Video Activism Women Who Tech TeleSummit: May 12, ‘ 09 1pm PST, 3pm CDT, 4pm EDT, 9pm GMT Panelists: Matisse Bustos Hawkes, WITNESS Erica Priggen, Free range Studios Ramya Raghavan, YouTube Moderator: Shirley Sexton, See3 Communications www.WomenWhoTech.com

Introductions www.WomenWhoTech.com

www.WomenWhoTech.com Matisse Bustos Hawkes, Outreach Coordinator, WITNESS l eads and implements strategies to increase participation in human rights campaigns that use video. WITNESS uses video and online to expose the world to human rights violations. www.witness.org Train orgs to use video as an advocacy tool Maintain a growing archive of footage to preserve human rights history and memory. The Hub: open to anyone to upload, watch, share and campaign with human rights-related video and media. http://hub.witness.org WITNESS

Matisse Bustos Hawkes, Outreach Coordinator, WITNESS l eads and implements strategies to increase participation in human rights campaigns that use video.

WITNESS uses video and online to expose the world to human rights violations. www.witness.org

Train orgs to use video as an advocacy tool

Maintain a growing archive of footage to preserve human rights history and memory.

The Hub: open to anyone to upload, watch, share and campaign with human rights-related video and media. http://hub.witness.org

www.WomenWhoTech.com Erica Priggen, Executive Producer, Free Range Studios Oversees the creative and strategic development of all the company’s video campaigns Producer of Free Range’s award-winning The Story of Stuff, as well as other hits such as 350.org, The Good Life, and the Alliance for Climate Education’s national high school assembly program. More about Free Range Studios: www.freerangestudios.com/our-story.html Free Range Studios

Erica Priggen, Executive Producer, Free Range Studios

Oversees the creative and strategic development of all the company’s video campaigns

Producer of Free Range’s award-winning The Story of Stuff, as well as other hits such as 350.org, The Good Life, and the Alliance for Climate Education’s national high school assembly program.

More about Free Range Studios:

www.freerangestudios.com/our-story.html

www.WomenWhoTech.com Ramya Raghavan Nonprofits and Activism Manager at YouTube http://www.youtube.com/nonprofits Who is it open to? 501c3 organizations in the U.S./registered charities in the U.K. who are not political/religious/fee-based The Benefits Premium branding capabilities Ability to upload longer, larger files Option to embed a Google Checkout button to drive fundraising Designation as a YouTube “ Nonprofit ” channel The YouTube Nonprofit Program

Ramya Raghavan Nonprofits and Activism Manager at YouTube http://www.youtube.com/nonprofits

Who is it open to?

501c3 organizations in the U.S./registered charities in the U.K. who are not political/religious/fee-based

The Benefits

Premium branding capabilities

Ability to upload longer, larger files

Option to embed a Google Checkout button to drive fundraising

Designation as a YouTube “ Nonprofit ” channel

www.WomenWhoTech.com Shirley Sexton, Director Interactive Marketing and Fundraising Manages the strategic planning and creative development of clients’ online marketing, fundraising and social media campaigns. See3 communications works exclusively with nonprofits, foundations, associations, and social causes. We specialize in interactive marketing, video production, and web design & development. http://www.see3.net See3 Communications

Shirley Sexton, Director Interactive Marketing and Fundraising

Manages the strategic planning and creative development of clients’ online marketing, fundraising and social media campaigns.

See3 communications works exclusively with nonprofits, foundations, associations, and social causes. We specialize in interactive marketing, video production, and web design & development.

http://www.see3.net

What impact does the widespread adoption of broadband have on social organizing via the Web? How does this vary globally? www.WomenWhoTech.com

www.WomenWhoTech.com 90% of active Internet users are on broadband (Source: Nielsen NetRatings) U.S. Internet users viewed 14.8 billion online videos in Jan. '09 alone, a 4% increase from the previous month (Source: comScore). Enhanced mobile phone video capabilities Inexpensive video cameras like the Flip camera = explosion of video content on YouTube, social networks, etc. Convergence of access and tools

90% of active Internet users are on broadband (Source: Nielsen NetRatings)

U.S. Internet users viewed 14.8 billion online videos in Jan. '09 alone, a 4% increase from the previous month (Source: comScore).

Enhanced mobile phone video capabilities

Inexpensive video cameras like the Flip camera = explosion of video content on YouTube, social networks, etc.

www.WomenWhoTech.com Example: Bloggers circulate http://www.youtube.com/watch?v=_QAlgCTxsyk

www.WomenWhoTech.com Nonprofit Example: The Hub http://hub.witness.org/en/node/11889

www.WomenWhoTech.com Nonprofit Example: The Hub http://hub.witness.org/en/node/11889

How do you determine your goal(s) and what the role of video will be in reaching your goals? www.WomenWhoTech.com

www.WomenWhoTech.com Define quantifiable goal (desired outcomes) first; e.g. # advocacy actions taken, influencing voters, awareness-raising/ educational, etc. The last two types are more prone to being "spreadable" (aka "viral") Goal and target audience of your video should determine style, tone, pacing, use of music, storytellers Strategic goal drives your tactics

Define quantifiable goal (desired outcomes) first; e.g. # advocacy actions taken, influencing voters, awareness-raising/ educational, etc. The last two types are more prone to being "spreadable" (aka "viral")

Goal and target audience of your video should determine style, tone, pacing, use of music, storytellers

www.WomenWhoTech.com http://hub.witness.org/en/BoundByPromisesExcerpts Nonprofit Example: Advocacy

www.WomenWhoTech.com http:// www.savesfbay.org/bayvsbag Nonprofit Example: Viral

How important is production value of online video vs. strong content and storytelling? www.WomenWhoTech.com

www.WomenWhoTech.com Core values which are communicated through stories. Stories populated by archetypal characters different than those we find in “reality”: the hero, the wise old man, the nemesis, the trickster. Clear information delivered in humorous, intelligent, and nuanced ways. Complex issues simplified and made approachable through entertaining storytelling devices. What does make us act?

www.WomenWhoTech.com Core concepts: Human beings live on a human scale. We see our world through stories. STEP 1: Identify Your Audience STEP 2: Identify Emotionally Resonant Themes STEP 3: Set Your Stage STEP 4: Choose your mysteries/metaphors STEP 5: Choose your medium Storytelling DIY

Core concepts: Human beings live on a human scale. We see our world through stories.

STEP 1: Identify Your Audience

STEP 2: Identify Emotionally Resonant Themes

STEP 3: Set Your Stage

STEP 4: Choose your mysteries/metaphors

STEP 5: Choose your medium

www.WomenWhoTech.com Nonprofit Example: The Story of Stuff http://www.storyofstuff.com

How can you include interactivity in online video? www.WomenWhoTech.com

www.WomenWhoTech.com How to Add Call to Action Call to action is a new way for you to drive action from your YouTube videos to external advocacy, sign-up or donation pages. Easy to create and amend ad overlays -- just go to “ My Videos ” then “ Edit Video ” Fill out “ headline ” , “ description ” , “ hyperlink ” fields and click save.

Call to action is a new way for you to drive action from your YouTube videos to external advocacy, sign-up or donation pages.

Easy to create and amend ad overlays -- just go to “ My Videos ” then “ Edit Video ”

Fill out “ headline ” , “ description ” , “ hyperlink ” fields and click save.

www.WomenWhoTech.com Nonprofit Example: thatsnotcool.com www.thatsnotcool.com/TwoSidedStories.aspx?Title=TEXT+MONSTER

www.WomenWhoTech.com Nonprofit Example: charity:water Created compelling video for World Water Day, using Beck ’ s single “ Time Bomb ” Added call-to-action in-video overlay asking people to donate to build wells in Africa Video featured on YouTube homepage Raised over $12,000 in one day

Created compelling video for World Water Day, using Beck ’ s single “ Time Bomb ”

Added call-to-action in-video overlay asking people to donate to build wells in Africa

Video featured on YouTube homepage

Raised over $12,000 in one day

www.WomenWhoTech.com http://www.youtube.com/nonprofits http://hub.witness.org http://www.freerangestudios.com/resources / http://www.see3.net/guide/ Resources

http://www.youtube.com/nonprofits

http://hub.witness.org

http://www.freerangestudios.com/resources

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http://www.see3.net/guide/