Video Driven Campaigns

Video-Driven Campaigns

Presenters

AGENDA

•Intro •Telling Your Story•Inspire Action•Q & A•Happy Hour

Charlotte Rademaekers CEO, [email protected]

Chris LundbergCEO, Salsa Labs [email protected]

Mike KondratickDirector of Strategy, [email protected]

Salsa Platform CapabilitiesWelcome!

What are your video needs?

A)Planning a video campaign? B)Have never executed a video campaign? C) Seasoned video campaign veteran?

Identify your goals. Is there something specific you’d like to learn from today’s session?

Once you have your video, what do you do with it?

About Call2Action

Call2Action works to expand your networks and to engage and convert supporters for your mission-driven campaigns online.

Technology Services:• Spark Engine: self-service marketing software• Custom development

Consulting Services:• Assessment of campaign goals, existing assets and networks• Campaign strategy and execution• New content creation• Blogger outreach and distribution• Metrics analysis

• Well-made videos have the power to move and inspire, but the window of opportunity for action is short.

• Make responding easy and immediate; try not to lose people to the next YouTube video.

Activate Your Video

Time

Motivation peaks near the end of the video.

The proof is in the pudding: Our interaction rate (clicks to loads) is 38%, or 9x industry standards.

Email Email Fundraising & eCommerce

Fundraising & eCommerce

Website FormsWebsite Forms

EventsEvents

Reports & StatisticsReports & StatisticsAdvocacyAdvocacy

3rd Party Plugins3rd Party Plugins

Social MediaSocial Media

Supporter DatabaseSupporter DatabaseCRMCRM

Salsa Platform CapabilitiesSalsa Platform Capabilities

See3 produces compelling content. Paired with creative strategy, we develop

online campaigns that tell your story and drive action.

OUR TEAM 35 OF AUDIO-VISUAL PRODUCERS, STRATEGISTS, OUR TEAM 35 OF AUDIO-VISUAL PRODUCERS, STRATEGISTS,

MARKETING PROS, DESIGNERS, AND DEVELOPERSMARKETING PROS, DESIGNERS, AND DEVELOPERS

ARE COMMITTED TO BRINGING YOUR GOOD WORKARE COMMITTED TO BRINGING YOUR GOOD WORK

TO THE PEOPLE INVESTED IN YOUR ISSUETO THE PEOPLE INVESTED IN YOUR ISSUE..

DOGOODER AWARDS

http://call2action.com/demo

The daily doGooder

http://call2action.com/demo

http://call2action/demo

Kony 2012

http://www.kony2012.com/

http://www.kony2012.com/

Tell a story that’s worth telling.

Nonprofit Storytelling Nonprofit Storytelling

Can be done many ways…Can be done many ways…

…But there are fundamentals

Microsoft Office User

Can you pull a frame from later in the clip when the crowd is starting to form?

MAKING YOUR STORY WORKMAKING YOUR STORY WORK

WHO ARE YOU TRYING TO REACH?Clear understanding of who you’re trying to reach – your audience is

specific, there’s no such thing as a general public

WHAT ARE YOU SAYING?A clear message – you know exactly what you’re trying to say to them.

You are saying it in the clearest way possible

WHAT DO YOU WANT THEM TO DO?A clear call to action – you know exactly what you want them to do

Microsoft Office User

switch the order of the first twoWhat are you trying t say?Who are you trying to reach?

KKEEEEPP

ITIT

SIMPLESIMPLE

INSPIREINSPIRE

ACTIONACTION

Easy

•PROTECT OUR DEFENDERs: Action page

Animal Legal Defense FundProtect Your Food Campaign

• Petition campaign encouraging lawmakers to resist anti-Petition campaign encouraging lawmakers to resist anti-transparency transparency ““Ag-GagAg-Gag”” laws laws

• Campaign microsite to educate the target audience and Campaign microsite to educate the target audience and give them the right tools to advocategive them the right tools to advocate

• Hard-hitting campaign video distributed as online pre-roll Hard-hitting campaign video distributed as online pre-roll ads via YouTubeads via YouTube’’s TrueView platforms TrueView platform


Campaign Micrositewww.protectyourfood.org


•Campaign resultsCampaign results

• Pre-roll ad performance was excellentPre-roll ad performance was excellent• Over 30,000 views; 26% view rateOver 30,000 views; 26% view rate• 1.68% click-through vs. 1% average1.68% click-through vs. 1% average

• Video motivates actionVideo motivates action• Over 8,000 petition signaturesOver 8,000 petition signatures

MAKE IT PERSONALMAKE IT PERSONAL

MAKE ‘EM LAUGH. MAKE ‘EM CRY.

Oh no?!

Hahaha!

WINNIPEG HUMANE SOCIETY

Take the audience Take the audience someplace they cansomeplace they can’’t go t go on their own on their own . . . . . .

and bring them back and bring them back changedchanged. .

A story that invites the viewer to open a door to A story that invites the viewer to open a door to

new awareness, insight and responsiveness new awareness, insight and responsiveness

is a story worth telling. is a story worth telling.

Our Spark Widgets

Video Action Tools Social Media

Sparks are a complete call to action.They have also been called “the death of the microsite.”

Sparks function across platforms so that people can watch video, sign up, donate and participate wherever they are spending their time.

A Turnkey Solution

Make it Sharable

14% of people who interact with our Sparks share them (via Facebook, email, twitter and site embeds). One campaign was

picked up by more than 300 mommy bloggers.

Posted in sites and blogs

Shared to the Facebook newsfeed

Once people have watched your video and taken action, they feel a sense of ownership. Direct them to share immediately. • Empower people with multiple methods.• Add incentives for extra traction.

• Do a survey of existing sponsors, partners, brand ambassadors and advocates. • Find new key influencers with tools like Klout, Radian6 and Visible Technologies.

“1 key influencer = 1000 normal Facebook users” • Ensure you have content that partners can get behind – talk to them first.• Make it dead-easy for them to post and share your content via email, Facebook,

twitter and their own sites. Include links to your content with suggested copy.

Leverage Partnerships

Case Study: Chrysler asked Americans to write letters to soldiers in Iraq. Nearly 9000 came through Sparks. That was 59% of all of their digital success!

Syndicating new content is a powerful way to keep audiences engaged and to inspire more interaction and commitment.

Syndicate Content

The blogger posts once and doGooder does the rest, providing fresh content daily.

Updates can be used for:• New content• Responses to current events• Campaign updates• Thank yous

“Americans now spend more time on Facebook Mobile than on its website.” Techcrunch.com

We find that mobile users are more likely to engage and share. On average, our mobile conversion rates are a whopping 7%, compared with our overall conversion rate of 1% and DoubleClick’s click-through rate of .1%.

Optimize for Mobile

Case Study: Race to Nowhere’s mobile users accounted for: • 5% of the loads• 61% of all Join participants!• 57% of email shares!!

• Set a goal.• A/B test to get the best results.• Look at YouTube demographics: is your audience the one you want?

Learn to Love Metrics

Spark metrics reveal contextual data.• Which sites got the most results• Who are the surprise bloggersLeverage the knowledge and evolve the campaign.

Case Study: Top 5 Letter-Producing SitesDomains Send Submit

% of Letters

facebook 2,386 30%ramzone 1,644 20%call2action 1,581 20%zacbrownband 1,057 13%soldiersangels 839 10%

facebook30%

ramzone20%

call2action20%

zacbrownband13%

soldiersangels10%

other5%

null1%

Nhrsa 3%Letters Written