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    You tube best practices 051711 You tube best practices 051711 Presentation Transcript

    • YouTube Best Practices
      Presented by the Advanced Video Practice
      May 2011
    • Table of Contents
      Why a YouTube Brand Channel?
      Organization
      Integration
      Design
      Creativity
    • Why a YouTube Brand Channel?
      The YouTube channel structure allows brands to build customized central locations to present video content, while simultaneously using the platform as a base to optimize distribution to various social media properties, blogs, and other websites.
      Brand Channels can create an optimal user experience through organization and integration features as well as creativity in content and design
    • Organization
    • Country-Specific User Channels
      AutoPlay video to drive higher view counts
      www.youtube.com/user/Cisco
      • Cisco’s global selector tool allows users to select country-specific Cisco YouTube channels around the world
      http://www.youtube.com/user/BRCisco
    • Multiple Layers of Navigation
      AutoPlay video to drive higher view counts
      • The HP Corporate brand channel links to business unit channels
      • Business unit channels feature playlists of product divisions in their navigation section with a side link to the main list of HP channels
      www.youtube.com/user/HP
    • Offering Multiple Languages
      AutoPlay video to drive higher view counts
      • A Language Toggle Button is offered on Siemens Channel
      www.youtube.com/user/Siemens
    • Uniting Product Specific Channels
      • ABC Network’s brand channel features navigation that highlights products (shows) that have their own YouTube channels
      AutoPlay video to drive higher view counts
      http://www.youtube.com/user/ABCNetwork
      • Offerings too small to have their own channel have their own playlist are on The ABCnetwork main channel
    • Connecting a portfolio of related product channels
      • Products in ABCnetwork’s daytime TV portfolio have their own navigation features
      Main network channel has one-way links to the daytime TV channels
      Daytime TV/soaps link to each other
      http://www.youtube.com/user/abcnetwork
    • Bucketing Videos into Tabs
      Housing videos in different buckets/categories helps users find the content they are looking for
      It also helps brands guide users to the preferred videos they most want viewed
      Example: Windows separates videos on its YouTube channel into different tabs, using the carousel-like interface to give users a rich experience that allows them to easily find videos they seek; it also allows the brand to highlight the videos it most wants to show by defaulting to a specific tab
      http://www.youtube.com/windowsvideos
    • Bookmarking Key Topics in Video
      • Salesforce.com’s channel featured a long keynote speech that starts up showing an annotation overlay of the topics covered
      • Users can click on the topic and jump directly to that part of the video
      http://www.youtube.com/user/salesforce
    • Offering Search Functionality
      Giving users the ability to search for videos within a brand YouTube channel increases the likelihood they will find videos relevant to them
      Example: HBO provides a search functionality for all of its uploaded videos
      http://www.youtube.com/hbo
    • Giving Users Different Ways to Find the Videos
      Providing multiple ways of finding videos on a brand YouTube channel increases the likelihood users will find compelling content
      Example: In addition to its mosaic presentation of user-submitted entries, HP allows users to see the winning videos from its contest as well as view the finalists from each week
      Example: IBM features 16 videos that can be browsed by rolling-over them
      http://www.youtube.com/HPyourstory
    • Highlighting Preferred Videos
      Presenting the most-preferred current video as the default video introduces users to the YouTube channel with the most compelling content
      Updating these featured videos ensures they stay current and gives repeat users different experiences
      Highlighting additional preferred videos and accompanying them with brief descriptions allows users to easily watch more
      Example: HBO highlights its most current and relevant videos at the top of its channel page with a carousel of thumbnails and brief descriptions
      http://www.youtube.com/hbo
    • Integration
    • YouTube Embed Distribution
      AutoPlay video to drive higher view counts
      • For its Volkswagen’s “The Force” Super Bowl spot, the automobile company released the videos 5 days ahead of the game on its YouTube channel and embedded it on its other owned media properties, while frequently giving updates on the video’s success
      http://www.youtube.com/user/volkswagen
      VW Passat Blog
      VW YouTube Channel
      VW Facebook
      VW Twitter
    • Allowing Sharing of YouTube Content on Other Social Media
      Making it easy to share videos on a YouTube channel via other social media channels increases exponentially the amount of possible viewers
      Example: The LionsGateLIVE YouTube channel for Saw 3D presented multiple opportunities for users to share the content on its YouTube channel, including sharing it through:
      Email
      Twitter
      Facebook
      17
      http://www.youtube.com/lionsgatelive
    • Allowing Users to Upload & View Non-Video
      Content
      Although the primary content on YouTube channels is video, providing users with the ability to view and upload other types of content (e.g. photos, text) gives channel viewers a more exciting all-around experience
      Example: The LionsGateLIVE YouTube channel for Kick-Ass the Movie allowed users to submit videos as well as photos of them as superheroes, accompanied by descriptions and superhero names
      http://www.youtube.com/lionsgatelive
    • Telling Users What’s Happening Outside
      of YouTube
      Increase engagement with non-YouTube content by showing users how they can get more of what they see on the channel
      Example: The YouTube channel for the NBA calls out (at the top of the page) when and where visitors can watch more of the NBA, live on TV
      http://www.youtube.com/user/nbaus
    • Foster Ongoing Contact with Visitors
      • SalesForce.com and Orabrush use their background design to highlight the subscribe button
      www.youtube.com/user/salesforce
      http://www.youtube.com/curebadbreath
    • Subscribing to Partner Channels
      www.youtube.com/user/nbaus
      Highlighting subscriptions to partner YouTube channels:
      Allows for other channels to subscribe to your YouTube channel
      Shows that the brand embraces social media as a means for fostering community and increasing access, not restricting it
      Example: The NBA’s YouTube Channel subscribes to a few partner channels which in turn subscribe to the NBA channel
      http://www.youtube.com/user/ESPN
      www.youtube.com/user/WNBA
    • Location-specific lead generation
      • Coldwell Banker uses its YouTube channel to house location-specific videos that drive lead generation for its real estate agents
      Zip code search for videos
      Video and detail with 2 calls to action
      Videos color coded by type
      http://www.youtube.com/coldwellbanker
      Corporate website property detail page
      Contact request form
    • Giving Product Details
      Displaying details of product offerings allows users to learn about what the brand has to offer without leaving the YouTube experience
      Example: The final tab on the YouTube channel for Project: Report (partnership between YouTube, the Pulitzer Center, Sony, & Intel) gives product details of several Sony Vaio laptop computers; when clicked, this page brings users to sonystyle.com
      http://www.youtube.com/projectreport
    • Annotations that drive to other Web Properties
      For Coca-Cola’s Unlock the Secret Formula promotion, a video was placed on its YouTube channel with annotations that could only be activated at certain points in the video
      Users who clicked the annotations would be driven to the Twitter page of “Doc Pemberton,” who was supposedly the inventor of the Coke recipe
      Users could draw “clues” of how to unlock the formula from his tweets
      http://www.youtube.com/user/cocacola
      http://www.youtube.com/wariolandshakeit2008
      http://twitter.com/#!/docpemberton
    • Design
    • Keeping YouTube Channels Consistent with Brands & Campaigns
      Keeping look and feel consistent with the brand on the YouTube channel is key to providing a unified online presence
      Integrating current brand campaigns into the YouTube channel creates seamless messaging and extends campaign reach
      Example: Geico stays consistent with the current brand campaign with its top banner, its look and feel, and the default video currently featured
      http://www.youtube.com/geico
    • Mirroring the Website
      Keeping design and language consistent from the website to the YouTube channel keeps users within a single, seamless experience and reinforces the brand
      Example: Barack Obama kept the look and feel, design, and messaging consistent from his website to his YouTube channel
      www.barackobama.com
      www.youtube.com/barackobama
    • Presenting Videos Creatively
      YouTube offers the ability to present and organize videos on brand YouTube channels in ways that differ from the standard format
      It can add a layer of fun and discovery to the video browsing experience
      Example: HP’s YouTube channel defaulted to a mosaic view of entries into its You On You Project, where users uploaded, viewed, and voted on user-generated videos
      Example: Raisinets offers an interactive clickable roadmap to different playlists
      http://www.youtube.com/hp
      http://www.youtube.com/user/Raisinets
    • Creativity
    • Mixing Humor with Business
      • NetSuite uses humor to add engagement to it’s B2B message about simplifying software
      www.youtube.com/user/netsuite
    • Interaction with Videos through Choose-Your-Own Adventure Storytelling
      Allowing users to choose options within their video viewing experience can result in increases in:
      User engagement and attentiveness
      Number of videos viewed
      Length of video viewership
      Example: Online comedic trio Chad Matt & Rob houses their interactive adventure video series on their YouTube channel
      http://www.youtube.com/user/chadmattandrob
    • Interaction with Videos through Choose-Your-Own Adventure Storytelling
      Allowing users to choose options within their video viewing experience can result in increases in:
      User engagement and attentiveness
      Number of videos viewed
      Length of video viewership
      Example: Online comedic trio Chad Matt & Rob houses their interactive adventure video series on their YouTube channel
      http://www.youtube.com/user/chadmattandrob
    • Allowing Videos to Interact with the Page
      Creatively integrating videos within the page it’s housed in piques user interest and creates a memorable experience for visitors
      Example: The gameplay video for Wario Land: Shake It interacted with its YouTube page as it played, destroying the structure of the page as Wario destroyed his video-game world
      http://www.youtube.com/wariolandshakeit2008
    • Gallery
    • Siemens Customized Brand Channel
      www.youtube.com/user/Siemens
      • Siemen’s “Tag Cloud” widget uses a web of categories to drive users to videos on the channel
    • Pepto-Bismol Customized Brand Channel
      www.youtube.com/user/peptobismo
      • Pepto-Bismol created an interactive YouTube experience by allowing users to dictate their viewing experience by selecting combinations of elements to include in a video
      • After the viewing experience, users can watch other combinations and/or share each video through the Facebook and Twitter Share buttons
    • Walmart Customized Brand Channel
      http://www.youtube.com/user/Walmart
      • Walmart’s customized brand channel features a variety of on-brand content separated by tabs – ranging from commercials/video ads to employee stories to testimonials from mothers