 POSTED BY Michael Hoffman MAR 24, 2008 |
A New Tool for Online Campaigns: How to Show, Tell and Activate with a Video-centric Microsite Here is the slide presentation I used for the session at the Nonprofit Technology Conference (08NTC) called “A New Tool for Online Campaigns: How to Show, Tell and Activate with a Video-centric Microsite” Some links from the presentation: Landing page for fundraising: Jews4NewOrleans.org BMW Video Focused Microsite designed to tell you something very different than the usual pitch. Relearn To Drive. Election Microsites: Nothing But Nets — a great microsite because it is focused, with a clear ask and compelling media. |
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[...] Another Web 2.0 related session I attended was See3’s Michael Hoffman about online video, which he already summarized. My take-aways from his session: “viral to what end?” Michael made the point very well that everyone wants their video to go viral, but that is not a legitimate goal in itself. Views do not necessarily lead to donations and email addresses. You need a strategy for your video and your call to action. This relates to Michael’s other session on using microsites to convert views to action. He said it’s important to start with stories and to have a strong call to action. Now here’s the part where I criticize my boss. He showed this as an example of a direct response piece, which is a great video and performed well in the email appeal for which it was created, but not nearly as well as this one, which has a much stronger call to action and is the better example. [...]
[...] Another Web 2.0 related session I attended was See3’s Michael Hoffman about online video, which he already summarized. My take-aways from his session: “viral to what end?” Michael made the point very well that everyone wants their video to go viral, but that is not a legitimate goal in itself. Views do not necessarily lead to donations and email addresses. You need a strategy for your video and your call to action. This relates to Michael’s other session on using microsites to convert views to action. He said it’s important to start with stories and to have a strong call to action. Now here’s the part where I criticize my boss. He showed this as an example of a direct response piece, which is a great video and performed well in the email appeal for which it was created, but not nearly as well as this one, which has a much stronger call to action and is the better example. [...]