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  • Microsoft Confidential: This document is considered confidential to, and is maintained as a trade secret by, Microsoft Corporation. Information in this document is restricted to Microsoft authorized recipients only and any reproduction, distribution or public discussion of this material is subject to the limits in your non-disclosure agreement with Microsoft Corporation.

    1 Best Practices: A Guide to Online Video Production at Microsoft

    Best Practices: A Guide to Online Video Production at Microsoft

  • Microsoft Confidential: This document is considered confidential to, and is maintained as a trade secret by, Microsoft Corporation. Information in this document is restricted to Microsoft authorized recipients only and any reproduction, distribution or public discussion of this material is subject to the limits in your non-disclosure agreement with Microsoft Corporation.

    2 Best Practices: A Guide to Online Video Production at Microsoft

    Table of Contents

    Executive Summary ....................................................................................................................................... 5

    Why Use Video? ............................................................................................................................................ 6

    Advantages and Disadvantages of Online Video ...................................................................................... 6

    Why use online video: ........................................................................................................................... 7

    Why not to use it:.................................................................................................................................. 7

    Pre-production: Planning & Creative Brief ................................................................................................... 8

    Developing a Creative Brief ...................................................................................................................... 8

    What is your Business Objective or Project Goal? ................................................................................ 8

    Who is your Audience? ......................................................................................................................... 9

    What is your Message? ......................................................................................................................... 9

    Tone and Style ..................................................................................................................................... 10

    Whos On Your Team? ............................................................................................................................ 10

    Creative Brief Checklist ........................................................................................................................... 11

    Tips on Telling Your Story ....................................................................................................................... 11

    What are their Challenges? ................................................................................................................. 12

    What are your Solutions? ................................................................................................................... 12

    How is your Solution Unique and Compelling?................................................................................... 12

    7 Elements of Storytelling ................................................................................................................... 13

    Video Content Treatments and Length ................................................................................................... 14

    Content Treatments ............................................................................................................................ 14

    Considerations when Using Humor .................................................................................................... 16

    Recommended Video Length .............................................................................................................. 17

    Tips to Create Online Video that Works ................................................................................................. 18

    Production: Getting Started ........................................................................................................................ 19

    Working with MS Studios ........................................................................................................................ 19

    Advantages .......................................................................................................................................... 19

    Disadvantages ..................................................................................................................................... 20

    Working with an Agency or Approved Vendor ....................................................................................... 20

    Advantages .......................................................................................................................................... 20

    Disadvantages ..................................................................................................................................... 20

  • Microsoft Confidential: This document is considered confidential to, and is maintained as a trade secret by, Microsoft Corporation. Information in this document is restricted to Microsoft authorized recipients only and any reproduction, distribution or public discussion of this material is subject to the limits in your non-disclosure agreement with Microsoft Corporation.

    3 Best Practices: A Guide to Online Video Production at Microsoft

    Do It Yourself (DIY) .................................................................................................................................. 21

    Advantages .......................................................................................................................................... 21

    Disadvantages ..................................................................................................................................... 21

    Budgeting for your Video ........................................................................................................................ 22

    Budgeting Samples .............................................................................................................................. 22

    Scripts and Storyboards .......................................................................................................................... 23

    Script ................................................................................................................................................... 23

    Storyboard .......................................................................................................................................... 24

    Legal, Security, and Intellectual Property Considerations ...................................................................... 25

    Release forms ...................................................................................................................................... 25

    Equipment ............................................................................................................................................... 25

    Lighting ................................................................................................................................................ 26

    Audio ................................................................................................................................................... 26

    Shooting with a Digital Camera ........................................................................................................... 26

    Framing your Subject .......................................................................................................................... 27

    Producing Screen Capture Demo Videos ................................................................................................ 28

    Recording Software & Equipment ...................................................................................................... 28

    Process: Recording with Camtasia ...................................................................................................... 28

    Post-Production .......................................................................................................................................... 30

    Editing ..................................................................................................................................................... 30

    Encoding Basics ....................................................................................................................................... 31

    Progressive Downloads vs. Streaming .................................................................................................... 31

    Silverlight & Interactivity ........................................................................................................................ 32

    Accessibility ............................................................................................................................................. 32

    Distribution ......................................................................................................................................