Indianapolis Video Editing

Cantaloupe is expanding!  You may know us best as an Indianapolis Video Production company, but we have been doing work for our clients all over the country & even outside of the country for the past 5 years.  Now we are focusing on the Windy City!  We have been creating online video for many clients in Chicago over the past year... and now we are making it more permanent - we have found a resource to represent Cantaloupe in the Chicago market! 

It wasn't an easy position to fill - we needed a great personality, with experience in the Chicago Marketing community, that had a solid understanding of the needs of online marketers.  Someone with talent and experience to build relationships with clients and enthusiastically promote our video marketing solution. 

We finally found her!  We'd like you to meet Abigail Salch.  We like to call her "Chicago Abbey"

She's a Chicago native that has been working in the marketing industry for - well, we don't want to show her age.. lets just say 10+ years.  In addition to being a marketing whiz she is an avid biker.  She recently did some crazy week long bike ride across Iowa!  ragbrai.com/

Welcome Abbey, we look forward to seeing more of you.. give her a shout if you are in Chicago, she'll be a great resource to help you with your online video marketing needs!

 
Getting started with online video isn't as daunting of a task as some people make it out to be. There are really three things that you need.

 First of all you need a camera, you have to get yourself onscreen somehow. How much you want to spend on that camera is kind of up to you. Video quality isn't really as important as the content, which is one of the other things you are going to need.

Content is king. If you don't have anything relevant to say, it doesn't matter how good the video quality actually is. You can get away with shooting with something like the Flip HD or even using the iPhone 4, which shoots pretty good looking HD video. I'm actually using the iPhone 4 for a different series. The third thing you need, the first two being a camera and content, is probably some form of computer. You don't want to do a whole lot of editing in a Vlog. You  want it to be very conversational and honest, but doing a lot of editing takes that away.

You are still going to need to get it up on the web somehow and other than the iPhone 4, which has some editing and posting capabilities, you are going to need something to get the video from the camera to the computer, polish it a little bit and get it up to YouTube, your website, blog or wherever you are going to put it. I really suggest using a Mac. They are very easy to use and come installed with iMovie, which is a very easy to use video editing system. You can add some lower thirds and graphics without learning something like Final Cut Pro, which is what I use.

If you have any questions or topics you'd like addressed, email me at justin@cantaloupe.tv or find me on twitter: @justingutwein. I hope this is helpful to you, I will be diving deeper into cameras and content in some later episodes. Thanks a lot!

My goal with this series is to help the average person start producing video content for their web presence.  

Cantaloupe's Backlight video management platform was designed to help marketers publish, distribute and measure the success of their videos across the web. It's continuing to evolve and will soon become an even more powerful solution for our clients. Enough with the fluffy salesy talk, though.

As your Video Success Manager, it's my responsibility to ensure you are getting the most out of your videos and the tools at your disposal. I wanted to touch on one often underutilized feature of Backlight: the ads.

Video ads are more than just a place for your advertisement to display. They are truly calls-to-action that you can place in your video player as you wish. Use ads to underscore a point, drive viewers to take a specific action ("Register for our webinar!") or lead them to additional information ("Learn more about our solution!").

This empowers you - the marketer and online video content manager - to create, update and place these calls-to-action when and where you want without having to make edits to the video itself - the message, placement, duration and destination webpage are completely within your control.

Below is a sample video. At the 5-second mark, you'll notice an ad pop up and hang out for 10 seconds, then fade away. Clicking on the ad pauses the video and directs the viewer to Cantaloupe.tv's 'Request a Demo' form. (Feel free to request a Backlight demo while you're there.)

As an added bonus, Backlight's analytics tracking allows you to report on how many viewers engaged with each ad. 

You have powerful tools and information at your fingertips - are you taking advantage? If you need help using any of the Backlight features or would simply like a demo to see what all the chatter is about, drop me a note or give me a call at 317.594.9999!

The World Cup kicks off in 4 days! Adidas has put together a great web video to promote themselves. It features soccer players in the famous "Cantina Scene" from Star Wars.  The editing is done really well, and fans of the movie or soccer should enjoy it.




This is a great example of good internet marketing.  Adidas could talk about shoes, but instead they just decide to entertain you. All I have to say is Snoop Dog with a lightsaber, what else could you want?


Justin Gutwein

"It's not about the tools, it's about the people."

If you're anything like me and my fellow Cantaloupers, I bet you get excited about new toys. New cameras, editing software, a newly launched or adopted distribution tool, or just a new bell this or whistle that. It's exciting!

It's good to be reminded from time to time that it isn't about the tool when doing online video marketing. It is the professional, creative mind behind the top-of-the-line camera and at the editing board that makes a story come to life. It's the well-chosen character more than the setting. It's the delivery of the message more than the script. 

Whether you're choosing your next video strategy team or developing the stories for your online video marketing campaign, remember that it isn't about the oooh-shiney new toys. It's about the people behind the tools who will make you look like a star.

 When dealing with online video, it is foolish to simply jump into the deep end without first knowing how to swim.  In other words, before a camera is turned on and the story development team works their magic, you have to create a strategic plan for your video marketing initiatives.

So many people think a good game plan goes as far as saying, "I have an idea for a video and it should prompt people to do business with me."  That's the equivalent to saying, "I'd like to build a Victorian style home and that will satisfy a life long dream of mine."  Not much of a plan, is it?  

When creating a proper strategy for online marketing (specifically video), you need to do a few things:

1)  Determine your overall marketing goals
2)  Properly define your target audiences
3)  Recall what you did with video in the past
4)  Determine where video fits in your marketing plan
5)  Determine the number of videos needed to execute your plan
6)  Determine the style and length of your stories.
If you're not confident you can adequately do these steps, you're not alone.  Here at Cantaloupe TV, we pride ourselves on being a marketing consulting firm who happens to use web video as their weapon of choice.  We aren't just a bunch of guys with cameras and editing software.  We guide you through the process of developing a strategic plan from the very beginning.

If you'd like to learn more about Cantaloupe's strategic planning process, email me at bevans@cantaloupe.tv.

Again we're discussing common mistakes marketers make with their videos in their online marketing campigns. On- and offline videos are a representation of your company, your people and your level of quality. It may be someone's first impression of you.

So, you have a fantastic online marketing video including all the right people, a perfectly polished message and a gorgeous setting. It's been edited exquisitely and is ready to be posted on your website. There's one final step that can make or break you're viewer's perception of the video, your company and your quality - the video encoding. Yes, a little technical. Yes, a little critical to success of your online video.

Video encoding helps prepare it to be played in a number of players - since we already know your site visitors use a number of players on a number of browsers. During the encoding process, decisions are made about the resolution, bit rate, frame rate and many other items that directly effect quality of playback.

Whether you do your own video production, or use a partner like Cantaloupe, your digital video editor must be mindful of how his or her decisions impact the final product you lay before your potential and current clients. Quality (real or perceived) is not the place to cut corners.

“I'm shaking all over. I was just interviewed for my company’s online marketing video, and my mind froze. I couldn't remember even simple concepts. I was stumbling all over myself. I had stage fright. It was an embarrassment.”

Public speaking and being recorded are common fears. Never mind that the videos produced for you by Cantaloupe are not live, will be edited to present your best possible image and messages and the interviews can be shot repeatedly to capture you at your best, this can still be a nerve-wracking process. Relax.  

Below are a few common questions that often help the characters (interviewees) during our video production shoots.

When will I receive the script? I’m not good at memorizing lines, by the way. Our authentic story telling format alleviates the need for scripts. Our producers will ask you questions in a conversational style. Talk from your heart and as if we are your client, friend or employee.

Which way to wardrobe and makeup? Again, think authentic. We want to see you how you are everyday. If you wear a suit and tie to work, wear a suit and tie to the video shoot. If you wear jeans and carry a hard hat, that’s how we want to see you.

What if I don’t know an answer or my mind freezes during the interview? Let the producer know that you are unsure, need to consult the notes you smuggled into the room with you or need a minute to regroup. Our goal is to make you and your company look good.  
You know your material – you live it everyday. Whether the video is for a new product launch, an internal message to key employees or an opportunity to showcase your company to new prospects through interactive marketing - your streaming video is about you. Take a deep breath and speak from your heart. You’ll look mahvuhlus!

If you have other questions, please ask your producer, project manager or client success manager anytime.

I would like to share with you a video that was created by one of the talented video producers at Cantaloupe. Even though this video was not done for Cantaloupe or any of our clients I think that it shows the talent of our video producers as well as the steps that they are taking outside of work to extend their knowledge and to showcase their abilities.

Unfortunately, I cannot embed the video directly in the blog so you will need to click the are below and you will be taken to the video.

Awful Grace from Zachary Nischan Shields on Vimeo.

Awful Grace recounts the night of April 4 1968, in Indianapolis, IN when, then Presidential candidate, Robert Kennedy, announced to an inner city voter rally that Martin Luther King had been assassinated and then called for reconciliation among the interracial crowd.

Directed, Shot and Edited by Zachary Nischan Shields

There are lots of companies out there that can shoot and edit web video for you.  Sometimes it's just easier (not to mention cheaper) to do it yourself, especially if it's just a quick message you want to send out and not a full-out story.  Here are a few tips to make your web video a little more bearable for your viewer.

1. Consider Your Location or Background

The further away you are from a wall or an object, the better.  Put the camera almost against one wall and sit/stand right in front of it.  Make sure you "fill the frame" with yourself, so keep the shot close up.  This will help keep the background out of focus and the viewer's focus on you.

2. Use a light source

The easiest way to do this is to back up the camera against a window (instead of the wall in #1).  The daylight should keep you well lit.  Cheap cameras should auto-white balance to the daylight.

3. Buy a Mac

Seriously, it comes with iMovie which will allow you to do some basic, easy editing.  If you want to take it up another level, spend the 300 bucks on Final Cut Express.  In either case, learn to do some basic color correction, it can make a huge difference in the picture quality of you web video. 

Guerrilla filmmaking refers to a form of independent filmmaking characterized by low budgets, skeleton crews, and simple props using whatever is available.

Robert Rodriguez (Desperado, Sin City) made this term notorious by making the film El Mariachi for $7,000, before digital editing made filmmaking cheaper.

These techniques, chronicled in the journal Rebel Without a Crew, have been very useful in the world of web video production.

The 4 steps to Guerrilla Video Production

1. Plan ahead - know what you want and how to get it before you go in
2. Be flexible - anything can and will happen, but you got to keep moving
3. Bring only what you need - equipment is heavy and expensive, do you really need a second light?
4. Get what you need and get out - be efficient, time is money

An average shoot, for me, is about 1-2 hours.  I go in knowing exactly what video and sound I need.  I bring bare bones equipment and staff, usually just one other guy. When we leave a shoot, I have everything we need to put a story together, most of the time.

By doing this, the cost of online video production is decreased dramatically. 

The look, feel and cost of web video is different than standard video production.  Don't get left behind and get stuck paying for it.


Justin Gutwein

Tip #1: Don’t Shoot into Windows
Tip #2: Organic Storytelling
Tip #3: Don't Pick up the Sticks

It took less than a week for two of our videos from our video newsletter to rise to #2 and #3 in Google's video search for "Indianapolis video production"

Check it out for yourself.

I have to find out if our clients are having the same results or if they're even getting the full use out of Backlight and it's video SEO capabilities. As a video management system, it's such an easy tool to use and it's the perfect answer for so many internet marketers who are trying to figure out how to use video online.

("Backlight Tip" and "Clarian" are ours and the cool thing is if you click through to the actual video, it leads you to our blog)

You'll notice a few changes in Backlight designed to make it easier to manage video tags & ads, and layout links & images.  You'll see that the "Library" and "Ads" links have been removed from the main navigation.  You'll find new "Manage Ads" and "Manage Tags" buttons at the top of the videos section as well as "Manage Links" and "Manage Images" buttons at the the top of the layouts section.

Updated navigation:




These new placements make it easier to understand that tags and ads are used for videos while links and images are only used when building layouts.

Buttons at the top of the video page:


Another nice feature is that you can create/edit links and images when in builder mode.  This allow you to make on-the-fly changes as you are building layouts.

New option to manage links in builder mode:


Feel free to let us know what you think about the new changes.

I don't like surveys.  Seems like everyone is trying to get you to take them these days, I constantly get them from stores with my receipt - "go online and take our survey and get 10% off your next purchase".  Too much follow up for me, and not enough gratification - what are they doing with this survey data?  Is anyone actually listening?  Then there is my favorite - the call you at home at 6pm survey!  Sure, I'll answer a few questions while my children are screaming and dinner isn't even started yet!

BUT, I just saw a good example of a survey even I would probably complete... Bluelock's  CEO Mark Hill did a video thanking their clients for their support and asking them to tell them how they were doing and what they could improve upon.  This short video was a personal message and was inserted into a brief easy to complete form. I felt like Mark was personally asking me to fill it out....

This was EASY to do.  The video shoot took 15 mins, was edited quickly since it was a simple authentic video, and the online form was created by their Marketing associate using Formspring.  Now, the key is the follow up.  I want to know what you'all discovered from the survey!  Send me another video telling me the results - mention some specific things responders wrote and what you are doing to incorporate the feedback. Walker Information  also recently did a survey with a follow up video - what a great idea.  Because if I feel like you are paying attention -  next time you send out a survey, I'll be more likely to respond!

Those familiar with traditional video production might be surprised to know that we don't use scripts or storyboards here at Cantaloupe. These former staples are painfully time consuming and costly, not to mention they tend to reek "staged commercial."

So are scripts and storyboards still necessary? No. And this is part of the innovation the internet has brought to digital video production.

Traditionalists might wonder how then, do you plan a story with any predictable result? The answer is not in scripting and editing it's in the interview-style of shooting. We rely on the expertise and knowledge of your people, partners, and clients (indisputably the best people for telling your authentic story). They don't need to read a script to know what needs to be said. They have the script in their head, and they've rehearsed it a thousand times - that is every time they have talked to a prospect, explained to a friend what they do, helped a customer, or justified their reason for buying from you.

There is still planning involved, but it focuses on the indispensable components of the story rather than the details. It focuses on the core message, the key characters, the high-level talking points, the locations, the big take-away, and the vision. This is the essence of our story development process.

Scripting and storyboarding still has its place with tv shows, movies, and commercials, but when it comes to web video production where authenticity is expected and highly valued, scripting and storyboarding is just overkill.

Quite simply, online end users are expecting more and more to learn about business offerings and initiatives from within an entertaining format. I was closely watching my three kids "electronic" behavior on a rainy day which got me thinking about what they are going to expect from websites once they become your prospects.

While my 6-year-old tapped away on his new Nintendo DS I observed my daughter as she shot and edited together a video story covering the DiGregory Christmas including in depth interviews about my sons favorite "build your own volcano" gift. (A gift that was sure to be my least favorite based on clean up factor alone)

The other two observations that really caught me was how my 9-year-old and his pals were able to hook up their Nintendo DS' as controllers for our new Wii without even asking me - thank god! - as well as how my family later that evening played not just a board game but a board game that utilized an interactive DVD.

My point is this... since online end users are continually seeking the truth we all know commercials don't work over the internet because once they feel an inauthentic message they have the power to "turn it off." So, the ever increasing challenge - more importantly as my kids and everyone else their age slowly become your selling prospects - is to deliver peppered in marketing messages inside an entertaining format that makes it OK for this new breed of customers to sign up to receive on an ongoing basis.

I grabbed my bag from the baggage claim fair ride and for the second time in two weeks I found myself in Florida. This time around Justin and I were in Orlando for a software conference. We soaked up the sun as we shot client testimonials for a local software company. We sat down with a variety of people to hear of their software experiences and stories.

These stories were then flown back 900 miles to be edited down into concise, 90 second online videos. These videos will go beyond positive comments. They will communicate real life problems and solutions that were found through the company’s software. The videos are not scripted stories or text filled case studies. They will be respected professionals discussing their experiences with the company. Prospects will view these videos and see the sincerity, hear the enthusiasm and know if the software is for them.  

Cantaloupe spent 3 days in Florida, shot 17 testimonials and now a company has an arsenal of marketing videos.


- The Cameraman

As a person heavily involved in the marketing at Cantaloupe, I'm here to tell you that producing video magazines can actually be an easier (and in case I need to say it better) alternative to writing a bunch of text for your website.

Don't believe me? Well have you ever tried to write text for your website? Unless you're one of the fortunate few trained in writing copy, I'm sure you agree it's hard. It's hard to be both concise and precise with your online marketing message - not to mention, trying to be engaging.

What tone should I use? Does this accurately reflect what we do? Is this too long for anyone to even bother reading? Will this make sense to other people? Am I being too technical? Not technical enough? Does this stay true to our brand?

Now, if you're still thinking of traditional video production, then you're right, traditional video production is much more difficult than writing text. You essentially have to write the text (scripts)  AND find competent people to deliver the message exactly as you've written it.

However, when you talk about online video production, that is, the type of unscripted, serendipitous storytelling that Cantaloupe does, conveying what you do, what your people are like, and what your brand is suddenly becomes much easier. That's because you let the people around you - your colleagues, customers, partners, etc. - deliver your message in their own words. In essence, they shoulder some of the work.

Sound scary? It shouldn't be. These people are experts in your business, and their collective expression of your story and message will always be more accurate than your one, not to mention more authentic and believable.

The other thing that makes video easier than text is that you can call on Cantaloupe to provide the normally difficult aspects of video production (like story development, shooting, and editing).

I'll be the first to admit that video doesn't ALWAYS beat text, but next time you try to become the Hemingway of website copy, ask yourself if video might not be a better medium. It's easier and more cost effective than you might think.