beyond viral video - nonprofits and religious organizations

Prepared for RCC

Presented by Michael Hoffman, CEO, See3

Beyond Viral Video

www.see3.net | [email protected] | @Michael_hoffman

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

Today’s Plan

• About See3

• Why Video Matters

• Storytelling Using Video

• 8 Ways to Use Video

• 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


Watch Video


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 Minute20 hours of video are uploaded to YouTube

Source: Alexa

#4 Biggest Site in the WorldBigger than MySpace and Wikipedia

58 MinutesAverage time spent on YouTube

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

Visit: http://www.youtube.com/vatican


Your Website is Your Channel


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


Storytelling With Video• Above all, tell a story

• Show it visually

• Give your viewers the right web tools (portability)

• Sound is critical

• Prepare a script and get feedback


Tell Your Story with Passion

Visit: http://www.charitywater.org/media/videos/index.php


Tell Your Story with Passion• Video tells strong founding myth

• Message is clear and simple: water

• Video, photography, and GPS prove every well built and provide valuable follow-up

• Gain volunteers through behind the scenes videos


Host a Video Blog

Visit: http://bit.ly/cya00z


• Give frequent updates and behind-the-scenes views of your organization

• Find the person with the most passion

• Post on your website/blog, upload or link on Facebook, share on Twitter

• Create a YouTube playlist

Host a Video Blog


Promote or Show an Event

Visit: http://www.marshillchurch.org/newhere


• Extend the shelf life of in-person events

• Use affordable cameras like Flip Video camera or Kodak Zi8 (under $200)

• Use simple editing tools like iMovie, Windows Media Maker, or Animoto.com (create engaging slideshows using text, video, and images)

Promote or Show an Event


Livestream & Archive Events

Visit: www.OurJewishCommunity.org


• Stream services, discussions, and trainings using Ustream.tv or Livestream.com (minimum needs: laptop with camera and internet connection)

• Create account and embed on your website

• No registration needed for participation

• Allows for live discussion and sharing online

Livestream & Archive Events


Create Educational Material

Visit: http://www.youtube.com/watch?v=bt2NGA91vJE


• Be a source of value to your audience with “how to” or instructional videos

• Help your constituents understand rituals, prepare for holidays, cook traditional meals, etc.

• Use searchable keywords in title, description, and tags

• Curate playlist of other related videos

Create Educational Material


Build a Community

Visit: http://www.youtube.com/watch?v=ZKNZ3A9LzWs


• Use video to get supporters excited about being part of your organization/movement

• Make current supporters feel good about what they’ve helped you accomplish

• Video can create feeling of intimacy and deeper engagement

Build a Community


Create an Awareness Campaign

Visit: http://www.changethestory.net


• Determine the key messages and people that can communicate your issue clearly

• People connect with people - interviews with real people help others identify and understand

• Use a consistent visual style throughout

Create an Awareness Campaign


Share Conversations

Visit: http://www.bloggingheads.tv


Share Conversations• Record interviews using affordable cameras or

Skype video chat (Skype Video Recorder)

• Accompany with chat transcript or related material

• Give viewers a way to engage and join the conversation on your website, blog, or Facebook (comments, ratings, sharing)


5 Video Takeaways• Watch and emulate

• Don’t focus on the technology

• Integrate video into your regular content

• Find the passionate people and let them loose

• Commit to doing more video this year than last


DiscussionMichael Hoffman

• Email: [email protected]

• Twitter: @Michael_Hoffman

• Phone: 773-784-7333

The slidedeck and links will be available after

this session at www.see3.net/events


Photo Credits• Audience in 3D Glasses - Diamond Geyser

• Encyclopedias - Stewart Butterfield

• Hammer - Austin Camera Guy

All photographs licensed under Creative Commons