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Digital Storytelling Best Practices

What makes a good story? What drives engagement on social media? What are low or no-cost ways I can create engaging visual content? Where and When should I post updates? All these questions and more are answered.
by

Mandi Lindner

on 10 September 2015

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Transcript of Digital Storytelling Best Practices

Digital Storytelling Best Practices
What Makes a Good Story?
Put Your Audience First
What Drives Engagement?
Emotion
Types of Content
Video
Free Content Creation Tools
Video
Increasing Engagement
1. Post where your audience is
Publishing
Best Practices

Questions?
Caveat:
This info correlates most to visual storytelling as that is what we (hopefully) focus on in social media
Know What Your Story Is
Edit Ruthlessly
Include Basic Factual Details
A Visual Story
Show Audience Something New
Give Your Story a Purpose
BEFORE
You Make Images For It
As Needed
Does NOT
Require a Camera
maps, charts, graphics, etc.
perspective, angle, distance, etc.
Or...give your purpose a story
Authenticity
Content brand,
but not brand
RELATED TO
ABOUT
Emotional Marketing Value (EMV):
Basic language harmonics that are always interpreted with the same emotional response. EMV calculates words used and how likely they are to garner an emotional response.
EMV Calculator: http://www.aminstitute.com/headline/index.htm
Headline Analyzer: http://coschedule.com/headline-analyzer
Have a willingness to take risks and be vulnerable
Align voice to brand mission and values
An authentic voice is:
helpful
real
verifiable
meaningful
consistent
knowledgable
People will engage with content that taps into the bigger idea behind the brand
Example:
Nike "Just Do It"
Campaign isn't about the shoes, it's about
what you do
while wearing the shoes
Engaging
Content
Thinking less about promoting yourself
Thinking more about promoting the themes/beliefs/lifestyle of your brand
=
Customer-centric, not brand-centric
Photo
Text
Graphics
Photo
Infographics
Picture Quotes
Text & Fonts
Vine
Instagram
Animoto
Instagram
Hipstamatic
Snapseed
Pixlr-o-matic
Piktochart
Quozio
Pixteller
Chisel
Notegraphy
Tumblr
What to Post
Where to Post
When to Post
Take advantage of human time cycles
Use analytics to understand when posts have done well in the past
Update when you have something interesting to say
Twitter & Facebook:
When are fans engaging?
Google Keywords:
See historical performance of trends
Create a
Content Calendar
for your team
Industry Themes & Keywords
Cultural & Global Trends
Schedule of Programs
Re-Use Evergreen Content
Re-Post or Re-Imagine Asynchronous Content
Identify Key Audience Traits
Identify Your Goal
Identify Your Resources
e.g. age, location, gender, etc
e.g. web traffic, comments, RTs, etc
i.e. give sites with most activity preference and prioritize your time based upon the type of content that's easiest for you to produce
2. Respond to people that engage with you
3. Use positive reinforcement
Millennials = Instagram and Tumblr
Gen X = Facebook and Twitter
Acknowledge replies on Twitter, Thank followers for RTs, Respond to messages on Facebook pages
Reward top commenters: highlight them on #FollowFriday, invite them to guest post, hold drawings for comment,
like, RT prizes
Create a More Compelling Story
Think Like a Reporter
Use Your Own Experience
Harness Emotion
Define a Goal
Method of Delivery
Who, What, Where, When, & Why
What do you find interesting? Highlight it.
Negative emotions tend to drive more response, but positive can be correlated to your brand and result in a
positive attitude toward your brand
.
Determines where and what you post and emotion you convey
What type of content will you create?
Resources
Harvard Business Review
How to Tell a Great Story
https://hbr.org/2014/07/how-to-tell-a-great-story/
The Power of Storytelling
A Scientific Guide to Posting at the Best Time
https://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
Stats for Creating More Facebook Engagement
https://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page
The 5-Shot Method for Shooting Video
http://www.jou.ufl.edu/faculty/mmcadams/video/five_shot.html
Free Digital Storytelling Education: Hatch
https://www.hatchforgood.org/
Curated Digital Storytelling Examples
http://www.scoop.it/t/dgstorytelling
Example:
Facebook
Other
Timelines
Storify
Online video editing
VoiceThread
http://paper.li/fmindlin/1309151130
Picture Superiority Effect
Images
have been proven to make
content more memorable vs. words
55%
Animated Videos
Lighting
Framing
Perspective
Tight is right
Angle & Emotion
Point of View
Background
Rule of Thirds
Natural light is best
Balance unnatural light
Sunrise, Sunset are most even
Make sure sun is behind or to side of subject
Use a mix of overhead and lamp light if possible
Beware of strange objects and their placement
Eliminate distractions in your composition
Place points of interest at grid intersections
Center placement makes image feel as if it needs cropping
Fill the picture area with your subject
Closest focus area of most cameras is ~3 feet
Play with angle to convey emotion
Consider all actors in the scene and take images from each of their perspectives
6 Shot Method
2. Hands (tight)
3. Face (tight)
4. Hands & Face Together (medium)
6. Different Angle (not wide shot)
10 Second Rule
Hold the shot for 10 seconds in order to get a 4-second usable clip
5. Over the Shoulder (medium)
1. Set the Scene (wide shot)
Remember: You're Holding the Camera
If you react to what's happening your voice will supersede the actors'
If you laugh, cough, or move the shot will be shaky
How To Make a Tripod
Writing for the Web
Treat your online audience like human beings and write about what makes them tick, right?
WRONG
Your online audience is not made up of human beings. They are wild animals on the hunt.
Provide a Good Meal & An Easy Catch
Inverted Pyramid
Journalism's
Most important information first
Details & Background information second
Social Media Post = Lede
Write for Predators on the Run
Write for Skimmers
Use Keywords
Ex: "Cheap" vs. "Low-Cost"
Google Keyword Planner
Play with Text
Anticipate Their Needs
Bulleted Lists
Add White Space
Use Sub-headlines
Use Different Font Sizes
Highlight, Underline, Italicize
Call Out Quotes
Answer Questions
Provide Relevant Links
Sometimes Predators Are Lazy
Use Short Paragraphs (~4 sentences)
Use Short Sentences (~12 words on average)
Eliminate Unnecessary Words
Avoid Jargon
Avoid Needless Repetition
Avoid Needless Repetition
Address Audience Directly (use "you")
Anger
Happiness
Sadness
Relaxation
Why Do People Share?
Content evokes emotions, but not powerful enough to invoke sharing
Content evokes powerful emotional response, and, therefore, incites sharing
Flipagram
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