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
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
Visit: www.YouTube.com/NonprofitVideoAwards
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
October 9, 2006:Google Buys YouTube
www.see3.net | [email protected] | 773-784-7333
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.
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Your Audience is Watching
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Search
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The Tools are Improving
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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
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YouTube Channel
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Your Website is Your Channel
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Viral to Who?
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Viral to Who?
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Think Strategically • Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals and messages
www.see3.net | [email protected] | 773-784-7333
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
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Broadcast Events
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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
www.see3.net | [email protected] | 773-784-7333
Staff Produced
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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
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Documentary
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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)
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Public Service Announcement
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Public Service Announcement• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online – raise funds to get it aired on TV
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
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
www.see3.net | [email protected] | 773-784-7333
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:
www.see3.net | [email protected] | 773-784-7333
Photo Credits• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons