(Thanks to Quentin Kruger for some of this great content)

Using Video Strategically

What We’ll Cover

• Why Use Video• Expectations• Things to Remember• Glossary of Terms• Step-By-Step Guide• Examples

Why Use Video

• Has emotional bandwidth and immense capacity for storytelling

• Is the most empathetic non-live medium out there

• Brings people to places and events that they otherwise can’t get to

How To Use Video

• List building• Education / Training• Telling a story• Candidate Bios• Capture energy and excitement at events• Introduction to your organization• Document egregious acts by opposition groups• Feedback from supporters (video responses)

Expectations

• Going viral is like becoming famous, no one has control over it

• Focus less on the number of views and more on the quality of views– Are you reaching your target

audience?– Are they responding to your call

to action?

http://blog.cleveland.com

Expectations

• Video can get a bad rap for being expensive

• Can’t think about it at the last second, otherwise it will be expensive

• Understand the process of making a quality video and plan accordingly

Things to Remember

• Bad video can work

• Bad audio NEVER works

• Be wary of showing a rough cut too early in the process

• Never promise anyone or anything will make the final cut

Glossary of Terms

• DTC (direct to camera)– Speaker’s head and shoulders are filmed while

they are looking directly at the camera. The intent is to provide a sense of an eye to eye connection with the viewer.

• B-Roll– Footage used to “cover up” holes in a shot. By

using B-roll, the editor has the option to cut away from a boring shot to something relevant and perhaps more interesting.

Glossary of Terms

• SD (Standard Definition)– Has an acceptable amount of visual detail and

richness. Usually the preference if you are not editing using higher end equipment.

• HD (High Definition)– Has a greater amount of visual detail and

richness. Requires large & fast storage (hard drives), large amounts of memory (RAM), and a fast processor.

Glossary of Terms

• Compression/Encoding– Process that allows you to take a larger, higher

quality video file and reduce it in size to a smaller file that can be easily transmitted across the Internet.

Getting Started

1. Resources2. Strategy & Message3. Tools4. Pre-production5. Production6. Post-production7. Track & Engage

1. Resources

• What internal resources do you already have (staff, equipment, software)?

• Who will take the lead?

• Be specific about your goals when hiring

• Build video into your overall operation and fund it from the beginning (your Return on Investment will be greater)

2. Strategy & Message

• What’s the goal of the video?– List building– Event sign-up– Donation

• How can you integrate the video into other social media channels?

2. Strategy & Message

• Weave together your organizational and community narrative to generate momentum on your issue

• Know your audience and what moves them

List Building Example

Event Signup Example

Donation Example

3. Tools: Cameras

• Webcam ($40-$130)

• Flip video camcorder ($150-$230) www.theflip.com

• Camcorder ($300-$1,400)

• Professional camcorder ($1,000-$4,000+)

3. Tools: Software

• Low End ($100 or less)– Apple iMovie (free with new Macs)– Windows Movie Maker (free with XP & Vista)

• Mid Range ($200-$600)– Adobe Premiere Elements (PC)– Sony Vegas Movie Studio (PC)– Pinnacle Studio (PC)– Cyberlink Power Director (PC)

• High End ($800+)– Apple Final Cut Express (Mac)– Sony Vegas Pro (PC)

3. Tools: Video Hosting

• YouTube (free; special nonprofit program)www.youtube.com/nonprofits

• Vimeo (Basic package is free; Plus package is $60)

• Tubemogul (free)- Post videos to multiple hosting sites and view the analytics in one place

• Brightcove (free 30 day trial; contact the sales team for a quote)

4. Pre-production

• Planning is very important

• Create a storyboard that includes the supporter call to action (before you shoot/edit)

• Make sure the script/idea has been vetted

• Start small with a welcome video or an internal video http://digitalcommons.psu.edu

5. Production

• Take the time to put your subject in the best light

• Follow the storyboard

• Make sure the audio is clear

• Shoot different takes

• Shoot B-roll

6. Post-production

• Editing can vary from hours to days to months depending on the scope of the project

• Length of the final video will vary

• Make sure the final cut meets the goals of the project

• Experiment and compare with other orgs

http://www.corel.com

7. Track & Engage

• Monitor the number of views and track the progress

• See what works for your audience

• Listen to feedback, read comments, and watch video responses

• Keep the conversation going with updates and action items

Example: Lost by 1 Vote

• Created by MoveOn.org

• Expensive production cost

• Generated a lot of buzz in the run up to Nov. 4th

• Increased size of email list

Example: Lost by 1 Vote

http://www.youtube.com/v/Gq8QDZydqvI

Example: Signs of Hope & Change

• Created by Obama ‘08

• Features footage and photos from supporters across the country

• Captured the intensity and emotion of the campaign

Example: Signs of Hope & Change

http://www.youtube.com/v/EcRA2AZsR2Q

Example: Fidelity

• Created by Courage Campaign

• Inexpensive production cost

• Photos of supporters holding similar sign (built a campaign asking for photos)

• Set to music of Regina Spektor (used with her permission)

Example: Fidelity

http://www.youtube.com/v/b-awVQkTeVE

Contact Info

New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing