using online video to connect with your donors and prospects

Prepared for UNICEF

Presented by Michael Hoffman, CEO, See3

and Engaging Storytelling

Online Video

www.see3.net | [email protected] | @Michael_hoffman

www.see3.net | [email protected] | 773-784-7333

Today’s Plan• About See3

• Why Video Matters

• Storytelling Using Video

• Key Video Examples

• Distribution

• KPIs

• 5 Takeaways for UNICEF


See3 Communications

• Interactive communications 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


Visit: www.YouTube.com/NonprofitVideoAwards


October 9, 2006:Google Buys YouTube


YouTube: Why Video Matters

48%27.3Female

52%29.8MaleGender

19%10.955+

21%11.945-54

22%12.335-44

19%11.118-34

19%11.0<18

–57.1AllAge

% UsersUsers (M)In 1 Minute20 hours of video are uploaded to YouTube

Source: Alexa

#4 Biggest Site in the WorldBigger than MySpace and Wikipedia

58 MinutesAverage time spent on YouTube

Source: Nielsen//NetRatings (October 2007) - US audience.


Your Audience is Watching


Search


The Tools are Improving


The Nonprofit Program• Organizations 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


YouTube Channel


Your Website is Your Channel


Viral to Who?


Think Strategically • Current video assets

• People

• Events

• Fundraising opportunities

• Organizational goals and messages


Laws of Social Storytelling• 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


Storytelling Tips*Keep It 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 Flip Video – www.flipvideospotlight.com


Storytelling TipsBe genuine - 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.


Storytelling TipsKeep It 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


Storytelling With Video• Above all, tell a story

• Show it visually

• Give your viewers the right web tools (portability)

• Sound is critical

• Prepare a script and get feedback


Broadcast Events


Broadcast Live Events• Stream 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


Staff Produced


Staff Produced• Behind the 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


Documentary


• Strong way to 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)

Documentary


Public Service Announcement


Public Service Announcement• Make PSAs accessible online on YouTube

• Reverse model: create PSA and publish online – raise funds to get it aired on TV


Animation / Typography

Watch Video


Animation / Typography• Very 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


Personalized Video


Personalized Video• Novelty and 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


You Made The VideoNow What? - Distribution• Bring people to your video

• Website• Email• PR (earned media)

• Bring your video to people• YouTube and TubeMogul• Social Networks (Facebook, Twitter, etc.)• Blogger Outreach


KPIs – How Do 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


KPIs – How Do 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


5 Takeaways for UNICEF• Watch and emulate

• Harness UNICEF’s resources

• Integrate video into your content

• Find the passionate people and let them loose

• Commit to doing more video this year than last


DiscussionMichael Hoffman

• Email: [email protected]

• Twitter: @Michael_Hoffman

• Phone: +1 773-784-7333

The slidedeck and links will be available after

this session at www.see3.net/event/unicef


Photo Credits• Audience in 3D Glasses - Diamond Geyser

• Encyclopedias - Stewart Butterfield

• Hammer - Austin Camera Guy

All photographs licensed under Creative Commons

using online video to connect with your donors and prospects

Education