Engaging donors with online video

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

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Engaging donors with online video

  1. 1. Engaging Donorswith Online VideoMaryam Mossavar – Industry Manager, Non-Profits Google Confidential and Proprietary
  2. 2. 2
  3. 3. ONEBILLION 3
  4. 4. 4
  5. 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. 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. 7. 68% of the YouTube audience donateto charity25x more likely to donateonline54% would be willing tovolunteer time for a goodcause 7
  8. 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. 9. Why use video? 9
  10. 10. Bring to life the impact your charity is having 10
  11. 11. Build awareness of your cause 11
  12. 12. Recruitvolunteersandgeneratedonations 12
  13. 13. Share your story and inspire others 13
  14. 14. 14
  15. 15. Build Your Audience 15
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  19. 19. TV YouTubeVS & 19
  20. 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. 21. Measuring effectiveness 21
  22. 22. discover your build your story audience analytics deepen make better engagement videos22 Google Confidential and Proprietary
  23. 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. 24. Make Better Videos 24
  25. 25. START WITH A GOALIN MIND 25
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  30. 30. Great content should…•Be targeted•Be relevant•Be emotive•Have a call to action 30
  31. 31. Thank YouMaryam Mossavar – Industry Manager, Non-Profits Google Confidential and Proprietary

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