how to effectively use youtube for marketing
DESCRIPTION
Remember when Facebook hit 500 million active users and we all placed bets on whether or not a single website could ever reach 1 billion? And then last September when Facebook actually hit 1 billion, everyone in marketing called the game? Meanwhile, YouTube quietly (and I say quietly because for some reason marketers and Internet trend spotters alike failed to even classify it as a social networking site) reached the same unreachable milestone. And still marketers are allocating their social budgets mostly to Facebook and Twitter while ignoring YouTube. This presentation outlines why YouTube should be a priority in your channel strategy and how to leverage thriving YouTube communities to get results.TRANSCRIPT
YOUTUBE: THE NEXT BIG THING THAT ALREADY IS
Rachel PetersNoah Echols
Monday, February 24, 14
ABOUT US
A LITTLE ABOUT USNoah EcholsImmersed in digital for over a decade, Noah charts paths for clients that lead to compelling digital experiences for consumers. Working across departments, he curates insights to create multi-channel strategies that meet client objectives and deliver value to the consumer.
Rachel PetersRachel enjoys all aspects of user experience, from interviewing customers to designing interactions to testing those designs. Before becoming an experience architect, she was a technical writer, creating help documentation, interface copy, training demos, and functional specifications.
Associate Director of User Experience at IQ Agency
Associate Director of Strategy at IQ Agency
@nvechols
@rachelhpeters
Monday, February 24, 14
HERE’S WHAT WE’LL COVER
Why YouTube Matters
Before You Get Started
What You Really Need to Know
Q&A
1
2
3
5
Features to Guide Your Strategy4
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WHY YOUTUBE MATTERS
Monday, February 24, 14
Most brands have ignored YouTube while a few have embraced it as a powerful tool in their channel mix. Not only do you have an opportunity to get ahead of your competition, but there are several other reasons to take YouTube seriously:
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WHY YOUTUBE MATTERS
Remember when this happened?
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WHY YOUTUBE MATTERS
What about this?
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5 REASONS TO PAY ATTENTION
YouTube has 1 billion active users every month
YouTube is the second largest search engine on the Web
Visual content, especially video, has become the content type of
choice among consumers
The communities on YouTube are large, active, and passionate
Most of your competitors are probably not using YouTube effectively
123
45
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STILL NOT CONVINCED?
• 100 hours of video are uploaded to YouTube every minute
• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
• 20% of global YouTube views came from mobile devices
• Over 6 billion hours of video are watched each month on YouTube
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These brands get it.
Monday, February 24, 14
These brands get it.
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A FEW THINGS BEFORE YOU GET STARTED
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GETTING STARTED | GENERAL TIPS
To approach YouTube strategically, you have to change the way you think about it. It is not a video hosting site. It is not just a place to watch funny cat videos. It is an flourishing social networking site where users connect around shared passions.
CHANGE THE WAY YOU DEFINE WHAT
YOUTUBE IS
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GETTING STARTED | GENERAL TIPS
Trolls are real and vicious, and they will show up in your video’s comment section. Don’t turn off the comments. Just ignore them and let other users take care of it.
DON’T FEED THE TROLLS
DON’T FEED THE TROLLS
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GETTING STARTED | GENERAL TIPS
Google+ and YouTube overlap in a lot of ways, so treat YouTube like you would a blog post in terms of SEO. You will increase your brand’s authority and ultimately its page rank.
BE ON GOOGLE+ TOOBE ON GOOGLE+ TOO
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GETTING STARTED | GENERAL TIPS
Content posted to YouTube needs to be YouTube-centric, not just content that was created for other channels but uploaded to YouTube to check a box.
POST YOUTUBE-CENTRIC CONTENTPOST YOUTUBE-CENTRIC CONTENT
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OK, HERE’S WHAT YOU NEED TO KNOW
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UNDERSTAND CONSUMER MINDSET
Create content that meets consumers where they are in their journey.
Brands that really get it, know what content consumers need to move them along their journey to purchase and then beyond purchase into advocacy.
TRIGGER
LOYALTY LOOPMOMENT OF PURCHASE
PASSIVE LOYAL
ACTIVE LOYAL
PASSIVE EVALUATION ACTIVE EVALUATION
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YouTube offers the opportunity for paid, owned, and earned media.
While you should be posting unique content to your channel mostly, your strategy should included paid and earned as well.
Paid
Earned
Owned
Monday, February 24, 14
YouTube offers the opportunity for paid, owned, and earned media.
While you should be posting unique content to your channel mostly, your strategy should included paid and earned as well.
Paid
Earned
Owned
Monday, February 24, 14
PREROLL
Preroll interrupts the viewer and delays them getting to the content they want.
With that said, it should be a part of your strategy – but you have an obligation to carefully consider how you use it.
You will do more harm for your brand by annoying users with bad content if your pre-roll isn’t useful or entertaining.
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PRE-ROLL CAN BE ENTERTAINING
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PRE-ROLL CAN BE USEFUL
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POST INSPIRING CONTENT
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POST HELPFUL VIDEOS
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LEVERAGE YOUTUBE INFLUENCERS
Tap into communities that already exist by renting the legitimacy of influencers.
YouTube recently launched the Video Creation Marketplace to connect video creators with brands. There are several other services though that do the same thing though, so find the right solution that allows you to connect with the right person.
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LEVERAGE YOUTUBE INFLUENCERS
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FEATURES TO GUIDE YOUR STRATEGY
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PARTNER PROGRAM
• Allows you to share in ad revenue
• Partners can link to external websites in their video
• Google is incentivizing brands to create great content
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YOUTUBE ONE CHANNEL
Brand and organize your channel and it will be optimized across devices.You now have a lot of flexibility to organize your content creatively on your channel as well as link to your website, social accounts, and other/partner channels. See the resources at the end for help with branding.
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PLAYLISTS
Think of YouTube playlists like Pinterest boards or mix tapes.Group content together by theme or topic to make it easy for users to find what they are looking for and to share a package of videos with others. You can also embed an entire playlist on your website.
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JUMP LINKS
Create chapters with links, allowing users to skip to relevant parts
By adding a time code to the video url you can create a link to a certain point in the video. For brands this is most useful for chapterizing videos in the description or in the copy of a website where the video is embedded.
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ANNOTATIONS
Entice viewers to engage further with the brand.Provide links to relevant videos or external content. Do not just add a link to the next video though. It should be relevant.
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DESCRIPTIONS AND CLOSED CAPTIONING
• Only 160 characters of your video description will show in search results, so make sure the first few sentences of your video description are the most compelling.
• Titles should entice users to click – think Upworthy, but a little more useful.
• Uploading a closed captioning script allows more of your content to be indexed by Google.
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PAID CHANNELS
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METRICS THAT MATTER
ViewsDemographicsPlayback locationDevicesAudience RetentionSubscribersLikes/DislikesFavoritesCommentsSharingAnnotations
[Things you can measure
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SOME HELPFUL RESOURCES
YouTube Channel Art Guidelineshttps://support.google.com/youtube/answer/2972003?topic=16630&hl=en
YouTube Creator Playbookhttp://www.youtube.com/yt/playbook/index.html
YouTube Video Creation Marketplacehttps://videocreationmarketplace.appspot.com/
YouTube Trends Bloghttp://youtube-trends.blogspot.com/
YouTube Insights Studyhttps://docs.google.com/viewer?url=http://think.storage.googleapis.com/docs/youtube-insights-jan-2014_research-studies.pdf&chrome=true
Effectiveness of YouTube Adshttps://support.google.com/partners/answer/2770862?hl=en
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