Storymakers: Get Your Story Noticed! September 10, 2014

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Storymakers: Get Your Story Noticed! With Bailey Rosser, YouTube and Kimberly Bryant, Black Girls CODE September 10, 2014

Presenters Becky Wiegand Webinar Program Manager TechSoup Bailey Rosser Audience Development Strategist YouTube Kimberly Bryant CEO/Founder Black Girls CODE Assisting with chat and Storymakers questions: Ale Bezdikian, TechSoup

Today’s Agenda: Introduction to TechSoup & Storymakers Participant Poll Do you have digital stories created already? Which “channels” do you use to share them? Optimize Your Reach on YouTube – Audience Development Essentials How Black Girls CODE Gets Above the Noise Storymakers Submission Info Q&A

Who Is TechSoup? 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? 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.

Education + Community www.techsoup.org/storymakers

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

$13,000 Cash Prizes

Participant Poll Do you have video(s)/digital stories created already? Yes No Almost!

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

Audience Development Essentials youtube.com/creatoracademy Google | YouTube 1 billion unique users per month a subset are heavy music users 25% of views on YT are now mobile large opportunity for upsell INTERNAL ONLY | August 2013

1 Billion people visit YouTube each month Sample presentation of this slide: http://www.youtube.com/watch?v=3VKkKHaPwUI#t=758 “I want to start by sharing some impressive stats with you - Did you know that 1 Billion people visit YouTube each month? That is 1/7th of the whole worlds population!”

and they watch 6 Billion hours of videos sample presentation of this slide: http://www.youtube.com/watch?v=3VKkKHaPwUI#t=758 “And those 1B people watch 6 Billion hours of videos each month”

of video uploaded each minute and they watch 6 Billion hours of videos 100 hours of video uploaded each minute sample slide presentation: http://www.youtube.com/watch?v=3VKkKHaPwUI#t=758 “So while a staggering amount of people are coming to YouTube to watch videos each month, lets look at the other side of the supply/demand. In one minute, 100 hours of new content is being uploaded to YouTube. So in the one minute that I have been talking, 100 hours of video was uploaded. If we wanted to watch that one minute of uploads, it would take us over 4 whole days of non-stop video watching. If you wanted to watch a full days worth of uploads with would take 16 years. And if you wanted to watch a full week of uploads, well you couldn’t, because it would take 170 years.”

Your Viewers Your Videos Sample presentation of this slide: http://www.youtube.com/watch?v=3VKkKHaPwUI#t=834 “So when we talk about audience development, what we really are talking about is connecting your videos to those viewers that are going to want to watch them. There are so many potential viewers on the platform but also so many potential videos for them to watch, so today we are going to talk about the tools and optimization that are available to you to get your videos viewed by the people that are going to become loyal fans.”

Audience Path for Channel Growth Discover a Video Watch a Video Watch More Fandom Sample presentation of this slide:http://www.youtube.com/watch?v=3VKkKHaPwUI#t=851 “Now before we get talking about specific strategies, lets lay a framework for how audience become fans. This is what we call the audience path for sustainable channel growth. First, audiences need to find and discover your video, then they need to watch your video, watch more, and eventually become a fan. We’re going to teach you today how to optimize your channel and videos to help move audiences through this path. Lets start at the top with “discover a video.”

1 Discover a Video: THUMBNAILS A B D C sample presentation of slide: http://www.youtube.com/watch?v=3VKkKHaPwUI#t=892 “One of the many ways that users decide whether to watch your video or another is based on the visual information that you provide in the thumbnails. Lets imagine that these are 4 options for a thumbnail, which do you all think is the best option?” - audience will gravitate to B or D, ask a volunteer from each group to say why they’d choose each (start with B, then D), then switch slides

1 Discover a Video: THUMBNAILS A B D C “ok, now which of these would you choose?” Audience should now say D more unanimously

THUMBNAILS clear & in-focus high-resolution close-up visually interesting high-contrast visual depth legible at all sizes accurate!

1 Discover a Video: METADATA What’s the title?

1 Discover a Video: METADATA

1 Discover a Video: DESCRIPTIONS search results watch page

1 Discover a Video: DESCRIPTIONS watch page - expanded

METADATA keywords first! tells a story includes episode works with thumbnail accurate! description provides relevant links and extra info

What is it? Why does it matter? WATCH TIME

2 Watch More: WATCH TIME video watch time session watch time

WATCH TIME what is it? why does it matter? the length of a viewers session, not just the duration of a single video view. why does it matter? watch time is a primary indicator of video quality and and is a key metric used by search and discovery systems

2 Watch More: ANNOTATIONS

2 Watch More: ANNOTATIONS NO FLY ZONE ? NO FLY ZONE

ANNOTATIONS link to more content link to subscribe avoids “no-fly” zone end of video calls to action InVideo Programming

youtube.com/creatoracademy

Google and other big-name funders have taken notice, awarding grants because Black Girls CODE has shown, through effective storytelling, the transformative impact on the communities they serve. Individuals have also expanded support, exemplified by our Summer of Code 2012 and 2013 IndieGoGo fundraisers.

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

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

Resources www.techsoup.org/storymakers Storymakers Resources YouTube Creator Academy YouTube Playbook for Good (PDF) Black Girls CODE 

Storymakers Events 8/14: Round-Table: Creating a Break-Out Story 8/27: Super-Short Videos: Vine, Instagram 8/26-9/26: Submissions Open 9/4: Storymakers Global Tweet Chat 9/10: Storymakers Get Your Story Noticed! 9/17: Storymakers: Tell Your Library’s Story Varies: In-Person N2 Local Events Worldwide! 10/1: Judging Begins 10/23: Gala Awards Event in San Francisco

Upcoming Webinars 9/17: Storymakers: Tell Your Library’s Story 9/18: Funding Rural America: Finding Support for Small Communities 9/25: Is Your Website Holding Your Org Hostage? 9/30: Skypin’ Out at the Office Find upcoming and archived events at www.techsoup.org/community/events-webinars

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