Celgene 2016 Patients’ Partners Webinar Engaging Your Target Audience Through Video Michael Hoffman CEO, See3 Communications
hi, I’m Michael
Michael Hoffman CEO, See3 mhoffman@see3.com
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.
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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% 12-17 year olds 18-24 year olds 91%
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 see3.com/intofocus • 20,000+ nonprofits
Nonprofits overwhelmingly agree that video is crucial to their communications. What did we learn? 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? Staff Proof of Budget Silos Resources ROI 76% 52% 39% 22%
Budget
Staff Resources
Measuring and Impacting ROI 76% The most important thing of responding you can do to improve nonprofits don’t know your video’s ROI is to how to measure the define a clear, attainable impact of their videos goal and measure how and or they only track it if you can reach that goal. anecdotally.
Uses of Video Marketing & Fundraising Awareness 46% 87% Advocacy Membership 30% 32%
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 The Hero with a Thousand Faces (first Joseph Campbell journey published in 1949) is was an American a seminal work of mythologist, writer comparative and lecturer, best mythology by Joseph known for his work Campbell. In this in comparative book, Campbell mythology and discusses his theory comparative religion. of the journey of the His work covers archetypal hero many aspects of the found in world human experience. mythologies.
the importance of YouTube
creating your youtube content calendar hero hero large-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness hub hub regularly scheduled ‘push’ content designed for your prime prospect hygiene always-on ‘pull’ content designed for your core target hygiene
it’s not just about viral videos consistent content is key act like an advertiser act like a youtuber hero hub hygiene 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
What Makes a Good Facebook Video? (Puppies help, but they aren’t the only reason.) EMOJIS. Short but “clickable” Subtle headline branding Edgy, interesting Captures your thumbnail attention in the (not overly first 3 seconds produced) (aww!) You don’t need The video is direct sound to watch it uploaded to (subtitles) Facebook And you can’t see it but… 1 - the video is under 1 minute 2 - there’s a call to action at the end
2.4 million views 99,457 reactions 3,500 comments 34,437 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 Hoffman michael@see3.com 773-784-7333 ext 302 @michael_hoffman
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