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Video & Social Media Marketing Intensive August 5, 2014 - New Hampton School
61

Video & Social Media Marketing Intensive

Nov 12, 2014

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Marketing

Hans Mundahl

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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Page 1: Video & Social Media Marketing Intensive

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

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☼Hans Mundahl & Associates Inc.

strategy | training | media

hansmundahl.wikispaces.com/isanne

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Hans Mundahl HansMundahl.com

@hmundahl

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23 Schools & 3 States

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Warmup

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Why do full-pay families choose your school?

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

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Why don’t they?

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Head{ Program Location

Price Taxes-

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Head{ Program Location

Price Taxes-

Heart}Quality of Employees Philosophy

Quality of Facilities Culture Prestige Authority

Trust Naming Impact Legacy Prestige

-

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

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

Scott Plous 1993

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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’

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New Question, New Partner

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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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

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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)

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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)

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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

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Video has great value

• Video keeps selling

• Production & distribution costs are low

• Viral Videos vs. Viral Essays

• Element of distinction

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Authentic Authentic Best

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Budget Pro Video Kit• Canon T3i

• 50mm lens

• Tripod

• Lavalier Mic

• Zoom Audio

• Lights

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Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

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Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

Page 30: Video & Social Media Marketing Intensive

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

Page 31: Video & Social Media Marketing Intensive

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox)

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Storyboard: Your video recipe• Start With Why

• Student / Teacher Testimonial

• Thank You For Your Support

• Tutorial

• Welcome Aboard

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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

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Goals for the Day• Why video & social media?

• Industry trends

• Theory

• Hands-on

• Next steps

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Gartner Research

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Gartner Research

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Gartner Research

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Gartner Research

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Gartner Research

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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)

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What is the point of social media?

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

each other.”

Putnam, 2000

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social capital = (people + content) x engagement

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

passive

active

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Useful Content is…• Regular

• Formatted consistently

• Appropriately produced

• Generous

• Community building

• Broadly informative

• Emotional

• Entertaining

• Insider

• Helpful

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How do we build social capital?

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Social Media Marketing Plan

• Stage 1: Absent / Present / Listening

• Stage 2: Build Networks / Establish Norms

• Stage 3: Offer Value / Ask for Reciprocity

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Stage 1: Absent / Present / Listening• Set up shared email address such as [email protected]

• 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

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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

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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

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Hands On

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Next Steps

• Reflect on capacity, strengths, easy wins

• First video

• Social media marketing plan (Big 4)

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• 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