Articles, Blog

Webinar – Video Storytelling Made Easy with Adobe Spark – 2018-05-22

September 5, 2019


LaCheka: Good morning, and
thank you so much for joining us for today’s webinar, Video
Storytelling Made Easy with Adobe Spark. And our presenter today
is Courtney Thomas. She is the Social Media
Community Manager for Adobe Spark. We are so excited to
have her present today. I am your host, LaCheka Phillips,
and I am an Associate Program Manager here at TechSoup with
the NGO Source program. And we are excited. We also
have here, facilitating with chat is Whitney Thomas. She is a
Program Manager here at TechSoup. And we are really excited to be here,
and excited to bring you this information, this wealth of information today.
But before we jump into that, I just want to make sure
that everyone is comfortable using the ReadyTalk platform. So
by the way, if you haven’t noticed, all the lines are muted.
So every caller is muted. If you have any questions we
encourage you to use the chat box on the bottom right hand
corner of your screen. If you notice, I just sent another
message. You should see that message there. I also want to let you know
if you lose Internet connection at any time, you are able to
rejoin us just using the same link, and the same login
details as you did before. And for upcoming webinars,
you can go to our website at techsoup.org, click on
Resources, and then Webinars to see all of our archives
and upcoming webinars. And by the way, once this webinar
is complete you will receive an email with today’s presentation, along with
any links, and any related information to help you make your
videos with Adobe Spark. Also, we are very social here at
TechSoup, and we love social love. So if you are on Twitter, we would
love to connect. Feel free to tweet us at TechSoup or use hashtag #tswebinars. And I want to share a little bit
about our mission here at TechSoup. Our mission is really simple.
It is to build a dynamic bridge to help nonprofits around the world
to gain effective access to technology and technical resources for good. And we
provide and facilitate donation programs in over 230 countries and territories,
and over 1 million organizations. And if you aren’t aware, our
headquarters is located in San Francisco. And this is the perfect time
where we would like to find out where all of our learners
are joining us from today. So go ahead, this is a great
opportunity for you to test out and try out the chat box. This is a
great opportunity, and we want to know, where are you? Where in
the world is your nonprofit? So I am seeing them
coming in from all over. I’m seeing Florida, and Texas, and
Canada. I see Honolulu. This is awesome. Any international shout out’s
out there? I don’t see any yet, but we know you are there and we
thank you for being here today. So again, at TechSoup we partner, in
order for us to really perform our mission, we partner with companies
like Adobe, Intuit, Microsoft, and other technology providers
so that we can provide the best and most cost-effective resources
for organizations like yours. And these partnerships
allow us to provide solutions ranging from hardware to software,
cloud-based resources, to training, and even individualized services. But today, we are teaming up with
Adobe Spark for the next 60 minutes to help us understand how to create
compelling videos using Adobe Spark. So be sure to stick around
for the entire webinar, because we will have a Q&A session
at the end of Courtney’s demo. And just really brief, before
Courtney comes on, I just want to say, in addition to her role at Adobe Spark,
Courtney manages her very own brand called Next Big Thing with Courtney
and Dara Social Media Digital Marketing. And today again, she’s going to
help us understand the key components of a great video using Adobe
Spark. So Courtney take us away. And thank you so much for joining us. Courtney: Thank you so much, LaCheka.
That was such a great introduction. I appreciate the shout
out for Next Big Thing. I hope everyone can hear me okay. I am right
here. I see where all of you guys are from. So this is incredible. Thank you so
much for joining me today, us today. I’m really, really excited to share Adobe Spark
with you all, and here is a little bit why. I’m going to tell you a little bit
about me before we jump in to Adobe Spark and how amazing it is. So as LaCheka
mentioned, I’m the Social Media Manager at Adobe Spark. But part of that, I have
a pretty wide background in nonprofits. So it’s probably the next thing
on my slide is Next Big Thing. I am a Web producer @nbttheshow.
Feel free to follow us, comment, like. We [indistinct] made work a labor
of love so I consider us a nonprofit at the moment. But I
also am an actor by trade. And if we have any theater organizations
out there, call or shout out. I’m seeing no sound. How are we doing? Is anyone here? LaCheka: Yes, you are sounding fine. We
are going to take care of this learner that can’t hear. Right now, everyone
should hear the presenter speaking, and we are going to
manage that from the back, so Courtney, take us away. Courtney: Perfect. I see a couple theater
shout outs came in. Hey, Theta. Hey, Colleen. So I studied here at Howard
University, and then I headed over to the American Conservatory
Theater in San Francisco which is a nonprofit theater organization.
I worked at the Paley Center for Media in their development department which is
another prominent nonprofit organization. They are located in New York and
LA. I recommend looking them up. They are incredible. And then of
course the Lorraine Hansberry Theater is the theater where I started
acting, my very first acting lessons. Singing and dance lessons happened
there. And they are continuing to work into the digital media age and
working very closely with them. So what all of these organizations
that we have in common, and I’d love to see what
you guys are working on in the different kinds of
nonprofits that are represented. I think the thing that we all have in
common is that we have to accomplish a lot with very little. And it’s almost as if
the request is spin this hay into gold and make me happy, which is fine
because we are doing what we love, so there is a little
bit of a trade-off there. So I’m really excited to
introduce you all to a tool today that will help alleviate some
of those budgetary constraints. So the first thing you’ll need to create
an impactful message for your nonprofit is a smart phone which
hopefully most of us have. I didn’t want to necessarily point it
out, but you could also use the web. If you’re going to do a digital
marketing platform, I think a smart phone is the way to go about it, because
there are some social media platforms that are better, or more easily accessible
via mobile, but totally up to you. The next thing you need
of course, is Adobe Spark which I will tell you a little bit about.
But only design experience is just a plus in this case. I know that we
are also working in nonprofits. We are tasked with doing about
4 to 5 jobs as one person, so I don’t expect you all to have
design experience on top of whatever else you are doing in terms of accounting,
raising awareness. It’s just too much. So here are a couple
marketing must haves as well. This will help you contextualized
the tool we are about to jump in to. So the first thing you want to do
before you hop on to social media, or any platform for that instance, is you
want to have clear and measurable goals. There are a plethora of options
and results available to you on each social media platform. The
only way – don’t try to boil the ocean – the only way to really get the true
value that you are probably looking for out of your digital marketing,
and social media marketing, is to decide as a company, as
an organization, and as a brand, what do you want at the end of
the day? What is your final goal? And then you can start to work backwards,
and you’ll usually find something in the social media realm that can
help you get to that end goal again. And of course, you want to
have a clearly defined brand, things like a logo, a color,
things that provide a consistency to your audience, so when they see your
content, they recognize that it is you. That is where the payoff comes
where you forge this communal and sometimes often emotional
connection with your audience. So you want to make it easy for
them to find you and recognize you. If you are needing a little help for
all the branding talk I just discussed, there is a blog for that. On top
of Adobe Spark being a great tool for graphic design and social
media content. It is also a blog that we want to give as much help as
possible to our users in order to know, what are the best ways to use Adobe
Spark. We are coming up with new ways every single day. It’s very exciting.
I highly recommend taking a look at spark.adobe.com/blog, and just
seeing if there is any branding design, or questions that you have that
could be answered with a quick how to. And we are using Adobe Spark to
buildout the blog, to buildout a lot of the content and the graphics
that you see. So everything we do, we do it with our product. You can
get our voucher of approval for that. All right, so now, let’s do a
couple things about social media. Again, not sure what everyone’s
expertise levels in social media are, but I’ll just go through a quick 1,2,
some great points that we’ve learned along the way that I’d love to
share with you that will help you at the end of this put your Spark
content on to social media well. So what does social
media help nonprofits do? What it does is it educates and
build awareness with a low buy-in. Access to social media platforms
are free. That’s exciting. Now, I give that with a little bit of
– here’s the like, asterisk – of course, the better engagement these days, the
algorithms that we are all hearing about, it is optimized for paid promotions,
but there are a ton of organic hacks that if you need to still achieve
a certain amount of results, you can still do it. But that is a
whole other webinar for another time. The other thing that social media
can do for your nonprofit organization is it can create a
community around your cause. So social media feels like a community
because we are right on our phones. We access it whenever we are
lonely, or bored, or in bed, or have an extra few minutes. And
it usually is something on the phone that makes us laugh, makes us cry. So you can do that community
building on your own page, and deliver a very specific message
that your audience wants to hear. So that is an exciting opportunity.
That’s where I see most brands, why most brands are heading
towards social media, because that sense of community
actually leads to a better result for your call to action. People are
more motivated for a sense of community, than some of our more traditional media
outlets, or traditional advertising ways. And of course, it converts your
audience into supporters and advocates because you are reaching out
to them several times of day. Not too many times of course, I
think 2 to 3 posts per platform is a very sweet spot. But with that
constant brand recognition over time, that’s what ends up leading
people to remember your brand, and to contribute to the
brand in any way you specify that you would like a
contribution. It could be a like. It could be a comment,
it could be a subscribe. Or it could be funding. You can
go wherever you’d like to go, but 5 to 7 brand impressions
is usually what it takes. And an impression for anyone who
is not familiar, an impression is a social media stat that
is measuring how often an image or your content is being
flashed across the screen. That could be a phone
screen. It could be a mobile. It could be a web screen. That
number is not unique though. So for instance, if one person
pulls your content up 4 times, you have 4 impressions. It’s a different
measurement depending on the platform. On Instagram I think they call it
reach if you want to know the number of people that saw your message. So what are the options? I
have a few typos on this slide, so please forgive. You have a few
options in terms of where you would like your content to land, and these
are the ones that I would recommend depending on your organization’s needs. Before I jump into these though,
please know that not all of them are necessary. It is a lot
to manage a social channel. You are managing a
community and each channel is its own community. And
there are certain personalities that tend toward one platform v. the
other, so you want to have your content catered to that a bit. You
want to nurture each community. I almost want to call it, I don’t even
want to call it an audience any more, because there is something about that
term that removes what the goal is. So I like referring to social media
“audiences” truly as social media “communities,” because that is how we are
interacting with one another on there. Facebook, I put the term “older.” I
put myself in that category you guys. I am someone, I went to college
right around the time Facebook was first making its appearance.
I was very resistant to it, but here I am giving a social media
workshop. So never say never, right? But it does tend to be older in age,
and it does tend – I’m missing the word – it does tend to be used more, and it
has a higher engagement rate by women. Instagram tends to be
younger and more female. Twitter is going to be more media heavy. There are more minority groups on there
because it is very information heavy. A lot of social justice causes
will find themselves on Twitter. But it does tend to have more of
a 50/50 ratio. So that’s great. LinkedIn is an interesting
platform because it is no longer just a platform for job seeking. People that have jobs are on the
LinkedIn, and they are consuming content every day. It doesn’t tend to be
male. I think that makes sense, considering that probably
more work environments do tend to be more male-dominated, so
I think it does reflect that online. And then YouTube also tends to be
slightly male dominated as well. Now I am talking about social
media, and apps, and platforms, but please do not ever
underestimate the power of email. I think a while ago someone was
saying that email was going to die. It is so “back then.” No, email,
I get some of my best engagement for video views for my web
series when I send out that email. It actually tends to be
a little more personal because we are very personal
about our inboxes. I know I am. So keep that email list going. And
the great thing is for platforms like Facebook’s you can upload your
email list and you can advertise specifically to those users on
Facebook so you can start to increase the amount of impressions for your
brand, so that’s where you start to see those ads like when you like say
it, when you say it around your phone and suddenly an ad appears. You can start
to have that effect for your nonprofit. And then of course websites. You
always want to have a landing page for when people want to
look up your information. That’s usually the first thing any
brand or company starts is their website. And definitely look into as SEO.
That’s something still I have to learn about myself as well. But it
really does make a difference. Search engine optimization
is what SEO stands for. All right, this slide got a little off. Another important piece about social
media is that this is where people are spending their time, and
they are making their decisions on where to spend their
money, based on social media. That is why you will see a lot of very
huge brands start to engage influencers. And the reason for that is because people talking about you is more powerful
than when you talk about yourself. I am more likely to believe probably an
influencer that probably looks like me. I like a lot of her posts. And oh,
suddenly Samsung, she has a Samsung phone that’s having great images come out,
and I want my brand to look like that. Suddenly I’m buying from Samsung. And they
usually, ethically they have to tell you it’s a paid advertisement, or
it’s a sponsorship, but it works. I don’t know if you guys
followed this woman, young woman called “Color Me Courtney” on Instagram. I
have been following her for a couple years, very fun and splashy. I know the
slides are going off the screen. They’re going to go back in just a
little bit. But now I just saw her on a Windows commercial.
So she’s using the graphics, and she’s using the
computer for her images. And it does make me think to myself,
maybe I want to buy a Windows book, or whatever they call that. I’m a Mac user
personally, so it’s not working too, too much, but that’s the effect. Sorry, I am
getting that the sound is cutting out. Can you guys – LaCheka,
can you hear me good? LaCheka: Yes, hi. I can hear you just fine.
I just put a note in the chat for people, if they have an issue to try refreshing
your browser or you can try dialing in. And Wendy gave a great idea. She said
you can actually dial in via Skype if you are having audio issues. But I
also am seeing notes from people saying the audio is perfect, audio is
perfect. So I’m just going to say if you are having issues, please
refresh, or I will post a telephone number to dial in. But Courtney feel
free to just take us away. Courtney: All right, yes let’s take it away.
Moving closer and closer to Adobe Spark. So these are different types
of content for the most part that you are going to see on social
media. GIFs and memes, hilarious, I call it “catnip” for the millennial
generation. If you want some quick engagement, get a funny meme going. If it is a
popular gif, add it to some relevant point. You’ll see your
engagement go up quickly. Pictures, art, poetry is
making a huge come back, videos. This was just for you all, so feel free
to screen shot this. I got this list from Tara Dowdell. She’s a digital
– she’s a the CEO and founder of her own marketing, and
communications, and strategy firm and specifically specializes
for politics and government. So I got the opportunity
to watch her speak, and she gave some great
summaries on social media. I also recommend that you follow her.
Her handle is falling off the page a little bit but it is at Ms.
M-S, @TaraDowdell on Twitter. Great, and then here’s just
some more social media advice. So I just want to make sure that you
guys are off in a way for social media, because it can be rough out there. Text over images to help your
messages spread. I think adding a logo with your handle, so people
can find more of the content that you are putting out is always
a great idea. And people of course love inspirational quotes, graphics,
and memes. I just added that as well. That’s the example there. But the biggest trend that
I’m seeing in social media that we are going to focus the
majority of this webinar on is on video. So video is getting 12 times the engagement
of other types of content on social media. I think we are just living in that kind of a
world. I love consuming video content myself, so I don’t need too much of an
explanation as to why that is so. I think this is especially the
case on Facebook and Twitter. Instagram, they are still
trying to tinker their algorithm so that images will always be at
the forefront. I don’t know though. They may need to embrace
video because it’s here. So the thing about video is you need to
capture the attention of your audience or your community within
the first 3 seconds. And that’s just because we all have very
short attention spans. It is what it is. And the 3 second rule is something
that is measured on the backend of these platforms like
Twitter and Facebook. And that is when someone is
considered having viewed the content, because we do absorb content
very quickly, images and words. We always assign some
meaning with the color, with the words and like just the placement.
It all says something in one second, so if you can capture someone for 3 you
are actually winning on social media. It sounds really easy, but it does
get a little hard to pack in the punch with 3 seconds and keep
it moving after that. So it says that most people watch video
with the sound off on social media. This is true. I’m sure we can all raise
our hand to having watched some video, probably even this morning, on social
media without actually turning on the sound. And that is a great sign,
because that means that marketer, or whoever mailed that video out,
that they told the story so effectively through their visuals that words
and sound and music were not needed to convey whatever they were trying to
convey emotionally, contextually, etc. I’m going to say that I have a few videos
that I’d like to show you all today, and if the sound doesn’t work, that’s
okay, because it should be strong enough, and obviously with captions,
they all have captions. It should actually convey the
message. So I can show you the videos with the sound not working, and
we can decide that here today. And yes, cute kids and puppies also
work. And people do share the stories that move them, because they want
to make their friends laugh and cry just like they did. All right, so we all know now that
visual content is what fuels social media. But with all of the content that I just
named, you’re probably sitting there like, how in the world am I
going to make all of this? So we have the Adobe Creative Suite.
I hope you all have it, and love it. It’s been around for a while now. It’s
been the go to for artists and designers and anyone who wants to
make an impact visually. But now there is a new set of apps for those
that are accidental techies like myself, or those of us that just
studied something else in school. And if I had the ends and means
that I could go back to school and study all of this again, I would.
But unfortunately, I can’t. I’m working. So here is Adobe Spark. Where it is
represented here you see 3 companion apps that you can download on
iOS. Android is coming, the beta is coming out very, very
soon, I promise. In the meantime, anyone that is an Android user,
I encourage you to use the web. You can go to Spark.Adobe.com
and you can access all of the creative materials that you
would make in Spark Video, Spark Page, and Spark Post, on the web. What is the cost of Spark? Great
question! It is free to begin with. So what is the catch with the free? Our logo would be on the
bottom right hand corner, so that would be the free version
where you can make whatever you’d like, it would just have our branding on it. If you would like to buy up,
we do have a branded option which I am going to walk through very
thoroughly with you that it is $9.99 a month if you don’t already have
the Adobe Creative Suite. If you do have the Creative Cloud
Suite, then you already have access to the Adobe Spark
premium branded features, and I will go through what the difference
of that is. It’s a pretty great. I use it for Next Big Thing. We’ll actually
walk through my Next Big Thing account. Otherwise, $9.99 a month, or you
can do $99 for the whole year. I have CS6. That, I don’t know. Yes, thank
you for adding the link in there, LaCheka. All right, so now let’s get more
specific into nonprofit work. What do you share for your organization, or
your types of organizations on social media? Of course, I am just giving
you guys a rough outline. Tailor this as much as possible to
what your organization’s outcomes and goals are. The first thing
I recommend is a mission video. Tell the world what your nonprofit is
doing and why. Why is this important? And again, explain it as much as
you can within the first 3 seconds, just because it’s more than likely how
long someone is going to be paying attention to your video. And then of course, if you
can capture them in the first 3 seconds, they will probably watch the rest. So
again, focusing on your intro, your grabber, or your hook will give you
a lot of mileage in the end. Another great idea in what
type of social content to share is to a visual that promotes
an upcoming event or fundraiser. So this can be a save the date, a fun
design. That can be an event recap video. I have one that I’d like to
show you all today as well, and any type of informative content
like infographics that are relevant to what cause you are working toward,
inspirational quotes by leaders. I don’t know if you have any
celebrities or anyone influential. I have a theory. I think every
single person knows someone or they know someone who knows someone
who has a solid amount of influence in your community. You just have to
find it. Then when you do find it, you want to leverage that relationship.
Luckily, most influential people really do want to give back in some way,
because they have been given so much. So this is a great way to give
them some content to share, and you can quote them. You
can use some great visuals that they probably have from extensive
photo shoots that they have done somewhere else, that they
own the rights to the photos, and they want to help you out.
The possibilities are endless. Those are those little hacks I was
telling you about for organic reach. And then anything interactive,
anything, anything, anything. Each of the social media platforms,
they have a bunch of features. Like Instagram has the stories
with the highlights now. And Facebook, they are trying out
their live highlighted story options. And of course, Facebook Live video is
one of their biggest pushes for the year. So if you start to engage in
those features on the platform, the platforms will actually boost
your engagement in the algorithm, because you are helping them out by
showcasing one of their new features. So anything interactive like a quick
poll in Instagram stories is always fun. I just posted one in mine. NBT The
Show, like are you registered to vote, because we have a special election
coming up, or not a special election, we have our California
primary coming up on June 5. So that was a fun poll. Everyone
is voting. That’s exciting. And here are a few examples
that I wanted to show you. These are graphics that were
made in Adobe Spark Post. Now Adobe Spark Post is where
you’ll hear described mostly as your way to make stunning social
graphics in seconds, quick, slick, all that good stuff. It looks like it
was probably made by a graphic designer, and that it took, I don’t know how many
iterations, and cost hundreds of dollars an hour for their time. These are
templates that are available to you for free in Adobe Spark if you
would like to remix them. And I’ll actually pull some out for
you guys and show you the remix feature. Super easy. But to walk through
these, “18 Essentials to Include in a Holiday Care Package
for Local Homeless Shelters,” if that is part of your cause.
“I give because…,” Giving Tuesday. Amazing time to be posting to social
media. If you don’t normally post on social media, as a nonprofit
organization, you could still get on during Giving Tuesday, because even
people who are wanting to make donations that day, maybe they are not
even on social media regularly. So you still have a chance to catch a
great audience, and their full intention for that day is to give. That’s
the Tuesday after Thanksgiving. And of course, a “Holiday Toy Drive,”
just to get more inspiration going. Now here is some
infographics that I made. I’m working with another nonprofit
called College Bridge Academy down in Atlanta, and I’m helping them get
started with some social media strategies. And their whole purpose is to find
mentors for students that are on their way to college. They’ve gotten the
scholarships. They’ve passed the classes. It’s not a financial need. It’s a need to have
someone in their lives that will check on them just to make sure that they are doing
well, and has probably been in their shoes, and can advise them when
they reach a stumbling point. So I’m excited to be
partnering with them. And here are a few graphics that
I made. The images that you see I found in Adobe Spark app.
We have some free photos. Every feature that you see, every image,
every color, every font, is all copyright free in Adobe Spark. So I’ll walk through how I
made these, but I will read off the stats. “Young adults with mentors are 130% more
likely to hold leadership positions.” I chose the image, because it looks like
a young woman probably working a great job. She looks stylish. She looks fresh.
She looks ready. She looks sharp. So that’s what the goal is,
the emotional goal. I’m saying if you mentor a young student they will
likely turn out like this young woman. The one to the right is my
favorite though. This one says “Young adults who have a mentor are
81% more likely to participate in sports or extracurriculars.” So I thought
this was a great image of movement, and strength, and possibility. He is
getting ready to dunk the basketball into the hoop. And right
next to him I have the words that I want my audience to think, it is
exactly this type of support, this mentor, that got him to the point
where he is about to win. And you can see my Next Big
Thing logos are in the corner, so that is super important as
well. And here’s another graphic, “Calling All Mentors,” something we are
going to post on our social media channels, and do some live Instagram
stories, and interviews of students, and match them up with mentors. So that is kind of the way that we are
thinking to be interactive in our work with this nonprofit organization. Now what we’ve been waiting for,
I’m going to show you a Spark Video, and it is by a nonprofit
called Choice Humanitarian. Let me make sure the volume is up for
you all before I begin this playback. All right here we go. Courtney: Great. So that was one
that was made by my colleague Amy. And I remember seeing it when
it came out, and I thought, “Oh yeah, she works for Adobe. They’ve
got all this money, and they can do it. That’s great. Good job guys.” And of
course, when I started working for her, she shared with me how they made it.
And she said, “Nope, I made that.” It was shot on her iPhone, and
she used the words that you see across the screen. It’s an
inspirational quote. And she broke it up so that each slide, it enhances the message
of whatever the text is at that moment. And it was a really powerful video
that did well for that organization. So here are few basics of the
structure of a social video that works. I’m not going to go too much into
detail because I am not a film maker, so I am not going to guide
you guys too deeply on this. But this is a general layout if you are not
sure where to begin, or how to do the recap. You want to start with
a hook or a grabber. That is something that wakes people
up and it makes them want to watch it. That can be sirens. It can be
movement. It can be a reveal. I took a [indistinct] film class in high
school, and the teacher explained it perfectly by using Billy Wilder films. I don’t
know if you guys remember that filmmaker from Sunset Boulevard, and Some
like it Hot. But part of his success is that each of his films in the very
beginning always had some sort of a grabber. In Sunset Boulevard you see cop cars
running, raising down the street. In Some Like it Hot, you have
that same movement happening again, with a car coming down the street,
and it pans, and then it goes directly to a coffin, and then to very
grisly looking men. And of course, you are wondering what happened.
So those are the type of grabbers that you want to try to get your
audience wondering, “Wait, what happened? What did I miss? What do
I need to catch up on?” Those are those extra seconds and
viewings that you will get on social media. Then of course there is the
set up. It sets the status quo, something to aspire back to. Maybe
a time when things were happier, and simpler. A lot of exposition
can happen here as well. This is what is heading to the climax.
It is establishing the stakes of the story that you’re telling. This is where you
can give a zoom in, a 360 on the community maybe that your organization
is focusing in on helping. And then of course, all of this gets to
a point, or what I like to call a climax, the accumulation of all of what we just
said. You almost want to leave the audience with a question of, “Oh, my goodness.
How could things get any worse?” Or , “How could it get any better,”
so that there is a switch or a payoff. It could offer a solution. This is where
the emotional connection pays off here with a resolution, and it falls directly
in to the call to action, to your audience, to your community, what can
you do to be the resolution and the happy ending to this story? So that’s
the overall effect you want to give them. Here is some additional notes
for optimizing for storytelling. Whenever you are watching
anything from now on, whether it be a movie, a show, a music
video, or another nonprofit’s content on social media, pay close
attention to why something worked, and what was working for you.
Take notes of those moments. Even if it’s for 3 seconds, go
back. Maybe take a look at the colors that were used, and may be the speed
at which the camera was rolling. Figure out what was working for
you, so that you can re-create that for your content as well. You
don’t have to do a lot of guesswork. You learned by your 2nd birthday, you
learned by your 2nd costume birthday party that it’s all been done before. It truly
has. There are ways to evoke the emotions, and the pull that you are
looking to get. It’s out there. It’s on the Internet. All right, now we are going to do a
Spark demo. We’ve got about 20 minutes, so let’s roll through this. So for Next
Big Thing, I made a recap of an event that happened in San
Francisco for Google.org. They were raising awareness
for a school in the East Bay called Roses in Concrete that
is doing work to educate children on technology and art. And I’ll leave you
there. I’ll let the video speak for you, speak for me. Courtney: Alrighty, so that was
the video that I made as a recap. I worked at a PR company who
had invited me to the event. It was filmed on my iPhone. I have another
little tool that I like to use, a gimbal. You can get that at Best-Buy.
You can get it on Amazon actually, from anywhere like $100
-$200. And it is basically a phone stabilizer, so you can get that panning
effect without any bumps in it. But now I’m going to share my screen
with you all, so I can show you exactly what I did with it. And
then I’ll jump in to Adobe Spark and show you how I
can process that video. I’m going to share my desktop. All right, I don’t get to see
the chat while this is happening, so LaCheka, if there are
any issues just let me know. But otherwise, I wanted
to show you what happened. And this is what I think
can happen for any nonprofit, because I was amazed to
watch it happen myself. So the event happened on Friday
night. Zendaya, famous actress, I think she’s got about 13 million
followers. She was in The Greatest Showman. She’s got the [indistinct]
behind her. That’s what I mean. Find that influential person.
She’s from the East Bay, and that’s why she knows
about Roses in Concrete and she wanted to give that back. So I posted this on 8:00 AM on
a Monday, the following Monday. And I knew it was going to get a lot
of likes, because I had the words, I had the music. I was like, I
think people are going to like this. It did so well, Zendaya liked
it, and then she shared it. And that of course, exposure
for this organization and for even for my organization,
Next Big Thing was huge. It was interesting because
I made this video so quickly. And as you can see, we are at
about 52,000 views now from March, 1.4 thousand likes. This is the kind of
exposure that I think you are nonprofits deserve. It was interesting though, because I was
able to turn this video around so fast. I did it over the weekend while I
was like caring for a family member. The recap from Google came out,
and it was like a 5 paragraph essay. And I think her people must
have automatically retweet it, because it’s Google’s event. Why
wouldn’t you retweet their recap. But I noticed later in the day as I
was checking on how our video was doing, that she ended up removing, she
un-retweeted the Google recap, and ours stayed at the top
of her page for about 2 days. Best exposure we have ever
gotten for Next Big Thing. In general, that is the difference
that I’m noticing with Adobe Spark. I’ve gotten a few more shares from
people with these larger audiences, because they are seeing the
quality of Adobe Spark. Incredible. This is another video that I made as
well. This is a much simpler make process. I just added the captions for a
young woman who was reading a poem that really moved a lot of us that evening.
Now Zendaya didn’t re-share this one, but it still did 11,000 views on
its own, 819 likes, and 80 retweets. We did not put one dime behind promoting
this, not one single solitary dime. This is completely possible for
your nonprofit organizations. Find the relationship, find those
shares, and find those moments, and you will have these results without
needing to put a dollar behind it. So that’s our page, so now
let’s jump in to Adobe Spark. So this is Adobe Spark. When
you log in – I could go through all the credentials, but I won’t
bore you all. And if you have upgraded to Adobe Spark premium for the branded
features, you are going to have this option, Manage Brand. I think if
you’re not already signed up, there is still an Ad Brand option
here. So I’m going to pop into that and show you what that looks
like, and what is the difference between Spark for a free, and
Spark premium branded features. So what you can do with Adobe
Spark premium branded feature is you can add your logo.
So I uploaded, these. These were made by a graphic designer
before I discovered Adobe Spark. If I had to do at all over again I would
have definitely used one of the icons that are available in Adobe Spark
now, thanks to the Noun Project. I’ll show you that real quick. And
you can upload them transparent. We have our brand colors. And they
offer a palette of other colors, because once you have a brand
color, you don’t want to beat people over the head with it. You want to have
things that complement that color of brand. So it’s an overall palette
that you are providing them. And of course, fonts, these as I
mentioned before, are all copyright free. We are adding new ones in as we speak. And
you will be able to add your custom font in this summer. I don’t have an exact
date that I am allowed to say quite yet, but it will be as soon as
possible, I will tell you. So what happens then is
they call it a “brandify.” When you put all of your elements in, we
create, or Adobe Spark creates templates for you based on what you want to
make. You could just want to make a real quick quote. You could
want to make a slide cover for a PowerPoint presentation,
or a YouTube video cover. You can make a Pinterest ad. Let’s
see what else they have for us, an event header for
Facebook, a Twitter post. And as you can see, Adobe
Spark has all of the sizes of all of the social media platforms that
you need , so you don’t have to worry about figuring out the exact amount
of pixels that are required. We’ve got you covered on that. You
can also make your business card and print that off of – I don’t know,
MOO.com is one of my favorite ones, personally. But you can do that as well. So those are the post templates. We also provide video
templates and Page templates. I haven’t gotten too much into Spark
Page. Let me just do a quick brief demo. It’s essentially if you want to
write an article or give a good recap that people can slide through
and it looks like a webpage. You can create this here. And
this is a sampling. And you go in – I wish that the page was remixable.
This is an example of a structure that you can use. But this is where
oftentimes I’ll make a lot of post content in Adobe Spark, and I’ll need
to lay it out in a way for people to consume easily if I am sharing it with
them, maybe if it’s a social media kit or something like that. It’s a little
better that I like to send over a PowerPoint, because it’s a link you can auto
generate. And you can share it with whoever you would like to see it.
A custom link option is coming very soon as well. They are hearing all the requests.
If you are already using Adobe Spark and you have some requests, feel
free to comment those as well, because we need to collect
them wherever we can. And yeah, every time that you update anything
about that Spark Page that you’ve made, you have the option to then update the page,
but you don’t have to change out the link. It will update it to the one that you
may be shared in an email 5 weeks ago and you added this image. If the
person opens their email 5 weeks later, they will get the updated version
through the link. It’s a life saver. You can also embed the web pages
that you make your Spark page on the backend of your
WordPress site etc. All right, so let me go back
into the project and walk through some of the key features as
it pertains to that video. So I wasn’t thrilled with my
options for the cover of the video, if I was just going to do a plain title,
if I wanted the image to look a certain way. I knew that I wanted some
video effect in that. So I actually made a Spark
Post for the cover. Now I’m on the desktop showing
you all, I’m sorry, not on web, on your mobile phone. This is
where you will have the option to use the two finger dragging and
you can actually recenter the photo. Because I am on desktop right now, it
is not working for me unfortunately. But I promise on mobile it does do that. So this is the final. I’m
just going to type in – this is a video actually. Let me jump
back out. And then here is the cover that I put together. And I’ll
just show you the elements. As you continue to design in Adobe
Spark you’re going to get very familiar with all of the elements it takes to
put together a beautiful looking graphic. It’s very simple. This is a transparent
PNG that I got from the Internet. I just looked up google.org. And how I added
it, there is an Add button and you can add text. You can add a photo. You can add an
icon. This is what I was saying earlier, if I had to do it all over again, I would
have just made my logo from Adobe Spark. So I’ll show you. We have a crown as our
logo. Look at all the different Crown logos and you can change the colors of
these. If I had to do it all again, I would actually choose
this, but it pops right in. And then I can change the color of the icon.
It’s going to have a few suggested colors. This is where we are using AI and
it is suggesting a color for me based on the colors that are
already being used on the palette. Probably suggesting this tone, because
it’s matching up with the concrete here. But just to show you an example –
whoops. It says I stopped sharing. All right, hopefully you guys can see me
again, don’t know what happened. So yeah, so I wanted to change it
to white so it was more visible. Then maybe I would want – I’m
re-creating my logo essentially right now. Let’s say I just wanted to add some
text. And I recommend adding your handle so people can find you
easily. Then click Done, and there it is. I saw, I was
able to peak over and someone said, “How did I do the transparent
lettering?” So this is auto showing up as a backing that I actually use very
frequently. So this is a very intelligent product. I’m glad that it auto did that. And
what you want to do is just change the shape of the backing,
and if you scroll up in one you can change the backing shape
so that there is no backing. You can change it so there is
plain like a background like that. Options are endless. Another fun one is
this one where you get a little bit of shadow behind it. And you can shuffle the
shadow. You can’t see it very well on this backdrop unfortunately.
It may have to do with the color. Let’s shuffle that. There we go. That’s where
you can see the background a little better. But it is as easy as this. I am on
my computer with no design experience showing you all of this right now.
You can resize it so that it fits. It fits however I want it to. And that could have been,
that could have been my logo. I’ll never see that 50 bucks again. So that’s an example. Again,
I got this logo from here. And actually, this is an example of
the backing that they auto chose for me. And that’s why, because it is
right on here. And of course, you’ll notice that I have 2 different
colors happening in this text box area. I have my primary colors that
I set up. And the Next Big Thing is in a secondary color, so you can
have multiple colors in one text box. So you can highlight what’s important.
I wanted people to see Next Big Thing above anything. So I’m going
to leave that here for now and head into the video option.
And the great thing about this, you can’t see it on web, unfortunately.
I have it so that the words stream in, in a fade in effect. Those effect
options are available on mobile. You’ll see it when you log in and start
adding. Hit the plus sign, add your design, and it’s one of the 6 menu options. It’s
the one on the bottom right hand side, and it says Effects. And you can have
your text, or you can have your photo move. And that’s going to be a big, I hope
that’s going to be a big push for the tool coming up to add different
types of animations, and text, because that’s where the
fun is on social media. That will be my recommendation anyway. So heading back onto the project
– we’re running out of time. I wish we had more time together you guys.
So let me just show off some key features of Adobe Spark and then I
will flip back into ReadyTalk so we can answer some questions. I have
some time to run over if you guys have time, so no problem there. So all I did
was upload – this is important. I uploaded that .mp4 output
to add this to this slide. And when you are in Adobe Spark
Video, you have different options for how you would like your slide,
each individual slide layout to be. So this one I have the cover on,
so let’s not use that as an example. But for this one I chose a caption. But
I could have done a title and text option, so this is where it is auto
changing for us. And I’ll show you actually where I did that. Let me
change it back. But it will auto change all of these things. So
the most important thing is know what you want to say
before you head into Adobe Spark, because it’s going to
give you a ton of options. And you can just put the information
in there and kind of let the design, let us take the design wheel in
away, and show you some suggestions. And there’s actually a suggestion
wheel I’ll give you a look at as well. Now I told it I wanted it to be a
caption. We can drag and drop this caption into 9 different areas on the screen
depending on what makes the most sense for you to visually. For us, since we
have all of this text and these images are happening up here, I
chose the bottom left corner. I always like to use the
phrase, “the eye has to travel.” I don’t know if I have any [indistinct] fans
out there, but that’s a very famous saying from her editor-in-chief of Vogue during
some of its most prominent years used to say. And it’s basically giving the
idea that even on a static image, even in a video that is technically
moving, you want to have something visual happen across the screen
that allows the eye to travel. The eye always wants to travel, and
that was all I was thinking about when I was creating this
video. I chose the moment, this was a four-minute dance
routine and I happened to choose this 8 second – [music playing] I wanted to choose a moment of
their most impactful movement and then move on to the next one. Again, this is a video that they had
on their YouTube that I was able to use. It was free. It was essentially fair
use is what I would claim this as. It is promoting their organization so
I took it from their organization’s site and repurposed it for my own. The flip screen option is another great
way to keep your audience’s eye traveling and their attention flowing. And in this
case, I’m using Tupac Shakur’s footage from an old old TV interview
where he talks about the concept of the rose that grew from concrete.
And then I have these larger captions quickly summarizing what’s
happening all over the event. It was almost like a little market
place of stands and booths with children doing amazing work, so I
just wanted a quick recap. Of course we had Ms. Zendaya in
the house, so I chose the moment where she was like cutely
dancing on stage, and of course, her serving at the – I
think she is on the Oscar – yeah, she’s on the Oscar
red carpet for this one. And then another key feature I want to
point out, this is the title and text option for a layout theme. So I think we
have gone through all the layouts here. But another one I want to point
out, if you have a list of points that are being made, I do
recommend the flip screen option because it has that pop up buoyancy
effect. So again, it will take away some of the monotony of having to
read off a list to your audience. Again, it’s short attention
span audience on social media. People are engaging with it very quickly,
so you want something that holds them on. And I think the flip screen
effect is a great way to do that. And then of course my call to action at the
end of it was “Learn more & get involved at: RosesInConcrete. Adobe Video
will also keep in a credits and an outsourced slide for you
with your logo branding automatically on it. And any changes you
want to make to the slides you would go back to your Manage
Brand and you can change the way in which the logo appears on your
template here in the Video option. Okay, I think that’s about everything
for now. I am going to unshare my screen and go back into ReadyTalk, so I can
see what you guys are talking about. LaCheka: Thank you so much Courtney.
This was a lot of information. And we do have a couple more questions
I want to get to really quickly. Did you have other slides? Courtney: Just the ones that we can end
on. I’m still trying to make my way back into the conference. LaCheka: Okay. So while you are doing
that I have a quick question to ask, a couple of questions if we
can get time. So Marla is asking what if you are a small organization
that does not have the resources to have a high profile
artist, what do you do? Courtney: A high profile artist
is hard to find. I totally agree. I would try to find some of those
influencers in your community. So those are people that may
be you wouldn’t automatically consider high profile, but they are
high profile in your specific town, city, or community. Maybe it’s a school
principal that has most of the towns emails, because they’ve been educating
the children and they have a pull on who makes a difference. So
yeah, it could be a preacher, anyone who has influence in the community.
I was just at a social media conference in Atlanta, The Social Shakeup.
And an influencer, Chris Straub, I asked him what his one piece
of social media go to advice is, and he said, remember that
everybody is famous to somebody. We are all famous to somebody. So maybe
it’s not like we are on red carpets or anything, but there is
somebody who is following you, following you on social media
that is wanting to hear from you, and wants to hear your
messages, and is interested. Don’t disregard those people,
because that’s how you build on that for a larger community
or larger audience. LaCheka: Great, thank
you. One last question. Someone said, what is the name of that
phone stabilizer that you mentioned? Did you say it was
nimble? What is it call? Courtney: It was a
gimbal, G as in Garden, I, M as in Mary, B as in Baer,
A, L as in Lamb, a gimbal. LaCheka: Perfect, perfect. And one last
thing, the file format for the videos through Adobe Spark,
what format is that? Courtney: .mp4 LaCheka: Perfect, perfect. Courtney: Yeah, the outputs are
all mp4. JPGs or PNGs for posts. LaCheka: Okay, I think we,
I think we are out of time. Did you want to mention something
about these action items? Courtney: Yeah, I would love
to get in touch with the social, with the organizations that
are on the line right now, because we’d love to feature at
Adobe Spark, people that are using our tool. So we can be your
first influencer. We have a reach of about over 100,000 across our
platform. So if you make a post I would love to share it. So here is
the action item. I would love for you all to download Spark, Spark Post specifically,
and post to Twitter or Instagram. This is something to get you guys
in the talk of what’s happening. This is kind of where our heads are at in
terms of branding on social media as well. Send out a graduation wish or an
inspirational quote inspired by your nonprofit. Add the effects to make it a video.
And post it and hashtag Adobe Spark so we can see it and find it. And I’d love
to see, I’d love to keep in touch with you guys’ organizations on social
media on Instagram or Twitter. And let’s just keep it going
and engaging with one another, because I hopefully would
love to share something from each of your organizations someday, because maybe there is someone
in my audience that really cares about what you’re doing. So I would
love to help with that as well. LaCheka: Thank you so much
Courtney. We are out of time. We really appreciate everyone
joining us and being here today. And if you are late joining, I want to let
you know you will receive an email later today with the slides from today,
the links, and all of the information, with the recording. You
will get that later today. So we do have time if you want
to go ahead and chat out something that you learned today. Are you going
to take advantage of that action item? I mean that’s a great
opportunity for your organization to put together something and have
Adobe Spark follow that or retweet that. That is an awesome opportunity,
so I hope that some of you will take advantage of that. Also, we
hope you can join us on our next webinar. It’s coming up next Tuesday
May 31 right after the holiday. We want to talk about the 5 clear
steps to get your nonprofit cloud ready. What does that mean? Do
you know what that means? And what is all this talk
about being cloud ready? We are going to dive right into all
of that with one of our very own, right here from TechSoup. So
we hope that you can join us. And as always, we are so grateful
for our sponsor ReadyTalk. And again, thank you so much
Courtney for all of the information that you provided today.
And thank you so much Whitney for assisting and facilitating
chat on the backend today. And for everyone, all of our learners
today, thank you for joining us. Make it a great day. Bye-bye.

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