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YouTubeMarke,ng:HowtoBuildaContentStrategyforaBrandChannel1,619,707views1dayago

Makeyourbusinessstandoutfromthecompe>>onwithvideomarke>ng!Learnhowtocreatequalitycontentforyourbrand’sYouTubechannelandbuildanalways-onprogrammingstrategy.FollowourguidelinesandturnyourYouTubechannelintoapowerfulmarke>ngtool,buildanengagedcommunityofsubscribers/advocatesanddriveonlineandofflinesales.Discovermorevideomarke>ngopportuni>eshere:hMp://www.synergie-prod.com

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YouTubeMarke,ng:HowtoBuildaContentStrategyforaBrandChannelSynergieProduc>ons•6videos•1,619,707views•LastupdatedonMarch16,2016

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KeyYouTubeDatas&Sta,s,cs2015/2016bySynergieProduc>ons

HowtoDefineObjec,vesandKPIsbySynergieProduc>ons

HowtoBuildaBrandedContentStrategybySynergieProduc>ons

HowtoBuildaContentCrea,onStrategybySynergieProduc>ons

HowtoBuildaContentProgrammingStrategybySynergieProduc>ons

HowtoLeverageSocialInterac,onsbySynergieProduc>ons

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1. Key YouTube Datas & Statistics 2015 / 2016

By2019,videowillaccountfor80%ofallInternettraffic*.

Thereisagoodreasonwhybrandsshouldbepriori>singonlinevideocontent:becauseconsumersare.InaworldofshortaMen>onspansandincreasingop>ons,videoisarichmediumforcommunica>ngkeymessagesinanengagingwayinjustashort>meframe.Ithelpsbrandsconnectwiththeirtargetaudiencethroughemo,on,isinherentlyshareable,andcanadapteasilyacrossdevices-par>cularlymobile.

Thisisespeciallyimportantsinceconsumersarenowincontrol.Theychoosewhattheywanttowatch,when,whereandhowtheywantit.Astechnologyisgrowingmorepersonal,notonlytheyexpectbrandstobringanaddedvaluetothem,butalsotheywanttointeractwiththesebrandsthroughsharing,commen>ngandjoiningaconversa>on.

Videocanhelpleveragesharedpassionsandstartaconversa>oninordertoforgedeeperbondswithconsumers.

Asthe3rdmostvisitedwebsiteintheworld,2ndlargestsearchengineandnumberoneonlinevideoplaXorm,YouTubeshouldundoubtedlybeapriorityinacontentmarke>ngstrategy.Asasocialmedia,itispatronisedbyahyper-engaged,highly-connectedaudiencewhocravesthetwo-waycommunica,onYouTubeoffers-andthatTVhardlydoes.

Ifbrandsshouldn’tlimittheironlinevideodistribu>onstrategytoYouTube,itshouldcertainlybethecornerstoneofcross-channel,device-agnos>ccampaignswhicharekeytosocialsuccess.

Inthischapter,wewilllookintokeyYouTubedatasandsta>s>cs(2015/2016)inordertohighlight:1.1TheMassiveYoutubeEcosystem1.2TopBrands:AudienceAnaly,cs1.3TopBrands:Interac,onAnaly,cs

*Source:CiscoVNIvisualnetworkingindex,May2015

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1.1 The Massive YouTube Ecosystem

70 Countries

70 countries post content in 76 languages

300 Hours

300 hours of video are uploaded every minute

Six Billion 6 billion hours of video

are watched monthly

Hundreds of Millions

YouTube is now being accessed from hundreds of millions of devices

17% 17% of all Internet traffic flows through YouTube

40 Minutes

Mobile YouTube users spent 40 minutes on average session, up more than 50% y/y

2nd Largest

YouTube is the 2nd largest search engine, behind Google

One Billion

More than 1 billion unique users visit YouTube each month

50% Mobile

50% of views, globally, are from mobile devices

40%The number of advertisers running video ads on YouTube is up more than 40% y/y

Sources: Concept5.com, YouTube Press Statistics, Statistic Brain, Statista

1.2 Top Brands: Audience Analytics (All Time)

MostSubscribedBrandYouTubeChannels

1 RedBull 5,016,644

2 PlaySta>on 4,129,421

3 Google 3,864,299

4 GoPro 3,780,572

5 Apple 3,073,121

6 RockstarGames 2,636,286

7 NikeFootball 2,373,697

8 VAT19 2,317,318

9 Ubisos 1,785,622

10 SamsungMobile 1,649,759

MostViewedBrandYouTubeChannels

1 AngryBirds 2,490,808,332

2 LEGO 2,281,695,983

3 VAT19 1,789,029,496

4 RedBull 1,397,607,631

5 GoPro 1,115,020,639

6 Google 985,658,775

7 PlaySta>on 940,444,216

8 Coca-Cola 854,001,765

9 TOBOTYOUNGTOY 696,534,448

10 Ubisos 662,525,105

Sources: Socialbakers, YouTube, March 2016 Sources: Socialbakers, YouTube, March 2016

Rank Channel NumberofLikes NumberofDislikes Comments TotalInterac,ons

1 VAT19 966,205 37,022 139,709 1,142,936

2 PlaySta>on 761,446 148,424 195,268 1,105,138

3 GoPro 513,389 14,007 28,384 555,780

4 RedBull 433,733 11,801 29,793 475,327

5 LEGO 384,574 49,940 17893 452,407

6 Nintendo 274,124 24,393 74,584 373,101

7 MonsterHigh 225,238 15,487 5,618 246,343

8 Ubisos 182,786 9,378 34,210 226,374

9 Xbox 169,596 9,756 19,083 198,435

10 Coca-Cola 163,304 11,830 10,044 185,178

Source: ChannelMeter, March 2016

1.3 Top Brands: Interaction Analytics (Jan-March 2016)

Rank Channel NumberofLikes NumberofDislikes Comments TotalInterac,ons

1 VAT19 966,205 37,022 139,709 1,142,936

2 PlaySta>on 761,446 148,424 195,268 1,105,138

3 GoPro 513,389 14,007 28,384 555,780

4 RedBull 433,733 11,801 29,793 475,327

5 LEGO 384,574 49,940 17893 452,407

6 Nintendo 274,124 24,393 74,584 373,101

7 MonsterHigh 225,238 15,487 5,618 246,343

8 Ubisos 182,786 9,378 34,210 226,374

9 Xbox 169,596 9,756 19,083 198,435

10 Coca-Cola 163,304 11,830 10,044 185,178

Source: ChannelMeter, March 2016

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How to Define Objectives and KPIs Synergie Productions

2. How to Define Objectives and KPIs

YouTubeMarke,ngisallaboutge_ngtherightvideoinfrontoftherightaudiencetotriggertherightac,on.

However,pos>ngvideosonlinehardlymakesforanefficientandmeaningfulcontentmarke>ngstrategy,especiallywhenitcomestocrea>ngandmanagingaYouTubechannel.Itneedstohaveapurpose:whatareyourtryingtoachieveforyourbrand?

Essen>ally,definingpriorityobjec>vesandrelevantmetricsgoesbacktoansweringthefollowingques>ons:

‣ Objec,ves:Whatproblemareyourtryingtosolve?Whatroledoyouwantyourvideostoplayinthemarke>ngmix/customer’sjourney?WhenitcomestoYouTubemarke>ng,wecanhighlight5mainobjec>ves:1-Buildawareness2-Influenceconsidera,on3-Growengagement4-Driveconversions5-Buildadvocates

‣ KPIs:Whatdoessuccesslooklikeforyou?Isitaboutviews?Ac>ons?Loyalty?Toproperlytrackyourefforts,youshouldpickonlytwoorthreeindicators,dependingonyourspecificobjec>ves.Theothermetricscanbeusedfordiagnos>csorop>misa>on.

WhenbrandsgetconfusedaboutwhattheycanaccomplishwithYouTube,Iremindofthemofonesimplefact:YouTubemovespeople.YouTubecanmovepeopletochooseyourbrand,itunlocksaudienceparHcipaHon,andit’seffecHveatinfluencingyourcustomer’shead,heart,andfeet.

LucasWatson,VicePresidentofGlobalBrandSolu>onsatGoogle-ÜberTube2014BrandSummit

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Objectives and KPIs

Objec,ve Sub-objec,ve KPI

Buildawareness ‣ Doyourvideosdriveastrongaudience? ‣ #views‣ #uniqueusers

Influenceconsidera,on

‣ Doyourvideoscaptureyouraudience’saMen>on?

‣ watch>me‣ %audiencereten>on‣ %drop-off

‣ Doyourvideosdrivetraffictootherofyourvideos?

‣ #clicks(annota>ons,featured&recommendedvideos)

‣ %view-through(VTR)

Growengagement

‣ Isyouraudiencewillingtoconversewithyourbrand? ‣ #or%comments

‣ Isyouraudienceloyaltoyourchannel? ‣ #subscribers‣ %audiencesubscribes

Driveconversions ‣ Doyourvideosdrivetraffictoyourwebsite?

‣ #or%clicks(ads,annota>ons,URLs)‣ #or%conversions

Buildadvocates ‣ Isyouraudienceendorsingorsharingyourcontent?

‣ #or%likesandfavorites‣ #or%shares

Watch our video on how to build a branded content strategy to target your audience’s interests and reach your objectives!

Objec,ve Sub-objec,ve KPI

Buildawareness ‣ Doyourvideosdriveastrongaudience? ‣ #views‣ #uniqueusers

Influenceconsidera,on

‣ Doyourvideoscaptureyouraudience’saMen>on?

‣ watch>me‣ %audiencereten>on‣ %drop-off

‣ Doyourvideosdrivetraffictootherofyourvideos?

‣ #clicks(annota>ons,featured&recommendedvideos)

‣ %view-through(VTR)

Growengagement

‣ Isyouraudiencewillingtoconversewithyourbrand? ‣ #or%comments

‣ Isyouraudienceloyaltoyourchannel? ‣ #subscribers‣ %audiencesubscribes

Driveconversions ‣ Doyourvideosdrivetraffictoyourwebsite?

‣ #or%clicks(ads,annota>ons,URLs)‣ #or%conversions

Buildadvocates ‣ Isyouraudienceendorsingorsharingyourcontent?

‣ #or%likesandfavorites‣ #or%shares

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How to Build a Branded Content Strategy Synergie Productions

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3. How to Build a Branded Content Strategy

Apowerfulandrelevantcontentstrategyshouldlieattheintersec,onofabrand’svalueproposi,onanditsaudience'spassionpoints.

Whatuniqueandtrulylegi>matecontentcanyourbrandcreatetobestengageyourconsumersandearntheirloyalty?

Whenpeoplelookforanswers,discovernewthings,makedecisionsorjusthavefun,theyaremostlikelytoturntoInternet-andincreasinglytoYouTube.Asconsumers,theywanttobecateredtowithhelpfulcontentandentertainingstories.ThesemomentsofintentarecalledbyGooglemicro-momentsandtheyareredefiningtheconsumer’sjourney:peoplewanttherightcontentrightaway.

Byfocusingontheirpassionsandinterests,brandscanholdtheiraudience’saMen>onandconnectwiththeminanauthen>cwayandtakeadvantageoftheireverydaymicro-moments.

Providedthatyourvideocontentistruetoyourbrand'siden>tyandposi>oning,therearethreemainwaystoaddvalueforyouraudience,piquetheirinterestandanswertheirneeds:‣ INSPIREtheaudiencewithemo>onalandrelatablestories‣ EDUCATEtheaudiencewithusefulinforma>on‣ ENTERTAINtheaudiencebysurprisingthem,makingthemlaughorsharingspectacularcontent

Inthischapter,wewillhaveacloserlookatthefollowing:3.1BrandedContentStrategyMap3.2FourTypesofVideoMicro-Moments3.3AddValue:Threecasestudies

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3.1 Branded Content Strategy Map

Brandedcontentstrategyterritory

Whatvaluewillyourbrandcontentaddforyourconsumerswhenexperiencingmicro-moments?

Mee,ngpoint

ContentProgrammingStrategy

TargetConsumer’sInterestsandPassions

Whatdoesyouraudiencecareabout?

Inspire

Emo>onalandrelatablestories

Educate

Usefulinforma>on

Entertain

Surprising/Funny/Spectacularcontent

BrandIden,ty&Posi,oning

Whatdoesyourbrandstandfor?

ContentCrea,onStrategy

3.2 Four Types of Video Micro-Moments

Source: Video micro moments: What Do They Mean For Your Video Strategy Lucas Watson - think with Google, October 2015

XMore information

Micro-moments: Learn about this new consumer behaviour and what it means for brandsBy think with GoogleClick here

3.3 Added Value: Inspire XMore information

Casestudy:Clean&Clear-#SeeTheRealMeseriesByJohnson&Johnson

Brand’sposi,oning:SkincareproductsBrand’svalue:Beautycomesfrombeingconfident,comfortableandsecureinyourownskinTargetaudience:TeenagegirlsAudience’spassions&interest:Today,teenswanttobeseenandheard,butareafraidofbeingjudgedMee,ngpoint:Empoweringteenagegirlswithinspiringselfacceptancespeeches-“Thebestacceptancespeechesaretheoneswegiveourselves”Brandedcontentstrategy:#SeeTheRealMeseries:aseriesof1minute+videoportraitsintroducingrealteenagegirls“havingthecouragetoshowwhotheyreallyare,andwhatmakesthemunique”Theseriesalsofeatures:collabora>onswithinfluencers(teenagegirlsbandFishHarmony,YouTuberPrincessLauren);Q&Asessions;BehindtheScenes;tes>monialsfromconsumers(MorningBurst);>psandtutorials,ads,etc.Results:33,020subscribers-37,452,889views

126VIDEOS

3.3 Added Value: Educate XMore information

Casestudy:KrajRecipesByKrajFoods

Brand’sposi,oning:FoodandbeverageBrand’svalue:Toprovidehighquality,greattasteandnutri>onforallea>ngoccasionswhetherathome,inrestaurantsoronthego.Targetaudience:BusymomswithkidsinthehouseholdAudience’spassions&interest:CookingforfamilyandfriendsMee,ngpoint:EmpoweringmomswithmealideasandrecipesforeverydaylifeandspecialoccasionsContentstrategy:How-toinstruc>onaltechniques(30secondsto1minutevideos);Cookingclasses(about3minutes);tes>monialsfromhousewivesandprofessionalsBesides,Krasisamul>-channelnetwork(MCN)thatalsorunsproduct-basedYouTubechannelslikeJELLO,KrasMacaroniandCheese,OscarMayer,Miraclewhip,etc.aswellasachanneldedicatedtothela>nocommunity:ComidaKrasResults:44,311subscribers-17,864,776views

492VIDEOS

3.3 Added Value: Entertain XMore information

Casestudy:VAT19ByVAT19

Brand’sposi,oning:OnlinestoreforuniqueandfunproductsBrand’svalue:Tosellproductsthatare“curiouslyawesome”Targetaudience:“Him”,“Her”,“Kids”,“theHostorHostess”,“TheInnerChild”,“ThePersonWhoHasEverything”Audience’spassions&interest:GisgivingMee,ngpoint:Showinghowtheproductsworkwhilepu�ngasmileontheconsumer’sfaceatthesame>meContentstrategy:30secondsto3minutesads,videoclipsandproductdemosdesignedascomedyskitsandstarringcomediansThechannelalsofeatures:webshows(AwesomeTime…);Recurringcharacters(Redford,Chauncey,TheSouthernGentleman…);Collabora>onwithinfluencers(YouTuberRebeccaZamolo,Clintus…);BehindtheScenes:OuMakes&Bloopers;Challenges;CuratedvideosfromfansResults:2,285,991subscribers-1,754,284,620views

860VIDEOS

Case study:Vat19

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How to Build a Content Creation Strategy Synergie Productions

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4. How to Build a Content Creation Strategy

Videoistheperfectmediumtotellyourbrand’sstoryinawaythatcreatesanemo,onalinvestmentinyourcompany.

Peoplerelatetoa�tudes,hopes,valuesorfearsfoundinstories.Ratherthanblatantlysellingorpromo>ngyourproducts,storytellingallowsyoutomakearealemo>onalconnec>onwithyouraudience:itgivesyoutheabilitytodeliveryourkeymessagewithoutaliena>ngthem.

Thisbeingsaid,buildinganalways-onvideocontentcrea>onstrategycanbereallychallengingformarketers.Thisiswherethe“CCC”frameworkcomesin:

‣ CREATEThistypeofcontentiscreatedbythebrand.Itcapturesthebrand'stoneandoffersamoretradi>onalcrea>vepolish.Itmightsimplybeentertainingvideothatgetspeople'saMen>on,oritmightdeliveronspecificmicro-moments.

‣ COLLABORATEThistypeofcontentistheproductofthebrand'scollabora>onwithdigitalinfluencers(creatorsandchannelsdirectlyortalentagencies),whoarethenewiconsofpopculture.However,thisrequiresauthen>city:collabora>onsworkwheninfluencers’voicealignwithbrands’valuesandpurpose.Doneproperly,brandsgetwordofmouthmarke>ngwhilealsoreachingamuchwiderandengagedaudience.

‣ CURATEThistypeofcontentiscrasedbyconsumers.Videoisthenusedasatoolforstorymaking,inwhichconsumersgettotakepart.AccordingtoIpsosMediaCT,user-generatedcontent(UGC)is35%morememorableand50%moretrustedthanothertypesofmediaandinforma>on(2014).

Inthischapter,wewillhaveacloserlookatthefollowing:4.1The“CCC”Framework:StrategyandCrea,veGuidelines4.2Casestudies:Create,Collaborate&Curate

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4.1 “CCC” Framework: Strategy and Creative guidelines

STRATEGY CREATE COLLABORATE CURATE

Mechanism Storytelling Storymaking

Source Createdbythebrand Brand’scollabora>onwithYouTubecreators(influencers)

Usergeneratedcontent(UGC)(resultfromcall-to-ac>onorgatheredacross

socialchannels)

Benefits

‣ Setthebrand’stone‣ Tellastorythatisinspiring,educa>onal

orentertaining‣ Totalcrea>vecontrolthathelpsyour

brandmeetyouraudience’smicro-moments

‣ Helpyourbrandbroadenitsrelevance‣ Helpconnectwithauniquelyengaged

fanbaseandbuildacommunity‣ Leveragetheexper>seofexperienced

creators

‣ Keepmessageauthen>candrelatable‣ FlaMeringforyouraudience‣ Developasenseofownershipand

connec>ontothebrand‣ Trustedandmemorablefortheaudience

CREATIVEGUIDELINES

Targe,ng Discoverability Shareability

‣ Determineyourprimetarget:broadaudience/nicheaudience

‣ Benchmarkyourcompe>tors‣ Audityourexis>ngcontentandanalyse

itsperformances

‣ Iden>fytrendingsubjectmaMers‣ Considerhighlysearchabletopics

(searchresults)‣ Create“evergreen”videossearchable

over>me(how-to,etc.)

‣ Beoriginal/surprising‣ Connectthroughemo>on‣ Appealtoyouraudience’svalues‣ Bringusefulinforma>on

Accessibility Consistency Authen,city‣ Becomprehensibleforafirst->me

viewer(eachepisodeofashowshouldstandonitsown)

‣ Teaseorrecapyoursubjectatthebeginningofyourvideo

‣ Developaconsistentformat/voice/scheduletomakeitfamiliartoyouraudience

‣ Favourserialisedstorytellingtoincreasefan’sexpecta>onsandloyalty

‣ CastsubjectmaMerexpertsorindustryprofessionalstoaddcredibilitytoyourmessage

‣ Showcasereal-lifefansstoriestomakeyourmessagerelatable

‣ Considertellingthebackstoryofyourbrand

4.2 Case Studies: Create XMore information

HotWheelsLabsByHotWheels(Maoel)

Format:WebseriesGenre:ScienceshowLength:About2minutesNumberofepisodes:8Descrip,on:“TheProfessor”explainslawsofphysicstokidsinafunwayusingtoycarsandracetracksAddedvalue:Educate/Entertain

ExpediaVaca,onTravelGuides2015ByExpedia

Format:WebseriesGenre:DocumentaryLength:4to15minutesNumberofepisodes:21Descrip,on:Inspiringtravelguidesaboutdes>na>onsaroundtheglobe,madeupofbeautyshots,>psandusefulinforma>onAddedvalue:Inspire/Educate

EasyToAssembleByIkea

Format:WebseriesGenre:SitcomLength:2to10minutesNumberofepisodes:48(4seasons)Descrip,on:IlleanaDouglasplaysafic>onalversionofherselftryingtoquitac>ngandworka"realjob"inanIKEAstoreAddedvalue:Entertain

XMore information 4.2 Case Studies: Collaborate

PepsiMaxChallengesByPepsiMax

Format:AdcampaignGenre:ExtremesportsLength:2to4minutesNumberofepisodes:5Descrip,on:PepsiMaxchallengesYouTubestuntmentocreatesomethingoriginalandunbelievable.Thebrand’spurposeistoencouragepeopletobreakoutoftheirrou>nes.Addedvalue:Inspire/Entertain

MichellePhanMakeupTutorialsWithLancômeByLancômeUSA

Format:TutorialsGenre:Beauty&StyleLength:45secondesto10minutesNumberofepisodes:30Descrip,on:YouTubesuperstarandmakeupar>stMichellePhansharesherbeauty>psandtricksusingLancômeproductsAddedvalue:Educate/Inspire

Orangina&LeStudioBagel:LaSaga!ByOranginaFrance

Format:AdcampaignGenre:ComedyLength:30secondesNumberofepisodes:8Descrip,on:HumourispartofOrangina’sDNA.ThebrandnaturallyturnedtoStudioBagel-acollec>veofFrenchYouTubecomedians-foraseriesofshortsspoofingAmericanblockbustersAddedvalue:Entertain

XMore information 4.2 Case Studies: Curate

GoProAwards:OfficialSelec,onsByGoPro

Format:Compe>>onGenre:ExtremeSportsLength:1to2minutesNumberofvideos:28Descrip,on:Consumerscansubmitphotos,rawclipsandvideoeditscapturedwithaGoPro.ThebrandgrantscashawardstotheirfavoritesineachcategoryAddedvalue:Inspire/Entertain

Favorites:UserCreatedRockstarEditorVideosByRockstarGames

Format:Videoedi>ngGenre:VideogamesLength:MiscellaneousNumberofvideos:113Descrip,on:Crea>onsbyGTAVPCPlayersusingtheRockstarEditor’sdeepsuiteofvideoedi>ngfeaturesAddedvalue:Entertain/Inspire

Sony’s“LikedVideos”BySony

Format:MiscellaneousGenre:MiscellaneousLength:MiscellaneousNumberofvideos:75Descrip,on:Productreviews,demonstra>ons,unboxingandcrea>onsfromfansandfriendsfoundalloverYouTubeAddedvalue:Inspire/Educate/Entertain

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How to Build a Content Programming Strategy Synergie Productions

5. How to Build a Content Programming Strategy

“Programming”meanscrea,ngacohesiveviewingexperienceacrossachannel:eachvideoshouldfitintothelargerchannelvision.

Oneofthebiggestopportunityavideopla�ormlikeYouTubegivestobrandsistoadoptamorestrategic,longer-termapproachtovideo,designedtobuildanaudienceofengagedviewersover>me.Butthisrequiresconsistencyandsustainability.

Therefore,youneednotonlyclearprogrammingformats,butalsoaplannedcontentcalendarthattellsyouwhatcontenttocreate,whenandwhy.AsamaMeroffact,itshouldbealignedwithyourmediabuysandannualmarke,ngplantohelpyoupriori>seandengagetherightaudienceattheright>me.

Inordertoachievethat,yourstrategyshouldbear>culatedaroundthreetypesofcontent,definedbyGoogleitselfasfollows:

‣ HELPAlways-on“pull”content.Op>misedforsearch,itisdesignedtocaptureusers’intentandprovidesthemwiththebestanswerstotheirqueries,eitherinterestsorneeds(e.g.producttutorials,how-tocontent,customerservice,etc.)

‣ HUBRegularlyscheduledcontent.Thisquality,serialisedcontentgivesafreshperspec>veonyourtarget'spassionsandencouragesreturnviewingthroughsubscrip>on(e.g.webseries,behindthescenes,ver>calisedcontentaboutaproductline,etc.)

‣ HEROTentpolecontent.Thesecampaignvideosuseahighlyemo>onal,entertainingandshareablestorytelling.Itisdesignedtobepushedtoamassiveaudiencethroughpaidmediaandisac>vatedbymajormarke>ngmoments(e.g.productlaunches,industryevents,etc.)

Inthischapter,wewillhaveacloserlookatthefollowing:5.1“HHH”Framework:ModusOperandi5.2“HHH”Framework:ContentCalendar5.3Casestudies:ThreeBrand’sContentPyramid

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5.1: “HHH” Framework: Modus Operandi

Contenttype HELP HUB HERO

Contentdescrip,on

“Evergreen”content(producttutorials,how-tocontent,

productservices,etc.)

SerialisedandformaMedcontent(webseries,producteditorials,behindthe

scenes,interviews,successstories,passionsandinterests,UGC,etc.)

Tentpolecontent(Campaignvideosac>vatedby:

productlaunches,premiumevents,specialcollabora>onswith

influencers,etc.)

Periodicity Always-on Episodic(weekly,monthly,etc.)

Seasonal(onetothree>mes/year)

Audiencegenera,on

Pull(search)

Call-to-ac,on(subscrip,ons)

Push(display)

Awareness

Considera,on

Engagement

Conversion

Advocacy

MAINOBJECTIVES

5.2 “HHH” Framework: Content Calendar

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

HUB HUB

HELP

100 activités autour de l’eau pour relaxer et éveiller bébé Auteur : Perrine Alliod - Photographe : Anne-Sophie Bost http://www.nathan.fr/catalogue/fiche-produit.asp?ean13=9782092787779

X

Ads by Google

HERO

HUBHUB HUB

HERO HERO

5.3 Case study: TOYOTA USA’s Content Pyramid

Super Bowl 2016: All-New Toyota Prius Campaign (1/4)

The Toyota Effect TeenDrive365 “The One and Only” Toyota Camry Season2

Toyota Ever Better Expedition

<Toyota Highlander: Features and How-To’s…

Toyota Service Tips 101 Toyota Safety Toyota Prius Features & How-To's…

Toyota Financial Services Toyota Entune Features 2015

All-New 2016 Toyota Prius (2/4)

All-New 2016 Toyota Prius (3/4)

All-New 2016 Toyota Prius (4/4)

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5.3 Case study: LEGO’s Content Pyramid

The LEGO Movie - Official Trailer…

LEGO Star Wars: The Yoda Chronicles - Episode…

LEGO News Show - Episode… LEGO Club Show - Episode…

< >LEGO Blocumentary - …

<LEGO Movie Maker app: Tips and Tricks…

LEGO Creator Designer Tips…

LEGO MINDSTORMS: How to Create…

LEGO Building with Friends: How to…

LEGO City: How to Play… LEGO Duplo - DIY - How to Build…

The LEGO Movie - Vehicle Design Contest

The LEGO Movie - The cast…

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The LEGO Movie - Meet The Characters…

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5.3 Case study: NET-A-PORTER’s Content Pyramid

Kate Moss for Topshop - Coming to NET-A-PORTER

The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop

The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass Featuring…

The 7-Day Body Reboot… Fit for Fashion with…

Behind the Scenes… Nathalie Massenet talks about Kate Moss…

Shop now!

Cara Delevingne talks about Kate Moss…

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Kate Moss for Topshop - Coming to NET-A-PORTER

The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop

The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass Featuring…

The 7-Day Body Reboot… Fit for Fashion with…

Behind the Scenes… Nathalie Massenet talks about Kate Moss…

Cara Delevingne talks about Kate Moss…

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How to Leverage Social Interactions Synergie Productions

6. How to Leverage Social Interactions

YouTubeallowsyoutoco-createyourbrandexperiencewithyourconsumers.Everythingisbuiltaroundatwo-waydialoguebetweenyouandyouraudience.

Videopla�orm,searchengine…YouTubemightbemanythingsatthesame>mebut,inherently,itisasocialnetwork.Thatistosay,communi,eswillhappenwithorwithoutyou.Thisiswhyyouwanttomakesureyouarethetheoneleadingthediscussioninafrui�uldirec>on.

Buildingacommunitymeansengaginganaudiencewhowillbecomeloyaltoyourchanneland,eventually,powerfulbrandadvocates.ThiscanbeachievedbyusingYouTube’ssocialfeatures,butalsobyleveragingallsocialnetworks:

‣ YouTubeinterac,onYoucandiscusswithyouraudienceinreal>methroughcommentsorlive-streaming.Thus,yougiveyourconsumersachancetoconnectwithyourbrandbyprovidingopportuni>esforfeedbackor,beMeryet,involvetheminyourcontent.Inreturn,youcanacknowledgeyourtopcontributorsinmanydifferentandcrea>veways:integratetheirques>ons,ideasorsugges>onsinyourvideos;incorporatetheirowncontentintoyourchannel;givethemashout-out,etc.

‣ Socialamplifica,onOnlinevideoisinherentlysocialand,bydefini>on,shareable.AsamaMeroffact,manyviewerswillencounteryourvideosthroughothersocialmedia,websitesandblogs.Thus,yourdistribu>onstrategyshouldleveragebothownedmediaandpaidmediacampaigns:thisishowyouwilligniteearnedmediaand,ul>mately,socialsuccess.

Inanycase,andwhateveryouaretryingtoachieve,youshouldclearlystatewhatac>onsyouwantyouraudiencetotake(e.g.“subscribe”,“comment”,“like”,“share”,“shop”,etc.).Oneefficientwaytodothatisbyusingcall-to-ac,onoverlays(annota>ons,endcards,etc.)thatyoucanaddtoyourvideosinahugevarietyofwaysandthuscreateaninterac>veexperienceforyourconsumers.

Inthischapter,wewillhaveacloserlookatthefollowing:6.1AYouTubeChannel’sSocialMap6.2SocialInterac,ons:CaseStudies

Synergie Productions

6.1 A Youtube Channel’s Social Map

Social Amplifica,on

Ownership Brand(owned) Audience(earned)

Mediatype

Benefits ‣ Growengagement‣ Drivetraffic&conversions

‣ Buildadvocates‣ Buildawareness

BRANDCHANNEL

YouTubeInterac,onInterac,on

type Conversa,on Acknowledgement

Descrip,on

‣ Livepublicevents(e.g.GoogleHangouts)‣ Liveprivateeventswithtopfans(e.g.GoogleHangouts)‣ Comments(channelandvideos)

‣ Curatefan-madevideos‣ Readyouraudience’scommentsinavideo‣ Createvideosansweringyouraudience’scomments/ques>ons/requests/

sugges>ons‣ Shout-out(thanktopcontributorsinyourvideo/videodescrip>on/annota>ons)‣ Engagewithtopfansfirst:sharepicturesfromyourlatestshoot,solicitadvice,or

sharevideosprivatelyadayortwobeforetheyrelease.‣ Offerfanmerchandiseorexclusivecontentsharedthroughunlistedvideos.

Par,cularbenefits

‣ Getinstantfeedbacks‣ Getusefulideasandsugges>ons‣ E-reputa>onmanagement

‣ Getusergenerated/inspiredcontenttofeedyourprogrammingneeds‣ Gra>fyingandmemorableexperienceforaudience‣ Shareable

Sharedbenefits

‣ Develop/engageyourcommunity‣ Developanemo>onalconnec>on/senseofownership‣ Feelsauthen>c

‣ Influenceconsidera>on‣ Buildloyalty

Call-to-ac>on/Ac>on/Reac>on

Share/Drivetraffic&Conversions

DrivetrafficDrivetraffic

Call-to-ac>on/Ac>on/Reac>on

Share

…

6.2 Social Interaction: Case Studies XMore information

HPGoogleHangoutsByHP

Format:Live-streamingLength:MiscellaneousNumberofvideos:21Descrip,on:HPorganisedaseriesofGoogleHangoutswithselectedconsumerstodiscussitsnewproducts,servicesandapplica>ons.ThesessionswerestreamedandrecordedonYouTubeInterac,on:Conversa>on

BoseFanTracksByHP

Format:Adver>singLength:About30secondsNumberofvideos:22Descrip,on:OntheoccasionofSuperBowl50,Boseturnedfans’tweetsintomusicvideosthatwerebroadcastedonYouTube.Tagline:“BosemakeseverythingsoundbeMer,even140characters”Interac,on:Acknowledgement

McDonald’s“OurFood.YourQues,ons.”ByMcDonald's

Format:VideoReportLength:MiscellaneousNumberofvideos:9Descrip,on:McDonald’soffersitscustomer’stoaskanyques>onsregardingtheirfood,throughtheirwebsiteorTwiMer.Thebrandthenreplytotrendingsubjectswithavideoreport,eventuallyincludingtopcontributorsinthemakingInterac,on:Conversa>on/Acknowledgement

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Conclusion: Best Practices Checklist

COMMENTS • 1,848

Arini S. 1 day ago

Hello, I get it overall, but I do have a question: if you were to sum up this presentation, what would be the 10 best practices that should be remembered, from your point of view? Thx in advance!

Synergie Productions 1 day ago

Hi Arini, no worries, here you go :

1. Prioritise your brand’s objectives: Awareness, Consideration, Engagement, Conversion and/or Advocacy 2. Define what success looks like: Is it about views? Subscriptions? Interactions? Advocacy? Choose 2 or 3 KPIs that work for you 3. Find the right intersection between your brand’s identity & positioning and your target consumer’s interests and passions 4. Define what value will your brand content add for your consumers when experiencing micro-moments: INSPIRE, EDUCATE and/or ENTERTAIN 5. Create an emotional investment in your brand with storytelling and storymaking tools. You can use the “CCC” framework for that:

CREATE, COLLABORATE and CURATE 6. Use creative guidelines to optimise your content creation and encourage engagement : Targeting, Shareability, Discoverability, Accessibility, Consistency

and Authenticity 7. Think long term! Build a channel calendar to map your content strategy and align it with your media buys and annual marketing plan 8. Articulate your programming strategy around three types of content to get the right video in front of the right audience at the right time and meet your

objectives: HELP, HUB and HYGIENE 9. Build an engaged and loyal community by leveraging YouTube’s social interactions: Spur conversation within your community using comments and/or live-streaming tools and acknowledge your top contributors in many different creative and interactive ways 10.Use multiple social media platforms to find and engage your audience everywhere and amplify your video marketing strategy’s success

Michelle P. 1 day ago

Hi there! I’m working on a new video marketing project right now… I’d like to discuss my ideas with you and see if you can help me out with it. How can I contact you?

Synergie Productions 1 day ago

Hi Michelle. You can find our contact details on the next page. Look forward to discuss your project with you! Cheers

Contact

FrédéricALLIODManagingPartner-VideoMarke>ngEmail:falliod@synergie-prod.com

SynergieProductionsAgenceConseilenCommunicationAudiovisuelleetEvénementielle

32,rueFessart92100Boulogne-BillancourtFranceTel.:+33(0)170226818

Augus,ndeCANCHYManagingPartner-EventMarke>ngEmail:adecanchy@synergie-prod.com

JoinedMarch,2016

Google+

YouTube

LinkedIn

Facebook

Pinterest

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‣ 12StrategiesforPromo>ngYourYouTubeVideos,JasonR.Rich-Entrepreneur2014hMp://www.entrepreneur.com/ar>cle/230500