Not all Videos Are Created Equal
4. Having a goal (and measuring It)
You didn't really think you could get through one of my blogs without the talk of measurement, right? I'm not going to harp on this one because I shouldn't have to. Set your goal (by the way, did I mention it should be share and comments - not just likes?) and make sure you measure it. The beauty of social media is that, unlike the offline world — where you go to market and sit back and wait/watch — you can pivot very quickly in the online world. If something is working, you can actually help it work harder by managing your marketing across the various channels available (Twitter, Facebook, YouTube, blogs, etc.). The same goes for a poor showing on social media: If something doesn't work or take off, review it — review the messaging, review the call to action and make changes.
The folks behind the UA series must be proud of themselves. If they are the typical ad agency they are probably going to claim they always knew it was going to be a huge success. But, deep down inside, they have to realize they touched some pretty big heart strings with a lot of people. Their social-marketing strategy behind the videos (and the whole campaign) has done everything we should all want to model when we create the amazing videos that reflect how our missions work and why donations and awareness are so important.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.