Webinar | Achieving the “Aha” Moment: What Gen Z and Millennials Need from EDU Video

Achieving the ‘AHA’ Moment

What Digital Natives Need from EDU Video

Hayley Warack, Melissa Chua,& Becky Bush

(Google)

#CONVERGEPRESENTS

A digital expert.A visionary storyteller.Google.

CONVERGE + GOOGLE

Meet your PRESENTERS.

The Premise Digital natives need video.

HOW CAN EDUDO IT RIGHT?

VIDEO CAMPAIGNS

WHAT GOOGLE KNOWS

RESOURCES

STORYTELLING

What we want them to know.

What studentswant to see.

KILL

ER V

IDEO

CO

NTE

NT

WHAT GOOGLE KNOWS ABOUT

VIDEO

Behavior changes

Propriety & Confidential

Behavior changes


Reach was scarce and

attention plentiful

Now reach is plentiful

and attention scarce


Proprietary + Confidential

It’s getting harderto reach your audience...

...and when you do,

are they paying attention?

of A18-49 in US are

light TV viewers31%

of US population has

never signed up for

cable18%

only of TV ads are watched45%Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture,

“Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube

and TV Attention In Home Natural Experiments, US 2016 (eye-tracking study

with 2,953 ads observed, n=86 TV viewers and n=87 YouTube viewers, 18-54 year

olds)

STORYTELLINGWITH VIDEO

Brands and VIDEO.

42% of online shoppers use video for pre-purchase research

64% use YouTube to find products

4 out of 5 admitted college students watched a video during their college search

YouTube is the #1 social platform in introducing new products and driving conversions.

AOL Platforms, 2014Google Consumer Survey, 2015

Social and ADMISSIONS.

55% use Facebook to review school background

31% use hashtags to search for specific info about colleges

More than 30% use Instagram and Twitter

More than half of all admitted students use social mediaexpressly for college search.

3,441 views

NORTHWESTERNSEGAL INSTITUTE

CHOOSE QUALITY OVER…QUALITY.

Morsel No. 1

NO STATE-OF-THE-ART EQUIPMENT NEEDED.THE DEPTH OF YOUR CONTENT IS WAY MORE CRITICAL THAN THE

QUALITY OF THE ACTUAL VIDEO.

“Advanced placement classes were like Pokémon to me.”

-YesReneau

April 2016601,381 views

HOW I GOT INTO HARVARDMay 2017115,632 views

HARVARD IS NOT HEAVEN

USC CREATED USCDORMS, A YOUTUBE SERIES ENCOURAGING PROSPECTS TO VOTE FOR THEIR FAVORITE DORM.

26,805 views

CATH IN COLLEGESTANFORD

CONTROL YOUR NARRATIVE.

Morsel No. 2

IDENTIFY AND PARTNER WITH THE RIGHT BRAND AMBASSADORS AND VLOGGERS TO SPEARHEAD YOUR CAMPAIGNS.

257,056 viewsC21 BOSTON COLLEGE

BE AUTHENTIC.

Morsel No. 3

SHOW REAL LIFE, REAL PEOPLE AND REAL CONVERSATIONS.

171,418 views

CRIMSOM EDUCATIONON NEW YORK UNIVERSITY

BE SUCCINCT.

Morsel No. 4

REALLY. EQUATE VIDEO TO YOUR ELEVATOR PITCH.

2,952 views

UNIVERSITY OF ILLINOISCOLLEGE OF BUSINESS

VIEWS ARE NOT THE SOLE BENCHMARK FOR SUCCESS.

Morsel No. 5

WHO IS YOUR TARGET AUDIENCE AND ARE YOU REACHING THEM?

475 views

NORTHWESTNAZARENE

UNIVERSITY

DON’T DO IT JUST BECAUSE EVERYONE ELSE IS DOING IT.

Morsel No. 6

CHOOSE TO MAKE VIDEOS BASED ON WHAT MAKES SENSE FOR YOUR OVERALL MARKETING STRATEGY AND STRATEGIC CAMPUS VISION.

20 views

UNIVERSITY OF MICHIGANALUMNUS COVERS JIM MORRISON

University of Michigan SOCIAL REACH.

765,000+ followers

16,000+ subscribers

180,000+ followers

5,000+ followers

140,000+ followers

University of Michigan uses Snapchat for outreach and to

showcase student life. They nail the use of Snapchat Stories. #UMSOCIAL also has a nifty

Monthly Recap of their centralized social efforts.

Northwestern University Design Innovation: https://youtu.be/ELq71rgqAzkYesReneau – How I got into Harvard: https://youtu.be/sAHE5cdOwXA

YesReneau – Harvard is not Heaven: https://youtu.be/pqefM_37sdgUSCDorms: https://youtu.be/73J-W424Kds

Cath in College – Stanford: https://www.youtube.com/channel/UC9E_7b2JdHHrN_r0har7ifAC21 Boston College: https://youtu.be/7RF-cDH-Uy8

Crimson Education on New York University: https://youtu.be/bg1DWh4c35YUniversity of Illinois: https://youtu.be/T05UrJ1iCG0

Northwest Nazarene University: https://youtu.be/TtAC2Z7ljeUUniversity of Michigan Ann Arbor: https://youtu.be/p07K-7ZKMbs

University of Michigan Monthly Recap: http://socialmedia.umich.edu/blog/may-2017-recap/

Featured Videos

1. Storyboard.

Starting your videoJOURNEY.

Do it mainly to set goals (especially for multi-use footage), define audiences, visualize shots and gain buy-in for your idea.

Get to know the equipment, shots and talent you need to get your video accomplished.

2. Involve local talent.


Find the best stories via popular professors, star students, student journalists and community members.

Get into the local music scene and feature young artists.

3. Agency or in-house?


Laying out some internal groundwork (i.e. story ideas and local subjects) can lower costs.

An agency can help smooth out major projects, but a talented in-house staff can produce great video vignettes for social.

4. Film consciously.


Be judicious. Only film what is necessary, what needs to be remembered, and what can be repurposed tastefully.

If stakeholders ask you to film an entire event, gently suggest an alternative (such as speaker spotlights, record audio-only, or film an abbreviated session with key takeaways).

Good audio is key. Don’t be caught without it.

5. Edit organically.


Free your creative juices from a rigid storyboard, and edit what feels best. There’s a lot of nuance to video that is only stiffened by structure.

Be transparent and set expectations for the revision process to put a cap on subjectivity.

6. Promote and distribute.


Orchestrate a distribution plan ready to execute on when the video is complete (i.e. list servs, key stakeholders, press releases, followers, etc.)

Generate buzz and encourage subscriptions.

VIDEOCAMPAIGNS

> 50% of YouTube views are on

mobileAND

Living room is the

fastest growing screenPropriety & Confidential

YouTube was the

original disrupter and

continues to innovate

LIVINGROOM UI

VRAPP

4KUPLOADS

ORIGINALCONTENT


How do I capture their

attention?

The questions for marketers haven’t

changed

How do I stand out

in a cluttered

marketplace?

How do I

find more

students?



Create and convert demand with YouTube

Reach Impact Results

Reach new

customers that

are eager to take

action

Measure and

optimize to

deliver results

Impact customer

decisions by

enabling them to

take action



Reach the undecided, not the

uninterested

Engaged with your

school already - but

didn’t convert

Similar profile to your

current or potential

students

Actively researching

your school/programs

with intent to apply

WHO:

HOW: Remarketing

Customer MatchSimilar Audiences In-Market Audiences



Drive and pay for true engagement with

TrueView format suite

Clickable

TrueView discovery adsSkippable

TrueView in-stream



Convert engagement to action with

interactive features

This image cannot currently be displayed.

Learn & Buy

Cards & ShoppingDrive to Site

Call-to-Action OverlayGet the App

Mobile App PromoClose the ‘Sale’

End Screens

41% of people take an action as the result of an ad

Ipsos/MediaCT, 2013Propriety & Confidential

DEMOGRAPHICS• Education• Career• Parents

LOOKALIKE• Prospects• Current

Students• Alumni

RETARGETING• Website• Intent-based• Followers

AWARENESS

INTERESTS• Groups• Influencers• Content

CUSTOM LISTS• Prospects• Current Students• Alumni

INTENT

Leveraging video on SOCIAL MEDIA.

VIDEO: THE NEW VIEWBOOK

THE STATS:

• NMSU: 25%+ of users watching 50%+ of YouTube video ads with the 15+ second average watch time per impression • McMurry: Facebook video campaign resulted in CPL of $69.98 (19.4% lower CPL than standard Facebook campaign)

VIDEO: THE NEW PROGRAM OVERVIEW

THE STATS:

• Reporting a 36.8% view rate with with 23.3% of impressions viewing 50%+ of the video• Averaging $0.14 per view (3o seconds or more) with an in-stream YouTube ad

VIDEO: THE NEW TESTIMONIAL

THE STATS:

• 10.4% increase of average time on website in last 6 months compared to previous 6 months• Increased landing page search campaign conversion rates from 5.5% to 10.9% in 2 months

VIDEO: THE NEW COURSE HIGHLIGHTS

THE STATS:

• Average $0.01 0 $0.02 per video view

• 48%+ watching more than 50% of 54 second video

VIDEO: THE NEW EVENT RECAP

THE STATS:

• NNU: Averaging $0.10 per 10+ second view on Facebook and $0.09 per 30+ second view on YouTube• McMurry: Tracked 19 event registrations (and counting) at $1.65 per registration

NEW AND NEXT: INSTAGRAM STORY ADS

As of April 2017, Facebook reported that over 200 million users are viewing Instagram Stories every day.

NEW AND NEXT: YOUTUBE DIRECTOR ONSITE

Google’s YouTube Director Onsite initiative incentivized advertisers to advertise on YouTube by planning and shooting a video onsite.

NEW AND NEXT: GOOGLE JUMP CAMERA

Jump is Google's professional VR video solution. Jump makes 3D-360 video production at scale possible with best-in-class automated stitching. Jump cameras are designed to work with the Jump Assembler to enable seamless VR video production.

FREE RESOURCE: DIGITAL NATIVES REPORTGoogle’s guide to what teens think is cool. Check your inbox for a link in the webinar recap email.

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@convergeorgconvergeconsulting.org

#convergepresents

Thank you!Any questions?