The most important word on the
Internet is not ‘search’; the
most important word on the
Internet is ‘share’.
- Hugh McLeod...
GIVE ME SOMETHING TO TALK
ABOUT, TALK ABBBOUTT
a centerpiece to spark conversation and
attract community
ENGINEERING THE STORY
Craft your message carefully. Give it the best
chance for success.
BASIC ANATOMY
Three major stages of storytelling:
1. The Setup - inciting incident
2. The Crisis - problem and escalation
...
WHAT LIES INSIDE
 Informational content embedded in the narrative
structure;
OR, IN LESS DRY TERMS
KNOWLEDGE woven into s...
EL PROBLEMO
 Must be manageable, no matter how monstrous
 Solvable in the length of your video (or an aspect of it, at
l...
EMOTION SHAPES THE TRANSMISSION
OF AN IDEA
GO FOR HIGH AROUSAL (if you dare)
 Be daring, most people aren‟t
 If you have to lay out the facts, FINE, but don‟t do i...
EVOKE AWE (if you can)
 “Awe is the sense of wonder and amazement that occurs
when someone is inspired by great knowledge...
Highlight the practical value of what
you do
 People want to be of service to their community (local to
global), but they...
PETER WUZ HERE
 Create opportunities for „behavioral residue‟ – evidence
that someone has interacted and absorbed your
me...
THE TWO Vs of VISUAL DESIGN
 Vivid and Visceral
The Girl Effect
Meathead
THE TAKE-AWAY
PUNCH – LINE: it serves as a memory tag, a trigger…….
“TICKING”
 Strive to create a sense of urgency
 Be VERY conscious of tempo – a piece moving at a light
and breezy pace d...
YOUR VIDEO IS ONLY AS GOOD AS
YOUR STRATEGY
 PLAN!
 Identify the influencers
 Know the networks you will be distributin...
NetSquared and Pull Focus Films - Elements of a Great Campaign Video
NetSquared and Pull Focus Films - Elements of a Great Campaign Video
NetSquared and Pull Focus Films - Elements of a Great Campaign Video
NetSquared and Pull Focus Films - Elements of a Great Campaign Video
NetSquared and Pull Focus Films - Elements of a Great Campaign Video
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NetSquared and Pull Focus Films - Elements of a Great Campaign Video

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Pull Focus Films slidedeck made up the second half of their presentation on elements of great campaign films: make it sharable, tell the complex problem as a simple solution in a story, don't be boring, and more!

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  • Weighthe information and construct the story accordingly.
  • Other emotions: happiness, excitement, humour, disgusted, anxious
  • NetSquared and Pull Focus Films - Elements of a Great Campaign Video

    1. 1. The most important word on the Internet is not ‘search’; the most important word on the Internet is ‘share’. - Hugh McLeod of gapingvoid.com
    2. 2. GIVE ME SOMETHING TO TALK ABOUT, TALK ABBBOUTT a centerpiece to spark conversation and attract community
    3. 3. ENGINEERING THE STORY Craft your message carefully. Give it the best chance for success.
    4. 4. BASIC ANATOMY Three major stages of storytelling: 1. The Setup - inciting incident 2. The Crisis - problem and escalation 3. The Resolution – highlights solution and leads to viewer satisfaction
    5. 5. WHAT LIES INSIDE  Informational content embedded in the narrative structure; OR, IN LESS DRY TERMS KNOWLEDGE woven into something PROFOUND BUT SIMPLE
    6. 6. EL PROBLEMO  Must be manageable, no matter how monstrous  Solvable in the length of your video (or an aspect of it, at least)
    7. 7. EMOTION SHAPES THE TRANSMISSION OF AN IDEA
    8. 8. GO FOR HIGH AROUSAL (if you dare)  Be daring, most people aren‟t  If you have to lay out the facts, FINE, but don‟t do it at the expense of feelings
    9. 9. EVOKE AWE (if you can)  “Awe is the sense of wonder and amazement that occurs when someone is inspired by great knowledge, beauty, sublimity, or might. It‟s the experience of confronting something greater than yourself. Awe expands one‟s frame of reference and drives self-transcendence. It encompasses admiration and inspiration….” -Contagious by Jonah Berger
    10. 10. Highlight the practical value of what you do  People want to be of service to their community (local to global), but they need to be given measured steps  Communicate to your audience the impact of their contribution, whether it be a donation, Facebook Like or share
    11. 11. PETER WUZ HERE  Create opportunities for „behavioral residue‟ – evidence that someone has interacted and absorbed your message  Likes, Comments
    12. 12. THE TWO Vs of VISUAL DESIGN  Vivid and Visceral
    13. 13. The Girl Effect
    14. 14. Meathead
    15. 15. THE TAKE-AWAY
    16. 16. PUNCH – LINE: it serves as a memory tag, a trigger…….
    17. 17. “TICKING”  Strive to create a sense of urgency  Be VERY conscious of tempo – a piece moving at a light and breezy pace does not inspire action  Don‟t give the audience time nor energy to question. This is your time to state your case  Don‟t waste your punch-line
    18. 18. YOUR VIDEO IS ONLY AS GOOD AS YOUR STRATEGY  PLAN!  Identify the influencers  Know the networks you will be distributing your message beforehand  Time your release when the moment is right – when emotions are HIGH and when your video is relevant.  Encourage interactivity – likes or annotations (or something more transmedia-ish linking to games, contests, etc  And don‟t be afraid to experiment. It might be a while before you hit it right.

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