YouTube - The good, the bad and the ugly

@AdamVincenzini
The good, the bad and the ugly

Today’s Focus
Impact On
Reputation

Outline
1
About
2
YouTube: The Basics
3
Case Studies
Tools and Takeaways
4

About Paratus
We: Create and maintain relationships with people who matter
8 years old and counting
London base, global reach
Integrated team of 25

Our ethos

YouTube: The Basics

Background
World’s biggest video sharing community
2nd biggest search engine in the world (after Google)
400 tweets per minute contain YouTube links
YouTube mobile now gets 100 million visits a day
YouTube has made online video accessible to all

Timeline

Timeline
10 hours of video uploaded every minute
Comments enabled
Google buys YouTube
First video
2005
2006
2007
2008
YouTube mobile site launched
$8 million profit
Geotagging
Ads begin
*In 2006, 33% of internet users visited video-sharing sites

Timeline
Middle East launch
20 hours of video uploaded every minute
US President channel launched
Exceeds 2 billion views a day
Live content
2009
2010
2011
2012
YouTube rentals launched
?
U2 live concert stream
Becomes 3rd most popular global website
*In 20011, 71% of internet users visited video-sharing sites

YouTube vs. Others
YouTube: 78.5%
Hulu: 2.9%
Bing Videos: 1.9%
Yahoo! Video: 1.2%
Megavideo: 0.5%
Source: Experian video / multimedia market share report, April 2011

Opportunities / Threats

Opportunities / Threats
Video content is easy to produce and share
Video content is easy to consume
Video content is very ‘searchable’
Video content evokes responses
“In equal measure”

Participants

Collective community
(Individuals)
Actives
Contributors
Super Users
Passives
Influence

Collective community
(Organisations)
“Ad hoc participation”
“Active members of community”
Active (consistent)
Semi-Active (inconsistent)
Resonance

Semi-active participants
Post new content ‘now and then’
May respond to comments
Consistent
Inconsistent

Active participants
Publish new content regularly
Always interacting with other users
Promote other people’s content
Subscribers as goal, not just ‘views’
Constant cross-promotion
Activity based on audience insight

An example
Consistent
Inconsistent
http://www.youtube.com/youtube

Key takeouts

Key takeouts
Community established first
Brand integration / activation followed
Standing out isn’t easy, but not impossible
Brands need to take a long-term approach
Must be a two-way relationship

Case Studies

Types of video

‘All-in-one’
2008

‘Do not try this at home’
http://youtu.be/BIWeEFV59d4

http://youtu.be/DHinXYqbSys
http://youtu.be/aHHwFcL37VM

http://youtu.be/mrEdYueahO8

http://youtu.be/xoZbWKQYMzA

“I’m outraged that Nike is taking a clearly dangerous trick and using it to sell shoes”

Key takeouts
Your job isn’t complete once you hit ‘publish’
Fine line between compelling and open to criticism
Treat like any other ‘public’ activity
Monitor, monitor, monitor!

‘Choice channels’

‘Never stop improving’
http://www.youtube.com/user/Lowes

‘Never stop improving’

‘Team Hot Wheels’
http://youtu.be/1WNppMZL9VA

‘Team Hot Wheels’

Key takeouts
Regular presence
Lowe’s: Solves problems (and showcases products)
Hot Wheels: Entertains (and showcases products)

‘Collaborations’

Key takeouts
Add value to existing communities / audiences
Only build new ones if there is a real need
Use budgets wisely

Tools and Takeaways

Tips, tools and takeaways
2. The first 15 seconds is key
Capture attention
Subtle brand presence
Maintain engagement
1. Be active, regularly
Comment
Vote
Favourite
Subscribe
Make playlists
Publish content

4. Use YouTube’s resources
http://www.youtube.com/creators/
http://www.youtube.com/create
http://www.youtube.com/testtube
3. Interact with other users
Other YouTube users will promote your content better than anyone else will – show them love and they’ll show you love back.

6. What’s your call to action?
- What do you want people to do after they’ve interacted with your content?
5. Promote your content
- Use paid, earned and owned media channels to publicise your content

8. Use annotations wisely
7. Tag and label everything
- The way you describe your content is almost as important as the content itself – make it searchable!
Add background information about the video
Create stories with multiple possibilities (viewers click to choose the next scene)
Link to related YouTube videos, channels, or search results from within a video

10. Attention to detail
9. Collaborate
- Invite other users to help you solve problems or address challenges – this brings audience and passion together.
(Simple things like thumbnail selection play a vital role)

Bonus resources
15 nifty YouTube tips and tools
http://www.paratuscommunications.com/index.php/2011/06/15-nifty-youtube-resources-tips-and-tricks/
http://www.youtube.com/creators/playbook.html
http://viralvideochart.unrulymedia.com/

Thank you!

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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YouTube - The good, the bad and the ugly

by Adam Vincenzini on Oct 11, 2011

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YouTube - The good, the bad and the ugly — Presentation Transcript