The AGE CURVE and Corporate Video Storytelling

I’m really not into numbers. I’ll take a story any day, thank you.

But wait.

What happens when a demographer, a numbers guy, takes a bunch of U.S. census data from five generations and shows you through simple, practical, real-life stories how this information can affect every aspect of your business?

You get “The Age Curve,” a fascinating new book by visionary demographer Ken Gronbach.

And what exactly does generational marketing have to do with your corporate video? Everything.

Let’s start with this. There are five generational markets in Ken’s model:

1. The GI Generation (born 1905 to 1924)
2. The Silent Generation (born 1924 to 1944)
3. The Baby Boomers (born 1945 to 1964)
4. Generation X (born 1965 to 1984)
5. Generation Y (born 1985 to 2010)

Of the five generations, it’s Gen Y that caught my attention. It should catch yours, too.

By 2010, Gen Y, 100 million of them, will be the largest generation we have ever seen in the history of the United States; the most consuming generation ever. Can you say “marketing opportunities?”

On page 212, Ken writes, “However, selling to this generation is not going to be a given just because your company has a cool product or service. Generation Y will look deeper into who you are and want to know about your company policies on recycling, environmental responsibility, company initiatives, pollution history, and human rights.”

Now add (as I see it) into the mix Gen Y’s media habits and values:

• Social networking
• Reality television
• User-generated content
• On-line video
• Humanitarian causes
• Honesty
• Family time
• Flexible hours

At the end of a recent phone call with Ken, he said this:

“Communicating to Gen Y = Telling a poignant story.”

Ken nailed it.

As a filmmaker, I'm now wondering how "poignant stories" will impact video creation within organizations. Here's a few questions racing through my mind:

• How will video be used in your organization’s communications efforts?
• Who will discover and capture your company’s message on video?
• What kinds of video stories will your organization produce?
• Will they be about your policies? Initiatives? Products? Services? HR issues?
• Will your stories share your company’s humanitarian and green efforts?
• Who will be your audience? Internal? External? Both?
• How will you distribute your video stories?
• Who will be the “voice” in sharing your company’s story on video?

Not sure where this leaves us, but it certainly raises some important questions.

Does Generation Y storming the workforce change how your organization will use video from a content and story perspective? Is it business as usual? Or is it a game-changer?

What do you think?


* Disclosure: I’ve produced films for Ken and received The Age Curve book for free through his publicist. Regardless, it still doesn't change the importance of his message.

The AGE CURVE and Corporate Video Storytelling

"Let's See That Again!" My New Column for Fast Company

Wow...another dream come true!

I'm thrilled to tell you I'll be writing a new column as an Expert Blogger for Fast Company.

The column is called "Let's See That Again!"

This is a natural extension to the conversation started here two years ago about branding, marketing and raising awareness/consciousness through video storytelling for organizations. Lots of tips and techniques will be coming up in the next several posts that you can use in your upcoming projects.

I've been a reader of Fast Company magazine for as long as I can remember. Writing for them to further the dialogue started here is simply a gift.

The first post is up now and is titled, "Can Your Company's Video Story Change a Life?" Lots of people wonder how I became a director. The post is a mini-version answering that question. Hopefully, it'll get you thinking!

New posts will come out every other Tuesday. You can join Fast Company's "Company of Friends" for free and connect with me there, if you'd like.

I'd like to thank every reader, subscriber and visitor who helped make this site as successful as it as. You rock. And thanks to Fast Company for believing in me.

---Tom

P.S. In case you're wondering: yes, I'll continue writing here, as well.

"Let's See That Again!" Thomas Clifford's Column for Fast Company

Buzz Bin and BlogTalkRadio Interviews Me

I'm pleased to share with you two fun and neat interviews I recently gave. I hope you'll find a gem or two you can use in your future projects...on screen, or off.

First Interview...

Corporate Films Bring Brands to Life!

I had a fabulous, live podcast interview with Wayne Hurlbert on his Blog Business Success radio show. You can catch more of Wayne on his blog, Blog Business World.

Wayne's cast of interviewees is quite remarkable and I am totally thrilled to be one of them! Take a moment to see who's there...you'll be amazed.

We covered a lot of ground in one hour. Here's just a sampling of what we covered...

• Can employees be good storytellers?

• Is there a middle ground for company films in-between YouTube and expense commercials?

• Are messages from companies becoming more inspirational?

• Is film and storytelling compatible with branding products and services?

• What companies, industries, services are best suited for video?

• How can a professional director make a difference in quality and messaging?

• Most business people come across unnatural on-camera leaving poor impressions. How can this be overcome?

• How can on-camera interviews be captured more naturally and effectively?

• Can a corporate video present a brand in a way the consumer wants to see and hear it without coming across sounding like a "controlled" message?

Second Interview...

The Buzz Bin Interview with Geoff Livingston

When I got an invitation for an interview from media strategist/PR guru Geoff Livingston over at Livingston Communications and The Buzz Bin, I didn't hesitate for a second!

I met Geoff at Blogger Social 2008 and we hit off quickly. (Of course, he had a video camera in hand...that might have had something to do with hitting it off...right, Geoff?)

Geoff's book, "Now is Gone," is an excellent introduction to the benefits of media for executives, entrepreneurs, etc.

Geoff's interview covered different subjects from Wayne, which is great. Here's what you can find...

• Many people think creating compelling video is easy. How long did it take me to become confident in my directing skills?

• What do I think of the flood of amateur videos; both corporate and personal?

• What are some of my personal favorite projects?

• What is the key to successful Internet video creation?

• What are some of my favorite sites, besides YouTube?

• Do I think network television is a dying media form?

• What's next for me?

Thanks, Wayne and Geoff, for caring about my work and spreading the word! I hope it inspires and challenges your community to think differently about the role authentic video stories and mini-documentaries play within a company.

---Tom

2 Interviews with Corporate Filmmaker Thomas Clifford

Are You Asking These 11 Stimulating Interview Questions to Capture Your Company’s 'Honest-to-Goodness' Video Story?

• Are your video interviews compelling?

• Does your audience feel naturally connected with the people featured in your company’s video?

• Are you asking questions that create “one-of-a-kind” responses your viewers will remember for a long time?

If not, you’re not alone. Remember…

Appearing on-camera is NOT natural

It’s not everyday that we appear on-camera for an interview. That’s exactly why the questions you ask your “heroes” need to be framed in a way that makes them forget where they are. Ask questions that allow the person on-camera to share their story in a natural way.

Self-editing is NOT helpful

During an interview, it is completely natural to edit what one is saying. The interviewee is thinking of the “right” answers. That’s a recipe for disaster when trying to capture honest and real emotions from someone.

Telling our story IS natural

In capturing a story for a company through personal interviews, simply ask questions that are, well, personal. It’s that simple.

How do you get around these common traps? Easy. By asking questions that frame a business through a person.

Over 24 years of interviewing hundreds of people, I’ve developed a cache of questions I keep on hand at all times.

These are my favorite questions. These are the ones I use over and over in almost every interview, regardless of the story. You can use them, too. Just tweak them as needed.

I love them because they work. Every time.

11 Stimulating Questions to Capture Your Company’s Video Story

1. In simple terms, what did your life look like before you worked/volunteered/here?

2. Describe your “Ah-Ha!” moment that shaped your decision to work here/start this company/join to volunteer?

3. What was your biggest fear before starting this job/position/company/idea?

4. What have you learned from that experience?

5. What does this means to those watching this film?

6. What do you love the most about what you do?

7. Do you have a metaphor for what it’s like to work/volunteer here?

8. In your mind, who would be a great fit for this company/product/service/team?

9. Can you imagine a world without this company/service/product/idea?

10. If you could destroy one myth about this company/job/culture, what would it be?

11. What’s at stake?


Of course, there are plenty more you could ask. But you get the idea.

Steal these questions. Use them. Spin them to make them yours. Put ‘em to use in the real world.

Oh, yeah. One more thing.

Let me know how they work for you. Drop me a comment. I’m curious.

---Tom

11 Stimulating Questions to Capture Your Company's Video Story

Can It Really Be This Simple?

Maybe we didn't understand the power of television.

Maybe we did understand television's power but ignored it.

Maybe we forgot about our emotions.

Maybe we forgot about storytelling.

Maybe we thought videos were produced to sell stuff.

Maybe we forgot there's more to life than our stuff.

Maybe corporate video storytelling is about "enlightening" one another.

Can it really be this simple?

---Tom

Can It Really Be This Simple?