The title of this post is credited to: Twitter / Harry Klein: via @klessblog: The Four E …
I caught up Jeffrey Hayzlett, two weeks before his departure as Eastman Kodak Company’s energetic and boisterous, celebrity CMO (Chief Marketing Officer), at Streaming Media East 2010, where gave an opening keynote address. He discussed Kodak’s innovation in video with it’s popular pocket cameras and why companies should engage in social media and video. In his role at Kodak, he helped Eastman Kodak Company get its mojo back by using streaming media, video technology and emotional technology to connect with its customers. Hayzlett had joined Kodak in 2006 and has ran all their marketing efforts since 2009. He launched a social media team with the roles of Chief Listener and Chief Blogger, and also landed the company a starring role on NBC’s Celebrity Apprentice.
“These conversation go on with you or without you. So you want to engage, educate, excite people and they become evangelists, or Kodak ambassadors is what we call them. That’s what we call the “4 E’s” So, it’s very important for businesses or individuals, but especially for businesses to get out there and engage with their communities.”
How do companies get started in social media?
- Why do I want to participate in social media?
- How can social media improve my business?
- How will social media be incorporated into my overall customer experience?
A checklist of social network profiles should include Facebook, Twitter, YouTube. Download TweetDeck and Seesmic to monitor your social media streams, listen and add value to the conversations that are going on. Kodak believes that on some some level all companies are publishers. “Content Creation, Distribution, Engagement, and Measures should be key areas of focus.”
“If I picture is worth a thousand words, then video is worth ten thousand words… People are very visual in terms of their activity, so they want to see things, and when they can see with their own eyes as they say, they believe it more. So we think video is a big important part of that.”
Coincidentally, this interview was recorded with a Kodak Zi8 pocket video camera that has a built-in microphone jack, which the idea as Hayzlett points out, also came from Twitter:
“For the older Zi6, which lacked a microphone jack, we saw a Tweet that said we should add it.We did add it and the product is outselling the competition 10:1, and the competitor’s newer product is lacking the microphone jack.”
Hayzlett says that capturing that rare “Kodak Moment” and “Keep it Forever” is as simple push of the button. It doesn’t have to be a Hollywood production either, as he emphasizes, you can make mistakes and start over. Nobody cares, just get the content out there, that’s the most important thing. Hayzlett says that you’ll see more and more technology shoved into the Kodak pocket cameras.
“Everybody knows I’ve been on borrowed time. The average tenure of a CMO is 18 months. It’s because of my love of Kodak I’ve stayed as long as I have. We have our mojo back. We’ve certainly raised the profile of the company.”
- “The Mirror Test” | hayzlett
- Q&A: Kodak CMO Jeffrey Hayzlett
- How Kodak’s Jeff Hayzlett Put the Chief in Chief Marketing Officer | Fast Company
- 2nd UPDATE: Kodak Marketing Chief Hayzlett Resigns – WSJ.com
- Jeffrey Hayzlett, Kodak marketing chief, is resigning | democratandchronicle.com | Democrat and Chronicle
- Kodak CMO Resigns, Known for Digital Savvy – ClickZ
- Kodak CMO Jeffrey W. Hayzlett Resigns to Pursue Personal Projects – MarketWatch
This video from Streaming Media East features Jan Ozer, Principal of Doceo Publishing, who provides an overview of video production for streaming. Jan is also publisher of Streaming Learning Center Streaming Learning Center and 2010 Streaming Media All Star, He included lots of helpful information, useful stats, and strategies to improve your video quality for streaming.
- Setting the scene (background and clothing)
- Shooting for streaming
- Choosing your target,
- Avoiding/correcting aspect ratio issues
You’ve got the video production basics down pat, but you’re still concerned that somehow your streaming quality just doesn’t measure up. From camera selection to choosing an encoding tool and encoding parameters, streaming consultant Jan Ozer details the most common production pitfalls that unnecessarily degrade streaming quality. Come learn at least three or four ways to make your video look better.
Jan Ozer, Principal, Doceo Publishing
Download the presentation here: Video Production for Streaming (.pdf file)
This post covers the basic tips for shooting video interviews. There are a few golden rules to follow to achieve good results and better looking and sounding video. The specific areas you should focus on are: Camera placement and movement, Lighting and Audio. Also, knowing your location and having plenty of time to reduce distractions is particularly important, to advert any audio and video issues. It’s better to get it right when you shoot your interview, to save yourself from “fixing it in post”. The following presentation serves as a tutorial to help you get started.
Camera placement and movement
- Use a tripod
- Avoid zooming and panning of camera
- Get physically close to your subject
- Place your camera at eye level of your subject
- Frame your interview to give your speaker with enough head room
- Select a neutral background for your interview
- Make sure you have enough light for a good quality picture
- Do not place your subject in front of a window (avoid backlight)
- Close curtains, blinds and turn on room lights
- Don’t mix daylight and indoor lighting
- Avoid distracting background noise (HVAC, TVs, music)
- Stay close to your interview subject
- Use an external microphone when possible (clip on lavaliere microphones)
- Use headphones to monitor microphone if possible
- Be a quiet, active listener (be empathic, nod, don’t talk, no “uh huh”)
- Allow subject to complete answers before speaking (no crosstalk)
- Ask interviewee to phrase your question in their answer (for context)
Know Your Location
- Do a site survey (Look for and reduce lighting and ambient sound issues in advance)
- Reduce distractions
- Make sure you have directions
- Lots of time (for retakes)
- Sweat the small stuff
Veteran Internet marketer and video blogger Jim Kukral has produced a series of educational videos he calls the Online Video Toolkit, which he says is, “a free guide that will tell you everything you need to do to make high-quality web videos… without having to spend a fortune to get it done! The best part is… it’s totally free!” He covers all the bases for you to get your video blogging studio up and running on a shoe string budget, like choosing a camera, lighting tips, set design, indoor and outdoor shooting, editing, attire, audio and more. He’s used the Flip Video camera, but now
recommends that Kodak Zi8 HD pocket video camera for its external
In his recent email newsletter, Kukral shared how he has produced a series of videos using his brand new Kodak Zi8 HD pocket video camera and iMovie to promote his new book. His straight forward approach to the video production process can be applied to any business that wants to get involved in online video for Internet marketing, e-Commerce social networking or any application.
The following is republished with his permission:
“Today I made a bunch of videos to promote my new book with my brand new Kodak Zi8 camera. Want to see one of the videos? Here you go. http://www.youtube.com/watch?
“Pretty simple, yet somewhat complex. Here’s how I made this video.”
- Get a Kodak Zi8, link here: http://www.buytheflip.com $150 or so.
- Get a lavalier lapel mic. http://bit.ly/9qEuXW This is only $22.39 on Amazon now.
- Get a tripod. Preferably one that can adjust height.
- Find a room with windows that have blinds. Put the light to your back when filming. Adjust blinds to let in just enough light.
- You can also mess around with the lights in the room. The point is to get a good balance of light on the person being recorded.
- Mount the camera on the tripod. Plug the mic into the camera.
- Pull the mic and clip up inside your shirt/jacket/blouse so the cord can’t be seen. Clip it on.
- Hit record on the camera, go sit down. I taped my video in 1080p which is HD.
- Now, on my video, I’m pretending that there’s a person in the room with me interviewing me. There wasn’t. I picked a spot on the wall behind and off to the right of the camera and talked to it as if it were a person. That gives the video a nice look.
- I had 7 questions and answers prepared ahead of time. I would review each question briefly, then record an answer. Without stopping the recording. You can edit it apart later. Get through all your points.
- When done, I stood up and stopped the recording.
- I took the camera and plugged the USB into my Macbook Pro and copied the one large file to my hard drive. It will be big in HD.
- I opened iMovie and imported the video.
- I edited the part of the video I wanted and saved it.
- I then exported the movie in iMovie via Quicktime.
- That was it. I could have added a bunch of text or music or titles but I wanted to keep this one simple.
“Now, I know that looks like a lot of steps, and it was, kind of. But in reality, it was really cheap, and easy to do. There’s no reason you can’t do it yourself. Give it a go!”
Tue, Jul 20, 2010 at 8:45 PM