0
tor yte lling:
                                    S
                  r t of  Video
            The A
                   ...
is
a social influence network & technology platform
that helps marketers guarantee video engagement
and drive user endorsem...
ork
                      Goal




               ew
                m
             Fra
         ngi        Audience
     ...
Video Storytelling Framework
         Goal                      Audience                    Persuasion                    ...
Activision // Tony Hawk Ride




                                                                               hise.
    ...
Video Storytelling Framework
         Goal                      Audience                    Persuasion                    ...
Behavior Change Goal
Make yourself choose ONE goal.
               (It’ll force you to focus on the most important one.)

...
Behavior Change Goal
            Every aspect of your plan should
               contribute towards your goal.
Target Audience
Define a single audience archetype.

 ๏ Moms with babies

 ๏ Twitter influencers

 ๏ Technology entrepreneur...
Target Audience
It’s OK to have multiple audience targets,
as long as you can speak to each one effectively.
Persuasion Strategy
Understand the emotions that matter to
you, and how you will appeal to them.
 ๏ Pleasure / Pain


 ๏ H...
Story: Emotional Appeal
What kind of story are you telling?
 ๏   interesting    ๏   educational   ๏   empowering
 ๏   eye ...
Story: Creative Approach
Tell a good story and people will listen.
                                  ๏ Flash-mobs

     en...
COKE // “Happiness Project”




                                                            ”
                            ...
Grasshopper // Entrepreneurs




                                                                 ne
                     ...
Volkswagon // “Fun Theory”




                                             press f or VW.
                               ...
Microsoft // “Megawoosh”




                                                         daring brand.
                      ...
Montana Meth




                                                                nt
                                      ...
Hi-Tec Shoes // “Liquid Mountaineering”




                                                sh oes and
                   ...
Hellmann’s (Mayonaisse) // “Real Food Movement”




                                                        e of the
     ...
MoveOn // “McCain-Free White House”




                                          i c voters
                             ...
Pedigree // “Slow Motion”




                              Sell do g food!
                    GOAL:




              ht...
Viewing Experience
Think about how users will engage.
Know the limitations
๏	 Watching during class         no sound
๏	 Wa...
Viewing Experience
Key Insights
   Understand your   behavior change goal before you pick up a camera.


    Treat your viewers as audience, ...
k
                    or
                  ew
                         Goal


                am
              Fr       Au...
Questions?
Ideas?
Feedback?
                      Email me.
               Dan Greenberg
             dan@sharethrough.com
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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.

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  • Transcript of "The Art of Video Storytelling"

    1. 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. 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. 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. 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. 5. Activision // Tony Hawk Ride hise. nergize a dying franc nic conversations to re-e pstart fun and orga GOAL: Jum
    6. 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. 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. 8. Behavior Change Goal Every aspect of your plan should contribute towards your goal.
    9. 9. Target Audience Define a single audience archetype. ๏ Moms with babies ๏ Twitter influencers ๏ Technology entrepreneurs ๏ Casual gamers ๏ Enterprising students
    10. 10. Target Audience It’s OK to have multiple audience targets, as long as you can speak to each one effectively.
    11. 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. 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. 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. 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. 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. 16. Volkswagon // “Fun Theory” press f or VW. positive buzz and AL: G enerate GO http://www.youtube.com/watch?v=2lXh2n0aPyw
    17. 17. Microsoft // “Megawoosh” daring brand. as a creative & lish M icrosoft b GOA L: Esta http://www.youtube.com/watch?v=lkwh4ZaxHIA
    18. 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. 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. 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. 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. 22. Pedigree // “Slow Motion” Sell do g food! GOAL: http://www.youtube.com/watch?v=mUCRZzhbHH0
    23. 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. 24. Viewing Experience
    25. 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. 26. k or ew Goal am Fr Audience ing ell yt Persuasion Strategy or St eo Story d Vi
    27. 27. Questions? Ideas? Feedback? Email me. Dan Greenberg dan@sharethrough.com
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