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#sometau13 presentation > Cats, light sabers and koality video content - Queensland on YouTube


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Take a look into video content for the travel industry. Covers video strategy, types of video content, and a case study on the 'Queensland on YouTube' project. …

Take a look into video content for the travel industry. Covers video strategy, types of video content, and a case study on the 'Queensland on YouTube' project.

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  • 1. Light Sabers, Cats & Koality Video Content QUEENSLAND ON YOUTUBE Sos Mattsson @sosarina
  • 2. Cats & lightsabers… together at last
  • 3. Why we’re here… Video content by numbers Video approach Types of video content Queensland on YouTube Video > Opportunities for the Tourism Industry
  • 4. Video Content > By Numbers 3 billion+ views YouTube videos daily 4 billion hours watched monthly 100 hours of video uploaded to YouTube each minute Source: YouTube, Hubspot & Ooyala 75% of smartphone users watch videos on their phones
  • 5. Video Content > By Numbers Online video as a resource for planning travel Source: The Traveler’s Road to Decision, Google and Ipsos Media CT July 2012 89% of leisure travellers watch video online 21% of leisure travellers use video for travel planning
  • 6. Video Content > Phases of Travel Planning (1) Dream (2) Plan & Book (3) Experience (4) Share Source: Plan & Book image credit:
  • 7. Video Content > By Numbers Travellers watch online video across the travel planning phases Source: The Traveler’s Road to Decision, Google and Ipsos Media CT July 2012 66% When thinking about taking a trip 64% When choosing a destination 62% When looking for things to see & do at a destination 57% When deciding on accom at destination 34% When deciding which website to book Dream Plan Book
  • 8. Video Approach CreatePlan Distribute Promote Photo credit:
  • 9. Video Approach > Plan Audience Objectives & measurement Platforms Travel planning cycle Content calendar Integration Social at the core Type of content Budget > ideas, create, platform, promotion CreatePlan Distribute Promote
  • 10. Video Approach > Create Outside v in-house Type of content > Entertain, inform, review, newsy, live events, mobile / raw Purpose built v adapted One-off v episodic Style > timelapse, GoPro, high end production, VO Length Branding elements CreatePlan Distribute Promote
  • 11. Video Approach > Create > Entertain
  • 12. Video Approach > Distribution Owned > website, blog 3rd party platforms > YouTube, Vimeo, Viostream, BrightCove, OneLoad, DailyMotion... New stuff > Instagram video & Vine CreatePlan Distribute Promote
  • 13. Video Approach > Distribution > YouTube Bits YouTube Channel v Channels Customise SEO CTA & Links Captions Translation Social channel Blocked?
  • 14. Video Approach > Promote Owned Website – homepage + inspirational pages + campaign content Blog – video-led posts eNewsletter Earned Social YouTube subscribers Influencers Bought Targeting Mobile CreatePlan Distribute Promote
  • 15. Queensland’s Video Content QLD Video Content TVCs & Campaigns Newsy (Weather Cross) Live events (ReefLive) Destination content (Queensland on YouTube) Inspiring story telling (Matador partnership) Entertain (Roo Mail) Queensland Moments (Ride Haters) Repurposed TV content (Queensland Weekender) Advocate content (fave + playlist)
  • 16. Queensland’s Video Content Share the heavy lifting with your advocates. Tourism Operators ConsumersBrands RTOs & LTOs Influencers
  • 17. Case Study > Queensland on YouTube Objective > increase the number of Queensland videos in YouTube to encourage travellers to visit Queensland Timing > 8 months Budget > $490k video content + $100k promotion Operator videos Operator YT channel + ATDW listing 195 videos Destination videos Qld YT channel ATDW Destination Info listings 130 videos
  • 18. Case Study > Queensland on YouTube Tender process Select operators & dests Project scoping Video briefings Scripts & approval Schedule & film Create video content Approve Upload to YouTube Integrate with ATDW Promote Analyse Project Outline
  • 19. Case Study > Queensland on YouTube Destination Videos Increase Queensland destination content (plan / book phase) Video views in YouTube Further distribution of the content > link to ATDW destination information record
  • 20. Case Study > Queensland on YouTube Operator Videos Increase Queensland tourism business videos in YouTube Link video to operator’s ATDW record to increase distribution of rich content aligned to consumers’ expectations Industry education
  • 21. Case Study > Queensland on YouTube What worked well? Communication with stakeholders Tender selection Industry education YouTube webinar YouTube tourism e-kit #16A & #47 Digital Ready Program (g’day to our coaches, Susan + Mirko!) Integration with owned assets, playlists & digital channels Budget for promotion of content SEOing the content
  • 22. Case Study > Queensland on YouTube Key Learnings Engage more in the social side of YouTube Click through opportunities within the content i.e. CTA overlays > subscribe + link to related content Further testing with transcripts and captions Vary video style Film throughout the year > capture each destination in their best season (whales, turtles, vineyards) Whole of business approach
  • 23. Video > Opportunities for Tourism Consumer behaviour has changed YouTube is where it’s at (it = consumers) What will consumers find when they search in YouTube? WE NEED YOU! Educate your troops Mix it up
  • 24. 1 day in paradise Queensland’s Outback Ride Hater’s GuideMaru the Cat
  • 25. The End Any questions? Roo Mail Hoodie give away. Tweet @sosarina with your fave travel video links! Best 3 will get a Roo Mail hoodie Thursday! P.S. #queenslandeeeeer Yep… that’s Billy Moore right there!