The Art of Social Media – YouTube
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The document discusses using YouTube as a social media platform. It covers why YouTube should be part of a business's social media plan, how to design an effective YouTube strategy by understanding goals, audience and brand identity. The document also provides tips for leveraging YouTube features, creating engaging content through video, and building an online community. The overall message is that YouTube can help businesses connect with customers and achieve search engine optimization through video.
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The Art of Social Media – YouTube
- 1. The Art of Social Media YouTube SOCIAL MEDIA & DESIGN
- 2. Agenda • YouTube – Why Should I Care? • Designing A Plan • Leveraging Key Features • Content That Connects • Building Community #antenna • www.antennasocial.ca
- 3. YouTube Why Should I Care? SOCIAL MEDIA & DESIGN
- 4. YouTube • Best way to achieve a high search ranking • 2/3 of the world’s data will be video by 2017 • 18 - 34 year olds watch YouTube over cable (Neilsen) #antenna • www.antennasocial.ca
- 5. Reach • Word of mouth, amplified • Post at strategic times to reach more people • Post content that is engaging so that it gets shared #antenna • www.antennasocial.ca
- 6. Designing A Plan YouTube SOCIAL MEDIA & DESIGN
- 7. SMART Goals • Specific • Measurable • Attainable • Relevant • Time Focused #antenna • www.antennasocial.ca
- 8. The Who • Who can help you achieve your goal(s)? • The more you know about them, the easier it is to find them. #antenna • www.antennasocial.ca
- 9. Audience • Geography Where are your customers? • Demographics What are their common attributes? • Psychographics What are they like? #antenna • www.antennasocial.ca
- 10. Be The Answer • Your audience doesn’t know you exist yet, so what are they searching? • Speculation is not a strategy • Once you find out, BE THE ANSWER #antenna • www.antennasocial.ca
- 11. Keywords • Make a list of 6 - 10 words that: • Answers the questions that your audience is asking • Describes what makes you unique as an artist #antenna • www.antennasocial.ca
- 12. Brand Identity • Embody the characteristics that attract your target audience through: • Logo • Typography • Colour Scheme • Voice #antenna • www.antennasocial.ca
- 13. Leveraging Key Features YouTube SOCIAL MEDIA & DESIGN
- 16. • Link: http://youtu.be/Yua_BNweXgk #antenna • www.antennasocial.ca
- 19. Content That Connects YouTube SOCIAL MEDIA & DESIGN
- 20. Be Helpful • Provide amazing tips to make life easier for your audience • Demonstrate your process #antenna • www.antennasocial.ca
- 21. Be Emotional • Pull on heart strings or be funny... #antenna • www.antennasocial.ca
- 22. • Link: http://youtu.be/ujrSEYTaVhM #antenna • www.antennasocial.ca
- 23. Feel Exclusive People want to belong... #antenna • www.antennasocial.ca
- 24. Be Awe Inspiring People love to share bizarre and quirky items #antenna • www.antennasocial.ca
- 25. • Link: http://youtu.be/TfwN4JIBKqk #antenna • www.antennasocial.ca
- 26. Build Community • Interact with your fans • Find the influencers in your niche category and interact with them – keep it relevant • The more you participate, the better your credibility #antenna • www.antennasocial.ca
- 27. You’ll Need • A device that records video • Good lighting • Good audio • Energy #antenna • www.antennasocial.ca
- 28. • Link: http://youtu.be/3eduDw399WU #antenna • www.antennasocial.ca
- 29. More Ideas • Tell the story of your work • Film a tour of your studio • Film openings • Keep a video diary • Make a slideshow of photos #antenna • www.antennasocial.ca Artist: ATSA
- 30. • Link: http://youtu.be/C57A6BIB0O4 #antenna • www.antennasocial.ca
- 31. • Link: http://youtu.be/6b-rt9ASxI8 #antenna • www.antennasocial.ca
- 32. Thank you • Download “7 Steps To Social Media Success” and our “Social Media Checklist” at antennasocial.ca • Follow us on Facebook, Twitter, and LinkedIn @antennasocial #antenna • www.antennasocial.ca
Editor's Notes
- Welcome... I’m Christina Adams and I’m here to help you understand YouTube from an Artist’s perspective. - BFA with Photography and Painting - Board position at grunt Gallery Artist Run Centre - currently co-owner of Antenna and work very closely with the Idea Factory If you want to know more about me and my business, check out our website at: antennasocial.ca
- Today you’ll learn: Why you need to know about YouTube; How to plan your YouTube channel; What the main features are and how to use them strategically;
- Why should you care about YouTube? There are so many reasons but the biggest is that it’s the third largest search engine after Google and Yahoo. People are watching it on all their devices – phones, TVs, computers, tablets.
- Videos are the best way to quickly improve your search engine ranking. There are many ways to leverage YouTube – from a video blog to a series of professionally shot how-to videos. With over 1 billion monthly visitors, YouTube is one of the power houses in Social Media. Neilsen reported in 2013 that 18 - 34 year olds watch YouTube more than (and often instead of) cable TV. When I searched for “How To Polaroid Transfer”, the top video is one made 5 years ago. Find a niche and fill it and you’ll remain high in the search rankings for a long time.
- What Social Media has that most other types of promotion doesn’t, is REACH. It doesn’t matter how many subscribers your YouTube channel has, it matters how many people engage with your content. What I mean is that if one person in your network likes or shares a video you made, that post will be seen and potentially shared by their friends and so on. So by generating content that your fans will “like” or share at peak times, you have the potential to reach a significant amount of people in an extended network from your fan base. It’s like word-of-mouth amplified.
- You've probably already heard about "SMART" goals. This type of goal setting is important because it helps you identify what activities need to happen in order to achieve it. Start with a broad goal and then make it SMART. For example a painter may want to get a new exhibit lined up. Is it specific? Sort of. Is it measurable? All she needs is one exhibit and then the goal is met but it doesn’t state what kind of exhibit in what type of gallery for how long. And without a time frame, there is no way of tracking progress. A SMART version would be: “By Sep 1, 2014, have an exhibit of 10 abstract paintings confirmed at one of the galleries in my target market.”
- With your goal in mind, who do you need to to attract attention from in order to achieve it? In the case of the painter in my example, she’ll want to get the attention of those in charge of making exhibit decisions. The more you know about your audience, the better you can target them.
- Often we focus on the obvious, easy-to-find characteristics such as Geography and Demographics – this is the first step. But more and more, advertising is targeted to psychographics. The difference is that demographics describes age, income bracket, gender and other identifiable attributes, where as psychographics describes interests, values, personality, and lifestyle characteristics.
- Behind every Google search there is a user typing a question. What’s the question that your target audience is asking that you can answer? Imagine that the audience doesn’t even know you exist... Find out what your potential audience is actually thinking BEFORE they know about you. Don’t speculate about what your target audience wants or needs, ask them. Once you know what they’re searching for, BE THE ANSWER. This is how you lure your target audience to your channel.
- Now you know what your audience is looking for, make a list of 6 - 10 words that answer the question or sets you apart from other artists.
- Having a consistent image is important for recognition. The more your brand is repeated, the more people will remember you. A great brand describes your Art while embodying your values and showcases characteristics that will attract your audience. This includes: Logo; Typography; Colour Palette; Voice
- YouTube is a rich site that’s been around for a long time. So what are the features that you want to leverage right away?
- Username; Channel Art with consistent brand; Links to website and other social networks
- Take advantage of the video preview – a brief video that tells potential subscribers what they can expect from your channel.
- Make playlists... you can make them public or private. You can add your own videos or anyone else’s YouTube videos. You can use them to help find content to share on other social networks or use them to create categories for your own channel.
- Be sure to provide descriptions with each video and include some of your key words. Jaeny uses key phrases like “video tips” and “simple tip” “help make your videos engaging”. These are common things people might search for when wanting video advice.
- As well as “being the answer”, you need to build community. The common characteristic that unites all social networks is that their main purpose is to build community – rallying people together around a niche topic or cause. Here’s how you can build community: Be helpful. Provide amazing tips to make life easier. Demonstrate your process, show people how you do your work.
- Pull on those heart strings... This is why cute kittens and puppy dogs rule the Internet. Also, anything funny is an emotional trigger that has a far reach on the web, uniting people who have a common sense of humour. This can also include highlighting affiliations with not-for-profit organizations.
- Be inclusive but make it feel exclusive. People like to feel that they belong to an elite group. The Internet has enabled groups of people with obscure interests from all over the world find each other and form communities, from Foodies to people who love “Saved by the Bell”. Form a community around the love of a particular style of art or artist, for example.
- Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.
- Just like in face-to-face communities, online communities are more interesting when people interact with each other. The more you participate, the more likely people will remember you and your brand. Determine your influencers and interact with them and their fans and if you do it well, those fans will also become yours. The more you participate, the better your credibility.
- Now that you have the strategic thinking part of your planning done, it’s time to make a list of what you need to set the plan into motion. Your video can be shot well on any device that records video, as long as you keep in mind three basic things: Good lighting, good audio, and personal energy. On that note, here’s a tip for when your on-camera.
- Visit AntennaSocial.ca to get our 7 Steps To Social Media Success and the Social Media Check List – our handy reference guide to community management. For more tips and info, check us out on Facebook, Twitter, and LinkedIn @AntennaSocial.