how to use youtube & hangouts on air for creating videos that stand out
TRANSCRIPT
How to Use YouTube & Hangouts on Air for Creating
Videos That Stand Out
Presented by: Grant Tilus
• Marketing Manager at Collegis Education
• Content Marketing Director at MnSearch
Google+ Enthusiast
Hangout on Air Producer
Advanced YouTube Viewer
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Grant Tilus
@GrantTilusplus.google.com/+GrantTilus
Session Agenda
• Part One:
YouTube Optimization Tips & Tricks
• Part Two:
Strategies for Using Hangouts on Air to Create Content
• Part Three:
What You Need to Know for Producing Hangouts on Air
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What Video Marketing Used to Be
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Where Video Marketing is Today
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We Just Can’t Get Enough of It
The Growth of Video Marketing
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Part One: YouTube Optimization Tips & Tricks
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Channel Name
• Keep it short
• Easy to remember
• Branded
• Use keywords
• Be consistent across platforms
• Find a way to differentiate
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Channel Description
• Utilize keywords
• Why to watch/subscribe
• Upload frequency
• Be concise
• Highlight content features
• Include links
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Channel Keywords
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Lawn care green grass mowing
Promote Your Properties
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Promote Your Properties
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Promote Your Properties
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Display Your Brand
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Display Your Brand
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Profile Image
• Use a square high-res branded image.
• 800 X 800 px images recommended
• Avoid any small text
• This pulls from Google+ if your accounts are synced
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Create a Channel Trailer
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Create a Channel Trailer
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Create a Channel Trailer
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Upload Video in HD
Create Quality Content
• Would you watch it?
• Is it share worthy?
• Does it solve a problem or need?
• Don’t give your viewers a reason to click away • i.e. Poor audio
• i.e. Shaky video
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Determine a Content Strategy
• What’s your channel’s unique value proposition?
• Highlight your brand’s voice and perception
• Focus on the ideas first
• Conduct competitive research
• Create an optimized workflow
• Find ways to stand out• Hangouts on Air
• YouTube Live
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Use Optimized File Names
• Use keywords within the file name of videos
• Make sure it accurately and concisely describes the content
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Use a Custom Thumbnail
• Attention grabbing
• Reinforce video content
• Plan it into your pre-production
• Take a still photo during production
• Don’t pull a bait and switch
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Select the Correct Video Category
• Additional level of optimization for your videos and channel authority
• Better organization
• Improved user experience
• Improved video rankings
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Don’t Forget the Metadata
• Title
• Keep it short and catchy
• Up to 100 characters
• Use keyword best practices
• Video Description
• Up to 5,000 characters
• First 160 characters or so show search results
• Include URLs
• Add video times (ex. 00:55)
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Tag Your Videos
• Use relevant keyword tags for your videos
• Tags to include:• Topics (broad & narrow)
• Brand
• Location
• Video talent
• Video type
• Suggested tags
• Competitors tags
• Think about how users would search for this video
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Showcase Your Properties
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Include the Caption
• Upload video transcription file
• Helps with indexing
• Provides language support
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Include the Caption
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Include the Caption
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Utilize Playlists
• Create descriptive playlists using keywords
• Organize by type and topic
• i.e. Hangouts on Air
• i.e. Remodel a Bathroom
• Helps users decide what to watch
• Tip: Create topical public playlists that are helpful to your target audience and include your own videos along with others
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Utilize Playlists
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Use Annotations
• Increase engagement and subscribers
• Link to related videos
• Ask viewers to like, favorite or share
• Highlight resources to provide additional context
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Drive Engagement & Subscriptions
• Participate in the community• Comments
• Video Responses
• Ratings
• Drive action• Social Sharing
• Subscriptions
• Embeds
• Comments
• Ads
• Always have a CTA
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Use Analytics to Improve
• Use YouTube analytics to review performance• Demographics
• Traffic sources
• Playback locations
• Devices
• Audience retention
• Subscribers
• Engagement metrics
• Annotations
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Build Links to Your Site
• Put the video on your site first• Make video private on YouTube
• Publish unique content
• Conduct outreach
• Use paid promotions
• Then make the video public on YouTube
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Remarket to Viewers
• Link your YouTube and AdWords accounts
• Create a video remarketing list
• Create video ads for remarketing
• Target a specific audience
• Help keep your brands product/service/channel top-of-mind
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YouTube Live
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Embrace YouTube & Google+ Integration
• YouTube channel & Google+ share names
• The YouTube tab on G+
• Cross-Google notifications
• Enhanced sharing
• Improved discovery & shareability
• Hangouts on Air
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Part 1 Recap: YouTube Optimization
• Start creating content
• Be consistent
• Optimize everything
• Showcase your brand
• Create your own YouTube guidelines for internal use
• Explore the academy
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Part Two: Strategies for Using Hangouts on Air to Create Content
Get on Google+
• Build your brand page
• Circle your team
• Verify your YouTube channel
• Commit to using Google+
• Build a following
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Create Videos that Stand Out
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Conduct Competitive Analysis
• Review competitors:
• Branding strengths
• Video quality
• Subject matter
• Types of videos• Hangouts on Air?
• Audience engagement
• Frequency
• Calls to action
• Etc.
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Find a Way to Differentiate Yourself
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Showcase Your Mission & Culture
• What is your organization’s unique value proposition?
• What needs/problems are you solving?
• What are your cultural strengths?
• What do you want to be known for?
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Be Authentic
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Who is Your Target Audience?
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Where Do You Have Authority?
• Is it individual or organizational authority?
• Showcase authority through information
• Use subject matter experts
• Internal or external
• You are the expert
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Focus on Providing Real Value
• Entertain
• Educate
• Persuade, Inform or Convince
• Inspire
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Create Unique Content
• One of a kind
• Relevant
• Helpful
• Uniquely valuable
• Massive upgrade from others
• Hard to get elsewhere
• Differentiated style
• Great UX
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*Whiteboard Friday: How to Provide Unique Value in Your Content
Remember: Length Matters
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http://bit.ly/1efy9PA
Brainstorming Ideas for Hangouts
• Is it right for video?
• Does it require additional context?
• Do you have a content gap?
• How will it be differentiated?
• What does your audience want to see? – Think about FAQs
• What are your business objectives?
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Take Advantage of Topic Trends
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Create Purposeful Content
Create Different Types of Content
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Interviews
Create Different Types of Content
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Discussion Panels
Create Different Types of Content
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How to
Create Different Types of Content
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Podcasts
Create Different Types of Content
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Q & A
Create Different Types of Content
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Industry News/Trends
Create Different Types of Content
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Showcase Expertise
Create Different Types of Content
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Demonstrations
Create Different Types of Content
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Promote a Cause
Create Different Types of Content
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Promote an Issue
Create Different Types of Content
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Promote a Lifestyle
Create Different Types of Content
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Customer Testimonials
Create Different Types of Content
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Mobile
Create Different Uses for Your Content
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Content with Rich Media
Video Content You Can Repurpose
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Develop a Structure for Your HOA
• Nose• The 5 W’s
• Body• The details
• Keep things moving
• Tail• Recap
• Key takeaways
• Desired actions
• Next time
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Create a Program Outline
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• Create a template
• Input conversation points
• Key questions to answer
• It makes participation easier
• Helps keep you on time
• Is your Hangout on Air unique or recurring?
• Practice makes perfect
Create Optimized Titles
• Important for earning organic views• Keywoodtool.io
• Ubersuggest
• Google Search Suggest
• Discover key areas to focus the conversation topic
• Find a keyword family• Ex: Careers in…
• Ex: Traveling to…
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Google Suggest Has Wildcardsbit.ly/1zNLJbb
Find the Right Host
• The host must be:
• Good with the technology
• Authoritative
• Authentic
• Engaging
• Knowledgeable
• Cool under pressure
• Fully invested
• Able to keep things moving
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Not this guy
Find the Right Talent
• Talent must be:
• Subject matter experts• Borrowed authority
• Third-party validation
• Win/Win situation
• Engaging
• Knowledgeable
• Committed to participating
• Comfortable with the technology
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Find the Right Talent
• Talent must be:
• Subject matter experts• Borrowed authority
• Third-party validation
• Win/Win situation
• Engaging
• Knowledgeable
• Committed to participating
• Comfortable with the technology
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Borrow Authority and the Audience
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Don’t Assume the Audience…
• Is familiar with your brand
• Is familiar with the technology
• Is interested in you or your business
• Knows what you mean• Avoid jargon
• Is going to watch start to finish
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Determine an OKR
• Why are you making it?
• Brand awareness
• Build authority
• Topic awareness
• Competitive advantage
• Organization goals
• Educate audience
• Referral traffic
• Engagement
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It’s Not About Views
It’s Not About Views
• Focus on your R.E.P.
• Retention
• Engagement
• Participation
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Get Them to Keep Watching
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Get Your Audience Back to Your Site
• Showcase app
• Screen share
• Research surveys
• Blog Posts
• White papers
• Show don’t tell
• Video annotations
• Event page
• Video description
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Part 2 Recap: Strategies for Using Hangouts on Air
• Use Hangouts on Air for creating unique video content
• Build your organization and personal brands
• Find the right talent
• Create different types of content
• Focus on finding ways to improve each time
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Part Three: What You Need to Know for Producing Hangouts on Air
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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
SpeedTest.net
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Find the Right Equipment
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Be Aware of the Production Quality
• Sound quality trumps picture quality
• Hangouts on Air can be delicate• Select the correct equipment
• Try earbuds
• Mute mics
• Avoid Wi-Fi
• Be aware of the background
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Show Your Brand with a Background
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Background Fails
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Show Your Brand with Lower Thirds
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Find a Producer
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ProducerSubject matter expert
Develop a Production Process
• Hangouts on Air Production Steps to Follow
1) Create viewing page
2) Promote event
3) Set up the Hangout
4) Invite attendees
5) Upload lower thirds
6) Practice
7) Start broadcast
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Create a Viewing Page
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Google+ Event Page
• Optimize your title
• Provide a detailed description
• Add links to your website and social channels
• Engage with the audience
• Drive sign ups
• Embed the live stream
- Drive traffic to your site
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Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
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Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
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Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
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• Promoting live events
• Event Pages
• Website registration
• Email campaign
• Video embeds
• Social media
• Online communities
• Live questions
• Post event content
Live Event Planning
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Live Event Planning
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• Promoting live events
• Live questions
• Pre event
• Social Media
• Hashtags
• Q&A app
• Post event
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Live Event Planning
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• Promoting live events
• Live questions
• Post event
• Unanswered questions
• Add annotations/CTAs
• Social promotion
• Content creation
• Scheduled planning
Make Sure Everyone's Comfortable
• Creating a Google+ account
• Setting up the camera and microphone
• Joining a Hangout on Air
• Uploading a lower third
• Understands the conversation flow
• Look at the camera
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Find Your Primetime
• When is your audience available to watch live?
• Test times
• Poll audience
• Does being live make sense?
• Be on time
• What about frequency?
• Start slow
• Monthly
• Quarterly• Be consistent
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Think About Your Audience
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Learn How to Manage the Video Feed
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Hangout Apps
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Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Google Effects
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Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Display content
• Q&A
• Google Effects
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Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Display content
• Q&A
• Google Effects
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Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Take live questions
• Google Effects
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Hangout Apps
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• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Google Effects
• Sound effects
• Pirate hats, scuba mask, etc.
• And many more
The Day of Set Up Preparation
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• Hardline internet connection
• Select the correct equipment• Camera and microphone
• Check audio and video
• Upload lower third and prepare any visuals
• Turn off phones
• Troubleshoot any issues• Restart the hangout?
• Practice until you know exactly what to do
The Day of Set Up Preparation
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Embed the video and share the link before you start the broadcast
Event page Hangout window
Be Ready for Anything
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Post Broadcast
• Thank viewers and participants• Stop Broadcast
• Edit video description and thumbnail
• Crop video length
• Add annotations
• Begin additional content strategy and promotion efforts
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Part Three: What You Need to Know for Producing Hangouts on Air
• Find quality equipment within your budget
• Develop a production process
• Learn how to manage the Hangout technology
• Keep learning and testing new features
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Are You Excited to Get Started?
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Key Takeaways
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• Use YouTube to build your brand online
• Optimize everything
• Develop your content strategy for videos
• Start using Hangouts on Air for creating video content that stands out
• Become the expert your team needs
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Thank You
Feel free to reach out to me with any questions!