Engaging donors with online video
 

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Maryam Mossavar, Google

Maryam Mossavar, Google
Charity online engagement conference
www.charitycomms.org.uk/events

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Engaging donors with online video Presentation Transcript

  • 1. Engaging Donorswith Online VideoMaryam Mossavar – Industry Manager, Non-Profits Google Confidential and Proprietary
  • 2. 2
  • 3. ONEBILLION 3
  • 4. 4
  • 5. YouTube reaches 85% of UKs online population35 Millionunique users per month6 Billionvideos watched per month1h 40mintime spent per user per monthSource: ComsScore Nov 2012, eMarketer Dec 2012, Cisco 2009 5
  • 6. YouTube Audience 18% 19% 17% 13% 14%12% 7% 53% Male 47% Female 58% ABC12-17 18-24 25-34 35-44 45-54 55-64 65+Source: Nielsen/UKOM, Home and Work, July 2012, % based on total Unique Users (22.8M) 6
  • 7. 68% of the YouTube audience donateto charity25x more likely to donateonline54% would be willing tovolunteer time for a goodcause 7
  • 8. Video + Social = Earned Media 30% of YouTube viewers share with a friend after watching a video 700 YouTube videos are shared via Twitter every minute People comment, share or “like” 100M a YouTube video each week500 Years of YouTube videos are viewed on Facebook every single day 8
  • 9. Why use video? 9
  • 10. Bring to life the impact your charity is having 10
  • 11. Build awareness of your cause 11
  • 12. Recruitvolunteersandgeneratedonations 12
  • 13. Share your story and inspire others 13
  • 14. 14
  • 15. Build Your Audience 15
  • 16. 16
  • 17. 17
  • 18. 18
  • 19. TV YouTubeVS & 19
  • 20. Reach your audience through targeted and engaging ad formatsfrom specific search queries on YouTube to 100% share of voice on the homepage 20
  • 21. Measuring effectiveness 21
  • 22. discover your build your story audience analytics deepen make better engagement videos22 Google Confidential and Proprietary
  • 23. Analyze by channel, video, country and custom date ranges Top-level performance and engagement metrics Click for more detailed data Easy-to-read demographic stats Easy-to-read discovery stats23 Google Confidential and Proprietary
  • 24. Make Better Videos 24
  • 25. START WITH A GOALIN MIND 25
  • 26. 26
  • 27. 27
  • 28. 28
  • 29. 29
  • 30. Great content should…•Be targeted•Be relevant•Be emotive•Have a call to action 30
  • 31. Thank YouMaryam Mossavar – Industry Manager, Non-Profits Google Confidential and Proprietary