Post on 16-Apr-2017
The Essential Guideto Video Marketing at Duke
Sonja Foust, Office of News and Communications
Step 1: You need a marketing plan.
• Overall content strategy• Strategy for each video
– Who is your audience?– Who are your stakeholders? Who needs to
give approval?– What resources* do you have available?
* Resources. Boy do we got em.
Step 2: Create your video.
Duke Resources
• styleguide.duke.edu– Go to Toolkits/Video
Duke Resources
• styleguide.duke.edu– Go to Toolkits/Video
• Duke graphics package
Duke Resources
• styleguide.duke.edu– Go to Toolkits/Video
• Duke graphics package• B-roll library
Duke Resources
• styleguide.duke.edu– Go to Toolkits/Video
• Duke graphics package• B-roll library• Lots of other links and info in the Video
Toolkit!
Equipment
For $200
• Microphone - $65• Tripod mount - $20• iMovie - $15• Light kit - $100
Step 3: Distribute your video.
Meant for the public?
YES
Subscriber model?
NO
YouTube
YES
iTunes U
NO
Restricted by NetID or class?
NO
Choose any platform!
YES
Warpwire
Advantages of YouTube and iTunes U
• Public reach• Search engine optimized• Subscriber model• The Duke marketing machine
https://oit.duke.edu/voicevideoweb/video/index.php
Make Search Engines Love Your Video Content
• Use descriptive titles with keywords near the front.
• Write an accurate description that includes keywords.
• Choose great thumbnails.• Close caption your videos.
“Duke University” is always a great keyword choice!
More Tips for YouTube
• YouTube linking vs. native uploads
Example #1: Results
Data YouTube Upload
Total Video Views 108* 438**20,536
Average Video View Duration 1:26 :22
Post Reach 13,184 74,752
Post Likes 204 1,117
Post Shares 0 107
Post Comments 2 21
*total views on YouTube video from Facebook**clicks to play on Facebook
Example #2: Results
Data YouTube Upload
Total Video Views 166* **20,686321,067
Average Video View Duration 3:35 :51
Post Reach 19,984 931,328
Post Likes 109 1,923
Post Shares 42 6,577
Post Comments 2 202
*total views on YouTube video from Facebook**clicks to play on Facebook
Example #3: Results
Data YouTube Upload
Total Video Views 10* **793,955
Average Video View Duration 1:02 :20
Post Reach 8,672 19,784
Post Likes 23 47
Post Shares 0 0
Post Comments 1 1
*total views on YouTube video from Facebook**clicks to play on Facebook
Example #4: Results
Data YouTube Upload
Total Video Views *47 **23911,129
Average Video View Duration 1:38 :28
Post Reach 13,816 46,352
Post Likes 59 159
Post Shares 0 23
Post Comments 2 2
*total views on YouTube video from Facebook**clicks to play on Facebook
Takeaways • Native uploads have much higher reach, views and
engagement, but viewers watch for less time.• Abandoning YouTube is not the answer – but a Facebook
strategy for your video is important.• Once a video is shared a bunch, the views skyrocket.• Engagement-to-likes ratio is huge with native uploads.
Step 4: Analyze.
Key Metrics to Consider
• Views• Watch time• Traffic sources• Playback locations• Audience retention (average view duration)
Step 5: DO IT ALL AGAIN!
Contact Me
Sonja Foustsonja.foust@duke.edu
668-6114
@SonjaFoust