Video MarketingEffective Video Marketing for Babson CollegeAmir SamakarOct. 2012
College Ranking Academic Peers Assessment Student Satisfaction Babson Student Selectivity Brand Higher Awareness Job Placement Success College & RankingEngagement Recruiter Assessment Research Capability International Experience
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.
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
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
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