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Social media survey you tube v3

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  • 1. YouTube POVPharmaceutical Marketing
  • 2. 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
  • 3. 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
  • 4. 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.
  • 5. 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/
  • 6. 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/
  • 7. 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/
  • 8. 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
  • 9. 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
  • 10. Dividing the Universe of YouTube Users
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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/
  • 15. Corporate Examples
  • 16. Johnson & Johnson health channel
  • 17. Pfizer News
  • 18. Novartis
  • 19. Abbott
  • 20. Genentech
  • 21. AstraZeneca
  • 22. Amgen
  • 23. Brand-Level Examples
  • 24. Excedrin Express Gels
  • 25. Concerta’s channel is titled ADHD, which could be confusing or misleading to users
  • 26. Lap-Band
  • 27. Healthcare
  • 28. GE Healthcare
  • 29. Mayo Clinic
  • 30. Top-Level Observations
  • 31. 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