Download - You tube team3_pres
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• Founded on February 14, 2005
• Based in San Bruno California
• Formed a video sharing website on which users can upload, view and share videos
• Subsidiary of Google, limited liability company
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WORLD WIDE CONNECTION
• Purpose: allow people to discover, watch and share originally-created videos
• Partnership: More than 1 million in 27 countries worldwide
• Partnered up with Google
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• Over 800 million visitors each month
• Over 4 billion hours of video watched each month
• 72 hours of video uploading per minute.
• 70% of traffic comes from outside the U.S.
• Available in 43 countries and in over 60 languages
• In September 2007, non-profit channels
were launched
• In December 2007, YouTube Partner
Program was launched.
• Connected to Facebook and Twitter.
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HELP ACTIVATE A CAUSE
BENEFITS
• Donate button
• Channel branding
• Video annotations
• Live streaming
• Call to action overlays
• Community forum
• Volunteer :
• Volunteer Abroad Programs
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• YouTube Non-Profit is only available in U.S., U.K., Canada and Australia
• Partnered up with Google, for raising money, promoting work and operating more effectively
• Requirements to be met
• Tips and Tricks provided
• Non-Profit tip sheet
• Links to help run video campaigns
• Online advice on running the business
• Free Google tools
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APPLICATION #1
VIDEO
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VIDEO • Main objective of YouTube
• Registered users are able to upload videos while
anyone can view or share them
• Can be used to spread awareness campaigns
• In 2010, non-profits uploaded over 42,000
hours of content
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Pros
• Can reach a wide audience • Visual medium• Can call attention to important issues or causes• Easy and efficient• Can be instrumental in disaster relief efforts• Channels
Example: Plan Australia’s Haiti
relief efforts
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Cons
• Can sensationalize messages• 15 minute limit • 4 billion videos streamed per day, hard to stand out
Example: Kony 2012 was criticized for misleading people
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WORLD VISION PLAN INTERNATIONAL
Non-profits who use YouTube
WORLD FOOD PROGRAM
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APPLICATION #2
DONATE BUTTON
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YouTube non-profit partners can embed a “donate” button on their video page and proceed through the Google Checkout.
How it works
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Pros
Time efficient
Attract impulse donors
Build relationships with younger donors.
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Cons
Limited payment method
No modifications
Donations have to be managed and reviewed by Google.
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APPLICATION #3
ANNOTATIONS
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VIDEO ANNOTATIONS
INTERACTIVE COMPONENTS ADDED TO VIDEOS
• Speech Bubbles• Notes• Hot Spots or Spotlight• Video Pause
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PROS
• Videos become dynamic and collaborative
• Makes it easy to act on a video
• Provides additional information
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CONS
• Do not work on most mobile devices
• Can be overwhelming
• Not indexed
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Non-Profit Other users
Are non-profits underusing annotations?
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CASE STUDY-STARBUCKS VS. ETHIOPIA
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WHAT IS THE ISSUE?
• Oxfam claims Starbucks used influence with NCA to block bid
• Potential extra revenues of 88 million per year for farmers
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WHAT DID OXFAM DO?• Oxfam embarked on multiple communications platforms to
raise awareness
• Starbucks Day of Action engaged 100,000 protestors globally
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WHAT ELSE DID THEY DO?
• Video-taped the events
• Campaign piece on YouTube
• Ethiopian partners submitted their own video
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WHAT DID STARBUCKS DO?
• Posted their own YouTube video in response
• Unconventional response
• Unconventional assault
• First online public dialogue between NGO and large corporation
• An agreement was reached!
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WHY DID IT WORK?
• Seen as unusual methods
• So many different audiences reached
• Different platforms & stages of engagement
• Created a visual story with a happy ending
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Can you describe a YouTube non-profit video that affected you?
How has YouTube changed your view of non-profits?