Nonprofit Radio for June 5, 2015: Your Video Strategy & How To Get Found

Big Nonprofit Ideas for the Other 95%

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My Guests:

Bridgett CollingYour Video Strategy

Video is the most popular and fastest-growing form of content. Bridgett Colling shares her advice on fitting video into your mission. Do you know about YouTube for Nonprofits? What are WooBox and TagBoard? Bridgett is director of content marketing at See3Communications. We talked at NTC, the Nonprofit Technology Conference hosted by NTEN, the Nonprofit Technology Network.

 

Elizabeth Beachy & Arika SanchezHow to Get Found

With Elizabeth Beachy (L) & Arika Sanchez at NTC

Your content strategy needs to consider that people now search YouTube, Twitter and Pinterest almost as often as they search Google. Now that search has changed, how do you create content that gets you found? From NTC, Elizabeth Beachy is director of strategic communication at Upleaf and Arika Sanchez was formerly the Communications Specialist at the Center for Nonprofit Excellence.

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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, i’m glad you’re with me. I’d suffer biliary calculus if you had the gall to tell me that you missed today’s, show your video strategy video the most popular and fastest growing form of content. Bridget calling shares her advice on fitting video into your mission. Do you know about youtube? For non-profits? What are woobox and tag board? Bridget is director of content marketing at sea three communications. We talked at and t c the non-profit technology conference hosted by n ten, the non-profit technology network and how to get found you’re content strategy needs to consider that people now search youtube, twitter and pinterest almost as often as they search google. Now that search has changed. How do you create content that gets you found from ntcdinosaur? Elizabeth beachy is director of strategic communication at upleaf and arika sanchez is communications specialist at united way of central new mexico. I’m tony take two thank you, responsive by opportunity collaboration, that working, meeting on poverty reduction that will ruin you for every other conference here is bridget calling from the non-profit technology conference on your video strategy. Welcome to tony martignetti non-profit radio coverage of the non-profit technology conference. Our hosts are n ten, the non-profit technology network. We are in austin, texas, in the convention center. My guest is bridget calling she’s director of content marketing for c three communications, and her topic on the workshop is video strategy how to compete and win in a video centric world. Richard calling welcome to non-profit radio. Thank you so much, tony. Pleasure to have you it’s so great to be here. Thank you very much. How does video strategy fit into our overall content strategy? Well, something that c three has been saying to non-profits for years is that you don’t just need one viral video. You need a video strategy video works five video please come get away from me. I know i know it’s so hard if it happens, but it hardly ever does. Alright. Well, especially with the ice bucket challenge happening last summer, i think a lot more non-profits now it’s, not just the viral video it’s, how can we get hundreds of viral videos in a campaign? But the truth is that that doesn’t just happen, it’s not something that you can construct inside your boardroom, it’s something that has to happen either organically or it happens over time with a lot of effort and a lot of practice and a lot of community building ondo something that we’ve seen happening really catching on with non-profits is the concept of content marketing s o producing content that’s geared towards a very specific audience with the intention of driving them toe action on dh that content is really focused around their goals and their needs and speaks very clearly to who that audience is. S o we see a lot of non-profits coming to us now asking about content strategy, wanting to know more about it wanting help with developing their own content strategy so that they can create thoughtful content around their causes on that make their constituents really excited to be involved, excited to volunteer, excited to donate on. And so we see video fitting into that really well, a za piece of i don’t know what that was. I don’t know if part of part of the science fair floor just fell down or what? Hopefully everything okay that that that that clolery but oh, it was probably the puzzle. You’re right. I don’t know what that weird little guy. You okay? Better what one i i pictured someone’s booth collapse happened. We got a little scared each foot told jungle. Yeah, well, also saying so we see video fitting into that really nicely because we we know that video is one of the most compelling forms with content you can produce on dh it really can get two people emotionally. It can really drive people to action in a way that other types of content can’t, because i mean compare i’m adding sound and video and images together just makes for a really compelling emotional story on dso, we see video fitting inside of a convict strategy really well, along with other pieces of content. So, along with your social media strategy, along with your website, along with their email, you can’t just think of video as its own entity. It’s smarter to think about it inside the lens of all the content that you’re creating from your non-profit ah, should should every piece of video in our strategy have ah have a call to action, even if it’s something small, like share should it always be a call of action? You know, i think you can’t go wrong with having a call to action. I don’t know, i wouldn’t say that every piece of video action absolutely has to have a called action, but i do think that more non-profits tend to shy away from putting a call the action at the end cause they don’t want to be too demanding was what we’ve seen in the non-profits we worked with in the audiences that we worked with is that people expect there to be a call to action. People want to take a meaningful action if they care about your cause on dh. So even if it is like you were saying something simple, like sharing or telling your friend about this or visiting this website, people tend to like somewhere to go after they see a piece of content that they find really engaging. So i i wouldn’t say that you have to, but i would say that if you want teo, you shouldn’t try away from it. Okay, i’m going, i’m going to presume to tell me if i’m wrong is the place to start with our video strategy fitting into our overall content strategy is our goals for video. Oh, yes. Okay, maybe you talk to michael about this last year. Thiss comes up a lot. Yes. Yes, absolutely. Why the hell are we doing this? My daughter? We’re talking about our goals. No, no. Why are we doing video? Our overall strategy, right? Yeah, well, i think the question isn’t why are we doing video? The question is, what do we want our non-profit to be achieving? What do we want? What kind of impact we want to make on our cause? And then once we figure out what that goal is, then we can figure out how video is an effective part of that on. And i think that’s true for all types of content. I came to see three relatively recently from a social media marketing agency and something that i heard from a lot of my social media clients was, oh, we want a facebook page so that we can get in front of young people or we want a twitter account so that we can reach more more people who are techies on and that’s great, but that doesn’t fit with your business goals or with your non-profits goals, then what’s the point on dso i think starting with what your objective zara’s a cause what you object, stars and organization is a very important place to always be able to refer back to it because otherwise things can get way out of scope. You, khun b reaching for things that don’t really matter. Michael talks about an organization not that see three works with but that michael and see three’s cofounder danny are friends with who made a really successful video, got millions of hits online, didn’t do a thing for their cause. Nobody visited the website nobody donated, nobody volunteered so you can have a viral video that actually makes no impact on and see three is definitely in the business of creating videos that actually create impact even if they don’t go go viral. Amending the michael we’re talking about. Michael hoffman was a guest of honor non-profit radio ntcdinosaur year and is the ceo? Is that right? Yeah. The cofounder of c three years ago, um, let’s spend some time talking about getting your videos found. Yes, the best video is not worth anything. If no one watches it? Absolutely where we need to be thinking about so something that we’re seeing a lot more of lately is video that’s actually directly uploaded to facebook, and i think we’re going to see a lot more video that struck the uploaded twitter as well. Youtube is still a very important platform, and we recommend that all the non-profits that we work with, upload their videos to youtube and optimize them for youtube. Eso youtube is actually the second largest search engine after google uh, number two okay, yeah, ah well, last time i check my stats, i believe that’s still true, so you choose the second largest search engine, so if you optimize your video on youtube, if you upload all the subtitles for your video, if you add really good tags to your video that will help people when they’re searching for it on youtube, you are much more likely to have it be found either in a google search argue tube search on dh if you could take the time tio upload a spanish transcript as well, we’re seeing a lot more spanish searching happening both on youtube and on google in general. On dh so uploading a transcript in spanish and english. Yes. Where do you where do you put the transcript? There is a space when you go to the creator studio and youtube to upload your transcript so you could do it there. Okay, so those are the okay, no need for me to ask what the how do you optimize for you two? You’ve just explained it. Yeah, well, that i mean there’s, other there’s other ways to optimize for you to do so i’d say i’d say creating a title and a description for your video. That is not something that’s thinking about your audience is you develop the title and the description for your video. So a lot of times in non-profit video will see things that up, things that are uploaded that say dahna gala video twenty fourteen and that’s fine if you’re just doing it internally. But if you want anybody, any of your constituents to see it who are outside of the organization, they’re not going to find it by searching dinner gala video. So you need to be thinking about your audience as you put your video on youtube and think about what? They would be looking for when they’re searching for that video in the same vein up putting are adding a description that says that tells a story about the video and invites people teo click play on not just saying, here is a video of our dinner gala in twenty fourteen um is a really smart strategy to get many more people clicking, playin and actually watching the video, alright, any other tips strategies for getting our video found? Yeah, well, i started talking about youtube and facebook at the beginning there, so we are this is a more recent trend that we’re seeing, and i actually think non-profits were a bit ahead of this curve with the ice bucket challenge last fall because so many people were uploading video to support a cause which was a less directly to facebook, and we saw that people were able to do that because we have these super computers in our pockets now and high production video teams that are located on our phones on dso, it’s amazing that people can take such high quality video insurance so easily and with the introduction of facebook auto play video, i don’t know if your facebook news feed looks anything like mine, but mine’s covered in auto player because, like, how do we stop these damn thing? You can think i can get it out now, isn’t there? That was the strategy, but there is a there is a setting for not having autoplay, isn’t they’re? Uh, they’re not off there. Maybe i think i saw i think i’ve heard about that, i don’t know specifically, yeah, but i think over time the facebook’s goal is to have mohr auto play video showing up in your news feed if you don’t have it set on auto play than at least more video showing up in news feed because both facebook and twitter positioning themselves as hosting platforms for video, not just spaces for youtube videos to be shared s so we see that all the social networks are looking at the value of video and finding ways to position themselves as a sharing mechanism between the people who are creating the video and their constituents who they want to share them with. S o, we’re actually seeing some creators who are leaving places like vine or youtube and moving to facebook as their platform. Where there is showing their videos directly, you’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy. Fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. What else does this mean? What are the other implications of of twitter becoming, for instance, twitter becoming a a, uh, cite a site where where direct content? Yeah, video video is directly uploaded. Yeah, well, i think i think the social networks want to own your content on so the way in the way that youtube, as ownership over all the videos that are uploaded on youtube, i think twitter and facebook want a cut of that as well. On day one, they want to have really direct access to that content because they know how powerful video is and they know how effective it is moving people to action. Good. Ah, let’s talk about some of the production if some production strategies yeah, i think you’ll agree that doesn’t have to be high production value moving and compelling. Absolutely no. Okay, sure, talk about yeah, well, won. And michael and i were just talking about this earlier xero propping for the presentation. Eso won really great example that if i could point your radio listeners there you look up. Twenty fifteen dot do gooder dot tv. We’re announcing the winners of our duvette video awards awards. Yeah, so those are the where it’s the ninth annual wars they celebrate the best in video for good on die only plugged this because we had a really awesome winner in the funny for good category. So this is not the official enough, it doesn’t go out till tomorrow morning, but ah, but the winner of that category was this organization called unbound, who created a parody video between two ferns with zach galifianakis. I don’t know if you’ve ever seen those videos on she’s seen the video, okay? Marissa has yeah, production assistant here at ntc geever says, yeah, but the between two friends is ah, parody of talk shows um, and so zach galifianakis and actor and usually a celebrity who come and sit between two fake for implants and zach alfano argast basically makes fun of the other actor the whole time, pronouncing their name wrong refers teo movies that they haven’t worked in and talk about how great their work was in that movie on dh so it’s, it’s it’s very funny, it’s very dry on and so this organisation unbound created a video called between two furnaces it’s a ten minute video it’s there may be two different cameras that they used on the two different interviewee are the person, the interview and the person interviewing s o they cut back and forth a bit, but aside from that, i mean there’s a little bit of sound at the beginning. Ah there’s, no motion graphics it’s, obviously, people who are in house who are doing this, the scripts are right in front of them it’s so basic, but it’s so funny on and i think it shows that, you know, we hear from non-profits all the time we don’t have the budget, we don’t have the budget and and budget could definitely be a limitation, depending on the type of video you want to create. But i think if you’re just talking about creating a video that’s getting the word out about your organization, if you think creatively, you could really push the boundaries and create something that’s, that’s really unique and very interesting. And so that video actually got over three thousand votes in the digger awards on dh we’re really poor, proud that it’s a winner because we think it shows non-profits that you could do something simple and still have a huge success. With it, how does their work related teo video they created between two furnaces, so so they actually use the video, too? Talk about the work that unbound does s o they work in, i believe it’s twenty one different countries to help alleviate poverty, and so they talk about the work that they do during the video, but they talked about it in a very funny comedy parody way on, so they kind of poke fun at the fact that it used to be a christian based our may still be a christian based organization, but they poke fun and say, you know, so don’t you hand everybody bibles? Everybody’s got to get a bible, don’t they? On dh, they poked fun of themselves, which we think was also very brave because a lot of non-profits khun feel very scared about being vulnerable like that and, you know, poking fun at their own image are their own mission or their own values, but it it was really cool seeing non-profit, you know, taking some, being a little bit bonem herbal and and getting a bigger reward in return, okay? And i guess generally the duke latto videos are good. Examples of video well done, yes. High or low production value? Absolutely. Yeah, so we definitely have a lot of other videos that contest that are very high production. I’d say our best non-profit video winner, which was cystic fibrosis trust they have a very high production video. Both of the videos that were submitted tend to be from more non-profits who have a bit of a budget? No, they’re they’re focusing on these videos, and they’re thinking about the distribution of the videos too. So when they create the videos, they know that one of the ways they’re going to promote them is by submitting them to the do gooder awards. So it tends to be organizations that have a more thought out video strategy. Um, so we do see a lot of hyre production videos, but there’s there’s a whole range in there so i’d recommend people if they’re interested in seeing examples of great video, they’ll be able to view all of our finalists in the winners on twenty fifteen that do gooder dot tv if they want to check it out. Okay. Excellent. Yeah, we still have some time left together. Okay. What more can you tell us about video strategy fitting into our overall content strategy. Yeah, well, i think so. I really i talked a lot about the low production between two ferns are between two furnaces rather, but some other video strategy chips that were going to be sharing tomorrow in terms of easy ways to produce more video, please, on some, some of those would be a really video curation using user generated content. Eso asking your fans to send our your fans i’m very i mean, youtube creator land, we’re working with a lot of youtube creators for the do gooder awards they have their fans have been a lot of videos to them, but ask your constituents. Teo create videos to help support your cause if you give them very specific talking points, tell them about what time you what length you want your video to be encouraging them to take videos but their smartphones and send them to you our upload them using a hashtag there are a lot of platforms you can use now third party platforms that will aggregate any content that sent to a certain hashtag on dh so we see a lot more non-profits using technology like that in order to really gather a lot of user generated content easy wife, what are some of those sites eso won that i’ve used before is called woobox wooo, botox, that’s good arika and so that’s actually, you can create absolute can embed on websites or you could add, is an extension to your facebook page. It’s very easy to set up on and you could you could do something like a hashtag contest that you could do, you know, hash tag non-profit radio and everyone who submitted a photo or tweet with a hashtag non-profit radio would have their content entered into this contest. Andi, it gives you all the tools basically run a contest from there another one another one of the good that’s, the main one that i’ve used in the one that i’ve used, not so much for your contest, but just just sift through content is called tag board uh, yeah on and so that’s a really good one. It it has a beautiful display. It’s totally free to use on dh i’ve used it a lot, especially when so for something like ntcdinosaur you create a tag board for fifteen and tc and see all the all of the stuff that people have submitted under, you know hashtag fifteen ntcdinosaur filter out videos, photos, tweeds, etcetera also, by the way, thank you for shouting out hashtag non-profit radio e do it often enough it’s! A pleasure to hear someone else’s thank you sort of well it’s reminding me of storify yes, but it’s maur automated yes, it’s more automated. So store five more you would take your pulling, you pull the trigger on story so this was this would be automated. So anything that kayman under that hashtag would be in there something like woobox would give you the control. Teo, sift out any content that you didn’t want to end up in there. So if someone was spamming you, someone is family. You could delete it, but something like tag board wouldn’t because a free service you wouldn’t have that, that kind of control. But i do. I find that it’s great, especially for conferences or things where if i’m live tweeting an event and i want to see it everything going on an event in one place. I use tide board to look at that. Okay, good. All right. So a little more time. Ok, tell me some more stuff that you haven’t told me yet. Yeah, sure. So tomorrow, let’s, see what else we’re talking about. A fact about video tips and tricks. We’ve talked about distribution a bit. Um, i guess i’d say some more ideas for generating video for your non-profit ah, that aren’t as high production argast high cost. We’ve been doing a lot of google hangouts recently, those great they’re awesome automatic video was completed it right at the end yet, so yeah, in order to do that, you have to do the google hangout on air. If you do, a google hangout on area video will be automatically upload to youtube. It looks great. It makes it so much easier. I know, especially for me. As a content manager, i’m looking for anything that will automate my process for me a bit and take away some of that time that that i would be taking to upload a video and optimize it. And so you could do all that in the front end through google plus, when you set up the hangout, um and it’s really great we’ve been doing hangouts we’ve been doing interviews with people in the non-profit community. So we did one a few weeks ago with jeff brooks of future fund-raising now, we did want a few months ago with joe waters and keep the lower miller on dh yeah, we’ve been really enjoying doing the girl hangouts on, and it makes it really easy to dio these quick, quick little powers with people and to be able teo transfer the video back and forth between users in a way that looks really advanced looked really polished but is very cheap and easy to dio it’s free and it’s easy today i’ve done some non-profit radio hangouts. Yeah, cool, yeah, especially when i see somebody or something that’s going to attract a lot of attention and comments. Yeah, so then we get people chatting or they’re coming into the video absolutely great, yeah, that’s so cool and the other thing i’ve been doing is webinars too, which i know is so old school, but i think especially in the age of content strategy, creating things that people that you can have people exchange their email address for in order to give them some content, so something like a webinar where you have to give your email to sign up is really valuable to non-profits we talk about condoms strategy, we talk a lot about subscription on making sure that you can have a way to collect people’s email addresses s o that you actually have their content contact information for the long term on i say a lot of times i’m not the lunar says this, but on i tell non-profits a lot that when you are building your community on facebook or on twitter, on youtube, even your but you’re building a house on rented land. Oh, and you don’t really own those network. So you know facebook could shut down tomorrow, and then your community of hundreds of thousands of likes is gone. But if you have people’s email addresses, it’s a much more secure way to stay in touch with the people who you wantto communicate within the community that you’re building. S o we always recommend that people build and email database and find ways to drive people to sign up for for your email lists and how can we use video toe? Do that so video, actually, so this is special for non-profits if you’re a part of the youtube for non-profits program, you are one of the select few on youtube who can actually take people from your video to a third party websites. So not another youtube video on and so you could take people directly to your email sign up form from a video. Ok, which is something that for-profit scant. Do what you have to be a member of your youtube for non-profit program the youtube non-profit program okay, find that sign up for it. Yeah, youtube dot com slash non-profits okay, very easy. You could drive people to third party use. A third party went from your video from your video. It was embedded clicking? Yes, exactly, yeah, and there’s a lot of other. There are a lot of other benefits to the youtube non-profit program tio they provide training and resource is especially for non-profits you get access to these things called youtube spaces, which they started creating for their youtube creators? S o they’re basically production studios that air good, especially for non-profits and their special youtube creators who want to be creating high quality video but don’t have the studios to do it themselves on and so i would say, look into the youtube non-profit program, there are a lot there are other benefits, too. I’m just signing up and it’s it’s free from non-profits to join, okay, we have another minute or two, okay, you’re loaded with information, i’m not looking like you hold back. No, i don’t remember everything from my from my presentation tomorrow i’m trying to think of anything in the topics that we haven’t covered already. Actually, the thing that we’re opening with that i’m very excited about is that buzzfeed obama video did you see that when i was making the rounds on facebook? Eso obama did a video with buzzfeed a few weeks ago that was used to encourage people to sign up for obama care by the february fifteenth deadline on and i thought that when i saw the video it’s like, gosh, this is so smart and this is going to be so this is going to be in my webinars and presentations for the next six months because it really showed that the white house understood who their audience was for that specific campaign s o they needed young people to sign up for obamacare in order to offset that a lot of people who were, you know beyond their twenties and thirties already signed up for obamacare, which is great, but they needed more young people to sign up to offset the medical costs of older people would already saying that we need help. The young people, yeah, the older but of course all the young people think nothing bad is ever gonna happen to them. They’re never going to die, so none of them were signing up. Eso aza let’s, last ditch effort the white house used busby to reach that audience on. They created a video i think it had within the first day it had over one hundred thousand shares. Had millions of hits on buzzfeed. Millions of hits on the thehe four double care act website on dh. So it was really the healthcare dot gov website, i should say on and so it was successful for the obama campaign. I looked at the stats and although i couldn’t obviously on my end, i couldn’t see specifically what factors led to this increase, but they had eight million people sign up for on healthcare dot com that govern in the last six months. What do you think? What do you think contributed to this? Well, they had. So i was going to say that eight million people saying up in the last six months, and they had one million people sign up in the last week after the video was released. So so that it was one eighth of the total sign ups, which seems pretty significant. Was it an outstanding video? So it was an outstanding video because they placed it on a network. That was really it was really targeted towards the young people who think the lights just went out in, uh, and in the science fair. But non-profit radio perseveres never own lights. We have our own electric. Unless they shut the electricity off. We’re fine. Yeah. All right. Here. We still can. You still see us in camp? Okay, wait. Persevere here. We would shut it down around us. Yeah. Means no, keep going. All right. So the name of radio but shows the right channel treyz so they knew who their audience was. First of all, they weren’t trying to reach all people. Ah, latto things were for non-profits is that? Oh, were for we’re caused for the general public and lord knows you’ve got to know your audience. They had a targeted audience. They reach him on the right channel and they use the right kind of messaging to they are on ly linked to the website once in the actual description of the videos at the very top. Ah, and then in the whole video itself, obama on lee said, you know, you have to sign up by february fifteenth, one time it was done as a joke. So and the whole rest of radio was just funny. Interesting share a bowl content. So it was really great. It was very humorous is successful. A successful video. We’re gonna leave it there. Great. Richard calling she’s director of content marketing for c three communications. Bridget thank you very much. Thank you. Johnnie. This is tony martignetti non-profit radio coverage of ntc the non-profit technology conference. The lights came back on. We don’t care if you turn them off. Turn them on. We are here at and t c for the duration ntcdinosaur when we end and not before absolutely thanks very much for being with us. Thank bridget. Time for live listener love so grateful to all our live listeners throughout the world, we had all kinds of continents checking in weekly. I am not live this week. I will be next week. But live listener loved everybody listening right now. Right now. Right now, all the live listeners. Thank you. Podcast pleasantries to every listening. Some other time, then now ah, in that time, shift pleasantries to the manny ten thousand plus podcast listeners and those affiliate affections going out toe every person who listens at one of our many affiliate stations throughout the us. Am and fm love you, affiliate affections and a special shout out to k y e r s f m ine medical lake, spokane, washington tony, take two and how to get found. Two coming up. First opportunity collaboration, opportunity. Collaboration is so well organized and very different from other conferences. We get to know each other in small groups and explore our values. But above all, the environment makes such a difference and the amount of free time to talkto many different people about each of our programs. The diversity of people is excellent. That is sakina yaqoubi, founder of the afghan institute of learning in afghanistan and pakistan opportunity collaboration you’ve heard me talk about this, for goodness sake. Are you checking it out for pizza? You know it’s the weeklong unconference in its top of mexico around poverty alleviation, you’ve heard this there’s not profits from around the world as well as impact investors, social entrepreneurs, academics, corporation’s, even grantmaker zoho i was there last year. I’ll be there this year. You’ve heard this. You know it, for goodness sake, would you just goto opportunity, collaboration, dot net if your work is around poverty alleviation, for goodness sake, thanks so much for listening and supporting non-profit radio this is tony’s take two not a very subtle transition, but showing my gratitude nonetheless. There are over ten thousand listeners, but i really i feel my connection to you. I’m talking to you. 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That is tony’s take two for friday, fifth of june twenty third show of the year, and i should say, by the way, if you want to email me tony at tony martignetti dot com, here is how to get found with elizabeth beachy and erica sanchez welcome to tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen we’re in austin, texas, at the convention center. Our hosts are intend the non-profit technology network and my guests are elizabeth beachy, director of strategic communications for upleaf and arika sanchez, communications specialist for center for non-profit excellence at united way of central new mexico. Elizabeth erica, welcome. Thank you. Pleasure to have you both now, erica. I understand you were pulled in-kind of last minute to substitute for someone. So you’re really just talking about the organization’s website. Yes, right? So that so i just want people to know if they don’t hear from you that much. I’m not being rude and you’re not being shy, but you’re kind of a last minute. But we’re glad you’re with us. I’m glad to be here. Thank you. Record. Okay. Um elizabeth. Oh, and your subject matter for the workshop. Is does your content strategy now? Trump theo trends and tips to help you get found in two thousand fifteen elizabeth what is changing balance between content, strategy and ceo? So one big thing is changing the balance and that’s basically the introduction of smartphones. Yes, holding up her smartphone? Yes, for podcast listeners, we don’t have the benefit of the video she’s holding up their iphones. This ubiquitous smartphone is really changing everything in terms of how people discover information. So how people search for information, how people consume information and that’s it’s changing a lot of things with with regards to search engine optimization. And so if you just think about how much how much time people spend on their smartphones now, so now more than well over fifty percent of the u s adult population has smartphones, and over sixty three percent used them to regularly to go online, and the average smartphone owner will spend will look at their phone one hundred fifty times a day for like two hundred twenty one functions on their phone today. And so when you think about that and you think about how much time people are spending on facebook, and on other aps, they’re spending a very significant part amount of time consuming information on a full variety of that can’t even stop touching yours. Keep touching your phone e i want i want to demonstrate all the acts i have here on my phone, but so we spend so much time interacting with interacting with our with information through our phones and that’s changed so much so if you think about six years ago, if you wanted to find information about something you would put your first reflex was probably to go to google right now, you may go to pinterest to find certain types of information if i want to find ah recipe here, i want to find an art project i can work i can work on or i want to find interesting gardening activities. The first place i’ll go is interest if i want to get answers to other things, the first place i’ll go to search for information, maybe youtube if i want to see what’s happening with current events, i’ll go to twitter if i want to find and so those are just the social media apse that we tend to turn to. And where we spent a lot of time, so twenty five percent of time spent on the internet today is spent on facebook that’s very, very remarkable twenty five percent, twenty five percent of time spent on the internet in the united states is spent on face just on the phone. Now, just for on the internet is spent on facebook. Yes, and so millennials say that their first source of in front of news or the first source of information about, like breaking news that’s happening, they learn about it from facebook. So you think about all of the different social media apse that we’re interacting with on a regular basis, and then you also can think about the different acts that we use for just for finding a restaurant or for finding houses for sale in your neighborhood. There’s so many different maps that are available and so, with the rise of the smartphone and there’s been kind of a fragmentation of how people find an information on the web, so that has affected the volume of content coming to websites through search engine optimization or through organic searches. And so so that’s, very significant, but then of course, the search engines themselves are adapting their algorithms to take this new reality into account as well, and so they are looking at there they’re looking at a lot more factors than they used teo and certainly a lot of the traditional search engine optimization, traditional ceo things that we think of are still very important. So of course, making sure that you’ve got the right back and configuration on your website so that as soon as you published new content it’s, the search engines are notified its index, and it gets found that remains important. And still it’s estimated that around fifty percent of traffic to websites is still coming from organic searches, so it’s still important, but they are taking into account social cues so and from what they find on social media. And so this has been something that several organizations have proven, basically, that that google at least, is looking for recognition or looking for mentions on twitter and on facebook, very nufer said, this is very new, and this is something using twitter and they’re not they’re not really so yes, they seem to be paying attention to what’s to what’s being said on twitter and also on facebook and it’s more about mentioning an organization’s name. So how many times is an organization mentioned and that gives them an indicator of the level of authority that this particular organization has in their field? And then if an organization has has strong authority in their field than their content that’s published is likely to get it’s likely to bump up the ranking of that so that’s a that’s an interesting piece of this and there, and there are other elements as well, but definitely the search engines are also adapting to this new reality and a few other things that are probably worth mentioning. Are there also rewarding websites that are mobile friendly and that’s very much related to this whole idea of consuming information through mobile phones? So websites that are mobile friendly are both getting our rights hyre entire, but also now when you search for something and this is this has been going on for weeks now you’re touching your phone with e i wish i could pick it up, just demo it, right? Well, everybody’s, not everybody doesn’t have the benefit of video. A lot of this is podcast listening. So i don’t know, but so but now when you search for something on a search engine on your phone, then the results will show whether it’s mobile friendly or not so it will actually list mobile friendly or not so you can skip the websites that are not mobile friendly, so and then they’re also prioritizing so the mobile friendly peace is important. Also, security is important, so there’s several different updates that they’re making to their algorithms to kind of to adapt to this new reality. So we’ll be talking about that tomorrow, too, okay? And the engines we’re talking about are not only google, but yahoo yahoo serious search search player or not, really they’re they’re working hard at it, but i think they’re proportion of the search market is still still pretty small compared to google. How in being a swell, pretty small, small google is still google is still the the nineties ninety i mean, in terms of percentages of search is done within with with an internet search engine. Not not considering yeah, who are you or yeah, youtube without going into the content youtube, you mentioned pinterest without doing that, google is still google is still by far by far and i don’t have exact numbers, but google is still by far the leader. They say that youtube is the second most popular search engine. Okay, which is interesting do we know the proportion of fired-up global search vs within within a content provide within a within a social site search? So google vs searching in youtube and pinterest and searching in twitter we know that proportion of the amglobal versus the the channel searches e i don’t actually have exact statistics with me, but certainly pinterest is up and coming grow in terms of a search engine, so more and more people are turning to pinterest and i think pinterest is a really interesting case study also, just because they’re they have done this amazing job of getting there, and this kind of brings it back to one of the topics that will be talking about tomorrow also, which is community generated content and how powerful community generated content can be for a non-profits overall content strategy, but pinterest is an interesting example of that because they have seventy million users and they have been able to get their users basically, too. Index all of this content from across the web, but not so google indexed uses its its bots and its algorithms to index content where is pinterest is drawing on its users and on the way that they understand information and what users think is relevant and valuable and where, how users classify that information, and so it’s a very intelligent way of indexing all of that content, because it’s basically pulling together the opinions of millions and millions of people, and so i think that will seem pinterest become a more and more important search engine in the future, and certainly their visual searches very engaging, a swell. What kind of non-profit do around community created content? That’s a lot of what we’ll talk about tomorrow and let’s. Share some some tips for strategies for engaging your community to do that. Absolutely, these weigh all have multiple communities, volunteers, donors, vendor’s maybe even boardmember sze other volunteers? Yeah. How do we how do we get them engaged? Absolutely. So there are there. I would say they’re kind of two different angles to take on this one that will be talking about tomorrow is building community generated content into your infrastructure and that is something that we’ve seen work well e well, for many different non-profits and the center for non-profit excellence is a great example of this they have, and i know let erica talk a little bit more about this, too, but just to name a couple of examples to respond directly to your question, they have a volunteer connection section of the website, and that section of the website allows non-profits to post volunteer opportunities and allows community members to say, i want to take that coming that volunteer opportunity and connect and connect directly with that non-profit it has a non-profit directory that non-profits can update themselves, it has a grantmaker directory that grantmaker is khun submit information to it has a new section that the community of non-profits in new mexico can contribute news, too, and it has a community training section as well. So if there any trainings that are happening beyond what the senator non-profit excellence does, then people can submit that information as well. And there are i’m forgetting many other things, erica, you can conjunction here, there’s also a page where non-profits can post there needs for goods like computers or other donated items, and where the community and businesses composed items that they want to donate to non-profits. Another piece is where individuals or groups of individuals can post ways that they want a, donate their time or volunteer for non-profits and it’s, very much community building. And as you said, elizabeth, really a community driven mean, the content wouldn’t content only in these sections and only comes from the community. Absolutely. Postings for volunteer opportunities and volunteer needs on dh volunteer. I want to volunteer. Yeah, okay. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger, do something that worked neo-sage levine from new york universities heimans center on philantech tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. 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And and the news all of the news on the home page that you see right when you land on the website all comes from the community as well, and we really wanted to highlight this as a as an opportunity for non-profits because content strategy is so is becoming so, so important for every non-profit oh, and you’re content strategy becomes so important online because it helps you actually push it provides content that you can push out to all of these aps and so to meet people where they’re at. It also helps boost the volume of content on your website and the key words that you can then deal that you then have to be indexed, and it broadens your net of how you can be found. But it also becomes really is absolutely critical to engagement, so bringing new people in bringing a new supporters, engaging existing supporters, building loyalty with existing supporters and then helps a really helps when organizations launched their campaigns than it helps those campaigns be really effective. And so, but often the one of the biggest challenges that non-profits face is having the resource is for a really robust content strategy. It takes a lot of time and it takes a lot of creativity to keep that content strategy going, and so some of our client, we do a lot of trainings and a lot of non-profits will come to us and say, you know what i know it’s important, but it’s hard for us to dio it’s hard for us to get more than one article published on our website every three weeks or what? What advice do you have? And you’re after one of the smaller midsize shops? That’s it doesn’t have the resources to spend a lot of time, but there still are some things you can do. So what advice is absolutely that bring your community in so find ways to get your community to contribute content. Don’t think about your your content strategy is just coming from one person or the person that you may have fifty percent of one person’s time to manage your entire your entire communications strategy, right? That’s? Not enough so think about can you bring in your volunteers? Ask your volunteers to contribute content, other staff members to contribute content you’re bored to contribute, content your clients to community to contribute. Content other community members to contribute content and what types of interest of of infrastructures or kind of spaces within your website can you create tau host all of this information and inspire people to share and so there’s so many what is appropriate for each non-profit really depends on the non-profits mission in-kind of what makes sense for their community, but we would encourage every single non-profit to think about how can you get your community involved and and bring them in to be a part of that content generation strategy? Erica, what have you seen some of the outcomes among the community that communities that are contributing well, what? What we’ve seen, we initially started the first area that that we opened up for non-profits to post their own content was the job section of our website and on our and we’ve seen a huge increase in visits to our website, and where are our website appears in different search engine results and an increase in the number of non-profits that air posting these listings, but we also we receive so much feedback from the non-profit saying that they’ve received a lot of of really good job applicants. And so the same goes across for volunteer connection. We receive a lot of positive feedback from the non-profits who might not have, um, the timer, the resource is two to promote their volunteer opportunities, so allowing them to post them on our website, they’re receiving more traffic and more volunteer applicants. Elizabeth what? We have another, like, five minutes or so together. What other strategies can we share for, uh, getting found is basically what we’re talking about, right? Absolutely. What else haven’t i asked you? Have you have you share? So certainly so one thing that’s really important and you in looking at the infrastructure of your website and that will help this whole content strategy work is making sure that the website is social media optimized, and by that we mean that when that any piece of content that somebody wants to share on their social network, they should be able to just click a button and immediately share it. And you would be surprised how many organizations do not have their website properly configured so they may have put a simple, sure social sharing. Yeah, and so you can use a tool like add this you add that to your website, but you’ve also you’ve gotta have the meta tags that are pulled correctly, configured so that it pulls the right thing, so if you so, when somebody clicks to share on twitter, it should be set up and then and this is something that you really just have to ask your web master to do, but it should be set up so that you click to share on twitter and it’s going to pull the title of the article a shortened link, and then it should say via at your twitter handle so that you get recognition for that content that’s coming out on facebook, it should pull the right thumb now image associated with the article, a blurb about the article and a link back to the website, and you’d be surprised how often we see that that’s not actually configured like that, so someone will try to share something on facebook or you’ll try to share something on facebook and it’ll pull the logo of the organisation instead of the thumbnail of the article. Or it’ll pull the name of the organisation instead of the page that you’re trying to share so that’s a really important pieces that social, the social media optimization piece that’s a great one and great that’s a great tip toe. Everybody could understand it. And it’s it’s not incredibly technical know and it’s, not something that’s going to take your what is your web master too long to dio but it’s something that’s absolutely critical for doing two d’oh, and then another piece is make sure that your website is responsive because if if somebody is, you could be working really, really hard too create all this content put this content out across the web, and then if somebody clicks kliks through from facebook to your website because they’ve seen this link to an article that they’re really interested in and suddenly they can’t read it on their phone because your website is not responsive and mobile adapting to the size of your phone that’s a frustrating experience that they’re gonna have with your organization and they’re going to be less likely to come back so absolutely your website should be responsive and well, you said earlier, if you it’s not mobile responsive that’s going to hurt you in search results? Absolutely, it’ll hurt your search results and it also hurt it will hurt engagement with the organization, but also at the time of launching your campaign, so you’re asking people to take action. So maybe you’re launching a fund raising campaign or you’re launching a campaign to get people to sign up for an event or to take advocacy action if they’re clicking through from social media and it’s not responsive, they are not very likely to donate to take action or to sign register for your event. So you’re basically shooting yourself in the foot. You don’t have it so much trouble forget i’ll find something else. Yeah, absolutely so that’s that’s really critical, and if we have time, do we have another minute or so? And then one more piece that that we often get questions from organizations about two is the campaign piece, and that should be a piece of every organizations content strategy. So you’re putting out your regulate your articles and you’re doing a lot of messaging on social media, but periodically you need to launch very specific campaigns asking people, mobilizing people around a very specific goal because often people don’t take action unless you ask pacific also a specific call. To action. So that specific fund-raising campaign that made that ideally lasts, you know, five to seven days it’s a short campaign, you have a very specific goal, and you can just message repeatedly during that five to seven day period asking your community to help mobilize and to help you meet that goal and that’s something that we see too many organizations kind of you may go for a year or two years with all of their messaging and their articles, and they don’t launch campaigns and it’s the campaign radcampaign time that you see the return on the investment of all of the time that you’ve invested in creating this content. So the campaigns are absolutely critical. I’ve seen something that said, every piece of content you create should have some call to action ultimately, even if it’s just a simple share, but maybe it’s sign up for the email list that’s related to this issue? Yes, something in every every music content. Yes. Absolutely, absolutely. Okay, we’re gonna leave it there. All right. Thank you, elizabeth. Erica, thank you very much. They are elizabeth beachy, director of strategic communications for upleaf and erica sanchez, communications specialist for the center for non-profit excellence at united way of central new mexico. Ladies. Thank you again. Thank you. This is tony martignetti non-profit radio coverage of the non-profit technology conference. Twenty fifteen. Thank you very much for being with us. Thanks to everybody at ah ntcdinosaur and and ten, the non-profit technology network next week. I’m not sure yet. It’s weeks away. I’m a couple of weeks ahead, pre recording this. So give me a break, please. But you know it’s going to be a good show. You know, it’s not going to crummy. It’ll be better than not crummy it’s going great. If you missed any part of today’s show, find it on tony martignetti dot com opportunity collaboration. The world convenes for poverty reduction. I’m telling you, it’s an outstanding unconference that will ruin you for every other conference opportunity collaboration dot net for pete’s sake, check it out. Our creative producer is claire meyerhoff. Sam liebowitz is at the board on the law as line producer. The show’s social media is by susan chavez, susan chavez dot com and our music is by scott stein be with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. Hey! What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist. I took two or three years for foundation staff to sort of dane. Toe add an email address their card it was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dno. Two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

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