Educate & Present Like a Marketer
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Think visually. Presentation delivered to nurse educators to share my background in marketing and PR so they can use the marketing mind frame and techniques in motivating nurses to change behaviors (learn).
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Educate & Present Like a Marketer
- 1. Think Visually. Presented by: Whitney Power , BA Senior Project Coordinator Center for Nursing Research & EBP
- 6. We’re all mass communicators! Nurse researcher/presenters Nurse Educators Beer PR pros and advertisers Industrial Lighting Journalists Motivational Speakers Project Coordinators
- 7. Thinking Visually 4 Points Educators as Advertisers 5 Rules: Foundation Rule 6: Plan, Sharpen Your Axe Stay Inspired & Excited About New 1. 2. 3. 4.
- 8. 1. Thinking Visually Educators as Advertisers
- 10. Your Advantage : Audience Attention
- 14. Buy Geico insurance • Why to buy Geico insurance – 15 minutes on the phone with a Geico agent can save you 15% or more on car insurance bills for the calendar year – People who switch might be as happy as a Camel on Wednesday, also known as “Hump Day” – Geico is better than Allstate because it is cheaper over the course of 5 years, especially if you buy a bundle pacakge, which is our current promotion that we think you will really really like.
- 15. How Happy are People Who Save 15% by Switching to Geico?
- 16. 10% Words 65% Picture + Words We Remember
- 17. Thinking Visually Educators as Advertisers 1.
- 18. 2. Thinking Visually Duarte’s 5 Rule Foundation
- 21. How to Download Duarte PowerPoint Template - Handout
- 22. Duarte's 5 Rules for Creating Presentations
- 23. Your Thoughts?
- 24. Audience is King Spread Ideas, Move People Help them SEE what you’re SAYing Design, Don’t Decorate Healthy Relationships – Don’t Make Them Work Remember?
- 25. Thinking Visually Duarte’s 5 Rules Recap
- 26. Think Visually.
- 31. Teachers = Lesson Plan
- 32. Speakers = Speech Outline
- 33. Fight the Urge!
- 36. Audience & What Motivates Them
- 37. Marketing “Audience” = Persona
- 38. Key Message = Slogan “Think Visually.”
- 39. Key Message = Social Campaign Slogans Key Message = Advertising Slogans
- 40. Presentation Logistics = The Day-Of
- 41. Presentation Logistics: Consider Every Perspective
- 42. Tellthem what you’re goingto tell them. Tellthem. Tellthem what you told them.
- 43. Stick to 3 Points
- 44. Paper Fold – Visuals and Points Support Stat Quote Story Joke Image Video Point 1. 2. 3.
- 45. Show Statistics
- 46. Use Quotes “It usually takes more than three weeks to prepare a good impromptu speech. “ - Mark Twain
- 47. Quotes in Advertising = Endorsements
- 48. Planning Template + PowerPoint Notes
- 49. Remember
- 50. Think Visually.
- 52. Live Clip Art? Animated Gif’s http://giphy.com/
- 55. Think Visually.
- 56. Graphic Facilitation : AKA • Scribe • Whiteboard Video • Sketchnotes • Doodles
- 59. Watch this video Follow this blog Read this guide Go to these Websites Graphic Facilitation: Want to Know More?
- 60. Watch TED Talks
- 61. Some TED Talks to Inspire You On Power Posing – building confidence before going in front of a group On Messaging– building a company/ story around a key message - “why” On Perspective– using the left and right side of the brain. This on might make you cry.
- 62. Any TED Talks You Recommend?
- 63. Think Visually.
- 64. Thinking Visually 4 Points Recap Educators as Advertisers 5 Rules: Foundation Rule 6: Plan, Sharpen Your Axe Stay Inspired & Excited About New 1. 2. 3. 4.
- 65. 1. See Flyer 2. Go to CNR&EBP Intranet 3. Contact Me: X88252 wlpower@seton.org Resources
- 66. Thank You / Final Questions? Go forth and educate like an advertiser
- 67. • Hump Day http://www.youtube.com/watch?v=kWBhP0EQ1lA&feature=player_detailpage • Duarte 5 Rules Video http://www.youtube.com/watch?v=hT9GGmundag&feature=player_detailpage • iSpot TV Loreal Commerical http://ispot.tv/a/7wxZ • Scott Friedman talk http://www.youtube.com/watch?feature=player_detailpage&v=BLcVAA65eQs#t=175 • Giphy http://giphy.com/ • Graphic Facilitation History http://www.youtube.com/watch?feature=player_detailpage&v=w2JuqfrsVhM#t=9 • CNR&EBP Intranet: http://intranet.seton.org/v2/nursing-research-and-evidence-based-practice/publish-present/ Image Source Hyperlinks listed in Teaching-Strategies G-Drive Folder- Presentation Skills Videos
Editor's Notes
- Not NET/ “Friend of the family” I’m not a nurse, not a teacher Education & Background in Mass Com: Ad, PR, Marketing, Journalism
- First job out of school was with a hip Austin advertising agency where I represented public relations interests for one of the large clients, Shiner Beers I’m proud to say I was recognized by the Houston Chronicle as being a breakout user of social media as a professional communication strategy, at a time when social media for business was still new.
- Then I moved back over to San Marcos when times were tough and the agency was losing clients (and thus $ for PR assistants), and began working for the one of the subsidiary industrial lighting companies in Philips Electronics. I was Wide Lite’s Marketing Assistant and Public Relations liaison for a while before we moved back to Austin, my home town.
- Moved to Austin – Seton Temp. 3 moths turned into 4 years because I could use Mass Comm skills in supporting the nursing education department RN research, help nurses put new knowledge, findings from research & EBP projects into presentatiosn for professional cofnerences Project coordinators get to “sell” big ideas to company leaders. To be successful at this I studied public speaking strategy and joined PSA.
- With all of this study, I’ve had Epiphany! We’re all mass communicators. What I mean is that all of these professions have some things in common – We’re all mass communicators. We’re people with a message we need to get through to a group of other people. We all need them to listen to us, retain what we’re saying and then act on it. People from all of these professions go about this mission in different ways. And there are ways we can all learn from one anther. I respect nurses and teachers, could never do what y’all do. Though I’d never have the stomach to start an IV or the patience to teach a class perhaps I can serve nurse educators by offering some mass communication perspective? That’s what I want to offer to you today.
- My main idea today, what you’ll hear me repeat until you’re sick of it, is that the best communicators THINK VISUALLY, and educators should too. I’ll explain what I mean through three main points then one last surge of inspiration before we close. First point: nurses should follow Duarte’s 5 Rules on Excellent Presentation Design from Duarte Design – a world class visual communication firm Second Point : nurses should build further on something mentioned in the 5 rules for great design which I’ll call Rule 6, and that is the importance/method for planning Third Point: Stay Inspired by other professions - continuing to collect visual communication strategies from the best of the best In all points, I’ll remind you about the importance of thinking visually, and we’re going to practice doing it. Let’s get started with the first point , explore how education could be great if teachers took some tips on visual communication from the advertising playbook.
- The point here is that advertisers are masters at thinking visually, and bringing stories to life that sell not only messages, but ideally products if all goes well. Familiar with Mad Men, the show? If you are this image should make sense here. It’s the logo for the show I binge watched over the summer, about advertising execs in the 1960’s and 1970’s working on Madisson Avenue, in the crazy, growing advertising industry - thus the name Mad Men. Check it out sometime. The point of the image is to symbolizes advertising as I talk about how educators can learn from advertisers. Like the Ad Men of Madisson Avenue, nurse educators of Seton Medical Center Austin (and the rest) are trying to send a message, to a targeted group of people who are already bombarded by information all the time. The message nurse educators and advertisers send must make the audience change their behavior, perspective and hopefully even their practice if it is well-delivered and well-received by the audience The difference is, advertisers have to do it among cut-throat competition with people who’ve gotten very good messaging over centuries of practice. They must outshine competitors with outstanding visual messaging that catches their target market’s attention. Advertisers have to build a brand, use visual queues to make their target audience remember who they are. They have to tell stories people won’t forget. Because they and their clients’ business depends on their ability to do so.
- Consider the Geico Geco for example You see this ad and you think “Okay, now I’m listening.” Notice it’s colorful, eye catching, with the Geico brand and a call to action? No clutter, no mess - Get the attention and get straight to the point. Buy insurance from the little british gecko and save 15% or more. Advertisers would KILL to be in educators’ shoes. I’ll tell you why.
- Because your audience came to listen to you, they want to, they trust you, you’re their unit’s appointed expert, their jobs are at stake if they don’t listen to you. An ad man would love to be able to have all of his target audience in one place – people who need car insurance and can afford Geico’s price range - eager to hear what Geico has to offer and will very likely do it because their car insurance options are limited to one- Geico. If advertisers make the kinds of entertaining campaigns we see now because they need to grab our attention, do you think we’d see as cool of ads if they knew they had our attention already? Imagine if nurse educators visually branded their lessons like advertisers do AND they had their students’ full attention? What power!? What opportunity! What are educators doing with this power?
- In my experience, from 6th grade to this year’s annual competencies, educators are in an old-school PowerPoint rut.
- I don’t know about you, but this is the type of “presentation visual” I expect to get when I attend a class.
- And this is how I tend to feel when I see another typical, text-heavy, PowerPoint with slides like the one we just saw. Yawn. Right? Does anybody else feel this way about attending classes? Do we honestly expect to see riveting presentations when we’re going ot an educational offering? Is it fair to say, “no,” or am I a pessimist?
- Imagine if Geico’s advertising agency pitched an insurance sales campaign with these old, beloved techniques. I think the piggy bank indicates savings. The guy might be holding an insurance policy. Oh, did they throw in an analogy about how buying the product would make me as happy as a camel on hump day? That’s cute. But I’m overwhelmed and turned off by this messaging. Message NOT received.
- Instead of your typical “presentation visuals”, the advertisers take us into an office building with a live camel who runs around asking everyone what day it is. When we’re so in the moment we want to see what happens next, the camel is explained and associated with feelings akin to saving 15% or more on car insurance. Then the brand - Boom. We just had a visual, experience and maybe when we see that logo again, we’ll buy from that company? Message received.
- I hope I’ve convinced you that advertising and education have common goals and different methods. I hope you agree with me that advertisers are great at telling stories that help us visualize the message they’re trying to convey. One last thing I want to point out is a research study that really drives the importance of visual communication home for me. Research shows what I think advertisers caught onto long ago. “We are incredible at remembering pictures.” When we hear/read a piece of information, three days later we’ll remember 10% of it. But, studies show that had we added a picture to those words, three days after we’ll remember 65% instead of 10% I just want that to sink in for a minute. Let’s assume nurses at Seton retain 10% of what they learn here. That’s to assume they learn from all-text sources, no images, no catchy branding. Now if that text was shaved down and images were added to support key messages like in advertising - Think about what 55% more knowledge retention could mean for Seton nursing? Fewer errors, better employees, smoother shifts, safer patients? All we have to do then, is what advertisers do already – THINK VISUALLY! Form images, stories, brands around lessons we teach to boost their impact. If you want to know more about this reasearch – See handout or come and talk to me, It was obtained from BrainRules.net, which sites the scientific study source and pulls out its key findings for the website.
- As I end on this point, I need to point out that I’m not saying educators must produce professional quality national television commercial spots. No. That’s silly. I understand that Seton nurse educators don’t have huge budgets, time and expertise that an advertising agency might, but we can apply the same principles of visual communication and use the few tools we do have to get results. My next 3 points will cover using the rules & tools you DO have to help you think visually, like an advertiser.
- Now for the second point, I want you to understand and believe in Duarte Design’s 5 rules for creating great presentations. The rules are provided by experts in marketing and professional public speaking – but remember like educators, these professionals are all trying to get a message across to their audience. So these techniques can be used in creating great CLASSES too.
- Duarte design – founded by Nancy Duarte, world-renowned expert in visual presentation. She’s researched the matter extensively, gives great talks on her theories and leads her company that designs stellar visual presentations for clients. I encourage you to check out her work and the company if you get a chance later because they’ve got some great presentations that might inspire you to think visually for your next class.
- Keep in mind, what we’re about to watch is actually a presentation made in POWERPOINT 2010, which is available at Seton. You can actually download this template to see how it was made in MS PowerPoint 2010 (warning, it’s a big file). But it is possible, and fun to dissect the presentation and see the techniques they used to move the images in a way that makes the presentation feel more like a movie.
- If you want to take on that challenge, or learn more about the technical capabilities of PowerPoint, refer to the handout that instructs you on how to download this template to your computer.
- So let’s watch and see what Duarte calls the 5 rules for creating great presentations. After, I’ll want to know what you thought of the rules, the presentation and we’ll test the visual communication theory to see if the visual queues used in this presentation help you remember Duarte’s five rules. It’s only a few minutes long, but I hope that it’s so visually stimulating it keeps your attention.
- Did anything ring true? Did you like the presentation? Can you believe this was made with PowerPoint? Wish you knew how they did it? What do you think is the most important rule? Did the visuals help convey the meaning? Yeah right! We could never do this – That’s okay! You don’t have to, just apply the principles to what you CAN do. We don’t have time to make something like this! True – For big projects, I’m here to help. For others, it’s not necessary but you can still apply the principles on a smaller scale that takes less time to construct. But we can’t use audio – That’s okay too. There are entirely different strategies for online education. This is mainly for ILTs, instructor led presentations/classes. Some principles still apply, stick to them as best as possible . Awesome, how do we do this! Download & study it, come see me, let’s look at how they did it together? Practice Practice Practice
- So what were those 5 rules again? Recall the visuals they used to convey these meanings … Crown = Audience is King Wings = Spread Meaning Quote Bubbles with Eyes = Help them See what you’re Saying Flower Pedals = Design, don’t decorate * My favorite rule, common mistake at Seton, don’t bother Stick People = Cultivate healthy relationships with audience
- So now we’ve talked about how educators can think in terms of visuals like advertisers by branding their lessons And we’ve covered 5 basic marketing/public speaking industry rules for giving great presentations that educators can apply to planning classes. We’ve practiced coming up with our own images to convey meaning so our brains should be good and warmed up, in a visual communication mind-set. The third point I’ll cover next is on how you can use planning tools and techniques from all different professions that will help you PLAN visually.
- Point three – Sharpening Your Axe. What does this mean? Why the axe? Because who are we to argue with Abraham Lincoln?
- President Lincoln wisely stated that it’s worth spending the first 4 hours of a 6 hour deadline on planning! I think of this quote by Abe Lincoln as “Whitney’s Project Coordinator Creed.” Since becoming a project coordinator and member of the Austin Chapter of the Project Management Institute, I remind myself and others of the importance of great planning with this quote, often. You’ve even got a copy you can tape up somewhere you work to remind you. Look at it the next time you’re asked to give a class and PLAN first.
- This year, I read a few GREAT books on public speaking and watched as many award-winning public speakers as I could, to plan or “Sharpen my Axe” before a big presentation to network leaders and for today’s talk. These three books– The Presentation Secrets of Steve Jobs, How to Deliver a TED Talk and Presentation Masters, are ones I highly recommend. There are such striking similarities between the techniques the professionals in these books recommend and ones I’ve learned from other mass communication pros - And since you may not have time to read them all - I’ll tell you about some useful “Axe sharpening tools” and strategies I’ve learned about that I think can help maximize your nursing education class plans.
- In advertising, they’d sharpen their axe (plan their campaign) with a storyboard plan.
- Experts on Curriculum Design like Denise, Ruth and Allison call Axe Sharpening “Lesson Planning” and Objective Setting. Who has ever filled out a TNA CNE application? You’ve done a form of a lesson plan, then.
- Professional speakers use Persuasive Speech Outlines to sharpen their axes.
- I thought it was interesting how much common advice different professionals gave and how similar their axe sharpening tools can be. I must point out one piece of advice professionals from all industries gave, to PLAN FIRST. I already said that right? No, what I mean by “plan first” this time is - Fight the urge to open PowerPoint and start typing your points onto the slides. That’s how you end up with on-screen dissertations and resentful audiences. I know it’s tempting, but as an exercise after we leave here today, remember my face, Abe’s quote and this image the next time someone asks you to make a presentation and FIGHT THE URGE to start tapping away with bullet points on PowerPoint slides. I’m not saying NOT to use PowerPoint at all, I get that it’s the tool we have available and it can be a good planning tool too. I’m just asking you to THINK VISUALLY first. Think about how you want the presentation to LOOK before you put words onto slides. Use the tool I’m going to cover next to help you do so.
- To help myself and future nurse researcher conference presenters use the best advice from many communicator perspectives, I created a document that combines elements of different mass communicators’ “axe sharpeners.” I call it the Presentation Planning Worksheet. It is a planning and brainstorming worksheet that challenges to think visually throughout the planning process. I’ve given you a blank one to use for your next talk/ class. If you like it, and want to use it later you can find it on the CNR&EBP Intranet page. Here’s how it works –
- According to the pros (ALL OF THEM) we must start with the audience. Who are they, what motivates them, why are they here? Remember when Denise/and I asked you these questions before we started? Well I pictured you a lot before this morning, too. Audience is always right in presentations (even when they’re wrong, nod your head and say “uh hu, good point” JUST LIKE the customer is always right in sales/ business. Just nod your head and make it work for them even if they’re wrong!
- In advertising/marketing (and even Web design) we’d call this creating a Persona, or imagining a typical member of the target market that we want to see this campaign. This company from the example image in particular designs personas by thinking about a typical target audience member, then draws bubbles aound what that person might look like where they then think about what questions he might have, what we’ve overheard him saying to people at the watercooler, what he’s looking for, what he wants, doesn’t want, an estimation of his word view. Now we know “Jamie” and can cater to him in our speech, advertising campaign, website, class.
- Now based on what motivates them – you can come up with your key message. Think of it as an advertising slogan. This is something the audience MUST be able to easily remember.
- Can you think of a couple of memorable advertising slogans? How about a couple of famous public speaking slogans?
- Picture yourself on the day of the big presentation. How will the audience perceive you, physically? People underestimate this planning step. Or they wait until the morning of the presentation to think about this. When is it? How much time do I have? Will someone be introducing me? Will there be room to move around? How close will I be to the audience? How many audience members will be watching? Will there be sound? Will I need to print handouts? Will someone pass them out for me or should I get there early and set them out? Professional attire? What to wear? (*Tip: Look a little better than everyone in the room) A projector? A poster stand? A microphone? Etc. Don’t come un-prepared, like this guy.
- An advertiser/marketer/ PR person would ask – “Will this be a TV commercial, a website, a store product placement, a radio interview?” They envision how it will look to the audience. Example: In a store window display from the front, this is harmless. It wasn’t meant to be seen from this angle. Think about that. How will the audience see YOU when you’re presenting your material? Get there early and set yourself up for success. Envision the audience perspective, then literally stand/sit in the seats they’ll be sitting in.
- After introductions Tell them what you’re going to tell them, Tell them, Tell them What you Told Them Introduce the key message: Then tell them the three main points you want them to remember that you’re going to tell them. By the end of today I want you to… If you remember nothing else remember … After you’ve told them, then you’ll tell them again.
- Rule of thumb stick with THREE! Why? It’s the magic number. A lot of times in advertising, there's one main point per campaign. Tack on a 4th as an “And another thing!” point Can go for 5 if there’s time but be careful Might get lucky with 7 but few are
- Now, plan what you will actually say and show them when the timer begins. Here’s how you’ll plan the ways you’ll support your points. I loved the advice from one life-long public speaker who said 1. Take a page and fold it in half 2. Write (3) points down one side 3. and then some stories, statistics, images or jokes etc. to support it on the other. You’ll notice that’s what the Presentation Planning Worksheet layout is.
- Check your source and be prepared for people to question your figures. Make sure you understand hoe people arrived at the numbers you’re showing. Infographics are a great way to ways to help people visualize stats. They can make good handouts too. To find an infographic, go to Google and type in your keyword with the term Infographic behind it. Geico says – 15% or more …
- One last technique is to use a quote. I’ve spent practially this entire presentation quoting people I admire because that’s how I learn best. When you quote someone, tell us first who said it and if you can get a picture of that person, show us what they look like
- In advertising, having a celebrity endorse your product would be the equivilent of me quoteing Mark Twain and Scott Friedman today. http://ispot.tv/a/7wxZ
- I’ve given you a blank one to use for your next talk/ class. If you like it, and want to use it later you can find it on the CNR&EBP Intranet page. I used it first, then it WITH PowerPoint to plan today’s talk After you’ve got the plan. Write yourself some notes and put in the images, stories, quotes, you want to use on the slides.
- New rule – get over how many slides there are! There can be 300 slides as long as you are making your point visually!
- We learned 5 good rules of thumb We learned techniques from the greats on presentation planning We’ve done it all by learning from the greats. I’ve been showing you how presentation/education tools translate to advertising so you could try to think in advertising terms for a change of pace. I hope it’s been helpful. Now I want to make one final point before we move onto Janet’s gaming segment. The last point is to keep on learning from great visualizers out there. See how other professions come up with their visuals. Notice when you’re at the store, in a meeting or at work how when things are explained to you with stories, pictures, jokes, quotes, you’re able to visualize the message someone wants you to remember. I’m going to show just a few more places where you can draw inspiration and content from. After today, I want you to seek these sources out, watch them, borrow from them, use them to your advantage as an educator.
- First, and this one’s new to me, check out Giphy.com Want to come up with something to signify happiness, click on the happy face? You’ll get tons of results. Let’s try another one – what do you want to find a picture for? Right click, save as, then insert the file into your powerpoint. It won’t seem animated until you go into presentation mode.
- Whiteboard Videos/ Graphic Facilitation 1 minute 41 second video on what it is exactly.
- Graphic facilitation videos – images we could use? See handout – Watch whiteboard videos and see what the artists draw when they’re trying to say things similar to like what you might need to say. For example. You might need to explain a topic that’s currently under debate. Here’s an image one artist used to show people debating. See what I mean about watching the types of imagery these artists come up with to help you re-train your brain to think visually?
- Some good websites Some GREAT videos if you actually want to learn to do this Check out these thought-leaders on the topic and the resources they provide. Draw your own – 8 steps to great graphic facilitation http://www.thersa.org/events/rsaanimate (Transition) One more source of inspiration and we’ll wrap up.
- The last thing I’d like to bring up today, that I think will really help inspire you on many topics, including presentation and education is TED TED stands for Technology, Entertainment & Design. The company sends exclusive invitations to the greatest speakers with the greatest messages across the world, to come and talk about their ideas with business leader also invitation-only present. Their slogan is Ideas worth spreading I encourage you to go watch some talks on ted.com , they’re all under 21 minutes, by great speakers. Or download the TED Talks app that sorts out some of the all-time TED Talk favorites that you can watch on your phone before bed like I’ve gotten in the habit of doing. Can learn a lot from watching these presentations about being good presenters, about being good educators. Watch how they tell a story so visually, using no pictures at all. When they do used pictures, they’re so minimal and incredibly impactful.
- A fewTED Talks I recommend are posted to the CNR&EBP Intranet page for you to access later I think these will help you be stronger presenters, presentation planners they’ll inspire you to be open minded about learning (and thus teaching)
- What I told you – to THINK VISUALLY, like advertisers and other mass communication professionals, because were all just trying to get points across after all. I told you that nurses should follow Duarte’s 5 Rules on Excellent Presentation Design from Duarte Design – a world class visual communication firm nurses should build further on something mentioned in the 5 rules for great design which I’ll call Rule 6, and that is the importance/method for planning And I hope I helped you by offering ways to stay inspired and continue learning and training your brain to think visually by exploring gif libraries, whiteboard videos and watching great TED talkers. I hope this information was helpful to you and want you to know it and I am available for you after today.
- You’ll be able to find all of the resources covered in today’s talk on the CNR&EBP Intranet. Use the directions on the flyer in front of you to find the page. You can always contact me if you need a visual communication brainstormer or graphic design tech support. I love this stuff!
- Finish –Thank you! Future talks? PP graphic design, getting images, graphic facilitation, infographics and flyers, online modules when you HAVE to use text, how to do voiceover PP, screen shots, image cropping, file size adjustments, copy/past v file/insert, image quality, types of images, coloring images, re-coloring images, Intellectual property, Copyright violations, Presenting research/EBP How to SHOW statistics/numbers Demonstrations – powerful tools Actually make a slide together – using motion paths, graphic design (from scratch) what else?