Video Activism Women Who Tech TeleSummit: May 12, ‘ 09 1pm PST, 3pm CDT, 4pm EDT, 9pm GMT Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166 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 WITNESS uses video and online technologies to open the eyes of the world to human rights violations. www.witness.org Training human rights organizations to use video as an advocacy tool Maintaining a growing archive of footage to preserve human rights history and memory. The Hub: open to anyone, anywhere in the world to upload, watch, share and campaign with human rights-related video and media. http://hub.witness.org WITNESS

WITNESS uses video and online technologies to open the eyes of the world to human rights violations.

www.witness.org

Training human rights organizations to use video as an advocacy tool

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

The Hub: open to anyone, anywhere in the world 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 Who is it open to? 501c3 organizations in the U.S./registered charities in the U.K. who are not political/religious/fee-based Universities should apply to www.youtube.edu 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 New for 2009 : Ability to drive action from your videos via an in-video ad overlays The YouTube Nonprofit Program

Who is it open to?

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

Universities should apply to www.youtube.edu

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

New for 2009 : Ability to drive action from your videos via an in-video ad overlays

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 N etRatings) 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 N etRatings)

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 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