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The most important word on the Internet is not ‘search’; the most important word on the Internet is ‘share’.
- Hugh McLeod of gapingvoid.com
GIVE ME SOMETHING TO TALK ABOUT, TALK ABBBOUTT
a centerpiece to spark conversation and attract community
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
WHAT LIES INSIDE
Informational content embedded in the narrative structure;
OR, IN LESS DRY TERMS
KNOWLEDGE woven into something PROFOUND BUT SIMPLE
EL PROBLEMO
Must be manageable, no matter how monstrous
Solvable in the length of your video (or an aspect of it, at least)
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
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
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
PETER WUZ HERE
Create opportunities for ‘behavioral residue’ – evidence that someone has interacted and absorbed your message
Likes, Comments
“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
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.