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A talk given to Reed Business Information in January 2012. The bulk of the useful content is in the speaker notes - do take a look in here for in-depth explanation.
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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?
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