YouTube Workshop at the Digital Marketing for Medical Devices West 2012


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Presentation given at YouTube Workshop for the Digital Marketing for Medical Devices West 2012 Conference in San Diego.

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  • YouTube Statistics Hours of video uploaded to YouTube every minute = 60 hours Number of videos viewed on YouTube everyday = 4 billion Number of unique visits to YouTube every month = 800 million Total number of hours of video watched on YouTube each month = 3 billion hours Percent of YouTube vistors that come from outside the U.S. = 70 % Number of countries with localized versions of YouTube = 42 Total number of languages Youtube is broadcast in = 54 Total number of views Youtube had in 2011 = 1 trillion Amount of money Google paid for YouTube in November of 2006 = $1.65 billion Amount Sequoia Capital invested into YouTube in November 2005 = $11.5 million User submitted video with the most views – "Charlie bit my finger" = 439,382,214
  • Original Outline:Care, continuum and search, how do they intersect?How do patients find and consume medically-related videos?Examining The YouTube phenomenon and the impact it could have on your marketing mixDeveloping a YouTube Strategy for the peopleMeasure twice, cut once
  • What types of video do viewers discover, watch, and share?Inspiration – stories (patient storiesEntertainment – funny, awesomeEnlightenment - documentariesEducational – “how to videos”, DIY, (How to use your programmer)
  • Baidu, China's dominant search engine, has a home page and ad-revenue model very similar to Google'sYouTube has been blocked in China for nearly two years. Its two main copycats are Tudou & Youku
  • Optimize your videos, playlists AND your channel.First 15 seconds: Make the beginning of your videos compelling to your viewers.Calls to action: Invite viewers to like and share video or subscribe to channel – to help build audience.Use annotations if neededDon’t direct viewer away from video before they finish watching.Offer videos on regular (predictable schedule)Create and release videos around special events.Put links to your other web properties in videos and channel descriptions (make them measurable)
  • Refer to Analytics tip in each section of the creator playbook
  • New metric is now available – how many times your video was shared.Stay up to date on YouTube changes via the official YouTube blog.
  • Live Demo and Q&A SessionTour YT How To GuidesTour YT Creator PlaybookTourTestTubeEmbedding example: Wardo-GramDemo YT Trends ToolDemo YT Keyword Suggestion ToolShare PDFs
  • YouTube Workshop at the Digital Marketing for Medical Devices West 2012

    1. 1. Workshop: Overcoming theApprehensions about Online VideoPresented by Ward TongenPrincipal Digital Strategist, Interactive Marketing
    2. 2. YouTube is notthe BogeymanSlide 2
    3. 3. About Me• Over 15 years of Internet-related experience• Started search marketing over 10 years ago.• President of MN Search Engine Marketing Association• Subject-matter expert in the areas of web metrics, search marketing and social media to Medtronic marketers in the U.S., Europe, and Australia.• Now Principal Interactive Strategist at Medtronic Neuromodulation• Led the launch of several YouTube Channels at Medtronic.Slide 3
    4. 4. Questions for You• How many of you: – watch YouTube on your TV at home? – have personally uploaded a video to YouTube? – have posted a comment on a YouTube video? – use YouTube in your online marketing strategy now? – create video content specifically for YouTube? – advertise on YouTube?• What are you trying to get out of this workshop?Slide 4
    5. 5. YouTube Trivia YouTube Statistics ???Hours of video uploaded to YouTube every minuteNumber of videos viewed on YouTube everydayNumber of unique visits to YouTube every monthTotal number of hours of video watched on YouTube each monthPercent of YouTube visitors that come from outside the U.S.Number of countries with localized versions of YouTubeTotal number of languages YouTube is broadcast inTotal number of views YouTube had in 2011Amount of money Google paid for YouTube in November of 2006Amount Sequoia Capital invested into YouTube in November 2005User submitted video with the most views – "Charlie bit my finger" Source: YouTube, 3/26/2012Slide 5
    6. 6. Workshop Outline1. The YouTube Phenomenon2. The YouTube User Experience3. YouTube Search4. YouTube Advertising5. How can you demonstrate the value of YouTube to your organization?6. How can you manage risk and address legal and regulatory concerns?7. Measuring YouTubeSlide 6
    7. 7. YouTube Health ChannelsSponsored by MedicalInstitutions and Industry Johnson and Johnson Mayo Clinic Medtronic Chronic Pain Cleveland Clinic Medtronic Diabetes U of Maryland Medical Center 7
    8. 8. The YouTube PhenomenonSlide 8
    9. 9. What we already know…• The world – and its consumers – have changed• The Internet is a global revolution & therefore a global opportunity• The Internet is the Top Health Resource• Search is a primary driver of health traffic online and can provide instant answers to questions• Consumers know what they want from us.• Health consumers & health care professionals use mobile to search for health information wherever they goSlide 9
    10. 10. Audience & Demographics Profile by: • Age/Gender • Education • Ethnicity • Family Status • IncomeSlide 10
    11. 11. Manhattan Research 2010• Adoption of online health video among U.S. consumers online for prescription drug information in particular, growing from 21% in 2007 to 48% in 2009.• Online health video drives action among this segment - nearly three quarters of consumers performed additional research after watching health videos online. “In 2010, the conversation has shifted away from whether physicians are online to understanding the degree to which digital content is changing the way physicians practice medicine,” said Meredith Ressi, VP of research at Manhattan Research. “Professional use of smartphones and online user-generated content are no longer early adopter activities of a tech-savvy few – these types of activities are the norm for the majority of physicians today.”Slide 11
    12. 12. Consumers Watch Health Videos More ThanFood & CelebritySlide 12 Used with permission from Google
    13. 13. The Majority Watch Condition-Specific VideosSlide 13 Used with permission from Google
    14. 14. 85% Take Action as a Result of Watching OnlineHealth VideosSlide 14 Used with permission from Google
    15. 15. Why YouTube and not another Video Platform?Slide 15
    16. 16. YouTube User ExperienceSlide 16
    17. 17. The YouTube User ExperienceFinding Videos:• Search• BrowseWatching Videos• Channel• Playlist• Leanback• Ability to queue videosSlide 17
    18. 18. YouTube Leanback – Personalized TVSlide 18
    19. 19. The YouTube Facelift in December 2011• Easier for viewers to find and watch their favorite channels• Easy to navigate and as compelling to watch as cable TV• Reorganized to display three main vertical columns instead of scattering clips in horizontal rows• More attractive to watch on large- screen TVs• Site users now stay for 418 minutes per month, an increase of 60% over last year• Subscriptions to Channels have risen 50%Slide 19
    20. 20. YouTube SearchSlide 20
    21. 21. Web Search Interest in YouTube In 2009 YouTube Search Accounts for Nearly 28% of All Google Searches - ComscoreSlide 21
    22. 22. The YouTube Search Results PageSlide 22
    23. 23. YouTube AdvertisingSlide 23
    24. 24. Ad SpendingVideo ad spendingwill jump more thantwice as much asany other format orthe overall marketSlide 24
    25. 25. Ad SpendingSlide 25
    26. 26. Build a Hub for User InteractionCreate a Home on YouTube Free brand channel and customization Build your own custom gadget that truly represents your brand and campaign. Integrated social strategy: CBR, Facebook and Twitter direct linksBuild a Loyal Audience Each new video uploaded will auto-populate into logged-in users homepage Slide 26 Used with permission from Google
    27. 27. Engagement Programs on YouTube Home Page Takeovers Home Page Masthead Home Page Expandable Ads Contests Brand Channel GadgetSlide 27 Used with permission from Google
    28. 28. Promoted VideosDrive traffic to your YouTube video content from search andwatch pagesUser clicks on Watches Your User arrives atPromoted Video Video Content, Your Websitelink User clicks on free Call-to- Action overlay Slide 28 Used with permission from Google
    29. 29. Display Ads (300x250)Brand the Watch and Browse Pages while showing Abovethe Fold next to videosSlide 29 Used with permission from Google
    30. 30. InVideo Overlay (480x70)Reach users within the video player while they watch the video InVideo ads on YouTube generally receive high clickthrough rates (>1%), especially when coupled with a companion 300x250 ad.Slide 30 Used with permission from Google
    31. 31. InStream Ads (15/30 sec. video + optional 300x60 companion)Online commercials which show against YouTube’s long and short-form partner contentReach users pre, mid and post-roll while they watch the video.Slide 31 Used with permission from Google
    32. 32. Integrated Marketing Mix Example: Concerta Search Network Display NetworkYouTube Slide 32 Used with permission from Google
    33. 33. Target relevant content and target ads to your keyaudiences on YouTubeTarget by:• Demographic• Geographic• Language• Interest Category• Remarketing• 3rd Party Audience Data• User Type• Uploader ContentSlide 33
    34. 34. RetargetingSlide 34
    35. 35. The Value of YouTubeSlide 35
    36. 36. Demonstrate the Value of YouTube• Video is rich, interactive media – Video emulates the engagement of TV, but is more measurable• YouTube remains the dominant online video destination – YouTube is the second largest search engine behind Google• Using YouTube increases your brand entry points• Deliver videos in mobile format – for a wide variety of mobile platforms• Syndicate your Videos – with ability to embed them on 3rd party websites and share activity on social media channels• Professional content to support ads – Ad Targeting and metrics insight.Slide 36
    37. 37. Regulatory RemindersSlide 37
    38. 38. Don’t just throw it over the wall.Slide 38
    39. 39. Best Practices for YouTube Videos Fair Balance Include risk information language (based on product labeling) within the video using a level of detail that is commensurate with that used for benefits For existing videos only this information may require either audio or text on the screen within the video and should be conspicuous. For future videos, the risk information should be incorporated in the main audio/video script. The amount of risk information needed in new videos depends on the amount and nature of the benefits discussed, in order to achieve fair balance. DTC Disclaimer Include a DTC disclaimer at the end of the video as both audio and text. . Display a link to the brief statement near the video on the YouTube page or Brief Statement in a statement at the end of the video as text.Slide 39
    40. 40. Slide 40
    41. 41. Measuring YouTubeSlide 41
    42. 42. YouTube Metrics Reporting and Analysis• YouTube provides free analytics for your channel.• Use YouTube Insight to optimize your videos and provide reporting.• Data includes: – views, subscribers, likes, comments, shares, location and gender; and per-video metrics.• It is possible to Integrate Google Analytics to track and measure several aspects of YouTube as well.Slide 42
    43. 43. Slide 43
    44. 44. Slide 44
    45. 45. Slide 45
    46. 46. Slide 46
    47. 47. Slide 47
    48. 48. Content ID: a tool to give rights holders control• Block, Monetize, or Track Viewing Metrics. Its Automated, and Its FreeYouTubes state-of-the-art technologies let rights owners:• Identify user-uploaded videos comprised entirely OR partially of their content, and• Choose, in advance, what they want to happen when those videos are found. Make money from them. Get stats on them. Or block them from YouTube altogether.Slide 48
    49. 49. Some Final Advice• Watch a lot of YouTube• Customize the appearance of your channel• Keep your videos short• Don’t expect your video to go viral• Optimize your videos and buy some ads• Learn from comments, hot spots and A/B testing• Find your niche• Create content specifically for YouTube• Choose featured videos wisely and change often• Analyze your metricsSlide 49
    50. 50. THANK YOU! Here are a few resources: YouTube Advertise How-to Guides YouTube Trends Dashboard Health Information Seekers on YouTube Reaching Health Care Professionals on YouTube 50