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How to Use YouTube &
Hangouts on Air for Creating
Videos That Stand Out
Presented by: Grant Tilus
• Marketing Manager at
Collegis Education
• Content Marketing
Director at MnSearch
Google+ Enthusiast 
Hangout on Air Producer 
Advanced YouTube Viewer 
@GrantTilus #SMSsummit
2
Grant Tilus
@GrantTilus
plus.google.com/+GrantTilus
grant.tilus@collegiseducation.com
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
@GrantTilus #SMSsummit
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@GrantTilus #SMSsummit
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What Video Marketing Used to Be
@GrantTilus #SMSsummit
5
Where Video Marketing is Today
@GrantTilus #SMSsummit
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We Just Can’t Get Enough of It
The Growth of Video Marketing
#SMSsummit@GrantTilus
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#SMSsummit@GrantTilus
8
Part One:
YouTube Optimization Tips & Tricks
@GrantTilus #SMSsummit
9
Channel Name
• Keep it short
• Easy to remember
• Branded
• Use keywords
• Be consistent across platforms
• Find a way to differentiate
@GrantTilus #SMSsummit
10
Channel Description
• Utilize keywords
• Why to watch/subscribe
• Upload frequency
• Be concise
• Highlight content features
• Include links
@GrantTilus #SMSsummit
11
Channel Keywords
@GrantTilus #SMSsummit
12
Lawn care green grass mowing
Promote Your Properties
@GrantTilus #SMSsummit
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Promote Your Properties
@GrantTilus #SMSsummit
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Promote Your Properties
@GrantTilus #SMSsummit
15
Display Your Brand
@GrantTilus #SMSsummit
16
Display Your Brand
@GrantTilus #SMSsummit
17
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
@GrantTilus #SMSsummit
18
Create a Channel Trailer
@GrantTilus #SMSsummit
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Create a Channel Trailer
@GrantTilus #SMSsummit
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Create a Channel Trailer
@GrantTilus #SMSsummit
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@GrantTilus #SMSsummit
22
Upload Video in HD
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
@GrantTilus #SMSsummit
23
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
@GrantTilus #SMSsummit
24
Use Optimized File Names
• Use keywords within the file
name of videos
• Make sure it accurately and
concisely describes the content
@GrantTilus #SMSsummit
25
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
@GrantTilus #SMSsummit
26
Select the Correct Video Category
• Additional level of optimization
for your videos and channel
authority
• Better organization
• Improved user experience
• Improved video rankings
@GrantTilus #SMSsummit
27
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
@GrantTilus #SMSsummit
28
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
@GrantTilus #SMSsummit
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Showcase Your Properties
@GrantTilus #SMSsummit
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Include the Caption
• Upload video transcription file
• Helps with indexing
• Provides language support
@GrantTilus #SMSsummit
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Include the Caption
@GrantTilus #SMSsummit
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Include the Caption
@GrantTilus #SMSsummit
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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
@GrantTilus #SMSsummit
34
Utilize Playlists
@GrantTilus #SMSsummit
35
Use Annotations
• Increase engagement and
subscribers
• Link to related videos
• Ask viewers to like, favorite
or share
• Highlight resources to
provide additional context
@GrantTilus #SMSsummit
36
Drive Engagement & Subscriptions
• Participate in the community
• Comments
• Video Responses
• Ratings
• Drive action
• Social Sharing
• Subscriptions
• Embeds
• Comments
• Ads
• Always have a CTA
@GrantTilus #SMSsummit
37
Use Analytics to Improve
• Use YouTube analytics to review
performance
• Demographics
• Traffic sources
• Playback locations
• Devices
• Audience retention
• Subscribers
• Engagement metrics
• Annotations
@GrantTilus #SMSsummit
38
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
@GrantTilus #SMSsummit
39
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
@GrantTilus #SMSsummit
40
YouTube Live
@GrantTilus #SMSsummit
41
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
@GrantTilus #SMSsummit
42
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
@GrantTilus #SMSsummit
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@GrantTilus #SMSsummit
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Part Two: Strategies for Using
Hangouts on Air to Create Content
Get on Google+
• Build your brand page
• Circle your team
• Verify your YouTube channel
• Commit to using Google+
• Build a following
@GrantTilus #SMSsummit
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Create Videos that Stand Out
@GrantTilus #SMSsummit
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Conduct Competitive Analysis
• Review competitors:
• Branding strengths
• Video quality
• Subject matter
• Types of videos
• Hangouts on Air?
• Audience engagement
• Frequency
• Calls to action
• Etc.
@GrantTilus #SMSsummit
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Find a Way to Differentiate Yourself
@GrantTilus #SMSsummit
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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?
@GrantTilus #SMSsummit
49
Be Authentic
@GrantTilus #SMSsummit
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Who is Your Target Audience?
@GrantTilus #SMSsummit
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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
@GrantTilus #SMSsummit
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Focus on Providing Real Value
• Entertain
• Educate
• Persuade, Inform or
Convince
• Inspire
@GrantTilus #SMSsummit
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Create Unique Content
• One of a kind
• Relevant
• Helpful
• Uniquely valuable
• Massive upgrade from
others
• Hard to get elsewhere
• Differentiated style
• Great UX
@GrantTilus #SMSsummit
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*Whiteboard Friday: How to Provide Unique Value in Your Content
Remember: Length Matters
@GrantTilus #SMSsummit
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http://bit.ly/1efy9PA
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?
@GrantTilus #SMSsummit
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Take Advantage of Topic Trends
@GrantTilus #SMSsummit
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@GrantTilus #SMSsummit
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Create Purposeful Content
Create Different Types of Content
@GrantTilus #SMSsummit
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Interviews
Create Different Types of Content
@GrantTilus #SMSsummit
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Discussion Panels
Create Different Types of Content
@GrantTilus #SMSsummit
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How to
Create Different Types of Content
@GrantTilus #SMSsummit
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Podcasts
Create Different Types of Content
@GrantTilus #SMSsummit
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Q & A
Create Different Types of Content
@GrantTilus #SMSsummit
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Industry News/Trends
Create Different Types of Content
@GrantTilus #SMSsummit
65
Showcase Expertise
Create Different Types of Content
@GrantTilus #SMSsummit
66
Demonstrations
Create Different Types of Content
@GrantTilus #SMSsummit
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Promote a Cause
Create Different Types of Content
@GrantTilus #SMSsummit
68
Promote an Issue
Create Different Types of Content
@GrantTilus #SMSsummit
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Promote a Lifestyle
Create Different Types of Content
@GrantTilus #SMSsummit
70
Customer Testimonials
Create Different Types of Content
@GrantTilus #SMSsummit
71
Mobile
Create Different Uses for Your Content
@GrantTilus #SMSsummit
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Content with Rich Media
Video Content You Can Repurpose
#SMSsummit
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@GrantTilus
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
@GrantTilus #SMSsummit
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Create a Program Outline
@GrantTilus #SMSsummit
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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
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…
@GrantTilus #SMSsummit
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Google Suggest Has Wildcards
bit.ly/1zNLJbb
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
@GrantTilus #SMSsummit
77
Not this guy
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
@GrantTilus #SMSsummit
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
@GrantTilus #SMSsummit
79
Borrow Authority and the Audience
@GrantTilus #SMSsummit
80
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
@GrantTilus #SMSsummit
81
Determine an OKR
• Why are you making it?
• Brand awareness
• Build authority
• Topic awareness
• Competitive advantage
• Organization goals
• Educate audience
• Referral traffic
• Engagement
@GrantTilus #SMSsummit
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@GrantTilus
83
#SMSsummit
It’s Not About Views
It’s Not About Views
• Focus on your R.E.P.
• Retention
• Engagement
• Participation
@GrantTilus #SMSsummit
84
Get Them to Keep Watching
•
@GrantTilus #SMSsummit
85
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
@GrantTilus #SMSsummit
86
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
@GrantTilus #SMSsummit
87
Part Three: What You Need to Know
for Producing Hangouts on Air
@GrantTilus #SMSsummit
88
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
@GrantTilus #SMSsummit
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Find the Right Equipment
@GrantTilus #SMSsummit
90
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
@GrantTilus #SMSsummit
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Show Your Brand with a Background
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Background Fails
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Show Your Brand with Lower Thirds
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Find a Producer
@GrantTilus #SMSsummit
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ProducerSubject matter expert
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
@GrantTilus #SMSsummit
96
Create a Viewing Page
@GrantTilus #SMSsummit
97
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
@GrantTilus #SMSsummit
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Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
@GrantTilus #SMSsummit
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Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
@GrantTilus #SMSsummit
100
Types of Hangouts
• Live public
• Live invite only
• Non-live invite only
@GrantTilus #SMSsummit
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@GrantTilus #SMSsummit
102
• Promoting live events
• Event Pages
• Website registration
• Email campaign
• Video embeds
• Social media
• Online communities
• Live questions
• Post event content
Live Event Planning
@GrantTilus
Live Event Planning
#SMSsummit
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• Promoting live events
• Live questions
• Pre event
• Social Media
• Hashtags
• Q&A app
• Post event
@GrantTilus
Live Event Planning
#SMSsummit
104
• Promoting live events
• Live questions
• Post event
• Unanswered questions
• Add annotations/CTAs
• Social promotion
• Content creation
• Scheduled planning
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
@GrantTilus #SMSsummit
105
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
@GrantTilus #SMSsummit
106
Think About Your Audience
@GrantTilus #SMSsummit
107
Learn How to Manage the Video Feed
@GrantTilus #SMSsummit
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Hangout Apps
@GrantTilus #SMSsummit
109
Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Google Effects
@GrantTilus #SMSsummit
110
Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Display content
• Q&A
• Google Effects
@GrantTilus #SMSsummit
111
Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Display content
• Q&A
• Google Effects
@GrantTilus #SMSsummit
112
Hangout Apps
• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Take live questions
• Google Effects
@GrantTilus #SMSsummit
113
Hangout Apps
@GrantTilus #SMSsummit
114
• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Google Effects
• Sound effects
• Pirate hats, scuba mask,
etc.
• And many more
The Day of Set Up Preparation
@GrantTilus #SMSsummit
115
• 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
The Day of Set Up Preparation
@GrantTilus #SMSsummit
116
Embed the video and share the link before you start the broadcast
Event page Hangout window
Be Ready for Anything
@GrantTilus #SMSsummit
117
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
@GrantTilus #SMSsummit
118
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
@GrantTilus #SMSsummit
119
Are You Excited to Get Started?
@GrantTilus #SMSsummit
120
Key Takeaways
@GrantTilus #SMSsummit
121
• 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
#SMSsummit
@GrantTilus
plus.google.com/+GrantTilus
linkedin.com/in/granttilus
Grant.Tilus@CollegisEducation.com
122
Thank You
Feel free to reach out to me with any questions!
Q & A Time
@GrantTilus
Grant.Tilus@CollegisEducation.com
#SMSsummit

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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 2 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 @GrantTilus #SMSsummit 3
  • 4. @GrantTilus #SMSsummit 4 What Video Marketing Used to Be
  • 6. @GrantTilus #SMSsummit 6 We Just Can’t Get Enough of It
  • 7. The Growth of Video Marketing #SMSsummit@GrantTilus 7
  • 9. Part One: YouTube Optimization Tips & Tricks @GrantTilus #SMSsummit 9
  • 10. Channel Name • Keep it short • Easy to remember • Branded • Use keywords • Be consistent across platforms • Find a way to differentiate @GrantTilus #SMSsummit 10
  • 11. Channel Description • Utilize keywords • Why to watch/subscribe • Upload frequency • Be concise • Highlight content features • Include links @GrantTilus #SMSsummit 11
  • 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 @GrantTilus #SMSsummit 18
  • 19. Create a Channel Trailer @GrantTilus #SMSsummit 19
  • 20. Create a Channel Trailer @GrantTilus #SMSsummit 20
  • 21. Create a Channel Trailer @GrantTilus #SMSsummit 21
  • 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 @GrantTilus #SMSsummit 23
  • 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 @GrantTilus #SMSsummit 24
  • 25. Use Optimized File Names • Use keywords within the file name of videos • Make sure it accurately and concisely describes the content @GrantTilus #SMSsummit 25
  • 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 @GrantTilus #SMSsummit 26
  • 27. Select the Correct Video Category • Additional level of optimization for your videos and channel authority • Better organization • Improved user experience • Improved video rankings @GrantTilus #SMSsummit 27
  • 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 @GrantTilus #SMSsummit 28
  • 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 @GrantTilus #SMSsummit 29
  • 31. Include the Caption • Upload video transcription file • Helps with indexing • Provides language support @GrantTilus #SMSsummit 31
  • 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 @GrantTilus #SMSsummit 34
  • 36. Use Annotations • Increase engagement and subscribers • Link to related videos • Ask viewers to like, favorite or share • Highlight resources to provide additional context @GrantTilus #SMSsummit 36
  • 37. Drive Engagement & Subscriptions • Participate in the community • Comments • Video Responses • Ratings • Drive action • Social Sharing • Subscriptions • Embeds • Comments • Ads • Always have a CTA @GrantTilus #SMSsummit 37
  • 38. Use Analytics to Improve • Use YouTube analytics to review performance • Demographics • Traffic sources • Playback locations • Devices • Audience retention • Subscribers • Engagement metrics • Annotations @GrantTilus #SMSsummit 38
  • 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 @GrantTilus #SMSsummit 39
  • 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 @GrantTilus #SMSsummit 40
  • 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 @GrantTilus #SMSsummit 42
  • 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 @GrantTilus #SMSsummit 43
  • 44. @GrantTilus #SMSsummit 44 Part Two: Strategies for Using Hangouts on Air to Create Content
  • 45. Get on Google+ • Build your brand page • Circle your team • Verify your YouTube channel • Commit to using Google+ • Build a following @GrantTilus #SMSsummit 45
  • 46. Create Videos that Stand Out @GrantTilus #SMSsummit 46
  • 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. @GrantTilus #SMSsummit 47
  • 48. Find a Way to Differentiate Yourself @GrantTilus #SMSsummit 48
  • 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? @GrantTilus #SMSsummit 49
  • 51. Who is Your Target Audience? @GrantTilus #SMSsummit 51
  • 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 @GrantTilus #SMSsummit 52
  • 53. Focus on Providing Real Value • Entertain • Educate • Persuade, Inform or Convince • Inspire @GrantTilus #SMSsummit 53
  • 54. Create Unique Content • One of a kind • Relevant • Helpful • Uniquely valuable • Massive upgrade from others • Hard to get elsewhere • Differentiated style • Great UX @GrantTilus #SMSsummit 54 *Whiteboard Friday: How to Provide Unique Value in Your Content
  • 55. Remember: Length Matters @GrantTilus #SMSsummit 55 http://bit.ly/1efy9PA
  • 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? @GrantTilus #SMSsummit 56
  • 57. Take Advantage of Topic Trends @GrantTilus #SMSsummit 57
  • 59. Create Different Types of Content @GrantTilus #SMSsummit 59 Interviews
  • 60. Create Different Types of Content @GrantTilus #SMSsummit 60 Discussion Panels
  • 61. Create Different Types of Content @GrantTilus #SMSsummit 61 How to
  • 62. Create Different Types of Content @GrantTilus #SMSsummit 62 Podcasts
  • 63. Create Different Types of Content @GrantTilus #SMSsummit 63 Q & A
  • 64. Create Different Types of Content @GrantTilus #SMSsummit 64 Industry News/Trends
  • 65. Create Different Types of Content @GrantTilus #SMSsummit 65 Showcase Expertise
  • 66. Create Different Types of Content @GrantTilus #SMSsummit 66 Demonstrations
  • 67. Create Different Types of Content @GrantTilus #SMSsummit 67 Promote a Cause
  • 68. Create Different Types of Content @GrantTilus #SMSsummit 68 Promote an Issue
  • 69. Create Different Types of Content @GrantTilus #SMSsummit 69 Promote a Lifestyle
  • 70. Create Different Types of Content @GrantTilus #SMSsummit 70 Customer Testimonials
  • 71. Create Different Types of Content @GrantTilus #SMSsummit 71 Mobile
  • 72. Create Different Uses for Your Content @GrantTilus #SMSsummit 72 Content with Rich Media
  • 73. Video Content You Can Repurpose #SMSsummit 73 @GrantTilus
  • 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 @GrantTilus #SMSsummit 74
  • 75. Create a Program Outline @GrantTilus #SMSsummit 75 • 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… @GrantTilus #SMSsummit 76 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 @GrantTilus #SMSsummit 77 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 @GrantTilus #SMSsummit 78
  • 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 @GrantTilus #SMSsummit 79
  • 80. Borrow Authority and the Audience @GrantTilus #SMSsummit 80
  • 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 @GrantTilus #SMSsummit 81
  • 82. Determine an OKR • Why are you making it? • Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement @GrantTilus #SMSsummit 82
  • 84. It’s Not About Views • Focus on your R.E.P. • Retention • Engagement • Participation @GrantTilus #SMSsummit 84
  • 85. Get Them to Keep Watching • @GrantTilus #SMSsummit 85
  • 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 @GrantTilus #SMSsummit 86
  • 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 @GrantTilus #SMSsummit 87
  • 88. Part Three: What You Need to Know for Producing Hangouts on Air @GrantTilus #SMSsummit 88
  • 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 @GrantTilus #SMSsummit 89
  • 90. Find the Right Equipment @GrantTilus #SMSsummit 90
  • 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 @GrantTilus #SMSsummit 91
  • 92. Show Your Brand with a Background @GrantTilus #SMSsummit 92
  • 94. Show Your Brand with Lower Thirds @GrantTilus #SMSsummit 94
  • 95. Find a Producer @GrantTilus #SMSsummit 95 ProducerSubject matter expert
  • 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 @GrantTilus #SMSsummit 96
  • 97. Create a Viewing Page @GrantTilus #SMSsummit 97
  • 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 @GrantTilus #SMSsummit 98
  • 99. Types of Hangouts • Live public • Live invite only • Non-live invite only @GrantTilus #SMSsummit 99
  • 100. Types of Hangouts • Live public • Live invite only • Non-live invite only @GrantTilus #SMSsummit 100
  • 101. Types of Hangouts • Live public • Live invite only • Non-live invite only @GrantTilus #SMSsummit 101
  • 102. @GrantTilus #SMSsummit 102 • Promoting live events • Event Pages • Website registration • Email campaign • Video embeds • Social media • Online communities • Live questions • Post event content Live Event Planning
  • 103. @GrantTilus Live Event Planning #SMSsummit 103 • Promoting live events • Live questions • Pre event • Social Media • Hashtags • Q&A app • Post event
  • 104. @GrantTilus Live Event Planning #SMSsummit 104 • 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 @GrantTilus #SMSsummit 105
  • 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 @GrantTilus #SMSsummit 106
  • 107. Think About Your Audience @GrantTilus #SMSsummit 107
  • 108. Learn How to Manage the Video Feed @GrantTilus #SMSsummit 108
  • 110. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Q&A • Google Effects @GrantTilus #SMSsummit 110
  • 111. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Display content • Q&A • Google Effects @GrantTilus #SMSsummit 111
  • 112. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Display content • Q&A • Google Effects @GrantTilus #SMSsummit 112
  • 113. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Q&A • Take live questions • Google Effects @GrantTilus #SMSsummit 113
  • 114. Hangout Apps @GrantTilus #SMSsummit 114 • 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 @GrantTilus #SMSsummit 115 • 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 @GrantTilus #SMSsummit 116 Embed the video and share the link before you start the broadcast Event page Hangout window
  • 117. Be Ready for Anything @GrantTilus #SMSsummit 117
  • 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 @GrantTilus #SMSsummit 118
  • 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 @GrantTilus #SMSsummit 119
  • 120. Are You Excited to Get Started? @GrantTilus #SMSsummit 120
  • 121. Key Takeaways @GrantTilus #SMSsummit 121 • 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

  1. My email is grant.tilus@collegiseducation.com
  2. 54% expect their YouTube ad budget to increase over the coming year. – via @adage
  3. 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
  4. We’ve come a long way.
  5. 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)
  6. (10 minutes to complete this section – 15 seconds/slide)
  7. 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.
  8. 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.
  9. Input your channel keywords. Include single & plural variations of keywords. Provides YouTube additional optimization signals.
  10. Complete your about page with website and social links. 15 total links including G+
  11. Complete your about page with website and social links. Up to 15 total links including G+. Only include the most important.
  12. Remember to feature other channels you may own/operate. Outreach to related non-competitive channels to promote each other for the mutual benefit.
  13. Add Branding to your Channel page cover art.
  14. Add Branding to your Channel page covert art.
  15. Select/Create a Channel Trailer for unsubscribed and subscribed visitors. It’s a short welcome and is crucial for getting viewers to subscribe.
  16. 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
  17. Google prefers HD content. It’s just a better viewing experience.
  18. Be consistent with posting times, video types, length, production style. Establish a pattern and stick to it.
  19. Remember that structure follows strategy
  20. Use custom thumbnails to help make your videos more eye-catching on YouTube and in the Search Engines
  21. Descriptions help improve CTR in the SERPS. Adding the times in the description creates a clickable annotation.
  22. 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.
  23. 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.
  24. The closed captioning. Lots of services from $1 per minute. Or internships with time on their hands.
  25. The file is searchable content that helps with indexing, allows deaf viewers to read through videos.
  26. 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.
  27. Don’t wait for the end of the video to add CTAs.
  28. 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.
  29. Use YouTube analytics, Make poor performing videos unlisted, Understand where you can make improvements Recreate evergreen videos
  30. Create content that is interesting that requires little to no effort
  31. 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)
  32. 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.
  33. 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.
  34. Do some analysis for direct and indirect competitors
  35. Be yourself. Show the faces behind your company. Smile.
  36. It doesn’t matter if they aren’t on G+ but if they are in a bonus. Everyone speaks YouTube.
  37. 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.
  38. 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.
  39. 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.
  40. Is video the right form of content for this idea? Is it repeatable? Does the content match the targeted sales stage?
  41. Discuss topics during the right time of year. Don’t be afriad to strike while the iron is hot on a topic.
  42. Good for brand association, increase brand awareness, and need development by showcasing an important topic.
  43. Good for showcasing service to customers, thought leadership, how tos,
  44. Good for service to customers, thought leadership and expertise, product/service showcase.
  45. Good for thought leadership.
  46. Thought leadership
  47. Explain how the product/service works.
  48. Using your mobile device or google glass
  49. 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.
  50. HOA are perfect for creating content that is designed for youtube and your blog
  51. Set expectations at the start, Hook ‘em early, Keep it compelling
  52. 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.
  53. 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.
  54. 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.
  55. 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.
  56. Objectives and Key Results. Measure: branded search volume, referral traffic to your website, video engagement. Tie your video content into an existing goal.
  57. 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.
  58. 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.
  59. 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.
  60. 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
  61. Play the long game, don’t try to make it go viral.
  62. (10 minutes to complete this section)
  63. 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.
  64. 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.
  65. 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.
  66. Good job showcasing the lifestyle/brand. Then its just too distracting, too creepy and never put a huge fish right above your head.
  67. Good job showcasing the lifestyle/brand. Then its just too distracting, too creepy and never put a huge fish right above your head.
  68. Am I supposed to know you, are you not the president?,
  69. Learn the technology so that you can focus on the message and connect with viewers.
  70. If anyone would like a template just email me.
  71. Great participation, user submissions, winning landing page gets a extended free software trail,
  72. It’s that easy. And you can go back and edit it after the event within YouTube.
  73. The number of live viewers can be seen within the hangout window.
  74. Understand how to engage with your audience live
  75. 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.
  76. 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.
  77. Find your primetime for live views. Stick to a production schedule.
  78. Stay focus on creating the best user experience possible.
  79. Don’t let the camera jump based on audio cues. Control the screen for a stronger viewing experience.
  80. Apps can increase the production value and allow you to further differentiate.
  81. 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.
  82. 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.
  83. 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?
  84. Play the long game, don’t try to make it go viral.
  85. 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.
  86. 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.