0
YOUTUBE:
THENEXTBIGTHING
ISALREADYHERE
RachelPeters
NoahEchols
11ThingsYouneedToKnow
ABOUTUS
A LITTLE ABOUT US
Noah Echols

Immersed in digital for over a decade, Noah charts paths for clients that lead to
c...
HERE’SWHATWE’LLCOVER
Why YouTube Matters
Before You Get Started
What You Really Need to Know
1
2
3
5
Features to Guide You...
WHYYOUTUBEMATTERS
Most brands have ignored YouTube while a few have
embraced it as a powerful tool in their channel mix. Not
only do you hav...
WHYYOUTUBEMATTERS
Remember
when this
happened?
Everybody paid
attention.
WHYYOUTUBEMATTERS
What
about this?
Nobody paid
attention.
5REASONSTOPAYATTENTION
YouTube has 1 billion active users every month
YouTube is the second largest search engine on the W...
STILLNOTCONVINCED?
!
• 100 hours of video are uploaded to YouTube every minute
!
• According to Nielsen, YouTube reaches m...
These
brands get
it.
Look at the small
brands, they can
compete with the big
boys.
AFEWTHINGSBEFORE
YOUGETSTARTED
GETTINGSTARTED|GENERALTIPS
To approach YouTube strategically, you have to change
the way you think about it. It is not a v...
GETTINGSTARTED|GENERALTIPS
Trolls are real and vicious, and they will show up in
your video’s comment section. Don’t turn ...
GETTINGSTARTED|GENERALTIPS
Google+ and YouTube overlap in a lot of ways, so treat
YouTube like you would a blog post in te...
GETTINGSTARTED|GENERALTIPS
Content posted to YouTube needs to be YouTube-
centric, not just content that was created for o...
OK,HERE SWHATYOU
NEEDTOKNOW
1.UNDERSTANDCONSUMERMINDSET
Create content that
meets consumers
where they are in
their journey.
Brands that really get it...
YouTube offers the
opportunity for Paid,
Owned, and Earned
Media.
While you should be posting unique content
to your chann...
3.USEPREROLL…CAREFULLY
Preroll interrupts the
viewer and delays
them getting to the
content they want.
With that said, it ...
PRE-ROLLCANBEENTERTAINING
PRE-ROLLCANBEUSEFUL
POSTINSPIRINGCONTENT
POSTHELPFULVIDEOS
4.LEVERAGEYOUTUBEINFLUENCERS
Tap into communities
that already exist by
renting the legitimacy
of influencers.
YouTube rec...
LEVERAGEYOUTUBEINFLUENCERS
FEATURESTOGUIDE
YOURSTRATEGY
5.THERE’SAPARTNERPROGRAM
• Allows you to share in ad revenue
!
• Partners can link to external websites in their video
!
•...
6.IT’SYOURCHANNEL
Brand and organize
your channel and it
will be optimized
across devices.
YouTube One Channel allows you ...
7.PLAYLISTSMAKEITEASY
Think of YouTube
playlists like Pinterest
boards or mix tapes.
Group content together by theme or to...
8.JUMPLINKSENABLECHAPTERS
Create chapters with
links, allowing users
to skip to relevant
parts
By adding a time code to th...
9.ANNOTATIONSENGAGE
Entice viewers to
engage further with
the brand.
Provide links to relevant videos or external
content....
10.DESCRIPTIONSANDCLOSEDCAPTIONING
• Only 160 characters of your video description will show in search
results, so make su...
11.METRICSTHATMATTER
Views
Demographics
Playback location
Devices
Audience Retention
Subscribers
Likes/Dislikes
Favorites
...
SOMEHELPFULRESOURCES
YouTube Channel Art Guidelines
https://support.google.com/youtube/answer/2972003?topic=16630&hl=en
!
...
WanttoKnowMoreAboutIQ?
Contact Kevin Smith at 678-449-2014
or kevin.smith2@iqagency.com
!
www.iqagency.com
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YouTube: The Next Big Thing Is Already Here

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Transcript of "YouTube: The Next Big Thing Is Already Here"

  1. 1. YOUTUBE: THENEXTBIGTHING ISALREADYHERE RachelPeters NoahEchols 11ThingsYouneedToKnow
  2. 2. ABOUTUS A LITTLE ABOUT US Noah Echols
 Immersed in digital for over a decade, Noah charts paths for clients that lead to compelling digital experiences for consumers. Working across departments, he curates insights to create multi-channel strategies that meet client objectives and deliver value to the consumer. Rachel Peters Rachel enjoys all aspects of user experience, from interviewing customers to designing interactions to testing those designs. Before becoming an experience architect, she was a technical writer, creating help documentation, interface copy, training demos, and functional specifications. Associate Director of User Experience at IQ Agency Associate Director of Strategy at IQ Agency @nvechols @rachelhpeters
  3. 3. HERE’SWHATWE’LLCOVER Why YouTube Matters Before You Get Started What You Really Need to Know 1 2 3 5 Features to Guide Your Strategy4
  4. 4. WHYYOUTUBEMATTERS
  5. 5. Most brands have ignored YouTube while a few have embraced it as a powerful tool in their channel mix. Not only do you have an opportunity to get ahead of your competition, but there are several other reasons to take YouTube seriously:
  6. 6. WHYYOUTUBEMATTERS Remember when this happened? Everybody paid attention.
  7. 7. WHYYOUTUBEMATTERS What about this? Nobody paid attention.
  8. 8. 5REASONSTOPAYATTENTION YouTube has 1 billion active users every month YouTube is the second largest search engine on the Web Visual content, especially video, has become the content type of choice among consumers The communities on YouTube are large, active, and passionate Most of your competitors are probably not using YouTube effectively 1 2 3 4 5
  9. 9. STILLNOTCONVINCED? ! • 100 hours of video are uploaded to YouTube every minute ! • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network ! • 20% of global YouTube views came from mobile devices ! • Over 6 billion hours of video are watched each month on YouTube
  10. 10. These brands get it. Look at the small brands, they can compete with the big boys.
  11. 11. AFEWTHINGSBEFORE YOUGETSTARTED
  12. 12. GETTINGSTARTED|GENERALTIPS To approach YouTube strategically, you have to change the way you think about it. It is not a video hosting site. It is not just a place to watch funny cat videos. It is an flourishing social networking site where users connect around shared passions. CHANGETHEWAY YOUDEFINEWHAT YOUTUBEIS
  13. 13. GETTINGSTARTED|GENERALTIPS Trolls are real and vicious, and they will show up in your video’s comment section. Don’t turn off the comments. Just ignore them and let other users take care of it. DON’TFEEDTHE TROLLS DON’TFEEDTHE TROLLS
  14. 14. GETTINGSTARTED|GENERALTIPS Google+ and YouTube overlap in a lot of ways, so treat YouTube like you would a blog post in terms of SEO. You will increase your brand’s authority and ultimately its page rank. BEONGOOGLE+ TOO BEONGOOGLE+ TOO
  15. 15. GETTINGSTARTED|GENERALTIPS Content posted to YouTube needs to be YouTube- centric, not just content that was created for other channels but uploaded to YouTube to check a box. POSTYOUTUBE- CENTRICCONTENT POSTYOUTUBE- CENTRICCONTENT
  16. 16. OK,HERE SWHATYOU NEEDTOKNOW
  17. 17. 1.UNDERSTANDCONSUMERMINDSET Create content that meets consumers where they are in their journey. Brands that really get it, know what content consumers need to move them along their journey to purchase and then beyond purchase into advocacy. TRIGGER LOYALTYLOOP MOMENTOF PURCHASE PASSIVELOYAL ACTIVELOYAL PASSIVEEVALUATION ACTIVEEVALUATION
  18. 18. YouTube offers the opportunity for Paid, Owned, and Earned Media. While you should be posting unique content to your channel mostly, your strategy should included paid and earned media as well. Paid Earned Owned 2.WRITEAP.O.E.M
  19. 19. 3.USEPREROLL…CAREFULLY Preroll interrupts the viewer and delays them getting to the content they want. With that said, it should be a part of your strategy – but you have an obligation to carefully consider how you use it. ! You will do more harm for your brand by annoying users with bad content if your pre- roll isn’t useful or entertaining.
  20. 20. PRE-ROLLCANBEENTERTAINING
  21. 21. PRE-ROLLCANBEUSEFUL
  22. 22. POSTINSPIRINGCONTENT
  23. 23. POSTHELPFULVIDEOS
  24. 24. 4.LEVERAGEYOUTUBEINFLUENCERS Tap into communities that already exist by renting the legitimacy of influencers. YouTube recently launched the Video Creation Marketplace to connect video creators with brands. There are several other services though that do the same thing though, so find the right solution that allows you to connect with the right person.
  25. 25. LEVERAGEYOUTUBEINFLUENCERS
  26. 26. FEATURESTOGUIDE YOURSTRATEGY
  27. 27. 5.THERE’SAPARTNERPROGRAM • Allows you to share in ad revenue ! • Partners can link to external websites in their video ! • Google is incentivizing brands to create great content
  28. 28. 6.IT’SYOURCHANNEL Brand and organize your channel and it will be optimized across devices. YouTube One Channel allows you a lot of flexibility to organize your content creatively on your channel as well as link to your website, social accounts, and other/ partner channels. See the resources at the end for help with branding.
  29. 29. 7.PLAYLISTSMAKEITEASY Think of YouTube playlists like Pinterest boards or mix tapes. Group content together by theme or topic to make it easy for users to find what they are looking for and to share a package of videos with others. You can also embed an entire playlist on your website.
  30. 30. 8.JUMPLINKSENABLECHAPTERS Create chapters with links, allowing users to skip to relevant parts By adding a time code to the video url you can create a link to a certain point in the video. For brands this is most useful for chapterizing videos in the description or in the copy of a website where the video is embedded.
  31. 31. 9.ANNOTATIONSENGAGE Entice viewers to engage further with the brand. Provide links to relevant videos or external content. Do not just add a link to the next video though. It should be relevant.
  32. 32. 10.DESCRIPTIONSANDCLOSEDCAPTIONING • Only 160 characters of your video description will show in search results, so make sure the first few sentences of your video description are the most compelling. ! • Titles should entice users to click – think Upworthy, but a little more useful. ! • Uploading a closed captioning script allows more of your content to be indexed by Google.
  33. 33. 11.METRICSTHATMATTER Views Demographics Playback location Devices Audience Retention Subscribers Likes/Dislikes Favorites Comments Sharing Annotations [Things you can measure
  34. 34. SOMEHELPFULRESOURCES YouTube Channel Art Guidelines https://support.google.com/youtube/answer/2972003?topic=16630&hl=en ! YouTube Creator Playbook http://www.youtube.com/yt/playbook/index.html ! YouTube Video Creation Marketplace https://videocreationmarketplace.appspot.com/ ! YouTube Trends Blog http://youtube-trends.blogspot.com/ ! YouTube Insights Study https://docs.google.com/vie wer?url=http://think.storage.googleapis.com/docs/youtube-insights-jan-2014_research-studies.pdf&chrome=true ! Effectiveness of YouTube Ads https://support.google.com/partners/answer/2770862?hl=en
  35. 35. WanttoKnowMoreAboutIQ? Contact Kevin Smith at 678-449-2014 or kevin.smith2@iqagency.com ! www.iqagency.com
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