Hangouts On Air: How To Successfully Create More Video Content By Grant Tilus
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Hangouts On Air: How To Successfully Create More Video Content By Grant Tilus

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SMX West 2014 Session #SMX #31D - Youtube Success Stories For Marketerspresentation How To Produce Google Hangouts On Air By Grant Titus @Granttilus Of Collegis Education

SMX West 2014 Session #SMX #31D - Youtube Success Stories For Marketerspresentation How To Produce Google Hangouts On Air By Grant Titus @Granttilus Of Collegis Education

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Hangouts On Air: How To Successfully Create More Video Content By Grant Tilus Hangouts On Air: How To Successfully Create More Video Content By Grant Tilus Presentation Transcript

  • Hangouts on Air: How to Successfully Create More Video Content San Jose, CA: March 11-13, 2014 Presented By: Grant Tilus
  • Grant Tilus Associate Inbound Marketing Manager Collegis Education Director of Content Marketing MnSearch @GrantTilus plus.google.com/+GrantTilus Grant.Tilus@CollegisEducation Winner, Best In-House Search Team 2013 US Search Awards CollegisEducation.com
  • Do you struggle creating video content? Source: http://bit.ly/1cyWY9E @GrantTilus #SMXWest
  • Video content is essential •YouTube is the #2 search engine •More than 1 billion unique users visit YouTube each month •59% of executives would choose to absorb information through video rather than text - @forbes •YouTube is the top platform overall amongst 14-34 year-old users - @Cassandra_Daily http://www.youtube.com/yt/press/statistics.html http://www.pixability.com/industry-studies/brand-study http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629/2 @GrantTilus #SMXWest
  • So you look for inspiration to follow @GrantTilus #SMXWest
  • Source: http://bit.ly/1cyWS1M But budgets are tight @GrantTilus #SMXWest
  • Source: http://bit.ly/1kBP3R8 Have you tried Hangouts on Air? @GrantTilus #SMXWest #HOA
  • Hangouts on Air are amazing •Up to 10 total participants •Unlimited viewers via the live broadcast •Automatically uploaded to YouTube •Cool apps •Simple way to create quality video content Rand Fishkin, Wizard Pirate of Moz @GrantTilus #SMXWest
  • Great way to create video content @GrantTilus #SMXWest
  • And budget friendly 0 @GrantTilus #SMXWest
  • Our team has embraced using them @GrantTilus #SMXWest
  • You only see the finished product
  • It’s takes careful planning Source: http://bit.ly/1oblcPN #sochiproblems @GrantTilus #SMXWest
  • Examples of Hangouts on Air @GrantTilus #SMXWest
  • Here’s what you need to know before getting started @GrantTilus #SMXWest
  • Embrace Google+ •Start building a brand presence •Engage the community Benefits: •Influence personalized search results •Strong audience targeting with circles •Gmail notifications •YouTube comments •Hangouts on Air Source: http://imgur.com/gVmr4eG @GrantTilus #SMXWest
  • Get buy in from leadership •Discuss the value of video content •Create KPIs •Be honest about the platform •The technology isn’t perfect •Become the expert •Get permission to start testing *Read: Metrics to Measure YouTube Marketing by @PhilNottingham @GrantTilus #SMXWest
  • Review the technical requirements Bandwidth •For 1:1 connections Google suggests a 1 mbps/1 mbps (up/down) •For group video connectivity Google suggests 1 mbps/2 mbps (up/down) •The more participants the more stress on your network •Download the hangout plug-in bit.ly/1gmeL6D Resources Hangouts system requirements bit.ly/JLOODH Getting started bit.ly/1nySDbT Hangouts and more bit.ly/1dPbVUP @GrantTilus #SMXWest
  • Test your network •Create a quality viewing experience •Common issues -Screen flashing -Video lag -Delayed audio •Have off-site participants test - SpeedTest.net Source: http://bit.ly/1hiAEFN @GrantTilus #SMXWest
  • Test the equipment What you’ll need: -HD webcam -Microphone -Headset •Test your computer •Provide camera and microphone for participants •Use chrome @GrantTilus #SMXWest
  • Create a content strategy •Remember your brand promise •Focus the topics of conversation •Determine what questions you should be answering -Consider your personas •Find a unique message •Create a program outline @GrantTilus #SMXWest
  • Utilize a program outline •Is your hangout unique or recurring? •Create a template document -Input conversation points -Key questions to answer •It makes participation easier •Content tips: - Set expectations at the start - Hook ‘em early - Keep it compelling Main Topic Sub Topic Sub Topic Sub Topic Sub Topic @GrantTilus #SMXWest
  • Determine your Hangout on Air format •Public -Anyone can join you •Invite-only live -Live talk show -Take live questions •Invite-only not live - Pre-recorded @GrantTilus #SMXWest Source: http://bit.ly/1dmqwvc
  • Build a promotion plan •Create the event page - Email notifications - Google calendar •Invite – public & circles •Cross promote online •Blog post •Create a hashtag •Video trailer •Hypemyhangout.com @GrantTilus #SMXWest
  • Creating an event page •Don’t create an “Event” or “Plan a Hangout” Instead go to Hangouts and Start a Hangout on Air That Starts Later It will look like this… Source: http://bit.ly/1jdhKkk @GrantTilus #SMXWest
  • Which is ok Event details Video feed with countdown No banner image @GrantTilus #SMXWest
  • But you want to showcase your brand Brand is everything! @GrantTilus #SMXWest
  • Edit the event page to add branding •Remember to create a custom banner image (1200x300) •Go to the event details - Edit event •Change the theme and upload your branding @GrantTilus #SMXWest
  • Branding for the win! Now promote this event page url * Use a shortener to track clicks @GrantTilus #SMXWest
  • Other ways to promote your brand •Video trailer -Ex: Fireside Hangout •Screen background •On screen content •Create a lower third with custom overlay @GrantTilus #SMXWest
  • vs. @GrantTilus #SMXWest Which one looks more professional?
  • Don’t forget about adding seo value •Optimize your titles •If you are creating a hangout series, find a keyword family •Add links to your website and social channels •Embed the live stream - Drive traffic to your site Ubersuggest.org @GrantTilus #SMXWest
  • It starts at the event page @GrantTilus #SMXWest
  • Stick to a schedule Source: http://bit.ly/OTZLFP @GrantTilus #SMXWest
  • The producer Requirements: •Become a Hangouts on Air expert •Be available to coordinate and produce live events •Continually test new features •Is this you? @GrantTilus #SMXWest
  • Don’t be this guy @GrantTilus #SMXWest
  • Behind the camera •Picture of our set up Producer Host/SME @GrantTilus #SMXWest
  • Control the screen Use your mouse & “alt-tab” Source: http://bit.ly/1e524KC @GrantTilus #SMXWest
  • Hangout apps to use •Apps can increase the production value •The Hangout ToolBox - Lower third with custom overlay •Screenshare - Display content •Q&A - Take live questions •Google Effects -Pirate hats, scuba mask, etc •Many more available Source: http://bit.ly/1nIalK7 @GrantTilus #SMXWest
  • The host •Requirements: - Subject matter expert - Confident - Engaging - Cool under pressure •This could be you or … - Your boss or an in-house expert - The client •It’s the producer’s job to make the host’s job easier You Want This Guy @GrantTilus #SMXWest
  • Not this guy @GrantTilus #SMXWest
  • Utilize subject matter experts •Internal and external -Develop industry connections Benefits: - Borrowed authority - Third-party validation - Less sales-y - Unique content - Win/Win for experts Source: http://bit.ly/1m23yvD @GrantTilus #SMXWest
  • Make it easy for the SMEs •Get them familiar with Google+ •Provide feedback and direction •Make participation simple -Utilize a program outline -Camera and microphone •Make them feel appreciated @GrantTilus #SMXWest You don’t want this to happen live.
  • Don’t forget to practice •Start with technical dry runs with participants - Are they tech savvy? •Schedule full rehearsals -Technical set up -Upload lower third -Sharing visuals -The conversation flow -Etc @GrantTilus #SMXWest
  • The day of a live event •Sign on to the hangout 30-60 minutes ahead of time •Check audio and video •Upload lower thirds and prepare any visuals •If you want to embed the video or share the link, do this before you start the broadcast •When ready, click “Start broadcast” and wait 10 seconds. •Don’t broadcast copyrighted content @GrantTilus #SMXWest
  • How to get set up • Hardline internet connection • Select the correct equipment - Camera and microphone • Turn off phones • Test audio/video • Troubleshoot any issues - Restart the hangout? • Don’t go live until you’re ready • Be ready for anything • Keep rolling @GrantTilus #SMXWest
  • After the broadcast ends •Click •The video will automatically upload to YouTube •Make video edits -Description -Thumbnail -Start and end points •Start promoting the content @GrantTilus #SMXWest
  • Build your brand on YouTube @GrantTilus #SMXWest
  • Keep testing new features Source: http://bit.ly/1fl0IAf @GrantTilus #SMXWest
  • Don’t sleep on using Hangouts on Air It’s a great way to create quality video content on a budget @GrantTilus #SMXWest
  • •Start brainstorming ideas for creating video content using Hangouts on Air •Discuss them with your boss/team ASAP •Create a strategy •Get familiar with using Hangouts on Air •And start creating more video content Key takeaways @GrantTilus #SMXWest
  • Thank you! @granttilus plus.google.com/+GrantTilus Grant.Tilus@CollegisEducation.com Feel free to reach out to me with any questions!