Telling A Story Visually: Tsunami of 1896

I'm staggered on a near-daily basis at the intellectual resources the net puts at our fingertips.  Flickr has a collection called The Commons - "help us catalog the world's public photo archives." Museums, NASA, libraries, government entities - don't click that link if you want to get much work done.

Since we're not far from Vancouver B.C., I was curious to see what the University of British Columbia had put into the mix. 

Wow.

Maps from 17th century.

Prints from the 18th century.

Photos from the 19th century.

And everything in between.  

Here's the link:  UBC Library Digitization Centre.

The historical materials from Japan, in particular, are phenomenal.  Letters, maps, prints, battle maps - artifact after artifact. I'll limit myself to one example, because it's so beautifully done. The tsunami in Japan four years ago was horrifying, of course.  It's happened before.  This  visual story about the Tsunami of 1896 packs so much drama in one visual. (Click for large image).

Source here:  https://www.flickr.com/photos/ubclibrary_digicentre/13720269294/

Isn't that just terrific?

I don't read Japanese; drop me a line if you care to translate any of the language.  I'll add the translations here.

Cyber Risk Summit - Oct 30, 2014

HEAR FROM NATIONAL CYBER SECURITY EXPERTS

"The Cyber Risk Summit brings together cyber security specialists, technologists, entrepreneurs, industry experts and business leaders to tackle the challenges and opportunities that come with cyber security strategies. Featuring break out sessions keyed in for your needs connecting with peers and strategic insights, this is a day you can't afford to miss.

Attendees from Human Resources, Accounting, and Legal departments can receive continuing education credit for attending and following a discipline specific curriculum."

If you're in Washington State or B.C., you'll want to be here.  This is cutting-edge stuff, and the indefatigable TAG org has pulled in a who's-who of speakers.  Mark R. Anderson (SNS), in person - I'd drive across the state to hear him talk, any day.  Mark Wallach of the FBI, Michael Cockrill of Office of the CIO for Washington State - zowie!

We explained some really arcane cybersecurity stuff a few years ago - bringing topics that abstract to life is very challenging. I'm the caboose for the day, trying to summarize on the fly. 

It's going to be intense and interesting - and probably a bit unnerving.  See ya there.

--Matthew

The New White Paper?

True confession - I've written quite a few white papers.  If you're not familiar with the format - white papers are:

"A white paper is a persuasive essay sponsored as a piece of marketing content by an organization. - See more at: http://www.thatwhitepaperguy.com/white-paper-faq.html#sthash.F4oHeZ7f.dpuf"

I was amused to see what the white paper expert had to say about white papers.

  • Who publishes white papers?  "Any B2B vendor selling anything relatively new, relatively complex or relatively expensive could likely benefit from a white paper."
  • Who reads them?  "White papers are read by almost anyone contemplating the purchase of a relatively new, relatively complex, or relatively high-priced product or service for their business."
  • How do people read white papers?  "...they tend to skim, scan and skip... especially if they're reading off the screen. Don't you?"
  • How much does a white paper cost? "In 2005, executives from the white paper syndicates told me that medium-sized technology firms can expect to spend $3,000 to $5,000 to have a white paper written and illustrated. Five years later, that still sounds close to the ballpark...At the high end...$5,000 - $10,000."
  • How long does a white paper take? "In my experience, after working on more than 100 white papers, it takes 6 to 8 weeks to get from the first interview to an approved white paper draft."  Seriously?  I could kiss the screen.  Yes, it takes time to be clear!

There are topics where white papers - in other words, language - is better-suited to the job than the mix of visual communication, narrative and language that goes into explanation video. Yeah, surprise - I really don't think video is the right tool for every job!

That being said, in most cases, video is a better tool for many of the business goals and subjects traditionally addressed with white papers:

I quote the white paper guy at some length:

 

"Why do companies do white papers?

In general, vendors publish white papers for two main reasons: either to gather leads, or to stake out a position as a leader in their market space.

According to one study, vendors publish white papers for all these reasons:

  • Gather leads for the sales force
  • Educate potential customers
  • Influence a selection committee
  • Educate the sales force or channel partners
  • Educate the media
  • Send to a trade publication or website
  • Redefine a market space
  • Build credibility or mind share
  • Keep up with competitors that have white papers.

On a strategic level, white papers fit into the widespread trend of "marketing with content."

 

All things being equal, I'd bet the house on a well-crafted explanation video bringing 5-10x the ROI against these goals, over a white paper.  It's partially math. White papers tend to be about 2,500 words long. Forrester's Dr. James McQuivey is frequently quoted by the video folks for having said that 1 minute of video conveys as much information as 1.8 million words.  

It's also behavior.  I've looked at the detailed viewing data on (literally) thousands of explanation videos. People don't tend to skim/scan/skip.  For the most part, they watch, then they stop.  They may stop before the end, but they don't skim/scan/skip very much.  It's in the nature of the form (chronological medium).

If you want a white paper, go see ThatWhitePaperGuy.  He clearly knows what he's doing.  Give us a call to talk video though.  (888) 618-9088.   

carpe diem

Matthew

 

 

 

 


 

A Video About Irony

Apple's 2013 holiday commercial:

Think about this one for a sec.

You think they shot & edited that video, about video-making with an iPhone, on an iPhone?

I don't know the answer, just struck by the possible irony.

Charm Factor 5, Scotty

This explanation video from IBM Research is terrific. They turned the MRSA antibiotic-resistant staff strain into an engaging story. Someone did a heroic job of resisting the corporate urge to pile on details and technicalities. I particularly like that they left the puppeteering sticks in plain view.

Note the light-handed branding approach, too.  They don't pound on & on about IBM selling ninja polymers.  It's there, but it's handled factually. (Explanation ≠ commercial!)

The comments on YouTube are interesting.  Some gripe about dumbing down the subject, others say it really engaged them.  The view counter tells the real tale, though - about 29,000 views within two weeks.  Technical, dense explanations don't get that kind of traffic. 

Really nice work, on many levels.

--md

OVERLOAD

The Technology Alliance Group invited me to talk about information overload last week.  There's a great McLuhan quote - perhaps apocryphal - something like "We don't know who discovered water, but we're pretty sure it wasn't the fish."  Asking just about anyone about information overload is pretty much like asking a fish about water - me included.   However...having thought about this quite a bit, I think it's a bigger issue than we realize.

Ask yourself this, if you're over 30.  Has your reading changed?  I don't mean what you read - that, certainly - but HOW you read. My sense is that I skim & scan much, much more than I used to.  (And "avid reader" doesn't begin to describe my appetite for reading.)

The issue isn't reading and reading habits - it's coping.  Here's the problem, in a visual of course:

The Library of Congress adds about 11,000 volumes per day - total to date, 32 million.

Clive's estimate is the equivalent of 520 million books.

Result:  4,727-to-1. 

What we used to think of as formal knowledge - the stuff that goes in library - is outweighed thousands-fold by the social stuff.  But wait, it gets more interesting.

LOC has 32 million volumes.  Founded in 1815 - 198 years ago.  Multiply by 365 to get 442 volumes per day, on average.  But the current rate is 11,000 per day.  Has the rate of acquisition of formal knowledge gone up?  Sure - dramatically.

I think we're creating a problem that we're not quite culturally ready to 'fess up to (except Ray Kurzweil & his fans.)  Overload?  The word doesn't really capture the issue, does it.  It has a sense of voluntary taking-on-a-bit-much, with a smidge of pride.  We're not "overloaded" - we are incapable of handling this much information in the ways we've handled information for the past 500 years or so.

If you deal with information and knowledge in your profession, you're rightfully proud of both the knowledge you've got, and your skill at adding to it. Saying "I can't keep up" doesn't really square with that very easily. Honestly, though - you're not "keeping up."  I'm not "keeping up."  

The techno-centric response is to point at the knowledge tools we've added - search engines, software, "big data" tools, blah blah blah.  No argument from me, take away my browser and suddenly I'm not half the borg I used to be.  But I don't think my capacity for knowledge acquisition - for adding to what I know and associating it with what I knew - is 4,000 times greater than Grandpa had. It's probably the same;  Jared Diamond says something to that effect in Guns, Germs & Steel as I recall - the guy whose life depends on plants and grass can make a huge number of distinctions, where an idiot like me just sees grass.

Is this a waste of time in the face of the bitflood? Yes - and no. One of the reasons I like working with visual and narrative communication is that it often works when words don't.  It's not a panacea - I don't know about you, but I've started to "read" infographics with the same impatient handling reserved for email.  But it's at least an attempt to reframe communication challenges in light of this big contextual overload issue. 

The rise of "design" strikes me as a response to all this, in a sense.  That's another post.  I have stuff to read ;-)

--md