There are three essential ingredients to getting started with video:

• shooting video (which was the focus of part 1 of the series)
• editing and producing video
• posting and sharing video

Editing and Producing Video

Editing and Producing Video is perhaps the most challenging aspect of getting great video online for your tourism business.   It can be made a whole lot less challenging by doing things as efficiently and with high quality when shooting video.  The less edits you need to make, the fast your video production will be.

How long should my finished videos be?

If you speak to most people who watch videos online, shorter is better.  Once you have edited your video and you think you have a finished story, go back and trim even more content.  If you have edited a very good 5 minute video, chances are you will have a great 3 minute video if you trim back the content even more.  I like to think of video production as much like making maple syrup.  In the forest we start with 33 gallons of sap and distill that down to just one gallon of syrup.  We could stop boiling sooner and we’d have more sweet liquid for folks, but most people prefer a smaller amount of a better product.

How much video does it take to make a great three minute video?

In general, the more video you start with, the better the finished 3 minute video will be.  Sometimes, a video can be very good, with very little editing.  In general, you’ll only use about 10-20% of the actual raw video you shoot in a great three minute video.  That means 15-30 minutes of video captured on your camera and loaded into your computer produces three minutes of finished video.

What does it cost to edit and produce videos?

The vast majority of video producers will never in their lifetime need to purchase software to make movies on their computer.  The only real cost is time.

How long does it take to edit video?

For starters, plan on spending one – two hours of editing for each minute of finished video.

Do I need any special computer hardware to make videos?

Any new computer or laptop has more than enough power for anyone to edit and produce video.  Computers designed specifically for the task of editing video (like the MacPro) have more processor power so they can do most tasks more quickly.

Most people will find it much easier to edit video if they setup their computer with dual monitors – one for using the editing tools and one for seeing the video as it is being produced.  Desktop PC’s can easily add a video card which makes it easy for a second screen to be added.  Both Mac and PC laptops are ready to use a second screen just by plugging one in and setting the screen preferences, so you can use your laptop screen and an external one, side by side.

The most important consideration for editing video on a computer is free hard drive space.  Hard drive space is where the very large video files go while you are editing your video.  Editing Video and HD video requires a significant amount of free space.  This is why laptops are sometimes a poor choice for editing video, particularly if they are used for a lot of other tasks.  If serious about editing video, the smallest hard drive I would recommend for a desktop computer is 1 Terabyte.   Same goes for external hard drives for laptops.  Bigger is always better.

How do I make the best use of space on my computer?  What about backup copies?

The solution we have used for years in dealing with large video files is to keep as much space as possible available on the computer hard drive or flash drive at all times.  We upload the video files we are editing onto the computer, and once a final video is produced and uploaded to the Web,  we move the new video to an external back up hard drive for safe keeping and delete the original video files – freeing up space for the next project.  Digital video camera tapes are relatively inexpensive.  Most professional video producers keep the original tapes they used to shoot video as their back-up, clearly labelling the original tape with the date and video content information and storing tapes in a safe location.    If shooting video to a hard-drive or flash drive video camera, consider saving the original video files used to edit your video to a back up hard drive, along with the finished video.

What software is needed to edit video?  Is it beginner-friendly?

If you are new to making video, most computers come with basic, easy to learn, editing software that lets you slice video clips and move them around on a timeline, add simple video effects like titles and screen transitions, add photos and audio tracks.  If you are purchasing a new computer to edit video, use what James Cameron and his team used to make Avatar - an Apple Computer.  Most beginners find Apple’s iMovie simple to learn and use and it has numerous effects that can be used to add your personal touch to your productions.  It comes pre-installed on Apple computers and it will take years of production before you are probably ready for a more powerful editing tool like Apple’s Final Cut Express. When you feel like a pro, join James Cameron who uses – Apple’s Final Cut Pro, core component of Final Cut Studio.

On a PC running Windows, Movie Maker has come pre-installed on XP and many versions of Vista.  The new Windows operating system – Windows 7 requires movie-makers to download MovieMaker.  It’s free to anyone.  When ready for extreme movie making on a PC, move on over to Adobe Premiere.

I haven’t got any time to make movies, how can I get video online?

For the absolutely fearful beginner, online tools like Animoto let producers slice together photos and video into instant automated videos shows for free.  Although we produce and edit our own movies using software and tools described above, we also sometimes like to produce quick little videos with no muss, no fuss.  That’s why we subscribe to a paid version of Animoto in addition to our other investments in video production.

Where do I get music to add to my videos?

The easiest, least expensive and legal way to add free music to your videos is by using CreativeCommons licensed tunes from Jamendo. The music on the site is royalty-free, meaning you pay nothing to download and use these tunes in your videos.

Is it OK to add music from my commercial music collection to videos I make to promote my business?

NO.  Never.  Seriously.  Never.

Online Video viewership continues to grow, making production and distribution of video a must for any tourism business serious about marketing on the Web.

ComScore reports the average viewer watches 187 videos per month in the U.S.  In the month of December 178 million people watched 33.2 billion videos.

How to Invest in Video:

There are three essential ingredients to getting started with video:

• shooting video
• editing and producing video
• posting and sharing video

This first of a three part series on investing in video focuses on 14 Keys to think about in Shooting Video.

1. Prepare an informed consent waiver. You will want to feature your team members, staff, guests and community members on camera.  Have them sign a simple release that gives you permission to use the video freely.  We make a video and photo waiver part of our registration form.  Try a google search for video permission release or check out Docstoc for a simple video release form. Keep signed releases on file.
2. Put your hands on a camera. There is no excuse for not having a video camera.  Sure High Definition (HD) is nice and it’s the way of the future, but even iPhones and iPods can shoot video.  For less than $200 you can get an HD Flip video camera that is one-button-simple to operate.  Most new cameras also feature video recording capability.  Get your camera out and practice holding the camera steady.
3. Take care of your equipment.  Dust, moisture on the lens will make even the best video cameras shoot poor video. Use non-abrasive lens wipes to keep your lens clean.  If you shoot video near the ocean, salt deposits can form on your lens and scratch your lens when wiping.  Take special care to lightly moisten your lens with tap water before wiping clean.
4. Get a tripod that fits your camera.  Just do it.  Handheld video is very difficult for most people to watch.  Whenever possible, use the tripod to ensure a steady camera.  Tripods also make a one person video shoot much easier to manage.
5. Keep a Video Log or Journal. Include things like ideas for future video recording, records of video shot, sample interview questions, informed consent forms. You may also want to have an inventory of your video equipment and a sign out process for keeping track of where and when cameras are used. Focus on stories that would best be told with video.  Make notes on what worked and what you’d like to do better next time.  We do this using Google Calendar and GoogleDocs shared online documents.
6. Schedule video shoots: Make a list of the events and projects that you are involved in throughout the year, and put them on your calendar.  Bring your camera and shoot video.
7. Shoot B-Roll throughout the Year.  Preplan the video you want to share with your guests and schedule outings to capture B-roll.  Plan sunrise shots,  birds and wildlife on your property.  Does your facility have a special sparkle and shine at certain times of the day because the light is right – make a plan to shoot it.  Walk your trails, shoot a slow pans across the horizon.  You don’t have to have a plan how you will use the video while shooting it, but you do have to make a plan to get B-roll.  B-roll video can be used to enhance an interview or make any video subject more interesting.
8. Interview your team on camera.  Just encourage people to smile and be themselves.  Invite your most engaging, outgoing, animated staff to share a story on camera.
9. Focus on quality sound first, then worry about the video.  Poor sound quality will make your video unwatchable.  If its a windy day, find shelter.    If shooting an interview, be sure others know what you are up to so that there isn’t nearby distracting conversation or off camera sounds that will be distracting.  If off camera audio interferes with your interview, stop and start over!  It is always easier to record it again, than to try to fix poor audio in the production/editing process.  We are investing in wireless microphones, a boom mic and even a separate digital audio recorder to ensure we will get great sound.
10. Hire a Twit, give ‘em a camera and set them free.  Most of your young summer staff are media savvy and many have the capability to capture and produce the video you need.
11. Add social media skills a section on every job application. Even if the rest of their job is doing dishes or making beds, make hiring media skills a priority.
12. Give your team an opportunity to get the experience they need to produce great video.  If you give them the time to shoot video, you will see dramatic increases in the quality of content that is produced over time.
13. Get video off your camera and onto a computer as soon as you shoot it. Keep your videos well organized and labeled so you will be able to find and use the raw video when you want to use it.
14. You are the director. Give video team members direction.   Clearly describe the content you want and review the video that are shot with your team.  Help them understand your vision.  Encourage shooting multiple takes.

Learn more:

• Mashable Online Video continues steady growth.
• Tourism Keys: Catchy Video needs to appeal to your ideal guest

img credit: adamjackson1984

Successful Destination Marketing Organizations
Tourism businesses can succeed with the help of a strong destination marketing organization. At the core, a shared community vision about the values in a community are at the heart of any shared marketing project.

By bringing together traditional and non-traditional partners in tourism and getting the word out with a variety of online media the entire community benefits.

Stratford Ontario (WelcomeToStratford.com) is a DMO that offers great marketing opportunities to its membership. Telling compelling stories about your community is the role of your DMO or DMMO (Destination Marketing and Management Organization) and Stratford Tourism Alliance does it well by focusing on community character, culture and cuisine. I chatted with Cathy Rehberg, Marketing Coordinator for Stratford Tourism Alliance at the recent Ontario Tourism Summit.

Before you ask DMO members for money . . .

Does your community have a shared vision of what your community offers the traveler?  Before you ask you members for money, ask them to contribute to the vision of what makes a visit to your region special.  Invite members to a community forum so that your DMO can find success by tapping into the pulse and lifeblood of your community.

What makes your community unique?

Early Augmented Reality

Travel Gadgets are like having God in your Pocket

An early GPS-linked project in the UK demonstrated how a tourism region could put information in the fingertips of visitors. The project used a tiny electronic machine to add interactivity to visiting ancient ruins by linking hotspots to audio/video content to tell the story of the place in a rich engaging way.

Today, devices capable of displaying such multimedia are in many travelers pockets! iPhone, Blackberry and other internet connected devices with built-in gps and cameras are all capable of overlaying digital information on top of reality – Augmented Reality.

What is Augmented Reality

Augmented Reality describes the merging of reality with digital information. The digital information (in the form of words, audio, video or pictures) can be triggered to display on an internet connected device based on gps location and/or recognizable visual objects including symbols or icons like QR codes which are photographed by the device.

Experience AR with Virtual Baseball Cards

Rawlings has a project that displays virtual baseball cards by using a computer Web cam and a printed logo. It only takes a few minutes to experience the thrill of seeing digital information come to life.

Visit http://rawlings.fleishmanhillard.com and print the Rawlings ad to get started. Then click on the link and hold the ad up to your computers video camera to see the virtual baseball cards. You can even control their movement and appearance on your screen.

In the image below, the three dimensional trophy and baseball card float around as you move the Rawlings logo about.

augmented reality webcam image

With AR, Travel Guides come to life in real time – on location with projects like these:

Find your Way

Discover Anywhere is working on an AR Transit application that will overlay digital information on an iPhone, making it easy for the traveler to find their way around an unfamiliar city.

Wikitude AR Travel Guide

The Here and Now Web

Thinking about the impact of Augmented Reality on the tourism experience can be a lot of fun, and like most technology it’s more important to think about the content than it is to worry about how to do the technical dirty work.

What can your organization do for your members, that they can’t do themselves? Is it Augmented Reality?

We’ll all be brought into the world of augmented reality in the near future and DMO’s and regional travel organizations may be inspired to dream up interesting engaging experiences that make use of this technology – GO FOR IT.

For those not inspired to start on an augmented reality project just yet, there is no time like now to start thinking like your ideal guest. Answer the most important question for the digitally connected traveler:

“Standing here, now, what kind of content could make my experience better?”

Start collecting the media you’ll need to make your travel region, one not to miss for the digitally connected traveler.

In a recessionary market there can be significant price pressures on your products and services. Instead of looking at price as the only thing you can control, have a look at the opportunities you may have in front of you to create new products or packages.

Instead of joining in the race to the bottom, and lowering your prices (which turns your travel offering into a commodity) consider how you can create new value-laden packages.

Be sure these new packages offer a choice to your ideal client, letting them choose a lower level of service or quality.

Resist the Race to the Bottom

Meet the needs of those looking for a less expensive holiday by making adjustments to your packages rather than your pricing. Because people want to pay less, it doesn’t mean you need to cheapen your offering.

Link:

• http://www.NorthernEdgeAlgonquin.com – see our new pricing idea.
• Thanks to Jason Sarracini: his twitter post last week helped me shift my thinking.

Today I chatted with Alli Lindsey (@allilindsey), a Public Relations and Advertising student at Loyola University, Chicago. Her questions on social media prompted really great discussion about some great opportunities that most tourism businesses and regions are missing out on.

Travel and Tourism Social Media – Missed Opportunities

Download podcast

This Internet Marketing podcast has some great insights for enhancing the marketing of tourism regions, including answers to questions like:

1. What are some of the key Internet developments/opportunities that the tourism industry is likely to face this year?
2. Besides the economy, what do you think is the biggest challenge facing the tourism industry?
3. What types of careers are available regarding the tourism industry and the Internet (in terms of social media and marketing)? What types of skills sets should the ideal candidate posses?
4. What are some best/worst practices companies in the tourism industry regarding social media?
5. If a company is using social media what are some important rules and guidelines they should follow?

Links:

• Tracking your Brand

Datatubes allows users to upload their videos to datatubes and offers playback of the videos on your own web site. This isn’t any old Youtube embed code. Not only are individual videos embed-able in your Web site. You can embed entire libraries of videos on your primary Web site!

and… when the videos in your library are updated, the embed code automatically updates the library listing of videos available within your Web site.

It gets even better!

Not only can you upload videos to the service and build a comprehensive automatically updated library, Your guests can be invited to share their videos too! Right from Your Web page!

I’ve only been trying out Datatubes new video library service for about an hour, but I’m more than impressed with the results. What do you think?

• See our video library set up at Northern Edge Algonquin

Benefits to Datatubes:

• In less than 2 hours you can walk in, set up everything and have a complete video library hosting solution running on your Web site. What’s more, you’ll not have to updated any code the next time you upload a video. Just upload it and it’s there running from your site.
• Embedded versions of your videos aren’t watermarked with logos of other video hosting sites.
• It’s social. You can invited your fans to embed their travel videos on your site!
• Search widgets make your videos searchable right on your Web site.
• Tourism regions and businesses often can’t afford the expense of creating their own video sharing portal. They can with datatubes – it’s free.
• Video resolution can be set at a wide range of settings and play back in full screen with just a click.
• Bandwidth is provided away from your server. So no worries about slowing your site down by hosting your own.

Got to run, on my way to SXSWi but couldn’t resist getting started creating a video hosting library on our own Web site. Who’d have thought?

I hope you’ll pardon the exclamation points on this post. Needless to say, I’m excited about Datatubes.

I’m heading down to Austin, Texas for the South by Southwest Interactive Media and Film events! I’m going so that I can stay on top of what’s going on in the social and mobile Web and get ideas for the travel industry and a few upcoming International events.

If you see any interesting talks on the schedule for SXSWi that you think I should check out, drop me a comment here or send me a twitter message @toddlucier and I’ll do my best to report back. I’ll be sending along video from the event using Qik and Seesmic, so stay tuned to the blog for more details on things I discover. Of course for as-its-happening news featuring live video tune in to my updates Twitter. If you’d like an even broader sense of happenings in Austin, follow the #sxswi tag on Twitter.

Other upcoming events:

• State of the Web presentation with Georgian Bay Country Travel Association, March 24. (hoping to arrange a live stream of this event – stay tuned for an update)
• Mountain Travel Symposium in Colorado at the end of March.
• I’m hoping to be invited to attend the G20 Summit happening in London, UK at the end of the month. (If you’d like to encourage G20 Voice to bring me there, use this form to suggest a blogger.)
• April 7-8 – Mesh, Toronto
• Heading back to the Rock for Experiential Tourism Trainings – Newfoundland and Labrador hosts Edge of the Wedge 17 (April 20-22) Edge of the Wedge 18 (April 24-26) with Celes Davar, Nancy Arsenault.
• Manitoulin Island – Experience Manitoulin part II (May )
• Fire and Ice on Greenland (July)

Lots has changed in the area of Web marketing of Travel / Tourism over the past few months as you know

If your region or association would like to schedule some training for your members (or members, if you want to encourage your DMO or CVB to get you the training you need) to take advantage of Internet Marketing opportunities this summer it’s best to get hands-on-training scheduled by the end of March and completed by mid-May.

Tourism Keys SlideCast presentation (morning day 2) at the Gros Morne Institute for Sustainable Tourism in Rocky Harbour, NFLD, February 20, 2009.

Learn how tourism businesses, dmo’s use the Four Key Elements of a Web page to produce results:

• Contact Info
• Headline
• Great Photos
• Calls to Action

This slideshare features an audio track (36 min).
Click the next button to advance the audio and slide.

The discussion starts with a few questions from conference participants who have been creating Facebook pages for their businesses and discovering Twitter.

Following the Slide Show, review a few Web pages of other businesses and make notes on what you like and enhancements you would suggest. Ask others to review your Web page and offer similar suggestions.

Rocky Harbour Newfoundland – Tourism Keys State of the Web Keynote