Using Video Strategically

1. Using Video Strategically (Thanks to Quentin Kruger for some of this great content)

2. What We’ll Cover • Why Use Video • Expectations • Things to Remember • Glossary of Terms • Step-By-Step Guide • Examples

3. 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

4. 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)

5. 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

6. 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

7. 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

8. 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.

9. 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.

10. 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.

11. Getting Started • Resources • Strategy & Message • Tools • Pre-production • Production • Post-production • Track & Engage

12. 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)

13. 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?

14. 2. Strategy & Message • Weave together your organizational and community narrative to generate momentum on your issue • Know your audience and what moves them

15. List Building Example

16. Event Signup Example

17. Donation Example

18. 3. Tools: Cameras • Webcam ($40-$130) • Flip video camcorder ($150-$230) www.theflip.com • Camcorder ($300-$1,400) • Professional camcorder ($1,000-$4,000+)

19. 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)

20. 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)

21. 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

22. 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

23. 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

24. 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

25. 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

26. Example: Lost by 1 Vote http://www.youtube.com/v/Gq8QDZydqvI

27. 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

28. Example: Signs of Hope & Change http://www.youtube.com/v/EcRA2AZsR2Q

29. 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)

30. Example: Fidelity http://www.youtube.com/v/b-awVQkTeVE

31. Contact Info New Organizing Institute (202) 558-5585 info@neworganizing.com www.neworganizing.com www.twitter.com/neworganizing