Download - YOUTUBE BRAND LAB HANDOUTS
8:00$8:30 am Breakfast & Pre-Test
8:30$8:45 am Welcome | Jorn Socquet & Rebecca Wallace
8:45$9:45 am Feeding The Content Monsters | Mary Healy
9:45$10:45 am Brandlab Breakouts | Working Session
10:45$11:30 am Creator Q&A | Laura & Joe Vitale
11:30$12:30 pm Lunch
12:30$1:30!pm 10 Fundamentals of Creative Strategy |Brandon Gross
1:30$2:30!pm 10 Fundamentals Breakout | Working Session
2:30$3:00!pm Shark Tank | Brand Presentations
3:00$3:15!pm Break
3:15$4:15!pm Tactics for Content Success | Amy Babcock
4:15$4:45!pm Creator Q&A | VICE
4:45$5:00!pm Wrap Up & Awards| Rebecca Wallace
5:00$7:00!pm Beer + Apps
Thursday July 10th, 2014
YOUR DAY in St. Louis
meals | breaks presentations work sessions
Check out our NEW Creator Playbook for Brands @ g.co/ytbrandplaybook
ARTICULATE Your content strategyYour YouTube value proposition is a statem
ent that captures your target audience, your brand values and the content that connects the tw
o. Having a clearly defined proposition helps all content developm
ent stakeholders rem
ain true to your core strategic rationale and should serve as a filter for any content you develop.
GET
BY
Who are you targeting and w
hat do you know about them
?(e.g. B
usy wom
en 25-35 who care about their appearance but rely on evidence based products)
TO
Com
plete the following statem
ent:
How
do you want them
to think, feel, or act differently about your brand?(e.g. to stim
ulate trial of new P
roduct Line X and become advocates of K
im’s Luxury C
osmetics)
How
do you propose to do this through your content?(e.g. by providing her w
ith credible, scientific skincare content that helps her get on with her life w
ith confidence.)
DEVELOP Your content strategyB
uilding a successful presence on YouTube requires requires thinking beyond a single viral hit, and comm
itting to a viable long-term
programm
ing strategy. The first step in that process is to identify the content you are going to deliver to your target audience, from
always-on H
ygiene content to tent-pole Hero m
oments.
HERO
HUB
HYGIENEW
hat is your audience actively searching about your brand or industry? What can serve as your 365-day-relevant, alw
ays-on, PU
LL program
ming strategy (e.g. product tutorials, how
-tos, walkarounds, etc.)? N
ote: Use search to m
ake your content discoverable.
What consum
er passion points or interests do you want to deliver content about? N
ote: This is often staggered throughout the year. You m
ay put targeted promotion behind this. (e.g. verticalized content, special interests, etc.)
What content do you w
ant to PU
SH
to a big, broad audience? What w
ould be your Super B
owl m
oment?
Note: This is typically cam
paign or launch-based content. A brands m
ay have only a few H
ero mom
ents in a year. Large promotional investm
ent is involved.
HERO 1HERO 2
TIMING:
TIMING:
HUB 1
TIMING:
HUB 2
TIMING:
HUB 3
TIMING:
HUB 4
TIMING:
List all types of hygiene content:
12
mo
nth
ca
len
da
r
YouTube Creative Strategy
BRAND:
CHANNEL: youtube.com/
CENTRAL VALUE FOR VIEWERS: (choose one)
▢ Entertainment
▢ Inspiration
▢ Education
ELEVATOR PITCH FOR NEW SERIES: The series will
SHOW TITLE #1:Concept:
Target Audience:
Frequency: _________ videos per ▢ day ▢ week ▢ month
Is the show idea... Answer Notes1. Shareable?
Are you confident there will be a high potential for sharing this content?
Yes / No
2. Conversational?Is there an element of the videos that directly addresses the audience?
Yes / No
3. Interactive?Is there a way to involve the audience in how the show is created?
Yes / No
4. Consistent?Does the show have strong recurring elements or schedule?
Yes / No
5. Targeted?Is the audience clearly defined?
Yes / No
6. Sustainable?If the audience loves it, are you able to create more of it?
Yes / No
7. Discoverable?Will the videos show up in trending or common searches?
Yes / No
8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?
Yes / No
9. Collaborate-able?Is there room to feature guests on a regular basis?
Yes / No
10. Authentic?Is the content inspired and true to the brand?
Yes / No
YouTube Creative Strategy
BRAND:
CHANNEL: youtube.com/
CENTRAL VALUE FOR VIEWERS: (choose one)
▢ Entertainment
▢ Inspiration
▢ Education
ELEVATOR PITCH FOR NEW SERIES: The series will
SHOW TITLE #2:Concept:
Target Audience:
Frequency: _________ videos per ▢ day ▢ week ▢ month
Is the show idea... Answer Notes1. Shareable?
Are you confident there will be a high potential for sharing this content?
Yes / No
2. Conversational?Is there an element of the videos that directly addresses the audience?
Yes / No
3. Interactive?Is there a way to involve the audience in how the show is created?
Yes / No
4. Consistent?Does the show have strong recurring elements or schedule?
Yes / No
5. Targeted?Is the audience clearly defined?
Yes / No
6. Sustainable?If the audience loves it, are you able to create more of it?
Yes / No
7. Discoverable?Will the videos show up in trending or common searches?
Yes / No
8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?
Yes / No
9. Collaborate-able?Is there room to feature guests on a regular basis?
Yes / No
10. Authentic?Is the content inspired and true to the brand?
Yes / No
YouTube Creative Strategy
BRAND:
CHANNEL: youtube.com/
CENTRAL VALUE FOR VIEWERS: (choose one)
▢ Entertainment
▢ Inspiration
▢ Education
ELEVATOR PITCH FOR NEW SERIES: The series will
SHOW TITLE #3:Concept:
Target Audience:
Frequency: _________ videos per ▢ day ▢ week ▢ month
Is the show idea... Answer Notes1. Shareable?
Are you confident there will be a high potential for sharing this content?
Yes / No
2. Conversational?Is there an element of the videos that directly addresses the audience?
Yes / No
3. Interactive?Is there a way to involve the audience in how the show is created?
Yes / No
4. Consistent?Does the show have strong recurring elements or schedule?
Yes / No
5. Targeted?Is the audience clearly defined?
Yes / No
6. Sustainable?If the audience loves it, are you able to create more of it?
Yes / No
7. Discoverable?Will the videos show up in trending or common searches?
Yes / No
8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?
Yes / No
9. Collaborate-able?Is there room to feature guests on a regular basis?
Yes / No
10. Authentic?Is the content inspired and true to the brand?
Yes / No
your
HERO
moment
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