Using Video 101 Guide

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

2. What Well 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 capacityfor storytelling Is the most empathetic non-live medium out there Brings people to places and events that theyotherwise cant 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 viewsand more on the quality of views http://blog.cleveland.com Are you reaching your target audience? Are they responding to your call to action? 6. Expectations Video can get a bad rap for being expensive Cant think about it at the last second, otherwise itwill be expensive Understand the process of making a quality videoand plan accordingly 7. Things to Remember Bad video can work Bad audio NEVER works Be wary of showing a rough cut too early in theprocess Never promise anyone or anything will make thefinal cut 8. Glossary of Terms DTC (direct to camera) Speakers head and shoulders are filmed whilethey are looking directly at the camera. Theintent is to provide a sense of an eye to eyeconnection with the viewer. B-Roll Footage used to cover up holes in a shot. Byusing B-roll, the editor has the option to cut awayfrom a boring shot to something relevant andperhaps more interesting. 9. Glossary of Terms SD (Standard Definition) Has an acceptable amount of visual detail andrichness. Usually the preference if you are notediting using higher end equipment. HD (High Definition) Has a greater amount of visual detail andrichness. Requires large & fast storage (harddrives), large amounts of memory (RAM), and afast 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 1. Resources 2. Strategy & Message 3. Tools 4. Pre-production 5. Production 6. Post-production 7. 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 Whats the goal of thevideo? List building Event sign-up Donation How can you integratethe video into othersocial media channels? 14. 2. Strategy & Message Weave together your organizational andcommunity narrative to generate momentum onyour 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 yoursubject 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 projecthttp://www.corel.com Experiment and compare with other orgs 24. 7. Track & Engage Monitor the number of viewsand track the progress See what works for youraudience Listen to feedback, readcomments, and watch videoresponses Keep the conversation goingwith 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 supportersacross the country Captured the intensity and emotion of thecampaign 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 InfoNew Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing