Social media survey you tube v3
 

Social media survey you tube v3

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    Social media survey you tube v3 Social media survey you tube v3 Presentation Transcript

    • YouTube POVPharmaceutical Marketing
    • Objectives
      To provide a detailed understanding of pharmaceutical YouTube accounts
      To identify the most effective way to engage users through the use of YouTube (corporate, brand)
      To identify key takeaways and top-level observations
    • Methodologies
      The Dose of Digital Pharma and Healthcare Social Media Wiki was used as a listing of current pharmaceutical YouTube accounts (39 pages)
      Each page was further broken down into the following categories
      Disease state
      Corporate
      Brand
      Other
      Each category was coded with a 1 for having that feature and left blank if otherwise
      Several examples were identified and are highlighted in the presentation
    • YouTube has the highest number of page views compared with other social media sites
      Quantcast estimates that 60 million unique viewers visit YouTube each month
      YouTube is the second most trafficked site globally
      Sources:
      Alexa.com.
      http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site.
      Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.
    • YouTube video statistics
      Every minute over 35 hours of video is uploaded to YouTube; in 2010 13 million hours were uploaded
      Currently, 70% of YouTube traffic comes from outside the United States; this is expected to increase with the growing number of high-speed Internet users
      YouTube is available in 43 languages in 25 countries
      The average user is between the ages of 18 and 54
      Mobile makes up 5% of total usage
      Source:
      1. http://www.reelseo.com/youtube-statistics/
    • YouTube provides a different element to social media than Facebook and Twitter
      Facebook and Twitter are used to stimulate conversation, push information, and/or organize events
      YouTube doesn’t stimulate conversation but serves as a medium to push and share a large amount of content
      Little room for engagement with YouTube
      TV might be the top platform for brand promotion, but online video promotion has proven its worth
      The online video market has surpassed the billion dollar mark and is expected to reach $5 billion by 2014
      Online video allows the advertiser to deliver content specific to the brand’s targets
      Sources:
      1. http://www.reelseo.com/relevant-video-advertising-monetization/
    • Interactive video ads are the next trend in online video advertising
      Viewers are able to interact with the video
      Viewers are more engaged if they can impact or control the content
      User may forget they are actually watching an ad
      Increase in views, which increases rankings and ratings
      Interactive ad for Hell Pizza
      Source:
      1. http://www.reelseo.com/viral-branded-video-advertising-2011/
    • Optimizing your video on YouTube is similar to optimizing your product Web site for Google
      Text is key for increasing the ranking of your brand’s video
      Search engine spiders search titles, tags, and descriptions of videos
      Titles and descriptions should be clear and concise and include keywords specific to your video or brand
      Including general popular keywords will not increase the rankings of your video
      Allow others to upload or embed the video to increase your ranking by creating back links
      Ranking algorithm takes into consideration ratings and number of views
      Short videos tend to be the most successful (between 2-3 minutes)
      Source:
      1. http://www.pandia.com/sew/1687-how-to-optimize-youtube-videos-for-top-ranking.html
    • YouTube Insight allows you to monitor the effectiveness of your campaign
      Similar to Google Analytics, you can monitor your channel
      Popularity of channel and videos
      Brief demographics of who is viewing your channel
      Where in country or world your video is getting the most hits
      How your video is contributing to the YouTube community
    • Dividing the Universe of YouTube Users
    • Pharma YouTube channels can be split into 2 groups
      • The most common type of YouTube channel in the pharma space is at the corporate level
    • Pharma YouTube accounts have relatively few subscribers and channel views compared with popular consumer channels
      The most popular channel on YouTube, VEVO, has over 100 billion views
      The channel with the most subscribers, nigahiga by Ryan Higa, with over 3 million subscribers
    • Upload views are higher than channel views
      Users are viewing videos more than they are viewing the channel
      Likely viewing videos other places than on the channel site
      Beneficial to upload videos to other source than just on YouTube
    • Pharma YouTube channels tend to be focused around the corporation
      The majority of pharma YouTube channels are corporate pages that focus on the company
      YouTube
      Brand Level YouTube Channels
      Corporate YouTube Channels
      Script
      Disease State
      OTC
      News
      Company
      Other
    • Top 10 tips for pharma and healthcare use of YouTube
      Choose your YouTube efforts strategically
      Create a video as short as possible
      Choose your thumbnail carefully
      The default image is the middle point of your video (30 sec of a 60 sec video)
      Use descriptive language in the title
      Allow embedding and ratings of your videos
      Integrate other online efforts
      Don’t allow comments
      Don’t expect people to stumble across your video
      Maintain best practices even on YouTube
      Establish the length of your channel before creating
      Source:
      1. http://blog.ogilvypr.com/2009/09/10-rules-of-using-youtube-for-pharma-healthcare-marketing/
    • Corporate Examples
    • Johnson & Johnson health channel
    • Pfizer News
    • Novartis
    • Abbott
    • Genentech
    • AstraZeneca
    • Amgen
    • Brand-Level Examples
    • Excedrin Express Gels
    • Concerta’s channel is titled ADHD, which could be confusing or misleading to users
    • Lap-Band
    • Healthcare
    • GE Healthcare
    • Mayo Clinic
    • Top-Level Observations
    • Top-level observations
      YouTube is the second most trafficked site globally
      YouTube channels are generally corporate-focused
      Just like a Web site, it’s important to make sure your channel and videos are search engine optimized
      Uploading video to other sources and allowing back linking increases rankings
      YouTube used correctly can increase brand awareness and reach