The most important word on the Internet is not ‘search’; the most important word on the Internet is ‘share’.

- Hugh McLeod of gapingvoid.com

GIVE ME SOMETHING TO TALK ABOUT, TALK ABBBOUTT

a centerpiece to spark conversation and attract community

ENGINEERING THE STORY

Craft your message carefully. Give it the best chance for success.

BASIC ANATOMY

Three major stages of storytelling:

1. The Setup - inciting incident

2. The Crisis - problem and escalation

3. The Resolution – highlights solution and leads to viewer satisfaction

WHAT LIES INSIDE

Informational content embedded in the narrative structure;

OR, IN LESS DRY TERMS

KNOWLEDGE woven into something PROFOUND BUT SIMPLE

EL PROBLEMO

Must be manageable, no matter how monstrous

Solvable in the length of your video (or an aspect of it, at least)

EMOTION SHAPES THE TRANSMISSION OF AN IDEA

GO FOR HIGH AROUSAL (if you dare)

Be daring, most people aren’t

If you have to lay out the facts, FINE, but don’t do it at the expense of feelings

EVOKE AWE (if you can)

“Awe is the sense of wonder and amazement that occurs when someone is inspired by great knowledge, beauty, sublimity, or might. It’s the experience of confronting something greater than yourself. Awe expands one’s frame of reference and drives self-transcendence. It encompasses admiration and inspiration….”

-Contagious by Jonah Berger

Highlight the practical value of what you do

People want to be of service to their community (local to global), but they need to be given measured steps

Communicate to your audience the impact of their contribution, whether it be a donation, Facebook Like or share

PETER WUZ HERE

Create opportunities for ‘behavioral residue’ – evidence that someone has interacted and absorbed your message

Likes, Comments

THE TWO Vs of VISUAL DESIGN

Vivid and Visceral

The Girl Effect

Meathead

THE TAKE-AWAY

PUNCH – LINE: it serves as a memory tag, a trigger…….

“TICKING”

Strive to create a sense of urgency

Be VERY conscious of tempo – a piece moving at a light and breezy pace does not inspire action

Don’t give the audience time nor energy to question. This is your time to state your case

Don’t waste your punch-line

YOUR VIDEO IS ONLY AS GOOD AS YOUR STRATEGY

PLAN!

Identify the influencers

Know the networks you will be distributing your message beforehand

Time your release when the moment is right – when emotions are HIGH and when your video is relevant.

Encourage interactivity – likes or annotations (or something more transmedia-ish linking to games, contests, etc

And don’t be afraid to experiment. It might be a while before you hit it right.