In this workshop you’ll learn to use images and videos on social media channels such as Pinterest, Instagram, YouTube, and Facebook to tell your story in a creative, compelling and cost effective way that enables you to connect with clients, to attract enthusiastic volunteers and board members, and to move of donors to give generously. We'll cover how to integrate images into your existing communications, such as emails and newsletters, for maximum impact. We'll touch on practical things such as editing, storage and copyrights. Attendees will gain a solid understanding of both the strategy and tactics for using images and videos on social media successfully.
3. 3
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
4. 4
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
5. 5
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
5
6. 6
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
7. 7
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
9. 9
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
10. 10
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.
11. 11
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
13. 13
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
14. 14
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.
15. 15
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?
17. 17
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
18. 18
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)
20. 20
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
21. 21
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
23. 23
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
24. 24
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
25. 25
B2B Demand Generation Benchmark Survey 2012 - respondents prefer
video over white papers, case studies, even live demos with reps.
26. 26
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
27. 27
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.
28. 28
Tools
— Word
–
scripBng
— Google
Docs
for
sharing
— Photo
EdiBng
–
iPhoto,
Photoshop
— Video
EdiBng
–
iMovie,
Final
Cut
Pro
— Storing
–
Dropbox,
external
hard
drive
38. 38
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.
39. 39
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
44. 44
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.
45. 45
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
54. 54
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.
55. 55
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
62. 62
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.
63. 63
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
71. 71
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.
71
72. 72
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.
77. 77
Slide
show
in
blog
post
— Use
google
to
find:
Wordpress
slideshow
plugin
78. 78
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.