feeding the content monsters
DESCRIPTION
YouTube's recommended approach to content & programming are outlined in this presentation. From the 3 C's to the 3 H's, after reading you'll have a better handle on when to publish what on YouTube.TRANSCRIPT
Brand Partner Program, July 2014
welcome to the
v
Innovative content creationService Training Access
Brand Partner Program: OVERVIEW
Clean & Clear
GoPro
Volvo
Amex
July 20, 2014Feeding the Content Monsters
Mary Healy, Global Lead, Youtube Brand Partner Program
The History of Branding
The OWNERSHIPAge
TheINDUSTRIALAge
The OWNERSHIPAge
TheBROADCASTAge
TheINDUSTRIALAge
The OWNERSHIPAge
TheINFORMATIONAge
TheINDUSTRIALAge
The OWNERSHIPAge The
BROADCASTAge
ThePARTICIPATIONAge
The principles are still the samebut the tools have changed.
Perception
Time
Current image
positioning 1
positioning 2
positioning 3
Futureidentity
new product innovation pricing distribution channel advertising/promotion
Current image
positioning 1
positioning 2
positioning 3
Futureidentity
content
content
content
Perception
Time
Source: http://www.guardian.co.uk/media/media-blog/2013/jun/24/cannes-lions-online-film-category
“It’s no longer a level playing field. Television commercials are being beaten to the [Cannes] Grand Prix by films made with the complete freedom afforded by the internet.”
Jason Stone The Guardian, June 2013
Entertain
Inspire
Educate
Educate
Food Quality Perception Scores
+46%A company
I trust
+61%Good
quality food
+73%Good quality ingredients
+48%Food I feel good
about eating
The BIG, pink lie
InformationCuriosity
CredibilityTransparency
Entertain
Entertain
PRANKVERTISING
FunHumor
SuspenseIntrigue
Inspire
REHTOM
MOTHER
million views in 3 days
9.1 20million views
to date
3 minutes (on average)
=2014
109years
w/
“Significant year-over-year increases” in site traffic and card sales for American Greetings and Cardstore.
- mullen
POVRelatabilityPurpose
Heart
You need to think more likea content creator
But you don’t have todo it all yourself
“You have to entrust 23-year-olds to protect or amplify the brand without the classic structure that organizations use to make decisions... If you are a control freak, you’re not going to like the future.”
GREG CREED, CEO
Resources required
CollaborateCreate Curate
You need a framework to put this all together.
Always-on “pull” content designed for your core target
Hygiene Regularly scheduled “push” content designed for your prime prospect
HubLarge-scale, tent-pole events or “go big” moments designed for broad awareness
Hero
HYGIENE CONTENTAlways-on “pull” content designed for your core target
ACTIVATION Use Intent-Based Vehicles to drive traffic to this content
How-To’s, Demos, Customer Service
HUB CONTENTRegularly scheduled “push” content designed for your prime prospect
Success Stories, Passions and Interests
ACTIVATION Use Targeted Advertising to drive traffic to this content
HERO CONTENTLarge-scale, tent-pole events or “go big” moments designed for broad awareness
Product Launches and Tent-Pole Events
ACTIVATION Use an Orchestrated Approach Across Channels to drive traffic to this content
Always-on “pull” content designed for your core target
Hygiene Regularly scheduled “push” content designed for your prime prospect
HubLarge-scale, tent-pole events or “go big” moments designed for broad awareness
Hero
What not to do.
make wonderful content and fail to promote it
DON’T
think you are going to get this right the first time
DON’T
try to be something you are not
DON’T
be afraid of stirring conversation
DON’T
A parting thought.
“I suppose it’s about the maturing of the consumer society. Once you’ve got the things you need and then you’ve got most of the things you don’t need but desire, then you start looking for slightly deeper layers of meaning.”
- James Murphy, CEO of DDB London
Putting this into practice
Content Breakout SessionsExercise #1 - Articulating Your YouTube Value Proposition (30 minutes)
ARTICULATE Your content strategy
Your YouTube value proposition is a statement that captures your target audience, your brand values and the content that connects the two. Having a clearly defined proposition helps all content development stakeholders remain true to your core strategic rationale and should serve as a filter for any content you develop.
GET
BY
Who are you targeting and what do you know about them?(e.g. Busy women 25-35 who care about their appearance but rely on evidence based products)
TO
Complete the following statement:
How do you want them to think, feel, or act differently about your brand?(e.g. to stimulate trial of new Product Line X and become advocates of Kim’s Luxury Cosmetics)
How do you propose to do this through your content?(e.g. by providing her with credible, scientific skincare content that helps her get on with her life with confidence.)
DEVELOP Your content strategy
Building a successful presence on YouTube requires requires thinking beyond a single viral hit, and committing to a viable long-term programming strategy. The first step in that process is to identify the content you are going to deliver to your target audience, from always-on Hygiene content to tent-pole Hero moments.
HERO
HUB
HYGIENE What is your audience actively searching about your brand or industry? What can serve as your 365-day-relevant, always-on, PULL programming strategy (e.g. product tutorials, how-tos, walkarounds, etc.)? Note: Use search to make your content discoverable.
What consumer passion points or interests do you want to deliver content about? Note: This is often staggered throughout the year. You may put targeted promotion behind this. (e.g. verticalized content, special interests, etc.)
What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? Note: This is typically campaign or launch-based content. A brands may have only a few Hero moments in a year. Large promotional investment is involved.
HERO 1 HERO 2
TIMING: TIMING:
HUB 1
TIMING:
HUB 2
TIMING:
HUB 3
TIMING:
HUB 4
TIMING:
List all types of hygiene content:
1 2 m o n t h c a l e n d a r
Content Breakout SessionsExercise #2 - Develop Your Content Strategy (60 minutes)
Instructions:• Spend 90 minutes completing these two exercises (approx 30 minutes on Exercise 1 and
60 minutes on Exercise 2)
• Quick Debrief at the end
Content Breakout Sessions