ONLINE VIDEO 101A beginner’s guide to improving your Nonprofit’smarketing efforts with online video.
WHY ONLINE VIDEO?People Are WatchingTHE SECOND LARGEST SEARCH ENGINE IN THE WORLD | YouTube• 60 hours of video are uploaded every minute, orone hour of video is uploaded to YouTube everysecond.• Over 4 billion videos are viewed a day• Over 800 million unique users visit YouTube eachmonth• Over 3 billion hours of video are watched eachmonth on YouTube• More video is uploaded to YouTube in one monththan the 3 major US networks created in 60 years• 70% of YouTube traffic comes fromoutside the US• YouTube is localized in 39 countries andacross 54 languages• In 2011, YouTube had more than 1 trillionviews or almost 140 views forevery person on EarthKey Takeaway:Your brand should be representedon YouTube with an organicallyoptimized channel.
WHY ONLINE VIDEO?Demand & OpportunitySource: http://www.seomoz.org/article/search-ranking-factorsDEMAND| IN 2012… 82.5% of the U.S. Internet audience viewed avideo online. 30% of Internet traffic was video-related. In2013, 60% of Internet traffic will be video-related. Online video ad spending was $1.97 billion. By2014, it will swell to $5.71 billion. Video advertisements accounted for 12.4% ofall videos viewed, and 1.2% of all minutesspent watching video online.OPPORTUNITY| IN 2012… Google sites had 141,065 total uniqueviewers, averaging 261.6 minutes perviewer, per month. Facebook users average 18.5 mins per viewer. Google Display Network reached 46.7% of theU.S. population. In February 2012, there were 3.8 million videoads displayed, which averages out to 30.2ads per viewer, and reached 42% of the totalU.S. Population.
WHY ONLINE VIDEO?EngagementHOW YOUR AUDIENCE IS ENGAGING IN VIDEO | BY DEVICE For long-form television content online(Hulu, NBC, etc.), viewership grew 125% from 2009to 2012. 66% of the world’s mobile data traffic will be videoby 2014. iPad users commit to watching a Web video forover 5 minutes on average. iPhone average 2.4 minutes. Desktop users view a video for less then 2 minutes.Key Takeaway: Viewership has gone mobile. Keepthis in mind when producing your content.Short, visually engaging and informative content isideal.
THE OUTCOMEWhen Producing Video for the WebCREATE VIDEOS | WITH THESE OBJECTIVES IN MIND– Support Customer Branding and Marketing Objectives– Establish, Educate and Build a Customer Fan-base that will expand the customers’ brand throughmultiple social channels– Drive educated traffic to the appropriate Web pages for optimal conversions and higher-quality leads– Monitor and maintain reputation by aggressively promoting and directing the video to rank for brandedterms– Support the integrated marketing campaign– Integrate videos into overall campaigns that will:• Increase site conversions• Decrease abandoned shopping carts• Increase site traffic• Improve the chance that the customer is found online• Improve customer satisfaction• Decrease merchandising and support costs
WHERE TO STARTAnalysis of Your Landscape & NeedsLinks to OtherValuable Content60%Start by answering these six simple questions:1. Elevator Pitch• What are your company’s Mission Statement and Value Proposition? What differentiates you from othernonprofits?2. Mission• Best describe the cause you are looking to pitch to your current and potential supporters with this video.3. Goals and Objectives• After a potential advocate watches this video, what should be their next move – what should they want todo next?4. Messaging• What is the message behind this video? Are you helping your donator solve a problem, educating them onwhat your organization does?5. Branding & Visual Style• What is the visual style desired? Clean, professional and polished; gritty and grungy; illustrated and cartoony?Best describe the visual appeal you’d like to convey.6. Target Audience• Who are you targeting with your messaging? What best describes the situation that they will be in when theystumble upon your video online?
WHERE TO STARTMarketing Objectives and StylesESTABLISH A MARKETING OBJECTIVE…And Choose a Style to Target Your Needs The key to video marketing is knowingwhich type of video will give you the bestresult for your business objective. The chartto the left can help you decide.
WHERE TO STARTEquipment & TechnologyIN YOUR POCKET| SHOOTING LIGHTS, CAMERA… APPS!The iPhone 4S [$199.00]• Can capture 1080p video.• Built in image stabilizer to reduce hand shake.• Low light performance is enhanced.GoPro Hero3 HD [$199.00]• 1080p30 / 960p30 / 720p60fps• 5MP / 3 fps Burst• Wi-Fi Built-In• Wi-Fi Remote + App CompatibleFiLMiC Pro [$3.99]• Features include:-Real time, 4x Zoom-30 variable capture/output frame rates-3 Separate shooting modes-4 selectable resolutions including 2 iFrame modes-Audio metering-And much more…Movie Looks HD [$1.99]• Popular Film Looks: Inspired by motion picture favorites. Shootyour own crime drama, try out a classic war movie, or make aBourne-inspired spy shoot.iMovie [$4.99]• Make beautiful HD movies anywhere with iMovie, the fast andfun moviemaking app that puts everything you need to tell yourstory at your fingertips. Browse and play projects in the Marqueeview. Create Hollywood-style trailers or sophisticated homemovies in minutes.* And share your finished projects with theworld – right from iMovie.