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