YouTubePresents…Back to theFuture
BACK TO THE YOUTUBE YOUTHINK YOU KNOWTHE FUTURE YOU TUBE YOUNEED TO KNOW123TO THE YOUTUBE YOU SAYYOU WANT
Adobe…
Back to the future…
Back…
LOOKING BACK - THE YOUTUBE YOUTHINK YOU KNOWAUTHENTICUNIQUEUNPREDICTABLE
To…
LOOKING TO THE YOUTUBEYOU SAY YOU WANTWELL-KNOWNPROFESSIONALCONTROLLED
The Future…
THE FUTURE YOUTUBE YOU NEED TOENGAGE WITHORIGINALCONSISTENTCOLLABORATIVE
CREATION COMMUNITY CURATION CONNECTION
CREATION CURATION CONNECTIONCOMMUNITYPIXIWOO THE YOUGENERTATIONFENTON 4G SAMSUNG LAUNCH‘UNBOXING’
61%56%63%57%51%HousewivesABC1 18-34 35-49 50+Source: Nielsen UK, Dec 2012
6% 6%10%4% 4%HousewivesABC1 18-34 35-49 50+61%56%63%57%51%Source: Nielsen UK, Dec 2012
BACK TO THEFUTURE…Some simplelessons
Speed…
EVIAN…
EVIAN…
EVIAN…
Cool stuff…
JUICY…
Collaboration…
EE OR CARLESBERG…
THANK YOUChrisbailes@google.com
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
Chris Bailes - Digital Journeys
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Chris Bailes - Digital Journeys

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  • To fully understand how we got to all of that – it helps if you start off here…
  • The first YouTube video was entitled Me at the zoo, and shows co-founder Jawed Karim at the San Diego Zoo.[12] The video was uploaded on April 23, 2005, and can still be viewed on the siteMany of the core components of PayPal, including its real-time anti-fraud system, were also designed and implemented by Karim.It is estimated that in 2007 YouTube consumed as much bandwidth as the entire Internet in 2000
  • http://www.youtube.com/watch?internalcountrycode=GB&v=2dDVcPyHMvk&feature=youtu.be
  • Authentic – Felix Baumgartner's supersonic freefall from 128ft - Mission Highlights – 24m views / 8m viewed it live world wideUnique – Ice Dude – 26m views, unique and complete madness / Cassette Boy – a legend of the dubbing worldUnpredictable – Fenton 9m views – ‘Jesus Christ in Richmond Park says it all
  • http://www.youtube.com/watch?internalcountrycode=GB&v=loMGOdaGHhQ&feature=youtu.be
  • BBCThe Olympic highlightsHeston and our incredible Food partnersX-Factor / Britain’s Got Talent
  • http://www.youtube.com/watch?internalcountrycode=GB&v=TjK0m7T-h0o&feature=youtu.be
  • Original – Sorted Food, bigger than Jamie – 4 guys who love cooking / YouGeneration – Simon Cowell, specifically for YTConsistent – These guys upload / daily sometimes hourly. Tanya Burr – self taught make-up and beauty expert – 1m followers, more that Gok on More 4Collaborative – Jamie and Sorted / Jamie & Simon
  • We talk about Gen C and the 4 C’sNo longer just about the creation – that was the past, now it’s about the 4 C’s that make YT work
  • These 4 C’s make for a truly powerful YT experience
  • YouTube’s reach (coverage) of this audience E.g. YouTube reaches 61% of all UK housewives who are online Source: Nielsen, Dec 2012, monthly data
  • 4oDs reach (coverage) of this audienceE.g. 4oD reaches only 6% of all UK housewives who are online Source: Nielsen, Dec 2012, monthly data
  • It was fast…actually no it wasn’t!! My girlfriend hits 88MPH before the end of my rd and we live in a cul-de-sac
  • For some time I've been saying that it's not necessarily the scale or size of YT but it's the speed of growth that is most notable: I wondered this year if Psy would have had the same success if he was doing his thing 3 years ago. You do not have the luxury of time. There are not the decades of campaigns to draw on that you have for TV and offline media. It is now that you need to start seeing how your audience, how your brand, how your content is received on the platform. Iterate and learn, now.Now we have an example where all variables (quality of production, creative, product, brand, tone...) are constant with the exception of time: Evian babies the original: Arguably one of the earliest best case examples/wow of brand (/ed content?!) on YT delivering on brand metrics. And Evian babies the new one: the latter saw 30 million views within the first 5 days. It's predecessor took over 200 days to scale the same viewcount.
  • For some time I've been saying that it's not necessarily the scale or size of YT but it's the speed of growth that is most notable: I wondered this year if Psy would have had the same success if he was doing his thing 3 years ago. You do not have the luxury of time. There are not the decades of campaigns to draw on that you have for TV and offline media. It is now that you need to start seeing how your audience, how your brand, how your content is received on the platform. Iterate and learn, now.Now we have an example where all variables (quality of production, creative, product, brand, tone...) are constant with the exception of time: Evian babies the original: Arguably one of the earliest best case examples/wow of brand (/ed content?!) on YT delivering on brand metrics. And Evian babies the new one: the latter saw 30 million views within the first 5 days. It's predecessor took over 200 days to scale the same viewcount.
  • For some time I've been saying that it's not necessarily the scale or size of YT but it's the speed of growth that is most notable: I wondered this year if Psy would have had the same success if he was doing his thing 3 years ago. You do not have the luxury of time. There are not the decades of campaigns to draw on that you have for TV and offline media. It is now that you need to start seeing how your audience, how your brand, how your content is received on the platform. Iterate and learn, now.Now we have an example where all variables (quality of production, creative, product, brand, tone...) are constant with the exception of time: Evian babies the original: Arguably one of the earliest best case examples/wow of brand (/ed content?!) on YT delivering on brand metrics. And Evian babies the new one: the latter saw 30 million views within the first 5 days. It's predecessor took over 200 days to scale the same viewcount.
  • It was fast…actually no it wasn’t!! My girlfriend hits 88MPH before the end of my rd and we live in a cul-de-sac
  • 4.5 million views of Fenton
  • It was fast…actually no it wasn’t!! My girlfriend hits 88MPH before the end of my rd and we live in a cul-de-sac
  • WE ARE AN OPEN PLATFORM – MENTION LARRY’S TALK TO US / MAKE DELOREAN GAG – THROWING EVERYTHING INTO IT…
  • WE ARE AN OPEN PLATFORM – MENTION LARRY’S TALK TO US / MAKE DELOREAN GAG – THROWING EVERYTHING INTO IT…
  • 15m views in 3 WEEKS!!
  • WE ARE AN OPEN PLATFORM – MENTION LARRY’S TALK TO US / MAKE DELOREAN GAG – THROWING EVERYTHING INTO IT…
  • The first YouTube video was entitled Me at the zoo, and shows co-founder Jawed Karim at the San Diego Zoo.[12] The video was uploaded on April 23, 2005, and can still be viewed on the siteMany of the core components of PayPal, including its real-time anti-fraud system, were also designed and implemented by Karim.It is estimated that in 2007 YouTube consumed as much bandwidth as the entire Internet in 2000
  • Chris Bailes - Digital Journeys

    1. 1. YouTubePresents…Back to theFuture
    2. 2. BACK TO THE YOUTUBE YOUTHINK YOU KNOWTHE FUTURE YOU TUBE YOUNEED TO KNOW123TO THE YOUTUBE YOU SAYYOU WANT
    3. 3. Adobe…
    4. 4. Back to the future…
    5. 5. Back…
    6. 6. LOOKING BACK - THE YOUTUBE YOUTHINK YOU KNOWAUTHENTICUNIQUEUNPREDICTABLE
    7. 7. To…
    8. 8. LOOKING TO THE YOUTUBEYOU SAY YOU WANTWELL-KNOWNPROFESSIONALCONTROLLED
    9. 9. The Future…
    10. 10. THE FUTURE YOUTUBE YOU NEED TOENGAGE WITHORIGINALCONSISTENTCOLLABORATIVE
    11. 11. CREATION COMMUNITY CURATION CONNECTION
    12. 12. CREATION CURATION CONNECTIONCOMMUNITYPIXIWOO THE YOUGENERTATIONFENTON 4G SAMSUNG LAUNCH‘UNBOXING’
    13. 13. 61%56%63%57%51%HousewivesABC1 18-34 35-49 50+Source: Nielsen UK, Dec 2012
    14. 14. 6% 6%10%4% 4%HousewivesABC1 18-34 35-49 50+61%56%63%57%51%Source: Nielsen UK, Dec 2012
    15. 15. BACK TO THEFUTURE…Some simplelessons
    16. 16. Speed…
    17. 17. EVIAN…
    18. 18. EVIAN…
    19. 19. EVIAN…
    20. 20. Cool stuff…
    21. 21. JUICY…
    22. 22. Collaboration…
    23. 23. EE OR CARLESBERG…
    24. 24. THANK YOUChrisbailes@google.com

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