Non-Profit Leadership Summit 2013 - using images and video to tell your story

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� Social Media is here to stay � Imagery rules!

Topics

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It’s Huge � Facebook: 1.11 billion acBve users � TwiEer: 500 million acBve users � LinkedIn: 200 million users � Pinterest: 48.7 million users � YouTube: 7.5 million monthly users �  Instagram: 100 million users, 4 billion photos

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It’s the new SEO � Social Media OpBmizaBon (SMO) is the new SEO, or rather two halves of a whole

� SMO is the distribuBon of social objects (videos, blog images, posts, tweets, Facebook updates) so that they’re opBmized to rise to the top of any related search query, where and when it is performed

� SEO + SMO = Amplified findability in the tradiBonal and social web

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It’s Real-‐Time � Reveal the human side of an organizaBon, give it personality

� Foster enthusiasm for your cause by donors, Board members and volunteers

� Provide useful informaBon that people won’t get elsewhere (or at least not as quickly)

� Respond to comments, complaints, requests real-‐Bme

� Have a plaZorm for announcing news, promoBons, events

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Business ObjecBves �  Increase visibility �  Connect with donors, Board, volunteers �  Increase engagement �  Promote your brand/cause �  Create a community �  Promote and manage events � Give back through special offers and discounts

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What’s the ROI? �  Tapping into the latest research, Imbue MarkeBng has taken a closer look at the value of social following

�  Results published March, 2012

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Social Media Plan �  Listen to what’s already out there:

�  Set-‐up Google Alerts for all your keywords, your compeBtors, your own company name, your personal name, etc.

�  Use Social MenBon to search social media for menBons of your organizaBon / compeBBon

�  Use Google Search and Google Blog Search to find bloggers and other content creators in your space

�  Use Muck Rack to find journalists

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Gefng Started -‐ Social Media Plan �  Define the goals for social media

�  increasing contribuBons, brand awareness / engagement or more people who “like” or “follow” your organizaBon

�  Develop a plan for creaBng digital content �  What’s your story, and how will you tell it with images and video

�  Be sure to align with markeBng calendar �  Know your keywords and use consistently in all posts �  Create a content calendar for posBng – when will you create videos, use the videos in posts, when will you gather images, when will you post images, etc.

� Measure and adjust – traffic, comments, leads, etc.

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Social Media Plan �  Create your Content Calendar For PosBng

�  Define 5-‐6 content categories �  Set-‐up a 3-‐month calendar �  Add your key offline events and any milestones, holidays, etc.,

�  Content should be a mix of original content/images/videos, news updates and curated content/images/videos

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Social Media Plan �  Set-‐up your profiles and pages and start posBng

�  Ensure you have a consistent design/branding across all plaZorms

�  Set-‐up Google AnalyBcs to monitor web traffic � Measure and adjust – traffic, comments, leads, etc. �  Set-‐up and use a dashboard (Hootsuite, etc.) to manage your social media updates

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Why Images? �  The visual culture � Massive increase in photo creaBon

�  Ten percent of photos taken by humankind took place in the last 12 months

�  The rise of “Image Centric” Social Networks �  Photos becoming the “universal language” �  The fastest growing social media networks are not surprisingly Facebook and Instagram.

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Why Images? �  Images become InteracBve

�  Pinterest is one of the first plaZorms that allows you to interact with staBc images

�  So how and why should you use images in your business communicaBons, markeBng and social networks?

16 Infographic courtesy of MGD Advertising

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Why Images? � ArBcles/posts with images get 94% more total views �  Including a photo and a video in a press release increases views by over 45%

�  60% of consumers are more likely to consider or contact a business when an image shows up in local search results

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Why Images �  In an ecommerce site, 67% of consumers say the quality of a product image is “very important” in selecBng and purchasing a product

�  In an online store, customers think that the quality of a product’s image is more important than product-‐specific informaBon (63%), a long descripBon (54%) and raBngs and reviews (53%)

�  Engagement rate on Facebook for photos averages 0.37% where text only is 0.27% (this translates to a 37% higher level of engagement for photos over text)

19 Infographic courtesy of MGD Advertising

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Best PracBces � Add text to your image – get more mileage �  Create a collage (collage.com) �  Encourage people to share photos with you � Have a terrific facebook covers �  Post How-‐tos and infographics � Have pinnable images on your blog � OpBmize your images � Name the file what it is (not image123.jpeg) �  Capture your big moments, volunteers in acBon, etc. � Use Royalty free and creaBve commons

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Why Video? � Gives you the ability to communicate your message quickly

�  Presents itself when the viewer at the “zero moment” �  Communicates your personality � Has a low cost of entry

� Many videos we shoot are on the fly via our iPhone �  Counts video as part of Google’s ”relevance” metrics �  Increases your brand and credibility when people know, like and trust you

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Why Video �  YouTube is the number 2 search engine in the world �  Posts with videos aEract 3 Bmes more inbound links than plain text posts. Source: SEOmoz

�  85% of the US internet audience watches videos online Source: YouTube

�  The 25-‐34 age group watches the most online videos, and adult males spend 40% more Bme watching videos on the internet than females Sources: comScore and Nielsen

� Over 60 hours of videos are uploaded each minute on YouTube.com Source: YouTube

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Why Video � Viewers spend 100% more Bme on pages with videos on them Source: MarkeCngSherpa

�  Viewers are 85% more likely to purchase a product aser watching a product video Source: Internet Retailer

� Mobile video views up 300% In 2012, with tablets driving the charge with a 360% increase Source: TechCrunch, Apr 2013

�  25 million smartphone users stream 4 hours of mobile video per month. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day Sources: Ooyala and Ipsos

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B2B Demand Generation Benchmark Survey 2012 - respondents prefer video over white papers, case studies, even live demos with reps.

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Best PracBces �  Keep it short and sweet – aser 30 seconds you’ve lost them

�  Start strong – high impact in first few seconds � Make one point

�  Nielsen reports that humans can only process, and retain, three simple messages in a short span of Bme.

�  Entertain, Inspire, Inform—or, Ideally, do all three �  Create messages in the interest of the viewer

�  Produce share-‐worthy content �  Speak from the heart – mean what you say � Have a clear call to acBon

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Tools: Doesn’t have to be fancy �  Animoto -‐ just drop in video or sBll images, select music from the library or your own and you’re done with producBon.

�  Bravo Video -‐ Lets customers record, review and send their videos to you, you can approve and place these user-‐generated videos on your website, blog or wherever you’d like. Convenient to capture and opBmize tesBmonial videos.

�  Screencast -‐ Create videos by taking screen shots and adding your voice-‐overs.

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Tools � Word – scripBng � Google Docs for sharing �  Photo EdiBng – iPhoto, Photoshop � Video EdiBng – iMovie, Final Cut Pro �  Storing – Dropbox, external hard drive

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Case Studies

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YMCA of Central and Northern Westchester �  The YMCA of Central and Northern Westchester is commiEed to youth development, healthy living and social responsibility.

�  Strong Kids Campaign – DonaBons to the Strong Kids Campaign allow the YMCA to provide membership and program assistance to kids and families who might not otherwise be able to afford to pay for YMCA services.

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Telling The Story �  Strategy for members, Board Members and staff focus on telling their story of how the YMCA-‐CNW has impacted their lives thus humanizing the organizaBon and the purpose of the fundraising campaign

�  Central component/theme in both off-‐line and online messaging

� Online campaign support – scripted, highly produced video and casual, non-‐scripted, from-‐the-‐heart videos

40 http://youtu.be/Daf9xpQKbAM

41 http://youtu.be/uRbXK_T9PXw

42 42 http://youtu.be/eh86emAiTb8

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BuildTheBridgeNowNY.org �  Broad statewide coaliBon of major employers, transportaBon professionals, civil engineers, and labor organizaBons represenBng more than 300,000 employees and more than 15,000 employers.

�  Support for the broad efforts to replace the Tappan Zee Bridge with the New NY Bridge.

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Telling The Story � MulB-‐pronged approach to raise awareness about the urgency for replacing the TZB

�  Consistent messaging, images and videos across all channels �  PR – news coverage �  YouTube videos featuring business leaders, Unions who support

�  Compelling images -‐ Facebook and Pinterest

46 http://youtu.be/X5PzNc6zJo0

47 http://youtu.be/u-JHQNznSHI

48 http://youtu.be/IOqCjjjx7KA

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Supporter of the Week Campaign

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Westchester Business Council �  The Business Council of Westchester is the county's largest business organizaBon, serving over 1,200 major corporate, mid-‐size and small-‐business and professional member firms and individuals.

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Telling The Story � Mission is to provide opportuniGes for businesses in Westchester County to increase their visibility and awareness around their products/services

�  Consistent focus on members across all channels � Member images on Facebook and the website �  Video spotlight interviews and Mega Mixer

60 60 http://youtu.be/YNlNr-NpHlg

61 61 http://youtu.be/tZys6Zay95c

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Pediatric Cancer FoundaBon �  Pediatric Cancer FoundaBon’s mission is to find a cure for childhood cancer. Founded in 1970, this non-‐profit charity raises money for research, state of the art equipment/ instruments and parent/ paBent care for world renowned doctors at the hospitals PCF supports.

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Telling The Story � Mission is to raise awareness of the organizaGon and therefore increase involvement and donaGons

�  Consistent branding/messaging across all acBviBes and across all channels �  Volunteer images on Facebook �  “Family” images on Website �  TesBmonial video �  Images and video posted on Pinterest

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United Way � United Way Worldwide is the leadership and support organizaBon for the network of nearly 1,800 community-‐based United Ways in 45 countries and territories. We envision a world where all individuals and families achieve their human potenBal through educaBon, income stability and healthy lives.

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Telling The Story � Mission is to mobilize millions give, advocate and volunteer, to raise, invest and leverage billions of dollars annually in philanthropic contribuGons to generate sustained impact in local communiBes.

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Slide show in blog post � Use google to find:

Wordpress slideshow plugin

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In Summary � A single image or video that resonates in the hearts of enough people can achieve breathtaking results for you, your organizaBon or your cause.

� With social media -‐ you have never been more empowered.

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QuesBons?

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Thank You! Bridget Gibbons

[email protected] GibbonsDigital.com @gibbonsdigital

Facebook.com/GibbonsDigital Instagram.com/GibbonsDigital

Non-Profit Leadership Summit 2013 - using images and video to tell your story

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