Engaging More Researchers and Partners through Video

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Presenting a work-in-progress video project developed by the Clinical and Translational Science Institute (CTSI) at UCSF in collaboration with RivalSchools. We share our perspective on why we think it's worth to invest in video, the limitations one needs to keep in mind, and why we decided to use animation to explain CTSI's work and vision.



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  • Or, why are emails and brochures not enough?
  • http://www.reelseo.com/video-demos-sales-zappos/# They use the video to describe, use and demonstrate the products with real Zappos employees and not models or actors. Those videos are said to have a sales impact of 6 to 30% which has prompted Zappos to strive for 50,000 videos next year (they have about 8,000 currently). That will include 10 fully working studios for 2010 to handle all of it. http://www.reelseo.com/videos-sell-products-watch/# While shoppers who actually view a product video are buying at a higher rate than those who choose not to watch the video, what has proven even more interesting is the fact that people who do NOT watch the video are converting at a significantly higher rate than shoppers viewing the same product page without the option for video viewing. Case study data was provided by Treepodia and based on mul tivariate tes ting resu lts for their cli ent’s e-c omme rce websi tes.   http:/ /blo g s . fo rreste r.com/interactive_marketing/2009/01/the-easiest-way.html On the keywords for which Google offers video results, an average of 16,000 videos vying to appear on results pages containing an average of 1.5 video results -- giving each video about an 11,000-to-1 chance of making it onto the first page of results. By comparison, there were an average of 4.7 million text pages competing for a place on results pages with an average of just 9.4 text results -- giving each text page about a 500,000-to-1 chance of appearing on the first page of results. Best of all, so few interactive marketers focus on video optimization that most of the videos in Google's index aren't very well optimized -- so if you optimize your videos well, your chances of success will increase even further.
  • Why and how is CTSI transformative? How does CTSI contribute to UCSF achieving its strategic mission?
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  • The idea of lighting glass cubes and connecting
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  • 1. Help stakeholders at UCSF and nationally understand who we are, what we do, why we do it and how we do it . (increase CTSI brand awareness) 2. Help researchers and partners understand what services they can benefit from. 3. Increase number of researchers and partners who use CTSI services and engage in key initiatives . 4. Show that CTSI leadership stands behind the institute , its mission and work. 5. Show that CTSI mission is shared by leading UCSF members . Provide social proof – users provide pro Increase number of users who seek out more information about services and/or use them They use the video to describe, use and demonstrate the products with real Zappos employees and not models or actors. Those videos are said to have a sales impact of 6 to 30% which has prompted Zappos to strive for 50,000 videos next year (they have about 8,000 currently). That will include 10 fully working studios for 2010 to handle all of it.
  • Search Optimization: insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.
  • Search Optimization: insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.
  • Engaging More Researchers and Partners through Video

    1. 1. “ A picture is worth a thousand words” Engaging More Researchers and Partners Through Video Clinical and Translational Science Institute / CTSI at the University of California, San Francisco Katja Reuter* , Neil McBean 1 , John Daigre, Maninder Kahlon (*) Presenter: Manager, Online Communications, CTSI, UCSF ( 1 ) Head of Production, RivalSchools
    2. 2. Why video... when there are cheaper ways to get the word out?
    3. 3. It’s about Options: Providing a counterbalance to text-focused communication tools and diverse entrance points for audiences. Taping into Emotions: Full Multi-Dimensional Format Trust Factor: Building user confidence and increasing conversion - whether video is watched or not. (Treepodia, http://www.reelseo.com/videos-sell-products-watch/#ixzz1BdhSAGOe) Effective Way to a First-Page Ranking: Video stands about a 50 times better chance of appearing on the first Google results page than text page. (Forrester, http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html)
    4. 4. Our Goals We wanted to highlight...
    5. 5. 1. Who we are, what we do, why we do it, and how we do it. 2. The value and quality of the CTSI services. 3. Increase the number of CTSI services users.
    6. 6. The temptation of saying it all to all...
    7. 7. We needed to manage a plethora of messages... What is most important?
    8. 8. Public CTSI Services Users Industry & Community Partners UCSF & Affiliates CTSA, NCRR, NIH ...and, who is most important?
    9. 9. Developing a Concept Looking at Options.... Animation Live video Infographics Voiceover Interviews
    10. 10. We decided to use animation Here is why... <ul><li>Easy to learn from: People absorb information in different ways.   </li></ul><ul><li>Animation allows us to combine text, graphics, sound, and motion. </li></ul><ul><li>Quick information delivery. </li></ul><ul><li>Flexibility: Messages can be changed. </li></ul><ul><li>Everything in an animation is designed, so it can all be relevant. </li></ul>
    11. 11. Some impressions...
    12. 12. Created by RivalSchools
    13. 13. Lesson Learned The approach was to limited. It failed to address multiple audiences and messages.
    14. 14. We were looking for an animated approach that allowed for more flexibility.
    15. 15. Infographics provided the solution <ul><li>Flexible format and easily expandable </li></ul><ul><li>Allows to present complex information quickly and clearly </li></ul><ul><li>Allows to include multiple messages </li></ul><ul><li>Allows to address multiple audiences </li></ul><ul><li>Less production efforts </li></ul>Let’s look at some examples...
    16. 16. Google Gmail Priority Inbox, http://www.youtube.com/watch?v=P9cPF6mPamQ
    17. 17. Animation developed to showcase project management software developed by the GIS team at Power Engineers. http://vimeo.com/channels/datavisualization#19252451
    18. 18. 11 Where we’re at with our video project Some impressions... 1. Explaining what CTSI is and does 2. Developing iconic images and key messages... http://vimeo.com/album/1534788
    19. 19. 11 Created by RivalSchools
    20. 20. 11 Created by RivalSchools
    21. 21. 11 Created by RivalSchools
    22. 22. 11 Providing examples to foster understanding of what CTSI is and does... http://vimeo.com/album/1534788
    23. 23. 11 Created by RivalSchools
    24. 24. 11 Created by RivalSchools
    25. 25. 11 Created by RivalSchools
    26. 26. http://vimeo.com/album/1534788 We’d like to hear your thoughts....
    27. 27. Using Different Types of Videos to Achieve our Goals Leadership Interviews User Testimonials CTSI Introduction Services Overview Ida Yuan solved her research problem with the help of Consultation Services.
    28. 28. Takeaway 15 <ul><li>Be clear about your key messages and audiences </li></ul><ul><li>Fragmented messaging: Avoid trying to be relevant to many audiences with </li></ul><ul><li>one video </li></ul><ul><li>Get the right expertise/collaboration partners to choose the best approach to </li></ul><ul><li>match your goals </li></ul><ul><li>Define metrics for success to provide focus for the project </li></ul>
    29. 29. 15 <ul><li>Present video where it matches content: Average drop-off for online video is </li></ul><ul><li>20% in the first 10 seconds . </li></ul><ul><li>Be brief: Drop off continues on most videos, reaching 45% by one minute . </li></ul><ul><li>Create video templates to allow for frequent updates </li></ul><ul><li>Optimize video for Google Search </li></ul><ul><li>Create a video library on your site, so Google knows where to find your video </li></ul><ul><li>content. </li></ul>We also Learned ...

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