If you ask me, it’s none of the above.

The single most expensive element in any video or web project — in terms of money, time, frustration and overall quality — is the untimely request for a change or revision.

Don’t get me wrong.  Revisions and tweaks are all part of the process in a custom project such as a video or web site design.  The client and production team  need to collaborate on any number of decisions and directions throughout the project.

It’s the untimely part that makes change so ugly and divisive.  You see, every production schedule includes very specific time periods  that allow for changes and revisions throughout the life of a project.  For instance, once we’ve written a script or web content and presented it to the client, we usually build in a good solid week (or more) for the client to mull it over, share it internally, gather comments and then come back to us with an organized, collated list of requested changes and revisions.  The same is true for design work such as storyboards or page layouts.  Stock photography, video and music selections all have a scheduled period of time of client consideration and approval or requests for change.  The rough cut of the video has it’s own review period.

During those review periods, the production team busies itself with other unrelated work.  We don’t move forward until the client has approved the direction we’re going.

I  like to compare video and web projects to the process of building a house.  Most of us would expect to pay a premium if we  changed our mind about the color of the shingles just after they’d all been nailed to the roof.  Or if we decided we really needed an extra bathroom after the foundation had already been laid and the framing had begun.

It’s not any different in the world of video production and web site design.  Changes made at the wrong time usually have a domino effect.  Especially with web sites.  “Just” adding one more section usually has the domino effect of requiring changes to the site navigation on every page that’s already been designed.   “Just” adding another paragraph of narration to a video requires more shooting or time in the sound studio as well as more stock footage or b-roll shooting, more music to license, more of an editor’s time in an edit suite to make all of these changes.  Additional graphics may need to be created as well.

So, from the client’s perspective, how can you guard your budget and your delivery schedule?  Here are a few tips that can help everyone in the process:

1.  Identify the decision makers in your organization and make sure they’re prepared to be part of the approval process throughout the life of the project.

2.  When you receive the production schedule, immediately distribute it to your internal team and make sure that decision makers are actually going to be available during the scheduled review periods.  If not, tell your production company immediately so that a new schedule can be drawn up.

3. Once you have a workable production schedule, make sure all important landmarks are blocked out on the calendars of the decision makers — well in advance.

4.  Be prepared for the unexpected — Part I.  C-level execs have a habit of ignoring their calendars.  If one of your decision makers suddenly isn’t going to be able to meet a production schedule landmark — let your production team know as soon as possible.  We can often adjust our schedules to compensate — or suspend work that might have to be undone, once the exec does his review.

5.  Be prepared for the unexpected — Part II.  Because CEOs and other heavily scheduled execs can be unpredictable, we suggest that the client set aside some portion of their budget (beyond the amount contracted with the production company) for last minute changes and revisions.  Padding your deadline by a few days to a week can also come in handy.

Bottom line:  in the world of video production and web site design, change is inevitable, but if you take the right steps upfront, it’s possible to minimize it’s more unpleasant consequences.

So, this week I received an innocuous handwritten letter in the mail.  Return address: “The Future”.  Who knew the future actually resides in Richmond, VA?  Anyway, I don’t recognize the handwriting and I don’t really think I know anyone in Richmond, but I go ahead and open it.  (Amazing — I was hooked by the return address!)

Inside is an actual original crayon drawing of a dinosaur with one handwritten  line scrawled in crayon:  www.stopthedinosaurs.com/Cara B.

I let the thing sit on my desk for a couple of days.  I mean, is this some insidious, twisted plot to expose my computer to who knows what virus or scam?  Am I about to become the butt of some international internet-based joke?  I could only hold out so long…

blueMarble caraBarineau from Nate777 on Vimeo.

Pretty cool, right?  I mean, this campaign — despite it’s adolescent trappings –  appears to have taken some serious work.  First the folks behind this campaign had to find us and a sample of our web design work.  (By the way, the web site featured in this video is for The Voyager Group of Laguna Beach, CA.)

They had to identify me and the address for Blue Marble.  And, of course, they had to customize their video and their crayon drawing just for me.

And did it work?  Pretty much, I’d have to admit.  I watched their video — twice.  I clicked through to the Tomorrow Awards web site and searched all around it.  I haven’t yet signed up to be a judge, but I probably will.  And now I’m promoting them with a post on our blog!

Yep — they got me.  Hook, line and click-through.

I loved this campaign on so many levels!  First, the personalization — I’m speechless.  Second, the use of video was fun and engaging.  Third, the hook to the Tomorrow Awards web site was superb.  Fourth, direct mail — it’s still alive and kicking!

This is a great demonstration of the power of video on the web … the effectiveness of combining old and new media … and, let’s face it, a lot of good old raw creative thinking!

For instance, one web site we created earned us tickets for four to Wimbledon.  (The company’s owner was a former Wimbledon champion.  He gave us his seats in Court One!)

A national shoe store chain was so pleased with our work that they showed up at our door one day with a size 29 tennis shoe to display in our office.  They had sponsored a contest to find the person with America’s biggest feet — and the winner had signed this shoe that was exactly his size.  Pretty cool! (The shoe still resides in our lobby.)

Our video crews have been on the rooftops of some of the highest buildings in the world … in the cockpit of a Boeing jet … in the permanent winter of a meat packing facility … on the ramps at major airports … in hospitals, banks and laboratories. Our video and web work has informed and entertained everyone from titans of industry and members of congress to day care workers and international travelers arriving at Hartsfield-Jackson.

We’ve ridden the wave of the booming mid-to-late 90s … survived Y2K … held our breath through the the dot-com crash and again through the Great Recession.

15 years — all in all, it’s been quite an experience!  Over the course of 2010, we’ll be sharing some of the history, experience and insights we’ve garnered along the way.  Stay tuned!

This isn’t just a fad.  It’s the way of the future.  Is your company considering all aspects of its web presence?  Sure, you have a web site.  Do you offer video about your products or services?  Do you have a video or videos that you can make available to other online resources that cover your industry?  Have you considered sponsoring your own online video series for entertainment, information or both?

Here’s a quote from Brad Murphy, CRO of Revision3, an online television network, talking about the business of product placement opportunities on web-only “TV”series:

Now it’s hard for really big brands to get their heads around the value of web video series right now but several mid-size companies are starting to see how they can benefit from getting their product or service in front of their targeted demographic while making it part of the conversation.1timstreet.com, Digital Natives, Web Videos & Product Placement (Video) | 1TimStreet

It’s a whole new world out there!

A guest posting by Steve Clements
Co-Owner, Executive Speak/Write, Inc.
www.executivespeakwrite.com
stevec@execspeakwrite.com

In the “good ole days” (a few years ago), there were two types of people—those who appeared on television, and those who didn’t. The people who didn’t “perform” criticized every statement, habit, tic and inappropriate line of those who did.

Then the world changed! Business leaders began appearing on streaming Internet video. Travel budgets were slashed and teleconferencing emerged as an inexpensive tool to do business without leaving town. Corporations turned to films and documentaries to tell their stories. Visual representation became synonymous with doing business.

Now everyone is a performer, having to create and maintain business relationships basically “on television.” Yes, the camera is different. Now it is situated in front of the corporate videographer, or mounted on your computer, or hanging from the ceiling in a hi-tech conference room with a screen big enough for several people to interact at one time. But the reality still stands. The ability to perform for the camera has become a necessary business skill.

So what do you need to know? The following 12 tips are just a start, but a very good start to helping you become your “in-person,” self-possessed, charming self while looking into a cold piece of metal and glass, called “a camera lens.”

1. Avoid staring into the camera and looking “possessed.” Blink. Be natural.

2. Glance down when you do look away. An upward eye movement conveys a “gazing at the ceiling” image, while that “to the sides” motion comes across as shifty and dishonest.

3. Pretend that strange looking object is really a person—a friend. Instead of talking stiffly to “A CAMERA,” talk to it as though it were your restaurant companion on a Saturday night. It will make you a more natural speaker.

4. Print your notes in a large font so you don’t have to bend to read them. Otherwise, leaning over to read that smaller type will bring that “clump of bed hair” or bald spot you spent 15 minutes hiding this morning into large focus on the screen.

5. If you’re not being interviewed, consider using a teleprompter. It takes just a little practice to get used to, but it can make the whole experience much easier on you and more enjoyable for your audience.

6. Be sure to follow the suggestions of your director and/or crew. It’s their job to set lighting and position you at just the right distance from the camera for your best look. Feel free to ask someone to “stand-in” for you so that you can take a peek at how you’ll look from the camera’s point of view.

7. Try to be “the best you”— the you who converses with friends and co-workers.

8. Put you – and your audience – at ease if you lose a word or become tongue-tied. Get angry and you make the audience uncomfortable. Joke or just move on, and the whole world laughs with you.

9. Dress for the camera. Bold stripes and patterns will strobe (that “waaaaaah look”), detracting your viewers from you and your message. Men, business-casual clothing is perfectly acceptable (just think about what you’d wear the first time you’re meeting a new client). But, if a jacket and tie are your style or your message is of a very serious nature, wear a solid jacket (a slight strip is acceptable but not plaid) and a subtle tie.

10. Women, the same goes for you. Avoid geometrics or any other strong pattern Wear solid colors that complement your own coloring, and keep your accessories simple and not shiny. Otherwise you too risk the “waaaaah look.”

11. Avoid the Richard Nixon or Morticia look! Unless it’s the style you want, men should be recently shaven to prevent “five o’clock shadow.” Women should use light makeup and subtle lipstick to ward off the garish look on television.

12. Maintain an animated and pleasant expression. Don’t let your face “go dead.”

Remember, these dozen points are just the start. You can’t become comfortable without training and practice. Invest the time. Find an experienced media/presentation coach who can help you with taping, critiques and re-doing as often as possible until you are at ease with the medium. Your business may depend on your performance in front of the camera. And, by the way, welcome to television!

Recently, I participated in a discussion in one of my Linked-In groups regarding just this topic.  I was shocked that much of the “chatter” revolved around search engine rankings – and not much of anything else.

Why search engine discussion when the topic is video?  Because there’s a great deal of debate on just how “searchable” video content really is.  Google and other search engines have proclaimed that they now have the ability to “search” video content.  That’s exciting news, even though most experts will tell you that this video search capability still has a way to go before it’s perfected.

But is that a reason not to use video on your web site???

For the record, I’m a HUGE fan of Search Engine Optimization (SEO).  It’s done wonders for Blue Marble Media and our consumer-market business Cooper Maron Commissioned Films. People from literally around the world are finding us – and more importantly, contacting us with questions and opportunities for doing business.

So always, always work on building & maintaining your search engine ranking.

OK.  So you’ve done a great job building link and tags, keeping your web site and blog updated, etc., and people are starting to find you!  HURRAY!

My question for you is this: now that they’ve “found” you, what are they going to see?  How are you going to engage them?  How can you be sure they spend a little time getting to know you and your products and services?

Content, friends, content!

And video is one of the best types of content there is.  It’s better at explaining complex ideas … better at moving a viewer emotionally … better at entertaining and keeping your audience engaged … better at conveying customer testimonials … better at training a process or procedure … etc.

So first of all, while it’s not yet perfected, video searches are happening and are helping pump up your search engine ranking.

But even more important – video is going to help differentiate you from your competitors.  Think about it – if you’re number one as the result of a Google search — what about the guys who are number two or three in that same search?  Chances are they’ve got very similar written content to what you’ve been putting out there – that’s why all three of you are at the top of the same search results.

So, a consumer looking for specific products or services, is probably going to visit the web sites of at least two or three companies, right?  That’s certainly what I do when I’m researching on-line.

Once you’ve been “found” in a search, hopefully with a first page placement, it’s pretty safe to assume you’re now in a head-to-head competition with every other listing on that first page.  They’ve optimized their sites to rank well for this kind of search, just like you have.  What’s going to make your site stand out?  What’s going to position your company as more of an authority?  What’s going to make your company feel trustworthy and professional?

Could it be …video?

1. It’s much more effective to put your message in places where prospects are actively looking for products and services in your category;
2. Today, when customers are actively shopping for something, they almost always turn first to Google, Yahoo and other web search tools to find information and options;
3. The company with the best information/content (i.e., most complete, easiest to understand, useful, engaging and offered in a variety of ways) most often wins the purchase
4. In light of all of the above, your marketing mission is make it incredibly easy for your prospects to find you and your incredibly authoritative, engaging and useful information by leveraging all the tools available to you on the Web.

I have to give a huge tip-of-the-hat to the HubSpot Blog as an incredible resource for all things related to Social Media Marketing or what they and others are referring to as inbound marketing.  If you’re just starting to explore this brave new world of Social Media/Inbound Marketing, HubSpot is a great place to start.

HubSpot isn’t just a charitable repository of marketing information.  They’re really practicing what they preach by using great content to attract new customers for their inbound marketing software.  (In the spirit of full disclosure:  No, we don’t use their software — yet.  But I’ve become such a fan of their resources I can’t say how long it will be before we at least check it out.)

But my point really isn’t to fawn over HubSpot as much as to use them as an example of the power offering your customers really useful, meaty information that helps them in their day to day lives or work.  This company uses blogs, video postings, webcasts, video tutorials, interest group sites on Linked-In, Twitter, Facebook and who knows what else to get their message out.

Having a well designed Web site is just the tip of the iceberg.  Harnessing the power of the Web to have great conversations with your prospects and customers is what Social Media/Inbound Marketing is all about.