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Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
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Dror Shimshowitz, SMASH Summit NYC

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Dror Shimshowitz 's (Head of Product @ Creators & Curators, YouTube) presentation at SMASH Summit on 7/26 in NYC

Dror Shimshowitz 's (Head of Product @ Creators & Curators, YouTube) presentation at SMASH Summit on 7/26 in NYC

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  • \n
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  • We have lots and lots of users\nacross many of the world’s video screens\n
  • This is not just people watching YT on their desktop\nYoutube is accessible from anywhere\n
  • YouTube is becoming a more natural part of people’s everyday life\n
  • 700 YT videos tweeted per minute\n
  • Hopefully now you are convinced that YT is a great platform for connecting with the world using video. We think its important for businesses to start thinking about how to leverage this platform\n
  • How would you approach this?\nNot really sure... the key to success on YouTube is content. Lot’s of people don’t have much experience creating video content and we are going to share some tips and examples to get you started.\n
  • People are always one click away from leaving your video, so it’s important to make entertaining content.\nDo a vote\n
  • There’s lots of things you can do with video. First think about what your goal is. Since today’s audience might have lots of comapnies that are just getting going we wanted to focus on these 3 goals.\n
  • Raise awareness for your brand using sight sounds and motion. Lets first talk about PR\n
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  • < AJ to link article>\nif you create a video, its easier for lazy bloggers to write about your product, also a better way to control the message.. no one can butcher your product.\n\n
  • - Product videos are not a one time thing, it should be an ongoing thing as you continue adding features \n- if you have a complex product break content into several videos\n- SF has been great at this they have almost 3k videos and 9 M views. It’s been so effective that it is almost like a 2nd sales force for them. Creating content can be a cost effective way of generating sales. \n- create a series\n\ndror: AJ, what if your screencasts are boring.... what do you do then?\n
  • Recently launched suggested edits, we were targetting very casual users who just wanted to push a button and have their videos look better... these users wouldn’t be interested in a screen cast or a tutorial.\nSo we created a quick fun animation to explain the new feature in a super casual way.\nIts also great for those of you who are camera shy.\n\n
  • More about individuals then about the product. Bring community to life. Etsy creates how to vidoes \nBrand backstory.\ntalked a lot about product videos but teaching people about your brand is just as important\nmkt place\nif you still have no idea what to do, dror is going to show you some ways to get inspired and to create content without ever picking up a camera.\n
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  • YT isn’t like TV, it’s important to understand which videos are succeeding. \nWe encourage you to start by watching lots of videos on youtube... it’s what we do all day.\nBeyond that you can go into our charts and check out popular videos in lots of different categories and if you want to stay current on the latest trends and these we continaully update our trends blog with what the audience is picking up on.\n
  • Dror, but what if my audience is 15 year old boys in Buffalo\n\nThen you have problems... but we do have this powerful tool called the trends dashboard... if you want to go deeper you can slicce and dice by gender, location and age. This will help you get a better idea of what your target audience is watching already.\n\n
  • Your community might be marketing you already, curating is a great way to form a hub around your brand.\nFan footage is equally great if not better\n
  • If you have trouble being inspired imagine how much trouble your audience has... why not tell them what to do. 25% of these contributors had never uploaded a video before. Just because no one has never uploaded a video about your product it doesn’t mean they never will. Get creative and give them a construct for uploading.\n
  • how to get picked up: \nbe comprehensive: once you get picked up you can’t change the video need all the info, maybe do a few short ones too. Think about curators you want to target.\nbe early\nfew different lenses\n
  • Now that you have some good content and traffic you need to close the loop. Drive traffic back to your site.\n
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  • Projects on indigogo that have a video raise 114% more money than those that don’t\n\nShow your product and the people behind your product.\nBring personality of your company to life using sight sound and motion.\nAuthenticity = people behind videos\n
  • Projects on indigogo that have a video raise 114% more money than those that don’t\n\nShow your product and the people behind your product.\nBring personality of your company to life using sight sound and motion.\nAuthenticity = people behind videos\n
  • Projects on indigogo that have a video raise 114% more money than those that don’t\n\nShow your product and the people behind your product.\nBring personality of your company to life using sight sound and motion.\nAuthenticity = people behind videos\n
  • mention kick starter integration\nSS of annotation that goes back to KS\n
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  • Developer hangouts: all google teams with an API doing developer hangouts.\n
  • Boring tutorial??\nNope chuck testa!\n
  • rarely created by product but some of the most popular\nShow analytics UI\npeople have learned: knowing if you have been picked up / pockets of geography = understand where your audience is... \nTrends dashboard youtube.com/trendsdashboard = get inspiration about what’s popular\n
  • You might learn something about your audience that you didn’t already know.\ne.g. Musician finds out they have a following in Sweeden.\n
  • add drop off graph\n
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  • Here’s how you can make it happen\n
  • Now, for those of you who are more advanced and interested in gaining a consistent audience on youtube you should make sure you set up your channel.\nonce you have lots of content make sure your home on youtube matches your brand.\n\n
  • Now, for those of you who are more advanced and interested in gaining a consistent audience on youtube you should make sure you set up your channel.\nonce you have lots of content make sure your home on youtube matches your brand.\n\n
  • Once you have uploaded a video you have a channel. This is a landing page that contains all of your content and can be branded to match your identity.\n
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  • fill the gaps between uploads with curated content\n
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  • + important links: playbook, creator hub, trends dashboard, /analytics\n\n
  • + important links: playbook, creator hub, trends dashboard, /analytics\n\n
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  • Transcript

    • 1. 1
    • 2. Case Studies in(Wildly Effective) Content Dror Shimshowitz Head of Product -- Content Creators 1
    • 3. Chuck Testa! 2
    • 4. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 3
    • 5. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 4
    • 6. 800 Millionunique visitors per month
    • 7. 350 MillionMobile Devices have YouTube
    • 8. Day in the life video
    • 9. 700 YouTube Videos Shared on Twitter per minute
    • 10. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 9
    • 11. If you could talk to800 million viewers,what would you say?
    • 12. Make content!(not TV commercials)
    • 13. Use video to... Raise Awareness Crowdfund Research & Support 12
    • 14. Use video to... Raise Awareness Crowdfund Research & Support 13
    • 15. Video demos are critical andgetting easier to produce 14
    • 16. Master yourPR throughvideo 15
    • 17. Don’t stop after one video “that’s roughly equivalent to 35 hyper-efficient sales reps on the phone” - Jamie Grenney, Senior Director of Social Media Strategy at Salesforce.com 16
    • 18. Consider animation 17
    • 19. Add color with a backstory 18
    • 20. Need inspiration? 19
    • 21. Need inspiration? 20
    • 22. Research your target audience 21
    • 23. Leverage your community’s content 22
    • 24. Don’t have a community yet? 23
    • 25. Get picked up to boost your reach 24
    • 26. Drive viewers back to your siteLink back to your site 25
    • 27. Use video to... Raise Awareness Crowdfund Research & Support 26
    • 28. Running a crowdfunding campaign can alsogenerate buzz + video = +114% $$$ raised - indigogo 27
    • 29. Running a crowdfunding campaign can alsogenerate buzz + video = +114% $$$ raised - indigogo 27
    • 30. MaKey MaKey’s Kickstarter project 28
    • 31. Use video to... Raise awareness Crowdfund Research & Support 29
    • 32. Customer Support 30
    • 33. Customer support via tutorials 31
    • 34. Research users with world’s largest focus group 32
    • 35. Research > The World’s largest focus group 33
    • 36. Research > The World’s largest focus group 34
    • 37. Use video to... Raise awareness Crowdfund Research & Support 35
    • 38. What’s New at YouTube?YouTube for your Business Tips & Resources Questions 36
    • 39. Raise awareness > build your brand’s channel 37
    • 40. Raise awareness > build your brand’s channel 6.4 Million Views 37
    • 41. Getting started with your channel 38
    • 42. Set a programming schedule 39
    • 43. Be Active > Curate your customers’ best videos 40
    • 44. Engage with your audience (this is not TV)! 41
    • 45. Enhance your videos 42
    • 46. Keys to marketing through video• Make a product demo (use YouTube to get inspired)• Continue making content! -Demo new features -Tell the backstory -Leverage the community -Run a crowdfunding campaign -Film tutorials and hold office hours/focus groups• Build your YouTube audience, and drive them back to your site 43
    • 47. Resources• YouTube Site -Creator Hub: youtube.com/creators -Creator Playbook: youtube.com/playbook -Trends Dashboard: youtube.com/trends -Analytics: youtube.com/analytics• Me (500 Startups mentor): topdror@gmail.com• Quora: quora.com/Where-do-most-startups-get-their- product-demo-videos-made-How-much-do-they-cost 44
    • 48. Videos presented Chuck Testa: http://www.youtube.com/watch?v=LJP1DphOWPs• YouTube Day in a Life: http://www.youtube.com/watch?v=ExoWvz-tUHA• Remington commercial: http://www.youtube.com/watch?v=pDh0ZaN-wNQ&feature=g-hist• Dollar Shave Club: http://www.youtube.com/watch?v=ZUG9qYTJMsI&feature=g-hist• YouTube animated video: http://www.youtube.com/watch?v=2b5uKF-7qDM&feature=g-hist• Etsy: http://www.youtube.com/watch?v=1DrkS-N6I0A&feature=plcp• Zagg: http://www.youtube.com/watch?v=LDQzCPx_g0c&feature=g-hist• Pebble: http://www.youtube.com/watch?v=2FdaCxMcw_Y&feature=g-hist• Makey Makey: http://www.youtube.com/watch?v=_DWQ6ce2Ags&feature=g-hist 45
    • 49. Remember: YouTube and Chuck Testa want you to MAKE CONTENT (NOT COMMERCIALS)! 46
    • 50. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 47

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