifies the process of picking software and shows you how to add music and graphics to make your videos powerful and compelling.
Part V: Posting and Promoting Your Video
Making high-quality videos is only part of the process. You should use every tool at your disposal to attract viewers to your video and convert them to believers in (and, you hope, buyers of) your product or service. This part breaks down the best hosting sites, explains how to promote video via your website and social media site, and ensures that you have the tools and knowledge to measure and adjust your approach to draw the maximum response.
Part VI: The Part of Tens
Finally, we throw in “The Part of Tens,” a quick-and-dirty collection of chapters, each of which lists ten (or so) pieces of information that every prospective video marketer needs to know. Some of the information covered in these chapters includes nonsales ways to benefit from video, common video marketing mistakes, and useful resources to assist you in the process. Look to these chapters when you need a quick refresher on video marketing strategies, techniques, and support.
Icons Used in This Book
To guide you along the way and point out the information you truly need to know, this book uses these icons along its left margins:
These tips and tricks can make video marketing easier.
Watch out! If you ignore this advice, the situation may blow up in your face.
Keep these important points of information in mind to become a much better video marketer.
This geeky-sounding jargon may not be critical to understand in detail, but may be helpful if you want to comprehend the mechanics.
Where to Go from Here
If you’re considering a career as a video marketer — or if you were just handed a camera by your boss, who says that she needs a YouTube channel — you may want to start at the beginning and work your way to the end of this book. Simply turn this page, and take your first step into the world of video marketing.
If you’re already engaged in video marketing and you’re short of time (who isn’t?), you may want to turn to a particular topic to address a specific need or question. The table of contents in this book describes the topics chapter-by-chapter. You can also find specific topics in the index.
Either way, we encourage you to experiment and enjoy.
Please note that some special symbols used in this eBook may not display properly on all eReader devices. If you have trouble determining any symbol, please call Wiley Product Technical Support at 800-762-2974. Outside of the United States, please call 317-572-3993. You can also contact Wiley Product Technical Support at www.wiley.com/techsupport.
Part I
Creating Effective Marketing Videos
In this part . . .
We realize that you’re eager to start posting videos and raking in the hits, but before you can begin filming, editing, and promoting, you need to find more information about marketing videos. In this part, we explore the different uses of video marketing in business and describe the benefits and opportunities you can expect. We lay out the different types of videos in the marketplace and show you how to integrate your existing marketing efforts with effective, humorous videos. Finally, we delve deeply into the step-by-step process of scripting and storyboarding a truly compelling message.
Chapter 1
Video Marketing from the Ground Up
In This Chapter
Considering a marketing video
Deciding on marketing video strategies and tactics
Understanding the video production process
Video marketing is hardly a new form of getting your message across to prospects and consumers. Ever since television station WNBT broadcast the first television commercial for Bulova Watch Company, at $9 for a 20-second spot, on July 1, 1941 (before a Brooklyn Dodgers game), companies have marketed their goods and services using video.
Of course, the cost to produce and broadcast a television commercial has skyrocketed since then. Producing and distributing a commercial video message to the public via the traditional broadcast and cable television networks can now cost many millions of dollars. This high price has prevented many small businesses from distributing their marketing messages via video — until now. Thanks to the Internet, the YouTube site, and the reduced cost of equipment and technology, any company can now afford to create and distribute a video to its potential customers.
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
