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

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

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  • 1. Growing YourBusiness with YouTubeWill Rocklin • Global Video Product Expert • 9/13/12Google Confidential and Proprietary
  • 2. Watch Your Business Grow on YouTube www.youtube.com/watch?v=qb9vQ5jPHkQ2 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 Studies3 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 TVSource: 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 Global70% of the trafficcomes from outside the USYouTube is localized in39 countriesand54 languages Source: Internal. Google Confidential and Proprietary 7 http://www.youtube.com/t/press_statistics
  • 8. YouTube in South AfricaYouTube reaches58% of online pop.97MMonthly page views Source: Internal. Google Confidential and Proprietary 8 http://www.youtube.com/t/press_statistics
  • 9. YouTube is Mobile#2 video site in theworld by viewsonly after YouTube.comdesktop site 400 million+ views a day Source: Internal. Google Confidential and Proprietary 9 http://www.youtube.com/t/press_statistics
  • 10. YouTube is Social100M+ peopletake a social action withYouTube every week (likes,shares, comments, etc.)More than 50%of videos on YouTube havebeen rated or includecomments from the communityMillions of videosare favorited every day Source: Internal. Google Confidential and Proprietary 10 http://www.youtube.com/t/press_statistics
  • 11. YouTube is Social. Very Social500 Years Worthof YouTube videos watched onFacebook every day700 YT Videosare shared on Twitter everyminute 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 Studies12 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 them14 Google Confidential and Proprietary
  • 15. Video Post-ProductionEdit Your VideoCombine/trim andarrange clips to tellcomplete story in 1-2min. YT has a freeonline video editor.15 Google Confidential and Proprietary
  • 16. Video Post-ProductionEdit Your Video Transitions/EffectsCombine/trim and Add transitions to givearrange clips to tell video a more gradualcomplete story in 1-2 feel. Overlays aremin. YT has a free useful for providingonline video editor. business info.16 Google Confidential and Proprietary
  • 17. Video Post-ProductionEdit Your Video Transitions/Effects Add MusicCombine/trim and Add transitions to give Sets appropriatearrange clips to tell video a more gradual mood. Note rights/complete story in 1-2 feel. Overlays are permissions. Freemin. YT has a free useful for providing music available viaonline video editor. business info. YT AudioSwap17 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=ZUG9qYTJMsI24 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 Studies25 Google Confidential and Proprietary
  • 26. Your Home on YouTube: ChannelsBuild 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 numbers26 Google Confidential and Proprietary
  • 27. Optimize Your ChannelA 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 session27 Google Confidential and Proprietary
  • 28. Build Your CommunityYouTube 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 YT28 Google Confidential and Proprietary
  • 29. Build Your CommunityYouTube 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 viewers29 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 trends30 Google Confidential and Proprietary
  • 31. Who’s Watching Your Videos? Where? Age & male/female breakout by age Breakout by location, gender and age31 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 details32 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 Studies33 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 views35 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 performance43 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 Studies46 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 name47 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 Board48 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