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@AdamVincenzini                  The good, the bad and the ugly
Today’s Focus     Impact On     Reputation
Outline1                         2    About                                 3                             YouTube:        ...
About
About Adam                          @AdamVincenzini• ‘Traditional’ PR background• Last five years spent primarily  in digi...
www.DooglesDiary.com
About Paratus                     @ParatusComms• We: Create and maintain  relationships with people who  matter• 8 years o...
Our ethos
YouTube:The Basics
Background• World’s biggest video  sharing community• 2nd biggest search engine in  the world (after Google)• 400 tweets p...
Timeline
Timeline                                                                          10 hours of video                  Comme...
Timeline               20 hours of video                                Middle East            uploaded every minute      ...
YouTube vs. Others                                                     Hulu: 2.9%    YouTube:                             ...
Opportunities / Threats
Opportunities / Threats Video content is easy to        Video content is easy to   produce and share                    co...
Participants
Collective community(Individuals)   Super Users   Actives        Contributors   Passives                    Influence
Collective community(Organisations)“Active members                                                      “Ad hocof communit...
Semi-active participants Post new content ‘now     May respond to       and then’            comments Inconsistent        ...
Active participants  Publish new content      Always interacting with        regularly               other users Promote o...
An example Inconsistent                                    Consistent                http://www.youtube.com/youtube
Key takeouts
Key takeouts               • Community established first               • Brand integration /                 activation fo...
Case Studies
Types of video
‘All-in-one’               2008
‘Do not try this at home’
‘Do not try this at home’
‘Do not try this at home’
‘Do not try this at home’
‘Do not try this at home’
‘Do not try this at home’                             “I’m outraged                              that Nike is             ...
Key takeouts               • Your job isn’t complete                 once you hit ‘publish’               • Fine line betw...
‘Choice channels’
‘Never stop improving’                    http://www.youtube.com/user/Lowes
‘Never stop improving’
‘Team Hot Wheels’
‘Team Hot Wheels’
Key takeouts               • Regular presence               • Lowe’s: Solves problems                 (and showcases      ...
‘Collaborations’
‘Collaborations’
‘Collaborations’
Key takeouts               • Add value to existing                 communities / audiences               • Only build new ...
Tools andTakeaways
Tips, tools and takeaways1. Be active, regularly   2. The first 15 seconds is key-   Comment               - Capture atten...
Tips, tools and takeaways3. Interact with other users   4. Use YouTube’s resources                               - http://...
Tips, tools and takeaways5. Promote your content     6. What’s your call to action?- Use paid, earned and      -   What do...
Tips, tools and takeaways7. Tag and label everything   8. Use annotations wisely- The way you describe        - Add backgr...
Tips, tools and takeaways9. Collaborate                 10. Attention to detail- Invite other users to help  you solve pro...
Final thought     Aim to create mutually      beneficial outcomes
Bonus resources                                                                                         15 nifty YouTube  ...
Thank you!
For further information:Adam VincenziniM / +44 7932 082 124E / adam@paratuscommunications.comTwitter / @AdamVincenziniPara...
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Adam Vincenzini: YouTube - the good, the bad and the ugly

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Adam Vincenzini knows YouTube, and he shared that knowledge with more than 1,000 communicators at Sweden's Mynewsday on October 12-14th 2011.

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  • Want to see a video of Adam's presentation? You can check it out right here: http://www.mynewsdesk.com/se/pressroom/mynewsday/video/view/adam-vincenzini-youtube-the-good-the-bad-and-the-ugly-6780
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  • Transcript of "Adam Vincenzini: YouTube - the good, the bad and the ugly"

    1. 1. @AdamVincenzini The good, the bad and the ugly
    2. 2. Today’s Focus Impact On Reputation
    3. 3. Outline1 2 About 3 YouTube: The Basics Case Studies 4 Tools and Takeaways
    4. 4. About
    5. 5. About Adam @AdamVincenzini• ‘Traditional’ PR background• Last five years spent primarily in digital / social space• Blogging at TheNextWeb.com and others• Founded #CommsChat – Europe’s leading weekly media and PR conversation on Twitter
    6. 6. www.DooglesDiary.com
    7. 7. About Paratus @ParatusComms• We: Create and maintain relationships with people who matter• 8 years old and counting• London base, global reach• Integrated team of 25• ParatusCommunications.com
    8. 8. Our ethos
    9. 9. YouTube:The Basics
    10. 10. Background• World’s biggest video sharing community• 2nd biggest search engine in the world (after Google)• 400 tweets per minute contain YouTube links• YouTube mobile now gets 100 million visits a day YouTube has made online video accessible to all
    11. 11. Timeline
    12. 12. Timeline 10 hours of video Comments uploaded every minute enabled Google buysFirst video YouTube 2005 2006 2007 2008 $8 million YouTube mobile profit site launched Geotagging Ads begin *In 2006, 33% of internet users visited video-sharing sites
    13. 13. Timeline 20 hours of video Middle East uploaded every minute launch US President Exceeds 2 billion Live contentchannel launched views a day 2009 2010 2011 2012 YouTube rentals ? launched U2 live concert Becomes 3rd most stream popular global website *In 20011, 71% of internet users visited video-sharing sites
    14. 14. YouTube vs. Others Hulu: 2.9% YouTube: Bing Videos: 1.9% 78.5% Yahoo! Video: 1.2% Megavideo: 0.5% Source: Experian video / multimedia market share report, April 2011
    15. 15. Opportunities / Threats
    16. 16. Opportunities / Threats Video content is easy to Video content is easy to produce and share consume Video content is very Video content evokes ‘searchable’ responses “In equal measure”
    17. 17. Participants
    18. 18. Collective community(Individuals) Super Users Actives Contributors Passives Influence
    19. 19. Collective community(Organisations)“Active members “Ad hocof community” participation” Active (consistent) Semi-Active (inconsistent) Resonance
    20. 20. Semi-active participants Post new content ‘now May respond to and then’ comments Inconsistent Consistent
    21. 21. Active participants Publish new content Always interacting with regularly other users Promote other people’s Subscribers as goal, not content just ‘views’ Activity based onConstant cross-promotion audience insight
    22. 22. An example Inconsistent Consistent http://www.youtube.com/youtube
    23. 23. Key takeouts
    24. 24. Key takeouts • Community established first • Brand integration / activation followed • Standing out isn’t easy, but not impossible • Brands need to take a long- term approach • Must be a two-way relationship
    25. 25. Case Studies
    26. 26. Types of video
    27. 27. ‘All-in-one’ 2008
    28. 28. ‘Do not try this at home’
    29. 29. ‘Do not try this at home’
    30. 30. ‘Do not try this at home’
    31. 31. ‘Do not try this at home’
    32. 32. ‘Do not try this at home’
    33. 33. ‘Do not try this at home’ “I’m outraged that Nike is taking a clearly dangerous trick and using it to sell shoes”
    34. 34. Key takeouts • Your job isn’t complete once you hit ‘publish’ • Fine line between compelling and open to criticism • Treat like any other ‘public’ activity • Monitor, monitor, monito r!
    35. 35. ‘Choice channels’
    36. 36. ‘Never stop improving’ http://www.youtube.com/user/Lowes
    37. 37. ‘Never stop improving’
    38. 38. ‘Team Hot Wheels’
    39. 39. ‘Team Hot Wheels’
    40. 40. Key takeouts • Regular presence • Lowe’s: Solves problems (and showcases products) • Hot Wheels: Entertains (and showcases products)
    41. 41. ‘Collaborations’
    42. 42. ‘Collaborations’
    43. 43. ‘Collaborations’
    44. 44. Key takeouts • Add value to existing communities / audiences • Only build new ones if there is a real need • Use budgets wisely
    45. 45. Tools andTakeaways
    46. 46. Tips, tools and takeaways1. Be active, regularly 2. The first 15 seconds is key- Comment - Capture attention- Vote - Subtle brand presence- Favourite - Maintain engagement- Subscribe- Make playlists- Publish content
    47. 47. Tips, tools and takeaways3. Interact with other users 4. Use YouTube’s resources - http://www.youtube.com/creators/- Other YouTube users will - http://www.youtube.com/create promote your content - http://www.youtube.com/testtube better than anyone else will – show them love and they’ll show you love back.
    48. 48. Tips, tools and takeaways5. Promote your content 6. What’s your call to action?- Use paid, earned and - What do you want people owned media channels to to do after they’ve publicise your content interacted with your content?
    49. 49. Tips, tools and takeaways7. Tag and label everything 8. Use annotations wisely- The way you describe - Add background information your content is almost as about the video important as the content - Create stories with multiple itself – make it possibilities (viewers click to searchable! choose the next scene) - Link to related YouTube videos, channels, or search results from within a video
    50. 50. Tips, tools and takeaways9. Collaborate 10. Attention to detail- Invite other users to help you solve problems or address challenges – this brings audience and passion together. (Simple things like thumbnail selection play a vital role)
    51. 51. Final thought Aim to create mutually beneficial outcomes
    52. 52. Bonus resources 15 nifty YouTube tips and tools http://www.paratuscommunications.com/index.php/2011/06/15-nifty-http://www.youtube.com/creators/playbook.html youtube-resources-tips-and-tricks/ http://viralvideochart.unrulymedia.com/
    53. 53. Thank you!
    54. 54. For further information:Adam VincenziniM / +44 7932 082 124E / adam@paratuscommunications.comTwitter / @AdamVincenziniParatus Communicationswww.paratuscommunications.comTwitter / @ParatusCommsFacebook / ParatusComms
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