How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out

How to Use YouTube & Hangouts on Air for Creating

Videos That Stand Out

Presented by: Grant Tilus

• Marketing Manager at Collegis Education

• Content Marketing Director at MnSearch

Google+ Enthusiast

Hangout on Air Producer

Advanced YouTube Viewer

@GrantTilus #SMSsummit2

Grant Tilus

@GrantTilusplus.google.com/+GrantTilus

[email protected]

Session Agenda

• Part One:

YouTube Optimization Tips & Tricks

• Part Two:

Strategies for Using Hangouts on Air to Create Content

• Part Three:

What You Need to Know for Producing Hangouts on Air



What Video Marketing Used to Be


Where Video Marketing is Today


We Just Can’t Get Enough of It

The Growth of Video Marketing

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Part One: YouTube Optimization Tips & Tricks


Channel Name

• Keep it short

• Easy to remember

• Branded

• Use keywords

• Be consistent across platforms

• Find a way to differentiate


Channel Description

• Utilize keywords

• Why to watch/subscribe

• Upload frequency

• Be concise

• Highlight content features

• Include links


Channel Keywords


Lawn care green grass mowing

Promote Your Properties






Display Your Brand


Display Your Brand


Profile Image

• Use a square high-res branded image.

• 800 X 800 px images recommended

• Avoid any small text

• This pulls from Google+ if your accounts are synced


Create a Channel Trailer







Upload Video in HD

Create Quality Content

• Would you watch it?

• Is it share worthy?

• Does it solve a problem or need?

• Don’t give your viewers a reason to click away • i.e. Poor audio

• i.e. Shaky video


Determine a Content Strategy

• What’s your channel’s unique value proposition?

• Highlight your brand’s voice and perception

• Focus on the ideas first

• Conduct competitive research

• Create an optimized workflow

• Find ways to stand out• Hangouts on Air

• YouTube Live


Use Optimized File Names

• Use keywords within the file name of videos

• Make sure it accurately and concisely describes the content


Use a Custom Thumbnail

• Attention grabbing

• Reinforce video content

• Plan it into your pre-production

• Take a still photo during production

• Don’t pull a bait and switch


Select the Correct Video Category

• Additional level of optimization for your videos and channel authority

• Better organization

• Improved user experience

• Improved video rankings


Don’t Forget the Metadata

• Title

• Keep it short and catchy

• Up to 100 characters

• Use keyword best practices

• Video Description

• Up to 5,000 characters

• First 160 characters or so show search results

• Include URLs

• Add video times (ex. 00:55)

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Tag Your Videos

• Use relevant keyword tags for your videos

• Tags to include:• Topics (broad & narrow)

• Brand

• Location

• Video talent

• Video type

• Suggested tags

• Competitors tags

• Think about how users would search for this video


Showcase Your Properties


Include the Caption

• Upload video transcription file

• Helps with indexing

• Provides language support


Include the Caption


Include the Caption


Utilize Playlists

• Create descriptive playlists using keywords

• Organize by type and topic

• i.e. Hangouts on Air

• i.e. Remodel a Bathroom

• Helps users decide what to watch

• Tip: Create topical public playlists that are helpful to your target audience and include your own videos along with others


Utilize Playlists


Use Annotations

• Increase engagement and subscribers

• Link to related videos

• Ask viewers to like, favorite or share

• Highlight resources to provide additional context


Drive Engagement & Subscriptions

• Participate in the community• Comments

• Video Responses

• Ratings

• Drive action• Social Sharing

• Subscriptions

• Embeds

• Comments

• Ads

• Always have a CTA


Use Analytics to Improve

• Use YouTube analytics to review performance• Demographics

• Traffic sources

• Playback locations

• Devices

• Audience retention

• Subscribers

• Engagement metrics

• Annotations


Build Links to Your Site

• Put the video on your site first• Make video private on YouTube

• Publish unique content

• Conduct outreach

• Use paid promotions

• Then make the video public on YouTube


Remarket to Viewers

• Link your YouTube and AdWords accounts

• Create a video remarketing list

• Create video ads for remarketing

• Target a specific audience

• Help keep your brands product/service/channel top-of-mind


YouTube Live


Embrace YouTube & Google+ Integration

• YouTube channel & Google+ share names

• The YouTube tab on G+

• Cross-Google notifications

• Enhanced sharing

• Improved discovery & shareability

• Hangouts on Air


Part 1 Recap: YouTube Optimization

• Start creating content

• Be consistent

• Optimize everything

• Showcase your brand

• Create your own YouTube guidelines for internal use

• Explore the academy



Part Two: Strategies for Using Hangouts on Air to Create Content

Get on Google+

• Build your brand page

• Circle your team

• Verify your YouTube channel

• Commit to using Google+

• Build a following


Create Videos that Stand Out


Conduct Competitive Analysis

• Review competitors:

• Branding strengths

• Video quality

• Subject matter

• Types of videos• Hangouts on Air?

• Audience engagement

• Frequency

• Calls to action

• Etc.


Find a Way to Differentiate Yourself


Showcase Your Mission & Culture

• What is your organization’s unique value proposition?

• What needs/problems are you solving?

• What are your cultural strengths?

• What do you want to be known for?


Be Authentic


Who is Your Target Audience?


Where Do You Have Authority?

• Is it individual or organizational authority?

• Showcase authority through information

• Use subject matter experts

• Internal or external

• You are the expert


Focus on Providing Real Value

• Entertain

• Educate

• Persuade, Inform or Convince

• Inspire


Create Unique Content

• One of a kind

• Relevant

• Helpful

• Uniquely valuable

• Massive upgrade from others

• Hard to get elsewhere

• Differentiated style

• Great UX


*Whiteboard Friday: How to Provide Unique Value in Your Content

Remember: Length Matters


http://bit.ly/1efy9PA

Brainstorming Ideas for Hangouts

• Is it right for video?

• Does it require additional context?

• Do you have a content gap?

• How will it be differentiated?

• What does your audience want to see? – Think about FAQs

• What are your business objectives?


Take Advantage of Topic Trends



Create Purposeful Content

Create Different Types of Content


Interviews



Discussion Panels



How to



Podcasts



Q & A



Industry News/Trends



Showcase Expertise



Demonstrations



Promote a Cause



Promote an Issue



Promote a Lifestyle



Customer Testimonials



Mobile

Create Different Uses for Your Content


Content with Rich Media

Video Content You Can Repurpose

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Develop a Structure for Your HOA

• Nose• The 5 W’s

• Body• The details

• Keep things moving

• Tail• Recap

• Key takeaways

• Desired actions

• Next time


Create a Program Outline


• Create a template

• Input conversation points

• Key questions to answer

• It makes participation easier

• Helps keep you on time

• Is your Hangout on Air unique or recurring?

• Practice makes perfect

Create Optimized Titles

• Important for earning organic views• Keywoodtool.io

• Ubersuggest

• Google Search Suggest

• Discover key areas to focus the conversation topic

• Find a keyword family• Ex: Careers in…

• Ex: Traveling to…


Google Suggest Has Wildcardsbit.ly/1zNLJbb

Find the Right Host

• The host must be:

• Good with the technology

• Authoritative

• Authentic

• Engaging

• Knowledgeable

• Cool under pressure

• Fully invested

• Able to keep things moving


Not this guy

Find the Right Talent

• Talent must be:

• Subject matter experts• Borrowed authority

• Third-party validation

• Win/Win situation

• Engaging

• Knowledgeable

• Committed to participating

• Comfortable with the technology


Find the Right Talent

• Talent must be:

• Subject matter experts• Borrowed authority

• Third-party validation

• Win/Win situation

• Engaging

• Knowledgeable

• Committed to participating

• Comfortable with the technology


Borrow Authority and the Audience


Don’t Assume the Audience…

• Is familiar with your brand

• Is familiar with the technology

• Is interested in you or your business

• Knows what you mean• Avoid jargon

• Is going to watch start to finish


Determine an OKR

• Why are you making it?

• Brand awareness

• Build authority

• Topic awareness

• Competitive advantage

• Organization goals

• Educate audience

• Referral traffic

• Engagement


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It’s Not About Views

It’s Not About Views

• Focus on your R.E.P.

• Retention

• Engagement

• Participation


Get Them to Keep Watching

•


Get Your Audience Back to Your Site

• Showcase app

• Screen share

• Research surveys

• Blog Posts

• White papers

• Show don’t tell

• Video annotations

• Event page

• Video description


Part 2 Recap: Strategies for Using Hangouts on Air

• Use Hangouts on Air for creating unique video content

• Build your organization and personal brands

• Find the right talent

• Create different types of content

• Focus on finding ways to improve each time


Part Three: What You Need to Know for Producing Hangouts on Air


Review the Technical Requirements

Bandwidth

• For 1:1 connections Google suggests a 1 mbps/1 mbps (up/down)

• For group video connectivity Google suggests 1 mbps/2 mbps (up/down)

• The more participants the more stress on your network

• Download the hangout plug-in bit.ly/1gmeL6D

Resources

Hangouts system requirements

bit.ly/JLOODH

Getting started

bit.ly/1nySDbT

Hangouts and more

bit.ly/1dPbVUP

SpeedTest.net


Find the Right Equipment


Be Aware of the Production Quality

• Sound quality trumps picture quality

• Hangouts on Air can be delicate• Select the correct equipment

• Try earbuds

• Mute mics

• Avoid Wi-Fi

• Be aware of the background


Show Your Brand with a Background


Background Fails


Show Your Brand with Lower Thirds


Find a Producer


ProducerSubject matter expert

Develop a Production Process

• Hangouts on Air Production Steps to Follow

1) Create viewing page

2) Promote event

3) Set up the Hangout

4) Invite attendees

5) Upload lower thirds

6) Practice

7) Start broadcast


Create a Viewing Page


Google+ Event Page

• Optimize your title

• Provide a detailed description

• Add links to your website and social channels

• Engage with the audience

• Drive sign ups

• Embed the live stream

- Drive traffic to your site


Types of Hangouts

• Live public

• Live invite only

• Non-live invite only


Types of Hangouts

• Live public




Types of Hangouts

• Live public





• Promoting live events

• Event Pages

• Website registration

• Email campaign

• Video embeds

• Social media

• Online communities

• Live questions

• Post event content

Live Event Planning

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• Live questions

• Pre event

• Social Media

• Hashtags

• Q&A app

• Post event

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• Live questions

• Post event

• Unanswered questions

• Add annotations/CTAs

• Social promotion

• Content creation

• Scheduled planning

Make Sure Everyone's Comfortable

• Creating a Google+ account

• Setting up the camera and microphone

• Joining a Hangout on Air

• Uploading a lower third

• Understands the conversation flow

• Look at the camera


Find Your Primetime

• When is your audience available to watch live?

• Test times

• Poll audience

• Does being live make sense?

• Be on time

• What about frequency?

• Start slow

• Monthly

• Quarterly• Be consistent


Think About Your Audience


Learn How to Manage the Video Feed


Hangout Apps


Hangout Apps

• The Hangout ToolBox

• Showcase

• Screenshare

• Q&A

• Google Effects


Hangout Apps


• Showcase

• Screenshare

• Display content

• Q&A

• Google Effects


Hangout Apps


• Showcase

• Screenshare

• Display content

• Q&A

• Google Effects


Hangout Apps


• Showcase

• Screenshare

• Q&A

• Take live questions

• Google Effects


Hangout Apps



• Showcase

• Screenshare

• Q&A

• Google Effects

• Sound effects

• Pirate hats, scuba mask, etc.

• And many more

The Day of Set Up Preparation


• Hardline internet connection

• Select the correct equipment• Camera and microphone

• Check audio and video

• Upload lower third and prepare any visuals

• Turn off phones

• Troubleshoot any issues• Restart the hangout?

• Practice until you know exactly what to do

The Day of Set Up Preparation


Embed the video and share the link before you start the broadcast

Event page Hangout window

Be Ready for Anything


Post Broadcast

• Thank viewers and participants• Stop Broadcast

• Edit video description and thumbnail

• Crop video length

• Add annotations

• Begin additional content strategy and promotion efforts


Part Three: What You Need to Know for Producing Hangouts on Air

• Find quality equipment within your budget

• Develop a production process

• Learn how to manage the Hangout technology

• Keep learning and testing new features


Are You Excited to Get Started?


Key Takeaways


• Use YouTube to build your brand online

• Optimize everything

• Develop your content strategy for videos

• Start using Hangouts on Air for creating video content that stands out

• Become the expert your team needs

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@GrantTilus

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linkedin.com/in/granttilus

[email protected]

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Thank You

Feel free to reach out to me with any questions!

Q & A Time

@GrantTilus

[email protected]

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