YouTube on a Shoestring
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On a Shoestring The Nonprofit Center at La Salle University May 09, 2014 Presented by: Michael Schweisheimer [email protected] @pwpvideo Copyright 2014
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Nonprofits have been utilizing video as a communication tool for decades to tell visual stories. With the explosion of social media and advances in technology, organizations today are strengthening their online content strategies, and video seems to be everywhere. But just because you can post something instantly on YouTube, Twitter or other sites, doesn’t mean you should. Best practices and providing a quality product are even more important as your audience grows. This class will show you what can be done to present your organization in 90 seconds or less as a way to increase: •Fundraising/Friend-Raising •Event Attendance •Brand Awareness In keeping with the “shoestring” theme, you will learn about do-it-yourself approaches that will clarify what you can tackle on your own and what belongs in the hands of professionals.
Transcript of YouTube on a Shoestring
On a Shoestring
The Nonprofit Center at La Salle University
May 09, 2014
Presented by: Michael [email protected]@pwpvideoCopyright 2014
Interactive Presentation
Please Ask Questions
Not Social Media 101
Evolution of Online Video
• Inexpensive Video Equipment
Evolution of Online Video
• Broadband Internet
Evolution of Online Video
• Social Media
Evolution of Online Video
• Smartphones and Mobile Internet
Online Video Today
• This March Each Viewer Averaged 17.78 Hours
Online Video Tomorrow
Online Video Tomorrow
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
When is Video Social?
• Short Run Times
• Singular Messages
• Shared by the Audience
Online Video Strengths
• More Than Just Likes and Subscriptions
• Creates Engagement
• Educates
• It Can Drive Action
YouTube for Nonprofits
• www.youtube.com/nonprofits
• Requires Acceptance in Google for Nonprofits
YouTube for Nonprofits
• Call to Action Overlays
• Free Annotations with External Links
• Live Streaming
• Donate Button Enabled
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
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 Too
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
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: Link to Your YouTube Video
• Twitter: Link to Your YouTube Video
• Vimeo: Great for Embedding
Contact InformationMichael SchweisheimerMichael@pwpvideo.comwww.pwpvideo.com215.848.0594facebook.com/pwpvideo@pwpvideo
