Channelling Your Inner Tube - YouTube in Social Media

•

0 likes•2,091 views

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.

Technology Business

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

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

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

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

Measuring and monitoring.
traffic
and
source
attention

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

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

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

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

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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.