Shlomi Ron: What is Visual Storytelling? And Why Marketers Should Care?
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Shlomi Ron provided our vision for visual storytelling. The drivers for the current content explosion: Global Internet adoption, the emergence of social media and adoption of mobile devices. He also reviewed the evolution of storytelling frameworks from the early 1880’s to our homegrown 9-Step Visual Storytelling Framework. The visual storytelling examples, such as the 2013’s Dove Real Beauty Sketches’ campaign – helped our audience to see the principles I talked about come to life. Finally, I presented how the visual storytelling ecosystem looks like to paint a clear picture of the space and the opportunities it holds. Shlomi Ron presented at Visual Storytelling Summit 2016.
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Shlomi Ron: What is Visual Storytelling? And Why Marketers Should Care?
- 2. storytellers
- 3. story makers
- 4. both
- 8. Setup Conflict Resolution Marketing Types Select examples Why visual storytelling? Why now? Staging our case in a visual story format
- 11. The Web is increasingly visual: 300 72 80,000 1 million 34,000 1.7 million 300,000 10,000 Increase in content production & consumption
- 14. Decrease in users’ attention span
- 15. Increase in content production & consumption Decrease in users’ attention spanVisual Storytelling Visual superiority Storytelling superiority Businesses struggle to have their voices heard in today’s overcrowded and commoditized attention economy
- 18. 35,000
- 20. 70% of your sensory receptors are in your eyes 90% of information transmitted to the brain is visual 50% of your brain is active in visual processing 40% of people respond better to visuals
- 22. Psychology researcher Uri Hasson & team have shown that during storytelling experiment a speaker’s brain activity can actually be mirrored in the listener’s mind - Neural Coupling.
- 26. Joseph Campbell
- 27. “It was The Hero With a Thousand Faces that just took what was about 500 pages and said, here is the story. Here's the end; here's the focus; here's the way it's all laid out. It was all there and had been there for thousands and thousands of years, as Mr. Campbell pointed out.” - George Lucas
- 33. What’s next? Inadequacy marketing Empowerment marketing
- 34. The Visual Storytelling Institute (VSI)
- 35. 1: SETUP 2: CONFLICT 3: RESOLUTION 4: SCRIPT 5: CREATE ASSETS 6: EDIT 7: EDITORIAL CALENDAR 8. ENGAGEMENT TACTICS 9. STORY ANALYTICS Story Telling Story Visualizing Story Making
- 36. Story Making • Market discovery • Goals setting • Customer personas • Business story development • Visual grammar Story Visualizing • Videos (e.g., tutorials, vlogs, branded Webisodes, 360, drone video etc.) • Images (e.g., animated GIFs, eCards, pictorgrams, emoji) • Infogrpahics • Experience architecture • Virtual reality /Augmented reality • Visual IoT Story Telling • Visual calendaring • Pro/reactive engagement • Visual social networks (e.g., Facebook, Pinterest, Instagram, YouTube, Periscope, Vine etc.) • Visual messaging (e.g., Snapchat, Whatsup) • Interactive social media walls, digital signage • User generated content • Employee advocacy • Visual workplace • Visual PR • Live streaming, Webinars • Storyselling Story Measuring • Data storytelling • Data visualization • Social listening • Command centers • Attribution Visual Storytelling Ecosystem
- 39. Marriott – The Teleporter New York Times – Displaced Deloitte Global predicts VR market will reach its first billion dollar year in 2016, with about $700 million in hardware sales, and the remainder from content”
- 40. the Story always wins!
- 41. Book your Visual Storytelling Workshop today, and rise above the noise! Learn More Schedule a conversation Remember, if your business story is weak, it’s as if your product/service does not exist.
- 42. • • www.linkedin.com/in/shlomiron • Visual Storytelling Institute Website: www.VisualStorytell.com
Notes de l'éditeur
- Let’s do a quick poll?
- Let’s do a quick poll?
- My journey was not different I am from israel um > i did my master’s thesis about integrating brand messages into video games > like you Co-founded IOL – Israel online service Thought I could get any job in ny Agencies Major corprations i-traffic : first online media planning & buying Managing director at the estate of artist buky schwartz. Where as of recent did a joint research collaboration between UM school of comms and NYU media and preservation program to My side passion is fine italian cinema A year and a half ago relcoated to miami from ny as my wife started a prof position at UM. I then decided to co-found the visual storytelling institute which is a think tank that blends the timeless art of storytelling with the power of visual delivery platforms (we’re going to talk about). Our audience is comprised of marketers, entrepreneurs. Our vision is to become a destination platform for improving global visual literacy.
- How many people know what visual storytelling is?
- Ideas and purpose: it is the underlying series of ideas that allow us to achieve our purpose in telling it – the big WHY Narrative elements: Ideas alone are not stories. They must be tied to events or facts, WHAT/HOW/WHEN and WHERE which are put into narrative format to ensure emotional impact and future recollection. Visual storytelling is so new that even if you search on Google trends you’ll find low count of people searching for it entertainment, photography. So new
- So the purpose of this presentation is to share with you the power of visual storytelling, its origin and why now? Every story typically needs to have 3 parts: setup, conflict and resolution. Randy Olson, And but therefore
- Back in the 1990s we had only a few channels to communicate with customers. Today there are hundreds!
- Content explosion: > "4.6 billion pieces of content are produced every day" – LinkedIn Aided by broadband internet connection that allows producing & consuming more visual media such videos and images.
- This content explosion is aided by 3 drivers: Massive internet adoption: Almost 3 billion people - 46% of the world’s population are using the Internet Emergence of social media Adoption of smart mobile devices for on-the go production
- In fact we see this also in the news organizations. Buzzfeed just announced yesterday that they’ll split their news and entertainment with greater focus in video. Same trend we see with other news organizations like the new york times, and the Tronc, formerly known as the tribune. Business Insider video The Newspaper Association of America, the trade group that has represented the interests of major newspaper publishers in one form or another since 1887, is going to drop from its name the very word that defined it: “Newspaper.” The group will be known as the News Media Alliance.
- The paintings are remarkably similar around the world, with animals being common subjects that give the most impressive images. Humans mainly appear as images of hands, mostly hand stencils made by blowing pigment on a hand held to the wall. Writing was invented 32,000 years later: in 2 places around 3200 BC and Mesoamerica (Mexico) around 600 BC.
- Study volunteers listened to a 15 minute audio recording of emotional story of high school prom while their brains were imaged by fMRI (functional magnetic resonance imaging). Next, listeners took a test on story comprehension and recall ability. After the listeners’ fMRI data was mapped to the storyteller’s own fMRI, those listeners who scored highest on story comprehension also showed the closest neural coupling to the speaker. Top listeners synchronize with the speaker and even anticipate thoughts This implies that people understand each other by mirroring each other’s brain responses When we read words that describe motions, feelings, colors or odors the same region in our brain is activated as if we would smell that particular odor in real life.
- The storytelling mind is allergic to uncertainty and is constantly craving for meaning. If it cannot find meaningful patterns, it will try to impose them. This way the storytelling mind operates like a factory that churns out true stories. Where it can but will manufactures lies when it can’t. When we hear stories, our brain is looking for the cause and effect relationship of something we’ve previously experienced in order to generate meanings – is it good, bad > part of our ancient survival mechanism.
- good storytelling skill is a 2-sided mirror. The better the story you tell yourself, the better it makes you feel better/confident and then it spills outside to your external relationships.
- In 1863, around the time that playwrights like Henrik Ibsen were abandoning the 5-act structure and experimenting with 3 and 4-act plays, the German playwright and novelist Gustav Freytag wrote Die Technik des Dramas, a definitive study of the 5-act dramatic structure, in which he laid out what has come to be known as Freytag's pyramid. Denouement: final part of a play,
- mythologist Joseph Campbell’s 1949 seminal book “The Hero with Thousands Faces” that compared myths from around the world and revealed a common 17-steps hero’s journey they all include. His influential contribution impacted Hollywood and the way filmmakers are taught to create compelling stories to this day 17 steps, this is a simplified diagram Finding Joe documentary by patrick takata solomon
- In fact, George Lucas’s Star Wars was one of the early adopters.
- Kenn Adams has over twenty years of experience teaching, directing, and performing improvisational theater. He is the Artistic Director of Synergy Theater and the author of the book How to Improvise a Full-Length Play, the Art of Spontaneous Theater. Kenn is also a playwright, ghostwriter, and story-doctor. Because of that (bad consequence both business and personal) + And ever since then: emphasize the human impact/stakes (business and personal) Storytelling lite most businesses. Nice ending they bought our product and lived happily ever after.
- The goal is to make your potential customer feel inadequate and insecure (create anxiety, fear) so that they will be motivated to buy your product to solve their supposed problems.
- Framestore VR Studio and Relevant partnered with Marriott to create a unique teleportation experience for the public. Framestore VR Studio writes that it’s, “A Revolutionary 4D Tourism experience for Marriott Hotels, that teleports you first to a Marriott Hotel and then to the beach in Hawaii.” Toured in 8 cities in the USA Marriott invested in studio production and they do these amazing videos in which a Marriott hotel is sort of a character in the background, but they tell the story of a person visiting a city—and by the way they stay at a Marriott—but it’s in the background and those work very well. The New York Times detailed their tragic stories in an immersive documentary that was available to download for mobile app and Google Cardboard. This wasn’t a marketing campaign but the publicity of generated by distributing a million free Google Cardboards to their readers grabbed headlines. The VR studio vrse.works developed Displaced for the NYTVR app. I’m disappointed in the way Chipotle handled the food crisis. They were silence for a long time and when they did finally come out with the story of what happened, they started blaming suppliers etc. They never really owned it.
- Every story starts with empathy – by understanding the story of others - make it relatable and actionable so your audience can actually use it.