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  • 1. • 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
  • 2. 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
  • 3. • 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.
  • 4. HELP ACTIVATE A CAUSE BENEFITS• Donate button• Channel branding• Video annotations• Live streaming• Call to action overlays• Community forum• Volunteer :• Volunteer Abroad Programs
  • 5. • 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
  • 6. APPLICATION #1 VIDEO
  • 7. 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
  • 8. 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
  • 9. Cons • Can sensationalize messages • 15 minute limit • 4 billion videos streamed per day, hard to stand outExample: Kony 2012was criticized formisleading people
  • 10. Non-profits who use YouTubeWORLD VISION PLAN INTERNATIONAL WORLD FOOD PROGRAM
  • 11. APPLICATION #2DONATE BUTTON
  • 12. How it worksYouTube non-profit partners can embed a “donate”button on their video page and proceed through theGoogle Checkout.
  • 13. ProsTime efficientAttract impulse donorsBuild relationships with younger donors.
  • 14. ConsLimited payment methodNo modificationsDonations have to be managed and reviewedby Google.
  • 15. APPLICATION #3ANNOTATIONS
  • 16. VIDEO ANNOTATIONSINTERACTIVE COMPONENTS ADDED TO VIDEOS • Speech Bubbles • Notes • Hot Spots or Spotlight • Video Pause
  • 17. PROS• Videos become dynamic and collaborative• Makes it easy to act on a video• Provides additional information
  • 18. CONS• Do not work on most mobile devices• Not indexed• Can be overwhelming
  • 19. Are non-profits underusing annotations?Non-Profit Other users
  • 20. CASE STUDY-STARBUCKS VS. ETHIOPIA
  • 21. WHAT IS THE ISSUE?• Oxfam claims Starbucks used influence with NCA to block bid• Potential extra revenues of 88 million per year for farmers
  • 22. WHAT DID OXFAM DO?• Oxfam embarked on multiple communications platforms to raise awareness• Starbucks Day of Action engaged 100,000 protestors globally
  • 23. WHAT ELSE DID THEY DO?• Video-taped the events• Campaign piece on YouTube• Ethiopian partners submitted their own video
  • 24. 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!
  • 25. 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
  • 26. Can you describe a YouTube non-profit videothat affected you?How has YouTube changed your view of non-profits?