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How Important Is Your Corporate Web Site? (continued)

By Max Lent

If you produce your video or audio in-house, have your producer make the conversion for you.  They have the choice of several formats.  The most common Web formats are Microsoft's .wmv, Real's .rm, .avi, Quicktime's .mov, and .mpg.  You can read more about the file formats at the Basic Web Resource Site, but I recommend that you not worry about the details.  Leave that to the production facility or your in-house production staff.  What you will want to worry about is the quality of the finished product.  You will need something with which to compare your online video.  The best examples of streaming video on the Web are available for free a Apple.com's Quicktime Movie Trailers Web site.  To see an example of overly compressed video shown at too small a size visit the BBC News Web site and click on BBC News: Video and Audio.  As you can see the compression is so great that the video is difficult to see clearly.  The size of the video display window is too small.  This is an example of how to err to greatly towards making a video playable for the least technically advanced Web site visitor.  If you are compelled to produce a low resolution video for non-broadband users, also produce a version for broadband users and let the user decide which to view. 

If you are a small business owner with little or no budget, creating online multimedia content is much easier and cheaper than you might imagine.  The minimum equipment you will need is a video camera (preferably a digital video camera (DV), a tripod, and a lapel microphone.  Microsoft XP comes with a software program called Movie Maker that has everything you need to produce an online commercial--except creativity and a script.  I created a promotional video a couple of years ago using exactly the equipment described above.  I shot the movie myself in my living room using natural light and a piece of black cloth thumb tacked to a bookcase as a background. 

The video I produced cost me nothing.  I already had a video camera, a tripod, a microphone, and a computer.  The movie was edited using Movie Maker 1.0 which was free.  My Web site was already online and had plenty of unused storage space.  A professional video producer would criticize this video on multiple levels and they would be right.  However, the video was successful in getting me an interview with a company that would not have seen me otherwise.  I sent the company a CD with a Web site created for them that included the video.  I didn't get the job, but the reason was not because of the video.  The hiring manager showed the video to their staff and told them to use the same technique to attract new customers.  If I were to re-shoot the video today, it would look much better because of improvements in the hardware and software. 

The secret to success in producing successful online multimedia is having something to say.  If you are proud of your corporation's products or services, tell your story to future clients through your Web site.  Large corporations are now Web publishing speeches given by their executive officers on their Web sites.  Something as simple as an inspired CEO delivering an upbeat speech is enough to sell product or instill trust in a corporation.  No special effects required.  No actors required.  No fancy studio rental required.  All that is needed is an inspired CEO, a well written script, and basic video camera equipment.   

Once you have published your corporation's multimedia commercials, speeches, and instructional materials to your Web site, it be time to explore  Webcasting.  Webcasting, webinars, and streaming live video are terms that describe publishing live content to the Web.  That will be the subject of a future column.

Examples of repurposed multimedia

• The Baptist Temple October 03, 2004 "Just Do It!."  This is an example of how a church sermon was repurposed to be heard on the Web.  It only takes a small leap to see this as a model for corporate presentations. 
• Bayer TV.  Click on Bayer TV and select the connection speed appropriate to your connection.  This example demonstrates how to provide a variety of download speeds for two players.
• Macromedia. View the tutorial to see an outstanding example of how to integrate online video on a Web site.
• Robert Walling.  Internationally recognized instructor and workshop provider. 
• Robert Weltman - Real Estate One.  An example of a low end online video.  The music is obtrusive, but you get a good feel for Mr. Weltman's style as a realtor.  Imagine attempting to convey this with just print. 
• Sharpe Image.  Click on any new product and then select video and the type of player you prefer to use.  Sharperimage is smart to publish their commercials to their Web site.  Potential buyers can see the product in use and hear the benefits from the narrator.  This is much more effective than print for many buyers.        
• Xerox Corporation: "Customers Praise Technology, Capabilities of DocuColor iGen3."  This Xerox video of customer testimonials is online selling Xerox online around the world at little or no cost to Xerox. 

Max Lent is a Web strategist. His experience and expertise in marketing, advertising, public relations, and technology provides him with a unique perspective of Web marketing which he shares with consulting clients. He is an early adopter who is constantly scanning the Web’s cultural and technological horizon for new ideas and tools that will benefit his clients.

Email: max@maxlent.com
Company Profile: Max Lent Communications
Company URL: http://www.maxlent.com

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