Workshop: Making the Best of the YouTube-Age

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Workshop: Making the Best of the YouTube-Age

Possibilities on the net

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19. April 2008

Bertram Gugel: gugelproductions.de Who am I? Blogger Co-Author of TV 2.0

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19. April 2008

Bertram Gugel: gugelproductions.de Overview   Introduction   Part 1: Distribution

– Strategy – Short How-to Guide

  Part 2: Reach – Strategies – Example

  Part 3: Discussion

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19. April 2008

Bertram Gugel: gugelproductions.de Goals  Reaffirm potential of medium  Discuss your challenges  Review Tools and Services  Show some examples  Discuss possibilities

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Market Overview

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Bertram Gugel: gugelproductions.de

Prosumer TV Web

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Market Overview

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Bertram Gugel: gugelproductions.de

Prosumer TV Web

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YouTube in Numbers  ⅓ of all US Video Views January 08

 2,6 Bio. Streams/Month (US)

 66 Mio. Unique Viewers/Month(US)

 10h Video/sec Upload

 BBC, CBS, NBC, ZDF, ...

 Paid out $1 Mio. to Users

19. April 2008

Bertram Gugel: gugelproductions.de

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What is possible? Soulja Boy   31 Mio. Profile Views on

MySpace

  682.000 Friends on MySpace

  55.000 Subscribers on YouTube

  Ø 550.000 Video Views/Day

  #1 Billboard-Charts USA

  133 Mio. Video Views on YouTube

19. April 2008

Bertram Gugel: gugelproductions.de

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Distribution

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Bertram Gugel: gugelproductions.de

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Bertram Gugel: gugelproductions.de Distribution Strategies 1

1:1

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Bertram Gugel: gugelproductions.de Distribution Strategies 1

many:many

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Bertram Gugel: gugelproductions.de All Sources ...

TV

Web-TV

Clips

Pay Advertising Free

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All Channels ...

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Bertram Gugel: gugelproductions.de

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19. April 2008

Bertram Gugel: gugelproductions.de Best Practice: Distribution  All Channels  All Sources  encourage linking, sharing,

forwarding

 Be everywhere for maximum reach

Problem: Tools and worklows are missing

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Short How-to Guide

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Bertram Gugel: gugelproductions.de

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Bertram Gugel: gugelproductions.de Formats  Quicktime: Sorenson Video

3, Full Frames, 4:3, Multiple of 8

  Flash-Video-Format: on2 Flix Pro (VP6E-Codec)

 MPEG-4 AVC (H.264)

  iPod (m4v)

 WMV, 3GP, DivX or HD?

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19. April 2008

Bertram Gugel: gugelproductions.de Tools  Multi-Uploader

 File Conversion

 Statistics

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19. April 2008

Bertram Gugel: gugelproductions.de Video hosting

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19. April 2008

Bertram Gugel: gugelproductions.de Your Blog/Site  Blog

 Podcast

 Video CMS

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Reach

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19. April 2008

Bertram Gugel: gugelproductions.de Effective Distribution?

Walter Moers: Der Bonker

TV

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TV has its prime time ...

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Bertram Gugel: gugelproductions.de

... what about the web?

Plan ...  release circles

 release times

 campaigns

How do your videos perform?

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Plan for diffrent usage patterns

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Bertram Gugel: gugelproductions.de

Short-Head14.000

Longtail14.000

Sleeper3.500

Event Video Evergreen

Sleeping beauty

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Timing

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Bertram Gugel: gugelproductions.de

 Get in the right context

 Use hypes, memes and events

 Use inside exposure

 Use high engagement

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Bertram Gugel: gugelproductions.de Title & Thumbnail drive usage

Ø 900 000 vs. Ø 70 000

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Getting reach

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Bertram Gugel: gugelproductions.de

  Inventory

 Landmark Videos

 Cooperations and featuring

 Slowly build your audience

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Iventory

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Bertram Gugel: gugelproductions.de

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Landmark Videos

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Bertram Gugel: gugelproductions.de

1 Video accounts for nearly 100% of the 30 Mio. Views

Viral Hit 1

Featured 1

Viral Hit 2

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Cooperations, featurings

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Bertram Gugel: gugelproductions.de

Views in 5 days

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Slowly build your audience ...   57% of viewers share links to the videos

they watch   over 50% have watched videos with

others   Videos can produce a strong affinity   Videos reach user on a new level

Give Users the content and tools to engage

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Bertram Gugel: gugelproductions.de

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Thank You! Contact: Bertram Gugel www.gugelproductions.de/blog/ info@gugelproductions.de Tel.: +49 (179) 221 77 63