video roadmap to success! - august 22, 2013 event
DESCRIPTION
The main things you will learn: *How to tell stories using video *Understanding what messaging your audiences need to hear *How to use video to enhance your marketing efforts *How to effectively plan, produce and present online video Some of the videos mentioned in the presentation: -Simon Sinek "How Great Leaders Inspire Action" http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html -9/11 Story by Story Corps https://vimeo.com/28439074 ***This is based on a presentation by Jon DiGregory given on August 22, 2013.TRANSCRIPT
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
My brother can do really cool “wheelies” on his motorcycle!
My brother can do really cool “wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since
Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
My brother can do really cool “wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since.
My brother can do really cool “wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia’s eye since.
Let’s find an Emotional Connection
Achieving Common Ground
I get this
Emotional Connection =
Opening the door to Trust and Believability
Finding Common Ground =
Trust and Believability =
Positive decision making without fear, uncertainty and doubt
What’s the ROI of your mother...?
What do you want video to do for you?
“I want video to help me...”
PLAN PRODUCE
PRESENT PERSUADE
PLAN
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
01: BOLT ON Attach video to sales & marketing
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
02: GOALS Identify your targets
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
02: GOALS Identify your targets
- FIND NEW PEOPLE- INTRODUCE ME- EXCUSE TO CONNECT- ADD CLARITY- SUSTAIN A CONVERSATION- PARTNER STRATEGICALLY- MORE OPPORTUNITIES TO SELL
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
01: Fran 02: Dan 03: Claire 04: Bob
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
03: AUDIENCE Identified by stage of sales cycle
FIND DIGEST CONFIRM BELIEVE
FIND
INTRODUCE
WHY STORY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FIND
INTRODUCE
WHY STORY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why Story
FIND
INTRODUCE
WHY STORY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us Story
FIND
INTRODUCE
WHY STORY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client Story
FIND
INTRODUCE
WHY STORY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices Story
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
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PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
04: EMOTION Connect Emotionally
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
04: EMOTION Simon Sinek “Start With Why”
Gut feeling
Facts & Data
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
05: DELIVERY Think ongoing conversation
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
05: DELIVERY Not a one time shot
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
76,459,480
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
05: DELIVERY Congratulations... you now know there are this many people dumber than you
PLAN - BOLT ON- GOALS- AUDIENCE- EMOTION- DELIVERY- COST
06: COST Please provide a budget
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
06: COST Think phone bill
PLAN : BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES
PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
01: AUTHENTIC They CAN handle the truth
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
01: AUTHENTIC They CAN handle the truth
Tell us something REAL about your business...
PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
02: STORY Fastest way to achieve common ground
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02: STORY What makes a good story?
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES
F
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PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
03: CLIENT VS. VIEWER Time to pick on you
F
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PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
03: CLIENT VS. VIEWER Time to pick on you
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
PRODUCE- AUTHENTIC- STORY- CLIENT VS. VIEWER- HURDLES
01: Fran 02: Dan 03: Claire 04: Bob
FIND DIGEST CONFIRM BELIEVE
04: HURDLES Breaking them down with story
WHOWHYHOWWHAT
INTERESTPROCESS
COSTUPGRADE
HOWWHAT
INTERESTPROCESS
COSTUPGRADE
PROCESSCOST
UPGRADE UPGRADE
TRUSTBELIEVE
TRUSTBELIEVE
TRUSTBELIEVE
PRODUCE AUTHENTIC : STORY : CLIENT VS. VIEWER : HURDLES
PRESENT- SUBMERGE- CUTAWAY
PRESENT SUBMERGE : CUTAWAY
03: SUBMERGE Take them deeper into the story
PERSUADE
- EXCUSE- ONGOING- NOT ABOUT YOU
PERSUADE
- EXCUSE- ONGOING- NOT ABOUT YOU
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
01: EXCUSE Getting permission to interrupt
SalesVideos{
SalesVideos{
MarketingVideos{
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
01: EXCUSE Getting permission to interrupt
01: EXCUSE Getting permission to interrupt
PERSUADE EXCUSE : ONGOING : MAGAZINE : NOT ABOUT YOU
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
01: EXCUSE Everyone has a blurry space
PERSUADE
- EXCUSE- ONGOING- NOT ABOUT YOU
!
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
02: ONGOING When should you stop?
! $
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
! ▶ ▶ ▶ ▶
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
x▶ ▶ ▶ ▶
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
x▶ ▶ ▶ ▶
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
4
x▶ ▶ ▶ ▶
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
! $
4 weeks
!
4
x▶ ▶ ▶ ▶
18mn
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
02: ONGOING Creating Internet Currency
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
02: ONGOING Who would get your permission?
PERSUADE
- EXCUSE- ONGOING- NOT ABOUT YOU
SalesVideos{
MarketingVideos{
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
03: NOT ABOUT YOU Get over itSITS ON YOUR WEBSITE
SITS ON THE INTERNETS
SalesVideos{
MarketingVideos{
PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
03: NOT ABOUT YOU Get over it
NOT ABOUT YOU!
ALL ABOUT YOU!
BREAD CRUMB
SalesVideos {
MarketingVideos {PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
03: NOT ABOUT YOU Get over itSITS ON YOUR WEBSITE
SITS ON THE INTERNETS
EMOTIONALEQUITY!
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1.#2$%%%%%%%%%%%3#$#%%%%%%%3&'$2&45$&+(%%%%%%%%%6.2'+(#,
VIDEOROADMAP
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