youtube google+ platform & ad offering overview
DESCRIPTION
Educated LinkedIn's EMEA Sales Organization (Marketing, Talent & Sales Solutions) on alternative social media and digital offerings within the market. Objective of the training was to support sellers in practicing consultative selling.TRANSCRIPT
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LinkedIn Social Media Series: YouTube & Google+July 2012
Jonathan Bradford
Associate Solutions Consultant UK,FR,NL
Nadia James
Account Planner UK
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Q3
Q4Q4
Q4
Social Media Landscape series : Session program
Q1- Suggestions
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Disclaimer
A few things to keep in mind:
• Marketing is a fast moving market place and so product suite is subject to constant change
• Engagement rates and costs aren't often publicly available. However guidelines based on public information have been included as guidelines only
• Social is an ever changing industry and so best efforts have been made to ensure information is current and valid
• An effort has been made to ensure the material is impartial
• This deck is not intended as a LinkedIn Vs other platform sales story
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Learning objectives• An overview of the platforms
• Recent member milestones & usage stats
• A few current events / recent product releases
• An overview of their go to market approach and commercial product offering ( where they have one)
LI sales team better informed about other social platforms.
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Ice BreakerWhich Video has had the most views on YouTube?
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YouTube's vision is to give everyone a voice, to evolve video and to make our
partners and advertisers successful.
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Company Milestones
Feb 2005
First video upload
Jul 2006
100M video views per day & 65,000 new daily
video uploads
Aug 2006
Launch 1st ad unit—Participatory
Video Ads
Oct 2006
Acquired by Google for $1.6B
June 2007
Mobile site launched
Oct 2008
CBS & MGM launch full-length
programming
Nov 2008
Promoted Videos & Pre-Roll ads
launched
Apr 2009
Shows and Films launch
May 2009
20 hours of video uploaded every
minute
Jun 2009
Launch Auto-Share to social networks and
Web mail
Jul 2009
3D Launched
Oct 2009
Sign first major network deal
with Channel 4
Oct 2009
Live Stream of U2 Concert
Jan 2010
YouTube Rentals launched
May 2010
YouTube exceeds 2 Billion views
per day
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800M+Unique visitors
400M+Mobile views per day
72 hoursOf video uploaded each minute
20%Global views come from mobile devices
*Assume figures are monthly, unless otherwise noted.
27.4MUK Unique Visitors(9.6% YoY growth)
700Youtube videos shared on Twitter each minute
Quick Stats
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Audience Demographics
50/50
split
19%
39%
42%
Age15-24 25-44 45+
52.6% of visitors are social grade B
or C1
27.3% of visitors are from London
92% Reach over N. Ireland Internet Audience
2.5M Mums use YouTube
81% Reach of men aged 18-34
65% Reach of women aged 18-34
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Value Proposition
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Product offering
ChannelsAds
Brands can reach YouTube’s 800M+ visitors through Ads & Channels.
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Ads
InVideo overlay is a 480 x 70 Flash or static image that appears at the bottom of the video
Includes a 300 x 250 companion ad
In Stream Ads• Allows advertisers to recreate/repurpose TV
advertising online• Ads click through to a website or brand
channel• Includes 300 x 60 companion ad
TrueView In Stream Ad allows viewers to skip watching an ad after 5 seconds
Reduced audience drop-off by 40% when compared to standard
Appear on Homepage
Appear on Search & Watch pages
In Stream Advertising
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Homepage Takeovers
Cost per day - $375,000 US£90,000 UK
2 types of takeovers- Masthead & YouTube video ad units
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Channels allow content providers to develop affiliate channels or
partnerships
Channels
Customizable background and API
integration
Playlists automatically play videos within a
queue
Users can browse videos by date added or popularity
Videos can be listed individually, grouped or within feed
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Brand Channels
Discover & engage – Discover a brand and watch content
Customise – Brands can edit the look and feel
Control – Full moderation of comments, limit accessibility to certain demo’s
Analytics – See how many and how has visited / viewed
Channel typesUser– Brands can edit the look and feel
Brand – Full moderation of comments, limit accessibility to certain demo’s
Custom Brand – See how many and how has visited / viewed
Gadgets – Small web apps or custom ads which sit on a custom brand page only
Cost
User– Free
Brand & Custom Brand – Free with media spend range £25k +
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Partner Program
How can they measure activity?
• Community actions (likes, favourites, comments, shares)
• Traffic sources• Audience retention • Track level of subscribers &
viewership• Demographics & locationUsers who upload original, quality content
and are monetizing at least one video are automatically enrolled in YouTube’s Partner
Program.
There are over 10,000 content partners
YouTube sells advertisements on CPC basis for which Channel Owners jointly profit.
Content providers can choose which advertising units to utilise on their page, and optimise accordingly.
Content providers can also optimise video arrangements with tabs by vertical, prearranged playlists or strategic placement of similar videos to viewers.
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Self-made YouTube partners
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YouTube’s #1
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New Initiatives
• Content providers control their distribution window, the rental price and duration
• Available for watch via multiple devices or offline download
• Launched in 2008 with four partners—Howcast, Next New Networks, Rocketboom & Young Hollywood
• Live streaming has evolved to host more well known events such as US Presidential Debates, or concerts
Live Streaming Rentals
• Top 25 channels now average 1M views per week• Amount of time viewing has grown 4X
In Oct 2011, YouTube launched 100 original content channels in Oct 2011
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“
”
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Google has 35 publicly released products.
Google+ allows users to seamlessly connect their usage of Google’s
products. It will also allow Google to graph their user’s behaviour across all of
Google’s channels.
Chrome
Maps
YouTube
Gmail
ShoppingSearch
Playstore
The value of Google+
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In the news
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Company Milestones
Jun 2011
Google introduces
Google+ project
Jul 2011
Google+ has 10M users
Aug 2011
Google+ users receive 150
invitations to give out
Aug 2011
YouTube videos can be watched with friends via
Hangouts feature
Sept 2011
Open membership to everyone over
18 years old
Sep 2011
Will.i.am. Broadcasts first public Hangout
Jan 2012
Google announces
“Search, plus Your World”
Jan 2012
Google+ opens membership to
teenagers
Sep 2012
Google+ announces
400M members
Oct 2011
Google+ has 40 million users
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Quick Stats
400MMembers
100MMonthly Active Users
12 minutesPer day in Google+ stream
4MUK Monthly Uniques
10MPage Views
Google’s release of Google+ as a social layer has caused wariness of engagement stats they’ve released.
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67% Male 32% Female
20% of users are Students
The “+1” button is served over 5 Billion times per day
Top 5 pages followed on Google+
Top 10 Brands on Google+ (UK only)
3.8% of users are based in the UK
Audience Demographics42.06% Single27.39% Married1.35% in an open relationship0.43% in a civil union
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Google+ Profile
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Circles allow users to group connections by which social
circle they fall under
Features
“+1” serves as a user recommendation
Hangouts allow users to host or join video chats
Events
Google+ Local
Users can share or follow circles to build up news feed content
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Hangouts EventsGroup ChatUser stream
Mobile
Google migrated all of the flagship features of Google+ onto its mobile (and newly released tablet) applications.
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Brand Pages
Highlights• Brands must manually segment
their audiences using Circles for sharing content
• Hang Out functionality is available to brands
• Ripples is a visual guide for brands to track who has publicly shared a post or URL and the comments they’ve made
Brands can add a Google+ Badge to their site in order to direct traffic to Google+ page
1M+ Business and brand pages created in the first 6 months of
Google+
Google does not offer ads on the Google+ platform, however brands can target Google users with socially enhanced ads
Encourages site visitors to share or recommend a
brand’s content within their Google+ network
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Google+ integration
Direct Connect aligns Google+ with search.
Gmail integration• Google+ users can stay within Gmail
environment when replying to Google+ email notifications
• Users can comment on, view, and "+1" posts from within Gmail
• Activity will appear in user’s Google+ stream in real time
Google+ members can use circles as search filters in Gmail
Google+
YouTube
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Key Takeaways
• Scale and engagement of viewers on YouTube is growing RAPIDLY
• YouTube has launched initiatives that place it head to head with traditional TV broadcasting—live streaming, rentals & original content channels
• YouTube offers distinct value propositions to its channel partners and advertisers
• Google+ is a social layer (not just a network!)
• Google is rapidly integrating Google+ features across its full product offering (ie. Gmail, search & Youtube)
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Questions?
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Appendix
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Search of entire site
Users can subscribe to “channels,” accounts that upload video regularly
Videos are recommended to users based on their site behaviour
Site visitors are required to create a free account in order to upload, comment or like videos
Home page layout
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In the news
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iPad
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Google+ Comscore stats
Apr-12 Jun-12 Jul-12 Sep-120
500
1000
128 111 9789
900
300 300
246
• Monthly Uniques
• Monthly page views