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You’ve got your YouTube channel and are posting videos on Twitter, Facebook, and your website. And so is everyone else. Now what? Take the next step and create smarter web video. No matter who produces it, video on your site and social networks must be creative, engaging, and effective. But the truth is, most online video falls flat. This session delivers the Reel Deal by breaking down best practices for marketing your institution through video. We’ll look at the best the industry has to offer and you’ll leave the room ready to increase quality and engagement without increasing investment.
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Reel Deal: Online Video, It’s Time to Get Smart
#ne22#hewebne
Tuesday, March 19, 13
Mallory Wood
Director of MarketingmStoner@MalloryWood802.457.9234
Tuesday, March 19, 13
comScore, Jan. 2012Next Generation Strategies for Advertising to Millennials
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comScore, Feb. 2013US Digital Future in Focus
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comScore, Feb. 2013US Digital Future in Focus
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comScore, Feb. 2012US Digital Future in Focus
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Noel-Levitz 2011E-Expectations
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Noel-Levitz 2010E-Expectations
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High-achieving Vermont sophomores, juniors, and seniors
“Definitely. I think that college’s videos and videos made by third parties about school can give good insight into the personality that a school has.”
“Yes, it would give me an chance to look at videos of the college that aren't made to advertise.”
“No. YouTube is not reliable enough.”
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High-achieving Vermont sophomores, juniors, and seniors
“Videos are helpful! As long as it's not forced on you (hint hint the thousands of college emails I received after checking that abhorrent little box on the PSATs).
I also prefer funny to corny/boring (duh).”
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Let’s examine the“real world.”
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page 15
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page 15
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Let’s examinehigher education.
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Hits
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and misses.Tuesday, March 19, 13
ViralTuesday, March 19, 13
ViralTuesday, March 19, 13
It’s about...‣ Knowing your audience, motivation, and message.‣ Setting SMART goals.‣ Publicizing your efforts.
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Measurement‣ YouTube Insights‣ Tracking links (like bit.ly)‣ Google Analytics‣ Word of mouth
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YouTube Insights‣ Target audience demographics‣ Playback locations ‣ Traffic sources‣ Retention
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Examples of measurable objectives
• Increase followers by __%• Increase content sharing __%• Increase website traffic __%• Increase avg time on blog __%• Increase donations __%• Increase applications __%• Increase attendance at events by __%
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Be informative
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page 30
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page 30
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Highlight students
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Breathe life into branding
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page 37
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page 37
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Address misperceptions
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Share success stories.
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page 42
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page 42
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Take an integrated approach
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Create a series
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page 46
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Empower current students
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A few more tips.
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‣ Don’t use logo intros.‣ Select your visual effects wisely.‣ Use tags and descriptions.
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Your turn!
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Be creative
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page 56
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page 58
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Learn more
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Resources & Videos:• http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/Next_Generation_Strategies_for_Advertising_to_Millennials • http://www.comscore.com/2012USDigitalFutureinFocus• http://www.hulu.com/watch/331281/saturday-night-live-super-showcase• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_if_you_can-_you_can_go_to_brock/• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_gettysburg_college_leap_day_photo_project/• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_bc_minute/• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_big_things_are_within_reach/• http://mallorywood.wordpress.com/2011/01/24/10-youtube-tricks-you-need-to-know/• SMC Kribs: http://www.youtube.com/watch?v=xBYuEcW65gM• SNHU Stories: http://www.snhustories.com/• U Indy Personal Attention Unleashed: http://www.youtube.com/watch?v=teQqEKKnUP4&list=PL8E1B747DB9D3E3CF&index=1&feature=plpp_video• Boston College Pop Quiz: http://www.youtube.com/watch?v=-P0gX6C7v-4• Call Me A Duck: http://www.youtube.com/watch?feature=player_embedded&v=cNboYbN6wFY• Midd Kid: http://www.youtube.com/watch?v=WZzCHcMKyDc• Murray State Anthem: http://www.youtube.com/watch?v=5Lguh7Cf95c• Remember oUR Name: http://www.youtube.com/watch?v=NiCbfSXoftI• I Tell ‘Em Towson University: http://www.youtube.com/watch?v=SK0RiOOiTTo
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Mallory Wood
Director of MarketingmStoner@MalloryWood802.457.9234
Questions?
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