(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?

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.Resources 2.Strategy & Message 3.Tools 4.Pre-production 5.Production 6.Post-production 7.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) 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) 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

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

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 list

Example: Lost by 1 Vote

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

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

Contact Info New Organizing Institute (202)