Marketing UsingDigital Storytelling

Rhonda CarrierInteractive Connections Conference 2012

Prayer for the InternetAlmighty and eternal God, who created us in Thy

image and bade us to seek after all that is good, true and beautiful, especially in the divine person of Thy Only-begotten Son, our Lord Jesus Christ, grant, we beseech Thee, that, through the intercession of Saint Isidore, Bishop and Doctor, during our journeys through the internet we will direct our hands and eyes only to that which is pleasing to Thee and treat with charity and patience all those souls whom we encounter. Through Christ our Lord. Amen.by Fr. John Zuhlsdorf

Incarnation Catholic School, Tampa, FL

Storytelling at No Cost Email

Website

Blog – personal reflection and perspective

Facebook

Animoto – video slideshows

Vimeo – for videos

Power of a Website to Market: Window to the School

Power of Storytelling: A Graduation Speech

Seth Godin saysMarketing is the art of telling a story to a

consumer that they want to hear.

You have to have something that they want – you can’t force it on them.

You have to be authentic, you have to tell them the truth.

Your story has to be so remarkable that people want to tell it to other people.

Who are we? What do we do?

WeEvangelize, Catechize, Educate

Our ICS storyIn keeping with our tradition,

we at Incarnation Catholic School:

Inspire life-long learning;

Challenge each individual to be a disciple of Christ; and

Strive to live our Catholic faith through service to each other and the community.

Defining Markets & Strategies: Different Viewpoints

Problem: Additional children?

Internal Market:Current Families

External Market:Children We Could Serve.

Pope Benedict:The Digital Continent

“I would like then to invite Christians, confidently and with an informed and responsible creativity, to join the network of relationships which the digital era has made possible.

Modern Day Missionaries“St. Paul knew that to preach in person is

best. However, he also realized that a letter read in a church assembly and then repeatedly copied is more effective in spreading the message of Christ.”

“Although St. Paul did not use the term “media”, he certainly realized that there was a desire and a demand within the Church for written documents that could be copied and distributed.”

Distribute our story?Email

Website

Blog

Facebook

Step 1: Principal’s Weekly email to Parents

Step 2: Website Animates & Tells Our Story

Home Page Blog-like Format: Refreshed Weekly

Step 3: Principal’s BlogLinks from web&FB

Step 4: Facebook Versions with 2-way Responses

Using Social NetworkingView

Social Networking in Plain English http://youtu.be/6a_KF7TYKVc

What is the Message?Who is the Audience?

Who created the message?

What is the target audience?

Why is this message being sent?

How might different people understand this message differently?

What values, lifestyles and points of view are represented in, or omitted from, this message?

What creative techniques are used to attract attention?

Other Storytelling Tools

AnimotoVimeo

Video Slideshows on Animoto

View Catholic Saints http://animoto.com/play/

XjZC7dXqOBa7CnHZPJxBVw

View Search for the Christ Child http://animoto.com/play/

YTFXtQI8shVLjCWqXUkuDg

Animoto how to:Select Style

Animoto how to:Import Photos, Select Music

Be authentic.Connect emotionally.

“The truth of the Gospel is not something to be consumed or used superficially; rather it is a gift that calls for a free response. Even when it is proclaimed in the virtual space of the web, the Gospel demands to be incarnated in the real world and linked to the real faces of our brothers and sisters, those with whom we share our daily lives. Direct human relations always remain fundamental for the transmission of the faith!”

ICS Videos on Vimeo Kindergarten Angels

http://vimeo.com/29789754

Blessing for Grade 2 http://vimeo.com/23912672

Fr. Michael’s Jubilee http://vimeo.com/23405623

ICS Field Day http://vimeo.com/24933508

Movies in VimeoUse the best quality camera available

Use a tripod.

Edit. Start filming before it starts.

Import to Vimeo. Takes 30 minutes before it is approved.

Make sure you have permission to use people in anything posted online or printed.

Vimeo has less distractions than Youtube.

Vimeo how to: Create & Edit Movies, Import

Vimeo how to:Control Privacy

Vimeo how to:Download or Share

Be Professional.Look Professional.

Poor communication is one of the most common problems within parish communities. And as the Vatican reminds us, if New Media is used wisely, it can become “a valid and effective instrument for authentic and profound evangelization and communion.”

Kodak Top TenPhotographic Tips

Down at their level

Plain background

Flash indoors

Vertical also

Lock the focus

Move from the middle

Know the flash range

Be the picture director

Watch the light

Deconstruction:Assess the technical elementsnumber of shots

length of each shot

camera angle of each shot & location of the camera for each

effects of close-up/medium/long shots

framing (rule of thirds)

sound track

backgrounds

lighting for each shot

visual transitions

special effects or animation

script/message

How successful are we?“Going viral is the phenomenon by which

unknown information becomes commonly known through a repeatable medium.”

“Just as a virus enters a living body and then rapidly reproduces itself millions of times over so also a message has the potential to rapidly reproduce itself within a culture.”

How successful are we?“The viral success of a story

depends on the willingness of a potential audience to copy and paste that information through their own media outlets.”Kindergarten Angels viewed 294 timesFr. Michael’s Jubilee viewed 233 timesField Day viewed 342 times

Seth Godin asks,“1st thing in the morning?”

“Do you check your email or traffic stats or messages or Facebook?

You’ve surrendered not only a block of time but your freshest, best chance to start something new. Your goal is to be the first thing people do when they start their day.

If you’re seeking to make a difference, the first thing you do should be to lay tracks to accomplish your goals, not to hear how others have reacted/responded/insisted to what happened yesterday.”

Not a Popularity Contest“The task of witnessing to the Gospel in the

digital era calls for everyone to be particularly attentive to the aspects of that message which can challenge some of the ways of thinking typical of the web. First of all, we must be aware that the truth which we long to share does not derive its worth from its “popularity” or from the amount of attention it receives. We must make it known in its integrity, instead of seeking to make it acceptable or diluting it. It must become daily nourishment and not a fleeting attraction.”

Evangelize, Catechize, Educate 1 Child at a Time

Recommendations1. * Clearly identify your

story.

2. * Define your market.

3. Establish a New Media group.

4. Evaluate current strengths and gaps.

5. Create New Media partnerships.

1. Secure the assets you need.

2. Begin with a few initiatives.

3. Commit to helping parishes, schools.

4. Sponsor and host gatherings.

5. Make it multilingual.

Thank-you

ICS ResourcesICS Website

http://www.icstampa.org/

ICS Facebook https://www.facebook.com/icstampa.org

ICS Wikispaceshttp://icstampa.wikispaces.com/home

ICS Blogs http://icscatholicedu.blogspot.com/http://rcarrier.edublogs.org/

Other Sample ICS StoriesVimeo: includes links to science videos.

Vimeo: Hail Mary Full of GraceVimeo: Incarnation Grade 3 on All Saints DayVimeo: Kindergarten Sings Good-bye

Wikispaces: Grade 5 ScienceWikispaces Grade 5 Science e-journals

Wikispaces: Grade 3 Saints Presentations

Recommended WebsitesCatholics Come Home

Message from Pope Bennedict XVI: 45th World Communication Day

Prayer for the Internet – Fr. Z’s Blog

CommonCraft.com for tutorials

Kodak Top Ten Tips

Animoto.com and Animoto tutorial

Vimeo.com

Recommended BooksThe Church and New Media by Brandon

Vogt

Tribes by Seth Godin

The Mac is not a Typewriter or The PC is not a Typewriter by Robin Williams or Beyond the Mac is Not a Typewriter by Robin Williams

The Nondesigner’s Design Book by Robin Williams