In response to the dramatic increase of online video viewing over the last two years, the GABA-CA Women In Business Industry Group posted our first online video on YouTube featuring the "International Career Transitions Roundtable", following the April event. While online video is a relatively new space for non-profits and corporations alike, it's yet another powerful way to engage in virtual conversations with supporters and spread the word about our business.

Promoted via our email list and the GABA-WIB homepage, the video earned over 30 views in the first 10 weeks.

International Career Transitions Roundtable (5:00)

The following social media best practices make up our initial online video strategy:

• Complement -- not replace -- more traditional and online marketing channels such as the email-based discussion group, and email invitations to quarterly events as well as to join the discussion group;


• Be timely, tangible, powerful, and short (5-minute videos or less);


• Present content that most appeals to the GABA-WIB group -- such as the introduction of an event topic and roundtable speakers;


• Follow non-profit video success stories to inspire and guide our social media strategy;


• Follow fellow industry online videos -- such as "GABA Roundtable episodes" from Pamela Lenz Sommer, GABA's media & entertainment co-chair.

As we continue to test online video and collect more data, in time we'll be able to assess how this medium boosts the WIB group's non-profit marketing. How does online video compare with other kinds of digital marketing? Let us know how your corporate or non-profit business is using video -- challenges and success stories -- in the "Comments" section below.

Other blog posts in this Non-Profit online marketing series:

• Digital Marketing Best Practices for Non-Profits
• Email-based Discussion Groups for Non-Profits
• Social Networking for Non-Profits
• Email Testing & Measurement for Non-Profits

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About the Author

Linda Cleary manages demand generation programs at Lyris.

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• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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