Go to www.cfnps.org for information about upcoming events. Videos are not only a valuable way to showcase your organization. They also can be used to direct traffic to your website, thanks to YouTube features such as commenting, rating, and sharing. In addition, you can use YouTube to track and shape your message as your outreach campaign develops. In this way, your YouTube videos become an integral part of your social marketing strategy. In this session we will cover the following: • Incorporating Insight Statistics and other YouTube ratings and user comments to shape your communications strategy • Linking your YouTube video to other networking sites like Facebook • Adding keyword tags to your YouTube channel • Using Call-to-action overlays on your videos to drive campaigns • Including the Google Checkout “Donate” button in your video.

1. Making Video Sharing Part of
Your Online Marketing Strategy
http://www.cfnps.org

2.  Introductions
 Why YouTube?
 Plan Your Strategy
 Create a High-Impact Video
 Broaden Your Reach
 Next Steps
 References
3-5 mins.

3.  Christopher Lagan
◦ Chief of Social Media United States Coast Guard
 Rebecca Bustamante
◦ Co-Chair, Communications, Board of Directors
Women in Film and Video, DC (WIFV)
 Beth Shanna Carpenter
◦ Manager of Social Communication and Strategy
AARP
 Chad Sisneros
◦ Senior Director, Video Dept The Humane Society of
the United States
10 mins.

4. Know Your Audience
Coast Guard case study
Chris: 20-25 mins

5. Chris

6. Chris

7. Chris

8. Chris

9. U. S. Coast Guard: Top 10 Videos of 2011
http://youtu.be/iAXKDyHmQDw

10. U. S. Coast Guard: Top 10 Videos of 2011
http://youtu.be/Dbs1ag3KzZo

11. U. S. Coast Guard: Top 10 Videos of 2011
http://youtu.be/UhJSL1k2pNg

12. U. S. Coast Guard: Top 10 Videos of 2011
http://youtu.be/dy6GJiQ8n10

13.  Examine video as a means of complimenting
other mediums for telling your story.
 Identify the audience gap(s) between those
your video content is reaching via traditional
means (PSAs, earned television media, etc.)
and those you aren't.
 Determine your institutional capacity
(resources and content generation) to
efficiently and effectively use YouTube to fill
your audience gap(s).
Chris

14. Q+A
10 mins

15. ―Why‖ Use Metrics
―What‖ Metrics to Track
Shape Messages Using Trends
Time of Day
Design Your Content Flow
Rebecca & Beth: 20-25 mins

16.  Today the public considers the
Internet (by a wide margin) the
most essential medium of
communication.
 From 2002 to 2007, the Internet gained
39% in popularity, as compared with a 53%
drop in popularity for radio, and a 10%
drop for newspapers.
 5.5M sites linked to Facebook
 4.1M sites are linked to Twitter
 900K sites are linked to Linked In
eCommunication Referring Channels
Rebecca

17.  Development of metrics you will use to determine
qualitative and quantitative ROI.
 Social Mention monitors 80+ social media properties
directly including: Twitter, Facebook, FriendFeed, YouTube,
Digg, Google etc.
 http://www.socialmention.com/
 Benchmark your channel in the industry
 Point Pixability's Online Video
Grader at your site and YouTube page
http://www.onlinevideograder.com
Rebecca

18. Rebecca

19.  Incorporate Insight Statistics and other YouTube
ratings and user comments to shape your strategy
Rebecca

20.  Dashboard view  Views
◦ Performance  Engagement
◦ Engagement
◦ Top 10 Videos
◦ Demographics
◦ Discovery
Rebecca

21. Starting Point Fundraising Campaign
Rebecca

22. Best Time to Post Online
http://www.dailymotion.com/video/xl21bd_the-best-time-and-day-to-post-online
Rebecca

23.  Social Media Hub
 Mind mapping
 Structured plan
◦ Purpose
◦ Target Audience
What is content strategy?
◦ Key Message Oooh, the elevator pitch. Here we go:
There is content on the web. You love it.
◦ Communication Channel(s) Or you do not love it. Either way, it is
out there, and it is growing. Content
◦ Frequency of Message strategy encompasses the discovery,
ideation, implementation and
maintenance of all types of digital
content—links, tags, metadata, video,
whatever. Ultimately, we work closely
with information architects and creative
types to craft delicious, usable web
experiences for our clients.
http://scattergather.razorfish.com/
Rebecca

24.  Who are you talking to?
 What content are people
responding to?
 Does this change the tone of
your message?
 Do you have pop out
content?
 Monitor and adjust.
Rebecca

25.  Don’t start with a finished video if you can
help it.
 ASK:
◦ What metrics do I care about? Do I want…
 Views?
 Comments and engagement?
 Action?
 All of the above?
Beth

26.  PITFALLS:
◦ Even your best spokesperson may not make a good
YouTube video.
 Pro tip: If you must, get them out of the office and
don’t allow scripts.
◦ Who can tell your story best? Donors? Members?
Beneficiaries? How can they tell it honestly?
 Pro tip: Let them talk… let your b-roll explain.
◦ Quantity over quality never wins. (I tried it.)
 Overall views drag down the authority of your channel.
You want the swift tide to lift all boats – not to crowd
your boats into stagnation.
Beth

27.  SHOOT FOR THE MEDIUM:
◦ If your goal is simply views:
 Get to the point. You’re asking for 2 minutes of my
uninterrupted time; I want to know what happened and why I
should care. Right now.
◦ If your goal is engagement:
 Build in questions to your audience; be direct about requesting
a like or share on video.
◦ If your goal is action on a specific issue:
 Build that CTA in everywhere. Mention it on video & POINT to
where the ―Donate‖ button is. Don’t wait to use the description
section to ask them to engage – and don’t point them to a
different platform (unless that’s your goal.)
◦ Always be biased in favor of a really good story.
◦ Get to the point. Don’t waste time on preroll unless it’s
absolutely necessary.
Beth

28.  SHOOT FOR THE MEDIUM:
◦ Shoot for annotations! Be shameless!
 (Annotations can ONLY link inside YouTube.)
Beth

29. Challenge
Review these sample metrics and create a strategy or approach to optimize viewing
and ROI.
Rebecca

30.  Set up a metrics checkpoint for trending
analysis, and identify pop out content.
 Review your content flow to identify design
improvements.
Rebecca & Beth

31. Q+A
10 mins

32. Channel Branding
Thumbnails
Titles and Tags
Now What?
Chad: 20-25 mins

33.  72 hours of video are uploaded every minute
 More video is uploaded to YouTube in one
month than the 3 major US networks created
in 60 years
 Over 4 billion videos are viewed a day
Chad

34.  Channel Branding
 Thumbnails
 Titles and Tags
 Now What?
Chad

35.  The channel should represent your
organization…displaying the same
personality, with a professional look and feel.
 Important for Branding, and donation option
 Consult a web designer, or DIY…get a
channel banner created…include your logo,
and an image that represents your
organization.
Chad

36. Chad

37. Chad

38. Chad

39. Chad

40.  Links – donations, other social media
 Always link back to your homepage
 Push subscribing to your channel
Chad

41. Chad

42. Chad

43. Chad

44. Chad

45. Chad

46. Chad

47. Chad

48. Chad

49. Chad

50.  YouTube non-profit partner status – upload
your own thumbnails!
◦ Think of a thumbnail as a movie poster
◦ Accurately reflects your content
◦ Visually compelling
◦ In focus, well framed
◦ Bright, high contrast
◦ Close ups of faces
Chad

51. Chad

52. Chad

53. Chad

54. Chad

55. Titles:
Put Keywords into the title, and put them at the start.
Be interesting – sell the video. Best…exclusive…rare…secret…find
words that describe your video in the most interesting way.
Organization name, episode number, etc at the end of the title, if you
must include it.
Don’t mislead your audience.
Chad

56. Tags:
These are how YouTube’s search engine is finding your content
https://ads.youtube.com/keyword_tool
Have 5-10 standard keywords that you add to every video.
You’re looking for a mix of both generic and specific words or phrases
that describe your video.
Use quotes for common phrases – ―law enforcement‖
Chad

57. Chad

58. Chad

59.  Consider updating tags/titles on
underperforming videos
 Take full advantage of successful videos,
optimizing annotations, subscriptions.
 Create living document of potential audiences
 YouTube.com/playbook
Chad

60.  Channel Branding
 Titles/Tags
 Thumbnails
Chad

61. Q+A
10 mins

62. Unite a Fractured Presence
Empower Field Offices and
Ambassadors
Deploy Across Platforms
Chris, Beth & Rebecca: 20-25 mins

63. Chris

64. Chris

65. Chris

66.  Establish a short, clear social media policy
approved by Legal and C-suite.
◦ You can find ours at www.tinyurl.com/aarpsocial
 Encourage experimentation, and cheerlead
best practices and successes. Empower them
to train others.
◦ Sometimes the first attempts look a little iffy, but
this guy, from AARP Washington, is now training
others to use YouTube…
 http://www.youtube.com/watch?v=3-fd_JS17Ns
Beth

67.  Loop them into your overall brand, but let
them control their own account.
◦ Use playlists – you can add any video to a playlist.
◦ Use branded space (free for 501©3) to link to other
channels.
Beth

68.  Involver application is a YouTube app for
Facebook:
http://www.involver.com/applications/
Rebecca

69.  Site traffic vs. followers / positive buzz
◦ Facebook Fan Pages using YouTube
http://blog.hubspot.com/blog/tabid/6307
/bid/9469/20-Examples-of-Great-
Facebook-Fan-Pages.aspx
Rebecca

70.  Upload tool (TubeMogul)
http://www.oneload.com/
Rebecca

71. I train so others may live
http://youtu.be/YPS7qdXiX3s.
Chris

72.  Embed social media buttons/links on web
pages, and use on offline communications.
 Implement Involver application on your
Facebook page.
 Sponsor a contest to create an animated logo
for your organization.
Chris, Beth & Rebecca

73. Q+A
10 mins

74. Lifecycle of a YouTube Video
References
All: 20-25 mins

75.  Short run-throughs of campaigns or
successful videos from start to finish
◦ Establish a goal
◦ Create the video
◦ Special mechanics tweaks
◦ Distribution and release.
Beth

76. Case Study: 100-Year-Old Bride
Lifecycle of a YouTube Video
Beth

77. Case Studies: U. S. Coast Guard
http://youtu.be/3mLKfRVU3qM

78. Case Studies: U. S. Coast Guard
http://youtu.be/FXmASAPyT-E

79. Q+A
10 mins

80.  Google donate button
◦ http://www.youtube.com/nonprofits
http://googlecheckout.blogspot.com/2010/07/adding-google-
checkout-donate-buttons.html
http://www.youtube.com/watch?v=pxSPX-Zn4FQ
 Youtube.com/playbook
 Involver applications
◦ http://www.involver.com/applications
 Hubspot blog
◦ http://blog.hubspot.com/blog/tabid/6307/bid/9469/20-
Examples-of-Great-Facebook-Fan-Pages.aspx
 New Yorker article about YouTube
◦ http://www.newyorker.com/online/blogs/culture/2012/01/the-
future-of-youtube.html
◦ http://www.newyorker.com/reporting/2012/01/16/120116fa_fact_
seabrook
 YouTube and Video Marketing
◦ http://www.amazon.com/YouTube-Video-Marketing-Hour-
Day/dp/047094501X/ref=dp_ob_title_bk
All – 2 mins