Storytelling Video Presentation - John Frazzini
Post on 10-Jul-2015
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© 2014 VMware Inc. All rights reserved.
Creating Compelling Stories with Videos
John Frazzini
Senior Manager, Technical Communications
Overview
• Why video?
• Differentiating your content
• Inspiring the team to create content
• Style and voice
• Reviewing content for watchability
• Market your content internally and externally
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Why video?
Why video?
• Different learning models, different information needs
• Changing user expectations
• Video medium is better at illustrating some concepts/procedures
• Widens audience
• Cross-promotion of your content
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Differentiating your content
Differentiating your content
• Find your value proposition
– Short, instructional material
– “How-to” procedures
• Select content based on your criteria
– Concept/procedure pairs
– Topics that are difficult to describe in words but easy to describe graphically
– Processes that occur over time
– Popular topics
• Make sure content conforms to your criteria… avoid multi-purpose videos (marketing, support, instructional, etc.)
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Inspiring the team to create content
Inspiring the team to create content
• Create a separate video team, or use existing writers to create content?
– Writers have the necessary technical knowledge and storytelling skills, use them!
• Launch a pilot project with a small team to create videos, then use that team as evangalists for the rest of the writers
• “Pitch sessions” to get video script ideas reviewed by team
• Use video metrics (number of views, drop off times) to motivate teams and show them their content matters
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Style and voice
Style and voice
• Scripted vs. unscripted
• Talking head vs. voiceover
– http://rene.kizilcec.com/wp-content/uploads/2014/01/final_version2.pdf
– Stanford study: viewers prefer to watch videos with an actual person speaking, but ability to retain and use knowledge in video is not increased by presence of a speaker
• Graphics and animations
• Intro and exit “bumpers”
• Recruit onscreen (or offscreen) “talent” and develop their skills to present the material
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Reviewing content for watchability
Reviewing content for watchability
• Have script review sessions before video production
– Read script aloud in front of others to ensure the script sounds natural
– Encourage live, interactive feedback during review meeting to improve script quality
– Ask questions like “what more would a user want to learn here” or “how can we make this section more visually interesting”
• Review board for final video approval (like the MPAA)
– Watch video for copyright problems (using other company’s screenshot’s for example)
– Review for watchability, presenter pronounciation problems, general story flow
– Approve before publishing to your video hosting system
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Market your content internally and externally
Market your content internally and externally
• Cross-promote your content
– Tag line or links in video directing users to more info in your docs
– Link from your documents to video
– Use social media (twitter, blogs, etc.) to draw users to your content
• Create a promotional video for internal audiences
• Find a forum to announce your new videos internally
• Advertise your accomplishments within the company
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Photo Credits
• “Cameraman and The Black Hole – Zoom Shot”, Juno Lee
• “Pero no daban sol para hoy?” Carlos Galeano
• “Pure Inspiration” U.S. Marine Corps photo by Lance Cpl. David Bessey
• “Push the music” Rosa Buono
• “Bored” Steve Koukoulas
• “Performer Magazine photo shoot – May 22, 2007” Pat Piasecki
CONFIDENTIAL17
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