From YouTube to SHU Tube Part 1: The What and Why of SHU Tube - - PowerPoint PPT Presentation

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From YouTube to SHU Tube Part 1: The What and Why of SHU Tube - - PowerPoint PPT Presentation

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From YouTube to SHU Tube Part 1: The What and Why of SHU Tube October 4, 2009 From YouTube to SHU Tube About Seton Hall South Orange, NJ Founded 1856 10,000+ Students 70,000+ Living Alumni 150+ Programs October 4, 2009 From YouTube to

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October 4, 2009 From YouTube to SHU Tube

From YouTube to SHU Tube

Part 1: The What and Why of SHU Tube

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October 4, 2009 From YouTube to SHU Tube

South Orange, NJ Founded 1856 10,000+ Students 70,000+ Living Alumni 150+ Programs

About Seton Hall

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October 4, 2009 From YouTube to SHU Tube

“It doesn’t matter how good or bad the product is, the fact is that people don’t read anymore. Forty percent of the people in the U.S. read one book or less last year. The whole conception is flawed at the top because people don’t read anymore.”

Steve Jobs on the Kindle NY Times, 1/15/08

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October 4, 2009 From YouTube to SHU Tube

Video, Sure. Why YouTube?

Ramp Up Time Simplicity Cost Reach

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October 4, 2009 From YouTube to SHU Tube

Video, Sure. Why YouTube?

Ramp Up Time Simplicity Costs Reach

youtube.com shu.edu Alexa Rank On-Site Searches “Views” Unique Visitors 4 46,227 2.7B 54K 6.3B 2.2M 100M 186K

January 2009 The conversation is happening outside

  • f shu.edu. Clearly, SHU has to be there.

The conversation is about attributes of

  • SHU. To influence and persuade, the

brand must extend beyond its borders.

Reach

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October 4, 2009 From YouTube to SHU Tube

OK, YouTube. Why SHU Tube?

Embedding is swell, but management hell. Leverage our investments

Manage video as another form of content within the content management system Apply workflows to video “production” Embed multiple times throughout the site.

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October 4, 2009 From YouTube to SHU Tube

Our Solution

Video YouTube CommonSpot Upload “Import”

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October 4, 2009 From YouTube to SHU Tube Taxonomy Global Element Render Handler

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October 4, 2009 From YouTube to SHU Tube

SHU Instances

Display Page Sidebar Landing Page

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October 4, 2009 From YouTube to SHU Tube

YouTube Instances

Channel Video Page Blended SERP

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October 4, 2009 From YouTube to SHU Tube

From YouTube to SHU Tube

Part 2: Does Video Matter?

  • r

What’s Happening to My Brand?

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October 4, 2009 From YouTube to SHU Tube

Does Video Matter?

Was it a good idea to use YouTube? Does YouTube video help the University? What are the broader implications?

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October 4, 2009 From YouTube to SHU Tube

Is YouTube Worthwhile?

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October 4, 2009 From YouTube to SHU Tube

YouTube Insight

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October 4, 2009 From YouTube to SHU Tube

Discovery (Sources)

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October 4, 2009 From YouTube to SHU Tube

YouTube Sources

Embedded Player Related Videos YouTube Search Google Search Google Video External Links YouTube Other Other

3% 6% 14% 70% Viral / Other Related videos YouTube Search YouTube Other Embedded Player Mobile Devices Google Search Unknown

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What’s Good about Insight?

All Video View Sources Google’s Demographic Data Search Terms from Google and YouTube Search Geographic Data on Video Views

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October 4, 2009 From YouTube to SHU Tube

Some Problems with Insight

No Top-Level Roll Up for Sources Referring Sites, Not URLs Unusual Channel Breakdown No Contributions from other Search Engines Not really actionable.

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October 4, 2009 From YouTube to SHU Tube

Is YouTube Worthwhile?

Yes! ⇒ if exposure is a key objective. Maybe! ⇒ if you want those audiences to do something

YouTube is Awareness

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October 4, 2009 From YouTube to SHU Tube

Does Video Help Us?

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October 4, 2009 From YouTube to SHU Tube

Awareness to Action

  • 1. Tied to Business Outcomes
  • 2. Is Segmentable
  • 3. Motivates Change
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October 4, 2009 From YouTube to SHU Tube

Business Outcomes

Student Recruitment Student Retention Alumni/Community Engagement Donations

Acquisition Engagement Conversion

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October 4, 2009 From YouTube to SHU Tube

Marketing Programs

Direct Web Ads Social In-bound Channels Branding Conversion Objectives

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October 4, 2009 From YouTube to SHU Tube

Freshman Preview Test

Does adding video improve event registration?

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October 4, 2009 From YouTube to SHU Tube

Freshman Preview

Acquisition Engagement Conversion

Direct Marketing Registration Population Accepted Undergraduates

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October 4, 2009 From YouTube to SHU Tube

Control Group

E-mail Landing Page

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Test Group (Video)

E-mail Landing Page

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October 4, 2009 From YouTube to SHU Tube

Results

More Compelling: Video brought in more visitors (44%) and more event registrations (31%). Visitors registered in less time (-44%). More Distracting: However, per visitor, we were less effective at registration (-9%). An Acceptable Bargain: a small decrease in conversion rate can lead to a big gain in conversion volume.

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October 4, 2009 From YouTube to SHU Tube

Segments

Demographics Behavioral Psychographic

We’re all the same Sez You

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October 4, 2009 From YouTube to SHU Tube

A&S Graduate Video Strategy

On-Domain Off-Domain

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October 4, 2009 From YouTube to SHU Tube

YouTube Insights Data

Google Search 3% YouTube Other 6% Related videos 11% Embedded Player 42% YouTube Search 29%

Sources for A&S Grad Videos YouTube Search Embedded Player Related videos YouTube Other Google Search Viral / Other External Links Mobile Devices Google Video

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Questions

Do off-domain experiences lead to significant activity, i.e., inquiries, etc? Do the on-domain experiences lead to significant activity?

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October 4, 2009 From YouTube to SHU Tube

Off-Domain Analysis

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October 4, 2009 From YouTube to SHU Tube

Channel Attribution Model

Natural Search Known Search Engine: Previous Web Site

recognized as a search engine.

Referring URL Referring Site: Previous Web Site not recognized

as a search engine.

Direct Load No References Campaign Tracking Code: Destination URL contains

parameters that identify the source and campaign. Visitor

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October 4, 2009 From YouTube to SHU Tube

Define Segment on Channel

Referring URL

ARTSCI YouTube Visitor = Page(s) Browsed STARTS WITH academics/artsci Referring Site CONTAINS “youtube” &

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Referral Data in 9/09

2 sessions

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October 4, 2009 From YouTube to SHU Tube

Got Hope?

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October 4, 2009 From YouTube to SHU Tube

On-Domain Analysis

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Segment Definitions

ARTSCI New Visitor = ARTSCI New Visitor + Page(s) Browsed include ArtSci YouTube IDs Session is New + Page(s) Browsed = academics/artsci ARTSCI Grad Video Browser =

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2250 4500 6750 9000 Prospects Video Viewers Sessions

October 4, 2009 From YouTube to SHU Tube

Raw Data for Sep. 2009

Looking Bad...

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Normalized Data

Prospects Video Viewers Event Initiations Event Completions Bounces Average Duration 7.1% 6.5% 1.1% 2% 20% 33% 7:27 11:36

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Are Video Viewers Better?

2x More Likely to Complete Events 1.6x Longer Sessions Video Viewers are only 2%

  • f all Prospect Sessions,

i.e., no volume 8% less effective at event initiation

Yes! No!

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October 4, 2009 From YouTube to SHU Tube

Motivating Change

Passing Reports Status Calls Internal Reviews Evangelizing Change

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What’s Happening to the Brand?

Capitalizing on the 360º View of Consumer Behavior

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October 4, 2009 From YouTube to SHU Tube

Multi-Channel, Multi-Session

Facebook YouTube Direct Load

Session 1

Conversion Facebook Paid Search

Session 2

Banner Ad

  • Nat. Search

Twitter

Session 3 Timeline of SHU-Related Experiences

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October 4, 2009 From YouTube to SHU Tube

Referrer Shift

1.5 3.0 4.5 6.0 Direct Load Referring Sites

  • Nat. Search

Marketing Tuesday’s Page Views / Session by Channel

Visitors from Referring Sites

  • n Monday
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October 4, 2009 From YouTube to SHU Tube

Marketing Shift

1 2 3 4 Direct Load Referring Sites

  • Nat. Search

Marketing

Tuesday’s Page Views / Session by Channel Visitors from Marketing Programs

  • n Monday
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October 4, 2009 From YouTube to SHU Tube

Rob Brosnan

E-mail: brosnaro@shu.edu Twitter: brosnaro Facebook:

http://www.facebook.com/profile.php?id=591836142 Search: Rob Brosnan