Team
Collaboration
Traditional roles
What if the "video" were a traditional "project"?
Comparing to traditional video production
The project manager
Identifies who does what when
Sponsor
Owner
Members
Provides budget and is the "client"
Leader - has say over what the project is
Execute work according to tasks assigned
What might they want?
Ability to assign work
Ability to schedule
Ability to see plan
Ability to "see what's going on" (evolution of video)
Ability to feedback
Can edit
Capture
Review feedback
Jobs
Director
Editor
Videographer
Script
Actor(s)
Visual artist
Sourcer
I'm creating; give feedback
I'm equipping you; create
Modes
Functional
Modes
I'm directing; contribute
External to org
Within org
"Remote contributors"
Modes
Sync
Async
Emotional
Social
Tell me what to change
Questions
Brand kit
Let me respond
Tell me it's approved
Feeling sense of accomplishment on approval
Feeling pride in my work / contribution
Viewed as contributor to team objectives
Viewed as hero due to solution I found
Whats the most pressing need? Sync or async?
Mirrors edit suite, editor "in chair" and looking over shoulder
Replacing cumbersome feedback loops via chat/email
How can we enhance the emotional/social experience of the creator?
Outcome
One video
Outcome
Many videos
Functional
Emotional
Social
Guided creation
Scaling creation
(Mgr) Feeling I could be spending my time on more valuable things than doing it all myself
On-brand creation / boundaries
"Distributed capture"
(Creator) Viewed as contributing / proactive
Outcome
One video
Video, photos or sound
Contribute script / text
Contribute visual style
Theory
User Research
"Belbin's team roles" Belbin (1981)
Plant
Creative, imaginative, innovative
Resource investigator
Outgoing, enthusiastic, communicator, explore opportunities and contacts.
Co-ordinator
Mature, confident, ID talent, clarify goals, delegates
Shaper
Challenge, dynamic, thrive under pressure. Drive/courage for obstacles.
Monitor / Evaluator
Sober, strategic, discerning.
Teamworker
Co-operate, perceptive, diplomatic. Listen / avert friction.
Implementer
Practical, reliable, efficient. Ideas to actions, organises work.
Finisher
Painstaking, conscientious, anxious, QA, polish, perfect.
Specialist
Single minded, self starting, dedicated. Provides knowledge and skills in rare supply.
Tuckman (1965)
Storming
Forming
Norming
Performing
Adjourning
Tomasello 2009
"What makes us really different from other species is our ability to put our heads together and to do things that neither one of us could do alone, to create new resources that we couldn't create alone. It's really about communicating and collaborating"
Little agreement, unclear purpose. Need guidance & direction
Conflict, increased clarity of purpose, power struggles. Need coaching
Agreement & consensus, clear roles & responsibility. Need facilitation.
Focus on goal & achievement. Need: Delegation
Task completion. Feeling good or bad depending on result.
Prichard & Stanton 1999: Teams with distribution of roles = better
Fisher 2001: Empirical data for this could be better..
5 dysfunctions of a team
Patric Lencioni
Inverted
Accountability
Commitment
Singular goal
Positive conflict
Trust
Authenticity
Logic
Empathy
Functional
Social
Emotional
I need you to provide X
Provide preview of X contribution
Notify director of contribution
Viewed as directing / coordinator
(Contributor) Feeling like star
Viewed as quite organised / project manager
(Contributor) Feeling included or connected
(Director) Feeling in control, empowered, having visibility
Hackman 1990
"I have no question that when you have a team, the possibility exists that it will generate magic, producing something extraordinary. But don't count on it."
Team effectiveness model: 1) compelling direction 2) enabling structure 3) supportive context 4) effective coaching
Steiner's model of group effectiveness (1972)
Perceptions on known demotivators / detractors
We're all in this together, it's due tomorrow!
Social loafing
Helpless / low confidence behaviour
Dodging any sort of role
Injury / illness
Ashton Tuckerman (Youfoodz)
(4:10) "This agency in Sydney did a big strategy and shot 4 days of footage. We wanted them to do the selects or do a story board but then they said our team needed to do that. It's been an interesting chicken and egg in roles."
Aurelie Guerrieri (CMO OpenSystems)
"They were great at having ideas, but not the person to structure the video."
"They knew the content but weren't appropriate to be presenters in the video and needed coaching. We didn't even use the video."
"Not everyone can write a good script."
"Many on my team can stitch together. That's table stakes for marketing teams. What they don't know how to do is make it interesting."
(Creator) Feeling enabled & relieved to have a guided path
(Mgr) Feeling like others care less than them about brand standards
(Creator) Viewed as collegial for creating on-brand videos
(Mgr) Viewed as helpful in demonstrating whats good and facilitating pathways for that
Themes
Templates
Carol Cho (AirBnB)
"They're the creative ones so you don't sort of want to tell them what to do vs a junior editor where you're saying make this cut."
"They are the story teller so you're giving the brief on what we've got but yea"
What might they need
To edit
View only
Feedback
Contribute assets
Supply script for teleprompter?
Contribute via mobile?
Set branding