Social media and online video for mere mortals


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You’ve heard of Facebook, Twitter, and YouTube, but how do you put them to work for your organization? With so many options, where do you start and how do you engage your supporters in these new arenas?

Join us for an interactive workshop designed to kick start your social media and online video campaigns and allow you to connect effectively with supports and donors alike. You will learn about a variety of innovative strategies that utilize best-of-breed tools to help you improve constituent outreach, raise more money, and operate more efficiently.

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  • Its where people are at and what they are doing – Fad? Does not matter really …Allowing them to interact where they arePeople LOVE video – YoutubestatsTogether they are even more powerful - traffic, backlinks, seo…. Did I mention people love them!
  • Its going to take some work… takes time and persistanceThere are ways to make it easier, it really does not take that much to get startedSee if you get some results before spending too much time
  • No sense in doing all this if you don’t have something for people to DO – signup, volunteer, donate etc.** Next month doing an online webinar of “Lessons learned from the Obama Campaign”Sign up to get notified.
  • Not part of tech team – need real “voices”, example of Obama
  • Show some examples here of websites with buttons, widgetsExamples of getting followers on twitter, friends on FB and subscribers on YouTubeI go for “targeted” followers.. Not as many as some but I know they are relevant and real** Should we add some tips here or show them in realtime how to get some followers?
  • Update / Engate regularly –People look at how long its been since you last posted / tweeted – will unfollow or un-like
  • Example:showing up to a party and all you talk about is you.. Screaming at the top of your lungs.. We don’t do this in real life
  • – search for “aisd”I will demo google alerts – - set up alerts for org name, name of Executive director, url of org, etc. - search terms for your area – Austin education, AISD, school financing, etc.Then just join those conversations or tweet/post interesting articles
  • I can talk about individual stories having a greater impact than group stories - Dan Ariely – Predictably Irrational – example of donations to Katrina versus Malaria
  • Will hand out the example process doc we used before “New Video Process”
  • Twitter tools: background –
  • Don’t forget to count those staff hours.. Those are a cost
  • 1) The landing page ended up being the #4 most visited page for the month of December.  Since the email was the only way to get to the page it shows that links in emails are still a great way to get folks to the website and drive traffic (especially if there is a good reason to click through like a video).  This was one link, in one email and it drove a good bit of traffic.  This is why I usually recommend linking to your website instead of YouTube, Facebook, etc. for most links.. get them on the site and you have more control2) The landing page with video had much higher "avg. time on page"The landing page had almost double the avg. time on page as the more popular pages for the month of December.  The page had an average of 3:20 on page so folks that hit the landing page were watching the video and reading the content.  This shows that folks do like video and that they watch the video.  Knowing this you can add a strong call to action to the page or even to the end of the video to get them to do something - donate, volunteer, attend an event.  They are a captive audience now, on your site, so you can direct them to what you want much easier.3) The "video" was the most popular click-through by far65% of the click-throughs on the email were from the link to the video landing page. The second highest click through was for the Donate button at 14%.  This shows that people do like to click through to videos and that its a great way to get folks to click and get to the site.  Getting folks over to watch the video should also create more of an "emotional connection" with EA and the kids, which some studies have shown to increase donations and donation amounts.I believe the number of click-throughs could have been higher if the video link was placed higher in the email (above the fold).  Its placement in this email was further down the page and some folks may not have seen the video before opening and then deleting the email.  Since folks do like to watch videos, getting it higher on the page should increase the click-throughs and this would be a great thing to test.4) Click-through % was higher in 2010 for the final Year End emailComparing the final email of the 2009 campaign to the final email of the 2010 campaign, the 2010 email had double the click-through percent (4% to 2%).  I used % here to control for the larger list in 2010.I think the big difference in the emails was the use of video and something you guys should continue to test and reivew in future emails.5) 37% click-through from the landing page to the eTapestry donation formGoogle analytics showed that 37% of the folks that hit the landing page, "exited" that page by going to the eTap donation form.  This is a higher clickthrough % than the donate button from the email itself (14%) indicating a good way to get folks to the donate page (emotional connection again).
  • Discuss hand out of more detailed steps… still working on thisEach step will have links to the resources
  • Outline of the product here – using TAPE as the example (show them the TAPE example here) -
  • Social media and online video for mere mortals

    1. 1. Social Media and Online Video for Mere Mortals<br />How to get started with video and social media to engage supporters, increase outreach and further your mission.<br />Effective Education Partnerships Conference (EEPC 2011)<br />January 30, 2011<br />
    2. 2. Aaron Weiss, One Story Productions<br />Richard Dietz, Nonprofit R+D<br />And You<br />Introductions<br />
    3. 3. Overview<br />Social Media Basics<br />What to Say & How to Say it<br />Online Video Basics<br />Tools / Resources<br />Return on Investment (ROI)<br />Case Study / Examples<br />Action Plan<br />Agenda<br />
    4. 4. Handouts<br />Restrooms<br />Breaks<br />Ask Questions<br />House Keeping<br />
    5. 5. Tweet, RT, @ mentions, hashtag<br />M4V, MP3, AVI, FLV, WMV, MPEG-4<br />Embed, upload, stream, webcast, Codec<br />CMS, CSS, wysiwyg, blah, blah, blah<br />What you talkin’ about Willis?<br />
    6. 6. No, not really<br />There are “best practices”, but you must test in your organization<br />Testing is the key, much easier to do online<br />If it works do more, if not try something else<br />Consultants have all the answers..<br />
    7. 7. You Tell Us …<br />Why did you sign up for this Bootcamp?<br />What is your single biggest question on Social Media?<br />Are you currently using social media?<br />How are you using it, and how is it going?<br />How about online video?<br />How are you using it, and how is it going?<br />If not, what is stopping you?<br />How will social media and/or online video help your organization?<br />Realistic goals<br />
    8. 8. Why Social Media?<br />Why Video?<br />Why Both Together?<br />Overview<br />
    9. 9. YouTube: Why Video<br />YouTube is the #2 Search Engine!<br />24 hours uploaded per minute<br />May 2010 YouTube exceeds 2 Billion views a day (That’s a “B”)Oct. 2009 was only 1 Billion per day<br />
    10. 10. “If you build it they will come”<br />We don’t have enough (time, money, energy, skill)<br />We just need one “viral” video and everything will be great!<br />Myths<br />
    11. 11. The Basics <br />
    12. 12. What are you hoping to accomplish with social media?<br />Need Sound Fundamentals FIRST<br />Capture emails<br />Donate button<br />Simple donation process (Where is the checkout?)<br />The Funnel<br />Web Design Questionnaire<br />The Basics<br />
    13. 13. <ul><li>Where to Start?
    14. 14. Facebook, Twitter, YouTube (The big 3)
    15. 15. Who should be the “voice”?
    16. 16. Individual or Org
    17. 17. Staff interest
    18. 18. Maybe not “part” of the tech team
    19. 19. Just Start!</li></ul>- Test, learn, test, learn, test<br />The Basics<br />
    20. 20. Incorporate into your current marketing<br />Website, Newsletter, Flyers, email signature<br />Need to ask for it – followers, fans, emails<br />Get Followers, Friends, Subscribers<br />Start small and see what works<br />Targeted vs. Mass Marketing<br />Examples<br />Basics <br />
    21. 21. Devote set amount of time each day<br />Update Content<br />Keeping it fresh<br />Engage regularly (reason to visit / donate)<br />Don’t expect immediate results<br />In it for the long haul<br />Basics<br />
    22. 22. What to Say&How to Say It<br />
    23. 23. Why people are “turned-off” by Social Media<br />“Hey Everyone! Look at Me!”<br />Be Social and Helpful First<br />“Lets get back to ME!”<br />Self-Promotion 10% of the time, not the opposite<br />Offer advice, lessons learned and relevant educational tools/tips<br />
    24. 24. Conversations must be real<br />This guy walks into a party…..<br />But how personal should you get?<br />Promote Yourself AND Others<br />Pay it forward<br />Educate<br />Correct Misinformation<br />Tell your Story<br />Compelling stories<br />What makes your story different?<br />What to Say & How to Say It<br />
    25. 25. <ul><li>What is happening in your org?
    26. 26. Upcoming events, awards, success stories
    27. 27. Set backs and challenges
    28. 28. Search Tools
    29. 29.
    30. 30. Join the conversations
    31. 31. Google Alerts
    32. 32. My favorite tool of all</li></ul>Where to Get Content<br />
    33. 33. Online Video<br />
    34. 34. Online Video<br />More affordable and easier than ever<br />Flipcam / Youtube<br />Create personal connection / Emotion >> Action<br />Great way to tell your “Story”<br />Reaches larger audiences<br />You Tube - #2 Search Engine<br />
    35. 35. What is the story/message you want to tell<br />What do you want to say?<br />What is the objective/goals<br />Why should it be told<br />Who wants to hear about it (audience)<br />What makes it unique<br />How will you use the video?<br />How will you distribute the video?<br />What tools will you need?<br />What is your “Ask”<br />Strategy & Planning<br />
    36. 36. The Message & Style<br />What themes does your audience care about right now?<br />What story are you telling?<br />What can video accomplish that text and images cannot?<br />How will video compliment your other creative materials?<br />
    37. 37. Its all about the story<br />Individual Stories are more effective (see graph)<br />Video can do this easier than other mediums<br />Reaching <br />Prospective donors, Volunteers. Constituents<br />Emotional connection <br />
    38. 38. Dan Ariely – Money v. Need<br />
    39. 39. KISS(keep it simple stupid)<br />Keep It Short<br /><ul><li>Powerful videos are often under 2 minutes long. The effort you put into keeping it short will go a long way in helping you focus your message.</li></ul>Keep It Simple<br /><ul><li>Try to focus on one main topic (ie. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused.</li></ul>* From our friends at Flip Video – <br />
    40. 40. Create a simple process document on what to do with a new video, event, news item etc.<br />See Example<br />Process Docs<br />
    41. 41. Tools / Resources<br />
    42. 42. <ul><li>Don’t get overwhelmed
    43. 43. Pick a few and try them, there is no “Easy” button
    44. 44. Facebook
    45. 45.
    46. 46. Fan Page
    47. 47. Twitter
    48. 48. This one can get overwhelming
    49. 49. Start simple, evaluate.. Then add tools if working</li></ul>Tools / Resources<br />
    50. 50. Flipcam or handheld camera<br /><br />Kodak Zi8<br />YouTube<br /><br />Premium features for free<br />Tools / Resources<br />
    51. 51. Tools / Resources<br />Tubemogul<br />Free Syndication<br />Immediate updates sent to:<br />Youtube, Vimeo and 20 other video sites<br />Facebook Post<br />Twitter Post<br />Free Analytics<br />Google Analytics<br />
    52. 52. ROI(Return on Investment)<br />
    53. 53. Investment<br />Social Media Consultant<br />Equipment & Software<br />Video Production Company<br />Staff time devoted to maintaining <br />
    54. 54. ROI<br />Not going to be immediate..takes time<br />Hard ROI <br />Quantitative – can be counted/measured<br />Web traffic, followers, etc.<br />Soft ROI<br />Qualitative – opinions, feelings.. Harder to measure<br />Connection, education, etc.<br />
    55. 55. ROI<br />Some idea to start with:<br />Website traffic <br />Increase in Fans, Followers, Subscriber, Views<br />Increase in Mentions<br />RT’s, @ mentions, wall posts, etc.<br />Increase in backlinks, # of supporters, email list, $ raised, volunteers, etc.<br />Survey your supporters<br />How did they find you, communication pref<br />
    56. 56. Analytics / View count / Time on Page<br />Call to Action next to video<br />Donate, volunteer, email signup<br />Audience Emotional Connection to content<br />Reinforcement of mission<br />Video ROI<br />
    57. 57. Examples<br />
    58. 58. TAPE Interview with Rep. Maldonado<br />YouTube, blog, twitter, newsletter, etc.<br />Reason to go to site<br />You can get these anywhere, anytime – just need a flipcam<br /><br />On the Scene Videos<br />
    59. 59. Explore Austin<br />GISD Education Foundation Video<br />KIPP: Austin Public Schools<br />TAPE<br />Examples<br />
    60. 60. Case Study<br />
    61. 61. Explore Austin<br />
    62. 62. Explore Austin<br />Landing page #4 most visited for Dec<br />Much higher “avg. time on page”<br />Video link most popular click-through by far<br />Click-through % higher in 2010 for the final Year End<br />37% click-through from landing page to donation form<br />
    63. 63. Action Plan<br />
    64. 64. Start where you are – pick one or two and go<br />Experiment / Fail / Measure<br />Make it a part of what you do<br />Handout<br />Action Plan<br />
    65. 65. Our Services<br />Product - Online Video / Promo Video<br />Online Webinars<br />Online Video 101<br />Capturing Great Footage<br />FAQ Webinar<br />What to do with the Completed Video<br />Create Promo Video from Your Footage<br />
    66. 66. TAPE<br />
    67. 67. Q & A<br /><br />Richard Dietz<br /><br /> <br />Aaron Weiss<br /><br />