Women Who Tech Video Activism

Video ActivismVideo ActivismWomen Who Tech TeleSummit: May 12, Women Who Tech TeleSummit: May 12, ‘‘0909

1pm PST, 3pm CDT, 4pm EDT, 9pm GMT1pm PST, 3pm CDT, 4pm EDT, 9pm GMT

Panelists:Panelists:Matisse Bustos Hawkes, WITNESSErica Priggen, Free range Studios

Ramya Raghavan, YouTubeModerator: Moderator:

Shirley Sexton, See3 Communications

www.WomenWhoTech.com

IntroductionsIntroductions



Matisse Bustos Hawkes, Outreach Coordinator, WITNESS leads and implements strategies to increase participation in human rights campaigns that use video. WITNESS uses video and online to expose the world to human rights violations. www.witness.org • Train orgs to use video as an advocacy tool • Maintain a growing archive of footage to preserve

human rights history and memory. • The Hub: open to anyone to upload, watch, share

and campaign with human rights-related video and media. http://hub.witness.org

•

WITNESSWITNESS

http://www.witness.org/

http://hub.witness.org/


Erica Priggen, Executive Producer, Free Range Studios • Oversees the creative and strategic development

of all the company’s video campaigns • Producer of Free Range’s award-winning The Story

of Stuff, as well as other hits such as 350.org, The Good Life, and the Alliance for Climate Education’s national high school assembly program.

More about Free Range Studios:www.freerangestudios.com/our-story.html

Free Range StudiosFree Range Studios

http://www.freerangestudios.com/our-story.html


Ramya Raghavan Nonprofits and Activism Manager at YouTube http://www.youtube.com/nonprofits Who is it open to?

501c3 organizations in the U.S./registered charities in the U.K. who are not political/religious/fee-based

The Benefits Premium branding capabilities Ability to upload longer, larger files Option to embed a Google Checkout button to

drive fundraising Designation as a YouTube “Nonprofit”

channel

The YouTube Nonprofit ProgramThe YouTube Nonprofit Program

http://www.youtube.com/nonprofits


Shirley Sexton, Director Interactive Marketing and Fundraising

Manages the strategic planning and creative development of clients’ online marketing, fundraising and social media campaigns.

See3 communications works exclusively with nonprofits, foundations, associations, and social causes. We specialize in interactive marketing, video production, and web design & development.

http://www.see3.net

See3 CommunicationsSee3 Communications

What impact does the widespread adoption of

broadband have on social organizing via the Web? How does this vary

globally?



• 90% of active Internet users are on broadband (Source: Nielsen NetRatings)

• U.S. Internet users viewed 14.8 billion online

videos in Jan. '09 alone, a 4% increase from the previous month (Source: comScore).

• Enhanced mobile phone video capabilities

• Inexpensive video cameras like the Flip camera =

explosion of video content on YouTube, social networks, etc.

Convergence of access and tools


Example: Bloggers circulate

http://www.youtube.com/watch?v=_QAlgCTxsyk


Nonprofit Example: The Hub

http://hub.witness.org/en/node/11889

http://hub.witness.org/en/node/11889

How do you determine your goal(s) and what

the role of video will be in reaching your goals?



• Define quantifiable goal (desired outcomes) first; e.g. # advocacy actions taken, influencing voters, awareness-raising/ educational, etc. The last two types are more prone to being "spreadable" (aka "viral")

• Goal and target audience of your video should

determine style, tone, pacing, use of music, storytellers

Strategic goal drives your tactics


http://hub.witness.org/en/BoundByPromisesExcerpts

Nonprofit Example: Advocacy


http://www.savesfbay.org/bayvsbag

Nonprofit Example: ViralNonprofit Example: Viral

How important is How important is production value of production value of

online video vs. strong online video vs. strong content and storytelling?content and storytelling?



Core values which are communicated through stories. Stories populated by archetypal characters different than those we find in “reality”: the hero, the wise old man, the nemesis, the trickster. Clear information delivered in humorous, intelligent, and nuanced ways. Complex issues simplified and made approachable through entertaining storytelling devices.

What What doesdoes make us act? make us act?


Core concepts: Human beings live on a human scale.

We see our world through stories.

STEP 1: Identify Your Audience

STEP 2: Identify Emotionally Resonant Themes

STEP 3: Set Your Stage

STEP 4: Choose your mysteries/metaphors

STEP 5: Choose your medium

Storytelling DIYStorytelling DIY


Nonprofit Example: The Story of StuffNonprofit Example: The Story of Stuff

http://www.storyofstuff.com

How can you How can you include include

interactivity in interactivity in online video?online video?



How to Add Call to Action

• Call to action is a new way for you to drive action from your YouTube videos to external

advocacy, sign-up or donation pages.

• Easy to create and amend ad overlays -- just go to “My Videos” then “Edit Video”

• Fill out “headline”, “description”, “hyperlink”

fields and click save.


Nonprofit Example: thatsnotcool.com

www.thatsnotcool.com/TwoSidedStories.aspx?Title=TEXT+MONSTER


Nonprofit Example: charity:waterNonprofit Example: charity:water

• Created compelling video for World Water Day, using Beck’s single “Time Bomb”

• Added call-to-action in-video overlay asking people to donate to build wells in Africa

• Video featured on YouTube homepage

• Raised over $12,000 in one day


http://www.youtube.com/nonprofits

http://hub.witness.org

http://www.freerangestudios.com/resources / http://www.see3.net/guide/

ResourcesResources

Women Who Tech Video Activism

Technology

Transcript of Women Who Tech Video Activism