Chapter Seven: How We Do It
Okay, it’s time to move from the scientific theories and see exactly how these tools and practices apply to our work.
One of the best examples is the video we made for Salesforce. Rypple is a web-based social performance management platform that helps companies improve performance through social goals, continuous feedback, and meaningful recognition.
Whoa! Wait a minute! Is your brain already struggling to match those words to your own familiar long-term memories? Not to worry: we’ll find that special balance between long- and short-term memory that we discussed earlier.
After being acquired by Salesforce, Rypple wanted to make a video that was less about what their software does to improve performance reviews in a corporate setting, but instead, get visitors to their site to emotionally connect to the feeling of being disengaged and unsatisfied in their day-to-day jobs, and their relationships with their managers. Unfortunately, this probably sounds familiar to some of you.
This was one of the first cases where we learned to really focus on the problem and getting the viewer to tap into their emotions. Rather than an ‘explainer’ video, where we would spend maybe a third of the time on the set-up/problem and two thirds on the solution, we did the opposite, so less than a third of the script was spent on the actual solution.
As a client, Rypple pushed us in new directions because they realized that by getting people to think, “Oh yeah, I know that feeling,” they would go deeper into their site to find out more. Plus, as Rypple’s product continued to evolve, they wouldn’t have to keep updating the video.
Rather than offer a typical value proposition, the video doesn’t go into detail of how Rypple works. Instead, it alludes to the fact that there is this antiquated style of management that basically sucks (we actually used the word ‘suck’ in the script) and that there’s a better way to do things.
First, this is the written script for the finished piece.
But lately, she’s stressed. She wonders if she’s focused on the right stuff. Does her team appreciate her work?
Jess is hungry for feedback. It’s hard to stay engaged when you don’t know where you stand.
Meanwhile, Mike, Jessica’s manager, is feeling underwater. He wants his team to do well, but it takes more time than he’s got to stay on top of what everyone’s doing.
It’s hard to balance coaching his team with getting his own work done.
To make things worse, annual performance reviews are around the corner and they suck. It’s like they’re from another century. The feedback is too little, too late, and everyone thinks the whole process is a huge waste of time.
What’s wrong with this picture? Why are great people like Jessica and Mike feeling stressed and disconnected?
Lack of recognition, feedback, and coaching. Time-consuming processes that don’t make sense anymore.
Mike wonders why in a real-time world, people struggle to get real-time feedback and coaching.
There has to be a better way.
What if it were fast and easy to have meaningful one-on-ones?
What if it was fun to give feedback and stay connected?
What if teams stayed on track and people felt valued?
Imagine modern social software that changes the way you work.
Imagine your team inspired and learning all the time. Imagine always being on the right track.
Don’t imagine anymore. Make it real.
Sign your team up to Rypple today.
That all made sense, didn’t it? But did it really stir your emotions? Now, check out the images we also used to tell the story
Here’s the basic formula we followed to make the video work:
- Keep the story simple
- Connect with peoples prior knowledge
- Use metaphors
- Stimulate the auditory and visual senses
Of course, one of the big tradeoffs of writing a book about video is that the reader can’t see how the images animate, or hear the music and voice tracks. That’s where the real magic kicks in.
If you’re near any digital device with web access right now, please go to https://www.switchvideo.com/portfolio/rypple to watch the Rypple video. Go ahead, I’ll wait.
According to our client, the general comment Rypple gets from people who watch the video is, “I’m not entirely sure what this product is, but I know I know I need it at my work.” They want it because they feel Jessica’s pain and they feel her manager, Mike’s, pain.
They click at the end to sign up for the free trial and our case study shows that after introducing this video on their web site, Rypple’s conversion rate increased by 20%.
Why was the video so successful? We just let people know that Rypple felt their pain!
59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. 80% of executives are watching more online video today than they were a year ago. – Forbes Insight, December 2010