The High Flyers: Lenny Ferreira

00:10:01 | April 7, 2015

Erik Ducker from Vidcaster visits Lenny Ferreira from Full View Media to discuss the power of live streaming. You will learn about Full View Media's work and then tips on creating EFFECTIVE video content without going over budget.

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[MUSIC PLAYING] Hello everyone. Welcome back to another edition of "The High Flyers," where we interview the stars of business video. Today, we're here at Fullview Media, with founder Lenny Ferreira. Thank you for joining. Well, thanks for having me. I've been a fan of your platform for a long time. I've even said that if I could build a platform, I think it would most resemble yours. Yes. I do remember you saying that. So just start off with a quick intro who you are and what Full Media does, what kind of gap they fill in the video industry. Sure. So I've been in the online video space since around '98. I've been a digital video since '94, but in '98 I started to get into the distribution side, or the encoding and the webcasting side, because I thought that that would be a bit more interesting. I wasn't a big fan of post production and how tedious that can be. So you mentioned off camera a couple weeks ago that you're also working on a side project, or kind of a main project of creating a course about video production in the live space and what tools you need to be able to replicate what you're doing. What are the goals of that, and what are you looking to achieve? Sure. So what I'm finding is that everyone knows what webcasting is. 10 years ago, no one-- I had to explain what that was. But everyone knows what a webcast is today. But what I'm finding is more and more people are wanting to do it, and they're needing to learn how to do it. And so we're there for large events. We'll come in for quarterly events, maybe a monthly event. But really, a lot of companies need this on a daily basis. Some companies are doing 50 webcasts a month. So that's where we're trying to help people get into that and figure out-- We've been doing this for a lot of big companies, for Jive, for Shutterfly, for Salesforce. So we've figured out all the little tricks. And you don't need elaborate productions. You don't need a ton of gear. It doesn't have to cost a ton of money. But what it does have to do is be effective, and it does have to work. And so we've outlined all the steps that are required that I'm confident that anyone could go ahead and put together-- it doesn't have to be a live webcast, but a live capture, as you saw. It's very easy to record eight hours worth of content and have it posted that same night. So that's really the goal of that course. I think what I'd like-- you mentioned effective content. I'd love to hear a little bit more about what is the difference between high quality content and effective content, and where is that kind of difference that makes effective content better? So that's kind of a hard one in that I think there's high-budget marketing style videos which are nice, and they can be effective in their own way. But that's a whole other budget that you might do one, two a year. Maybe if you're a large company, you might do them monthly. But I think effective company at an enterprise level of just talking to people and getting your word out and your messaging out, you're not a video producer. You're not going to write your script and then hire someone to shoot it and come in and do an elaborate production. It's just not cost effective either. So I see effective content as someone within the organization, at a higher level, that has something to say and wants to get the word out fast. Here's a great example. The sales enablement manager at Jive, he has a weekly show he shoots on his iPhone with $2,000 worth of microphones. [LAUGHS] Of course. But he shoots it on his iPhone, he goes into the VP of sales' office. And the VP of sales has his own show, and he talks about what he feels is important for the week. And then they post it immediately. So that I find to be very effective use. I don't want to say, oh, do everything on your iPhone. But it's really an effective tool. And there's a time and a place for that. So I guess my question is do you have any tips for creating this effective content over the beautiful content on that budget? I think one example is how do you create a weekly show for your team without having to put much effort in? Without having to use other people. How do you do that? So like I said, I'm a fan of the iPhone, and in that example that I just mentioned. So one of the things that you can immediately do for $20 to make this substantially better, and I'm a bit reluctant to bring it out, but our friend the camera extension rod. You mean the selfie stick. [LAUGHS] Yeah. The selfie stick. So like I said, unbeknownst to me, I didn't realize that this was called a selfie stick, because my first webcast was in 1998. But what a selfie stick does, so let's just say I'm not even shooting myself, but I'm shooting you. What a selfie stick is going to do is really provide stability to this. The form factor is incredibly difficult to keep steady. So if you have something that you could put two hands on and just kind of have-- it'll have some movement, but it'll be much more fluid and organic and interesting. So that's one way to quickly bump up your production value. So the other cool thing you can do is if you are a team leader, now you've got your camera, it's on a tripod, perfectly stable. The other mistake is look at the lens, don't look at yourself. Look at the lens and say, hey, this week, here's what I'm excited about. We've got these opportunities in the pipeline, or here's my training, let's get behind them and let's get it done. So for $20-- these are like $10. I think they're just about giving them away. But I think that a tool like this can really up your production value on your videos and your posts. That's awesome. I mean, those are the tips that are really invaluable that are not completely apparent. And it's fun to see someone like yourself who does have all the fancy tools that allow you to quickly transfer content from the video camera to the web. And yet you're still-- the selfie stick is a great product for you to produce high value content without breaking any sorts of budget. Exactly. I think it was a bit of an epiphany for me. We don't do a lot of-- we do a lot of live productions, so we're seldom behind the camera. So when we are, we try to keep it fun and interesting like that. Our goal is to help people get a lot of video content online fast. So that's really our mission. So last question, tying it back together with the live video that you do, but also the purpose of you doing the live video webcast is actually getting it on the internet in a quick manner. Why is that so important, and what is the long term value of that live video content being online? And what are the uses down the road of that live content? How does that content keep living? So what's the value of having-- you do a one hour webinar, no big deal. That might take you a half a day to a day to get online, although we can get it up there as soon as it's over. But if you're doing an event, if you have eight hours worth of content or training, you have eight hours worth of content for one day, maybe it's over two or three days. Maybe it's over two or three rooms. The volume is so big that you don't want to be stuck-- that's a huge burden to have to post process for six months or a month or however long, however much volume. So the value is the immediate ability to use it without expending any additional resources, number one. Number two, at least for conference content, people watch them immediately. So attendees will watch-- there's a spike in usage, and then you start to take advantage of the long tail. So if you have a platform like yours, where you can start to use these tools for email marketing, for campaigns, a presentation here, a presentation there, and you just start trickling them over a period of time, that's another great use. What I'm hearing a lot now, with a lot of these newer, younger companies that are just scaling ridiculously fast, is onboarding, particularly for sales teams. They're hiring new salespeople every week. And so they're giving the same training over and over and over again. So I'm not saying don't do training. I'm just saying the training that you are doing might be supplemental. And so if you have everyone watch the training that you did a month ago or whenever, you now can have an elevated conversation when you have another face to face. So there's no replacement for face to face, but make that face to face time much more effective. Absolutely. I can't agree more on that. And just to kind of reiterate that point, it's kind of like music lessons. You get a lesson every week from your music instructor, but your lesson is only as valuable as much as you practice. And so just like when you're trying to produce video training content, the purpose is for someone to actually watch that content. So then when you have two people spending an hour together as opposed to just the one, you're really maximizing and optimizing that time spent with the one on one situation. Absolutely. It makes it way more valuable. Well, Lenny, I can't thank you enough. I appreciate you coming by. Thanks for coming by. Like I said, I'm a big fan. Absolutely. And for everyone watching, aim high. [MUSIC PLAYING]