the once and future media: the state and outlook of online video
DESCRIPTION
Michael Hoffman, CEO See3 Communications, slides on his masterclass at the 2010 International Fundraising Congress in Amsterdam.TRANSCRIPT
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Prepared for IFC
Presented by Michael Hoffman, CEO, See3
State and outlook of online video
Once and Future Media
www.see3.net | [email protected] | @Michael_hoffman
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www.see3.net | [email protected] | 773-784-7333
Today’s Plan• Why Video Matters
• Storytelling Using Video
• Key Video Examples
• Distributions
• KPIs
• 5 Takeaways
• Discussion
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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 Minute24 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.
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
Think Strategically • Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals and messages
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
Storytelling TipsKeep 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 flipvideospotlight.com
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www.see3.net | [email protected] | 773-784-7333
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.
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www.see3.net | [email protected] | 773-784-7333
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.
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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)
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www.see3.net | [email protected] | 773-784-7333
Public Service Announcement• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online – raise funds to get it aired on TV
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
You Made The VideoNow What? - Distribution• Bring people to your video
• Website• Email• PR (earned media)• Bring your video to people
• YouTube
• Social Networks (Facebook, etc.)
• Blogger Outreach
• TubeMogul
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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
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www.see3.net | [email protected] | 773-784-7333
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www.see3.net | [email protected] | 773-784-7333
5 Takeaways• Watch and emulate
• Integrate video into your content
• Find the passionate people inside your organization and let them loose
• Find and partner with the Free Agents who can do things more nimbly than you can do
• Commit to doing more video this year than last
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www.see3.net | [email protected] | 773-784-7333
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/ifc
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www.see3.net | [email protected] | 773-784-7333
Photo Credits• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons