The Once and Future Media: The State and Outlook of Online Video


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See3 Communications' very own Michael Hoffman's masterclass on using online video for fundraising. From the 2010 International Fundraising Congress in the Netherlands.

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  • 01/20/10
  • The Once and Future Media: The State and Outlook of Online Video

    1. 1. State and outlook of online video Prepared for IFC Presented by Michael Hoffman, CEO, See3 Once and Future Media | | @Michael_hoffman
    2. 2. Today’s Plan <ul><li>Why Video Matters </li></ul><ul><li>Storytelling Using Video </li></ul><ul><li>Key Video Examples </li></ul><ul><li>Distributions </li></ul><ul><li>KPIs </li></ul><ul><li>5 Takeaways </li></ul><ul><li>Discussion </li></ul>
    3. 6. 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. 7. Visit :
    5. 10. Watch Video
    6. 11. October 9, 2006: Google Buys YouTube
    7. 12. 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. 13. Your Audience is Watching
    9. 14. Search
    10. 15. The Tools are Improving
    11. 16. 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. 17. YouTube Channel
    13. 18. Your Website is Your Channel
    14. 21. Viral to Who?
    15. 22. Viral to Who?
    16. 23. 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. 24. 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. 25. Storytelling Tips <ul><li>Keep It Short </li></ul><ul><li>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. </li></ul><ul><li>Keep It Simple </li></ul><ul><li>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. </li></ul><ul><li>From our friends at </li></ul>
    19. 26. Storytelling Tips <ul><li>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”. </li></ul><ul><li>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. </li></ul>
    20. 27. Storytelling Tips <ul><li>Keep It Moving </li></ul><ul><li>Audio: Video shows the story but don’t forget the importance of audio. Audio adds emotion </li></ul><ul><li>Keep It Interesting </li></ul><ul><li>Wide shot - establishes the scene </li></ul><ul><li>Medium shot - gives more intimacy </li></ul><ul><li>Close-up - for emotion and direct connection </li></ul><ul><li>Extreme close-up - very intimate, emotional effect. </li></ul>
    21. 28. 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>
    22. 29. Broadcast Events
    23. 30. Broadcast Live Events <ul><li>Stream important news or organizational events live using Ustream or Livestream </li></ul><ul><li>Reach and connect with larger audience online </li></ul><ul><li>Use live streaming to hook into top news stories </li></ul><ul><li>Stream and archive trainings </li></ul>
    24. 31. Staff Produced
    25. 32. Staff Produced <ul><li>Behind the scenes looks at the office or on the ground </li></ul><ul><li>Use computer cameras or Flip Video to staff members, interns, volunteers </li></ul><ul><li>Conduct video interviews via Skype (i.e. </li></ul><ul><li>Good for immediate updates from the field </li></ul>
    26. 33. Documentary
    27. 34. Documentary <ul><li>Strong way to show organization’s work and impact </li></ul><ul><li>Focus on the individual stories of real people </li></ul><ul><li>Create a media library to pull from </li></ul><ul><li>Reuse and repurpose for different mediums (live events, DVDs, meetings, website) </li></ul>
    28. 35. Public Service Announcement
    29. 36. Public Service Announcement <ul><li>Make PSAs accessible online on YouTube </li></ul><ul><li>Reverse model: create PSA and publish online – raise funds to get it aired on TV </li></ul>
    30. 37. Animation / Typography Watch Video
    31. 38. Animation / Typography <ul><li>Very popular style (use with caution) </li></ul><ul><li>Great example is Girl Effect – success is in framing the problem in simple terms </li></ul><ul><li>Distill the story through words and music </li></ul><ul><li>Method to bring important to speeches to life </li></ul>
    32. 39. Personalized Video Watch Video
    33. 40. Personalized Video <ul><li>Novelty and personalization increases probability viewer will pass along </li></ul><ul><li>Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience) </li></ul><ul><li>Creates interactive opportunity – sharing or donating </li></ul><ul><li>ClipCall takes it to the next level with phone integration </li></ul>
    34. 41. You Made The Video Now What? - Distribution <ul><li>Bring people to your video </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>PR (earned media) </li></ul></ul><ul><ul><li>Bring your video to people </li></ul></ul><ul><li>YouTube </li></ul><ul><li>Social Networks (Facebook, etc.) </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>TubeMogul </li></ul>
    35. 42. KPIs – How do we measure? <ul><li>Marketing 101 – What are you trying to achieve? </li></ul><ul><li>Setting goals at the start </li></ul><ul><ul><li>Experimentation and capacity building is also a goal </li></ul></ul><ul><ul><li>Be realistic </li></ul></ul><ul><ul><ul><li>Unless you have puppies or kittens you aren’t getting 1 million views </li></ul></ul></ul><ul><ul><ul><li>One video will not have a transformative impact on your fundraising </li></ul></ul></ul>
    36. 43. KPIs – How do we measure? <ul><li>Views </li></ul><ul><ul><li>Compared to previous efforts </li></ul></ul><ul><ul><li>Compared to other web traffic </li></ul></ul><ul><ul><li>As a percentage of actions (conversion rate) </li></ul></ul><ul><ul><li>Demographics – Are they who we want? </li></ul></ul><ul><ul><li>Viral vs. outreach efforts </li></ul></ul><ul><ul><li>Referrals - Who is sharing? Impact of Search </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Conversion totals, compared to other content </li></ul></ul>
    37. 44. 5 Takeaways for UNICEF <ul><li>Watch and emulate </li></ul><ul><li>Harness UNICEF’s resources </li></ul><ul><li>Integrate video into your 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>
    38. 45. Discussion Michael Hoffman <ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @Michael_Hoffman </li></ul><ul><li>Phone: +1 773-784-7333 </li></ul><ul><li>The slidedeck and links will be available after </li></ul><ul><li>this session at </li></ul>
    39. 46. 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>