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If I Have Real Video, do I Still Need Photos?Tom Rocha
Tom Rocha| LES Automotive | COO, Co-Founder| [email protected]
ANY AND ALL TRADEMARKED AND/OR COPYRIGHTED MATERIALS, IMAGES, MEDIA USED IN THIS PRESENTATION ARE THE PROPERTY OF THE
RESPECTIVE OWNER
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What is LESA and who is Tom Rocha?
BackgroundElvisDisneyMauiAll Video All The Time
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Sandvine Study: Netflix 35%
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
People use video to sell everything
• Dairy Cows• Hay• Shoes • Bathroom Vanities• Cars
57% of consumers say that product videos make them more confident in a purchase and less likely to return an item, up from 52% a year ago. Media Post 2013.
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Some Definitions
Single Pan One complete shot of a car with no cuts. Real and transparent
presentation!
Montage Thematic short clips with fades or cuts in between. (Elephant Tail)
Multi-Media Video, slides, pictures, animation as a production (This presentation
for example)
Text Overlay and Scrolling Text 1950’s tech, obscures content
Aspect Ratio 4:3 or 16:9
Slide-show Stitched still images, pan tilt and zoomed around the screen
HD What you’re watching
Pre-Roll An intro before a video generally for branding but…think FBI warning
Post-Roll Played after the main content. Call to action or contact info.
Short Form Less than 5 minutes (First 15 seconds the most important)
Long Form More than 5 Minutes
Post-Production Everything done after the initial recording
Editing Making changes (Sound changes are different than Video changes for
transparency)
Hard-cut Abrupt change without transitions
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Answer 1. If you are keeping the slide-shows you still need
pictures• Wanna see a “Magic Trick”?• The “Hey! Haven’t I seen that
somewhere before?” moment.
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Answer 1. If you are keeping the slide-shows you still need
pictures“Full Motion Video (FullMo) FullMo is more effective and engaging than just “picture stitching” video. FullMo videos get up to 100 times more views on
YouTube”-SiSTeR Technologies Automotive Video Revolution (Q2 2011)
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
ROI on Pictures• What is the ROI on pictures anyway?
• Who started this whole number of
pictures thing?
• Rich Media
• Used Cars and now; New Cars
• Why pictures of new cars
• Stock Images Yes or No
• SEO
• To get SEO you need to name and site
map
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Answer No. 2
If you just have text, you need pictures• www.Autotrader.com
• Autotrader plain text
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.-Comscore
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway ?
• People expect it
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video
anyway?• It is Transparent (if no hard cuts,
montages, etc)
Mediapost reports that product videos play a key role in consumer purchase decisions, citing a 9x increase in retail video views at the start of the 2011 holiday season.
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?• It provides context and creates a richer emotional experience
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?Remember! Different video for stages of
funnel
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?• Best way to display your product in
2015!• What’s going to replace it?
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?• It is everywhere!
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?• Mobile: The place to be
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?• SEO !• Let’s take an ORGANIC quest from
Kansas
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?SEO – Some very important “White Hat” things to do: Name, Tag, Enrich
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?SEO – Some very important “White Hat” things to do: Sitemap for video (photos too)
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?SEO is part of the journey not the
destination…
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What’s the big deal about video anyway
?If you don’t have a welcoming place (site) and food (content) they are not staying!
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
So I need HD Full Motion Video what and how do I do
that?• DIY• Using existing programs
and processes• MAKE THE COMMITMENT• Have a back-up plan• Find Guys Like Ken Beam
and Blake Saffell
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
So I need HD Full Motion Video what and how do I do
that?• Some Helpful Tips • Environment• Booth or no booth• Video length• Quality• Stability• Pace• Customization
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
So I need HD Full Motion Video what and how do I do
that?
• DIY
• Outsource
• Lot Service Companies
• All are not equal.
• Customization options
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
I have my video, now what?
• Naming and Indexing• Customization• SEO• Distribution (All possible
portals)• Deliverability• Archive• Metrics• Support• Quality Control
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Answer 3: Yes you still need pictures
We did no go straight from the VCR to the Blu-ray Player
VCR Laserdisc DVD DVD/VCR Blu-rayThe history of the videocassette recorder follows the history of videotape recording in general. Ampex introduced the Quadruplex videotape professional broadcast standard
format with its Ampex VRX-1000 in 1956. It became the world's first commercially successful videotape recorder using two-inch (5.1 cm) wide tape.[1] Due to its high price US$50,000, the Ampex VRX-1000 could be afforded only by the television networks and
the largest individual stations- http://en.wikipedia.org/wiki/Videocassette_recorder
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Why can’t I just get pictures from the video like I see on
commercials?• Quality (lighting,-how
many pictures again? Frame blur)
• Quantity (20-100)• Process• Jack of all trades devices • Naming• Syndication• Touching it twice• Copy of a Copy
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Client Side vs. Server Side
• Simple• Easy• Fast• Raw
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
What else is new with video?• Display Ads
• Paid• Facebook said…• Can’t pivot without
content• Testimonials (Pictures
and Video)• Fixed OpsFor the first time ever, Facebook Page owners uploaded more videos directly to Facebook than they did via sharing from YouTube videos, according to new data from Socialbakers, a company that tracks social media data.Read more: http://www.businessinsider.com/facebook-video-v-youtube-market-share-data-2014-12#ixzz3Li4qbgne
Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]
Steps to takeCOMMIT!!!!
Start a comprehensive full motion video plan1. Inventory2. Testimonials3. Service
• If you are not doing new car pictures, start.• Optimize your pictures• Inspect what you expect• Be responsive to your customers
Contact Info
Full Name:
Company:
Job Title :
Email:
Tom Rocha
LES Automotive
Chief Operating Officer, Co-Founder
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