41
CREATING A PROCESS FOR CAPTURING POWERFUL VIDEOS Michael Schmidt VP of Communications & Digital Media @_mikeschmidt
CREATING A PROCESS FOR CAPTURING POWERFUL VIDEOS
Michael Schmidt VP of Communications & Digital Media
@_mikeschmidt
•How to connect viewers to your mission, products or services through videos
•The 4 types of videos any organization can use
•How to make video an integral part of your content marketing
• Step-by-step: How to produce videos with minimal staff and budget
•How to get customers to tell your story for you
• Storytelling that becomes a pillar of your corporate culture
P L A N N I N G F O R A M A Z I N G V I D E O S
T H E T H A N K Y O U P R O J E C T
KelliesThankYouProject.com
W H Y S T O RY V I D E O S ?
• “You do good work. But the work doesn’t always speak for itself.” - Andy Goodman - The Goodman Center
• The best marketing communicates how something changes consumer’s lives …and changes the viewer’s mind in the process
• Story-based marketing endears the viewer to the company in a unique way
W H Y S T O RY V I D E O S ?
We are changing lives. Curing Cancer. Healing Heart Defects.
Treating Traumatic Injuries.
People need to know.
W H Y S T O RY V I D E O S F O R A H O S P I TA L ?
• Tell our success stories in a dynamic, captivating and contagious way
• Immerse viewers in the patient “experience” we deliver
• Reach more people with our stories and brand promise
• Create a positive brand experience for the general public
• Celebrate those we serve, NOT ourselves
• Create advocates that use story on our behalf
W H Y S T O RY V I D E O S ?
Saroo Brierley: Homeward Bound Real Beauty Sketches
W H Y S T O RY V I D E O S ?
Kevin Richardson: Walking with Lions
We asked parents and families what they needed from the hospital:
•“Show me what it’s like for my child to have surgery or go through
treatment”
•“Show me another family that has been through this same thing,
with a positive outcome.”
(“Show me the experience I can expect”)
W H AT O U R PAT I E N T S N E E D
• As a hospital, we deliver experiences.
• By immersing viewers into that experience they learn more about
us than billboards and commercials can convey.
• It’s genuine and real.
• It’s relatable and provokes memories of similar experiences.
S H O W C A S I N G T H E E X P E R I E N C E
W H AT O U R PAT I E N T S N E E D
Inspira(onalStories
Support&Engagement
BeforeDiagnosis
DuringTreatment
AfterTreatment
BasicOverviewofHospitalPrograms
DetailedInformationAboutTreatmentNothing
What they need from the Hospital
T Y P E S O F V I D E O S W E C R E AT E
Stories Story Vignettes Service
Overview
Stories – warm, personal videos, documenting details of someone’s experience. • Relevant, meaningful to anyone • Designed to emotionally engage viewers and compel them to share
the amazing viewing experience with others. It’s contagious content. • Communicates excellence by showing, not telling. • Try to document a story as it happens, not a recap.
C O N N E C T I N G V I E W E R S T O Y O U R M I S S I O N
• Stories are a universal language that appeal to our humanity
• Consumers are leery of more traditional marketing on digital platforms
• Need to approach digital through the consumer’s point of view
• Reflecting on your success/impact naturally breeds stories
• Emotion trumps reason - empathy is powerful
C O N N E C T I N G V I E W E R S T O Y O U R M I S S I O N
Service Overview - Explaining details of a program for a specific audience, while introducing the care team and services.
• Audience: families researching care options or families receiving care • Designed to help families feel more comfortable
C O N N E C T I N G PAT I E N T S T O O U R C A R E
WATCH: bit.ly/theheartcenter
http://bit.ly/theheartcenter
Service Overview
• Explanation of service in meaningful language + family testimonial • Not just informative, but inspirational • Based around a story • Moms want the recommendation of other Moms
• Setting is important - we filmed in the actual units where patients are treated
C O N N E C T I N G PAT I E N T S T O O U R C A R E
F O U R T Y P E S O F S T O R I E S A N Y O N E C A N U S E
WhereWe’reGoing
Illustratehowthingswillbebe7erifyousucceedatyourmission&vision.
Paintapictureofabe7erfuturedrivenbyyour
efforts.
TheNatureofOurChallenge
Illustratewhatexistsintheworldthatmakesitimportantforyoutodowhatyoudo.
Thesearestoriesthatexplainthenecessityofyourexistence.
Emblema(cSuccess
Thesestoriessetyouapartfromeveryoneelsewhodoeswhatyoudo.
Provehowandwhyyou’reuniquewiththese
stories.
PerformanceofOurTeam
Storiesaboutyourteamlivingoutyourmissionandvision.Showyour
teamgoingbeyondtheirnormalduFestoserve
yourcustomers.Illustratehowtheir
achievesyourmission.
Source: Andy Goodman - thegoodmancenter.com
S T O RY T E L L I N G & C O N T E N T M A R K E T I N G
• Youtube
• Email Newsletter
• Website
• Online Community
• Traditional Marketing
Support
• Event Marketing
• Online Fundraising
• New Patients
• New Donors
• Brand Awareness
• Brand Advocates
• Blog Posts
• Written Stories
• Story Videos
• Service Overview
Videos
• Fundraising Cases
• Fundraising Event
Marketing
C O N T E N T C H A N N E L S G O A L S
S T O R I E S
U S I N G V I D E O S T O D R I V E E N G A G E M E N T
For marketing fundraising events: • Feature stories that resonate with intended audience
• Goal is to produce a “Me Too!” response
• Lead with who the event ultimately benefits
• Mix families with clinical staff
U S I N G V I D E O S T O D R I V E E N G A G E M E N T
• Six - 15 Second vignettes • Goal: Drive event registrations, donations, new teams • Cut for Facebook & Instagram
Arnie’s March Against Children’s Cancer
U S I N G V I D E O S T O D R I V E E N G A G E M E N T
• 5 - 30 Second vignettes • Goal: Drive event registrations, donations, new teams • Cut for Facebook & Instagram
Walk For Winnie
U S I N G S T O R I E S T O D R I V E E N G A G E M E N T
Arnie’s March Videos - Total Views: 45,200 3,600+ visits to the Event Website direct from Videos $160,000 raised for our Cancer Program
Walk For Winnie - Total Views: 63,600 Views 1,600+ visits to the Event Website direct from Videos $85,000 raised for our NICU1,600+ Click
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
Start with the end goal for the viewers:
1. What should the viewer feel after watching your video?
2. What should they feel compelled to do?
3. How should their view of your company have changed?
4. What will happen if they envision themselves in the subject’s shoes?
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
• Who is the best person to tell the story?
• What’s the hook? The “ah-hah” moment? The Differentiator
• How can you showcase your product’s/service’s value through someone’s story?
• Show your product/service changing lives
• Can you use user content to tell the story?
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
Storyboard the scenes and timeline of scenes
• Identifies & maps out what, where, who, how
• Establishes the timeline sequence
• Gives structure to the filming process
• Narrows focus for each interview or character
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
I D E N T I F Y W H AT ’ S I N P L AY
Kellie
First Responders
Helicopter Crew
Trauma Staff
ICU Staff
Neuro Doctors
Local Media
Coverage?
Old Personal Footage?
Radiology
Flight Records?
Hospital Staff
Schedule?
Medical Records?
People Places to Search
Inpatient Doctors
Chaplains
People on the Scene
Human Resources?
S T O RY B O A R D I N G T H E P L A N
Who Should Film? • We use small local film agencies + internal videographer
• We co-produce with the agency
• We stay nimble, flexible and artistic - documentary style
• Minimal crew, equipment and setup
• Emotionally intelligent interviewer asks questions
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
• Shoot interviews first - follow the storyboard
• Film b-roll footage second
• Allow flexibility with what you discover
• Camera angles matter to create intimacy or emotion, mix it up
• Capture scenes that convey the subject’s point of view/journey
• Less telling, more showing
• Emphasize pieces that create empathy for subject
VS.
T H E P R O C E S S : S H A P I N G Y O U R S T O R I E S
Camera Angle
P I E C I N G I T T O G E T H E R : T I P S & M U S T D O ’ S
• Take risks and experiment • Wild goose chases can payoff BIG • Foster empathy for story subject • Keep the viewer on the edge of their seat - don’t explain everything • Mystery can be a good thing • Music matters - match the mood • Use fun, memorable and creative titles
• Chloe’s Wedding Day, The Tin Man, We Love Isaiah
L A U N C H I N G V I D E O S
Start with your employees • Private preview with team(s) that helped create the video
• Send internal company-wide emails sharing the video
• Publicly thank the people involved. Celebrate them in the launch.
• Ask them to please share the video with their friends and family
online. They can be your biggest ambassadors.
• Give them the URL and tools to share
L A U N C H I N G V I D E O S
• Choose a custom thumbnail for Youtube
• Use a memorable domain to redirect: kelliesthankyouproject.com
• Use paid social promotion
• Target local and national organizations to share video
• Tailor launch for each channel
• Is there a PR angle for media? (Remember your hook)
• Send video to websites that syndicate content (Huff Post, littlethings.com)
H O W C U S T O M E R S C A N T E L L Y O U R S T O RY
• Celebrate the experience of those you serve
• Share stories that people identify with, but inspire them too
• When someone relates to a story, they want to share their experience
• Creating customer-centric stories encourages sharing
• Create campaigns around customer story sharing
• Utilize tools that facilitate customer story sharing
• Our employees and doctors have come to treasure our stories
• They have become our best source of new stories
• The camera is not a threatening presence anymore
• It’s all about partnerships with doctors, nurses, hospital administrators
• We established trust, played by their rules, became part of the care
team, showcasing their success
• As a hospital, we measure our success in stories, now more than ever
S T O RY V I D E O S H AV E C H A N G E D O U R C U LT U R E
What is the world missing out on if you don't tell your stories?
Michael Schmidt [email protected]
@_mikeschmidt
Q U E S T I O N S ?
