A New Tool for Online Campaigns:  How to Show, Tell, and Activate with a Video-centric Microsite Michael Hoffman, CEO See3...
What is a Microsite? www.see3.net A Microsite is a website, separate and distinct from an enterprise’s primary site, that ...
Where does your traffic really come from?
 
<ul><li>Tool to turn your supporters into recruiters </li></ul><ul><li>Related to a specific event or program requiring im...
www.see3.net The Landing Page <ul><li>Focuses the audience’s attention </li></ul><ul><li>Get them to do what you want them...
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 La...
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/
<ul><li>Not-so-great Ask: </li></ul><ul><li>“ Get Involved” </li></ul><ul><li>“ Do Something.” </li></ul><ul><li>Better As...
<ul><li>Motivating, Specific Asks </li></ul><ul><li>“ Tell your Legislator to Vote ‘Yes’ on Bill XYZ” </li></ul><ul><li>“ ...
<ul><li>Marketing Your Microsite </li></ul><ul><li>Email your site to your list: allow your supporters to do the heavy lif...
And she told 2 friends and so on and so on…
www.see3.net Takeaways <ul><li>Focus on the Ask: </li></ul><ul><ul><li>Be specific </li></ul></ul><ul><ul><li>Make it easy...
www.see3.net The See3 Process <ul><li>Work with you to focus your objectives and refine ask </li></ul><ul><li>Develop bran...
www.see3.net
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How to Show, Tell, and Activate with a Video-Centric Microsite

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From his session at the 2008 NTEN Nonprofit Technology Conference, See3 CEO Michael Hoffman shows you how to mobilize your targeted audience through a Video-Centered Microsite—from development to distribution. He also provides many examples of successful video campaigns that yielded measurable results.

Published in: Economy & Finance, Technology
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How to Show, Tell, and Activate with a Video-Centric Microsite

  1. 1. 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
  2. 2. 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
  3. 3. Where does your traffic really come from?
  4. 5. <ul><li>Tool to turn your supporters into recruiters </li></ul><ul><li>Related to a specific event or program requiring immediate action </li></ul><ul><li>Create individual branding identities </li></ul><ul><li>Good for testing </li></ul><ul><li>Facilitates discovery: they care more about your cause than your organization </li></ul><ul><li>Easier to build than to improve your existing site (and easy to update) </li></ul><ul><li>Improve Search Engine Rankings </li></ul><ul><li>Generate concrete metrics specific to campaign </li></ul><ul><li>PR Opportunity </li></ul>Why a Video-centric Microsite? www.see3.net
  5. 6. www.see3.net The Landing Page <ul><li>Focuses the audience’s attention </li></ul><ul><li>Get them to do what you want them to </li></ul>
  6. 7. www.see3.net The Interactive Campaign Microsite http://mgam.isaca.org/default.aspx?MemberIdISACA=9999999
  7. 8. 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
  8. 9. www.see3.net The Interactive Campaign Microsite
  9. 10. www.see3.net The Interactive Campaign Microsite
  10. 11. www.see3.net The Interactive Campaign Microsite
  11. 12. www.see3.net BMW “Relearn to Drive” Microsite http://www.relearntodrive.com/
  12. 13. www.see3.net BMW “Relearn to Drive” Microsite
  13. 14. Election Microsites http://facts.hillaryhub.com/ http://hillaryattacks.barackobama.com/
  14. 15. Nothing But Nets Microsite http://nothingbutnets.net/
  15. 16. Center for Global Development’s Main Site http://www.cgdev.org/
  16. 17. Center for Global Development’s Microsite http://globaldevelopmentmatters.org/
  17. 18. <ul><li>Not-so-great Ask: </li></ul><ul><li>“ Get Involved” </li></ul><ul><li>“ Do Something.” </li></ul><ul><li>Better Asks </li></ul><ul><li>“ Join Our Campaign” </li></ul><ul><li>“ Donate Now” </li></ul><ul><li>“ Tell Your Friends” </li></ul>www.see3.net Focus on the Ask
  18. 19. <ul><li>Motivating, Specific Asks </li></ul><ul><li>“ Tell your Legislator to Vote ‘Yes’ on Bill XYZ” </li></ul><ul><li>“ Every Dollar Matters. Donate Now.” </li></ul><ul><li>“ Take 5 minutes to…” </li></ul><ul><li>“ Buy a Net” </li></ul><ul><li>“ Share Your Story” </li></ul><ul><li>“ Get out and Vote on November 4 th !” </li></ul>www.see3.net Focus on the Ask
  19. 20. <ul><li>Marketing Your Microsite </li></ul><ul><li>Email your site to your list: allow your supporters to do the heavy lifting </li></ul><ul><li>Keep content fresh: add a blog to your microsite </li></ul><ul><li>Alert all of your Social Media “friends” </li></ul>www.see3.net
  20. 21. And she told 2 friends and so on and so on…
  21. 22. www.see3.net Takeaways <ul><li>Focus on the Ask: </li></ul><ul><ul><li>Be specific </li></ul></ul><ul><ul><li>Make it easy for people to take action…Right now </li></ul></ul><ul><ul><li>Let people know that they CAN help </li></ul></ul><ul><ul><li>Keep it simple (there’s such a thing as ‘Too Much.’) </li></ul></ul><ul><li>Simple Navigation – Make it Clear </li></ul><ul><li>Explore variations </li></ul><ul><li>Use Compelling Media—Even if it’s not yours </li></ul><ul><li>Use less copy, more video </li></ul>
  22. 23. www.see3.net The See3 Process <ul><li>Work with you to focus your objectives and refine ask </li></ul><ul><li>Develop branding </li></ul><ul><li>Create great, potentially viral content </li></ul><ul><ul><li>media-rich </li></ul></ul><ul><ul><li>easy to update </li></ul></ul><ul><ul><li>encourages other activity besides just clicks: downloading, submitting comments, linking, forwarding </li></ul></ul><ul><ul><li>Develop your microsite using best practices </li></ul></ul><ul><ul><ul><li>Usability optimization </li></ul></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><li>Quality Assurance testing </li></ul><ul><li>Marketing your microsite </li></ul><ul><ul><li>Create a detailed plan: social media marketing, direct response, etc. </li></ul></ul><ul><ul><li>Implement the plan or we’ll show you how to do it yourself </li></ul></ul>
  23. 24. www.see3.net

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