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Video Advocacy Tips
Mary Joyce!
for the Open Society Foundations!
July 25th, 2014 | Dubrovnik, Croatia!
!images: Flickr/David Goehring, Mike Licht, Brad Hagan!
❶
What role
can video
play in my
campaign?!
❷
How do I get
people to
watch my
video?!
❸
So, how did
it work?!
(Measurement)!
What role can video play in my campaign?!
source Atkin, C. K.,  Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice  C. K. Atkin (Eds.), Public communication campaigns
(pp. 53–68). Thousand Oaks, CA.: Sage.!
What role can video play in my campaign?!
!   1) Raise awareness: present information
on previously unknown topic!
source Atkin, C. K.,  Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice  C. K. Atkin (Eds.), Public communication campaigns
(pp. 53–68). Thousand Oaks, CA.: Sage.!
What role can video play in my campaign?!
!   1) Raise awareness: present information
on previously unknown topic!
!   2) Change opinions: correct
misperceptions!
source Atkin, C. K.,  Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice  C. K. Atkin (Eds.), Public communication campaigns
(pp. 53–68). Thousand Oaks, CA.: Sage.!
What role can video play in my campaign?!
!   1) Raise awareness: present information
on previously unknown topic!
!   2) Change opinions: correct
misperceptions!
!   3) Increase salience: present a known
issue as important !
source Atkin, C. K.,  Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice  C. K. Atkin (Eds.), Public communication campaigns
(pp. 53–68). Thousand Oaks, CA.: Sage.!
What role can video play in my campaign?!
!   1) Raise awareness: present information
on previously unknown topic!
!   2) Change opinions: correct
misperceptions!
!   3) Increase salience: present a known
issue as important !
!   4) Mobilize: convince people to take
action!
source Atkin, C. K.,  Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice  C. K. Atkin (Eds.), Public communication campaigns
(pp. 53–68). Thousand Oaks, CA.: Sage.!
How do I get people to watch my video?!
images: Flickr/Lucas Leite!
How do I get people to watch my video?!
!   Use social proofing to build
viewership.!
images: Flickr/Lucas Leite!
How do I get people to watch my video?!
!   Use social proofing to build
viewership.!
!   When someone sees that a video has a
lot of views, that s social proof that
the video is good.!
images: Flickr/Lucas Leite!
How do I get people to watch my video?!
!   Use social proofing to build
viewership.!
!   When someone sees that a video has a
lot of views, that s social proof that
the video is good.!
!   The more views you have, the more
views you ll get.!
images: Flickr/Lucas Leite!
Social
Proofing!
= Asking people to view, like, or
share your content to prove to others
that it is worth watching.!
!
Building video views with social proofing!
Basic Measurement!
!   Reach: Views (Total and over time)!
❶	

❷	

❸	

So, how did it work?
!
Building video views with social proofing!
!   Start with the easiest ask.!
!   Level 1: Ask organization staff, friends,
and family to watch the video.!
Building video views with social proofing!
!   Start with the easiest ask.!
!   Level 1: Ask organization staff, friends,
and family to watch the video.!
!   Level 2: Ask them to post it to their
Facebook, LiveJournal, or whatever
social media platforms they use.!
Building video views with social proofing!
!   Start with the easiest ask.!
!   Level 1: Ask organization staff, friends,
and family to watch the video.!
!   Level 2: Ask them to post it to their
Facebook, LiveJournal, or whatever
social media platforms they use.!
!   Level 3: If allies have a website or blog,
ask them to post (you write they
text).!
Building video views with social proofing!
!   Start with the easiest ask.!
!   Level 1: Ask organization staff, friends,
and family to watch the video.!
!   Level 2: Ask them to post it to their
Facebook, LiveJournal, or whatever
social media platforms they use.!
!   Level 3: If allies have a website or blog,
ask them to post (you write they
text).!
!   Level 4: Once you have a few hundred
views, reach out to sympathetic media
(smaller is easier).!
Basic Measurement!
❶	

❷	

❸	

So, how did it work?
!
Basic Measurement!
!   Reach: Views (Total and over time)!
❶	

❷	

❸	

So, how did it work?
!
Basic Measurement!
!   Reach: Views (Total and over time)!
!   Breadth of Exposure: Thumbs up/
down (Mostly up means supporters
are watching, thumbs-down means
opponent are watching too)!
❶	

❷	

❸	

So, how did it work?
!
Basic Measurement!
!   Reach: Views (Total and over time)!
!   Breadth of Exposure: Thumbs up/
down (Mostly up means supporters
are watching, thumbs-down means
opponent are watching too)!
!   Activation: Shares (How many
people who watched also shared?)!
❶	

❷	

❸	

So, how did it work?
!
Basic Measurement!
!   Reach: Views (Total and over time)!
!   Breadth of Exposure: Thumbs up/
down (Mostly up means supporters
are watching, thumbs-down means
opponent are watching too)!
!   Activation: Shares (How many
people who watched also shared?)!
!   Reception: Comments (Who s
watching? How are they reacting?)!
❶	

❷	

❸	

So, how did it work?
!
!   There s more info on the Analytics
page of your YouTube account.!
!   Explore but don t get overwhelmed.!
!   Some metrics (measurements) will
tell you something you wanted to
know.!
!   Some will not.!
So, how did it work?
! Advanced Measurement!
Questions / Comments?
what video can do getting views measuring effects

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Video Advocacy Tips

  • 1. Video Advocacy Tips Mary Joyce! for the Open Society Foundations! July 25th, 2014 | Dubrovnik, Croatia! !images: Flickr/David Goehring, Mike Licht, Brad Hagan!
  • 2. ❶ What role can video play in my campaign?!
  • 3. ❷ How do I get people to watch my video?!
  • 4. ❸ So, how did it work?! (Measurement)!
  • 5. What role can video play in my campaign?! source Atkin, C. K., Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
  • 6. What role can video play in my campaign?! !   1) Raise awareness: present information on previously unknown topic! source Atkin, C. K., Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
  • 7. What role can video play in my campaign?! !   1) Raise awareness: present information on previously unknown topic! !   2) Change opinions: correct misperceptions! source Atkin, C. K., Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
  • 8. What role can video play in my campaign?! !   1) Raise awareness: present information on previously unknown topic! !   2) Change opinions: correct misperceptions! !   3) Increase salience: present a known issue as important ! source Atkin, C. K., Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
  • 9. What role can video play in my campaign?! !   1) Raise awareness: present information on previously unknown topic! !   2) Change opinions: correct misperceptions! !   3) Increase salience: present a known issue as important ! !   4) Mobilize: convince people to take action! source Atkin, C. K., Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
  • 10. How do I get people to watch my video?! images: Flickr/Lucas Leite!
  • 11. How do I get people to watch my video?! !   Use social proofing to build viewership.! images: Flickr/Lucas Leite!
  • 12. How do I get people to watch my video?! !   Use social proofing to build viewership.! !   When someone sees that a video has a lot of views, that s social proof that the video is good.! images: Flickr/Lucas Leite!
  • 13. How do I get people to watch my video?! !   Use social proofing to build viewership.! !   When someone sees that a video has a lot of views, that s social proof that the video is good.! !   The more views you have, the more views you ll get.! images: Flickr/Lucas Leite!
  • 14. Social Proofing! = Asking people to view, like, or share your content to prove to others that it is worth watching.! !
  • 15. Building video views with social proofing!
  • 16. Basic Measurement! !   Reach: Views (Total and over time)! ❶ ❷ ❸ So, how did it work? !
  • 17. Building video views with social proofing! !   Start with the easiest ask.! !   Level 1: Ask organization staff, friends, and family to watch the video.!
  • 18. Building video views with social proofing! !   Start with the easiest ask.! !   Level 1: Ask organization staff, friends, and family to watch the video.! !   Level 2: Ask them to post it to their Facebook, LiveJournal, or whatever social media platforms they use.!
  • 19. Building video views with social proofing! !   Start with the easiest ask.! !   Level 1: Ask organization staff, friends, and family to watch the video.! !   Level 2: Ask them to post it to their Facebook, LiveJournal, or whatever social media platforms they use.! !   Level 3: If allies have a website or blog, ask them to post (you write they text).!
  • 20. Building video views with social proofing! !   Start with the easiest ask.! !   Level 1: Ask organization staff, friends, and family to watch the video.! !   Level 2: Ask them to post it to their Facebook, LiveJournal, or whatever social media platforms they use.! !   Level 3: If allies have a website or blog, ask them to post (you write they text).! !   Level 4: Once you have a few hundred views, reach out to sympathetic media (smaller is easier).!
  • 22. Basic Measurement! !   Reach: Views (Total and over time)! ❶ ❷ ❸ So, how did it work? !
  • 23. Basic Measurement! !   Reach: Views (Total and over time)! !   Breadth of Exposure: Thumbs up/ down (Mostly up means supporters are watching, thumbs-down means opponent are watching too)! ❶ ❷ ❸ So, how did it work? !
  • 24. Basic Measurement! !   Reach: Views (Total and over time)! !   Breadth of Exposure: Thumbs up/ down (Mostly up means supporters are watching, thumbs-down means opponent are watching too)! !   Activation: Shares (How many people who watched also shared?)! ❶ ❷ ❸ So, how did it work? !
  • 25. Basic Measurement! !   Reach: Views (Total and over time)! !   Breadth of Exposure: Thumbs up/ down (Mostly up means supporters are watching, thumbs-down means opponent are watching too)! !   Activation: Shares (How many people who watched also shared?)! !   Reception: Comments (Who s watching? How are they reacting?)! ❶ ❷ ❸ So, how did it work? !
  • 26. !   There s more info on the Analytics page of your YouTube account.! !   Explore but don t get overwhelmed.! !   Some metrics (measurements) will tell you something you wanted to know.! !   Some will not.! So, how did it work? ! Advanced Measurement!
  • 27. Questions / Comments? what video can do getting views measuring effects