ONLINE VIDEO 101A beginner’s guide to improving your Nonprofit’s

marketing efforts with online video.

WHY ONLINE VIDEO?People Are Watching

THE SECOND LARGEST SEARCH ENGINE IN THE WORLD | YouTube

• 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.

• Over 4 billion videos are viewed a day

• Over 800 million unique users visit YouTube each month

• Over 3 billion hours of video are watched each month on YouTube

• More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years

• 70% of YouTube traffic comes from outside the US

• YouTube is localized in 39 countries and across 54 languages

• In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth

Key Takeaway:Your brand should be represented on YouTube with an organically optimized channel.

WHY ONLINE VIDEO?Demand & Opportunity

Source: http://www.seomoz.org/article/search-ranking-factors

DEMAND| IN 2012…

82.5% of the U.S. Internet audience viewed a video online.

30% of Internet traffic was video-related. In 2013, 60% of Internet traffic will be video-related.

Online video ad spending was $1.97 billion. By 2014, it will swell to $5.71 billion.

Video advertisements accounted for 12.4% of all videos viewed, and 1.2% of all minutes spent watching video online.

OPPORTUNITY| IN 2012…

Google sites had 141,065 total unique viewers, averaging 261.6 minutes per viewer, per month.

Facebook users average 18.5 mins per viewer.

Google Display Network reached 46.7% of

the U.S. population. In February 2012, there were 3.8 million

video ads displayed, which averages out to 30.2 ads per viewer, and reached 42% of the total U.S. Population.

WHY ONLINE VIDEO?Engagement

HOW YOUR AUDIENCE IS ENGAGING IN VIDEO | BY DEVICE

For long-form television content online (Hulu, NBC, etc.), viewership grew 125% from 2009 to 2012.

66% of the world’s mobile data traffic will be video by 2014.

iPad users commit to watching a Web video for over 5 minutes on average.

iPhone average 2.4 minutes.

Desktop users view a video for less then 2 minutes. Key Takeaway: Viewership has gone mobile.

Keep this in mind when producing your content. Short, visually engaging and informative content is ideal.

THE OUTCOMEWhen Producing Video for the Web

CREATE VIDEOS | WITH THESE OBJECTIVES IN MIND– Support Customer Branding and Marketing Objectives– Establish, Educate and Build a Customer Fan-base that will expand the customers’ brand through

multiple social channels– Drive educated traffic to the appropriate Web pages for optimal conversions and higher-quality

leads– Monitor and maintain reputation by aggressively promoting and directing the video to rank for

branded terms– Support the integrated marketing campaign– Integrate videos into overall campaigns that will:

• Increase site conversions• Decrease abandoned shopping carts• Increase site traffic• Improve the chance that the customer is found online• Improve customer satisfaction• Decrease merchandising and support costs

WHERE TO STARTAnalysis of Your Landscape & Needs

Links to Other Valuable Content

60%

Start by answering these six simple questions:

1. Elevator Pitch • What are your company’s Mission Statement and Value Proposition? What differentiates you from other

nonprofits?2. Mission

• Best describe the cause you are looking to pitch to your current and potential supporters with this video. 3. Goals and Objectives

• After a potential advocate watches this video, what should be their next move – what should they want to do next?

4. Messaging• What is the message behind this video? Are you helping your donator solve a problem, educating them

on what your organization does? 5. Branding & Visual Style

• What is the visual style desired? Clean, professional and polished; gritty and grungy; illustrated and cartoony? Best describe the visual appeal you’d like to convey.

6. Target Audience• Who are you targeting with your messaging? What best describes the situation that they will be in when

they stumble upon your video online?

WHERE TO STARTMarketing Objectives and Styles

ESTABLISH A MARKETING OBJECTIVE…

And Choose a Style to Target Your Needs

The key to video marketing is knowing which type of video will give you the best result for your business objective. The chart to the left can help you decide.

WHERE TO STARTEquipment & Technology

IN YOUR POCKET| SHOOTING LIGHTS, CAMERA… APPS!

The iPhone 4S [$199.00]• Can capture 1080p video. • Built in image stabilizer to reduce hand shake.• Low light performance is enhanced.

GoPro Hero3 HD [$199.00]• 1080p30 / 960p30 / 720p60fps• 5MP / 3 fps Burst• Wi-Fi Built-In• Wi-Fi Remote + App Compatible

FiLMiC Pro [$3.99]• Features include:

-Real time, 4x Zoom-30 variable capture/output frame rates-3 Separate shooting modes-4 selectable resolutions including 2 iFrame modes-Audio metering-And much more…

Movie Looks HD [$1.99]• Popular Film Looks: Inspired by motion picture favorites.

Shoot your own crime drama, try out a classic war movie, or make a Bourne-inspired spy shoot.

iMovie [$4.99]• Make beautiful HD movies anywhere with iMovie, the fast and

fun moviemaking app that puts everything you need to tell your story at your fingertips. Browse and play projects in the Marquee view. Create Hollywood-style trailers or sophisticated home movies in minutes.* And share your finished projects with the world – right from iMovie.

MARKET YOUR VIDEOA Holistic Marketing Approach

Increase Video Marketing efforts through:

• Search Engine Marketing & Optimization• Email Campaigns• TrueView YouTube Advertising

• Landing Page Conversion Efforts• Keyword Content Optimization• Interactive User Applications [INGAGE]• Infographics