Quentin Kruger

1. Using Video Strategically
(Thanks to Quentin Kruger for some of this great content)

2. What We’ll Cover
• Why Use Video
• Expectations
• Things to Remember
• Glossary of Terms
• Step-By-Step Guide
• Examples

3. Why Use Video
• Has emotional bandwidth and immense capacity
for storytelling
• Is the most empathetic non-live medium out there
• Brings people to places and events that they
otherwise can’t get to

4. How To Use Video
• List building
• Education / Training
• Telling a story
• Candidate Bios
• Capture energy and excitement at events
• Introduction to your organization
• Document egregious acts by opposition groups
• Feedback from supporters (video responses)

5. Expectations
• Going viral is like becoming famous,
no one has control over it
• Focus less on the number of views
and more on the quality of views http://blog.cleveland.com
– Are you reaching your target
audience?
– Are they responding to your call
to action?

6. Expectations
• Video can get a bad rap for being expensive
• Can’t think about it at the last second, otherwise it
will be expensive
• Understand the process of making a quality video
and plan accordingly

7. Things to Remember
• Bad video can work
• Bad audio NEVER works
• Be wary of showing a rough cut too early in the
process
• Never promise anyone or anything will make the
final cut

8. Glossary of Terms
• DTC (direct to camera)
– Speaker’s head and shoulders are filmed while
they are looking directly at the camera. The
intent is to provide a sense of an eye to eye
connection with the viewer.
• B-Roll
– Footage used to “cover up” holes in a shot. By
using B-roll, the editor has the option to cut away
from a boring shot to something relevant and
perhaps more interesting.

9. Glossary of Terms
• SD (Standard Definition)
– Has an acceptable amount of visual detail and
richness. Usually the preference if you are not
editing using higher end equipment.
• HD (High Definition)
– Has a greater amount of visual detail and
richness. Requires large & fast storage (hard
drives), large amounts of memory (RAM), and a
fast processor.

10. Glossary of Terms
• Compression/Encoding
– Process that allows you to take a larger, higher
quality video file and reduce it in size to a smaller
file that can be easily transmitted across the
Internet.

11. Getting Started
1. Resources
2. Strategy & Message
3. Tools
4. Pre-production
5. Production
6. Post-production
7. Track & Engage

12. 1. Resources
• What internal resources do you already have (staff,
equipment, software)?
• Who will take the lead?
• Be specific about your goals when hiring
• Build video into your overall operation and fund it
from the beginning (your Return on Investment will
be greater)

13. 2. Strategy & Message
• What’s the goal of the
video?
– List building
– Event sign-up
– Donation
• How can you integrate
the video into other
social media channels?

14. 2. Strategy & Message
• Weave together your organizational and
community narrative to generate momentum on
your issue
• Know your audience and what moves them

15. List Building Example

16. Event Signup Example

17. Donation Example

18. 3. Tools: Cameras
• Webcam ($40-$130)
• Flip video camcorder ($150-$230)
www.theflip.com
• Camcorder ($300-$1,400)
• Professional camcorder ($1,000-$4,000+)

19. 3. Tools: Software
• Low End ($100 or less)
– Apple iMovie (free with new Macs)
– Windows Movie Maker (free with XP & Vista)
• Mid Range ($200-$600)
– Adobe Premiere Elements (PC)
– Sony Vegas Movie Studio (PC)
– Pinnacle Studio (PC)
– Cyberlink Power Director (PC)
• High End ($800+)
– Apple Final Cut Express (Mac)
– Sony Vegas Pro (PC)

20. 3. Tools: Video Hosting
• YouTube (free; special nonprofit program)
www.youtube.com/nonprofits
• Vimeo (Basic package is free; Plus
package is $60)
• Tubemogul (free)
- Post videos to multiple hosting sites and
view the analytics in one place
• Brightcove (free 30 day trial; contact the
sales team for a quote)

21. 4. Pre-production
• Planning is very important
• Create a storyboard that
includes the supporter call to
action (before you shoot/edit)
• Make sure the script/idea has
been vetted
• Start small with a welcome
video or an internal video http://digitalcommons.psu.edu

22. 5. Production
• Take the time to put your
subject in the best light
• Follow the storyboard
• Make sure the audio is clear
• Shoot different takes
• Shoot B-roll

23. 6. Post-production
• Editing can vary from hours to
days to months depending on
the scope of the project
• Length of the final video will
vary
• Make sure the final cut meets
the goals of the project
http://www.corel.com
• Experiment and compare with
other orgs

24. 7. Track & Engage
• Monitor the number of views
and track the progress
• See what works for your
audience
• Listen to feedback, read
comments, and watch video
responses
• Keep the conversation going
with updates and action items

25. Example: Lost by 1 Vote
• Created by MoveOn.org
• Expensive production cost
• Generated a lot of buzz in the run up to Nov. 4th
• Increased size of email list

26. Example: Lost by 1 Vote
http://www.youtube.com/v/Gq8QDZydqvI

27. Example: Signs of Hope & Change
• Created by Obama ‘08
• Features footage and photos from supporters
across the country
• Captured the intensity and emotion of the
campaign

28. Example: Signs of Hope & Change
http://www.youtube.com/v/EcRA2AZsR2Q

29. Example: Fidelity
• Created by Courage Campaign
• Inexpensive production cost
• Photos of supporters holding similar sign (built a
campaign asking for photos)
• Set to music of Regina Spektor (used with her
permission)

30. Example: Fidelity
http://www.youtube.com/v/b-awVQkTeVE

31. Contact Info
New Organizing Institute
(202) 558-5585
info@neworganizing.com
www.neworganizing.com
www.twitter.com/neworganizing