youtube workshop at the digital marketing for medical devices west 2012

Workshop: Overcoming the Apprehensions about Online Video

Presented by Ward TongenPrincipal Digital Strategist, Interactive Marketing

YouTube is not the Bogeyman

About Me

• Over 15 years of Internet-related experience• Started search marketing over 10 years ago.• President of MN Search Engine Marketing Association• Subject-matter expert in the areas of web metrics,

search marketing and social media to Medtronic marketers in the U.S., Europe, and Australia.

• Now Principal Interactive Strategist at Medtronic Neuromodulation

• Led the launch of several YouTube Channels at Medtronic.

Questions for You

• How many of you:– watch YouTube on your TV at home?– have personally uploaded a video to YouTube?– have posted a comment on a YouTube video?– use YouTube in your online marketing strategy now?– create video content specifically for YouTube?– advertise on YouTube?

• What are you trying to get out of this workshop?

YouTube Trivia

YouTube Statistics ???

Hours of video uploaded to YouTube every minute

Number of videos viewed on YouTube everyday

Number of unique visits to YouTube every month

Total number of hours of video watched on YouTube each month

Percent of YouTube visitors that come from outside the U.S.

Number of countries with localized versions of YouTube

Total number of languages YouTube is broadcast in

Total number of views YouTube had in 2011

Amount of money Google paid for YouTube in November of 2006

Amount Sequoia Capital invested into YouTube in November 2005

User submitted video with the most views – "Charlie bit my finger"

Source: YouTube, 3/26/2012

Workshop Outline

1. The YouTube Phenomenon

2. The YouTube User Experience

3. YouTube Search

4. YouTube Advertising

5. How can you demonstrate the value of YouTube to your organization?

6. How can you manage risk and address legal and regulatory concerns?

7. Measuring YouTube

YouTube Health Channels Sponsored by Medical Institutions and Industry

Johnson and Johnsonwww.youtube.com/JNJhealth

Mayo Clinicwww.youtube.com/MayoClinic

Medtronic Chronic Painwww.youtube.com/MedtronicChronicPain

Cleveland Clinicwww.youtube.com/ClevelandClinic

Medtronic Diabeteswww.youtube.com/MedtronicDiabetes

U of Maryland Medical Centerwww.youtube.com/UMMCvideos

http://www.youtube.com/JNJhealth

http://www.youtube.com/MayoClinic

http://www.youtube.com/user/GSKvision

http://www.youtube.com/user/ClevelandClinic

http://www.youtube.com/user/MedtronicDiabetesttp:/www.youtube.com/user/HealthDotCom

http://www.youtube.com/user/ummcvideos

The YouTube Phenomenon

What we already know…

• The world – and its consumers – have changed• The Internet is a global revolution & therefore a global

opportunity• The Internet is the Top Health Resource• Search is a primary driver of health traffic online and can

provide instant answers to questions• Consumers know what they want from us.• Health consumers & health care professionals use

mobile to search for health information wherever they go

Audience & Demographics

Profile by:• Age/Gender• Education• Ethnicity• Family Status• Income

Manhattan Research 2010

• Adoption of online health video among U.S. consumers online for prescription drug information in particular, growing from 21% in 2007 to 48% in 2009.

• Online health video drives action among this segment - nearly three quarters of consumers performed additional research after watching health videos online.

“In 2010, the conversation has shifted away from whether physicians are online to understanding the degree to which digital content is changing

the way physicians practice medicine,” said Meredith Ressi, VP of research at Manhattan Research. “Professional use of smartphones andonline user-generated content are no longer early adopter activities of a tech-savvy few – these types of activities are the norm for the majority of

physicians today.”

Consumers Watch Health Videos More ThanFood & Celebrity

Used with permission from Google

The Majority Watch Condition-Specific Videos


85% Take Action as a Result of Watching OnlineHealth Videos


Why YouTube and not another Video Platform?

YouTube User Experience

The YouTube User Experience

Finding Videos:• Search• Browse

Watching Videos• Channel• Playlist• Leanback• Ability to queue videos

YouTube Leanback – Personalized TV

The YouTube Facelift in December 2011• Easier for viewers to find and watch

their favorite channels• Easy to navigate and as compelling

to watch as cable TV• Reorganized to display three main

vertical columns instead of scattering clips in horizontal rows

• More attractive to watch on large-screen TVs

• Site users now stay for 418 minutes per month, an increase of 60% over last year

• Subscriptions to Channels have risen 50%

YouTube Search

Web Search Interest in YouTube

In 2009 YouTube Search Accounts for Nearly 28% of All Google Searches - Comscore

The YouTube Search Results Page

YouTube Advertising

Ad Spending

Video ad spending will jump more than twice as much as any other format or the overall market

Ad Spending

Build a Hub for User Interaction

Create a Home on YouTube Free brand channel and

customization

Build your own custom gadget that truly represents your brand and campaign.

Integrated social strategy: CBR, Facebook and Twitter direct links

Build a Loyal Audience Each new video uploaded will

auto-populate into logged-in users homepage


Home Page Takeovers Home Page Expandable AdsHome Page Masthead

Contests Brand Channel Gadget

Engagement Programs on YouTube


Promoted VideosDrive traffic to your YouTube video content from search and watch pages

User clicks on Promoted Video link

Watches Your Video Content, User clicks on free Call-to-Action overlay

User arrives at Your Website


Display Ads (300x250)Brand the Watch and Browse Pages while showing Above the Fold next to videos


InVideo ads on YouTube generally receive high clickthrough rates (>1%), especially when coupled with a companion 300x250 ad.

InVideo Overlay (480x70)Reach users within the video player while they watch the video


Reach users pre, mid and post-roll while they watch the video.

InStream Ads (15/30 sec. video + optional 300x60 companion)Online commercials which show against YouTube’s long and short-form partner content


Integrated Marketing Mix Example: Concerta

SearchNetwork

Display Network

YouTube


Target relevant content and target ads to your key audiences on YouTube

Target by:• Demographic• Geographic• Language• Interest Category• Remarketing• 3rd Party Audience Data• User Type• Uploader Content

Retargeting

The Value of YouTube

Demonstrate the Value of YouTube

• Video is rich, interactive media– Video emulates the engagement of TV, but is more measurable

• YouTube remains the dominant online video destination – YouTube is the second largest search engine behind Google

• Using YouTube increases your brand entry points• Deliver videos in mobile format

– for a wide variety of mobile platforms

• Syndicate your Videos – with ability to embed them on 3rd party websites and share

activity on social media channels

• Professional content to support ads– Ad Targeting and metrics insight.

Regulatory Reminders

Don’t just throw it over the wall.

Best Practices for YouTube Videos

.Brief Statement

DTC Disclaimer Include a DTC disclaimer at the end of the video as both audio and text.

Fair Balance Include risk information language (based on product labeling) within the video using a level of detail that is commensurate with that used for benefits

For existing videos only this information may require either audio or text on the screen within the video and should be conspicuous.

For future videos, the risk information should be incorporated in the main audio/video script.

The amount of risk information needed in new videos depends on the amount and nature of the benefits discussed, in order to achieve fair balance.

Display a link to the brief statement near the video on the YouTube page or in a statement at the end of the video as text.

Measuring YouTube

YouTube Metrics Reporting and Analysis

• YouTube provides free analytics for your channel. • Use YouTube Insight to optimize your videos and

provide reporting.• Data includes:

– views, subscribers, likes, comments, shares, location and gender; and per-video metrics.

• It is possible to Integrate Google Analytics to track and measure several aspects of YouTube as well.

Content ID: a tool to give rights holders control

• Block, Monetize, or Track Viewing Metrics. It's Automated, and It's Free

YouTube's state-of-the-art technologies let rights owners:• Identify user-uploaded videos comprised entirely OR

partially of their content, and• Choose, in advance, what they want to happen when

those videos are found. Make money from them. Get stats on them. Or block them from YouTube altogether.

Some Final Advice

• Watch a lot of YouTube• Customize the appearance of your channel• Keep your videos short• Don’t expect your video to go viral• Optimize your videos and buy some ads• Learn from comments, hot spots and A/B testing• Find your niche• Create content specifically for YouTube• Choose featured videos wisely and change often• Analyze your metrics

THANK YOU! Here are a few resources:

Reaching Health Care Professionals on YouTube

http://bit.ly/I7Fb9X

Reaching Health Information Seekers on YouTube

http://bit.ly/I915wk

YouTube Advertise How-to Guides YouTube Trends Dashboard

http://bit.ly/Hl4Iic

youtube workshop at the digital marketing for medical devices west 2012

Technology