Beyond Viral Video - Nonprofits and Religious Organizations


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In "Beyond Viral Video" participants will learn that organizations using online video effectively aren't just creating great content, they're creating great strategies. It all starts with understanding why video matters to your organization and rethinking what "viral" really means. Examples of how religious organizations are using video to extend their programs and events online, increase brand recognition, and create valuable content for its supporters will be shown and discussed.

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  • 01/20/10
  • 01/20/10
  • Beyond Viral Video - Nonprofits and Religious Organizations

    1. 1. Prepared for RCC Presented by Michael Hoffman, CEO, See3 Beyond Viral Video | | @Michael_hoffman
    2. 2. Today’s Plan <ul><li>About See3 </li></ul><ul><li>Why Video Matters </li></ul><ul><li>Storytelling Using Video </li></ul><ul><li>8 Ways to Use Video </li></ul><ul><li>5 Takeaways </li></ul><ul><li>Discussion </li></ul>
    3. 3. See3 Communications <ul><li>Interactive communications agency for nonprofits and causes specializing in video, web, and outreach </li></ul><ul><li>Results-driven online strategies </li></ul><ul><li>Believe in technology and media to help organizations reach their goals </li></ul>
    4. 4. Visit :
    5. 7. Watch Video
    6. 8. October 9, 2006: Google Buys YouTube
    7. 9. YouTube: Why Video Matters In 1 Minute 20 hours of video are uploaded to YouTube Source: Alexa #4 Biggest Site in the World Bigger than MySpace and Wikipedia 58 Minutes Average time spent on YouTube Source: Nielsen//NetRatings (October 2007) - US audience. 48% 27.3 Female 52% 29.8 Male Gender 19% 10.9 55+ 21% 11.9 45-54 22% 12.3 35-44 19% 11.1 18-34 19% 11.0 <18 – 57.1 All Age % Users Users (M)‏
    8. 10. Your Audience is Watching
    9. 11. Search
    10. 12. The Tools are Improving
    11. 13. The Nonprofit Program <ul><li>Organizations must be nonprofits based in US, UK, Canada, or Australia </li></ul><ul><li>Increased branding capabilities </li></ul><ul><ul><li>HTML channel banner </li></ul></ul><ul><ul><li>Branded side column image </li></ul></ul><ul><li>Ability to add Call to Action overlay and externally linkable annotations </li></ul><ul><li>More info: </li></ul>
    12. 14. YouTube Channel Visit:
    13. 15. Your Website is Your Channel
    14. 18. Viral to Who?
    15. 19. Viral to Who?
    16. 20. 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>
    17. 22. 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 we </li></ul><ul><li>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>
    18. 23. Storytelling With Video <ul><li>Above all, tell a story </li></ul><ul><li>Show it visually </li></ul><ul><li>Give your viewers the right web tools (portability) </li></ul><ul><li>Sound is critical </li></ul><ul><li>Prepare a script and get feedback </li></ul>
    19. 24. Tell Your Story with Passion Visit:
    20. 25. Tell Your Story with Passion <ul><li>Video tells strong founding myth </li></ul><ul><li>Message is clear and simple: water </li></ul><ul><li>Video, photography, and GPS prove every well built and provide valuable follow-up </li></ul><ul><li>Gain volunteers through behind the scenes videos </li></ul>
    21. 26. Host a Video Blog Visit:
    22. 27. <ul><li>Give frequent updates and behind-the-scenes views of your organization </li></ul><ul><li>Find the person with the most passion </li></ul><ul><li>Post on your website/blog, upload or link on Facebook, share on Twitter </li></ul><ul><li>Create a YouTube playlist </li></ul>Host a Video Blog
    23. 28. Promote or Show an Event Visit:
    24. 29. <ul><li>Extend the shelf life of in-person events </li></ul><ul><li>Use affordable cameras like Flip Video camera or Kodak Zi8 (under $200) </li></ul><ul><li>Use simple editing tools like iMovie, Windows Media Maker, or (create engaging slideshows using text, video, and images) </li></ul>Promote or Show an Event
    25. 30. Livestream & Archive Events Visit :
    26. 31. <ul><li>Stream services, discussions, and trainings using or (minimum needs: laptop with camera and internet connection) </li></ul><ul><li>Create account and embed on your website </li></ul><ul><li>No registration needed for participation </li></ul><ul><li>Allows for live discussion and sharing online </li></ul>Livestream & Archive Events
    27. 32. Create Educational Material Visit:
    28. 33. <ul><li>Be a source of value to your audience with “how to” or instructional videos </li></ul><ul><li>Help your constituents understand rituals, prepare for holidays, cook traditional meals, etc. </li></ul><ul><li>Use searchable keywords in title, description, and tags </li></ul><ul><li>Curate playlist of other related videos </li></ul>Create Educational Material
    29. 34. Build a Community Visit:
    30. 35. <ul><li>Use video to get supporters excited about being part of your organization/movement </li></ul><ul><li>Make current supporters feel good about what they’ve helped you accomplish </li></ul><ul><li>Video can create feeling of intimacy and deeper engagement </li></ul>Build a Community
    31. 36. Create an Awareness Campaign Visit:
    32. 37. <ul><li>Determine the key messages and people that can communicate your issue clearly </li></ul><ul><li>People connect with people - interviews with real people help others identify and understand </li></ul><ul><li>Use a consistent visual style throughout </li></ul>Create an Awareness Campaign
    33. 38. Share Conversations Visit:
    34. 39. Share Conversations <ul><li>Record interviews using affordable cameras or Skype video chat (Skype Video Recorder) </li></ul><ul><li>Accompany with chat transcript or related material </li></ul><ul><li>Give viewers a way to engage and join the conversation on your website, blog, or Facebook (comments, ratings, sharing) </li></ul>
    35. 40. 5 Video Takeaways <ul><li>Watch and emulate </li></ul><ul><li>Don’t focus on the technology </li></ul><ul><li>Integrate video into your regular content </li></ul><ul><li>Find the passionate people and let them loose </li></ul><ul><li>Commit to doing more video this year than last </li></ul>
    36. 41. Discussion Michael Hoffman <ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @Michael_Hoffman </li></ul><ul><li>Phone: 773-784-7333 </li></ul><ul><li>The slidedeck and links will be available after </li></ul><ul><li>this session at </li></ul>
    37. 42. Photo Credits <ul><li>Audience in 3D Glasses - Diamond Geyser </li></ul><ul><li>Encyclopedias - Stewart Butterfield </li></ul><ul><li>Hammer - Austin Camera Guy All photographs licensed under Creative Commons </li></ul>