marketing storytelling - Presentation Outline
Rhonda CarrierInteractive Connections Conference 2012
Incarnation Catholic School, Tampa, FL
http://www.icstampa.org
Storytelling at Little Cost
Main Tools
Email – one-way push
Website – one-way push
Blog – personal reflection and perspective
Facebook – two-way interaction
Twitter - two-way internaction
Additional Tools
Animoto – video slideshows
Vimeo – for videos
Tell them what they want to hear and the crowd listens even in a crowded amphitheater.
Defining Markets & Strategies:
Various Viewpoints and Perspectives
Internal Market:
Our best customers are the ones we already have!
We continue to tell them our story.
Other Children in the Parish and Community.
We let them know our story.
How do we communicate
our ISC story?
Website
Blog
Step 1: Principal’s Weekly email
to Parents
Step 2: Website Animates Our Story
Recently updated design
Home Page Blog-like Format:
Refreshed Weekly
Links from website & FB
Step 5: @ICS_Tampa on Twitter
Our messages and responses
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Second level
Third level
Fourth level
Fifth level
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Connecting to People
Using Online Social Networks
email, website, blog, Facebook, Twitter
Carefully Plan the Story
What is the Message? Who is the Audience?
Is it clear who created the message?
What is the target audience?
Why is this message being sent?
How might different people understand this message differently?
What values, lifestyles and points of view are represented in, or omitted from, this message?
What creative techniques are used to attract attention?
Center for Media Literacy
Share on Animoto
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Second level
Third level
Fourth level
Fifth level
Research - a life-long skill
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Select Style
Import Photos, Select Music
Shared on Vimeo
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Our parish priests have a strong and frequent connection with our students and families.
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Second level
Third level
Fourth level
Fifth level
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Shared on Vimeo
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Second level
Third level
Fourth level
Fifth level
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Student Gift for Fr. Michael
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Shared on Vimeo
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Second level
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Fourth level
Fifth level
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The school community joins together for a day of fun and wellness.
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Movies in Vimeo
Use the best quality camera available. Use a tripod.
Start filming before it starts. Then edit, edit, edit.
Import to Vimeo. Takes 30 minutes before it is approved.
Make sure you have permission to use people in anything posted online or printed.
Vimeo has less distractions than Youtube and it is easy to control downloads and comments
Vimeo how to:
Create & Edit Movies, Import
Vimeo how to:
Control Privacy
Vimeo how to:
Download or Share
"Poor communication is one of the most common problems within parish communities. And as the Vatican reminds us, if New Media is used wisely, it can become ‘a valid and effective instrument for authentic and profound evangelization and communion’."
The Church and New Media
p. 130
Study media production. Learn to develop print and online quality products.
Down at their level
Plain background
Flash indoors
Vertical also
Lock the focus
Move from the middle
Know the flash range
Be the picture director
Watch the light
http://www.kodak.com/global/en/corp/top10tips/index.jhtml
View high quality examples. Assess the technical elements.
number of shots
length of each shot
camera angle of each shot & location of the camera for each
effects of close-up/medium/long shots
framing (rule of thirds - Move from the middle)
sound track
backgrounds
lighting for each shot
visual transitions
special effects or animation
script/message
Catholics Come Home
How successful are we?
“Going viral is the phenomenon by which unknown information becomes commonly known through a repeatable medium.”
“Just as a virus enters a living body and then rapidly reproduces itself millions of times over so also a message has the potential to rapidly reproduce itself within a culture.”
The Church and New Media
, p. 88
What are the Numbers?
“The viral success of a story depends on the willingness of a potential audience to copy and paste that information through their own media outlets.”
The Church and New Media
, p. 88
Vimeo provides information about the number of times a video is viewed.
Google Analytics provides data about the traffic to our website.
Facebook provides information about traffic to the page.
Twitter lists number of followers.
“What’s the first thing you do in the morning?”
“Do you check your email or traffic stats or messages or Facebook?
You’ve surrendered not only a block of time but your freshest, best chance to start something new. Your goal is to be the first thing people do when they start their day.
If you’re seeking to make a difference,
the first thing you do should be to lay tracks to accomplish your goals
, not to hear how others have reacted/responded/insisted to what happened yesterday.”
Email of 1/14/2012
Not a Popularity Contest
“The task of witnessing to the Gospel in the digital era calls for everyone to be particularly attentive to the aspects of that message which can challenge some of the ways of thinking typical of the web.
First of all, we must be aware that the truth which we long to share does not derive its worth from its “popularity” or from the amount of attention it receives.
We must make it known in its integrity, instead of seeking to make it acceptable or diluting it. It must become daily nourishment and not a fleeting attraction.”
HIS HOLINESS POPE BENEDICT XVI 45th WORLD COMMUNICATIONS DAY
Evangelize, Catechize, Educate
1 Child at a Time
Recommendations
Clearly identify your story.
Define your market.
Establish a New Media group.
Evaluate current strengths and gaps.
Create New Media partnerships.
Secure the assets you need.
Begin with a few initiatives.
Commit to helping parishes, schools.
Sponsor and host gatherings.
Make it multilingual.
he Church and New Media
, p. 133
Thank you
ICS Resources
ICS Website
http://www.icstampa.org/
ICS Facebook
https://www.facebook.com/icstampa.org
ICS Wikispaces
http://icstampa.wikispaces.com/home
ICS Blogs
http://icscatholicedu.blogspot.com/
http://rcarrier.edublogs.org/
Recommended Websites
Catholics Come Home
Message from Pope Bennedict XVI
: 45
th
World Communication Day
Prayer for the Internet – Fr. Z’s Blog
Recommended Websites
Social Networking in Plain English
on Common Craft
CommonCraft.com
for tutorials
Kodak Top Ten Tips
Animoto.com
and
Animoto tutorial
Vimeo.com
Center for Media Literacy
Recommended Books
The Church and New Media
by Brandon Vogt
Tribes
by Seth Godin
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