how to leverage video for your cause

How To Leverage Video For Your Cause

Netroots Nation 2013San Jose, CA

Instructor: Adria Richards

You will learn:

How to make videosHow to make good videos

How to make good videos that engage people

BioAdria Richards@adriarichardsTechnology consultant

•15 years in the industry•Focus on education and training•YouTube content creator with 2 million+ views•Blogger, developer and bacon lover

I do technology training, video, content and SEO strategy for companies, organizations and startups

Why Video?

Where to start?

Start

Video Nirvana

Start

Good

How

Video Nirvana

Let’s Get Started!

Misconceptions About Video

Digital Infrastructure Helped Obama Win 2012

Digital DirectorPlays a vital role on a team accountable for creating and implementing an integrated digital communications strategy and platform that will serve as the central tool for personalized messaging across multiple channels.

This individual will focus on defining the multi year roadmap for the business based on consumer needs, corporate priorities and operational requirements. The individual will also serve as the internal communication champion to help facilitate the growth of a digital culture throughout the organization

Digital Director

•Code•Design•Write emails and site content•Create social media campaigns•Manage technology projects•Develop mobile content•Product manager•Fundraise online•Create surveys•Make videos

Director of Digital or Durga Hindu Goddess?

Start

How

To create a video:

Record

Edit

Publish

Video Hardware

Smartphone Video Equipment

OMG!

Technology is soexpensive and complicated!

Smartphones for video

http://www.youtube.com/trendsmap

iPhone is the best choice for video

Buy an iPhone

Buy a new iPhone for $100 (or Free!)

Avoid 2 Years of Headache

BYOD - Bring Your Own Device

Buy a used iPhone on Craigslist

Practice due dilligence when buying used technology

• Coworkers and Family (Best) • Craigslist (Good)• Ebay (Caution)

"Lazy Sunday" named one of the best Saturday Night Live moments of the 2000s.

Embrace Underproduction

5 Essential Items For Your Video Rig

Digital Camcorder

Microphone

Memory Card

Lighting

Tripod

Video Workflow

Digital Camcorder

SmartphoneUploadEdit Upload

Edit Upload

http://www.apple.com/ilife/imovie/

iMovie

http://www.telestream.net/screenflow/

Screenflow

http://techsmith.com/download/camtasia

Camtasia Studio

Start

Good

How

Convey a messageStir up feelings

Have a call to action (CTA)

Send the right message

to the right person

at the right time

with the right call to action

GreenpeaceStop Coca Cola Trashing Australia

YouTube Statistics

Leverage marketing budgets of large corporations by

piggybacking your cause.

GreenpeaceVW: The Dark Side

How do you find out what people are discussing and

looking for online?

http://www.youtube.com/trendsmap

Google Trends

http://www.youtube.com/trendsmap

Google Search Trends of 2012

http://www.youtube.com/trendsmap

Google Trends Top Charts

Google Trends Obamacare

Google Trends Obamacare

Google Trends YouTube Search

Find Outlier Searches(and don’t believe everything you read online)

YouTube

• More than 1 billion unique monthly visitors

• Reaches more adults 18-34 than any cable network

• 25% of videos are watched on mobile devices

Source: YouTube statistics, Neilsen http://www.youtube.com/yt/press/statistics.html

http://www.google.com/alerts

Google Alerts

http://www.youtube.com/yt/playbook/

YouTube Content Creator Playbook

Distribution

How do you spread the word about the videos your organization creates?

Don’t do all the work yourself.

Video Distribution Networks

Similar to ad networks, video networks help to distribute and promote your videos across

media platforms and sites.

These networks are looking for video content with high value that can be repurposed.

Not all are created equal.

Broad video content attracts new supporters. Educate, engage and funnel them responsibly.

How To Embed A Video In Email

Image Play button

Video Image

+ =

Find a “video button” via Google Images

Video Networks

Consider the following when choosing:

Length of video allowedAnalytics

CommunityAbility to share and embed videos

Mobile viewingPrivacy policy

Terms of ServiceDistributionMonetization

http://youtube.com

YouTube

http://vimeo.com

Vimeo

http://tout.com

Tout

http://dailymotion.com

http://flickr.com

http://blip.tv

http://viddler.com

http://metacafe.com

and many more...

Congratulations!

Twitter: @adriarichardsEmail: adria@butyoureagirl.com

Remember to fill out the NetRoots Nation survey!

Questions?

Mountain Climber http://streamingindie.blogspot.com/2012/06/keep-your-eyes-on-mountain.html

Mountain http://zermatt.chMountain climbers http://techsciencedaily.com

The Mountain Climbers Randwill Flickr http://www.flickr.com/photos/randwill/8509491282Ballerina Flickr tulanesally http://www.flickr.com/photos/tulanesally/3620373460/

Chocolate chip cookies http://www.flickr.com/photos/opacity/7082729793/Mountain http://zermatt.ch

Mountain climbers http://techsciencedaily.comiPhone http://www.flickr.com/photos/gonzalobaeza/8292958010

iPhone surprise http://www.flickr.com/photos/yerahgDurga Hindu Goddess Wikipedia https://en.wikipedia.org/wiki/

File:Durga_Puja_celebration.jpgBarack Obama http://thinkprogress.org

Giant Funnel Cap Mushroom http://www.flickr.com/photos/polandeze/310342559

Photo Credits