Social Media Boot Camp: Planning Your Video Campaign

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Information about Social Media Boot Camp: Planning Your Video Campaign
Social Media

Published on February 27, 2014

Author: See3



See3's CEO and @home ( co-producer Michael Hoffman's presentation for homeless service organizations in Los Angeles on how to bring video into your digital campaign — including tips on pre-production, making video shareable, micro-video, and distribution.

SOCIAL MEDIA BOOT CAMP How to plan your video campaign

About Michael Hoffman • Former senior nonprofit fundraiser and political consultant • Online marketing and communications specialist • Founded See3 Communications to merge video and the web for nonprofits and causes

See3 Communications video web design + development online engagement

Today’s webinar So — you’re running a campaign. How can you use video to help you reach your goals? Some of you may be participating in Home for Good L.A.’s 100 Day Campaign — but even if you aren’t, your organization operates on a “campaign cycle to fundraise, recruit, and built for events.

Your work has a life cycle: Awareness & Identification Stewardship Engagement Solicitation Acknowledge

Awareness of the issue. A video that shows why donors should double down A video that asks for money Awareness & Identification Stewardship A video that shows where the money went and how your donation helped Engagement Solicitation Acknowledge A video that thanks 6

Why Video MATTERS…

Video is king • Half of all internet content is video • YouTube is now 2nd biggest search engine — 1 billion unique users compared to Bing at 269 million • Increasingly, video is watched anytime and anywhere on mobile phones Who’s watching video online? Everyone. Everywhere. All the time.

Bottom line: Video is a tool you can’t afford to ignore. 9

What makes a video shareable: • Positive peer pressure — ―Everybody’s doing it!‖ • Appeal to the heart, not the head • ―You can make a difference‖ • Make viewer the hero, and move them to action

Let’s discuss Have you done video as part of a campaign before? What have you seen that you liked? 12

So, it’s time to write your video campaign plan. 13

Pre-production Before you pick up a camera: • • • • What are your goals? Who is your audience? What’s your budget? What tools and skills are you working with? 14

4 tips for integrating video into your communications or campaign: 15


Make some introductions: • • • • Your founding story Your staff Your beneficiaries Your donors and supporters 17

The power of the founding story: 18

Illustrate your impact Cystic Fibrosis Foundation 19

Or, follow one of your volunteers! DC Central Kitchen 20

Put it into action: Idea: Record a fundraising appeal from your executive director during your next campaign. Q: What ideas do you have for “pulling back the curtain” at your org? 21


Why short-form video • Time • Money • Fun! 23

Leading Vine Producer Khoa Pan (he’s been to Tribeca Film Festival for his work!) spends just 45 minutes to an hour on videos like this: 24

And, your supporters can get in on the action, too: 25

Put it into action: At your next public event or walk, ask supporters to record Instagram videos asking friends to join your work, using a hashtag. Q: Have you experimented with curating short form video? What worked and what didn’t? 26

Tip #3 CURATE 27

The art of recycling (Thanks Beth!) 28

Buddy up! Is your coalition sharing digital resources, 29

Documentary 30

Put it into action: Create a weekly ―Did you see?‖ video series that shares a video focused on homelessness Example: What are other good 31


The lesson of Upworthy: 33

No slacking! 1. Frame EVERYTHING 2. Write 25 headlines. Seriously 34

Put it into action: Make sure every video on your YouTube page (if you have one already), or every video you produce in the future, is accompanied by engaging, effective copy. After all, you have to compete with Maru: 35

How to get your video out there

Channels you own: • Your website, YouTube, and social media channels are YOURS. You can do whatever you want with them – get creative! • Leverage your existing email and social media audience with video alerts and stories of us

Turn your supporters into cheerleaders. One of the best ways to empower your biggest fans to be the hero is to ask them to share your amazing work. And it’s a low-bar ask, ESPECIALLY when you make it easy to share — providing compelling language, using optimized buttons, and paying attention to your metadata. 38

Paid online ads: Explore simple, easy to use tools for paid video advertising: • • • • Scalable and cost-effective Sophisticated targeting Turn-key video views AdWords for Video

Are you on YouTube Nonprofit? 40

Earned media Don’t forget to reach out to people who will want to see and share your videos: bloggers, social media influencers, partner orgs, and press.

Well – did it have any impact?

Monitoring and Evaluation How to listen online Follow conversations (comments on YouTube, hashtags, views and shares) — and don’t forget to engage back.

Tools • Topsy ( • Hootsuite ( • Tweetdeck ( • Klout ( • Sprout Social ( and what What’s worked for you,

Thanks! Any questions? For more, email

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