1.SOCIAL MEDIA BOOT CAMP How to plan your video campaign

2. About Michael Hoffman Former senior nonprofit fundraiser and political consultant Online marketing and communications specialist Founded See3 Communications to merge video and the web for nonprofits and causes 3. See3 Communications video web design + developmentonline engagement 4. Todays webinar So youre running a campaign.How can you use video to help you reach your goals? Some of you may be participating in Home for Good L.A.s 100 Day Campaign but even if you arent, your organization operates on a campaign cycle to fundraise, recruit, and built for events. 5. Your work has a life cycle: Awareness & IdentificationStewardshipEngagementSolicitationAcknowledge 6. Awareness of the issue. A video that shows why donors should double downA video that asks for moneyAwareness & IdentificationStewardshipA video that shows where the money went and how your donation helpedEngagementSolicitationAcknowledgeA video that thanks6 7. WhyVideo MATTERS 8. Video is king Half of all internet content is videoYouTube is now 2nd biggest search engine 1 billion unique users compared to Bing at 269 millionIncreasingly, video is watched anytime and anywhere on mobile phonesWhos watching video online? Everyone. Everywhere. All the time. 9. Bottom line: Video is a tool you cant afford to ignore. 9 10. What makes a video shareable: Positive peer pressure Everybodys doing it! Appeal to the heart, not the head You can make a difference Make viewer the hero, and move them to action 11. Lets discuss Have you done video as part of a campaign before? What have you seen that you liked?12 12. So, its time to write your video campaign plan.13 13. Pre-production Before you pick up a camera: What are your goals? Who is your audience? Whats your budget? What tools and skills are you working with? 14 14. 4 tips for integrating video into your communications or campaign:15 15. Tip #1 PULL BACK THE CURTAIN16 16. Make some introductions: Your founding story Your staff Your beneficiaries Your donors and supporters17 17. The power of the founding story:18 18. Illustrate your impactCystic Fibrosis Foundation http://youtu.be/EsCfijn-z1E19 19. Or, follow one of your volunteers!DC Central Kitchen http://youtu.be/zzzy4BPi8uE 20 20. Put it into action: Idea: Record a fundraising appeal from your executive director during your next campaign.Q: What ideas do you have for pulling back the curtain at your org? 21 21. Tip #2 GOOD THINGS COME IN SMALL PACKAGES 22 22. Why short-form video Time Money Fun!23 23. Leading Vine Producer Khoa Pan (hes been to Tribeca Film Festival for his work!) spends just 45 minutes to an hour on videos like this:http://bit.ly/1lnCWre 24 24. And, your supporters can get in on the action, too:25 25. Put it into action: At your next public event or walk, ask supporters to record Instagram videos asking friends to join your work, using a hashtag.Q: Have you experimented with curating short form video? What worked and what didnt?26 26. Tip #3CURATE27 27. The art of recycling(Thanks Beth!) 28 28. Buddy up!Is your coalition sharing digital resources, 29 29. Documentary30 30. Put it into action: Create a weekly Did you see? video series that shares a video focused on homelessnessExample: InvisiblePeople.tv. What are other good31 31. Tip #4 FRAMING YOUR VIDEO HERE 32 32. The lesson of Upworthy:33 33. No slacking!1. Frame EVERYTHING 2. Write 25 headlines. Seriously 34 34. Put it into action: Make sure every video on your YouTube page (if you have one already), or every video you produce in the future, is accompanied by engaging, effective copy.After all, you have to compete with Maru: 35 35. How to get your video out there 36. Channels you own: Your website, YouTube, and social media channels are YOURS. You can do whatever you want with them get creative! Leverage your existing email and social media audience with video alerts and stories of us 37. Turn your supporters into cheerleaders.One of the best ways to empower your biggest fans to be the hero is to ask them to share your amazing work. And its a low-bar ask, ESPECIALLY when you make it easy to share providing compelling language, using optimized buttons, and paying attention to your metadata. 38 38. Paid online ads: Explore simple, easy to use tools for paid video advertising: Scalable and cost-effective Sophisticated targeting Turn-key video views AdWords for Video 39. Are you on YouTube Nonprofit?https://www.youtube.com/nonprofits 40 40. Earned media Dont forget to reach out to people who will want to see and share your videos: bloggers, social media influencers, partner orgs, and press. 41. Well did it have any impact? 42. Monitoring and Evaluation How to listen online Follow conversations (comments on YouTube, hashtags, views and shares) and dont forget to engage back. 43. Tools Topsy (http://topsy.com/) Hootsuite (http://hootsuite.com/) Tweetdeck (https://tweetdeck.twitter.com/) Klout (http://klout.com/home) Sprout Social (http://sproutsocial.com/) and what Whats worked for you, 44. Thanks! Any questions?For more, email info@see3.com