The Video Roadmap Workshop - Chicago, IL Event on 12/19/13

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The Video Roadmap Workshop - Chicago, IL Event on 12/19/13

  1. 1. WE CREATE EMOTIONAL CONNECTIONS 
 THROUGH AUTHENTIC STORYTELLING BY PLANNING, PRODUCING AND 
 PRESENTING ONLINE VIDEO
  2. 2. Sticky Side Down WRITE BIG LIKE THIS
  3. 3. My brother can do really cool “wheelies” on his motorcycle!
  4. 4. ! ! ! 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. 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 wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
  5. 5. ! ! ! 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. 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 motor
 cycle 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.
  6. 6. ! ! ! 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. 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 motor
 cycle 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.
  7. 7. Let’s Get Uncomfortable: Find An Emotional Connection
  8. 8. Emotional Connection = ACHIEVING COMMON GROUND Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY!
  9. 9. Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
  10. 10. What is an Emotional Connection? Heart Data Distribution Personal
  11. 11. SIMON SINEK: Start With Why
  12. 12. Facts & Data Gut Feeling
  13. 13. Why is Why important? Cart before the horse 02. Secondary Emotional Connection 01. Primary Emotional Connection
  14. 14. Horse before the cart... 02. Secondary Emotional Connection 01. Primary Emotional Connection
  15. 15. WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!”
  16. 16. PLAN PRODUCE PRESENT PERSUADE
  17. 17. PLAN PRODUCE PRESENT PERSUADE
  18. 18. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  19. 19. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  20. 20. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST A plan for attaching video storytelling 
 to sales and marketing processes...
  21. 21. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  22. 22. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  23. 23. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST Where are they? ! 01: Fran 02: Dan ! ! 03: Claire 04: Bob ! ! ! ! ! Identify them by the stage of your sales cycle...
  24. 24. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  25. 25. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  26. 26. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST FRAN: Why Story
  27. 27. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST WHY DO YOU DO WHAT YOU DO?
  28. 28. Why do you do what you do?
  29. 29. On a scale of 1-10, how important is it for new prospects to want to learn more?
  30. 30. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  31. 31. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST DAN: About Us Story
  32. 32. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST WHAT NEEDS TO BE SUPER CLEAR?
  33. 33. What about you needs to be completely understood?
  34. 34. On a scale of 1-10, how important is it for new prospects to completely get what you do?
  35. 35. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  36. 36. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST CLAIRE: Client Story
  37. 37. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST WHAT DO YOU DO BEST?
  38. 38. What do you do best?
  39. 39. On a scale of 1-10, how important is it 
 that prospects believe you?
  40. 40. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  41. 41. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST BOB: Best Practices Story
  42. 42. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST WHAT NEW THING ARE YOU EXCITED ABOUT?
  43. 43. What’s new or coming up?
  44. 44. On a scale of 1-10, how important is it that your clients keep learning how to use you?
  45. 45. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  46. 46. Where’s the ROI? Without Story = $1.49 / With Story = $197.50
  47. 47. What is the ROI of your Mother?
  48. 48. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST
  49. 49. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST CAN YOU DESCRIBE YOUR EMOTIONAL CONNECTION?
  50. 50. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  51. 51. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST Think “How Aggressive?” Ongoing Conversation
  52. 52. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST No recipe for the One Hit Wonder...
  53. 53. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST How many views?
  54. 54. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST 78,237,263 CONGRATULATIONS! You now know there are over 78 million people dumber than you...
  55. 55. PLAN BOLT ON AUDIENCE ROI DELIVERY COST
  56. 56. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST How much you got? Please provide a budget...
  57. 57. PLAN BOLT ON : AUDIENCE : ROI : DELIVERY : COST Think Phone Bill! What can you spend monthly?
  58. 58. PLAN PRODUCE PRESENT PERSUADE
  59. 59. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  60. 60. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  61. 61. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER We actually CAN handle the truth...
  62. 62. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  63. 63. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  64. 64. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER Story is the fastest way to achieve Common Ground
  65. 65. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER What makes a Story? ? Question Journey Reflection Reward Story
  66. 66. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  67. 67. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  68. 68. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  69. 69. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER Client F Facts Data Compliance Viewer V Relevant Believable Reward
  70. 70. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER Client F Facts Data Compliance Viewer V Relevant Believable Reward
  71. 71. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  72. 72. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  73. 73. PLAN PRODUCE PRESENT PERSUADE
  74. 74. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  75. 75. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  76. 76. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Where next? What’s next?
  77. 77. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  78. 78. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  79. 79. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  80. 80. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  81. 81. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Who is your partner?
  82. 82. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  83. 83. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  84. 84. PLAN PRODUCE PRESENT PERSUADE
  85. 85. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  86. 86. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  87. 87. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU ! { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE ! { Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  88. 88. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU ! { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE ! { Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  89. 89. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
  90. 90. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Everyone Has A Blurry Space
  91. 91. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU THE ARTICLES ! { Meet Trigger TOUCH DON’T CARE ence i Aud ift Sh Meet Fran THE ADS FOUND Mee Meet Dan DIGEST ! { ! AWARE ? CURIOUS CON ≈ I LIKE IT
  92. 92. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  93. 93. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆
  94. 94. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆ $
  95. 95. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  96. 96. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  97. 97. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  98. 98. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  99. 99. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 18 mn ✔ 4 weeks ▶ ▶ ▶ ▶ ✆ $
  100. 100. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $
  101. 101. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $
  102. 102. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  103. 103. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  104. 104. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Email Clicks WITH Embedded video Email Clicks WITHOUT Embedded video
  105. 105. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  106. 106. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
  107. 107. Frequency? Duration? What industry do you serve?
  108. 108. On a scale of 1-10, how important is it for you to find and keep a relevant audience?
  109. 109. AUDIENCE ALLOCATION E TO CUSRUPT EX R INTE Meet Trigger TOUCH DON’T CARE ONGOING CARE e ienc Aud ift Sh Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE AGE S ST ITY E SAL ONAL S PER r avio Behange Ch R YOURY STO ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  110. 110. THE ARTICLES EXCUSE TO INTERRUPT THE ADS { { STORYBOOK 00: Earl E ENGAGE ONGOING INDUSTRY 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE

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