ASAE Tech Conference: Anatomy of a Video


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  • 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?
  • ASAE Tech Conference: Anatomy of a Video

    1. 1. 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
    2. 2. See3 Communications <ul><li>Interactive communications agency for associations and nonprofits specializing in video, web, and engagement </li></ul><ul><li>Results-driven online strategies </li></ul><ul><li>Believe in technology and media to help organizations reach their goals </li></ul>
    3. 5. Your Audience is Watching
    4. 6. Search
    5. 7. 5 Video Myths <ul><li>“ We need a viral video” </li></ul><ul><li>“ We don’t have enough money for video” </li></ul><ul><li>“ No one on our staff can do video” </li></ul><ul><li>“ This one video will transform our organization” </li></ul><ul><li>“ The video company will figure it out” </li></ul>
    6. 8. Anatomy of a Video
    7. 9. The Strategy <ul><li>What is your objective? </li></ul><ul><li>Who is your audience? </li></ul><ul><li>What do you want to say? </li></ul><ul><li>How will you use the video? </li></ul><ul><li>How will you distribute the video? </li></ul><ul><li>What tools will you need? </li></ul>
    8. 10. 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
    9. 11. 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
    10. 12. The Staffing and Budget <ul><li>What skills does your team have? </li></ul><ul><ul><li>Storytelling </li></ul></ul><ul><ul><li>Editing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Who needs to be involved? </li></ul><ul><li>Who has the passion? </li></ul><ul><li>How can we maximize our budget for the future? </li></ul>
    11. 13. The Message & Style <ul><li>What themes do your audience care about? Right now? </li></ul><ul><li>What story are you telling? </li></ul><ul><li>What can video accomplish that text and images cannot? </li></ul><ul><li>How will video compliment your other creative? </li></ul>
    12. 14. Staff Produced
    13. 15. Documentary
    14. 16. Public Service Announcement
    15. 17. Animation / Motion Graphics
    16. 18. Personalized Video
    17. 19. Broadcast Events
    18. 20. The Production <ul><li>Do you need outside help? </li></ul><ul><li>How much media (video/photography) do you already have? </li></ul><ul><li>What new footage do you need? </li></ul><ul><li>How will you script the piece? </li></ul><ul><li>Do you have a contingency plan? </li></ul>
    19. 21. Your Website Is Your Channel
    20. 22. Your Site Visitors Expect Video – Give It to Them Graphic courtesy of HubSpot
    21. 23. You Made The Video Now What? - Distribution <ul><li>Bring people to your video </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>PR (earned media) </li></ul></ul><ul><ul><li>Bring your video to people </li></ul></ul><ul><li>YouTube </li></ul><ul><li>Social Networks (Facebook, etc.) </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>TubeMogul </li></ul>
    22. 24. KPIs – How do we measure? <ul><li>Marketing 101 – What are you trying to achieve? </li></ul><ul><li>Setting goals at the start </li></ul><ul><ul><ul><li>Experimentation and capacity building is also a goal </li></ul></ul></ul><ul><ul><li>Be realistic </li></ul></ul><ul><ul><ul><li>Unless you have puppies or kittens you aren’t getting 1 million views </li></ul></ul></ul><ul><ul><ul><li>One video will not have a transformative impact on your fundraising </li></ul></ul></ul>
    23. 25. KPIs – How do we measure? <ul><li>Views </li></ul><ul><ul><li>Compared to previous efforts </li></ul></ul><ul><ul><li>Compared to other web traffic </li></ul></ul><ul><ul><li>As a percentage of actions (conversion rate) </li></ul></ul><ul><ul><li>Demographics – Are they who we want? </li></ul></ul><ul><ul><li>Viral vs. outreach efforts </li></ul></ul><ul><ul><li>Referrals - Who is sharing? Impact of Search </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Conversion totals, compared to other content </li></ul></ul>
    24. 26. 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
    25. 27. 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
    26. 28. 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
    27. 29. American College of Physicians: ACP Cures <ul><li>ACP knows their audience </li></ul><ul><li>ACP knows that their audience cares about being overloaded with work and is looking for a network </li></ul><ul><li>ACP knows what key stories to tell </li></ul><ul><ul><ul><li>The story of self – what ACP does and what it offers </li></ul></ul></ul><ul><ul><ul><li>The story of us – the young medical community </li></ul></ul></ul><ul><ul><ul><li>The story of now – what ACP does to help the young medical community and why joining and sharing with colleagues matters </li></ul></ul></ul>
    28. 30. American College of Physicians: ACP Cures <ul><li>What They’re Doing Right: </li></ul><ul><li>Using a video that speaks to their audience directly and speaks to themes that they know this audience cares about </li></ul><ul><li>Tells the 3 stories of self, us, and now </li></ul><ul><li>Uses personalization to drive people to interact and actively experience and participate in the video – and share! </li></ul>
    29. 31. 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