Strategic Storytelling: 5 Stages of Successful Online Video

Strategic Storytelling: 5 Stagesof Successful Online Video Online video is a storytelling tactic with 2 goals: 1. To achieve communication objectives 2. To achieve business objectives @leahdemilio

Storytelling is simply... Sharing details of an event through words, images, and/or sounds... In the case of online video for businesses/brands, storytelling could be about: Events Once upon a time... Products People Opinions, etc...Resources: http://en.wikipedia.org/wiki/Storytelling @leahdemilio

If You Have Any Doubts... Videos are 50xs more likely to get "organic 1st page ranking" than text pages. 1st Good investment: depending on needs, can be $ or $$$$$ once made, lives online forever ∞Resources: http://www.socialmediaexaminer.com/16-tips-for-successful-online-video-marketing/ @leahdemilio

Video is SSS = Social + Searchable + Sellable Social sites like Facebook and YouTube are made for easily sharing content. Video posts on FB more likely to show up in news feeds. 45% of small biz will increase online video resources in 2011. Increases conversion, decreases returns.Resources: http://www.videoafx.com/AFXNews/2011/01/2011-small-business-online-video-forecast/; http://www.emarketer.com/Article.aspx?R=1008234 @leahdemilio

Online Video is like Filmmaking...There are 5 Stages:1. Development2. Pre-Production3. Production4. Post-Production 55. DistributionThink of these 5 Stagesas guidelines for creating successfulonline video! @leahdemilio

Stage #1: Development (Brainstorm/Writing) Take your time!!! Whats the story? Solving a problem? Ex. "How Tos" Hmmm... Ask/Answer a Question? Im thinking, Im Call to Action - thinking... Ex. Donate time, money, signup, buy, etc. @leahdemilio

Development continued... Target audience? Clearly defined "genre" or "category" - business? travel? furniture? Look at previous videos/competition - good/bad? @leahdemilio

Development continued... C.S.S. = "Culi Su Sedie" How many people do you want to see your video (realistically)? Plan strategy accordingly. "Pitch" your story - GO! director, hosts/actors, etc. Once approved by team, get the "green light" and GO! @leahdemilio

At this point you should have aCLEARLY DEFINED: PROJECT (STORY) MARKETING STRATEGY TARGET AUDIENCE @leahdemilio

Stage #2: Pre-Production (Design/Plan) Storyboard Draw out what you want your final video to look like. Budget $ or $$$$$ Crew Make sure they understand your vision. "On paper" all in line with communication and business objectives. @leahdemilio

Stage #3: Production (Shooting/Creating) HAVE FUN! GOOD AUDIO AND VISUALS. Invest in A++++ mic/camera. Double check set/props/materials! Supervise: Script Talent Crew @leahdemilio

Remember... A 2 - 5 minute video can take 1 day or 1 month to create - or even longer. Plan accordingly. $50 OR $9 MILLION... see Chryslers "Imported from Detroit" commercial. @leahdemilio

Stage #4: Post-Production(Editing) Assemble Best shots "Seamless story" "Look how seamless this is!" @leahdemilio

Post-Production Continued... Test before official release Once you send it out, it is online forever! @leahdemilio

Stage #5: Distribution (Publishing, PR) In film - launch party, PR, interviews, etc. Online - Text, Title, SEO... Key bloggers Embedding Thumbnails @leahdemilio

Distribution continued... Platforms - YouTube Blip Vimeo Video production + Mobile Online distribution iTunes = Custom LOVE 4-EVER! Social media - Facebook Twitter @leahdemilio

Characteristics of Successful OnlineVideo... Creative Call to Action Interactive Celebrity/Expert Cameo Helpful New perspective Parody/Humor Interviews Emotional Revealing Shocking Memorable @leahdemilio

Examples... Chryslers "Imported from Detroit" - Emotional. Other videos: testimonials, blogger "road trip", etc. KawasakiTV - Interviews, product reviews, "behind the scenes" (motorsports). @leahdemilio

Examples continued... Mystery Guitar Man - Unique, creative, interactive. BigThink.com - "Expert" video interviews. Garnier Fructis - A little "too" commercial, but has product demos and interviews with musicians, celebrities, etc. @leahdemilio

Contact info: LeahDEmilio.com Leah@itive.net "Dont go extinct...survive and thrive in the digital jungle!" itive.net/projectx @leahdemiliohttp://en.wikipedia.org/wiki/Charles_Darwin - btw - we love Darwin ;)

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Strategic Storytelling: 5 Stages of Successful Online Video

by Leah D'Emilio on Feb 17, 2011

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Strategic Storytelling: 5 Stages of Successful Online Video — Presentation Transcript