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The Once and Future Media: The State and Outlook of Online Video
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.
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The Once and Future Media: The State and Outlook of Online Video
- 1. State and outlookof online video Prepared for IFC Presented by Michael Hoffman, CEO, See3 Once and Future Media www.see3.net | michael@see3.net | @Michael_hoffman
- 2. Today’s Plan WhyVideo Matters Storytelling Using Video Key Video Examples Distributions KPIs 5 Takeaways Discussion
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- 6. See3 Communications Interactivecommunications 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
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- 11. October 9, 2006:Google Buys YouTube
- 12. YouTube: Why VideoMatters In 1 Minute 24 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)
- 13. Your Audience is Watching
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- 15. The Tools are Improving
- 16. The Nonprofit ProgramOrganizations 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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- 18. Your Website isYour Channel
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- 23. Think Strategically Current video assets People Events Fundraising opportunities Organizational goals and messages
- 24. Laws of SocialStorytelling 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
- 25. Storytelling Tips KeepIt 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 flipvideospotlight.com
- 26. Storytelling Tips Begenuine - 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.
- 27. Storytelling Tips KeepIt 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.
- 28. Storytelling With VideoAbove all, tell a story Show it visually Give your viewers the right web tools (portability) Sound is critical Prepare a script and get feedback
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- 30. Broadcast Live EventsStream 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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- 32. Staff Produced Behindthe 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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- 34. Documentary Strong wayto 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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- 36. Public Service AnnouncementMake PSAs accessible online on YouTube Reverse model: create PSA and publish online – raise funds to get it aired on TV
- 37. Animation / TypographyWatch Video
- 38. Animation / TypographyVery 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 to speeches to life
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- 40. Personalized Video Noveltyand 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
- 41. You Made TheVideo Now What? - Distribution Bring people to your video Website Email PR (earned media) Bring your video to people YouTube Social Networks (Facebook, etc.) Blogger Outreach TubeMogul
- 42. KPIs – Howdo we measure? Marketing 101 – What are you trying to achieve? Setting goals at the start Experimentation and capacity building is also a goal Be realistic Unless you have puppies or kittens you aren’t getting 1 million views One video will not have a transformative impact on your fundraising
- 43. KPIs – Howdo we measure? Views Compared to previous efforts Compared to other web traffic As a percentage of actions (conversion rate) Demographics – Are they who we want? Viral vs. outreach efforts Referrals - Who is sharing? Impact of Search Actions Conversion totals, compared to other content
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- 45. 5 Takeaways Watchand emulate Integrate video into your content Find the passionate people inside your organization and let them loose Find and partner with the Free Agents who can do things more nimbly than you can do Commit to doing more video this year than last
- 46. Discussion Michael HoffmanEmail: [email_address] Twitter: @Michael_Hoffman Phone: +1 773-784-7333 The slidedeck and links will be available after this session at www.see3.net/ifc
- 47. Photo Credits Audiencein 3D Glasses - Diamond Geyser Encyclopedias - Stewart Butterfield Hammer - Austin Camera Guy All photographs licensed under Creative Commons
Editor's Notes
- #2 Michael Hoffman from See3 Communications will speak about the critical nature of online video for nonprofit organizations and where all of this is going.
- #4 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.
- #5 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.
- #6 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.
- #7 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.
- #8 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.
- #9 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.
- #10 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.
- #11 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?
- #12 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.
- #13 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.
- #14 Your audience is online, watching video. Are they finding you there?
- #15 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?
- #16 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.
- #17 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!
- #18 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.
- #19 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.
- #20 We are seeing this change in the style of web design, which often includes large visual spaces.
- #21 Another example of web design, making websites increasingly look like content channel.
- #22 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.
- #23 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.
- #24 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.
- #25 Too many organizations only tell their story, and not the wider story. Google Marshall Ganz and read what he says.
- #30 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.
- #40 Watch this video and see how Michael’s name is inserted into the video. http://bit.ly/9LkTSW
- #45 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!