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Measuring success on_you_tube_magnetmedia_matt_ballek

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Matt Ballek, Dir. Strategic Distribution Services at Magnet Media, shared that video on YouTube, the #2 search engine, can be your value play in gaining attention and engagement and less costly and …

Matt Ballek, Dir. Strategic Distribution Services at Magnet Media, shared that video on YouTube, the #2 search engine, can be your value play in gaining attention and engagement and less costly and far less competitive than Google.

Published in: Technology, Design

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  • 1. MEASURING SUCCESS ON YOUTUBE www.magnetmediafilms.com 1
  • 2. MAGNET’S SOLUTION Think Strategy + Make Content Creation + Reach Distribution / Promotion www.magnetmediafilms.com 2
  • 3. Obligatory YouTube Stats More than 1 billion unique users visit YouTube each month Over 6 billion hours watched each month 100 hours of video uploaded every minute YouTube reaches more US adults ages 18-34 than any cable network Mobile makes up more than 25% of YouTube's global watch time YouTube is the 2nd largest search engine after Google Source: http://www.youtube.com/yt/press/statistics.html www.magnetmediafilms.com 3
  • 4. YOUTUBE OPTIMIZATION & PROMOTION Optimization Search Promotion Paid Earned Platform Owned www.magnetmediafilms.com 4
  • 5. Engagement > Views www.magnetmediafilms.com 5
  • 6. Bot Views Hidden Autoplayers Misleading Thumbnails Tag Scraping In the past it was easier to drive low quality views in order to appear on the YouTube homepage. www.magnetmediafilms.com 6
  • 7. Tube Algorithm 2000 In the past few years, the YouTube algorithm has been factoring in watch time, comments, and likes/dislikes when displaying videos in search and related video positions. www.magnetmediafilms.com 7
  • 8. Videos with more engagement now outrank videos with more views alone. www.magnetmediafilms.com 8
  • 9. AVERAGE OVERALL TRAFFIC BY SOURCE Direct/Mobile Related Videos Search Embeds Subscriber External URL Advertising YouTube Channel 0 7.5 15 22.5 30 by Percent Data provided by YouTube from over 1,500 channels www.magnetmediafilms.com 9
  • 10. AVERAGE WATCH TIME PER DAY Subscriptions Related Videos Search External Links Embeds 0 15 30 45 60 Average Watch Time in Minutes Data Provided by YouTube www.magnetmediafilms.com 10
  • 11. AVERAGE WATCH TIME PER DAY Subscriptions Related Videos Search External Links Embeds 0 15 30 45 60 Average Watch Time in Minutes Data Provided by YouTube www.magnetmediafilms.com 11
  • 12. AUDIENCE IS AT THE CENTER OF EVERY VIEW www.magnetmediafilms.com 12
  • 13. Super Fans Fans (Subscribers) Viewers www.magnetmediafilms.com 13
  • 14. Collaboration Videos Super Fans Bonus Videos Behind the Scenes Fans (Subscribers) Viewers Q&A Industry News Evergreen Videos Tutorials Commercials www.magnetmediafilms.com 14
  • 15. HOMEPAGE OLD HOMEPAGE NEW www.magnetmediafilms.com 15
  • 16. YouTube.com/Audience www.magnetmediafilms.com 16
  • 17. YOUTUBE PROCESS OVERVIEW Produce Optimize Promote Engage Annotations Video Captioning Keyword Seasonality Video Meta-Data Social Promotion Comment Responses Keyword Research Thumbnail Upload Paid Promotion Moderation Community Insights Playlist Maintenance Network Promotion Reporting www.magnetmediafilms.com 17
  • 18. TARGET PROMOTION www.magnetmediafilms.com 18
  • 19. YOUTUBE AUDIENCE TARGETING Interests Demographics Channels Videos Search Terms www.magnetmediafilms.com 19
  • 20. TARGETED YOUTUBE PROMOTION KPI Targeted placements drive an engaged audience to a defined goal www.magnetmediafilms.com 20
  • 21. EXAMPLE: ORABRUSH www.magnetmediafilms.com 21
  • 22. Search for “bad breath” on YouTube and Orabrush appears with both a paid and natural placement www.magnetmediafilms.com 22
  • 23. Once at the video, it contains clickable call to actions in multiple spots. www.magnetmediafilms.com 23
  • 24. Once at the video, it contains clickable call to actions in multiple spots. www.magnetmediafilms.com 24
  • 25. Clicking on any annotation takes viewers directly to a landing page to order their Orabrush. www.magnetmediafilms.com 25
  • 26. TARGETED YOUTUBE PROMOTION KPI Targeted placements drive an engaged audience to a defined goal www.magnetmediafilms.com 26
  • 27. www.magnetmediafilms.com 27