Presentation by Will Rocklin from YouTube at the 5th Annual E-Tourism Africa Summit in Cape Town September 2012

1. Growing Your
Business with YouTube
Will Rocklin • Global Video Product Expert • 9/13/12
Google Confidential and Proprietary

2. Watch Your Business Grow on YouTube
www.youtube.com/watch?v=qb9vQ5jPHkQ
2 Google Confidential and Proprietary

3. Agenda
Watch Your Business Grow on YouTube
Changing Video Consumption & YouTube
Making a Great YouTube Video
Build a Home on YouTube
TrueView
Travel Case Studies
3 Google Confidential and Proprietary

4. Steady Online Video Growth
90!
80! 2008
70!
60! 2009
50!
2010
40!
30! 2011
20!
10! 2012
0! 2013
% of Internet users! % of population!
Video is the most powerful form of advertising!
!
Your audience is watching video online more than ever before!
!
Engagement and Recall are higher for online video than TV!
!
Online Video advertising budgets are increasing rapidly!
4 Google Confidential and Proprietary

5. More Americans (147M) watch video on
the internet than watch time-shifted TV
Source: Nielsen, "State of the Media: The Cross-Platform Report Q4 2011," May 3, 2012
5 Google Confidential and Proprietary

6. YouTube By the Numbers
#1 Online video site
#3 Largest site
4B Video views per day
72 Hours of video uploaded every minute
Source: Internal.
6 Google Confidential and Proprietary DoubleClick AdPlanner, 4/2011.
http://www.youtube.com/t/press_statistics

7. YouTube is Global
70% of the traffic
comes from outside the US
YouTube is localized in
39 countries
and
54 languages
Source: Internal. Google Confidential and Proprietary 7
http://www.youtube.com/t/press_statistics

8. YouTube in South Africa
YouTube reaches
58% of online pop.
97M
Monthly page views
Source: Internal. Google Confidential and Proprietary 8
http://www.youtube.com/t/press_statistics

9. YouTube is Mobile
#2 video site in the
world by views
only after YouTube.com
desktop site
400 million+ views
a day
Source: Internal. Google Confidential and Proprietary 9
http://www.youtube.com/t/press_statistics

10. YouTube is Social
100M+ people
take a social action with
YouTube every week (likes,
shares, comments, etc.)
More than 50%
of videos on YouTube have
been rated or include
comments from the community
Millions of videos
are favorited every day
Source: Internal. Google Confidential and Proprietary 10
http://www.youtube.com/t/press_statistics

11. YouTube is Social. Very Social
500 Years Worth
of YouTube videos watched on
Facebook every day
700 YT Videos
are shared on Twitter every
minute
Source: Internal. Google Confidential and Proprietary 11
http://www.youtube.com/t/press_statistics

12. Agenda
Watch Your Business Grow on YouTube
Changing Video Consumption & YouTube
Making a Great YouTube Video
Build a Home on YouTube
TrueView
Travel Case Studies
12 Google Confidential and Proprietary

13. Video Pre-Production
Determine Video Type!
!
• Informational (customer testimonial) shows product/service
basics. Create emotional bond between you/your customers. !
• Education (How-To) can build loyalty around your business.
Establish you as an expert and keep people coming back!
Write A Script!
!
• Beginning – Grab audience’s attention. Introduce your product/
service. How does it addresses your audience’s needs? What’s
the point of your video?!
• Middle – Demonstrate your expertise, unique qualities, and
how you stand out from your competitors. !
• Conclusion - Summarize your business’ value as succinctly as
possible and close with a clear call to action. !
13 Google Confidential and Proprietary

14. Video Production
Create compelling content you would
actually want to watch
Start with content and save your
business message for later. Then look
for ways to integrate your product into
the content naturally
Be bold with your big idea. If viewers
don’t know what they’re watching at
the start of the video, you’ll lose them
14 Google Confidential and Proprietary

15. Video Post-Production
Edit Your Video
Combine/trim and
arrange clips to tell
complete story in 1-2
min. YT has a free
online video editor.
15 Google Confidential and Proprietary

16. Video Post-Production
Edit Your Video Transitions/Effects
Combine/trim and Add transitions to give
arrange clips to tell video a more gradual
complete story in 1-2 feel. Overlays are
min. YT has a free useful for providing
online video editor. business info.
16 Google Confidential and Proprietary

17. Video Post-Production
Edit Your Video Transitions/Effects Add Music
Combine/trim and Add transitions to give Sets appropriate
arrange clips to tell video a more gradual mood. Note rights/
complete story in 1-2 feel. Overlays are permissions. Free
min. YT has a free useful for providing music available via
online video editor. business info. YT AudioSwap
17 Google Confidential and Proprietary

18. Video Post-Production YT Best Practices
1 Focus on the first 15 seconds. Attention spans are short. Hook viewers
from the start and increase engagement for entire length of the video.
18 Google Confidential and Proprietary

19. Video Post-Production YT Best Practices
1 Focus on the first 15 seconds. Attention spans are short. Hook viewers
from the start and increase engagement for entire length of the video.
Write a short enticing title. Tag your video to help users find it. Use as
2 many tags as necessary mixing common and specific words/phrases.
19 Google Confidential and Proprietary

20. Video Post-Production YT Best Practices
1 Focus on the first 15 seconds. Attention spans are short. Hook viewers
from the start and increase engagement for entire length of the video.
Write a short enticing title. Tag your video to help users find it. Use as
2 many tags as necessary mixing common and specific words/phrases.
3 Use Annotations/CTAs to increase viewership and engagement. Keep
users watching content, get subscribers and drive website conversions.
20 Google Confidential and Proprietary

21. Video Post-Production YT Best Practices
1 Focus on the first 15 seconds. Attention spans are short. Hook viewers
from the start and increase engagement for entire length of the video.
Write a short enticing title. Tag your video to help users find it. Use as
2 many tags as necessary mixing common and specific words/phrases.
3 Use Annotations/CTAs to increase viewership and engagement. Keep
users watching content, get subscribers and drive website conversions.
Optimize thumbnails. Create attractive, high-quality custom thumbnails
4 that accurately represent your video to drive more clicks.
21 Google Confidential and Proprietary

22. Video Post-Production YT Best Practices
1 Focus on the first 15 seconds. Attention spans are short. Hook viewers
from the start and increase engagement for entire length of the video.
Write a short enticing title. Tag your video to help users find it. Use as
2 many tags as necessary mixing common and specific words/phrases.
3 Use Annotations/CTAs to increase viewership and engagement. Keep
users watching content, get subscribers and drive website conversions.
Optimize thumbnails. Create attractive, high-quality custom thumbnails
4 that accurately represent your video to drive more clicks.
22 Google Confidential and Proprietary

23. Video Post-Production YT Best Practices
1 Focus on the first 15 seconds. Attention spans are short. Hook viewers
from the start and increase engagement for entire length of the video.
Write a short enticing title. Tag your video to help users find it. Use as
2 many tags as necessary mixing common and specific words/phrases.
3 Use Annotations/CTAs to increase viewership and engagement. Keep
users watching content, get subscribers and drive website conversions.
Optimize thumbnails. Create attractive, high-quality custom thumbnails
4 that accurately represent your video to drive more clicks.
Write captions. Help viewers who speak other languages enjoy your
5 content. YT automatically makes them in English & Spanish.
23 Google Confidential and Proprietary

24. Video Production SMB Success
http://www.youtube.com/watch?v=ZUG9qYTJMsI
24 Google Confidential and Proprietary

25. Agenda
Watch Your Business Grow on YouTube
Changing Video Consumption & YouTube
Making a Great YouTube Video
Build a Home on YouTube
TrueView
Travel Case Studies
25 Google Confidential and Proprietary

26. Your Home on YouTube: Channels
Build and engage a loyal audience of customers with YouTube Channels
Channels allow customers to engage
with your brand. They can watch videos,
add and read comments, subscribe, and
share your channel with others.
Custom branding elements match your
company’s look and feel, and direct
customers to other websites.
Subscribers see your Channel content,
on the YouTube homepage
YouTube Analytics shows you the story
behind the numbers
26 Google Confidential and Proprietary

27. Optimize Your Channel
A professional look for more viewers and a richer destination for subscribers
Create a custom header and
background featuring your
brand attributes and logo. Add
website and social links
Add a Featured Video, set it as
default view to introduce
yourself to customers
Create playlists to organize
your videos. Encourages users
to watch many videos per
session
27 Google Confidential and Proprietary

28. Build Your Community
YouTube viewers are more than an audience, they’re your community of viewers!
On YouTube
• Share activities. Show
users content you favorite/
like/comment/subscribe
• Update channel regularly
to so viewers come back
• Subscribe to relevant
channels to see how other
businesses in travel use YT
28 Google Confidential and Proprietary

29. Build Your Community
YouTube viewers are more than an audience, they’re your community of viewers!
On YouTube Beyond YouTube
• Share activities. Show • Embed your video on your
users content you favorite/ site www.southafrica.net
like/comment/subscribe
• Share with blogs External
• Update channel regularly sites can drive lots of views.
to so viewers come back Find relevant travel blogs/
sites, send your videos
• Subscribe to relevant
channels to see how other • Video is Social Connect YT
businesses in travel use YT with social networks to
broaden viewership and
turn fans into viewers
29 Google Confidential and Proprietary

30. YouTube Analytics
Actionable insight that helps build your business!
Analyze by channel, video,
country and custom date
ranges
Top-level performance and
engagement metrics
Track current and past viewer
trends
30 Google Confidential and Proprietary

31. Who’s Watching Your Videos? Where?
Age & male/female
breakout by age
Breakout by location,
gender and age
31 Google Confidential and Proprietary

32. How Did Viewers Find You?
Referrals from
YouTube, outside
YouTube, Mobile Apps
and Direct Traffic
Traffic segmentation
by source
Source clickable at
video level for further
discovery details
32 Google Confidential and Proprietary

33. Agenda
Watch Your Business Grow on YouTube
Changing Video Consumption & YouTube
Making a Great YouTube Video
Build a Home on YouTube
TrueView
Travel Case Studies
33 Google Confidential and Proprietary

34. When you get your video in front of
the right people, you’re more likely
to turn potential customers into
paying customers.
34 Google Confidential and Proprietary

35. TrueView Video Ads
Customers choose Advertisers pay for
relevant ads engaged views
35 Google Confidential and Proprietary

36. TrueView: what
1!
User selects a
video to watch!
36 Google Confidential and Proprietary

37. TrueView: what
1! 2!
User selects a Before video
video to watch! begins, user sees 5
seconds of a
TrueView video ad!
37 Google Confidential and Proprietary

38. TrueView: what
1! 2! 3!
User selects a Before video If user chooses to
video to watch! begins, user sees 5 watch whole ad or
seconds of a 30s, only then does
TrueView video ad! advertiser pay!
38 Google Confidential and Proprietary

39. TrueView: why
1!
Persuasive !
!
Video advertising is
proven to build
recall, equity,
purchase intent!
!
39 Google Confidential and Proprietary

40. TrueView: why
1! 2! 3!
Persuasive ! Precise !
! !
Video advertising is Advanced targeting
proven to build help reach best
recall, equity, prospects efficiently !
purchase intent! !
!
40 Google Confidential and Proprietary

41. TrueView: why
1! 2! 3!
Persuasive ! Precise ! Global Scale !
! ! !
Video advertising is Advanced targeting Drive awareness by
proven to build help reach best connecting with
recall, equity, prospects efficiently ! 800M global users!
purchase intent! ! !
!
41 Google Confidential and Proprietary

42. TrueView: why
1! 2! 3!
Persuasive ! Precise ! Global Scale !
! ! !
Video advertising is Advanced targeting Drive awareness by
proven to build help reach best connecting with
recall, equity, prospects efficiently ! 800M global users!
purchase intent! ! !
!
Combine the power of sight, sound & motion with the efficiency, scale
and engagement of Google AdWords!
42 Google Confidential and Proprietary

43. TrueView: how – Google AdWords for video
Fast Campaign Setup
AdWords for video provides faster
way to reach your users with the
power of sight, sound and motion
Bid for the video view
Cost-per-view bidding means that
you only pay when a consumer
chooses to watch your ad
Video specific reporting
New reporting metrics help you
track and improve your video
campaign performance
43 Google Confidential and Proprietary

44. “Our experience with YouTube has been
genuinely positive. The cost-per-view for
YouTube is a fraction of what we pay on
other marketing vehicles, and the
branding and impressions are high. We’ve
found that YouTube generates five percent
of our sales – and forty percent of our
impressions.”!
Ed Davis,!
President, Ceilume Inc.!
44 Google Confidential and Proprietary

45. TrueView Best Practices for DR!
Online Sales!
Create a call to action to drive consumers from consideration to purchase!
• Communicate product benefits; consider how-to or demo videos!
• Direct users to point of purchase with call-to-action overlays/annotations!
• Advanced: Use remarketing to drive users through the purchase funnel with
special offer!
In-Store Sales!
Create local videos with location-based offers!
• Geo-targeted TrueView ads w/local message in the video!
• Locally themed companion banner!
• Advanced: Video remarketing using Display ads with call-to-action and in-store offer !
45 Google Confidential and Proprietary

46. Agenda
Watch Your Business Grow on YouTube
Changing Video Consumption & YouTube
Making a Great YouTube Video
Build a Home on YouTube
TrueView
Travel Case Studies
46 Google Confidential and Proprietary

47. Case Study: UndercoverTourist.com
www.youtube.com/undercovertourist!
UndercoverTourist.com Campaign Challege
Study Who they are Use first-person videos to show the rides,
shows and experiences offered at partner destinations in
Florida to potential customers around the world.
Goals Drive traffic to e-commerce site, attract and retain
customers from around the world, improve quantity of
qualified sales leads
Campaign Results
• Established YouTube Channel with trip planning tips and timesaving advice
What They
• Uploaded authentic, short, POV videos to educate visitors
Did
• Implemented low-cost TrueView campaigns using Google AdWords for video
• Nearly 10 million hits on YouTube channel
What They
• About 30,000 views per day to their channel with a 3-5% click-through rate
Acheived
• Enhanced brand as trusted name
47 Google Confidential and Proprietary

48. Case Study: Nassau Paradise Island
www.youtube.com/user/NPIBahamas!
Nassau Island Promotion Board Campaign Challege
Goals Promote travel to Nassau Paradise Island to top 10
US market. Generate cost-effective leads, Share island
experience through allure of video
Approach Initiated ongoing YouTube TrueView in-stream
campaign in 10 markets, tailored and targeted messging
with promotional offers, leveraged analytics to maximize
campaign effectiveness
Campaign Results
• Engaged viewers of :30 video for as little as 15 cents/view
Results • Delivered video to major markets previously unaffordable via television
• Increased website traffic 30%
“[YouTube has] evolved…to a foundational medium that no advertiser…can
What They afford to ignore. When I talk about the amazing value TrueView delivers, people
Said think the kind of ROI we are achieving is impossible. “ – Kim Anderson VP
Marketing for Nassau Paradise Island Promotion Board
48 Google Confidential and Proprietary

49. Resources
Creator Playbook: youtube.com/yt/creators/playbook.html
Advertiser Playbook: youtube.com/yt/advertise/advertiser-playbook.html
YouTube Official Channel: www.youtube.com/advertise!
!
Select SMB YouTube video ads:!
• Name.com: goo.gl/JB0HN!
• Fellowes Cross-Cut Shredder: goo.gl/5pBhu!
• All Time 10s: goo.gl/O3wx2!
• Vat19: goo.gl/D3qdI!
• Strawz Connectible Drink Straws: goo.gl/1CN8J!
49 Google Confidential and Proprietary

50. Thank you!
Google Confidential and Proprietary