0
WELCOME TO THE @HOME

SOCIAL MEDIA
BOOT CAMP
“We will all be involved in the solution.
Ending chronic and veteran
homelessness will only be possible if
everyone gets i...
Lisa Colton
Chief Learning Officer
See3 Communications
lisa@see3.com
@See3

Laura Wilson
Associate Director
Kindling Group...
We produce and sponsor documentary films that explore
critical social issues, and channels them into powerful
tools for co...
The film:

http://youtu.be/blgCu6z90Jo
@home_campaign — #athome
About See3
Since 2006 we've been helping organizations to find and realize their vision for better
online communications.
...
See3 Core Services

Online Video

Web Design & Development

Online Engagement
Today’s Morning Agenda
•
•
•
•
•

Why Social Media
5 New Rules of the Game
Creating a Strategy
Using Online Video
Case Stu...
Traditional Mindset: Hub & Spokes
Network Mindset
“connect and collaborate” rather than “command and control”
Characteristics of Social Media
• Participatory: It blurs the line between producer
and consumer, media and audience.
• Op...
Attention Economy
Be Social
Add Value
Be Real
Strengthen the Network
#1 THIS IS AN ATTENTION ECONOMY
#2: BE SOCIAL!
Talk, tag, photos,
questions, responses
Even when self-promoting, be social!
Focus on your mission and goals, not your institution.
Being Social Means
Being a Good Listener Too.
#3:
ADD
VALUE
SOCIAL CONTENT IS
SOCIAL CAPITAL
Social Capital is the value
of connections between
and among nodes in social
networks.

C...
What Value
Can you Add?
#4: BE REAL
Make it
Personal
Make it
Personal
FIND
YOUR
VOICE
#5: Move Your
Network to
Action
John Fitch’s Steam Engine
John Fitch’s Steam Engine
Why online video?
The

POWER
of

Storytelling
Generate empathy
Telling (true) stories
communicates with
people in a different way
than news, reports, or
opinion.
http://www.nytimes.com/projects/2013/invisiblechild/
Educate
Change cultural attitudes
Inspire political change
http://youtu.be/7p6LvuwI7GQ
http://www.see3.com/intofocus
The video train has left the station
Online Video
More than half of all
Internet content is video.
Every month 4 billion
h...
But there are barriers …
How do you jump those hurdles?
Keep it simple

http://youtu.be/fW8amMCVAJQ
Make it personal

https://www.youtube.com/user/charitywaterthanks
Little by little…
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
@Home / 100 Days Social Media Boot Camp, Los Angeles
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@Home / 100 Days Social Media Boot Camp, Los Angeles

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Morning presentation. A project of the @home campaign combatting homelessness: www.athomedocumentary.org

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  • Graphic to show
  • We make documentary film not only because it is a ton of fun, but because we believe in the inherent value of a powerful story to make change. And video and film, especially in the digital era, provide so many angles and opportunities to tell stories in new and interesting ways.
  • More than anything else, I think that for this group, generating empathy for your work is one of the greatest gifts you can get from storytelling. Statistics, policy talk, explaining the problem — all these things can fall on deaf ears if you haven’t touched a personal nerve, or put names to faces. I know from working on this project and talking with so many homeless service providers that getting people to understand and empathize with the homeless is one of your biggest challenges — convincing a potential volunteer or donor or advocate that this is an economic problem that could touch any one of us. That’s what we were striving for in this film, and I think Invisible People has really thrived because of that authenticity.
  • One great example of the power of story to really wake people up to an issue that may have been reported in the news over and over again was Dasani’s story in the New York Times. This in-depth, interactive story got so many more people paying attention to the plight of homeless children in New York than any piece of traditional news reporting could.
  • Let’s take another example. The film “The Invisible War” is a great example of how documentary and story can really inspire action on an issue. Women came together to tell their stories of sexual assault in the military direct to the camera, not only revealing how widespread this problem was, but also putting faces and identities to this “invisible” problem. The film not only provoked a public outcry — after pre-screening the film for the Secretary of Defense, he immediately launched an investigation into how the military can end sexual assault.
  • I also wanted to show a quick video from the It Gets Better campaign, to show how this same model of storytelling for impact can be implemented on a web-platform, using short form, low-production quality video. This one is a little bit different than their typical video, which started out as LGBT individuals speaking direct to camera to young people to give them hope and encouragement in the face of discrimination. I liked this newer video because it’s so timely, and takes this idea to a global scale.
  • Of course, there are lots of ways to effectively tell stories, and I wouldn’t want to discourage anyone from exploring all kinds of mediums — written, audio, photography, etc. But there are a number of reasons why we’re focused on video here today, and part of that lies in how effective a tool it’s proven to be for nonprofits and for impact campaigns.Last year, See3 partnered with Edelman and YouTube to create the Intofocus report on nonprofit video. We surveyed hundreds of nonprofits about how and why they use video, and the kinds of results they saw from those campaigns.
  • First off, we already knew that video is a hugely dominant medium on the web, and that it is growing rapidly. I actually should look into revising these stats since my guess is they may have shifted in the last five months, but as of June, this is what the landscape looked like. Video increases your SEO ranking, it keeps people engaged in a topic longer, and can often connect to the popular zeitgeist in a way no other kind of content can.
  • We found in our survey that most nonprofits recognize that video should be a key component to their work, but that many don’t feel able to use video to its full potential.This shows some of those barriers, and how they relate to each other. The biggest barrier nonprofits see is budget. There’s a perception that making a compelling video requires a high production quality, whether produced in-house or by an outside vendor. A related issue is that for many, it feels difficult to prove your return on investment when putting money into a video. Unlike email fundraising stats, for instance, video stats usually aren’t as easy to quantify. Measuring a change in perceptions, for instance, is trickier than counting dollars raised.Another barrier commonly cited was staff resources — not enough trained, experienced video producers, or a digital team with too many other things on their plates. And finally, some nonprofits pointed to silos within their organization — ie, a fundraising team that doesn’t have a good handle on how to use digital assets.
  • But in my estimation, none of these things should be an insurmountable barrier to using video effectively and often.
  • As a nonprofit, you’re probably not going to be creating video just for the heck of it. Your organization has important goals, and that’s where you should start if you’re thinking it’s time to dip your toe into the video pool. That goal is central to the tone, style, format, and platform where you share that video. And knowing exactly what you’re aiming for will not only help you generate impact — it will help you prove to your team that investing time and a little money into video does in fact create a measurable return on investment.
  • For example: knowing your goal can help you land on really simple, and creative, ways to get there.
  • Connecting – with current and potential supporters, with homeless individuals, with “trends” of the moment — goes much further than great production value.
  • You won’t have a rockstar video program overnight, but every little bit of video content and practice can grow your skills, your followers, and get your organization’s message in front of more people.This afternoon, we’ll wade more into the specifics of different microvideo formats that can help you put these concepts into action. Thanks!
  • Transcript of "@Home / 100 Days Social Media Boot Camp, Los Angeles"

    1. 1. WELCOME TO THE @HOME SOCIAL MEDIA BOOT CAMP
    2. 2. “We will all be involved in the solution. Ending chronic and veteran homelessness will only be possible if everyone gets involved, including the nonprofit sector, public and private sectors, the faith community, philanthropy, labor and community members in every region.”
    3. 3. Lisa Colton Chief Learning Officer See3 Communications lisa@see3.com @See3 Laura Wilson Associate Director Kindling Group laura.wilson@kindlinggroup.org @KindlingGroup @LAUnitedWay #100days #athome
    4. 4. We produce and sponsor documentary films that explore critical social issues, and channels them into powerful tools for community engagement and change.
    5. 5. The film: http://youtu.be/blgCu6z90Jo @home_campaign — #athome
    6. 6. About See3 Since 2006 we've been helping organizations to find and realize their vision for better online communications. Every day we're creating strategies and media that have impact for our clients' goals like fundraising, advocacy, recruitment, awareness and more. OUR TEAM OF AUDIO-VISUAL PRODUCERS, STRATEGISTS, MARKETING PROS, DESIGNERS, AND DEVELOPERS ARE COMMITTED TO BRINGING YOUR GOOD WORK TO THE PEOPLE INVESTED IN YOUR ISSUE.
    7. 7. See3 Core Services Online Video Web Design & Development Online Engagement
    8. 8. Today’s Morning Agenda • • • • • Why Social Media 5 New Rules of the Game Creating a Strategy Using Online Video Case Study: Invisible People http://www.slideshare.net/See3/la-home-boot-camp-am
    9. 9. Traditional Mindset: Hub & Spokes
    10. 10. Network Mindset “connect and collaborate” rather than “command and control”
    11. 11. Characteristics of Social Media • Participatory: It blurs the line between producer and consumer, media and audience. • Open and Democratic: It encourages comments, voting and sharing of information. For this reason it is seen as authentic and trustworthy. • Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging. • Communal: Supports formation, growth & strength of communities around a particular shared interest. • Connected: Thrives on being connected, rather than being territorial and proprietary.
    12. 12. Attention Economy Be Social Add Value Be Real Strengthen the Network
    13. 13. #1 THIS IS AN ATTENTION ECONOMY
    14. 14. #2: BE SOCIAL! Talk, tag, photos, questions, responses
    15. 15. Even when self-promoting, be social! Focus on your mission and goals, not your institution.
    16. 16. Being Social Means Being a Good Listener Too.
    17. 17. #3: ADD VALUE
    18. 18. SOCIAL CONTENT IS SOCIAL CAPITAL Social Capital is the value of connections between and among nodes in social networks. Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. 12:1 ratio of adding value.
    19. 19. What Value Can you Add?
    20. 20. #4: BE REAL
    21. 21. Make it Personal
    22. 22. Make it Personal
    23. 23. FIND YOUR VOICE
    24. 24. #5: Move Your Network to Action
    25. 25. John Fitch’s Steam Engine
    26. 26. John Fitch’s Steam Engine
    27. 27. Why online video?
    28. 28. The POWER of Storytelling
    29. 29. Generate empathy Telling (true) stories communicates with people in a different way than news, reports, or opinion.
    30. 30. http://www.nytimes.com/projects/2013/invisiblechild/
    31. 31. Educate Change cultural attitudes Inspire political change
    32. 32. http://youtu.be/7p6LvuwI7GQ
    33. 33. http://www.see3.com/intofocus
    34. 34. The video train has left the station Online Video More than half of all Internet content is video. Every month 4 billion hours of video are viewed on YouTube. Every year more than 350 million videos are shared on Twitter. Online Engagement
    35. 35. But there are barriers …
    36. 36. How do you jump those hurdles?
    37. 37. Keep it simple http://youtu.be/fW8amMCVAJQ
    38. 38. Make it personal https://www.youtube.com/user/charitywaterthanks
    39. 39. Little by little…
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