Reel Deal:
Online Video, It’s Time to Get Smart
#ne22
#hewebne
Tuesday, March 19, 13
Mallory Wood
Director of Marketing
mStoner
@MalloryWood
802.457.9234
Tuesday, March 19, 13
comScore, Jan. 2012
Next Generation Strategies for Advertising to Millennials
Tuesday, March 19, 13
comScore, Feb. 2013
US Digital Future in Focus
Tuesday, March 19, 13
comScore, Feb. 2013
US Digital Future in Focus
Tuesday, March 19, 13
comScore, Feb. 2012
US Digital Future in Focus
Tuesday, March 19, 13
Noel-Levitz 2011
E-Expectations
Tuesday, March 19, 13
Noel-Levitz 2010
E-Expectations
Tuesday, March 19, 13
High-achieving Vermont
sophomores, juniors, and seniors
“Definitely. I think that college’s
videos and videos made by thir...
High-achieving Vermont
sophomores, juniors, and seniors
“Videos are helpful! As long as it's not
forced on you (hint hint ...
Tuesday, March 19, 13
Let’s examine the
“real world.”
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
page 15
Tuesday, March 19, 13
page 15
Tuesday, March 19, 13
Let’s examine
higher education.
Tuesday, March 19, 13
Hits
Tuesday, March 19, 13
and misses.Tuesday, March 19, 13
Viral
Tuesday, March 19, 13
Viral
Tuesday, March 19, 13
It’s about...
‣ Knowing your audience,
motivation, and message.
‣ Setting SMART goals.
‣ Publicizing your efforts.
Tuesday...
Tuesday, March 19, 13
Tuesday, March 19, 13
Measurement
‣ YouTube Insights
‣ Tracking links (like bit.ly)
‣ Google Analytics
‣ Word of mouth
Tuesday, March 19, 13
YouTube Insights
‣ Target audience demographics
‣ Playback locations
‣ Traffic sources
‣ Retention
Tuesday, March 19, 13
Examples of measurable objectives
• Increase followers by __%
• Increase content sharing __%
• Increase website traffic __...
Tuesday, March 19, 13
Be informative
Tuesday, March 19, 13
Tuesday, March 19, 13
page 30
Tuesday, March 19, 13
page 30
Tuesday, March 19, 13
Tuesday, March 19, 13
Highlight students
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
Breathe life
into branding
Tuesday, March 19, 13
Tuesday, March 19, 13
page 37
Tuesday, March 19, 13
page 37
Tuesday, March 19, 13
Tuesday, March 19, 13
Address
misperceptions
Tuesday, March 19, 13
Tuesday, March 19, 13
Share success
stories.
Tuesday, March 19, 13
page 42
Tuesday, March 19, 13
page 42
Tuesday, March 19, 13
Take an integrated
approach
Tuesday, March 19, 13
Tuesday, March 19, 13
Create a series
Tuesday, March 19, 13
page 46
Tuesday, March 19, 13
Empower
current students
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
A few more tips.
Tuesday, March 19, 13
‣ Don’t use logo intros.
‣ Select your visual effects
wisely.
‣ Use tags and descriptions.
Tuesday, March 19, 13
Your turn!
Tuesday, March 19, 13
Be creative
Tuesday, March 19, 13
page 56
Tuesday, March 19, 13
Tuesday, March 19, 13
page 58
Tuesday, March 19, 13
Learn more
Tuesday, March 19, 13
Tuesday, March 19, 13
Tuesday, March 19, 13
Resources & Videos:
• http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/
Next_Generation_Strategies_for_...
Mallory Wood
Director of Marketing
mStoner
@MalloryWood
802.457.9234
Questions?
Tuesday, March 19, 13
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Reel Deal: Online Video, It's Time to Get Smart

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Presented by Mallory Wood at the 2013 HighEdWeb New England Conference.

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

  1. 1. Reel Deal: Online Video, It’s Time to Get Smart #ne22 #hewebne Tuesday, March 19, 13
  2. 2. Mallory Wood Director of Marketing mStoner @MalloryWood 802.457.9234 Tuesday, March 19, 13
  3. 3. comScore, Jan. 2012 Next Generation Strategies for Advertising to Millennials Tuesday, March 19, 13
  4. 4. comScore, Feb. 2013 US Digital Future in Focus Tuesday, March 19, 13
  5. 5. comScore, Feb. 2013 US Digital Future in Focus Tuesday, March 19, 13
  6. 6. comScore, Feb. 2012 US Digital Future in Focus Tuesday, March 19, 13
  7. 7. Noel-Levitz 2011 E-Expectations Tuesday, March 19, 13
  8. 8. Noel-Levitz 2010 E-Expectations Tuesday, March 19, 13
  9. 9. 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.” Tuesday, March 19, 13
  10. 10. 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).” Tuesday, March 19, 13
  11. 11. Tuesday, March 19, 13
  12. 12. Let’s examine the “real world.” Tuesday, March 19, 13
  13. 13. Tuesday, March 19, 13
  14. 14. Tuesday, March 19, 13
  15. 15. page 15 Tuesday, March 19, 13
  16. 16. page 15 Tuesday, March 19, 13
  17. 17. Let’s examine higher education. Tuesday, March 19, 13
  18. 18. Hits Tuesday, March 19, 13
  19. 19. and misses.Tuesday, March 19, 13
  20. 20. Viral Tuesday, March 19, 13
  21. 21. Viral Tuesday, March 19, 13
  22. 22. It’s about... ‣ Knowing your audience, motivation, and message. ‣ Setting SMART goals. ‣ Publicizing your efforts. Tuesday, March 19, 13
  23. 23. Tuesday, March 19, 13
  24. 24. Tuesday, March 19, 13
  25. 25. Measurement ‣ YouTube Insights ‣ Tracking links (like bit.ly) ‣ Google Analytics ‣ Word of mouth Tuesday, March 19, 13
  26. 26. YouTube Insights ‣ Target audience demographics ‣ Playback locations ‣ Traffic sources ‣ Retention Tuesday, March 19, 13
  27. 27. 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 __% Tuesday, March 19, 13
  28. 28. Tuesday, March 19, 13
  29. 29. Be informative Tuesday, March 19, 13
  30. 30. Tuesday, March 19, 13
  31. 31. page 30 Tuesday, March 19, 13
  32. 32. page 30 Tuesday, March 19, 13
  33. 33. Tuesday, March 19, 13
  34. 34. Highlight students Tuesday, March 19, 13
  35. 35. Tuesday, March 19, 13
  36. 36. Tuesday, March 19, 13
  37. 37. Breathe life into branding Tuesday, March 19, 13
  38. 38. Tuesday, March 19, 13
  39. 39. page 37 Tuesday, March 19, 13
  40. 40. page 37 Tuesday, March 19, 13
  41. 41. Tuesday, March 19, 13
  42. 42. Address misperceptions Tuesday, March 19, 13
  43. 43. Tuesday, March 19, 13
  44. 44. Share success stories. Tuesday, March 19, 13
  45. 45. page 42 Tuesday, March 19, 13
  46. 46. page 42 Tuesday, March 19, 13
  47. 47. Take an integrated approach Tuesday, March 19, 13
  48. 48. Tuesday, March 19, 13
  49. 49. Create a series Tuesday, March 19, 13
  50. 50. page 46 Tuesday, March 19, 13
  51. 51. Empower current students Tuesday, March 19, 13
  52. 52. Tuesday, March 19, 13
  53. 53. Tuesday, March 19, 13
  54. 54. Tuesday, March 19, 13
  55. 55. Tuesday, March 19, 13
  56. 56. Tuesday, March 19, 13
  57. 57. A few more tips. Tuesday, March 19, 13
  58. 58. ‣ Don’t use logo intros. ‣ Select your visual effects wisely. ‣ Use tags and descriptions. Tuesday, March 19, 13
  59. 59. Your turn! Tuesday, March 19, 13
  60. 60. Be creative Tuesday, March 19, 13
  61. 61. page 56 Tuesday, March 19, 13
  62. 62. Tuesday, March 19, 13
  63. 63. page 58 Tuesday, March 19, 13
  64. 64. Learn more Tuesday, March 19, 13
  65. 65. Tuesday, March 19, 13
  66. 66. Tuesday, March 19, 13
  67. 67. 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 Tuesday, March 19, 13
  68. 68. Mallory Wood Director of Marketing mStoner @MalloryWood 802.457.9234 Questions? Tuesday, March 19, 13

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