The power of online video continues to grow. How can YOU use this power to achieve your persuasion goals?

This unique half-day workshop at Stanford University aims to showcase effective use cases of online video for attitude and behavior change with a small group of innovators. Topics to be discussed range from web video design to production, distribution and evaluation.

Featuring:

BJ Fogg- Director of the Stanford Persuasive Technology Lab who was recently named one of "10 New Gurus You should Know" by Fortune Magazine

Dan Greenberg- Co-founder & CEO of Sharethrough, the industry-leading social video marketing company responsible for 4 out of the 10 top viral videos this holiday season

Pete Caban- As CEO/Head of Digital at Mekanism since 2005, Pete has led the development of breakthrough hits like the 'True Adventures of Chad', 'Clearification of Demetri Martin', Rockband.com, NOLAF.ORG, SporeVote.com, and the Spring 2009 'Axe Fixers' campaign

Chris Tew- Founder of an underground blog network including WebTVWire.com, a site which discusses the business, technology and fun side of online video and reaches nearly half a million readers monthly

Scott Broomfeld- As CEO/Co-Founder of Veeple, Scott brings more than twenty years experience in leading highly talented and innovative entrepreneurs in developing cloud-based software products

Natasha Deganello Giraudie- CEO and founder of Micro-Documentaries, a young company of Stanford filmmakers that produce 1-minute micro-documentaries that are authentic, affordable and actionable for organizations that are making a positive contribution to the world

When: Friday, December 18th from 1:00-4:00pm

Where: The Hasso Plattner Institutute of Design Room 524A

Contact: enrique.allen@stanford.edu (510) 449-1015

Content Outline:

Design- Enrique Allen & BJ Fogg

• Why Video Matters
• Behavior Change Model
• Types of Web Video and Persuasive Video Patterns 
• Anatomy of Web Video Design and Mechanics of Execution
• Feedback from participants
  • How to deploy video for awareness or action? For readers or contributors?

Measurement & Evaluation- Scott Broomfeld

• Approaches to Evaluating Web Video
• Examples of Web Video Analytics
• Tools Overview
• Feedback from participants
  • How people evaluate effectiveness of online video?
  • Industry best practices and measurement/integration techniques?

Design Challenge- All Participants + d.school Stars Erica Estrada, Jacob Klein and more!

• [Collect interventions from participants, select best themes]
• Participants work together to design an intervention using online video
• Break into 3 groups led by Facilitators and Speaker Coaches
• Brainstorm and synthesize on multiple white boards (8-12 min)
  
  • Motivation and ability of intervention audience
  • Target behaviors and metrics
  • Story arch of online video(s)
  • Distribution strategy
• Map Intervention eg flow chart on white board (2-4 min)
• Present to each other (2 min/group)
• Reflect as a group (2 min)

Production- Natasha Giraudie & Pete Caban

• Approaches to Production
• Examples of Web Videos
• Feedback from participants
  • How to better tell a story with a short film?
  • What are challenges for people who produce persuasive online video?
  • What is short form? Avg limits of attention?

Distribution- Pete Caban, Chris Tew & Dan Greenberg

• Approaches to Distribution 
• Examples of Web Videos Campaigns
• Feedback from participants
  •   What's the pathway that content takes to generate a large audience?

Distribution, Measurement & Evaluation- Dan Greenberg

• Approaches to Evaluating Web Video
• Ecosystem perspective of online video space
• Feedback from participants
  • How to optimize campaigns?

Reflection- All Participants

• Iterate on visualizations of participant interventions
• Identify key learnings from workshop and areas for improvement

Questions:

Why does online video matter? Can I use online video to change my organization? How do I design a video campaign from end to end? What target behaviors can I achieve using online video? How do I get people to watch? How do I measure my progress with online video? Who are the interesting companies and innovators?

Learning Goals:

• Understand the process of creating, distributing, measuring online videos
• Gain creative confidence with online video as something doable by starting small and cheap
• Understand and apply persuasive design processes towards your unique problems and opportunities
• End-to-end knowledge of persuasive online video campaigns for a variety of use cases
• New insights about the online video landscape in preparation for 2010

Benefits:

• World class academic and industry speakers that usually charge expensive rates for industry workshops and consulting
• Acquire new design processes and tools personalized to reshape your persuasion goals
• Walk home with a sample persuasive video prototype
• Meet innovators and enjoy a great afternoon of Stanford University quality education
• Head start on preparations for online video applications in 2010

Audience: Executive leaders, academics, publishers, distributors, designers, measurers, media planners, analysts, social scientists, marketers, advertisers, nonprofits