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Video & Social Media Intensive

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Slides for my 1-3 day workshop on video production and social media strategy.

Find out more about Hans Mundahl & Associates at http://www.hansmundahl.com

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Video & Social Media Intensive

  1. 1. Technology audit onCampus launch 1:1 iPad iPad Mac Video Social media Video production Website redesign
  2. 2. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  3. 3. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  4. 4. Why do full-pay families choose your school?
  5. 5. Why do donors make significant gifts to your school?
  6. 6. Why don’t they?
  7. 7. Head{ Program Location Price - Taxes Quality of Employees Philosophy Quality of Facilities Culture } Prestige Authority Heart Trust - Naming Impact Legacy Prestige
  8. 8. “When examining deeply held beliefs, complicated decisions, or emotionally charged issues we tend to favor information that confirms our existing position.” Scott Plous 1993
  9. 9. 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’
  10. 10. Why Video & Social Media • 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’
  11. 11. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  12. 12. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  13. 13. Video is what affluent people do online • Americans watched 52.4 billion videos (last December alone) • YouTube accounts for 18.96% of all internet traffic • 84% of college graduates watch online video (second only to Netflix) • 87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center
  14. 14. The power of ‘why’ inspires action • People don’t buy what you do, they buy why you do it • Donors researching non-profits were significantly more likely to make 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
  15. 15. Video has great value • Video keeps selling • Production & distribution costs are low • Viral Videos vs. Viral Essays • Element of distinction
  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. Authentic Authentic Best
  19. 19. Casting Now...
  20. 20. Budget Pro Video Kit • Canon T3i • 50mm lens • Tripod • Lavalier Mic • Zoom Audio • Lights
  21. 21. Production Value • Depth of field • A-Roll & B-Roll • Movement • Audio • Music • (Lens Flares, Light Leaks, Letterbox)
  22. 22. Storyboard: Your video recipe • Start With Why • One / Two Person Testimonial • Thank You For Your Support • Tutorial • Welcome Aboard
  23. 23. One Person 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
  24. 24. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  25. 25. Goals for the Day • Why video & social media? • Industry trends • Theory • Hands-on • Next steps
  26. 26. Gartner Research
  27. 27. Flickr 65 VK Instagram 80 100 Tumblr 110 Google+ 120 Pinterest 250 Linkedin 255 Twitter 310 Unique Monthly Visitors August 2014 Facebook 900 (in millions) *ebizmba.com
  28. 28. What is the point of social media?
  29. 29. “The inclinations that arise from social networks to do things for each other.” Putnam, 2000
  30. 30. social capital = (people + content) x engagement
  31. 31. Create Act Friend / Like / Follow Share / Re-Tweet / Re-Pin Like / Favorite Talk about you View active passive
  32. 32. Useful Content is… • Regular • Formatted consistently • Appropriately produced • Generous • Community building • Broadly informative • Emotional • Entertaining • Insider • Helpful
  33. 33. How do we build social capital?
  34. 34. Social Media Marketing Plan • Stage 1: Absent / Present / Listening • Stage 2: Build Networks / Establish Norms • Stage 3: Offer Value / Ask for Reciprocity
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. Hands On
  39. 39. Next Steps • Reflect on capacity, strengths, easy wins • First video • Social media marketing plan (Big 4)
  40. 40. • 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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