Nahcr 2013 kasey speech

transcript

Good AfternoonEveryone!

Show Me!Don’t Tell Me!

Kasey SixtVice President

Wednesday, July 24, 13

Good AfternoonEveryone!

VIDEO is a tool that fully engages our senses and allows us to retain and emotionally connect with 85% of the informationthat is being communicated.

Visual Communication can help tell your story and deliver informationmore effectively.

Video can showcase your personality.

Empathy

Every organization has a story to show and tell...

Video is a must have communication tool in 2013.

Four takeaways from today’s session

1. Attention span of your demographic is getting shorter

2. Understand that video and visual content in all forms is an effective way to provide a window into your world and emotionally connect

3. Great sound bites are cultivated

4. The corporate recruiting video is reinventing itself

In a minute:

• More video - 72 hours of video was added to YouTube• Apps for everything - 47,000 apps are downloaded

In a month:

• More visual sharing - 120 billion pieces of visual data was added to Facebook• comScore captures 1.4 trillion digital interactions

In a year:• Pinterest has grown by over 1000%• Google+ has only grown by 80% (...it just became more visual)

In the future:• Mobile usage will exceed the growth of usage on a PC• Visual storytelling will keep growing because it is a universal language• Wearable technology (Google Glass)

Current Trends

Source: comScore

Let’s start off today’s session...

? ? ? ?

Does the basic formulaic recruiting video still work or do WE need more?

178 million U.S. internet users watched nearly 33

billion online content videos.

The duration of theaverage online video

was 5.6 minutes.

^_^>_<

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-(*_*)

Source: comScore’s February 2013 U.S. Online Video Ranking

2013 Stats

It is an app world and

the web just lives

in it.

Seemail TouchRetouch

ShakeitPhotoHipstamaticInstagram

Snapchat

Overgram

THE BAR OF EXPECTATIONS

BAR OF EXPECTATIONS

A story with visuals can help you retain facts.

70% of the social content being shared is visual.

Video areshared 12x more

I add a text overlay to my

photos

65% of us are visual learners

Source: NewMedia TrendWatch

Visual Bandwagon

80% of the brain is dedicated to visual processing.

Research at 3M concluded that

we process

visuals

60,000 times faster than text

Video means body language, gestures and it can easily be shared

Static Me text & photo

vs Live Me vs Video Me

Source: Nielson and US Digital Consumers Report

1. Cast the right people

2. Capture the essence of the personality

3. Cultivate sound bites and tell a story

4. Edit the sound bites to transport the viewer into a new world through the interviewee’s point of view and their experiences

5. A great sound bite makes you feel you know the person or would like to know the person being interviewed

On Camera Interviews

The Cultivated Sound Bite

A close up shows emotion

Communicating with Generation C...

The shift to an imagesphere is related to the overall shift to mobile.

Generation C make up 23 % of the U.S. population, yet they represent an outsized portion of individuals watching online video (27%), visiting social sites (27%), owning tablets (33%) and using smartphones (39%)

Source: Nielson and US Digital Consumers Report

Mostly 18-to-34 year olds

Responsive Design for Mobile LifestyleEasy “One-click”

Employee profile highlightsRelated jobopportunities

Mobile View

Responsive Design for Mobile LifestyleEasy “One-click”

Employee profile highlightsRelated jobopportunities

Mobile View

We’re living in a world of micro-influences.

The Center of the SOCIAL WEB...

Channel

The Center of the SOCIAL WEB...

The battle for our attention is across many screens and many surfaces.

The Personal Portable Web

The battle for our attention is across many screens and many surfaces.

The Personal Portable Web

In 2012

Source: Ooyala

mobile video viewing grew 110%.

Mobile video hours account for about 8% of all time spent viewing online video.

Great sound bites are your social currency

Each month billion of videos are shared

• Recruitment Videos• Job Previews• Video Interviewing• Training Videos (On-Demand)

• Video Profiles/Testimonials • Humorous Parodies• Day-In-The-Life Video Series• Orientation/Onboarding• Reenactments • Webisodes• Video Whitepapers• Annual Reports • IPO Prospectus Roadshow

Possibilities are endless...

Improve The User ExperienceCareer sites should be personalized, socialized and

feature video throughout the user experience

Cast the right people to tell your story!

What are you trying to accomplish?

Meet The Team - Cast Characters

Recruitment Video - One Question/Many Answers

Learning from others...

High Tech

Banking/Finance

Bio-Tech

Big Pharma

Hospitality

Retail Non-Profit

The Professionals versus User-GeneratedA comScore study found that the best method is to combine both.

Source: comScore - March 2012

Inspired by Dr. Seuss

Your Dream Job

Your #dreamjob - 48,675 hits

Twitter’s Video

At Twitter, The Future is You! - 1,004,476 hits

Source: TED

A Day in the Life

Job PreviewWednesday, July 24, 13

Your Video Can Target Specific Demographics

User-Generated ContentMake your next flash mob meaningful

• Add annotations

• Showcase information nuggets

• Company trivia

• Feature juicy tidbits of info

Source: Inspired by VH1 Pop Up Videos

The Dueling Interns Greg Justice - The World’s Most Interesting Intern

Provides prospective students an array of facts & figures with a hip-hop twist ! ! ! ! ! !

Remember Our Name - 121,363 hits

! The video and the music are performed by an all-male group - Midnight Ramblers

UNIVERSITY OF ROCHESTER

The Social Video Experience

• LinkedIn’s Career Page is brought to life through video• Facebook Timeline has become even more visual• You must tell your story as an employer visually• Don’t be a one trick pony

The Socal Platforms are Visual Content Channels

Customize News FeedExperience

Technology puts visual story telling tools in our pockets and our purses.

Equals

The list is growing...• Instagram • Vine• Viddy • SocialCam• Klip • Color• Mobli• Looplr• Tout • Veetle• MyVidster

Cameras

It Empowers Your Storytellers.

EmployeesApplicants

Bring to life your Facebook Timeline

The Ultimate Distribution Channel

‘“Many things were once very text-based and very popular,“But instead of being time-based”

— like Facebook or Twitter’s ever-flowing activity streams — “we made it visual.”Ben Silbermann

Empower Your Brand Ambassadors.

EmployeesApplicants

A Video Initiative Can Humanize an Organization

Video Interviewing

The candidate can share, connect, and navigate to relevant content just a click away.

Next Generation Video Strategy

The candidate can share, connect, and navigate to relevant content just a click away.

Next Generation Video Strategy

Posting Templates Storylines:

• Pssst...news about events• TGIM• C-Suite Banter • Life/Work Balance

Postisode 2012 in Review™

The “Year In Review” has a strong theme and tells a story across the social web through compelling and visual status updatesthat have been cross pollinated among the platforms to expand and amplify a theme.

The Parody (Cloner)

• Integrate videos into your user’s website experience

• A strong video initiative is a must across the social channels

• Mix of UGC and professional video content

• Give your viewer control/enhance their experience

• Call to action

• Enable sharing

• Optimize for search

• Brand pulsing

Best and Next Practices

• Pay attention to your audio

• Check out your archives for footage that can be used and repurposed

• Archive all video footage for the possibility of use in another project

• Repurpose and repackage for redeployment

• Get employee release forms signed during on-boarding

• Legal and affordable soundtracks are available

Six Reel Tips From CKR

Thank You kasey.sixt@ckrinteractive.com

linkedin/in/kaseysixt

facebook.com/CKRInteractive

twitter.com/CKR_interactive