Download - Marketing Using Digital Storytelling
Marketing UsingDigital Storytelling
Rhonda CarrierInteractive Connections Conference 2012
Prayer for the InternetAlmighty and eternal God, who created us in Thy
image and bade us to seek after all that is good, true and beautiful, especially in the divine person of Thy Only-begotten Son, our Lord Jesus Christ, grant, we beseech Thee, that, through the intercession of Saint Isidore, Bishop and Doctor, during our journeys through the internet we will direct our hands and eyes only to that which is pleasing to Thee and treat with charity and patience all those souls whom we encounter. Through Christ our Lord. Amen.by Fr. John Zuhlsdorf
Incarnation Catholic School, Tampa, FL
Storytelling at No Cost Email
Website
Blog – personal reflection and perspective
Animoto – video slideshows
Vimeo – for videos
Power of a Website to Market: Window to the School
Power of Storytelling: A Graduation Speech
Seth Godin saysMarketing is the art of telling a story to a
consumer that they want to hear.
You have to have something that they want – you can’t force it on them.
You have to be authentic, you have to tell them the truth.
Your story has to be so remarkable that people want to tell it to other people.
Who are we? What do we do?
WeEvangelize, Catechize, Educate
Our ICS storyIn keeping with our tradition,
we at Incarnation Catholic School:
Inspire life-long learning;
Challenge each individual to be a disciple of Christ; and
Strive to live our Catholic faith through service to each other and the community.
Defining Markets & Strategies: Different Viewpoints
Problem: Additional children?
Internal Market:Current Families
External Market:Children We Could Serve.
Pope Benedict:The Digital Continent
“I would like then to invite Christians, confidently and with an informed and responsible creativity, to join the network of relationships which the digital era has made possible.
Modern Day Missionaries“St. Paul knew that to preach in person is
best. However, he also realized that a letter read in a church assembly and then repeatedly copied is more effective in spreading the message of Christ.”
“Although St. Paul did not use the term “media”, he certainly realized that there was a desire and a demand within the Church for written documents that could be copied and distributed.”
Distribute our story?Email
Website
Blog
Step 1: Principal’s Weekly email to Parents
Step 2: Website Animates & Tells Our Story
Home Page Blog-like Format: Refreshed Weekly
Step 3: Principal’s BlogLinks from web&FB
Step 4: Facebook Versions with 2-way Responses
Using Social NetworkingView
Social Networking in Plain English http://youtu.be/6a_KF7TYKVc
What is the Message?Who is the Audience?
Who created the message?
What is the target audience?
Why is this message being sent?
How might different people understand this message differently?
What values, lifestyles and points of view are represented in, or omitted from, this message?
What creative techniques are used to attract attention?
Other Storytelling Tools
AnimotoVimeo
Video Slideshows on Animoto
View Catholic Saints http://animoto.com/play/
XjZC7dXqOBa7CnHZPJxBVw
View Search for the Christ Child http://animoto.com/play/
YTFXtQI8shVLjCWqXUkuDg
Animoto how to:Select Style
Animoto how to:Import Photos, Select Music
Be authentic.Connect emotionally.
“The truth of the Gospel is not something to be consumed or used superficially; rather it is a gift that calls for a free response. Even when it is proclaimed in the virtual space of the web, the Gospel demands to be incarnated in the real world and linked to the real faces of our brothers and sisters, those with whom we share our daily lives. Direct human relations always remain fundamental for the transmission of the faith!”
ICS Videos on Vimeo Kindergarten Angels
http://vimeo.com/29789754
Blessing for Grade 2 http://vimeo.com/23912672
Fr. Michael’s Jubilee http://vimeo.com/23405623
ICS Field Day http://vimeo.com/24933508
Movies in VimeoUse the best quality camera available
Use a tripod.
Edit. Start filming before it starts.
Import to Vimeo. Takes 30 minutes before it is approved.
Make sure you have permission to use people in anything posted online or printed.
Vimeo has less distractions than Youtube.
Vimeo how to: Create & Edit Movies, Import
Vimeo how to:Control Privacy
Vimeo how to:Download or Share
Be Professional.Look Professional.
Poor communication is one of the most common problems within parish communities. And as the Vatican reminds us, if New Media is used wisely, it can become “a valid and effective instrument for authentic and profound evangelization and communion.”
Kodak Top TenPhotographic Tips
Down at their level
Plain background
Flash indoors
Vertical also
Lock the focus
Move from the middle
Know the flash range
Be the picture director
Watch the light
Deconstruction:Assess the technical elementsnumber of shots
length of each shot
camera angle of each shot & location of the camera for each
effects of close-up/medium/long shots
framing (rule of thirds)
sound track
backgrounds
lighting for each shot
visual transitions
special effects or animation
script/message
How successful are we?“Going viral is the phenomenon by which
unknown information becomes commonly known through a repeatable medium.”
“Just as a virus enters a living body and then rapidly reproduces itself millions of times over so also a message has the potential to rapidly reproduce itself within a culture.”
How successful are we?“The viral success of a story
depends on the willingness of a potential audience to copy and paste that information through their own media outlets.”Kindergarten Angels viewed 294 timesFr. Michael’s Jubilee viewed 233 timesField Day viewed 342 times
Seth Godin asks,“1st thing in the morning?”
“Do you check your email or traffic stats or messages or Facebook?
You’ve surrendered not only a block of time but your freshest, best chance to start something new. Your goal is to be the first thing people do when they start their day.
If you’re seeking to make a difference, the first thing you do should be to lay tracks to accomplish your goals, not to hear how others have reacted/responded/insisted to what happened yesterday.”
Not a Popularity Contest“The task of witnessing to the Gospel in the
digital era calls for everyone to be particularly attentive to the aspects of that message which can challenge some of the ways of thinking typical of the web. First of all, we must be aware that the truth which we long to share does not derive its worth from its “popularity” or from the amount of attention it receives. We must make it known in its integrity, instead of seeking to make it acceptable or diluting it. It must become daily nourishment and not a fleeting attraction.”
Evangelize, Catechize, Educate 1 Child at a Time
Recommendations1. * Clearly identify your
story.
2. * Define your market.
3. Establish a New Media group.
4. Evaluate current strengths and gaps.
5. Create New Media partnerships.
1. Secure the assets you need.
2. Begin with a few initiatives.
3. Commit to helping parishes, schools.
4. Sponsor and host gatherings.
5. Make it multilingual.
Thank-you
ICS ResourcesICS Website
http://www.icstampa.org/
ICS Facebook https://www.facebook.com/icstampa.org
ICS Wikispaceshttp://icstampa.wikispaces.com/home
ICS Blogs http://icscatholicedu.blogspot.com/http://rcarrier.edublogs.org/
Other Sample ICS StoriesVimeo: includes links to science videos.
Vimeo: Hail Mary Full of GraceVimeo: Incarnation Grade 3 on All Saints DayVimeo: Kindergarten Sings Good-bye
Wikispaces: Grade 5 ScienceWikispaces Grade 5 Science e-journals
Wikispaces: Grade 3 Saints Presentations
Recommended WebsitesCatholics Come Home
Message from Pope Bennedict XVI: 45th World Communication Day
Prayer for the Internet – Fr. Z’s Blog
CommonCraft.com for tutorials
Kodak Top Ten Tips
Animoto.com and Animoto tutorial
Vimeo.com
Recommended BooksThe Church and New Media by Brandon
Vogt
Tribes by Seth Godin
The Mac is not a Typewriter or The PC is not a Typewriter by Robin Williams or Beyond the Mac is Not a Typewriter by Robin Williams
The Nondesigner’s Design Book by Robin Williams