Immersive content. Charity content marketing conference, 28 April 2016
-
Upload
charitycomms -
Category
Government & Nonprofit
-
view
1.359 -
download
1
Transcript of Immersive content. Charity content marketing conference, 28 April 2016
![Page 1: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/1.jpg)
Immersive content Bringing people to the heart of the action
![Page 2: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/2.jpg)
Our content strategy:
“To create bold, audience-centred and
integrated content that will benefit peoples’
lives and inspire them to deliver a positive
outcome* for the RNLI”
*giving their time, skills, support and actions to help save lives
Luke Williams, RNLI
![Page 3: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/3.jpg)
How do we take people here?
Luke Williams, RNLI
![Page 4: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/4.jpg)
Content excellence principles:
• Personal
• Dynamic
• Valuable
• Inspiring
• Courageous
• Authentic
Luke Williams, RNLI
![Page 5: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/5.jpg)
First person perspective
Luke Williams, RNLI
![Page 6: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/6.jpg)
Enjoyable or educational
Luke Williams, RNLI
![Page 7: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/7.jpg)
Create an emotional connection
Luke Williams, RNLI
![Page 8: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/8.jpg)
Thought-provoking
Luke Williams, RNLI
![Page 9: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/9.jpg)
360° video – in the action
Luke Williams, RNLI
![Page 10: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/10.jpg)
Audience insight
• What’s the first thing you’d want to do
when you visit a lifeboat station?
![Page 11: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/11.jpg)
Behind-the-scenes
Luke Williams, RNLI
![Page 12: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/12.jpg)
Google Cardboard
Luke Williams, RNLI
![Page 13: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/13.jpg)
Content excellence principles:
• Personal - First person perspective
• Dynamic - In the action
• Valuable - Enjoyable or educational
• Inspiring - Create an emotional connection
• Courageous - Thought-provoking
• Authentic - Behind the scenes
Luke Williams, RNLI
![Page 14: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/14.jpg)
Testing at the Open Weekend
Luke Williams, RNLI
![Page 15: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/15.jpg)
Open Weekend survey
Luke Williams, RNLI
![Page 16: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/16.jpg)
Open Weekend survey
Luke Williams, RNLI
![Page 17: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/17.jpg)
Open Weekend comments
• It would be a great addition to the RNLI site
• Ability to adjust focus for visual impairments
• Feels like I am in the boat!
• Coooool
• Usability. Kept missing blobs!
• Putting it in a helmet would be good
• Raise awareness of inner city kids
Luke Williams, RNLI
![Page 18: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/18.jpg)
My favourite comment…
Luke Williams, RNLI
![Page 19: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/19.jpg)
Things we’ve learned:
Battery life is an issue
Sit them down on an office chair
Keep navigation simple & quick
Forget audio (apart from at home)
It attracts more people to our stands
Luke Williams, RNLI
![Page 20: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/20.jpg)
What next?
• Testing VR kit at events all summer
• Filming first person safety scenarios
• Exploring engineering and training uses
• Investigating feasibility for education
Luke Williams, RNLI
![Page 21: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/21.jpg)
Links to videos etc:
Luke Williams, RNLI
![Page 22: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/22.jpg)
Thanks!
• QR code …really? I’ll tweet the links out
• Any questions - I’ll be around all day or
tweet @alukeonlife
Luke Williams, RNLI
![Page 23: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/23.jpg)
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
![Page 24: Immersive content. Charity content marketing conference, 28 April 2016](https://reader033.fdocuments.net/reader033/viewer/2022051709/5876885c1a28ab1b158b7957/html5/thumbnails/24.jpg)
Conference
28 April 2016
London
#CharityContent
Charity content
marketing
Sponsored by