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Hi!
http://www.youtube.com/watch?v=gon7dWLwsxI
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Some huge numbers...
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hours uploaded per minute.
Jun ‘07 Oct ‘10
40
35
30
25
20
15
10
5
0Source:
YouTube Nov 2010
35 hours
a minute
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in Australia.
7 in 10
about 2 in 3
Source: Nielsen/Alexa/Sysomos
have seen a product or service video
AU internet users visit YouTube
30%
30%
20%
10%
0%
of video uploads are music related
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There’s more than one ...
1.1%4.4%
81.9% 8.8%
Source: Sysomos
42%58%
share of
market
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Media advertising options.
homepage advertising
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Media advertising options.
in-video ads
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What can video sharing achieve?
Extend brandwebsite
Give a brand personality
Build brand community
Customer support
Engage beyond the 30 sec TVC
Real-time market research
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What do viewers expect from you?
GREATCONTENT.
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Viral or ‘strategic’ content?
SHORT TERM.
VIRALCONTENT
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http://www.youtube.com/watch?v=dF3WfHWzzOU
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STRATEGICCONTENT
LONGER TERM.
Viral or ‘strategic’ content?
http://www.youtube.com/watch?v=OWNvNrv3VwE
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Great answers start from good questions.
Which business areas should I support?
Who will manage it?
What do I want to say?
How does it work with my other comms channels?
Is video the right toolto reach my objectives?
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A simple four-step plan.
Develop strategy and objectives
Create or source content
Implement and manage
Measure and evaluate
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Tools are your friends.
bradtrichardson
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Tools are your friends.
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Videos have rights too, you know...
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Measurement is crucial.
9.58s...is that good?
Image source: friskytuna
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Measuring and monitoring.
traffic and
source
attention
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Measuring and monitoring.
sentiment
profile location
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7 lessons from communitychannel.
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1. Engage your community.
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2. Link your tools.
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3. Think long-term.
50 months and 253 videos to overnight
success.
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4. Focus on what you do best.
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5. Be honest.
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6. Keep it punchy.
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7. Update regularly.
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Resources for inspiration.
http://www.youtube.com/YTShowAndTell
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Resources for inspiration.
http://www.youtube.com/user/bradtrichardson
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youtube.com/eurorscg
youtube.com/user/
bradtrichardson
brad.richardson@
eurorscg.com.au
@bradtrichardson
@