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From his session at the 2008 NTEN Nonprofit Technology Conference, See3 CEO Michael Hoffman shows you how to mobilize your targeted audience through a Video-Centered Microsite—from development to distribution. He also provides many examples of successful video campaigns that yielded measurable results.
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A New Tool for Online Campaigns: How to Show, Tell, and Activate with aVideo-centric Microsite
Michael Hoffman, CEOSee3 Communications.
www.see3.net
What is a Microsite?
www.see3.net
A Microsite is a website, separate and distinct from an enterprise’s primary site, that focuses on communicating a specific message or selling a product or service.
* Courtesy of The Well Advertising, Inc
Where does your traffic really come from?
• Tool to turn your supporters into recruiters
• Related to a specific event or program requiring immediate action
• Create individual branding identities
• Good for testing
• Facilitates discovery: they care more about your cause than your organization
• Easier to build than to improve your existing site (and easy to update)
• Improve Search Engine Rankings
• Generate concrete metrics specific to campaign
• PR Opportunity
Why a Video-centric Microsite?
www.see3.net
www.see3.net
The Landing Page
• Focuses the audience’s attention
• Get them to do what you want them to
www.see3.net
The Interactive Campaign Microsite
http://mgam.isaca.org/default.aspx?MemberIdISACA=9999999
Email link to members
Link on ISACA homepage
Email link to friends
Watch presentation
Join ISACA
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23
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www.see3.net
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Landing Page with email form
www.see3.net
The Interactive Campaign Microsite
www.see3.net
The Interactive Campaign Microsite
www.see3.net
The Interactive Campaign Microsite
www.see3.net
BMW “Relearn to Drive” Microsite
http://www.relearntodrive.com/
www.see3.net
BMW “Relearn to Drive” Microsite
Election Microsites
http://facts.hillaryhub.com/http://hillaryattacks.barackobama.com/
Nothing But Nets Microsite
http://nothingbutnets.net/
Center for Global Development’s Main Site
http://www.cgdev.org/
Center for Global Development’s Microsite
http://globaldevelopmentmatters.org/
Not-so-great Ask:• “Get Involved”• “Do Something.”
Better Asks• “Join Our Campaign”• “Donate Now”• “Tell Your Friends”
www.see3.net
Focus on the Ask
Motivating, Specific Asks
• “Tell your Legislator to Vote ‘Yes’ on Bill XYZ”• “Every Dollar Matters. Donate Now.”• “Take 5 minutes to…”• “Buy a Net”• “Share Your Story”• “Get out and Vote on November 4th!”
www.see3.net
Focus on the Ask
Marketing Your Microsite
• Email your site to your list: allow your supporters to do the heavy lifting• Keep content fresh: add a blog to your microsite• Alert all of your Social Media “friends”
www.see3.net
And she told 2 friends and so on and so on…
www.see3.net
Takeaways
• Focus on the Ask:• Be specific• Make it easy for people to take action…Right now• Let people know that they CAN help• Keep it simple (there’s such a thing as ‘Too Much.’)
• Simple Navigation – Make it Clear• Explore variations• Use Compelling Media—Even if it’s not yours• Use less copy, more video
www.see3.net
The See3 Process
• Work with you to focus your objectives and refine ask• Develop branding• Create great, potentially viral content
• media-rich• easy to update• encourages other activity besides just clicks: downloading, submitting
comments, linking, forwarding• Develop your microsite using best practices
• Usability optimization• Search engine optimization
• Quality Assurance testing• Marketing your microsite
• Create a detailed plan: social media marketing, direct response, etc.• Implement the plan or we’ll show you how to do it yourself
www.see3.net
