FCA Conference

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FCA Conference

  1. 1. Welcome to the
 2013 Midyear Conference
  2. 2. WE CREATE EMOTIONAL CONNECTIONS 
 THROUGH AUTHENTIC STORYTELLING BY PLANNING, PRODUCING AND 
 PRESENTING ONLINE VIDEO
  3. 3. My brother can do really cool “wheelies” on his motorcycle!
  4. 4. " My brother can do really cool “wheelies” on his motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. " Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since " Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
  5. 5. " My brother can do really cool “wheelies” on his motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. " Dad was showing off on his motorcycle in the local pub 
 parking lot when Dad’s not yet new girlfriend was walking 
 out to put more money in the parking meter. Stunned by 
 the ribbing the accelerator and popping up his front tire 
 really caught Shellie's eye since Mom, who is scared for 
 Jimmy’s safety, says that if he doesn’t stop soon Jimmy 
 with ultimately crash his motorcycle and get hurt real, real 
 bad. In reality, Mom really hates seeing him do wheelies 
 since it was those very same type of wheelies that attracted 
 Dad’s girlfriend to him. Dad was showing off on his motor
 cycle in the local pub parking lot when Dad’s not yet new 
 girlfriend was walking out to put more money in the parking 
 meter. Stunned by the ribbing the accelerator and popping 
 up his front tire really caught Shellie's eye since. "
  6. 6. " My brother can do really cool “wheelies” on his motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. " Dad was showing off on his motorcycle in the local pub 
 parking lot when Dad’s not yet new girlfriend was walking 
 out to put more money in the parking meter. Stunned by 
 the ribbing the accelerator and popping up his front tire 
 really caught Shellie's eye since Mom, who is scared for 
 Jimmy’s safety, says that if he doesn’t stop soon Jimmy 
 with ultimately crash his motorcycle and get hurt real, real 
 bad. In reality, Mom really hates seeing him do wheelies 
 since it was those very same type of wheelies that attracted 
 Dad’s girlfriend to him. Dad was showing off on his motor
 cycle in the local pub parking lot when Dad’s not yet new 
 girlfriend was walking out to put more money in the parking 
 meter. Stunned by the ribbing the accelerator and popping 
 up his front tire really caught Shellie's eye since. "
  7. 7. Let’s Get Uncomfortable: Find An Emotional Connection
  8. 8. Emotional Connection = ACHIEVING COMMON GROUND Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY!
  9. 9. Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
  10. 10. Where’s the ROI? Without Story = $1.49 / With Story = $197.50
  11. 11. What is the ROI of your Mother?
  12. 12. WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!”
  13. 13. PLAN PRODUCE PRESENT PERSUADE
  14. 14. PLAN PRODUCE PRESENT PERSUADE
  15. 15. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  16. 16. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  17. 17. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST A plan for attaching video storytelling 
 to sales and marketing processes...
  18. 18. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  19. 19. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  20. 20. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Where Be Your People? " 01: Fran 02: Dan " " 03: Claire 04: Bob " " " " " Identify them by the stage of your sales cycle...
  21. 21. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  22. 22. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  23. 23. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST FRAN: Why Story
  24. 24. WHY DO YOU DO WHAT YOU DO?
  25. 25. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  26. 26. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST DAN: About Us Story
  27. 27. WHAT NEEDS TO BE SUPER CLEAR?
  28. 28. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  29. 29. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST CLAIRE: Client Story
  30. 30. WHAT DO YOU DO BEST?
  31. 31. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  32. 32. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST BOB: Best Practices Story
  33. 33. WHAT NEW THING ARE YOU EXCITED ABOUT?
  34. 34. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  35. 35. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST What is an Emotional Connection? Heart Data Distribution Personal
  36. 36. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST SIMON SINEK: Start With Why
  37. 37. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Facts & Data Gut Feeling
  38. 38. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Why is Why important? Cart before the horse 02. Secondary Emotional Connection 01. Primary Emotional Connection
  39. 39. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Horse before the cart... 02. Secondary Emotional Connection 01. Primary Emotional Connection
  40. 40. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  41. 41. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Think “How Aggressive?” Ongoing Conversation
  42. 42. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST No recipe for the One Hit Wonder...
  43. 43. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 77,519,723 CONGRATULATIONS! You now know there are over 77 million people dumber than you...
  44. 44. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  45. 45. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST How much you got? Please provide a budget...
  46. 46. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Think Phone Bill! What can you spend monthly?
  47. 47. PLAN PRODUCE PRESENT PERSUADE
  48. 48. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES PRODUCE
  49. 49. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES PRODUCE
  50. 50. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES We actually CAN handle the truth...
  51. 51. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES EVOKING ONLINE TRUST Interactions online rarely happen with people we don’t trust
  52. 52. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES PRODUCE
  53. 53. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Story is the fastest way to achieve Common Ground
  54. 54. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES What makes a Story? ? Question Journey Reflection Reward Story
  55. 55. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Aesop… The great story teller
  56. 56. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Commitment Support Characters Visuals Sound
  57. 57. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Essentials to creating an 
 effective 
 VIDEO story: - Show me 
 something - Keep it simple - EMOTION!
  58. 58. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES PRODUCE
  59. 59. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Client F Facts Data Compliance Viewer V Relevant Believable Reward
  60. 60. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Client F Facts Data Compliance Viewer V Relevant Believable Reward
  61. 61. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  62. 62. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES
  63. 63. AUTHENTIC STORY CLIENT VS. VIEWER HURDLES PRODUCE
  64. 64. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLES Breaking down hurdles with story...
  65. 65. PLAN PRODUCE PRESENT PERSUADE
  66. 66. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  67. 67. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  68. 68. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Where next? What’s next?
  69. 69. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  70. 70. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  71. 71. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  72. 72. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  73. 73. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Do you work 
 with partners?
  74. 74. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  75. 75. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  76. 76. PLAN PRODUCE PRESENT PERSUADE
  77. 77. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  78. 78. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  79. 79. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU " { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE " { Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  80. 80. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU " { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE " { Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  81. 81. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
  82. 82. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Everyone Has A Blurry Space
  83. 83. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU THE ARTICLES " { Meet Trigger TOUCH DON’T CARE ence i Aud ift Sh Meet Fran THE ADS FOUND Mee Meet Dan DIGEST " { ! AWARE ? CURIOUS CON ≈ I LIKE IT
  84. 84. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  85. 85. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆
  86. 86. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆ $
  87. 87. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  88. 88. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  89. 89. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  90. 90. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  91. 91. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 18 mn ✔ 4 weeks ▶ ▶ ▶ ▶ ✆ $
  92. 92. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $
  93. 93. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $
  94. 94. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  95. 95. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  96. 96. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Email Clicks WITH Embedded video Email Clicks WITHOUT Embedded video
  97. 97. WhatPERSUADE EXCUSE : ONGOING : NOT ABOUT YOU is an Emotional Connection? Heart Data Distribution Personal EMOTIONAL EQUITY!
  98. 98. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  99. 99. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
  100. 100. AUDIENCE ALLOCATION E TO CUSRUPT EX R INTE Meet Trigger TOUCH DON’T CARE ONGOING CARE e ienc Aud ift Sh Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE AGE S ST ITY E SAL ONAL S PER r avio Behange Ch R YOURY STO ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  101. 101. THE ARTICLES EXCUSE TO INTERRUPT THE ADS { { STORYBOOK 00: Earl E ENGAGE ONGOING INDUSTRY 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE
  102. 102. Thanks to Session Sponsor:
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