Beyond Viral Video – Nonprofit Storytelling in the Digital Age

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

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

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

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 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

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 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

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

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

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

Think Strategically • Current video assets • People • Events • Fundraising opportunities • Organizational goals and messages www.see3.net | michael@see3.net | 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 www.see3.net | michael@see3.net | 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 www.see3.net | michael@see3.net | 773-784-7333

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

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

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 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

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 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

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 • 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

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 – raise funds to get it aired on TV www.see3.net | michael@see3.net | 773-784-7333

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 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

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 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

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

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

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

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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Beyond Viral Video – Nonprofit Storytelling in the Digital Age

by See3 Communications on May 17, 2010

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Beyond Viral Video – Nonprofit Storytelling in the Digital Age — Presentation Transcript