the video roadmap workshop - chicago, il event on 9/24/13
DESCRIPTION
This presentation was given by the Founder of Cantaloupe TV, Jon Digregory at our event in Chicago on September 24, 2013. Resources mentioned in the presentation: [VIDEO] Simon Sinek Start With Why http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html [VIDEO] Story Corps - Always A Family 9/11 http://storycorps.org/animation/always-a-family/ [VIDEO] Tomorrow Somewhere New by Whole Foods http://www.darkrye.com/content/tomorrow-somewhere-new [VIDEO] Kroger http://www.youtube.com/watch?v=krnIYGy8IQE [BOOK] Good to Great by Jim Collins http://www.amazon.com/Good-Great-Companies-Leap-Others/dp/0066620996/ [BOOK] Start With Why by Simon Sinek http://www.amazon.com/Start-Why-Leaders-Inspire-Everyone/dp/1591846447 [CLIENT VIDEOS] Redbird Medical http://divvy.cantaloupe.tv/storybooks/19/embed#episode/28TRANSCRIPT
WE CREATE EMOTIONAL CONNECTIONS THROUGH AUTHENTIC STORYTELLING
BY PLANNING, PRODUCING AND PRESENTING ONLINE VIDEO
Thursday, September 26, 13
My brother can do really cool “wheelies” on his motorcycle!
Thursday, September 26, 13
My brother can do really cool “wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since
Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Thursday, September 26, 13
My brother can do really cool “wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
Thursday, September 26, 13
Thursday, September 26, 13
Thursday, September 26, 13
Thursday, September 26, 13
My brother can do really cool “wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since.
Thursday, September 26, 13
Finding An Emotional Connection
Thursday, September 26, 13
ACHIEVING COMMON GROUND
Emotional Connection =
Thursday, September 26, 13
Opening the door to TRUST & BELIEVABILITY!
Finding Common Ground =
Thursday, September 26, 13
Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
Trust & Believability =
Thursday, September 26, 13
Without Story = $1.49 / With Story = $197.50
Where’s the ROI?
Thursday, September 26, 13
What is the ROI of your Mother?
Thursday, September 26, 13
WHAT DO YOU WANT VIDEO TO DO FOR YOU?
“I want video to help me____________!”
Thursday, September 26, 13
PLAN PRODUCE
PRESENT PERSUADE
Thursday, September 26, 13
PLAN PRODUCE
PRESENT PERSUADE
Thursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
PLAN
A plan for attaching video storytelling to sales and marketing processes...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
PLAN
Let’s Identify Some Targets...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, September 26, 13
PLAN
- FIND NEW PEOPLE- INTRODUCE WHO WE ARE- EXCUSE TO CONNECT- ADD CLARITY- SUSTAIN A CONVERSATION- PARTNER STRATEGICALLY- MORE OPPORTUNITIES TO SELL
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Possible target goals may be...
Thursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
01: Fran 02: Dan 03: Claire 04: Bob
PLAN
Where Be Your People?
Identify them by the stage of your sales cycle...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
FRAN: Why StoryThursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DAN: About Us StoryThursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CLAIRE: Client StoryThursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
02: Dan 03: Claire 04: Bob
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
FIND
INTRODUCE
WHY
01: Fran
! AWARE
?UNAWARE
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
BOB: Best Practices StoryThursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
What is an Emotional Connection?
Heart Data Distribution Personal
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Thursday, September 26, 13
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
SIMON SINEK: Start With Why
PLAN
Thursday, September 26, 13
Gut Feeling
Facts & Data
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
Thursday, September 26, 13
01. Primary Emotional Connection
02. Secondary Emotional Connection
Why is Why important? Cart before the horse
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
Thursday, September 26, 13
01. Primary Emotional Connection
02. Secondary Emotional Connection
Horse before the cart...
BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COSTPLAN
Thursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think “How Agressive?” Ongoing Conversation
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
No recipe for the One Hit Wonder...
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
CONGRATULATIONS! You now know there are over 76 million people dumber than you...
76,489,492
Thursday, September 26, 13
PLAN
BOLT ONGOALSAUDIENCEEMOTIONDELIVERYCOST
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
How much you got? Please provide a budget...
Thursday, September 26, 13
PLAN BOLT ON : GOALS : AUDIENCE : EMOTION : DELIVERY : COST
Think Phone Bill! What can you spend monthly?
Thursday, September 26, 13
PRODUCEPLAN
PRESENT PERSUADE
Thursday, September 26, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, September 26, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
We actually CAN handle the truth...
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Tell us something REAL about you or
your business...
Thursday, September 26, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, September 26, 13
Story is the fastest way to achieve Common Ground
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
What makes a Story?
Question Journey Reflection Reward Story
?
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, September 26, 13
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
F
Client
V
Viewer
FactsData
Compliance
RelevantBelievableReward
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Thursday, September 26, 13
PRODUCE
AUTHENTICSTORYCLIENT VS. VIEWERHURDLES
Thursday, September 26, 13
AUTHENTIC : STORY : CLIENT VS VIEWER : HURDLESPRODUCE
Breaking down hurdles with story...
Thursday, September 26, 13
PRODUCEPLAN
PRESENT PERSUADE
Thursday, September 26, 13
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
Thursday, September 26, 13
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Where next? What’s next?
Thursday, September 26, 13
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
PRESENTBREADCRUMBDEEPER DIVECROSS DATABASE
Thursday, September 26, 13
BREADCRUMB : DEEPER DIVE : CROSS DATABASEPRESENT
Thursday, September 26, 13
PRODUCEPLAN
PRESENT PERSUADE
Thursday, September 26, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, September 26, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Getting permission to interrupt
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran 02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE{SALES
VIDEOS
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
FIND
INTRODUCE
WHY
DIGEST
TELL
ABOUT US
ENGAGE ONGOING INDUSTRY
CONFIRM
PROVE
CLIENT STORY
BELIEVE
REINFORCE
BEST PRACTICES
01: Fran
00: Ernie
02: Dan 03: Claire 04: Bob
! AWARE
!I LIKE IT
$I’M BUYING
$$BUY AGAIN
?UNAWARE
E
Getting permission to interrupt
{SALESVIDEOS
{MARKETINGVIDEOS
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Everyone Has A Blurry Space
Thursday, September 26, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, September 26, 13
✆
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔ ▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
✆ $
4 weeks
✔
4
x▶ ▶ ▶ ▶
18mn
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
Email Clicks WITH Embedded video
Email Clicks WITHOUT Embedded video
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
EMOTIONALEQUITY!
What is an Emotional Connection?
Heart Data Distribution Personal
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Who would get your permission?
Thursday, September 26, 13
PERSUADEEXCUSEONGOINGNOT ABOUT YOU
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
SALES VIDEOS
MARKETINGVIDEOS
AUDIENCE CROSSOVER
WEB TO WEBSITE
{
{
Thursday, September 26, 13
EXCUSE : ONGOING : NOT ABOUT YOUPERSUADE
To work... it can’t be about you. Get over it!
FIND DIGEST
ENGAGE ONGOING INDUSTRY
CONFIRM BELIEVE
01: Fran
00: Earl
02: Dan 03: Claire 04: Bob
E
THE ADS
THE ARTICLES
EXCUSE TOINTERRUPT
{
{
STORYBOOK
Thursday, September 26, 13
Thursday, September 26, 13