8. “When examining deeply held beliefs,
complicated decisions, or emotionally
charged issues we tend to favor information
that confirms our existing position.”
Scott Plous 1993
@
hm
undahl
11. Using Confirmation Bias
• Show up first
• Make your case by showing rather than by telling
• Position yourself as an authority through official, unofficial, internal
and external channels
• Create sense of ‘everyone’
@
hm
undahl
12. Why Video?
• Show up first
• Make your case by showing rather than by telling
• Position yourself as an authority through official, unofficial, internal
and external channels
• Create sense of ‘real people like me’
@
hm
undahl
15. Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@
hm
undahl
16. Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@
hm
undahl
17. @
hm
undahl
Video is what affluent people do online
• Americans watched 52.4 billion videos
• YouTube accounts for 18.96% of all internet traffic
• 84% of college graduates watch online video
• 87% of online adults with household incomes greater than $75,000
watch and create video
*ComScore, Hollywood Reporter, Pew Research Center
(last December alone)
(second only to Netflix)
18. @
hm
undahl
The power of ‘why’ inspires action
• People don’t buy what you do, they buy why you do it
• Donors researching non-profits were significantly more likely to
make a gift after watching an online video that demonstrated the
impact of that gift
• Video converts eyeballs into action at a high rate
• Video voicemail: 8x open rate
*Simon Sinek, Milward Brown, Google, VMO, Wistia
19. Video has great value
• Video keeps selling
• Production & distribution costs are low
• Viral Videos vs. Viral Essays
• Element of distinction
@
hm
undahl
20. SSATB Survey
• More opportunities to hear from students
• More opportunities to hear from faculty
• More opportunities to hear from current parents
• More updates about school activities
• More videos about school life
@
hm
undahl
21. Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@
hm
undahl
22. Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@
hm
undahl
30. Storyboard: Your video recipe
• Start With Why
• One / Two Person Testimonial
• Thank You For Your Support
• Tutorial
• Event Highlight
@
hm
undahl
31. @
hm
undahl
One Person Testimonial
Time We See We Hear
0:00-0:10
(Hook)
Relevant location (outside)
Relevant location (inside, wide)
Relevant materials (close)
Music, then subject talking about why
they got involved in activity
0:10-0:20
Subject doing activity (medium)
Relevant materials (close)
Subject talking to camera (title card)
Subject talking about why they love
activity
0:20-0:40
(Hold)
Subject doing activity with others (wide)
Subject doing activity (close on interaction)
Subject talking about how teacher /
coach / peer has made activity special
0:40-0:55
(Payoff)
Subject smiling, successful, surrounded by peers Subject gives specific advice to others
0:55-1:00
(Call to Action)
Relevant materials (close)
Text: “Find out More at www.school.org/program”
Music, background room sounds
32. Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@
hm
undahl
33. Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@
hm
undahl
