How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out
Presented at the Social Media Strategies Summit on Feb. 11th, 2015 in Las Vegas.
Topics covered:
Part One:
YouTube Optimization Tips & Tricks
Part Two:
Strategies for Using Hangouts on Air to Create Content
Part Three:
What You Need to Know for Producing Hangouts on Air
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out
1. How to Use YouTube &
Hangouts on Air for Creating
Videos That Stand Out
Presented by: Grant Tilus
2. • Marketing Manager at
Collegis Education
• Content Marketing
Director at MnSearch
Google+ Enthusiast
Hangout on Air Producer
Advanced YouTube Viewer
@GrantTilus #SMSsummit
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Grant Tilus
@GrantTilus
plus.google.com/+GrantTilus
grant.tilus@collegiseducation.com
3. Session Agenda
• Part One:
YouTube Optimization Tips &
Tricks
• Part Two:
Strategies for Using Hangouts
on Air to Create Content
• Part Three:
What You Need to Know for
Producing Hangouts on Air
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10. Channel Name
• Keep it short
• Easy to remember
• Branded
• Use keywords
• Be consistent across platforms
• Find a way to differentiate
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11. Channel Description
• Utilize keywords
• Why to watch/subscribe
• Upload frequency
• Be concise
• Highlight content features
• Include links
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18. Profile Image
• Use a square high-res
branded image.
• 800 X 800 px images
recommended
• Avoid any small text
• This pulls from Google+ if
your accounts are synced
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23. Create Quality Content
• Would you watch it?
• Is it share worthy?
• Does it solve a problem or
need?
• Don’t give your viewers a
reason to click away
• i.e. Poor audio
• i.e. Shaky video
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24. Determine a Content Strategy
• What’s your channel’s unique
value proposition?
• Highlight your brand’s voice and
perception
• Focus on the ideas first
• Conduct competitive research
• Create an optimized workflow
• Find ways to stand out
• Hangouts on Air
• YouTube Live
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25. Use Optimized File Names
• Use keywords within the file
name of videos
• Make sure it accurately and
concisely describes the content
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26. Use a Custom Thumbnail
• Attention grabbing
• Reinforce video content
• Plan it into your pre-
production
• Take a still photo during
production
• Don’t pull a bait and
switch
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27. Select the Correct Video Category
• Additional level of optimization
for your videos and channel
authority
• Better organization
• Improved user experience
• Improved video rankings
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28. Don’t Forget the Metadata
• Title
• Keep it short and catchy
• Up to 100 characters
• Use keyword best practices
• Video Description
• Up to 5,000 characters
• First 160 characters or so
show search results
• Include URLs
• Add video times (ex. 00:55)
• Tags
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29. Tag Your Videos
• Use relevant keyword tags
for your videos
• Tags to include:
• Topics (broad & narrow)
• Brand
• Location
• Video talent
• Video type
• Suggested tags
• Competitors tags
• Think about how users
would search for this video
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34. Utilize Playlists
• Create descriptive playlists
using keywords
• Organize by type and topic
• i.e. Hangouts on Air
• i.e. Remodel a Bathroom
• Helps users decide what to
watch
• Tip: Create topical public playlists
that are helpful to your target
audience and include your own
videos along with others
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36. Use Annotations
• Increase engagement and
subscribers
• Link to related videos
• Ask viewers to like, favorite
or share
• Highlight resources to
provide additional context
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37. Drive Engagement & Subscriptions
• Participate in the community
• Comments
• Video Responses
• Ratings
• Drive action
• Social Sharing
• Subscriptions
• Embeds
• Comments
• Ads
• Always have a CTA
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38. Use Analytics to Improve
• Use YouTube analytics to review
performance
• Demographics
• Traffic sources
• Playback locations
• Devices
• Audience retention
• Subscribers
• Engagement metrics
• Annotations
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39. Build Links to Your Site
• Put the video on your site first
• Make video private on YouTube
• Publish unique content
• Conduct outreach
• Use paid promotions
• Then make the video public
on YouTube
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40. Remarket to Viewers
• Link your YouTube and AdWords
accounts
• Create a video remarketing list
• Create video ads for remarketing
• Target a specific audience
• Help keep your brands
product/service/channel top-of-
mind
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42. Embrace YouTube & Google+
Integration
• YouTube channel & Google+
share names
• The YouTube tab on G+
• Cross-Google notifications
• Enhanced sharing
• Improved discovery &
shareability
• Hangouts on Air
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43. Part 1 Recap: YouTube Optimization
• Start creating content
• Be consistent
• Optimize everything
• Showcase your brand
• Create your own YouTube
guidelines for internal use
• Explore the academy
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45. Get on Google+
• Build your brand page
• Circle your team
• Verify your YouTube channel
• Commit to using Google+
• Build a following
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47. Conduct Competitive Analysis
• Review competitors:
• Branding strengths
• Video quality
• Subject matter
• Types of videos
• Hangouts on Air?
• Audience engagement
• Frequency
• Calls to action
• Etc.
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48. Find a Way to Differentiate Yourself
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49. Showcase Your Mission & Culture
• What is your organization’s
unique value proposition?
• What needs/problems are
you solving?
• What are your cultural
strengths?
• What do you want to be
known for?
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51. Who is Your Target Audience?
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52. Where Do You Have Authority?
• Is it individual or
organizational authority?
• Showcase authority through
information
• Use subject matter experts
• Internal or external
• You are the expert
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53. Focus on Providing Real Value
• Entertain
• Educate
• Persuade, Inform or
Convince
• Inspire
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54. Create Unique Content
• One of a kind
• Relevant
• Helpful
• Uniquely valuable
• Massive upgrade from
others
• Hard to get elsewhere
• Differentiated style
• Great UX
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*Whiteboard Friday: How to Provide Unique Value in Your Content
56. Brainstorming Ideas for Hangouts
• Is it right for video?
• Does it require additional
context?
• Do you have a content gap?
• How will it be differentiated?
• What does your audience
want to see?
– Think about FAQs
• What are your business
objectives?
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74. Develop a Structure for Your HOA
• Nose
• The 5 W’s
• Body
• The details
• Keep things moving
• Tail
• Recap
• Key takeaways
• Desired actions
• Next time
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75. Create a Program Outline
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• Create a template
• Input conversation points
• Key questions to answer
• It makes participation easier
• Helps keep you on time
• Is your Hangout on Air unique
or recurring?
• Practice makes perfect
76. Create Optimized Titles
• Important for earning
organic views
• Keywoodtool.io
• Ubersuggest
• Google Search Suggest
• Discover key areas to focus
the conversation topic
• Find a keyword family
• Ex: Careers in…
• Ex: Traveling to…
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Google Suggest Has Wildcards
bit.ly/1zNLJbb
77. Find the Right Host
• The host must be:
• Good with the technology
• Authoritative
• Authentic
• Engaging
• Knowledgeable
• Cool under pressure
• Fully invested
• Able to keep things
moving
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Not this guy
78. Find the Right Talent
• Talent must be:
• Subject matter experts
• Borrowed authority
• Third-party validation
• Win/Win situation
• Engaging
• Knowledgeable
• Committed to
participating
• Comfortable with the
technology
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79. Find the Right Talent
• Talent must be:
• Subject matter experts
• Borrowed authority
• Third-party validation
• Win/Win situation
• Engaging
• Knowledgeable
• Committed to
participating
• Comfortable with the
technology
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81. Don’t Assume the Audience…
• Is familiar with your brand
• Is familiar with the technology
• Is interested in you or your
business
• Knows what you mean
• Avoid jargon
• Is going to watch start to finish
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82. Determine an OKR
• Why are you making it?
• Brand awareness
• Build authority
• Topic awareness
• Competitive advantage
• Organization goals
• Educate audience
• Referral traffic
• Engagement
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84. It’s Not About Views
• Focus on your R.E.P.
• Retention
• Engagement
• Participation
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85. Get Them to Keep Watching
•
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86. Get Your Audience Back to Your Site
• Showcase app
• Screen share
• Research surveys
• Blog Posts
• White papers
• Show don’t tell
• Video annotations
• Event page
• Video description
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87. Part 2 Recap:
Strategies for Using Hangouts on Air
• Use Hangouts on Air for creating
unique video content
• Build your organization and
personal brands
• Find the right talent
• Create different types of content
• Focus on finding ways to
improve each time
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88. Part Three: What You Need to Know
for Producing Hangouts on Air
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89. Review the Technical Requirements
Bandwidth
• For 1:1 connections
Google suggests a 1
mbps/1 mbps (up/down)
• For group video
connectivity Google
suggests 1 mbps/2 mbps
(up/down)
• The more participants the
more stress on your
network
• Download the hangout
plug-in bit.ly/1gmeL6D
Resources
Hangouts system requirements
bit.ly/JLOODH
Getting started
bit.ly/1nySDbT
Hangouts and more
bit.ly/1dPbVUP
SpeedTest.net
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91. Be Aware of the Production Quality
• Sound quality trumps
picture quality
• Hangouts on Air can be
delicate
• Select the correct equipment
• Try earbuds
• Mute mics
• Avoid Wi-Fi
• Be aware of the background
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96. Develop a Production Process
• Hangouts on Air Production
Steps to Follow
1) Create viewing page
2) Promote event
3) Set up the Hangout
4) Invite attendees
5) Upload lower thirds
6) Practice
7) Start broadcast
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98. Google+ Event Page
• Optimize your title
• Provide a detailed description
• Add links to your website and
social channels
• Engage with the audience
• Drive sign ups
• Embed the live stream
- Drive traffic to your site
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99. Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
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100. Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
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101. Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
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102. @GrantTilus #SMSsummit
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• Promoting live events
• Event Pages
• Website registration
• Email campaign
• Video embeds
• Social media
• Online communities
• Live questions
• Post event content
Live Event Planning
104. @GrantTilus
Live Event Planning
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• Promoting live events
• Live questions
• Post event
• Unanswered questions
• Add annotations/CTAs
• Social promotion
• Content creation
• Scheduled planning
105. Make Sure Everyone's Comfortable
• Creating a Google+ account
• Setting up the camera and
microphone
• Joining a Hangout on Air
• Uploading a lower third
• Understands the
conversation flow
• Look at the camera
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106. Find Your Primetime
• When is your audience available
to watch live?
• Test times
• Poll audience
• Does being live make sense?
• Be on time
• What about frequency?
• Start slow
• Monthly
• Quarterly
• Be consistent
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113. Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Take live questions
• Google Effects
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114. Hangout Apps
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• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Google Effects
• Sound effects
• Pirate hats, scuba mask,
etc.
• And many more
115. The Day of Set Up Preparation
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• Hardline internet connection
• Select the correct equipment
• Camera and microphone
• Check audio and video
• Upload lower third and
prepare any visuals
• Turn off phones
• Troubleshoot any issues
• Restart the hangout?
• Practice until you know
exactly what to do
116. The Day of Set Up Preparation
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Embed the video and share the link before you start the broadcast
Event page Hangout window
117. Be Ready for Anything
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118. Post Broadcast
• Thank viewers and
participants
• Stop Broadcast
• Edit video description and
thumbnail
• Crop video length
• Add annotations
• Begin additional content
strategy and promotion
efforts
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119. Part Three: What You Need to Know
for Producing Hangouts on Air
• Find quality equipment
within your budget
• Develop a production
process
• Learn how to manage the
Hangout technology
• Keep learning and testing
new features
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121. Key Takeaways
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• Use YouTube to build your brand online
• Optimize everything
• Develop your content strategy for videos
• Start using Hangouts on Air for creating video
content that stands out
• Become the expert your team needs
123. Q & A Time
@GrantTilus
Grant.Tilus@CollegisEducation.com
#SMSsummit
Editor's Notes
My email is grant.tilus@collegiseducation.com
54% expect their YouTube ad budget to increase over the coming year. – via @adage
We’ve come a long way. eMarketer estimates, about 46% of US households will have some form of connected TV - See more at: http://www.emarketer.com/Article/Digital-Video-Viewers-Keep-Eyes-on-PCs/1011712/1#sthash.bhY7vAsC.dpuf
We’ve come a long way.
But I am not here to tell you about the growth of video marketing and how important it is. You’ve been hearing that for a couple years now. And what is the first thing that comes to mind when we think of video marketing? (Next slide)
(10 minutes to complete this section – 15 seconds/slide)
Pick a name that is short but descriptive and easy to remember as it will appear across the site in search, suggested channel, and channel browse placements. Think about adding keywords to your channel title. Think of it like your naming your baby.
Describe your channel in a very distinct and accurate way. Use keywords. Identify your ‘tagline’ Mention your upload frequency and type of content or series. Your channel will appear in searches and suggested channel categories across YouTube, so make sure it's appealing. Why to subscribe. 1000 characters max. Use url shorterners. Use action works.
Input your channel keywords. Include single & plural variations of keywords. Provides YouTube additional optimization signals.
Complete your about page with website and social links. 15 total links including G+
Complete your about page with website and social links. Up to 15 total links including G+. Only include the most important.
Remember to feature other channels you may own/operate. Outreach to related non-competitive channels to promote each other for the mutual benefit.
Add Branding to your Channel page cover art.
Add Branding to your Channel page covert art.
Select/Create a Channel Trailer for unsubscribed and subscribed visitors. It’s a short welcome and is crucial for getting viewers to subscribe.
His trailer highlights… 1. What the channel is for/about. 2. The brand name. 3. Showcases personality. 4. How to engagement. 5. Video frequency. 6. Video types. 7. What you will get out of viewing. https://www.youtube.com/watch?v=-XOVRnr_7zM
Google prefers HD content. It’s just a better viewing experience.
Be consistent with posting times, video types, length, production style. Establish a pattern and stick to it.
Remember that structure follows strategy
Use custom thumbnails to help make your videos more eye-catching on YouTube and in the Search Engines
Descriptions help improve CTR in the SERPS. Adding the times in the description creates a clickable annotation.
Use both plural and singular keywords. 500 character limit. Use very similar tags on related videos to help influences the related video autoplay feature for improving your chances of it featuring your content.
Within the video description. This is perfect for viewers that are not yet familiar with your brand or channel. Providing these links can help validate your brand.
The closed captioning. Lots of services from $1 per minute. Or internships with time on their hands.
The file is searchable content that helps with indexing, allows deaf viewers to read through videos.
Feature your playlist across all of your videos being view. You can also add your playlists to your YouTube homepage for a more customized page that promotes addition views of your content.
Don’t wait for the end of the video to add CTAs.
Drive views and engagement to impact rankings. Channel authority can be established with more views and engagement of your audience. CTAs: Ask Viewers to Rate and Comment on Your Video, subscriber, visit, watch, etc.
Use YouTube analytics, Make poor performing videos unlisted, Understand where you can make improvements
Recreate evergreen videos
Create content that is interesting that requires little to no effort
Creating video content doesn’t have to be difficult. With Hangouts on Air you can lead your teams efforts to start creating engaging content that is helpful to your audience and optimized in a way that can help them discover it. Create video content doesn’t have to be intimidating Hangouts on Air is a great way for content creators to start enjoying the benefits of creating video content. (15 minutes at 25 seconds / slide)
Who here has participated in a HOA for the purpose of creating video content for the public audience? It’s time to start creating videos that stand out.
Do some competitive analysis to help determine how you can better differentiate and out do them. Review their websites, youtube channels, and G+ pages. Don’t forget about the G+ and YouTube integration.
Do some analysis for direct and indirect competitors
Be yourself. Show the faces behind your company. Smile.
It doesn’t matter if they aren’t on G+ but if they are in a bonus. Everyone speaks YouTube.
How are you entertaining, providing usefulness, information or inspiring the audience? Remember a YouTube users are quick to move on. And always deliver on what you promise.
How are you entertaining, providing usefulness, information or inspiring the audience? Remember a YouTube users are quick to move on. And always deliver on what you promise.
Set expectations at the start, Hook ‘em early, Keep it compelling. Shorter is better.
Only make the video as long as it has to be. Don’t try make a 30 min video out of 15 minutes of valuable content.
You should strive to make your content as concise as possible to achieve the highest engagement.
Is video the right form of content for this idea? Is it repeatable? Does the content match the targeted sales stage?
Discuss topics during the right time of year. Don’t be afriad to strike while the iron is hot on a topic.
Good for brand association, increase brand awareness, and need development by showcasing an important topic.
Good for showcasing service to customers, thought leadership, how tos,
Good for service to customers, thought leadership and expertise, product/service showcase.
Good for thought leadership.
Thought leadership
Explain how the product/service works.
Using your mobile device or google glass
Remember that for the most part these videos wouldn’t do well just on YouTube because there’s very little context. But HOA are perfect for helping you create video content. Remember just because you have or create a video doesn’t mean it should be on YouTube.
HOA are perfect for creating content that is designed for youtube and your blog
Set expectations at the start, Hook ‘em early, Keep it compelling
Make a plan for where the conversation is going, sort of like a script. It’s keeps things moving and helps those involve be aware of what is being covered. Helps avoid mistakes, rabbit holes and ‘ums’. Read it through and practice so that it sounds natural.
Cover bullets then quickly discuss story of hosts failing to start talking when the video is recording or not being able to control the conversation.
Collaborate with people your audience cares about or sees as authoritative. It takes time to build your own audience, this is a great way to start building one.
Chances are that the audience is unfamiliar with you and your brand. Don’t assume they are familiar with the technology. Don’t use jargen or technical terms that they may not understand.
Objectives and Key Results.
Measure: branded search volume, referral traffic to your website, video engagement. Tie your video content into an existing goal.
Gangnam style now has over 2 billion. But HOA typical feature more niche conversations and it will take time to build an audience. I’ve seen hangouts on air attract a few dozen views to several thousand. Lots of factors will impact your view count so don’t make it a benchmark when your starting out.
Review videos retention to determine areas that the audience isn’t enjoying and make adjustments. IT TAKES TIME TO BUILD AN AUDIENCE. FIND THE PEOPLE THAT ARE INTERESTED.
Create high level and detailed videos and put them within playlists. Youtube is really starting to push the autoplay feature. Remember YouTube wants users to keep watching so you need to give them something to watch next. Remember: The main reason people go to YouTube: to find and watch videos on the internet. Give them another video on the same subject from a different angle or with additional details or focus.
Ways for driving the audience back to your site/assets from a HOA. The screen share app is also great for easily providing additional visuals within your video
Play the long game, don’t try to make it go viral.
(10 minutes to complete this section)
Talk to your IT team about the technical requirements and start testing your equipment. Make sure external talent has a quality connection and equipment. This helps avoid lag, screen flashing, etc. Don’t use Wifi.
Total we spent less than $200. But we would also purchase camera and microphones for our external experts. Don’t use the built in speakers and mic. Use a quality computer. Super budget friendly.
Good sound trump good picture quality. Especially when the audience is truly engaged. Quality video content counts, to a points. Consider how important or much superior quality is worthwhile. You can still have solid quality without breaking the bank. Be sure to test your set up during a live hangout on air.
Good job showcasing the lifestyle/brand. Then its just too distracting, too creepy and never put a huge fish right above your head.
Good job showcasing the lifestyle/brand. Then its just too distracting, too creepy and never put a huge fish right above your head.
Am I supposed to know you, are you not the president?,
Learn the technology so that you can focus on the message and connect with viewers.
If anyone would like a template just email me.
Great participation, user submissions, winning landing page gets a extended free software trail,
It’s that easy. And you can go back and edit it after the event within YouTube.
The number of live viewers can be seen within the hangout window.
Understand how to engage with your audience live
Provide one on one support by answering all questions. Add annotations highlight content or other information you discussed to provide context, additional information and a quality user expeirence. Add CTA annotations in the video and description to help drive any traffic. Social promotion. Create supplemental content to the video. And start planning for your next event.
Help them understand the technology and how to best appear on screen. And you run through the conversation before the any live event. Ex. Look at camera, head positioning on screen, etc.
Find your primetime for live views. Stick to a production schedule.
Stay focus on creating the best user experience possible.
Don’t let the camera jump based on audio cues. Control the screen for a stronger viewing experience.
Apps can increase the production value and allow you to further differentiate.
Don’t go live until your ready. But be ready. Sign on 30-60 minutes ahead of time. When ready, click ‘Start broadcast’ and wait 10 seconds. Don’t broadcast copyrighted content. Plan, prepare, practice.
Links from the event page.
Links from the Live hangout window
Embed the video on your site, share on social media or through email. You can do this well before starting the broadcast.
You never know when the technology might fail, the host gets dropped, whatever. Do you have someone on the hangout that can keep the video going until it gets fixed? Do you know how to trouble shoot audio/video issues?
Play the long game, don’t try to make it go viral.
Are you ready to start creating valuable branded video content by using hangouts on air to build your brand on YouTube? Remember, our audiences are craving easily digestible video content that is valuable to the viewer that is optimized and stands out. I know that the picture features youtube but using Hangouts on Air doesn’t mean you have to limit your video content to just youtube.
Do this and you will be able to optimize your use of YouTube and create more video content that can help your or your clients organization stand out and grow your brand online.