Social Media and Online Video for Mere

Mortals

How to get started with video and social media to engage supporters, increase outreach and further your

mission.

Effective Education Partnerships Conference (EEPC 2011)

January 30, 2011

Aaron Weiss, One Story Productions

Richard Dietz, Nonprofit R+D

And You

Introductions

Overview Social Media Basics What to Say & How to Say it Online Video Basics Tools / Resources Return on Investment (ROI) Case Study / Examples Action Plan

Agenda

Handouts

Restrooms

Breaks

Ask Questions

House Keeping

Tweet, RT, @ mentions, hashtag

M4V, MP3, AVI, FLV, WMV, MPEG-4

Embed, upload, stream, webcast, Codec

CMS, CSS, wysiwyg, blah, blah, blah

What you talkin’ about Willis?

No, not really

There are “best practices”, but you must test in your organization

Testing is the key, much easier to do online

If it works do more, if not try something else

Consultants have all the answers..

Why did you sign up for this Bootcamp?

What is your single biggest question on Social Media?

Are you currently using social media?◦How are you using it, and how is it going?

How about online video?◦How are you using it, and how is it going?

If not, what is stopping you?

How will social media and/or online video help your organization?◦ Realistic goals

You Tell Us …

Why Social Media?

Why Video?

Why Both Together?

Overview

YouTube is the #2 Search Engine!

◦24 hours uploaded per minute

◦ May 2010 YouTube exceeds 2 Billion views a day (That’s a “B”)

Oct. 2009 was only 1 Billion per day

YouTube: Why Video

“If you build it they will come”

We don’t have enough (time, money, energy, skill)

We just need one “viral” video and everything will be great!

Myths

The Basics

What are you hoping to accomplish with social media?

Need Sound Fundamentals FIRST◦ Capture emails◦ Donate button◦ Simple donation process (Where is the checkout?)◦ The Funnel◦ Web Design Questionnaire

The Basics

• Where to Start?– Facebook, Twitter, YouTube (The big 3)

• Who should be the “voice”?– Individual or Org– Staff interest– Maybe not “part” of the tech team

• Just Start!- Test, learn, test, learn, test

The Basics

Incorporate into your current marketing◦ Website, Newsletter, Flyers, email signature◦ Need to ask for it – followers, fans, emails

Get Followers, Friends, Subscribers◦ Start small and see what works◦ Targeted vs. Mass Marketing◦ Examples

Basics

Devote set amount of time each day

Update Content◦ Keeping it fresh◦ Engage regularly (reason to visit / donate)

Don’t expect immediate results◦ In it for the long haul

Basics

What to Say&

How to Say It

Why people are “turned-off” by Social Media

“Hey Everyone! Look at Me!”◦ Be Social and Helpful First

“Lets get back to ME!”◦ Self-Promotion 10% of the time, not the opposite

Offer advice, lessons learned and relevant educational tools/tips

Conversations must be real◦This guy walks into a party…..◦But how personal should you get?

Promote Yourself AND Others◦Pay it forward◦Educate

Correct Misinformation

Tell your Story◦Compelling stories◦What makes your story different?

What to Say & How to Say It

• What is happening in your org?– Upcoming events, awards, success stories– Set backs and challenges

• Search Tools– http://search.twitter.com– Join the conversations

• Google Alerts– My favorite tool of all

Where to Get Content

Online Video

More affordable and easier than ever◦Flipcam / Youtube

Create personal connection / Emotion >> Action

Great way to tell your “Story”

Reaches larger audiences

You Tube - #2 Search Engine

Online Video

What is the story/message you want to tell What do you want to say? What is the objective/goals Why should it be told Who wants to hear about it (audience) What makes it unique

How will you use the video? How will you distribute the video? What tools will you need? What is your “Ask”

Strategy & Planning

What themes does your audience care about right now?

What story are you telling?

What can video accomplish that text and images cannot?

How will video compliment your other creative materials?

The Message & Style

Its all about the story◦ Individual Stories are more effective (see

graph)

Video can do this easier than other mediums

Reaching ◦ Prospective donors, Volunteers. Constituents

Emotional connection

Dan Ariely – Money v. Need

KISS(keep it simple stupid)

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 (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 Flip Video – www.flipvideospotlight.com

Create a simple process document on what to do with a new video, event, news item etc.

See Example

Process Docs

Tools / Resources

• Don’t get overwhelmed– Pick a few and try them, there is no “Easy” button

• Facebook– Facebook.com/nonprofits– Fan Page

• Twitter– This one can get overwhelming– Start simple, evaluate.. Then add tools if working

Tools / Resources

Flipcam or handheld camera◦ www.flipvideospotlight.com◦ Kodak Zi8

YouTube◦ Youtube.com/nonprofits◦ Premium features for free

Tools / Resources

Tools / Resources

Tubemogul◦ Free Syndication

Immediate updates sent to: Youtube, Vimeo and 20 other video sites Facebook Post Twitter Post

◦ Free Analytics

Google Analytics

ROI(Return on

Investment)

Investment

Social Media Consultant

Equipment & Software

Video Production Company

Staff time devoted to maintaining

Not going to be immediate..takes time

Hard ROI ◦Quantitative – can be counted/measured◦Web traffic, followers, etc.

Soft ROI◦Qualitative – opinions, feelings.. Harder to

measure◦Connection, education, etc.

ROI

Some idea to start with:

Website traffic Increase in Fans, Followers, Subscriber,

Views Increase in Mentions

◦RT’s, @ mentions, wall posts, etc. Increase in backlinks, # of supporters,

email list, $ raised, volunteers, etc. Survey your supporters

◦How did they find you, communication pref

ROI

Analytics / View count / Time on Page

Call to Action next to video◦ Donate, volunteer, email signup

Audience Emotional Connection to content

Reinforcement of mission

Video ROI

Examples

TAPE Interview with Rep. Maldonado◦ YouTube, blog, twitter, newsletter, etc.◦ Reason to go to site

You can get these anywhere, anytime – just need a flipcam

http://www.tape.org/representative-diana-maldonaddo-speaks-about-education-partnerships

On the Scene Videos

Explore Austin

GISD Education Foundation Video

KIPP: Austin Public Schools

TAPE

Examples

Case Study

Explore Austin

Landing page #4 most visited for Dec

Much higher “avg. time on page”

Video link most popular click-through by far

Click-through % higher in 2010 for the final Year End

37% click-through from landing page to donation form

Explore Austin

Action Plan

Start where you are – pick one or two and go

Experiment / Fail / Measure

Make it a part of what you do

Handout

Action Plan

Our Services

Product - Online Video / Promo Video

Online Webinars◦ Online Video 101◦ Capturing Great Footage◦ FAQ Webinar◦ What to do with the Completed Video

Create Promo Video from Your Footage

TAPE

Q & A

OneStoryProductions.com Aaron Weissaaron@onestoryproductions.com

NonprofitRD.comRichard DietzRichard@nonprofitrd.com