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Michael Hoffman
POSTED BY
Michael Hoffman
AUG 17, 2010
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Please send a resume and cover letter to jobs@see3.net.

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Michael Hoffman
POSTED BY
Michael Hoffman
JUL 1, 2010
5 Questions to Evaluate Your Nonprofit Video ROI
It used to be that everyone was asking us for a “viral” video. Now everyone is asking us how to measure video Return on Investment (ROI). Video ROI is a topic we think a lot about at See3 and, unfortunately, there isn’t a simple answer or one that fits every organization. Generally, we think video should be measured in similar ways that you measure other content investments by connecting the ROI of video to broader organizational goals. Views are fine—just as website visitors are fine—but it only gets you a sense of the total amount of engagement. Here are 5 questions to ask yourself when evaluating your organization’s video ROI. 1. Does Video Move the Needle?
Let’s say you make a video designed to influence a small group of elites (lawmakers, corporate decision makers, etc.). In that case, video views don’t seem so important at all. Like in any communications effort, your key metrics should reflect your key objectives. A video that we created for the Maryland State Teachers Association only received a couple thousand views, but we consider it a big success. Why? Because the goal of the video was to influence a debate about education funding and the state-level policymakers and journalists that matter in that debate all heard about the video, passed it on, and watched it. It worked.
2. Does Video Help Your SEO Strategy?
Many people forget about this fact, but SEO is a huge part of your video strategy. YouTube is the second most popular search engine. That means more and more people are discovering content on your issue through YouTube—if you don’t have content that’s strategically titled, described, and tagged, you’re missing out on a huge opportunity. Video can also jump you up in Google rankings. In fact, a Forrester study found that “any given video stands about a 50 times better chance of appearing on the first page of results than any given text page that Google has indexed”. Make sure to submit a Video Sitemap to Google and chart how it affects your rankings on target keywords.
3. Does Video Improve Your Conversion Rates?
Video is now used widely on websites, landing pages, and even as a hook in emails. Are you testing these conversion rates with and without video? When does it work and when not? The answer isn’t the same for every organization, so make it a point to test how video affects conversion rates for each use.
4. Does Video Help Spread Your Message?
We often find that video helps in blog and social network outreach. Facebook fans respond well to multimedia content and are accustomed to sharing videos among their own networks. Similarly, we’ve noticed that online campaigns with embeddable video gets picked up by bloggers more easily. Do you have a similar experience? If you’ve had trouble building relationships with bloggers, video may be the element that greases the wheel.
5. Does Video Engage Your Constituents?
YouTube and TubeMogul both offer analytics tools that help you assess viewership and engagement. These tools let you see spikes and trends in views, where your video was embedded and viewed, and how long viewers tend to watch each of your videos. Take a look at this data and see if you can gather any insights about which video content works best, what is the optimal length, and how much coverage your video received beyond your own network.
Final Thoughts: We are moving toward a world where a website and a TV channel morph into the same thing. Determine your organization’s video ROI is a central question you have to answer in order to take full advantage of this new world.




Michael Hoffman
POSTED BY
Michael Hoffman
JUN 24, 2010
Enter the 2010 Tagline Awards Today!
Your nonprofit or foundation could be one of this year's Getting Attention Nonprofit Tagline Award (a.k.a. The Taggies) winners! And this year, for the first time, you can submit your organization’s program, fundraising campaign and/or and special event taglines, in addition to your organizational tagline. So enter here now. A strong tagline does double-duty—working to extend your organization's name and mission, while delivering a focused, memorable and repeatable message to your base. It's one of your most basic, and effective, marketing tools, but a GettingAttention.org survey showed that 72% of nonprofit organizations don't have a tagline or rate theirs as performing poorly. The awards program is designed to help close this gap by providing both motivation and models. All entrants will receive a free copy of the fully-updated 2010 Nonprofit Tagline Report in late 2010. It's the only complete guide to building your organizational, program, fundraising or special event brand in 8 words or less—filled with how-tos, don't-dos and models. Here are the winners of previous Nonprofit Tagline Awards (selected by more than 4,800 voters in the field in 2009). This could be you in 2010! Please take 3 minutes now to enter your nonprofit's taglines today while it’s on your mind. The deadline for entering is July 28. We're proud to be a sponsor of this year's awards, in addition to Blackbaud, Event360, and Eventbrite. P. S. Follow the tagline award news on Twitter via the hashtag #taggies.




Michael Hoffman
POSTED BY
Michael Hoffman
APR 26, 2010
Make a Google Search Story Video in Under 5 Minutes
Remember the touching Google Search Story about Parisian Love that aired during the Superbowl? Well now you can create your own Search Story in less than 5 minutes. Just type in your search terms, select how you want the results to display (images, news, maps), choose your music, then wait briefly while the video renders. Preview, make edits, and upload directly to YouTube. We tested it out and made this cute video about See3. What do you think?




Michael Hoffman
POSTED BY
Michael Hoffman
JAN 11, 2010
Happy Birthday Beth!
Today is Beth Kanter's birthday. If you have anything to do with nonprofits, social media, fundraising, Twitter, Cambodia, foundations, NTEN, and haven't been living under a rock, you know Beth. Beth is the single most important source of information for the nonprofit sector on web and social media -- hands down. In fact, no one is even close. If you haven't read Beth's blog, you should. Beth has been getting some accolades from the NTEN community and others. And she deserves them all. She's an amazing giver, someone who shares everything she knows and knows a whole lot. She constantly experiements with social media and then tells it like it is. She has no hidden agenda, she isn't selling a product and all of us, the whole world really, is richer for it. We have been blessed with Beth in our community and we want to take this opportunity to wish her a very very happy birthday. Thank you Beth!!!!! To support Beth on her birthday, give to her favorite cause, The Sharing Foundation.




Michael Hoffman
POSTED BY
Michael Hoffman
NOV 19, 2009
Google to Caption YouTube Videos
At See3 we have worked for organizations that have it in their mission to be accessible. For example, See3 client Easter Seals is all about helping people with disabilities. They need to model being accessible in their physical spaces as well as on their website. See3 Director of Interactive Marketing and Fundraising, Shirley Sexton was the VP Interactive at Easter Seals for 8 years. She couldn't do everything she wanted to do with video because videos playing in a Flash player -- like those on YouTube -- are not accessible. If you can't see and hear it, it won't work. We have created workarounds for this within our own projects. And when asked about broader-based captioning what we have always said is that it's a value, but it's expensive. Someone has to create good captions before they can be added to the video. We have been watching carefully the advances in speech recognition online with interest. People such as David Pogue are big believers in speaking into their PCs instead of typing. It didn't seem a huge leap to us that someone would take this technology -- which is amazing -- and apply it to video. [Here's a review from Pogue of this software from 3 years ago, and it is much better today than it was then.] So it came as no surprise to us that Google is the one to step up. They have been leading advancements in all kinds of translation and other technologies, and oh, they also happen to own the biggest video site on the web, YouTube. Here's the lead from today's NYTimes:
In the first major step toward making millions of videos on YouTube accessible to deaf and hearing-impaired people, Google unveiled new technologies on Thursday that will automatically bring text captions to many videos on the site. While the technology can only insert captions on English language speech, Google is giving users the choice to use its automatic translation system to read the captions in 51 languages. That could broaden the appeal of YouTube videos to millions of other people who do not speak English but could use the captioning technology to read subtitles in their native language. The speech recognition technology that Google uses to turn speech into text is not new; Google currently uses it to transcribe voice mail messages for users of its Google Voice service. But Ken Harrenstien, a deaf engineer who helped develop the automatic captioning system, said the technology had never been applied on such a large scale. “This is some thing that I have dreamt of for many years,” Mr. Harrenstien said speaking through an interpreter. “To see it happen, is amazing.”
You can read the whole article here.




Michael Hoffman
POSTED BY
Michael Hoffman
NOV 17, 2009
Convio Founder Vinay Bhagat On Web Video
We are having a great time at the Convio Summit 2009 in Austin. Today at lunch Vinay Bhagat, Convio's founder and an expert in nonprofit web marketing spoke about trends online. One thing he talked about was video and social media and how these new online tools have become more important to nonprofits. He was kind enough to give a shout-out to See3, telling the crowd to come and meet us. (If you aren't at the Convio Summit you can still meet us, just call the office 773-784-7333) Here's the video:



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