Social Media Suite

The Nonprofit Center at La Salle University

May 07, 2015

Presented by: Michael SchweisheimerMichael@pwpvideo.com@pwpvideoCopyright 2015

Interactive Presentation

Please Ask Questions

Not Social Media 101

A Few Words About Strategy

A Few Words About Strategy

• Please have one

A Few Words About Strategy

• Please have one

• Strategic Plan

• Marketing Plan

• Social Media Plan – will include YouTube

Online Video Strengths

•Great for SEO

• Makes Webpages Sticky

• More Than Just Likes and Subscriptions

Online Video Strengths

• Creates Engagement

• Educates

• It Can Drive Action

Online Video Today

http://www.adweek.com/news/technology/study-young-people-watch-more-22-hours-online-video-week-163757

Online Video Today

Online Video Today

When is Video Social?

• Short Run Times

• Singular Messages

• Shared by the Audience

Content Curation

• You Can Share Other’s Work

• Like Videos as your Channel

• Subscribe to other Channels

• Share Other’s Videos on Social Media

What Should We Say?

• What are You Trying to Communicate?

• What Problem are You Trying to Solve?

• Who is Your Audience?

• What Stories and Visuals do we have?

What Should We Say?

• Have a Culture of Storytelling

•Photos and Graphics can be Useful too

• Don’t Forget to Shoot

• You can Shoot Once and Cut Over Time

Content is King

• Informational:

Works Well to Promote Events, Programs, or Organizations in General

• Storytelling:

Works Well for Fundraising, Advocacy, and Brand Awareness

Informational Videos

• Capture Behind-the-Scenes Glimpses of Your Organization and Staff

• Use Text and Statistics in a Creative Way to Engage and Educate - Infographics

• Create How-To Videos Related to Your Cause

• Document a Program or Event for Future Promotion

Story Driven Videos

• Increases Audience Engagement

• Bring Client Needs, Successes and Gratitude to Donors With Video

• According to Decision Research, Studies have Shown That Donors Respond More to Videos About One Person in Particular Instead of Two or More

Story Driven Videos

• Fund/Friend Raising A Story of an Individual Who Has Been Directly Impacted by a Program

• Brand AwarenessA Story About a Volunteer's Experience

• Community AdvocacyA Story About a Citizen to Inspire Action

To DIY, or not to DIY?

• Do You Have the Staff?

To DIY, or not to DIY?

• Do You Have the Staff?• By Staff I don’t Mean Interns

To DIY, or not to DIY?

• Do You Have the Staff?• By Staff I don’t Mean Interns

• Skill and Interest

• Time

• Can you Combine Forces

To DIY, or not to DIY?

• Beginner – No Training

–Video Blogs–Video Diaries–Anything Via Webcam, Smartphone

To DIY, or not to DIY?

• Intermediate - Some Training and Practice

Recommended - or Hire a Pro

–Testimonials–Event Coverage–Speakers

To DIY, or not to DIY?

• Advanced- Hire Pro

–Formal Interviews –Fundraising Videos–PSAs

Gear

• www.bhphotovideo.com

• Simple Camera

• Simple Audio

• TRIPOD

• Premiere Elements for Editing

Shooting Tips

• Use Headphones

• Don’t Forget to Use Your Tripod

• If You are not on a Tripod, Shoot Wide

• Get Coverage – Wide, Medium, and Close

Shooting Tips

• Leave Some Headroom

• Look Room/Leading

• Mind Your Background

• Beware of Backlight

• Choose Direct to Lens vs. Off Camera

Shooting Tips

• Shoot Lots of B-Roll

• Hold B-Roll Shots Steady for 10-20 Seconds

• Try Variations like Zooms or Pans

• Move Your Camera for Different Angles

• Film B-Roll of People You Have Spoken To

YouTube for Nonprofits

• www.youtube.com/nonprofits

• Requires Acceptance in Google for Nonprofits

• www.google.com/nonprofits

YouTube for Nonprofits

• Call to Action Overlays

• Free Annotations with External Links

• Live Streaming

• Donate Button Enabled

Distribution

• Name Your Video File

• Words Help – Title, Description, and Tags

• Closed Captions and Annotations

• Ask for Likes and Shares

• Embed Your video

Distribution

• Facebook: Auto Play Changes Everything

• Twitter: Link to Your YouTube Video

• Vimeo: Great for Embedding

Contact InformationMichael SchweisheimerMichael@pwpvideo.comwww.pwpvideo.com215.848.0594facebook.com/pwpvideo@pwpvideo