{Staffbase Impact} Watch This! Why Video is an Important Tool for Internal Communication
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1) The document discusses why video is an important communication tool, noting that viewers watch over 1 billion hours of video per day on platforms like YouTube and Facebook. 2) It provides details about the author's experience in television news and corporate video production. He now produces videos at Children's Mercy Kansas City. 3) The author emphasizes that videos need to grab viewers' attention quickly, with narratives that introduce characters, present a conflict, depict a quest, and lead to a resolution - all within the first few seconds or minutes to retain viewers. Storytelling is key to effective videos.
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{Staffbase Impact} Watch This! Why Video is an Important Tool for Internal Communication
- 1. Watch This! Why Video is an Important Tool for Communication Pros Wednesday, November 7, 2018
- 2. © The Children’s Mercy Hospital, 2017 Andy Pollard Video Producer, Children’s Mercy Kansas City
- 3. 3 Past Life • 10 years in TV news • Lexington, KY and Kansas City, MO • 1 Alfred I. DuPont Award • 12 Regional Emmy Awards
- 4. 4 • NFL Films Freelance Fun • A growing list of local and national clients • Welcome House of Kansas City • World Vision • Ashford University
- 5. • 5 years in corporate video • Children’s Mercy Kansas City • Internal video • External video • DP of Inside Pediatrics • Photography 5 Current Conditions
- 6. Department Details 6 • Created in June 2013 • Hired first creative director in March 2018 • Hired 2nd video producer in Sept. 2018 • 95% of all video content is created in-house
- 8. Why Video? • Easy to digest • Easy to share • Easy to make • Entertaining and engaging 8
- 9. Numbers Never Lie • YouTube says viewers are watching ~1 billion hours of video per day • 8.4 minutes of video per human • Facebook – 100 million hours • LinkedIn – Not the most video friendly.
- 10. How Do You Stand Out? 10 ______________________________ Tell me a fact, and I’ll learn. Tell me a truth, and I’ll believe. But tell me a story and it will live in my hear forever. - Ed Sabol -
- 11. Tell Me a Story…Quickly! • The Classic narrative arc had 8 parts! • Who has that kind of time? • 33% of viewers will stop watching a video after 30 seconds • 45% by one minute • 60% by two minutes
- 12. Video Narratives 1. Introduction of Characters 2. Conflict 3. Quest 4. Resolution
- 13. © The Children’s Mercy Hospital, 2017 #MagnusStrong
- 14. Breakdown • Intro: Magnus, Oncology team • Conflict: Magnus has Hodgkin's lymphoma • Quest: What is CM doing about it • Resolution: Almost cancer free
- 15. My Internal Content is Boring! Find the story. Keep it brief. Make video the supplement. Have fun!
- 16. The Book was Better! • Not every good story translates to a good video • Words need pictures (or some other stimulating visual aid) 16
- 17. Tools of the Trade • Simple Cameras • GoPro, Cell Phone, Sony and Canon for less than $300 • Editing programs • Adobe Rush, Splice by GoPro
- 18. Basic Video Rules • Steady • Good audio • Good lighting • Variety of shots 18
- 19. A quick word about Branded Content - You control the story and the message - Essentially a commercial without looking or feeling like one
- 20. QUESTIONS?
- 21. Find Me! Andy Pollard Children’s Mercy Kansas City @andypollard Andy Pollard @APinKC vimeo.com/andypollard alpollard@cmh.edu
- 22. Sign up for a demo, and see how you can reach your audience with video to make a difference at work. staffbase.com/demo 22
- 23. www.staffbase.com Thanks for joining, and we hope to see you next week!
Hinweis der Redaktion
- A little about me to start. Grew up in Ohio, went to school in KY and started my career there. Worked at 2 tv stations in Lexington, KY and 1 in Kansas City, MO Started in General news as a cameraman of photographer, then moved to sports the sports side of things, and finally to the Investigative and Special projects unit in Kansas City. Participated in lots of stories that did good for people and communities and was able to rack up a few awards while doing so. Really proud of winning a DuPont award, which they bill as the “Pulitzer for broadcast”. Our team did a several month long investigation into a gas explosion in a restaraunt that sadly killed one person.
- While handling that stuff in the day to day, I also do quite a bit of freelance work. - My biggest client is NFL FILMS. I shoot football games during the season and work on commercials and features in the off-season. - Also work with some local and national companies like World Vision, a global non-profit and Ashford University where I produced a few years of graduation videos.
- So I got married, had kids and decided that the TV news schedule wasn’t for me anymore, so I moved to the corporate world. INTERNAL Just hit my 5 year mark at Children’s Mercy Kansas City I’m the founding video and photo producer in our communications and marketing department. I handle internal video for the hospital wide audience, and communication from the C-suite and our Internal Comms team. EXTERNAL Externally I handle anything that is for the public audience. That includes our consumer marketing and our physician marketing. INSIDE PEDS I’m the Director of Photography of our branded content TV show Inside Pediatrics. A 3-season reality based docu-series that features the real stories of our patients and families. I’m in charge of the visual look of our show including lighting, framing of shots, and how we cover different stories. I also do some minor photography work.
- Here’s a quick run through of our department I was the first hire as a video producer in June of 2013, I was a total one-man team, WHO DID EVERYTHING, for 5 years. I produced, shot, wrote, edited, finalized, and posted everything we did. We didn’t have the capacity or equipment to do our tv commercial work in house Worked with agencies and production companies to handle that work. Hired our first creative director in March of 2018. His vision is to bring more of the commercial work in house, so we need more people for that so… We hired our 2nd video producer in September and we now create about 95% of all our video content in house. One thing I think you will see with what I show you today, is although we don’t have a huge budget for video production, I think we hire the right people to make it look like we do. I’m really proud of the quality of our final products. Including this first example of an internal video we did to celebrate all of our FY18 accomplishments.
- So why video. It’s been the big buzz and the hot thing lately…which is great for me! But why can it be a better method than the written word. Simple EASY TO DIGEST it’s easy to digest. Video is easier on the eye and easier on the brain than text. Visuals can be processed 60,000 times faster than text which means your brain can handle more content. EASY TO SHARE Video is easy to share across multiple platforms and search engines see video as high quality content so this can definitely help with your SEO. EASY TO MAKE Video has become so much easier to make because tools have become so available. It use to be you had to have a video camera and a tape, and an editing machine. Now it can all be done on your phone, in seconds…or you can post it all live. And Live video is becoming huge! It’s expected to be 13% of web traffic by 2021. ENTERTAINING AND ENGAGING - Video is entertaining and engaging because it involves 2 senses (Visual and Auditory) and can combine all different types of content. It can involve: video, text, music, sound, graphics. Together it creates a product that studies show 95% of the message is retained compared to the 10% that is remembered when read.
- YouTube says in aggregate viewers are watching 1 billion hours of video per day. That’s a lot of cat videos…and most of us can certainly attest we’ve been sucked into that youtube wornhole. You know the one where you finally look at the clock and it’s been 2 hours of cat videos,. So 1 billion hours…That equates to 8.4 minutes of video per human On Facebook it’s 100 million hours It’s easy to see that people love watching video Unless they are hanging out on LinkedIn. Stats show that it is not the most video friendly. Linkedin statistics show that articles without video outperform articles with video. On LinkedIn, folks are looking for long form articles, how-to’s and lists.
- So how do you stand out? My favorite quote from the found of NFL FILMS. A Stanford study showed that videos with stories are up to 22 times more memorable than facts or figures alone.
- STORY IS THE KEY! The classic narrative had 8 parts. That’s insane. No one has the kind of time in a video. We have to keep it short (unless the content dictates it). We all have been there, on youtube or any other site watching video,. What is the first thing you do, when you aren’t entertained or engaged….you start looking at that clock. How much more of this do I have to sit through? Studies show that 33% of viewers will stop watching a video after 30 seconds. 45% by one minute. 60% by two minutes. Keep it short, keep it entertaining, and keep your viewers engaged. I tell everyone that puts in a request for a video at CM, that we shoot for :90 max…UNLESS THE CONTENT OR STORY DICTATES IT. I’ll let them go as long as they want if it’s entertaining and engaging.
- I break a video with a story down into 4 parts, that generally go in order in the video. Introduction of Characters The characters connect the audience to the story. Define the hero of the story. The service, product, or business as a whole will generally be the hero of each video. Conflict What is the problem we are trying to solve? Quest The meat of the story and search for the solution. This explains the problem and the path to fixing it. Resolution Ideally, a solution to the problem. Depending on the objective, its not always obvious
- For this video, we had 1 point to make. It was that Children’s Mercy uses tailor made cancer treatments to help kids with cancer lead more normal lives. That’s simple and can be done in 1 line. So we found a kiddo who we did that for and told his story. This video is 90% his story, and 10% the info we wanted to get across. Magnus can hits all of our other “key points” for us. The way he tells it comes across so much more organically than if our docs say it. When they do, it looks and sounds like marketing. When Magnus does, it resonates with the viewer more. I will worn you, you might want tissues for this one.
- So let’s break it down into the 4 parts. First, we intro: Magnus he is the hero, but so is our Oncology team The Conflict is obvious: Magnus has Hodgkin's lymphoma The Quest: What is CM doing about it. How are we saving these kids, and giving them more normal lives. Resolution: Almost cancer free, at this point to date, he should be about done with treatment. Here were our results with this video. 3K views on YouTube – not where people are coming to watch our stories. They watch prep videos here. 56K views on Facebook. This is our win. Reach is 124K 45% of the people this video reached watched enough to qualify as a view. 2,146 reactions, comments and shares. Our second most on a video post to date. 11 clicks of the link that was included in the text with this post, which went to our donate page. So that’s a consumer piece with a great story. We also do lots of videos for our internal audience. We have over 8K employees that we have to engage. What about when your subject is BORING.
- We go through that,. We do. We share our great external stories internally to give folks a sense of pride in their work and to share the great things we do here, but we also have lots of boring content we have to share with all of our staff. This is how I handle that. There are 4 things I look to do. Find the story – Look for the story you can tell using the method I laid out earlier and tell a story, In this example, we needed to tell our folks why we created this brand new amazing Sports Medicine center. VW VIDEO Keep it Brief – Get your message across quickly and be done with it We don’t have to hear from the whole leadership team…or sometimes from anyone. 3. Supplement – Let the video be the supplement. Let the text drive the story and fill in the gaps with the video. 4. Have Fun – Internal crowds love fun videos. Not everyone will get the chance to have their, at the time, interim CEO do a rocky workout montage to promote a new employee fitness center, but if you can…you’ll get the views! This was one of our most fun and most watched internal videos.
- This is the part of this where I present myself out of a job. This is where I tell you that not everything needs to be a video. Sometimes text is better.. When you create great videos you can run into a problem, EVERYONE WANTS ONE! You have to know who your audience is and what your audience wants. NOT EVERY GOOD STORY TRANSLATES TO A GOOD VIDEO. TEXT NEEDS PICTURES TO BECOME A VIDEO…IF THE VISUALS AREN’T THERE, DON’T BE AFRAID TO NOT MAKE A VIDEO!
- So if you are going to create some video and you never have before, I want to go over a few tools of the trade that can help you and are easy to use There are so many Simple Cameras out there today. GoPro, Cell Phone, Sony and Canon and many others sell great, easy to use cameras for less than $300 If you are planning to do editing, there are some great, easy to use editing programs that are free or very affordable. 2 really easy to use Editing programs that are still relatively new are Adobe Rush, Splice by GoPro I would definitely encourage you to look into them.
- Here are some very simple rules to follow when creating your own video content. Keep it steady, USE A TRIPOD OR MONOPOD. We don’t want to make the view sick or make everyone look like this video was made on a boat. If there is talking or narration, YOU MUST HAVE GOOD, CLEAR AUDIO. Film in a quiet place that doesn’t have crazy echos Lighting is important! The biggest key here, don’t put someone against a window or with the sun to their back,. The camera will automatically expose for the brightest object and they will look like they are in the witness protection program. Look for places with nice even lighting and interesting backgrounds. Mix up your shots. Different distances, different angles, be creative and think outside the box.
- I want to speak for a quick min or so about branded content. That’s a bigtime buzz word in the video world these days. What is it? I always say branded content is a commercial that doesn’t look like a commercial. We’ve done that with the TV show that we make about our hospital. It’s a 30 minute commercial for every episode we make, but our audience doesn’t ever view it that way. We control the story and message and put in the parts of each story that we want. While this serves the community and our employees at the same time, it’s basically a giant ad. You see this all over the web when brands are telling stories that may not necessarily promote one specific product, but promotes their brand fill on. INSIDE PEDS :60 If you are interested in actually watching our show. Go to Insidepediatrics.com.