Mission Video: Storytelling and Strategy

Presenters
Laura Norvig , The Resource Center, ETR Associates nationalserviceresources.org youtube.com/serviceresources
Michael Hoffman , See3 Communications
Ramya Raghavan , YouTube Nonprofit Program

Today’s Plan
Why storytelling is important
Crafting a nonprofit video strategy
Exercise: What story will you tell?
Leveraging YouTube channels and tools
Discussion

Why Storytelling is Important
“ 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.”
-- Roger Burks

Rethinking Viral

Rethinking Viral Planning Creative Cultural Moment

Think Strategically
Current video assets
People
Events
Fundraising opportunities
Organizational goals and messages

Grow Your Video Strategy
Get your calendar out!
Determine what video resources you’ll need
Build internal capacity through trainings
Make at least one more video than last year
Write grants focusing on visual storytelling

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?

Laws of Social Storytelling
Be prepared to tell 3 types of stories
The story of self (org)
The story of us (community)
The story of now (change the world)
“ A story communicates fear, hope, and anxiety, and because
we can feel it, we get the moral not just as a concept, but as a
teaching of our hearts. That’s the power of story.”
- Marshall Ganz

Documentary

Documentary
Strong way to show organization’s work and impact
Focus on the individual stories of real people
Create a media library to pull from
Reuse and repurpose for different mediums (live events, DVDs, meetings, website)

Public Service Announcement

Public Service Announcement
Make PSAs accessible online on YouTube
Reverse model: create PSA and publish online – raise funds to get it aired on TV

Staff Produced

Staff Produced
Behind the scenes looks at the office or on the ground
Use computer cameras or Flip Video to staff members, interns, volunteers
Conduct video interviews via Skype (i.e. bloggingheads.tv)
Good for immediate updates from the field

Animation / Typography Watch Video

Animation / Typography
Very popular style (use with caution)
Great example is Girl Effect – success is in framing the problem in simple terms
Distill the story through words and music
Method to bring important speeches/text to life

Broadcast Live Events

Broadcast Live Events
Stream important news or organizational events live using Ustream or Livestream
Reach and connect with larger audience online
Use live streaming to hook into top news stories
Stream and archive trainings

Personalized Video

Personalized Video
Novelty and personalization increases probability viewer will pass along
Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience)
Creates interactive opportunity – sharing or donating
ClipCall takes it to the next level with phone integration

So Many Ways to Show Video

7 Ways to Distribute Video
Tie your video to an action/campaign
Mobilize your email list
Build relationships with bloggers
Feature in multiple areas on your website
Distribute on social networks
Give as a tool to your partners
Talk about it offline

5 Things You Can Do Right Now
Get a pocket camera (or 10!) for your org
Build a media library
Start an account on TubeMogul.com
Find the passionate people in your organization and let them loose!
Apply for the YouTube Nonprofit Program

Exercise
Take a few minutes to write down the following on your worksheet
What do you want to say?
Who do you want to reach?
What do you want them to do?

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) ‏

Donor Demographics
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”
Surveyed donors with email addresses who donated over $1000 during an 18-month period
Findings:
9 % of these donors use Facebook
16% of these donors use LinkedIn
52% of these donors use YouTube

User-Generated Content

In the past year…
Volunteers have submitted over 500 videos about nonprofit organizations they care about
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.
The Video Volunteers channel has over 30,000 subscribers and close to 9 million channel views.

Case Study: Video Volunteers for Human Rights
In December, Video Volunteers partnered with guest curator Morgan Freeman and asked users to make videos about human rights organizations.
Eighty videos were submitted by the community in one month and the top 3 went on the homepage, alongside a video from Freeman.
The one day total was 900,000 video views. In one week, the 4 videos garnered over 1.5 million views.

Moderator on YouTube
New crowdsourcing tool that allows anyone to hold their own public forum
Users can submit ideas or questions through text or video, and vote on the ones they like the best
Best submissions rise to the top
Moderator is a standard feature for all YouTube channels

Driving Action from Video

Call to Action Overlays
Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages.
The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people
Raised $36,000 in one day

How to Add an Overlay
Call-to-action overlays are one of the features of the YouTube Nonprofit Program
To gain access to overlays, apply to Nonprofit Program at www.youtube.com/nonprofits
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.

Video Annotations
Video Annotations are a way to add interactive commentary to your videos. Use them to:
Add background information about the video
Create stories with multiple possibilities (viewers click to choose the next scene)
Link to related YouTube videos, channels, or search results from within a video.
YouTube nonprofit partners have the ability to link to external web pages.

Embedding Multiple Action Items

Choose-Your-Own Adventure

Collaborative Annotations

Adding Video Annotations
You can add video annotations to any video, in any place on the screen, at any time during the video
For nonprofits, annotations have the ability to link to an external site
Annotations appear on embedded videos
To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page

Measuring Your Effect

YouTube Insight
Easily monitor the performance of videos over time and compare your channel’s popularity with other channels
Free demographic analysis - discover your audience
Track the efficacy of call-to-action overlays through CTR

Stay Updated
Read the Citizentube blog at www.citizentube.com
Follow on Twitter @citizentube
Subscribe to the YouTube Nonprofit Newsletter at www.youtube.com/nonprofits

Contact Us for More Info
Laura Norvig , the Resource Center resourcecenter@etr.org Twitter @serviceresource
Michael Hoffman , See3 michael@see3.net Twitter @Michael_Hoffman @See3
Ramya Raghavan , YouTube rraghavan@youtube.com Twitter @ramchopps
More Resources http://bit.ly/vidstory

Mission Video: Storytelling and Strategy

by Laura Norvig on Jun 30, 2010

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Mission Video: Storytelling and Strategy — Presentation Transcript