Clinical and TranslationalScience Institute / CTSIat the University of California, San Francisco

“A picture is worth a thousand words”Engaging More Researchers and Partners Through Video

Katja Reuter*, Neil McBean1, John Daigre, Maninder Kahlon

(*) Presenter: Manager, Online Communications, CTSI, UCSF(1) Head of Production, RivalSchools

Why video... when there are cheaper ways

to get the word out?

It’s about Options: Providing a counterbalance to text-focused communication tools and diverse entrance points for audiences.

Taping into Emotions: Full Multi-Dimensional Format

Trust Factor: Building user confidence and increasing conversion - whether video is watched or not. (Treepodia, http://www.reelseo.com/videos-sell-

products-watch/#ixzz1BdhSAGOe)

Effective Way to a First-Page Ranking: Video stands about a 50 times better chance of appearing on the first Google results page than text page. (Forrester, http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-

way.html)

Our Goals

We wanted to highlight...

1. Who we are, what we do, why we do it, and

how we do it.

2. The value and quality of the CTSI services.

3. Increase the number of CTSI services users.

The temptation of saying it all to all...

We needed to manage a plethora of messages...What is most important?

PublicCTSI Services Users

Industry & Community Partners

UCSF & Affiliates CTSA, NCRR, NIH

...and, who is most important?

Animation Live video

InfographicsVoiceoverInterviews

Developing a ConceptLooking at Options....

We decided to use animation Here is why...

• Easy to learn from: People absorb information in different ways.  

Animation allows us to combine text, graphics, sound, and motion.

• Quick information delivery.

• Flexibility: Messages can be changed.

• Everything in an animation is designed, so it can all be relevant.

Some impressions...

Created by RivalSchools

Lesson Learned

The approach was to limited. It failed to address multiple audiences and messages.

We were looking for an animated approach that allowed for more flexibility.

Infographics provided the solution

• Flexible format and easily expandable • Allows to present complex information quickly and clearly

• Allows to include multiple messages • Allows to address multiple audiences

• Less production efforts

Let’s look at some examples...

Google Gmail Priority Inbox, http://www.youtube.com/watch?v=P9cPF6mPamQ

Animation developed to showcase project management software developed by the GIS team at Power Engineers. http://vimeo.com/channels/datavisualization#19252451

11

Where we’re at with our video project

Some impressions...

1. Explaining what CTSI is and does2. Developing iconic images and key messages...

http://vimeo.com/album/1534788

11

Created by RivalSchools

11

Created by RivalSchools

11

Created by RivalSchools

11

Providing examples to foster understanding of what CTSI is and does...

http://vimeo.com/album/1534788

11

Created by RivalSchools

11

Created by RivalSchools

11

Created by RivalSchools

http://vimeo.com/album/1534788

We’d like to hear your thoughts....

Leadership InterviewsUser Testimonials

CTSI IntroductionServices Overview

Using Different Types of Videos to Achieve our Goals

Ida Yuan solved her research problem with the help of Consultation Services.

15

Takeaway

Be clear about your key messages and audiences

Fragmented messaging: Avoid trying to be relevant to many audiences with

one video

Get the right expertise/collaboration partners to choose the best approach to

match your goals

Define metrics for success to provide focus for the project

15

Present video where it matches content: Average drop-off for online video is

20% in the first 10 seconds.

Be brief: Drop off continues on most videos, reaching 45% by one minute.

Create video templates to allow for frequent updates

Optimize video for Google Search

Create a video library on your site, so Google knows where to find your video

content.

We also Learned ...