Presented by Mallory Wood at the 2013 HighEdWeb New England Conference. 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
#ne22
#hewebne
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2. Mallory Wood
Director of Marketing
mStoner
@MalloryWood
802.457.9234
Tuesday, March 19, 13

3. comScore, Jan. 2012
Next Generation Strategies for Advertising to Millennials
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4. comScore, Feb. 2013
US Digital Future in Focus
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5. comScore, Feb. 2013
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. High-achieving Vermont
sophomores, juniors, and seniors
“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.”
“No. YouTube is not reliable enough.”
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10. High-achieving Vermont
sophomores, juniors, and seniors
“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).”
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12. Let’s examine the
“real world.”
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15. page 15
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16. page 15
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17. Let’s examine
higher education.
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18. Hits
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19. and misses.Tuesday, March 19, 13

20. Viral
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21. Viral
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22. It’s about...
‣ Knowing your audience,
motivation, and message.
‣ Setting SMART goals.
‣ Publicizing your efforts.
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25. Measurement
‣ YouTube Insights
‣ Tracking links (like bit.ly)
‣ Google Analytics
‣ Word of mouth
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26. YouTube Insights
‣ Target audience demographics
‣ Playback locations
‣ Traffic sources
‣ Retention
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27. Examples of measurable objectives
• Increase followers by __%
• Increase content sharing __%
• Increase website traffic __%
• Increase avg time on blog __%
• Increase donations __%
• Increase applications __%
• Increase attendance at events by __%
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29. Be informative
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31. page 30
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32. page 30
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34. Highlight students
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37. Breathe life
into branding
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39. page 37
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40. page 37
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42. Address
misperceptions
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44. Share success
stories.
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45. page 42
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46. page 42
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47. Take an integrated
approach
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49. Create a series
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50. page 46
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51. Empower
current students
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57. A few more tips.
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58. ‣ Don’t use logo intros.
‣ Select your visual effects
wisely.
‣ Use tags and descriptions.
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59. Your turn!
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60. Be creative
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61. page 56
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63. page 58
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64. Learn more
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67. 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: http://www.youtube.com/watch?v=SK0RiOOiTTo
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68. Mallory Wood
Director of Marketing
mStoner
@MalloryWood
802.457.9234
Questions?
Tuesday, March 19, 13