Social media and online video for mere mortals
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Rich DietzSeguir
9 de Feb de 2011•0 recomendaciones•517 vistas
Social media and online video for mere mortals
9 de Feb de 2011•0 recomendaciones•517 vistas
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Tecnología
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You’ve heard of Facebook, Twitter, and YouTube, but how do you put them to work for your organization? With so many options, where do you start and how do you engage your supporters in these new arenas? Join us for an interactive workshop designed to kick start your social media and online video campaigns and allow you to connect effectively with supports and donors alike. You will learn about a variety of innovative strategies that utilize best-of-breed tools to help you improve constituent outreach, raise more money, and operate more efficiently.
Rich DietzSeguir
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Social media and online video for mere mortals
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- 14. Facebook, Twitter, YouTube (The big 3)
- 15. Who should be the “voice”?
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- 27. Set backs and challenges
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- 43. Pick a few and try them, there is no “Easy” button
- 44. Facebook
- 45. Facebook.com/nonprofits
- 46. Fan Page
- 47. Twitter
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Notas del editor
- Its where people are at and what they are doing – Fad? Does not matter really …Allowing them to interact where they arePeople LOVE video – YoutubestatsTogether they are even more powerful - traffic, backlinks, seo…. Did I mention people love them!
- Its going to take some work… takes time and persistanceThere are ways to make it easier, it really does not take that much to get startedSee if you get some results before spending too much time
- No sense in doing all this if you don’t have something for people to DO – signup, volunteer, donate etc.** Next month doing an online webinar of “Lessons learned from the Obama Campaign”Sign up to get notified.
- Not part of tech team – need real “voices”, example of Obama
- Show some examples here of websites with buttons, widgetsExamples of getting followers on twitter, friends on FB and subscribers on YouTubeI go for “targeted” followers.. Not as many as some but I know they are relevant and real** Should we add some tips here or show them in realtime how to get some followers?
- Update / Engate regularly –People look at how long its been since you last posted / tweeted – will unfollow or un-like
- Example:showing up to a party and all you talk about is you.. Screaming at the top of your lungs.. We don’t do this in real life
- Search.twitter.com – search for “aisd”I will demo google alerts – - set up alerts for org name, name of Executive director, url of org, etc. - search terms for your area – Austin education, AISD, school financing, etc.Then just join those conversations or tweet/post interesting articles
- I can talk about individual stories having a greater impact than group stories - Dan Ariely – Predictably Irrational – example of donations to Katrina versus Malariahttp://danariely.com/
- Will hand out the example process doc we used before “New Video Process”
- Twitter tools:http://catchtweet.com/http://hootsuite.comhttp://www.socialoomph.com/Twitter background – fiverr.com
- Don’t forget to count those staff hours.. Those are a cost
- 1) The landing page ended up being the #4 most visited page for the month of December. Since the email was the only way to get to the page it shows that links in emails are still a great way to get folks to the website and drive traffic (especially if there is a good reason to click through like a video). This was one link, in one email and it drove a good bit of traffic. This is why I usually recommend linking to your website instead of YouTube, Facebook, etc. for most links.. get them on the site and you have more control2) The landing page with video had much higher "avg. time on page"The landing page had almost double the avg. time on page as the more popular pages for the month of December. The page had an average of 3:20 on page so folks that hit the landing page were watching the video and reading the content. This shows that folks do like video and that they watch the video. Knowing this you can add a strong call to action to the page or even to the end of the video to get them to do something - donate, volunteer, attend an event. They are a captive audience now, on your site, so you can direct them to what you want much easier.3) The "video" was the most popular click-through by far65% of the click-throughs on the email were from the link to the video landing page. The second highest click through was for the Donate button at 14%. This shows that people do like to click through to videos and that its a great way to get folks to click and get to the site. Getting folks over to watch the video should also create more of an "emotional connection" with EA and the kids, which some studies have shown to increase donations and donation amounts.I believe the number of click-throughs could have been higher if the video link was placed higher in the email (above the fold). Its placement in this email was further down the page and some folks may not have seen the video before opening and then deleting the email. Since folks do like to watch videos, getting it higher on the page should increase the click-throughs and this would be a great thing to test.4) Click-through % was higher in 2010 for the final Year End emailComparing the final email of the 2009 campaign to the final email of the 2010 campaign, the 2010 email had double the click-through percent (4% to 2%). I used % here to control for the larger list in 2010.I think the big difference in the emails was the use of video and something you guys should continue to test and reivew in future emails.5) 37% click-through from the landing page to the eTapestry donation formGoogle analytics showed that 37% of the folks that hit the landing page, "exited" that page by going to the eTap donation form. This is a higher clickthrough % than the donate button from the email itself (14%) indicating a good way to get folks to the donate page (emotional connection again).
- Discuss hand out of more detailed steps… still working on thisEach step will have links to the resources
- Outline of the product here – using TAPE as the example (show them the TAPE example here) -