3. If only your camp families see your
video, does it exist?
4. Why Video?
• More than 1 billion unique users visit
YouTube each month
• 100 hours of video are uploaded to
YouTube every minute
• According to Nielsen, YouTube reaches
more US adults ages 18-34 than any
cable network
US users spend the most time viewing videos on social media sites
5.
6. Take a Video Inventory
Videos I have:
Marketing
Objective:
Target Audience: Best Social Tool:
7. What do I have?
Video clips under 1 minute :
o Our camp in one minute
o Our directors
o Our philosophy
Video clips under 15 seconds:
o Color War Break
o Opening day
o Favorite song
8. What do I want to have?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
9. What do I want to have?
Video clips under 1 minute :
o Food at our camp
o First time campers
o What our parents have to say
Video clips under 15 seconds:
o Closing day
o Favorite meal
o Singing in dining hall
10. Are they formatted how I want?
Logos on video
Website on video
Non-copyrighted music
11. Why do I want to promote them?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
12. Why do I want to promote them?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
Increase
awareness
Showcase
differentiators
Get kids
excited about
camp
Remind alumni
of past
13. Who do I want to see the video?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
14. Who do I want to see the video?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
Parents
Campers
Staff
Alumni
15. Where should I promote this?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
16. Upload videos to take
advantage of the auto play
feature and ensure full tracking
from Facebook
Target prospective campers, re-
target those in your email lists
or even those that have visited
your site
Use Facebook reporting to see
how much of the video is being
watched, paused, and shared
Promoting Your Video On
Facebook
17. Promoting Your Native Video
On Facebook
Promoting Uploaded Videos To Facebook vs. Promoting A You Tube Video
18. Boost v. Ad
Hard to use: Unlimited targetingEasy to use: Limited targeting
21. Promote videos using a
cost per view cost method
using Adwords
Targeting and placement
are sophisticated
Choose from retargeting,
keywords, channel types
and more
Reporting tells you how
much of your video is being
watched and by who
Promoting Your Video On
You Tube
22. You Tube offers numerous and diverse placements for advertisers
Promoting Your Video On
You Tube
Search Results:
Your camp video will
show up in You Tube
Search, when searching
key terms related to
camp videos
Suggested Videos:
Advertise on the
right hand side of
You Tube, to
appear alongside
relevant videos
and search terms
Video Overlay:
Select a static
banner or search ad
to hover during
relevant videos that
align with camp
terms or parenting
In Stream Pre-Roll:
Stream your 30
second video
before other
videos related to
your target market
28. No paid advertising
options, yet
Spurs engagement and
awareness
Enable auto-play or click
to play
New medium to reach
new people: Over 300
million users on
Instagram (more than
Twitter)
Sharing Your Video on
Instagram
29. Top Five Takeaways
1. Take a video inventory and plan for what you want.
2. Figure out who you want to see your videos.
3. Pick platforms to promote based on your audience.
4. Promote your video.
5. Measure success of promotion.
30. THANK YOU!!
Questions to blake@socialsummercamp.com.
Facebook.com/socialsummercamp
Twitter.com/socialsummrcamp
Socialsummercamp.com
Editor's Notes
PRODUCT STATS:
Facebook's ad performance
According to Nielsen’s Brand Effect norms, on average, Facebook ads drive almost 2X (98%) better ad recall than non-Facebook campaigns measured in the same way.
And, on average, Facebook ad campaigns drive 31% better brand awareness than non-Facebook campaigns measured in the same way.
Note: The ads in this study are based on Nielsen’s Brand Effect database which includes a mix of ads with social context and those without.
We have ad spend data on 60+ campaigns using a variety of 3rd party methodologies like panels and mix media models and we have seen that: 70% of Facebook campaigns showed a return on ad spend of 3x or better.
Note: 60+ studies included a variety of 3rd party methodologies like panels and MMM.
News feed
40% of people's Facebook time is on News Feed
Source: Comscore, Power of Like 2, June 2012
8x more engagement with Page posts in the news feed as compared to Page post ads in the right-hand side of the site.
Source: This study compared the average CTR of aggregate Page posts in news feed on both desktop and mobile to the average CTR of aggregate Page posts on the right-hand column of the site. (covered 7-day period in July 2012).
1. Plan your measurement strategy first!
2. Create a content calendar for all social marketing activities.
3. For each platform, develop measureable assets.
4. Test and try new things to stay relevant.
5. Make this someone’s job (more than 15%).