celgene 2016 patients’ partners webinar engaging your...
TRANSCRIPT
![Page 1: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/1.jpg)
Celgene 2016 Patients’ Partners Webinar
Engaging Your Target Audience Through Video
Michael HoffmanCEO, See3 Communications
![Page 2: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/2.jpg)
hi, I’m Michael
![Page 4: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/4.jpg)
See3 is the digital agency for do-gooders. We work with nonprofits and social causes, activating people to change the world. Through developing videos, websites and digital strategies, we deliver on goals like fundraising, advocacy, awareness, recruitment and more.
![Page 5: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/5.jpg)
#DoGooderAwardsPresented by:
dogooder.tv
![Page 6: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/6.jpg)
dogooder.tv
![Page 8: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/8.jpg)
video is a tool, not a strategy
![Page 9: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/9.jpg)
• Every month 4 billion hours of video are viewed on YouTube.
• Every year more than 350 million videos are shared on Twitter.
• More than half of all Internet content is video.
![Page 10: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/10.jpg)
But does it work?
![Page 11: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/11.jpg)
when the word video is used in an email subject line, open rates double
(Experian Digital Marketing Report)
![Page 12: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/12.jpg)
click-through rates increase 2-3 times when a video is included in an email
(Digital Sherpa)
![Page 13: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/13.jpg)
companies using video require 37% fewer site visits before a person responds to a call to action
(Aberdeen Group and Brightcove)
![Page 14: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/14.jpg)
people who watch video are 85% more likely to make a purchase than those who don’t
(Kiosked and Brightcove)
![Page 15: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/15.jpg)
if you ever hope to reach a younger audience, you need to be using video.
(ComScore)
% of younger audience who watch video online
83%
91%
12-17 year olds
18-24 year olds
![Page 16: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/16.jpg)
![Page 17: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/17.jpg)
Where to find all this data?
http://www.bethkanter.org/video-donations/
![Page 18: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/18.jpg)
IntoFocus Report First benchmark survey on use and impact of nonprofit video.
446 Survey Participants • Senior Management• Communications • Development
Nonprofit Organizations • Representative of large, medium
and small orgs• Rich diversity of missions• Broad range of experience with
video
YouTube Platform Data• 20,000+ nonprofits see3.com/intofocus
![Page 19: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/19.jpg)
What did we learn?
Nonprofits overwhelmingly agree that video is crucial to their communications.
But, many feel they do not know how to use it effectively – or how to measure its impact – yet.
![Page 20: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/20.jpg)
Values vs. Investment
HIGH VALUE• 80% think video is important to organization• 92% value investment• 87% want to produce more
LOW INVESTMENT• 66% spend $10,000 or less• 6% anticipate significant increase in video budget• 24% expect slight increase• 70% think funds will remain the same or decrease
![Page 21: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/21.jpg)
What is holding you back?
76% 52% 39% 22%
BudgetStaff
Resources Silos Proof of ROI
![Page 22: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/22.jpg)
Budget
![Page 23: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/23.jpg)
Staff Resources
![Page 24: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/24.jpg)
Measuring and Impacting ROI
76% of responding nonprofits don’t know how to measure the impact of their videos or they only track it anecdotally.
The most important thing you can do to improve your video’s ROI is to define a clear, attainable goal and measure how and if you can reach that goal.
![Page 25: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/25.jpg)
Uses of Video
Marketing & Awareness
87%
Fundraising46%
Membership32%
Advocacy30%
![Page 26: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/26.jpg)
Marketing and Awareness
Used efficiently and effectively, video can be an incredibly powerful tool in getting you from awareness to action
![Page 27: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/27.jpg)
Fundraising
Use video to cultivate your existing donor relationships and show donors their support makes a difference. Let your donors know you appreciate them through a well-executed thank you video.
![Page 28: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/28.jpg)
![Page 29: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/29.jpg)
Membership Development and Relations
Meaningful content with accessible prompts for simple actions will both increase membership and intensify member appreciation for your cause.
![Page 30: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/30.jpg)
Advocacy
Use video to show the critical need for the change you want and provide the tools that empower people to join you in making that that change happen.
![Page 31: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/31.jpg)
![Page 32: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/32.jpg)
the hero’s journeyJoseph Campbell
was an American mythologist, writer and lecturer, best known for his work in comparative mythology and comparative religion. His work covers many aspects of the human experience.
The Hero with a Thousand Faces (first published in 1949) is a seminal work of comparative mythology by Joseph Campbell. In this book, Campbell discusses his theory of the journey of the archetypal hero found in world mythologies.
![Page 33: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/33.jpg)
![Page 34: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/34.jpg)
![Page 35: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/35.jpg)
the importance of YouTube
![Page 37: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/37.jpg)
creating your youtube content calendar
hero
hub
hygiene
herolarge-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness
hubregularly scheduled ‘push’ content designed for your prime prospect
hygienealways-on ‘pull’ content designed for your core target
![Page 38: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/38.jpg)
it’s not just about viral videosconsistent content is key
hero hub hygiene
act like an advertiser
act like a youtuber
original design by Brendan Gahan
![Page 39: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/39.jpg)
https://www.youtube.com/nonprofits
![Page 40: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/40.jpg)
The online video revolution● YouTube made video easier to create and share● Internet users started consuming millions of hours of video
per month ● Social networks followed suit, and are finding ways to make
video distinctively engaging and shareable on their own platforms
● Entire platforms are being designed around mobile video experiences
● YouTube created the donation card, a simpler and more effective way to make donations
![Page 41: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/41.jpg)
The Future of Video
![Page 42: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/42.jpg)
![Page 43: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/43.jpg)
World Privacy Forum Video
![Page 44: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/44.jpg)
Short but “clickable” headline
Edgy, interesting thumbnail (not overly produced)
Captures your attention in the first 3 seconds (aww!)
EMOJIS.
You don’t need sound to watch it (subtitles)
And you can’t see it but…1 - the video is under 1 minute
2 - there’s a call to action at the end
The video is direct uploaded to Facebook
Subtle branding
What Makes a Good Facebook Video?(Puppies help, but they aren’t the only reason.)
![Page 45: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/45.jpg)
2.4 million views99,457 reactions 3,500 comments34,437 shares
So what?
$145 from 3 donors on the call to action at the end
$0 from the vanity URL at the end
![Page 46: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/46.jpg)
Video is the content that is getting the most attention online. But gathering video content has always been complicated for organizations.
See3 built a mobile and desktop app that enables organizations to harness the power of user-generated video without those complications and expenses.
Learn more about Propelit here.
![Page 47: Celgene 2016 Patients’ Partners Webinar Engaging Your ...media.celgene.com/...Partners-Webinar-See3-slides.pdf · Video is the content that is getting the most attention online](https://reader034.vdocuments.mx/reader034/viewer/2022042314/5f02be147e708231d405c99c/html5/thumbnails/47.jpg)
by