YouTube - Marketing with Mallory
However, there are plans to expand the experiment to more creators next year gradually. The report also found that both students and parents are first clicking on academic programs or admission information. This report surveyed 1045 students and 517 parents from across the USA to find out what their online expectations are during the college search. While 80% of students surveyed have a Facebook account, only 27% have viewed a college Facebook page and nearly 2/3 of that population say the experience had no influence on their decision. I’ve never felt that having a Facebook Page just for the admission office was a good idea. This is the concept that Nick DeNardis and I opened with in our Penn State Web Conference presentation called “Give Your Content Legs and Run With It.” This idea is also stated in the very first sentence of the 2011 Noel Levitz E-Expectations Report. Your web presence is anywhere, video shorts anytime. You’ll be hard pressed to find a college that is not putting time and effort into developing a Facebook presence.
Think about your web presence and not just your web site. When it comes to re-evaluating your web presence, this report will give you a jump start. Well this was a bit disheartening, I will admit. That time will be wasted if students are writing off your institution before they even show up. In fact, E-Expectations reports that 1 in 5 students will actually drop a school from consideration. Facilitate interaction between current students, alumni, staff and faculty, and even prospective students under one roof. SUNY Plattsburgh makes excellent use of tabs on their Facebook Page to bring all of their audiences together under one roof. Many schools find that accepted and enrolled students are more likely to join a “Class of” Page or Group. Tim Nekritz at SUNY Oswego expressed his belief on having just one Page to rule your various audiences back in January. A recent post on .eduGuru examined community-building on both Pages and Groups that you may find helpful. There are many more compelling and important results to this survey that I did not discuss in this post. This number is up 13% from last year’s survey. Although there are billions of monthly active users, YouTube’s quarterly ad revenue declined 1.9% year over year and missed expectations, according to Alphabet’s quarterly earnings report released last month. Conte nt has been generated by GSA Conte nt Generator D emoversi on.
Also, 27% of students report that they visit other video sites (like YouTube) to look at schools on their list, up 17% from last year. I know (because we ask them) that 2 in 3 enrolled students use SMCBlogs as a tool to help them learn more about Saint Michael’s College, but our audience and the type of student we attract is very different than other institutions - especially big state schools! Nearly half of respondents report that student life-related videos are most interesting. How much time is spent training student ambassadors and admission staff with the goal of portraying an exciting and positive (yet accurate!) account of the school? Are you spending your time wisely to create the content they need and want? If you are trying to decide where to spend your dollars and/or time beefing up your site, doesn’t it make sense to start there? These creators are currently piloting the ability to tag products from their own stores. The news of the shopping and affiliate marketing features comes a few weeks after YouTube announced that creators would take a 45% share of ad revenue starting next year.
The company also seeks to provide a chance for creators to earn through affiliate marketing. The company disclosed that this test is still in its formattive days. The new features are ways for the company to broaden its revenue streams amid a slumping advertising market. These videos are typically short, fun, easy to watch, and feature current students. Shorts offers editing capabilities and the ability to interact with viewers by responding to comments with additional videos. Viewers in the United States, India, Brazil, Canada, and Australia can see the tags and shop through the Shorts. The 2011 E-Expectations Report can help guide you. How can you know what that type of content is? What type of videos are they seeking? These are videos that highlight on-campus activities and events and simply give prospects a sense of what it is like to be a member of your college community. These students are interested in connecting with each other at that point.
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