Download - Video & Social Media Intensive
Technology audit onCampus launch
1:1 iPad
iPad Mac
Video
Social media Video production Website redesign
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 make significant gifts to your school?
Why don’t they?
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’
Why Video & Social Media
• 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’
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
(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
• Donors researching non-profits were significantly more likely to make 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
Casting Now...
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)
Storyboard: Your video recipe• Start With Why
• One / Two Person Testimonial
• Thank You For Your Support
• Tutorial
• Welcome Aboard
One Person 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
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 [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
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