This afternoon, I participated in session 1 of ‘Taking Digital to the Next Level – Cutting Edge Techniques.’ Despite the cliche-filled title (know that I find the phrase ‘the next level’ entirely meaningless and have succeeded at banning it from my workplace), there are some great insights about the effective use of online video and Facebook. Thanks to Michael Hoffman from See3 Communications in Chicago and Elmer Sotto from Facebook International for a riveting half-day.

So first off, some stats:

• Facebook has 500 million users worldwide, 50% of whom use it regularly. What makes it powerful is that every user in Canada has on average 170 friends. So, every time someone on Facebook ‘likes’ what you have to say, it is amplified, on average, 170 times in Canada. That’s phenomenal!
• YouTube also has amazing reach. It is the 4th largest site in the world and every minute, there are 20 new hours of new video content. People spend on average 1 hour on YouTube every time they visit. I’ll say it again. 1 hour. It’s because YouTube has become a master at serving up new content – that is, linking the video you are watching with the next one, and that one with another, and that with yet another, and so on. And then, making it sooo easy to share the ones you love. Clearly, your prospective supporters and donors are watching, and sharing.

Why you need a Facebook Strategy & a YouTube strategy, not just a mushy ‘social networking’ strategy:

Facebook & YouTube are different, and so, require their own unique strategies.

Facebook is about building awareness of your cause and of your brand. Just like mass media – TV ads, billboards, newspaper ads and radio spots build awareness (and we measure success based on impressions not dollars by the way), so does Facebook. It exists at the very top of the marketing funnel, attracting people who are interested in your message but not yet ready to commit. Facebook is NOT for fundraising. It’s about building and connecting with an audience who is receptive to your message, so that when they are ready to support a cause, they choose to give to you, because they know you and like you.

Video on YouTube is probably the most effective way to tell stories and I agree with Michael that charities have very real, compelling stories to tell about the people they help and the lives they impact.

Check out Uncultured Project’s video about a school project in Bangladesh:

What’s great about YouTube, is that unlike Facebook, it can be monetized. You can share a moving video about a project, a person, a story, and in so doing, inspire an immediate desire to help. YouTube’s non-profit program allows for that. ROI from video?! It is possible.