Published on February 27, 2014
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
Tip #1 PULL BACK THE CURTAIN 16
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 http://youtu.be/EsCfijn-z1E 19
Or, follow one of your volunteers! DC Central Kitchen http://youtu.be/zzzy4BPi8uE 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
Tip #2 GOOD THINGS COME IN SMALL PACKAGES 22
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: http://bit.ly/1lnCWre 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
Put it into action: Create a weekly ―Did you see?‖ video series that shares a video focused on homelessness Example: InvisiblePeople.tv. What are other good 31
Tip #4 FRAMING YOUR VIDEO HERE 32
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? https://www.youtube.com/nonprofits 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 (http://topsy.com/) • Hootsuite (http://hootsuite.com/) • Tweetdeck (https://tweetdeck.twitter.com/) • Klout (http://klout.com/home) • Sprout Social (http://sproutsocial.com/) and what What’s worked for you,
Thanks! Any questions? For more, email firstname.lastname@example.org
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