YouTube - The good, the bad and the ugly

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A look at the evolution of YouTube as a video-sharing platform, including case studies and top tips and tools.

Prsentation given at the MyNewsDay event in Stockholm on 12 October 2011.

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  • YouTube - The good, the bad and the ugly

    1. 1. @AdamVincenzini<br />The good, the bad and the ugly<br />
    2. 2. Today’s Focus<br />Impact On<br />Reputation<br />
    3. 3. Outline<br />1<br />About<br />2<br />YouTube: The Basics<br />3<br />Case Studies<br />Tools and Takeaways<br />4<br />
    4. 4. About<br />
    5. 5. About Paratus<br />We: Create and maintain relationships with people who matter<br />8 years old and counting<br />London base, global reach<br />Integrated team of 25<br />
    6. 6. Our ethos<br />
    7. 7. YouTube: The Basics<br />
    8. 8. Background <br /><ul><li>World’s biggest video sharing community
    9. 9. 2nd biggest search engine in the world (after Google)
    10. 10. 400 tweets per minute contain YouTube links
    11. 11. YouTube mobile now gets 100 million visits a day</li></ul>YouTube has made online video accessible to all<br />
    12. 12. Timeline <br />
    13. 13. Timeline <br />10 hours of video uploaded every minute<br />Comments enabled<br />Google buys YouTube<br />First video<br />2005<br />2006<br />2007<br />2008<br />YouTube mobile site launched<br />$8 million profit<br />Geotagging<br />Ads begin<br />*In 2006, 33% of internet users visited video-sharing sites<br />
    14. 14. Timeline <br />Middle East launch<br />20 hours of video uploaded every minute<br />US President channel launched<br />Exceeds 2 billion views a day<br />Live content<br />2009<br />2010<br />2011<br />2012<br />YouTube rentals launched<br />?<br />U2 live concert stream<br />Becomes 3rd most popular global website<br />*In 20011, 71% of internet users visited video-sharing sites<br />
    15. 15. YouTube vs. Others <br />YouTube: 78.5%<br />Hulu: 2.9%<br />Bing Videos: 1.9%<br />Yahoo! Video: 1.2%<br />Megavideo: 0.5%<br />Source: Experian video / multimedia market share report, April 2011<br />
    16. 16. Opportunities / Threats <br />
    17. 17. Opportunities / Threats <br />Video content is easy to produce and share<br />Video content is easy to consume<br />Video content is very ‘searchable’<br />Video content evokes responses<br />“In equal measure”<br />
    18. 18. Participants <br />
    19. 19. Collective community <br />(Individuals)<br />Actives<br />Contributors<br />Super Users<br />Passives<br />Influence<br />
    20. 20. Collective community <br />(Organisations)<br />“Ad hoc participation”<br />“Active members of community”<br />Active (consistent)<br />Semi-Active (inconsistent) <br />Resonance<br />
    21. 21. Semi-active participants <br />Post new content ‘now and then’<br />May respond to comments<br />Consistent<br />Inconsistent<br />
    22. 22. Active participants <br />Publish new content regularly<br />Always interacting with other users<br />Promote other people’s content<br />Subscribers as goal, not just ‘views’<br />Constant cross-promotion<br />Activity based on audience insight<br />
    23. 23. An example<br />Consistent<br />Inconsistent<br />http://www.youtube.com/youtube<br />
    24. 24. Key takeouts <br />
    25. 25. Key takeouts <br /><ul><li>Community established first
    26. 26. Brand integration / activation followed
    27. 27. Standing out isn’t easy, but not impossible
    28. 28. Brands need to take a long-term approach
    29. 29. Must be a two-way relationship</li></li></ul><li>Case Studies<br />
    30. 30. Types of video <br />
    31. 31. ‘All-in-one’ <br />2008<br />
    32. 32. ‘Do not try this at home’ <br />http://youtu.be/BIWeEFV59d4<br />
    33. 33. ‘Do not try this at home’ <br />
    34. 34. ‘Do not try this at home’ <br />http://youtu.be/DHinXYqbSys<br />http://youtu.be/aHHwFcL37VM<br />
    35. 35. ‘Do not try this at home’ <br />http://youtu.be/mrEdYueahO8<br />
    36. 36. ‘Do not try this at home’ <br />http://youtu.be/xoZbWKQYMzA<br />
    37. 37. ‘Do not try this at home’ <br />“I’m outraged that Nike is taking a clearly dangerous trick and using it to sell shoes”<br />
    38. 38. Key takeouts <br /><ul><li>Your job isn’t complete once you hit ‘publish’
    39. 39. Fine line between compelling and open to criticism
    40. 40. Treat like any other ‘public’ activity
    41. 41. Monitor, monitor, monitor!</li></li></ul><li>‘Choice channels’ <br />
    42. 42. ‘Never stop improving’ <br />http://www.youtube.com/user/Lowes<br />
    43. 43. ‘Never stop improving’ <br />
    44. 44. ‘Team Hot Wheels’ <br />http://youtu.be/1WNppMZL9VA<br />
    45. 45. ‘Team Hot Wheels’ <br />
    46. 46. Key takeouts <br /><ul><li>Regular presence
    47. 47. Lowe’s: Solves problems (and showcases products)
    48. 48. Hot Wheels: Entertains (and showcases products)</li></li></ul><li>‘Collaborations’ <br />
    49. 49. ‘Collaborations’ <br />
    50. 50. ‘Collaborations’ <br />
    51. 51. Key takeouts <br /><ul><li>Add value to existing communities / audiences
    52. 52. Only build new ones if there is a real need
    53. 53. Use budgets wisely</li></li></ul><li>Tools and Takeaways<br />
    54. 54. Tips, tools and takeaways<br />2. The first 15 seconds is key<br /><ul><li>Capture attention
    55. 55. Subtle brand presence
    56. 56. Maintain engagement</li></ul>1. Be active, regularly<br /><ul><li>Comment
    57. 57. Vote
    58. 58. Favourite
    59. 59. Subscribe
    60. 60. Make playlists
    61. 61. Publish content</li></li></ul><li>Tips, tools and takeaways<br />4. Use YouTube’s resources<br /><ul><li>http://www.youtube.com/creators/
    62. 62. http://www.youtube.com/create
    63. 63. http://www.youtube.com/testtube</li></ul>3. Interact with other users<br /><ul><li>Other YouTube users will promote your content better than anyone else will – show them love and they’ll show you love back. </li></li></ul><li>Tips, tools and takeaways<br />6. What’s your call to action?<br />- What do you want people to do after they’ve interacted with your content?<br />5. Promote your content<br />- Use paid, earned and owned media channels to publicise your content<br />
    64. 64. Tips, tools and takeaways<br />8. Use annotations wisely<br />7. Tag and label everything<br />- The way you describe your content is almost as important as the content itself – make it searchable! <br /><ul><li>Add background information about the video
    65. 65. Create stories with multiple possibilities (viewers click to choose the next scene)
    66. 66. Link to related YouTube videos, channels, or search results from within a video</li></li></ul><li>Tips, tools and takeaways<br />10. Attention to detail<br />9. Collaborate<br />- Invite other users to help you solve problems or address challenges – this brings audience and passion together.<br />(Simple things like thumbnail selection play a vital role)<br />
    67. 67. Bonus resources <br />15 nifty YouTube tips and tools<br />http://www.paratuscommunications.com/index.php/2011/06/15-nifty-youtube-resources-tips-and-tricks/<br />http://www.youtube.com/creators/playbook.html<br />http://viralvideochart.unrulymedia.com/<br />
    68. 68. Thank you!<br />
    69. 69. For further information: <br />Adam Vincenzini<br />M / +44 7932 082 124<br />E / adam@paratuscommunications.com<br />Twitter / @AdamVincenzini<br />Paratus Communications<br />www.paratuscommunications.com<br />Twitter / @ParatusComms<br />Facebook / ParatusComms<br />

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