video & social media intensive
DESCRIPTION
Slides for my 1-3 day workshop on video production and social media strategy. Find out more about Hans Mundahl & Associates at http://www.hansmundahl.comTRANSCRIPT
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Technology audit onCampus launch
1:1 iPad
iPad Mac
Video
Social media Video production Website redesign
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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 make significant gifts to your school?
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Why don’t they?
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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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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’
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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
(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
• 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
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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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Casting Now...
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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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Storyboard: Your video recipe• Start With Why
• One / Two Person Testimonial
• Thank You For Your Support
• Tutorial
• Welcome Aboard
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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
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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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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