youve made a videonow what

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youve made a videonow what?
distributing video online
www.breakthrough.tv
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why online?

• Reach NEW and DIFFERENT AUDIENCES, from your
  target audience- more the better
• FREE DISTRIBUTION (if you already have existing
  Internet)
• MEET ALLIES that may be potential advocates for
  org
• ENGAGE IN A DIALOGUE with views of those that
  are opposed and share message
• JOURNALISTS look online -namely at blogs- to
  find stories

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presentation rundown
what works best for you to distribute video?

• Blogs
• Social Networking Sites
• Video Sharing Sites (YouTube/ The Hub)

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blogs
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blogs what is a blog?

• Website providing COMMENTARY on a particular
  issue using text, video, photos, audio
• Online site produced by ONE writer/producer
• OR
• Online site for SEVERAL writers, video producers
  (organizational blogs)
• Unlike a website, readers/viewers can COMMENT to
  
• blogs publicly and writers can write back
  publicly

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blogs comments Immigration Equality Blog
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blogs why should nonprofits blog?

• To DISTRIBUTE their message, with a clear stance
  on the issue
• To engage in DIALOGUE and INTERACT with friends,
  and members
• To increase VISIBILITY - the more you are online,
  the likelier it is someone will see your blog
• To be a RESOURCE, or fill a niche on a particular
  issue - (ex DWN sends news)
• To give a RUNNING COMMENTARY on events,
  campaigns, new projects, calls to action

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blogs is it right for you?

• Do you have enough CONTENT?
• Do you have enough TIME?
• Do you have the STAFF CAPACITY to blog?

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blogs things to think about before you start

• Find your NICHE, what hole does your blog fill?
• FORMATTING- look at other blogs, what qualities
  do you like about them?
• Whats your TONE? Are you funny, serious, news-y?
  Make sure you match what your org believes
• Blogs need CONSTANT CONTENT- keep a running list
  of topics articles, blog posts youve seen

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blogs how to start a blog

• Find a FREE blog provider
• Blogger - www.blogger.com
• Wordpress - www.wordpress.com
• Typepad- www.typepad.com

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Blogger www.blogger.com
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Blogger setting up the homepage
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Blogger name your blog

When naming your blog and creating the URL - use
your organizations name
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Blogger choose a template

• BRAND your blog to match your org colors
• If a standard template doesnt match your colors,
  you can design it to match your org site
• Put site header at the top of the blog header

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Blogger finish set-up

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blogs what now? quick blog tips

• POST CONSISTENTLY - great blogs have new posts
  several times a day
• Have a full-time staff person/intern contributing
  to the blog - they will
• be a CONSISTENT VOICE AND STYLE
• to the blog, rather than a generic org blog
• If not possible Intern - Make them feel
  involved
• Or staff
• Keep abreast of COMMENTS
• RESPOND TO NEG. COMMENTS- Have a
• message guide that you keep when
• responding (e.g. Everyone deserves
• human rights and due process)
• THANK those that write positive comments,
• show that there is a real person on the
• other side

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NRDC - environmental org. Staff divides up work
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The HUB video and text blog
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Not enough time?

• Guest blog
• They need the content
• Look for high traffic sites

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Promote your blog posts RSS
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how to promote your blog posts RSS (Real Simple
Syndication)

• Make it possible for
• people to
• SUBSCRIBE to your blog
• Every time you post a blog, it AUTOMATICALLY goes
  to people that subscribe to you
• Citizen Orange blog
• makes FEED button
• noticeable for people to
• subscribe

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how to promote your blog posts RSS (Real Simple
Syndication)

• After pressing FEED
• button we can subscribe
• to the Citizen Orange blog

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how to promote your blog posts Google Reader
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how to promote your blog posts RSS for your own
site

• Set up feed
• through
• feedburner.com
• Site walks you
• through process

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blogger outreach
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why blogger outreach?

• Already existing bloggers and their blogs are a
  great
• resource to promote your org, your projects,
  campaigns
• Blog traffic is rivaling traditional media, tv,
  newspapers- high numbers of web users visit
  regularly
• Bloggers need your content, because they need to
  post several times or more a day to build an
  audience - make it easy for them
• Recent survey taken by journalists found that 75
  of those journalists look to blogs for stories -
  opportunity for story to be told on tv, newspapers

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blogger outreach how to do it?

• Email bloggers a focused pitch of your
  organization, campaign or for this instance your
  video.
• Do the research to build a comprehensive list of
• blogs to approach, based on issues they cover in
• their blog - dont be narrow in your search
• In the list- collect real name of blogger, URL,
• what the blog is about

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how to find blogs build the list Technorati

• FIRST - find what sites have already written
  about you - you already have an in
• Technorati- a blog search engine - it filters
  70,000 blogs online to find popular blogs
• Do a search on Technorati in blogs for your
  organization, you may be surprised what comes up

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how to find blogs a search on ICED video game
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how to find blogs blog catalog
www.blogcatalog.com

• Blog directory to find blogs on various topics,
  or connect with bloggers

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how to find blogs searching in blog catalog

• Searched the
• term human rights
• 158 blog listings
• 6350 blog entries

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how to find blogs Latina Lista blogrolls

• When you find a blog you like, look on their side
  bar for a blog roll - a list of blogs the blogger
  recommends

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Youve compiled the worlds largest excel list
of blogs. Whats next?
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blog outreach tips on reaching out

• Do the research - read, get a feel for the blog
• Build the relationship, If possible email them
  well in advance of your launch
• Do not call, email with the bloggers correct
  name and introduce yourself
• Dont send a press release, be casual - 42 of
  bloggers receive a formal email pitch from PR
  people.
• Dont be that guy/girl- Gawker blog even posts a
  bad pitch of the day
• Send a unique angle, something that catches their
  eye and fits into their blog
• Check back to the blog to see if theyve posted
• Thank them for posting, comment on their blog,
  but if they dont, keep introducing yourself to
  other blogs

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blog outreach How to find who is writing

• Google Alerts - http//www.google.com/alert
  s
• Free, easy set up
• Create key words associated w/your
• project (e.g. ICED video game,
• Mallika Dutt, Heidi Boisvert)
• Doesnt catch all the times that
• words are written, but most
• Emails will be sent directly to you when key
  words are written online
• Its guaranteed that blogs you didnt reach out
  to will write about you - so keep track of whose
  writing and add them to your blog list

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social networking
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what is social networking?

• Online COMMUNITY of internet users
• Share a COMMON interest
• Interact through TOOLS - public and private
  messages, discussion forums, photos, videos
• Not great for video

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Strengths of social networking?

• Free and easy to set up
• Ability to build a network because of huge
  audience
• Keep your network informed- inspire support and
  action
• Allows enlisting of volunteers online to help
  build
• network
• Fundraise
• Get feedback from your audience/supporters
• Centralize all your branches into one pages

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social networking opportunity for quick growth
Rapid Pace Date User 04/10 349,000 03/10
315,000 02/10 291,000 01/10 255,000 30/09
217,000 29/09 172,000 28/09 127,000 27/09
65,000 26/09 12,000 25/09 6,000 24/09 3,500
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social networking things to think about

• Is this the right medium for you? How online is
  your campaign and your audience?
• Need to identify the right networks for yourself
• Security and privacy concerns
• Need to invest time and resources to make friends
• Cant spam - needs a personal touch, cant buy

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social networking Facebook Fan Page
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social networking Facebook Group Page
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social networking Facebook Causes
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Facebook what works
take actions
blogs
comments
Links to other social networking sites
videos
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more examples of social networking sites
general
social issues
theme
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video sharing sites
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YouTube www.youtube.com

• Free video viewing website
• Upload, view, share, comment on millions of
  videos
• All kinds of videos, entertainment and social
  issue videos

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why should nonprofits use YouTube?

• Connecting with others that share interests,
  build allies
• Engaging with others that dont share interests,
  starts dialogue in the comments section
• Using a mainstream venue to get issues across

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things to look for

• See the videos with most popular hits (dont get
  discouraged by entertainment videos)
• See featured videos selected by YouTube editors -
  email your own video suggestions
  editor_at_youtube.com
• See the Search function for your issue

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many types of videos
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YouTube Signup
Make sure you make your username, the same name
as your org (e.g. Breakthroughs page
is www.youtube.com/letsbreakthrough) Once you
sign up you have a CHANNEL, where all your videos
will live - stay tuned for Breakthroughs channel
up ahead
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YouTube nonprofits

• Once you sign up and have an account - sign up to
  have
• nonprofit status
• http//uk.youtube.com/ngo_apply?action_usUnitedS
  tates
• (They ask for 501c-3 status and tax ID)
• Takes a few weeks to hear if youve been accepted
  to
• program
• Your page will be listed with other nonprofits on
  the n.p. YouTube page
• Your page will have premium branding and
  increased uploading capacity
• Your videos are promoted throughout
• the site automatically
• You can have a Google Checkout
• button for donations on your page

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our branded channel
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branding
Brand page to match website Have a featured video
up front Have playlists or groups of videos on
homepage that are organized (ex. Is This
Justice, Bell Bajao playlists)
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YouTube uploading your video

• Make the title clever, interesting -Would you
  click on it?
• Short, sweet description, no paragraphs
• Include URL to your org site - there isnt a
  spot for it, so just put it in description
• Tags- specific key words associated with your
  media so people can find it on YouTube
• (e.g. Immigration, Breakthrough, Anslem Ifill)

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YouTube promoting your video

• Literally reply to videos with videos telling
  your message - especially popular videos, they
  will be posted in high traffic areas
• Embed videos - each video comes with html embed
  code to go in your website, FB, MYS, blog, etc.
  Email friends, members to post in their blog

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YouTube video response
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YouTube blog embed Chicano Pwr Blog embedded
video
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YouTube make friends

• The whole point of 2.0 is to engage in 2-way
  communication
• Subscribe to allies Youtube pages, let them
  know youre watching their videos, and announce
  you have new videos
• Comment on other peoples videos, (with a video
  or a text comment). They will start to remember
  who you are and visit your YouTube channel
• Make friends and email
• within YouTube to announce

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YouTube contests

• Stay on top of YouTube contests - in Community
• Even if you dont win, your video will be seen in
  a high traffic area
• Breakthroughs video for CNN/YouTube Republican
  Debate contest - picked for Newsweeks blog
• Contests are a good way to build library of
  content

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YouTube contests currently on YouTube homepage

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sample contest Rock the Vote 26 videos 90
discussions started
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YouTube.comwhat to keep an eye on

• Dont just login- look around
• Homepage - Highlights whats new -
• Captions and Subtitling
• and Annotations
• YouTube blog
• announces new contents

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YouTube.comStats

• Every video has Insights
• Shows what countries your videos are most popular
  in
• Source of video - (Related Videos, Whos
  embedding your video
• Demographics - (Age range and gender)
• Hot Spots- which parts of your video people are
  the most popular

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Experiment

• YouTube streams let you watch your films in a
  screening room that you create to invite people
  to watch in real time

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top tips from the folks at YouTube

• Keep a steady flow of videos- like blogs, people
  like to see new content on the page-
• (A cheat is to rotate the featured video at
  the top of your page)
• Keep the camera running - shoot what you can and
  post, you never know -- also depends on issue
  area
• Dont try to be something youre not, be
  yourself, high views come from a good story

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For questions and powerpoint crissy_at_breakthrough.
tv heidi_at_breakthrough.tv madhuri_at_breakthrough.tv