1. Storymakers Super-Short Video: Vine, Instagram, and More! August 27, 2014

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3. This seminar will be available on the TechSoup website along with past webinar presentations: www.techsoup.org/community/events- webinars You will receive a link to this presentation, recording, and links. Twitter hashtag: #techsoup or #storymakers2014 You are being recorded…

4. Storymakers Super-Short Video: Vine, Instagram, and More! With Aaron Bramley, Lights.Camera.Help. And Melissa Thompson, Greenpeace USA August 27, 2014

5. Presenters Becky Wiegand Webinar Program Manager TechSoup Assisting with chat and Storymakers questions: Ale Bezdikian, TechSoup Aaron Bramley Founder Lights.Camera.Help. Melissa Thompson Sr. Video Producer Greenpeace USA

6. Introduction to TechSoup & Storymakers Participant Polls – Budget, staff, and platform for video Teeny, Tiny Video – Great Big Impact What Works Well How Greenpeace Uses Super-Short Videos Q&A Today’s Agenda:

7. TechSoup is a 501(c)(3) nonprofit with a clear focus: connecting fellow nonprofits, charities, public libraries, and foundations with tech products and services, plus learning resources to make informed decisions about technology. Who Is TechSoup?

8. Since 1987, TechSoup donation programs have served more than 210,000 charitable organizations. We’ve distributed more than 11 million software and hardware donations and enabled recipients to save more than US$3.75 billion in IT expenses in 60+ countries around the world. We reach more than 400,000 nonprofit, library, and philanthropy subscribers in the United States with our newsletters each year.

9. Education + Community www.techsoup.org/storymakers

10. Storymakers 2014 www.techsoup.org/storymakers 2012 TSDigs Photo Winner, Fitness for Africa

11. $13,000 Cash Prizes

12. Have you created super-short form video before? -Yes, personally -Yes, for my organization -No, never Participant Poll

13. What platforms do you use to share video with your audience? – YouTube – Vimeo – Facebook – Vine – Instagram – Blip.tv – Flickr – Mixbit – Self-hosted/website – Other Participant Poll

14. How much of your org’s annual budget is dedicated to creating video at your organization? – Zero – $1,000 or less – $5,000 – $10,000 – $25K – $50K – $100K+ Participant Poll

15. Who produces videos at your organization? – Communications team – Marketing team – Video team – Social media team – External contractors – Volunteers – No one! Participant Poll

16. Teeny Tiny Video Great Big Impact Can super-short video save the day?

17. Welcome ●Well hello there! o Aaron Bramley o @AaronMSB o facebook.com/aaronmsb o linkedin.com/in/aaronbramley o aaron@lightscamerahelp.org

18. What Are the Apps? ●Vine ●Instagram ●Mixbit

19. Vine 16 months old A Twitter Production 6 Seconds of Video Touch the screen to record Great for stop motion Works well in collections

20. Instagram ●Photo-sharing App (Added Video Last June) ●Up to 15 Seconds ●Editable ●Owned by Facebook ●150M Active Users (1.2B “Likes” per Day) ●User Accounts Can Be Private

21. Mixbit ●Launched publicly in August 2013 ●From the creators of YouTube ●Videos up to an hour ●Clips max of 16 seconds ●Virtually no cause content ●Lots of functionality

22. Mixbit

23. How are Nonprofits Using Super-Short Video? ●Thank You Videos ●Fundraising Videos ●Mission Execution

24. Thank You Videos Super easy to use short video to thank donors and advocates ●The Thank You StampThe Thank You Stamp ●Diabetes UK - Fundraising Thank You *Diabetes UK - Fundraising Thank You ●Another UK CharityAnother UK Charity

25. Fundraising Videos ●BCEFA (instagram)BCEFA ●Wide Angle Youth Media (Vine)Wide Angle Youth Media ●Testicular Cancer Society (Vine) *Testicular Cancer Society ●Practical Action (Vine)Practical Action

26. Mission Execution ●ASH - What Happens Every 6 SecondsASH - What Happens Every 6 Seconds ●Dave Thomas Foundation - #NationalAdoptionMonthDave Thomas Foundation - #NationalAdoptionMonth ●UNOS - This Breath Made Possible *UNOS - This Breath Made Possible ●BFAS - A Friend Like TunaBFAS - A Friend Like Tuna

27. What Types of Videos Work Best? ●Stop Motion ●Before & After ●Linear Storytelling

28. Stop Motion #teenytiny#teenytiny * @meagancignoli 1 2 3123 @pinot 1 2 3123 etc. 1 2 3 41234 NTC Video from See3

29. Before and After Zach King is pretty much all you need to see with Before and After. It’s Magic!It’s Magic! * How can we use this in a social cause context?

30. The Super-Short Story ●Consider the 6-word story

31. The Super-Short Story For sale: baby shoes, never worn. - Ernest Hemingway...maybe

32. The Super-Short Story

33. ●Consider the 6-word story ●Missing - 5 Second FilmsMissing - 5 Second Films ●Charity WaterCharity Water ●Reporting on EventsReporting on Events ●Down with NetsDown with Nets ●Greenpeace*Greenpeace

34. How Do We Do It? What Works in Production?

35. Stop Motion ●Plan Your Shoot (do the math) ●Do a Few Test-Shots ●Lock Down Your Camera (phone) ●Shoot Stills & Convert (instagram-only) ●Consistent Lighting?

36. Before and After ●It’s all in the cut ●Tripod helps - need to continue the exact shot ●Similar to stop motion ●Best to do with a partner ●Distract with sound ●Practice!

37. The Super-Short Story ●What’s your goal? ●Define your “plot.” ●Who is your character? ●Craft your accompanying message. ●K.I.S.S.

38. How Do People See It? ●YouTube Compilations ●Hashtags ●Building a Network of Followers

39. YouTube Compilations ●Works great for Vine Videos on theme ●Works great to collect #hashtag videos and share ●Allows you to curate and moderate #hashtag ●Better for embedding ●Eg. Six Second ScienceSix Second Science

40. Hashtags ●Let your community make videos for you ●Connect to specific communities ●Track conversations across social media ●App-specific ●Nobody “owns” a hashtag (ex. #teenytiny)

41. Building a Network of Followers ●Like all other social media o Quid pro quo o Be a human being o Ask for shares o Consistent, quality content ●Use your other channels ●Experimentation is rewarded

42. Melissa Thompson Senior Video Producer Greenpeace

43. Great Background Reading “How a Bunch of Commies Are Forcing the Fortune 500 to Stop Destroying Rain Forests, Killing Too Many Fish, and Burning Coal and Oil” - http://www.businessinsider.com/greenpeace-fortune-500-deforestation- global-warming-2014-6?page=4 http://www.businessinsider.com/greenpeace-fortune-500-deforestation- global-warming-2014-6?page=4

44. What’s New for Us Length - For so long we have focused on midlength (1-3 min) web videos. While we’re still making these, eyeball competition is stiff and we’re also focusing on other length output:web videos –Minifilms – examples: GMI Vine Challenge and #BlockShellGMI Vine ChallengeBlockShell –Longer form docs (Postcards from Climate Change)Postcards from Climate Change –Transmedia projects (PNG ecoforestry)PNG ecoforestry

45. What’s New for Us We are finding that while super short content is great because it allows us to use us across so many more platforms, there is also more evidence to suggest that people will watch longer work if it has a great story and is engaging.

46. What’s New for Us SMS opportunities – good evidence to show people will text after seeing a video – this allows us to collect their phone # for future campaigns, and in return we offer them additional content. We used this strategy for behind the scenes footage/Reggie Watts shoot. behind the scenesReggie Watts

47. What’s New for Us Multiple platforms – we are still uploading to YT (and sharing via google plus), but also doing direct fb uploads – we are finding it’s more important to put a video, even sometimes different versions of a video, in more places rather than trying to get the highest YT views. Multiple videos - we’re also making super short versions of our traditional videos. Ex: Marmot video/vine/instagram/gif.vine

48. What’s New for Us Insert Marmot vineMarmot

49. Video Strategy: Make it Sharable Using audience research we know we need to reach a certain sector of people that are “outside our choir” – for example young liberal-leaning people who care about our issues but are not for whatever reason yet in our camp - to reach them, we need to talk about what’s trending now, use celebs etc. Here’s an example of something that was shared because it made the sharer look cool - Coal conspiracy. This was timed with the Netflix launch of the new season of Arrested Development last year.Coal conspiracy

50. More about Distribution Distribution plan is key. Who is your audience? Who needs to see this video to achieve your goal? What do you want viewers to do as a result of seeing it? Numbers are not always the most important thing.

51. More about Distribution If you’re looking for massive public support, then how can you spread your message far and wide? This Dove vid plays on people’s moral outrage. One week after this video launched, Unilever, the world’s largest single buyer of palm oil, “reversed its policy and said it would only buy palm oil from suppliers who can demonstrate they didn't cut down forests” (WSJ). It’s important to note that along with the video, which went viral, activists dressed as orangutans had invaded several of the company’s HQs in Europe, and the company had received tens of thousands of emails from customers.Dove vid

52. More about Distribution If your goal is to pressure a CEO, how can you reach him/her? A viral video may not be needed. Costco vid. In this case we learned that the CEO of Costco was quite bothered by our video series. As the result of the campaign, Costco completely revamped its seafood policy and discontinued sales of 12 red list fish. If the CEO of a company or a legislator sees the video and takes an action because of it, you’ve achieved your goal.Costco vid

53. Focus on Vine We started with straight up use of Vine (as additional content during “traditional” video shoots). This got noticed – we were included in this great Gates Fdtn article - 5 NGOs That Use Vine for Creative StorytellingGates Fdtn article

54. Focus on Vine Insert Oceans vine video -vine

55. Focus on Vine For our Green My Internet campaign, where our targets were the very companies that invented the platforms (twitter), we decided to use their tools. Hired mini filmmaker to create vines; simultaneously cultivated relationships with super users. Put out one vine per day during Vine challenge. Best examples put on our blog and various channels.Green My Internet

56. Focus on Vine –Insert our call to vineographers vineographers –Insert one of the winning entries winning

57. Focus on Vine For our LEGO #BlockShell campaign, we employed the same super user strategy. We researched what vine users were using LEGOs in their videos. We contacted about 30 super users and got about 10 responses. We then worked with 2 of them to create content for the campaign. Because they posted to their channels, we reached people who we never would (including LEGO afficionados). Example: Andrew Jive’s vine, which got over 1500 likes and close to 500 re-vines.vine

58. Focus on Vine Insert LEGO vineLEGO vine

59. Focus on Vine Our vine following is now over 1000 people (since the beginning of the year). Now, almost every campaign is asking for mini-film content. In some cases, we are adding it to the list of video deliverables. In other cases, it’s the only video deliverable. Tips for using vine: –Use a tripod (with adapter)adapter –Take advantage of the looping effect (or use instagram, tho not as sharable) –Keep it simple –Consider making short versions of traditional videos for Vine and Instagram –Cultivate relationships with superusers in order to reach new audiences

60. Submit Your Story! Enter August 26 - September 26, 2014 2 minute YouTube Video Vine/Instagram Short Video 5 photo Flickr Slideshow www.techsoup.org/storymakers

61. Q & A Please type your questions in the chat window. Follow-up questions can be posted in the community forum: www.techsoup.org/community

62. 9/4: #GivingTuesday and End-of-Year Fundraising#GivingTuesday and End-of-Year Fundraising 9/4: Storymakers Global Tweet ChatStorymakers Global Tweet Chat 9/10: Storymakers Get Your Story Noticed!Storymakers Get Your Story Noticed! 9/17: Storymakers: Tell Your Library’s StoryStorymakers: Tell Your Library’s Story 9/18: Funding Rural America: Finding Support for Small CommunitiesFunding Rural America: Finding Support for Small Communities Find upcoming and archived events at www.techsoup.org/community/events-webinars www.techsoup.org/community/events-webinars Upcoming Webinars

63. Storymakers Events 8/26-9/26: Submissions OpenSubmissions Open 9/4: Storymakers Global Tweet ChatStorymakers Global Tweet Chat 9/10: Storymakers Get Your Story Noticed!Storymakers Get Your Story Noticed! 9/17: Storymakers: Tell Your Library’s StoryStorymakers: Tell Your Library’s Story Varies: In-Person N2 Local Events WorldWide!In-Person N2 Local Events WorldWide! 10/1: Judging Begins 10/29: Gala Awards Event in San Francisco

64. www.techsoup.org/storymakers Storymakers Resources Resources

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