YouTube Business Channel in Content Marketing. April 29 th 2014

Transcription

1 YouTube Business Channel in Content Marketing April 29 th 2014

2 Agenda YouTube Business Channel- why? You tube creator playbook Online video trends- b2b and b2c You Tube Content Creation Creating great content the process Example channels Optimisation and distribution Measurement

3 You tube creator playbook webvm web video marketing 3

4 You Tube creator playbook what it covers Video Content creation content, playlists, scheduling, business creation and management Optimizing the content channel metadata and keyword strategies, tagging, titling, transcriptions, uploading and publishing Audience Development & Measurement webvm web video marketing 4 Gaining subscribers, likes, fans, building channel followers, cross promotion, social media integration

5 YouTube Channelfication Strategy You tube creator playbook *

6 Online video trends B2B and B2C

7 The Attention Economy Video and rich media - Increasingly becoming the best way to communicate to your target audiences

8 Video is now the BEST way to influence B2C decision makers 64% of users are more likely to buy a product online after watching a video (ComScore). Video ads increase purchase intent by 97% and brand association by 139% ( Unruly Media) 90% of users say that seeing a video about a product is helpful in the decision process (Nielson) 80% of users recall a video ad they viewed in the past 30 days (Online Publishers Association). By 2016 online video ad spending will reach $5.4 Billion (Break Media). By % of all consumer internet traffic will be video based (Cisco)

9 Video is now the BEST way to influence B2B decision makers 80% of executives watch more online video today than a year ago. 59% of Senior Executives prefer to watch video instead of reading text, if both are available on the same page. 75% of Senior Executives surveyed said they watch work-related online video on business-related website at least weekly 65% of Senior Executives report visiting a vendor s website after watching their online video. (Forbes Magazine 2013 )

10 YouTube content creation

11 webvm web video marketing 11 Video Content Types by channel BUSINESS to BUSINESS BUSINESS to CONSUMER EMPLOYEE COMMUNICATIONS Lead generation and brand engagement: Company Elevator pitches Video case studies Client testimonials Product /data visualizations Interactive Info graphics Explainer videos How- to videos Thought leadership videos Direct to consumer video communications Pre roll Video ads tru view Video news PR Personalised video Video newsletters Video invitations Charity appeals Vines/instagrams How to videos Employee motivation and knowledge: Internal communications Induction videos Training videos Communications messages Message to the troops Intranet video news channel Product demonstrations Live web presentations Web casting/webinars

12 webvm web video marketing 12 The role of video/rich media content in the customer journey Pre-Sales (Acquisition) Sales (Conversion) Post-Sales (Retention) BUYER MODE Exploratory, Pilot, Research, Testing, Enquiry, Trial Seeking a quote, Ready to purchase, Active Buyer, Budget to spend, POS Training, Fulfilment, Support, How-To, Product Enhancements Information Track Record Customer Service BUYER LOOKING FOR Knowledge Solutions New ideas Innovation Reassurance Capability Technical Expertise Unique selling proposition Communications Understanding Consolidation Video Ads Explainer Videos Live Chat / Virtual Person VIDEO TYPES Video Elevator Pitch Video Case Studies Product Videos Video White Papers Sales Videos Product Videos Video Testimonials Technical Animations How-To Videos Video Help Desk Training Videos Explainer Videos Knowledge Expert Videos Webinars/ Customer Service Videos

13 Age Age EXAMPLE: Demographics of UK YouTube Audience Courtesy of YouTube s Own Audience Insight Tool UK YouTube Use by Gender Male Female Male Female 0 0 Age Groups Age Groups

14 What mode are your audience in on You Tube? Browsing: Your video needs an instant appeal to the target audience, more like traditional adverts, relies on being placed and positioned in the right places at the right time. Good examples are pre-roll video ads, PPC and the new and fast evolving 2 nd Screen Searching for products : They find you, have a specific requirement, you need to make it easy to be found by Google SEO and other search engines. Already an opted-in subscriber: They are your channel audience, they found and like your content, you need to retain and grow them with fresh exciting content.

15 Video content creation strategy- the right balance User generated vs professionally produced plus hybrid solutions What is the right balance between user generated and professionally produced - what do you need to be aware of to achieve this? Professional Videography Other resources and articles from YouTube and learning from successful YouTubers content strategies. A good video content strategy can be multi-purposed Online software content creation tools On-location Interviews Events Vine/instagra ms UGC (Self produced) Videoscribe

16 webvm web video marketing 16 Social Video Production Hub at Media City UK Based at the Interactive Video Labs Media City Full value production hub for SMEs Access to studio and editing suites Lab staff help facilitate client video production Professional edited video production and editing service Re purposing of existing video content You Tube Channel set up and audit

17 Creating Great Video Content,

18 webvm web video marketing 18 Creating great content - The Process Define your Key Objectives Identify your Target Audiences What are our competitors doing? How do our customers currently buy from us - Customer Journey Define the core proposition Content options - Video v Animation? Concepts, Storyboards & Scripts Envisioning the viewer experience - Length Calls to Action Forms, Offers, Links & Annotations Flexible Budgeting Production & Distribution ROI Measurement - Likes, Shares, Responses & Orders

19 webvm web video marketing 19 Creating great content the video CREAM Compelling initial impact in first 10 seconds Relevant ensure it resonates with your audience Engaging building and sustaining the momentum Actionable - call to action at/before the end Memorable likes, shares, subscribes

20 How to create content that is Compelling, Relevant Engaging, Actionable & Memorable *

21 You Tube Content Tools,

22 You Tube Content Tools webvm web video marketing 22

23 webvm web video marketing 23 Submit your channel to YouTube s fan finder

24 Example Channels,

25 webvm web video marketing 25 Expert Channel The power of the expert channel.

26 Video News Channels.tv webvm web video marketing 26

27 .tv stealth channel webvm web video marketing 27

28 webvm web video marketing 28 SME Local Membership channel Wanted a cost effective way to talk to members Series of how to gym routines Positive content for social channels Increase Retention New member acquisition Linked to competitions/surveys

29 webvm web video marketing 29 Engagement: Case-study 1. Launch Competition 2. Engagement 3. Story with valuable tips for subscribers

30 webvm web video marketing 30 Knowledge channels * * *

31 webvm web video marketing 31 Cross Promotions & Collaboration Channel Marie TV Guest blog strategy * *

32 How to create and add fresh content to a relevant playlist on your channel. webvm web video marketing 32 Clear as to why subscribe * Serial programmes & channels that carry a theme Collaborate with Guests

33 Collaboration: A Vendor sponsored channel webvm web video marketing 33

34 Optimisation and distribution,

35 1. Metadata how does it help marketeers? webvm web video marketing 35 Describes your offer Assists Protection of ownership & rights Metadata Helps customers to retrieve information Manage media access &retention Disseminate Categorise to the right audience and advertising

36 webvm web video marketing 36 1.Metadata for YouTube (and any video web landing page) Title Description Tag A pre-requisite to create channel authorship for YouTube and optimised Google SEO presence. All YouTube videos can be added to G+, then Metadata automatically adds to your brand presence. New content auto flow to G+, Facebook, Twitter Research best SEO title Compelling & relevant Keyword first & brand last Update regularly Use Metadata defaults Lead with SEO keywords in first two sentences Embed links to your web and other URLs you want link by using Include subscriber link Tag Categorise Use Quotes for key phrases Mix common & specific and order by importance

37 webvm web video marketing Thumbnails General Guidelines: Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio) Bright, high-contrast Close-ups with visually compelling imagery Well-framed, good composition Foreground stands out from background Looks great at both small and large sizes. Accurately represents the content. Extra Tips: Create thumbnails within you video editing suite. Use snapshot tools Test on small mobile devices

38 webvm web video marketing Annotations - Why annotate your video? Annotations increase video views, grow subscribers and engagement, market products and services, and even drive traffic to your website. Furthermore, annotations are important for SEO and can help increase rankings.

39 4. Effective optimization strategies: Activity Feeds webvm web video marketing 39 Two primary ways of displaying a channel s video content: through the Browse Videos Tab or through the Featured Tab. The Activity feed is an important promotional tool for your channel Broadcasts your activity on YouTube to your subscribers Can be accessed on the homepage for your subscribers. Drive towards a programmatic approach integrated with all other marcomms

40 webvm web video marketing 40 Flimp - flexible interactive marketing platform CREATE / EDIT DISTRIBUTE / TRACK (video , web links, SEO, social media, mobile) REPORT / MEASURE Video Landing Pages Video Sales Collateral Multimedia Communications Rich Media Web Content Drag and Drop WYSIWYG No Programming Campaign Analytics Viewer Engagement Viewer Response Form Data Viral Activity Real Time Reporting Data is Exportable

41 webvm web video marketing 41 How to spot-check the live video and published metadata. Title SEO & Fit Thumbnail Test links, annotation and associated responses Test Mobile use on small and large screens Test search results with SEO keywords Use in built web SEO tools

42 webvm web video marketing 42 How to measure ROI How to use analytics, better understand your audience & improve response What is the channel for is it lead gen or brand engagement. Analytics- its not just about numbers of views- its also about average length time- as this shows how good the quality is. Don t forget about allying Google Analytics code

43 How to measure ROI webvm web video marketing 43 1.Watch Time 2.Subscribers 3.Engagement 4.Audience Retention Choose and create the right benchmarks - Within YouTube - & On external distribution - Alternate subscription services where YouTube can be plug-in

44 webvm web video marketing 44 Thank you YouTube presents an incredible opportunity to reach very valuable audiences..but you need to think in terms of an integrated content marketing strategy..youtube