Last Updated on Saturday, 27 August 2011 05:20
Written by Scott Maxworthy
Friday, 26 August 2011 07:16
You know the problem, you've been asked to speak at a conference or seminar. These types of gigs are important for your business and personal growth so you want to make sure the presentation is not only great but highly effective.
Where do you start?
You need a story to tell, to understand your audience, set the opening scene, introduce your main character, create a goal, then an inciting incident (and the Antagonist), a plot point or two, conflicts and solutions and finally a climax/ resolution. All within an easy to consume narrative.
Introducing The Protaganist, the main character
As you may of heard Steve Jobs has resigned as CEO from Apple - this thing called the Internet that you are currently browsing, your PC, your ipod, your new smart phone or tablet is partly becuase of Job's influence.
Note: There's a great blog by BNET on Steve Jobs and Apple which I highly recommend
Anyway, beyond the technology it is Job's refinement of presenting and communicating that I'm deeply interested in. If you've ever seen a Job's presentation they are super slick. His time with Pixar must have also helped refine his storytelling and presenting skills at not only engaging an audience but inspiring them - but that's too much detail for now so I'll edit it out.
There's a lot to learn from the Masters.
For the last few days I've been putting together some notes for a 30 minute presentation on Internet Video for Online Retailing - the event organiser just called - how's my presentation going? (The Inciting Incident)
I'm now thinking about "The Antagonist" - this helps flesh out ACT II - problems and solutions - to see things from their perspective.
It's easy to get overwhelmed by all the elements involved - you're looking for a road map with tips and traps. How much detail do you need to provide? Customer attention is highly valued - there's a difference between talking to kindergarten kids and adults (some would argue not a lot of difference). You want to inform and engage.
Research - are you imitating or innovating?
Innovation is great - immitation is faster.
All innovation incorporates lessons and influences from others. If you watched the BNET presentation above the Apple Mac mouse and GUI (Graphical User Interface) were inspired by Xero.
Presenting like Jobs
Now comes our story telling stage (more to come) and the narrative.
The clock has run out - it's too late to turn back.
Your hand out is finished
- Producing Internet Videos for Online Retailers
- A Marketing Communications Plan
- The Brief
- Your brand positioning
- Know your target audience?
- Reasons to buy
- Measurable goals - What is the end result of the video?
- Budget expectation?
TASKS - Five Phases of Video Production:
- Why video?
- DIY/ Outsource - Not all video producers are the same (selecting production)
- Define objective in one simple sentence.
- What's your Story (message) in one simple sentence?
- Who is your audience?
- What do you want and how will it be measured?
- Call to Action
- Budget/ ROMI (Return On Marketing Investment)
- Creative Planning
- Talent/ Rehearsals
- Production Elements
- Post Production
- Sound Design
- Time spent in Pre-Production yields Quality
- Video is better at communicating emotion than facts and details.
- Allocate 50% your time planning; 30% on production/ editing and 20% post production
- KISS > One objective = one video
- Video is storytelling - how does your Story help your viewer?
- Where to start your video story? Begin with the end in mind (objectives and outcomes)
- The Brief
- It's very important to know where you are going before you begin. Your creative brief is like a road map. A great brief leads to imaginative and persuasive ads, websites or videos. And gets you there quickly.
A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you are going and start again. Or worse, you follow that brief to Trash Town, a total waste of time and energy.
- Choosing a video production company
- Use a specialist - in particular online video
- How long has the company been trading?
- Examine previous work - portfolio, case study, testimonials
- Ideas for your business?
- Are they web savvy? - Ask about online video optiminisation
- Do they have design skills?
- Are they business focused? The difference between benefits and features?
- Do they understand your products and services
- Know the basics before breaking them - apply the Three Act Structure.
- Avoid excessive details - if your video is boring - your viewers “gone” - you’ve about 4 seconds on whether they stay or go.
- Avoid humour - maintain your brand identity – consistent and entertaining.
- Value your viewer attention - keep it short and relevant - Get view attention early
- 40 words = 15 seconds Script Calculator http://www.clivevideo.com/FAQs/New-to-CLIVE/clive-video-script-calculator.html
- Consider upstream elements - production, editing, distribution (social media, embedding, mobile).
- People buy from people - establish trust - make your video authentic – trustworthy and honest – that connects – like talking to a friend.
- A professional presenter will deliver an unrehearsed script perfectly to camera in 1-2 takes
- Brand Ambassadors work.
- Non Professional Presenter coaching
- Voice; tone; inflection; body language.
- Scheduling - run sheets; shot sheets
- Permisssions - eg council permits - always make sure you talk to the person who knows
- Post Production
- Apple and Flash
- Video Players
- Internet television
- Television, Tradeshow, Point of Sale, Youtube; Vimeo; Facebook; Twitter; Corporate Streaming
- Think metadata – search engine optiminisation keywords
- Think Shareable – transmedia (integrated marketing)
- Lack of Planning – solution – know your message and storyboard your script.
- Underestimating how much work is involved – 2-5 minutes can take days/ month to produce
- Video is a very powerful tool but one bad video can ruin years of work - Online forever
- Make sure you’re not just hiring a cameraman
- Avoid humour
- Be aware of copyright/ licensed/ non authorised images, audio in shots.
- Video streaming - is it fast?
Now to work on the Storyboard.