Minnesota Council of Non-Profits - Once Upon a YouTube
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Transcript of Minnesota Council of Non-Profits - Once Upon a YouTube
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Once Upon a Time on YouTube?
MINNESOTA COUNCIL OFNONPROFITS
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6-Years Old
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60 hours of video uploaded/minute
4 billion videos viewed/day
4 billion hours viewed/month
800 unique visitors/month
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Agenda
Why video storytelling?So you think you need a video?How do you assemble a story?Where do you start?Avoiding PitfallsPicking the right partners
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60 hours of video uploaded/minute
4 billion videos viewed/day
4 billion hours viewed/month
800 unique visitors/month
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What’s our Story?
Started in 2005
12-years in television news
Began with focus on Non-Profits
Video Production
PR/Inbound Marketing
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What’s our Story?
Budget focused
Message focused
Story focused
Twitter: @erheil
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Make-A-Wish MNMinneapolis Foundation
Helping PawsAFP
American Red Cross Bremer FoundationHope Communities
Minnesota PGA
Partners
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Not all video is good video
Video is disposable
Video is a necessary marketing tool
Video lives online forever - not one showing
Multiple short video (2-3min.) > Long video (5-7min.)
We Believe
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Video StatsMobile viewers watch 3x longer desktop viewers
Web pages with video are 53% more likely to appear on 1st page of google search
Viewers spend 2.5 times more time watching personally relevant short videos
40%-60% for emails with relevant video
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What television news teaches you
The reporter is not the storyThe “official” is not the story
People ARE the story!
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Reasons our clients tell US
they NEED a video
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“Annual fundraising event”
“New Branding”
“We have a hard
message to explain”
“We help so many people!”
“People need to understand our
great work!”
“We want to share our story!”
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EngagingInspiring
ViralCommunicate messages
VisualBring Supporters to you
Why Video StoryTelling Works
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EngagingInspiring
ViralCommunicate messages
VisualBring Supporters to you
Why Video StoryTelling Works
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Who is my target audience?
Where am I “meeting” them?
What is the goal?
How do we want people to feel?
What should they do next?
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“It’s not what you said or did,
it’s how you made them feel!”
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What’s Our Story?
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What’s Our Story?
Begin with the end
Stay true to your goal
Avoid “politics” if possible
Trim the excess
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Common Mistakes
Too many characters
Too broad
Unfocused
No story - just agency info
Technically distracting
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Basic Story Types
Packages
Voice Over Video
Sound on Tape (SOT)
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Packages
Graphic OpenIntroductionHero IntroductionSupporting CharactersSupporting Organizational informationHero Close
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Packages
Best uses:Galas Capital CampaignsImportant Events
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Voice Over Video Single Character
Graphic/Sponsor OpenHero IntroductionOrganization info (optional)Hero Close
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Best uses:Galas One-on-One or small group “Ask”Important Events As part of a series
Voice Over Video Single Character
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Voice Over Video Multiple Characters
Graphic/Sponsor OpenWith or without narrationHero IntroductionSupporting CharactersOrganization info (optional)Hero Close
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Voice Over Video Multiple Characters
Best uses:Galas One-on-One or small group “Ask”Important Events As part of a seriesAwards and recognitions
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How-To DIY?Respect the craftDetermine your storyDefine and commit to the scopeInternal resource (talent) availabilityInternal asset availabilityIdentify gaps
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How-To DIY?
Envision Your Story
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How-To DIY?Pre-Production
Visual
Audio
Time Code and Running Time
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How-To DIY?Post-Production
Transcribe all audioContent editUpdate your production scriptLocate all additional assets
Digital imagesMusic
Begin edit
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How-To DIY?Revisions
What’s good?What needs help?Be honest with yourself your teamWill you accomplish your goal?Make necessary changes
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Outside Collaborators
VideographersEditorsAudio techniciansProducersWritersVideo production companies
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Resources
http://maptechworks.org/nonprofit-video
http://councilofnonprofits.org/news/nonprofit-knowledge-matters/nonprofit-knowledge-matters-2012---year-nonprofit-video
http://www.reelseo.com/video-nonprofit-tips