1. Beyond Viral Video
Nonprofit Storytelling in the Digital Age
Prepared for Aid for Africa
Presented by Michael Hoffman, CEO, See3
www.see3.net | michael@see3.net | @Michael_hoffman

2. Today’s Plan
• Why Video Matters
• Storytelling Using Video
• Key Video Examples
• Distribution
• 5 Takeaways for Aid for Africa members
www.see3.net | michael@see3.net | 773-784-7333

3. See3 Communications
• Interactive communications agency for
nonprofits and causes specializing in video, web,
and outreach
• Results-driven online strategies
• Believe in technology and media to help
organizations reach their goals
www.see3.net | michael@see3.net | 773-784-7333

4. Visit: www.YouTube.com/NonprofitVideoAwards
www.see3.net | michael@see3.net | 773-784-7333

5. October 9, 2006:
Google Buys YouTube
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6. YouTube: Why Video 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%
#4 Biggest Site in the World
35-44 12.3 22%
Bigger than MySpace and
45-54 11.9 21% Wikipedia
Source: Alexa
55+ 10.9 19%
58 Minutes
Gender Male 29.8 52%
Average time spent on
Female 27.3 48% YouTube
Source: Nielsen//NetRatings (October 2007) - US audience.
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7. Your Audience is Watching
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8. Search
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9. The Tools are
Improving
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10. The Nonprofit Program
• Organizations must be nonprofits based in
US, UK, Canada, or Australia
• Increased branding capabilities
• HTML channel banner
• Branded side column image
• Ability to add Call to Action overlay and
externally linkable annotations
• More info: http://www.youtube.com/nonprofits
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11. YouTube Channel
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12. Your Website is Your Channel
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13. www.see3.net | michael@see3.net | 773-784-7333

14. www.see3.net | michael@see3.net | 773-784-7333

15. Viral to Who?
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16. Viral to Who?
Planning
Creative
Cultural
Moment
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17. Think Strategically
• Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals and messages
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18. 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
www.see3.net | michael@see3.net | 773-784-7333

19. Storytelling Tips*
Keep It Short
• Powerful videos are often under 2 minutes long.
The effort you put into keeping it short will go a
long way in helping you focus your message.
Keep It Simple
• Try to focus on one main topic (ie. an event, one
person’s story, a lesson, a testimonial). It’s
easier to get excited about a video that is
focused.
* From our friends at Flip Video – www.FlipVideoSpotlight.com
www.see3.net | michael@see3.net | 773-784-7333

20. Storytelling Tips
Be genuine
• Viewers want to connect with the work that your
organization is doing. Focus on content that is
compelling rather than what’s “cool”.
Keep It Fluid
• Beginning-Middle-End: Catch the audience at
the beginning and explain what is happening,
build emotion in the middle, and come to some
sort of resolution at the end.
www.see3.net | michael@see3.net | 773-784-7333

21. Storytelling Tips
Keep It Moving
• Audio: Video shows the story but don’t forget the
importance of audio. Audio adds emotion.
Keep It Interesting
• Wide shot - establishes the scene
• Medium shot - gives more intimacy
• Close-up - for emotion and direct connection
• Extreme close-up - very intimate, emotional
effect
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22. Broadcast Live Events
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23. 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
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24. Staff Produced
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25. 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
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26. Documentary
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27. 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)
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28. Public Service Announcement
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29. Public Service Announcement
• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online –
raise funds to get it aired on TV
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30. Animation / Typography
Watch Video
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31. 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
www.see3.net | michael@see3.net | 773-784-7333

32. Personalized Video
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33. 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
www.see3.net | michael@see3.net | 773-784-7333

34. You Made A Video, Now What?
• Bring People to Your Video
• Website
• Email
• PR (earned media)
• Bring Your Video to People
• YouTube and TubeMogul
• Social Networks (Facebook, Twitter, etc.)
• Blogger Outreach
www.see3.net | michael@see3.net | 773-784-7333

35. 5 Takeaways for Aid for Africa
• Watch and emulate
• Connect video to organizational objectives
• Integrate video into your content
• Find the passionate people and let them loose
• Commit to doing more video this year than last
www.see3.net | michael@see3.net | 773-784-7333

36. Discussion
Michael Hoffman
• Email: michael@see3.net
• Twitter: @Michael_Hoffman
• Phone: 773-784-7333
The slidedeck and links will be available after
this session at www.see3.net/events
www.see3.net | michael@see3.net | 773-784-7333

37. Photo Credits
• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons
www.see3.net | michael@see3.net | 773-784-7333