01/20/10 And so Hoffman founded See3 in 2004 when he realized the broadband internet could actually support a video future for organizations. See3 is an interactive agency working with organizations in the US and around the world, focused on those strategies that will bring high return on investment.
What Hoffman took away from his time as a fundraiser was that there is a gap between the amazing work on the ground and what constituents can see and feel. Closing that gap is the most important thing a communicator has to do. Video, better than any other strategy, helps to close that gap because it can deliver the emotional content needed to connect to people.
Do you know what this picture is from? Of course you do. The whole world does. Some things we learn from this. 1. Story trumps production costs. We spent hours watching a cable turn on a wheel as the miners were raised from the ground. But the story was riveting, even if the visuals were not always. 2. We EXPECT to see action while it is happening or soon after. If people can see the miners under the ground, why can’t they see your programs, wherever they are happening? 3. We can access this content from many places – TV, web, mobile.
Your audience is online, watching video. Are they finding you there?
Video is also critical for search for 2 reasons. 1. Google is delivering video results into first page search results. It is more than 50 times easier, on average, to get into first page search results via video than via natural rankings. 2. YouTube is now the #2 search engine online! This means people are starting their search with YouTube. Are you there for the terms that are important to you?
Presented by Michael Hoffman, See3 @michael_hoffman [email_address] How associations can use online video to fill conferences, grow membership and educate the public Anatomy of a Video
Objectives Good Objectives Bad Objectives Create a communications tool supporters can share Go Viral Connect with supporters on deeper level Make a Video Fundraise using video Fill a YouTube Channel Illustrate and influence a particular legislative bill Do Something New
Audience Good Audience Bad Audience Women 18-35 Everyone Parents of Young Children The Public Members of Congress The World Our Current Supporters People Who Care About Our Issue
ISACA The Information Systems Audit and Control Association (ISACA) is an IT governance organization that provides globally singular certification programs. They fill a specific niche and were challenged to put a human face on their very specific set of benefits Recognizing that they had to tell the stories of their members, and that video told this story most dynamically, ISACA succeeded through creation a series of videos around their certification levels Video Link
ISACA ISACA understood that their website is their channel and they created a branded environment to highlight their video assets to give these videos a place to live, not just temporarily feature. They are telling their members’ stories on their site in a place where the content makes sense ISACA even went so far as to call it “ISACA TV” and embedded videos across the spectrum of their accreditations. It creates the look and feel of an egalitarian member forum, however content is on-message and slickly produced. Video Link
American College of Physicians: ACP Cures American College of Physicians (ACP) needs to recruit younger members – medical professionals who haven’t been practicing long and might feel overwhelmed in their daily practice – who can use ACP and it’s benefits to ultimately become better doctors and provide better care to their patients Video Link
Using a video that speaks to their audience directly and speaks to themes that they know this audience cares about
Tells the 3 stories of self, us, and now
Uses personalization to drive people to interact and actively experience and participate in the video – and share!
American Association for Cancer Research The American Association for Cancer Research utilizes motion graphics, uses text smartly, and tells the 3 stories Self – What AACR is doing Us – Where the cancer research community is going and how far they’ve come Now – Their 2010 first annual meeting for members to meet and collaborate to share research Video Link