do's and don'ts of youtube cause marketing
Post on 21-Oct-2014
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February 18, 2013 The one guarantee on YouTube is that you can't just "make it go viral". Great online video strategies take this guarantee into account and build solid content foundations that support an organization's purpose. This February 26th webinar will cover YouTube cause marketing case studies - both positive and negative - and discuss the elements in play behind the videos. You will learn: The pros and cons of incorporating video into your cause marketing campaigns. Types of content strategies applicable to cause marketers. The basics of the YouTube Nonprofit program. Tactics for promoting cause videos and building a channel. How to use analytics to boost the power of your online videos.TRANSCRIPT
Do's and Don'ts of YouTube Cause Marketing Promotion
By @WholeWhale
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Roadmap
• Do/Don’t Cause Marketing + YouTube• YouTube Nonprofit• Tactics & Content• Analytics
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Don’t Make it go ‘viral’
http://www.youtube.com/watch?v=sRNWFtgXo2E
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Don’t Sell Out
http://www.youtube.com/watch?v=plWnm7UpsXk
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Don’t Treat YouTube like
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Do Treat YouTube like…
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Don’t Ignore the Data
Courtesy: dinahsoar.blogspot.com
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Don’t Ignore the Data
#2 Online Search+ 800 Million unique users/month+ 4 Billion hours watched/month +72 Hours uploaded/minute+25% of views come from Mobile
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Don’t Confuse Tactics & Strategy
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Do Use Whole Whale Thinking
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Do Content Housekeeping
Design: Does it look good?
Staff: Who is managing?
Content: What are they saying?
Marketing: Where do people see it?
Measurement: How are people using it?
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Annotations + Overlays
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Live Streaming
https://support.google.com/youtube/bin/answer.py?hl=en&answer=2523404&topic=2474327&ctx=topic
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Tactics & Content
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Blitzkrieg
Impact = (Action / Time)* Comm.• Create a simple collective action• Give a deadline• Create a simple, social interface
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Creating Urgency
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Recruit a Team that Cares
Care A Lot
Care A Little
Recruit a team + give them:• Goals• Purpose• Honorary Title
Ask more from people who care
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Know the Algorithm
1. Time Watched2. View Count3. Likes/Favorites4. Interactions (comments)
Time + Topic
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Case Study: @DoSomething
http://www.youtube.com/watch?v=3Mr4kXW6mOU
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Meme Riding
http://www.youtube.com/watch?v=HYWuCSKjSds
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Case Study: @KenyaWildTrust
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Case Study: @Octarium
http://www.youtube.com/watch?v=T0W59PDwFNM
http://Xtranormal.com
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Quick Content Ideas
• How to ___• Educational• Amazing/shocking• Animated dialog• Responsive to audience• Meme Riding• Funny/Inspiring• Testimony
= Add Value
• Choose your own adventure• Contest submission• Live observation of an area• Exclusive interview• Review of___
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Analytics: Demographic
http://www.youtube.com/watch?feature=player_embedded&v=AUU9urHAwco#!
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Analytics: Referring
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Analytics: Individual Video
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Thanks!
Follow me @WholeWhale