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Online video is the most rapidly growing form of media consumption in the United States. YouTube alone is the second largest search engine on the web. Individuals and organizations able to leverage this communications medium with creative video production and dissemination techniques can reach broad audiences. Additionally, platform-specific data collection on viewership and viewing habits allows impacts analysis, which can be used to iterate and improve upon the specific video-based outreach process.

Broader Impacts Productions describes their turnkey approach to addressing these crucial components of video for scientists, organizations, and institutions.

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Broader impacts and online video

  1. 1. ONLINE VIDEO FOR ENGAGEMENT AND IMPACT Kirsten Sanford, PhD Broader Impacts Productions
  2. 2. Broader Impacts Productions www.broaderimpacts.tv
  3. 3. BACKGROUND
  4. 4. Let’s talk stats… • Video viewing online is up! (Say thank you to smartphones) • According to a survey by Cisco: 84% of all internet traffic (data?) will be video by 2018 (http://www.cisco.com/c/en/us/solutions/service-provider/visual-networking- index-vni/index.html)
  5. 5. Let’s talk viewing habits… • The number of hours people spend watching videos on YouTube increases by 50% each year. • All age groups are engaging in more digital video viewing. • More than half of people responding to a Nielsen online survey of digital attitudes and behaviors say that video is important to their lives
  6. 6. And, viewing results… • People are more likely to watch a video than read a text. • Video significantly influences attitudes.
  7. 7. VIDEO PRODUCTION
  8. 8. Questions to consider… • What is it for? • What are your goals for the video? • Who is your audience? • What do you want to say? • What is your timeframe and budget? • How will it be distributed? • Do you want viewers to act on information in the video? • How will you measure success? • How else can the video be used?
  9. 9. Our video production process Initial interview Location Scouting Shoot Video editing Review www.broaderimpacts.tv
  10. 10. Case Study: Burroughs Wellcome Fund
  11. 11. DISSEMINATION
  12. 12. Dissemination Strategy Target Audiences (U.S.) 1. Public – promote increased public scientific literacy & engagement 2. Educators – promote informal STEM education & development Communications Strategy 1. Public – create and promote the most captivating, engaging, and shareable aspects of investigators’ work (using journalistic standards). 2. Educators – present investigators’ video content for use as supplementary teaching materials Marketing Tactics 1. Social Media (Twitter, Google+, Facebook) 2. Online Media Outlets (This Week in Science, Reddit, Boingboing) 3. Digital Video Portals (YouTube, Vimeo, Ustream, Dailymotion)
  13. 13. Where does your audience live? 74% of internet users access social media.
  14. 14. Social Media
  15. 15. Online Media Outlets
  16. 16. Digital Video Portals
  17. 17. IMPACT ANALYSIS
  18. 18. Quantifying Broader Impacts 1. Reach 2. Engagement 3. Attitudinal Outcomes 4. Learning Outcomes
  19. 19. Quantifying Reach
  20. 20. Reach by Geo
  21. 21. Reach by Gender
  22. 22. Quantifying Engagement Average View Duration (by U.S. State) Total Duration = 2:44 min Arkansas 2:15 min Wisconsin 2:05 min
  23. 23. Engagement via Likes/Dislikes
  24. 24. Engagement via Comments
  25. 25. Engagement via Shares
  26. 26. Quantifying Attitudinal TEST CONTROL Viewed Broader Impacts Video Did Not View Broader Impacts Video What is your opinion of stem cell research? 1. Very Positive 2. Somewhat Positive 3. Neutral 4. Somewhat Negative 5. Negative Positive Outcomes: 64% Positive Outcomes: 53% BI Video Lift = 11% Surveys delivered via digital advertising-based survey tool
  27. 27. Quantifying Learning TEST CONTROL Viewed Broader Impacts Video Did Not View Broader Impacts Video Which is not a class of stem cell? 1. Totipotent 2. Multipotent 3. Pluripotent 4. Unipotent 5. Bipotent Correct Responses: 84% Correct Responses: 45% BI Video Lift = 39% Surveys delivered via digital advertising-based survey tool
  28. 28. In Conclusion
  29. 29. The whole story… • Online video is an excellent medium to address broader impacts requirements. • However, a video on its own will have no impact unless combined with powerful marketing and analytics strategies.
  30. 30. Broader Impacts Productions • Contact: Kirsten Sanford • Email: kirsten@broaderimpacts.tv • Twitter: @drkiki • Google+: +Kiki Sanford • Facebook: DrKiki Broader Impacts video packages start at $5k for more information please visit http://www.broaderimpacts.tv
  31. 31. “Speaking up for the importance of science to society is our only hope, and scientists must not shy away from engaging with the public… there needs to be a conversation, not a lecture.” --Alan Leshner, AAAS
  32. 32. Let’s keep this conversation going… • What else do you want to know? • What do you need from us?

Online video is the most rapidly growing form of media consumption in the United States. YouTube alone is the second largest search engine on the web. Individuals and organizations able to leverage this communications medium with creative video production and dissemination techniques can reach broad audiences. Additionally, platform-specific data collection on viewership and viewing habits allows impacts analysis, which can be used to iterate and improve upon the specific video-based outreach process. Broader Impacts Productions describes their turnkey approach to addressing these crucial components of video for scientists, organizations, and institutions.

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