Video & Social Media Marketing Intensive
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57% of donors researching non-profits made a gift after watching an online video according to a recent study by Millward Brown and Google. The power of video and social media in marketing, admission, and advancement is clear - yet too often these tools are not used because they are viewed as too expensive or too complicated for a small to medium sized school. This workshop will demystify video and social media marketing for school communications. Topics will include data and industry trends, practical advice and hands-on training to help you create high quality video in house, and a social media marketing plan that will help you get started immediately after the program.
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Video & Social Media Marketing Intensive
- 1. Video & Social Media Marketing Intensive August 5, 2014 - New Hampton School
- 2. âź Hans Mundahl & Associates Inc. strategy | training | media hansmundahl.wikispaces.com/isanne
- 4. 23 Schools & 3 States
- 5. Warmup
- 6. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 7. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 8. Why do full-pay families choose your school?
- 9. Why do donors with capacity make signiďŹcant gifts to your school?
- 13. Head { Program Location Price Taxes - Heart } Quality of Employees Philosophy Quality of Facilities Culture Prestige Authority Trust Naming Impact Legacy Prestige -
- 14. âWhen examining deeply held beliefs, complicated decisions, or emotionally charged issues we tend to favor information that conďŹrms our existing position.â Scott Plous 1993
- 15. Using ConďŹrmation Bias ⢠Show up ďŹrst ⢠Make your case by showing rather than by telling ⢠Position yourself as an authority through ofďŹcial, unofďŹcial, internal and external channels ⢠Create sense of âeveryoneâ
- 16. New Question, New Partner
- 17. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 18. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 19. Video is what afďŹuent people do online ⢠Americans watched 52.4 billion videos ⢠YouTube accounts for 18.96% of all internet trafďŹc ⢠84% of college graduates watch online video ⢠87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center
- 20. Video is what afďŹuent people do online ⢠Americans watched 52.4 billion videos ⢠YouTube accounts for 18.96% of all internet trafďŹc ⢠84% of college graduates watch online video ⢠87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center (last December alone)
- 21. Video is what afďŹuent people do online ⢠Americans watched 52.4 billion videos ⢠YouTube accounts for 18.96% of all internet trafďŹc ⢠84% of college graduates watch online video ⢠87% of online adults with household incomes greater than $75,000 watch and create video *ComScore, Hollywood Reporter, Pew Research Center (last December alone) (second only to NetďŹix)
- 22. The power of âwhyâ inspires action ⢠People donât buy what you do, they buy why you do it ⢠57% of donors researching non-proďŹts made 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
- 23. Video has great value ⢠Video keeps selling ⢠Production & distribution costs are low ⢠Viral Videos vs. Viral Essays ⢠Element of distinction
- 24. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 25. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 27. Budget Pro Video Kit ⢠Canon T3i ⢠50mm lens ⢠Tripod ⢠Lavalier Mic ⢠Zoom Audio ⢠Lights
- 28. Production Value ⢠Depth of ďŹeld ⢠A-Roll & B-Roll ⢠Movement ⢠Audio ⢠Music ⢠(Lens Flares, Light Leaks, Letterbox)
- 29. Production Value ⢠Depth of ďŹeld ⢠A-Roll & B-Roll ⢠Movement ⢠Audio ⢠Music ⢠(Lens Flares, Light Leaks, Letterbox)
- 30. Production Value ⢠Depth of ďŹeld ⢠A-Roll & B-Roll ⢠Movement ⢠Audio ⢠Music ⢠(Lens Flares, Light Leaks, Letterbox)
- 31. Production Value ⢠Depth of ďŹeld ⢠A-Roll & B-Roll ⢠Movement ⢠Audio ⢠Music ⢠(Lens Flares, Light Leaks, Letterbox)
- 32. Storyboard: Your video recipe ⢠Start With Why ⢠Student / Teacher Testimonial ⢠Thank You For Your Support ⢠Tutorial ⢠Welcome Aboard
- 33. 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 speciďŹc advice to others 0:55-1:00 (Call to Action) Relevant materials (close) Text: âFind out More at www.school.org/programâ Music, background room sounds
- 34. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 35. Goals for the Day ⢠Why video & social media? ⢠Industry trends ⢠Theory ⢠Hands-on ⢠Next steps
- 40. Gartner Research
- 41. Gartner Research
- 42. Gartner Research
- 43. Gartner Research
- 44. Gartner Research
- 46. Flickr 65 VK 80Instagram 100 Tumblr 110 Google+ 120 Pinterest 250 Linkedin 255 Twitter 310 Facebook 900 *ebizmba.com Unique Monthly Visitors August 2014 (in millions)
- 47. What is the point of social media?
- 50. âThe inclinations that arise from social networks to do things for each other.â Putnam, 2000
- 51. social capital = (people + content) x engagement
- 52. Create Act Friend / Like / Follow Share / Re-Tweet / Re-Pin Like / Favorite Talk about you View passive active
- 53. Useful Content is⌠⢠Regular ⢠Formatted consistently ⢠Appropriately produced ⢠Generous ⢠Community building ⢠Broadly informative ⢠Emotional ⢠Entertaining ⢠Insider ⢠Helpful
- 54. How do we build social capital?
- 55. Social Media Marketing Plan ⢠Stage 1: Absent / Present / Listening ⢠Stage 2: Build Networks / Establish Norms ⢠Stage 3: Offer Value / Ask for Reciprocity
- 56. Stage 1: Absent / Present / Listening ⢠Set up shared email address such as communications@school.org ⢠Create ofďŹcial 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
- 57. 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-toâs, 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
- 58. Stage 3: Offer Value / Reciprocity ⢠Regular content ⢠Dependable format ⢠Celebrate your super-fans ⢠Be the middle-person ⢠Like, share, comment, ďŹnd out more, register, call, sign up, ask a question, request more information, give us your email, contribute, work together, ďŹnd each other, self-organize
- 59. Hands On
- 60. Next Steps ⢠ReďŹect on capacity, strengths, easy wins ⢠First video ⢠Social media marketing plan (Big 4)
- 61. ⢠Party isnât where you expect ⢠Everyone is equal ⢠Humans speak with a voice ⢠Give before you receive ⢠Itâs not about you image source: wikimedia commons