Hi,
This week we will touch on how to use videos, distributed online, more effectively. Most of us should know or have used such sites as Youtube, Vimeo etc either for Habitat or in our own personal capacity.
One of the most common questions that I get is “how do I make a video that rises above the clutter of the millions of mostly inane uploads that are out there?” How do you garner the success of “lonelygirl15” or of “Matt Harding” traveling around the world doing his weird chicken dance that was picked up by Visa and now an instantly recognizable international ad?
Below are some ideas on how to creatively use Youtube and online video sites in general towards an overall online marketing campaign. To begin, here are some of the foundations that is needed of an online video that moves it from just good to simply great are:
- A representative personality.
A face for Habitat that people can identify with and link back to the brand. Not to be stereotypical but having someone pleasant looking who can speak well goes a long way in attracting viewers. Its not always the case but it sure does help.
- Provide something useful and tangible.
PSAs are only that useful. Show your viewers how they can offer aid directly and how that is will be tangible utilized will go a long way to eliciting action from them.
- Experiment all the time. There is virtually zero cost involved now. All you need is a video cam. No professional editing or camera skills necessary. Keep it real and raw so that is does not have that “corporate” sheen muddying it.
- Original content. Always be shooting. We have opportunities all the time during events, builds, volunteer meetings etc. It doesn’t have to be a feature length film, in fact short and punchy videos are more effective than long and boring 10 minute clips on nothing in particular.
Idea #1
Getting popular original youtube content creators involved.
(http://www.thatsnotcool.com/)
If your NO does not have the time or inclination to create original content, get those who do to be involved. Identify either local users or international creators who are interested to develop and post videos for Habitat. This can be a way to elicit support from people in their chosen domains and another way to engage potential partners outside of traditional appeals.
Idea #2
Engage users by getting them to contribute about poverty and homelessness from their POV.
(http://www.youtube.com/reporterscenter)
Encourage users to submit videos and pictures on situations dealing with poverty and homelessness they see in everyday life and put it up on your Habitat branded site. Get people involved in our adopted issues and to spread the message to their friends. By taking away the corporate spin and using viral marketing, the call to action becomes that much stronger.
Idea #3
Interactive videos with Youtube annotations. Walking tours, games etc
(http://www.youtube.com/watch?v=XxK-QmM4AM8&feature=channel_page)
You can bring a potential donor/volunteer through a work or disaster relief site with interactive elements to so they can see first hand interviews with victims, how their specific dollars are being used and a before and after overlay of the results of Habitat’s efforts.
Idea #4
Consolidating fans content.
(http://www.youtube.com/watch?v=WfBlUQguvyw)
Give people who are interested in the work that Habitat is doing an objective to create something part of a larger picture that is buzzworthy. For example, a collated video wall of 100 web cam videos talking about their volunteer experience with Habitat.
To end off, have a look at the following links for some fleshed out examples of the above-mentioned ideas.
http://www.youtube.com/webby
http://www.goollery.org/#/YouTube
http://docs.google.com/present/view?id=df7rw7vz_107ccgmw9g8
Regards,
Daniel
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