do's and don'ts of youtube cause marketing
Post on 21-Oct-2014
948 views
DESCRIPTION
February 18, 2013 The one guarantee on YouTube is that you can't just "make it go viral". Great online video strategies take this guarantee into account and build solid content foundations that support an organization's purpose. This February 26th webinar will cover YouTube cause marketing case studies - both positive and negative - and discuss the elements in play behind the videos. You will learn: The pros and cons of incorporating video into your cause marketing campaigns. Types of content strategies applicable to cause marketers. The basics of the YouTube Nonprofit program. Tactics for promoting cause videos and building a channel. How to use analytics to boost the power of your online videos.TRANSCRIPT
![Page 1: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/1.jpg)
Do's and Don'ts of YouTube Cause Marketing Promotion
By @WholeWhale
![Page 2: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/2.jpg)
WholeWhale.com
![Page 3: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/3.jpg)
WholeWhale.com
Roadmap
• Do/Don’t Cause Marketing + YouTube• YouTube Nonprofit• Tactics & Content• Analytics
![Page 4: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/4.jpg)
WholeWhale.com
Don’t Make it go ‘viral’
http://www.youtube.com/watch?v=sRNWFtgXo2E
![Page 5: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/5.jpg)
WholeWhale.com
Don’t Sell Out
http://www.youtube.com/watch?v=plWnm7UpsXk
![Page 6: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/6.jpg)
WholeWhale.com
Don’t Treat YouTube like
![Page 7: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/7.jpg)
WholeWhale.com
Do Treat YouTube like…
![Page 8: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/8.jpg)
WholeWhale.com
Don’t Ignore the Data
Courtesy: dinahsoar.blogspot.com
![Page 9: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/9.jpg)
WholeWhale.com
Don’t Ignore the Data
#2 Online Search+ 800 Million unique users/month+ 4 Billion hours watched/month +72 Hours uploaded/minute+25% of views come from Mobile
![Page 10: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/10.jpg)
WholeWhale.com
Don’t Confuse Tactics & Strategy
![Page 11: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/11.jpg)
WholeWhale.com
Do Use Whole Whale Thinking
![Page 12: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/12.jpg)
WholeWhale.com
Do Content Housekeeping
Design: Does it look good?
Staff: Who is managing?
Content: What are they saying?
Marketing: Where do people see it?
Measurement: How are people using it?
![Page 13: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/13.jpg)
WholeWhale.com
![Page 15: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/15.jpg)
WholeWhale.com
Annotations + Overlays
![Page 16: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/16.jpg)
WholeWhale.com
Live Streaming
https://support.google.com/youtube/bin/answer.py?hl=en&answer=2523404&topic=2474327&ctx=topic
![Page 18: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/18.jpg)
WholeWhale.com
Tactics & Content
![Page 19: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/19.jpg)
WholeWhale.com
Blitzkrieg
Impact = (Action / Time)* Comm.• Create a simple collective action• Give a deadline• Create a simple, social interface
![Page 20: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/20.jpg)
WholeWhale.com
Creating Urgency
![Page 21: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/21.jpg)
WholeWhale.com
![Page 22: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/22.jpg)
WholeWhale.com
Recruit a Team that Cares
Care A Lot
Care A Little
Recruit a team + give them:• Goals• Purpose• Honorary Title
Ask more from people who care
![Page 23: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/23.jpg)
WholeWhale.com
Know the Algorithm
1. Time Watched2. View Count3. Likes/Favorites4. Interactions (comments)
Time + Topic
![Page 25: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/25.jpg)
WholeWhale.com
Case Study: @DoSomething
![Page 26: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/26.jpg)
http://www.youtube.com/watch?v=3Mr4kXW6mOU
![Page 27: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/27.jpg)
WholeWhale.com
Meme Riding
http://www.youtube.com/watch?v=HYWuCSKjSds
![Page 28: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/28.jpg)
WholeWhale.com
Case Study: @KenyaWildTrust
![Page 29: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/29.jpg)
WholeWhale.com
![Page 30: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/30.jpg)
WholeWhale.com
Case Study: @Octarium
http://www.youtube.com/watch?v=T0W59PDwFNM
http://Xtranormal.com
![Page 31: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/31.jpg)
WholeWhale.com
Quick Content Ideas
• How to ___• Educational• Amazing/shocking• Animated dialog• Responsive to audience• Meme Riding• Funny/Inspiring• Testimony
= Add Value
• Choose your own adventure• Contest submission• Live observation of an area• Exclusive interview• Review of___
![Page 32: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/32.jpg)
WholeWhale.com
Analytics: Demographic
http://www.youtube.com/watch?feature=player_embedded&v=AUU9urHAwco#!
![Page 33: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/33.jpg)
WholeWhale.com
Analytics: Referring
![Page 34: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/34.jpg)
WholeWhale.com
Analytics: Individual Video
![Page 35: Do's And Don'ts of YouTube Cause Marketing](https://reader033.vdocuments.site/reader033/viewer/2022052819/5446df20b1af9fdc3a8b470d/html5/thumbnails/35.jpg)
WholeWhale.com
Thanks!
Follow me @WholeWhale