Video MarketingEffective Video Marketing for Babson College

Amir SamakarOct. 2012

College Ranking

Academic Peers Assessment

Student Satisfaction

Student Selectivity

Job Placement Success

Recruiter Assessment

Research Capability

International Experience

HigherCollege Ranking

Babson Brand

Awareness &

Engagement

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

Search Keywords Ranking

Campus

Business

School

Business

College

MBA Colle

ge

Entrpreneursh

ip0

1020304050607080

Google

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

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

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.

Inbound Marketing

SEO

Syndication

Engagement

How to bring videos to first page of search results

1st Page of Google Video

NO VIDEO

Searching for “Campus”

SEO

1st Page of YouTubeSearching for “Campus”

http://www.youtube.com/watch?v=cJZdFeTKM9A&feature=plcpBetter title: Campus Master Plan- Babson College

Engagement

1st Page of Bing Video

Searching for “Campus”

Syndication

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

Web Video Production

Ideation Capture Edit SEO DistributionSyndication

& Promotion

Storyboard Templates

CellphoneVideo App Online

Editors

GuidelinesYouTubeStudentChannel

Facebook&

Twitter

Implementation ProcessSocial Media

Marketing Plan

Collaborative Marketing

Plan

Templates & Tools

Training Workshops

Production

Assessment

Student Club

Vblogs