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How to Produce a Video, Put it on YouTube and Measure Results

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YouTube is one of the most popular destinations on the world wide web, but nonprofits are underutilizing this free platform for video messaging. In this one-hour webinar, we'll discuss strategies for …

YouTube is one of the most popular destinations on the world wide web, but nonprofits are underutilizing this free platform for video messaging. In this one-hour webinar, we'll discuss strategies for producing effective web videos for internal and external communications, advancement, development, public information and recruitment. We'll also touch upon YouTube's outstanding audience measurement and engagement tools. Finally, we'll discuss placing your new videos on Facebook, blogs and your organization's website.

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  • 1. How to Produce a Video, Put it on YouTube and Measure Results Roberto Mighty March 14, 2012A Service Of: Sponsored by:
  • 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  • 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  • 4. Today’s Speaker Roberto Mighty Web Video Producer Celestial MediaAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  • 5. How to• Produce a Video• Get it on YouTube• Measure Results Roberto Mighty New Media Producer Celestial Media
  • 6. • YouTube is one of the most popular destinations on the world wide web, but nonprofits are under-utilizing this free platform for video messaging.
  • 7. WHAT TO EXPECT• In this one-hour webinar, we’ll discuss strategies for producing effective web videos for internal and external communications, advancement, development, public information and recruitment.This is a big job with many sub-tasks, deadlines and permissions. Try to find a professional you feel comfortable with, plus a highly motivated staff person to manage the process in-house.
  • 8. ANALYTICSWe’ll also touch upon YouTube’s outstanding audience measurement and engagement tools.Finally, we’ll discuss placing your new videos beyond YouTube - on Facebook, blogs and yourorganization’s website.
  • 9. TAKEAWAYS • 6.1 Seven producing tips for online video6.2 How to create a Youtube channel for your nonprofit6.3 How to dynamically measure your viewing audience with YouTube analytics6.4 Beyond YouTube: Distribute your video to Facebook, blogs and other websites6.5 Resource Links
  • 10. Preview PHASE 1: PRODUCE YOUR VIDEOA. PlanB. FilmC. Log, Transfer & BackupD. Edit
  • 11. PHASE 1: PRODUCE YOUR VIDEO - Plan• A. PLANA1. StoryA2. ScriptA3. CharactersA4. LocationA5. TalentA6. Wardrobe - casual, business, upscale, etc.A7. Audio: Avoid noisy or crowded areas
  • 12. PHASE 1: PRODUCE YOUR VIDEO - Production Tips• B. VIDEO PRODUCTION: 7 TipsB1. Use Available Light To Your Best Advantage- Keep light in front of the subject…probably behind YOU- Dont let your subject get backlit (!)B2. Audio: Get in Close- The closer the mic to the subject, the better- If mic is on camera, itll hear everything you do (!)
  • 13. PHASE 1: PRODUCEYOUR VIDEO - Composition• B3. Composition- Use a Tripod. Head Level.-“Medium shots” best = head and shoulders- “Medium Close Up”- “Close Up”B4. Power- Make sure batteries are charged- Use a power adapter if possible.
  • 14. PHASE 1: PRODUCE YOUR VIDEO - Memory• B5. Memory- Types of Memory: Cards, Tapes, Internal, DVD: Bring extra- SD Card Removable Memory- CF Cards Removable Memory- DVD Removable Memory- Internal Hard Drive Memory- Digital Video Tape
  • 15. PHASE 1: PRODUCE YOUR VIDEO - Voiceover• B6. Tabletop Tripod or Base- For voiceover on camera
  • 16. PHASE 1: PRODUCE YOUR VIDEO - Simplify• B7. Simplify Your Story (!)
  • 17. PHASE 1: PRODUCE• YOUR VIDEO - Backup C. BACKUP, TRANSFER & LOGC1. Backup (!)- Backup the ENTIRE card, tape or memory into a folder on your computerC2. Transfer- Transfer data from removable media to your computer- Card Reader or Direct Connect Camera to Computer
  • 18. PHASE 1: PRODUCE• YOUR VIDEO - Log C3. Log- Watch and listen to every minute of the footage and write down as much information as you can.- Location- Date- Interview Topic- Interview Subject- B-Roll - Shots that set the scene
  • 19. PHASE 1: PRODUCE YOUR VIDEO - Edit• D. EditD1. Tools: Computer + iMovie (Apple) or Windows Media Maker (Windows)D2. Logical Sequence: Beginning, Middle and EndD3. Paper Edit: Intro, Content, Review, Call to Action, Contact InformationD4. SHOW. Dont TELL.D5. Use humor if at all possibleD6. Keep it short:- 2 - 3 minutes BEST- 5-7 minutes OKD7. Format for YouTube: .mov, .wmv, .mp4, .flv
  • 20. REVIEW - PHASE 1: PRODUCE YOUR VIDEO• A. PlanB. FilmC. Backup, Transfer & LogD. Edit & Format for YouTube
  • 21. PREVIEW - PHASE 2: PUT YOUR VIDEO ON YOUTUBE• A. Join YouTube Nonprofits program (Google Owns YouTube)B. Create a Nonprofit Channel on YouTubeC. Upload Your Video to your ChannelD. Review Video Upload Choices
  • 22. PHASE 2: PUT YOUR VIDEO ON YOUTUBE - Join Google• A. Join Google for Nonprofits program- Must have 501 © 3 designation.- Other requirements.Link: http://www.youtube.com/nonprofits
  • 23. PHASE 2: PUT YOUR VIDEO ON YOUTUBE - Nonprofit Channel• B. Create a Nonprofit Channel on YouTube- It’s free- Follow steps- Channel Creation Screen
  • 24. PHASE 2: PUT YOUR VIDEO ON YOUTUBE - Upload• C. Upload Your Video to your Channel- From your computer to your YouTube Channel- Metadata: Title, Description, Tags, Contact Info
  • 25. PHASE 2: PUT YOUR VIDEO ON YOUTUBE - Upload Choices• D. Video Upload Choices- Category- Thumbnail (!)- Privacy- Embedding (!)- Syndication (Mobile or not)
  • 26. REVIEW - PHASE 2: PUT YOUR VIDEO ON YOUTUBE • A. Join Google for Nonprofits program (Google Owns YouTube)B. Create a Nonprofit Channel on YouTubeC. Upload Your Video to your ChannelD. Review Video Upload Choices
  • 27. PREVIEW - PHASE 3: MEASURE VIDEO RESULTS• A. AnalyticsB. Engagement ReportsC. Adjust According to FeedbackLink: YouTube Analytics Page (FNE)
  • 28. PHASE 3: MEASURE VIDEO RESULTS - Analytics• A. Analytics- Views- Demographics- Playback Locations- Traffic Sources- Audience Retention (!)
  • 29. PHASE 3: MEASURE VIDEO RESULTS - Engagement Reports• B. Engagement Reports- Subscribers- Likes and Dislikes- Favorites- Comments- Sharing
  • 30. PHASE 3: MEASURE VIDEO RESULTS - Adjust Campaign• C. Adjust According to Feedback- Change scenes- Change Length- Rethink Distribution- Etc.
  • 31. REVIEW - PHASE 3: MEASURE VIDEO RESULTS• A. AnalyticsB. Engagement ReportsC. Adjust According to Feedback
  • 32. PHASE 4: BEYOND YOUTUBE- Embed in your own site- Facebook (!)- Blogs- Send embed code to other websites (!)Link: FNE Facebook
  • 33. Resources• RESOURCESHow to Shoot Great Video: CNN http://www.cnn.com/exchange/ireports/toolkit/tips.html#videoYouTube Upload Formatshttp://support.google.com/youtube/bin/answer.py?hl=en&answer=55744PDF: Sample location release formPDF: Sample talent release form
  • 34. THANK YOU• Roberto MightyNew Media ProducerCelestial Mediawww.celestialmedia.comrobertomighty@gmail.com617-965-7022Roberto Mighty is an artist, an educator and a new media producer, with over 400,000 views of his work on YouTube, plus extensive professional credits in TV, audiobooks and nonprofit video. His nonprofit clients include Harvard Medical School and The Boston Foundation. He has been an Adjunct Professor at Emerson College’s Department of Visual and Media Arts for the past four years.###
  • 35. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: