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Mission VideoHarness the World of Online Video for Your School

Michael Hoffman: See3 Communications

Prepared for PEJE

Presented by Michael Hoffman, CEO, See3

Michael Hoffman: See3 Communications

Today’s Session

The web and TV are merging, turning your website into a channel. Schools that can harness this new world of video will gain invaluable attention to bring in new students and donors. There is a paradigm shift underway--you now have to stop telling people what a wonderful school you have and starting showing them.

But how can you do this with limited resources? What roles do YouTube and your website play? In this session, you will develop strategies for programming this new channel, study compelling and interesting content designed to deepen parent engagement and promote your school, and learn how to develop a culture of storytelling that directly benefits your bottom line.

About MeMichael Hoffman, CEO, is a leading authority in online video for nonprofits and a long-time consultant to nonprofit leaders on online fundraising and outreach strategies. He started his career as a political consultant and Washington-based nonprofit fundraiser before joining a venture investment firm to develop internet start-ups. Post-bubble, Hoffman founded See3 to bring together his belief in the power of the web and his passion and experience with nonprofit fundraising, advocacy, and education. He is a frequent blogger and tweeter on nonprofit marketing and is a nationally sought-after speaker on topics such as online cause marketing, web video, and Web 2.0 for social change.

See3 Communications is an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development.

Source: Nielsen//NetRatings (December 2009) - US audience.

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 Minute24 hours of video are uploaded to YouTube

#3 Biggest Site in the WorldBigger than MSN and Wikipedia

58 MinutesAverage time spent on YouTube

Video is BIG

Donor Demographics

Last year, Convio, SeaChange Strategies and Edge Research released a report called “The Wired Wealthy: Using The Internet to Connect to Your Middle and Major Donors”

Surveyed donors with email addresses who donated over $1000 during an 18-month period

Findings:• 9 % of these donors use Facebook• 16% of these donors use LinkedIn• 52% of these donors use YouTube

Your Website is Your Channel

Graphic from HubSpot

Why Storytelling is Important

“Stories are the best way toconvey information, ...thebest way for people toremember things ... Thebest way to get topeople's hearts and makethem take action.”-- Roger Burks

Find Them Where They Are

People Pay Attention to Good Stories

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 wecan feel it, we get the moral not just as a concept, but as ateaching of our hearts. That’s the power of story.”

- Marshall Ganz

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 (i.e. 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 flipvideospotlight.com

Storytelling Tips

Be 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 Tips

Keep 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 Tips

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

Storytelling With Video

Current video assets• What do you already have that you can repurpose,

reuse, and recycle?• What about parents, families, and other community

members? Do they have video you can leverage?People• Who do you want to get on screen? Who is going to

shoot and manage logistics? Who needs training?Events• Think hard about the opportunities and barriers

before deciding which events to get on videoFundraising Opportunities• What do you need to capture to make an appeal?Organizational goals and messages• What content is a “must have” to deliver on your

message around your goals?

Think Strategically

• Get your calendar out!

• Determine what video resources you'll need

• Build internal capacity through trainings

• Make at least one more video than last year

• Write grants focusing on visual storytelling

Grow Your Video Strategy

Key Planning Questions

• What are our goals?

• Who are we trying to reach?

• What message do we want to send?

• How will we reach our audience? Where will this video live?

• What action do we want them to take?

• How will we measure success?

Grow Your Video Strategy

Documentary

• Strong way to show a school’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)

Staff Produced

Behind the scenes – people are much more interested in process than you think!

Use computer cameras or Flip Video to staff members, interns, volunteers, students?

Conduct video interviews via Skype (i.e. bloggingheads.tv)

Good for immediate updates

Staff Produced

• 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 speeches/text to life

Animation/Typography

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

So Many Ways to Show Video

• Tie your video to an action/campaign

• Mobilize your email list• Build relationships with

bloggers• Feature in multiple areas on

your website• Distribute on social

networks• Give as a tool to your

partners• Talk about it offline

7 Ways to Distribute Video

• Get a pocket camera (or 10!) for your school• Build a media library• Start an account on TubeMogul.com• Find the passionate people in your organization and• let them loose!• Use YouTube Annotations

5 Things You Can Do Right Now

You Made The Video. Now What?Distribution

Bring people to your video◦ Website◦ Email◦ PR (earned media)

Bring your video to peopleYouTubeSocial Networks (Facebook, etc.)Blogger OutreachTubeMogul

DiscussionMichael Hoffman

Email: michael@see3.netTwitter: @Michael_HoffmanPhone: +1 773-784-7333

The slidedeck and links will be available after this session at

www.see3.net/peje