SXSWi2009: Integrated Multimedia (IM) Video Journalism

Speaker – David Dunkley Gyimah

Starts in 1994 … and it relates to video journalism today
– read a definition of video journalism from 1994
– They were called VJs

gave an example of how he does different cuts for a video interview – he does it quickly

Shoot with the edit in mind – so your goal is to shoot the final product

If he shot this session, he’d take 4-5 shots of the room, no more than 30 seconds wort, then do a quick interview with the speaker later

2005 – the bottleneck – new theories are appearing.
– how does this inform what we do?
– called 2005 the “what if” year
– there’s now more of an integrated design aesthetic – you do the interview, the video, the web page, the promo, the design that stretches across all of those things (hence the title of this presentation)

Played a clip of Tom Kennedy, former head of video at the washington post – basically said video journalism is simply allowing other people to tell their stories.

Q&A – what can we do with iMovie and a cheap camera? Answer – it’s not the gear, but about what you do with it

SXSWi2009: Try Making Yourself More Interesting

Panelist’s last names: Oberkirch, Becker, Halvorson, Byron, Gupta

#roux is the hashtag

Moderator thinks does this well

A couple of points from the moderator:
– apprentice yourself to great work – whose work means something to you? Watch it.
– Give side projects front and center. Twitter, blogger, etc started as side projects
– focus on delicious details
– go long
– share –
– instead of “getting the message out” celebrate all the cool stuff you do
– they have a “Latest Activity” page that brings in all their activity (which is mentioned online, so it’s rss aggregation of flickr, twitter, comments, etc)
– also holding Bike-related mobile socials. They get together with like-minded people to socialize (a crowd-sourced customer service & support community)
– Companies can be here (hint hint – libraries can, too – in fact, there’s a couple already there!)

– does an event called “Jelly”
– basically, you allow strangers to enter your living room and work (& probably use your wifi)
– it spread to other cities, they made the morning show because of it
– He also does photojojo
– plan – what happens next? IE – you want to start a blog …. what happens next?
– self knowledge – knowing your limits, & not letting it obscure your potential.
– courage. You are “out there” & have visibility. Make sure to stay focused, and remember your original goals/who you are/why you’re there

How do we know it’s working?
– stories, knowing what to measure
– how do you measure engagement?
– Gupta says “we measure love” – It’s an ROI thing that attempts to measure how much money they’re making vs how much “love” (good comments, etc) [i think – he didn’t actually go into much detail]

Treat people like humans!
– don’t treat customers transactionally – that can dehumanize the experience
– move to a relationship model
– we need to figure out how to measure relationships

“Waiting for the tourists to leave” – talking about people signing up for a new social network & trying it out

Is marketing dead (audience question)? Is advertising dead (panelist reframed the question)? She seems to think so. She’ll find word of mouth stuff about product/service from other real people rather than get info from the advertisement.

SXSWi2009: Oooh. That’s Clever! Unnatural Experiments in Web Design

Speaker: Paul Annett, Clearleft

Started off talking abut the arrow within the “Ex” of the FedEx logo and other hidden things within logos, fences, etc.

Innocent Smoothies (a juice company in England) – there’s a different message on the bottoms of some of their cartons. One says “stop looking at my bottom.”

Can do this in web design too – type about:mozilla into your firefox browser, into each version, and you get an unfolding story from a fake book about Mozilla…

… giving a live example … with audience participation, props, and a guy dressed in a gorilla suit

Showing fun ways to use css and backgrounds – when you resize the screen (twequency as example) clouds go by. Nice

Ho ho ho hat in flickr – users loved it!

Google Moon – if you zoomed in all the way, you saw cartoon cheese

They have planted “easter eggs” in websites – you have to find them, they’re sorta pointless (other than making people smile)

Transparency in web design – making things that aren’t white, but are transparent. Can be cleverly used

David Emery – his website does interesting things..

Kano Model of customer satisfaction: lots of this type of “customer delight” stuff fits in his model

Basic needs – with a hotel room, you’ll be mad if there’s no toilet paper, but lots of rolls don’t delight you. On the web, having a page that just works is a basic need

Creatives and designers work on fulfilling excitement needs

SXSW2009: My Boss Doesn’t Get it: Championing Social Media to “the Man”

Michael Wilson moderated. MIles Sims, Christian Caldwell, Rebecca Caro, Peter Kim were panelists

hashtag #sml

Qs From audience were asked first: how do you get a trial going to help get their feet wet, convincing another agency’s “man” (if you’re a consultant). Selling to a board, monetization goals to show the man, and something else …

Why does it make sense/how will this make money/ROI foundation thing?

Caldwell – (works at the American Heart Assoc) – reach was important – allowing whole organization the ability to get message out – larger reach is good. Did lots of explaining, showed examples, etc.

Sims – Reach isn’t necessarily instant money – but it holds real value.

(aside – funny – a spontaneous yelling match between our session and another one)

Kim – have to show equivalency and analogy – (showing similar costs for different types of ad dollars, I think. Also sometimes showing cost

Basically, an ROI model for social media varies greatly – it depends on your organization, the customers you target, etc etc.

Top questions that need to be addressed:

Sims – these questions happen after the fact many times …

What can it do for us, our customers, how does it help my customers.

What can the company handle, who in the company can get on board early without having to do detailed ROI models?

Caroe – need to look at your company culture. IE – if your comapny would freak out if they saw negative publicity, they might not be ready yet

Wow – the panel’s talking about having to get legal into the projects… yikes!

Loss of control (Kim) – it’s a misconception. You still have control – just looks different. Control over message and control over brand.

What do you do when social media creates/requires a culture change?

Kim – a matter of perspective. Described a change of focus – the company already had bloggers, they figured out how to use those bloggers

Caroe – describes a company ceo who got fed up with bad publicity and untrue mentions, so started a blog to tell “the truth” about their company

Sims – showing how it impacts our business. Show small successes and start small, then you can slowly start to snowball into greater change

Caldwell – show successes and failures. Failure is cool – show no fear. Colleagues saw no one getting fired, bosses saw learning, so transparency worked.

Kim – it’s GOT to change, so our choice is whether or not to stay at your organization and work on change, or simply go somewhere else where social media is already accepted

Does the pitch change depending on the audience?

Caroe – play to the audience – finance wants to hear about money. Does someone want a promotion? Show them how your project will help them get that promotion. Find out their motivations and change your strategy to match those motivations.

Kim – myth – young adults ALWAYS do all social media things. He said he’s been on strategy calls where the company they’re working with will include their summer intern … “because she’s young!”

Caldwell – wanted to share women’s stories about cardiovascular diseases – they mentioned it on facebook, quickly had over 1000 videos they had to screen – Sounds like it was a good kind of failure…

Caldwell – started recuiting the resisters – cool idea. He found out what they wanted to push, what their goals were, then showed how social media could help meet those goals. The resister (in at least one case) became the champion.

How do we help make the project a success?

Caldwell – have to point out it’s not a short-term game. It’s a long-term thing, and they need to have ongoing conversations

Sims – set expectations early

Caldwell – have to trust people. Don’t worry about people playing and not doing their jobs. With PCs, it was Solitaire. Before that, paper could be a distraction!

If you have marketing types/corporate communications departments that haven’t gotten it yet … find their peers that DO get it, and introduce them.

Pull it out of people at the beginning – stop by the watercooler, ask people to guest-blog.

Aside from money, what else do you use to pitch the idea?

Caroe – recruiting new prospects and having that in a database…
Caldwell – the speed of research. Get instant feedback
Kim – bottom line is always how will you make money (I think he’s wrong for non-profits and libraries)