Once Upon a Time on YouTube?

MINNESOTA COUNCIL OFNONPROFITS

6-Years Old

60 hours of video uploaded/minute

4 billion videos viewed/day

4 billion hours viewed/month

800 unique visitors/month

Agenda

Why video storytelling?So you think you need a video?How do you assemble a story?Where do you start?Avoiding PitfallsPicking the right partners

60 hours of video uploaded/minute

4 billion videos viewed/day

4 billion hours viewed/month

800 unique visitors/month

What’s our Story?

Started in 2005

12-years in television news

Began with focus on Non-Profits

Video Production

PR/Inbound Marketing

What’s our Story?

Budget focused

Message focused

Story focused

Twitter: @erheil

Make-A-Wish MNMinneapolis Foundation

Helping PawsAFP

American Red Cross Bremer FoundationHope Communities

Minnesota PGA

Partners

Not all video is good video

Video is disposable

Video is a necessary marketing tool

Video lives online forever - not one showing

Multiple short video (2-3min.) > Long video (5-7min.)

We Believe

Video StatsMobile viewers watch 3x longer desktop viewers

Web pages with video are 53% more likely to appear on 1st page of google search

Viewers spend 2.5 times more time watching personally relevant short videos

40%-60% for emails with relevant video

What television news teaches you

The reporter is not the storyThe “official” is not the story

People ARE the story!

Reasons our clients tell US

they NEED a video

“Annual fundraising event”

“New Branding”

“We have a hard

message to explain”

“We help so many people!”

“People need to understand our

great work!”

“We want to share our story!”

EngagingInspiring

ViralCommunicate messages

VisualBring Supporters to you

Why Video StoryTelling Works

EngagingInspiring

ViralCommunicate messages

VisualBring Supporters to you

Why Video StoryTelling Works

Who is my target audience?

Where am I “meeting” them?

What is the goal?

How do we want people to feel?

What should they do next?

“It’s not what you said or did,

it’s how you made them feel!”

What’s Our Story?

What’s Our Story?

Begin with the end

Stay true to your goal

Avoid “politics” if possible

Trim the excess

Common Mistakes

Too many characters

Too broad

Unfocused

No story - just agency info

Technically distracting

Basic Story Types

Packages

Voice Over Video

Sound on Tape (SOT)

Packages

Graphic OpenIntroductionHero IntroductionSupporting CharactersSupporting Organizational informationHero Close

Packages

Best uses:Galas Capital CampaignsImportant Events

Voice Over Video Single Character

Graphic/Sponsor OpenHero IntroductionOrganization info (optional)Hero Close

Best uses:Galas One-on-One or small group “Ask”Important Events As part of a series

Voice Over Video Single Character

Voice Over Video Multiple Characters

Graphic/Sponsor OpenWith or without narrationHero IntroductionSupporting CharactersOrganization info (optional)Hero Close

Voice Over Video Multiple Characters

Best uses:Galas One-on-One or small group “Ask”Important Events As part of a seriesAwards and recognitions

How-To DIY?Respect the craftDetermine your storyDefine and commit to the scopeInternal resource (talent) availabilityInternal asset availabilityIdentify gaps

How-To DIY?

Envision Your Story

How-To DIY?Pre-Production

Visual

Audio

Time Code and Running Time

How-To DIY?Post-Production

Transcribe all audioContent editUpdate your production scriptLocate all additional assets

Digital imagesMusic

Begin edit

How-To DIY?Revisions

What’s good?What needs help?Be honest with yourself your teamWill you accomplish your goal?Make necessary changes

Outside Collaborators

VideographersEditorsAudio techniciansProducersWritersVideo production companies

Resources

http://maptechworks.org/nonprofit-video

http://councilofnonprofits.org/news/nonprofit-knowledge-matters/nonprofit-knowledge-matters-2012---year-nonprofit-video

http://www.reelseo.com/video-nonprofit-tips

Resources

Ed HeilStoryTeller Media & Communicationsed@storytellermn.com(952)829-9091