Dr. Kaye Sweetser, APR, from the University of Georgia discusses social media at Mobile's Red Square Agency on Oct. 6, 2010. Sweetser suggests a 4-step process to adopting social media: policy, planning, connecting & measuring.
PRSA Boston Social Media Summit 5 21 14Julie Dennehy
Created by PRSA Boston and including speakers' submitted slides, this master slideshow includes all content provided to attendees of the third annual Social Media Summit. The conference was held May 21, 2014 at Bentley University. This presentation is NOT to be used or shared commercially without express permission of PRSA Boston.
We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload.
Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer.
So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base?
The answer is content marketing.
More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.
At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.
Video & Viral Multimedia SEO -Aaron KronisAaron Kronis
Presentation by Aaron Kronis - Slides don't explain everything so it may seem a little confusing without the presentation which was oral.
From Pubcon New Orleans, May 2-5th, 2013. See Aaron Speak next at Pubcon 2013 in Las Vegas, Oct 2013.
Dr. Kaye Sweetser, APR, from the University of Georgia discusses social media at Mobile's Red Square Agency on Oct. 6, 2010. Sweetser suggests a 4-step process to adopting social media: policy, planning, connecting & measuring.
PRSA Boston Social Media Summit 5 21 14Julie Dennehy
Created by PRSA Boston and including speakers' submitted slides, this master slideshow includes all content provided to attendees of the third annual Social Media Summit. The conference was held May 21, 2014 at Bentley University. This presentation is NOT to be used or shared commercially without express permission of PRSA Boston.
We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload.
Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer.
So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base?
The answer is content marketing.
More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.
At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.
Video & Viral Multimedia SEO -Aaron KronisAaron Kronis
Presentation by Aaron Kronis - Slides don't explain everything so it may seem a little confusing without the presentation which was oral.
From Pubcon New Orleans, May 2-5th, 2013. See Aaron Speak next at Pubcon 2013 in Las Vegas, Oct 2013.
Pixability Presentation FutureM 2013 Mythbusting: Engineering a Viral VideoPixability
Presentation at FutureM Boston 2013.
Spoiler: We don't recommend trying to do viral. It's not good for your brand, your marketing dollars, and your career.
BlogWell Dallas Social Media Case Study: Southwest Airlines, presented by Chr...SocialMedia.org
In her BlogWell Dallas presentation, Southwest Airlines' Project Lead of Social Business & Listening, Christi McNeill, shares how they use social media to surprise and delight their customers.
She talks about their most recent Valentine's Day campaign from the initial setup and making of the video, to launching the effort and the results from the campaign.
This is my Video and Viral Multimedia SEO presentation from PubCon New Orleans 2013.
It includes our 'Mars Rover Art Car' kickstarter campaign which I added when a speaker dropped off the panel last minute.
The 10th and final immutable law of social media marketing: The Law of #REALationships is a presentation and lecture created by Jim Gilbert of Gilbert Direct Marketing.
Jim is the creator of "The 9 Immutable Laws of Social Media Marketing" and a frequent lecturer on social media marketing nationwide.
The Law of REALationships posits that it has become too easy for social media marketers to ease their workload by using "set it and forget it" apps, rather than get back in the trenches and build social relationships one at a time (like the good old days before social apps)
For more information about Jim Gilbert and Gilbert Direct Marketing:
Twitter: www.twitter.com/gilbertdirect
Email jim@gilbertdirectmarketing.com
Linkedin: https://www.linkedin.com/in/jimwgilbert
Ten Ethical Strategies to Generate Revenue through Blogs, Podcasts, YouTube, Facebook and Twitter!
- Blogging. Podcasting. Twitter. YouTube. What sites and technologies are most important?
- Business applications to deliver bottom line profitability. - Where are prospects hanging out, which sites are important to them?
- How to build and nurture a personal brand
- How to monetize blogs, podcasts and social networks
- The Britney Spears Strategy
- The Cascading Content Strategy
- My 100% Guarantee for how to succeed in Social Media if you have no extra time
Learn why this presentation (all new for 2014) is one of the National DMA’s top 5 “Back by Popular Demand” presentations the last 4 years running….
Do you know…The 9 Immutable Laws of Social Media Marketing?
Do you manage… The 8 stages of Social Media Engagement (and disengagement)?
What is… The State of Social Media Marketing 2014?
Details:
To be successful in social media marketing one must understand the rules. These 9 laws provide context for what to both expect via Social Marketing and how to engage, build an engaged fan base and also drive sales.
Social Media is getting more fragmented and its becoming harder to engage. Get the ammunition you need to engage fans and drive social media ROI in 2014!
Unique case studies will be presented as an example of how to successfully use the 9 laws…
In this informative session Jim Gilbert, author for ROI Magazine, President of the FDMA and former direct marketing professor will take you through example packed case studies including how The Fresh Diet went from 94 fans to 60,000 likes, and their secrets for driving engagement, FANaticism and sales.
Online video marketing: strategy, trends, tips, measurement, statistics, insights, and more from YouTube "star" and career marketer, Kevin "Nalts" Nalty
Looking for a proven way to boost your organization's fundraising, donor retention, email signups, and more? With Personalized Video, one compelling video becomes thousands of personalized ones - leading to greater viewer engagement.
Join See3 and the Alzheimer’s Association to learn the science behind why personalization markedly increases donations and engagement through individual viewer connection. We also take a look at how the Alzheimer's Association successfully uses Personalized Video for two annual events, the Walk to End Alzheimer’s and The Longest Day, leading to substantial increases in fundraising success.
Featuring:
- See3 CEO Michael Hoffman
- Alzheimer's Association Director of Digital Fundraising and Constituent Events Noel Beebe
Stories Matter: Equity in Storytelling for the Digital AgeSee3 Communications
Video and other digital storytelling are critical tools for nonprofits as they seek to communicate, educate, and fundraise. But storytelling also represent a minefield for organizations seeking to promote racial equity and diversity. Organizational stories can reinforce existing biases or become critical tools in the fight for inclusion.
How do we manage these challenges? How does our storytelling relate to our overall work in promoting equity and diversity?
In this session, we’ll look at some principles of equity in storytelling and hear from practitioners about how they navigate the competing priorities, access issues, and work against their own personal and organizational biases. We’ll also look at tools and technology that can help us create more inclusive and participatory storytelling structures.
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Ten Ethical Strategies to Generate Revenue through Blogs, Podcasts, YouTube, Facebook and Twitter!
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Do you know…The 9 Immutable Laws of Social Media Marketing?
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In this session from the University of Chicago's 2017 OnBoard conference, you will learn how to move beyond a typical mission statement to crafting a powerful mission that drives your organization's brand. With your mission and brand in place, you can leverage the power of content strategy to create a communications-centric culture. You'll leave this session equipped with content strategy tools and insights you can start implementing at your next board meeting.
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1. 1
5 ways to raise
more with video
"Michael Hoffman!
CEO, See3
Communications!
2. 2
About Michael Hoffman"
• Online marketing and
communications specialist
• Founded See3 Communications to
merge video and the web for
nonprofits and causes!
• Former senior nonprofit fundraiser and
political consultant
9. 9
Why Storytelling Matters"
• People are often moved to action by
seeing the stories of adversity and
positive change!
!
• Honest, compelling stories break
through the clutter!
• Make your supporter the hero, and
move them to action!
!
14. 14
Or, just say thanks!"
Charity: Water “Thank You” Campaign!
https://www.youtube.com/charitywaterthanks!
15. 15
Put it into action:!
• Make a Thanksgiving
“thank you” video!
• Introduce your staff
with easy-to-make
iPhone videos!
• Record a fundraising
appeal from your
executive director!
22. 22
Put it into action:!
• Mix up your email
schedule with curated
content!
• Try a “best of” video
series on social media!
• Host documentary
watch parties!
29. 29
Put it into action:!
• Segment your emails and
ask recent donors to share
video content.!
• Ask supporters to record
video fundraising appeals.!
!
36. 36
Put it into action:!
• As much as humanly possible, test your
language, buttons, headlines, etc.!
• Frame everything — no detail is too small.!
• And write 25 headlines, EVERY TIME.!
!
42. 42
Put it into action:!
• Try a Google Hangout with staff in the field.!
• Livestream your annual fundraising gala
and solicit donations online, too.!
• Experiment with premium content for
recurring donors.!
!
44. Distribution"
• Your website is your channel! Use it
effectively.!
• Leverage your existing email audience with
video alerts and stories of us!
Video boosts open rates 13% and boosts
conversions 21% (MediaPost, 2012)!
45. Explore simple, easy to use tools
for paid video advertising:!
!
• Scalable and cost-effective!
• Sophisticated targeting!
• Turn-key video views!
• AdWords for Video (A.K.A.
YouTube TrueView)!
• TubeMogul premium service!
Use ads for new leads"
46. 46
Are you a member?!
livestreaming
Call to action
overlays
annotations
Donate
button
YouTube Nonprofit Program!
Editor's Notes
HOFF 30 SEC (next slide)
Our clients include the American Cancer Society, Sierra Club, UNICEF, American Jewish World Service, Amnesty International, Refugees International, and many others. (NEXT SLIDE)
In today’s Webinar: We’ve got five distinct ways you can ensure a real return on investment for your video program. We’ll talk about planning, analytics, and distribution strategies you can use to raise more. And we’ll end with some time for questions
A lot of folks instinctively understand that great video can have a big impact. But we realized that there just isn’t a lot of data out there to prove it. That’s why we conducted the IntoFocus Nonprofit Video Survey, in partnership with YouTube and Edelman, to find out how nonprofits are using video, the impact it’s having, and where there’s room for improvement. - Half of all internet content is video. Every month 4 billion hours of video are viewed on YouTube. Every year more than 350 million videos are shared on Twitter. And more and more, than content is going mobile — traveling with viewers wherever they go.
It is a human truth that people are moved to action through seeing the stories of adversity and positive change. Honest, compelling stories break through the clutter. They create identification and aspiration to move people
The most effective nonprofit videos build relationships — with the folks who already know and support your work, and with the people who just stumble across your organization for the first time.
Building that connection means different things for different people. If you’re trying to build your list, sharing your founding story or introducing your beneficiaries, might be a good way to go. For people who are higher up the ladder of engagement, a more one-on-one, personal message — introducing a staff member or telling donor stories — can help those folks feel like a part of the action.
Follow the stories of your beneficiaries to demonstrate how the money you raise is having a real, human impact
A two-way street of communication between donor and staff
You don’t have to reinvent the wheel every time you have a message to share! Take advantage of the great work happening in your world (just like we are for this tip). Beth Kanter, friend of See3 and author of The Networked Nonprofit, frequently talks with NGOs about how they can use content curation to reach a broader audience — and we’d like to pass that wisdom on to you.
There are lots of coalitions out there partnering on days of action and campaigns — but how often do they make good use of each others’ digital resources? If you belong to a coalition, formally or informally, don’t miss the opportunity to share, reblog, and repurpose the great video content out there in your field. The folks working in gun violence prevention are a great example of this, buddying up for days of action and highlighting each others’ work. It’s a cost-effective and quick way to keep a stream of content flowing that can both drive folks back to your fundraising page and illustrate why your issue is so important.
Another great option: making use of documentary content to generate buzz and dollars around your issue. Folks are making documentaries about any and all topics these days — and thanks to the internet and dropping costs, they’re available everywhere! Check out traditional outlets like PBS, the BBC, and ITVS for titles — or just consult your netflix queue!
See3 has partnered with Kindling Group to produce a documentary about homelessness called @home, and we’re working with the nation’s major homeless service organizations — highlighting their work in webisodes, retweeting their content, and collaborating on events. If there’s a film coming out about your issue area, make sure to capitalize on its success!
Beth likes to say that when you cultivate content, you should seek, sense, and share. Put real manpower into combing the internet for new content – google alerts on relevant keywords, and following likeminded organizations on Twitter and Facbeook, are great ways to find new videos. SENSE – NOT SURE WHAT THAT MEANS. Finally, only share the content that really gives added value to your program — content your followers will find really compelling. And make sure there’s two-way collaboration: comment and like folks’ content, too, and they’ll do the same for you.
I like to talk about how it’s our job to make your supporter the hero of your organization’s story. And one of the best ways to empower your biggest fans to be the hero is to ask them to share your amazing work. And it’s a low-bar ask, ESPECIALLY when you make it easy to share — providing compelling language, using optimized buttons, and paying attention to your metadata. There IS a connection between non-financial asks and donations. Nobody wants to just be an ATM
Another way to encourage your supporters to share is to actually make them central to your video campaign. Follow their story, and their work with your organization — letting them explain why they’ve got your back, in their own words. DC Central Kitchen produced a video that follows one of its volunteers on his rounds across the city, dropping off healthy food in food deserts. He and the other folks benefiting from their work share, in the first person, why DC Central Kitchen is making their neighborhoods healthier. https://www.youtube.com/watch?v=zzzy4BPi8uE#at=171
Taking that one step further, new platforms and tools for creating user-generated video content can turn your donors and supporters into the producers. It’s cost effective, and can generate a great volume of content. Plus, it’s sure to be authentic.
But not everyone’s sure where to start when collecting user-gen content and putting it to use. See3 created a new smartphone app called Propelit to harness the power of user-generated content for good. It’s a great tool for EOY fundraising — giving your supporters the opportunity to make and share fundraising asks, or to share their favorite program run by your organization. Propelit is currently being beta tested; if you’re interested in learning more, contact us at propelit@see3.com.
We helped the American Cancer Society help its supporters organize and fundraise for their individual walks by creating an interactive, personalized video campaign. Instead of having to make a direct money ask, ACS constituents could create a video, highlighting their own support for ACS, and share it with friends and family. With annotations and an ask built in at the end, the video did the soliciting for them. The video got 100,000 views and was shared 50,000 times, and raised nearly 10 times what it cost to make.
Here’s what Upworthy tells us: You do not understand the internet. You do not know how to make something go viral and get it in front of a million people. And neither does Upworthy. BUT, by testing different ways to frame your incredible content, your chances of shooting the moon are going to be much, much better.
Make sure every last detail of your video is framed just how you want it, and optimized for interaction: Share text, description, headline, screenshot, annotations — everything counts.
But seriously, get the creative juices flowing. Your video’s headline is THAT important.
Your best donors and supporters deserve a little something extra — and the offer of premium content can also bring new monthly or recurring donors on board. People love a behind-the-scenes look at what makes your organization tick, and the chance for dialogue with your leaders. Google Hangouts with monthly donors or high-dollar donors A special video message from your leadership or a celebrity thanking them for their generous support For any piece of content, providing a separate ask from the main list — rather than asking for another donation, saying thank you and asking them to share
YouTube offers free livestreaming services to nonprofits — another option to try for your next livestreamed event.
You can take a video you already made, turn it into a 30-second ad lickety split, and put a little money behind some simple online ads — and can get a great return on your investment in building up your fundraising list, at a time when lots of people are looking to donate.
Options: Google Hangouts, Youtube for nonprofits, live tweeting