YOUTUBE CHANNEL STRATEGIES

Prathamesh BarahEMBA

AGENDA• Importance of YouTube channels and opportunities

for ICICI on YouTube.

• Various Interactive Campaigns carried out by companies on YouTube.

• Analysis of strategies used by different banks on YouTube.

• What are the different YouTube strategies and how can they help in increasing organic traffic on YouTube.

IMPORTANCE OF YOUTUBE• Viewership

• More than 1 billion unique users visit each month.

• Over 4 billion hours of video are watched each month.

• 72 hours of video are uploaded every minute.

• In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth.

• Millions of subscriptions happen each day.

• Mobile and Devices

• 25% of global YouTube views come from mobile devices.

• People watch one billion views a day on YouTube mobile.

• Traffic from mobile devices tripled in 2011.

Various Interactive Campaigns carried out by companies on YouTube.

ICICI Prudential Life Smart Kid Campaign

• Objective:

• To create an experience which is personal and can be done on scale.

• User should be delighted with the experience and happy to share.

• Cashing on the 'experience' quotient, the initiative attempts to touch the emotional chord of parents with young children.

• Result:

• The initiative, launched in early November, has already received more than 150 videos posted by parents.

• The channel has clocked more than 1.8 million viewers and 475 subscribers.

iCARE CAMPAIGN• ICICI Pru Life came up with the 'Commitment is Everything'

campaign, which marketed ICICI Pru iCare's online term plans.

• Results:

• The initiative recorded more than 3.95 lakh views and 11,000 shares.

• Approximately 2.2 lakh views have been generated for the videos and edits.

ICICI DIRECT

• Results:

• Subscribers: 1,112• Viewers: 6,55,746

• ICICI Direct topped the list in the investment segment Google searches according to a recent report by Google search trends in India and an independent research report conducted by TNS Australia on the influence of Internet on the purchase decision of financial products by Indian Internet users.

TIPP EXPERIENCE

RESULTS

Subscribers: 51,022 Viewers: 21,025,930

HOT WHEELS

RESULTS

Subscribers: 57,183 Viewers: 2,088,612

NIVEA STRESS PROTECT CAMPAIGN

RESULTS

• Subscribers: 279 • Viewers: 2,18,117 for the video itself. Total Viewers: 8,89,192.

Analysis of strategies used by different banks on YouTube.

BANK OF AMERICA• Objective:

• To be prescriptive in their approach and to make sure their legal, risk and compliance partners comfortable as well.

• Looking to listen and engage on YouTube and being able to provide useful information that is not pitchy or promotional.

• Uniqueness:

• Narrating stories about the businesses they partner with.

• Posting more on personal finance since customers are interested in how they can be helped.

• Post more to help people demystify their finances eg (what is an APR and how your credit score works).

• Separate learning program on the website which consists all the customer education videos. This is their major advantage for increasing customer engagement and number of viewers too.

• Small Business Campaign – The playlist managed to get most number of Viewers.

Results• Subscribers: 3149• Viewers: 51,61,212

COMMON WEALTH BANK

• Cricket Theme: Campaigns, which revolve around the theme, have managed to engage youngsters as well as the elders.

• Heap Handy: Managed to get maximum engagement from the young working crowd. Most viewed playlist.

• “Can Stories” – Interactive Campaign which encourages people to share videos on YouTube and has increased viewership and engagement ratio.

Results• Subscribers: 1,385• Viewers: 15,91,419

ASB BANK• Uniqueness:

• Personalized Videos: SUCCEED ON was a hit in terms of engagement and viewership.

• ASB Bank has introduced a new digital hub, www.experience.co.nz

• A separate page for the “ Experience Concept” provided on their website too.

• One of its kind concept in New Zealand.

• Subscribers: 188• Viewers: 3,68,302

AMERICAN EXPRESS• Uniqueness:

• American Express UNSTAGED: A Live Concert Series by famous personalities.

• Shop Small: A Nationwide Movement to Support Small Business.

• RESULTS:

• SUBSCRIBERS: 11,433

• VIEWERS: 17,906,907

YOUTUBE STRATEGIES • Closed Captions (Transcripts)

• Keep Your Old Videos Updated

• Embed Your Videos

• Optimize Your Videos Metadata

• Title Your Video Correctly

• Make Use of Your Video’s Description

• Add Tags to Your Videos

• Playlists:

o Use Descriptive Playlistso Use keyword focused titles for your playlistso Write a keyword focused, accurate description

for the playlist

• Make the Most of Annotations

• Brand Your Page Consistently

• Create a Payoff

• Cross Promotions

• Create Responses to Already Popular YouTube Videos

• Make a Series

• Add Interactivity

• Come up with an interactive campaign for YouTube ( ICICI Pru Life)• Use widgets on websites.• Come up with animated videos – As of now only customer education series

uses animated videos ( ICICI Direct).• Don’t promote direct commercials so extensively on YouTube. Use more

realistic experience based videos for the theme “ Khayal Aapka” - (ASB).• Try using annotations intelligently for story-telling - ( ICICI Direct).• Embed videos on the website - (BOA).• Sponsorship videos – ( BOA, Amex).• Metadata:o Description – Should be more detailed. URL of the website not used.o Title – Use the word “ICICI” in every video Title.o Tags – most of the videos do not have tags.

THANK YOU