A New Tool for Online Campaigns: How to Show, Tell, and Activate with a Video-centric Microsite Michael Hoffman, CEO See3 Communications. www.see3.net

What is a Microsite? www.see3.net A Microsite is a website, separate and distinct from an enterprise’s primary site, that focuses on communicating a specific message or selling a product or service. * Courtesy of The Well Advertising, Inc

Where does your traffic really come from?

Tool to turn your supporters into recruiters Related to a specific event or program requiring immediate action Create individual branding identities Good for testing Facilitates discovery: they care more about your cause than your organization Easier to build than to improve your existing site (and easy to update) Improve Search Engine Rankings Generate concrete metrics specific to campaign PR Opportunity Why a Video-centric Microsite? www.see3.net

Tool to turn your supporters into recruiters

Related to a specific event or program requiring immediate action

Create individual branding identities

Good for testing

Facilitates discovery: they care more about your cause than your organization

Easier to build than to improve your existing site (and easy to update)

Improve Search Engine Rankings

Generate concrete metrics specific to campaign

PR Opportunity

www.see3.net The Landing Page Focuses the audience’s attention Get them to do what you want them to

Focuses the audience’s attention

Get them to do what you want them to

www.see3.net The Interactive Campaign Microsite http://mgam.isaca.org/default.aspx?MemberIdISACA=9999999

Email link to members Link on ISACA homepage Email link to friends Watch presentation Join ISACA 1 2 3 4 www.see3.net 5 Landing Page with email form

www.see3.net The Interactive Campaign Microsite

www.see3.net The Interactive Campaign Microsite

www.see3.net The Interactive Campaign Microsite

www.see3.net BMW “Relearn to Drive” Microsite http://www.relearntodrive.com/

www.see3.net BMW “Relearn to Drive” Microsite

Election Microsites http://facts.hillaryhub.com/ http://hillaryattacks.barackobama.com/

Nothing But Nets Microsite http://nothingbutnets.net/

Center for Global Development’s Main Site http://www.cgdev.org/

Center for Global Development’s Microsite http://globaldevelopmentmatters.org/

Not-so-great Ask: “ Get Involved” “ Do Something.” Better Asks “ Join Our Campaign” “ Donate Now” “ Tell Your Friends” www.see3.net Focus on the Ask

Not-so-great Ask:

“ Get Involved”

“ Do Something.”

Better Asks

“ Join Our Campaign”

“ Donate Now”

“ Tell Your Friends”

Motivating, Specific Asks “ Tell your Legislator to Vote ‘Yes’ on Bill XYZ” “ Every Dollar Matters. Donate Now.” “ Take 5 minutes to…” “ Buy a Net” “ Share Your Story” “ Get out and Vote on November 4 th !” www.see3.net Focus on the Ask

Motivating, Specific Asks

“ Tell your Legislator to Vote ‘Yes’ on Bill XYZ”

“ Every Dollar Matters. Donate Now.”

“ Take 5 minutes to…”

“ Buy a Net”

“ Share Your Story”

“ Get out and Vote on November 4 th !”

Marketing Your Microsite Email your site to your list: allow your supporters to do the heavy lifting Keep content fresh: add a blog to your microsite Alert all of your Social Media “friends” www.see3.net

Marketing Your Microsite

Email your site to your list: allow your supporters to do the heavy lifting

Keep content fresh: add a blog to your microsite

Alert all of your Social Media “friends”

And she told 2 friends and so on and so on…

www.see3.net Takeaways Focus on the Ask: Be specific Make it easy for people to take action…Right now Let people know that they CAN help Keep it simple (there’s such a thing as ‘Too Much.’) Simple Navigation – Make it Clear Explore variations Use Compelling Media—Even if it’s not yours Use less copy, more video

Focus on the Ask:

Be specific

Make it easy for people to take action…Right now

Let people know that they CAN help

Keep it simple (there’s such a thing as ‘Too Much.’)

Simple Navigation – Make it Clear

Explore variations

Use Compelling Media—Even if it’s not yours

Use less copy, more video

www.see3.net The See3 Process Work with you to focus your objectives and refine ask Develop branding Create great, potentially viral content media-rich easy to update encourages other activity besides just clicks: downloading, submitting comments, linking, forwarding Develop your microsite using best practices Usability optimization Search engine optimization Quality Assurance testing Marketing your microsite Create a detailed plan: social media marketing, direct response, etc. Implement the plan or we’ll show you how to do it yourself

Work with you to focus your objectives and refine ask

Develop branding

Create great, potentially viral content

media-rich

easy to update

encourages other activity besides just clicks: downloading, submitting comments, linking, forwarding

Develop your microsite using best practices

Usability optimization

Search engine optimization

Quality Assurance testing

Marketing your microsite

Create a detailed plan: social media marketing, direct response, etc.

Implement the plan or we’ll show you how to do it yourself

www.see3.net