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The power of social video storytelling for non-profits
- 1. Pecha Kucha LISA DUTTON The Power of Video Storytelling for Non-Profits
- 2. The big trend is video storytelling “Video storytelling with a social layer. The big trend in my mind is Snapchat, and everything related to live video streaming like Periscope and Facebook live video.” -- Benoit Descary
- 3. A short history of storytelling
- 5. Taster’s Choice ad in the 1990s was huge succes
- 6. We are bombarded by media messages Time Sqaure
- 7. How can non-profits get their messages heard?
- 8. Why do non-profits need to be great storytellers? Entertain Educate Inspire
- 9. Why storytelling and not facts & stats? To hell with facts! We need stories!” – Ken Kesey, American novelist, essayist, and countercultural figure
- 11. Who gives to charity? Women more likely to give then men 75% of 15 to 24 year old give 80% of 25 to 34 year olds give 88% of those over age 35 give
- 12. Why do people give to charity?
- 13. We give because our friends and neighbours are too!
- 14. Why your organization needs a good storyteller
- 15. Powerful stories galvanize people… nations to act Video of Mark Zukerberg taking the Ice Bucket Challenge posted on Facebook 3-year-old Alan Kurdi pushes Canada to accept over 25,000 Syrian refugees
- 16. People are watching a slew of videos
- 17. Why you need to embrace social video
- 19. Recap the power of video storytelling Stir our emotions Spur us to act Motivate us to share
Editor's Notes
- Once upon a time…ever feel let down after finishing a book? You were so in love with the characters you literally mourn their loss. Can you remember a movie or video that had you reaching for a Kleenex or rooting for the underdog or spitting mad or laughing out loud? Great stories entertain, educate and inspire. They spark a connection.
- Cave drawings, to novels, movies and podcasts despite the march of time humans are still enthralled by stories. Story telling is common to every known culture. And although the technology has changed, the desire to tell and hear stories has remained unchanged. Stories are central to human existence because they help us make sense of the world. 6 Reasons Why Podcasting is the Future of Storytelling http://www.forbes.com/sites/under30network/2016/03/31/6-reasons-why-podcasting-is-the-future-of-storytelling/#7bc061f62120 The Big Fish Blog http://bigfishpresentations.com/2012/02/28/a-very-brief-history-of-storytelling/ The Art of Immersion: Why do we tell stories https://www.wired.com/2011/03/why-do-we-tell-stories/
- slow There is a series of commercials that stick in my mind even though they aired way back in 1990. Taster’s Choice ran 13 different ads over a three year period during popular television shows such as ER. The commercials were about an ongoing courtship between two neighbours that began with a borrowed cup of coffee.
- I couldn’t wait to see the next installment of a commercial. The difference: Taster’s Choice was telling me a story not just hustling coffee. Thanks to these ads Tasters Choice became the most popular instant coffee in North America. At the time, a spokesperson said: "People are bombarded with media messages, so this was definitely very different."
- FAST More than ever people are bombarded by a tsunami of commercials, print ads, brand labels, Facebook Ads, Google Ads, ads on your phone or anything a business can produce to get your attention and get you to buy. Digital Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements a day. How many media messages do we see in a day? http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
- How can nonprofits compete? By telling powerful stories. Like the14 year old waiting for a heart transplant and the 8 year old who received a kidney from her dad. Video are now easier than ever to produce and distribute thanks to smart phones and platforms like Snapchat, Pericsope and others. Non-profits can produce engaging videos and loyal followers.
- Every nonprofit needs to become a storyteller in order to intrigue a journalist, inspire a donor to give, motivate staff to aim higher, to spark a revolution, to educate people about your cause and to land a corporate sponsorship deal. Stories are the basic building blocks for reaching our goals and fulfilling our mission.
- slow Stories are powerful They help us remember. If you want people to remember facts, make them part of your story. Stories allow us to connect emotionally with people. They are a way for us to get people to empathize. Empathy and emotional engagement are key. With these two things, we can reallly get donors engaged and committed to our cause.
- Stories link us to our sense of generosity. Studies show that donors tend to give twice as much when presented with a story about an affected individual as opposed to reading facts and stats about a problem. Stories stir our emotions: The more vivid the story—the more emotionally arousing. And emotions are what trigger the desire to help.
- According to Statistics Canada Women are more likely to give than men. 86 versus 82%. In 2010, as in previous years, 73% of people aged 15 to 24, 80% of those aged 25 to 34 and 88% of the those age 35 and over gave to charity. Charitable Giving by Canadians http://www.statcan.gc.ca/pub/11-008-x/2012001/article/11637-eng.htm#a3
- SLOW Studies show people give because In addition to benefiting the community, the act of giving increases our psychological wellbeing, self-esteem and social status. We give because we want to be part of something bigger than ourselves. Giving to charity connects us to something that is having impact in the world. A little social pressure helps too...
- Our peers are giving, so we should give too - Think about the recent boom in crowdfunding and peer-to-peer campaigns, (the Ice Bucket Challenge for ALS is a prime example) aside from people wanting to be a part of the story we also are inspired to give when we see our friends and family chipping in to the cause
- FAST Recap...we give to feel good, to be part of something important and something our peers are involved with. However, before we donate we must have read or watched something that triggers the desire to give. Enter storytelling. Jonah Sachs writes: Today, you can either learn to tell stories that inspire people to act or you can get immediately forgotten.
- The stakes are high. Powerful stories change minds. The story of Alan Kurdi inspired the Canadian Government and Canadians to welcome 25-thousand Syrian refugees. The Ice Bucket Challenge was like lightening in a bottle raising $115 million for ALS. Moving, emotional stories go beyond creating awareness they motivate action.
- Okay…stories are important but I have a few statistics. US adults spend about 1 hour, 16 minutes a day watching video on digital devices Facebook has 8 billion daily video views from 500 million users On Snapchat 6 billion videos are viewed daily
- You Tube is the most popular video platform. The platform has over a billion users. Daily people watch hundreds of millions of hours of video. Periscope is only a year old. Over 200 million broadcasts were created in the past year and 110 years worth of live video are watched daily Just how popular is You Tube http://www.emarketer.com/Article/Just-How-Popular-YouTube/1009787 Can Periscope become the pillar of Twitter’s Growth? http://www.forbes.com/sites/greatspeculations/2016/03/29/can-periscope-become-the-pillar-of-twitters-growth/#49eb20d17eba
- Social video owns the all-important 18 to 33 year-old demographic. Millennials are spending less time in front of their TVs and more time watching video on their mobile devices and laptops. By 2030, millennials will comprise 75 percent of the global workforce, making it hard to ignore video platforms that resonate so well with this key audience and potential donors.
- Videos generate responses that are both intellectual and emotional. They Inspire action — The right combination of storytelling, imagery (through photos and video) and personal appeals move people to donate. They significantly expand donor reach because an engaging video is so easy to share.
- The White Hat volunteers is a moving low budget video. The Syrian volunteers rush to bombed buildings to find survivors. One time, they dig for hours to reach a crying baby. The crowd cheers as the infant is pulled from the rubble. The video had me in tears, writing a cheque and sharing the story with you. Thank you.