Social Media Boot Camp: Planning Your Video Campaign


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See3's CEO and @home ( co-producer Michael Hoffman's presentation for homeless service organizations in Los Angeles on how to bring video into your digital campaign — including tips on pre-production, making video shareable, micro-video, and distribution. A project of the @home campaign combatting homelessness:

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  • Video can empower and strengthen the work of your organization throughout that lifecycle. This example uses fundraising, but the same principles apply for volunteer recruitment and advocacy pushes as well.
  • But if you want it to be effective, you’re going to have to do some thoughtful planning.
  • As you begin to map out a story and approach for your video or video series, these five tips can help guide your choices to help align them with your goals.
  • The most effective nonprofit videos build relationships — with the folks who already know and support your work, and with the people who just stumble across your organization for the first time.
  • Building that connection means different things for different people. If you’re trying to build your list, sharing your founding story or introducing your beneficiaries, might be a good way to go. For people who are higher up the ladder of engagement, a more one-on-one, personal message — introducing a staff member or telling donor stories — can help those folks feel like a part of the action.
  • Follow the stories of your beneficiaries to demonstrate how the money you raise is having a real, human impact
  • Another way to encourage your supporters to share is to actually make them central to your video campaign. Follow their story, and their work with your organization — letting them explain why they’ve got your back, in their own words. DC Central Kitchen produced a video that follows one of its volunteers on his rounds across the city, dropping off healthy food in food deserts. He and the other folks benefiting from their work share, in the first person, why DC Central Kitchen is making their neighborhoods healthier.
  • You don’t have to reinvent the wheel every time you have a message to share! Take advantage of the great work happening in your world (just like we are for this tip). Beth Kanter, friend of See3 and author of The Networked Nonprofit, frequently talks with NGOs about how they can use content curation to reach a broader audience — and we’d like to pass that wisdom on to you.
  • There are lots of coalitions out there partnering on days of action and campaigns — but how often do they make good use of each others’ digital resources? Part of the new system rolling out in L.A. is to better coordinate between organizations serving the same populations, and there’s no reason why that collaboration can’t include digital organizing, too.Don’t miss the opportunity to share, reblog, and repurpose the great video content out there in the homelessness field, from other CES partners, and from the United Way. It’s a cost-effective and quick way to keep a stream of content flowing that can both drive folks back to your fundraising page and illustrate why your issue is so important.
  • Another great option: making use of documentary content to generate buzz and to anchor fundraising events. Thanks to the internet and dropping costs, they’re available everywhere! Check out traditional outlets like PBS, the BBC, and ITVS for titles — or just consult your netflix queue! Some Our documentary about homelessness called @home, and we’re working with the nation’s major homeless service organizations — highlighting their work in webisodes, retweeting their content, and collaborating on events. If there’s a film coming out about your issue area, make sure to capitalize on its success!
  • Here’s what Upworthy tells us: You do not understand the internet. You do not know how to make something go viral and get it in front of a million people. And neither does Upworthy. BUT, by better framing your incredible content, your chances of shooting the moon are going to be much, much better.
  • Make sure every last detail of your video is framed just how you want it, and optimized for interaction: Share text, description, headline, screenshot, annotations — everything counts.
  • I like to talk about how it’s our job to make your supporter the hero of your organization’s story. And one of the best ways to empower your biggest fans to be the hero is to ask them to share your amazing work. And it’s a low-bar ask, ESPECIALLY when you make it easy to share — providing compelling language, using optimized buttons, and paying attention to your metadata. There IS a connection between non-financial asks and donations. Nobody wants to just be an ATM
  • You can take a video you already made, turn it into a 30-second ad lickety split, and put a little money behind some simple online ads — and can get a great return on your investment in building up your fundraising list, at a time when lots of people are looking to donate.
  • YouTube offers free livestreaming services to nonprofits — another option to try for your next livestreamed event. Also donate button, call to action overlays, and more.
  • We’ll get more into social media tracking and evaluation in the 3rd @home webinar, but just for a start: The basic principle is to listen and respond. You can see how your video and campaign are resonating with your supporters, whether you’re reaching a new audience, and the resulting impact. It’s not just about monitoring likes and shares, but getting a holistic look at how your video is performing — and how you can get even better next time.
  • Social Media Boot Camp: Planning Your Video Campaign

    1. 1. SOCIAL MEDIA BOOT CAMP How to plan your video campaign
    2. 2. About Michael Hoffman • Former senior nonprofit fundraiser and political consultant • Online marketing and communications specialist • Founded See3 Communications to merge video and the web for nonprofits and causes
    3. 3. See3 Communications video web design + development online engagement
    4. 4. Today’s webinar So — you’re running a campaign. How can you use video to help you reach your goals? Some of you may be participating in Home for Good L.A.’s 100 Day Campaign — but even if you aren’t, your organization operates on a “campaign cycle to fundraise, recruit, and built for events.
    5. 5. Your work has a life cycle: Awareness & Identification Stewardship Engagement Solicitation Acknowledge
    6. 6. Awareness of the issue. A video that shows why donors should double down A video that asks for money Awareness & Identification Stewardship A video that shows where the money went and how your donation helped Engagement Solicitation Acknowledge A video that thanks 6
    7. 7. Why Video MATTERS…
    8. 8. Video is king • Half of all internet content is video • YouTube is now 2nd biggest search engine — 1 billion unique users compared to Bing at 269 million • Increasingly, video is watched anytime and anywhere on mobile phones Who’s watching video online? Everyone. Everywhere. All the time.
    9. 9. Bottom line: Video is a tool you can’t afford to ignore. 9
    10. 10. What makes a video shareable: • Positive peer pressure — ―Everybody’s doing it!‖ • Appeal to the heart, not the head • ―You can make a difference‖ • Make viewer the hero, and move them to action
    11. 11. Let’s discuss Have you done video as part of a campaign before? What have you seen that you liked? 12
    12. 12. So, it’s time to write your video campaign plan. 13
    13. 13. Pre-production Before you pick up a camera: • • • • What are your goals? Who is your audience? What’s your budget? What tools and skills are you working with? 14
    14. 14. 4 tips for integrating video into your communications or campaign: 15
    15. 15. Tip #1 PULL BACK THE CURTAIN 16
    16. 16. Make some introductions: • • • • Your founding story Your staff Your beneficiaries Your donors and supporters 17
    17. 17. The power of the founding story: 18
    18. 18. Illustrate your impact Cystic Fibrosis Foundation 19
    19. 19. Or, follow one of your volunteers! DC Central Kitchen 20
    20. 20. Put it into action: Idea: Record a fundraising appeal from your executive director during your next campaign. Q: What ideas do you have for “pulling back the curtain” at your org? 21
    22. 22. Why short-form video • Time • Money • Fun! 23
    23. 23. Leading Vine Producer Khoa Pan (he’s been to Tribeca Film Festival for his work!) spends just 45 minutes to an hour on videos like this: 24
    24. 24. And, your supporters can get in on the action, too: 25
    25. 25. Put it into action: At your next public event or walk, ask supporters to record Instagram videos asking friends to join your work, using a hashtag. Q: Have you experimented with curating short form video? What worked and what didn’t? 26
    26. 26. Tip #3 CURATE 27
    27. 27. The art of recycling (Thanks Beth!) 28
    28. 28. Buddy up! Is your coalition sharing digital resources, 29
    29. 29. Documentary 30
    30. 30. Put it into action: Create a weekly ―Did you see?‖ video series that shares a video focused on homelessness Example: What are other good 31
    31. 31. Tip #4 FRAMING YOUR VIDEO HERE 32
    32. 32. The lesson of Upworthy: 33
    33. 33. No slacking! 1. Frame EVERYTHING 2. Write 25 headlines. Seriously 34
    34. 34. Put it into action: Make sure every video on your YouTube page (if you have one already), or every video you produce in the future, is accompanied by engaging, effective copy. After all, you have to compete with Maru: 35
    35. 35. How to get your video out there
    36. 36. Channels you own: • Your website, YouTube, and social media channels are YOURS. You can do whatever you want with them – get creative! • Leverage your existing email and social media audience with video alerts and stories of us
    37. 37. Turn your supporters into cheerleaders. One of the best ways to empower your biggest fans to be the hero is to ask them to share your amazing work. And it’s a low-bar ask, ESPECIALLY when you make it easy to share — providing compelling language, using optimized buttons, and paying attention to your metadata. 38
    38. 38. Paid online ads: Explore simple, easy to use tools for paid video advertising: • • • • Scalable and cost-effective Sophisticated targeting Turn-key video views AdWords for Video
    39. 39. Are you on YouTube Nonprofit? 40
    40. 40. Earned media Don’t forget to reach out to people who will want to see and share your videos: bloggers, social media influencers, partner orgs, and press.
    41. 41. Well – did it have any impact?
    42. 42. Monitoring and Evaluation How to listen online Follow conversations (comments on YouTube, hashtags, views and shares) — and don’t forget to engage back.
    43. 43. Tools • Topsy ( • Hootsuite ( • Tweetdeck ( • Klout ( • Sprout Social ( and what What’s worked for you,
    44. 44. Thanks! Any questions? For more, email