Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Video Marketing in Higher Education

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 31 Anuncio

Video Marketing in Higher Education

Descargar para leer sin conexión

Your institution has a YouTube channel and you've been uploading video for years, so now what? Who's really watching them, and is it really making a difference?

Sharing case studies and best practices from across the industry, this presentation will explore the true role of web video in higher education marketing. From targeted program-specific offerings to campus tours and alumni testimonials, we?ll explore one of the most miss-understood marketing mediums, and shed light on how to make it work for you.

Your institution has a YouTube channel and you've been uploading video for years, so now what? Who's really watching them, and is it really making a difference?

Sharing case studies and best practices from across the industry, this presentation will explore the true role of web video in higher education marketing. From targeted program-specific offerings to campus tours and alumni testimonials, we?ll explore one of the most miss-understood marketing mediums, and shed light on how to make it work for you.

Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (18)

A los espectadores también les gustó (20)

Anuncio

Similares a Video Marketing in Higher Education (20)

Más reciente (20)

Anuncio

Video Marketing in Higher Education

  1. 1. INSIDE WEB VIDEO MARKETING FOR EDU Seth Odell Video Marketing Manager, SNHU Founder & Host, Higher Ed Live Co-Founder, Connect & Engage
  2. 2. WHERE ONLINE VIDEO IS TODAY • 60 hours of video uploaded to YouTube every minute • Fastest-growing ad format in 2012 with nearly 55% growth • 179 million US internet users watched nearly 38 billion videos in February • YouTube #2 search engine, integrated into Google
  3. 3. ONLINE VIDEO IN EDU • The last few years saw a land grab for YouTube real estate • Increase in in-house resources, either equipment or additional videographer staff or budget • Increase in video publishing
  4. 4. SO WHAT HAS IT GOTTEN US?
  5. 5. LOW VIEWERSHIP • SetonHall has 3 videos >10,000 views 485 <10,000 • UCLA has 88 videos >10,000 views 2,461 <10,000 • Dartmouth has 29 videos >10,000 views 842 <10,000
  6. 6. LOW ENGAGEMENT
  7. 7. IT’S NOT ALL ABOUT VIEWS, BUT... • Isan online video, which lacks engagement or sharing, that different than a traditional article printed in a newspaper? • Your YouTube video might have 10,000 views, but every LA Times article gets 500,000 “views” a day • If we measured higher ed video marketing on an even playing field, is it worth the money at all?
  8. 8. IT GETS A BIT MORE COMPLICATED • What is a view worth? • How do we measure success of our online video marketing efforts?
  9. 9. IS VIDEO MARKETING IN EDU BROKEN? • No, but posting videos to YouTube “just because” is not a strategy • Successful online video marketing in EDU is still being built
  10. 10. VIDEO MARKETING NEEDS TO BE • Strategic • Targeted • Goal-oriented • Measurable
  11. 11. VIDEO CONTENT DISCOVERY • Delivered • Passive Search • Active Search
  12. 12. SPOTLIGHTING SUCCESS AND BEST PRACTICES
  13. 13. VIDEO FOR ADMISSIONS • What: Virtual campus tours • Goal: Conversion • Key: Self-navigation
  14. 14. VIDEO FOR ADMISSIONS • What: Virtual Open Houses • Goal: Conversion • Key: On demand
  15. 15. VIDEO FOR ADMISSIONS • What: Targeted admitted student vid • Goal: Decrease summer melt • Discovery: Delivered • Results: Unknown
  16. 16. BRANDING • What: UCLA Veterans Day Campaign • Goal: Increase awareness of UCLA’s support of veterans • Discovery: Passive & Delivered • Results: 100,000 views, YouTube Feature
  17. 17. BRANDING • What: SEO • Goal: Leverage search • Discovery: Passive & Active
  18. 18. BRANDING • What: UNT College of Music Performance Live streaming • Goal: Brand expansion, community bldg • Discovery: Delivered • Results: 100,000+ views
  19. 19. BRANDING • What: SNHU author presentation • Goal: Brand bridging & building • Discovery: Delivered • Results: 83 live viewers, 72 social shares, 7 submitted questions, 5 post-event videos, course curriculum, hundreds of views
  20. 20. BRANDING & MEDIA RELATIONS • What: Faculty interviews • Goal: Brand & faculty awareness • Discovery: Passive • Results: 20,000 views
  21. 21. DEVELOPMENT SUPPORT • What: Solicitation support • Goal: Donations • Discovery: Delivered • Results: Easily measured
  22. 22. DEVELOPMENT SUPPORT • What: Solicitation support • Goal: Donations • Discovery: Passive
  23. 23. DEVELOPMENT SUPPORT • What: BowlingGreen State University gift announcement video • Goal: Increase awareness • Discovery: Delivered • Results: 100,000 views, NCAA coverage
  24. 24. DEVELOPMENT SUPPORT • What: UCLA donor thank you • Goal: Donor appreciation • Discovery: Delivered • Results: 1 view
  25. 25. TESTIMONIALS Best performing video for direct response
  26. 26. PROFESSIONAL & USER SUBMITTED A recent comScore study found that professional AND user submitted videos perform significantly higher when coupled within a single campaign
  27. 27. SNHU STORIES
  28. 28. BUT WHERE’S THE VIRAL?
  29. 29. HOW DO WE MEASURE SUCCESS? • It starts with clear identifiable goals • Track views, and use YouTube insights to better understand your audience • Use bit.ly & Google strings to track traffic paths • Qualitative surveys • Test, test, test
  30. 30. FINAL TAKEAWAYS • It’s not about changing what we shoot, it’s about changing how we approach it • Utilize a video one-sheet to identify goals, strategy and resource requirements • Repurpose, reuse, recycle • Mobile is coming fast • Video marketing is somebody’s job, but who?
  31. 31. QUESTIONS? @sethodell sethodell.com

Notas del editor

  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

×