Video & Social Media Marketing Intensive

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57% of donors researching non-profits made a gift after watching an online video according to a recent study by Millward Brown and Google. The power of video and social media in marketing, admission, and advancement is clear - yet too often these tools are not used because they are viewed as too expensive or too complicated for a small to medium sized school.

This workshop will demystify video and social media marketing for school communications. Topics will include data and industry trends, practical advice and hands-on training to help you create high quality video in house, and a social media marketing plan that will help you get started immediately after the program.

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Video & Social Media Marketing Intensive

  1. 1. Video & Social Media Marketing Intensive August 5, 2014 - New Hampton School
  2. 2. ☼ Hans Mundahl & Associates Inc. strategy | training | media hansmundahl.wikispaces.com/isanne
  3. 3. Hans Mundahl HansMundahl.com @hmundahl
  4. 4. 23 Schools & 3 States
  5. 5. Warmup
  6. 6. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  7. 7. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  8. 8. Why do full-pay families choose your school?
  9. 9. Why do donors with capacity make significant gifts to your school?
  10. 10. Why don’t they?
  11. 11. Head { Program Location Price Taxes -
  12. 12. Head { Program Location Price Taxes - Heart } Quality of Employees Philosophy Quality of Facilities Culture Prestige Authority Trust Naming Impact Legacy Prestige -
  13. 13. “When examining deeply held beliefs, complicated decisions, or emotionally charged issues we tend to favor information that confirms our existing position.” Scott Plous 1993
  14. 14. Using Confirmation Bias • Show up first • Make your case by showing rather than by telling • Position yourself as an authority through official, unofficial, internal and external channels • Create sense of ‘everyone’
  15. 15. New Question, New Partner
  16. 16. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  17. 17. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  18. 18. Video is what affluent people do online • Americans watched 52.4 billion videos • YouTube accounts for 18.96% of all internet traffic • 84% of college graduates watch online video • 87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center
  19. 19. Video is what affluent people do online • Americans watched 52.4 billion videos • YouTube accounts for 18.96% of all internet traffic • 84% of college graduates watch online video • 87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center (last December alone)
  20. 20. Video is what affluent people do online • Americans watched 52.4 billion videos • YouTube accounts for 18.96% of all internet traffic • 84% of college graduates watch online video • 87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center (last December alone) (second only to Netflix)
  21. 21. The power of ‘why’ inspires action • People don’t buy what you do, they buy why you do it • 57% of donors researching non-profits made a gift after watching an online video that demonstrated the impact of that gift • Video converts eyeballs into action at a high rate • Video voicemail: 8x open rate *Simon Sinek, Milward Brown, Google, VMO, Wistia
  22. 22. Video has great value • Video keeps selling • Production & distribution costs are low • Viral Videos vs. Viral Essays • Element of distinction
  23. 23. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  24. 24. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  25. 25. Authentic Authentic Best
  26. 26. Budget Pro Video Kit • Canon T3i • 50mm lens • Tripod • Lavalier Mic • Zoom Audio • Lights
  27. 27. Production Value • Depth of field • A-Roll & B-Roll • Movement • Audio • Music • (Lens Flares, Light Leaks, Letterbox)
  28. 28. Production Value • Depth of field • A-Roll & B-Roll • Movement • Audio • Music • (Lens Flares, Light Leaks, Letterbox)
  29. 29. Production Value • Depth of field • A-Roll & B-Roll • Movement • Audio • Music • (Lens Flares, Light Leaks, Letterbox)
  30. 30. Production Value • Depth of field • A-Roll & B-Roll • Movement • Audio • Music • (Lens Flares, Light Leaks, Letterbox)
  31. 31. Storyboard: Your video recipe • Start With Why • Student / Teacher Testimonial • Thank You For Your Support • Tutorial • Welcome Aboard
  32. 32. Testimonial Time We See We Hear 0:00-0:10 (Hook) Relevant location (outside) Relevant location (inside, wide) Relevant materials (close) Music, then subject talking about why they got involved in activity 0:10-0:20 Subject doing activity (medium) Relevant materials (close) Subject talking to camera (title card) Subject talking about why they love activity 0:20-0:40 (Hold) Subject doing activity with others (wide) Subject doing activity (close on interaction) Subject talking about how teacher / coach / peer has made activity special 0:40-0:55 (Payoff) Subject smiling, successful, surrounded by peers Subject gives specific advice to others 0:55-1:00 (Call to Action) Relevant materials (close) Text: “Find out More at www.school.org/program” Music, background room sounds
  33. 33. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  34. 34. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  35. 35. Gartner Research
  36. 36. Gartner Research
  37. 37. Gartner Research
  38. 38. Gartner Research
  39. 39. Gartner Research
  40. 40. Flickr 65 VK 80Instagram 100 Tumblr 110 Google+ 120 Pinterest 250 Linkedin 255 Twitter 310 Facebook 900 *ebizmba.com Unique Monthly Visitors August 2014 (in millions)
  41. 41. What is the point of social media?
  42. 42. “The inclinations that arise from social networks to do things for each other.” Putnam, 2000
  43. 43. social capital = (people + content) x engagement
  44. 44. Create Act Friend / Like / Follow Share / Re-Tweet / Re-Pin Like / Favorite Talk about you View passive active
  45. 45. Useful Content is… • Regular • Formatted consistently • Appropriately produced • Generous • Community building • Broadly informative • Emotional • Entertaining • Insider • Helpful
  46. 46. How do we build social capital?
  47. 47. Social Media Marketing Plan • Stage 1: Absent / Present / Listening • Stage 2: Build Networks / Establish Norms • Stage 3: Offer Value / Ask for Reciprocity
  48. 48. Stage 1: Absent / Present / Listening • Set up shared email address such as communications@school.org • Create official accounts at Big Four: Facebook Page, Twitter, Linkedin Company, Pinterest, (Google+) • Use consistent brand logos and naming • Write draft social media guidelines • If necessary do some repair work • Listen
  49. 49. Stage 2: Build Networks / Establish Norms • Tell people about your networks • What do we do if… • What kinds of content create engagement? • Photos, videos, #hashtags, questions, theme days, recipes, how-to’s, links, news stories, scores, favorite people, funny stories, insider peeks, tips & tricks, music videos, one question - many answers, fashion, traditions, school meetings, meals, community meetings, athletic events, arts events, classes, between classes, travel programs
  50. 50. Stage 3: Offer Value / Reciprocity • Regular content • Dependable format • Celebrate your super-fans • Be the middle-person • Like, share, comment, find out more, register, call, sign up, ask a question, request more information, give us your email, contribute, work together, find each other, self-organize
  51. 51. Hands On
  52. 52. Next Steps • Reflect on capacity, strengths, easy wins • First video • Social media marketing plan (Big 4)
  53. 53. • Party isn’t where you expect • Everyone is equal • Humans speak with a voice • Give before you receive • It’s not about you image source: wikimedia commons

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