You’ve got your YouTube channel and are posting videos on Twitter, Facebook, and your website. And so is everyone else. Now what? Take the next step and create smarter web video. No matter who produces it, video on your site and social networks must be creative, engaging, and effective. But the truth is, most online video falls flat. This session delivers the Reel Deal by breaking down best practices for marketing your institution through video. We’ll look at the best the industry has to offer and you’ll leave the room ready to increase quality and engagement without increasing investment.

1. Reel Deal:
Online Video, It’s Time to
Get Smart
#reeldeal
#sunycuad
Thursday, June 14, 12

2. @MalloryWood
Thursday, June 14, 12

3. comScore, Jan. 2012
Next Generation Strategies for Advertising to Millennials
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4. comScore, Feb. 2012
US Digital Future in Focus
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5. 100 million
consumed online video each day
comScore, Feb. 2012
US Digital Future in Focus
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6. comScore, Feb. 2012
US Digital Future in Focus
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7. Noel-Levitz 2011
E-Expectations
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8. Noel-Levitz 2010
E-Expectations
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9. “Definitely. I think that college’s
videos and videos made by third
parties about school can give
good insight into the personality
that a school has.”
“Yes, it would give me an
chance to look at videos of
the college that aren't made
to advertise.”
High-achieving Vermont
sophomores, juniors, and seniors
Thursday, June 14, 12

10. “Probably, just as an overview.
The information would be a lot
more consolidated than scanning
a website or brochure, I am
imagining. ”
High-achieving Vermont
sophomores, juniors, and seniors
Thursday, June 14, 12

11. “No. YouTube is not reliable
enough.”
High-achieving Vermont
sophomores, juniors, and seniors
Thursday, June 14, 12

12. “They only highlight the good stuff, but
you need to find both sides of the story.”
“I feel that the videos created by
colleges are usually one sided. Of
course, the college wants you to
attend theirs specifically. But they
feel very "We're the best school
because of x, y, and z."
High-achieving Vermont
sophomores, juniors, and seniors
Thursday, June 14, 12

13. “Videos are helpful! As long as it's not
forced on you (hint hint the thousands of
college emails I received after checking
that abhorrent little box on the PSATs).
I also prefer funny to corny/boring
(duh).”
High-achieving Vermont
sophomores, juniors, and seniors
Thursday, June 14, 12

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16. Let’s examine the
“real world.”
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17. “Quick! What is
your favorite
YouTube video?”
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25. “Why?”
“Because it’s hilarious.”
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31. Let’s examine
higher education.
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32. Hits
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and misses.

34. Viral
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35. Viral
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36. It’s about...
‣ Knowing your audience,
motivation, and message
‣ Setting SMART goals
‣ Publicizing your efforts
‣ Luck
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39. Measurement
‣ YouTube Insights
‣ Tracking links (like bit.ly)
‣ Google Analytics
‣ Word of mouth
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40. YouTube Insights
‣ Target audience demographics
‣ Playback locations
‣ Traffic sources
‣ Retention
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42. Be informative
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47. Highlight students
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50. Breathe life
into branding
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55. Address
misperceptions
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57. Share success
stories
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60. Take an integrated
approach
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62. Empower
current students
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65. A few more tips.
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66. ‣ Don’t use logo intros
‣ Select your visual effects
wisely
‣ Use tags and descriptions
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67. Your turn!
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68. Be educational, but
be creative
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72. Learn more
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75. Resources & Videos:
• http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/
Next_Generation_Strategies_for_Advertising_to_Millennials
• http://www.comscore.com/2012USDigitalFutureinFocus
• http://www.hulu.com/watch/331281/saturday-night-live-super-showcase
• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_if_you_can-_you_can_go_to_brock/
• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_gettysburg_college_leap_day_photo_project/
• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_bc_minute/
• http://www.mstoner.com/marketing-and-branding/reel_deal_monday_big_things_are_within_reach/
• http://mallorywood.wordpress.com/2011/01/24/10-youtube-tricks-you-need-to-know/
• SMC Kribs: http://www.youtube.com/watch?v=xBYuEcW65gM
• SNHU Stories: http://www.snhustories.com/
• U Indy Personal Attention Unleashed: http://www.youtube.com/watch?
v=teQqEKKnUP4&list=PL8E1B747DB9D3E3CF&index=1&feature=plpp_video
• Boston College Pop Quiz: http://www.youtube.com/watch?v=-P0gX6C7v-4
• Call Me A Duck: http://www.youtube.com/watch?feature=player_embedded&v=cNboYbN6wFY
• Midd Kid: http://www.youtube.com/watch?v=WZzCHcMKyDc
• Murray State Anthem: http://www.youtube.com/watch?v=5Lguh7Cf95c
• Remember oUR Name: http://www.youtube.com/watch?v=NiCbfSXoftI
• I Tell ‘Em Towson University: I Tell ‘Em Towson University:
Thursday, June 14, 12

76. Questions?
Mallory Wood
marketing manager
mStoner, Inc.
mallory.wood@mstoner.com
Thursday, June 14, 12