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Adventures in Digital Storytelling The My Story Project
JULY 2015
Vincent Rhodes, PhD Director, Marke-ng & Communica-ons
Eastern Virginia Medical School [email protected] • @varhodes
Join the conversa-on: #eduweb15
hEp://recode.net/2015/02/27/long-‐before-‐being-‐nerdy-‐was-‐cool-‐there-‐was-‐leonard-‐nimoy-‐rip-‐spock/
LOGOS Logic
Science Data Facts
(Cold)
hEp://applica-on.denofgeek.com/images/m/kirk/Transporter_KIrks_EVil_counterpart.jpg
PATHOS Emotion
Passion Connection
Feeling
(Warm)
Key Video Terms & Concepts
• Straight Cut/Jump Cut
• Cover Shot • B-‐Roll • Post-‐Produc:on • “Supers”/Super:tles/Titles
• “Sweetening” • Rule of Thirds
Things to Look/Listen for (James Simpson)
• Pay aBen:on to pacing of the video
• Note framing of images (Rule of Thirds)
• No:ce how music is used to build a mood and how changes in music match the story arc
Vimeo Views: 745 Youtube Views: 510 Not posted to Facebook
Source: comScore Video Metrix, December 2012
800% increase in number of online videos watched in just 6 years
The number of adult viewers of online video will double by 2016
Source: comScore Video Metrix, December 2012
Things to Look/Listen for (Tony Arnold)
• This is third-‐party endorsement (No EVMS Faculty or staff speak)
• Titles advance the story and provide support informa:on without the need for narra:on
• Story is short but offers beginning, middle and ending
Vimeo Views: 589 Youtube Views: 116 Facebook Views: 1,704 Facebook engagement: 301 likes, comments and shares
Our Cost Calculus
$$$$$$ =
$$$$$$ = +
$$$$$$ = +
$$$$$$ = +
$$$$$$ = +
50-‐60 X
Strategic Plan Launch
Same cost as
Full-‐Time Videographer (full year of work) (approx. 15 min. of video)
Equipment List
• Need to have » Video camera + Lens » High-‐quality microphone » Tripod » Computer for video edi:ng » Digital file storage
• Nice to have » Light kit » Specialty lenses (can rent these)
Recrui^ng Video Talent
• Emphasis on storytelling • Make first cut by
reviewing video samples » Well-‐composed video imagery
» Appropriate edi:ng/pacing » Consistent, high-‐quality sound
» Understanding and implementa:on of good ligh:ng prac:ces
• Allow for crea:ve assignments
• Websites for finding video pros (full-‐:me & freelance) » www.mandy.com » www.Crea:veCow.com jobs.crea:vecow.net
» www.Produc:onHub.com
3 Phases • Rough Cut » Generally no graphics, liBle audio mixing
• Fine Cut 1 & 2 » Change requests » Group these to minimize costs
• Final Cut » Revisions made » Sweetening (audio mixing & color correc-ons)
Note: Timeline for produc-on of a 2-‐3 minute video is about 3-‐4 weeks (not including shoo-ng interviews).
Giving Your Videographer
• Main fact, concept or message
• Audience for video • Who to highlight • Length of video • Style of video • How this will be used
• Plajorm for use
Some Guidance
If a picture is worth a
thousand words, imagine the impact of 24
frames per second for 60 seconds
Why Incorporate Video?
Things to Look/Listen for (Rona Brown)
• No:ce her facial expressions and vocal tone/inflec:on
• No:ce the fast cuts and sound effects (leather jacket segment)
• Get off campus or out of the house when possible for B-‐roll (motorcycle segment)
Vimeo Views: 373 Youtube Views: 324 Facebook Views: 303 Facebook engagement: 17 likes, comments and shares
Things to Look/Listen for (Molly Smith)
• Providing opportunity for alum to discuss importance of giving back
• No:ce use of B-‐roll from a variety of other stories or video shoots
• Pay aBen:on to the fast pacing of the B-‐roll cover shots
Vimeo Views: 23 Youtube Views: 129 Not posted to Facebook
Other considera^ons
• Resolu:on for logos & images » HD requires high DPI
• Online streaming • Video file format » .mov for Mac » .wmv for PC
• Aspect ra:o » High defini:on (16:9) » Standard defi:nion (4:3)
More than half of online adults watch comedy/humor and how-‐to videos online The % of online adults who watch each type of video, by year
Source: 2013 figure is from Pew Research Center’s Internet & American Life Project Omnibus Survey, July 25-‐28, 2013. All other figures are from Pew Internet Tracking Surveys.
2007 2009 2013
• More than 1 billion unique users visit YouTube each month
• Over 6 billion hours of video are watched each month on YouTube — that's almost an hour for every person on Earth
• 100 hours of video are uploaded to YouTube every minute
• 80% of YouTube traffic comes from outside the US
• According to Nielsen, YouTube reaches more US adults ages 18-‐34 than any cable network
Source: hEp://www.youtube.com/yt/press/sta-s-cs.html
• Microformat video is gaining popularity
• Consider how to use the format to your benefit
• Instagram: 15 seconds (looping) • Vine: 6 seconds (looping)
• Range of analy:cs tools • Used oqen as a search engine
• New video auto-‐play func:on • Video a priority for Facebook
Metrics to Consider
• Watch :me • Audience reten:on • Loads • Plays/Views
• Loads and Plays metrics are easy to collect but not always meaningful. » Like coun-ng press releases.
• Engagement / Conversion rate » Shares » Likes » Ra:ngs » Channel subscrip:on
• Difficult to measure » If I don’t share does it mean I hated it???
Microsite Metrics
• Annual Page Views » Sept. 2012-‐June 30, 2013: 12,500 » July 1, 2013-‐June 30, 2014: 33,938 » July 1, 2014-‐June 30, 2015: 49,597
• Annual Unique Views » Sept. 2012-‐June 30, 2013: 10,407 » July 1, 2013-‐June 30, 2014: 22,407 » July 1, 2014-‐June 30, 2015: 23,194
Video Metrics
• Video Views » 2013: 4,575 » 2014: 23,284 » 2015: 58,792
• Video Engagement » Finding more engagement via Facebook posts than in other social media (YouTube, Vimeo, etc.)
» Only finding a handful of comments on microsite
Conclusions (Microsite) • Microsite was a decent choice at the :me • Has not performed as well as we hoped over the long term » Less engagement than hoped
• Few comments or likes • Only one story submiBed
» Few click-‐throughs to addi:onal informa:on • Doctor/prac:ce informa:on • Addi:onal videos of procedure informa:on
• Currently re-‐evalua:ng con:nued use of microsite
Conclusions (Digital Storytelling)
• Digital storytelling/online video is an IMPORTANT TOOL for our efforts
• Facebook has breathed new life into exis:ng videos and increased engagement with content
• Videos have garnered significant views • Used in a variety of channels » Speeches/Town Hall Mee:ngs » Bonus online content for magazine » Main website
Things to Look/Listen for (The Thompsons)
• Pay aBen:on to the music as a mood builder
• No:ce the use of extreme close-‐up shots (covering for lack of historical footage)
• No:ce the verbal silences
Vimeo Views: 1,682 Youtube Views: 1,984 Not posted to Facebook
QUESTIONS? Join the conversa-on: #eduweb15
Speaker survey: www.eduwebspeakersurvey.com
(mobile, tablet or laptop)
Vincent Rhodes, PhD Director, Marke-ng & Communica-ons
Eastern Virginia Medical School [email protected] • @varhodes
Adventures in Digital Storytelling The My Story Project
JULY 2015
Join the conversa-on: #eduweb15
Speaker survey: www.eduwebspeakersurvey.com
(mobile, tablet or laptop)