A Better Annual Report - See3 Communications, NTC 2012

A Better Annual Report: Take Your Publishing Online and Make Your Reports Work for You #12NTCReports

Allan BurstynStacy Laiderman

Allan Burstyn VP Web Services

Stacy Laiderman Senior Producer

• See3 uses new media to activate people and advance social causes

• Creators of online media, tools and campaigns for fundraising, advocacy, list growth and public awareness

• Believe online interactive media deepens relationships

Where we are today

Print STILL DOMINATES reporting

– annual and otherwise

Many of our print publications are BEAUTIFUL and much of what is online is ugly.

B E A U T I F U L : N O T S O M U C H :

Let’s be honest

Up to 30% of organizations have already stopped producing annual reports.

And even if they were…

Media consumption patterns have changed

People are reading less

Barely anyone reads annual reports

No one is

reading

your

annual

report

How would

You know?

Constituents do not prefer to receive information

through an annual report,

then why are we making them?

The Annual Report is Dead

=

• Expensive print annual reports are an anachronism in the web age similar to newspaper home delivery.

• They were created because of a need for financial reporting, and wrapped storytelling around this.

How Did We Get Here?

• Printing costs are high

• Design costs are high

• Resource needs are high

• ROI is weak

Annual Reports are Expensive

Frozen in Time

With an annual report when you send it out it is static.

“we like it, we love it!”So why do we make them?

THERE’S STILL A NEED for ANNUAL REPORTS

INTERNAL EXTERNAL

Establish themes, set the tone

Foundations: communicate funding priorities

Create reusable content List grants

Celebrate organization’s achievements

Transparency: provide details of finances

Present a unifying vision for the organization

Provide curated content

Provide partners with communication assets

Encourage donations/action

List and celebrate donors

People are overwhelmed WITH CONTENT.

T H E C U R A T E D W E B

Opportunity to adapt to media consumption habits.

The new generation of donors will come to expect online annual reports.

The Rise of Online Video• Cisco predicts that 90 percent of

online traffic (the sum of all online video) will be video by 2014

• YouTube is the #3 Site in the world: bigger than Yahoo!, Baidu and Wikipedia

• More than 60 hours of video is uploaded to YouTube every single minute

• Every single day YouTube receives over 4 billion views

• February Comscore:Average online video viewing time 21.8 hours 83.8% of US online audience watched online video.

Mobile

iPad & Tablets

iPad & Tablet Devices

HTML5 is the reassertion of the Web

• Flash is declining

• HTML5 allows the delivery of a truly beautiful web experience

Why Now? What’s changed?

Revisiting Online Reports

• See3 has been talking about online reports for 6 years

Reusable online assetsReaches a wider audience: -- Distribution, Social SharingPotential for reduced expenseMore TransparencyDrive action onlineDynamic Content

BENEFITS OF ONLINE ANNUAL REPORTS

Previous goals hold true, plus:

Three flavors for an online annual report:

1 2 3

VIDEO BASED EXPERIENCE 1

INTERACTIVE DASHBOARDSH T T P : / /D A S H B O A R D . I M A M U S E U M . O R G/2

E-PUBLICATIONI P A D R E A D E R : Z I T E , F L I P B O A R D T R E E S A V E R3

IPAD READER

FLIPBOARDTREESAVER

ZITE

Reinsert KIPP

• Where is all this going? • Where should you invest?

The Way Forward

The frameworks that created the commonplace PDF is not what we are talking about

Not PDFs

Responsive Design

Responsive Design

Treesaver & Other HTML5 Frameworks

BE GENUINE

Viewers want to connect withthe work that your organizationis doing. Focus on content thatis compelling rather than what’s “cool”

KEEP IT SHORT

Powerful videos are often under two minutes long. The effort you put into keeping it short will go a long way in helping you focus your message

KEEP IT SIMPLE

Try to focus on one main topic (i.e. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused

COMMUNICATE RELEVANCEdemonstrate the relevance of foundation’s investment in thecauses and issues at hand

VIDEO: Tell a Story

Future Trends The Living Report

Sparkwise

Things to Consider

New Media Production or Repurposing?

vs.NEW

Don’t Make your Job Harder than it already is.

(annual reports can be your friend)

VIDEO

RESPONSIVE DESIGN

PHOTOGRAPHY

INFOGRAPHIC

DOWNLOADABLE PDF

SOCIAL MEDIA AND DISTRIBUTION

New Tools and Repurposing What components make up an online report and

what are the best for your Org?

STODGY PEOPLE

The printed annual report STILL have a value

for A L I M I T E D A U D I E N C E

LATE, LATE, LATE ADOPTERS

PAPER MILL OPERATORS

Evaluation Tools for what you should be doing?

Evaluate your goals, your content and your capacity and then

come up with a plan.

Be a Champion!

Even Britannica has figured out that content delivery needs to be focused around new media.

or ALL OF THE ABOVE.

See3 is your one stop shop.

Need a video? or Dashboardor App?

Thank You! N O W S AV E S O M E PA P E R

Email us at A L L A N @ S E E 3 . C O M O R S T A C Y @ S E E 3 . C O M

Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!

or Online at www.nten.org/ntc/eval

INSERTQR CODE

HERE