How to use YouTube to stimulate positive conversations online

@AdamVincenzini
Engaging Stakeholders for Effective Reputation Management
How to use video content / YouTube to stimulate positive conversations online
Engaging Stakeholders for Effective Reputation Management

Context

Outline
1
About
2
Case Study
3
Methodology
Takeaways
4

About
Paratus was established in 2003
Based in London, but with international reach
25-stong team
Our role: “Create and maintain relationships with people who matter”

Our ethos

Case Study

Background
Coca-Cola recognises that its business is only as sustainable as the communities in which it operates.

Background
It is for this reason it created The Live Positively Collective – an online space were people can join forces to achieve social good.

Background
All of Coca-Cola’s European CSR activity under one roof.

Objectives
“Get it on the radar.”
(Drive traffic LivePositivelyCollective.com)

Strategy
Use unique video content to:
Engage
Educate
Excite

The Content
1
4
3
2
Water
#1thing
Music for RAIN
12 weeks

Music for RAIN
What:
A ‘donate to download’ soundtrack and video featuring Solange Knowles, Chris Taylor and Twin Shadow.
Why:
Raise money / awareness for water access issues in Africa.

Music for RAIN
[Video Link 1]

Music for RAIN
Results:
$13,000+ raised
950,000+ video views
9,000+ visits to the micro-site
300+ media articles / blog posts
18 million+ Twitter audience reach
99% positive sentiment

#1thing
What:
A video asking people to nominate the one thing (#1thing) they would do to make the world a more positive place on Twitter.
Why:
Drive traffic / association with The Live Positively Collective.

#1thing
[Video Link 2]

#1thing
Results:
100,000+ video views
1 million+ Twitter audience reach
1200% increased in web traffic (being maintained)
90% were new visitors
300% increase in visit duration
99% positive sentiment

Methodology

How did we do it?

Skills required
Video seeding
Blogger outreach
Platform development
Conversation amplification
Media relations
Stakeholder integration
Timing is key

How did we do it?
1
A bespoke ‘donate to download page’ was created.

How did we do it?
2
The music videos were delivered to key conversation drivers and video sharing communities.
Grassroots up

How did we do it?
First ‘explosion’

How did we do it?
3
Viewers were called into action.

How did we do it?
4
The musicians encouraged their fans to get involved.

How did we do it?
5
The media outreach took effect.

How did we do it?
6
YouTube was approached and got behind the project.

How did we do it?
7
The public responded.

Skills required
Video seeding
Twitter seeding
Bookmark site posting
Conversation amplification
Blogger outreach
Stakeholder integration
Timing is key

How did we do it?
1
#1thing was claimed on hashtag definition sites incl tagdef.com.

How did we do it?
2
The #1thing tag was featured prominently throughout the video.

How did we do it?
Use your assets

How did we do it?
31
Specific call to action slides at the end of the film.

How did we do it?
4
Tweeted from the @CocaColaCo Twitter account.
Adding value to existing communities
Atlanta

How did we do it?
5
Influential blogs were provided with the video / story.

How did we do it?
6
Trending on Twitter
Specific content sharers were made aware of the video.
Cumulative effect

Collective response
Hundreds of suggestions

Takeaways
+ Secrets

Takeaways
2
1
Add value at all times – the music community responded to Music for RAIN because it was a mutually beneficial proposition.
Engaging content is not enough - effort must go behind content promotion / publicity (eyeballs).

Takeaways
4
3
Build communities with an eye on the future – give / be selfless and your community will give back.
Make sure your target URL is the fist thing people see.

Takeaways
6
5
Timing is key – because social networks operate in real-time the content should be delivered at times when people are best placed to interact with it.
Be consistent across all of your assets.

Takeaways
8
7
Once you get your video onto the front page of YouTube your views will grow exponentially.
It takes approx 25,000 views in 24 hours to be featured on page one of YouTube (by category) – us this knowledge to your advantage.

Takeaways
10
9
Use calendar events as hooks (additional insight can be gained from Google trends).
‘Blogger’ outreach goes beyond bloggers – content curators and sharers are just as important.

Summary

Final thought
“Failure to communicate creates a vacuum that is gradually filling with misrepresentation, drivel and poison.”
- C. Northcote Parkinson

For further information:
Adam Vincenzini
M / +44 7932 082 124
E / adam@paratuscommunications.com
Twitter / @AdamVincenzini
Paratus Communications
www.paratuscommunications.com
Twitter / @ParatusComms
Facebook / ParatusComms

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How to use YouTube to stimulate positive conversations online

by Adam Vincenzini on Jun 07, 2011

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How to use YouTube to stimulate positive conversations online — Presentation Transcript