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Video-Driven Campaigns
Presenters                             AGENDAMike KondratickDirector of Strategy, See3mikek@see3.com                      ...
Salsa Platform Capabilities              Welcome!What are your video needs?C)Planning a video campaign?D)Have never execut...
Once you have your video, what do you do with it?
About Call2ActionCall2Action works to expand your networks and to engage and convert         supporters for your mission-d...
Activate Your Video•   Well-made videos have the power to move and inspire, but    the window of opportunity for action is...
Salsa Platform Capabilities           Salsa Platform Capabilities                       Email      Social Media           ...
See3 produces compelling content.      Paired with creative strategy, we developonline campaigns that tell your story and ...
DOGOODER AWARDS
The daily doGooder
Kony 2012
Tell a storythat’s worth telling.
Nonprofit StorytellingCan be done many ways……But there are fundamentals
MAKING YOUR STORY WORKWHAT ARE YOU SAYING?A clear message – you know exactly what you’re trying to say to them.     You ar...
KEEP  ITSIMPLE
INSPIRE     ACTION
Easy
•PROTECT OUR DEFENDERs: Action page
Animal Legal Defense Fund             Protect Your Food Campaign•   Petition campaign encouraging lawmakers to resist anti...
Animal Legal Defense Fund  Protect Your Food Campaign
Campaign Microsite www.protectyourfood.org
Animal Legal Defense Fund            Protect Your Food Campaign•Campaign results  •   Pre-roll ad performance was excellen...
M AK E ITPE RSO N AL
Oh no?!    Hahaha!              MAKE ‘EM LAUGH.               MAKE ‘EM CRY.
WINNIPEG HUMANE SOCIETY
Take the audiencesomeplace they can’tgo on their own . . .and bring them backchanged.
A story that invites the viewer to open a door tonew awareness, insight and responsiveness      is a story worth telling.
Our Spark Widgets         Sparks are a complete call to action.They have also been called “the death of the microsite.”   ...
A Turnkey SolutionSparks function across platforms so that people can watch video, sign up,donate and participate wherever...
Make it Sharable                                     Once people have watched your video and                              ...
Leverage Partnerships•   Do a survey of existing sponsors, partners, brand ambassadors and advocates.•   Find new key infl...
Syndicate ContentSyndicating new content is a powerful way to keep audiences engaged and toinspire more interaction and co...
Optimize for Mobile  “Americans now spend more time on Facebook Mobile than on its website.”                              ...
Learn to Love Metrics •        Set a goal. •        A/B test to get the best results. •        Look at YouTube demographic...
Video Driven Campaigns
Video Driven Campaigns
Video Driven Campaigns
Video Driven Campaigns
Video Driven Campaigns
Video Driven Campaigns
Video Driven Campaigns
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Video Driven Campaigns

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Find out what it takes to really engage viewers (online and offline) with your cause from leading national experts including See3, Call2Action and Salsa.

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  • Introduce presenters and agenda Slides + webinar recording available next week
  • Integrated online organizing and fundraising platform 2,000 organizations 50K Salsa users 75 million members $25 million raised
  • Integrated online organizing and fundraising platform 2,000 organizations 50K Salsa users 75 million members $25 million raised
  • The best stories make complex ideas to simple. If possible keep your story to one message, idea, theme; viewer often miss the point you really want too make if you present them with too many secondary messages
  • The best stories make complex ideas to simple. If possible keep your story to one message, idea, theme; viewer often miss the point you really want too make if you present them with too many secondary messages THIS IS GREAT… I HOPE YOU SAY THE EXACT SAME THING EACH TIME. FUNNY
  • http://www.youtube.com/watch?feature=player_embedded&v=h1PpWF_iJ4g
  • If you have succeeded in getting their attention, take advantage of this by connecting the dots and showing the viewer how to take action, through your work, to make the aspiration real. And don ’t forget that just telling them is not enough, give them the tools to achieve this. Make an explicit call to action and give a link or other tools to make it as easy as possible
  • Background: Recognized nationally for their work telling the stories of military sexual trauma survivors, Protect Our Defenders is a leader in the effort to reform the U.S. Military ’s system for handling rape and sexual assault. Thirty percent of active women in the military today are sexually assaulted. Protect our Defenders won the recent Do Gooder Video Awards with a simple, yet hard hitting message, and a clear call to action (sign the petition) Video is the primary hook for inspiring action – notice how easily you can sign a petition, contribute or share
  • Using video testimonials and Salsa ’s organizing platform, Protect Our Defenders has grown from an initial idea and a handful of supporters to a solid organization (in just 1 year) that is positioned to drive a cultural change in the way the military handles its sexual abuse claims. Currently they have more than 15,000 signatures – supporters that have logged on, signed the petition and as a result, personalized emails have been delivered to the inboxes of the appropriate congressman.
  • Emphasis on ROI number
  • Can we put this into the Spark? http://www.youtube.com/watch?v=nesbLLS7QEM
  • The video encourages you to visit this campaign landing page and offer easy ways to get involved, namely collecting petition signatures using Salsa
  • The petition takes you to your rep. where you can submit a letter and sign up for newsletters
  • Emphasis on ROI number
  • Video works most effectively when it creates a sense of identification between the viewer and the people in the story. People connect to people. As a result, be careful not to make your story about ideas, programs or policies, but the people who personify them.
  • Let ’s show this directly via YouTube or Mike’s computer for fidelity (a lot going on on the full screen).
  • Feelings make people act. Avoid policy talk and intellectualized language.
  • http://www.youtube.com/watch?feature=player_embedded&v=K4fVsSejI4Q
  • Finally, when I talk about the long form documentary work that I say that this work has the potential to take the audience someplace they can ’t go on their own and bring them back changed.
  • Transcript of "Video Driven Campaigns"

    1. 1. Video-Driven Campaigns
    2. 2. Presenters AGENDAMike KondratickDirector of Strategy, See3mikek@see3.com •Intro •TellingYour StoryChris LundbergCEO, Salsa Labs •Inspire Actionchris@salsalabs.com •Q & A •Happy HourCharlotte RademaekersCEO, Call2Actioncharlotte@call2action.com
    3. 3. Salsa Platform Capabilities Welcome!What are your video needs?C)Planning a video campaign?D)Have never executed a video campaign?E) Seasoned video campaign veteran?Identify your goals. Is there something specific you’dlike to learn from today’s session?
    4. 4. Once you have your video, what do you do with it?
    5. 5. About Call2ActionCall2Action works to expand your networks and to engage and convert supporters for your mission-driven campaigns online. Technology Services: • Spark Engine: self-service marketing software • Custom development Consulting Services: • Assessment of campaign goals, existing assets and networks • Campaign strategy and execution • New content creation • Blogger outreach and distribution • Metrics analysis
    6. 6. Activate Your Video• Well-made videos have the power to move and inspire, but the window of opportunity for action is short.• Make responding easy and immediate; try not to lose people to the next YouTube video. Motivation peaks near the end of the video. Time The proof is in the pudding: Our interaction rate (clicks to loads) is 38%, or 9x industry standards.
    7. 7. Salsa Platform Capabilities Salsa Platform Capabilities Email Social Media Fundraising & eCommerce Supporter CRM Database Website Forms3rd Party Plugins Events Advocacy Reports & Statistics
    8. 8. See3 produces compelling content. Paired with creative strategy, we developonline campaigns that tell your story and drive action. OUR TEAM 35 OF AUDIO-VISUAL PRODUCERS, STRATEGISTS, MARKETING PROS, DESIGNERS, AND DEVELOPERS ARE COMMITTED TO BRINGING YOUR GOOD WORK TO THE PEOPLE INVESTED IN YOUR ISSUE.
    9. 9. DOGOODER AWARDS
    10. 10. The daily doGooder
    11. 11. Kony 2012
    12. 12. Tell a storythat’s worth telling.
    13. 13. Nonprofit StorytellingCan be done many ways……But there are fundamentals
    14. 14. MAKING YOUR STORY WORKWHAT ARE YOU SAYING?A clear message – you know exactly what you’re trying to say to them. You are saying it in the clearest way possibleWHO ARE YOU TRYING TO REACH?Clear understanding of who you’re trying to reach – your audience is specific, there’s no such thing as a general publicWHAT DO YOU WANT THEM TO DO?A clear call to action – you know exactly what you want them to do
    15. 15. KEEP ITSIMPLE
    16. 16. INSPIRE ACTION
    17. 17. Easy
    18. 18. •PROTECT OUR DEFENDERs: Action page
    19. 19. Animal Legal Defense Fund Protect Your Food Campaign• Petition campaign encouraging lawmakers to resist anti- transparency “Ag-Gag” laws• Campaign microsite to educate the target audience and give them the right tools to advocate• Hard-hitting campaign video distributed as online pre-roll ads via YouTube’s TrueView platform
    20. 20. Animal Legal Defense Fund Protect Your Food Campaign
    21. 21. Campaign Microsite www.protectyourfood.org
    22. 22. Animal Legal Defense Fund Protect Your Food Campaign•Campaign results • Pre-roll ad performance was excellent • Over 30,000 views; 26% view rate • 1.68% click-through vs. 1% average • Video motivates action • Over 8,000 petition signatures
    23. 23. M AK E ITPE RSO N AL
    24. 24. Oh no?! Hahaha! MAKE ‘EM LAUGH. MAKE ‘EM CRY.
    25. 25. WINNIPEG HUMANE SOCIETY
    26. 26. Take the audiencesomeplace they can’tgo on their own . . .and bring them backchanged.
    27. 27. A story that invites the viewer to open a door tonew awareness, insight and responsiveness is a story worth telling.
    28. 28. Our Spark Widgets Sparks are a complete call to action.They have also been called “the death of the microsite.” Video Action Tools Social Media
    29. 29. A Turnkey SolutionSparks function across platforms so that people can watch video, sign up,donate and participate wherever they are spending their time.
    30. 30. Make it Sharable Once people have watched your video and taken action, they feel a sense of ownership. Direct them to share immediately. • Empower people with multiple methods. • Add incentives for extra traction.Posted in sites Shared to the and blogs Facebook newsfeed 14% of people who interact with our Sparks share them (via Facebook, email, twitter and site embeds). One campaign was picked up by more than 300 mommy bloggers.
    31. 31. Leverage Partnerships• Do a survey of existing sponsors, partners, brand ambassadors and advocates.• Find new key influencers with tools like Klout, Radian6 and Visible Technologies. “1 key influencer = 1000 normal Facebook users”• Ensure you have content that partners can get behind – talk to them first.• Make it dead-easy for them to post and share your content via email, Facebook, twitter and their own sites. Include links to your content with suggested copy. Case Study: Chrysler asked Americans to write letters to soldiers in Iraq. Nearly 9000 came through Sparks. That was 59% of all of their digital success!
    32. 32. Syndicate ContentSyndicating new content is a powerful way to keep audiences engaged and toinspire more interaction and commitment. Updates can be used for: • New content • Responses to current events • Campaign updates • Thank yous The blogger posts once and doGooder does the rest, providing fresh content daily.
    33. 33. Optimize for Mobile “Americans now spend more time on Facebook Mobile than on its website.” Techcrunch.comWe find that mobile users are more likely to engage and share.On average, our mobile conversion rates are a whopping 7%, compared withour overall conversion rate of 1% and DoubleClick’s click-through rate of .1%. Case Study: Race to Nowhere’s mobile users accounted for: • 5% of the loads • 61% of all Join participants! • 57% of email shares!!
    34. 34. Learn to Love Metrics • Set a goal. • A/B test to get the best results. • Look at YouTube demographics: is your audience the one you want? null 1% Letters Written Nhrsa 3% other Case Study: Top 5 Letter-Producing Sites 5% % of D oma ins S e nd S ubmit Le tte rs soldiersangels facebook 2,386 30% 10% facebook ramzone 1,644 20% 30% call2action 1,581 20% zacbrownband 1,057 13% soldiersangels 839 10%zacbrownband 13% Spark metrics reveal contextual data. • Which sites got the most results • Who are the surprise bloggers call2action 20% ramzone 20% Leverage the knowledge and evolve the campaign.
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