Archive for the ‘Social Marketing’ Category
So what happened to my blog? I know I use to post more than once a year, but School and a new start-up at AppliedAwareness.org, have monopolized my time.
The good news is that some of the classes I have taken at school are adding a multi-media dimension to my skill set. This doesn’t mean I’m ready to start a new career as a photographer or video editor, but it’s gotten me up and over the hardest part of the learning curve so that I can figure the rest out.
One of the things that wasn’t part of my course work was how to take all the footage I’ve recorded with my DSLR and break them down into Vines.
Lucky for me, the Vine Client extension for the Chrome Browser, had all of the settings listed so it wasn’t too hard to figure out and adjust settings once I knew the basics of video editing terminology and where the features were in KdenLive.
If you’d like to do the same, the first thing you’ll need to do is create a new project profile that matches the Vine parameters. I started by going into the settings and selecting the “Manage Project Profiles.”
Then I went about modifying one of the included profiles. I chose to modify the “HD 720p 29.97 fps” profile. (note: the profile drop down shown below already says “Vine” because I saved it before I took the screen shot.)
To change the boxes from gray to white for editing, you’ll need to click on the icon with the green plus sign.
- the size to 480×480 px (Vine’s square)
- the aspect ratios to 1:1 for both Pixel and Display aspect ratio.
Finally I saved the profile using the floppy disc icon.
Next I chose a video that I thought might have a good 6.5 second sound bite in it since the Vine can’t be any longer than that. (With the frame rate specified above, the maximum length will take you out to to time code 00:00:06:14 – aka 6 seconds and 14 frames)
Then to make sure I had my new profile in effect for my video I went to Project > Project settings and selected it.
Once I had my clip, I wanted to get rid of the letter box effect that happens when shoving a 16:9 rectangle video into a 1:1 square.
- Right-click on the clip you want to center
- Add Effect > Crop and transform > Edge Crop
Once that’s done, there’s a high probability that the subject isn’t centered. However, there will be a new dialog box in the Effect Stack section in the top center portion of your screen. While you can fiddle with each of the top, left, bottom and right settings, an automatic center-crop and center balance might be all you need to get things lined up correctly.
The last thing to do is set up and save a render profile. VineClient.com’s upload dialog suggested MPEG-4/AAC but with a reduced audio and video bit rates of 64 and 1200, respectivly. Since I plan on making more Vines with my DSLR footage, I created a render profile with these settings as well.
I started by selecting MPEG-4/AAC and just like before I clicked on the page icon with the green plus to “Create new profile” and changed the settings to give me a Vine-friendly output.
Now, whenever I’m ready to render out a video I just have to look for my Vine profile in MPEG-4 > Vine. The better news is that these little movies only take about 30 seconds to render and were a little over 1mb when done.
To upload your video from your PC you’ll need the Chrome/Chromium browser with the Vine Client extension. If you don’t have the extension you can download it from http://vineclient.com. Instructions on how to do that are available on the Vine Client website.
Once the extension is online, simply log into your vine account and with the drop down menu located under the head and shoulders icon in the upper right corner of the screen, choose “Upload” and follow the instructions given. At this point I’m really happy I figured this out. I never liked the video quality that my phone put out…
And when I tried to make a video to upload before I knew any of the video editing vocab I got this…
Now, though, they’re starting to look like this…
Good luck turning your videos into Vines.
Tuesdays are for RAP (Random Acts of Patterns)! http://www.ravelry.com/discuss/friends-of-knitpurlgurl/2319615/1-25#24 Please join in!! #knitting #crochet
Although I didn’t quite catch the marketing implications of random patterns until after I had gifted nearly 20 copies of my designs, Random Acts of Patterns is just brilliant on so many levels. Here’s why…
The premiss is along the same lines of Random acts of Kindness, but in this case the idea is to find a neat pattern and buy it for another Ravelry.com user using the “send as gift” function that’s part of the check-out process.
There are 2 functions of this process that are very intriguing to me. First, it’s a way to help generate income for independent designers. The second is that it’s a great way to advertise your own designs by sending them out to random knitters.
From a strictly business standpoint, when I buy ad placements, I take a chance that I won’t have enough sales to break even. For example, I purchased Ravelry ads a few months in a row. The fist run I did better than break even on the cost of the ads by also making enough money to cover the cost of the materials used in the pattern. In the second run, I didn’t do quite as well, but broke even on the ads. The 3rd and 4th times were a bust putting me in a position where I needed more pattern sales to break even on all of the expenses.
There are many reasons why the same ads didn’t do well over time. Summer months aren’t always considered as Knitting months. People may have been tired of seeing the ads. Or any number of things. While it is possible to hone in on the winning combination the idea of Random Acts of Patterns presents a whole new twist on marketing.
The main consideration with #RAPatterns, for the indie designer, is that patterns, once created, don’t represent revenue until someone buys them. The next consideration is although you might be running at a loss with materials and time put into the design, giving away promo, electronic copies, doesn’t create additional expenses. I always say that word of mouth has to start somewhere and this is a great way to kick it off.
The bonus of Tuesday’s being for #RAPatterns are the limits designed into the practice. Coupons, door busters, annual sales and all the rest are just ways companies train customers not to pay full price, for anything. But a random pattern given only on Tuesday is more along the lines of winning a prize. There is no expectation that waiting will result in a discount so people buy when they’re ready to.
By participating in Random Acts of Patterns on Tuesdays you have a great way to get some patterns out in the wild where they might generate some buzz for your work all while keeping people guessing about your next move. It also doesn’t hurt to be seen as generous either.
The next question is how this process can be adapted for other business models. Are there businesses this wouldn’t work with? Why not? I’d love to hear your thoughts, so please leave a comment, below.
PS, don’t forget to thank Kerrie for this amazing idea. Click either knitter to visit her site.