Beyond Viral Video
Nonprofit Storytelling in the Digital Age


                 Prepared for Aid for Africa
              ...
Today’s Plan
•   Why Video Matters
•   Storytelling Using Video
•   Key Video Examples
•   Distribution
•   5 Takeaways fo...
See3 Communications
• Interactive communications agency for
  nonprofits and causes specializing in video, web,
  and outr...
Visit: www.YouTube.com/NonprofitVideoAwards

                www.see3.net | michael@see3.net | 773-784-7333
October 9, 2006:
Google Buys YouTube




     www.see3.net | michael@see3.net | 773-784-7333
YouTube: Why Video Matters
                                         Users (M)          % Users
           Age All         ...
Your Audience is Watching




     www.see3.net | michael@see3.net | 773-784-7333
Search


  www.see3.net | michael@see3.net | 773-784-7333
The Tools are
      Improving



www.see3.net | michael@see3.net | 773-784-7333
The Nonprofit Program
• Organizations must be nonprofits based in
  US, UK, Canada, or Australia
•   Increased branding ca...
YouTube Channel




     www.see3.net | michael@see3.net | 773-784-7333
Your Website is Your Channel




     www.see3.net | michael@see3.net | 773-784-7333
www.see3.net | michael@see3.net | 773-784-7333
www.see3.net | michael@see3.net | 773-784-7333
Viral to Who?




    www.see3.net | michael@see3.net | 773-784-7333
Viral to Who?
                    Planning

                    Creative

                    Cultural
                   ...
Think Strategically
•   Current video assets
•   People
•   Events
•   Fundraising opportunities
•   Organizational goals ...
Laws of Social Storytelling
• Be prepared to tell 3 types of stories:
  • The story of self (org)
  • The story of us (com...
Storytelling Tips*
Keep It Short
• Powerful videos are often under 2 minutes long.
  The effort you put into keeping it sh...
Storytelling Tips
Be genuine
• Viewers want to connect with the work that your
  organization is doing. Focus on content t...
Storytelling Tips
Keep It Moving
• Audio: Video shows the story but don’t forget the
  importance of audio. Audio adds emo...
Broadcast Live Events




     www.see3.net | michael@see3.net | 773-784-7333
Broadcast Live Events
• Stream important news or organizational events
  live using Ustream or Livestream
• Reach and conn...
Staff Produced




     www.see3.net | michael@see3.net | 773-784-7333
Staff Produced
• Behind the scenes looks at the office or on the
  ground
• Use computer cameras or Flip Video to staff
  ...
Documentary




     www.see3.net | michael@see3.net | 773-784-7333
Documentary
• Strong way to show organization’s work and
  impact
• Focus on the individual stories of real people
• Creat...
Public Service Announcement




     www.see3.net | michael@see3.net | 773-784-7333
Public Service Announcement
• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online –
  ra...
Animation / Typography



          Watch Video




     www.see3.net | michael@see3.net | 773-784-7333
Animation / Typography
• Very popular style (use with caution)
• Great example is Girl Effect – success is in
  framing th...
Personalized Video




     www.see3.net | michael@see3.net | 773-784-7333
Personalized Video
• Novelty and personalization increases
  probability viewer will pass along
• Best for awareness build...
You Made A Video, Now What?
• Bring People to Your Video
  • Website
  • Email
  • PR (earned media)
• Bring Your Video to...
5 Takeaways for Aid for Africa
•   Watch and emulate
•   Connect video to organizational objectives
•   Integrate video in...
Discussion
Michael Hoffman
 • Email: michael@see3.net
 • Twitter: @Michael_Hoffman
 • Phone: 773-784-7333

 The slidedeck ...
Photo Credits
• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy...
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Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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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.

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Beyond Viral Video – Nonprofit Storytelling in the Digital Age

  1. 1. Beyond Viral Video Nonprofit Storytelling in the Digital Age Prepared for Aid for Africa Presented by Michael Hoffman, CEO, See3 www.see3.net | michael@see3.net | @Michael_hoffman
  2. 2. Today’s Plan • Why Video Matters • Storytelling Using Video • Key Video Examples • Distribution • 5 Takeaways for Aid for Africa members www.see3.net | michael@see3.net | 773-784-7333
  3. 3. 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 www.see3.net | michael@see3.net | 773-784-7333
  4. 4. Visit: www.YouTube.com/NonprofitVideoAwards www.see3.net | michael@see3.net | 773-784-7333
  5. 5. October 9, 2006: Google Buys YouTube www.see3.net | michael@see3.net | 773-784-7333
  6. 6. YouTube: Why Video Matters Users (M) % Users Age All 57.1 – In 1 Minute 20 hours of video are <18 11.0 19% uploaded to YouTube 18-34 11.1 19% #4 Biggest Site in the World 35-44 12.3 22% Bigger than MySpace and 45-54 11.9 21% Wikipedia Source: Alexa 55+ 10.9 19% 58 Minutes Gender Male 29.8 52% Average time spent on Female 27.3 48% YouTube Source: Nielsen//NetRatings (October 2007) - US audience. www.see3.net | michael@see3.net | 773-784-7333
  7. 7. Your Audience is Watching www.see3.net | michael@see3.net | 773-784-7333
  8. 8. Search www.see3.net | michael@see3.net | 773-784-7333
  9. 9. The Tools are Improving www.see3.net | michael@see3.net | 773-784-7333
  10. 10. 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 www.see3.net | michael@see3.net | 773-784-7333
  11. 11. YouTube Channel www.see3.net | michael@see3.net | 773-784-7333
  12. 12. Your Website is Your Channel www.see3.net | michael@see3.net | 773-784-7333
  13. 13. www.see3.net | michael@see3.net | 773-784-7333
  14. 14. www.see3.net | michael@see3.net | 773-784-7333
  15. 15. Viral to Who? www.see3.net | michael@see3.net | 773-784-7333
  16. 16. Viral to Who? Planning Creative Cultural Moment www.see3.net | michael@see3.net | 773-784-7333
  17. 17. Think Strategically • Current video assets • People • Events • Fundraising opportunities • Organizational goals and messages www.see3.net | michael@see3.net | 773-784-7333
  18. 18. 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 www.see3.net | michael@see3.net | 773-784-7333
  19. 19. 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 www.see3.net | michael@see3.net | 773-784-7333
  20. 20. Storytelling Tips Be 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. www.see3.net | michael@see3.net | 773-784-7333
  21. 21. Storytelling Tips Keep 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 www.see3.net | michael@see3.net | 773-784-7333
  22. 22. Broadcast Live Events www.see3.net | michael@see3.net | 773-784-7333
  23. 23. 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 www.see3.net | michael@see3.net | 773-784-7333
  24. 24. Staff Produced www.see3.net | michael@see3.net | 773-784-7333
  25. 25. 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 www.see3.net | michael@see3.net | 773-784-7333
  26. 26. Documentary www.see3.net | michael@see3.net | 773-784-7333
  27. 27. Documentary • 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) www.see3.net | michael@see3.net | 773-784-7333
  28. 28. Public Service Announcement www.see3.net | michael@see3.net | 773-784-7333
  29. 29. Public Service Announcement • Make PSAs accessible online on YouTube • Reverse model: create PSA and publish online – raise funds to get it aired on TV www.see3.net | michael@see3.net | 773-784-7333
  30. 30. Animation / Typography Watch Video www.see3.net | michael@see3.net | 773-784-7333
  31. 31. 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 www.see3.net | michael@see3.net | 773-784-7333
  32. 32. Personalized Video www.see3.net | michael@see3.net | 773-784-7333
  33. 33. 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 www.see3.net | michael@see3.net | 773-784-7333
  34. 34. 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 www.see3.net | michael@see3.net | 773-784-7333
  35. 35. 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 www.see3.net | michael@see3.net | 773-784-7333
  36. 36. Discussion Michael Hoffman • Email: michael@see3.net • Twitter: @Michael_Hoffman • Phone: 773-784-7333 The slidedeck and links will be available after this session at www.see3.net/events www.see3.net | michael@see3.net | 773-784-7333
  37. 37. Photo Credits • Audience in 3D Glasses - Diamond Geyser • Encyclopedias - Stewart Butterfield • Hammer - Austin Camera Guy All photographs licensed under Creative Commons www.see3.net | michael@see3.net | 773-784-7333
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