creating excellent video content with hangouts on air

Creating Excellent Video Content with Hangouts On Air

Presented by: Grant Tilus

2

Who’s This Guy?

Copyright Collegis Education, Inc. Proprietary and Confidential.

Associate Inbound Marketing Manager

Content Marketing Director

3

We’re Addicted to YouTube


4

Our Audiences Are as Well


98% of 18- to 34-year-olds use a smartphone on a daily basis to consume video content

89.7 million smartphone video viewers

33% of tablet owners watch one hour of video per day on their device

5

It May Have Changed Our Lives


6

All Gen Z Has Known


Nearly half conduct research on YouTube

93% visit at least once a week

54% visit multiple times a day

7

Video Continues to Grow


Video viewers on all digital devices will pass 200 million in 2015

By next year, nearly 56% of households will have at least one connected TV

8

Supports Your Goals


52% of consumers who watch product videos say video makes them more confident about purchases

58% of respondents consider organizations that produce video content to be more trustworthy

9

Does a Brand Good


68% who viewed a video correctly recalled the brand when prompted

97% increase in purchase intent for viewers who enjoyed a video

10

Easier Said Than Done


11

Competition is Fierce


Videos in the Facebook News Feed increased 3.6x YoY

62% of marketers are focused on creating more engaging and higher-quality content

12

It’s a Content Struggle


50% producing engaging content

44% producing content consistently

40% producing a variety of content

13

Videographers We Are Not


14

Budgets Are Tights


What drives the cost of online video content?

Time Pre & post-production

Tools Equipment & software

Talent

15

No More Excuses


16

Hangouts On Air


17

Lots of Brands Are Using This Tool


18

Creating a Variety of Video Content


19

Interviews


20

Discussion Panels


21

How-Tos


22

Podcasts


23

Question and Answer


24

Thought Leadership


25

Demostrations


26

Cause Awareness


27

Raise an Issue


28

Showcase a Lifestyle


29

Customer Testimonials


30

Questions to Ask Before Getting Started


What are our KPIs?

Who are we targeting?

What phase of the funnel?

What’s our budget?

How can we be differentiated?

Are we comfortable being transparent?

Do we have internal support?

31

Top 10 Hangout On Air Fails To Learn From


32

10. Forgetting to Optimize for YouTube


YouTube SEO

Increase brand exposure Awareness optimization

Showcase your brand identity

Develop brand affinity

33

10. Forgetting to Optimize for YouTube


Add Metadata in the About Section

Input Channel Keywords

Link to Your Owned Properties

Showcase Your Brand w/ Cover Art

Add Your Watermark

Create Channel Trailers

Create Descriptive Playlists

Feature Important Content

Set up Remarketing to Viewers

Upload Content in HD

Use Optimized File Names

Use a Custom Thumbnail

Detailed Video Title and Description

Include Tags

Complete the Advanced Settings

Include the Text Transcript

Add Annotations & Cards

34

9. Not Taking Control of the Technology


Hangout set up Test the network bandwidth

SpeedTest.net Avoid Wifi

Managing the video feed

Understanding the apps to use Screenshare, Q&A, etc.

35

8. Neglecting to Test Your Equipment


36

7. Choosing an Awful Host


What the host needs to be:

Engaging

Knowledgeable

Cool under pressure

Able to control the conversation

Fully invested

37

6. Figuring You’ll Just Wing It


Develop your structure Nose, Body, Tail

Follow a program outline

Avoid inside jokes & rabbit holes

Promoting your event

Length matters

38

5. Undervaluing the Hangout Participants


Talent acquisition Individual vs. organization authority Audience influencer Let them do most of the talking

Participant training Test audio & video feeds Shot framing Look at the camera

39

4. The Video is a Dead End


Include appropriate calls to action

Drive viewers to online assets

Answer all questions from the audience

40

3. Thinking that View Count is All that Matters


Focus on your R.E.P.

Retention

Engagement

Participation

41

2. Moving on Before the Work Is Done


Editing & optimizing

Promoting the content

Repurposing with purpose

42

1. Missing Opportunities to Build Your Brand


Strengthen your personal brand

Showcase your organization’s brand

Branding your background

Thank You


[email protected]@GrantTilus

Presented at PubCon 2015