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How NOT to break the bank with video

3:00p - 4:00pm | #ona15newsvid. How NOT to break the bank with video. #ona15newsvid. Best practices & shortcuts Lessons from money guzzlers Wins. #ona15newsvid. Strategy first!. ASK THESE QUESTIONS:. What’s your brand? Who’s your audience?

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How NOT to break the bank with video

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  1. 3:00p - 4:00pm | #ona15newsvid How NOT to break the bank with video

  2. #ona15newsvid • Best practices & shortcuts • Lessons from money guzzlers • Wins

  3. #ona15newsvid Strategy first!

  4. ASK THESE QUESTIONS: • What’s your brand? • Who’s your audience? • Where’s your audience? (desktop, Facebook, mobile) • Why video? • How do you measure success?

  5. #ona15newsvid Build the right team

  6. OPTIONS FOR BUILDING TEAMS: • Video Journalists – do everything • Editing Specialists • Converted Reporters • Converted Photographers

  7. The Right Team | #ona15newsvid AREAS OF SPECIALIZATION: • Host:Familiar faces • Video specialists: Shoot, edit & produce • Digital editors: Audience insights, optimization • Social Specialist • Production Editor: Coordination keeps costs down

  8. The Right Team | #ona15newsvid NEWSROOM APPROACH: Raise the VQ of reporters so they can spot a video story

  9. The Right Team | #ona15newsvid Ottawa shooting clip

  10. The Right Team | #ona15newsvid • Focus production on your brand’s strengths • Be disciplined with programming & production • Know how to say ‘No’

  11. #ona15newsvid Use the right tools

  12. The Right Tools | #ona15newsvid CONSIDERATIONS: • When investing in gear become comfortable with the phrase “good enough” • Beware of “false economy” • Cheap and free tools • Storage is a BIG challenge

  13. #ona15newsvid Have a smart workflow

  14. WORKFLOW STEP 1 The Pitch

  15. Pitch ought to include: • Potential headline • Visual elements • Platform pitch • Shareability • Timeliness

  16. Smart Workflow | #ona15newsvid WORKFLOW STEP 2 Plan

  17. Planning stage: • Prep work (aka journalism) • How will we sell/promote it?

  18. Smart Workflow | #ona15newsvid WORKFLOW STEP 3 Execute

  19. In order to execute well: • Bring the correct gear • Shoot economically - A.B.E. always be editing • Shoot in sequences (wide, medium, details) • Have branding templates for regular features • Go-to folder for licensed music

  20. Smart Workflow | #ona15newsvid WORKFLOW STEP 4 Publish, Promote & Monitor

  21. Publishing schedule similar to TV guide • Rotates through various slots on homepage, article pages, app • Social roll-out • Weekly reflection/post-mortem

  22. #ona15newsvid Use franchise method

  23. Franchise Method | #ona15newsvid What?Service journalism around core content pillars Why? Provides ROI How?Shoot 4-8 videos/half-day

  24. Franchise Method | #ona15newsvid CHEF BASICS -5 EPISODES/MORNING CARRICK TALKS MONEY -40 EPISODES OVER 2 DAYS

  25. #ona15newsvid Embrace the Piggyback

  26. Piggyback | #ona15newsvid HOW TO GET A PIGGYBACK RIDE: • Expand your sources of where you draw video • Develop partnerships • In-kind partnerships • Public domain & Creative Commons

  27. #ona15newsvid Money Guzzlers

  28. Money Guzzler | #ona15newsvid #1: Daily Show WHAT: A daily, hosted noon-time show (6-8 minutes) comprising of three segments PROBLEM: Overly complex production infrastructure; Decent traffic, but heavy on labour costs LEARNING: Newsroom VQ skyrocketed; we also introduced a new advertising unit to our offerings; benefitting from both now

  29. Money Guzzler | #ona15newsvid #2: Partnership fail WHAT: Collaboration with doc filmmaker for shorter cut of feature film PROBLEM: Opposing definitions of journalism LEARNINGS: Implemented new process requiring script and outlines before an edit begins; share our Code of Conduct; be upfront that it’s an involved process and we will question everything

  30. Money Guzzler | #ona15newsvid #3: Video for sake of video WHAT: Major editorial project on income inequality PROBLEM: Massive demand for video led us to produce multiple video features LEARNINGS: Need strong communication about why video at beginning of project; Two years later, debt project was huge video success

  31. #ona15newsvid #WINS

  32. #ona15newsvid

  33. Published same day as Ghomeshi verdict • Personal story in simple presentation • 5.6 million views, 71K shares

  34. #ona15newsvid • Used the right gear at the right time • Pre-planning led to simple half-day shoot • Easy edit • Yielded a video feature, social clips, lots of buzz

  35. Saw tweet about how the museum was handling the whale bones • Remembered we had sourced footage at the time • Reached out to ROM for additional assets and info

  36. #ona15newsvid @AngelaPacienza@PatrickDell

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