Video Roadmap Workshop in Indy (10-24-13)

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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. RJE

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Video Roadmap Workshop in Indy (10-24-13)

  1. 1. WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO Thursday, October 24, 13
  2. 2. My brother can do really cool “wheelies” on his motorcycle! Thursday, October 24, 13
  3. 3. 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
  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 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 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. Thursday, October 24, 13
  5. 5. Thursday, October 24, 13
  6. 6. Thursday, October 24, 13
  7. 7. Thursday, October 24, 13
  8. 8. 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 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. Thursday, October 24, 13
  9. 9. Let’s Get Uncomfortable: Find An Emotional Connection Thursday, October 24, 13
  10. 10. Emotional Connection = ACHIEVING COMMON GROUND Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY! Thursday, October 24, 13
  11. 11. Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT! Thursday, October 24, 13
  12. 12. Where’s the ROI? Without Story = $1.49 / With Story = $197.50 Thursday, October 24, 13
  13. 13. What is the ROI of your Mother? Thursday, October 24, 13
  14. 14. WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!” Thursday, October 24, 13
  15. 15. PLAN PRESENT Thursday, October 24, 13 PRODUCE PERSUADE
  16. 16. PLAN PRESENT Thursday, October 24, 13 PRODUCE PERSUADE
  17. 17. Thursday, October 24, 13
  18. 18. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  19. 19. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  20. 20. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST A plan for attaching video storytelling to sales and marketing processes... Thursday, October 24, 13
  21. 21. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  22. 22. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  23. 23. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Where Be Your People? 01: Fran 02: Dan 03: Claire 04: Bob Identify them by the stage of your sales cycle... Thursday, October 24, 13
  24. 24. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES Thursday, October 24, 13
  25. 25. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES Thursday, October 24, 13
  26. 26. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST FRAN: Why Story Thursday, October 24, 13
  27. 27. WHY DO YOU DO WHAT YOU DO? Thursday, October 24, 13
  28. 28. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES Thursday, October 24, 13
  29. 29. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST DAN: About Us Story Thursday, October 24, 13
  30. 30. WHAT NEEDS TO BE SUPER CLEAR? Thursday, October 24, 13
  31. 31. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES Thursday, October 24, 13
  32. 32. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST CLAIRE: Client Story Thursday, October 24, 13
  33. 33. WHAT DO YOU DO BEST? Thursday, October 24, 13
  34. 34. PLAN BOLT ON : AUDIENCE : EMOTION : 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 Thursday, October 24, 13
  35. 35. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST BOB: Best Practices Story Thursday, October 24, 13
  36. 36. WHAT NEW THING ARE YOU EXCITED ABOUT? Thursday, October 24, 13
  37. 37. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  38. 38. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST What is an Emotional Connection? Heart Thursday, October 24, 13 Data Distribution Personal
  39. 39. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST SIMON SINEK: Start With Why Thursday, October 24, 13
  40. 40. Thursday, October 24, 13
  41. 41. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Facts & Data Gut Feeling Thursday, October 24, 13
  42. 42. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Why is Why important? Cart before the horse 02. Secondary Emotional Connection Thursday, October 24, 13 01. Primary Emotional Connection
  43. 43. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Horse before the cart... 02. Secondary Emotional Connection Thursday, October 24, 13 01. Primary Emotional Connection
  44. 44. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  45. 45. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Think “How Aggressive?” Ongoing Conversation Thursday, October 24, 13
  46. 46. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST No recipe for the One Hit Wonder... Thursday, October 24, 13
  47. 47. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 77,519,723 CONGRATULATIONS! You now know there are over 77 million people dumber than you... Thursday, October 24, 13
  48. 48. PLAN Thursday, October 24, 13 BOLT ON AUDIENCE EMOTION DELIVERY COST
  49. 49. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST How much you got? Please provide a budget... Thursday, October 24, 13
  50. 50. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Think Phone Bill! What can you spend monthly? Thursday, October 24, 13
  51. 51. PLAN PRESENT Thursday, October 24, 13 PRODUCE PERSUADE
  52. 52. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES Thursday, October 24, 13 PRODUCE
  53. 53. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES Thursday, October 24, 13 PRODUCE
  54. 54. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES We actually CAN handle the truth... Thursday, October 24, 13
  55. 55. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Tell us something REAL about you or your business... Thursday, October 24, 13
  56. 56. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES Thursday, October 24, 13 PRODUCE
  57. 57. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Story is the fastest way to achieve Common Ground Thursday, October 24, 13
  58. 58. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES What makes a Story? ? Question Thursday, October 24, 13 Journey Reflection Reward Story
  59. 59. PRODUCE Thursday, October 24, 13 AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  60. 60. PRODUCE Thursday, October 24, 13 AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  61. 61. PRODUCE Thursday, October 24, 13 AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  62. 62. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES Thursday, October 24, 13 PRODUCE
  63. 63. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Client F Facts Data Compliance Viewer V Thursday, October 24, 13 Relevant Believable Reward
  64. 64. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Client F Facts Data Compliance Viewer V Thursday, October 24, 13 Relevant Believable Reward
  65. 65. PRODUCE Thursday, October 24, 13 AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  66. 66. PRODUCE Thursday, October 24, 13 AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  67. 67. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES Thursday, October 24, 13 PRODUCE
  68. 68. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Breaking down hurdles with story... Thursday, October 24, 13
  69. 69. PLAN PRESENT Thursday, October 24, 13 PRODUCE PERSUADE
  70. 70. PRESENT Thursday, October 24, 13 DEEPER DIVE SOCIAL STORY CROSS DATABASE
  71. 71. PRESENT Thursday, October 24, 13 DEEPER DIVE SOCIAL STORY CROSS DATABASE
  72. 72. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Where next? What’s next? Thursday, October 24, 13
  73. 73. PRESENT Thursday, October 24, 13 DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  74. 74. PRESENT Thursday, October 24, 13 DEEPER DIVE SOCIAL STORY CROSS DATABASE
  75. 75. PRESENT Thursday, October 24, 13 DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  76. 76. PRESENT Thursday, October 24, 13 DEEPER DIVE SOCIAL STORY CROSS DATABASE
  77. 77. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Do you work with partners? Thursday, October 24, 13
  78. 78. PRESENT Thursday, October 24, 13 DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  79. 79. PRESENT Thursday, October 24, 13 DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  80. 80. PLAN PRESENT Thursday, October 24, 13 PRODUCE PERSUADE
  81. 81. EXCUSE ONGOING NOT ABOUT YOU Thursday, October 24, 13 PERSUADE
  82. 82. EXCUSE ONGOING NOT ABOUT YOU Thursday, October 24, 13 PERSUADE
  83. 83. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Bob DIGEST CONFIRM BELIEVE { Getting permission to interrupt! Thursday, October 24, 13 Meet Claire FOUND SALES VIDEOS Meet Dan ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  84. 84. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Bob DIGEST CONFIRM BELIEVE { Getting permission to interrupt! Thursday, October 24, 13 Meet Claire FOUND SALES VIDEOS Meet Dan ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  85. 85. PERSUADE Thursday, October 24, 13 EXCUSE : ONGOING : NOT ABOUT YOU
  86. 86. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Everyone Has A Blurry Space Thursday, October 24, 13
  87. 87. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU THE ARTICLES { Meet Trigger TOUCH DON’T CARE ence i Aud ift Sh Meet Fran FOUND THE ADS DIGEST { ! CURIOUS INTRODUCE CON ≈ ? AWARE Thursday, October 24, 13 Mee Meet Dan I LIKE IT TELL PR
  88. 88. EXCUSE ONGOING NOT ABOUT YOU Thursday, October 24, 13 PERSUADE
  89. 89. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆ Thursday, October 24, 13
  90. 90. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆ Thursday, October 24, 13 $
  91. 91. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ Thursday, October 24, 13 $
  92. 92. PERSUADE 18 mn ✔ Thursday, October 24, 13 EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  93. 93. PERSUADE 18 mn ✔ Thursday, October 24, 13 EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  94. 94. PERSUADE 18 mn ✔ Thursday, October 24, 13 EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  95. 95. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 18 mn ✔ Thursday, October 24, 13 4 weeks ▶ ▶ ▶ ▶ ✆ $
  96. 96. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ Thursday, October 24, 13 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  97. 97. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ Thursday, October 24, 13 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  98. 98. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 Thursday, October 24, 13 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  99. 99. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 Thursday, October 24, 13 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  100. 100. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Email Clicks WITH Embedded video Thursday, October 24, 13 Email Clicks WITHOUT Embedded video
  101. 101. WhatPERSUADE EXCUSE : ONGOING : NOT ABOUT YOU is an Emotional Connection? Heart Data Distribution Personal EMOTIONAL EQUITY! Thursday, October 24, 13
  102. 102. PERSUADE Thursday, October 24, 13 EXCUSE : ONGOING : NOT ABOUT YOU
  103. 103. EXCUSE ONGOING NOT ABOUT YOU Thursday, October 24, 13 PERSUADE
  104. 104. 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! Thursday, October 24, 13
  105. 105. Thursday, October 24, 13
  106. 106. 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 Thursday, October 24, 13 ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  107. 107. THE ARTICLES EXCUSE TO INTERRUPT { { STORYBOOK 00: Earl E ENGAGE ONGOING INDUSTRY Thursday, October 24, 13 02: Dan 03: Claire 04: Bob FIND THE ADS 01: Fran DIGEST CONFIRM BELIEVE
  108. 108. Thursday, October 24, 13

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