6 Elements Concept

Hangout On Air Video Marketing Strategy Guide

presented byMark Vang

Conceptual framework: 6 elements of a successful HOA show.

● This framework focuses on broad ideas related to the full scope of tasks needed to plan a HOA broadcast event or series as a component of a business content marketing strategy.

● Detailed planning starts before the show is published to map out opportunities to cross-promote the company brand content targeting all available platforms.

Conceptual framework: 6 elements of a successful HOA show.

● This Hangout On Air event was created using the framework and is an example of how it works.

● The HOA event, YouTube video, G+ collection, blog posts and presentation are all parts of a complete piece of evergreen content.

● The blog posts are the basis for chapters in a possible eBook and may undergo continual development.

Terms used in the blog series and presentation.

● “HOA Show” vs. “HOA Event”o HOA Show: a series that might focus on a general

theme and include guest panelists in a “talk show” format. (weekly/daily - ongoing series)

o HOA Event: single HOA or short series covering on a specific topic. (set number of HOA shows)

Terms used in the blog series and presentation.

● Google Hangout On Air vs. Google Hangouto Google Hangout On Air: YouTube live video stream

recorded as a video on the host channel. In most cases the video stream is public but it is possible to set permissions for the stream and event form.

o Google Hangout: Private “video call” or video conference. No YouTube video is recorded.

What is the plan?

Video can be a powerful marketing tool for your business and the development of video content should be factored into a content marketing plan with clear objectives. This plan should include all content types such as blog posts, social media posts and YouTube videos and Hangout On Air broadcasts.

The Hangout On Air broadcast is the anchor for a variety of supplemental content that all works together to deliver information based on the company marketing objectives and content plan.

Think of HOA’s as EVERGREEN CONTENT

Content development and publishing can take a lot of time. Because of this, it is wise to consider how content can be re-purposed and re-published to get the most value from evergreen content.

Don’t underestimate the power of YouTube.

If you focus only on the live HOA event you may miss opportunities to optimize your YouTube channel and video content for search discovery.

● YouTube is the second largest search engine in the world.

● Google search may list YouTube videos above website blogs or social media posts.

What are some common mistakes made by businesses that launch HOA shows?

● Using a personal Google+ profile to host shows can be a very bad idea.o Create a brand page and connected YouTube channel for business.o Set up a password for the page to activate Drive, Calendar, Gmail.

● Having an incomplete or poorly branded YouTube channel.o Cover art, channel description, channel trailer, playlists and links to the

company website and social channels create a professional image.

● Using circles to invite people to your show can backfire.o Push notifications can lead to blocks and spam reports.

● Creating an event without a decent description.

6 Elements - Hangouts On Air

● Assess● Develop● Design● Promote● Execute● Evaluate

BEFOREPUBLISHING ➡

⬅ AFTERPUBLISHING

● Assess: Does the company have the equipment, space and time needed to produce professional, quality HOA broadcasts?

● Develop: Account setup, brainstorming, campaign objectives, show format, audience, supporting media.

● Design: Video type, event format, graphics (cover, trailer, collection, thumbnail, etc.), apps used, description, trailer video/image.

● Promote: HOA Event, collection, social media, blog, scheduled posts.

● Execute: Who hosts, invites guests, handles comments, etc.

● Evaluate: Analyze data from UTM parameters, shortened links, description, blog/social posts, social platform stats.

Want more detail? Read the blog.

● Assess● Develop● Design● Promote● Execute● Evaluate

Technical Bits

● SHOAE [event] [create]● Google Event [event] [create]

● Showcase App [event]o supplemental video [playlist]o presentation [slides]

● Goo.gl shortened link stats [sheet]● Google Plus Business Page - The Swiss Army Knife of Google+● Collection: Video Marketing Strategy for Hangouts On Air

● Content Production Schedule [folder]

● Content Production Schedule [project]

COMING UP NEXT:

Content Production & Content Inventory Management

Follow these Google+ collections:

● Video Marketing Strategy for Hangouts On Air● Content Production & Content Inventory Management● Social Notifications Monitoring #SocialNOC● Bird Explorers - Photography Archive Project

Receive notifications about new posts and upcoming Hangout On Air events by following these collections.

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Watch the Hangout On Air broadcast on YouTube