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A walk-through of YouTube's recommendations on Distribution & Optimization of Video Content.
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Google Confidential and Proprietary
CONTENT DISTRIBUTION & CHANNEL STRATEGIES
Amy Babcock
Google Confidential and Proprietary
A consumption (r)evolution
YouTube Channel Content Distribution
&
1
2
3
4
5
Content as liquid medium
Programming + distributing your content
Earn the love: turn viewers into fans
Is it working?
Google Confidential and Proprietary
THE WORLD IS CHANGING
Google Confidential and Proprietary
2008: microsites & flash
Google Confidential and Proprietary
Source: Cisco Visual Networking Index Report, Feb 2014
SHIFTS in technology fuel unprecedented access
Average U.S. mobile data usage
Approaching 40% People can cut the cord
1B>1gb/mo
Mobile 4G YouTube’s mobile traffic Home broadband now the norm
Global unique monthly users
Google Confidential and Proprietary
Enabling users to be everywhere & nowhere
simultaneously
1960 1970 1980 1990 2000 TODAY
25 22 5
Network Broadcast Channels
Cable Channels
Online Video Channels
5
500
∞
Google Confidential and Proprietary
YouTube was forced to adapt quickly
YouTube ADAPTED quickly
2011 2012 Today
Google Confidential and Proprietary
Despite technology, the human desire for an emotional & authentic
connection has not changed…
from the silly to the serious…YouTube is satisfying that need
Google Confidential and Proprietary
Google Confidential and Proprietary
What doesLIQUID VIDEO
look like?Videos travel quickly and are consumed in dozens of ways
search
recommendation engines embeds
social referrals
Google Confidential and Proprietary
Video must work with BROADER ECOSYSTEM 90%
of consumers expect their brand experiences to be seamless, no matter where they happen to be, regardless of the channel.
Google Confidential and Proprietary
Partner
Pai
dOwn
ed
The UNIVERSE keeps expanding
Consistent end frame
Responses collected in playlists
Video Responses
Partner’s social networks
Your Channel
TrueView In-display (including engagement ads)
TrueView In-search
TrueView In-stream
Your Website
Promoted on other destinations
Video in Google search
Google Confidential and Proprietary
ChoiceData Context
BUT the building blocks haven’t changed THEY’VE GOTTEN BETTER
“Today’s toolset is a much sharper
set of knives.”
Wendy ClarkSVP Marketing, Coca-Cola
Google Data
Advertiser Data
Third PartyData
“”
A
B
C
D
E
Google Confidential and Proprietary
PROGRAMMING & DISTRIBUTING
YOUR CONTENT
Google Confidential and Proprietary
Source: Google internal data, Pixability, July 2013
100 hours 80%content uploaded each minute on YouTube
brands’ videos receiving less than 10,000 views
How will you stand out from the crowd?
Making content doesn’t mean people will SEE IT
Distribution and community
strategies are critical for
success
Google Confidential and Proprietary
The PROBLEM with going viral
Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014
0
150,000
300,000
450,000
600,000
Google Confidential and Proprietary
Consistent video programming is crucial for SUCCESS
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
HYGIENE
HUB HUB HUB HUB
HERO HERO HERO
How to program your video content
Hero Content Large-scale, tentpole events
or programs that drive awareness at scale
Hub Content Regularly scheduled content
around customer passions
Hygiene Content Always-on content optimized to
users intent and interests
Google Confidential and Proprietary
Google Confidential and Proprietary
HERO PIECES deserve massive orchestration Match your distribution
plan to your content
Google Confidential and Proprietary
Key Considerations for HERO distro plans
Orchestrate your advertising
GO BIGTiming
These are big media pushes Consider pre and post phasing as just as critical as
the moment itself
Invite the community to participate to grow the
moment’s impact
This is a time to draw a new audience in to your brand
Google Confidential and Proprietary
HUB content should be targeted
75%
HUB content: remarketing & sequential
storytellingVideo
1Video
2Video
3
Google Confidential and Proprietary
HUB content should drive to more videos
Google Confidential and Proprietary
HUBshould drive to more videos
Google Confidential and Proprietary
HUB content: can be curated
Google Confidential and Proprietary
Key Considerations for Hub DISTRIBUTION PLANS
Use video walls and annotations to drive
follow-on views
Use video retargeting to send the right message to
the right user
Collaborate or curate vs. needing to do all the
heavy lifting
Audience targeting + choice-based ads = winning combo for episodic content
Google Confidential and Proprietary
HYGIENE content: target search and honor
shelf life
Google Confidential and Proprietary
HYGIENE content: should answer questions
users are asking
Google Confidential and Proprietary
not just your search list
the shelf life of your content is way longer than you probably think it is
look for clues in search patterns, answer the questions users are asking!
Key Considerations for HYGIENE distro plans
keywords
always on
search + social is critical
B R O A D
Google Confidential and Proprietary
Thumbnails shouldn’t be an afterthought, they are a
mini-banner ad!
Compelling video titles draw users in and will aid organic discovery
THUMBNAILS
No matter the content, don’t forget to OPTIMIZE FOR
DISCOVERABILITY
VIDEO TITLES DESCRIPTION
Only the first few lines of your description will appear w/out
expanding, make them count! But give hand raisers more
information if they want it.
Google Confidential and Proprietary
Turning viewers into fans
Google Confidential and Proprietary
VIEWERS
SUPER FANS
Google Confidential and Proprietary
The path to FANDOM
CASUAL VIEWER SUBSCRIBER SUPER
FAN
Google Confidential and Proprietary
SUBSCRIBERS VIEWERS>
non-subscribersubscriber
2x
Google Confidential and Proprietary
Be active with your community; our new
comment moderator makes it easy!
Use the subscribe button wherever you can
Tools for INCREASING SUBS
GoPro adds 20s to each video and uses annotations to drive viewers to subscribe
Playlists are a great way to keep viewers tuned in
Google Confidential and Proprietary
CONVERTING subscribers to fans Ask for input and foster your community,
it will have a snowball effect!
+ =
REWARD YOUR TOP FANS with unique messages and
custom experiences
Hey Top Fans! As our most devoted audience members we wanted to share a little extra behind the scenes footage with you: http://youtu.be/zPGrQRZCz50
Google Confidential and Proprietary
What do you GET BACK?
Brands don’t sell brands, people
sell brands.
“If there is a brand I love, I tend to tell everyone about it”
ALSO INTERESTED IN ?
ABOUT THIS CIRCLE ?
LOCATIONS GENDER AGE
United StatesCanadaUnited KingdomAustralia
FemaleMale
13-1919-2525-3030-3535-4040-4545-50
53%10%6%4%
78%22%
17%39%16%10%6%5%2%
Google Confidential and Proprietary
BUT...IS IT WORKING?
A new world means a new scorecard and a different approach to
measuring success
Google Confidential and Proprietary
Create a new SCORECARD FOR SUCCESS
Move beyond the obvious to capture the true impact of your content
Are you making the right content?
Are you ensuring users see your content?
Are you converting viewers into fans?
Questions to ask
Completion rates Audience retention curves View-through-rates for skippable ad formats
Watch time (paid & organic) fluctuations Traffic source report
Subscriber gains (losses) Share rate per thousand exposed viewers Comments/replies/likes per thousand exposed viewers Click throughs to site from ads and annotations
Metrics to track
Google Confidential and Proprietary
So what can you do TOMORROW
Distribution FandomAudience
Audit your current audience
Review previous distribution with Hero/Hub/Hygiene in mind
Review your top fan report and community on YouTube
HH
H
Google Confidential and Proprietary
THANK YOU!g.co/ytbrandplaybook
Google Confidential and Proprietary
your
HEROmoment
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