5 Essential Steps to Telling Your Story with Multimedia Tools


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I hope that this workshop ignited your interest in working with your class to create a video, or series of videos, about the subject you're teaching, promote it to the public and measure the results.

Thank you for attending!

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  • Welcome to 5 Essential Steps to Telling Your Story with Multimedia Tools. I’m Terri MacMillan.
    Sorry about the mask, I promise I’m not contagious.
    So, I’m going to share 5 essential steps to telling the story of your subject, and helping your students engage inside and outside the classroom. This presentation will be downloadable on my website tonight, and if you’d like to learn more, I’ll have business cards available afterwards.
  • First, a little bit about me: I was born in Harlem, grew up in NYC, and moved to Tokyo 13 years ago Growing up I went to music school, then when I graduated, I worked for CBS Records International, and the artist who was then known as Prince. Then I began to manage a Japanese band called Pizzicato Five. That’s what brought me to Japan. the band broke up, other things happened, I worked for a while in New media producing podcast programs for a company called eigotown. when that ended, I went solo with my own company, Modern Media Japan, producing shows, doing consulting and new media workshops. Okay, I guess now we’ll get to the meat of the program...oh,
  • I believe that using new media can help to:
    -increase the bond between you and your students
    -engage students by using their daily tools to tell the story (think webvideo shot on their mobile devices)
  • One quick suggestion: if you don’t already have one, get a gmail (that's google email) account.
    even if you don't actually give the account to people, you'll need it to take advantage of many of Google's handy free tools.
  • So, in this seminar, I'm going to be giving you a canvas to think about when you and your students are
    producing the video, as well as listing links to specific resources you'll need. And we should have enough time for Q&A at the end.
    here we go.
  • the first step is to gather story ideas & frames, and write the story itself, your script and your storyboard.
  • here’s the first tool: I like this slightly messy but very rich site called when I'm stuck for new story ideas, it's a very useful place to dip
    a toe in and see what new ideas and reframed ideas you can come up with. No matter what your subject matter is,
    remember that multimedia stories mean that you can use video, sound, photos and graphics all together to tell the
    story, so you have a rich plate of materials to work with. This site can help you and your students to create a way to
    look at the story, a point of view.
  • no matter what the subject, it’s good to write with this structure in mind.
    the viewer will expect it, even unconsciously.
    * Exposition: Setting the scene.
    * Rising action: Building the tension.
    * Climax: The exciting bit.
    * Falling action: Tidying up loose ends.
    * Resolution: Ending the story.
  • As you're writing the story, you'll want to note where you can add elements to the story. For example:
    sounds (music, interviews, sound effects)
    visuals (photos, videos, maps, graphics)
    also, Look at previous stories on the topic to see what they emphasized and help you craft the next step.
    No need to copy: it's all just for inspiration, for jumping off points.
  • Finish writing the story, then create the video's key copy, which means:
  • Use Google Adwords Keyword tool to see which terms are being searched for in your subject matter, and
    use these in the title, description and the keyword/tag list wherever it's natural.
    Take a look at your site's existing analytics, and decide on your goal for the project: for example:
    increase viewers from Japan and increase the amount of time they stay on specific pages of the site.
    Be sure to write the call to action into the video story (go to this page, subscribe to this newsletter, etc)
  • Finally, if you can include 2 strong emotions in your story, that can help
    make it memorable for the viewer. I find Plutchik’s Wheel of emotions
    to be helpful - the colors and the very explicit description of emotion
    can help trigger ideas.
  • This is a big subject, worthy of a workshop all on its own, so we won't cover it here.
    But, there are 2 sites I want to recommend that you go to, one free and one inexpensive:
  • 1. Lynda.com granted, it costs $25.00 per month, but with this one
    resource, you can find amazingly detailed videos that will show you
    a lot about the process of editing, even with free software like
    iMovie and Windows Moviemaker.
    folks from beginners to pros use it. I don’t get a cut, I just think
    it’s a great resource.
    2. Videomaker.com - great tutorials, and it’s a source
    I highly recommend for folks who want to learn the basics.
  • Lighting: here's a great basic video on Lighting: no matter what kind of camera you're using, lighting will be
    crucial to getting a great final result:
    Sound: here's a great basic article on Sound: it's important because you can get your point
    across with a decent video and great sound, but even fantastic images won't communicate well if the sound isn't good
  • now we move onto editing: btw, this is the pro editing suite I use, but you’ll
    find free ones on whatever platform you use. if you’re not sure, let’s talk
    afterwards and I’ll give you some suggestions,
  • Again, we're going to rely on Videmaker for the details. But, there are 3 editing hints I'd like to give you:
    Assemble all of your elements in one place first, and copy everything.
    Watch all of your video and note the best takes.
    Even if you won't use music in the final version - if you get stuck and can't figure out the rhythm of the edit, choose a song that you know well that gives the emotions you're going for in the video, lay it under the video, and edit roughly to the rhythm of the track.
    Check Videomaker for 2 specific basic tutorials on editing:
  • this is an online application called tubemogul.com, and it’s a way for you to simultaneously publish and get metrics for your video. And I mean publish on a long list of platforms: just be sure you have accounts for the platforms you want to use, have the usernames and passwords ready, put them into TubeMogul, upload your video, a great title & description with your url first, and a good set of keywords, and you’ll be ready to go. there’s a free and a paid solution and a tubemogul university with videos to help you understand what’s being measured.
  • and remember, youtube itself gives you increasingly sophisticated metrics on who is viewing your video, how much video they view, and so on. you can just google youtube insights, and you’ll get this overview to help you learn more.
  • Publicly-focused promotion
    1. Publish the video on your site, along with the key image and the copy you've already created.
    2. Distribute to multiple video channels with one upload via TubeMogul: set up accounts with the video channels that fit the theme: plus, always, youtube. (sorry that Nico Nico Douga isn't part of Tube Mogul yet, so you'll have to handle it separately.
    close to the key image you created.
    3. Once you've published, promote the video by:
    including the title and link in your email signature file
    posting the video on your Facebook/Mixi or other relevant social media page
    posting a link to the video page on Twitter (or gree, Mixi's Twitter copy, or other Japan-based microblog)
    Offline: if the video is going to be a series, create a business card with the key art, the title, subtitle, and url. and have it available to give to folks you meet and leave in public where appropriate.
  • Google Analytics Product Tour:
    I highly recommend taking the this tour it's a set of 6 videos that will help to solidify what analytics is all about and how the art of analytics can help you help to satisfy your website visitors. Even if you use another analytics package - Yahoo's, or Microsoft's for example, this video will be helpful in framing the kind of actionable analysis you need.
    ROI chart: Create a simple weekly timeline chart for 3 months: you can use Excel.
    Benchmark: Look at your site's analytics dashboard and note the metrics that fit your goal. Try to choose 2 metrics so that you can segment your audience and understand that important group of viewers in more depth.
    For example, if you want to increase Japan-based traffic to your site and lower the bounce rate for that particular segment of people (ie, they stay on the site longer), note the current amount of unique visitors you have from Japan and the bounce rate for that group, before you publish the video.
    Analyze: check your analytics dashboard a week later to see if there is a change in the metric. Generally, the numbers themselves are not as important as the trend line: you want to see a trend line of visitors from Japan that goes up steadily, and a bounce rate for that segment that goes down steadily.
    Action: so, what do you do with the metrics you have? There's a huge variety of techniques to help you take action on what you've found:
    Surveys to ask visitors if they found what they wanted
    Moving the video page to the front page
    Looking at the keywords that people are using to find the video, and adding the ones you don't already have on your keywords list
  • I just got turned on to Facebook Courses, which might be an awesome way to plan and produce your class video. Also,
    I really like the writing over at the Balsamiq blog: they're a small bootstraped web application builder.
    I use a lot of the same tools to collaborate and generally enjoy being a solopreneur: as teachers, perhaps in some ways you're similar to solopreneurs, with your students being your customer base: you want them to stay loyal, interested, engaged, thinking, learning and doing. With this workshop, I hope you have more resources and a framework for using the internet to do just that.
    Thank you.
  • Okay, I thank you for being here and I’d like to take your questions if time allows...
  • 5 Essential Steps to Telling Your Story with Multimedia Tools

    1. 1. 5 Essential Steps to Telling Your Story with Multimedia Tools
    2. 2. NYC Tokyo Musician/Artist New Media Producer/Writer Music Business Manager
    3. 3. -increase the bond -engage the students
    4. 4. Gmail.com http://www.gmail.com
    5. 5. Step 1. Gather Story Ideas & Frames - write the Story, Script & Storyboard
    6. 6. CreatingMinds.org: http://creatingminds.org/
    7. 7. Exposition: Setting the scene. Rising action: Building the tension. Climax: The exciting bit. Falling action: Tidying up loose ends. Resolution: Ending the story.
    8. 8. sounds (music, interviews, sound effects) visuals (photos, videos, maps, graphics)
    9. 9. Title Subtitle Description Keywords
    10. 10. Google Adwords Keyword Tool https://adwords.google.com/ select/KeywordToolExternal
    11. 11. http://en.wikipedia.org/wiki/Robert_Plutchik
    12. 12. Step 2. Produce the Video
    13. 13. http://www.Lynda.com http://www.Videomaker.com
    14. 14. Lighting http://www.videomaker.com/video/ watch/tutorials/544/lighting-for- video/ Sound http://www.videomaker.com/article/ 9426/
    15. 15. Step 3. Edit the Video
    16. 16. Getting Started with Free Editing Software http://www.videomaker.com/article/ 14418/ How to make Natural Transitions http://www.videomaker.com/video/ watch/tips-and-tricks/490/natural- transitions/
    17. 17. Step 4. Publish & Measure http://tubemogul.com/
    18. 18. http://www.youtube.com/watch?v=Xo6HBKTyIzQ
    19. 19. Step 5. Promote & Measure the Video
    20. 20. Google Analytics Product Tour http://www.google.com/analytics/ tour.html Web Analytics Success Measurement for Government Websites http://www.kaushik.net/avinash/ 2009/10/web-analytics-success- measurement-government- websites.html
    21. 21. Tools Resources Teleprompter on your PC: Videocue Pro http:// www.telestream.net/video-cue/ Stock photos, graphics, video footage, audio overview.htm www.creativecommons.org/ Edit Online www.istockphoto.com/index.php http://animoto.com/ http://www.pixorial.com/ Music Desktop Editing List of various sites with thousands of resources: some free for credit only, some for Mac iLife’s iMovie sale at good indie prices: http:// Windows MovieMaker www.podseek.net/directory/podcasting/ Linux various podsafe_resources.html Awesome Video Podcast Tutorial Balsamic: Show Tools we use for running our startup: http://www.balsamiq.com/blog/2009/10/30/tools/ Film Riot: http://revision3.com/filmriot/ rain?hp Facebook Courses http://www.facebook.com/apps/application.php?id=2791815712
    22. 22. www.modernmediajapan.com
    23. 23. Thank you! www.modernmediajapan.com