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A walk-through of YouTube's recommendations on Distribution & Optimization of Video Content.

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  • Google Condential and Proprietary CONTENT DISTRIBUTION & CHANNEL STRATEGIES Amy Babcock
  • Google Condential and Proprietary A consumption (r)evolution YouTube Channel Content Distribution & 1 2 3 4 5 Content as liquid medium Programming + distributing your content Earn the love: turn viewers into fans Is it working?
  • Google Condential and Proprietary THE WORLD IS CHANGING
  • Google Condential and Proprietary 2008: microsites & ash
  • Google Condential and Proprietary Source: Cisco Visual Networking Index Report, Feb 2014 SHIFTS in technology fuel unprecedented access Average U.S. mobile data usage Approaching 40% People can cut the cord 1B >1gb/mo Mobile 4G YouTubes mobile trac Home broadband now the norm Global unique monthly users
  • Google Condential and Proprietary Enabling users to be everywhere & nowhere simultaneously 1960 1970 1980 1990 2000 TODAY 25 22 5 Network Broadcast Channels Cable Channels Online Video Channels 5 500
  • Google Condential and Proprietary YouTube was forced to adapt quickly YouTube ADAPTED quickly 2011 2012 Today
  • Google Condential and Proprietary Despite technology, the human desire for an emotional & authentic connection has not changed from the silly to the serious YouTube is satisfying that need
  • Google Condential and Proprietary
  • Google Condential and Proprietary What does LIQUID VIDEO look like? Videos travel quickly and are consumed in dozens of ways search recommendation engines embeds social referrals
  • Google Condential and Proprietary Video must work with BROADER ECOSYSTEM 90% of consumers expect their brand experiences to be seamless, no matter where they happen to be, regardless of the channel.
  • Google Condential and Proprietary Partner Pa id Own ed The UNIVERSE keeps expanding Consistent end frame Responses collected in playlists Video Responses Partners social networks Your Channel TrueView In-display (including engagement ads) TrueView In-search TrueView In-stream Your Website Promoted on other destinations Video in Google search
  • Google Condential and Proprietary ChoiceData Context BUT the building blocks havent changed THEYVE GOTTEN BETTER Todays toolset is a much sharper set of knives. Wendy Clark SVP Marketing, Coca-Cola Google Data Advertiser Data Third Party Data A B C D E
  • Google Condential and Proprietary PROGRAMMING & DISTRIBUTING YOUR CONTENT
  • Google Condential and Proprietary 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 doesnt mean people will SEE IT Distribution and community strategies are critical for success
  • Google Condential and Proprietary 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
  • Google Condential and Proprietary 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
  • Google Condential and Proprietary
  • Google Condential and Proprietary HERO PIECES deserve massive orchestration Match your distribution plan to your content
  • Google Condential and Proprietary Key Considerations for HERO distro plans Orchestrate your advertising GO BIG Timing 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 moments impact This is a time to draw a new audience in to your brand
  • Google Condential and Proprietary HUB content should be targeted 75%
  • HUB content: remarketing & sequential storytelling Video 1 Video 2 Video 3
  • Google Condential and Proprietary HUB content should drive to more videos
  • Google Condential and Proprietary HUB should drive to more videos
  • Google Condential and Proprietary HUB content: can be curated
  • Google Condential and Proprietary 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
  • Google Condential and Proprietary HYGIENE content: target search and honor shelf life
  • Google Condential and Proprietary HYGIENE content: should answer questions users are asking
  • Google Condential and Proprietary 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 distro plans keywords always on search + social is critical B R O A D
  • Google Condential and Proprietary Thumbnails shouldnt 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, dont forget to OPTIMIZE FOR DISCOVERABILITY VIDEO TITLES DESCRIPTION Only the rst few lines of your description will appear w/out expanding, make them count! But give hand raisers more information if they want it.
  • Google Condential and Proprietary Turning viewers into fans
  • Google Condential and Proprietary VIEWERS SUPER FANS
  • Google Condential and Proprietary The path to FANDOM CASUAL VIEWER SUBSCRIBER SUPER FAN
  • Google Condential and Proprietary SUBSCRIBERS VIEWERS> non-subscriber subscriber 2x
  • Google Condential and Proprietary Be active with your community; our new comment moderator makes it easy! Use the subscribe button wherever you can Tools for INCREASING SUBS GoPro adds 20s to each video and uses annotations to drive viewers to subscribe Playlists are a great way to keep viewers tuned in
  • Google Condential and Proprietary CONVERTING subscribers to fans Ask for input and foster your community, it will have a snowball eect! + =
  • REWARD YOUR TOP FANS with unique messages and custom experiences 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
  • Google Condential and Proprietary What do you GET BACK? Brands dont sell brands, people sell brands. If there is a brand I love, I tend to tell everyone about it ALSO INTERESTED IN ? ABOUT THIS CIRCLE ? LOCATIONS GENDER AGE United States Canada United Kingdom Australia Female Male 13-19 19-25 25-30 30-35 35-40 40-45 45-50 53% 10% 6% 4% 78% 22% 17% 39% 16% 10% 6% 5% 2%
  • Google Condential and Proprietary BUT...IS IT WORKING? A new world means a new scorecard and a dierent approach to measuring success
  • Google Condential and Proprietary 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) uctuations Trac 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
  • Google Condential and Proprietary So what can you do TOMORROW Distribution FandomAudience Audit your current audience Review previous distribution with Hero/Hub/Hygiene in mind Review your top fan report and community on YouTube H H H
  • Google Condential and Proprietary THANK YOU! g.co/ytbrandplaybook
  • Google Condential and Proprietary your HERO moment Google+TwitterYouTube Facebook Instagram