How to use YouTube to stimulate positive conversations online

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A presentation I'm giving on 9 June 2011 which looks at the positive impact video content can have on rept

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How to use YouTube to stimulate positive conversations online

  1. 1. @AdamVincenzini<br />Engaging Stakeholders for Effective Reputation Management<br />How to use video content / YouTube to stimulate positive conversations online<br />Engaging Stakeholders for Effective Reputation Management<br />
  2. 2. Context<br />
  3. 3. Outline<br />1<br />About<br />2<br />Case Study<br />3<br />Methodology<br />Takeaways<br />4<br />
  4. 4. About<br />
  5. 5. About<br />Paratus was established in 2003<br />Based in London, but with international reach<br />25-stong team<br />Our role: “Create and maintain relationships with people who matter”<br />
  6. 6. Our ethos<br />
  7. 7. Case Study<br />
  8. 8. Background <br />Coca-Cola recognises that its business is only as sustainable as the communities in which it operates.<br />
  9. 9. Background <br />It is for this reason it created The Live Positively Collective – an online space were people can join forces to achieve social good.<br />
  10. 10. Background <br />All of Coca-Cola’s European CSR activity under one roof.<br />
  11. 11.
  12. 12. Objectives <br />“Get it on the radar.”<br />(Drive traffic LivePositivelyCollective.com)<br />
  13. 13. Strategy <br />Use unique video content to:<br /><ul><li>Engage
  14. 14. Educate
  15. 15. Excite</li></li></ul><li>The Content <br />1<br />4<br />3<br />2<br />Water<br />#1thing<br />Music for RAIN<br />12 weeks<br />
  16. 16. Music for RAIN <br />What:<br />A ‘donate to download’ soundtrack and video featuring Solange Knowles, Chris Taylor and Twin Shadow.<br />Why:<br />Raise money / awareness for water access issues in Africa.<br />
  17. 17. Music for RAIN <br />[Video Link 1]<br />
  18. 18. Music for RAIN <br />Results:<br /><ul><li>$13,000+ raised
  19. 19. 950,000+ video views
  20. 20. 9,000+ visits to the micro-site
  21. 21. 300+ media articles / blog posts
  22. 22. 18 million+ Twitter audience reach
  23. 23. 99% positive sentiment</li></li></ul><li>#1thing <br />What:<br />A video asking people to nominate the one thing (#1thing) they would do to make the world a more positive place on Twitter.<br />Why:<br />Drive traffic / association with The Live Positively Collective.<br />
  24. 24. #1thing <br />[Video Link 2]<br />
  25. 25. #1thing <br />Results:<br /><ul><li>100,000+ video views
  26. 26. 1 million+ Twitter audience reach
  27. 27. 1200% increased in web traffic (being maintained)
  28. 28. 90% were new visitors
  29. 29. 300% increase in visit duration
  30. 30. 99% positive sentiment</li></li></ul><li>Methodology<br />
  31. 31. How did we do it? <br />
  32. 32. Skills required <br />Video seeding<br />Blogger outreach<br />Platform development<br />Conversation amplification<br />Media relations<br />Stakeholder integration<br />Timing is key<br />
  33. 33. How did we do it? <br />1<br />A bespoke ‘donate to download page’ was created.<br />
  34. 34. How did we do it? <br />2<br />The music videos were delivered to key conversation drivers and video sharing communities.<br />Grassroots up<br />
  35. 35. How did we do it? <br />First ‘explosion’<br />
  36. 36. How did we do it? <br />3<br />Viewers were called into action.<br />
  37. 37. How did we do it? <br />4<br />The musicians encouraged their fans to get involved.<br />
  38. 38. How did we do it? <br />5<br />The media outreach took effect.<br />
  39. 39. How did we do it? <br />6<br />YouTube was approached and got behind the project.<br />
  40. 40. How did we do it? <br />7<br />The public responded.<br />
  41. 41. Skills required <br />Video seeding<br />Twitter seeding<br />Bookmark site posting<br />Conversation amplification<br />Blogger outreach<br />Stakeholder integration<br />Timing is key<br />
  42. 42. How did we do it? <br />1<br />#1thing was claimed on hashtag definition sites incl tagdef.com.<br />
  43. 43. How did we do it? <br />2<br />The #1thing tag was featured prominently throughout the video.<br />
  44. 44. How did we do it? <br />Use your assets<br />
  45. 45. How did we do it? <br />31<br />Specific call to action slides at the end of the film.<br />
  46. 46. How did we do it? <br />4<br />Tweeted from the @CocaColaCo Twitter account.<br />Adding value to existing communities<br />Atlanta<br />
  47. 47. How did we do it? <br />5<br />Influential blogs were provided with the video / story.<br />
  48. 48. How did we do it? <br />6<br />Trending on Twitter<br />Specific content sharers were made aware of the video.<br />Cumulative effect<br />
  49. 49. Collective response <br />Hundreds of suggestions<br />
  50. 50. Takeaways<br />+ Secrets<br />
  51. 51. Takeaways<br />2<br />1<br />Add value at all times – the music community responded to Music for RAIN because it was a mutually beneficial proposition.<br />Engaging content is not enough - effort must go behind content promotion / publicity (eyeballs).<br />
  52. 52. Takeaways<br />4<br />3<br /> Build communities with an eye on the future – give / be selfless and your community will give back.<br />Make sure your target URL is the fist thing people see.<br />
  53. 53.
  54. 54. Takeaways<br />6<br />5<br /> Timing is key – because social networks operate in real-time the content should be delivered at times when people are best placed to interact with it.<br />Be consistent across all of your assets.<br />
  55. 55. Takeaways<br />8<br />7<br /> Once you get your video onto the front page of YouTube your views will grow exponentially.<br />It takes approx 25,000 views in 24 hours to be featured on page one of YouTube (by category) – us this knowledge to your advantage.<br />
  56. 56. Takeaways<br />10<br />9<br /> Use calendar events as hooks (additional insight can be gained from Google trends).<br />‘Blogger’ outreach goes beyond bloggers – content curators and sharers are just as important.<br />
  57. 57. Summary<br />
  58. 58. Final thought<br />“Failure to communicate creates a vacuum that is gradually filling with misrepresentation, drivel and poison.”<br />- C. Northcote Parkinson <br />
  59. 59. For further information: <br />Adam Vincenzini<br />M / +44 7932 082 124<br />E / adam@paratuscommunications.com<br />Twitter / @AdamVincenzini<br />Paratus Communications<br />www.paratuscommunications.com<br />Twitter / @ParatusComms<br />Facebook / ParatusComms<br />

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