youtube - the good, the bad and the ugly
Post on 17-Oct-2014
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A look at the evolution of YouTube as a video-sharing platform, including case studies and top tips and tools.Prsentation given at the MyNewsDay event in Stockholm on 12 October 2011.TRANSCRIPT
The good, the bad and the ugly
@AdamVincenzini
Impact On
Today’s Focus
Reputation
Outline
About
YouTube: The Basics
Case Studies
Tools and Takeaways
1 23
4
About
About Paratus
• We: Create and maintain relationships with people who matter
• 8 years old and counting• London base, global reach• Integrated team of 25
Our ethos
YouTube: The Basics
Background
• World’s biggest video sharing community
• 2nd biggest search engine in the world (after Google)
• 400 tweets per minute contain YouTube links
• YouTube mobile now gets 100 million visits a day
YouTube has made online video accessible to all
Timeline
Timeline
2005 2006 2007 2008
First video
Geotagging
Comments enabled
$8 million profit
Google buys YouTube
Ads begin
10 hours of video uploaded every minute
YouTube mobile site launched
*In 2006, 33% of internet users visited video-sharing sites
Timeline
2009 2010 2011 2012
US President channel launched
20 hours of video uploaded every minute
U2 live concert stream
YouTube rentals launched
Exceeds 2 billion views a day
Becomes 3rd most popular global website
Middle East launch
Live content
?
*In 20011, 71% of internet users visited video-sharing sites
YouTube vs. Others
YouTube: 78.5%
Source: Experian video / multimedia market share report, April 2011
Hulu: 2.9%
Bing Videos: 1.9%
Yahoo! Video: 1.2%
Megavideo: 0.5%
Opportunities / Threats
Opportunities / Threats
Video content is easy to produce and share
Video content is easy to consume
Video content is very ‘searchable’
Video content evokes responses
“In equal measure”
Participants
Collective community
Super Users Actives Contributors Passives
Influence
(Individuals)
Collective community
Active (consistent) Semi-Active (inconsistent)
Resonance
(Organisations)
“Ad hoc participation”
“Active members of community”
Semi-active participants
ConsistentInconsistent
Post new content ‘now and then’
May respond to comments
Active participants
Publish new content regularly
Always interacting with other users
Promote other people’s content
Subscribers as goal, not just ‘views’
Constant cross-promotion Activity based on audience insight
Key takeouts
Key takeouts
• Community established first• Brand integration /
activation followed• Standing out isn’t easy, but
not impossible• Brands need to take a long-
term approach• Must be a two-way
relationship
Case Studies
Types of video
‘All-in-one’
2008
‘Do not try this at home’
‘Do not try this at home’
http://youtu.be/aHHwFcL37VM http://youtu.be/DHinXYqbSys
‘Do not try this at home’
“I’m outraged that Nike is
taking a clearly dangerous trick and using it to
sell shoes”
Key takeouts
• Your job isn’t complete once you hit ‘publish’
• Fine line between compelling and open to criticism
• Treat like any other ‘public’ activity
• Monitor, monitor, monitor!
‘Choice channels’
‘Never stop improving’
‘Team Hot Wheels’
Key takeouts
• Regular presence• Lowe’s: Solves problems
(and showcases products)
• Hot Wheels: Entertains (and showcases products)
‘Collaborations’
‘Collaborations’
‘Collaborations’
Key takeouts
• Add value to existing communities / audiences
• Only build new ones if there is a real need
• Use budgets wisely
Tools and Takeaways
Tips, tools and takeaways
1. Be active, regularly
- Comment- Vote- Favourite- Subscribe- Make playlists - Publish content
2. The first 15 seconds is key
- Capture attention- Subtle brand presence- Maintain engagement
Tips, tools and takeaways
3. Interact with other users
- Other YouTube users will promote your content better than anyone else will – show them love and they’ll show you love back.
4. Use YouTube’s resources
- http://www.youtube.com/creators/- http://www.youtube.com/create- http://www.youtube.com/testtube
Tips, tools and takeaways
5. Promote your content
- Use paid, earned and owned media channels to publicise your content
6. What’s your call to action?
- What do you want people to do after they’ve interacted with your content?
Tips, tools and takeaways
7. Tag and label everything
- The way you describe your content is almost as important as the content itself – make it searchable!
8. Use annotations wisely
- Add background information about the video
- Create stories with multiple possibilities (viewers click to choose the next scene)
- Link to related YouTube videos, channels, or search results from within a video
Tips, tools and takeaways
9. Collaborate
- Invite other users to help you solve problems or address challenges – this brings audience and passion together.
10. Attention to detail
(Simple things like thumbnail selection play a vital role)
Bonus resources
http://www.youtube.com/creators/playbook.html
http://viralvideochart.unrulymedia.com/
http://www.paratuscommunications.com/index.php/2011/06/15-nifty-youtube-resources-tips-and-tricks/
15 nifty YouTube tips and tools
Thank you!
For further information:
Adam Vincenzini
M / +44 7932 082 124
Twitter / @AdamVincenzini
Paratus Communications
www.paratuscommunications.com
Twitter / @ParatusComms
Facebook / ParatusComms