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.

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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Transcript

  • 1. @AdamVincenzini The good, the bad and the ugly
  • 2. Today’s Focus Impact On Reputation
  • 3. Outline1 2 About 3 YouTube: The Basics Case Studies 4 Tools and Takeaways
  • 4. About
  • 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. www.DooglesDiary.com
  • 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. Our ethos
  • 9. YouTube:The Basics
  • 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. Timeline
  • 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. 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. 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. Opportunities / Threats
  • 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. Participants
  • 18. Collective community(Individuals) Super Users Actives Contributors Passives Influence
  • 19. Collective community(Organisations)“Active members “Ad hocof community” participation” Active (consistent) Semi-Active (inconsistent) Resonance
  • 20. Semi-active participants Post new content ‘now May respond to and then’ comments Inconsistent Consistent
  • 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. An example Inconsistent Consistent http://www.youtube.com/youtube
  • 23. Key takeouts
  • 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. Case Studies
  • 26. Types of video
  • 27. ‘All-in-one’ 2008
  • 28. ‘Do not try this at home’
  • 29. ‘Do not try this at home’
  • 30. ‘Do not try this at home’
  • 31. ‘Do not try this at home’
  • 32. ‘Do not try this at home’
  • 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. 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. ‘Choice channels’
  • 36. ‘Never stop improving’ http://www.youtube.com/user/Lowes
  • 37. ‘Never stop improving’
  • 38. ‘Team Hot Wheels’
  • 39. ‘Team Hot Wheels’
  • 40. Key takeouts • Regular presence • Lowe’s: Solves problems (and showcases products) • Hot Wheels: Entertains (and showcases products)
  • 41. ‘Collaborations’
  • 42. ‘Collaborations’
  • 43. ‘Collaborations’
  • 44. Key takeouts • Add value to existing communities / audiences • Only build new ones if there is a real need • Use budgets wisely
  • 45. Tools andTakeaways
  • 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. 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. 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. 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. 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. Final thought Aim to create mutually beneficial outcomes
  • 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. Thank you!
  • 54. For further information:Adam VincenziniM / +44 7932 082 124E / adam@paratuscommunications.comTwitter / @AdamVincenziniParatus Communicationswww.paratuscommunications.comTwitter / @ParatusCommsFacebook / ParatusComms