babson college video marketing
DESCRIPTION
Babson College can greatly improve its inbound marketing by optimizing its videos for search engines.TRANSCRIPT
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Video MarketingEffective Video Marketing for Babson College
Amir SamakarOct. 2012
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College Ranking
Academic Peers Assessment
Student Satisfaction
Student Selectivity
Job Placement Success
Recruiter Assessment
Research Capability
International Experience
HigherCollege Ranking
Babson Brand
Awareness &
Engagement
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Video Marketing
• YouTube is the 2nd largest Search Engine• Pages with video are 53 times more likely
than text pages to show up in 1st page of search results.
Awareness
• Videos have 41% higher click-through rate than text
• FB videos are shared 12 times more than text
• Visitors are 75% more likely to watch video than read text in a web page.
Engagement
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Search Keywords Ranking
Campus
Business
School
Business
College
MBA Colle
ge
Entrpreneursh
ip0
1020304050607080
Campus
Business
School
0
20
40
60
80
100
120
YouTube
Business
School
Campus
Business
College
MBA Colle
ge0
10
20
30
40
50
60
Bing
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Search Engine ResultsGoogle Google
VideoYouTube Bing Bing
Video
Campus M,BC,U - M,U U BU
MBA H,BC, B,W BU H,W H -
Business School H,B,M S,H S,W,H U,H H
Graduate School - - - U -
Business College N H - - -
MBA College BC,B,N - - - -
student club M,H - - BC,H -
student life WE, M,N - - - -
entrepreneurship M,N,H - S,W - -
H: Harvard, B: Babson, M: MIT, BC: Boston College, W: Wharton , U:UMASS, N:NU, WE:Wellesley, S:Stanford
Babson videos don’t show up in 1st page of
search results
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Conclusion
SEO
• Babson website is optimized for “MBA” and “Business School” Keywords.
Search
Engine
• Campus is a higher impact search keyword that Babson can own.
Video
Marketing
• Babson videos do not show up in search results.
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Inbound Marketing
SEO
Syndication
Engagement
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How to bring videos to first page of search results
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1st Page of Google Video
NO VIDEO
Searching for “Campus”
SEO
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1st Page of YouTubeSearching for “Campus”
http://www.youtube.com/watch?v=cJZdFeTKM9A&feature=plcpBetter title: Campus Master Plan- Babson College
Engagement
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1st Page of Bing Video
Searching for “Campus”
Syndication
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Creating a Sustainable Video Presence
Collaborative Content Creation Through Student Clubs
Babson Clubs Events
Create a 1min. Video
Write Event Agenda
AuthenticVideo Blog
Continuous Engagement
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Web Video Production
Ideation Capture Edit SEO DistributionSyndication
& Promotion
Storyboard Templates
CellphoneVideo App Online
Editors
GuidelinesYouTubeStudentChannel
Facebook&
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Implementation ProcessSocial Media
Marketing Plan
Collaborative Marketing
Plan
Templates & Tools
Training Workshops
Production
Assessment
Student Club
Vblogs