Green Machine PR hosted powerpoint presentation of See3 CEO Michael Hoffman explaining why non-profits need to integrate video into their communications strategy.
The Once and Future Media: The State and Outlook of Online VideoSee3 Communications
This document discusses the state of online video and provides tips for non-profits to utilize video on their digital platforms. It notes that video usage is growing rapidly, with hours of video uploaded every day to YouTube. It then offers suggestions on different types of videos non-profits can create, such as staff produced videos, documentaries, PSAs and more. Key recommendations include keeping videos short, telling clear stories, and distributing content widely online and through partnerships.
The Once and Future Media: The State and Outlook of Online VideoNasser Asif
See3 Communications' very own Michael Hoffman's masterclass on using online video for fundraising. From the 2010 International Fundraising Congress in the Netherlands.
Elliot Greenberger led a session on social media for local students interested in global philanthropy and activism for the Chicago Global Donors Network.
Everyday you post status updates on Facebook, watch YouTube videos, and read your favorite blogs. But beyond personal entertainment, Facebook, YouTube, and blogs can become crucial tools that help you raise money and awareness for the global issue you care about most. In this session, we will cover the fundamentals of the web and show you how you can create a web strategy that actually works for your organization or cause. Using real world examples from organizations like Charity:Water and others, this session will give you the tools and framework necessary to creating a better world with online technology.
Visual content is becoming increasingly important in marketing as people are drawn to visuals. Brands must use visual content like images and video to stand out in the noisy digital landscape. Research shows visual content receives higher engagement across marketing disciplines and on social media. As visual processing is a major function of the brain, visual content allows for richer communication of ideas and information in a quick, easy way. Analytics prove brands see better results when incorporating visuals into their strategies, and visual content will continue growing in importance for online marketing.
Video for Social Media Presentation Philly NetSquared/Net Tuesday 7.5.11Debbie Brown
This presentation highlights how social media and advances in technology have fundamentally changed how organizations are using video in their fundraising and marketing strategies. Also included are distribution tips, how to find your audience online, when to DIY and when to hire a Pro, and more.
The document discusses how associations can use online video to engage audiences and achieve organizational goals. It provides examples of effective online video strategies from ISACA and the American College of Physicians. Some keys to success include understanding audience and objectives, telling compelling stories through video, and distributing videos on the organization's website and social media channels. Metrics like views and sharing can help measure a video's impact.
Michael Hoffman, CEO of See Communications' presentation to the 2010 Partnership for Excellence in Jewish Education on how schools can effectively and responsibly use social media to meet their goals and build up their communities.
The Once and Future Media: The State and Outlook of Online VideoSee3 Communications
This document discusses the state of online video and provides tips for non-profits to utilize video on their digital platforms. It notes that video usage is growing rapidly, with hours of video uploaded every day to YouTube. It then offers suggestions on different types of videos non-profits can create, such as staff produced videos, documentaries, PSAs and more. Key recommendations include keeping videos short, telling clear stories, and distributing content widely online and through partnerships.
The Once and Future Media: The State and Outlook of Online VideoNasser Asif
See3 Communications' very own Michael Hoffman's masterclass on using online video for fundraising. From the 2010 International Fundraising Congress in the Netherlands.
Elliot Greenberger led a session on social media for local students interested in global philanthropy and activism for the Chicago Global Donors Network.
Everyday you post status updates on Facebook, watch YouTube videos, and read your favorite blogs. But beyond personal entertainment, Facebook, YouTube, and blogs can become crucial tools that help you raise money and awareness for the global issue you care about most. In this session, we will cover the fundamentals of the web and show you how you can create a web strategy that actually works for your organization or cause. Using real world examples from organizations like Charity:Water and others, this session will give you the tools and framework necessary to creating a better world with online technology.
Visual content is becoming increasingly important in marketing as people are drawn to visuals. Brands must use visual content like images and video to stand out in the noisy digital landscape. Research shows visual content receives higher engagement across marketing disciplines and on social media. As visual processing is a major function of the brain, visual content allows for richer communication of ideas and information in a quick, easy way. Analytics prove brands see better results when incorporating visuals into their strategies, and visual content will continue growing in importance for online marketing.
Video for Social Media Presentation Philly NetSquared/Net Tuesday 7.5.11Debbie Brown
This presentation highlights how social media and advances in technology have fundamentally changed how organizations are using video in their fundraising and marketing strategies. Also included are distribution tips, how to find your audience online, when to DIY and when to hire a Pro, and more.
The document discusses how associations can use online video to engage audiences and achieve organizational goals. It provides examples of effective online video strategies from ISACA and the American College of Physicians. Some keys to success include understanding audience and objectives, telling compelling stories through video, and distributing videos on the organization's website and social media channels. Metrics like views and sharing can help measure a video's impact.
Michael Hoffman, CEO of See Communications' presentation to the 2010 Partnership for Excellence in Jewish Education on how schools can effectively and responsibly use social media to meet their goals and build up their communities.
What it takes to be successful in e-campaigningFairSay
1. The document discusses strategies for successful e-campaigning, or using electronic channels like the internet and mobile phones for campaigning objectives.
2. It identifies three keys to success: money, luck, and strategy/expertise/hard work. While money and luck can help, the best chance of repeatable success comes from developing a strategy that leverages expertise and hard work.
3. Specific tips for an effective e-campaigning strategy include coordinating messages across channels, adapting them to different audiences and media, encouraging two-way interaction and self-organization with support. Thorough planning, testing, and relationship-building with supporters are also important.
The GlobeMed Global Health Summit brings together university students from across the country for three days of intensive lectures and workshops with global health leaders to advance the movement for social justice and global health equity. See3's Communications Manager Elliot Greenberger will be leading a workshop called "Social Media for Global Health".
This document discusses developing an effective social media strategy and using metrics to drive results. It provides an overview of trends in social media usage. It then details how CareerLab at Brown University manages their social media presence across Twitter, Facebook, Instagram, and video platforms. They utilize a team of student peers to generate and post engaging content. The document stresses the importance of defining metrics and goals to track engagement, reach, follower growth, and content performance. It provides recommendations on best practices like sharing student stories, leveraging campus events, and maintaining consistency while testing new strategies and keeping up with digital trends.
The document discusses how video has changed for social media compared to traditional video. It notes that technology has advanced, allowing museums to produce more short videos in-house to share on platforms like YouTube. While the format has changed, video still allows stories to be told and connects with viewers emotionally. It provides tips for creating effective videos, such as understanding the objective and focusing on informational or story-driven content. The document advises determining whether to produce videos in-house or hire a professional based on the goals and intended audience.
Audience engagement in the new digital. Audience first conference, 16 July 2014CharityComms
Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
The document discusses how adding captions to online videos can increase views and engagement. It begins with an introduction of the presenter and his company See3 Communications, which helps non-profits improve their digital strategies. The presentation then covers the growth of online video, how search engines prioritize human-readable content like captions, and how services can automatically add captions to videos for $10-20 per minute, helping the videos reach wider audiences.
Michael Hofman, CEO of See3 Communications' presentation at the 2010 PEJE Conference about how schools must use video to meet their goals, build awareness, and raise funds
See3 Chicago Philanthropy Club: Social Media Storytelling for NonprofitsSee3 Communications
Social media is a growing channel for nonprofit engagement and fundraising. It allows organizations to tell their story, create conversations with supporters, and empower advocates to share the cause. Effective social media use involves listening to supporters, building relationships, and driving traffic to donation forms and other calls to action. Key platforms like Facebook, Twitter, and YouTube can be leveraged through video, custom tabs, events, and paid advertising to engage new audiences and increase fundraising. Nonprofits should develop social media policies and integrate social strategies with broader campaigns.
Facebook Fundraising Tools You Can Use to Help Combat COVID-19Charity Dynamics
This document provides information and recommendations for non-profits on using various digital tools and platforms like Facebook to help with fundraising efforts during the COVID-19 pandemic. It discusses using Facebook page fundraisers, live videos, groups, and the fundraiser API to raise funds online as physical events are cancelled. Specific best practices are outlined for creating engaging live content and managing risks. The next webinar topic will focus on harnessing social connections to go viral in the virtual world.
Our Campaign Pitch for De Jaap.
Nadya Anjani
Nicole Bosky
Marly vd Griendt
Ayman El Idrissi
Laura Miller
New Media Production
Erasmus University, IBCoM. (2011)
Social Media Crisis Management | MIT Short Course 2012Heather Read
How does social media impact a crisis? How do you develop an action plan to respond? Get a practical guide from Heather Read, Program Manager of Social Media @ DuPont.
The document discusses collaboration for inclusion through the National Empowerment Partnership (NEP). It describes key collaborations used by the NEP including teleconferences, a learning exchange website, and learning exchanges to evaluate the partnership. The teleconferences allowed participants across the country to discuss evaluation questions while the website collected data and feedback. Learning exchanges helped analyze data sources to inform further partnership work.
The Meteoric Rise of Instagram as a Marketing Platformsabrinapark_
Instagram has become a powerful marketing platform for brands due to its large user base and mobile-friendly interface. It allows companies to showcase their products, engage customers through hashtags and influencers, and conduct market research. Engagement rates on Instagram are much higher than on other social media sites. While brands don't fully control Instagram, it enables them to reach customers cost-effectively and increase their revenues when used strategically.
This document discusses principles of effective social media strategy. It provides tips for developing a social media strategy including generating buzz, engaging audiences, and listening to stakeholders. Additionally, it addresses establishing social media policies, allocating sufficient staff and resources, and creating a culture receptive to social media within an organization. The document emphasizes testing strategies on a small scale and learning from successes and failures to improve social media efforts over time.
The document provides a case study of the Girl Effect program started by the Nike Foundation. The key goals of the program were to end intergenerational poverty by empowering adolescent girls, who were seen as the highest point of leverage. The program approached various audiences like NGOs, employees, consumers, and girls themselves. It utilized Nike's capabilities to create an open source platform and tools to directly connect girls and build awareness. Major results included viral videos, social media growth, and over $21 million raised between 2008-2010. The program showed how to effectively leverage partnerships and crowdsourcing to advocate for girls and inspire social change.
The State and Outlook of Online Video: International Fundraising Congress 2010Nasser Asif
This document discusses the state of online video and provides tips for creating effective video content. It notes that video usage is growing rapidly, with hours of video uploaded to YouTube every day. It then offers advice on storytelling techniques to engage audiences, such as keeping videos short and focused on one main topic. Finally, it covers best practices for distributing videos online and measuring their impact through key performance indicators.
1. Video is becoming a major online medium, with potential to engage parents and donors for schools through storytelling on websites and YouTube;
2. Effective educational videos should showcase individual stories to convey a school's impact in under two minutes using simple, emotional narratives;
3. Schools must develop strategic video plans to distribute compelling content across online channels and measure engagement for fundraising goals.
Beyond Viral Video - Nonprofits and Religious OrganizationsSee3 Communications
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.
More info: http://www.see3.net/event/religion-communication-congress-2010
What it takes to be successful in e-campaigningFairSay
1. The document discusses strategies for successful e-campaigning, or using electronic channels like the internet and mobile phones for campaigning objectives.
2. It identifies three keys to success: money, luck, and strategy/expertise/hard work. While money and luck can help, the best chance of repeatable success comes from developing a strategy that leverages expertise and hard work.
3. Specific tips for an effective e-campaigning strategy include coordinating messages across channels, adapting them to different audiences and media, encouraging two-way interaction and self-organization with support. Thorough planning, testing, and relationship-building with supporters are also important.
The GlobeMed Global Health Summit brings together university students from across the country for three days of intensive lectures and workshops with global health leaders to advance the movement for social justice and global health equity. See3's Communications Manager Elliot Greenberger will be leading a workshop called "Social Media for Global Health".
This document discusses developing an effective social media strategy and using metrics to drive results. It provides an overview of trends in social media usage. It then details how CareerLab at Brown University manages their social media presence across Twitter, Facebook, Instagram, and video platforms. They utilize a team of student peers to generate and post engaging content. The document stresses the importance of defining metrics and goals to track engagement, reach, follower growth, and content performance. It provides recommendations on best practices like sharing student stories, leveraging campus events, and maintaining consistency while testing new strategies and keeping up with digital trends.
The document discusses how video has changed for social media compared to traditional video. It notes that technology has advanced, allowing museums to produce more short videos in-house to share on platforms like YouTube. While the format has changed, video still allows stories to be told and connects with viewers emotionally. It provides tips for creating effective videos, such as understanding the objective and focusing on informational or story-driven content. The document advises determining whether to produce videos in-house or hire a professional based on the goals and intended audience.
Audience engagement in the new digital. Audience first conference, 16 July 2014CharityComms
Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
The document discusses how adding captions to online videos can increase views and engagement. It begins with an introduction of the presenter and his company See3 Communications, which helps non-profits improve their digital strategies. The presentation then covers the growth of online video, how search engines prioritize human-readable content like captions, and how services can automatically add captions to videos for $10-20 per minute, helping the videos reach wider audiences.
Michael Hofman, CEO of See3 Communications' presentation at the 2010 PEJE Conference about how schools must use video to meet their goals, build awareness, and raise funds
See3 Chicago Philanthropy Club: Social Media Storytelling for NonprofitsSee3 Communications
Social media is a growing channel for nonprofit engagement and fundraising. It allows organizations to tell their story, create conversations with supporters, and empower advocates to share the cause. Effective social media use involves listening to supporters, building relationships, and driving traffic to donation forms and other calls to action. Key platforms like Facebook, Twitter, and YouTube can be leveraged through video, custom tabs, events, and paid advertising to engage new audiences and increase fundraising. Nonprofits should develop social media policies and integrate social strategies with broader campaigns.
Facebook Fundraising Tools You Can Use to Help Combat COVID-19Charity Dynamics
This document provides information and recommendations for non-profits on using various digital tools and platforms like Facebook to help with fundraising efforts during the COVID-19 pandemic. It discusses using Facebook page fundraisers, live videos, groups, and the fundraiser API to raise funds online as physical events are cancelled. Specific best practices are outlined for creating engaging live content and managing risks. The next webinar topic will focus on harnessing social connections to go viral in the virtual world.
Our Campaign Pitch for De Jaap.
Nadya Anjani
Nicole Bosky
Marly vd Griendt
Ayman El Idrissi
Laura Miller
New Media Production
Erasmus University, IBCoM. (2011)
Social Media Crisis Management | MIT Short Course 2012Heather Read
How does social media impact a crisis? How do you develop an action plan to respond? Get a practical guide from Heather Read, Program Manager of Social Media @ DuPont.
The document discusses collaboration for inclusion through the National Empowerment Partnership (NEP). It describes key collaborations used by the NEP including teleconferences, a learning exchange website, and learning exchanges to evaluate the partnership. The teleconferences allowed participants across the country to discuss evaluation questions while the website collected data and feedback. Learning exchanges helped analyze data sources to inform further partnership work.
The Meteoric Rise of Instagram as a Marketing Platformsabrinapark_
Instagram has become a powerful marketing platform for brands due to its large user base and mobile-friendly interface. It allows companies to showcase their products, engage customers through hashtags and influencers, and conduct market research. Engagement rates on Instagram are much higher than on other social media sites. While brands don't fully control Instagram, it enables them to reach customers cost-effectively and increase their revenues when used strategically.
This document discusses principles of effective social media strategy. It provides tips for developing a social media strategy including generating buzz, engaging audiences, and listening to stakeholders. Additionally, it addresses establishing social media policies, allocating sufficient staff and resources, and creating a culture receptive to social media within an organization. The document emphasizes testing strategies on a small scale and learning from successes and failures to improve social media efforts over time.
The document provides a case study of the Girl Effect program started by the Nike Foundation. The key goals of the program were to end intergenerational poverty by empowering adolescent girls, who were seen as the highest point of leverage. The program approached various audiences like NGOs, employees, consumers, and girls themselves. It utilized Nike's capabilities to create an open source platform and tools to directly connect girls and build awareness. Major results included viral videos, social media growth, and over $21 million raised between 2008-2010. The program showed how to effectively leverage partnerships and crowdsourcing to advocate for girls and inspire social change.
The State and Outlook of Online Video: International Fundraising Congress 2010Nasser Asif
This document discusses the state of online video and provides tips for creating effective video content. It notes that video usage is growing rapidly, with hours of video uploaded to YouTube every day. It then offers advice on storytelling techniques to engage audiences, such as keeping videos short and focused on one main topic. Finally, it covers best practices for distributing videos online and measuring their impact through key performance indicators.
1. Video is becoming a major online medium, with potential to engage parents and donors for schools through storytelling on websites and YouTube;
2. Effective educational videos should showcase individual stories to convey a school's impact in under two minutes using simple, emotional narratives;
3. Schools must develop strategic video plans to distribute compelling content across online channels and measure engagement for fundraising goals.
Beyond Viral Video - Nonprofits and Religious OrganizationsSee3 Communications
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.
More info: http://www.see3.net/event/religion-communication-congress-2010
Beyond Viral Video – Crafting a Nonprofit Video Strategy501 Tech NYC
The document outlines strategies for crafting an effective nonprofit video strategy, including thinking strategically about goals and messages, training staff in digital storytelling, and planning videos with clear objectives and intended audiences. It provides examples from organizations like Refugees International that used videos successfully in advocacy campaigns. Measuring outcomes like donations, views, and increased website traffic is important for determining a video strategy's success.
Learn how to assemble a team and develop a plan to help you transition from doing multiple tasks to managing multiple projects. The presentation was made during the Community Service Public Relations Council's (csprc.org) annual Spectrum Conference on May 7, 2013, at the Sheraton in Clayton, Mo. The objectives for the session included developing an understanding why a committee or group is necessary, where to get volunteers with specific skills, how to get organized and execute, and how to evaluate your committee's performance.
Joe Mueller, principal of Mueller Communications, offers consulting services that will help your nonprofit or small businesses improve its performance through enhanced communications and marketing strategies.
Joe Mueller, Principal of Mueller Communications, presented on building a communications committee at the Community Service Public Relations Council's 2013 Spectrum Conference on May 7, 2013. Get more information on improving your organizations communications at muellercommunications-stl.com
Michael's Presentation to the 2020 PEJE conference on how schools can effectively and responsibly use social media to connect with key audiences, build key communities, and deliver on their communication goals.
The best online videos beg the question: "How did they do that?!” Video remains a mystery to many organizations because of all the questions that go into even a 30-second video: What do we want to achieve? What is our message? What style will we use? How we will distribute this? How will we measure success?
Our panel features organizations big and small as they talk about the process and decisions that went into creating one of their videos. We'll discuss the strategy, the production, and the distribution—then show the result! Organizations will walk away with a clear understanding of how the most strategic, successful videos are made and used.
http://www.see3.net/event/2010-nonprofit-technology-conference
The Power of Conversation - Using Social Media to Motivate Action in the Dona...Scott Meis
The document discusses how social media can be used to motivate action in the organ donation community. It provides examples of how social media platforms like Facebook, Twitter, YouTube and blogs can be leveraged for brand awareness, community building, fundraising, and increasing donor registrations. The document outlines best practices for social media use, including listening, identifying objectives, developing a strategy and content plan, engagement, and measurement of results.
This document discusses how social media can be used by hotels and other organizations. It begins with a brief history of social media and defines it. It then discusses the top reasons to engage in social media, including that many users are on social media platforms and spend significant time on them. The document emphasizes that social media should not just be treated as a marketing channel, but used for customer service, PR, thought leadership, and loyalty building as well. It provides examples of how social media can be used along the customer life cycle and employee life cycle. Finally, it discusses specific social media platforms and tools that can be used, such as Facebook, blogs, microblogging, and productivity apps.
Non-Profit Leadership Summit 2013 - using images and video to tell your storyBridget Gibbons
In this workshop you’ll learn to use images and videos on social media channels such as Pinterest, Instagram, YouTube, and Facebook to tell your story in a creative, compelling and cost effective way that enables you to connect with clients, to attract enthusiastic volunteers and board members, and to move of donors to give generously. We'll cover how to integrate images into your existing communications, such as emails and newsletters, for maximum impact. We'll touch on practical things such as editing, storage and copyrights. Attendees will gain a solid understanding of both the strategy and tactics for using images and videos on social media successfully.
5 “Must Know” Tips To Generate Buzz on YouTubeHall_
YouTube is the third most visited site on the Internet and for little to no cost you can turn this free site into a successful marketing tool for your business. Users view, comment, share, educate themselves and embed millions of videos a day. Learn what makes YouTube work for business and 5 must-have tips to ensure your YouTube strategy is successful.
How to use Video and Images to Tell Your Story on Social MediaBridget Gibbons
The document discusses the growth and importance of social media. It notes that major social media platforms like Facebook, Twitter, LinkedIn and Instagram each have hundreds of millions of active users. It emphasizes that imagery is very important for social media and that social media optimization is now a key part of search engine optimization strategies. The document provides tips on deciding which social media platforms to use and creating a social media plan with goals, content creation, and metrics to measure results.
ISBSM #1 - 12 Tips for Social Media SuccessAmit Klein
This document provides an overview of a course on social media, online advertising, and web analytics. It includes an introduction, schedule, and agenda. The course will be taught interactively with group discussions, guest speakers, and a group project partnering with local NGOs. Key lessons from the document include 12 tips for social media success, examples of how brands are using different social media platforms successfully, and a discussion of social media usage in India.
Content Marketing Presentation to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Covers the content marketing process and goes through b2b and b2c case studies.
The document discusses how dental practices can use social media for marketing. It provides tips on setting up social media accounts, engaging patients through platforms like Facebook, and measuring the effectiveness of social media marketing efforts. The key is consistent, long-term participation in social media to build authority and trust over time.
Cutting Through The Noise: Simplifying & Socializing (Updated 2/10)Alison Engelsman
Cutting through the Noise- Simplifying & Socializing (Updated 2/10) is about taking a step back and revealing that underneath all the “noise” of social media there is a solid communication tool that, if used correctly, can have a positive impact on an organization's recruiting efforts. This is an encore presentation originally given at HR Tampa in September 2009, although this version includes updates within the industry and more current statistics. Presented at the SHRM Jacksonville monthly meeting, February 2010.
Cutting Through The Noise: Simplifying & Socializing (Updated 2/10)
Green machine video_webinar_see3
1. Why video must drive your organization’s communications Presented by Michael Hoffman, CEO, See3 The Great Video Shift www.see3.net | michael@see3.net | @Michael_hoffman Green Machine PR
12. YouTube: Why Video Matters In 1 Minute 24 hours of video are uploaded to YouTube Source: Alexa #4 Biggest Site in the World Bigger than MySpace and Wikipedia 14 Hours Average time spent on YouTube per month 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)
Michael Hoffman from See3 Communications will speak about the critical nature of online video for nonprofit organizations and where all of this is going.
Michael Hoffman when he had hair and was traveling around the world. He saw amazing things and tried to share and describe those things to his friends and family.
Not long after the previous picture, Hoffman became a fundraiser and realized that when donors actually sit with those they are working to help, and meet the amazing people working on the ground, they become lifelong supporters. The organization Hoffman worked for ran “study tours” to bring mostly high-net-worth individuals to projects abroad. Obviously, this strategy doesn’t reach a mass market.
What Hoffman took away from his time as a fundraiser was that there is a gap between the amazing work on the ground and what donors can see and feel. Closing that gap is the most important thing a fundraiser has to do. Video, better than any other strategy, helps to close that gap because it can deliver the emotional content needed to connect to people.
01/20/10 And so Hoffman founded See3 in 2004 when he realized the broadband internet could actually support a video future for organizations. See3 is an interactive agency working with organizations in the US and around the world, focused on those strategies that will bring high return on investment.
One of the best ways to learn about online video is to see what others are doing. See3 created the DoGooder Nonprofit Video Awards and, now entering its 5 th year, has partnered with YouTube to bring the best of nonprofit video to the community. Last year’s awards can be viewed at youtube.com/nonprofitvideoawards and stay tuned for the 2011 awards.
Do you know what this picture is from? Of course you do. The whole world does. Some things we learn from this. 1. Story trumps production costs. We spent hours watching a cable turn on a wheel as the miners were raised from the ground. But the story was riveting, even if the visuals were not always. 2. We EXPECT to see action while it is happening or soon after. If people can see the miners under the ground, why can’t they see your programs, wherever they are happening? 3. We can access this content from many places – TV, web, mobile.
If you spend lots of time making a story, but it doesn’t meet your donors where they are, it won’t connect and you will find, like in this picture, that you spent a lot of effort and you can’t achieve your desired result.
This picture is Dr. Jeffrey Sachs meeting Shawn at Notre Dame. Shawn, a 26 yr old grad student, was so inspired he dropped out of school and went around the world to tell stories. Shawn is what we call a Free Agent. He doesn’t work for any organization, but he can tell organizational stories, and raise money, without the burdens of organizational bureaucracy. At this point we watched a video Shawn did. Watch it here: http://www.youtube.com/watch?v=b2dsjtJMqsE This video, you shall see, is really a donor stewardship video. It shows how powerful it is when you connect your donors to the specific impact they are having. Can you tell these kind of stories inside your organization?
Don’t be hard on yourself. This stuff is VERY new! In fact, YouTube had their 5 th birthday in 2010 and it was only 4 years ago this month that Google bought YouTube. The landscape is shifting and the key best practice is to practice, to experiment. What we know for sure is that the future will only bring more access to media.
YouTube is the biggest site in online video – by far. And it is an example of why video should matter to you. On the left of this slide you will see something amazing, that there are as many people over 55 watching videos as there are under 18. This isn’t about kids, it’s about everyone. The amount of time people spend on YouTube is amazing, more like TV time than internet time.
Your audience is online, watching video. Are they finding you there?
Video is also critical for search for 2 reasons. 1. Google is delivering video results into first page search results. It is more than 50 times easier, on average, to get into first page search results via video than via natural rankings. 2. YouTube is now the #2 search engine online! This means people are starting their search with YouTube. Are you there for the terms that are important to you?
Remember Windows Media Players and Real Player, opening new windows to play video? Remember, a few years ago, when an HD camera would costs tens of thousands of dollars? When YouTube launched it kinda sucked. Now the tools for creating, editing and sharing video are better than ever and cheaper than ever.
YouTube runs a program for nonprofit orgs in English speaking countries – hopefully expanding to other countries soon – that gives nonprofits benefits unavailable to others. The biggest benefit is the ability to include clickable links inside videos. So a graphic donate button inside the video would actually link to the donation page. Very important!
If you are in the nonprofit program, you can make your YouTube page look more like your website, including clickable links inside the banner, as you can see in this example.
A bottom line is that the web and television are merging, and so you need to see your site as a channel that needs to be programmed.
Each week someone calls See3 asking for a “viral video.” But what is this all about? Are YouTube views your organizational goal? Viral means moving your message by word of mouth – without paying. What you want is to get your message to get passed, person to person, but to your target audiences. The screenshot in this slide is of a viral success from See3 – a video that has few overall views, but reached the 19 members of the state legislative committee that we were trying to influence. So it was a viral success – passed on to the right audience for the right impact.
What makes videos get passed along? We focus a lot on the creative – cute kittens anyone? – but planning is key as well, seeding the video to bloggers and social media influencers. But also critical is the “cultural moment.” Imagine, for example, if an organization that works on international mine safety had a video describing the need to protect miners. Imagine what could have happened to that video while the world was watching the Chilean mine rescue? The time has to be ripe. What are your targets thinking about? How do you make your video compelling in the current environment.
Don’t think your video strategy is separate from all the work your organization is doing. Integrate it. Mine your current media assets, your most charismatic people, your events and plans, and make sure all the efforts are focused on your organizational goals and messages.
Too many organizations only tell their story, and not the wider story. Google Marshall Ganz and read what he says.
We focus a lot on short videos designed to reach people who have never heard of us. But there are many more ways to use video.
Watch this video and see how Michael’s name is inserted into the video. http://bit.ly/9LkTSW
Accompanied by his eleven best friends, Darius Weems, a fifteen-year-old living with Duchenne Muscular Dystrophy (DMD), leaves home for the first time in his life. The rowdy crew sets a course for California where they hope to convince MTV to customize Darius's wheelchair on the hit show, Pimp My Ride. Watch this clip here: http://www.youtube.com/watch?v=TcI8fYKH3Ik&feature=channel - In the end, good content will attract people. Tell your stories!