This document summarizes a presentation about using ancient myths, social media, and user-generated video to drive engagement. It discusses how video consumption is rising and is more effective than text at capturing attention and driving actions. It outlines trends in artificial intelligence, 5G, and the importance of video. It also notes a decline in trust in institutions and how myths like the Hero's Journey can be used as an effective storytelling framework. The presentation advocates leveraging user-generated content over branded content and having constituents tell their own stories to increase impact. It concludes that video is critical and organizations need to empower people to share their stories.

1. Drive Engagement using
Ancient Myth, Social Media
and User-Generated Video
Presented by
Michael Hoffman, CEO, Gather Voices
Founder See3 Communications
Presented to:
December 12, 2019

2. Who am I?
Michael Hoffman
CEO
Gather Voices
● Nonprofit fundraiser
● Peer-to-Peer advisor
● Faculty at University of Chicago
● Technology entrepreneur
● Founder of the DoGooder Awards
● Passionate about storytelling

5. Today’s Plan
● Tech trends
● The importance of Video
● The Decline in Trust in Authority
● Ancient Myth and Powerful Stories
● Leveraging Tech and People Power

6. Remember when the
Internet was going to solve
all the problems?

7. On the one hand. On the
other hand.
Find anything!
The Internet enables terrible
people to find each other and
join groups of terrible people
who create movements of
terrible people who do actual
harm in the world.

8. 3 Tech Trends
1. AI / ML
WHAT IS IT? make repetitive tasks easier, make things scalable WHERE
WILL YOU SEE IT? Marketing automation
2. 5G
WHAT IS IT? Deliver home-speed internet+ anywhere on any device
WHERE WILL YOU SEE IT? More mobile-first users
3. Video
WHAT IS IT? Large amounts of text content being replaced (think
knowledge management, big blocks of email text, etc.)
WHERE WILL YOU SEE IT? Changing your paradigm for video

9. Mobile video consumption is
rising 100% every year
1 billion hours of video are
watched on YouTube DAILY
72% of consumers would
rather learn about a product
or service (or your cause or
event!) with video
Why are
we talking
about
video?

11. One idea for a video, even one
wildly “successful” viral video
Is NOT what you need.

12. You need video every day.
Is your budget and
your team aligned
with that?
Not unless you make
some big shifts in how
you think about it.

13. When we talk
about the impact
of the phone on
communications,
we don’t mean
this phone!

14. We
mean
this
phone!

17. when the word video is used
in an email subject line, open
rates double
(Experian Digital Marketing Report)

18. click-through rates increase
2-3 times when a video is
included in an email
(Digital Sherpa)

19. companies using video
require 37% fewer site visits
before a person responds to
a call to action
(Aberdeen Group and Brightcove)

20. people who watch video
are 85% more likely to
make a purchase than
those who don’t
(Kiosked and Brightcove)

21. The Decline of Trust in Authority
Religion
Parents
Media Companies Brands

22. Trust is in Crisis

23. Photo:KaylaVelazquez/Unsplash

24. Hero’s
Journey

26. The Odyssey
Jonah & the
Whale
The Sword in the Stone

29. who’s the hero
of your story?

30. Organization
Donor

32. Donor
Organization

34. Corporate
marketing shifts -
consumer as hero

37. Results
● 94% of participants who shared
videos went on to raise money
● Participants who shared their
videos raised 2x compared to
participants who did not, 3x for
Walk to End Alzheimer’s event

38. Audience

39. Who is your video audience?
And don’t say “everyone”

40. You can’t make them the hero if you don’t
know who they are!
● YOU are NOT your audience
● There is no such thing as the
“general public”
● Audiences care about people,
not organizations
● It’s time to get to know them
better

42. | Great Stories Grant Wishes

43. Let the Hero
tell their own
story

44. The world has changed!
We used to just
consume experiences.
Today everyone is both
a content consumer
and content creator.
How do you leverage
that in your work?

45. •
•
•
2

46. UGC is 35% more memorable than other media, and 50% more trusted.
UGC-based ads get 4x higher click-through rates and a 50% drop in
cost-per-click than average.
UGC results in 29% higher web conversions than campaigns or websites without
Consumers on average spend 5.4 hours per day with user-generated content.
User generated videos on YouTube get 10x more views than content created and
uploaded by the actual brand.
41% of consumers only need to see between 1 and 4 UGC reviews in order to be
influenced to purchase.
User-
Generated
Content
beats
Brand
Content

47. Let your constituents tell
their own story
Increasingly, the most
important type of video
content is user-generated.

50. Wrap Up

51. Wrap up
● Video is critical.
● Your brand isn’t what it used to be. You need to leverage
people power.
● Use the Hero’s Journey as a powerful storytelling framework.
● Leverage tools to make more video for less and let your
heroes tell their own stories

52. michael@gathervoices.co
@Michael_Hoffman
MichaelHoffmanmolens
Thank You!