Freshly presented at High Ed Web 2019 in Milwaukee, Lisa Lightbourn, Videographer/Photographer at University of Toronto and I walk you through the original series #ThisIsUofT.
To get an authentic story across, nothing happens without relationships and trust. In times of high pressure, skepticism, and little time, it can be difficult to get to the heart, truth, and “why” of what moves a person. In this presentation, we’ll show how you can building trust in all stages of engaging leadership, outreach, relationship building, video production, and social media strategies to make a huge impact through an ongoing video series.
We will lead you through examples from the “This Is U of T” series that has become a platform to explore people and issues in the world through their connection to the university. You will walk away with tools to template your own video series, lead with connection for better engagement and viewership, step-by-step social media “premiering” strategies for multiple channels, and inspiration to share how your higher education institution impacts this time of uncertainty through humanity.
Building Trust in a Time of Uncertainty: A Video and Social Strategy
1. BUILDING TRUST
IN A TIME OF
UNCERTAINTY:
a video series and
social strategy
#ThisIsUofT
@lilight @kristaboniface | @UofT #HEWEB19@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
2. FIRSTUP
CONSULTANTS
WHO ARE WE?
Documentarians. Creators. Dreamers.
Part of the U of T Community.
Lisa Lightbourn @lilight
Videographer / Photographer
University of Toronto
Krista Boniface @kristaboniface
Senior Social Media Strategist
University of Toronto
2
Tweet with #Com5 #HEWEB19 or #ThisIsUofT
4. FIRSTUP
CONSULTANTS@lilight @kristaboniface | @UofT #HEWEB19
University of Toronto Downtown Campus University of Toronto Mississauga Campus University of Toronto Scarborough Campus
@lilight @kristaboniface | @UofT #HEWEB19 #ThisIsUofT@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
5. FIRSTUP
CONSULTANTS@lilight @kristaboniface | @UofT #HEWEB19
University of Toronto at a Glance
@lilight @kristaboniface | @UofT #HEWEB19 #ThisIsUofT@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
7. FIRSTUP
CONSULTANTS 7
We live in a reality
apathy era.
The answer to uncertainty is to
create a sense of belonging
How? By creating a series of
authentic stories on a human
scale
#ThisIsUofT
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
9. FIRSTUP
CONSULTANTS
BUILDING
TRUST IN 4
STAGES
With the U of T
community, talent and
wider audience
9
2. Relationship
Building
1. Engaging
Leadership
3. Production
4. Social Media
Strategy
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
13. FIRSTUP
CONSULTANTS
• Do your research
• Share your work and vision
• Connect early
• Include them in creative development
• Talk to them about their work, life experiences
and passions
13
Building Trust through the Process
Time invested now pays off later
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
15. FIRSTUP
CONSULTANTS 15
Components for the Shoot
A list of shots for the
particular day
• Interview
• B-Roll
• Locations
Shot List Interview Questions Gear Crew
• Research
• Conversation
• Camera
• Audio
• Lighting
• Of One
• Social Media
Component
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
24. FIRSTUP
CONSULTANTS 24
Season 1 by the Numbers
7 Episodes
160,802 Total Video Views
24,333 Total Engagements
472,537 Total Reach
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
25. FIRSTUP
CONSULTANTS 25
Final Takeaways
• Show your work & vision
• Relationship and connection make
the story
• Emotional and human aspects lead
the viewer to the research – what
is the impact in the world?
• Team collaboration drives
distribution
• Build partnerships for greatest and
most tailored reach
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
26. FIRSTUP
CONSULTANTS 26
We live in a reality
apathy era.
The answer to uncertainty is to
create a sense of belonging
Trust is built through the process
Digital series like #ThisIsUofT
show authentic stories on a human
scale that are the heart of our
institutions
@lilight @kristaboniface | #ThisIsUofT #HEWEB19 #Com5
28. WHAT WILL YOU CREATE?
Questions?
Reach out on Twitter
@lilight @kristaboniface | @UofT
Tweet with #Com5, #HEWEB19 or
#ThisIsUofT in a public tweet for
your chance to win a University of
Toronto sweater!
Notas do Editor
-Krista: To get an authentic story across, nothing happens without relationship and trust. In times of high pressure, skepticism and little time, it can be difficult to get to the heart, truth and “why” of what moves a person.
In our world of deep fakes, fake news, media conglomerates and media companies shuttering, Higher Ed has an opportunity to be an authoritative voice of trust and of information
-Krista: To get an authentic story across, nothing happens without relationship and trust. In times of high pressure, skepticism and little time, it can be difficult to get to the heart, truth and “why” of what moves a person.
In our world of deep fakes, fake news, media conglomerates and media companies shuttering, Higher Ed has an opportunity to be an authoritative voice of trust and of information
Lisa: We are going to talk about why a series and the value of a series to create an atmosphere of trust. “This is U of T” is a narrative force to showcase the breadth of research, of interesting stories, of kick-ass people who make up the U of T community. This is U of T series has become a platform to explore people and issues of the world through their connection to the university.
The “we” in this is the people and the people are the heart of U of T and who they are – tapping into who they are and what drives them.
Krista: Where does trust start when you are creating a series and doing justice to each relationship and project?
Lisa: This is the pitch.
Lisa’s background in documentary, onboarding leadership into a new kind of storytelling – series just didn’t exist
Presidential Priorities as the backbone to the content which makes the sell of the series easy
Highlighting faculty from different departments, three campuses, there isn’t anything we can’t touch on, it opens the umbrella and makes it so easy as a creator to tell these stories
- Joseph Wong poli-sci professor, the REACH project lead, the University of Toronto’s associate vice-president and vice-provost, international student experience.
Lisa: Find inspiration - for you and for them its “like this” but ours.
https://vimeo.com/230961417
https://www.facebook.com/honytheseries/videos/299258140575896
Relationship building starts as soon as you start outreach
Lisa: Who are your subject and how do you reach out. Research, referrals, outreach.
Always try to meet with them beforehand, one of the most important things
Talk to them about their work and what interests them most
eg. or Matt Russo
Shooting in people’s homes
Lisa
Working with the team before you shoot. Reporters, media relations, and social media.
Krista
Create a shoot plan – locations (in and outside the University) to tell a more complete story about the individual
Akwasi video here
Lisa: The relationship building you’ve done from the first email will feed into the shoot day. Building trust on set is being prepared, being on time, not rushing into the interview and giving them a sense of ease and having real conversations before you start (ie Joe Wong).
LISA: Jooyoung – jujitsu/poplock/classroom vid clips/loop
Dream shoot – he’s the perfect example
Access to lives outside of the University
How we shoot/style- how the look of the series evolved (the edit process)
Krista: access to the humanity of the person – moments in between talking – a blink, a look to camera – transparency
Distribution
Expanding reach
Takeaway notes here instead of just images
Building out partnerships
Quotes, greater access via success , referrals, season renewal and interest in more series production,
More video views on Instagram than Facebook, and from there for IGTV it has changed
-Krista: To get an authentic story across, nothing happens without relationship and trust. In times of high pressure, skepticism and little time, it can be difficult to get to the heart, truth and “why” of what moves a person.
In our world of deep fakes, fake news, media conglomerates and media companies shuttering, Higher Ed has an opportunity to be an authoritative voice of trust and of information
