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

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 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 October 4, 2009 From YouTube to SHU Tube

Video, Sure. Why YouTube? Ramp Up Time Simplicity Cost Reach October 4, 2009 From YouTube to SHU Tube

Video, Sure. Why YouTube? January 2009 Ramp Up Time youtube.com shu.edu Alexa Rank 4 46,227 Simplicity On-Site Searches 2.7B 54K “Views” 6.3B 2.2M Costs Unique Visitors 100M 186K The conversation is happening outside Reach Reach of 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. 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. October 4, 2009 From YouTube to SHU Tube

Our Solution Video YouTube CommonSpot Upload “Import” October 4, 2009 From YouTube to SHU Tube

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

SHU Instances Display Page Sidebar Landing Page October 4, 2009 From YouTube to SHU Tube

YouTube Instances Channel Video Page Blended SERP October 4, 2009 From YouTube to SHU Tube

From YouTube to SHU Tube Part 2: Does Video Matter? or What’s Happening to My Brand? 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? October 4, 2009 From YouTube to SHU Tube

Is YouTube Worthwhile? October 4, 2009 From YouTube to SHU Tube

YouTube Insight October 4, 2009 From YouTube to SHU Tube

Discovery (Sources) October 4, 2009 From YouTube to SHU Tube

YouTube Sources Embedded Player Related Videos Viral / Other 3% YouTube Search 6% Related videos YouTube Search Google Search 14% YouTube Other Google Video Embedded Player Mobile Devices External Links 70% Google Search Unknown YouTube Other Other October 4, 2009 From YouTube to SHU Tube

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 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 . 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 October 4, 2009 From YouTube to SHU Tube

Does Video Help Us? October 4, 2009 From YouTube to SHU Tube

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

Business Outcomes Acquisition Student Recruitment Student Retention Engagement Alumni/Community Engagement Conversion Donations October 4, 2009 From YouTube to SHU Tube

Marketing Programs In-bound Channels Objectives Ads Direct Web Social Branding Conversion October 4, 2009 From YouTube to SHU Tube

Freshman Preview Test Does adding video improve event registration? October 4, 2009 From YouTube to SHU Tube

Freshman Preview Population Accepted Acquisition Undergraduates Engagement Direct Marketing Conversion Registration October 4, 2009 From YouTube to SHU Tube

Control Group E-mail Landing Page October 4, 2009 From YouTube to SHU Tube

Test Group (Video) E-mail Landing Page 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. October 4, 2009 From YouTube to SHU Tube

Segments We’re all the same Demographics Behavioral Psychographic Sez You October 4, 2009 From YouTube to SHU Tube

A&S Graduate Video Strategy On-Domain Off-Domain October 4, 2009 From YouTube to SHU Tube

YouTube Insights Data Sources for A&S Grad Videos Google Search 3% YouTube Search Embedded Player Related videos YouTube Search YouTube Other YouTube Other 29% 6% Google Search Viral / Other Related videos External Links 11% Mobile Devices Google Video Embedded Player 42% October 4, 2009 From YouTube to SHU Tube

Questions Do off-domain experiences lead to significant activity, i.e., inquiries, etc? Do the on-domain experiences lead to significant activity? October 4, 2009 From YouTube to SHU Tube

Off-Domain Analysis October 4, 2009 From YouTube to SHU Tube

Channel Attribution Model Visitor Tracking Code: Destination URL contains Campaign parameters that identify the source and campaign. Known Search Engine: Previous Web Site Natural Search recognized as a search engine. Referring Site: Previous Web Site not recognized Referring URL as a search engine. Direct Load No References October 4, 2009 From YouTube to SHU Tube

Define Segment on Channel ARTSCI YouTube Visitor = Referring URL Referring Site Page(s) Browsed CONTAINS & STARTS WITH “youtube” academics/artsci October 4, 2009 From YouTube to SHU Tube

Referral Data in 9/09 2 sessions October 4, 2009 From YouTube to SHU Tube

Got Hope? October 4, 2009 From YouTube to SHU Tube

On-Domain Analysis October 4, 2009 From YouTube to SHU Tube

Segment Definitions ARTSCI New Visitor = ARTSCI Grad Video Browser = Session is New ARTSCI New Visitor + + Page(s) Browsed = academics/artsci Page(s) Browsed include ArtSci YouTube IDs October 4, 2009 From YouTube to SHU Tube

Raw Data for Sep. 2009 9000 6750 Sessions 4500 Looking Bad... 2250 0 Prospects Video Viewers October 4, 2009 From YouTube to SHU Tube

Normalized Data Prospects Video Viewers Event Initiations 7.1% 6.5% Event Completions 1.1% 2% Bounces 20% 33% Average Duration 7:27 11:36 October 4, 2009 From YouTube to SHU Tube

Are Video Viewers Better? Yes! No! 2x More Likely to Video Viewers are only 2% Complete Events of all Prospect Sessions, i.e., no volume 1.6x Longer Sessions 8% less effective at event initiation October 4, 2009 From YouTube to SHU Tube

Motivating Change Passing Reports Status Calls Internal Reviews Evangelizing Change October 4, 2009 From YouTube to SHU Tube

What’s Happening to the Brand? Capitalizing on the 360º View of Consumer Behavior October 4, 2009 From YouTube to SHU Tube

Multi-Channel, Multi-Session Session 1 Session 2 Session 3 Paid Search Nat. Search Facebook YouTube Timeline of SHU-Related Experiences Direct Load Conversion Banner Ad Facebook Twitter October 4, 2009 From YouTube to SHU Tube

Referrer Shift Visitors from Tuesday’s Page Views / Session by Channel Referring Sites 6.0 on Monday 4.5 3.0 1.5 0 Direct Load Referring Sites Nat. Search Marketing October 4, 2009 From YouTube to SHU Tube

Marketing Shift Visitors from Tuesday’s Page Views / Session by Channel Marketing Programs 4 on Monday 3 2 1 0 Direct Load Referring Sites Nat. Search Marketing 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 October 4, 2009 From YouTube to SHU Tube