enabling brands to better storytelling

Google Confidential and Proprietary

YOUTUBE: ENABLING BRANDS TO BE BETTER STORYTELLERS Sara Snyder | April 30, 2014

@sarasnyder

+sarasnyder

Users’ & Youtube’s evolution

Brands as Storytellers

1

2

3

4

5

The new rules of content creation

Developing programming + distribution strategies

Earn the love: turn viewers into fans

Making sure it’s worth it

Google Confidential and ProprietaryGoogle Confidential and Proprietary

How are you currently using

YouTube?


Source: eMarketer, July 2013

SHIFTS in technology fuel unprecedented access

Average U.S. mobile data usage

Approaching 40% People can cut the cord

1B>1gb/mo

Mobile 4G YouTube’s mobile traffic Home broadband now the norm

Global unique monthly users


1960 1970 1980 1990 2000 TODAY

25 grp’s

22 grp’s 5

grp’s

Network Broadcast Channels

Cable Channels

Online Video Channels

3

500

∞

Enabling users to be EVERYWHERE & NOWHERE

simultaneously


YouTube ADAPTED quickly

2011 2012 Today


Despite technology, the human desire for an emotional & authentic

connection has not changed…

from the silly to the serious…YouTube is satisfying that need


content creation

Rewritingthe rules of


The NEW RULES of content creation

It travels everywhere so your strategy must be

liquid and orchestrated

1

Authenticity to your audience and your own

brand is critical

2

You must provide utility or no one will tune in

3


What doesLIQUID VIDEO

look like?Videos travel quickly and are consumed in dozens of ways

search

recommendation engines embeds

social referrals


BRAND POSITIONING

TARGET CONSUMERS’

PASSIONS

BRANDED CONTENT STRATEGY Is there a consumer passion point where your brand

can bring unique, valuable content?

BUT the building blocks haven’t changed THEY’VE GOTTEN BETTER


ENTERTAIN EDUCATE INSPIRE

create INTRIGUE

instill SUSPENSE

make them LAUGH

have FUN

be TRANSPARENT

be CREDIBLE

peak CURIOSITY

provide INFORMATION

be RELATABLE

have HEART

have PURPOSE

be TIMELESS

WHAT ARE YOU GOING TO TELL THEM? it’s not an option, content must provide utility to users


ENTERTAINING MOVIE FANS


EDUCATING THE PEOPLE


INSPIRING THE MASSES


Programming & Distributing

Your Content


Source: Google internal data, Pixability, July 2013

100 hours 80%content uploaded each minute on YouTube

brands’ videos receiving less than 10,000 views

How will you stand out from the crowd?

Making content doesn’t mean people will SEE IT

Distribution and community

strategies are critical for

success


The PROBLEM with going viral

Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014

0

150,000

300,000

450,000

600,000


Consistent video programming is crucial for SUCCESS

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

HYGIENE

HUB HUB HUB HUB

HERO HERO HERO

How to program your video content

Hero Content Large-scale, tentpole events

or programs that drive awareness at scale

Hub Content Regularly scheduled content

around customer passions

Hygiene Content Always-on content optimized to

users intent and interests


HERO PIECES deserve massive orchestration Match your distribution

plan to your content


Key Considerations for HERO distribution plans

Orchestrate your advertising

GO BIGTiming

These are big media pushes Consider pre and post phasing as just as critical as

the moment itself

Invite the community to participate to grow the

moment’s impact

This is a time to draw a new audience in to your brand


HUB content should be targeted

Use Targeted Advertising to drive traffic to this content


Key Considerations for HUB distribution plans

Use video walls and annotations to drive

follow-on views

Use video retargeting to send the right message to

the right user

Collaborate or curate vs. needing to do all the

heavy lifting

Audience targeting + choice-based ads = winning combo for episodic content


HYGIENE content: How To’s, Product Demos,

Customer Service


not just your search list

the shelf life of your content is way longer than you probably think it is

look for clues in search patterns, answer the questions users are asking!

Key Considerations for HYGIENE distribution plans

keywords

always on

search + social is critical

B R O A D


Thumbnails shouldn’t be an afterthought, they are a

mini-banner ad!

Compelling video titles draw users in and will aid organic discovery

THUMBNAILS

No matter the content, don’t forget to OPTIMIZE FOR

DISCOVERABILITY

VIDEO TITLES DESCRIPTION

Only the first few lines of your description will appear w/out

expanding, make them count! But give hand raisers more

information if they want it.


Turning viewers into fans


The path to FANDOM

CASUAL VIEWER SUBSCRIBER SUPER

FAN


SUBSCRIBERS VIEWERS>

non-subscribersubscriber

2x


Be active with your community, new comment

moderator will help

Use the subscribe button wherever you can

Tools for GROWING SUBS AND FANS

GoPro adds 20s to each video and uses annotations to drive viewers to subscribe

Playlists are a great way to keep viewers tuned in


What do you GET BACK?

Brands don’t sell brands, people

sell brands.

“If there is a brand I love, I tend to tell everyone about it”

ALSO INTERESTED IN ?


CONVERTING subscribers to fans Ask for input and foster your community,

it will have a snowball effect!

Hey Top Fans! As our most devoted audience members we

wanted to share a little extra behind the scenes footage with

you: http://youtu.be/zPGrQRZCz50

http://youtu.be/zPGrQRZCz50


MAKING SURE IT’S ALL WORTH IT

A new world means a new scorecard and a different

approach to measuring success


Create a new SCORECARD FOR SUCCESS

Move beyond the obvious to capture the true impact of your content

Are you making the right content?

Are you ensuring users see your content?

Are you converting viewers into fans?

Questions to ask

Completion rates Audience retention curves View-through-rates for skippable ad formats

Watch time (paid & organic) fluctuations Traffic source report

Subscriber gains (losses) Share rate per thousand exposed viewers Comments/replies/likes per thousand exposed viewers Click throughs to site from ads and annotations

Metrics to track


So what can you do TOMORROW

Reviewing FandomAudience

Audit your current audience

Review previous distribution with Hero/Hub/Hygiene in mind

Review your top fan report and community on YouTube

HH

H


THANK YOU!

enabling brands to better storytelling

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