GETTING STARTED WITH ONLINE VIDEO COMMUNICATIONS (p1)

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Video can work wonders to your communications strategy - lead generation, improve conversion rates, build visual identity and sales boost etc - if you know how to use it. This guide takes you through the basic principles of video communications and then focuses on the value of explainer videos - short often animated videos which explain complex concepts in clear and visually attractive way. This presentation was used during the eGov Forum in Bahrain, April 2014. Find part 2 in a separate file! Enjoy!

Tecnología Marketing Empresariales

GETTING STARTED WITH
ONLINE VIDEO COMMUNICATIONS
Part I
Jakub Lebuda
CLIPATIZE. Explanatory videos.

How users read on the web?
# THEY DON’T!
Nielsen Norman Group,
http://www.nngroup.com/articles/how-users-read-on-the-web/

Consider #Arabic
LTR, RTL alphabet
LTR, RTL design
LTR+RTL skills

http://ux.stackexchange.com/questions/35780/why-would-users-of-an-arabic-
interface-show-an-f-pattern-in-eye-tracking-tests
or http://www.scribd.com/doc/75303513/Visual-Reading-Patterns-on-Arabic-
Interfaces-Insights-from-Eye-Tracking

Executives that prefer video
over text
#59%
Forbes Insight 2010,
http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf

The impact of videos in mass
mailings
#increase CTR by 96%
http://www.prnewswire.com/news-releases/getresponse-study-shows-video-
emails-increase-click-through-rates-by-96-percent-78406237.html

Video production
– the process:
1. brieﬁng
2. script
3. storyboard
4. shoot/illustrations+animation
5. postproduction (SFX, editing)

EXPLANATORY VIDEO
– a toolkit
Back in the days..

EXPLANATORY VIDEO
–philosophy behind
patience and
integrity
problems vs
solutions
guide and drive
explain the USP
nonpersuasive
viewers as
begginers
cut the fat

Q to ask!
what do you want to say?
who are you talking to?
what does make you different?
what are the frustrations your audience
experiences?
what should the audience do after watching
the video?

TYPICAL STRUCTURE
OF AN EXPLAINER VIDEO
1. problem
2. solution
3. explanation
4. reason to believe
5. call to action

EXPLANATORY VIDEO
#the tricks
Metaphors
See and say
Tell a story
Keep attention

TODAY:
scripting your ﬁrst explainer video
TOMORROW:
video marketing campaing

Intro to the Workshop:
Work in teams
Pick up a subject to be explained
Prepare a rough script
Sketch key frames of the story
Present and get feedback

Thank you!
jakub@clipatize.com
twitter.com/clipatize
facebook.com/clipatize

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GETTING STARTED WITH ONLINE VIDEO COMMUNICATIONS (p1)

1. GETTING STARTED WITH ONLINE VIDEO COMMUNICATIONS Part I Jakub Lebuda CLIPATIZE. Explanatory videos.

2. ONLINE VIDEO: the whys and hows

3. How users read on the web? # THEY DON’T! Nielsen Norman Group, http://www.nngroup.com/articles/how-users-read-on-the-web/

7. Consider #Arabic LTR, RTL alphabet LTR, RTL design LTR+RTL skills http://ux.stackexchange.com/questions/35780/why-would-users-of-an-arabic- interface-show-an-f-pattern-in-eye-tracking-tests or http://www.scribd.com/doc/75303513/Visual-Reading-Patterns-on-Arabic- Interfaces-Insights-from-Eye-Tracking

8. Executives that prefer video over text #59% Forbes Insight 2010, http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf

9. The impact of videos in mass mailings #increase CTR by 96% http://www.prnewswire.com/news-releases/getresponse-study-shows-video- emails-increase-click-through-rates-by-96-percent-78406237.html

10. #video #rocks!

11. Video production – the process: 1. brieﬁng 2. script 3. storyboard 4. shoot/illustrations+animation 5. postproduction (SFX, editing)

12. EXPLANATORY VIDEO – a toolkit

13. EXPLANATORY VIDEO – a toolkit Back in the days..

14. EXPLANATORY VIDEO –philosophy behind patience and integrity problems vs solutions guide and drive explain the USP nonpersuasive viewers as begginers cut the fat

15. Q to ask! what do you want to say? who are you talking to? what does make you different? what are the frustrations your audience experiences? what should the audience do after watching the video?

16. TYPICAL STRUCTURE OF AN EXPLAINER VIDEO 1. problem 2. solution 3. explanation 4. reason to believe 5. call to action

17. EXPLANATORY VIDEO #the tricks Metaphors See and say Tell a story Keep attention

18. TODAY: scripting your ﬁrst explainer video TOMORROW: video marketing campaing

19. Intro to the Workshop: Work in teams Pick up a subject to be explained Prepare a rough script Sketch key frames of the story Present and get feedback

20. Thank you! jakub@clipatize.com twitter.com/clipatize facebook.com/clipatize

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