As YouTube continues to release new features for the nonprofit community, it’s becoming clear that every organization must develop a YouTube strategy....
As YouTube continues to release new features for the nonprofit community, it’s becoming clear that every organization must develop a YouTube strategy.
Michael Hoffman discusses the technical, the strategic, and the creative sides of YouTube for Nonprofits.
Michael HoffmanIf you are interested in this topic, check back to See3 Communication's website and blog for more information. http://www.see3.net and http://blog.see3.net3 years ago
YouTube
for Nonprofits
Michael Hoffman
CEO, See3 Communications
www.see3.net | @Michael_Hoffman
Call in: 773-945-1011
Access code: 269-800-274
Questions? Email info@see3.net
Upcoming Webinar
What Donors Want This
End-of-Year Season
Date: Wednesday, October 21 – 1pm EST
Host: Shirley Sexton, Director, Interactive
Marketing & Fundraising
Register: www.see3.net/endofyear
Todayʼs Plan
• About See3
• Why a YouTube Strategy Matters
• Technical Considerations
• The YouTube Nonprofit Program
• You Uploaded a Video, Now What?
• 5 Time-Saving Takeaways
Strategy
We will work with you to develop
a blue print for effective online
communication.
Online Fundraising
Maximize your year-end giving,
grow your email list and
turn those website visitors
into donors.
Web Development
From complex organizational
websites to campaign microsites
to iPhone and Facebook apps.
If itʼs online we can build it.
Outreach
We will help you reach your
audience with the right message
at the right time.
Why YouTube 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%
35-44 12.3 22%
#4 Biggest Site in US
Bigger than MySpace and
45-54 11.9 21% Wikipedia
Source: Alexa
55+ 10.9 19%
Gender Male 29.8 52% 58 Minutes
Average time spent on
Female 27.3 48% YouTube
Source: Nielsen//NetRatings (October 2007) - US audience.
Your Audience is Watching
Search
The Tools are
Improving
Key Planning Questions
• What are our goals?
• Who are we trying to reach?
• What message do we want to send?
• How will we reach our audience?
• What action do we want them to take?
• How will we measure success?
What to Put on YouTube
YouTube
Existing Assets
Specific Content
• PSAs • Regular new content
• Campaign videos • Vlog
• Intro videos • Updates from the field
• Video contest entrants • Trainings
Shooting for YouTube
• Imagine watching video on a 5-inch TV
• Fonts should be big and bold
• Color of font shouldnʼt be too similar
to the background
• Any consumer camera will do
• Be careful of cameras that shoot “widescreen”
but just put black bars on top and bottom
• Donʼt forget sound
Preparing for YouTube
• Upload limit of 2GB
• Exporting to YouTube settings might be built into
your editing software
• Look for “export to web” or “share” options
• iMovie allows you to export directly to YouTube
from the program
• Rule of thumb: bigger the file, better it will look
• For advanced users: export using H264
Quicktime codec at 640x360 for 16x9 and
480x360 for 4x3
Setting Up Your Profile
• New channel layouts are on their way
• Log into YouTube > My Account > Edit Channel
> Update Channel
The New Profiles
• In-channel editing
• Pre-set color themes available
• Select modules to display
(uploads, particular playlists, favorites)
• As always, background can be color, image, or
repeatable image
Find Ways to Drive Action
• Build interactivity into the concept
• Annotations
• Overlay
• Solicit feedback in the video
• Put URL in first line of description
(use “http://…”)
The Nonprofit Program -
Eligibility
• Organizations must be US- or UK-based
nonprofits
• May not be religious or political in nature
• May not be focused primarily on lobbying for
political or policy change
• Commercial organizations, credit-counseling
services, donation middleman services, fee-
based organizations, universities, and
nonprofit portals are not eligible
• More info: http://www.youtube.com/nonprofits
The Nonprofit Program -
Benefits
• Increased branding capabilities
• HTML channel banner
• Branded side column image
• Ability to receive donations using Google
Checkout
• Ability to add Call to Action overlay and
externally linkable annotations
• Opportunities using Video Volunteers
http://www.youtube.com/videovolunteers
Call to Action Overlay
Linkable Annotations
Embed Your Video
Measuring Success
• Redefine “viral”
• Determine your metrics upfront
• Views/comments
• Blog mentions
• Website traffic
• Legislation/advocacy/awareness
• Use “Insight” to measure how people
are finding your content
Insight Dashboard
How Viewers Find Your Video
Embedded Video Views
Search Terms Inform Tagging
5 Time-Saving Takeaways
• TubeMogul
• AutoShare – FB, Twitter, Google Reader
• Upload by Phone
• Closed Captioning
• Favorite Videos to Add Content to Channel
Questions?
Michael Hoffman
• Email: michael.hoffman@see3.net
• Twitter: @Michael_Hoffman
• Phone: 773-784-7333
We will send out follow-up email with
slidedeck and other resources.
Upcoming Webinar
What Donors Want This
End-of-Year Season
Date: Wednesday, October 21 – 1pm EST
Host: Shirley Sexton, Director, Interactive
Marketing & Fundraising
Register: www.see3.net/endofyear
Photo Credits
• A Classic Cash Register - Heath Bar
• Blueprints, Typewriters and Gears - Traveling Steve
• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons
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