Archive for the ‘Video’ Category
6 Ways Associations Can Use Online Video
4 Feb 2009
by Michelle O'Hagan
A previous post described the overwhelming popularity of online video among U.S. Internet users (12.7 billion online videos were viewed during November 2008). Below are a few ways in which associations can leverage online video to engage and/or recruit members:
1. Create a unique library of on-demand video content relevant to member segments.
Benefit: It adds value and deepens member engagement with the association brand in a measurable and trackable way.
2. Leverage your existing, long format video inventory.
Benefit: It increases the ROI of your existing video.
3. Use online video to enhance SEO on your site.
Benefit: The videos will provide numerous interlinking opportunities on the site to increase touchpoints with members (links to topic-specific videos appear as “related links” in other content areas, searches).
4. Online video offers additional engagement.
Benefit: Users can sign up to be notified when new content is posted.
5. Online video presents additional sponsorship opportunities and online ad units.
Benefit: Additional non-dues revenue.
6. Use online video as a learning-teaching tool. Short videos are ideal for online learning.
Benefit: It’s an easy way to promote continued education for members, staff or sales force.
Online Video for Recruitment / Engagment
23 Jan 2009
by Rebecca Rolfes
Recently, Imagination partnered with a financial services company to launch an online suite of more than 60 on-demand videos providing advice and expertise to the bank’s small business customers. View the online video library.
The videos are short clips (2 to 6 minutes in length) that provide expert insight on challenges the target audience faces every day. Most of the videos were edited from existing footage and are categorized by topic.
Coincidentally, just this week, eMarketer reported that “U.S. Internet users viewed 12.7 billion online videos during November 2008 alone, up more than one-third over November 2007, according to data released in January 2009 by comScore Video Metrix. comScore said more than 146 million U.S. Internet users watched an average of 87 videos per viewer in November 2008—that’s 77% of the total U.S. Internet audience.”
eMarketer also puts online video viewers at more than three-quarters of US Internet users, and estimates that percentage will rise to 88% by 2012.
Associations should use this strategy to recruit new members, and engage existing ones.
