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.

1. How to Produce a Video, Put it on
YouTube and Measure Results
Roberto Mighty
March 14, 2012
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. Affordable collaborative data
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4. Today’s Speaker
Roberto Mighty
Web Video Producer
Celestial Media
Assisting with chat questions: Hosting:
April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
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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. ANALYTICS
We’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 your
organization’s website.

9. TAKEAWAYS
• 6.1 Seven producing tips for online video
6.2 How to create a Youtube channel for your nonprofit
6.3 How to dynamically measure your viewing audience with YouTube analytics
6.4 Beyond YouTube: Distribute your video to Facebook, blogs and other websites
6.5 Resource Links

10. Preview
PHASE 1: PRODUCE
YOUR VIDEO
A. Plan
B. Film
C. Log, Transfer & Backup
D. Edit

11. PHASE 1: PRODUCE
YOUR VIDEO - Plan
• A. PLAN
A1. Story
A2. Script
A3. Characters
A4. Location
A5. Talent
A6. Wardrobe - casual, business, upscale, etc.
A7. Audio: Avoid noisy or crowded areas

12. PHASE 1: PRODUCE YOUR VIDEO -
Production Tips
• B. VIDEO PRODUCTION: 7 Tips
B1. Use Available Light To Your Best Advantage
- Keep light in front of the subject…probably behind YOU
- Don't let your subject get backlit (!)
B2. Audio: Get in Close
- The closer the mic to the subject, the better
- If mic is on camera, it'll hear everything you do (!)

13. PHASE 1: PRODUCE
YOUR 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 & LOG
C1. Backup (!)
- Backup the ENTIRE card, tape or memory into a folder on your computer
C2. 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. Edit
D1. Tools: Computer + iMovie (Apple) or Windows Media Maker (Windows)
D2. Logical Sequence: Beginning, Middle and End
D3. Paper Edit: Intro, Content, Review, Call to Action, Contact Information
D4. SHOW. Don't TELL.
D5. Use humor if at all possible
D6. Keep it short:
- 2 - 3 minutes BEST
- 5-7 minutes OK
D7. Format for YouTube: .mov, .wmv, .mp4, .flv

20. REVIEW - PHASE 1: PRODUCE
YOUR VIDEO
• A. Plan
B. Film
C. Backup, Transfer & Log
D. 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 YouTube
C. Upload Your Video to your Channel
D. 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 YouTube
C. Upload Your Video to your Channel
D. Review Video Upload Choices

27. PREVIEW - PHASE 3: MEASURE
VIDEO RESULTS
• A. Analytics
B. Engagement Reports
C. Adjust According to Feedback
Link: 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. Analytics
B. Engagement Reports
C. 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
• RESOURCES
How to Shoot Great Video: CNN http://www.cnn.com/exchange/ireports/toolkit/tips.html#video
YouTube Upload Formats
http://support.google.com/youtube/bin/answer.py?hl=en&answer=55744
PDF: Sample location release form
PDF: Sample talent release form

34. THANK YOU
• Roberto Mighty
New Media Producer
Celestial Media
www.celestialmedia.com
robertomighty@gmail.com
617-965-7022
Roberto 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.
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35. Find listings for our current season
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