YouTube Business Channel in Content Marketing. April 29 th 2014

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YouTube Business Channel in Content Marketing

April 29

th

₂₀₁₄

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You tube creator playbook

Agenda



YouTube Business Channel- why?



Online video trends- b2b and b2c



You Tube Content Creation



Creating great content – the process



Example channels



Optimisation and distribution

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webvm web | video | marketing 3

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You Tube creator playbook – what it covers



Video Content creation

content, playlists, scheduling, business channel

creation and management



Optimizing the content

metadata and keyword strategies, tagging, titling,

transcriptions, uploading and publishing



Audience Development & Measurement

Gaining subscribers, likes, fans, building channel followers

, cross promotion, social media integration

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You tube creator playbook

YouTube Channelfication’ Strategy

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The ‘Attention Economy’

Video and rich

media

- Increasingly

becoming the best

way to

communicate to

your target

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Video is now the BEST way to influence

B2C decision makers

 64% of users are more likely to buy

a product online after watching a video (ComScore).

 Video ads increase purchase intent by 97% and brand association by 139% ( Unruly Media)

 90% of users say that seeing a video about a product is helpful in the decision process (Nielson)

 80% of users recall a video ad they viewed in the past 30 days (Online Publishers Association).

 By 2016 online video ad spending will reach $5.4 Billion (Break Media).

 By 2017 69% of all consumer internet traffic will be video based (Cisco)

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Video is now the BEST way to influence

B2B decision makers

 80% of executives watch more online video today than a year ago.

 59% of Senior Executives prefer to watch video instead of reading text, if both are available on the same page.

 75% of Senior Executives surveyed said they watch work-related online video on business-related

website at least weekly

 65% of Senior Executives report visiting a vendor’s website after watching their online video.

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Direct to consumer video communications

•Pre roll Video ads – tru view

•Video news PR

•Personalised video email

•Video newsletters •Video invitations •Charity appeals •Vines/instagrams •How to videos

BUSINESS to

CONSUMER

Lead generation and brand engagement:

•Company Elevator pitches

•Video case studies

•Client testimonials

•Product /data visualizations

•Interactive Info graphics

•Explainer videos

•How- to videos

•Thought leadership videos

BUSINESS to

BUSINESS

Employee motivation and knowledge:

•Internal communications

•Induction videos

•Training videos

•Communications messages

•Message to the troops

•Intranet video ‘news channel

•Product demonstrations

•Live web presentations

•Web casting/webinars

EMPLOYEE

COMMUNICATIONS

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webvm web | video | marketing 12 • Information • Knowledge • Solutions • New ideas • Innovation

BUYER

MODE

BUYER

LOOKING

FOR

VIDEO

TYPES

The role of video/rich media content in the customer journey

Pre-Sales (Acquisition) Sales (Conversion) Post-Sales (Retention)

Exploratory, Pilot, Research, Testing,

Enquiry, Trial

Seeking a quote, Ready to purchase, Active Buyer,

Budget to spend, POS

Training, Fulfilment, Support, How-To, Product Enhancements

• Video Ads

• Video Elevator Pitch • Video Case Studies • Product Videos • Video ‘White Papers’ • Knowledge Expert Videos • Webinars/

• Track Record • Reassurance • Capability

• Technical Expertise • Unique selling proposition

• Explainer Videos • Sales Videos • Product Videos • Video Testimonials • Technical Animations • Customer Service • Communications • Understanding • Consolidation

• Live ‘Chat’ / Virtual Person • ‘How-To’ Videos

• Video Help Desk • Training Videos • Explainer Videos

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EXAMPLE: Demographics of UK YouTube Audience

Courtesy of YouTube’s Own Audience Insight Tool

0

20

40

60

13 -17

18 -24

25 -34

35 -44

45 -54

55 -64

65 -100

A

ge

Age Groups

Male

0

20

40

13 -17

18 -24

25 -34

35 -44

45 -54

55 -64

65 -100

A

ge

Age Groups

Female

UK YouTube Use by Gender

Male

Female

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What mode are your audience in on You Tube?



Browsing:

Your video needs an instant

appeal to the target audience, more like

traditional adverts, relies on being placed and

positioned in the right places at the right time.

Good examples are pre-roll video ads, PPC

and the new and fast evolving ‘2

nd

Screen’



Searching for products :

They find you, have

a specific requirement, you need to make it

easy to be found by Google SEO and other

search engines.



Already an opted-in subscriber:

They are

your channel audience, they found and like

your content, you need to retain and grow

them with fresh exciting content.

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Video content creation strategy- the right

balance

 User generated vs professionally produced plus hybrid solutions

 What is the right balance between user generated and professionally produced - what do you need to be aware of to achieve this?

 Other resources and articles from YouTube – and learning from successful YouTubers content strategies.

 A good video content strategy can be multi-purposed Professional Videography Online software content creation tools On-location Interviews Events Vine/instagra ms UGC (Self produced) Videoscribe

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Social Video Production Hub at Media City UK



Based at the Interactive Video Labs Media City



Full value production hub for SMEs



Access to studio and editing suites



Lab staff help facilitate client video production



Professional edited video production and editing

service



Re purposing of existing video content

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Creating Great Video Content

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Creating great content - The Process



Define your

Key Objectives



Identify your

Target Audiences



What are

our competitors

doing?



How do

our customers

currently buy from us -

Customer Journey



Define the core proposition



Content options -

Video v Animation ?



Concepts, Storyboards & Scripts



Envisioning the viewer experience -

Length



Calls to Action –

Forms, Offers, Links & Annotations



Flexible Budgeting



Production & Distribution

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Creating great content –the video CREAM

C

ompelling – initial impact in first 10 seconds

R

elevant – ensure it resonates with your audience

E

ngaging – building and sustaining the momentum

A

ctionable - call to action at/before the end

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How to create content that is Compelling, Relevant

Engaging , Actionable & Memorable

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You Tube Content Tools

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Example Channels

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Expert Channel

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SME Local Membership channel



Wanted a cost effective

way to talk to members



Series of how to gym

routines



Positive content for

social channels



Increase Retention



New member acquisition



Linked to

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Engagement: Case-study

1. Launch Competition

2. Engagement

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Knowledge channels

*

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Cross Promotions & Collaboration Channel



Marie TV Guest blog strategy

*

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How to create and add fresh content to a

relevant playlist on your channel.

http://www.youtube.com/user/marieforleo

Clear as to “why subscribe”

Serial programmes & channels that carry a theme

Collaborate with Guests

*

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Optimisation and distribution

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1. Metadata –how does it help marketeers?

Metadata

Describes your offer Helps customers to retrieve information Disseminate Categorise to the right audience and advertising Manage media access &retention Assists Protection of ownership & rights

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1.Metadata for YouTube (and any video web landing page)

Tag

Categorise

Use “Quotes’

for key

phrases

Mix common

& specific

and order by

importance

Tag

Lead with SEO keywords in first two sentences

Embed links to your web and other URLs you want link by using http:/### Include subscriber link

Description

Research best SEO title Compelling & relevant Keyword ‘first’ & brand ‘last’ Update regularly Use ‘Metadata’ defaults

Title

A pre-requisite to create channel authorship for YouTube and optimised Google SEO presence.

All YouTube videos can be added to G+, then Metadata automatically adds to your brand presence.

New content auto flow to G+, Facebook, Twitter

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General Guidelines:

 Clear, in-focus, hi-resolution (640px x 360px min.,

 16:9 aspect ratio)

 Bright, high-contrast

 Close-ups with visually compelling imagery

 Well-framed, good composition

 Foreground stands out from background

 Looks great at both small and large sizes.

 Accurately represents the content.

Extra Tips:

• Create thumbnails within you video editing suite.

• Use snapshot tools

• Test on small mobile devices

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3. Annotations - Why annotate your video ?



Annotations increase

video views, grow

subscribers and

engagement, market

products and services,

and even drive traffic to

your website.



Furthermore, annotations

are important for SEO

and can help increase

rankings.

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 Two primary ways of displaying a channel’s video content:

 through the Browse Videos Tab

 or through the Featured Tab.

 The Activity feed is an important promotional tool for your channel

 Broadcasts your activity on YouTube to your subscribers

 Can be accessed on the

homepage for your subscribers.

 Drive towards a programmatic approach integrated with all other marcomms

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DISTRIBUTE / TRACK

(video email, web links, SEO,

social media, mobile)

Flimp - flexible interactive marketing platform

•Video Landing Pages

•Video Sales Collateral

•Multimedia

Communications

•Rich Media

•Web Content •Drag and Drop

WYSIWYG •No Programming

CREATE / EDIT

•Campaign Analytics •Viewer Engagement •Viewer Response •Form Data •Viral Email Activity •Real Time Reporting •Data is Exportable

REPORT /

MEASURE

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How to spot-check the live video and published metadata.

Title – SEO & Fit Thumbnail

Test links, annotation and associated responses Test Mobile use on small and large screens Test search results with SEO keywords