Let's See That Again! Breathing life into your company's video by Thomas Clifford
July 27, 2009
02:13 pm | 0 recommendations | 1 comment
It’s bound to happen. It’s just a matter of time.
Imagine you are about to interview someone for your company’s video.
They enter the room. Your interview guest sits in their chair. You sit in yours. The camera rolls. You fire away at your first question.
Then you begin to notice something unusual.
About two minutes into your conversation, it’s clear the person you’re interviewing is visibly nervous– almost like they’re “frozen.”
Quickly– how do you melt the fear your guest is having?
You would think saying, “Be yourself” and “Ignore the lights” would help, but it usually doesn’t. So what do you do? How do you warm up and prevent a “frozen” interview from ever happening in the first place? Try this “Defrosting Technique.”
What are the three steps in the “Defrosting Technique”?
1. Trade places
2. The more, the better
3. Be a “story steward”
It’s that simple.
1. Trade places
After your initial greetings, have your guest sit in the “director’s chair.” You sit in the interviewee’s chair. Have your guest look at the video monitor so they understand how they will look on the screen.
Then, have your guest ask you a question, as if they are interviewing you. Answer your guest’s question in depth. While you are answering, your guest will begin to see how they will look, how easy it is to answer the questions, where their eyes should be looking and so forth.
2. The more, the better
While you’re still sitting in your chairs, explain to your interviewee “the more, the better” concept. Tell them if they answer your question with only a few words, it makes it extremely difficult to edit their responses into something interesting.
Reassure them that if they go off-track that you are there to bring them back “home.”
3. Be a “story steward”
What’s a steward? A steward is a “caretaker, overseer.” How do you go about becoming a “story steward”? Tell them you are the one responsible for their story. Most people who appear on-camera don’t have any idea who will see their footage or edit it. They naturally feel apprehensive in sharing their thoughts
Reassure your guest you are their “story steward.” It’s your job to capture and present their point of view as best as possible. Chances are, your guest will show signs of great relief when they hear these words!
Why does the “Defrosting Technique” work?
The “Defrosting Technique” works well because it quickly defuses the anxiety a guest has about appearing on-camera. For most people, appearing on-camera is not part of their normal routine. These three easy steps help demystify their video experience.
When is the best time to use the “Defrosting Technique?”
• Several days before the interview occurs.
• The day of the interview- right before the interview is about to begin.
There you go. Three simple things you can do to help your next interview go smoothly:
1. Trade places
2. The more, the better
3. Be a “story steward”
Just by using the three simple steps mentioned above, your interviewee will begin to relax and feel comfortable under the lights. By the end of the interview, they will not be nervous anymore and you'll also end up with some great footage to edit into an interview worth watching.
P.S. Of course, there are more ways to help people feel comfortable on-camera. This post is just a beginning. Feel free to add your comments or questions to this list:
• What methods have helped you capture a conversation organically and comfortably?
• If you were appearing on-camera, what would you want to know to help you feel comfortable?
Veteran corporate filmmaker Thomas Clifford believes remarkable organizations deserve remarkable films. He helps Fortune 100's and non-profits breathe life into their messages and stories.
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July 12, 2009
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So I’m on the phone with a fellow producer the other day and out of the blue I say…
“Finally, after all these years, videos now have a home on the web…and they’re not homeless anymore.”
“What do you mean?” he says.
“Well, think about it. For so many years, videos- especially videos for most organizations- have never had a venue where the stories were integrated into the larger picture. Remember, videos went out on tapes and then discs. Those stories were islands unto themselves; they were rarely seen in a larger context. Oh, sure, sometimes they’d get seen at meetings, conferences, etc. But really, the majority of the stories weren’t seen in a larger context- they weren’t integrated into an organization’s larger brand or message.”
And so here we are.
Thanks to the web, videos are, indeed, finding a home.
If your organization wants to see how video stories can effectively be integrated into the larger story, take a look at these five examples- you’ll have a instant roadmap to discover how video stories can possibly be part of something larger than just a disc or file.
1. Sputnik Observatory for the Study of Contemporary Culture
If you believe ideas are a form of energy, you’re going to love this site. (A big hat tip to creative genius Mark Levy for pointing this site out to me!)
From Sputnik’s “About Us” page:
“Sputnik Observatory is a New York not-for-profit educational organization dedicated to the study of contemporary culture. We fulfill this mission by documenting, archiving, and disseminating ideas that are shaping modern thought by interviewing leading thinkers in the arts, sciences and technology from around the world. Our philosophy is that ideas are NOT selfish, ideas are NOT viruses. Ideas survive because they fit in with the rest of life. Our position is that ideas are energy, and should interconnect and re-connect continuously because by linking ideas together we learn, and new ideas emerge.”
2. Lance Armstrong’s “It’s About You” Campaign
You’re in for a treat with this one. Nike and Lance Armstrong teamed up to raise cancer awareness by launching “It’s About You.” Launched July 4th, the campaign integrates mixed media with the ability to share and tell our own stories. While you’re there, be sure to check out Evan Handlers’s video, “It’s About Telling Your Story.”
3. “The Soul of Athens”
The county of Athens in Southeast Ohio, is so steeped in Appalachian culture, a site was created to capture the rich heritage and stories of its people.
From their “About” page: “Produced by students at Ohio University’s School of Visual Communication and E.W. Scripps School of Journalism, the award-winning Soul of Athens has been placed in the same competitive arena as National Geographic, The New York Times and The Los Angeles Times.”
4. “Capturing Reality: The Art of Documentary”
My favorite site video/website ever. “Capturing Reality” seamlessly integrates “snack-sized” videos from worldclass documentary filmmakers along with educational material to inspire and educate filmmakers-to-be and film enthusiats.
5. David Lynch’s “Interview Project”
Think you need a big budget to produce corporate videos? Not so. David Lynch’s latest project proves simple video production values combined with interesting people and integrated seamlessly on a site can capture and holed the attention of viewers.
Veteran corporate filmmaker Thomas Clifford believes remarkable organizations deserve remarkable films. He helps Fortune 100's and non-profits breathe life into their messages and stories.
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June 29, 2009
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Think Twitter’s 140-character limitation deters storytellers from tweeting? Think again. Tip: follow these 140's by grabbing their rss feed.
Keeping in the spirit of Twitter, I’ll post the following as “tweets.”
1. Terrance Gargiulo @makingstories
Author, speaker. Shares thought-provoking ideas on empowering ourselves through story. Tweets interesting and re-tweetable quotes.
2. Sean Buvala @storyteller
Funny, engaging and conversational. Sean’s tweets are packed with enough variety to keep you coming back for more.
3. Kathy Hansen @kat_hansen
Prolific blogger/author. Focuses on telling stories for career development. Unearths amazing sites on story. Also tweets @astoriedcareer
4. Storytellin' @storytellin
Ongoing collection of Delicious bookmarks on storytelling and links are updated regularly. Features a wide variety of news.
5. Smithmag @smithmag
The king of six-word stories. Period.
6. Shawn Callahan @unorder
Interesting insights and thoughts on the role of storytelling in business.
7. Nick Morgan @nfrodom1
Communications coach/author of “Trust Me.” Encourages leadership thru better communications, gestures, listening, speaking. Wonderful tips!
BONUS: Story Corps @storycorps
NPR’s partner in storytelling. Remarkable tagline: “Our mission is to honor and celebrate one another’s lives through listening.”
Want to discover more people?
Follow the #storytelling trend to discover story-related messages.
Over to you. Who do you follow in the story world? Any filmmakers? Authors? Journalists? Photojournalists?
Veteran corporate filmmaker Thomas Clifford believes remarkable organizations deserve remarkable films. He helps Fortune 100's and non-profits breathe life into their messages and stories.
Blog: http://www.DirectorTom.com
Twitter: http://www.Twitter.com/ThomasClifford
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June 14, 2009
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I’ve recently bookmarked so many interesting sites on how companies use video I figured it’s time to open the vault and share a few of my favorite discoveries with you. I hope you’ll find something interesting, useful and thought-provoking here.
1. Herman Miller Video: Making of Setu
Watch how the team members sit around a table and one team member shares their compliments about another person on the team. We get a quick tour, see the chair in action and catch some philosophy along the way. It’s a simple video with a simple design structure. A perfect compliment to the Herman Miller brand.
(Hat tip to my blogging friend and branding guru Tom Asacker for this link.)
2. Multimedia Journalists Discover Life After Newspapers
Welcome to the future of corporate video storytelling. A must-read article pointing to how former newspaper photographers are preparing for new career directions by creating web videos that help companies and nonprofits tell their stories.
3. Have you seen the Rhode Island School of Design videos?
Definitely check out the “RISD Profile” videos. I really enjoyed John Maeda’s interview, the President of RISD.
4. Video to Flood Corporate Networks, Too.
Hold on to your hats, folks. From the article: “Cisco's famous "Zettaflood" report last year predicted that video would make up half of the Internet's traffic by 2012…” This brief article is a great snapshot indicating the enormous rise in video usage; now and in the future.
5. NY Times "Conversations" Videos
I love these short conversational videos from the NYTimes. This is from the home page: “Candid conversations with some of today’s most interesting people about their passions, their lives and NYTimes.com.” Perhaps it's another glimpse into one of the ways organizations will use video?
Veteran corporate filmmaker Thomas Clifford believes remarkable
organizations deserve remarkable films. He helps Fortune 100's and
non-profits breathe life into their messages and stories.
Blog: http://www.DirectorTom.com
Twitter: http://www.Twitter.com/ThomasClifford
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June 1, 2009
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One of the questions I get asked the most is “How do you get people to talk so naturally on-camera?”
The simple answer is it starts with my intention.
That’s why I’m so thrilled to share with others Nick Morgan’s new book “Trust Me: Four Steps to Authenticity and Charisma.” Setting intentions is one of the central ideas in “Trust Me.” Business leaders and non-filmmakers involved in any aspect of creating a corporate documentary will find this book invaluable. (And yes, filmmakers will find it awesome, too!)
Think your spoken words carry the most weight during a conversation?
Think again.
Your gestures mean more. Way more.
And you can thank your limbic brain for believing gestures over spoken words.
According to Morgan, many of the gestures we use while speaking actually happen a split second before our words are spoken. At a subconscious level, we receive these gestures and then our part of our brain determines if that person is believable and authentic.
“Trust Me” outlines in four simple steps how we can become more believable and authentic by getting both verbal and nonverbal in sync.
We often feel a certain way about someone because we unconsciously believe the “second conversation,” the one with gestures, over the “first conversation,” the one with content.
“Trust Me: Four Steps to Authenticity and Charisma” is an important piece of work because we now have a clear and simple system to become highly effective communicators while maximizing our presence in front of others; either in groups or one-on-one.
The Big Idea
The main concept behind “Trust Me” is simply this: gestures first, words second.
“We are all unconscious experts at reading other people’s body language” (pg 2).
Nick proposes that “every conversation is two conversations: the verbal one- the content- and the nonverbal one- the body language. If the two are aligned, you can be a persuasive, authentic communicator…If the two are not aligned, people believe the nonverbal every time” (pg 1).
The Big "A-Ha!"
Over the years, our instincts taught us to survive by reading nonverbal clues; which is great when one is living in the wild. These instincts are still with us, of course, but now with a slight twist: we are conditioned to read the nonverbal and attach meaning or intent behind it.
By learning to create intent first, our body language will more naturally express the intent, thus creating a more believable and authentic communication experience.
Intentions First. Gestures Second.
Most of us have been taught to think of what to say first then the words and gestures will follow. But we know the brain perceives and believes gestures first so it makes sense to create the intention of your communication first, then the gestures will appear naturally, followed by your thoughts and finally your actual words.
It’s easy to think, “I’ll just control my gestures by being conscious of them.” Of course, you’ll run into a slight problem: you’ll come off doubly awkward because now you’re thinking consciously of an unconscious activity. Nick’s suggestion? Think about the intent first and you will naturally create believable gestures. Now you can begin creating two believable conversations at once; the verbal and the nonverbal.
The Four Steps
Nick’s system to communicate authentically is easy to remember in any situation:
Step One: Being Open
Step Two: Being Connected
Step Three: Being Passionate
Step Four: Listening
The last few chapters of the book have some really unique and invaluable public speaking tips.
Seeking to enhance your communication skills either in groups or just one-on-one?
Then this book just might be for you. Trust me. :-)
Veteran corporate filmmaker Thomas Clifford believes remarkable organizations deserve remarkable films. He helps Fortune 100's and non-profits breathe life into their messages and stories.
Blog: http://www.DirectorTom.com
Twitter: http://www.Twitter.com/ThomasClifford
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May 17, 2009
10:52 am | 0 recommendations | 3 comments
How would I describe myself?
What were my dreams as I child?
What am I most proud of?
What are my plans for the future?
How would I like to be remembered?
What is the most important thing in my life?
Do I have any regrets?
When did I first experience death?
On June 1, people all across America will share their answers to these questions when David Lynch’s new “Interview Project” debuts.
“Interview Project” features 121 interviews captured throughout America. One 20,000 mile road trip over 70 days. Each personal narrative is three-to-five minutes in length.
A new interview will be released every three days for the next year. You can read more about the series on About.com.
If the past year is any indication, it’s clear an enormous shift in video storytelling is occurring: personal narratives is one heck of a shortcut to create emotional connections with viewers.
Can you imagine how powerful it would be if organizations started incorporating short narratives into their internal and external communications strategies?
Organizations have databases for numbers. Why not a database of stories? Why not have a narrative "Story Center?"
Imagine a story center where short narratives like those in the “Interview Project” explored new ideas, concepts, values, challenges, community projects, etc with employees, potential recruits, shareholders, customers, etc.
Personally, I think we're just beginning the journey.
What do you think?
Are we entering a period where video stories are playing a critical role in communicating? Will new video technology shape how organizations communicate, motivate, and inspire others?
Veteran corporate filmmaker Thomas Clifford helps Fortune 100's to non-profits who are stuck, frustrated, losing employees or market share because they can't breathe life into their brand story. He believes remarkable organizations deserve remarkable films.
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May 5, 2009
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"The eyes have one language everywhere." George Herbert / Welsh poet
Hooked. Captivated. Hynotized.
That’s exactly how I felt the first time I interviewed someone looking directly into the camera. And I felt this way for good reason; it’s how we talk to one another.
But for all too long, video conversations have struggled to feel “natural” and “organic.” That’s because the video technology wasn’t available until recently.
People have been prompted with pre-written scripts. Or people look off-screen to the left or right. Heck, we don’t look to the left or right when we are talking to someone and we don’t memorize our lines ahead of time, either.
The era of “impersonal video conversations” is finally changing. There’s a subtle shift happening in “video land.” So subtle, in fact, you probably haven’t even notice it.
This shift is real and terribly important to your audience and marketplace.
With the help of a simple component that connects to the front lens of a video camera, we can easily have someone look and talk conversationally to an audience…right into their eyes.
This may not seem like a big deal…but it is.
Here’s why.
Let’s say you’re having a conversation with a friend. And they’re reading from a pre-written script while looking directly at you. You’d feel pretty awkward, right?
Let’s call this “Stage 1” in the evolution of video conversations.
If we took this real life conversation and “mapped” it onto a TV screen, it would come across like this: “Just listen and look at me while I read a pre-written message.”
Most of the times, there wasn’t much “heart” in this type of delivery. “Real” people struggled trying to perform effortlessly like an actor and came across unnatural.
The attributes of “Stage 1” conversations are:
1. Precise
2. Forced
3. Remote
Of course, portable film and television gear in the early days wasn’t available so using the TelePrompTer for company messages was common and widespread.
This was the predominant form of communication for many companies in the 1960’s through the 1980’s. But think about this: the TelePrompTer is designed for the written word. Messages were carefully crafted as if they were going to be printed and read; not seen and heard.
Stage 2.
Now picture your friend looking to the left or right while they talked to you. How would you feel? Invisible?
Subconsciously, here’s the visual metaphor in television: “Ignore the viewer and talk to someone else.”
The attributes of this video conversation are:
1. Open
2. Genuine
3. Indirect
Portable documentary equipment was starting to come onto the scene thus making it possible to film interviews “on the fly” without much set-up. “Stage 2” conversations are fluid, casual, and spontaneous but still missing direct eye contact to the viewer.
Stage 3.
Now imagine a conversation where each of you are looking at one another. This is the latest evolution of video conversations. The breakthrough was popularized by Academy Award winning director, Errol Morris.
For the first time in audio/visual communications, we can now capture candid conversations that closely reflect real life conversations.
Attributes for “Stage 3” conversation are:
1. Compelling
2. Genuine
3. Direct
For a stunning glimpse into how an organization can embrace this “eye-to-eye” concept and emotionally move an audience to new levels, take a few moments to check out my favorite corporate film that Errol produced for IBM. Feel the difference?
In 60 years, the television and video industry has migrated from “read this script and look into the camera” to “speak from your heart and look into the camera.”
Over to you. What do you think?
• Is social media driving video conversations into new areas?
• Are you seeing more examples of this type of video conversations on the web or from companies?
• Does eye contact even matter?
Veteran corporate filmmaker Thomas Clifford helps Fortune 100's to non-profits who are stuck, frustrated, losing employees or market share because they can't breathe life into their brand story. He believes remarkable organizations deserve remarkable films.
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April 20, 2009
02:55 pm | 0 recommendations | 3 comments
“When facts become so widely available and instantly accessible, each one becomes less valuable. What begins to matter more is the ability to place these facts in context and to deliver them with emotional impact. And that is the essence of the aptitude of Story- context enriched by emotion.” Dan Pink, A Whole New Mind
If there’s one thing the social media “tsunami” has shown us it’s this: storytelling is far from dead.
Now that we can tell our stories to the world in an instant, it might be a good idea to learn some of the basics in crafting an interesting story.
So where do we begin learning to craft our personal stories and the stories about our organization?
This set of books is the second half of my favorite books on storytelling for personal and business use. Each one is unique and offers tremendous insights into the world of storytelling. If you missed the first set of books, you can find them in the previous post.
7 More Books to Help You and Your Organization Become Better Storytellers
1. Wake Me Up When the Data is Over: How Organizations Use Storytelling to Drive Results. Lori Silverman
Of all the 14 books listed, this one is the most comprehensive books on organizational storytelling. “Wake Me Up” gives the reader dozens of examples on how to discover, craft and increase the use of stories within an organization. The book is divided into three parts: how stories are being used, specific applications and finally, advice on integrating stories into specific business needs. It’s definitely worth reading several times as it’s packed with dozens of real-life examples covering just about every angle of storytelling.
2. A Little Less Conversation: Connecting with Customers in a Noisy World. Tom Asacker
3. Sandbox Wisdom: Revolutionize Your Brand with the Genius of Childhood. Tom Asacker
Confession time. I’m a huge fan of Tom’s books. While some may say these books don’t technically fall into the “storytelling” genre but more into the “marketing” arena, I’d quickly disagree. Tom magically weaves the concepts of brand loyalty, marketing, customer engagement and how we connect with people using the power of a simple story. Both books use fictional short stories that take us on a fun journey from “business as usual” to “business as it really should be.” Like magic, these fictional stories and conversations quietly weave new ways for us to think about how we might begin approaching our own business practices. Ah, the power of a great story.
4. The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling. Annette Simmons
5. Whoever Tells The Best Story Wins: How to Use Your Own Stories to Communicate with Power and Impact. Annette Simmons
Not sure where to start in your story journey? Want to start using your own personal stories when networking with others? Think about starting out with Annette’s books. I really, really love the “The Story Factor.” It’s a perfect book for beginners to get their heads wrapped around the power and basic concepts of storytelling. Annette covers the six stories we need to learn to tell, what is a story, storytelling do’s and don’ts and several other important ideas behind telling stories.
6. Squirrel Inc.: A Fable of Leadership Through Storytelling. Stephen Denning
7. The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations. Stephen Denning
I think “Springboard” was the first book I ever bought on storytelling years ago. While Denning’s book is geared more for organizational storytelling, I enjoyed crafting my own springboard stories simply personal practice. “The Springboard” is another great place to start incorporating a single story into your personal or business life.
What, then, is a springboard story? Denning explains a springboard story this way: “…a tiny story- 29 words or 200 bytes- is less a vehicle for communication of large amounts of information and more a tiny fuse that ignites a new story in the listener’s minds, which establishes new connections and patterns in the listeners’ existing information, attitudes, and perceptions…the listeners generate a new story.” (pg. 82-83)
“Squirrel Inc.” offers quite a different take on the power of storytelling through a fable involving a cast of squirrels; yup, squirrels…and the story works like a charm! A must-read, for sure.
BONUS: Of course, don’t forget Seth Godin’s classic, All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World.
Do you have your favorites? What books did I miss? Would love to hear from you. Share you comments here. If you enjoyed this post, be sure to hit the "Recommend This" button.
Veteran corporate filmmaker Thomas Clifford helps Fortune 100's to non-profits who are stuck, frustrated, losing employees or market share because they can't breathe life into their brand story. He believes remarkable organizations deserve remarkable films.
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April 6, 2009
08:33 pm | 0 recommendations | 3 comments
As I was recently rearranging my “ridiculously-way-over-stuffed-I-need-to-straighten-this-thing-out”bookshelf, I noticed over a dozen books scattered about; books on story,personal storytelling and organizational storytelling.
Instead of putting them back where they belonged, I made a tall pile on the floor. And then I just sat there staring at the pile.
I reflected on how much these amazing authors have helped me understand the journey of storytelling not only from a personal point of view, but especially from a business perspective.
Then the idea hit me: I should share these titles.
There are 14 book in total. The book list will be in two parts; below is the first half. The next batch will be in the next post.
The beauty of this list is that each book is entirely different from the next, proving the theory that “story” is an extremely fluid word and meaning so many things to so many people.
Each one is fabulous; explore them all and see which ones you feel attracted to.
You just might see yourself or your organization in a new way.
I know I did.
7 Books to Help You and Your Organization Become Better Storytellers
A Whole New Mind: Moving from the Information Age to the Conceptual Age
Made to Stick: Why Some Ideas Survive and Others Die
The Seven Slide Solution: Telling Your Business Story Effectively in Seven Slides or Less
Tell Me About Yourself: Storytelling to Get Jobs and Propel Your Career
Presenting to Win: The Art of Telling Your Story
The Secret Language of Leadership: How Leaders Inspire Action Through Narrative
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business
Do you have your favorites? What books did I miss? Would love to hear from you. Share you comments here.Veteran corporate filmmaker Thomas Clifford helps Fortune 100's to non-profits who are stuck, frustrated, losing employees or market share because they can't breathe life into their brand story. He believes remarkable organizations deserve remarkable films.
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March 22, 2009
09:35 am | 0 recommendations | Be the first to comment
- Do you enjoy challenging ideas?
- Intrigued by new concepts?
- Wish you could share these ideas with your friends?
In other words, are you a big thinker?
If so, I’ve got great news for you.
Big Think is here.
Big Think is founded by the producers of Charlie Rose and features short video clips of leading thinkers in business and society.
Just a few of the many thought-leaders you’ll find on Big Think are Richard Branson, Paul Krugman, Jimmy Wales, Moby, Deepak Chopra and Andrew Cohen.
What’s the concept behind Big Think?
Here’s what “Big Think” says on their About Us page:
“The Idea: In the global digital age, there is a glut of accessible information. And while this information empowers you, the citizen-consumer, the only way to make any sense of it, is to begin an interactive relationship with the global thought leaders who can deliver the best news and analysis on the Web. Welcome to Big Think.”
Welcome to a new age in video.
- People looking directly at us.
- Sharing their beliefs.
- Challenging the status quo.
- Telling stories.
- Sharing ideas within a community.
Is this the new wave for how organizations will use video to engage their employees, customers, stakeholders?
What do you think?
- Are businesses next?
- Will organizations integrate video stories like these into their communication strategies?
- If not, what is holding them back?
Would love to hear from you. Share you comments here.
Veteran corporate filmmaker Thomas Clifford
helps Fortune 100's to non-profits who are stuck, frustrated, losing
employees or market share because they can't breathe life into their
brand story. He believes remarkable organizations deserve remarkable
films.
Recommend This If you liked this, let others know:
