Babson College Video Marketing

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Babson College can greatly improve its inbound marketing by optimizing its videos for search engines.

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  • videos in universal search results have a 41% higher click-through rate than plain-text result
  • https://ads.youtube.com/keyword_toolhttp://advertise.bingads.microsoft.com/en-us/bingads-downloads/bingads-intelligencehttp://www.google.com/trends/explore#q=campus
  • Babson College Video Marketing

    1. 1. Video MarketingEffective Video Marketing for Babson CollegeAmir SamakarOct. 2012
    2. 2. College Ranking Academic Peers Assessment Student Satisfaction Babson Student Selectivity Brand Higher Awareness Job Placement Success College & RankingEngagement Recruiter Assessment Research Capability International Experience
    3. 3. Video Marketing • YouTube is the 2nd largest Search Engine • Pages with video are 53 times more likely Awareness than text pages to show up in 1st page of search results. • Videos have 41% higher click-through rate than textEngagement • FB videos are shared 12 times more than text • Visitors are 75% more likely to watch video than read text in a web page.
    4. 4. 10 20 30 50 60 70 80 40 0 Campus MBA Business SchoolGraduate SchoolBusiness College Google Student Life MBA College Student ClubEntrpreneurship 100 120 0 20 40 60 80 YouTube 0 20 40 60 10 30 50Business School MBA Campus Bing Search Keywords RankingGraduate SchoolBusiness College Student Life MBA College
    5. 5. Search Engine Results Google Google YouTube Bing Bing Video VideoCampus M,BC,U - M,U U BUMBA H,BC, B,W BU H,W H -Business School H,B,M S,H S,W,H U,H HGraduate School - - - U -Business College N H - - -MBA College BC,B,N - - - -student club M,H - - BC,H -student life WE, M,N - - - - Babson videos don’tentrepreneurship M,N,H - S,W show up in 1st-page of - search results H: Harvard, B: Babson, M: MIT, BC: Boston College, W: Wharton , U:UMASS, N:NU, WE:Wellesley, S:Stanford
    6. 6. Conclusion • Babson website is optimized for “MBA” SEO and “Business School” Keywords. • Campus is a higher impact search Search keyword that Babson can own. Engine • Babson videos do not show up in search Video results.Marketing
    7. 7. Inbound Marketing Engagement Syndication SEO
    8. 8. 1st Page of Google Video SEO Searching for “Campus” NO VIDEO
    9. 9. 1st Page of YouTube EngagementSearching for “Campus” Better title: Campus Master Plan- Babson College http://www.youtube.com/watch?v=cJZdFeTKM9A&feature=plcp
    10. 10. 1st Page of Bing Video SyndicationSearching for“Campus”
    11. 11. Creating a Sustainable Video Presence Continuous Engagement Authentic Write Event Video Blog Agenda Create a 1min. VideoBabsonClubs Events Collaborative Content Creation Through Student Clubs
    12. 12. Web Video Production Syndication Ideation Capture Edit SEO Distribution & Promotion Cellphone Video Guidelines FacebookStoryboard App YouTube &Templates Online Editors Student Twitter Channel
    13. 13. Implementation Process Social Media Marketing Plan Collaborative Assessment Marketing Plan Student Club Vblogs Templates Production & Tools Training Workshops

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