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Women Who Tech Video Activism


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Video Activism panel for 09 Women Who Tech Telesummit May 12, 2009 Moderator: Shirley Sexton, Panelists: Matisse Bustos Hawkes, WITNESS, Erica Priggen, Free range Studios, Ramya Raghavan, YouTube

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Women Who Tech Video Activism

  1. 1. Video Activism Women Who Tech TeleSummit: May 12, ‘ 09 1pm PST, 3pm CDT, 4pm EDT, 9pm GMT Panelists: Matisse Bustos Hawkes, WITNESS Erica Priggen, Free range Studios Ramya Raghavan, YouTube Moderator: Shirley Sexton, See3 Communications
  2. 2. Introductions
  3. 3. <ul><li>Matisse Bustos Hawkes, Outreach Coordinator, WITNESS l eads and implements strategies to increase  participation in human rights campaigns that use video.  </li></ul><ul><li>  </li></ul><ul><li>WITNESS uses video and online to expose the world to human rights violations. </li></ul><ul><li>    </li></ul><ul><ul><li>Train orgs to use video as an advocacy tool </li></ul></ul><ul><ul><li>Maintain a growing archive of footage to preserve human rights history and memory. </li></ul></ul><ul><ul><li>The Hub: open to anyone to upload, watch, share and campaign with human rights-related video and media. </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><ul><ul><ul><li>  </li></ul></ul></ul></ul>WITNESS
  4. 4. <ul><li>Erica Priggen, Executive Producer, Free Range Studios </li></ul><ul><li>  </li></ul><ul><ul><li>Oversees the creative and strategic development of all the company’s video campaigns </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Producer of Free Range’s award-winning The Story of Stuff, as well as other hits such as, The Good Life, and the Alliance for Climate Education’s national high school assembly program.  </li></ul></ul><ul><li>More about Free Range Studios: </li></ul><ul><li> </li></ul>Free Range Studios
  5. 5. <ul><li>Ramya Raghavan  Nonprofits and Activism Manager at YouTube </li></ul><ul><li>Who is it open to? </li></ul><ul><ul><ul><ul><li>501c3 organizations in the U.S./registered charities in the U.K. who are not political/religious/fee-based </li></ul></ul></ul></ul><ul><li>The Benefits </li></ul><ul><ul><ul><ul><li>Premium branding capabilities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ability to upload longer, larger files </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Option to embed a Google Checkout button to drive fundraising </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Designation as a YouTube “ Nonprofit ” channel </li></ul></ul></ul></ul>The YouTube Nonprofit Program
  6. 6. <ul><li>Shirley Sexton, Director Interactive Marketing and Fundraising </li></ul><ul><li>Manages the strategic planning and creative development of clients’ online marketing, fundraising and social media campaigns. </li></ul><ul><li>See3 communications works exclusively with nonprofits, foundations, associations, and social causes. We specialize in interactive marketing, video production, and web design & development. </li></ul><ul><li> </li></ul>See3 Communications
  7. 7. What impact does the widespread adoption of broadband have on social organizing via the Web? How does this vary globally?
  8. 8. <ul><ul><li>90% of active Internet users are on broadband (Source: Nielsen NetRatings) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>U.S. Internet users viewed 14.8 billion online videos in Jan. '09 alone, a 4% increase from the previous month (Source: comScore). </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Enhanced mobile phone video capabilities </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Inexpensive video cameras like the Flip camera = explosion of video content on YouTube, social networks, etc. </li></ul></ul>Convergence of access and tools
  9. 9. Example: Bloggers circulate
  10. 10. Nonprofit Example: The Hub
  11. 11. Nonprofit Example: The Hub
  12. 12. How do you determine your goal(s) and what the role of video will be in reaching your goals?
  13. 13. <ul><ul><li>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 &quot;spreadable&quot; (aka &quot;viral&quot;) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Goal and target audience of your video should determine style, tone, pacing, use of music, storytellers </li></ul></ul>Strategic goal drives your tactics
  14. 14. Nonprofit Example: Advocacy
  15. 15.   http:// Nonprofit Example: Viral
  16. 16. How important is production value of online video vs. strong content and storytelling?
  17. 17. 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?
  18. 18. <ul><li>  </li></ul><ul><ul><li>Core concepts: Human beings live on a human scale. We see our world through stories. </li></ul></ul><ul><ul><li>STEP 1: Identify Your Audience </li></ul></ul><ul><ul><li>STEP 2: Identify Emotionally Resonant Themes </li></ul></ul><ul><ul><li>STEP 3: Set Your Stage </li></ul></ul><ul><ul><li>STEP 4: Choose your mysteries/metaphors </li></ul></ul><ul><ul><li>STEP 5: Choose your medium </li></ul></ul>Storytelling DIY
  19. 19. Nonprofit Example: The Story of Stuff
  20. 20. How can you include interactivity in online video?
  21. 21. How to Add Call to Action <ul><ul><li>Call to action is a new way for you to drive action from your YouTube videos to external advocacy, sign-up or donation pages. </li></ul></ul><ul><ul><li>Easy to create and amend ad overlays -- just go to “ My Videos ” then “ Edit Video ” </li></ul></ul><ul><ul><li>Fill out “ headline ” , “ description ” , “ hyperlink ” fields and click save. </li></ul></ul>
  22. 22. Nonprofit Example:
  23. 23. Nonprofit Example: charity:water <ul><ul><li>Created compelling video for World Water Day, using Beck ’ s single “ Time Bomb ” </li></ul></ul><ul><ul><li>Added call-to-action in-video overlay asking people to donate to build wells in Africa </li></ul></ul><ul><ul><li>Video featured on YouTube homepage </li></ul></ul><ul><ul><li>Raised over $12,000 in one day </li></ul></ul>
  24. 24. <ul><li>  </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>/ </li></ul></ul><ul><ul><li> </li></ul></ul>Resources