Celgene 2016 Patients Partners Webinar Engaging Your Target Audience - - PowerPoint PPT Presentation

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.

#DoGooderAwards

Presented by:

dogooder.tv

dogooder.tv

thedailydogooder.com

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% Budget Staff Resources Silos Proof of ROI

Budget

Staff Resources

Measuring and Impacting ROI

76%

• f responding

nonprofits don’t know how to measure the impact of their videos

• r 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% Fundraising 46% Membership 32% Advocacy 30%

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 journey

Joseph 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

• f the journey of the

archetypal hero found in world mythologies.

the importance

• f YouTube

creating your youtube content calendar

hero hub hygiene

hero

large-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness

hub

regularly scheduled ‘push’ content designed for your prime prospect

hygiene

always-on ‘pull’ content designed for your core target

it’s not just about viral videos

consistent content is key

hero hub hygiene

act like an advertiser act like a youtuber

• riginal 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 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

• nline. 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