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Channelling Your Inner Tube - YouTube in Social Media
Hi!
http://www.youtube.com/watch?v=gon7dWLwsxI
Some huge numbers...
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
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
There’s more than one ...
1.1%4.4%
81.9% 8.8%
Source: Sysomos
42%58%
share
of
market
Media advertising options.
homepage
advertising
Media advertising options.
in-video ads
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
What do viewers expect from you?
GREAT
CONTENT.
Viral or ‘strategic’ content?
SHORT
TERM.
VIRAL
CONTENT
http://www.youtube.com/watch?v=dF3WfHWzzOU
STRATEGIC
CONTENT
LONGER
TERM.
Viral or ‘strategic’ content?
http://www.youtube.com/watch?
v=OWNvNrv3VwE
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?
A simple four-step plan.
Develop strategy
and objectives
Create or source
content
Implement and
manage
Measure and
evaluate
Tools are your friends.
bradtrichardson
Tools are your friends.
Videos have rights too, you know...
Measurement is crucial.
9.58s...is
that good?
Image source: friskytuna
Measuring and monitoring.
traffic
and
source
attention
Measuring and monitoring.
sentiment
profile location
7 lessons from communitychannel.
1. Engage your community.
2. Link your tools.
3. Think long-term.
50 months and
253 videos
to overnight
success.
4. Focus on what you do best.
5. Be honest.
6. Keep it punchy.
7. Update regularly.
Resources for inspiration.
http://www.youtube.com/YTShowAndTell
Resources for inspiration.
http://www.youtube.com/user/bradtrichardson
Channelling Your Inner Tube - YouTube in Social Media
youtube.com/eurorscg
youtube.com/user/
bradtrichardson
brad.richardson@
eurorscg.com.au
@bradtrichardson
@

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Channelling Your Inner Tube - YouTube in Social Media