1. The 4 Keys to Successful Video Distribution
SXSW 2012
Ben Henretig, Founder & Creative Director

2. No distribution = No impact

3. Most videos fail.

4. community relations conferences
fundraising internal
stewardship communications
communications PR
acknowledgment events social media
s donation pages
email recruiting
presentations
best-place-to-work
submissions
blog
website
activism
one-on-one
pre-movie screening
government relations

5. fundraising recruiting
The Stanford Fund 24,000 Views
Increased donor participation by 23%
Achieved 60% donor participation 575 Clicked “Make a Loan”
Giving amount was double all-time record 1511 Clicked “Apply to be a Fellow”
activism call for submissions
44,000 views
2,000 letters of support150 top VC signatures 2,800+ tweets 1,000+ video submissions

6. Maximizing the Impact of Your Videos

7. 1. Optimize video hosting before distribution
• Apply for non-
profit status on
YouTube.
• Include Call-to-
Action at the
end of your
video for 5+
seconds.
• Optimize title,
description,
&tags, include
action link.

8. 2. Coordinate & deploy all of your owned media assets
• Choose a launch date.
• Plan internal launch event
to leverage personal
networks.
• Post to social channels
(Blog, Twitter, Facebook,
LinkedIn)
• Include in email
newsletter / run targeted
email campaign.
• Show at an existing event

9. 3. Deliver value to earn distribution.
• Create original
content, not
promos.
• Make it easy to
share.
• Engage bloggers &
top ambassadors.

10. 4. Build paid distribution into your budget.
• Start with something.
Even $1 a month.
• Run a YouTube
promoted videos
campaign.
• Include your video in
a banner ad.

11. Thank you!
Email ben@micro-documentaries.com
Subject: “SXSW Distribution Resources”
for access to our online distribution resources.
Follow me: @henretig
Follow microdox: @microdox