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ONLINE VIDEO FOR
ENGAGEMENT AND IMPACT
Kirsten Sanford, PhD
Broader Impacts Productions
Broader Impacts Productions
www.broaderimpacts.tv
BACKGROUND
Let’s talk stats…
• Video viewing online is up! (Say thank you to smartphones)
• According to a survey by Cisco:
84% of all internet traffic (data?) will be video by 2018
(http://www.cisco.com/c/en/us/solutions/service-provider/visual-networking-
index-vni/index.html)
Let’s talk viewing habits…
• The number of hours people spend watching
videos on YouTube increases by 50% each year.
• All age groups are engaging in more digital video
viewing.
• More than half of people responding to a Nielsen
online survey of digital attitudes and behaviors
say that video is important to their lives
And, viewing results…
• People are more likely to watch a video
than read a text.
• Video significantly influences attitudes.
VIDEO PRODUCTION
Questions to consider…
• What is it for?
• What are your goals for the video?
• Who is your audience?
• What do you want to say?
• What is your timeframe and budget?
• How will it be distributed?
• Do you want viewers to act on information in the video?
• How will you measure success?
• How else can the video be used?
Our video production process
Initial interview
Location Scouting Shoot
Video editing
Review
www.broaderimpacts.tv
Case Study: Burroughs Wellcome Fund
DISSEMINATION
Dissemination StrategyTarget Audiences (U.S.)
1. Public – promote increased public scientific literacy & engagement
2. Educators – promote informal STEM education & development
Communications Strategy
1. Public – create and promote the most captivating, engaging, and shareable
aspects of investigators’ work (using journalistic standards).
2. Educators – present investigators’ video content for use as supplementary
teaching materials
Marketing Tactics
1. Social Media (Twitter, Google+, Facebook)
2. Online Media Outlets (This Week in Science, Reddit, Boingboing)
3. Digital Video Portals (YouTube, Vimeo, Ustream, Dailymotion)
Where
does your
audience
live?
74% of internet users access social media.
Social Media
Online Media Outlets
Digital Video Portals
IMPACT ANALYSIS
Quantifying Broader Impacts
1. Reach
2. Engagement
3. Attitudinal Outcomes
4. Learning Outcomes
Quantifying Reach
Reach by Geo
Reach by Gender
Quantifying Engagement
Average View Duration
(by U.S. State)
Total Duration = 2:44 min
Arkansas 2:15 min
Wisconsin 2:05 min
Engagement via Likes/Dislikes
Engagement via Comments
Engagement via Shares
Quantifying Attitudinal
TEST CONTROL
Viewed Broader
Impacts VideoDid Not View Broader
Impacts Video
What is your opinion
of stem cell research?
1. Very Positive
2. Somewhat Positive
3. Neutral
4. Somewhat Negative
5. NegativePositive
Outcomes: 64%
Positive
Outcomes: 53%
BI Video Lift = 11%
Surveys delivered via
digital advertising-based
survey tool
Quantifying Learning
TEST CONTROL
Viewed Broader
Impacts VideoDid Not View Broader
Impacts Video
Which is not a class
of stem cell?
1. Totipotent
2. Multipotent
3. Pluripotent
4. Unipotent
5. BipotentCorrect
Responses: 84%
Correct
Responses: 45%
BI Video Lift = 39%
Surveys delivered via
digital advertising-based
survey tool
In Conclusion
The whole story…
• Online video is an excellent medium to address broader
impacts requirements.
• However, a video on its own will have no impact unless
combined with powerful marketing and analytics
strategies.
Broader Impacts Productions
• Contact: Kirsten Sanford
• Email: [email protected]
• Twitter: @drkiki
• Google+: +Kiki Sanford
• Facebook: DrKiki
Broader Impacts video packages start at $5k
for more information please visit
http://www.broaderimpacts.tv
“Speaking up for the importance of science
to society is our only hope, and scientists
must not shy away from engaging with the
public… there needs to be a conversation,
not a lecture.”
--Alan Leshner, AAAS
Let’s keep this conversation going…
• What else do you want to know?
• What do you need from us?
