Data is Dull! Make Challenging Content Interesting with Online Video! (Jan 2012)
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Transcript of Data is Dull! Make Challenging Content Interesting with Online Video! (Jan 2012)
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Dull Data?How to create an engaging
online video experience.
Technologist, Presenter and Writer@davidmcclelland
David McClelland
20 January 2012
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Challenging Content• Data rich• Specialist Material• Potentially Dry Subject Matter
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Presentation about Presentation?
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Presentation 2.0
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Subjectivity
1. Different types of content2. Different delivery media3. Different audiences
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Feel Free•Disagree •Agree
•Elaborate •Share
•Comment
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Knowing Me, Knowing You• Knowing your content• Knowing your audience• Knowing your medium• Production• Distribution and Analytics• Q&A
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Why me?• David McClelland MBCS• STEM Ambassador• Technologist
• Talk• Write• Do
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Data is BORING - MeInformation is BEAUTIFUL - David McCandless
Knowledge is POWER - Sir Francis Bacon
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Data > Decisions• Represents the facts• Easily digestible• Clearly presents key messages• Focuses on decision points or follow-up
actions
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Reflection• What is your source data?• What unique value-add analysis and
intelligence you can apply to it? • What do you want your audience to do with
that knowledge you've shared with them?
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Understand your Audience
Mike Smith32, Estate Agent, Croydon, daily commute to
central London, reads articles and watches video on his iPhone, amateur astronomer
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Personas• Real people, give them names• Understand their journey through your
content• International• Accessible• Appetite
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• Video Case StudySelling is Hard Work by Infoteam Consultinghttp://www.youtube.com/watch?v=PtJBVhkL1Eg&feature=related
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Understand your Medium
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Understand your Medium
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Medium Questions
• How is your content likely to be consumed?• Upon which devices?• What are the corresponding challenges?
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Medium Challenges• Attention• Engaging Content!
• Clarity• Good script, sparse text, larger fonts
• Online/Offline• Subscription e.g., video podcast
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Production – Chaptering ContentBoone Oakley Homepagehttp://www.youtube.com/watch?v=Elo7WeIydh8
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Production – Tone of Voice• Exit Ego• Conversation, not a lecture• Jargon• Ha Ha Humour?
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Production – Case StudySalman Khan - TED talk opening montagehttp://www.youtube.com/watch?feature=player_embedded&v=gM95HHI4gLk
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Production – Case StudyNew Scientist - Faster-than-light Neutrinoshttp://www.newscientist.com/video/1381152168001-faster-than-light-neutrinos-experiment.html
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Production – Case StudyGoogle 100 ‘How To’Video Tips
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Production - Video ExampleeMedia Video
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Production – Video ExampleFleet Forecast Promo
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Production – Tickers and Tables• Sky Sports News • http://www.youtube.com/watch?v=tClbJHb-W
Ok
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Production – Too Much?CNBC Closing Bellhttp://www.youtube.com/watch?v=TH1YEP3UzFU
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Production – Focused/Too Little?IT Video White Paper
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Production - Talent• Understands Material• Understands Technique• Both?• Vocal tone and look
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Production - ScriptingEveryone loves a story
1.Hook2.Line3.Sign post
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Production - Location
• Plain Background• On Location• Virtual Environment
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Production - Music• Energy• Create a mood• Sets tone before a word is spoken • Action a Change of tone• Emotional engagement:– "music reaches parts that words alone do not"
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Case Study – BBC Election Coverage
BBC Election 2010 Coverage - Opening titles and exit pollhttp://www.youtube.com/watch?v=hr2mojjmG1M&feature=related
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Distribution and Analysis• Cool video! But how will your audience find it?
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Tracking Tools
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Analytics – What’s the Point?• Was the video a ‘success’?• Iterative process: • Analyse• Improve/refine • Repeat
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And Finally…• A picture is worth 1,000 words. How much is
a video worth?
• "A minute of video is worth 1.8 million words" Dr. James McQuivey of Forrester Research (Forrester, January 2009)
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Thank You
Any questions?