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YOUTUBE: ENABLING BRANDS TO BE BETTER STORYTELLERS Sara Snyder | April 30, 2014
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Users’ & Youtube’s evolution
Brands as Storytellers
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The new rules of content creation
Developing programming + distribution strategies
Earn the love: turn viewers into fans
Making sure it’s worth it
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How are you currently using
YouTube?
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Source: eMarketer, July 2013
SHIFTS in technology fuel unprecedented access
Average U.S. mobile data usage
Approaching 40% People can cut the cord
1B>1gb/mo
Mobile 4G YouTube’s mobile traffic Home broadband now the norm
Global unique monthly users
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1960 1970 1980 1990 2000 TODAY
25 grp’s
22 grp’s 5
grp’s
Network Broadcast Channels
Cable Channels
Online Video Channels
3
500
∞
Enabling users to be EVERYWHERE & NOWHERE
simultaneously
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YouTube ADAPTED quickly
2011 2012 Today
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Despite technology, the human desire for an emotional & authentic
connection has not changed…
from the silly to the serious…YouTube is satisfying that need
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content creation
Rewritingthe rules of
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The NEW RULES of content creation
It travels everywhere so your strategy must be
liquid and orchestrated
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Authenticity to your audience and your own
brand is critical
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You must provide utility or no one will tune in
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What doesLIQUID VIDEO
look like?Videos travel quickly and are consumed in dozens of ways
search
recommendation engines embeds
social referrals
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BRAND POSITIONING
TARGET CONSUMERS’
PASSIONS
BRANDED CONTENT STRATEGY Is there a consumer passion point where your brand
can bring unique, valuable content?
BUT the building blocks haven’t changed THEY’VE GOTTEN BETTER
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ENTERTAIN EDUCATE INSPIRE
create INTRIGUE
instill SUSPENSE
make them LAUGH
have FUN
be TRANSPARENT
be CREDIBLE
peak CURIOSITY
provide INFORMATION
be RELATABLE
have HEART
have PURPOSE
be TIMELESS
WHAT ARE YOU GOING TO TELL THEM? it’s not an option, content must provide utility to users
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ENTERTAINING MOVIE FANS
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EDUCATING THE PEOPLE
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INSPIRING THE MASSES
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Programming & Distributing
Your Content
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Source: Google internal data, Pixability, July 2013
100 hours 80%content uploaded each minute on YouTube
brands’ videos receiving less than 10,000 views
How will you stand out from the crowd?
Making content doesn’t mean people will SEE IT
Distribution and community
strategies are critical for
success
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The PROBLEM with going viral
Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014
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150,000
300,000
450,000
600,000
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Consistent video programming is crucial for SUCCESS
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
HYGIENE
HUB HUB HUB HUB
HERO HERO HERO
How to program your video content
Hero Content Large-scale, tentpole events
or programs that drive awareness at scale
Hub Content Regularly scheduled content
around customer passions
Hygiene Content Always-on content optimized to
users intent and interests
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HERO PIECES deserve massive orchestration Match your distribution
plan to your content
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Key Considerations for HERO distribution plans
Orchestrate your advertising
GO BIGTiming
These are big media pushes Consider pre and post phasing as just as critical as
the moment itself
Invite the community to participate to grow the
moment’s impact
This is a time to draw a new audience in to your brand
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HUB content should be targeted
Use Targeted Advertising to drive traffic to this content
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Key Considerations for HUB distribution plans
Use video walls and annotations to drive
follow-on views
Use video retargeting to send the right message to
the right user
Collaborate or curate vs. needing to do all the
heavy lifting
Audience targeting + choice-based ads = winning combo for episodic content
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HYGIENE content: How To’s, Product Demos,
Customer Service
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not just your search list
the shelf life of your content is way longer than you probably think it is
look for clues in search patterns, answer the questions users are asking!
Key Considerations for HYGIENE distribution plans
keywords
always on
search + social is critical
B R O A D
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Thumbnails shouldn’t be an afterthought, they are a
mini-banner ad!
Compelling video titles draw users in and will aid organic discovery
THUMBNAILS
No matter the content, don’t forget to OPTIMIZE FOR
DISCOVERABILITY
VIDEO TITLES DESCRIPTION
Only the first few lines of your description will appear w/out
expanding, make them count! But give hand raisers more
information if they want it.
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Turning viewers into fans
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The path to FANDOM
CASUAL VIEWER SUBSCRIBER SUPER
FAN
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SUBSCRIBERS VIEWERS>
non-subscribersubscriber
2x
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Be active with your community, new comment
moderator will help
Use the subscribe button wherever you can
Tools for GROWING SUBS AND FANS
GoPro adds 20s to each video and uses annotations to drive viewers to subscribe
Playlists are a great way to keep viewers tuned in
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What do you GET BACK?
Brands don’t sell brands, people
sell brands.
“If there is a brand I love, I tend to tell everyone about it”
ALSO INTERESTED IN ?
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CONVERTING subscribers to fans Ask for input and foster your community,
it will have a snowball effect!
Hey Top Fans! As our most devoted audience members we
wanted to share a little extra behind the scenes footage with
you: http://youtu.be/zPGrQRZCz50
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MAKING SURE IT’S ALL WORTH IT
A new world means a new scorecard and a different
approach to measuring success
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Create a new SCORECARD FOR SUCCESS
Move beyond the obvious to capture the true impact of your content
Are you making the right content?
Are you ensuring users see your content?
Are you converting viewers into fans?
Questions to ask
Completion rates Audience retention curves View-through-rates for skippable ad formats
Watch time (paid & organic) fluctuations Traffic source report
Subscriber gains (losses) Share rate per thousand exposed viewers Comments/replies/likes per thousand exposed viewers Click throughs to site from ads and annotations
Metrics to track
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So what can you do TOMORROW
Reviewing FandomAudience
Audit your current audience
Review previous distribution with Hero/Hub/Hygiene in mind
Review your top fan report and community on YouTube
HH
H
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THANK YOU!