Green machine video_webinar_see3

Presented by Michael Hoffman, CEO, See3

Why video must drive your organization’s communications

The Great Video Shift

www.see3.net | [email protected] | @Michael_hoffmanGreen Machine PR

www.see3.net | [email protected] | 773-784-7333

Today’s Plan• Why Video Matters

• Storytelling Using Video

• Key Video Examples

• Distribution

• 5 Takeaways

• Discussion





See3 Communications

• Interactive communications agency for nonprofits and causes specializing in video, web, and outreach

• Results-driven online strategies

• Believe in technology and media to help organizations reach their goals


Visit: www.YouTube.com/NonprofitVideoAwards





October 9, 2006:Google Buys YouTube


YouTube: Why Video Matters

48%27.3Female

52%29.8MaleGender

19%10.955+

21%11.945-54

22%12.335-44

19%11.118-34

19%11.0<18

–57.1AllAge

% UsersUsers (M)In 1 Minute24 hours of video are uploaded to YouTube

Source: Alexa

#4 Biggest Site in the WorldBigger than MySpace and Wikipedia

14 HoursAverage time spent on YouTube per month

Source: Nielsen//NetRatings (October 2007) - US audience.


Your Audience is Watching


Search


The Tools are Improving


The Nonprofit Program• Organizations must be nonprofits based in

US, UK, Canada, or Australia• Increased branding capabilities

• HTML channel banner• Branded side column image

• Ability to add Call to Action overlay and externally linkable annotations

• More info: http://www.youtube.com/nonprofits


YouTube Channel


Your Website is Your Channel


Viral to Who?


Viral to Who?


Think Strategically • Current video assets

• People

• Events

• Fundraising opportunities

• Organizational goals and messages


Laws of Social Storytelling• Be prepared to tell 3 types of stories:

• The story of self (org)• The story of us (community)• The story of now (change the world)

“A story communicates fear, hope, and anxiety, and because we

can feel it, we get the moral not just as a concept, but as a

teaching of our hearts. That’s the power of story.”

- Marshall Ganz


Broadcast Events


Broadcast Live Events• Stream important news or organizational events

live using Ustream or Livestream

• Reach and connect with larger audience online

• Use live streaming to hook into top news stories

• Stream and archive trainings


Staff Produced


Staff Produced• Behind the scenes looks at the office or on the

ground

• Use computer cameras or Flip Video to staff members, interns, volunteers

• Conduct video interviews via Skype (i.e. bloggingheads.tv)

• Good for immediate updates from the field


Documentary


Documentary• Strong way to show organization’s work and

impact

• Focus on the individual stories of real people

• Create a media library to pull from

• Reuse and repurpose for different mediums (live events, DVDs, meetings, website)


Public Service Announcement


Public Service Announcement• Make PSAs accessible online on YouTube

• Reverse model: create PSA and publish online – raise funds to get it aired on TV


Animation / Typography

Watch Video


Animation / Typography• Very popular style (use with caution)

• Great example is Girl Effect – success is in framing the problem in simple terms

• Distill the story through words and music

• Method to bring important to speeches to life


Personalized Video

Watch Video


Personalized Video• Novelty and personalization increases

probability viewer will pass along

• Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience)

• Creates interactive opportunity – sharing or donating

• ClipCall takes it to the next level with phone integration


You Made The VideoNow What? - Distribution• Bring people to your video

• Website• Email• PR (earned media)• Bring your video to people

• YouTube

• Social Networks (Facebook, etc.)

• Blogger Outreach

• TubeMogul


KPIs – How do we measure?• Marketing 101 – What are you trying to achieve?

• Setting goals at the start• Experimentation and capacity building is also

a goal• Be realistic• Unless you have puppies or kittens you aren’t getting

1 million views• One video will not have a transformative impact on

your fundraising


KPIs – How do we measure?Views

• Compared to previous efforts• Compared to other web traffic• As a percentage of actions (conversion rate)• Demographics – Are they who we want?• Viral vs. outreach efforts

Referrals - Who is sharing? Impact of Search

Actions• Conversion totals, compared to other content



5 Takeaways• Watch and emulate

• Integrate video into your content

• Find the passionate people inside your organization and let them loose

• Find and partner with the Free Agents who can do things more nimbly than you can do

• Commit to doing more video this year than last


Green Machine PR

• Uncover your organization's story and characters

• Develop a communications plan

• Use video to make your message pop

• Get trained and go DIY

Contact Jo Lee [email protected] 401-338-5445

We can help you:


Photo Credits• Audience in 3D Glasses - Diamond Geyser

• Encyclopedias - Stewart Butterfield

• Hammer - Austin Camera Guy

All photographs licensed under Creative Commons

Documents

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