using video 101 guide
DESCRIPTION
TRANSCRIPT
(Thanks to Quentin Kruger for some of this great content)
Using Video Strategically
What We’ll Cover
• Why Use Video• Expectations• Things to Remember• Glossary of Terms• Step-By-Step Guide• Examples
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
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)
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
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
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
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.
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.
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.
Getting Started
1. Resources2. Strategy & Message3. Tools4. Pre-production5. Production6. Post-production7. Track & Engage
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)
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?
2. Strategy & Message
• Weave together your organizational and community narrative to generate momentum on your issue
• Know your audience and what moves them
List Building Example
Event Signup Example
Donation Example
3. Tools: Cameras
• Webcam ($40-$130)
• Flip video camcorder ($150-$230) www.theflip.com
• Camcorder ($300-$1,400)
• Professional camcorder ($1,000-$4,000+)
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)
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)
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
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
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
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
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
Example: Lost by 1 Vote
http://www.youtube.com/v/Gq8QDZydqvI
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
Example: Signs of Hope & Change
http://www.youtube.com/v/EcRA2AZsR2Q
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)
Example: Fidelity
http://www.youtube.com/v/b-awVQkTeVE
Contact Info
New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing