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The Art of Video Storytelling

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Originally presented as a lecture at the Stanford Business School, this presentation explores the art of online video storytelling and offers an analytical framework for analyzing brand video content.

Originally presented as a lecture at the Stanford Business School, this presentation explores the art of online video storytelling and offers an analytical framework for analyzing brand video content.

Published in: Business, Technology

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    • 1. tor yte lling: S r t of Video The A tical Fra mework A n Analy Dan Greenberg CEO & Co-founder, Sharethrough dan@sharethrough.com 4.12.2010
    • 2. is a social influence network & technology platform that helps marketers guarantee video engagement and drive user endorsement through sharing. DAN GREENBERG CEO & Cofounder dan@sharethrough.com @mrDAG on Twitter Partners include:
    • 3. ork Goal ew m Fra ngi Audience tell ry Persuasion Strategy Sto eo Story Vid Start with a goal, end up at a story.
    • 4. Video Storytelling Framework Goal Audience Persuasion Story Story (Measurable behavior change) Strategy (Emotional Appeal) (Creative Approach) What are you trying to Who do you want to influence? How will you persuade your What emotions will you What are your story elements? accomplish? audience? inspire?
    • 5. Activision // Tony Hawk Ride hise. nergize a dying franc nic conversations to re-e pstart fun and orga GOAL: Jum
    • 6. Video Storytelling Framework Goal Audience Persuasion Story Story (Measurable behavior change) Strategy (Emotional Appeal) (Creative Approach) What are you trying to Who do you want to influence? How will you persuade your What emotions will you What are your story elements? accomplish? audience? inspire? Jumpstart fun Casual gamers, Appeal to sense Surprise, Use Tillman’s and organic boys 10-18, of belonging, imagination & “skateboarding conversations to beyond the core make users want curiosity dog” fame to re-energize a skater to be part of the enable quick and dying franchise demographic story easy conversation Beg the question, “Is it real?” to encourage conversations
    • 7. Behavior Change Goal Make yourself choose ONE goal. (It’ll force you to focus on the most important one.) ๏ Spread awareness about an issue or idea ๏ Generate fans and followers online ๏ Get press, online and offline ๏ Solidify relationships with existing advocates ๏ Drive product sales
    • 8. Behavior Change Goal Every aspect of your plan should contribute towards your goal.
    • 9. Target Audience Define a single audience archetype. ๏ Moms with babies ๏ Twitter influencers ๏ Technology entrepreneurs ๏ Casual gamers ๏ Enterprising students
    • 10. Target Audience It’s OK to have multiple audience targets, as long as you can speak to each one effectively.
    • 11. Persuasion Strategy Understand the emotions that matter to you, and how you will appeal to them. ๏ Pleasure / Pain ๏ Hope / Fear ๏ Belonging / Rejection * BJ Fogg http://www.behaviormodel.org/
    • 12. Story: Emotional Appeal What kind of story are you telling? ๏ interesting ๏ educational ๏ empowering ๏ eye catching ๏ sexy ๏ mind boggling ๏ surprising ๏ funny ๏ romantic ๏ shocking ๏ outrageous ๏ charming ๏ unexpected ๏ uplifting ๏ intelligent ๏ cute ๏ amusing ๏ depressing ๏ scary ๏ embarassing ๏ alienating ๏ challenging ๏ horrifying
    • 13. Story: Creative Approach Tell a good story and people will listen. ๏ Flash-mobs ent Trends ๏ “Is it real?” R ec ๏ Short films from brands ๏ Unexpected art ๏ Timely parodies ๏ Rare skills ๏ Scare tactics ๏ Delight people and record reactions
    • 14. COKE // “Happiness Project” ” h “hap piness. r and wit C oke’s b GOA L: Align http://www.youtube.com/watch?v=lqT_dPApj9U
    • 15. Grasshopper // Entrepreneurs ne re neur’s pho as the “entrep Gr asshopper G OAL: Introduce drive sales . tely system” and ultima http://www.youtube.com/watch?v=T6MhAwQ64c0
    • 16. Volkswagon // “Fun Theory” press f or VW. positive buzz and AL: G enerate GO http://www.youtube.com/watch?v=2lXh2n0aPyw
    • 17. Microsoft // “Megawoosh” daring brand. as a creative & lish M icrosoft b GOA L: Esta http://www.youtube.com/watch?v=lkwh4ZaxHIA
    • 18. Montana Meth nt tio n to ceme , vi sceral reac . ut- wrenching ow er of meth GOAL: Create a g gly addictive p ov erwhelmin in v iewers the http://www.youtube.com/watch?v=LNKAH_-RSts
    • 19. Hi-Tec Shoes // “Liquid Mountaineering” sh oes and f Hi-Tec e w line o ness. nch a n ive aware GOAL: Lau te mass genera http://www.youtube.com/watch?v=Oe3St1GgoHQ
    • 20. Hellmann’s (Mayonaisse) // “Real Food Movement” e of the about the stat nadians ch Ca AL: Tea adian food in dustry. GO Can http://vimeo.com/5477517
    • 21. MoveOn // “McCain-Free White House” i c voters De mocrat lection. ce young ut the e Convin e nts abo GOAL: heir par to talk to t http://www.youtube.com/watch?v=RxvHkFLmqRk
    • 22. Pedigree // “Slow Motion” Sell do g food! GOAL: http://www.youtube.com/watch?v=mUCRZzhbHH0
    • 23. Viewing Experience Think about how users will engage. Know the limitations ๏ Watching during class no sound ๏ Watching on your phone very small ๏ Watching at work unfocused attention And consider the opportunities ๏ Watching with friends collective, shared experience ๏ Immediately actionable clickthrough after watching ๏ Easily shareable sharethrough after watching
    • 24. Viewing Experience
    • 25. Key Insights Understand your behavior change goal before you pick up a camera. Treat your viewers as audience, not consumers. No one has to watch your video if they don’t want to. “Cool” is non-descriptive. Think about the true emotions that matter, given your goal and target audience. As with any engagement medium, tell a unique and compelling story. Just because people watched a video doesn't mean it was successful.
    • 26. k or ew Goal am Fr Audience ing ell yt Persuasion Strategy or St eo Story d Vi
    • 27. Questions? Ideas? Feedback? Email me. Dan Greenberg dan@sharethrough.com