Dull Data?How to create an engaging

online video experience.

Technologist, Presenter and Writer@davidmcclelland

David McClelland

20 January 2012

Challenging Content• Data rich• Specialist Material• Potentially Dry Subject Matter

Presentation about Presentation?

Presentation 2.0

Subjectivity

1. Different types of content2. Different delivery media3. Different audiences

Feel Free•Disagree •Agree

•Elaborate •Share

•Comment

Knowing Me, Knowing You• Knowing your content• Knowing your audience• Knowing your medium• Production• Distribution and Analytics• Q&A

Why me?• David McClelland MBCS• STEM Ambassador• Technologist

• Talk• Write• Do

Data is BORING - MeInformation is BEAUTIFUL - David McCandless

Knowledge is POWER - Sir Francis Bacon

Data > Decisions• Represents the facts• Easily digestible• Clearly presents key messages• Focuses on decision points or follow-up

actions

Reflection• What is your source data?• What unique value-add analysis and

intelligence you can apply to it? • What do you want your audience to do with

that knowledge you've shared with them?

Understand your Audience

Mike Smith32, Estate Agent, Croydon, daily commute to

central London, reads articles and watches video on his iPhone, amateur astronomer

Personas• Real people, give them names• Understand their journey through your

content• International• Accessible• Appetite

• Video Case StudySelling is Hard Work by Infoteam Consultinghttp://www.youtube.com/watch?v=PtJBVhkL1Eg&feature=related

Understand your Medium

Understand your Medium

Medium Questions

• How is your content likely to be consumed?• Upon which devices?• What are the corresponding challenges?

Medium Challenges• Attention• Engaging Content!

• Clarity• Good script, sparse text, larger fonts

• Online/Offline• Subscription e.g., video podcast

Production – Chaptering ContentBoone Oakley Homepagehttp://www.youtube.com/watch?v=Elo7WeIydh8

Production – Tone of Voice• Exit Ego• Conversation, not a lecture• Jargon• Ha Ha Humour?

Production – Case StudySalman Khan - TED talk opening montagehttp://www.youtube.com/watch?feature=player_embedded&v=gM95HHI4gLk

Production – Case StudyNew Scientist - Faster-than-light Neutrinoshttp://www.newscientist.com/video/1381152168001-faster-than-light-neutrinos-experiment.html

Production – Case StudyGoogle 100 ‘How To’Video Tips

Production - Video ExampleeMedia Video

Production – Video ExampleFleet Forecast Promo

Production – Tickers and Tables• Sky Sports News • http://www.youtube.com/watch?v=tClbJHb-W

Ok

Production – Too Much?CNBC Closing Bellhttp://www.youtube.com/watch?v=TH1YEP3UzFU

Production – Focused/Too Little?IT Video White Paper

Production - Talent• Understands Material• Understands Technique• Both?• Vocal tone and look

Production - ScriptingEveryone loves a story

1.Hook2.Line3.Sign post

Production - Location

• Plain Background• On Location• Virtual Environment

Production - Music• Energy• Create a mood• Sets tone before a word is spoken • Action a Change of tone• Emotional engagement:– "music reaches parts that words alone do not"

Case Study – BBC Election Coverage

BBC Election 2010 Coverage - Opening titles and exit pollhttp://www.youtube.com/watch?v=hr2mojjmG1M&feature=related

Distribution and Analysis• Cool video! But how will your audience find it?

Tracking Tools

Analytics – What’s the Point?• Was the video a ‘success’?• Iterative process: • Analyse• Improve/refine • Repeat

And Finally…• A picture is worth 1,000 words. How much is

a video worth?

• "A minute of video is worth 1.8 million words" Dr. James McQuivey of Forrester Research (Forrester, January 2009)

Thank You

Any questions?