SlideShare a Scribd company logo
Achieving the
‘AHA’ Moment
What Digital Natives Need
from EDU Video
Hayley Warack,
Melissa Chua,
& Becky Bush
(Google)
#CONVERGEPRESENTS
A digital expert.
A visionary storyteller.
Google.
CONVERGE + GOOGLE
Meet your PRESENTERS.
The Premise
Digital natives need video.
HOW CAN EDU
DO IT RIGHT?
VIDEO CAMPAIGNS
WHAT GOOGLE
KNOWS
RESOURCES
STORYTELLING
What we want them
to know.
What students
want to see.
KILLERVIDEO
CONTENT
WHAT GOOGLE
KNOWS ABOUT
VIDEO
Behavior changes
Propriety & Confidential
Behavior changes
Propriety & Confidential
Reach was scarce and
attention plentiful
Now reach is plentiful
and attention scarce
Propriety & Confidential
Proprietary + Confidential
It’s getting harder
to reach your audience...
...and when you do,
are they paying attention?
of A18-49 in US are
light TV viewers31%
of US population has
never signed up for
cable18%
only of TV ads are watched
45%
Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture,
“Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube
and TV Attention In Home Natural Experiments, US 2016 (eye-tracking study
with 2,953 ads observed, n=86 TV viewers and n=87 YouTube viewers, 18-54 year
olds)
STORYTELLING
WITH VIDEO
Brands and VIDEO.
42% of online shoppers use video for pre-purchase research
64% use YouTube to find products
4 out of 5 admitted college students watched a video during
their college search
YouTube is the #1 social platform in introducing new products
and driving conversions.
AOL Platforms, 2014
Google Consumer Survey, 2015
Social and ADMISSIONS.
55% use Facebook to review school background
31% use hashtags to search for specific info about colleges
More than 30% use Instagram and Twitter
More than half of all admitted students use social media
expressly for college search.
3,441 views
NORTHWESTERN
SEGAL INSTITUTE
CHOOSE QUALITY OVER…QUALITY.
Morsel No. 1
NO STATE-OF-THE-ART EQUIPMENT NEEDED.
THE DEPTH OF YOUR CONTENT IS WAY MORE CRITICAL THAN THE
QUALITY OF THE ACTUAL VIDEO.
“Advanced placement
classes were like
Pokémon to me.”
-YesReneau
April 2016
601,381 views
HOW I GOT INTO HARVARD
May 2017
115,632 views
HARVARD IS NOT HEAVEN
USC CREATED
USCDORMS, A
YOUTUBE SERIES
ENCOURAGING
PROSPECTS TO
VOTE FOR THEIR
FAVORITE DORM.
26,805 views
CATH IN COLLEGE
STANFORD
CONTROL YOUR NARRATIVE.
Morsel No. 2
IDENTIFY AND PARTNER WITH THE RIGHT BRAND AMBASSADORS AND
VLOGGERS TO SPEARHEAD YOUR CAMPAIGNS.
257,056 views
C21 BOSTON COLLEGE
BE AUTHENTIC.
Morsel No. 3
SHOW REAL LIFE, REAL PEOPLE AND REAL CONVERSATIONS.
171,418 views
CRIMSOM EDUCATION
ON NEW YORK UNIVERSITY
BE SUCCINCT.
Morsel No. 4
REALLY. EQUATE VIDEO TO YOUR ELEVATOR PITCH.
2,952 views
UNIVERSITY OF ILLINOIS
COLLEGE OF BUSINESS
VIEWS ARE NOT THE SOLE
BENCHMARK FOR SUCCESS.
Morsel No. 5
WHO IS YOUR TARGET AUDIENCE AND ARE YOU REACHING THEM?
475 views
NORTHWEST
NAZARENE
UNIVERSITY
DON’T DO IT JUST BECAUSE
EVERYONE ELSE IS DOING IT.
Morsel No. 6
CHOOSE TO MAKE VIDEOS BASED ON WHAT MAKES SENSE FOR YOUR
OVERALL MARKETING STRATEGY AND STRATEGIC CAMPUS VISION.
20 views
UNIVERSITY OF MICHIGAN
ALUMNUS COVERS JIM MORRISON
University of Michigan SOCIAL REACH.
765,000+ followers
16,000+ subscribers
180,000+ followers
5,000+ followers
140,000+ followers
University of Michigan uses
Snapchat for outreach and to
showcase student life. They nail
the use of Snapchat Stories.
#UMSOCIAL also has a nifty
Monthly Recap of their
centralized social efforts.
Northwestern University Design Innovation: https://youtu.be/ELq71rgqAzk
YesReneau – How I got into Harvard: https://youtu.be/sAHE5cdOwXA
YesReneau – Harvard is not Heaven: https://youtu.be/pqefM_37sdg
USCDorms: https://youtu.be/73J-W424Kds
Cath in College – Stanford: https://www.youtube.com/channel/UC9E_7b2JdHHrN_r0har7ifA
C21 Boston College: https://youtu.be/7RF-cDH-Uy8
Crimson Education on New York University: https://youtu.be/bg1DWh4c35Y
University of Illinois: https://youtu.be/T05UrJ1iCG0
Northwest Nazarene University: https://youtu.be/TtAC2Z7ljeU
University of Michigan Ann Arbor: https://youtu.be/p07K-7ZKMbs
University of Michigan Monthly Recap: http://socialmedia.umich.edu/blog/may-2017-recap/
Featured Videos
1. Storyboard.
Starting your video
JOURNEY.
Do it mainly to set goals (especially for multi-
use footage), define audiences, visualize shots
and gain buy-in for your idea.
Get to know the equipment, shots and talent
you need to get your video accomplished.
2. Involve local talent.
Starting your video
JOURNEY.
Find the best stories via popular professors,
star students, student journalists and
community members.
Get into the local music scene and feature
young artists.
3. Agency or in-house?
Starting your video
JOURNEY.
Laying out some internal groundwork (i.e. story
ideas and local subjects) can lower costs.
An agency can help smooth out major projects,
but a talented in-house staff can produce great
video vignettes for social.
4. Film consciously.
Starting your video
JOURNEY.
Be judicious. Only film what is necessary, what
needs to be remembered, and what can be
repurposed tastefully.
If stakeholders ask you to film an entire event,
gently suggest an alternative (such as speaker
spotlights, record audio-only, or film an
abbreviated session with key takeaways).
Good audio is key. Don’t be caught without it.
5. Edit organically.
Starting your video
JOURNEY.
Free your creative juices from a rigid
storyboard, and edit what feels best. There’s a
lot of nuance to video that is only stiffened by
structure.
Be transparent and set expectations for the
revision process to put a cap on subjectivity.
6. Promote and distribute.
Starting your video
JOURNEY.
Orchestrate a distribution plan ready to execute
on when the video is complete (i.e. list servs, key
stakeholders, press releases, followers, etc.)
Generate buzz and encourage subscriptions.
VIDEO
CAMPAIGNS
> 50% of YouTube
views are on
mobile
AND
Living room is the
fastest growing screen
Propriety & Confidential
YouTube was the
original disrupter and
continues to innovate
LIVING
ROOM UI
VR
APP
4K
UPLOADS
ORIGINAL
CONTENT
Propriety & Confidential
How do I capture their
attention?
The questions for marketers haven’t
changed
How do I stand out
in a cluttered
marketplace?
How do I
find more
students?
Propriety & Confidential
Proprietary + Confidential
Create and convert demand with YouTube
Reach Impact Results
Reach new
customers that
are eager to take
action
Measure and
optimize to
deliver results
Impact customer
decisions by
enabling them to
take action
Propriety & Confidential
Proprietary + Confidential
Reach the undecided, not the
uninterested
Engaged with your
school already - but
didn’t convert
Similar profile to your
current or potential
students
Actively researching
your school/programs
with intent to apply
WHO:
HOW: Remarketing
Customer Match
Similar Audiences In-Market Audiences
Propriety & Confidential
Proprietary + Confidential
Drive and pay for true engagement with
TrueView format suite
Clickable
TrueView discovery ads
Skippable
TrueView in-stream
Propriety & Confidential
Proprietary + Confidential
Convert engagement to action with
interactive features
This image cannot currently be
displayed.
Learn & Buy
Cards & Shopping
Drive to Site
Call-to-Action Overlay
Get the App
Mobile App Promo
Close the ‘Sale’
End Screens
41% of people take an action as the result of an ad
Ipsos/MediaCT, 2013Propriety & Confidential
DEMOGRAPHICS
• Education
• Career
• Parents
LOOKALIKE
• Prospects
• Current
Students
• Alumni
RETARGETING
• Website
• Intent-based
• Followers
AWARENESS
INTERESTS
• Groups
• Influencers
• Content
CUSTOM LISTS
• Prospects
• Current Students
• Alumni
INTENT
Leveraging video on SOCIAL MEDIA.
VIDEO: THE NEW VIEWBOOK
THE STATS:
• NMSU: 25%+ of users watching 50%+ of YouTube video ads with the 15+ second average watch time per impression
• McMurry: Facebook video campaign resulted in CPL of $69.98 (19.4% lower CPL than standard Facebook campaign)
VIDEO: THE NEW PROGRAM OVERVIEW
THE STATS:
• Reporting a 36.8% view rate with with 23.3% of impressions viewing 50%+ of the video
• Averaging $0.14 per view (3o seconds or more) with an in-stream YouTube ad
VIDEO: THE NEW TESTIMONIAL
THE STATS:
• 10.4% increase of average time on website in last 6 months compared to previous 6 months
• Increased landing page search campaign conversion rates from 5.5% to 10.9% in 2 months
VIDEO: THE NEW COURSE HIGHLIGHTS
THE STATS:
• Average $0.01 0
$0.02 per video
view
• 48%+ watching
more than 50% of
54 second video
VIDEO: THE NEW EVENT RECAP
THE STATS:
• NNU: Averaging $0.10 per 10+ second view on Facebook and $0.09 per 30+ second view on YouTube
• McMurry: Tracked 19 event registrations (and counting) at $1.65 per registration
NEW AND NEXT:
INSTAGRAM STORY ADS
As of April 2017, Facebook reported that over 200 million
users are viewing Instagram Stories every day.
NEW AND NEXT:
YOUTUBE DIRECTOR ONSITE
Google’s YouTube Director Onsite initiative incentivized advertisers to advertise on YouTube by
planning and shooting a video onsite.
NEW AND NEXT:
GOOGLE JUMP CAMERA
Jump is Google's professional VR video solution.
Jump makes 3D-360 video production at scale
possible with best-in-class automated stitching.
Jump cameras are designed to work with the Jump
Assembler to enable seamless VR video
production.
FREE RESOURCE:
DIGITAL NATIVES
REPORT
Google’s guide to what teens think is cool. Check your inbox for a
link in the webinar recap email.
Download Now
@convergeorg
convergeconsulting.org
#convergepresents
Thank you!
Any questions?

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Webinar | Achieving the “Aha” Moment: What Gen Z and Millennials Need from EDU Video

  • 1. Achieving the ‘AHA’ Moment What Digital Natives Need from EDU Video Hayley Warack, Melissa Chua, & Becky Bush (Google)
  • 3. A digital expert. A visionary storyteller. Google. CONVERGE + GOOGLE Meet your PRESENTERS.
  • 4. The Premise Digital natives need video. HOW CAN EDU DO IT RIGHT? VIDEO CAMPAIGNS WHAT GOOGLE KNOWS RESOURCES STORYTELLING
  • 5. What we want them to know. What students want to see. KILLERVIDEO CONTENT
  • 9. Reach was scarce and attention plentiful Now reach is plentiful and attention scarce Propriety & Confidential
  • 10. Proprietary + Confidential It’s getting harder to reach your audience... ...and when you do, are they paying attention? of A18-49 in US are light TV viewers31% of US population has never signed up for cable18% only of TV ads are watched 45% Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture, “Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube and TV Attention In Home Natural Experiments, US 2016 (eye-tracking study with 2,953 ads observed, n=86 TV viewers and n=87 YouTube viewers, 18-54 year olds)
  • 11.
  • 13. Brands and VIDEO. 42% of online shoppers use video for pre-purchase research 64% use YouTube to find products 4 out of 5 admitted college students watched a video during their college search YouTube is the #1 social platform in introducing new products and driving conversions. AOL Platforms, 2014 Google Consumer Survey, 2015
  • 14. Social and ADMISSIONS. 55% use Facebook to review school background 31% use hashtags to search for specific info about colleges More than 30% use Instagram and Twitter More than half of all admitted students use social media expressly for college search.
  • 16. CHOOSE QUALITY OVER…QUALITY. Morsel No. 1 NO STATE-OF-THE-ART EQUIPMENT NEEDED. THE DEPTH OF YOUR CONTENT IS WAY MORE CRITICAL THAN THE QUALITY OF THE ACTUAL VIDEO.
  • 17. “Advanced placement classes were like Pokémon to me.” -YesReneau April 2016 601,381 views HOW I GOT INTO HARVARD May 2017 115,632 views HARVARD IS NOT HEAVEN
  • 18. USC CREATED USCDORMS, A YOUTUBE SERIES ENCOURAGING PROSPECTS TO VOTE FOR THEIR FAVORITE DORM.
  • 19. 26,805 views CATH IN COLLEGE STANFORD
  • 20. CONTROL YOUR NARRATIVE. Morsel No. 2 IDENTIFY AND PARTNER WITH THE RIGHT BRAND AMBASSADORS AND VLOGGERS TO SPEARHEAD YOUR CAMPAIGNS.
  • 22. BE AUTHENTIC. Morsel No. 3 SHOW REAL LIFE, REAL PEOPLE AND REAL CONVERSATIONS.
  • 23. 171,418 views CRIMSOM EDUCATION ON NEW YORK UNIVERSITY
  • 24. BE SUCCINCT. Morsel No. 4 REALLY. EQUATE VIDEO TO YOUR ELEVATOR PITCH.
  • 25. 2,952 views UNIVERSITY OF ILLINOIS COLLEGE OF BUSINESS
  • 26. VIEWS ARE NOT THE SOLE BENCHMARK FOR SUCCESS. Morsel No. 5 WHO IS YOUR TARGET AUDIENCE AND ARE YOU REACHING THEM?
  • 28. DON’T DO IT JUST BECAUSE EVERYONE ELSE IS DOING IT. Morsel No. 6 CHOOSE TO MAKE VIDEOS BASED ON WHAT MAKES SENSE FOR YOUR OVERALL MARKETING STRATEGY AND STRATEGIC CAMPUS VISION.
  • 29. 20 views UNIVERSITY OF MICHIGAN ALUMNUS COVERS JIM MORRISON
  • 30. University of Michigan SOCIAL REACH. 765,000+ followers 16,000+ subscribers 180,000+ followers 5,000+ followers 140,000+ followers University of Michigan uses Snapchat for outreach and to showcase student life. They nail the use of Snapchat Stories. #UMSOCIAL also has a nifty Monthly Recap of their centralized social efforts.
  • 31. Northwestern University Design Innovation: https://youtu.be/ELq71rgqAzk YesReneau – How I got into Harvard: https://youtu.be/sAHE5cdOwXA YesReneau – Harvard is not Heaven: https://youtu.be/pqefM_37sdg USCDorms: https://youtu.be/73J-W424Kds Cath in College – Stanford: https://www.youtube.com/channel/UC9E_7b2JdHHrN_r0har7ifA C21 Boston College: https://youtu.be/7RF-cDH-Uy8 Crimson Education on New York University: https://youtu.be/bg1DWh4c35Y University of Illinois: https://youtu.be/T05UrJ1iCG0 Northwest Nazarene University: https://youtu.be/TtAC2Z7ljeU University of Michigan Ann Arbor: https://youtu.be/p07K-7ZKMbs University of Michigan Monthly Recap: http://socialmedia.umich.edu/blog/may-2017-recap/ Featured Videos
  • 32. 1. Storyboard. Starting your video JOURNEY. Do it mainly to set goals (especially for multi- use footage), define audiences, visualize shots and gain buy-in for your idea. Get to know the equipment, shots and talent you need to get your video accomplished.
  • 33. 2. Involve local talent. Starting your video JOURNEY. Find the best stories via popular professors, star students, student journalists and community members. Get into the local music scene and feature young artists.
  • 34. 3. Agency or in-house? Starting your video JOURNEY. Laying out some internal groundwork (i.e. story ideas and local subjects) can lower costs. An agency can help smooth out major projects, but a talented in-house staff can produce great video vignettes for social.
  • 35. 4. Film consciously. Starting your video JOURNEY. Be judicious. Only film what is necessary, what needs to be remembered, and what can be repurposed tastefully. If stakeholders ask you to film an entire event, gently suggest an alternative (such as speaker spotlights, record audio-only, or film an abbreviated session with key takeaways). Good audio is key. Don’t be caught without it.
  • 36. 5. Edit organically. Starting your video JOURNEY. Free your creative juices from a rigid storyboard, and edit what feels best. There’s a lot of nuance to video that is only stiffened by structure. Be transparent and set expectations for the revision process to put a cap on subjectivity.
  • 37. 6. Promote and distribute. Starting your video JOURNEY. Orchestrate a distribution plan ready to execute on when the video is complete (i.e. list servs, key stakeholders, press releases, followers, etc.) Generate buzz and encourage subscriptions.
  • 39. > 50% of YouTube views are on mobile AND Living room is the fastest growing screen Propriety & Confidential
  • 40. YouTube was the original disrupter and continues to innovate LIVING ROOM UI VR APP 4K UPLOADS ORIGINAL CONTENT Propriety & Confidential
  • 41. How do I capture their attention? The questions for marketers haven’t changed How do I stand out in a cluttered marketplace? How do I find more students? Propriety & Confidential
  • 42. Proprietary + Confidential Create and convert demand with YouTube Reach Impact Results Reach new customers that are eager to take action Measure and optimize to deliver results Impact customer decisions by enabling them to take action Propriety & Confidential
  • 43. Proprietary + Confidential Reach the undecided, not the uninterested Engaged with your school already - but didn’t convert Similar profile to your current or potential students Actively researching your school/programs with intent to apply WHO: HOW: Remarketing Customer Match Similar Audiences In-Market Audiences Propriety & Confidential
  • 44. Proprietary + Confidential Drive and pay for true engagement with TrueView format suite Clickable TrueView discovery ads Skippable TrueView in-stream Propriety & Confidential
  • 45. Proprietary + Confidential Convert engagement to action with interactive features This image cannot currently be displayed. Learn & Buy Cards & Shopping Drive to Site Call-to-Action Overlay Get the App Mobile App Promo Close the ‘Sale’ End Screens 41% of people take an action as the result of an ad Ipsos/MediaCT, 2013Propriety & Confidential
  • 46. DEMOGRAPHICS • Education • Career • Parents LOOKALIKE • Prospects • Current Students • Alumni RETARGETING • Website • Intent-based • Followers AWARENESS INTERESTS • Groups • Influencers • Content CUSTOM LISTS • Prospects • Current Students • Alumni INTENT Leveraging video on SOCIAL MEDIA.
  • 47. VIDEO: THE NEW VIEWBOOK THE STATS: • NMSU: 25%+ of users watching 50%+ of YouTube video ads with the 15+ second average watch time per impression • McMurry: Facebook video campaign resulted in CPL of $69.98 (19.4% lower CPL than standard Facebook campaign)
  • 48. VIDEO: THE NEW PROGRAM OVERVIEW THE STATS: • Reporting a 36.8% view rate with with 23.3% of impressions viewing 50%+ of the video • Averaging $0.14 per view (3o seconds or more) with an in-stream YouTube ad
  • 49. VIDEO: THE NEW TESTIMONIAL THE STATS: • 10.4% increase of average time on website in last 6 months compared to previous 6 months • Increased landing page search campaign conversion rates from 5.5% to 10.9% in 2 months
  • 50. VIDEO: THE NEW COURSE HIGHLIGHTS THE STATS: • Average $0.01 0 $0.02 per video view • 48%+ watching more than 50% of 54 second video
  • 51. VIDEO: THE NEW EVENT RECAP THE STATS: • NNU: Averaging $0.10 per 10+ second view on Facebook and $0.09 per 30+ second view on YouTube • McMurry: Tracked 19 event registrations (and counting) at $1.65 per registration
  • 52. NEW AND NEXT: INSTAGRAM STORY ADS As of April 2017, Facebook reported that over 200 million users are viewing Instagram Stories every day.
  • 53. NEW AND NEXT: YOUTUBE DIRECTOR ONSITE Google’s YouTube Director Onsite initiative incentivized advertisers to advertise on YouTube by planning and shooting a video onsite.
  • 54. NEW AND NEXT: GOOGLE JUMP CAMERA Jump is Google's professional VR video solution. Jump makes 3D-360 video production at scale possible with best-in-class automated stitching. Jump cameras are designed to work with the Jump Assembler to enable seamless VR video production.
  • 55. FREE RESOURCE: DIGITAL NATIVES REPORT Google’s guide to what teens think is cool. Check your inbox for a link in the webinar recap email. Download Now