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How to Create Differentiated
Video Content Using
YouTube & Hangout on Air
GRANT TILUS | COLLEGIS EDUCATION
eduWeb Digital ...
2
Who Is Grant Tilus?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Associate Inbound Marketing
Manag...
3
I Have a Confession
Copyright Collegis Education, Inc. Proprietary and Confidential.
4
Our Audiences Do Too
Copyright Collegis Education, Inc. Proprietary and Confidential.
89.7 million smartphone video view...
5
It’s Changed Our Lives
Copyright Collegis Education, Inc. Proprietary and Confidential.
6
It’s All Gen Z Has Known
Copyright Collegis Education, Inc. Proprietary and Confidential.
93% of Gen Z visits YouTube at...
7
Video Continues to Grow
Copyright Collegis Education, Inc. Proprietary and Confidential.
Video viewers on any digital
de...
8
Video Builds Your Brand
Copyright Collegis Education, Inc. Proprietary and Confidential.
68% of viewers who viewed a vid...
9
Supports Your Goals
Copyright Collegis Education, Inc. Proprietary and Confidential.
52% of consumers who watch product ...
10
It Gets Our Attention
Copyright Collegis Education, Inc. Proprietary and Confidential.
Blog posts incorporating video a...
11
It’s a Problem Child
Copyright Collegis Education, Inc. Proprietary and Confidential.
12
Internal Struggles Are Real
Copyright Collegis Education, Inc. Proprietary and Confidential.
50% producing engaging con...
13
Competition Is Fierce
Copyright Collegis Education, Inc. Proprietary and Confidential.
90% of marketers are using conte...
14
You Need to Stand Out
Copyright Collegis Education, Inc. Proprietary and Confidential.
content
content
content
Your
con...
Ways YOU Can
Make It Happen
Copyright Collegis Education, Inc. Proprietary and Confidential.
16
1) Differentiation Through
Optimization
Copyright Collegis Education, Inc. Proprietary and Confidential.
17
Are You All In?
Copyright Collegis Education, Inc. Proprietary and Confidential.
YouTube is used by 55% of B2C marketer...
18
Optimize Your Channel
Copyright Collegis Education, Inc. Proprietary and Confidential.
19
Complete Your Metadata
in the ‘About’ Section
Copyright Collegis Education, Inc. Proprietary and Confidential.
20
Input Channel Keywords
Copyright Collegis Education, Inc. Proprietary and Confidential.
21
Link Your Properties
Copyright Collegis Education, Inc. Proprietary and Confidential.
22
Link Your Properties
Copyright Collegis Education, Inc. Proprietary and Confidential.
23
Link Your Properties
Copyright Collegis Education, Inc. Proprietary and Confidential.
24
Showcase Your Brand
Copyright Collegis Education, Inc. Proprietary and Confidential.
25
Don’t Forget About G+
Copyright Collegis Education, Inc. Proprietary and Confidential.
26
Add Your Watermark
Copyright Collegis Education, Inc. Proprietary and Confidential.
27
Create a Channel Trailer
Copyright Collegis Education, Inc. Proprietary and Confidential.
28
Create a Channel Trailer
Copyright Collegis Education, Inc. Proprietary and Confidential.
29
Create Logical Playlists
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Create descriptive playlist...
30
Feature Important Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
31
Feature Important Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
32
Remarket to Viewers
Copyright Collegis Education, Inc. Proprietary and Confidential.
33
Optimize Your Videos
Copyright Collegis Education, Inc. Proprietary and Confidential.
Only 61% of BSC marketers are opt...
34
Upload Video in HD
Copyright Collegis Education, Inc. Proprietary and Confidential.
35
Use Optimized File Names
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Accurately and concisely de...
36
Use a Custom Thumbnail
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Plan it into your production
...
37
Don’t Forget the Metadata
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Title
– Keep it short and ...
38
Tag Your Videos
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Use relevant keyword tags for your v...
39
Link to Your Properties
Copyright Collegis Education, Inc. Proprietary and Confidential.
40
Don’t Skip the
Advanced Settings
Copyright Collegis Education, Inc. Proprietary and Confidential.
41
Include the Transcript
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Upload video transcription fi...
42
Include the Transcript
Copyright Collegis Education, Inc. Proprietary and Confidential.
43
Use Annotations for Support
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Calls to action
– Commen...
44
Drive Action with Cards
Copyright Collegis Education, Inc. Proprietary and Confidential.
• New layer of interactivity t...
45
It’s Not Just About Views
Copyright Collegis Education, Inc. Proprietary and Confidential.
46
2) Unique Content Using
Hangouts on Air
Copyright Collegis Education, Inc. Proprietary and Confidential.
47
You’re Not a Videographer
Copyright Collegis Education, Inc. Proprietary and Confidential.
48
Budgets Are Tight
Copyright Collegis Education, Inc. Proprietary and Confidential.
46% of B2C marketers said lack of bu...
49
Webinars Are Boring
Copyright Collegis Education, Inc. Proprietary and Confidential.
46% of webinars rated less effecti...
50
Welcome to Hangouts on
Air
Copyright Collegis Education, Inc. Proprietary and Confidential.
51
Who’s Using It?
Copyright Collegis Education, Inc. Proprietary and Confidential.
52
Colleges & Universities
Copyright Collegis Education, Inc. Proprietary and Confidential.
53
Create a Variety of Videos
Copyright Collegis Education, Inc. Proprietary and Confidential.
54
Interviews
Copyright Collegis Education, Inc. Proprietary and Confidential.
55
Discussion Panels
Copyright Collegis Education, Inc. Proprietary and Confidential.
56
How To’s
Copyright Collegis Education, Inc. Proprietary and Confidential.
57
Podcasts
Copyright Collegis Education, Inc. Proprietary and Confidential.
58
Live Q&A
Copyright Collegis Education, Inc. Proprietary and Confidential.
59
Online Presentations
Copyright Collegis Education, Inc. Proprietary and Confidential.
60
News & Trends
Copyright Collegis Education, Inc. Proprietary and Confidential.
61
Thought Leadership
Copyright Collegis Education, Inc. Proprietary and Confidential.
62
Demonstrations
Copyright Collegis Education, Inc. Proprietary and Confidential.
63
Promote a Cause
Copyright Collegis Education, Inc. Proprietary and Confidential.
64
Promote an Issue
Copyright Collegis Education, Inc. Proprietary and Confidential.
65
Promote a Lifestyle
Copyright Collegis Education, Inc. Proprietary and Confidential.
66
Testimonials
Copyright Collegis Education, Inc. Proprietary and Confidential.
67
Start Building Your Library
Copyright Collegis Education, Inc. Proprietary and Confidential.
68
Who Is Your Target Audience?
Copyright Collegis Education, Inc. Proprietary and Confidential.
69
Write Down Your
Content Strategy
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What’s your unique ...
70
Conduct Competitive Analysis
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Subject matter
• Type o...
71
Begin Brainstorming Ideas
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What are your business obj...
72
Content for All Funnel Stages
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Why Attending College ...
73
Showcase Your
Mission & Culture
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What makes your orga...
74
Discover Your Authority
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Is it individual or organiza...
75
What’s Your Style?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Live public
– Interactive vs. bro...
76
Make It Interactive
Copyright Collegis Education, Inc. Proprietary and Confidential.
• The Hangout ToolBox
– Lower thir...
77
Develop Your Structure
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Nose
– The hook
– The 5 W’s
•...
78
Remember: Length Matters
Copyright Collegis Education, Inc. Proprietary and Confidential.
http://bit.ly/1efy9PA
79
Use an Optimized Title
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Key for long-term success
– O...
80
Create a Program Outline
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What to include:
– Importan...
81
Outline Your OKRs
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Awareness
• Authority
• Retention
...
82
Use Views to Track Progress
Copyright Collegis Education, Inc. Proprietary and Confidential.
83
Focus on Your REP
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Retention
• Engagement
• Participa...
84
Use Analytics to Improve
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Demographics
• Playback loc...
85
Get Your Feet Wet
Copyright Collegis Education, Inc. Proprietary and Confidential.
86
3) Superior Production and
Promotion Quality
Copyright Collegis Education, Inc. Proprietary and Confidential.
87
Find a Producer
Copyright Collegis Education, Inc. Proprietary and Confidential.
ProducerSubject matter expert
88
Become an HOA Expert
Copyright Collegis Education, Inc. Proprietary and Confidential.
• For quality video
– Manage the ...
89
Get the Right Equipment
Copyright Collegis Education, Inc. Proprietary and Confidential.
90
Brand Your Background
Copyright Collegis Education, Inc. Proprietary and Confidential.
91
Background Fails
Copyright Collegis Education, Inc. Proprietary and Confidential.
92
Showcase Yourself with
Lower Thirds
Copyright Collegis Education, Inc. Proprietary and Confidential.
93
Find the Right Host
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Fully invested
• Engaging
• Know...
94
Find the Right Talent
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Talent must be:
– Subject matt...
95
Train Your Participants
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Create a Google+ account
• S...
96
Plan Your Online Event
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Google event page
– Optimize ...
97
Make It a Campus Event
Copyright Collegis Education, Inc. Proprietary and Confidential.
98
Post-Broadcast Efforts
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Edit YouTube Video
– Video de...
99
It’s Not Just For YouTube
Copyright Collegis Education, Inc. Proprietary and Confidential.
100
Repurpose with Purpose
Copyright Collegis Education, Inc. Proprietary and Confidential.
101
And Repeat
Copyright Collegis Education, Inc. Proprietary and Confidential.
RESEARCH
PLAN
CREATE /
EXECUTE
EVALUATE
RE...
102
Excited to Get Started?
Copyright Collegis Education, Inc. Proprietary and Confidential.
THANK YOU
Grant.Tilus@CollegisEducation.com
@GrantTilus
Collegis Education
Visit our booth!
#eduweb15
Speaker Survey: www....
104
Sources
Copyright Collegis Education, Inc. Proprietary and Confidential.
• eMarketer, “US Digital Video Audience Profi...
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How to Create Differentiated Video Content Using YouTube & Hangout on Air

  1. 1. How to Create Differentiated Video Content Using YouTube & Hangout on Air GRANT TILUS | COLLEGIS EDUCATION eduWeb Digital Summit 2015 Join the Conversation: #eduweb15
  2. 2. 2 Who Is Grant Tilus? Copyright Collegis Education, Inc. Proprietary and Confidential. • Associate Inbound Marketing Manager, Collegis Education • Content Marketing Director of MnSearch.org @GrantTilus
  3. 3. 3 I Have a Confession Copyright Collegis Education, Inc. Proprietary and Confidential.
  4. 4. 4 Our Audiences Do Too Copyright Collegis Education, Inc. Proprietary and Confidential. 89.7 million smartphone video viewers in 2014 98% of 18- to 34-year-olds use their smartphone on a daily basis to consume video content 33% of tablet owners watch one hour of video per day on their device
  5. 5. 5 It’s Changed Our Lives Copyright Collegis Education, Inc. Proprietary and Confidential.
  6. 6. 6 It’s All Gen Z Has Known Copyright Collegis Education, Inc. Proprietary and Confidential. 93% of Gen Z visits YouTube at least once a week 54% visit multiple times a day Nearly half of Gen Z’ers conduct research
  7. 7. 7 Video Continues to Grow Copyright Collegis Education, Inc. Proprietary and Confidential. Video viewers on any digital device—will pass 200 million in 2015 By next year, nearly 56% of households will have at least one connected TV
  8. 8. 8 Video Builds Your Brand Copyright Collegis Education, Inc. Proprietary and Confidential. 68% of viewers who viewed a video correctly recalled the brand when prompted Enjoyment of video increases purchase intent by 97% and brand association by 139%
  9. 9. 9 Supports Your Goals Copyright Collegis Education, Inc. Proprietary and Confidential. 52% of consumers who watch product videos say video makes them more confident about purchases 58% of respondents consider organizations that produce video content to be more trustworthy.
  10. 10. 10 It Gets Our Attention Copyright Collegis Education, Inc. Proprietary and Confidential. Blog posts incorporating video attract 3x as many inbound links as blog posts without video
  11. 11. 11 It’s a Problem Child Copyright Collegis Education, Inc. Proprietary and Confidential.
  12. 12. 12 Internal Struggles Are Real Copyright Collegis Education, Inc. Proprietary and Confidential. 50% producing engaging content 44% producing content consistently 40% producing a variety of content
  13. 13. 13 Competition Is Fierce Copyright Collegis Education, Inc. Proprietary and Confidential. 90% of marketers are using content marketing Last year, video in the News Feed increased 3.6x YOY 62% of marketers are either focused on creating more engaging and higher-quality content
  14. 14. 14 You Need to Stand Out Copyright Collegis Education, Inc. Proprietary and Confidential. content content content Your content
  15. 15. Ways YOU Can Make It Happen Copyright Collegis Education, Inc. Proprietary and Confidential.
  16. 16. 16 1) Differentiation Through Optimization Copyright Collegis Education, Inc. Proprietary and Confidential.
  17. 17. 17 Are You All In? Copyright Collegis Education, Inc. Proprietary and Confidential. YouTube is used by 55% of B2C marketers 66% of social media marketers plan to increase their YouTube marketing in the near future
  18. 18. 18 Optimize Your Channel Copyright Collegis Education, Inc. Proprietary and Confidential.
  19. 19. 19 Complete Your Metadata in the ‘About’ Section Copyright Collegis Education, Inc. Proprietary and Confidential.
  20. 20. 20 Input Channel Keywords Copyright Collegis Education, Inc. Proprietary and Confidential.
  21. 21. 21 Link Your Properties Copyright Collegis Education, Inc. Proprietary and Confidential.
  22. 22. 22 Link Your Properties Copyright Collegis Education, Inc. Proprietary and Confidential.
  23. 23. 23 Link Your Properties Copyright Collegis Education, Inc. Proprietary and Confidential.
  24. 24. 24 Showcase Your Brand Copyright Collegis Education, Inc. Proprietary and Confidential.
  25. 25. 25 Don’t Forget About G+ Copyright Collegis Education, Inc. Proprietary and Confidential.
  26. 26. 26 Add Your Watermark Copyright Collegis Education, Inc. Proprietary and Confidential.
  27. 27. 27 Create a Channel Trailer Copyright Collegis Education, Inc. Proprietary and Confidential.
  28. 28. 28 Create a Channel Trailer Copyright Collegis Education, Inc. Proprietary and Confidential.
  29. 29. 29 Create Logical Playlists Copyright Collegis Education, Inc. Proprietary and Confidential. • Create descriptive playlists using keywords • Organize by type or topic – e.g. Hangouts on Air – e.g. Career Advice – e.g. Campus Events – e.g. School of Business
  30. 30. 30 Feature Important Content Copyright Collegis Education, Inc. Proprietary and Confidential.
  31. 31. 31 Feature Important Content Copyright Collegis Education, Inc. Proprietary and Confidential.
  32. 32. 32 Remarket to Viewers Copyright Collegis Education, Inc. Proprietary and Confidential.
  33. 33. 33 Optimize Your Videos Copyright Collegis Education, Inc. Proprietary and Confidential. Only 61% of BSC marketers are optimizing content
  34. 34. 34 Upload Video in HD Copyright Collegis Education, Inc. Proprietary and Confidential.
  35. 35. 35 Use Optimized File Names Copyright Collegis Education, Inc. Proprietary and Confidential. • Accurately and concisely describe the content • Use keywords within video file names
  36. 36. 36 Use a Custom Thumbnail Copyright Collegis Education, Inc. Proprietary and Confidential. • Plan it into your production – Take a still during production • Reinforce video content • Grab attention • Don’t pull a bait and switch
  37. 37. 37 Don’t Forget the Metadata Copyright Collegis Education, Inc. Proprietary and Confidential. • Title – Keep it short and catchy – Up to 100 characters – Use keyword best practices • Description – Up to 5,000 characters – First 160 characters in SERPs – Include URLs – Add video times (ex. 00:55)
  38. 38. 38 Tag Your Videos Copyright Collegis Education, Inc. Proprietary and Confidential. • Use relevant keyword tags for your videos • Tags to include: – Topics (broad & narrow) – Brand – Location – Video talent – Video type – Suggested tags – Competitor tags • Think about how users would search for the video
  39. 39. 39 Link to Your Properties Copyright Collegis Education, Inc. Proprietary and Confidential.
  40. 40. 40 Don’t Skip the Advanced Settings Copyright Collegis Education, Inc. Proprietary and Confidential.
  41. 41. 41 Include the Transcript Copyright Collegis Education, Inc. Proprietary and Confidential. • Upload video transcription file • Helps with indexing • Provides language support • Additional optimization
  42. 42. 42 Include the Transcript Copyright Collegis Education, Inc. Proprietary and Confidential.
  43. 43. 43 Use Annotations for Support Copyright Collegis Education, Inc. Proprietary and Confidential. • Calls to action – Comments – Subscriptions – Clicks – Social shares – Ratings • Call outs – Link to resources – What to watch next
  44. 44. 44 Drive Action with Cards Copyright Collegis Education, Inc. Proprietary and Confidential. • New layer of interactivity to your videos
  45. 45. 45 It’s Not Just About Views Copyright Collegis Education, Inc. Proprietary and Confidential.
  46. 46. 46 2) Unique Content Using Hangouts on Air Copyright Collegis Education, Inc. Proprietary and Confidential.
  47. 47. 47 You’re Not a Videographer Copyright Collegis Education, Inc. Proprietary and Confidential.
  48. 48. 48 Budgets Are Tight Copyright Collegis Education, Inc. Proprietary and Confidential. 46% of B2C marketers said lack of budget was a challenge
  49. 49. 49 Webinars Are Boring Copyright Collegis Education, Inc. Proprietary and Confidential. 46% of webinars rated less effective than last year
  50. 50. 50 Welcome to Hangouts on Air Copyright Collegis Education, Inc. Proprietary and Confidential.
  51. 51. 51 Who’s Using It? Copyright Collegis Education, Inc. Proprietary and Confidential.
  52. 52. 52 Colleges & Universities Copyright Collegis Education, Inc. Proprietary and Confidential.
  53. 53. 53 Create a Variety of Videos Copyright Collegis Education, Inc. Proprietary and Confidential.
  54. 54. 54 Interviews Copyright Collegis Education, Inc. Proprietary and Confidential.
  55. 55. 55 Discussion Panels Copyright Collegis Education, Inc. Proprietary and Confidential.
  56. 56. 56 How To’s Copyright Collegis Education, Inc. Proprietary and Confidential.
  57. 57. 57 Podcasts Copyright Collegis Education, Inc. Proprietary and Confidential.
  58. 58. 58 Live Q&A Copyright Collegis Education, Inc. Proprietary and Confidential.
  59. 59. 59 Online Presentations Copyright Collegis Education, Inc. Proprietary and Confidential.
  60. 60. 60 News & Trends Copyright Collegis Education, Inc. Proprietary and Confidential.
  61. 61. 61 Thought Leadership Copyright Collegis Education, Inc. Proprietary and Confidential.
  62. 62. 62 Demonstrations Copyright Collegis Education, Inc. Proprietary and Confidential.
  63. 63. 63 Promote a Cause Copyright Collegis Education, Inc. Proprietary and Confidential.
  64. 64. 64 Promote an Issue Copyright Collegis Education, Inc. Proprietary and Confidential.
  65. 65. 65 Promote a Lifestyle Copyright Collegis Education, Inc. Proprietary and Confidential.
  66. 66. 66 Testimonials Copyright Collegis Education, Inc. Proprietary and Confidential.
  67. 67. 67 Start Building Your Library Copyright Collegis Education, Inc. Proprietary and Confidential.
  68. 68. 68 Who Is Your Target Audience? Copyright Collegis Education, Inc. Proprietary and Confidential.
  69. 69. 69 Write Down Your Content Strategy Copyright Collegis Education, Inc. Proprietary and Confidential. • What’s your unique value proposition? • What’s the value add? • Why should viewers keeping watching?
  70. 70. 70 Conduct Competitive Analysis Copyright Collegis Education, Inc. Proprietary and Confidential. • Subject matter • Type of videos • Video quality • Audience engagement • Calls to action • Publishing frequency • Branding strengths
  71. 71. 71 Begin Brainstorming Ideas Copyright Collegis Education, Inc. Proprietary and Confidential. • What are your business objectives? • What does your audience want? • Is it right for video? • How will it be differentiated? • Is there a content gap? • Usecandor.com
  72. 72. 72 Content for All Funnel Stages Copyright Collegis Education, Inc. Proprietary and Confidential. • Why Attending College in the Northeast Is a Great Idea – Prospect • What It’s Like to Be a Freshmen at ABC University – Inquire • How to Create a Killer Essay for Your Application – Apply • Study Tips for Finals from Dean’s List Students at ABC – Attend • How the ABC Alumni Network Supports Your Career – Grad
  73. 73. 73 Showcase Your Mission & Culture Copyright Collegis Education, Inc. Proprietary and Confidential. • What makes your organization unique? • What do you want to be known for? • What are your cultural strengths?
  74. 74. 74 Discover Your Authority Copyright Collegis Education, Inc. Proprietary and Confidential. • Is it individual or organizational authority? • Showcase authority through information • Use subject matter experts – Internal or external
  75. 75. 75 What’s Your Style? Copyright Collegis Education, Inc. Proprietary and Confidential. • Live public – Interactive vs. broadcast • Live invite only – Controlled audience interaction • Non-live invite only – Controlled content production
  76. 76. 76 Make It Interactive Copyright Collegis Education, Inc. Proprietary and Confidential. • The Hangout ToolBox – Lower thirds • Showcase • Screen share • Q&A • Google Effects
  77. 77. 77 Develop Your Structure Copyright Collegis Education, Inc. Proprietary and Confidential. • Nose – The hook – The 5 W’s • Body – The details – Keep things moving • Tail – Key takeaways – Desired actions – Next time
  78. 78. 78 Remember: Length Matters Copyright Collegis Education, Inc. Proprietary and Confidential. http://bit.ly/1efy9PA
  79. 79. 79 Use an Optimized Title Copyright Collegis Education, Inc. Proprietary and Confidential. • Key for long-term success – Organic views • Discover key areas to focus the topic of conversation • Find a keyword family – Ex: Majoring in… – Ex: How to get started in…
  80. 80. 80 Create a Program Outline Copyright Collegis Education, Inc. Proprietary and Confidential. • What to include: – Important conversation points – Supporting data – Key questions to answer • Makes participation easier • Helps keep you on time • Practice makes perfect
  81. 81. 81 Outline Your OKRs Copyright Collegis Education, Inc. Proprietary and Confidential. • Awareness • Authority • Retention • Inquiry generation • Admissions support • Topical awareness • Audience education • Community engagement • Be S.M.A.R.T.
  82. 82. 82 Use Views to Track Progress Copyright Collegis Education, Inc. Proprietary and Confidential.
  83. 83. 83 Focus on Your REP Copyright Collegis Education, Inc. Proprietary and Confidential. • Retention • Engagement • Participation
  84. 84. 84 Use Analytics to Improve Copyright Collegis Education, Inc. Proprietary and Confidential. • Demographics • Playback locations • Devices • Audience retention • Engagement metrics • Annotation clicks • Views
  85. 85. 85 Get Your Feet Wet Copyright Collegis Education, Inc. Proprietary and Confidential.
  86. 86. 86 3) Superior Production and Promotion Quality Copyright Collegis Education, Inc. Proprietary and Confidential.
  87. 87. 87 Find a Producer Copyright Collegis Education, Inc. Proprietary and Confidential. ProducerSubject matter expert
  88. 88. 88 Become an HOA Expert Copyright Collegis Education, Inc. Proprietary and Confidential. • For quality video – Manage the video feed – Network bandwidth • SpeedTest.net – Avoid camera flashing • For quality audio – Try earbuds – Mute mics – Avoid Wi-Fi
  89. 89. 89 Get the Right Equipment Copyright Collegis Education, Inc. Proprietary and Confidential.
  90. 90. 90 Brand Your Background Copyright Collegis Education, Inc. Proprietary and Confidential.
  91. 91. 91 Background Fails Copyright Collegis Education, Inc. Proprietary and Confidential.
  92. 92. 92 Showcase Yourself with Lower Thirds Copyright Collegis Education, Inc. Proprietary and Confidential.
  93. 93. 93 Find the Right Host Copyright Collegis Education, Inc. Proprietary and Confidential. • Fully invested • Engaging • Knowledgeable • Cool under pressure • Controls the conversation
  94. 94. 94 Find the Right Talent Copyright Collegis Education, Inc. Proprietary and Confidential. • Talent must be: – Subject matter experts – Comfortable with the technology – Committed to participating – Engaging • Borrow authority – Third-party validation – Win/Win situation • Run a speed test
  95. 95. 95 Train Your Participants Copyright Collegis Education, Inc. Proprietary and Confidential. • Create a Google+ account • Set up the camera and microphone • Join the Hangout • Upload a lower third • Understand the conversation flow • Look at the camera
  96. 96. 96 Plan Your Online Event Copyright Collegis Education, Inc. Proprietary and Confidential. • Google event page – Optimize your title – Use a detailed description – Optimal time/day – Drive RSVPs – Promote the event • Embed the live stream – Drive traffic to your site – Email registrations
  97. 97. 97 Make It a Campus Event Copyright Collegis Education, Inc. Proprietary and Confidential.
  98. 98. 98 Post-Broadcast Efforts Copyright Collegis Education, Inc. Proprietary and Confidential. • Edit YouTube Video – Video description – Thumbnail – Add annotations/cards • Content promotions – Organic – Paid • Create supplemental content
  99. 99. 99 It’s Not Just For YouTube Copyright Collegis Education, Inc. Proprietary and Confidential.
  100. 100. 100 Repurpose with Purpose Copyright Collegis Education, Inc. Proprietary and Confidential.
  101. 101. 101 And Repeat Copyright Collegis Education, Inc. Proprietary and Confidential. RESEARCH PLAN CREATE / EXECUTE EVALUATE REPURPOSE
  102. 102. 102 Excited to Get Started? Copyright Collegis Education, Inc. Proprietary and Confidential.
  103. 103. THANK YOU Grant.Tilus@CollegisEducation.com @GrantTilus Collegis Education Visit our booth! #eduweb15 Speaker Survey: www.eduwebspeakersurvey.com
  104. 104. 104 Sources Copyright Collegis Education, Inc. Proprietary and Confidential. • eMarketer, “US Digital Video Audience Profile: Who’s Watching, How They’re Watching and What Screens They’re Watching” • Google, “YouTube Insights, Q2 2014” • Invodo, “Video Statistics: The Marketer’s Summary 2014” • Wikia, “Generation Z: A Look at the Technology and Media Habits of Today’s Teens” • Millennial Branding, “The High School Careers Study” • Animoto, “The Power of Video for Small Business [Infographic]” • Unruly, “Social Ad Effectiveness” • Moz, “What Makes a Link Worthy Post - Part 1” • Content Marketing Institute, “2015 B2C Content Marketing Trends– North America” • Facebook, “What the Shift to Video Means for Creators” • Social Media Examiner, “2015 Social Media Marketing Industry Report” • Wistia, “Does Length Matter?”
  • SamiulSadique

    Apr. 22, 2017

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