Tuesday, March 24, 2009

Do Believe the "Hype": Free and Low Cost Media Tools to Get Exposure --Tip #1

Margo and I are focusing our blogging for the next month on strategies to help non-profits survive, and even flourish, during this time when everyone is preaching doom and gloom regarding the global economic outlook.

Everyone is looking for a bargain these days, and the best bargain is that which is free. This week, we are going to introduce several free and low cost social media tools that we have advised our clients to use. For each one of the media tools we suggest, we will include our rating of the tool in terms of: 1) Ease of Use; 2) Interactivity v. Passive Engagement; and 3) Return on Investment.

Our first in this series is the only tool that has a cost, besides human capital and time associated with it.

What is Flip? The Flip Video Camera

Flip Video Camcorders are small, handheld video cameras, equipped with a USB connection, that allow the user to tape up to sixty minutes of video footage. Flip Cams have been used for a variety of projects, including PBS' Video Your Vote campaign during the 2008 election.

Anatomy of a Flip Cam

A power button is located on the side of the camera. Everything you need to operate the camera is on the back console. An easy to identify arrow button lets you play recorded video. A button with a little trash can lets you get rid of those unsuccessful video attempts. Arrow keys on both sides of the red record button lets you advance through previously recorded videos.

In the middle of the back console lies the record button, which is large and red. The plus sign lets you zoom in; the minus sign lets you zoom out.

Once you are finished recording, you can release the USB arm from the side of the camera and connect it into the USB port on your computer, whether PC or Mac.

Ratings:

Ease of Use


Everything you need for the Flip Cam comes in the box you purchase the Flip Cam in. Uploading footage to a computer is simple (the USB port pops right out of the side of the camera), and you do not have to worry about losing cables for the camera. The Flip Cam is just like a regular video camera in that it can be connected to a tripod for still video projects.

The most important measure of ease of use is the ability of a variety of educational and age demographics to use the tool. This tool can be used with all age demographics, even by organizations that work primarily with those 65 and older. The tool simply needs to be powered on, by pressing one button, and there is a large red button on the back of the camera that must be pressed to record. The same button is pressed to stop recording like most cameras. From both a visual and tactile perspective, something that organizations must be aware of depending on their constituents or membership, it is non-exclusive.

Interactivity v. Passive Engagement

The tool is highly interactive for the user. It gives everyone a turn at being a videographer, a producer, or a citizen journalist. Since it is so easy to take the video clips off the camera, users can immediately see their projects come to life online or they can be watched together after a day of "production."

This tool is less interactive for the online viewer. While video is more likely to be engaging for some people versus just a written message, there are limited ways one can interact back with a video, unless you build a program or a project, for example, that includes a video-to-video response component. Another suggestion would be having online users make suggestions for future videos or provide the creative concepts for your video clips.

This is not a Read Write web tool, but could be used in conjunction with those types of online tools.

Return on Investment

For $129, your organization now has a way to create rich media content for a variety of different purposes. Your quarterly fundraising ask could now be accompanied by a video clip of the people your organization serves. Your fundraising "Thank Yous" could be several of your organization's beneficiaries stating how the donations have impacted their lives.

This also enhances your use of other platforms, like YouTube. By using YouTube with the Flip Cam, you can spread the message about your organization in an easily digestible manner. Additionally, you can easily update your video clips, embedding them within your website or blog. At Gagnier Margossian, we have advised several clients to incorporate video press releases within their outreach strategy.

The Final Word

Buy this tool. Our firm owns two, the Flip Ultra and a Mino HD Flip Cam. It fits in pockets or purses and allows us to collect great footage on the go.

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