Video & Social Media Marketing Intensive

Video & Social Media Marketing IntensiveAugust 5, 2014 - New Hampton School

☼Hans Mundahl & Associates Inc.

strategy | training | media

hansmundahl.wikispaces.com/isanne

Hans Mundahl HansMundahl.com

@hmundahl

23 Schools & 3 States

Warmup

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Why do full-pay families choose your school?

Why do donors with capacity make significant gifts to your school?

Why don’t they?

Head{ Program Location

Price Taxes-

Head{ Program Location

Price Taxes-

Heart}Quality of Employees Philosophy

Quality of Facilities Culture Prestige Authority

Trust Naming Impact Legacy Prestige

-

“When examining deeply held beliefs, complicated decisions, or emotionally

charged issues we tend to favor information that confirms our existing position.”

Scott Plous 1993

Using Confirmation Bias

• Show up first

• Make your case by showing rather than by telling

• Position yourself as an authority through official, unofficial, internal and external channels

• Create sense of ‘everyone’

New Question, New Partner

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Video is what affluent people do online

• Americans watched 52.4 billion videos

• YouTube accounts for 18.96% of all internet traffic

• 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

Video is what affluent people do online

• Americans watched 52.4 billion videos

• YouTube accounts for 18.96% of all internet traffic

• 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)

Video is what affluent people do online

• Americans watched 52.4 billion videos

• YouTube accounts for 18.96% of all internet traffic

• 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 Netflix)

The power of ‘why’ inspires action

• People don’t buy what you do, they buy why you do it

• 57% of donors researching non-profits 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

Video has great value

• Video keeps selling

• Production & distribution costs are low

• Viral Videos vs. Viral Essays

• Element of distinction

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Authentic Authentic Best

Budget Pro Video Kit• Canon T3i

• 50mm lens

• Tripod

• Lavalier Mic

• Zoom Audio

• Lights

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

Storyboard: Your video recipe• Start With Why

• Student / Teacher Testimonial

• Thank You For Your Support

• Tutorial

• Welcome Aboard

TestimonialTime 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

0:10-0:20Subject 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 specific advice to others

0:55-1:00 (Call to Action)

Relevant materials (close) Text: “Find out More at www.school.org/program” Music, background room sounds

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

Gartner Research

Gartner Research

Gartner Research

Gartner Research

Gartner Research

Flickr 65VK

80Instagram 100

Tumblr 110

Google+ 120

Pinterest 250

Linkedin 255

Twitter 310

Facebook 900

*ebizmba.com

Unique Monthly Visitors August 2014 (in millions)

What is the point of social media?

“The inclinations that arise from social networks to do things for

each other.”

Putnam, 2000

social capital = (people + content) x engagement

Create Act Friend / Like / Follow Share / Re-Tweet / Re-Pin Like / Favorite Talk about you View

passive

active

Useful Content is…• Regular

• Formatted consistently

• Appropriately produced

• Generous

• Community building

• Broadly informative

• Emotional

• Entertaining

• Insider

• Helpful

How do we build social capital?

Social Media Marketing Plan

• Stage 1: Absent / Present / Listening

• Stage 2: Build Networks / Establish Norms

• Stage 3: Offer Value / Ask for Reciprocity

Stage 1: Absent / Present / Listening• Set up shared email address such as communications@school.org

• Create official 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

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-to’s, 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

Stage 3: Offer Value / Reciprocity• Regular content

• Dependable format

• Celebrate your super-fans

• Be the middle-person

• Like, share, comment, find out more, register, call, sign up, ask a question, request more information, give us your email, contribute, work together, find each other, self-organize

Hands On

Next Steps

• Reflect on capacity, strengths, easy wins

• First video

• Social media marketing plan (Big 4)

• Party isn’t where you expect

• Everyone is equal • Humans speak

with a voice • Give before you

receive • It’s not about you

image source: wikimedia commons