what they see, is what you get · 2015-02-25 · visual storytelling 26 craft better stories...
TRANSCRIPT
What They See, Is What You GetUsing visual storytelling to engage, connect and motivate your donors
Rich [email protected]
Slides – NonprofitRD.com/TSPRA15
@RichDietz
linkedin.com/in/RichDietz
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Our Speaker
Rich DietzFounder of Nonprofit R+D
Senior Product Manager, Abila
Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.
You can find Rich tweeting @RichDietz
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Agenda
1. Introduction
2. Visual Storytelling?
3. The Power of Stories
4. Using Video to Tell Stories
5. Social Media and Stories
6. Q & A
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Introduction
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Best Practices?
• A “best practice” = what works in your org
• Its like a buffet• Try and few things and see if you like them
• If it works, go back for more
• If not, try something else
• Testing is the key, – Much easier to do online
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Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
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Online Hierarchy of Needs
Need a strongFoundation
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Visual Storytelling
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Visual Storytelling
My Crystal Ball
http://youtu.be/mJ2LPzUx2fM
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What is Visual Storytelling?
a story told primarily through the use of visual media. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.
– http://en.wikipedia.org/wiki/Visual_narrative
Ok… but kind of boring.
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What is Visual Storytelling?
How about this instead:
The use of highly visual material that highlights your organizations impact by emotionally engaging your audience and encouraging them to spread the word
and take action.
• Visual material• Shows impact• Emotionally engaging• Encourage action
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Why Visual Storytelling?
We are hard wired to respond to visuals• From cave paintings to today
Huge competition for attention• Written content is not being digested
• Need to rise above the noise
It’s what people want• Photos and video are shared 5-10x
• 74% of donors want more stories
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Why Visual Storytelling?
It’s easier to understand and process• Picture worth 1,000 words
• Much more than that!
The Power of Visual Storytelling –Walter and Gioglio• Human brain processes visuals 60,000x faster than text.
• Web posts with visuals drive up to 180% more engagement than those without.
• Viewers spend 100% more time on web pages with videos
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Visual Storytelling – The Big 3
Stories, Video, Social Media• Individually they can do amazing things…
• Images can replace video, but not as powerful
Used together they are a FORCE• Exponentially more powerful when combined
So, don’t think of them separately
Together they are a Super Hero
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Visual Storytelling – The Big 3
Social media –“distribution”
Stories -“raw material”
Video -“factory”
(Images too)
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Why Stories?
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Why Stories?
Stories are memorable• This is how history was handed down for generations
• Made to Stick - Heath brothers
• Eg. / Jared for Subway
Stories show your passion• Get a nonprofit person talking about successes – Passion
• Ask them to write an email – Boring
• Always write your own content/stories
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danariely.com
Why Stories?
Stories create an emotional connection• Emotion >> Rationality
• Buy based on emotion / Rationalize it later with facts
Example:
http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/
14,000 blah, blahs12,456 blahblah sEtc. etc. etc.
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Why Stories?
What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
Start telling stories… Everywhere!
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How to Find Stories
Anywhere and everywhere• Just keep your ears open
• Brainstorm in staff meetings
Ask for them• Staff, clients, donors, sponsors
• Ask - Why do you _______?
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How to Tell Your Story
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Start with the “Why”
A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)
• Cut in line to make copies
• 60% ---> 93% using only “because”
• A good reason was about the same
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The “Why” is Compelling
Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”
• We challenge status quo.. We just happen to make great computers…wanna buy one?
• Simon Sinek: How great leaders inspire action (TED Talk)
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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10 immutable laws of storytelling
My future bestseller!• Maybe not
The Ten Immutable Laws of Storytelling,by Andy Goodman
http://www.thegoodmancenter.com/wp-content/uploads/2013/07/free_range_2007_06.pdf
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Craft better stories
Highlight the visual AND emotional content• Focus on images that create emotion• Watch TV commercials for clues• Remember, emotion first >> then rationality
Individual stories are more powerful• Always relate back to the individual• Eg./ Malaria
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Craft better stories
Stories don’t tell – They Show• Paint a vivid picture• Share all 5 senses• Use photos and video.. Of course.
Stories should be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Austin, New York, California?• Allows us to engages the “emotional” brain
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Craft better stories
Audiences bore easily• The Ten Immutable Laws of Storytelling,
Free Range Thinking by Andy Goodman
Use the Cliffhanger• Start stories but don’t finish them now
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Types of stories
The Success Story• #1 best way to start• Best way to show what you do and WHY
The Why We Do What We Do• Simon Sinek video• What makes you remarkable / different
Staff Stories• Show the passion• Why are they here and what do they do• Testimonials from clients / success stories
Cautionary Tale• What can happen if we don’t do what we do• Working together we can keep this from happening
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Visual Storytelling
Using Video to Tell Stories
Social media –“distribution”
Stories -“raw material”
Video -“factory”
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Visual Storytelling
Why Online Video?
More affordable and easier than ever• Any camera or phone, upload to YouTube• Faster than writing content
Best way to tell a story• Easily create that emotional connection• Utilizes more senses
More Effective• Wharton School of Business study showed marketing with video to
be 600% more effective than print alone• Videos shared 12x more than links and text posts combined
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Visual Storytelling
Online Video Tips
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Visual Storytelling
Online Video Basics
What are you hoping to accomplish with video?• Leads, build email list, awareness?
KISS - Keep It Simple Stupid• Keep it Short – under 2 min. for most• Keep it Simple – one main topic
Call to Action… Always!
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Creating an Effective Video
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Visual Storytelling
Plan and Shoot
Planning• What is the story/message you want to tell
• What is the objective/goals• Why should it be told• Who wants to hear about it (audience)• What makes it unique• What is your “Call to Action”
Production• Plan the Shoot – Timeline, questions, list of shots
(storyboard)• Call to Action!• Have Fun! It shows.
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Editing and Hosting
No edit version or “Fancy”?
Software
• iMovie (Mac)
• Windows Live (PC)
• YouTube for basic editing
Test and experiment (Have Fun!)
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Hosting your video
Start with YouTube• Easy to use and get started
• Upload and grab the “embed code”
• Its free
• Nonprofits get a Premium Channel for free too!
Check out Wistia• Free account now includes 50 videos
• Better player, and control
• But use both.
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How to get better at video
Do more video (there is no easy button)• Only way to improve is to try > Fail > Try again
Watch other videos, imitate
Wistia.com/learning• Great resources and training• Hosting too
Just do it.. And have fun!
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Visual Storytelling
Social Media and Stories
Social media –“distribution”
Stories -“raw material”
Video -“factory”
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Why Social Media?
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Why social media (for stories/video)?
Social loves visual content• 12x more likely to be shared
• More likely to “go viral”
Social highlights stories and emotion• More likely to watch if a friend tells you to
Social and video are joined at the hip• Online video IS social media
• YouTube – Channel, subscribe, comment, share
“New form of press release”• Anna Webb – Idaho Statesman reporter
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Good way to engage Millennials
Millennial Impact Report - 2012
First, they look at website
Then they go to your Facebook page• Looking for more personality• Real voices, people… less “organization speak”
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The BIG ProblemWith Social Media?
How to get above the Noise?
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“The Noise”
We are all flooded with way to many inputs• Phone, email, mail, texts, social media
Facebook making it even harder• EdgeRank – The algorithm that keeps you from getting reach
Image: social-networking.ru/soccat/facebook
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How to get above the noise?
Post amazing content… and vary it• Stories and video might be a good idea eh?
• But post other stuff too
Post at odd hours• Lunch during week usually good engagement
• Need to test different times
Plus …
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FiveDistribution Strategiesto Get Above the Noise
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1. The Basics
Start where you are OR pick the right networks• Start small and add on as you can
• Facebook is usually a good place to start• Others depending on your audience
Encourage Engagement• Engagement is better than big numbers
• Ask questions, be controversial,• Respond to all comments, more engagement
Remember it’s supposed to be a conversation• Don’t be “that guy”… Me, me, me. Did I mention me.
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2. Social Media Army
Fight the algorithm• Staff, Board, volunteers, family members
• Get THEM to share your post / video• Get THEM to like and comment on your post• Instant increase in engagement
Give them the resources to share easily• Sample posts, emails, messages
• Clear directions and timelines
Provide incentives and thanks• Encourage, thank and provide prizes, recognition, etc.
• Small favors increase engagement as well
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3. Run a contest
** Disclaimer: Check the sites Terms of Service **
Sign up / spread the word.. Win prizes• I did this with RaffleCopter.com• Its fun and gives a reason to talk about it
Super simple version• Raffle based on all current actions• Comment, Like, Share
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4. Try a “Boost”
Facebook “Boost” Post• It does cost money,
• but video is a good thing to test a boost on
NEED to target the boost• You can target very specifically
• People who Like you page and friends, or• Location, Industry, etc.
NEED a Call to Action (CTA)• Not enough to just watch a video
• If paying money, need ROI• So measure and test results
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5. Don’t forget email
Huh? Isn’t email dead?• Nope. Email is still the most effective way to get attention
• Facebook and Twitter
Email your supporters when you post video• Instant, On-Demand traffic
• Ask and encourage them to share, comment, like, etc.
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Examples
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Story Example
rememberme.ushmm.org/
How could theyUse video?
Would that makeit more engaging?
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Visual Storytelling
Educational and Entertaining
cej-oregon.org
https://www.youtube.com/watch?v=dWLjNC7wnFI
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Visual Storytelling
On the Scene Videos
You can get these anywhere, anytime –just need a phone or flip cam.
Example – TAPE.org Interview with Rep. Maldonado
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Unexpected but Powerful
https://www.youtube.com/watch?v=3O05nyS6hwQ
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More Examples
Search Google• “examples of nonprofit visual storytelling”
do-gooder – Nonprofit Video Awards• https://www.youtube.com/user/nonprofitvideoawards
SocialBrite.org – 8 Examples Nonprofit Storytelling• http://www.socialbrite.org/2011/04/21/8-great-examples-of-
nonprofit-storytelling/
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Action Steps
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Action Steps
Commit to visual storytelling
Get your first story out there this week!
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action