Video Marketing Strategy: How Nonprofits Can Leverage YouTube

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

 Introductions
 Why YouTube?
 Plan Your Strategy
 Create a High-Impact Video
 Broaden Your Reach
 Next Steps
 References

3-5 mins.

 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.

Know Your Audience
Coast Guard case study

Chris: 20-25 mins

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

http://youtu.be/Dbs1ag3KzZo

http://youtu.be/UhJSL1k2pNg

http://youtu.be/dy6GJiQ8n10

 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

―Why‖ Use Metrics
―What‖ Metrics to Track
Shape Messages Using Trends
Time of Day
Design Your Content Flow

Rebecca & Beth: 20-25 mins

 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

 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

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

Rebecca

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

Rebecca

Starting Point Fundraising Campaign

Rebecca

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

Rebecca

 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

 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

 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

 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

 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

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

Beth

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

Rebecca

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

Rebecca & Beth

Channel Branding
Thumbnails
Titles and Tags
Now What?

Chad: 20-25 mins

 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

 Channel Branding

 Thumbnails

 Titles and Tags

 Now What?

Chad

 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

 Links – donations, other social media

 Always link back to your homepage

 Push subscribing to your channel

Chad

 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

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

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

 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

 Channel Branding

 Titles/Tags

 Thumbnails

Chad

Unite a Fractured Presence
Empower Field Offices and
Ambassadors
Deploy Across Platforms

Chris, Beth & Rebecca: 20-25 mins

 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

 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

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

Rebecca

 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

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

Rebecca

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

Chris

 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

Lifecycle of a YouTube Video
References

All: 20-25 mins

 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

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

Beth

Case Studies: U. S. Coast Guard

http://youtu.be/3mLKfRVU3qM

Case Studies: U. S. Coast Guard

http://youtu.be/FXmASAPyT-E

 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

Video Marketing Strategy: How Nonprofits Can Leverage YouTube

Video Marketing Strategy: How Nonprofits Can Leverage YouTube

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Video Marketing Strategy: How Nonprofits Can Leverage YouTube