How can web video lead to tangible outcomes for Conservation efforts? Conservation Media Group explored that question by producing and placing a series of three videos to drive supporters to sign a petition. The outcome was overwhelming. With over nine thousand signatures, we far exceeded our target goal.
Northeast Utilities proposes to build a 187-mile overland power line from hydroelectric facilities in Canada. The line would bisect most of New Hampshire, clearing forty miles of new corridor that would cut through more than thirty communities. Conservation Media Group is working with theAppalachian Mountain Club andThe Society for the Preservation of New Hampshire Forests to generate awareness and support for stopping the Northern Pass line, or at least to bury it, as an alternative to clearcutting corridors and erecting thousands of very tall metal towers.
With our partner organizations, we started with the goal of producing a video that would do more than simply sway opinion. For this campaign, we chose to deliberately target viewers, and to link their viewing of the videos to a petition that they would sign. The number of signatures was our measurable KPI, our “Key Performance Indicator.” In other words, if we hit this number, we’d call the video performance a success and the effort and expenditure worthwhile. If we did not, the video failed.
Petitions give a real avenue for viewers to take action in support of a cause. By providing people an opportunity to be involved in something they are passionate about, they are more likely to encourage their friends to do the same and seek out follow-up information. The petition continued to bring value to the organization beyond the duration of the campaign by providing an opportunity to collect contact information of new constituents which can be used to further the campaign and generate support for other future initiatives.An unexpected development resulted from our placement of a question for petition signers: “Why is this important?” This question yielded more than 3,350 passionate responses.
During the pilot campaign, Conservation Media Group learned a few valuable lessons for the optimal use of video in maximizing petition signatures.
Begin by adding a live link, such as a YouTube annotation, to the video. The link sends the viewer to the petition so they can take action when they feel the greatest emotional pull.
Video will lead to more signatures when the petition and the video are on separate pages. Video is a strong force for swaying viewer opinion. Marketers and campaigners know this, which is whymore than half of all Internet content is video. However, why does it generate more signatures when the video and petition are placed on separate pages? Is the text too distracting? Do lengthy petitions turn people off?A study by Visual Website Optimizer also found that video alone is more productive. They compared video alone with an embedded video plus lengthy text and found that video alone led to 35% more conversions. Other conservation organizations have also observed a greater increase in petition signatures when the video and petition were on separate pages.
Maximize viewer engagement and increase signatures with a targeted follow up. After a person signs the petition, send them a personalized thank-you email with specific instructions on how they can further support the campaign. Suggestions such as sharing via Facebook or sending an email to friends and family are quick and cost nothing. You can even provide a few sentences they can simply copy and paste into their message. Most petition generators offer a customizable acknowledgement page that people see after they sign, which can also be used to encourage readers to share the video and the petition.
Facebook recently announced their newexpanded video capability. Now, when creating a Facebook ad campaign you can select your target goal and Facebook will automatically optimize the reach of your ad to a target audience. They will show your ad to people most likely to help you reach your goal. Options include page likes, video views, or clicks to your website. For example, for increased signatures, you would select “click to website.” Facebook will show the ad to people who will most often click to the petition website after viewing a video.
Have you had success with an online petition? Tell us what strategy worked best for you.
How can web video lead to tangible outcomes for Conservation efforts? Conservation Media Group explored that question by producing and placing a series of three videos to drive supporters to sign a petition. The outcome was overwhelming. With over nine thousand signatures, we far exceeded our target goal.
Northeast Utilities proposes to build a 187-mile overland power line from hydroelectric facilities in Canada. The line would bisect most of New Hampshire, clearing forty miles of new corridor that would cut through more than thirty communities. Conservation Media Group is working with the Appalachian Mountain Club and The Society for the Preservation of New Hampshire Forests to generate awareness and support for stopping the Northern Pass line, or at least to bury it, as an alternative to clearcutting corridors and erecting thousands of very tall metal towers.
With our partner organizations, we started with the goal of producing a video that would do more than simply sway opinion. For this campaign, we chose to deliberately target viewers, and to link their viewing of the videos to a petition that they would sign. The number of signatures was our measurable KPI, our “Key Performance Indicator.” In other words, if we hit this number, we’d call the video performance a success and the effort and expenditure worthwhile. If we did not, the video failed.
Petitions give a real avenue for viewers to take action in support of a cause. By providing people an opportunity to be involved in something they are passionate about, they are more likely to encourage their friends to do the same and seek out follow-up information. The petition continued to bring value to the organization beyond the duration of the campaign by providing an opportunity to collect contact information of new constituents which can be used to further the campaign and generate support for other future initiatives. An unexpected development resulted from our placement of a question for petition signers: “Why is this important?” This question yielded more than 3,350 passionate responses.
During the pilot campaign, Conservation Media Group learned a few valuable lessons for the optimal use of video in maximizing petition signatures.
Video will lead to more signatures when the petition and the video are on separate pages. Video is a strong force for swaying viewer opinion. Marketers and campaigners know this, which is why more than half of all Internet content is video. However, why does it generate more signatures when the video and petition are placed on separate pages? Is the text too distracting? Do lengthy petitions turn people off? A study by Visual Website Optimizer also found that video alone is more productive. They compared video alone with an embedded video plus lengthy text and found that video alone led to 35% more conversions. Other conservation organizations have also observed a greater increase in petition signatures when the video and petition were on separate pages.
Maximize viewer engagement and increase signatures with a targeted follow up. After a person signs the petition, send them a personalized thank-you email with specific instructions on how they can further support the campaign. Suggestions such as sharing via Facebook or sending an email to friends and family are quick and cost nothing. You can even provide a few sentences they can simply copy and paste into their message. Most petition generators offer a customizable acknowledgement page that people see after they sign, which can also be used to encourage readers to share the video and the petition.
Facebook recently announced their new expanded video capability. Now, when creating a Facebook ad campaign you can select your target goal and Facebook will automatically optimize the reach of your ad to a target audience. They will show your ad to people most likely to help you reach your goal. Options include page likes, video views, or clicks to your website. For example, for increased signatures, you would select “click to website.” Facebook will show the ad to people who will most often click to the petition website after viewing a video.
Have you had success with an online petition? Tell us what strategy worked best for you.