engaging more researchers and partners through video
DESCRIPTION
Presenting a work-in-progress video project developed by the Clinical and Translational Science Institute (CTSI) at UCSF in collaboration with RivalSchools. We share our perspective on why we think it's worth to invest in video, the limitations one needs to keep in mind, and why we decided to use animation to explain CTSI's work and vision.TRANSCRIPT
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Clinical and TranslationalScience Institute / CTSIat the University of California, San Francisco
“A picture is worth a thousand words”Engaging More Researchers and Partners Through Video
Katja Reuter*, Neil McBean1, John Daigre, Maninder Kahlon
(*) Presenter: Manager, Online Communications, CTSI, UCSF(1) Head of Production, RivalSchools
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Why video... when there are cheaper ways
to get the word out?
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It’s about Options: Providing a counterbalance to text-focused communication tools and diverse entrance points for audiences.
Taping into Emotions: Full Multi-Dimensional Format
Trust Factor: Building user confidence and increasing conversion - whether video is watched or not. (Treepodia, http://www.reelseo.com/videos-sell-
products-watch/#ixzz1BdhSAGOe)
Effective Way to a First-Page Ranking: Video stands about a 50 times better chance of appearing on the first Google results page than text page. (Forrester, http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-
way.html)
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Our Goals
We wanted to highlight...
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1. Who we are, what we do, why we do it, and
how we do it.
2. The value and quality of the CTSI services.
3. Increase the number of CTSI services users.
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The temptation of saying it all to all...
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We needed to manage a plethora of messages...What is most important?
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PublicCTSI Services Users
Industry & Community Partners
UCSF & Affiliates CTSA, NCRR, NIH
...and, who is most important?
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Animation Live video
InfographicsVoiceoverInterviews
Developing a ConceptLooking at Options....
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We decided to use animation Here is why...
• Easy to learn from: People absorb information in different ways.
Animation allows us to combine text, graphics, sound, and motion.
• Quick information delivery.
• Flexibility: Messages can be changed.
• Everything in an animation is designed, so it can all be relevant.
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Some impressions...
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Created by RivalSchools
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Lesson Learned
The approach was to limited. It failed to address multiple audiences and messages.
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We were looking for an animated approach that allowed for more flexibility.
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Infographics provided the solution
• Flexible format and easily expandable • Allows to present complex information quickly and clearly
• Allows to include multiple messages • Allows to address multiple audiences
• Less production efforts
Let’s look at some examples...
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Google Gmail Priority Inbox, http://www.youtube.com/watch?v=P9cPF6mPamQ
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Animation developed to showcase project management software developed by the GIS team at Power Engineers. http://vimeo.com/channels/datavisualization#19252451
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Where we’re at with our video project
Some impressions...
1. Explaining what CTSI is and does2. Developing iconic images and key messages...
http://vimeo.com/album/1534788
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Created by RivalSchools
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Created by RivalSchools
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Created by RivalSchools
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Providing examples to foster understanding of what CTSI is and does...
http://vimeo.com/album/1534788
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Created by RivalSchools
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Created by RivalSchools
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Created by RivalSchools
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http://vimeo.com/album/1534788
We’d like to hear your thoughts....
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Leadership InterviewsUser Testimonials
CTSI IntroductionServices Overview
Using Different Types of Videos to Achieve our Goals
Ida Yuan solved her research problem with the help of Consultation Services.
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Takeaway
Be clear about your key messages and audiences
Fragmented messaging: Avoid trying to be relevant to many audiences with
one video
Get the right expertise/collaboration partners to choose the best approach to
match your goals
Define metrics for success to provide focus for the project
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Present video where it matches content: Average drop-off for online video is
20% in the first 10 seconds.
Be brief: Drop off continues on most videos, reaching 45% by one minute.
Create video templates to allow for frequent updates
Optimize video for Google Search
Create a video library on your site, so Google knows where to find your video
content.
We also Learned ...