engaging donors with online video
TRANSCRIPT
Google Confidential and Proprietary
Engaging Donors with Online Video Maryam Mossavar – Industry Manager, Non-Profits
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ONE
BILLION
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5 Source: ComsScore Nov 2012, eMarketer Dec 2012, Cisco 2009
35 Million
unique users per month
6 Billion videos watched per month
1h 40min time spent per user per month
YouTube reaches 85% of UKs online
population
6 Source: Nielsen/UKOM, Home and Work, July 2012, % based on total Unique Users (22.8M)
2-17 18-24 25-34 35-44 45-54 65+ 55-64
53% Male
47% Female
58% ABC1
12% 13%
17%
18% 19%
14%
7%
YouTube Audience
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68% of the YouTube audience donate
to charity
25x more likely to donate
online
54% would be willing to
volunteer time for a good
cause
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Video + Social = Earned Media
30% of YouTube viewers share with a
friend after watching a video
700 YouTube videos are shared via
Twitter every minute
100M People comment, share or “like”
a YouTube video each week
500 Years of YouTube videos are viewed on
Facebook every single day
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Why use video?
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Bring to life the impact your charity is having
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Build awareness of your cause
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Recruit
volunteers
and
generate
donations
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Share your story and inspire others
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Build Your Audience
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TV YouTube
VS &
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Reach your audience through targeted and engaging ad formats
from specific search queries on YouTube to
100% share of voice on the homepage
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Measuring effectiveness
Google Confidential and Proprietary 22
discover your
analytics
deepen make better
build your
engagement
audience story
videos
Google Confidential and Proprietary 23
Click for more detailed data
Analyze by channel, video, country and custom date ranges
Top-level performance and engagement metrics
Easy-to-read discovery stats
Easy-to-read demographic stats
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Make Better Videos
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START WITH A GOAL
IN MIND
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•Be targeted
•Be relevant
•Be emotive
•Have a call to action
Great content should…
Google Confidential and Proprietary
Thank You
Maryam Mossavar – Industry Manager, Non-Profits