video roadmap workshop in indy (10-24-13)
DESCRIPTION
This presentation was created by Jon DiGreogry who is the founder of Cantaloupe TV. He presented it on October 24 in Indy for a fun, interactive session on how to strategically leverage the emotional connections created by video storytelling to move your audience through your sales cycle. Videos mentioned in the presentation: 1. Simon Sinek "The Golden Circle" http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html 2. SunKing CANvitational http://divvy.cantaloupe.tv/storybooks/a05e50d0-8e62-4e2d-b73a-6be21216a32a/preview#episode/1 3. "The Everyday Runner" by run.com http://divvy.cantaloupe.tv/storybooks/0f73da42-ecc6-4110-b664-8adff114f150/preview 4. StoryCorps "Danny and Annie" http://storycorps.org/animation/danny-and-annie/ 5. Kroger http://www.youtube.com/watch?v=krnIYGy8IQE 6. Whole Foods "Tomorrow Somewhere New" http://www.darkrye.com/content/tomorrow-somewhere-new 7. Rockwell http://link.backlight.tv/poda/videos/rje-the-generation-chair-360.html 8. SmallBox http://link.backlight.tv/podb/videos/manifesto-1861.html 9. RJETRANSCRIPT
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
Thursday, October 24, 13
My brother can do really cool “wheelies” on his motorcycle!
Thursday, October 24, 13
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 ribbing the accelerator and popping up his front tire really caught Shellie'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 ribbing the accelerator and popping up his front tire really caught Shellie'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.
Thursday, October 24, 13
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 ribbing the accelerator and popping up his front tire really caught Shellie'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 ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
Thursday, October 24, 13
Thursday, October 24, 13
Thursday, October 24, 13
Thursday, October 24, 13
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 ribbing the accelerator and popping up his front tire really caught Shellie'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 ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
Thursday, October 24, 13
Let’s Get Uncomfortable:Find An Emotional Connection
Thursday, October 24, 13
ACHIEVING COMMON GROUND
Emotional Connection =
Opening the door to TRUST & BELIEVABILITY!
Achieving Common Ground =
Thursday, October 24, 13
Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =
Thursday, October 24, 13
Without Story = $1.49 / With Story = $197.50
Where’s the ROI?
Thursday, October 24, 13
What is the ROI of your Mother?
Thursday, October 24, 13
WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
Thursday, October 24, 13
PLAN PRODUCE
PRESENT PERSUADE
Thursday, October 24, 13
PLAN PRODUCE
PRESENT PERSUADE
Thursday, October 24, 13
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People?
Identify them by the stage of your sales cycle...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
FOUND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE!
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why StoryThursday, October 24, 13
WHY DO YOU DO WHAT YOU DO?
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us StoryThursday, October 24, 13
WHAT NEEDS TO BE SUPER CLEAR?
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client StoryThursday, October 24, 13
WHAT DO YOU DO BEST?
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices StoryThursday, October 24, 13
WHAT NEW THING ARE YOU EXCITED ABOUT?
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, October 24, 13
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
SIMON SINEK: Start With Why
PLAN
Thursday, October 24, 13
Thursday, October 24, 13
Gut Feeling
Facts & Data
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
Thursday, October 24, 13
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
Thursday, October 24, 13
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
BOLT ON : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Aggressive?” Ongoing Conversation
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are over 77 million people dumber than you...
77,519,723
Thursday, October 24, 13
PLAN
BOLT ONAUDIENCEEMOTIONDELIVERYCOST
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...
Thursday, October 24, 13
PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
Thursday, October 24, 13
PRODUCEPLAN
PRESENT PERSUADE
Thursday, October 24, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, October 24, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Tell us something REAL about you or
your business...
Thursday, October 24, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, October 24, 13
Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, October 24, 13
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, October 24, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, October 24, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...
Thursday, October 24, 13
PRODUCEPLAN
PRESENT PERSUADE
Thursday, October 24, 13
PRESENTDEEPER DIVESOCIAL STORYCROSS DATABASE
Thursday, October 24, 13
PRESENTDEEPER DIVESOCIAL STORYCROSS DATABASE
Thursday, October 24, 13
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Where next? What’s next?
Thursday, October 24, 13
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Thursday, October 24, 13
PRESENTDEEPER DIVESOCIAL STORYCROSS DATABASE
Thursday, October 24, 13
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Thursday, October 24, 13
PRESENTDEEPER DIVESOCIAL STORYCROSS DATABASE
Thursday, October 24, 13
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Do you work with partners?
Thursday, October 24, 13
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Thursday, October 24, 13
DEEPER DIVE : SOCIAL STORY : CROSS DATABASEPRESENT
Thursday, October 24, 13
PRODUCEPLAN
PRESENT PERSUADE
Thursday, October 24, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, October 24, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt!
{SALESVIDEOS
{MARKETINGVIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt!
{SALESVIDEOS
{MARKETINGVIDEOS
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
!
Audience
Shift
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
{THE ADS
{THE ARTICLES
FOUND
INTRODUCE
TOUCH
DIGEST
TELL
CONFIRM
PROVE
Meet Fran
Meet Trigger
Meet Dan Meet Claire
CURIOUS!I LIKE IT
?AWARE
DON’T CARE
!
Audience
Shift
Thursday, October 24, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, October 24, 13
✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
EMOTIONALEQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, October 24, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, October 24, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
Thursday, October 24, 13
Thursday, October 24, 13
FOUND
INTRODUCE
WHY
TOUCH
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
Meet Fran
Meet TriggerONGOING
AUDIENCE ALLOCATION
Meet Dan Meet Claire Meet Bob
CURIOUS!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?AWARE
CAREDON’T CARE
SALES STAGE
PERSONALITY
EXCUSE TO
INTERRUPT
Audience
Shift
YOURSTORY
Behavior
Change !
Thursday, October 24, 13
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
{
STORYBOOK
Thursday, October 24, 13
Thursday, October 24, 13