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Webinar | Achieving the “Aha” Moment: What Gen Z and Millennials Need from EDU Video

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The new 2017-18 fiscal year is just around the corner and many schools are building in budgets for video. In theory, anyone can make a video—86% of colleges and universities have a presence on YouTube. But in a sea of campus tours, student testimonials and flash mobs, how do you craft high-impact video that stands out and engages your unique audience?

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Webinar | Achieving the “Aha” Moment: What Gen Z and Millennials Need from EDU Video

  1. 1. Achieving the ‘AHA’ Moment What Digital Natives Need from EDU Video Hayley Warack, Melissa Chua, & Becky Bush (Google)
  2. 2. #CONVERGEPRESENTS
  3. 3. A digital expert. A visionary storyteller. Google. CONVERGE + GOOGLE Meet your PRESENTERS.
  4. 4. The Premise Digital natives need video. HOW CAN EDU DO IT RIGHT? VIDEO CAMPAIGNS WHAT GOOGLE KNOWS RESOURCES STORYTELLING
  5. 5. What we want them to know. What students want to see. KILLERVIDEO CONTENT
  6. 6. WHAT GOOGLE KNOWS ABOUT VIDEO
  7. 7. Behavior changes Propriety & Confidential
  8. 8. Behavior changes Propriety & Confidential
  9. 9. Reach was scarce and attention plentiful Now reach is plentiful and attention scarce Propriety & Confidential
  10. 10. Proprietary + Confidential It’s getting harder to reach your audience... ...and when you do, are they paying attention? of A18-49 in US are light TV viewers31% of US population has never signed up for cable18% only of TV ads are watched 45% Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture, “Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube and TV Attention In Home Natural Experiments, US 2016 (eye-tracking study with 2,953 ads observed, n=86 TV viewers and n=87 YouTube viewers, 18-54 year olds)
  11. 11. STORYTELLING WITH VIDEO
  12. 12. Brands and VIDEO. 42% of online shoppers use video for pre-purchase research 64% use YouTube to find products 4 out of 5 admitted college students watched a video during their college search YouTube is the #1 social platform in introducing new products and driving conversions. AOL Platforms, 2014 Google Consumer Survey, 2015
  13. 13. Social and ADMISSIONS. 55% use Facebook to review school background 31% use hashtags to search for specific info about colleges More than 30% use Instagram and Twitter More than half of all admitted students use social media expressly for college search.
  14. 14. 3,441 views NORTHWESTERN SEGAL INSTITUTE
  15. 15. CHOOSE QUALITY OVER…QUALITY. Morsel No. 1 NO STATE-OF-THE-ART EQUIPMENT NEEDED. THE DEPTH OF YOUR CONTENT IS WAY MORE CRITICAL THAN THE QUALITY OF THE ACTUAL VIDEO.
  16. 16. “Advanced placement classes were like Pokémon to me.” -YesReneau April 2016 601,381 views HOW I GOT INTO HARVARD May 2017 115,632 views HARVARD IS NOT HEAVEN
  17. 17. USC CREATED USCDORMS, A YOUTUBE SERIES ENCOURAGING PROSPECTS TO VOTE FOR THEIR FAVORITE DORM.
  18. 18. 26,805 views CATH IN COLLEGE STANFORD
  19. 19. CONTROL YOUR NARRATIVE. Morsel No. 2 IDENTIFY AND PARTNER WITH THE RIGHT BRAND AMBASSADORS AND VLOGGERS TO SPEARHEAD YOUR CAMPAIGNS.
  20. 20. 257,056 views C21 BOSTON COLLEGE
  21. 21. BE AUTHENTIC. Morsel No. 3 SHOW REAL LIFE, REAL PEOPLE AND REAL CONVERSATIONS.
  22. 22. 171,418 views CRIMSOM EDUCATION ON NEW YORK UNIVERSITY
  23. 23. BE SUCCINCT. Morsel No. 4 REALLY. EQUATE VIDEO TO YOUR ELEVATOR PITCH.
  24. 24. 2,952 views UNIVERSITY OF ILLINOIS COLLEGE OF BUSINESS
  25. 25. VIEWS ARE NOT THE SOLE BENCHMARK FOR SUCCESS. Morsel No. 5 WHO IS YOUR TARGET AUDIENCE AND ARE YOU REACHING THEM?
  26. 26. 475 views NORTHWEST NAZARENE UNIVERSITY
  27. 27. DON’T DO IT JUST BECAUSE EVERYONE ELSE IS DOING IT. Morsel No. 6 CHOOSE TO MAKE VIDEOS BASED ON WHAT MAKES SENSE FOR YOUR OVERALL MARKETING STRATEGY AND STRATEGIC CAMPUS VISION.
  28. 28. 20 views UNIVERSITY OF MICHIGAN ALUMNUS COVERS JIM MORRISON
  29. 29. University of Michigan SOCIAL REACH. 765,000+ followers 16,000+ subscribers 180,000+ followers 5,000+ followers 140,000+ followers University of Michigan uses Snapchat for outreach and to showcase student life. They nail the use of Snapchat Stories. #UMSOCIAL also has a nifty Monthly Recap of their centralized social efforts.
  30. 30. Northwestern University Design Innovation: https://youtu.be/ELq71rgqAzk YesReneau – How I got into Harvard: https://youtu.be/sAHE5cdOwXA YesReneau – Harvard is not Heaven: https://youtu.be/pqefM_37sdg USCDorms: https://youtu.be/73J-W424Kds Cath in College – Stanford: https://www.youtube.com/channel/UC9E_7b2JdHHrN_r0har7ifA C21 Boston College: https://youtu.be/7RF-cDH-Uy8 Crimson Education on New York University: https://youtu.be/bg1DWh4c35Y University of Illinois: https://youtu.be/T05UrJ1iCG0 Northwest Nazarene University: https://youtu.be/TtAC2Z7ljeU University of Michigan Ann Arbor: https://youtu.be/p07K-7ZKMbs University of Michigan Monthly Recap: http://socialmedia.umich.edu/blog/may-2017-recap/ Featured Videos
  31. 31. 1. Storyboard. Starting your video JOURNEY. Do it mainly to set goals (especially for multi- use footage), define audiences, visualize shots and gain buy-in for your idea. Get to know the equipment, shots and talent you need to get your video accomplished.
  32. 32. 2. Involve local talent. Starting your video JOURNEY. Find the best stories via popular professors, star students, student journalists and community members. Get into the local music scene and feature young artists.
  33. 33. 3. Agency or in-house? Starting your video JOURNEY. Laying out some internal groundwork (i.e. story ideas and local subjects) can lower costs. An agency can help smooth out major projects, but a talented in-house staff can produce great video vignettes for social.
  34. 34. 4. Film consciously. Starting your video JOURNEY. Be judicious. Only film what is necessary, what needs to be remembered, and what can be repurposed tastefully. If stakeholders ask you to film an entire event, gently suggest an alternative (such as speaker spotlights, record audio-only, or film an abbreviated session with key takeaways). Good audio is key. Don’t be caught without it.
  35. 35. 5. Edit organically. Starting your video JOURNEY. Free your creative juices from a rigid storyboard, and edit what feels best. There’s a lot of nuance to video that is only stiffened by structure. Be transparent and set expectations for the revision process to put a cap on subjectivity.
  36. 36. 6. Promote and distribute. Starting your video JOURNEY. Orchestrate a distribution plan ready to execute on when the video is complete (i.e. list servs, key stakeholders, press releases, followers, etc.) Generate buzz and encourage subscriptions.
  37. 37. VIDEO CAMPAIGNS
  38. 38. > 50% of YouTube views are on mobile AND Living room is the fastest growing screen Propriety & Confidential
  39. 39. YouTube was the original disrupter and continues to innovate LIVING ROOM UI VR APP 4K UPLOADS ORIGINAL CONTENT Propriety & Confidential
  40. 40. How do I capture their attention? The questions for marketers haven’t changed How do I stand out in a cluttered marketplace? How do I find more students? Propriety & Confidential
  41. 41. Proprietary + Confidential Create and convert demand with YouTube Reach Impact Results Reach new customers that are eager to take action Measure and optimize to deliver results Impact customer decisions by enabling them to take action Propriety & Confidential
  42. 42. Proprietary + Confidential Reach the undecided, not the uninterested Engaged with your school already - but didn’t convert Similar profile to your current or potential students Actively researching your school/programs with intent to apply WHO: HOW: Remarketing Customer Match Similar Audiences In-Market Audiences Propriety & Confidential
  43. 43. Proprietary + Confidential Drive and pay for true engagement with TrueView format suite Clickable TrueView discovery ads Skippable TrueView in-stream Propriety & Confidential
  44. 44. Proprietary + Confidential Convert engagement to action with interactive features This image cannot currently be displayed. Learn & Buy Cards & Shopping Drive to Site Call-to-Action Overlay Get the App Mobile App Promo Close the ‘Sale’ End Screens 41% of people take an action as the result of an ad Ipsos/MediaCT, 2013Propriety & Confidential
  45. 45. DEMOGRAPHICS • Education • Career • Parents LOOKALIKE • Prospects • Current Students • Alumni RETARGETING • Website • Intent-based • Followers AWARENESS INTERESTS • Groups • Influencers • Content CUSTOM LISTS • Prospects • Current Students • Alumni INTENT Leveraging video on SOCIAL MEDIA.
  46. 46. VIDEO: THE NEW VIEWBOOK THE STATS: • NMSU: 25%+ of users watching 50%+ of YouTube video ads with the 15+ second average watch time per impression • McMurry: Facebook video campaign resulted in CPL of $69.98 (19.4% lower CPL than standard Facebook campaign)
  47. 47. VIDEO: THE NEW PROGRAM OVERVIEW THE STATS: • Reporting a 36.8% view rate with with 23.3% of impressions viewing 50%+ of the video • Averaging $0.14 per view (3o seconds or more) with an in-stream YouTube ad
  48. 48. VIDEO: THE NEW TESTIMONIAL THE STATS: • 10.4% increase of average time on website in last 6 months compared to previous 6 months • Increased landing page search campaign conversion rates from 5.5% to 10.9% in 2 months
  49. 49. VIDEO: THE NEW COURSE HIGHLIGHTS THE STATS: • Average $0.01 0 $0.02 per video view • 48%+ watching more than 50% of 54 second video
  50. 50. VIDEO: THE NEW EVENT RECAP THE STATS: • NNU: Averaging $0.10 per 10+ second view on Facebook and $0.09 per 30+ second view on YouTube • McMurry: Tracked 19 event registrations (and counting) at $1.65 per registration
  51. 51. NEW AND NEXT: INSTAGRAM STORY ADS As of April 2017, Facebook reported that over 200 million users are viewing Instagram Stories every day.
  52. 52. NEW AND NEXT: YOUTUBE DIRECTOR ONSITE Google’s YouTube Director Onsite initiative incentivized advertisers to advertise on YouTube by planning and shooting a video onsite.
  53. 53. NEW AND NEXT: GOOGLE JUMP CAMERA Jump is Google's professional VR video solution. Jump makes 3D-360 video production at scale possible with best-in-class automated stitching. Jump cameras are designed to work with the Jump Assembler to enable seamless VR video production.
  54. 54. FREE RESOURCE: DIGITAL NATIVES REPORT Google’s guide to what teens think is cool. Check your inbox for a link in the webinar recap email. Download Now
  55. 55. @convergeorg convergeconsulting.org #convergepresents Thank you! Any questions?

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