creating excellent video content with hangouts on air - pubcon 2015
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#pubconPresented by: Grant Tilus, Collegis Education
Creating Excellent Video Content with Hangouts On Air
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#pubcon
Associate Inbound Marketing Manager
Content Marketing Director
Who’s This Guy?
@GrantTilus
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I Have a Confession
@GrantTilus
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#pubcon
Many of 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
@GrantTilus
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It May Have Changed Our Lives
@GrantTilus
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All Gen Z Has Known
Nearly half conduct research on YouTube
93% visit at least once a week
54% visit multiple times a day
@GrantTilus
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#pubcon
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
@GrantTilus
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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
@GrantTilus
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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
@GrantTilus
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Easier Said Than Done
@GrantTilus
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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
@GrantTilus
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Our Content Creation Struggles Continue
50% producing engaging content
44% producing content consistently
40% producing a variety of content
@GrantTilus
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Videographers We Are Not
@GrantTilus
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Budgets Are Tight
What drives the cost of online video content?• Time
– Pre & post-production• Tools
– Equipment & software• Talent
@GrantTilus
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No More Excuses
@GrantTilus
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Hangouts On Air
@GrantTilus
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Lots of Brands Are Using This Tool
@GrantTilus
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Create a Variety of Video Content
@GrantTilus
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Interviews
@GrantTilus
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Discussion Panels
@GrantTilus
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How-Tos
@GrantTilus
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Podcasts
@GrantTilus
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Question and Answer
@GrantTilus
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Thought Leadership
@GrantTilus
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Demonstrations
@GrantTilus
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Cause Awareness
@GrantTilus
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Raise an Issue
@GrantTilus
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Showcase a Lifestyle
@GrantTilus
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Customer Testimonials
@GrantTilus
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Questions to Ask Before You Get 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?
@GrantTilus
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Top 10 Hangouts On Air Fails
@GrantTilus
To Learn From
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10. Forgetting to Optimize for YouTube• YouTube SEO
• Increase brand exposure– Awareness optimization
• Showcase your brand identity
• Develop brand affinity
@GrantTilus
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10. Forgetting to Optimize for YouTube
@GrantTilus
• 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
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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.
@GrantTilus
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8. Neglecting to Test Your Equipment
@GrantTilus
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7. Choosing an Awful Host
@GrantTilus
What the host needs to be:• Engaging• Knowledgeable• Cool under pressure• Able to control the
conversation• Fully invested
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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
@GrantTilus
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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
@GrantTilus
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4. The Video Is a Dead End
• Include appropriate calls to action
• Drive viewers to online assets
• Answer all questions from the audience
@GrantTilus
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3. Thinking that View Count Is All That MattersFocus on your R.E.P.• Retention• Engagement• Participation
@GrantTilus
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2. Moving on Before the Work Is Done• Editing & optimizing
• Promoting the content
• Repurposing with purpose
@GrantTilus
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#pubcon
1. Missing Opportunities to Build Your Brand• Strengthen your personal
brand
• Showcase your organization’s brand
• Branding your background
@GrantTilus