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Pixability TV Episode 22: The 7 Habits of Highly Effective YouTube Marketers- Actionable Lessons from the top 100 Brands.
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Pixability TV Episode 22: The 7 Habits of Highly Effective YouTube Marketers- Actionable Lessons from the top 100 Brands.

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To gain access to the full video recording, register for free access at:
http://pixvid.tv/XAgJWr

The top brands are top performers for a reason, but that doesn't mean they do everything right, and it doesn't mean you can't learn from them. We've analyzed the video marketing data from the top 100 brands; from their YouTube effectiveness to their search result performance. We've distilled the surprising results into 7 regular, actionable habits any marketer can adopt to improve their own video marketing strategy.

Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO

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  • -correct the box -YouTube is a unique ecosystemItallows for marketers to do precise targetingIt allows you to use your paid media spend to very deliberately increase the organic part of a brand’s video strategy.Promoted views fuel your earned media views by making these videos rank higher under ‘recommended videos’Those views drive more viewers to your channel, thereby increasing your views even more
  • To become part of the YouTube nation
  • Transcript

    • 1. Webinar March 21, 2012The 7 Habits of Highly Effective YouTube MarketersActionable Lessons from the Top 100 Brands
    • 2. Agenda1. The Online Video Challenge2. Our Study of the Top 100 Brands3. The 7 Habits4. Immediate Actions5. Conclusion
    • 3. The Online Video Challenge
    • 4. Questions? webinar@pixability.com Twitter: @pixability #pixtv22
    • 5. Content marketing on the rise: Video is #1Most Preferred Contentby US Brand/Agency Marketers (Source: Outbrain, March 2012)87% Videos 67% Blog Posts 44% 44% Slideshows Articles 22% Other
    • 6. Biz video on YouTube is skyrocketing Monthly Videos Published on YouTube by Global Top 100 Brands (Source: Pixability Video Radar) 8000 7000Number of Videos 6000 5000 4000 3000 2000 1000 0 05 2006 06 2007 07 2008 08 2009 09 2010 10 2011 112012 Top 100 brands have invested approx. $3B in creation of video assets
    • 7. Most businesses fail to optimize videoViews per VideoTop 100 Brands on YouTube Less 1K to 10K to 100K to Over than 1K 10K 100K 1Million 1 Million 49.6% 30.4% 15.6% 3.9% 0.5%Almost 50% of videos published by the top 100 globalbrands got fewer than 1,000 views, meaning they failed toreach their audience.Source: Pixability Online Video Grader Sample of 150,000 business videoson 1270 YouTube channels belonging to Top 100 Global Brands
    • 8. Top 100 brand study How the Top 100 Global Brands Do YouTube Marketing
    • 9. Pixability Video Radar“What is going on in my industry on YouTube?”  Analyzes videos and channels that deal with a particular topic  Provides metrics on • Audience size • Most popular content types and sub topics • Social media reactions • Viewer sentiment  Aggregated data and details about each video
    • 10. Scope of the studyThe study analyzes the video marketing strategies of thetop 100 global brands (according to Interbrand).3M Credit Suisse Intel PepsiAccenture Danone Jack Daniels PhilipsAdidas Dell John Deere Pizza HutAdobe Disney Johnnie Walker PorscheAllianz Ebay Johnson & Johnson SamsungAmazon Ferrari J.P. Morgan SantanderAmerican Express Ford Kellogs SAPApple Gap KFC ShellArmani GE Kleenex SiemensAudi Gillette LOreal SmirnoffAvon Goldman Sachs Louis Vuitton SonyAxa Google McDonalds SpriteBarclays Gucci Mercedes-Benz StarbucksBlackberry H&M Microsoft Thomson ReutersBMW Harley Davidson Moet & Chandon TiffanyBudweiser Heineken MTV ToyotaBurberry Heinz Nescafe UBSCanon Hermes Nestle UPSCartier Honda Nike VisaCaterpillar HP Nintendo VolkswagenCisco HSBC Nissan XeroxCiti HTC Nivea YahooCoca-Cola Hyundai Nokia ZaraColgate IBM Oracle ZurichCorona Ikea Panasonic
    • 11. Total market size• The Top 100 brands in the world have a total of 1,272 YouTube channels with 150,429 videos that attracted 4.7 Billion views.• The only Top 100 brand that doesn’t have a YouTube channel is Morgan Stanley.• 49 brands have 10 or more channels.
    • 12. Study: Top 100 Global Brands on YouTube Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other Bubble size: Number of YouTube Channels 1,000,000,000 100,000,000Total Video Views 10,000,000 1,000,000 100,000 10,000 10 100 1,000 10,000 Total Videos
    • 13. Study: Top 100 Global Brands on YouTube Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other Bubble size: Number of YouTube Channels 1,000,000,000 Google Sony Disney Nike 100,000,000 VW Apple Samsung Cartier NokiaTotal Video Views 10,000,000 1,000,000 Cisco 100,000 Kleenex Axa 10,000 10 100 1,000 10,000 Total Videos
    • 14. Top 100 Brands on YouTube: Main Industry Clusters Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other 1,000,000,000 Bubble size: Number of YouTube Channels 100,000,000 Cars Luxury FMCGTotal Video Views 10,000,000 Tech 1,000,000 Financial Services 100,000 10,000 10 100 1,000 10,000 Total Videos Based on 1,278 YouTube channels belonging to the top 100 global brands (according to Interbrand) analyzed using Pixability’s proprietary Video Radar software.
    • 15. The best YouTube marketersOnline Video Grader Score (www.onlinevideograder.com) Best Score per Brand Average Score per Brand Highest YouTube Score Average YouTube Score of all channels owned by over all channels ownedBrand Channels brand Brand Channels by brandNintendo 7 94 Nintendo 7 78IBM 38 93 Disney 40 76Toyota 16 90 Microsoft 14 72Disney 40 89 Sony 38 71Nike 30 87 Harley Davidson 2 70HP 16 85 HP 16 70Intel 15 85 Gucci 2 70Sony 38 85 Ford 15 69Nestle 19 84 Nike 30 68Nokia 32 84 Toyota 16 68Audi 17 82 Amazon 3 68Adidas 29 81 Honda 9 68BMW 19 81 Google 39 67Ford 15 81 Canon 2 67Microsoft 14 81 Ferrari 2 67 Excluding brands with only one YT channel
    • 16. The 7 Habits
    • 17. The 7 Habits1. Make Lots of Videos2. Practice Good Video SEO3. Use Different Grades of Videos4. Link Video to Marketing Initiatives5. Ensure Video Has Branding6. Invest in Content over Channels7. Engage Community via Social Media
    • 18. 1. Make Lots of Videos
    • 19. More Videos = Bigger Audience Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other Bubble size: Number of YouTube Channels 1,000,000,000 100,000,000Total Video Views 10,000,000 1,000,000 Clear correlation between number of videos and 100,000 total views. 10,000 10 100 1,000 10,000 Total Videos
    • 20. More Content = More Views per Video 450,000 400,000 Apple 350,000 300,000 CartierViews per Video 250,000 200,000 150,000 Disney Google 100,000 VW 50,000 Sony - - 2,000 4,000 6,000 8,000 10,000 12,000 Total number of videos
    • 21. Top 100 Brands vs. The Rest:Videos per Channel Number of videos 250.0 216.9 200.0 150.0 141.4 100.0 77.7 68.3 50.0 - Top 100 Brands Top Top 100 Brand Bottom Other Companies Top Other Companies Quartile Quartile Quartile Bottom Quartile
    • 22. Publish Consistently
    • 23. 2. Practice Good Video SEO
    • 24. Top 100 Brands vs. The Rest:MetadataTop 100 brands on average do a better job managing theirvideo assets than other companies. Tags Playlists14.0 13.0 9.0 8.0 7.712.0 11.2 7.0 6.610.0 6.0 8.0 7.2 7.4 5.0 6.0 4.0 3.2 4.0 3.0 2.0 1.7 2.0 1.0 - Top 100 Top 100 Other Other - Brands Top Brand Bottom Companies Companies Top 100 Top 100 Brand Other Other Quartile Quartile Top Quartile Bottom Brands Top Bottom Quartile Companies Top Companies Quartile Quartile Quartile Bottom Quartile
    • 25. 3. Use Different Grades of Videos
    • 26. The Best YouTube MarketersProduce a Broader Range of VideosAverage shortest video Average longest video 32s Best Channels, Top 100 Brands 16:27 (Top Quartile) 44s Worst Channels, Top 100 Brands 14:30 (Bottom Quartile) 37s Best Channels, Other Companies 22:36 (Top Quartile) 55s Worst Channels, Other 10:53 (Bottom Quartile) Length (seconds)
    • 27. It doesn’t always have to be prime time quality
    • 28. 4. Link Video toMarketing Initiatives
    • 29. Campaign-Driven Videos
    • 30. Event Videos Even For Limited Audiences
    • 31. Control Your Message:Apple vs. Microsoft
    • 32. 5. Ensure Video has Branding
    • 33. Clearly Branded Videos
    • 34. Multiple Places for Branding Title Channel logo Video contentMetadata(Tags,Descriptions)
    • 35. 6. Invest in Content over Channels
    • 36. Channels Per Brand By IndustryB2B Technology and Media companies have the most channels per brand.Luxury brands concentrate their activity on only a few channels. Average Channels per Brand 25.0 20.0 15.0 10.0 5.0 -
    • 37. Are more channels better?Brand View Rank YouTube Channels • While the most3M 54 42 active videoDisney 1 40 marketers typicallyCisco 57 40 maintain multipleGoogle 2 39Sony 3 38 channels, more isIBM 41 38 not necessarilyPhilips 45 37 better.Samsung 6 34 • Best practice: HaveNokia 5 32 channels that clearlyNivea 47 32 focus on a targetOracle 62 32 audience.Nike 4 30Adidas 8 29 • Avoid temporaryIkea 34 29 campaign-basedSAP 73 26 channels.Colgate 46 25Siemens 53 23Avon 64 23Gillette 32 22BMW 9 19
    • 38. Branded Channels
    • 39. Do you need a customized channel?Branding strategies in the top 50 channels by views Not branded 28% Simple branding (header) Full branding 54% with custom page 18%
    • 40. 7. Engage Community via Social Media
    • 41. The Best Social Video MarketersBrand Top Social Score • 8 brands reachedAdidas 100 a perfect 100Apple 100 social score, butFerrari 100 scores areHyundai 100 dropping offNike 100Samsung 100 quickly after thisSony 100 top group.Starbucks 100Ford 93Sprite 79Intel 77Oracle 75Coca-Cola 67Avon 57Toyota 56
    • 42. Top 100 Brands vs. The Rest:Social MediaTop 100 brands are very strong on Facebook, but weakeron Twitter. Total Videos Shared On Facebook Total Video Tweets25,000 300,000 22,966 259,437 250,00020,000 200,00015,000 152,633 150,00010,000 6,787 100,000 5,000 50,000 183 37 260 869 - - Top 100 Top 100 Other Other Top 100 Top 100 Other Other Brands Top Brand Bottom Companies Companies Brands Top Brand Bottom Companies Companies Quartile Quartile Top Quartile Bottom Quartile Quartile Top Quartile Bottom Quartile Quartile
    • 43. Immediate Actions
    • 44. get the in front of the to trigger theRight Right RightVIDEO AUDIENCE ACTION
    • 45. Unique technology to benchmark videoOnline Video Grader: see how you do in just 2 min.• Measures the effectiveness of video marketing based on best practices• Empirical database of 6000+ companies• Real-time monitoring of competitors’ activities• No comparable information source in the industry• Free version at onlinevideograder.com
    • 46. Video SEO Matters (and It’s NOT SEO) Titles Tags Descriptions Target Links
    • 47. Paid Media Earned Media Owned Media In-stream ads Social sharing YouTube channel Display ads Video SEO Website videosVideo search ads Community Other video sites
    • 48. JustReleasedTop 3AmazonWebMarketing
    • 49. Questions? webinar@pixability.com Twitter: @pixability #pixtv22

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