delouise digital story for impact 3 23-15
TRANSCRIPT
DIGITAL STORY@brandbuzz
Mission-Driven Storytelling for Impact
TodayHow can we … Be more effective? Be more relevant? Connect to our
community? Drive engagement? Deliver impact?
2
Introductions
My Background Commercials, Features,
Documentaries, Nonprofit Stories Production Co. Executive Writer/Producer/Author/Speaker Brand Strategy & Digital Story for
Nonprofits
3
Getting in Touch
www.twitter.com/brandbuzz
www.linked.com/in/amydelouise
www.plus.google.com/+AmyDeLouise
www.vimeo.com/amydelouise Blog: AmysBrandBuzz [email protected]
4
Today’s Agenda5
4 Digital Trends And What They Mean for Nonprofit
Storytellers Hacking Interviews
Getting the Best Impact Stories Storytelling on a Budget
Must-Have Tools
And what they mean for nonprofit storytellers.
DIGITAL TRENDS
Trend: A screen in every pocket7
How many pockets?8
Sources:
Pew Research
Mashable
eCommerce
Comscore
As of January 2014: 4.5 Billion people worldwide using mobile phones 968 Million people worldwide use smart phones 90% of American adults have a cell phone 58% of American adults have a smart phone 32% of American adults own an e-reader 42% of American adults own a tablet computer 1 in 3 Americans access social networks 2 out of 3 access them every day
What are they doing/viewing? 1.8 Billion images posted to Facebook, Instagram, Flickr, Snapchat, and
WhatsApp every day 6B hours of videos watched EVERY MONTH on YouTube. 40% of traffic is
mobile = 2.4B hours of video. 1.23B monthly FB active users, 945M mobile users, 757M daily 2+ new LinkedIn users every second. 39M students and recent college
grads. 28% senior execs. 41% of users accessed LinkedIn via Mobile. 23% of users on Pinterest every day. 80% are female. 5 Vines tweeted every second. Vimeo users streamed 4.9 Billion videos last year.
Every mobile phone user is a potential consumer of your stories, any time, any where.
Every mobile phone user is also a content creator, contributing their own stories to their communities.
Your stories have hundreds of potential channels and champions.
And lots of competition.
What This Means for Brand Stories
Trend: Mobile Rules
“What I want, when and how I want it.”
11
More people willing to give up coffee, chocolate and sex than give up their cell phone.[Boston Consulting Group Survey, 2014; TeleNav Survey 2011)
Would you give up your cell phone???
Device & Channel Evolution Mobile Use Overtakes Desktop in 2014
Social networks leading/mirroring development of cable TV: narrow and deep interest-driven content
Favorites, personalized views, social dashboards and filters let users control their content stream
Rise of Mobile Video Mobile share of time watched for
videos 1–3 minutes long highest ever at 22%
People check in via Mobile, get updates, watch trailers and then switch to larger devices for longer viewing
13
Trend: Location, location, location
Relevant info, where I am right now.
Community-generated information
14
Case Study: Texas A&M and Foursquare
Great study spots Campus dining Facilities features Gathering spots Discounts to
students and alumni
15
Texas A&M Promotes37,154 followers and
counting
Case Study: Texas A&M and Foursquare
Scavenger hunt leveraged cross-platform brand.
Clues through Twitter, FB and YouTube using #TAMUhunt hashtag
Increased social follows across platforms by 10%
16
Building Community Leveraging Partnerships
80 students received prizes donated by Adidas, the Texas A&M MSC Bookstore ― operated by Barnes and Noble ― and other campus partners.
Ability to engage donors and volunteers in their own neighborhoods, around their own interests and stories. The grass roots are now interconnected.
What This Means for Nonprofit Brands
Trend: Consumers are Producers
18
Explosion of online tips and training for digital storytelling tools, including graphic design, podcasting, photography, and video: www.Lynda.com www.adorama.com/ALC/category/AdoramaTV https://vimeo.com/videoschool https://hackdesign.org/ www.Piktochart.com http://storycorps.org/great-questions/ http://mashable.com/2011/03/25/podcasting-tips/
Case Study: #MakeitHappen
Microsoft #MakeitHappen campaign Dec 1- 31, 2014 for Lumia product
People shared 31 resolutions in 31 days All resolutions laid out/shared graphically Feature photos and stories on Microsoft
website branded as “Do What You Love with Lumia” http://www.microsoft.com/en-gb/mobile/experiences/people/
Microsoft created photo montage in embedded YouTube video on website https://www.youtube.com/watch?v=y_k8IHRNOl0 (1.2M views and counting)
19
Make it EasyReturn Shareable
Content
Case Study: #bigimpacts Big Brothers, Big Sisters
Campaign Focus on impact “bigs” have on
“littles” Participants share #bigimpacts
stories in videos and photos Youtube embedded with Donation
and Share links Stories spread through thousands
of shares and FB conversations
20
Case Study: Azealia Banks Music Video User-generated images
embedded Viewer/user looks at self in
webcam, instantly control Azealia’s movements and place yourself in the backdrop of her new music video
Built with Google Cloud for Chrome Visibility/amplification by tech
community 200,000 views and counting Publicity stunt or future of
content creation?
21
Tips for User-Generated Content
22
Give pointers and guidelines Optimal file sizes and types for your website Hold video cam steady for at least 2 secs before
and after Use an external microphone, ideally not camera
mic Provide hashtags for cross-platform
amplification Create custom, trackable links for shares
Bit.ly, Ow.ly, Tinyurl.com etc Check uptimes here
http://url-shorteners.public-website-status.com/
Trend: Human Stories Resonate Video Boosts Engagement: Twice the
social engagement of text, links and static images.
Mobile video views up 400% in last 2 years (ReelSEO)
Hollywood is now tapping documentaries for narrative film content (Interstellar, Selma) because they know real stories sell.
Twitter just launched native video hosting for hi-res content (up to 10 mins mp4 or mov files)
23
Case Study: Snap Chat24
Historic Snowstorm Prediction
January 26, 2015
New Yorkers took thousands of photos and videos of the city's snowy streets and adding them to their stories.
Snapchat employees in CA selected the best images to stitch into a single mega-story.
Snapchat then published this onto every single Snapchat users "My Friends” list
Over the next 24 hours, 25 million people watched this mega-story. Then, as with every Snapchat story, it disappeared.
Read more: http://www.businessinsider.com/snapchat-threat-to-google-facebook-tv-2015-2#ixzz3T4JJ5gTx
Video is the most-watched content online.Video and photos increase engagement
with content online exponentially.
What This Means for Mission-Driven Engagement
Making the most impact with real people stories
HACKING STORYTELLING
When People Share Stories27
Changing Viewers’ Brains New study shows increased oxytocin levels, increasing
our feelings of connection, when we engage with a strong personal narrative on screen
Creating “Narrative Transportation” Empathy Proximity to content Identification with characters Emotions experienced
Planning for Compelling Interviews
Define Your Goals
Multiple deliverables? Future needs
Impact? Evocative Informative Emotional
Outcomes? Sign up for an event Raise money Engage/Share
Goals Channels Design
29
Design Drivers Design as Strategy
Know Your Characters30
Define Key Characters Not too many (3-4 max in a 5-minute piece, 1-3 best) Conduct a pre-interview by phone if possible
Make a recording, with permission Gives you a personal connection before your real interview
Use multiple background sources Talk to validators, co-workers, spouse Read articles, blogs, book summaries
Know stories he/she is likely to tell Learn views, biases, concerns Not knowing basics is a turn-off to interviewee
Know Your Location Setting is a character in
your story Sets tone, defines characters Contributes to or degrades
emotional impact Plan ahead for obstacles
Sirens, busy times of day, internal noise issues—that can distract
Parking, load-in, staging Location permits and
permissions
Scout in advance…or use digital tools Websites Flickr Google map street view Foursquare OpenStreetMap
Tools for knowing light position LightTrac – works for i-things as
well as Androids Photopills – app for i-things only
31
Prepare Questions32
Think like an attorney Don’t ask a question you don’t know the answer to
Memorize your questions, but be flexible…stories evolve Use themes and know how they will intercut in advance. Avoid over-sharing questions
If you must share, give basic overview and themes only EXAMPLES
Acquire Highest Resolution Possible
33
Better compressions for multiple platforms
Future-proofed for 4K, H.265 and beyond Your audience is already watching hi-
resolution content on their mobile devices
During the Interview
Build Rapport Pre-interview chat Introduce crew Makeup artist can
break the ice —or that might be you!
35
Make a Human Connection Engage
Don’t break eye line Build Confidence
“It’s a conversation” Smile! Show you’ve spent the time
to learn about them. Make reference to a speech
or book. Invite Sharing
Head tilt
36
Why Learning Styles Matter
Visual – needs to visualize; may need to see your questions first
Auditory – conceptualizes; good storytellers
Kinesthetic – learns by doing; good at describing processes
37
Neuro-Linguistic Programming
Ask Questions
Reading Clues Visual – up Auditory - side Kinesthetic –
down/right EXAMPLES
38
Building a Story Arc39
Have a plan, but be flexible!
Interviewing for Story Arc40
Preamble First questions are throw-aways, confidence-builders This is not really the open for your digital story
Hook Some element of the underlying challenge that will grab the
viewer and pull them in EXAMPLES
Climax Key Story or Challenge Overcome
Ask “how” “why” and examples questions
Interviewing for Story Arc41
Impact – Call to Action Get big-picture answers/Thematic Elicit a call to action if relevant (better than using text or narrator)
Conclusion The conclusion of the interview may not be the ending of your
story, but ideally it is the 2nd high point of the interview Build in a satisfying end to your conversation for interviewee
Opportunity to continue relationship Give them the opportunity to share anything additional Don’t start throwing in extra questions or go back to the big story
now
Pre-Edit Strategies
Field Tips for Better Storytelling Leave time for…
B-roll, Poses Photo collection
Make sure subject spells name, gives title, etc.
Scan releases and put PDF with your audio or video files
Plan for Transcriptions Output mp3 or wav
files of audio only Fastest for locating
best sound bites Highlight options for
web and social platforms
43
Manage Your Assets Consistent folder structure Metatag workflow for all
photos and video Organizing by date, event or
project name is not enough Make a PDF of release
forms, music licenses, stock image license and keep with your primary source material
Include interview transcripts
44
Boost Post-View Engagement45
Engage Your Audience Beyond the Initial Story Experience
Build actionable links into video Youtube was pioneer in this feature Vimeo now offers “outro” links New options from www.Wistia.com
Viewer heat maps Email capture to view Calls to Action Video embeds in email campaigns
Must-have Tools
STORYTELLING ON A BUDGET46
Record Good Audio Tascam DR-05 and
07 Zoom H4N, H5 and
H6 Blue snowball
condenser mic (podcasts)
47
Stable Images Draw Us In If you must shoot
with an iPhone, stabilize!
Joby JM3-01WW GripTight GorillaPod Stand
48
Moving Images Compel49
Build a Shareable Content Library
Photos Text Stories Video Clips Hashtags Metatags built in
Vendors Press Internal
departments Volunteers and
donors
50
What to Include Make it Accessible to
FINAL THOUGHTS
GREAT STORIES MATTER52
Translate our actions through storytelling Meet communities where they are—on social
networks, in locations where they live, learn and work, on their smart phones and tablets
Results: Increased donor and volunteer engagement Increased giving Exponential reach
