Presenters <ul><li>Laura Norvig ,  The Resource Center, ETR Associates nationalserviceresources.org youtube.com/serviceres...
Today’s Plan <ul><li>Why storytelling is important </li></ul><ul><li>Crafting a nonprofit video strategy </li></ul><ul><li...
Why Storytelling is Important <ul><li>“ Stories are the best way to convey information, ...the best way for people to reme...
Rethinking Viral
Rethinking Viral Planning Creative Cultural Moment
Think Strategically <ul><li>Current video assets </li></ul><ul><li>People </li></ul><ul><li>Events </li></ul><ul><li>Fundr...
Grow Your Video Strategy <ul><li>Get your calendar out! </li></ul><ul><li>Determine what video resources you’ll need </li>...
Key Planning Questions <ul><li>What are our goals? </li></ul><ul><li>Who are we trying to reach? </li></ul><ul><li>What me...
Laws of Social Storytelling <ul><li>Be prepared to tell 3 types of stories </li></ul><ul><ul><li>The story of self (org) <...
Documentary
Documentary <ul><li>Strong way to show organization’s work and impact  </li></ul><ul><li>Focus on the individual stories o...
Public Service Announcement
Public Service Announcement <ul><li>Make PSAs accessible online on YouTube </li></ul><ul><li>Reverse model: create PSA and...
Staff Produced
Staff Produced <ul><li>Behind the scenes looks at the office or on the ground </li></ul><ul><li>Use computer cameras or Fl...
Animation / Typography Watch Video
Animation / Typography <ul><li>Very popular style (use with caution) </li></ul><ul><li>Great example is Girl Effect – succ...
Broadcast Live Events
Broadcast Live Events <ul><li>Stream important news or organizational events live using Ustream or Livestream </li></ul><u...
Personalized Video
Personalized Video <ul><li>Novelty and personalization increases probability viewer will pass along </li></ul><ul><li>Best...
So Many Ways to Show Video
7 Ways to Distribute Video <ul><li>Tie your video to an action/campaign </li></ul><ul><li>Mobilize your email list </li></...
5 Things You Can Do Right Now <ul><li>Get a pocket camera (or 10!) for your org </li></ul><ul><li>Build a media library </...
Exercise <ul><li>Take a few minutes to write down the following on your worksheet </li></ul><ul><li>What do you want to sa...
YouTube  Demographics In 1 minute…   24 hours of video are uploaded to YouTube If YouTube were a country… it would be the ...
Donor Demographics <ul><li>Last year, Convio, SeaChange Strategies and Edge Research released a report called  “The Wired ...
User-Generated Content
 
In the past year… <ul><li>Volunteers have submitted over 500 videos about nonprofit organizations they care about </li></u...
Case Study: Video Volunteers for Human Rights <ul><li>In December, Video Volunteers partnered with guest curator Morgan Fr...
Moderator on YouTube <ul><li>New crowdsourcing tool that allows anyone to hold their own public forum </li></ul><ul><li>Us...
Driving Action from Video
Call to Action Overlays <ul><li>Call to action is a way for nonprofits to drive action from their YouTube videos to extern...
How to Add an Overlay <ul><li>Call-to-action overlays are one of the features of the YouTube Nonprofit Program </li></ul><...
Video Annotations <ul><li>Video Annotations are a way to add interactive commentary to your videos. Use them to: </li></ul...
Embedding Multiple Action Items
Choose-Your-Own Adventure
Collaborative Annotations
Adding Video Annotations <ul><li>You can add video annotations to any video, in any place on the screen, at any time durin...
Measuring Your Effect
YouTube Insight <ul><li>Easily monitor the performance of videos over time and compare your channel’s popularity with othe...
Stay Updated <ul><li>Read the Citizentube blog at www.citizentube.com </li></ul><ul><li>Follow on Twitter @citizentube </l...
Contact Us for  More  Info <ul><li>Laura Norvig ,  the Resource Center resourcecenter@etr.org  Twitter  @serviceresource <...
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Mission Video: Storytelling and Strategy

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Session presented by Laura Norvig and Michael Hoffman at the National Conference on Volunteering and Service, June 2010.

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  • Did you realize 20% of our community is 55+? We have the complete range of demos and geographies available
  • Create a video thanking: embed it in an email and send to donors as a personal message Create a highlight video: play it when you meet with funders to increase excitement about your organization Embed google checkout button: When folks donate, give them recognition in the sidebar of your channel or in a video, as a small thank you. Give donors power to decide how money should be spent: make a video llustrating how donations could be used and ask them to vote.
  • Over 500,000 views
  • 250.000 views
  • Show 2-sided story video
  • Do a real-time training using YouTube insight
  • Mission Video: Storytelling and Strategy

    1. 2. Presenters <ul><li>Laura Norvig , The Resource Center, ETR Associates nationalserviceresources.org youtube.com/serviceresources </li></ul><ul><li>Michael Hoffman , See3 Communications </li></ul><ul><li>Ramya Raghavan , YouTube Nonprofit Program </li></ul>
    2. 3. Today’s Plan <ul><li>Why storytelling is important </li></ul><ul><li>Crafting a nonprofit video strategy </li></ul><ul><li>Exercise: What story will you tell? </li></ul><ul><li>Leveraging YouTube channels and tools </li></ul><ul><li>Discussion </li></ul>
    3. 4. Why Storytelling is Important <ul><li>“ Stories are the best way to convey information, ...the best way for people to remember things ... The best way to get to people's hearts and make them take action.” </li></ul><ul><li>-- Roger Burks </li></ul>
    4. 5. Rethinking Viral
    5. 6. Rethinking Viral Planning Creative Cultural Moment
    6. 7. Think Strategically <ul><li>Current video assets </li></ul><ul><li>People </li></ul><ul><li>Events </li></ul><ul><li>Fundraising opportunities </li></ul><ul><li>Organizational goals and messages </li></ul>
    7. 8. Grow Your Video Strategy <ul><li>Get your calendar out! </li></ul><ul><li>Determine what video resources you’ll need </li></ul><ul><li>Build internal capacity through trainings </li></ul><ul><li>Make at least one more video than last year </li></ul><ul><li>Write grants focusing on visual storytelling </li></ul>
    8. 9. Key Planning Questions <ul><li>What are our goals? </li></ul><ul><li>Who are we trying to reach? </li></ul><ul><li>What message do we want to send? </li></ul><ul><li>How will we reach our audience? </li></ul><ul><li>What action do we want them to take? </li></ul><ul><li>How will we measure success? </li></ul>
    9. 10. Laws of Social Storytelling <ul><li>Be prepared to tell 3 types of stories </li></ul><ul><ul><li>The story of self (org) </li></ul></ul><ul><ul><li>The story of us (community) </li></ul></ul><ul><ul><li>The story of now (change the world) </li></ul></ul><ul><li>“ A story communicates fear, hope, and anxiety, and because </li></ul><ul><li>we can feel it, we get the moral not just as a concept, but as a </li></ul><ul><li>teaching of our hearts. That’s the power of story.” </li></ul><ul><li>- Marshall Ganz </li></ul>
    10. 11. Documentary
    11. 12. Documentary <ul><li>Strong way to show organization’s work and impact </li></ul><ul><li>Focus on the individual stories of real people </li></ul><ul><li>Create a media library to pull from </li></ul><ul><li>Reuse and repurpose for different mediums (live events, DVDs, meetings, website) </li></ul>
    12. 13. Public Service Announcement
    13. 14. Public Service Announcement <ul><li>Make PSAs accessible online on YouTube </li></ul><ul><li>Reverse model: create PSA and publish online – raise funds to get it aired on TV </li></ul>
    14. 15. Staff Produced
    15. 16. Staff Produced <ul><li>Behind the scenes looks at the office or on the ground </li></ul><ul><li>Use computer cameras or Flip Video to staff members, interns, volunteers </li></ul><ul><li>Conduct video interviews via Skype (i.e. bloggingheads.tv) </li></ul><ul><li>Good for immediate updates from the field </li></ul>
    16. 17. Animation / Typography Watch Video
    17. 18. Animation / Typography <ul><li>Very popular style (use with caution) </li></ul><ul><li>Great example is Girl Effect – success is in framing the problem in simple terms </li></ul><ul><li>Distill the story through words and music </li></ul><ul><li>Method to bring important speeches/text to life </li></ul>
    18. 19. Broadcast Live Events
    19. 20. Broadcast Live Events <ul><li>Stream important news or organizational events live using Ustream or Livestream </li></ul><ul><li>Reach and connect with larger audience online </li></ul><ul><li>Use live streaming to hook into top news stories </li></ul><ul><li>Stream and archive trainings </li></ul>
    20. 21. Personalized Video
    21. 22. Personalized Video <ul><li>Novelty and personalization increases probability viewer will pass along </li></ul><ul><li>Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience) </li></ul><ul><li>Creates interactive opportunity – sharing or donating </li></ul><ul><li>ClipCall takes it to the next level with phone integration </li></ul>
    22. 23. So Many Ways to Show Video
    23. 24. 7 Ways to Distribute Video <ul><li>Tie your video to an action/campaign </li></ul><ul><li>Mobilize your email list </li></ul><ul><li>Build relationships with bloggers </li></ul><ul><li>Feature in multiple areas on your website </li></ul><ul><li>Distribute on social networks </li></ul><ul><li>Give as a tool to your partners </li></ul><ul><li>Talk about it offline </li></ul>
    24. 25. 5 Things You Can Do Right Now <ul><li>Get a pocket camera (or 10!) for your org </li></ul><ul><li>Build a media library </li></ul><ul><li>Start an account on TubeMogul.com </li></ul><ul><li>Find the passionate people in your organization and let them loose! </li></ul><ul><li>Apply for the YouTube Nonprofit Program </li></ul>
    25. 26. Exercise <ul><li>Take a few minutes to write down the following on your worksheet </li></ul><ul><li>What do you want to say? </li></ul><ul><li>Who do you want to reach? </li></ul><ul><li>What do you want them to do? </li></ul>
    26. 27. YouTube Demographics In 1 minute… 24 hours of video are uploaded to YouTube If YouTube were a country… it would be the 3 rd most populous in the world Source: Nielsen//NetRatings (December 2009) - US audience. 48% 38.7 Female 52% 42.0 Male Gender 20% 16.3 55+ 23% 18.3 45-54 19% 15.6 35-44 20% 16 18-34 18% 14.4 <18 – 80.7 All Age % Users Users (M) ‏
    27. 28. Donor Demographics <ul><li>Last year, Convio, SeaChange Strategies and Edge Research released a report called “The Wired Wealthy: Using The Internet to Connect to Your Middle and Major Donors” </li></ul><ul><li>Surveyed donors with email addresses who donated over $1000 during an 18-month period </li></ul><ul><li>Findings: </li></ul><ul><ul><ul><li>9 % of these donors use Facebook </li></ul></ul></ul><ul><ul><ul><li>16% of these donors use LinkedIn </li></ul></ul></ul><ul><ul><ul><li>52% of these donors use YouTube </li></ul></ul></ul>
    28. 29. User-Generated Content
    29. 31. In the past year… <ul><li>Volunteers have submitted over 500 videos about nonprofit organizations they care about </li></ul><ul><li>These videos have received over 8 million views with the help of YouTube homepage spotlights and celebrity curators like Morgan Freeman, Dr. Phil, Al Gore and Diane von Furstenberg. </li></ul><ul><li>The Video Volunteers channel has over 30,000 subscribers and close to 9 million channel views. </li></ul>
    30. 32. Case Study: Video Volunteers for Human Rights <ul><li>In December, Video Volunteers partnered with guest curator Morgan Freeman and asked users to make videos about human rights organizations. </li></ul><ul><li>Eighty videos were submitted by the community in one month and the top 3 went on the homepage, alongside a video from Freeman. </li></ul><ul><li>The one day total was 900,000 video views. In one week, the 4 videos garnered over 1.5 million views. </li></ul>
    31. 33. Moderator on YouTube <ul><li>New crowdsourcing tool that allows anyone to hold their own public forum </li></ul><ul><li>Users can submit ideas or questions through text or video, and vote on the ones they like the best </li></ul><ul><li>Best submissions rise to the top </li></ul><ul><li>Moderator is a standard feature for all YouTube channels </li></ul>
    32. 34. Driving Action from Video
    33. 35. Call to Action Overlays <ul><li>Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages. </li></ul><ul><li>The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people </li></ul><ul><li>Raised $36,000 in one day </li></ul>
    34. 36. How to Add an Overlay <ul><li>Call-to-action overlays are one of the features of the YouTube Nonprofit Program </li></ul><ul><li>To gain access to overlays, apply to Nonprofit Program at www.youtube.com/nonprofits </li></ul><ul><li>Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box. </li></ul>
    35. 37. Video Annotations <ul><li>Video Annotations are a way to add interactive commentary to your videos. Use them to: </li></ul><ul><ul><li>Add background information about the video </li></ul></ul><ul><ul><li>Create stories with multiple possibilities (viewers click to choose the next scene) </li></ul></ul><ul><ul><li>Link to related YouTube videos, channels, or search results from within a video. </li></ul></ul><ul><ul><li>YouTube nonprofit partners have the ability to link to external web pages. </li></ul></ul>
    36. 38. Embedding Multiple Action Items
    37. 39. Choose-Your-Own Adventure
    38. 40. Collaborative Annotations
    39. 41. Adding Video Annotations <ul><li>You can add video annotations to any video, in any place on the screen, at any time during the video </li></ul><ul><li>For nonprofits, annotations have the ability to link to an external site </li></ul><ul><li>Annotations appear on embedded videos </li></ul><ul><li>To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page </li></ul>
    40. 42. Measuring Your Effect
    41. 43. YouTube Insight <ul><li>Easily monitor the performance of videos over time and compare your channel’s popularity with other channels </li></ul><ul><li>Free demographic analysis - discover your audience </li></ul><ul><li>Track the efficacy of call-to-action overlays through CTR </li></ul>
    42. 44. Stay Updated <ul><li>Read the Citizentube blog at www.citizentube.com </li></ul><ul><li>Follow on Twitter @citizentube </li></ul><ul><li>Subscribe to the YouTube Nonprofit Newsletter at www.youtube.com/nonprofits </li></ul>
    43. 45. Contact Us for More Info <ul><li>Laura Norvig , the Resource Center resourcecenter@etr.org Twitter @serviceresource </li></ul><ul><li>Michael Hoffman , See3 michael@see3.net Twitter @Michael_Hoffman @See3 </li></ul><ul><li>Ramya Raghavan , YouTube rraghavan@youtube.com Twitter @ramchopps </li></ul><ul><li>More Resources http://bit.ly/vidstory </li></ul>
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