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Reel Deal:   Online Video, It’s Time to   Get Smart                        #reeldeal                        #sunycuadThurs...
@MalloryWoodThursday, June 14, 12
comScore, Jan. 2012                        Next Generation Strategies for Advertising to MillennialsThursday, June 14, 12
comScore, Feb. 2012                        US Digital Future in FocusThursday, June 14, 12
100 million             consumed online video each day                                   comScore, Feb. 2012              ...
comScore, Feb. 2012                        US Digital Future in FocusThursday, June 14, 12
Noel-Levitz 2011      E-ExpectationsThursday, June 14, 12
Noel-Levitz 2010      E-ExpectationsThursday, June 14, 12
“Definitely. I think that college’s       videos and videos made by third       parties about school can give       good i...
“Probably, just as an overview.       The information would be a lot       more consolidated than scanning       a website...
“No. YouTube is not reliable         enough.”      High-achieving Vermont      sophomores, juniors, and seniorsThursday, J...
“They only highlight the good stuff, but     you need to find both sides of the story.”                             “I fee...
“Videos are helpful! As long as its not         forced on you (hint hint the thousands of         college emails I receive...
Thursday, June 14, 12
Thursday, June 14, 12
Let’s examine the                   “real world.”Thursday, June 14, 12
“Quick! What is                      your favorite                    YouTube video?”Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
“Why?”                        “Because it’s hilarious.”Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Let’s examine                 higher education.Thursday, June 14, 12
HitsThursday, June 14, 12
Thursday, June 14, 12                        and misses.
ViralThursday, June 14, 12
ViralThursday, June 14, 12
It’s about...         ‣ Knowing your audience,           motivation, and message         ‣ Setting SMART goals         ‣ P...
Thursday, June 14, 12
Thursday, June 14, 12
Measurement              ‣ YouTube Insights              ‣ Tracking links (like bit.ly)              ‣ Google Analytics   ...
YouTube Insights              ‣ Target audience demographics              ‣ Playback locations              ‣ Traffic sour...
Thursday, June 14, 12
Be informativeThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Highlight studentsThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Breathe life                        into brandingThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Address                        misperceptionsThursday, June 14, 12
Thursday, June 14, 12
Share success                           storiesThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Take an integrated                approachThursday, June 14, 12
Thursday, June 14, 12
Empower                        current studentsThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
A few more tips.Thursday, June 14, 12
‣ Don’t use logo intros       ‣ Select your visual effects         wisely       ‣ Use tags and descriptionsThursday, June ...
Your turn!Thursday, June 14, 12
Be educational, but            be creativeThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Learn moreThursday, June 14, 12
Thursday, June 14, 12
Thursday, June 14, 12
Resources & Videos:      • http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/      Next_Generation_Strat...
Questions?       Mallory Wood       marketing manager       mStoner, Inc.       mallory.wood@mstoner.comThursday, June 14,...
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Reel Deal: Online Video, It’s Time to Get Smart

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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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Transcript of "Reel Deal: Online Video, It’s Time to Get Smart"

  1. 1. Reel Deal: Online Video, It’s Time to Get Smart #reeldeal #sunycuadThursday, June 14, 12
  2. 2. @MalloryWoodThursday, June 14, 12
  3. 3. comScore, Jan. 2012 Next Generation Strategies for Advertising to MillennialsThursday, June 14, 12
  4. 4. comScore, Feb. 2012 US Digital Future in FocusThursday, June 14, 12
  5. 5. 100 million consumed online video each day comScore, Feb. 2012 US Digital Future in FocusThursday, June 14, 12
  6. 6. comScore, Feb. 2012 US Digital Future in FocusThursday, June 14, 12
  7. 7. Noel-Levitz 2011 E-ExpectationsThursday, June 14, 12
  8. 8. Noel-Levitz 2010 E-ExpectationsThursday, June 14, 12
  9. 9. “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 arent made to advertise.” High-achieving Vermont sophomores, juniors, and seniorsThursday, June 14, 12
  10. 10. “Probably, just as an overview. The information would be a lot more consolidated than scanning a website or brochure, I am imagining. ” High-achieving Vermont sophomores, juniors, and seniorsThursday, June 14, 12
  11. 11. “No. YouTube is not reliable enough.” High-achieving Vermont sophomores, juniors, and seniorsThursday, June 14, 12
  12. 12. “They only highlight the good stuff, but you need to find both sides of the story.” “I feel that the videos created by colleges are usually one sided. Of course, the college wants you to attend theirs specifically. But they feel very "Were the best school because of x, y, and z." High-achieving Vermont sophomores, juniors, and seniorsThursday, June 14, 12
  13. 13. “Videos are helpful! As long as its 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).” High-achieving Vermont sophomores, juniors, and seniorsThursday, June 14, 12
  14. 14. Thursday, June 14, 12
  15. 15. Thursday, June 14, 12
  16. 16. Let’s examine the “real world.”Thursday, June 14, 12
  17. 17. “Quick! What is your favorite YouTube video?”Thursday, June 14, 12
  18. 18. Thursday, June 14, 12
  19. 19. Thursday, June 14, 12
  20. 20. Thursday, June 14, 12
  21. 21. Thursday, June 14, 12
  22. 22. Thursday, June 14, 12
  23. 23. Thursday, June 14, 12
  24. 24. Thursday, June 14, 12
  25. 25. “Why?” “Because it’s hilarious.”Thursday, June 14, 12
  26. 26. Thursday, June 14, 12
  27. 27. Thursday, June 14, 12
  28. 28. Thursday, June 14, 12
  29. 29. Thursday, June 14, 12
  30. 30. Thursday, June 14, 12
  31. 31. Let’s examine higher education.Thursday, June 14, 12
  32. 32. HitsThursday, June 14, 12
  33. 33. Thursday, June 14, 12 and misses.
  34. 34. ViralThursday, June 14, 12
  35. 35. ViralThursday, June 14, 12
  36. 36. It’s about... ‣ Knowing your audience, motivation, and message ‣ Setting SMART goals ‣ Publicizing your efforts ‣ LuckThursday, June 14, 12
  37. 37. Thursday, June 14, 12
  38. 38. Thursday, June 14, 12
  39. 39. Measurement ‣ YouTube Insights ‣ Tracking links (like bit.ly) ‣ Google Analytics ‣ Word of mouthThursday, June 14, 12
  40. 40. YouTube Insights ‣ Target audience demographics ‣ Playback locations ‣ Traffic sources ‣ RetentionThursday, June 14, 12
  41. 41. Thursday, June 14, 12
  42. 42. Be informativeThursday, June 14, 12
  43. 43. Thursday, June 14, 12
  44. 44. Thursday, June 14, 12
  45. 45. Thursday, June 14, 12
  46. 46. Thursday, June 14, 12
  47. 47. Highlight studentsThursday, June 14, 12
  48. 48. Thursday, June 14, 12
  49. 49. Thursday, June 14, 12
  50. 50. Breathe life into brandingThursday, June 14, 12
  51. 51. Thursday, June 14, 12
  52. 52. Thursday, June 14, 12
  53. 53. Thursday, June 14, 12
  54. 54. Thursday, June 14, 12
  55. 55. Address misperceptionsThursday, June 14, 12
  56. 56. Thursday, June 14, 12
  57. 57. Share success storiesThursday, June 14, 12
  58. 58. Thursday, June 14, 12
  59. 59. Thursday, June 14, 12
  60. 60. Take an integrated approachThursday, June 14, 12
  61. 61. Thursday, June 14, 12
  62. 62. Empower current studentsThursday, June 14, 12
  63. 63. Thursday, June 14, 12
  64. 64. Thursday, June 14, 12
  65. 65. A few more tips.Thursday, June 14, 12
  66. 66. ‣ Don’t use logo intros ‣ Select your visual effects wisely ‣ Use tags and descriptionsThursday, June 14, 12
  67. 67. Your turn!Thursday, June 14, 12
  68. 68. Be educational, but be creativeThursday, June 14, 12
  69. 69. Thursday, June 14, 12
  70. 70. Thursday, June 14, 12
  71. 71. Thursday, June 14, 12
  72. 72. Learn moreThursday, June 14, 12
  73. 73. Thursday, June 14, 12
  74. 74. Thursday, June 14, 12
  75. 75. 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: I Tell ‘Em Towson University:Thursday, June 14, 12
  76. 76. Questions? Mallory Wood marketing manager mStoner, Inc. mallory.wood@mstoner.comThursday, June 14, 12
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