A basic introduction to the benefits of video sharing and YouTube in a social media strategy, with a focus on the Australian market. Some thoughts on a short term vs long term strategy, the importance of analytics, and a look at what makes Community Channel Australia's most subscribed video blog.

2. Hi!
http://www.youtube.com/watch?v=gon7dWLwsxI

3. Some huge numbers...

4. hours uploaded per minute.
Jun ‘07 Oct ‘10
40
35
30
25
20
15
10
5
0
Source:
YouTube
Nov 2010
35 hours
a minute

5. in Australia.
7 in 10
about 2 in 3
Source: Nielsen/Alexa/Sysomos
have seen a product
or service video
AU internet users
visit YouTube
30%
30%
20%
10%
0%
of video uploads
are music related

6. There’s more than one ...
1.1%4.4%
81.9% 8.8%
Source: Sysomos
42%58%
share
of
market

7. Media advertising options.
homepage
advertising

8. Media advertising options.
in-video ads

9. What can video sharing achieve?
Extend brand
website
Give a brand
personality
Build brand
community
Customer
support
Engage beyond
the 30 sec TVC
Real-time
market research

10. What do viewers expect from you?
GREAT
CONTENT.

11. Viral or ‘strategic’ content?
SHORT
TERM.
VIRAL
CONTENT

12. http://www.youtube.com/watch?v=dF3WfHWzzOU

13. STRATEGIC
CONTENT
LONGER
TERM.
Viral or ‘strategic’ content?
http://www.youtube.com/watch?
v=OWNvNrv3VwE

14. Great answers start
from good questions.
Which business areas
should I support?
Who will manage it?
What do I want
to say?
How does it work with
my other comms channels?
Is video the right tool
to reach my objectives?

15. A simple four-step plan.
Develop strategy
and objectives
Create or source
content
Implement and
manage
Measure and
evaluate

16. Tools are your friends.
bradtrichardson

17. Tools are your friends.

18. Videos have rights too, you know...

19. Measurement is crucial.
9.58s...is
that good?
Image source: friskytuna

20. Measuring and monitoring.
traffic
and
source
attention

21. Measuring and monitoring.
sentiment
profile location

22. 7 lessons from communitychannel.

23. 1. Engage your community.

24. 2. Link your tools.

25. 3. Think long-term.
50 months and
253 videos
to overnight
success.

26. 4. Focus on what you do best.

27. 5. Be honest.

28. 6. Keep it punchy.

29. 7. Update regularly.

30. Resources for inspiration.
http://www.youtube.com/YTShowAndTell

31. Resources for inspiration.
http://www.youtube.com/user/bradtrichardson

33. youtube.com/eurorscg
youtube.com/user/
bradtrichardson
brad.richardson@
eurorscg.com.au
@bradtrichardson
@