Micro-Scholarship, What it is, How can it help me.pdf
Building trust in a time of uncertainty: A video series and social strategy that could
1. BUILDING TRUST
IN A TIME OF
UNCERTAINTY:
a video series and social
strategy that could
#ThisIsUofT
@lilight @kristaboniface | @UofT #PSEWEB
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
6. FIRSTUP
CONSULTANTS 6
@lilight @kristaboniface | @UofT #PSEWEB
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
8. FIRSTUP
CONSULTANTS
BUILDING
TRUST IN 6
STAGES
With the U of T
community, talent and
wider audience
8
2. Outreach
1. Engaging
Leadership
3.
Relationship
Building
4. Pre-
Production /
Development
6. Social
Media
Strategy
5. Video
Production
@lilight @kristaboniface | @UofT #PSEWEB
12. FIRSTUP
CONSULTANTS
• Show your work
• Find relatable content
• Authenticity is key
• Welcome them to the creative process
@lilight @kristaboniface | @UofT #PSEWEB
Onboarding Talent
14. FIRSTUP
CONSULTANTS
• Starts with your first outreach
• Do your research
• Always try to meet before the shoot
• Talk to them about their work, life experiences
and passions
14
@lilight @kristaboniface | @UofT #PSEWEB
Building Trust through the Process
Time invested now pays off later
16. FIRSTUP
CONSULTANTS 16
@lilight @kristaboniface | @UofT #PSEWEB
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
27. FIRSTUP
CONSULTANTS 27
@lilight @kristaboniface | @UofT #PSEWEB
Final Takeaways
• Show your work & vision
• Connection begins with initial
outreach
• Collaborate to show the authentic
story
• Build emotional and human
aspects of them and their research
– what is the impact in the world?
• Build partnerships for greatest and
most tailored reach
28. FIRSTUP
CONSULTANTS 28
@lilight @kristaboniface | @UofT #PSEWEB
We live in a reality
apathy era.
The answer to uncertainty is to
create a sense of belonging
By building trust through the
process, series work like
#ThisIsUofT shows authentic
stories on a human scale that
get to the heart of our
institutions.
-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
Lisa: Who are your subject and how do you reach out. Research, referrals, outreach.
Using On Location as an example to show credibility and the work to show what you’ve done for the university already
Complete pitch, copy and send exactly what you’re going for
Asking for a personal story and asking for their trust that I will tell their story and will give editorial control to a certain degree
Authenticity is key here
We always share before we release for so many reasons
When Lisa reaches out, they are often the superstars being sent out to media outlets, it’s no small thing to let us walk into their lives and showcase their personal stories
Experiences with media, some do not like being on camera
reassurance
Relationship building starts as soon as you start 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
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
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
