Post on 03-Jan-2021
Celgene 2016 Patients’ Partners Webinar
Engaging Your Target Audience Through Video
Michael HoffmanCEO, See3 Communications
hi, I’m Michael
See3 is the digital agency for do-gooders. We work with nonprofits and social causes, activating people to change the world. Through developing videos, websites and digital strategies, we deliver on goals like fundraising, advocacy, awareness, recruitment and more.
#DoGooderAwardsPresented by:
dogooder.tv
dogooder.tv
video is a tool, not a strategy
• Every month 4 billion hours of video are viewed on YouTube.
• Every year more than 350 million videos are shared on Twitter.
• More than half of all Internet content is video.
But does it work?
when the word video is used in an email subject line, open rates double
(Experian Digital Marketing Report)
click-through rates increase 2-3 times when a video is included in an email
(Digital Sherpa)
companies using video require 37% fewer site visits before a person responds to a call to action
(Aberdeen Group and Brightcove)
people who watch video are 85% more likely to make a purchase than those who don’t
(Kiosked and Brightcove)
if you ever hope to reach a younger audience, you need to be using video.
(ComScore)
% of younger audience who watch video online
83%
91%
12-17 year olds
18-24 year olds
Where to find all this data?
http://www.bethkanter.org/video-donations/
IntoFocus Report First benchmark survey on use and impact of nonprofit video.
446 Survey Participants • Senior Management• Communications • Development
Nonprofit Organizations • Representative of large, medium
and small orgs• Rich diversity of missions• Broad range of experience with
video
YouTube Platform Data• 20,000+ nonprofits see3.com/intofocus
What did we learn?
Nonprofits overwhelmingly agree that video is crucial to their communications.
But, many feel they do not know how to use it effectively – or how to measure its impact – yet.
Values vs. Investment
HIGH VALUE• 80% think video is important to organization• 92% value investment• 87% want to produce more
LOW INVESTMENT• 66% spend $10,000 or less• 6% anticipate significant increase in video budget• 24% expect slight increase• 70% think funds will remain the same or decrease
What is holding you back?
76% 52% 39% 22%
BudgetStaff
Resources Silos Proof of ROI
Budget
Staff Resources
Measuring and Impacting ROI
76% of responding nonprofits don’t know how to measure the impact of their videos or they only track it anecdotally.
The most important thing you can do to improve your video’s ROI is to define a clear, attainable goal and measure how and if you can reach that goal.
Uses of Video
Marketing & Awareness
87%
Fundraising46%
Membership32%
Advocacy30%
Marketing and Awareness
Used efficiently and effectively, video can be an incredibly powerful tool in getting you from awareness to action
Fundraising
Use video to cultivate your existing donor relationships and show donors their support makes a difference. Let your donors know you appreciate them through a well-executed thank you video.
Membership Development and Relations
Meaningful content with accessible prompts for simple actions will both increase membership and intensify member appreciation for your cause.
Advocacy
Use video to show the critical need for the change you want and provide the tools that empower people to join you in making that that change happen.
the hero’s journeyJoseph Campbell
was an American mythologist, writer and lecturer, best known for his work in comparative mythology and comparative religion. His work covers many aspects of the human experience.
The Hero with a Thousand Faces (first published in 1949) is a seminal work of comparative mythology by Joseph Campbell. In this book, Campbell discusses his theory of the journey of the archetypal hero found in world mythologies.
the importance of YouTube
creating your youtube content calendar
hero
hub
hygiene
herolarge-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness
hubregularly scheduled ‘push’ content designed for your prime prospect
hygienealways-on ‘pull’ content designed for your core target
it’s not just about viral videosconsistent content is key
hero hub hygiene
act like an advertiser
act like a youtuber
original design by Brendan Gahan
https://www.youtube.com/nonprofits
The online video revolution● YouTube made video easier to create and share● Internet users started consuming millions of hours of video
per month ● Social networks followed suit, and are finding ways to make
video distinctively engaging and shareable on their own platforms
● Entire platforms are being designed around mobile video experiences
● YouTube created the donation card, a simpler and more effective way to make donations
The Future of Video
World Privacy Forum Video
Short but “clickable” headline
Edgy, interesting thumbnail (not overly produced)
Captures your attention in the first 3 seconds (aww!)
EMOJIS.
You don’t need sound to watch it (subtitles)
And you can’t see it but…1 - the video is under 1 minute
2 - there’s a call to action at the end
The video is direct uploaded to Facebook
Subtle branding
What Makes a Good Facebook Video?(Puppies help, but they aren’t the only reason.)
2.4 million views99,457 reactions 3,500 comments34,437 shares
So what?
$145 from 3 donors on the call to action at the end
$0 from the vanity URL at the end
Video is the content that is getting the most attention online. But gathering video content has always been complicated for organizations.
See3 built a mobile and desktop app that enables organizations to harness the power of user-generated video without those complications and expenses.
Learn more about Propelit here.
by
thank you
Michael Hoffmanmichael@see3.com773-784-7333 ext 302@michael_hoffman