As the first installment of our “March of Minds” retrospective, we look back at a video we produced for the TEDx Hogeschool Utrecht event from back in 2011. Age old philosophical discussions of free will have been brought to relevance due to our information rich digital advertising landscape. Is the art of persuasion, especially in the context of targeted social media marketing, overtaking our ability to think freely and rationally? Further, could this world of persuasion be justifiable if marketers are persuading people toward more positive initiatives?
Please watch this video below to explore these topics, and feel free to share it for some heavy discussion around the water cooler! Transcript is below.
Persuasion is all around us. From the wheedling request of a child, to the aggressive marketing campaign selling that new smartphone. People have become increasingly impatient with a world where they experience blatant persuasion at multiple levels.
Younger people barely watch TV any more – partly to get away from the ads… And there are a lot of sponsored tweets, branded Facebook pages, all designed to capture and change the opinions of those who don’t use “old media.” Persuasion could be seen as a negative force, but provides us with positive opportunities, too.
What seems a complex problem in science is probably an even more complex moral dilemma. For instance, when is one behavior-changing “nudge” justified by social benefit, while another is considered unacceptable? Recent developments in behavioral science shed light on how persuasion influences people’s behavior.
So these are exciting times if you are a philosopher. Should we be persuading people to stop warming the planet or forcing women to wear a burqa?
On the one end of the spectrum we could envision a world where every request and suggestion to change behavior is ‘clean’, or free of an intention-based agenda. Here, persuasion is transparent, visible, and based on shared rules. What would this world look like? Would we have to present our requests in a social vacuum? Would all communication have to be technology-mediated, to get rid of interpersonal influence? Would any previous request have to be disregarded to avoid effects of commitment and consistency? An illusion? Maybe…
On the other end of the spectrum, we can see a persuasion-driven world. Everything we see or touch is designed to influence our behavior. To get us to do things, or maybe even to NOT do things. To influence our attitudes, so we’ll shop more, or fight for favors.
Beyond selling products, certain types of behavior are being flagged as “cool” or “uncool” by celebrities and sports folk and repeated in TV reality shows, in the school playground, and in the workplace too. What music we listen to, clothes we wear, and so forth.
At the whacky end, whether the 1969 moon landings or the Holocaust really took place. Whether Elvis is still alive and whether 2012 will be the end of the (Mayan) world.
A world in which everything we see is thought-out, predefined and persuasion-profiled. Is that dystopia already with us? But let’s not be too negative: persuasion or behavioral change could very well be a way to create a better society.
There is now a whole school of thought about delivering social benefit through “benign suggestion” which is called the “Nudge Theory.” Nudge Theory holds that it is possible to influence social behavior for the good (increasing blood donation, organ transplant volunteer numbers) by making quite simple suggestions or using “peer leaders” or influential “ambassadors.”
We can’t take persuasion out of our societies: but we can harness it and move persuasion towards the benign end of the spectrum. That’s why and how we have controls on advertising for liquor, cigarettes, salty/fatty/sugar foods for children.
Of course, the world is not black and white, persuasion versus free will. So the question that remains: How can we get ourselves and those around us to use persuasion in a morally justifiable manner?
It’s no surprise that 2015 was a big, exciting year. When this happens, it’s common to recap the year with a ‘Best of’ list! Here’s some of the best whiteboard video of 2015. From retail to biomedical, we’ve worked to move the messages of some incredible companies. Our videos grab your viewer’s attention and keep them engaged no matter what the subject matter is. This drives an incredibly high level of information retention. No matter what your learning objectives are, TruScribe videos will help you reach them. We’re incredibly proud to show off the results-driven, innovative whiteboard videos that were a cut above from 2015.
Best Whiteboard Video Long Form
“SAP 101” — NBC Universal
Designed from the very beginning with retention and attention in mind, our videos stick in the minds of your viewers. No matter how long the content is, our Scribology method of video creation keeps viewers curious and watching. The old way of thinking that “Oh, we can’t make longer videos because no one wants to watch something that long!” simply doesn’t apply to TruScribe whiteboard videos. Coming in at just under 12 minutes, NBC Universal SAP 101 is our Best Extended Video of the year.
Best Whiteboard Video Short Form
“Animal Deterrents around Electrical Substations” — IEEE Standards
One the flip side, TruScribe videos work great no matter how SHORT your message might be. We loved working with IEEE on a number of videos. Our projects included creating an engaging IEEE Standards Video highlighting Animal Deterrents around Electrical Substations. Not to mention it features our new friend “Zappy” the squirrel. This character has been a part of a national campaign and now a video game.
Best Whiteboard Video Metaphor
“Never Overpay for Cable Again” — TrueCable
One of the best ways to tell a compelling story is through the use of a clever metaphor or visual analogy. We use creative minds of our TruScribe artists to amp up the visualization of your message. Though there were a number of great metaphor concepts through the year, we loved working with TrueCable (love the name, of course). Their “Never Overpay for Cable Again” video featured an enlightened caveman in the cable and wire purchasing process.
Best Whiteboard Video for Training & Development
“Customer Commitment Training” — Waste Management
Because our videos excel at both attention AND retention, an ideal purpose for a TruScribe video is for employee training and development. Waste Management’s Customer Commitment Training exemplifies well-crafted, easy to follow and engaging content that employees are enjoyed and retained.
2015 was an excellent year and 2016 is shaping up to be no different. If you want to be a part of the work we’re creating contact a Scribology specialist today to discuss how we can use the science of moving messages for you.
Surprise your learners with TruScribe training videos — a learning method that really works
Wouldn’t it be great if you could just pour knowledge directly into employees’ heads? Because when it comes to training, providing the information is the easy part. What’s hard is getting them to actually absorb it, in a way that will let them retain it and recall it in the future.
That’s where we come in. Thanks to our research-backed Scribology™ methodology, TruScribe whiteboard videos are a new, effective learning tool.
For example, Scribology™ uses motion and surprise to keep viewers’ brains engaged. When human beings see movement, we can’t help but pay attention. We’re compelled by instinct to keep watching, because we want to know where the motion is going. TruScribe’s animations take advantage of that sense of anticipation to draw your learners in…
And then, while they’re hypnotized, you can pour the knowledge directly into their heads.
Well, not really. The drawings just hits them with a little, unexpected twist. It’s delightful. And it literally makes them want to keep watching. The pleasure you feel when a TruScribe whiteboard animation surprises you is your brain releasing a tiny blast of dopamine. Dopamine opens learning centers and starts them searching for more, and the video gives them more — meaning their eyes are glued to the screen.
That high level of focus makes the information stick. And best of all, it works no matter what the subject matter is. Our whiteboard videos can cover any topic you come up with. From sales techniques to space missions, from big ideas to microscopic details — even the important but not always interesting, hard-to-sit-through stuff — our animations can turn any information into a (literally) moving story that generates a striking response in your learners. We can transform the most routine facts into an engaging story that your employees will remember. Heck, they might even (gasp) have fun.
At TruScribe, our team of professionals is focused on creating the message YOU want to deliver, using a proven process that guarantees we’ll finish on time and without any charges you weren’t expecting. (That kind of surprise isn’t our style.) We’re dedicated to quality, and we offer a depth of knowledge that our competitors just can’t touch.
When it comes to training, giving your employees information is easy. Getting them to remember it is hard. TruScribe videos make it look easy — almost as easy as pouring it directly into their heads.
The entire TruScribe Team that attended ASTD ATD had a fun and productive time exhibiting. Washington D.C. provided nearly perfect weather and lots of great sites.
We went to the International Conference with the express goal of making a meaningful impact on the Learning and Development community. The response we received from those who attended mirrored those expectations. It was fantastic. It was mentioned more than once that none of us had worked a tradeshow booth where people started the conversation with, “I love what you do!” That makes 3 long days of standing, smiling, and shmoozing much easier. So here are a few of our highlights:
1. Videos! If you stopped by our booth, you saw video playing, and perhaps a member of the team showed you some video on their tablet. You can play all of those below.
2. We won an award for “Best Newcomer Booth!” After attending last year, it was actually one of our goals. It garnered us some free publicity in the daily event paper and on the big screen during Wednesday’s morning announcements.
3. We found great collaboration with other exhibitors. The folks at DDI were thrilled to have us draw on their booth summarizing “good” and “bad” leadership.
4. Smithsonian National Air and Space Museum after hours. It seemed like we walked through the space station a dozen times.
5. Meeting new connections, colleagues and clients, of course.
Training and Development is not an easy undertaking. We learned so much about the spectrum of what information designers and managers were looking for. We believe now more than ever that our Whiteboard Video and our Scribology methods are going to explode the effectiveness of your content. Transferring knowledge from your experts to your learners can be fun, engaging and reliably repeated. And we’re ready to get started working with you.
Looking forward to talking with you in the coming year, seeing you at ATD 2015, and hopefully some of the other industry shows you may be attending in between.
The TruScribe Team