YouTube y video online: El nuevo lenguaje de las marcas #SMSUMMIT
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YouTube y video online: El nuevo lenguaje de las marcas. Orador: Roman Gancberg. Gerente de Producto y Soluciones, Latam Google. Videos: https://www.youtube.com/watch?v=1mOyIUCCtDE https://www.youtube.com/watch?v=cBC-pRFt9OM https://www.youtube.com/watch?v=KXqp9Izk0yM https://www.youtube.com/watch?v=79uA-gHvw18 https://www.youtube.com/watch?v=f_RF7w8-Gn8
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YouTube y video online: El nuevo lenguaje de las marcas #SMSUMMIT
- 3. Nuevas reglas de desarrollo de contenido Medición de resultados Sobre Viewers y Fans
- 4. Sobre Viewers y Fans
- 5. Generar conocimiento de la marca es cada vez más difícil La atención de los consumidores está dispersa y el panorama de los medios de comunicación se encuentra fragmentado. Información confidencial y propiedad de Google
- 6. Mobile es la pantalla #1, Laptop #2 y TV #3 Información confidencial y propiedad de Google 33% De penetración de smartphones en Argentina Fuente: MilwardBrown – AdReaction 2014 Study Argentina; Tiempo Diario de consumo en dispositivos 75% Del tiempo diario se consume en internet
- 7. Información confidencial y propiedad de Google Se estima que para el 2019, habrá casi 21 millones de usuarios móviles en la Argentina.
- 9. Hombres - 50.75% Mujeres - 49.25 % 14.3 millones de visitantes únicos mensuales 8.130.000 personas entre 15 y 34 años. El público cambió... … ya no se mira tanta televisión.
- 10. YouTubers: las nuevas estrellas YouTube “Rubius” -11 M suscriptos al canal -1.800 M vistas del canal
- 15. Source: Google Insights ‘YouTube Multi-Screen Study’ Note: * “Connected Consumer” study covers EMEA countries, this is the average across all countries that were covered in this study MAYOR PORTABILIDAD 2.9 pantallas por dia 84% usa más de un dispositivo al mismo tiempo para diferentes temas +35% de lo que usan equipos simultáneos ven videos. +50% mira TV con otros dispositivos al mismo tiempo Google Confidential and Proprietary
- 16. MAYOR ELECCION
- 17. pueden armar una fanbase TODOS
- 18. BILLON1 La plataforma a elegir
- 19. VIEWERS SUPER FANS A pesar del avance tecnológico, el deseo humano por una conexion emocional y auténtica no ha cambiando Desde los simple y divertido a lo serio, Youtube esta satisfaciendo esta necesidad
- 23. Nuevas reglas de desarrollo de contenido
- 24. Ganar la Batalla por la atención Creando Contenido Clientes Personas que quieren comprar tu producto Audiencias Personas que quieren escuchar tu historia se estan volviendo Google Confidential and Proprietary
- 25. Nuevas Reglas para la Estrategia de Contenido Ser Valioso Estar Siempre Ser Autentico Ser Visto Ser Atractivo Google Confidential and Proprietary
- 26. La posibilidad de saltar un aviso....
- 28. 5 segundos gratis 30 segundos o hasta completar el aviso si es menor a 30 segundos C P V • No pagas si saltas el anuncio antes de los 5 segundos si no hay engagement con la pieza • El sistema premia a los anuncios con un alto ratio de vistas • Tan largo como uno quiera Es Simple
- 29. Cómo Crear Contenido Adecuado para Atraer a tu Audiencia 1 2 3 4 Llamar la atención en 5 segundos Tomarse el tiempo para contar la historia Alcanzar a tu audiencia Crear Series para que las personas vuelvan Medir e Iterar 5
- 30. TV Version YouTube Version Atraer a tu audiencia en 5 segundos1
- 31. HTS Volkswagen Atraer a tu Audiencia en 5 Segundos1 Google Confidential and Proprietary ThisIsTheEnd The Movie Sodimac Superdrug EAT.
- 32. Nike Football - Winner Stays 4’12’’ 38Mviews 6% (30 secs or less) 31% (1-2 mins) 29% (31-60 secs) 11% (2-3 mins) 10% (3-4 mins) 13% (4+ mins) Entonces, tomate tu tiempo2 Google Confidential and Proprietary
- 33. Crear Series para que tu audiencia vuelva3 Google Confidential and Proprietary Nespresso 51M+views 31%+Brand Search Increase
- 34. Alcanzar a tu Audiencia4 Burger King - Preroll 64different prerolls Google Confidential and Proprietary
- 35. Favorites Followers Shares Comments Likes Views Medir e Iterar5 Google Confidential and Proprietary
- 36. Nuevas Reglas para la Estrategia de Contenido Estar Siempre Ser Autentico Ser Visto Ser Valioso Ser Atractivo
- 37. Google Confidential and Proprietary ENTRETENER A TUS FANS
- 38. Google Confidential and Proprietary EDUCAR A TUS FANS
- 39. Google Confidential and Proprietary INSPIRAR A TUS FANS
- 40. Nuevas Reglas para la Estrategia de Contenido Ser Autentico Ser Visto Ber Atractivo Ser Valioso Estar Siempre
- 41. Google Confidential and Proprietary Timeline attention/activity/reach Actuar como un anunciante Actuar como un Youtuber
- 42. Nuevas Reglas para la Estrategia de Contenido Ser VistoSer Atractivo Ser Valioso Estar Siempre Ser Autentico Google Confidential and Proprietary
- 43. Transformar a la audiencia casual en tus fans Google Confidential and Proprietary Audiencia Casual Suscripto Super Fan
- 44. Nuevas Reglas para la Estrategia de Contenido Ser Atractivo Ser Valioso Estar Siempre Ser Autentico Ser Visto
- 45. 67m views Contenido no se viraliza automáticamente Asegurarse de que el contenido sea “descubrible” 61m views 21m views Campañas de medios pagos son un factor clave de éxitoGoogle Confidential and Proprietary
- 46. Nuevas Reglas para la Estrategia de Contenido Ser Valioso Estar Siempre Ser Autentico Ser Visto Ser Atractivo Google Confidential and Proprietary
- 47. Tomar Acción & Medir el Impacto
- 48. “Audience Insight” reporting en tiempo real BRAND LIFT STUDIES YOUTUBE ANALYTICS
- 49. VIEW REPORT to act upon in real time Google Confidential and Proprietary YouTube Analytics
- 50. DEMO REPORT to understand your audience YouTube Analytics
- 51. Google Confidential and Proprietary Brand Lift BRAND LIFT SURVEYS para llevar la medición al siguiente nivel
Notas del editor
- Welcome to YouTube! We are very happy to have you here. Today, we are going to show you how, as a brand, [CUSTOMIZE: replace with agency when presenting to an agency] you can harness the power of YouTube as a platform for expressing your brand’s message. As you know, today, consumers have the power to skip or simply ignore advertisements that interrupt their entertainment experience or are not relevant to them. To cut through, brands must “up their game” and craft creative that customers choose to watch. This workshop will help you better understand WHY content marketing matters so much today & basic frameworks to use WHEN you think about distributing your video content. We have a packed agenda so let’s get started!
- Throughout the day, we will equip you with the essential building blocks to build your YouTube strategy step by step. We are going to: start by showing you how media and content creation has evolved, then share some insights about your audience, walk you through the new rules of building your content strategy, guide you through creating the action plan, and finally, share some audience development tips. [CUSTOMIZE: Customize the agenda items based on what you chose to present ]
- 2M Argentina del video. Más de 320M vistas desde Argentina
- https://www.youtube.com/watch?v=1mOyIUCCtDE
- [1950s living room, evolved to today's consumer.] Before looking at the future of video I want to take a quick second and look backward. Yes, the world was in color back then even though the TV was black and white. When this broadcast device was first introduced into people's homes in the 50s, our connections to our content and to our friends and family, around that content, were anchored to the living room, gathered around a flickering box, to watch a handful of shows. We had no control over what we watched, where we watched or how we watched. We were passive viewers…
- But over the past 50 years, technology has changed this. This is a familiar photo, we are no longer tied to the living room, the flickering box and the people sitting around us. Yes, we still watch content on that device we call the television, but more and more of that content is being streamed through an internet connection. And many of us sit in the living room immersed in our laptop and our cellphone. The consumer, more than ever is in control. He or she is in control of what is watched, when it is watched, and where it is watched.
- And based on this very clear trend of consumer control we are making sure that our investments are delivering on these demands from consumers. Consumers are demanding Increased Portability, no longer wanting to be anchored to the living room. Consumers are demanding Increased Choice, no longer wanting to be anchored to the programming line-up dictated to them. And Consumers are demanding Increased Speed. Think about this in your everyday life and usage of technology. We have grown so accustomed today that with the press of a button the worlds information needs to be available to us instantaneously. The same is true with video, when a user presses play, the he is demanding a seamless experience.
- Our teams have invested tirelessly to make the YouTube player the most ubiqutous player on the planet. We are on 100s of millions of smart TVs, 500+ million mobile phones. Our applications work across iOS, Android, HTML5 enabled smart TVs and game consoles. Last year, we completely restructured our deal with Apple to bring a fully featured YouTube experience to the iPhone, where we are now downloaded over 350M times. YouTube is the most portable player on the planet. The player is shareable and playable on every major social network and embeddable easily on every blog and website on the web. It works on every browser. And we have seen this distribution mirrored by our consumption distribution: 50%+ viewers access YT on multiple devices, 40% of YouTube watch-time happens on mobile, People switch between devices 27 times per day, 60% of people use TV & internet simultaneously.
- It goes without saying that YouTube offers more choice than any other platform. Anyone, from anywhere in the world, with any interest can create and upload to YouTube. Our teams have invested into creator tools & monetization products that give our users choice. We have re-oriented our site around channels empowering the next generation of creators and channels to distribute their content and stories. We are also making major investments into our discovery and promotional tools to ensure that fans are aware of all the content choices they have.
- In 2005, when YouTube launched we had a very simple message. We wanted to create a platform for anyone in the world to "broadcast yourself." YouTube is building for this new world. We are building a platform where consumers, content creators, and brands can find each other. We are building THE PLATFORM that brings users the content they love anytime, anywhere, on any device. That provides the technology and infrastructure for the next generation of channels, allowing creators of any size to build an audience of scale. That provides brands the ability to channel their brand promise and connect with fans. Today, everyone can build a fanbase! Everyone can build their own channel and speak to likeminded people about what they are most passionate about. We are in the age of mini-casting as broad-casting loses its old power.
- And all of this is being brought to a massive audience of 1 BILLION people - that’s 15% of the planet. And this is not just coming from the US...80% of that is happening OUTSIDE of the US. [CUSTOMIZE: You can also mention these external insights: 1 Billion unique users visit YouTube each month (March 2013) 6 billion hours of video are watched monthly 100 hrs of video uploaded every minute The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year YouTube users are now watching 50M more hours a day when compared to a year ago]
- Despite all this evolution, it is important to remember that a fundamental need for dialogue and stories has not changed. In fact we believe that YT is uniquely positioned to reach all audiences’ passions, from the silly (harlem shake) to the serious (arab spring), YT is at the center of the worlds’ conversations.
- And these viewers are not just Viewers, they are fans of the content they are consuming. Viewers sit back. Fans lean forward. Viewers consume. Fans contribute. Viewers watch what’s on. Fans seek it out. Viewers multitask. Fans give their undivided attention. Viewers move on to the next thing. Fans share, comment, create. YouTube was built BY fans, FOR fans.
- Which artist do you think performed that night? This picture was taken at Video Days, the biggest creator and fan event in Germany. It truly shows the power of the fans. Fans ignore timeslots: An audience tunes in when they're told to. A fan base chooses when and what to watch. Fans become talent: An audience sits back and consumes media. A fan base leans forward and wants to participate and get involved in the creative process. Fans pay tribute: An audience changes the channel when the show is over, a fan shares, comments and curates
- Which artist do you think performed that night? This picture was taken at Video Days, the biggest creator and fan event in Germany. It truly shows the power of the fans. Fans ignore timeslots: An audience tunes in when they're told to. A fan base chooses when and what to watch. Fans become talent: An audience sits back and consumes media. A fan base leans forward and wants to participate and get involved in the creative process. Fans pay tribute: An audience changes the channel when the show is over, a fan shares, comments and curates
- With these in mind, let us now show you how your brand can make the best use of this emerging, yet enormous platform. Part of why we’re so excited to speak to you today is because we know that brands have always been some of the best storytellers in the world. The emergence of digital tools will empower those willing into a new era of brand building with the capability to build advocates faster and ultimately with more impact than ever before. But start by telling the stories you’ve always been amazing at telling. Work on recognizing the strengths/weaknesses of your different outlets and how they can play to your story. This should not be about digital vs. TV anymore.
- Smart brands realise that they don’t just have customers anymore, they also have audiences; people who are not just interested in what they have to sell, but what they have to say. So brands are not just competing against their direct competitors anymore, they are having to compete against all of the ‘noise’ for that all important resource: People’s Attention. This is no mean feat in an age of information overload and unlimited choices. Video provides a way for brands to bring their brand promise to life by connecting with their audiences through their needs or passions. In 2013 3 out of the top 10 videos were from brands, and we are expecting a much bigger number for 2014!
- The first one is, Be Engaging. YouTube is not TV, this is better than TV. This is your chance to get creative, and show the whole world what your brand is made of.
- [User can skip after 5 seconds, if they do skip, you don’t pay. You pay only after 30 seconds or completion of the ad (if less than 30 seconds).
- This is a French example but you will get the idea. The first ad was created specifically for TV and the second one was for TrueView. Notice how the hook is switched to appear at the very beginning in the YT version to make the biggest impact.
- And these are more creative examples from around the world...
- Take advantage of long format video because you are not paying different rates for 30s, 1min, 2 min, [User can skip after 5 seconds, if they do skip, you don’t pay. You pay only after 30 seconds or completion of the ad (if less than 30 seconds). [Play the video and read through the stats] [The results are from YT Analytics]
- Use sequential marketing, create a series of videos for people to come back to on your channel so that you can fully convey your message and re-emphasize what your brand stands for. [Play the video]
- On YouTube you can get as specific as you want when targeting your audience and curate highly targeted ads for them. [Play the video]
- On YouTube, you have the possibility to measure a variety of metrics, compare engagement stats, and come up with the perfect recipe that fits your audience behaviour.
- The second new rule is Being Valuable, providing utility.
- American Express understands that a large portion of their audience is craving unprecedented access to live music. It’s why pre-sales and concierge services are a large draw for their cardholders. Through a partnership with Youtube & Vevo, Unstaged was launched almost 4 years ago. At its core the campaign is about bringing Amex’s brand attribute of “access” to life digitally. They bring together innovative directors and top tier musical talent (think Terry Gilliam and Arcade Fire or Spike Lee and the Roots) and create pre/post concert content that lives on YouTube. They harness the power of the platform by rewarding engagement -- the more tweets/comments a concert gets the higher the likelihood of revealing an additional camera angle or encore song. NOTE: these concerts live on Youtube.com/amex For more context on this case read this article
- Samsung is educating their potential customers about new features that stand out while showing different examples of behaviours of their target audience.
- We have all seen a ton of inspirational content on YouTube but one of my recent favorites comes from HoneyMaid. Stats: 15,600 Shares 7K+ comments Video is 1 min 44 seconds and average person watched 78% of the video (up to 1:21)
- Brands have a big opportunity on YouTube. They can combine their existing bursts of activity around campaign cycles with the learning of how native YouTubers build and develop communities over time. These campaign bursts often driven by ad budget can deliver the huge spikes in views and engagement that draw attention to them. Add to this the consistency that YouTubers display … offering their viewers a reason to return and even subscribe.
- Let’s rephrase the difference between a viewer and a fan? -Leaning back vs. leaning in -Watching a commercial vs. defending your brand BUT brands often only make it to the first step, acquiring casual viewers and they lag in developing a subscriber base and therefore tapping into this powerful force.
- We’ve all seen these great examples of Hero content: Evian's Baby & Me, Dove's Real Beauty Sketches, Kmart's Ship My Pants. These were among some of the most viewed and most shared ads of 2013. And their success has not happened by luck or by fluke. With each of these campaigns, skillfully deployed paid media was a key contributor to their success. Great content is wasted if it’s not discoverable.
- The first one is, Be Engaging. YouTube is not TV, this is better than TV. This is your chance to get creative, and show the whole world what your brand is made of.
- We’ve spent a lot of time today talking to you about how the world has changed, how the rules of content creation have evolved, what types of content will resonate best with your audience, & how to turn passive viewers into fans. It’s important to remember that with all the changes that we’ve outlined, it’s no longer OK to measure success in the same way that you measure other online/offline campaigns.
- In order to help you better understand your audience, the next few slides spend some time on tools & reports that we believe are most useful for ensuring that you’re tailoring content to what your audience wants.
- The view reports in YouTube Analytics provide you with details like: -How to maximize viewership from the traffic source with the greatest avg. view duration -What keywords are triggering the greatest avg. view duration -Which GEO’s are most engaged with your content/how your ad campaigns are performing & organic sources that are yielding strong results.
- In this deep dive make sure to cover what demographics their channel/videos are CURRENTLY reaching & how they may want to tailor content in the future to match other target markets/audiences.
- If you’ve seen short online questionnaires on YouTube, then you’ve most likely seen Brand Lift surveys. By asking you to take brief surveys about products or services you’re familiar with, advertisers can better understand the impact of their ads on consumers. Brand Lift Surveys offer clients real-time feedback on how their ads are resonating with their target audience. [Play the video]
- Welcome to YouTube! We are very happy to have you here. Today, we are going to show you how, as a brand, [CUSTOMIZE: replace with agency when presenting to an agency] you can harness the power of YouTube as a platform for expressing your brand’s message. As you know, today, consumers have the power to skip or simply ignore advertisements that interrupt their entertainment experience or are not relevant to them. To cut through, brands must “up their game” and craft creative that customers choose to watch. This workshop will help you better understand WHY content marketing matters so much today & basic frameworks to use WHEN you think about distributing your video content. We have a packed agenda so let’s get started!