1
Case Studies in(Wildly Effective) Content             Dror Shimshowitz    Head of Product -- Content Creators   1
Chuck Testa!               2
What’s new at YouTube?YouTube for your Business    Tips & Resources       Questions                            3
What’s new at YouTube?YouTube for your Business    Tips & Resources       Questions                            4
800 Millionunique visitors per month
350 MillionMobile Devices have YouTube
Day in the life video
700 YouTube Videos  Shared on Twitter per minute
What’s new at YouTube?YouTube for your Business    Tips & Resources       Questions                            9
If you could talk to800 million viewers,what would you say?
Make content!(not TV commercials)
Use video to... Raise Awareness   Crowdfund   Research & Support                                                    12
Use video to... Raise Awareness   Crowdfund   Research & Support                                                    13
Video demos are critical andgetting easier to produce                               14
Master yourPR throughvideo              15
Don’t stop after one video                              “that’s roughly                             equivalent to 35      ...
Consider animation                     17
Add color with a backstory                             18
Need inspiration?                    19
Need inspiration?                    20
Research your target audience                                21
Leverage your community’s content                                    22
Don’t have a community yet?                              23
Get picked up to boost your reach                                    24
Drive viewers back to your siteLink back to  your site                                       25
Use video to... Raise Awareness   Crowdfund   Research & Support                                                    26
Running a crowdfunding campaign can alsogenerate buzz   + video = +114% $$$ raised            - indigogo                  ...
Running a crowdfunding campaign can alsogenerate buzz   + video = +114% $$$ raised            - indigogo                  ...
MaKey MaKey’s Kickstarter project                                    28
Use video to...  Raise awareness   Crowdfund   Research & Support                                                     29
Customer Support                   30
Customer support via tutorials                                 31
Research users with world’s largest focus group                                                  32
Research > The World’s largest focus group                                             33
Research > The World’s largest focus group                                             34
Use video to...  Raise awareness   Crowdfund   Research & Support                                                     35
What’s New at YouTube?YouTube for your Business    Tips & Resources       Questions                            36
Raise awareness > build your brand’s channel                                               37
Raise awareness > build your brand’s channel                                             6.4                              ...
Getting started with your channel                                    38
Set a programming schedule                             39
Be Active > Curate your customers’ best videos                                                 40
Engage with your audience (this is not TV)!                                              41
Enhance your videos                      42
Keys to marketing through video• Make a product demo (use YouTube to get inspired)• Continue making content!  -Demo new fe...
Resources• YouTube Site   -Creator Hub: youtube.com/creators   -Creator Playbook: youtube.com/playbook   -Trends Dashboard...
Videos presented  Chuck Testa: http://www.youtube.com/watch?v=LJP1DphOWPs• YouTube Day in a Life: http://www.youtube.com/w...
Remember:     YouTube and Chuck Testa want you to     MAKE CONTENT (NOT COMMERCIALS)!       46
What’s new at YouTube?YouTube for your Business    Tips & Resources       Questions                            47
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
Dror Shimshowitz, SMASH Summit NYC
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Dror Shimshowitz, SMASH Summit NYC

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Dror Shimshowitz 's (Head of Product @ Creators & Curators, YouTube) presentation at SMASH Summit on 7/26 in NYC

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Dror Shimshowitz, SMASH Summit NYC

  1. 1. 1
  2. 2. Case Studies in(Wildly Effective) Content Dror Shimshowitz Head of Product -- Content Creators 1
  3. 3. Chuck Testa! 2
  4. 4. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 3
  5. 5. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 4
  6. 6. 800 Millionunique visitors per month
  7. 7. 350 MillionMobile Devices have YouTube
  8. 8. Day in the life video
  9. 9. 700 YouTube Videos Shared on Twitter per minute
  10. 10. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 9
  11. 11. If you could talk to800 million viewers,what would you say?
  12. 12. Make content!(not TV commercials)
  13. 13. Use video to... Raise Awareness Crowdfund Research & Support 12
  14. 14. Use video to... Raise Awareness Crowdfund Research & Support 13
  15. 15. Video demos are critical andgetting easier to produce 14
  16. 16. Master yourPR throughvideo 15
  17. 17. Don’t stop after one video “that’s roughly equivalent to 35 hyper-efficient sales reps on the phone” - Jamie Grenney, Senior Director of Social Media Strategy at Salesforce.com 16
  18. 18. Consider animation 17
  19. 19. Add color with a backstory 18
  20. 20. Need inspiration? 19
  21. 21. Need inspiration? 20
  22. 22. Research your target audience 21
  23. 23. Leverage your community’s content 22
  24. 24. Don’t have a community yet? 23
  25. 25. Get picked up to boost your reach 24
  26. 26. Drive viewers back to your siteLink back to your site 25
  27. 27. Use video to... Raise Awareness Crowdfund Research & Support 26
  28. 28. Running a crowdfunding campaign can alsogenerate buzz + video = +114% $$$ raised - indigogo 27
  29. 29. Running a crowdfunding campaign can alsogenerate buzz + video = +114% $$$ raised - indigogo 27
  30. 30. MaKey MaKey’s Kickstarter project 28
  31. 31. Use video to... Raise awareness Crowdfund Research & Support 29
  32. 32. Customer Support 30
  33. 33. Customer support via tutorials 31
  34. 34. Research users with world’s largest focus group 32
  35. 35. Research > The World’s largest focus group 33
  36. 36. Research > The World’s largest focus group 34
  37. 37. Use video to... Raise awareness Crowdfund Research & Support 35
  38. 38. What’s New at YouTube?YouTube for your Business Tips & Resources Questions 36
  39. 39. Raise awareness > build your brand’s channel 37
  40. 40. Raise awareness > build your brand’s channel 6.4 Million Views 37
  41. 41. Getting started with your channel 38
  42. 42. Set a programming schedule 39
  43. 43. Be Active > Curate your customers’ best videos 40
  44. 44. Engage with your audience (this is not TV)! 41
  45. 45. Enhance your videos 42
  46. 46. Keys to marketing through video• Make a product demo (use YouTube to get inspired)• Continue making content! -Demo new features -Tell the backstory -Leverage the community -Run a crowdfunding campaign -Film tutorials and hold office hours/focus groups• Build your YouTube audience, and drive them back to your site 43
  47. 47. Resources• YouTube Site -Creator Hub: youtube.com/creators -Creator Playbook: youtube.com/playbook -Trends Dashboard: youtube.com/trends -Analytics: youtube.com/analytics• Me (500 Startups mentor): topdror@gmail.com• Quora: quora.com/Where-do-most-startups-get-their- product-demo-videos-made-How-much-do-they-cost 44
  48. 48. Videos presented Chuck Testa: http://www.youtube.com/watch?v=LJP1DphOWPs• YouTube Day in a Life: http://www.youtube.com/watch?v=ExoWvz-tUHA• Remington commercial: http://www.youtube.com/watch?v=pDh0ZaN-wNQ&feature=g-hist• Dollar Shave Club: http://www.youtube.com/watch?v=ZUG9qYTJMsI&feature=g-hist• YouTube animated video: http://www.youtube.com/watch?v=2b5uKF-7qDM&feature=g-hist• Etsy: http://www.youtube.com/watch?v=1DrkS-N6I0A&feature=plcp• Zagg: http://www.youtube.com/watch?v=LDQzCPx_g0c&feature=g-hist• Pebble: http://www.youtube.com/watch?v=2FdaCxMcw_Y&feature=g-hist• Makey Makey: http://www.youtube.com/watch?v=_DWQ6ce2Ags&feature=g-hist 45
  49. 49. Remember: YouTube and Chuck Testa want you to MAKE CONTENT (NOT COMMERCIALS)! 46
  50. 50. What’s new at YouTube?YouTube for your Business Tips & Resources Questions 47

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