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Lezioni Video Online. Parte 4/5. Dal video virale al progetto virale

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Argomenti: viral video, dal vecchio spot al video senza un brand come protagonista. Branded content, ricetta virale, le teorie di Kevin Allocca, Grobe e Voltz, eBuzzing.
>>> Seconda parte della seconda lezione del corso di "Video Design" nel Master in "Digital Media Management" presso lo IED - Istituto Europeo di Design di Milano. Marzo 2013.

Published in: Technology
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Lezioni Video Online. Parte 4/5. Dal video virale al progetto virale

  1. 1. MODULO: VIDEO DESIGNLesson 2 – 13/03/13 – SECONDA PARTEA cura di Alessio Garbinwww.alessiogarbin.com
  2. 2. - Informazione- Video istituzionali- ADV- Branded content- Video entertainment (corto-medio-lungometraggi, forme di intrattenimentovideo fino a se stesso)La scelta di un videoin base allobiettivoTIPOLOGIE DI VIDEO- Video musicali- Eventi (pre-post- LIVE durante)- Showreel- How to, DIY, Tutorial- Video di interesse culturale escientifico- FormazioneMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  3. 3. - Video istituzionali- ADV- Branded contentCome esprimere il brand?TIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  4. 4. TIPOLOGIE DI VIDEOMa ci sono deinemici implacabili.Come esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  5. 5. TIPOLOGIE DI VIDEOLaffollamento!Come esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  6. 6. TIPOLOGIE DI VIDEOIl poco tempo.Tipico del nostro tenore di vita.Come esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  7. 7. Quindi la noia.TIPOLOGIE DI VIDEOCome esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  8. 8. - Informazione- Video istituzionali- ADV- Branded content- Video entertainment (corto-medio-lungometraggi, forme di intrattenimentovideo fino a se stesso)TIPOLOGIE DI VIDEO- Video musicali- Eventi (pre-post- LIVE durante)- Showreel- How to, DIY, Tutorial- Video di interesse culturale escientifico- FormazioneCome esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  9. 9. Branded contentIbridazione di generee contenuti...TIPOLOGIE DI VIDEOCome esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  10. 10. Branded content… allo scopo di dare semprequalcosa a chi guarda.TIPOLOGIE DI VIDEOCome esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  11. 11. Se il video non ha valore aggiunto perchi lo fruisce per quale ragione nondovrebbe ignorarlo?Ne ha la possibilità senza fatica. Anziper vedere un contenuto branded avolte deve compire unazione (il click).TIPOLOGIE DI VIDEOCome esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  12. 12. Se il video non ha CONTENUTOappealing, lutente dovrebbe essere“costretto” a vederlo oppure invogliato daaltre motivazioni, ma non dal solo video.TIPOLOGIE DI VIDEOCome esprimere il brand?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  13. 13. Non esiste una ricetta stabilitaper creare un video, men chemeno un video virale.MODULO: VIDEO DESIGNLesson 2 – 20/03/13Quindi?TIPOLOGIE DI VIDEO
  14. 14. Taste makersCommunities of participationUnexpectednessMODULO: VIDEO DESIGNLesson 2 – 20/03/13Le teorie di Kevin AlloccaYouTubes trends managerTIPOLOGIE DI VIDEO
  15. 15. Be trueDont waste my timeBe unforgettableIt all about humanityLe teorie di Fritz Grobe e Stephen VoltzI fondatori di EepyBirdTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  16. 16. Be trueNon imbrogliare.Mostra persone reali che hannoreazioni reali a sollecitazioni vere.Le teorie di Fritz Grobe e Stephen VoltzI fondatori di EepyBirdTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  17. 17. Dont waste my timeNon cè tempo da perdere. Vai dritto al punto.Anche la storia può essere una perdita di tempo.Le teorie di Fritz Grobe e Stephen VoltzI fondatori di EepyBirdTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  18. 18. Be unforgettableSorpresa. Cose mai viste.Trova un “hook”, fai qualcosa di diverso,spingiti oltre il già provato. Diventa un espertodella tua idea e scopri cosa hanno già fatto altri.E superali.Le teorie di Fritz Grobe e Stephen VoltzI fondatori di EepyBirdTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  19. 19. It all about humanityLemozione è contagiosa.Voglio vederla per creare una connessione,provarla e condividerla. Il vero VIRALcrea sempre una connessione tra le persone.Le teorie di Fritz Grobe e Stephen VoltzI fondatori di EepyBirdTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  20. 20. 1) Story matter most2) First five seconds3) Emotional rollercoaster4) Tastemakers5) Surprise, dont shock6) Hours critical mass7) Size doesnt matterLe sette regole dorodi EbuzzingTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13http://www.slideshare.net/Ebuzzing_UK/ebuzzings-7-golden-rules-for-the-ultimate-social-video-campaign
  21. 21. 1) Story matter mostProdotto e brand passano in secondo pianorispetto ai contenuti del video.2) First five secondsLutente decide se rimanere.Garantire sempre il livello di stickiness.Le sette regole dorodi EbuzzingTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  22. 22. 3) Emotional rollercoasterSistema What is / what could be4) TastemakersDa coinvolgere nel lancio.Il tramonto del testimonial classico.5) Surprise, dont shockLe sette regole dorodi EbuzzingTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  23. 23. 6) Hours critical massLe prime 48 ore sono fondamentali7) Size doesnt matterVisualizzazioni VS shareLe sette regole dorodi EbuzzingTIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  24. 24. EmozioniUn video che non riesce a trasmettereemozioni non potrà mai essere un virale.Un esempio di possibile virale infatti...“guidare come un pazzo a fari spenti nella notteper vedere se poi e tanto difficile morire”La mia opinione.Cosa deve sempre esserci in un virale...TIPOLOGIE DI VIDEOMODULO: VIDEO DESIGNLesson 3 – 27/03/13
  25. 25. Conclusioni sul video viraleLimportanza della distribuzione videoLe piattaforme videoONLINE e MOBILEPROGETTO VIRALEMODULO: VIDEO DESIGNLesson 2 – 20/03/13La prossima lezione
  26. 26. ARIGATOUGOZAIMASUMODULO: VIDEO DESIGNLesson 2 – 20/03/13Domande eapprofondimentialessiogarbin@gmail.com

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