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

Why do full-pay families
choose your school?

Why do donors make significant
gifts to your school?

Head{ Program
Location
Price
-
Taxes
Quality of Employees
Philosophy
Quality of Facilities
Culture
} Prestige
Authority
Heart 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’

Video is what affluent people do online
• Americans watched 52.4 billion videos
(last December alone)
• YouTube accounts for 18.96% of all internet traffic
• 84% of college graduates watch online video
(second only to Netflix)
• 87% of online adults with household incomes greater than $75,000
watch and create video
*ComScore, Hollywood Reporter, Pew Research Center

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

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 Testimonial
Time 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
0:10-0:20
Subject doing activity (medium)
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)
Text: “Find out More at www.school.org/program”
Music, background room sounds

Flickr
65
VK
Instagram 80
100
Tumblr
110
Google+
120
Pinterest
250
Linkedin
255
Twitter
310
Unique Monthly Visitors August 2014
Facebook
900
(in millions)
*ebizmba.com

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
active
passive

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 communications@school.org
• 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

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

Video & Social Media Intensive

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