beyond viral video – nonprofit storytelling in the digital age

37
Prepared for Aid for Africa Presented by Michael Hoffman, CEO, See3 Nonprofit Storytelling in the Digital Age Beyond Viral Video www.see3.net | [email protected] | @Michael_hoffman

Upload: see3-communications

Post on 07-May-2015

3.040 views

Category:

Technology


4 download

DESCRIPTION

Nonprofits that are using online video effectively aren't just creating great content, they're creating great strategies. It all starts with understanding why video matters to your organization and rethinking what the possibility of "going viral" really means. How can Aid for Africa member organizations tell their stories in compelling and meaningful ways using video? And how can they use the web as a platform for rich storytelling and constituent engagement? In this session, we’ll discuss and show how aid organizations are using video to extend their programs and events, increase brand recognition, and create content that deepens relationships with their supporters.

TRANSCRIPT

Page 1: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

Prepared for Aid for Africa

Presented by Michael Hoffman, CEO, See3

Nonprofit Storytelling in the Digital Age

Beyond Viral Video

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

Page 2: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Today’s Plan• Why Video Matters

• Storytelling Using Video

• Key Video Examples

• Distribution

• 5 Takeaways for Aid for Africa members

Page 3: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Page 4: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Visit: www.YouTube.com/NonprofitVideoAwards

Page 5: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

October 9, 2006:Google Buys YouTube

Page 6: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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 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.

Page 7: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Your Audience is Watching

Page 8: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Search

Page 9: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

The Tools are Improving

Page 10: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

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

Page 11: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

YouTube Channel

Page 12: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Your Website is Your Channel

Page 13: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Page 14: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Page 15: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Viral to Who?

Page 16: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Viral to Who?

Page 17: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Think Strategically • Current video assets

• People

• Events

• Fundraising opportunities

• Organizational goals and messages

Page 18: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Page 19: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Storytelling Tips*Keep It Short

• Powerful videos are often under 2 minutes long. The effort you put into keeping it short will go a long way in helping you focus your message.

Keep It Simple

• Try to focus on one main topic (ie. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused.

* From our friends at Flip Video – www.FlipVideoSpotlight.com

Page 20: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Storytelling TipsBe genuine

• Viewers want to connect with the work that your organization is doing. Focus on content that is compelling rather than what’s “cool”.

Keep It Fluid

• Beginning-Middle-End: Catch the audience at the beginning and explain what is happening, build emotion in the middle, and come to some sort of resolution at the end.

Page 21: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Storytelling TipsKeep It Moving

• Audio: Video shows the story but don’t forget the importance of audio. Audio adds emotion.

Keep It Interesting

• Wide shot - establishes the scene

• Medium shot - gives more intimacy

• Close-up - for emotion and direct connection

• Extreme close-up - very intimate, emotional effect

Page 22: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Broadcast Live Events

Page 23: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

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

Page 24: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Staff Produced

Page 25: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

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

Page 26: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Documentary

Page 27: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

• 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)

Documentary

Page 28: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Public Service Announcement

Page 29: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Public Service Announcement• Make PSAs accessible online on YouTube

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

Page 30: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Animation / Typography

Watch Video

Page 31: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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 speeches/text to life

Page 32: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Personalized Video

Page 33: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

Page 34: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

You Made A Video, Now What? • Bring People to Your Video

• Website• Email• PR (earned media)

• Bring Your Video to People• YouTube and TubeMogul• Social Networks (Facebook, Twitter, etc.)• Blogger Outreach

Page 35: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

5 Takeaways for Aid for Africa• Watch and emulate

• Connect video to organizational objectives

• Integrate video into your content

• Find the passionate people and let them loose

• Commit to doing more video this year than last

Page 36: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

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

Page 37: Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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