hangouts on air: how to successfully create more video content by grant tilus

Hangouts on Air: How to Successfully Create More Video Content

San Jose, CA: March 11-13, 2014

Presented By: Grant Tilus

Grant Tilus

Associate Inbound Marketing Manager Collegis Education Director of Content Marketing MnSearch

@GrantTilus

plus.google.com/+GrantTilus

Grant.Tilus@CollegisEducation

Winner, Best In-House Search Team 2013 US Search Awards

CollegisEducation.com

Do you struggle creating video

content?

Source: http://bit.ly/1cyWY9E

@GrantTilus #SMXWest

Video content is essential

• YouTube is the #2 search engine

• More than 1 billion unique users visit YouTube each month

• 59% of executives would choose to absorb information through video rather than text - @forbes

• YouTube is the top platform overall amongst 14-34 year-old users - @Cassandra_Daily

http://www.youtube.com/yt/press/statistics.html http://www.pixability.com/industry-studies/brand-study

http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629/2


So you look for inspiration to follow


Source: http://bit.ly/1cyWS1M

But budgets are tight


Source: http://bit.ly/1kBP3R8

Have you tried Hangouts on Air?


#HOA

Hangouts on Air are amazing

• Up to 10 total participants

• Unlimited viewers via the live broadcast

• Automatically uploaded to YouTube

• Cool apps

• Simple way to create quality video content

Rand Fishkin, Wizard Pirate of Moz


Great way to create video content


And budget friendly

0


Our team has embraced using them


You only see the finished product

It’s takes careful planning

Source: http://bit.ly/1oblcPN

#sochiproblems


Examples of Hangouts on Air


Here’s what you need to know before getting started


Embrace Google+

• Start building a brand presence

• Engage the community

Benefits:

• Influence personalized search results

• Strong audience targeting with circles

• Gmail notifications

• YouTube comments

• Hangouts on Air

Source: http://imgur.com/gVmr4eG


Get buy in from leadership

• Discuss the value of video content

• Create KPIs

• Be honest about the platform

• The technology isn’t perfect

• Become the expert

• Get permission to start testing

*Read: Metrics to Measure YouTube Marketing by @PhilNottingham


Review the technical requirements

Bandwidth

• For 1:1 connections Google suggests a 1 mbps/1 mbps (up/down)

• For group video connectivity Google suggests 1 mbps/2 mbps (up/down)

• The more participants the more stress on your network

• Download the hangout plug-in bit.ly/1gmeL6D

Resources

Hangouts system requirements bit.ly/JLOODH

Getting started

bit.ly/1nySDbT

Hangouts and more

bit.ly/1dPbVUP


Test your network

• Create a quality viewing experience

• Common issues

- Screen flashing

- Video lag

- Delayed audio

• Have off-site participants test

- SpeedTest.net

Source: http://bit.ly/1hiAEFN


Test the equipment

What you’ll need:

- HD webcam

- Microphone

- Headset

• Test your computer

• Provide camera and microphone for participants

• Use chrome


Create a content strategy

• Remember your brand promise

• Focus the topics of conversation

• Determine what questions you should be answering

- Consider your personas

• Find a unique message

• Create a program outline


Utilize a program outline

• Is your hangout unique or recurring?

• Create a template document

- Input conversation points

- Key questions to answer

• It makes participation easier

• Content tips:

- Set expectations at the start

- Hook ‘em early

- Keep it compelling

Main Topic

Sub Topic

Sub Topic

Sub Topic

Sub Topic


Determine your Hangout on Air format

• Public

- Anyone can join you

• Invite-only live

- Live talk show

- Take live questions

• Invite-only not live

- Pre-recorded

@GrantTilus #SMXWest Source: http://bit.ly/1dmqwvc

Build a promotion plan

• Create the event page

- Email notifications

- Google calendar

• Invite – public & circles

• Cross promote online

• Blog post

• Create a hashtag

• Video trailer

• Hypemyhangout.com


Creating an event page

• Don’t create an “Event” or “Plan a Hangout”

Instead go to Hangouts and Start a Hangout on Air That Starts Later

It will look like this…

Source: http://bit.ly/1jdhKkk


Which is ok

Event details

Video feed with countdown

No banner image


But you want to showcase your brand

Brand is everything!


Edit the event page to add branding

• Remember to create a custom banner image (1200x300)

• Go to the event details

- Edit event

• Change the theme and upload your branding


Branding for the win!

Now promote this event page url

* Use a shortener to track clicks


Other ways to promote your brand

• Video trailer - Ex: Fireside Hangout

• Screen background

• On screen content

• Create a lower third with custom overlay


vs.


Which one looks more professional?

Don’t forget about adding seo value

• Optimize your titles

• If you are creating a hangout series, find a keyword family

• Add links to your website and social channels

• Embed the live stream

- Drive traffic to your site Ubersuggest.org


It starts at the event page


Stick to a schedule

Source: http://bit.ly/OTZLFP


The producer

Requirements:

• Become a Hangouts on Air expert

• Be available to coordinate and produce live events

• Continually test new features

• Is this you?


Don’t be this guy


Behind the camera

• Picture of our set up Producer Host/SME


Control the screen

Use your mouse & “alt-tab”

Source: http://bit.ly/1e524KC


Hangout apps to use

• Apps can increase the production value

• The Hangout ToolBox - Lower third with custom overlay

• Screenshare - Display content

• Q&A - Take live questions

• Google Effects - Pirate hats, scuba mask, etc

• Many more available

Source: http://bit.ly/1nIalK7


The host

• Requirements:

- Subject matter expert

- Confident

- Engaging

- Cool under pressure

• This could be you or …

- Your boss or an in-house expert

- The client

• It’s the producer’s job to make the host’s job easier

You Want This Guy


Not this guy


Utilize subject matter experts

• Internal and external

- Develop industry connections

Benefits:

- Borrowed authority

- Third-party validation

- Less sales-y

- Unique content

- Win/Win for experts

Source: http://bit.ly/1m23yvD


Make it easy for the SMEs

• Get them familiar with Google+

• Provide feedback and direction

• Make participation simple

- Utilize a program outline

- Camera and microphone

• Make them feel appreciated


You don’t want this to happen live.

Don’t forget to practice

• Start with technical dry runs with participants

- Are they tech savvy?

• Schedule full rehearsals

- Technical set up

- Upload lower third

- Sharing visuals

- The conversation flow

- Etc


The day of a live event

• Sign on to the hangout 30-60 minutes ahead of time

• Check audio and video

• Upload lower thirds and prepare any visuals

• If you want to embed the video or share the link, do this before you start the broadcast

• When ready, click “Start broadcast” and wait 10 seconds.

• Don’t broadcast copyrighted content


How to get set up

• Hardline internet connection

• Select the correct equipment

- Camera and microphone

• Turn off phones

• Test audio/video

• Troubleshoot any issues

- Restart the hangout?

• Don’t go live until you’re ready

• Be ready for anything

• Keep rolling


After the broadcast ends

• Click

• The video will automatically upload to YouTube

• Make video edits

- Description

- Thumbnail

- Start and end points

• Start promoting the content


Build your brand on YouTube


Keep testing new features

Source: http://bit.ly/1fl0IAf


Don’t sleep on using Hangouts on Air

It’s a great way to create quality video content on a budget


• Start brainstorming ideas for creating video content using Hangouts on Air

• Discuss them with your boss/team ASAP

• Create a strategy

• Get familiar with using Hangouts on Air

• And start creating more video content

Key takeaways


Thank you!

@granttilus

plus.google.com/+GrantTilus

[email protected]

Feel free to reach out to me with any questions!

hangouts on air: how to successfully create more video content by grant tilus

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