Video Storytelling that Fuels Your Cause

8/24/2012 @_TruthBeTold

WHAT DO YOU

BELIEVE?

“If  you  hire  people  just  because  they  can  do  a  job,  they’ll  work  for  your  money.  But  if  you  hire  people  who  believe  what  you  believe,  they’ll  work  for  you  with  blood  and  sweat  and  tears.”    -­‐Simon  Sinek  

Marine Mammal Center

What we do Why we do it

We rescue and rehabilitate seals and sea lions, do research and educate the public.

We believe we can prevent cancer, save lives and better understand ocean life to make the world a healthier and more sustainable place for us all to live.

The Art of

Inciting Action

What action

do I want my audience

to take?

What realization

do they

need to have in order to take that

action?

Understand & Cater To Your Audience

Define your primary audience Engineer for earned media Design for influencers

Yoga  Moms                  or                          Steam  Punks  

Research. Interview. Discover

The Art of Ethnography

Choosing Your Story

•  Define, then develop your Protagonist •  Take us on a Journey •  Determine Conflict, create Tension,

resolve a Challenge

Make It Personal

Don’t fall for the program trap. Focus on an individual. Who is your protagonist and what is the journey she/he will take us on?

Dreaming, Not Dwelling: The Power of Paradox

“If  you  start  with  the  dream  of  what’s  possible  —  and  invite  people  along  on  the  journey,  suddenly  your  story  comes  alive  with  potenFal  and  excitement.  And  you’ve  started  a  collaboraFve  movement  towards  the  soluFon.”    -­‐  Michael  Margolis  (Get  Storied)  

Connection Plot- Two people come together across a divide and teach each other something. Challenge Plot- Someone faces a challenge and over comes it. Creativity Plot- Someone comes up with a new solution to a long standing problem.

3 Three Minute Plots to Inspire Your Audience

Ultimate Goal of a Story: Present a change in a character, a journey where they learn something about the world.

Creating An Impact Film

An impact film focuses on the way you are changing the world. You’re not talking about your programs, who you are or what you do; Instead you’re letting the people who you’ve impacted tell your story for you.

Creating A Lesson Film

What have you learned along the way that will inspire others based on an insight you’ve made or experience you’ve had?

Expressing Your Belief

The story of how you came to realize that you have to dedicate your life to this work. It enlightens, it inspires, it is an opportunity to give your audience Goosebumps.

“It all started with a birthday party. My 31st birthday in NY funded six wells and changed lives in Uganda.” -Scott Harrison (founder of Charity:Water)

Engineer For Sharing

Sharing is an expression of self

   

Create content that speaks not only to who your audience is, but also to who they aspire to be.  

The Reasons People Share

1. Identity & Self-expression when a user shares your video, what are they saying about themselves? 2. Emotion : Does the video evoke a feeling that people need to share? 3. Education : Is the video teaching something new and noteworthy that provides understanding?

There is Tremendous Power In A Good Idea (but quality in film goes a long way too)

Expect Quality to Cost at Least $3k

Produc'on  Budget    Strategy  /  Guides  /Pre-­‐Pro    Interviewing    Shoo<ng  video    Recording  sound                $1500  

2  days  of  work  3  minutes  long  2  man  crew    

-­‐  Director  /  Cinematographer  -­‐  Editor  /  Audio  

Post  –  Produc'on  Budget    Edi<ng    Mix    Color    Music              $1500  

Communications Goal -  What action do you want your audience to

take? -  What realization must they have to have in

order to take that action? -  Are you leading with “Why?” to express what

you believe? The Narrative -  Who is the protagonist? -  What is the journey he/she will take? -  What is the conflict, tension or struggle? Audience -  Who is your primary audience and how will this film appeal to them? -  Who are your influencers? Engineer for Sharing (focus on one) -  What is the video saying about the people who

share when they share it? -  What feeling does the video evoke? -  What is the video teaching ? Movement -  How are you making a bold statement? -  Are you expressing your vision? Story Structure -  Story Plots: Connection, Challenge, Creativity -  Story Themes: Impact, Lesson, Belief Creative Execution -  Is your idea breaking any boundaries? -  Have you compromised quality -  Will they have Goosebumps? CH

EC

KL

IST

Make a bold statement about your vision for the world. Inspire transformation!

Telling your story

effectively turns your organization into a  Movement  

“No matter what you do in your life, what you create, what career you have, whether you have a family or kids, or make a lot of money… your greatest creation is always going to be your life’s story.”!- Jonathan Harris

Films that make the world a better place

ken@truthbetoldcreative.com TruthBeToldCreative.com Facebook.com/TruthBeToldcreative.com Twitter.com/_TruthBeTold