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Advice on making the most of YouTube for brands big or small, including tips on channel management, format, content, storytelling, optimization and virality. By George Aliferis, Orama.tv (previously Think Tall Films) for Social Media Week 2013
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YouTube Marketing: Beyond Viral
Social Media Week London
Think Tall Films24/09/13
#smwyoutubemarketing
To YoutuBE or not to YoutuBE?
Why video marketing?
Organic or Paid?
Is it all about views?
Viral or not?
100h of videos uploaded per minute
3rd biggest website 2nd biggest search engine
6bn hours viewed per month (+50% since 2011)
Is…(1)
a community of
CHANNELS
YouTube is… (2)
YouTube is… (3)
a bitDISTRACTING
Marketing: Case studies
Dollar Shave ClubAtom Yoga Studio
Internet ExplorerThe Piano Club
http://www.youtube.com/watch?v=pgxCqkP91Oo&list=PLXTR2SfmGn35dpGJ5WEb3kz7C_P3yPUrO
Press to play
The Internet Explorer video went private on 23/09/13
http://www.youtube.com/watch?v=pgxCqkP91Oo&list=PLXTR2SfmGn35dpGJ5WEb3kz7C_P3yPUrO
Business videos don’t get watched: less than 500 views* per year on average
At Think Tall Films:- “just” film < 500 views / yr- film “for YouTube”> 12K views / yr
Video Marketing: Traditional Process
Marketing Video Concept Production Broadcasting
choice ROI
YouTube Marketing: Broadcast-Centric
Process
Marketing Video Concept ProductionBroadcasting
choice ROIOptimization
YouTubeVineSelf Hosting
Of ChannelOf Videos
YouTube Marketing: ROI Metrics
Awarenesswatch time on
channel
Views = Proxy
EngagementLikes, Comments
SUBSCRIBERSViews/subs
Business MetricsTraffic
ConversionOthers
ROI
YouTube Marketing: Creative Process
Format Content Storytelling Optimization ROI
+ you can add virality
Format: Case studies
Jenna MarblesClare Smyth vs. Clare
Smyth
MagicSolver Halloween
Press to play
Content: Case studyThe Staff Canteen
The Staff Canteen is the market leading Chef platform
using YouTube as both a content and revenue provider
The UK's leading networking website for chefs - it's more than just a place to talk!
The Staff Canteen, is now the biggest and most influential chef network in the UK today!
The UK's leading networking website for chefs - it's more than just a place to talk!
This is a great opportunity for chefs to take a look into the best kitchens in the land and see what other Chefs are willing to share.”
Gary Jones Executive Chef Le Manoir aux Quat ‘Saisons Oxfordshire
The UK's leading networking website for chefs - it's more than just a place to talk!
We use chefs that influence
Our YouTube Channel reaches over 120,000 viewers each month is testament that chefs are engaging with our content.
We offer them so many opportunities & platforms to consume this content.
The UK's leading networking website for chefs - it's more than just a place to talk!
We’ll deliver over 1 million video views in 2013
Video views by quarter
Q1 (Jan – Mar 13) 170,063
Q2 (Apr – Jun 13) 281,275
Q3 (Jul – Sep 13)
300,176
Q4 (Oct – Dec 13)
target: 248,500
The UK's leading networking website for chefs - it's more than just a place to talk!
Growth in Youtube views year on year
Our Youtube views have grown a MASSIVE 330% year to date
2012 views 226,823
2013 Views 751,514
The UK's leading networking website for chefs - it's more than just a place to talk!
Our Goal this year is to reach 8,000 Subscribers
Youtube subscribers
Q1 (Jan – Mar 13) 773
Q2 (Apr – Jun 13) 1570
Q3 (Jul – Sep 13)
2092
Q4 (Oct – Dec 13)
target: 3565
The UK's leading networking website for chefs - it's more than just a place to talk!
Minutes watched on The Staff Canteen Youtube channel
Estimated that viewers have watched 2,809,107 minutes of video on TSC Youtube channel in 2013 so far;
that’s over 5 years worth of video consumed since 1st January
The UK's leading networking website for chefs - it's more than just a place to talk!
How much content can you get into a 4 minute video compared to a static magazine article?
Storytelling: Do you really need an
“explainer” video?The mediocre teacher tells.The good teacher explains.
The superior teacher demonstrates.The great teacher inspires.
William Arthur Ward
Storytelling
The mediocre VIDEO tells.The good VIDEO explains.
The superior VIDEO demonstrates.The great VIDEO inspires.
ReelSEO DEMO VIDEOS
STORY
Story 1.0The Pixar Pitch
1. Once upon a time there was …2. Every day …3. One day …
4. Because of that …5. Because of that …
6. Until finally …
Storytelling: Case study
BlendtecLeap Motion
Pixar pitch: Lambeth Volunteering
Press to play
Video Optimization: Why it matters
Views from “suggested video” in green (88%)
Video Optimization: Impact
• Titles• Thumbnails• Tags• Description
Thumbnail from Casey Neistat
The dark side of Iphone 5S lines
Video Optimization: Impact
Video Optimization: Impact
Channel Optimization
Video posted
New video posted approx. every week
WORK ON CHANNEL
Emotional:Hot, Moving, Funny, Shocking
Cultural:Unbelievable, Controversial, Illuminating,
Unexpected
Triggers: add virality
Source: Unruly,http://thinktallfilms.tumblr.com/post/43585312697/research-on-viral-videos
Key Take Aways
Overall• Baby steps, trial and error• Keep quality above threshold
(sound!)
Create a channel• Regular posting• Look after it
Format• Start strong• If in doubt, make it short and fast
Content• Not your marketing message!• Entertain, inform and listen• Repeat what’s working• Ideas > Budgets
Story• Make sure you have one!• Emotional content…turn it on for
virality
