This document discusses using digital storytelling and video production to promote an organization. It provides examples of successful short videos created for Eastern Virginia Medical School. It also outlines best practices for creating videos in-house, including recruiting video talent, equipment needs, production phases, and giving guidance to videographers. The goal is to incorporate digital storytelling and video into marketing, public relations, and philanthropic communications to showcase human impact.

1. Adventures
in
Digital
Storytelling
The
My
Story
Project
JULY 2015
Vincent
Rhodes,
PhD
Director,
Marke-ng
&
Communica-ons
Eastern
Virginia
Medical
School
rhodesva@evms.edu
•
@varhodes
Join
the
conversa-on:
#eduweb15

2. SPOCK
Customized
by
Dave
Daring
on
DeviantART.com

3. hEp://recode.net/2015/02/27/long-­‐before-­‐being-­‐nerdy-­‐was-­‐cool-­‐there-­‐was-­‐leonard-­‐nimoy-­‐rip-­‐spock/
LOGOSLogic
Science
Data
Facts
(Cold)

4. hEp://applica-on.denofgeek.com/images/m/kirk/Transporter_KIrks_EVil_counterpart.jpg
PATHOSEmotion
Passion
Connection
Feeling
(Warm)

5. Needed
to
put
a
face
on
“what
we
do”
Show
the
human
impact!
Get
away
from
event
videos!

6. Key
Video
Terms
&
Concepts
• Straight
Cut/
Jump
Cut
• Cover
Shot
• B-­‐Roll
• Post-­‐Produc:on
• “Supers”/
Super:tles/Titles
• “Sweetening”
• Rule
of
Thirds

7. Rule
of
Thirds
Example

8. Things
to
Look/Listen
for
(James
Simpson)
• Pay
aBen:on
to
pacing
of
the
video
• Note
framing
of
images
(Rule
of
Thirds)
• No:ce
how
music
is
used
to
build
a
mood
and
how
changes
in
music
match
the
story
arc
Vimeo
Views:
745
Youtube
Views:
510
Not
posted
to
Facebook

9. hBps://vimeo.com/44532769
James
Simpson

10. *Graphic
treatment
mirrored
our
adverDsing
campaign
at
Dme
of
launch

13. Digital
Storytelling?
Why
Incorporate

14. Source:
comScore
Video
Metrix,
December
2012
800%
increase
in
number
of
online
videos
watched
in
just
6
years

15. The
number
of
adult
viewers
of
online
video
will
double
by
2016
Source:
comScore
Video
Metrix,
December
2012

16. Source:
comScore
Video
Metrix,
December
2012
American
online
video
consump^on
(2012)

17. Adult
consump^on
of
online
video
increasing
(2013)
Source:
pewInternet.org
(Online
Video
2013)
78%

18. Things
to
Look/Listen
for
(Tony
Arnold)
• This
is
third-­‐party
endorsement
(No
EVMS
Faculty
or
staff
speak)
• Titles
advance
the
story
and
provide
support
informa:on
without
the
need
for
narra:on
• Story
is
short
but
offers
beginning,
middle
and
ending
Vimeo
Views:
589
Youtube
Views:
116
Facebook
Views:
1,704
Facebook
engagement:
301
likes,
comments
and
shares

19. hBps://vimeo.com/71502139
Tony
Arnold

20. In-­‐House
Out?
or
Video
Produc^on:

21. Our
Cost
Calculus
$$$$$$
=
$$$$$$
=
+
$$$$$$
=
+
$$$$$$
=
+
$$$$$$
=
+
50-­‐60
X
Strategic
Plan
Launch
Same
cost
as
Full-­‐Time
Videographer
(full
year
of
work)
(approx.
15
min.
of
video)

22. Equipment
List
• Need
to
have
» Video
camera
+
Lens
» High-­‐quality
microphone
» Tripod
» Computer
for
video
edi:ng
» Digital
file
storage
• Nice
to
have
» Light
kit
» Specialty
lenses
(can
rent
these)

23. Recrui^ng
Video
Talent
• Emphasis
on
storytelling
• Make
first
cut
by
reviewing
video
samples
» Well-­‐composed
video
imagery
» Appropriate
edi:ng/pacing
» Consistent,
high-­‐quality
sound
» Understanding
and
implementa:on
of
good
ligh:ng
prac:ces
• Allow
for
crea:ve
assignments
• Websites
for
finding
video
pros
(full-­‐:me
&
freelance)
» www.mandy.com
» www.Crea:veCow.com
jobs.crea:vecow.net
» www.Produc:onHub.com

24. 3
Phases
• Rough
Cut
» Generally
no
graphics,
liBle
audio
mixing
• Fine
Cut
1
&
2
» Change
requests
» Group
these
to
minimize
costs
• Final
Cut
» Revisions
made
» Sweetening
(audio
mixing
&
color
correc-ons)
Note:
Timeline
for
produc-on
of
a
2-­‐3
minute
video
is
about
3-­‐4
weeks
(not
including
shoo-ng
interviews).

25. Giving
Your
Videographer
• Main
fact,
concept
or
message
• Audience
for
video
• Who
to
highlight
• Length
of
video
• Style
of
video
• How
this
will
be
used
• Plajorm
for
use
Some
Guidance

26. If
a
picture
is
worth
a
thousand
words,
imagine
the
impact
of
24
frames
per
second
for
60
seconds
Why
Incorporate
Video?

27. Things
to
Look/Listen
for
(Rona
Brown)
• No:ce
her
facial
expressions
and
vocal
tone/inflec:on
• No:ce
the
fast
cuts
and
sound
effects
(leather
jacket
segment)
• Get
off
campus
or
out
of
the
house
when
possible
for
B-­‐roll
(motorcycle
segment)
Vimeo
Views:
373
Youtube
Views:
324
Facebook
Views:
303
Facebook
engagement:
17
likes,
comments
and
shares

28. hBps://vimeo.com/45854414
Rona
Brown

29. INTEGRATE
Marke^ng,
Public
Rela^ons
&
Philanthropic
Communica^ons
with
Why
Incorporate
Video?

30. Things
to
Look/Listen
for
(Molly
Smith)
• Providing
opportunity
for
alum
to
discuss
importance
of
giving
back
• No:ce
use
of
B-­‐roll
from
a
variety
of
other
stories
or
video
shoots
• Pay
aBen:on
to
the
fast
pacing
of
the
B-­‐roll
cover
shots
Vimeo
Views:
23
Youtube
Views:
129
Not
posted
to
Facebook

31. hBps://vimeo.com/53010306
Molly
Smith

32. Downstream
Opportuni^es
Why
Incorporate
Video?
social
media
rebroadcasts
email
website
speeches

33. Other
considera^ons
• Resolu:on
for
logos
&
images
» HD
requires
high
DPI
• Online
streaming
• Video
file
format
» .mov
for
Mac
» .wmv
for
PC
• Aspect
ra:o
» High
defini:on
(16:9)
» Standard
defi:nion
(4:3)

34. 4:3
aspect
ra^o
(PowerPoint,
TV,
Typical
Video
Projectors)
16:9
aspect
ra^o
(HD
video)

35. You
don’t
have
to
go
pro

36. Consider
Shorter
Videos

37. Size
Does
Maoer
(Go
Shorter!)
Source:
wis-a.com
30
second
video
vs.
90
second
video

38. Size
Does
Maoer
(Mostly)
Source:
wis-a.com

39. Interview
Unedited
Dura:on:
1
minute,
5
seconds

40. Interview
Edited
(without
B-­‐Roll)
Dura:on:
24
seconds

41. Interview
Edited
(with
B-­‐Roll
cover
shots)
Dura:on:
24
seconds

42. More
than
half
of
online
adults
watch
comedy/humor
and
how-­‐to
videos
online
The
%
of
online
adults
who
watch
each
type
of
video,
by
year
Source:
2013
figure
is
from
Pew
Research
Center’s
Internet
&
American
Life
Project
Omnibus
Survey,
July
25-­‐28,
2013.
All
other
figures
are
from
Pew
Internet
Tracking
Surveys.
2007 2009 2013

43. Source:
pewInternet.org
(Online
Video
2013)
Online
video
pos^ng
a
fast-­‐growing
trend
(2013)

44. • More
than
1
billion
unique
users
visit
YouTube
each
month
• Over
6
billion
hours
of
video
are
watched
each
month
on
YouTube
—
that's
almost
an
hour
for
every
person
on
Earth
• 100
hours
of
video
are
uploaded
to
YouTube
every
minute
• 80%
of
YouTube
traffic
comes
from
outside
the
US
• According
to
Nielsen,
YouTube
reaches
more
US
adults
ages
18-­‐34
than
any
cable
network
Source:
hEp://www.youtube.com/yt/press/sta-s-cs.html

45. • Microformat
video
is
gaining
popularity
• Consider
how
to
use
the
format
to
your
benefit
• Instagram:
15
seconds
(looping)
• Vine:
6
seconds
(looping)
• Range
of
analy:cs
tools
• Used
oqen
as
a
search
engine
• New
video
auto-­‐play
func:on
• Video
a
priority
for
Facebook

46. Miller
High
Life

47. Miller
High
Life

48. Metrics
to
Consider
• Watch
:me
• Audience
reten:on
• Loads
• Plays/Views
• Loads
and
Plays
metrics
are
easy
to
collect
but
not
always
meaningful.
» Like
coun-ng
press
releases.
• Engagement
/
Conversion
rate
» Shares
» Likes
» Ra:ngs
» Channel
subscrip:on
• Difficult
to
measure
» If
I
don’t
share
does
it
mean
I
hated
it???

49. Microsite
Metrics
• Annual
Page
Views
» Sept.
2012-­‐June
30,
2013:
12,500
» July
1,
2013-­‐June
30,
2014:
33,938
» July
1,
2014-­‐June
30,
2015:
49,597
• Annual
Unique
Views
» Sept.
2012-­‐June
30,
2013:
10,407
» July
1,
2013-­‐June
30,
2014:
22,407
» July
1,
2014-­‐June
30,
2015:
23,194

50. Video
Metrics
• Video
Views
» 2013:
4,575
» 2014:
23,284
» 2015:
58,792
• Video
Engagement
» Finding
more
engagement
via
Facebook
posts
than
in
other
social
media
(YouTube,
Vimeo,
etc.)
» Only
finding
a
handful
of
comments
on
microsite

51. Conclusions
(Microsite)
• Microsite
was
a
decent
choice
at
the
:me
• Has
not
performed
as
well
as
we
hoped
over
the
long
term
» Less
engagement
than
hoped
• Few
comments
or
likes
• Only
one
story
submiBed
» Few
click-­‐throughs
to
addi:onal
informa:on
• Doctor/prac:ce
informa:on
• Addi:onal
videos
of
procedure
informa:on
• Currently
re-­‐evalua:ng
con:nued
use
of
microsite

52. Conclusions
(Digital
Storytelling)
• Digital
storytelling/online
video
is
an
IMPORTANT
TOOL
for
our
efforts
• Facebook
has
breathed
new
life
into
exis:ng
videos
and
increased
engagement
with
content
• Videos
have
garnered
significant
views
• Used
in
a
variety
of
channels
» Speeches/Town
Hall
Mee:ngs
» Bonus
online
content
for
magazine
» Main
website

53. Things
to
Look/Listen
for
(The
Thompsons)
• Pay
aBen:on
to
the
music
as
a
mood
builder
• No:ce
the
use
of
extreme
close-­‐
up
shots
(covering
for
lack
of
historical
footage)
• No:ce
the
verbal
silences
Vimeo
Views:
1,682
Youtube
Views:
1,984
Not
posted
to
Facebook

54. hBps://vimeo.com/53004189
The
Thompsons

55. QUESTIONS?
Join
the
conversa-on:
#eduweb15
Speaker
survey:
www.eduwebspeakersurvey.com
(mobile,
tablet
or
laptop)

56. Vincent
Rhodes,
PhD
Director,
Marke-ng
&
Communica-ons
Eastern
Virginia
Medical
School
rhodesva@evms.edu
•
@varhodes
Adventures
in
Digital
Storytelling
The
My
Story
Project
JULY 2015
Join
the
conversa-on:
#eduweb15
Speaker
survey:
www.eduwebspeakersurvey.com
(mobile,
tablet
or
laptop)