a better annual report - see3 communications, ntc 2012
DESCRIPTION
Are you still printing your organization’s annual reports and other major publishing projects? There’s a better way that gets the approval of 100% of trees and allows you to turn your reports into rich, interactive online experiences that allows your stakeholders to get the report and take action. Imagine if they could share with their networks or renew their giving online and inside your report itself? We’ve done it and it’s easier and more cost-effective than you think. Our solution can allow you to publish reports that tell the story of the good work you and your organization is doing in an interactive way the public will appreciate. This session will outline the best approaches to online report publishing including layout, the use of media and video content to create richer experiences and employ storytelling, how to communicate complex numbers and financials in interesting ways, and how to tie all this content together into a breathtaking report that doesn’t use a single piece of paper. We’ll also highlight the best web platforms for these reports including mobile optimized solutions and social media extensions.TRANSCRIPT
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