Video Advocacy Tips
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Video Advocacy Tips Mary Joyce!
for the Open Society Foundations!July 25th, 2014 | Dubrovnik, Croatia!
!images: Flickr/David Goehring, Mike Licht, Brad Hagan!
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❶���What role can video play in my campaign?!
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❷���How do I get
people to watch my
video?!
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❸���So, how did
it work?!(Measurement)!
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What role can video play in my campaign?!
source Atkin, C. K., & Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
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What role can video play in my campaign?!
! 1) Raise awareness: present information on previously unknown topic!
source Atkin, C. K., & Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
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What role can video play in my campaign?!
! 1) Raise awareness: present information on previously unknown topic!
! 2) Change opinions: correct misperceptions!
source Atkin, C. K., & Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
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What role can video play in my campaign?!
! 1) Raise awareness: present information on previously unknown topic!
! 2) Change opinions: correct misperceptions!
! 3) Increase salience: present a known issue as important !
source Atkin, C. K., & Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
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What role can video play in my campaign?!
! 1) Raise awareness: present information on previously unknown topic!
! 2) Change opinions: correct misperceptions!
! 3) Increase salience: present a known issue as important !
! 4) Mobilize: convince people to take action!
source Atkin, C. K., & Freimuth, V. (2013). Guidelines for formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (pp. 53–68). Thousand Oaks, CA.: Sage.!
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How do I get people to watch my video?!
images: Flickr/Lucas Leite!
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How do I get people to watch my video?!
! Use “social proofing” to build viewership.!
images: Flickr/Lucas Leite!
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How do I get people to watch my video?!
! Use “social proofing” to build viewership.!
! When someone sees that a video has a lot of views, that’s social “proof” that the video is good.!
images: Flickr/Lucas Leite!
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How do I get people to watch my video?!
! Use “social proofing” to build viewership.!
! When someone sees that a video has a lot of views, that’s social “proof” that the video is good.!
! The more views you have, the more views you’ll get.!
images: Flickr/Lucas Leite!
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Social Proofing!
= Asking people to view, like, or share your content to prove to others
that it is worth watching.!!
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Building video views with social proofing!
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Basic Measurement!
! Reach: Views (Total and over time)!
❶ ❷
❸
So, how did it work?"!
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Building video views with social proofing!
! Start with the easiest ask.!
! Level 1: Ask organization staff, friends, and family to watch the video.!
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Building video views with social proofing!
! Start with the easiest ask.!
! Level 1: Ask organization staff, friends, and family to watch the video.!
! Level 2: Ask them to post it to their Facebook, LiveJournal, or whatever social media platforms they use.!
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Building video views with social proofing!
! Start with the easiest ask.!
! Level 1: Ask organization staff, friends, and family to watch the video.!
! Level 2: Ask them to post it to their Facebook, LiveJournal, or whatever social media platforms they use.!
! Level 3: If allies have a website or blog, ask them to post (you write they text).!
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Building video views with social proofing!
! Start with the easiest ask.!
! Level 1: Ask organization staff, friends, and family to watch the video.!
! Level 2: Ask them to post it to their Facebook, LiveJournal, or whatever social media platforms they use.!
! Level 3: If allies have a website or blog, ask them to post (you write they text).!
! Level 4: Once you have a few hundred views, reach out to sympathetic media (smaller is easier).!
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Basic Measurement!
❶ ❷
❸
So, how did it work?"!
![Page 22: Video Advocacy Tips](https://reader036.fdocuments.net/reader036/viewer/2022081400/554da2e1b4c905fa7a8b481c/html5/thumbnails/22.jpg)
Basic Measurement!
! Reach: Views (Total and over time)!
❶ ❷
❸
So, how did it work?"!
![Page 23: Video Advocacy Tips](https://reader036.fdocuments.net/reader036/viewer/2022081400/554da2e1b4c905fa7a8b481c/html5/thumbnails/23.jpg)
Basic Measurement!
! Reach: Views (Total and over time)!
! Breadth of Exposure: Thumbs up/down (Mostly up means supporters are watching, thumbs-down means opponent are watching too)!
❶ ❷
❸
So, how did it work?"!
![Page 24: Video Advocacy Tips](https://reader036.fdocuments.net/reader036/viewer/2022081400/554da2e1b4c905fa7a8b481c/html5/thumbnails/24.jpg)
Basic Measurement!
! Reach: Views (Total and over time)!
! Breadth of Exposure: Thumbs up/down (Mostly up means supporters are watching, thumbs-down means opponent are watching too)!
! Activation: Shares (How many people who watched also shared?)!
❶ ❷
❸
So, how did it work?"!
![Page 25: Video Advocacy Tips](https://reader036.fdocuments.net/reader036/viewer/2022081400/554da2e1b4c905fa7a8b481c/html5/thumbnails/25.jpg)
Basic Measurement!
! Reach: Views (Total and over time)!
! Breadth of Exposure: Thumbs up/down (Mostly up means supporters are watching, thumbs-down means opponent are watching too)!
! Activation: Shares (How many people who watched also shared?)!
! Reception: Comments (Who’s watching? How are they reacting?)!
❶ ❷
❸
So, how did it work?"!
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! There’s more info on the Analytics page of your YouTube account.!
! Explore but don’t get overwhelmed.!
! Some metrics (measurements) will tell you something you wanted to know.!
! Some will not.!
So, how did it work?"! Advanced Measurement!
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Questions / Comments?
what video can do getting views measuring effects