Date post: | 07-May-2015 |
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Presented by Michael Hoffman, See3 @michael_hoffman
How associations can use online video to fill conferences, grow membership and educate the public
Anatomy of a Video
See3 Communications
• Interactive communications agency for associations and nonprofits specializing in video, web, and engagement
• Results-driven online strategies• Believe in technology and media to
help organizations reach their goals
Your Audience is Watching
Search
5 Video Myths
• “We need a viral video”• “We don’t have enough money for
video”• “No one on our staff can do video”• “This one video will transform our
organization”• “The video company will figure it
out”
Anatomy of a Video
The Strategy
• What is your objective?• Who is your audience?• What do you want to say?• How will you use the video?• How will you distribute the video?• What tools will you need?
Objectives
Good Objectives Bad Objectives
Create a communications tool supporters can share
Go Viral
Connect with supporters on deeper level
Make a Video
Fundraise using video Fill a YouTube Channel
Illustrate and influence a particular legislative bill
Do Something New
Audience
Good Audience Bad Audience
Women 18-35 Everyone
Parents of Young Children The Public
Members of Congress The World
Our Current Supporters People Who Care About Our Issue
The Staffing and Budget
• What skills does your team have?– Storytelling– Editing– Social Media
• Who needs to be involved?• Who has the passion?• How can we maximize our
budget for the future?
The Message & Style
• What themes do your audience care about? Right now?
• What story are you telling?• What can video accomplish that text
and images cannot?• How will video compliment your
other creative?
Staff Produced
Documentary
Public Service Announcement
Animation / Motion Graphics
Personalized Video
Broadcast Events
The Production
• Do you need outside help?• How much media
(video/photography) do you already have?
• What new footage do you need?• How will you script the piece?• Do you have a contingency plan?
Your Website Is Your Channel
Your Site Visitors Expect Video – Give It to Them
Graphic courtesy of HubSpot
You Made The VideoNow What? - Distribution
• Bring people to your video• Website• Email• PR (earned media)
• Bring your video to people
• YouTube• Social Networks (Facebook, etc.)• Blogger Outreach• TubeMogul
KPIs – How do we measure?
• Marketing 101 – What are you trying to achieve?
• Setting goals at the start• Experimentation and capacity building is also
a goal
• Be realistic• Unless you have puppies or kittens you aren’t
getting 1 million views• One video will not have a transformative
impact on your fundraising
KPIs – How do we measure?
Views• Compared to previous efforts• Compared to other web traffic• As a percentage of actions (conversion rate)• Demographics – Are they who we want?• Viral vs. outreach efforts
Referrals - Who is sharing? Impact of Search
Actions• Conversion totals, compared to other content
ISACAThe Information Systems Audit and Control Association (ISACA) is an IT governance organization that provides globally singular certification programs. They fill a specific niche and were challenged to put a human face on their very specific set of benefits
Recognizing that they had to tell the stories of their members, and that video told this story most dynamically, ISACA succeeded through creation a series of videos around their certification levels
Video LinkVideo Link
ISACA understood that their website is their channel and they created a branded environment to highlight their video assets to give these videos a place to live, not just temporarily feature. They are telling their members’ stories on their site in a place where the content makes sense
ISACA
ISACA even went so far as to call it “ISACA TV” and embedded videos across the spectrum of their accreditations. It creates the look and feel of an egalitarian member forum, however content is on-message and slickly produced.
Video LinkVideo Link
American College of Physicians: ACP Cures
American College of Physicians (ACP) needs to recruit younger members – medical professionals who haven’t been practicing long and might feel overwhelmed in their daily practice – who can use ACP and it’s benefits to ultimately become better doctors and provide better care to their patients
Video LinkVideo Link
American College of Physicians: ACP Cures
• ACP knows their audience• ACP knows that their audience cares about being overloaded with work and is looking for a network• ACP knows what key stories to tell
• The story of self – what ACP does and what it offers
• The story of us – the young medical community
• The story of now – what ACP does to help the young medical community and why joining and sharing with colleagues matters
American College of Physicians: ACP Cures
What They’re Doing Right:
• Using a video that speaks to their audience directly and speaks to themes that they know this audience cares about
• Tells the 3 stories of self, us, and now
• Uses personalization to drive people to interact and actively experience and participate in the video – and share!
American Association for Cancer Research
The American Association for Cancer Research utilizes motion graphics, uses text smartly, and tells the 3 stories
Self – What AACR is doing
Us – Where the cancer research community is going and how far they’ve come
Now – Their 2010 first annual meeting for members to meet and collaborate to share research
Video LinkVideo Link