How can UNICEF tell its story in a compelling and meaningful way? How can we begin to involve our supporters more in our work and how can we use the internet as a platform for rich storytelling and donor engagement? Come to this session to find out how to use online video in an effective way and get top tips on how to develop and support video content that will engage new and current UNICEF supporters. More resources at http://www.see3.net/event/unicef

1. Online Video
and Engaging Storytelling
Prepared for UNICEF
Presented by Michael Hoffman, CEO, See3
www.see3.net | michael@see3.net | @Michael_hoffman

2. Today’s Plan
• About See3
• Why Video Matters
• Storytelling Using Video
• Key Video Examples
• Distribution
• KPIs
• 5 Takeaways for UNICEF
www.see3.net | michael@see3.net | 773-784-7333

3. See3 Communications
• Interactive communications agency for
nonprofits and causes specializing in video, web,
and outreach
• Results-driven online strategies
• Believe in technology and media to help
organizations reach their goals
www.see3.net | michael@see3.net | 773-784-7333

4. Visit: www.YouTube.com/NonprofitVideoAwards
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5. www.see3.net | michael@see3.net | 773-784-7333

6. October 9, 2006:
Google Buys YouTube
www.see3.net | michael@see3.net | 773-784-7333

7. YouTube: Why Video Matters
Users (M) % Users
Age All 57.1 –
In 1 Minute
20 hours of video are
<18 11.0 19% uploaded to YouTube
18-34 11.1 19%
#4 Biggest Site in the World
35-44 12.3 22%
Bigger than MySpace and
45-54 11.9 21% Wikipedia
Source: Alexa
55+ 10.9 19%
58 Minutes
Gender Male 29.8 52%
Average time spent on
Female 27.3 48% YouTube
Source: Nielsen//NetRatings (October 2007) - US audience.
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8. Your Audience is Watching
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9. Search
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10. The Tools are
Improving
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11. The Nonprofit Program
• Organizations must be nonprofits based in
US, UK, Canada, or Australia
• Increased branding capabilities
• HTML channel banner
• Branded side column image
• Ability to add Call to Action overlay and
externally linkable annotations
• More info: http://www.youtube.com/nonprofits
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12. YouTube Channel
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13. Your Website is Your Channel
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14. www.see3.net | michael@see3.net | 773-784-7333

15. www.see3.net | michael@see3.net | 773-784-7333

16. Viral to Who?
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17. Viral to Who?
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18. Think Strategically
• Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals and messages
www.see3.net | michael@see3.net | 773-784-7333

19. Laws of Social Storytelling
• Be prepared to tell 3 types of stories:
• The story of self (org)
• The story of us (community)
• The story of now (change the world)
“A story communicates fear, hope, and anxiety, and because we
can feel it, we get the moral not just as a concept, but as a
teaching of our hearts. That’s the power of story.”
- Marshall Ganz
www.see3.net | michael@see3.net | 773-784-7333

20. Storytelling Tips*
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
www.see3.net | michael@see3.net | 773-784-7333

21. Storytelling Tips
Be genuine - Viewers want to connect with the
work that your organization is doing. Focus on
content that is compelling rather than what’s
“cool”.
Keep It Fluid -Beginning-Middle-End: Catch the
audience at the beginning and explain what is
happening, build emotion in the middle, and
come to some sort of resolution at the end.
www.see3.net | michael@see3.net | 773-784-7333

22. Storytelling Tips
Keep It Moving
• Audio: Video shows the story but don’t forget the
importance of audio. Audio adds emotion.
Keep It Interesting
• Wide shot - establishes the scene
• Medium shot - gives more intimacy
• Close-up - for emotion and direct connection
• Extreme close-up - very intimate, emotional
effect
www.see3.net | michael@see3.net | 773-784-7333

23. Storytelling With Video
• Above all, tell a story
• Show it visually
• Give your viewers the right web tools (portability)
• Sound is critical
• Prepare a script and get feedback
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24. Broadcast Events
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25. Broadcast Live Events
• Stream important news or organizational events
live using Ustream or Livestream
• Reach and connect with larger audience online
• Use live streaming to hook into top news stories
• Stream and archive trainings
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26. Staff Produced
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27. Staff Produced
• Behind the scenes looks at the office or on the
ground
• Use computer cameras or Flip Video to staff
members, interns, volunteers
• Conduct video interviews via Skype (i.e.
bloggingheads.tv)
• Good for immediate updates from the field
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28. Documentary
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29. Documentary
• Strong way to show organization’s work and
impact
• Focus on the individual stories of real people
• Create a media library to pull from
• Reuse and repurpose for different mediums (live
events, DVDs, meetings, website)
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30. Public Service Announcement
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31. Public Service Announcement
• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online –
raise funds to get it aired on TV
www.see3.net | michael@see3.net | 773-784-7333

32. Animation / Typography
Watch Video
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33. Animation / Typography
• Very popular style (use with caution)
• Great example is Girl Effect – success is in
framing the problem in simple terms
• Distill the story through words and music
• Method to bring important to speeches to life
www.see3.net | michael@see3.net | 773-784-7333

34. Personalized Video
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35. Personalized Video
• Novelty and personalization increases
probability viewer will pass along
• Best for awareness building (broad audience) or
peer-to-peer fundraising (niche audience)
• Creates interactive opportunity – sharing or
donating
• ClipCall takes it to the next level with phone
integration
www.see3.net | michael@see3.net | 773-784-7333

36. You Made The Video
Now What? - Distribution
• Bring people to your video
• Website
• Email
• PR (earned media)
• Bring your video to people
• YouTube and TubeMogul
• Social Networks (Facebook, Twitter, etc.)
• Blogger Outreach
www.see3.net | michael@see3.net | 773-784-7333

37. KPIs – How Do We Measure?
• Marketing 101 – What are you trying to achieve?
• Setting goals at the start
• Experimentation and capacity building is also
a goal
• Be realistic
• Unless you have puppies or kittens you aren’t getting
1 million views
• One video will not have a transformative impact on
your fundraising
www.see3.net | michael@see3.net | 773-784-7333

38. KPIs – How Do We measure?
Views
• Compared to previous efforts
• Compared to other web traffic
• As a percentage of actions (conversion rate)
• Demographics – Are they who we want?
• Viral vs. outreach efforts
Referrals - Who is sharing? Impact of Search
Actions
• Conversion totals, compared to other content
www.see3.net | michael@see3.net | 773-784-7333

39. 5 Takeaways for UNICEF
• Watch and emulate
• Harness UNICEF’s resources
• Integrate video into your content
• Find the passionate people and let them loose
• Commit to doing more video this year than last
www.see3.net | michael@see3.net | 773-784-7333

40. Discussion
Michael Hoffman
• Email: michael@see3.net
• Twitter: @Michael_Hoffman
• Phone: +1 773-784-7333
The slidedeck and links will be available after
this session at www.see3.net/event/unicef
www.see3.net | michael@see3.net | 773-784-7333

41. Photo Credits
• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons
www.see3.net | michael@see3.net | 773-784-7333