eduweb 2015: my story — adventures in digital storytelling

Adventures in Digital Storytelling The My Story Project

JULY 2015

Vincent Rhodes, PhD Director, Marke-ng & Communica-ons

Eastern Virginia Medical School [email protected] • @varhodes

Join the conversa-on: #eduweb15

SPOCK KIRK

Customized by Dave Daring on DeviantART.com Customized by Dave Daring on DeviantART.com

hEp://recode.net/2015/02/27/long-‐before-‐being-‐nerdy-‐was-‐cool-‐there-‐was-‐leonard-‐nimoy-‐rip-‐spock/

LOGOS Logic

Science Data Facts

(Cold)

hEp://applica-on.denofgeek.com/images/m/kirk/Transporter_KIrks_EVil_counterpart.jpg

PATHOS Emotion

Passion Connection

Feeling

(Warm)

Needed to put

a face on

“what we do”

Show the human impact!

Get away from event videos!

Key Video Terms & Concepts

•  Straight Cut/Jump Cut

•  Cover Shot •  B-‐Roll •  Post-‐Produc:on •  “Supers”/Super:tles/Titles

•  “Sweetening” •  Rule of Thirds

Rule of Thirds Example

Things to Look/Listen for (James Simpson)

•  Pay aBen:on to pacing of the video

•  Note framing of images (Rule of Thirds)

•  No:ce how music is used to build a mood and how changes in music match the story arc

Vimeo Views: 745 Youtube Views: 510 Not posted to Facebook

hBps://vimeo.com/44532769

James Simpson

*Graphic treatment mirrored our adverDsing campaign at Dme of launch

Digital Storytelling?

Why Incorporate

Source: comScore Video Metrix, December 2012

800% increase in number of online videos watched in just 6 years

The number of adult viewers of online video will double by 2016



American online video consump^on (2012)

Adult consump^on of online video increasing (2013)

Source: pewInternet.org (Online Video 2013)

78%

Things to Look/Listen for (Tony Arnold)

•  This is third-‐party endorsement (No EVMS Faculty or staff speak)

•  Titles advance the story and provide support informa:on without the need for narra:on

•  Story is short but offers beginning, middle and ending

Vimeo Views: 589 Youtube Views: 116 Facebook Views: 1,704 Facebook engagement: 301 likes, comments and shares


Tony Arnold

In-‐House Out? or

Video Produc^on:

Our Cost Calculus

$$$$$$ =

$$$$$$ = +

$$$$$$ = +

$$$$$$ = +

$$$$$$ = +

50-‐60 X

Strategic Plan Launch

Same cost as

Full-‐Time Videographer (full year of work) (approx. 15 min. of video)

Equipment List

•  Need to have »  Video camera + Lens »  High-‐quality microphone »  Tripod »  Computer for video edi:ng »  Digital file storage

•  Nice to have »  Light kit »  Specialty lenses (can rent these)

Recrui^ng Video Talent

•  Emphasis on storytelling •  Make first cut by

reviewing video samples »  Well-‐composed video imagery

»  Appropriate edi:ng/pacing »  Consistent, high-‐quality sound

»  Understanding and implementa:on of good ligh:ng prac:ces

•  Allow for crea:ve assignments

•  Websites for finding video pros (full-‐:me & freelance) »  www.mandy.com »  www.Crea:veCow.com jobs.crea:vecow.net

»  www.Produc:onHub.com

3 Phases •  Rough Cut »  Generally no graphics, liBle audio mixing

•  Fine Cut 1 & 2 »  Change requests »  Group these to minimize costs

•  Final Cut »  Revisions made »  Sweetening (audio mixing & color correc-ons)

Note: Timeline for produc-on of a 2-‐3 minute video is about 3-‐4 weeks (not including shoo-ng interviews).

Giving Your Videographer

•  Main fact, concept or message

•  Audience for video •  Who to highlight •  Length of video •  Style of video •  How this will be used

•  Plajorm for use

Some Guidance

If a picture is worth a

thousand words, imagine the impact of 24

frames per second for 60 seconds

Why Incorporate Video?

Things to Look/Listen for (Rona Brown)

•  No:ce her facial expressions and vocal tone/inflec:on

•  No:ce the fast cuts and sound effects (leather jacket segment)

•  Get off campus or out of the house when possible for B-‐roll (motorcycle segment)

Vimeo Views: 373 Youtube Views: 324 Facebook Views: 303 Facebook engagement: 17 likes, comments and shares


Rona Brown

INTEGRATE

Marke^ng, Public Rela^ons & Philanthropic Communica^ons

with


Things to Look/Listen for (Molly Smith)

•  Providing opportunity for alum to discuss importance of giving back

•  No:ce use of B-‐roll from a variety of other stories or video shoots

•  Pay aBen:on to the fast pacing of the B-‐roll cover shots

Vimeo Views: 23 Youtube Views: 129 Not posted to Facebook


Molly Smith

Downstream Opportuni^es


social media

rebroadcasts

email website

speeches

Other considera^ons

•  Resolu:on for logos & images »  HD requires high DPI

•  Online streaming •  Video file format »  .mov for Mac »  .wmv for PC

•  Aspect ra:o »  High defini:on (16:9) »  Standard defi:nion (4:3)

4:3 aspect ra^o (PowerPoint, TV, Typical Video Projectors)

16:9 aspect ra^o (HD video)

You don’t have to go pro

Consider Shorter Videos

Size Does Maoer (Go Shorter!)

Source: wis-a.com

30 second video vs. 90 second video

Size Does Maoer (Mostly)

Source: wis-a.com

Interview Unedited

Dura:on: 1 minute, 5 seconds

Interview Edited (without B-‐Roll)

Dura:on: 24 seconds

Interview Edited (with B-‐Roll cover shots)

Dura:on: 24 seconds

More than half of online adults watch comedy/humor and how-‐to videos online The % of online adults who watch each type of video, by year

Source: 2013 figure is from Pew Research Center’s Internet & American Life Project Omnibus Survey, July 25-‐28, 2013. All other figures are from Pew Internet Tracking Surveys.

2007 2009 2013

Source: pewInternet.org (Online Video 2013)

Online video pos^ng a fast-‐growing trend (2013)

•  More than 1 billion unique users visit YouTube each month

•  Over 6 billion hours of video are watched each month on YouTube — that's almost an hour for every person on Earth

•  100 hours of video are uploaded to YouTube every minute

•  80% of YouTube traffic comes from outside the US

•  According to Nielsen, YouTube reaches more US adults ages 18-‐34 than any cable network

Source: hEp://www.youtube.com/yt/press/sta-s-cs.html

•  Microformat video is gaining popularity

•  Consider how to use the format to your benefit

•  Instagram: 15 seconds (looping) •  Vine: 6 seconds (looping)

•  Range of analy:cs tools •  Used oqen as a search engine

•  New video auto-‐play func:on •  Video a priority for Facebook

Miller High Life

Metrics to Consider

•  Watch :me •  Audience reten:on •  Loads •  Plays/Views

•  Loads and Plays metrics are easy to collect but not always meaningful. »  Like coun-ng press releases.

•  Engagement / Conversion rate »  Shares »  Likes »  Ra:ngs »  Channel subscrip:on

•  Difficult to measure »  If I don’t share does it mean I hated it???

Microsite Metrics

•  Annual Page Views »  Sept. 2012-‐June 30, 2013: 12,500 »  July 1, 2013-‐June 30, 2014: 33,938 »  July 1, 2014-‐June 30, 2015: 49,597

•  Annual Unique Views »  Sept. 2012-‐June 30, 2013: 10,407 »  July 1, 2013-‐June 30, 2014: 22,407 »  July 1, 2014-‐June 30, 2015: 23,194

Video Metrics

•  Video Views » 2013: 4,575 » 2014: 23,284 » 2015: 58,792

•  Video Engagement »  Finding more engagement via Facebook posts than in other social media (YouTube, Vimeo, etc.)

» Only finding a handful of comments on microsite

Conclusions (Microsite) •  Microsite was a decent choice at the :me •  Has not performed as well as we hoped over the long term »  Less engagement than hoped

•  Few comments or likes •  Only one story submiBed

»  Few click-‐throughs to addi:onal informa:on •  Doctor/prac:ce informa:on •  Addi:onal videos of procedure informa:on

•  Currently re-‐evalua:ng con:nued use of microsite

Conclusions (Digital Storytelling)

•  Digital storytelling/online video is an IMPORTANT TOOL for our efforts

•  Facebook has breathed new life into exis:ng videos and increased engagement with content

•  Videos have garnered significant views •  Used in a variety of channels »  Speeches/Town Hall Mee:ngs »  Bonus online content for magazine » Main website

Things to Look/Listen for (The Thompsons)

•  Pay aBen:on to the music as a mood builder

•  No:ce the use of extreme close-‐up shots (covering for lack of historical footage)

•  No:ce the verbal silences

Vimeo Views: 1,682 Youtube Views: 1,984 Not posted to Facebook


The Thompsons

QUESTIONS? Join the conversa-on: #eduweb15

Speaker survey: www.eduwebspeakersurvey.com

(mobile, tablet or laptop)

Vincent Rhodes, PhD Director, Marke-ng & Communica-ons

Eastern Virginia Medical School [email protected] • @varhodes

Adventures in Digital Storytelling The My Story Project

JULY 2015

Join the conversa-on: #eduweb15

Speaker survey: www.eduwebspeakersurvey.com

(mobile, tablet or laptop)

eduweb 2015: my story — adventures in digital storytelling

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