How to Show, Tell, and Activate with a Video-Centric Microsite

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

www.see3.net The Landing Page
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 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

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

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

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

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

www.see3.net

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How to Show, Tell, and Activate with a Video-Centric Microsite

by See3 Communications on Mar 24, 2008

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How to Show, Tell, and Activate with a Video-Centric Microsite — Presentation Transcript