YouTube for Nonprofits

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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.

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  • If 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.net
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  • 1. 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
  • 2. 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
  • 3. 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
  • 4. Strategy We will work with you to develop a blue print for effective online communication.
  • 5. Online Fundraising Maximize your year-end giving, grow your email list and turn those website visitors into donors.
  • 6. Web Development From complex organizational websites to campaign microsites to iPhone and Facebook apps. If itʼs online we can build it.
  • 7. Outreach We will help you reach your audience with the right message at the right time.
  • 8. 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.
  • 9. Your Audience is Watching
  • 10. Search
  • 11. The Tools are Improving
  • 12. 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?
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. Setting Up Your Profile • New channel layouts are on their way • Log into YouTube > My Account > Edit Channel > Update Channel
  • 17. 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
  • 18. 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://…”)
  • 19. 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
  • 20. 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
  • 21. Call to Action Overlay
  • 22. Linkable Annotations
  • 23. Embed Your Video
  • 24. 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
  • 25. Insight Dashboard
  • 26. How Viewers Find Your Video
  • 27. Embedded Video Views
  • 28. Search Terms Inform Tagging
  • 29. 5 Time-Saving Takeaways • TubeMogul • AutoShare – FB, Twitter, Google Reader • Upload by Phone • Closed Captioning • Favorite Videos to Add Content to Channel
  • 30. 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.
  • 31. 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
  • 32. 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