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Synergie Productions
YouTube	Marke,ng:	How	to	Build	a	Content	Strategy		
for	a	Brand	Channel	
1,619,707	views	1	day	ago	
M...
Table of Contents
YouTube	Marke,ng:	How	to	Build	a	Content	Strategy	for	a	Brand	Channel	
Synergie	Produc>ons	•	6	videos	•	...
1. Key YouTube Datas & Statistics 2015 / 2016
By	2019,	video	will	account	for	80%	of	all	Internet	traffic*.	
There	is	a	good...
1.1 The Massive YouTube Ecosystem
70Countries
70 countries
post content in
76 languages
300
Hours
300 hours of video
are u...
1.2 Top Brands: Audience Analytics (All Time)
Most	Subscribed	Brand	YouTube	Channels	
1 Red	Bull 5,016,644
2 PlaySta>on 4,...
Rank Channel Number	of	Likes Number	of	Dislikes Comments Total	Interac,ons
1 VAT19 966,205 37,022 139,709 1,142,936
2 Play...
Rank Channel Number	of	Likes Number	of	Dislikes Comments Total	Interac,ons
1 VAT19 966,205 37,022 139,709 1,142,936
2 Play...
2. How to Define Objectives and KPIs
YouTube	Marke,ng	is	all	about	ge_ng	the	right	video	in	front	of	the	right	audience	to...
Objectives and KPIs
	Objec,ve Sub-objec,ve KPI
Build	awareness ‣ Do	your	videos	drive	a	strong	audience	?
‣ #	views		
‣ #	...
Objec,ve Sub-objec,ve KPI
Build	awareness ‣ Do	your	videos	drive	a	strong	audience	?
‣ #	views		
‣ #	unique	users
Influence...
3. How to Build a Branded Content Strategy
A	powerful	and	relevant	content	strategy	should	lie	at	the	intersec,on	of	a	bra...
3.1 Branded Content Strategy Map
Branded	content	strategy	territory
What	value	will	your	brand	content	add	for	your	consum...
3.2 Four Types of Video Micro-Moments
Source: Video micro moments: What Do They Mean For Your Video Strategy
Lucas Watson ...
3.3 Added Value: Inspire XMore information
Case	study:	Clean	&	Clear	-	#SeeTheRealMe	series	
By	Johnson	&	Johnson	
Brand’s...
3.3 Added Value: Educate XMore information
Case	study:	Kraj	Recipes	
By	Kraj	Foods	
Brand’s	posi,oning:	Food	and	beverage	...
3.3 Added Value: Entertain XMore information
Case	study:	VAT19	
By	VAT19	
Brand’s	posi,oning:	Online	store	for	unique	and	...
Case study:Vat19
Up next
How to Build a Content Creation Strategy
Synergie Productions
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4. How to Build a Content Creation Strategy
Video	is	the	perfect	medium	to	tell	your	brand’s	story	in	a	way	that	creates	a...
4.1 “CCC” Framework: Strategy and Creative guidelines
STRATEGY CREATE COLLABORATE CURATE
Mechanism Storytelling Storymakin...
4.2 Case Studies: Create XMore information
Hot	Wheels	Labs	
By	Hot	Wheels	(Maoel)	
Format:	Web	series	
Genre:	Science	show...
XMore information
4.2 Case Studies: Collaborate
Pepsi	Max	Challenges	
By	Pepsi	Max	
Format:	Ad	campaign	
Genre:	Extreme	sp...
XMore information
4.2 Case Studies: Curate
GoPro	Awards:	Official	Selec,ons	
By	GoPro	
Format:	Compe>>on	
Genre:	Extreme	Spo...
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Up next
How to Build a Content Programming Strategy
Synergie Productions
5. How to Build a Content Programming Strategy
“Programming”	means	crea,ng	a	cohesive	viewing	experience	across	a	channel:...
5.1: “HHH” Framework: Modus Operandi
Content	type HELP HUB HERO
Content	
descrip,on
“Evergreen”	content	
(product	tutorial...
5.2 “HHH” Framework: Content Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
HUB HUB
HELP
100 activités autour de...
5.3 Case study: TOYOTA USA’s Content Pyramid
Super Bowl 2016: All-New Toyota Prius Campaign (1/4)
The Toyota Effect TeenDr...
5.3 Case study: LEGO’s Content Pyramid
The LEGO Movie - Official Trailer…
LEGO Star Wars: The Yoda
Chronicles - Episode…
L...
5.3 Case study: NET-A-PORTER’s Content Pyramid
Kate Moss for Topshop - Coming to NET-A-PORTER
The Edit Cover Stars Body Be...
Kate Moss for Topshop - Coming to NET-A-PORTER
The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styl...
6. How to Leverage Social Interactions
YouTube	allows	you	to	co-create	your	brand	experience	with	your	consumers.	Everythi...
6.1 A Youtube Channel’s Social Map
Social Amplifica,on
Ownership Brand	(owned) Audience	(earned)
Media	type
Benefits
‣ Grow	...
6.2 Social Interaction: Case Studies XMore information
HP	Google	Hangouts	
By	HP	
Format:	Live-streaming	
Length:	Miscella...
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Conclusion: Best Practices Checklist
COMMENTS • 1,848
Arini S. 1 day ago
Hello, I get it overall, but I do have a question...
Contact
Frédéric	ALLIOD	
Managing	Partner	-	Video	Marke>ng	
Email:	falliod@synergie-prod.com
Synergie	Productions	
Agence	...
Sources
1.	Datas	and	Sta,s,cs	
‣ YouTube	Sta>s>cs	-	YouTube	PressRoom	
hMps://www.youtube.com/yt/press/sta>s>cs.html		
‣ H...
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YouTube Marketing: How to Build a Content Strategy for a Brand Channel

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Make your business stand out from the competition with video marketing! Learn how to create quality content for your brand’s YouTube channel and build an always-on programming strategy. Follow our guidelines and turn your YouTube channel into a powerful marketing tool, build an engaged community of subscribers / advocates and drive online and offline sales.

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YouTube Marketing: How to Build a Content Strategy for a Brand Channel

  1. 1. Synergie Productions YouTube Marke,ng: How to Build a Content Strategy for a Brand Channel 1,619,707 views 1 day ago Make your business stand out from the compe>>on with video marke>ng! Learn how to create quality content for your brand’s YouTube channel and build an always-on programming strategy. Follow our guidelines and turn your YouTube channel into a powerful marke>ng tool, build an engaged community of subscribers / advocates and drive online and offline sales. Discover more video marke>ng opportuni>es here: hMp://www.synergie-prod.com CHECK OUT ALL OF OUR EVENT AND VIDEO PRODUCTION SERVICES! hMp://www.synergie-prod.com SUBSCRIBE NOW FOR MORE ONLINE VIDEOS! hMps://www.youtube.com/channel/UCB9SXa8thn7oWPv5Zvkp2PQ LET’S CONNECT! Google+ ▶ hMps://plus.google.com/101376809680961624296 Facebook ▶ hMps://www.facebook.com/synerproduc>ons/ LinkedIn ▶ hMps://www.linkedin.com/company/synergie-produc>ons?trk=biz-companies-cym Pinterest ▶ hMps://fr.pinterest.com/synergieprod/ Presented by Frédéric Alliod - Synergie Produc>ons Academic Direc>on: Hervé Druez - Fabrizio Zerbini Cer>ficat Marke>ng Digital - Promo 7 - ESCP Europe - CCM Benchmark - 2016 Recommended channels ▶ Start Using Video Marketing Now See all Subscribe
  2. 2. Table of Contents YouTube Marke,ng: How to Build a Content Strategy for a Brand Channel Synergie Produc>ons • 6 videos • 1,619,707 views • Last updated on March 16, 2016 1 2 3 4 5 6 Key YouTube Datas & Sta,s,cs 2015 / 2016 by Synergie Produc>ons How to Define Objec,ves and KPIs by Synergie Produc>ons How to Build a Branded Content Strategy by Synergie Produc>ons How to Build a Content Crea,on Strategy by Synergie Produc>ons How to Build a Content Programming Strategy by Synergie Produc>ons How to Leverage Social Interac,ons by Synergie Produc>ons 3:33 3:33 3:33 3:33 3:33 3:33 Play all
  3. 3. 1. Key YouTube Datas & Statistics 2015 / 2016 By 2019, video will account for 80% of all Internet traffic*. There is a good reason why brands should be priori>sing online video content: because consumers are. In a world of short aMen>on spans and increasing op>ons, video is a rich medium for communica>ng key messages in an engaging way in just a short >meframe. It helps brands connect with their target audience through emo,on, is inherently shareable, and can adapt easily across devices - par>cularly mobile. This is especially important since consumers are now in control. They choose what they want to watch, when, where and how they want it. As technology is growing more personal, not only they expect brands to bring an added value to them, but also they want to interact with these brands through sharing, commen>ng and joining a conversa>on. Video can help leverage shared passions and start a conversa>on in order to forge deeper bonds with consumers. As the 3rd most visited website in the world, 2nd largest search engine and number one online video plaXorm, YouTube should undoubtedly be a priority in a content marke>ng strategy. As a social media, it is patronised by a hyper-engaged, highly-connected audience who craves the two-way communica,on YouTube offers - and that TV hardly does. If brands shouldn’t limit their online video distribu>on strategy to YouTube, it should certainly be the cornerstone of cross-channel, device-agnos>c campaigns which are key to social success. In this chapter, we will look into key YouTube datas and sta>s>cs (2015 / 2016) in order to highlight: 1.1 The Massive Youtube Ecosystem 1.2 Top Brands: Audience Analy,cs 1.3 Top Brands: Interac,on Analy,cs *Source: Cisco VNI visual networking index, May 2015 Synergie Productions
  4. 4. 1.1 The Massive YouTube Ecosystem 70Countries 70 countries post content in 76 languages 300 Hours 300 hours of video are uploaded every minute SixBillion 6 billion hours of video are watched monthly Hundreds of Millions YouTube is now being accessed from hundreds of millions of devices 17% 17% of all Internet traffic flows through YouTube 40 Minutes Mobile YouTube users spent 40 minutes on average session, up more than 50% y/y 2nd Largest YouTube is the 2nd largest search engine, behind Google One Billion More than 1 billion unique users visit YouTube each month 50% Mobile 50% of views, globally, are from mobile devices 40% The number of advertisers running video ads on YouTube is up more than 40% y/y Sources: Concept5.com, YouTube Press Statistics, Statistic Brain, Statista
  5. 5. 1.2 Top Brands: Audience Analytics (All Time) Most Subscribed Brand YouTube Channels 1 Red Bull 5,016,644 2 PlaySta>on 4,129,421 3 Google 3,864,299 4 GoPro 3,780,572 5 Apple 3,073,121 6 Rockstar Games 2,636,286 7 Nike Football 2,373,697 8 VAT19 2,317,318 9 Ubisos 1,785,622 10 Samsung Mobile 1,649,759 Most Viewed Brand YouTube Channels 1 Angry Birds 2,490,808,332 2 LEGO 2,281,695,983 3 VAT19 1,789,029,496 4 Red Bull 1,397,607,631 5 GoPro 1,115,020,639 6 Google 985,658,775 7 PlaySta>on 940,444,216 8 Coca-Cola 854,001,765 9 TOBOTYOUNGTOY 696,534,448 10 Ubisos 662,525,105 Sources: Socialbakers, YouTube, March 2016 Sources: Socialbakers, YouTube, March 2016
  6. 6. Rank Channel Number of Likes Number of Dislikes Comments Total Interac,ons 1 VAT19 966,205 37,022 139,709 1,142,936 2 PlaySta>on 761,446 148,424 195,268 1,105,138 3 GoPro 513,389 14,007 28,384 555,780 4 Red Bull 433,733 11,801 29,793 475,327 5 LEGO 384,574 49,940 17893 452,407 6 Nintendo 274,124 24,393 74,584 373,101 7 Monster High 225,238 15,487 5,618 246,343 8 Ubisos 182,786 9,378 34,210 226,374 9 Xbox 169,596 9,756 19,083 198,435 10 Coca-Cola 163,304 11,830 10,044 185,178 Source: ChannelMeter, March 2016 1.3 Top Brands: Interaction Analytics (Jan-March 2016)
  7. 7. Rank Channel Number of Likes Number of Dislikes Comments Total Interac,ons 1 VAT19 966,205 37,022 139,709 1,142,936 2 PlaySta>on 761,446 148,424 195,268 1,105,138 3 GoPro 513,389 14,007 28,384 555,780 4 Red Bull 433,733 11,801 29,793 475,327 5 LEGO 384,574 49,940 17893 452,407 6 Nintendo 274,124 24,393 74,584 373,101 7 Monster High 225,238 15,487 5,618 246,343 8 Ubisos 182,786 9,378 34,210 226,374 9 Xbox 169,596 9,756 19,083 198,435 10 Coca-Cola 163,304 11,830 10,044 185,178 Source: ChannelMeter, March 2016 Cancel Up next How to Define Objectives and KPIs Synergie Productions
  8. 8. 2. How to Define Objectives and KPIs YouTube Marke,ng is all about ge_ng the right video in front of the right audience to trigger the right ac,on. However, pos>ng videos online hardly makes for an efficient and meaningful content marke>ng strategy, especially when it comes to crea>ng and managing a YouTube channel. It needs to have a purpose: what are your trying to achieve for your brand? Essen>ally, defining priority objec>ves and relevant metrics goes back to answering the following ques>ons: ‣ Objec,ves: What problem are your trying to solve? What role do you want your videos to play in the marke>ng mix / customer’s journey ? When it comes to YouTube marke>ng, we can highlight 5 main objec>ves : 1- Build awareness 2- Influence considera,on 3- Grow engagement 4- Drive conversions 5- Build advocates ‣ KPIs: What does success look like for you? Is it about views? Ac>ons? Loyalty? To properly track your efforts, you should pick only two or three indicators, depending on your specific objec>ves. The other metrics can be used for diagnos>cs or op>misa>on. When brands get confused about what they can accomplish with YouTube, I remind of them of one simple fact: YouTube moves people. YouTube can move people to choose your brand, it unlocks audience parHcipaHon, and it’s effecHve at influencing your customer’s head, heart, and feet. Lucas Watson, Vice President of Global Brand Solu>ons at Google - ÜberTube 2014 Brand Summit Synergie Productions
  9. 9. Objectives and KPIs Objec,ve Sub-objec,ve KPI Build awareness ‣ Do your videos drive a strong audience ? ‣ # views ‣ # unique users Influence considera,on ‣ Do your videos capture your audience’s aMen>on? ‣ watch >me ‣ % audience reten>on ‣ % drop-off ‣ Do your videos drive traffic to other of your videos? ‣ # clicks (annota>ons, featured & recommended videos) ‣ % view-through (VTR) Grow engagement ‣ Is your audience willing to converse with your brand? ‣ # or % comments ‣ Is your audience loyal to your channel? ‣ # subscribers ‣ % audience subscribes Drive conversions ‣ Do your videos drive traffic to your website? ‣ # or % clicks (ads, annota>ons, URLs) ‣ # or % conversions Build advocates ‣ Is your audience endorsing or sharing your content? ‣ # or % likes and favorites ‣ # or % shares Watch our video on how to build a branded content strategy to target your audience’s interests and reach your objectives!
  10. 10. Objec,ve Sub-objec,ve KPI Build awareness ‣ Do your videos drive a strong audience ? ‣ # views ‣ # unique users Influence considera,on ‣ Do your videos capture your audience’s aMen>on? ‣ watch >me ‣ % audience reten>on ‣ % drop-off ‣ Do your videos drive traffic to other of your videos? ‣ # clicks (annota>ons, featured & recommended videos) ‣ % view-through (VTR) Grow engagement ‣ Is your audience willing to converse with your brand? ‣ # or % comments ‣ Is your audience loyal to your channel? ‣ # subscribers ‣ % audience subscribes Drive conversions ‣ Do your videos drive traffic to your website? ‣ # or % clicks (ads, annota>ons, URLs) ‣ # or % conversions Build advocates ‣ Is your audience endorsing or sharing your content? ‣ # or % likes and favorites ‣ # or % shares Up next How to Build a Branded Content Strategy Synergie Productions Cancel
  11. 11. 3. How to Build a Branded Content Strategy A powerful and relevant content strategy should lie at the intersec,on of a brand’s value proposi,on and its audience's passion points. What unique and truly legi>mate content can your brand create to best engage your consumers and earn their loyalty? When people look for answers, discover new things, make decisions or just have fun, they are most likely to turn to Internet - and increasingly to YouTube. As consumers, they want to be catered to with helpful content and entertaining stories. These moments of intent are called by Google micro-moments and they are redefining the consumer’s journey: people want the right content right away. By focusing on their passions and interests, brands can hold their audience’s aMen>on and connect with them in an authen>c way and take advantage of their everyday micro-moments. Provided that your video content is true to your brand's iden>ty and posi>oning, there are three main ways to add value for your audience, pique their interest and answer their needs: ‣ INSPIRE the audience with emo>onal and relatable stories ‣ EDUCATE the audience with useful informa>on ‣ ENTERTAIN the audience by surprising them, making them laugh or sharing spectacular content In this chapter, we will have a closer look at the following: 3.1 Branded Content Strategy Map 3.2 Four Types of Video Micro-Moments 3.3 Add Value: Three case studies Synergie Productions
  12. 12. 3.1 Branded Content Strategy Map Branded content strategy territory What value will your brand content add for your consumers when experiencing micro-moments? Mee,ng point Content Programming Strategy Target Consumer’s Interests and Passions What does your audience care about? Inspire Emo>onal and relatable stories Educate Useful informa>on Entertain Surprising / Funny / Spectacular content Brand Iden,ty & Posi,oning What does your brand stand for? Content Crea,on Strategy
  13. 13. 3.2 Four Types of Video Micro-Moments Source: Video micro moments: What Do They Mean For Your Video Strategy Lucas Watson - think with Google, October 2015 XMore information Micro-moments: Learn about this new consumer behaviour and what it means for brands By think with Google Click here
  14. 14. 3.3 Added Value: Inspire XMore information Case study: Clean & Clear - #SeeTheRealMe series By Johnson & Johnson Brand’s posi,oning: Skin care products Brand’s value: Beauty comes from being confident, comfortable and secure in your own skin Target audience: Teenage girls Audience’s passions & interest: Today, teens want to be seen and heard, but are afraid of being judged Mee,ng point: Empowering teenage girls with inspiring self acceptance speeches - “The best acceptance speeches are the ones we give ourselves” Branded content strategy: #SeeTheRealMe series : a series of 1minute+ video portraits introducing real teenage girls “having the courage to show who they really are, and what makes them unique” The series also features: collabora>ons with influencers (teenage girls band Fish Harmony, YouTuber Princess Lauren); Q&A sessions; Behind the Scenes; tes>monials from consumers (Morning Burst); >ps and tutorials, ads, etc. Results: 33,020 subscribers - 37,452,889 views 126 VIDEOS
  15. 15. 3.3 Added Value: Educate XMore information Case study: Kraj Recipes By Kraj Foods Brand’s posi,oning: Food and beverage Brand’s value: To provide high quality, great taste and nutri>on for all ea>ng occasions whether at home, in restaurants or on the go. Target audience: Busy moms with kids in the household Audience’s passions & interest: Cooking for family and friends Mee,ng point: Empowering moms with meal ideas and recipes for everyday life and special occasions Content strategy: How-to instruc>onal techniques (30 seconds to 1 minute videos); Cooking classes (about 3 minutes); tes>monials from housewives and professionals Besides, Kras is a mul>-channel network (MCN) that also runs product-based YouTube channels like JELLO, Kras Macaroni and Cheese, Oscar Mayer, Miracle whip, etc. as well as a channel dedicated to the la>no community: Comida Kras Results: 44,311 subscribers - 17,864,776 views 492 VIDEOS
  16. 16. 3.3 Added Value: Entertain XMore information Case study: VAT19 By VAT19 Brand’s posi,oning: Online store for unique and fun products Brand’s value: To sell products that are “curiously awesome” Target audience: “Him”, “Her”, “Kids”, “the Host or Hostess”, “The Inner Child”, “The Person Who Has Everything” Audience’s passions & interest: Gis giving Mee,ng point: Showing how the products work while pu•ng a smile on the consumer’s face at the same >me Content strategy: 30 seconds to 3 minutes ads, video clips and product demos designed as comedy skits and starring comedians The channel also features: web shows (Awesome Time…); Recurring characters (Redford, Chauncey, The Southern Gentleman…); Collabora>on with influencers (YouTuber Rebecca Zamolo, Clintus…); Behind the Scenes: OuMakes & Bloopers; Challenges; Curated videos from fans Results: 2,285,991 subscribers - 1,754,284,620 views 860 VIDEOS
  17. 17. Case study:Vat19 Up next How to Build a Content Creation Strategy Synergie Productions Cancel
  18. 18. 4. How to Build a Content Creation Strategy Video is the perfect medium to tell your brand’s story in a way that creates an emo,onal investment in your company. People relate to a•tudes, hopes, values or fears found in stories. Rather than blatantly selling or promo>ng your products, storytelling allows you to make a real emo>onal connec>on with your audience: it gives you the ability to deliver your key message without aliena>ng them. This being said, building an always-on video content crea>on strategy can be really challenging for marketers. This is where the “CCC” framework comes in: ‣ CREATE This type of content is created by the brand. It captures the brand's tone and offers a more tradi>onal crea>ve polish. It might simply be entertaining video that gets people's aMen>on, or it might deliver on specific micro-moments. ‣ COLLABORATE This type of content is the product of the brand's collabora>on with digital influencers (creators and channels directly or talent agencies), who are the new icons of pop culture. However, this requires authen>city: collabora>ons work when influencers’ voice align with brands’ values and purpose. Done properly, brands get word of mouth marke>ng while also reaching a much wider and engaged audience. ‣ CURATE This type of content is crased by consumers. Video is then used as a tool for storymaking, in which consumers get to take part. According to Ipsos MediaCT, user-generated content (UGC) is 35% more memorable and 50% more trusted than other types of media and informa>on (2014). In this chapter, we will have a closer look at the following: 4.1 The “CCC” Framework: Strategy and Crea,ve Guidelines 4.2 Case studies: Create, Collaborate & Curate Synergie Productions
  19. 19. 4.1 “CCC” Framework: Strategy and Creative guidelines STRATEGY CREATE COLLABORATE CURATE Mechanism Storytelling Storymaking Source Created by the brand Brand’s collabora>on with YouTube creators (influencers) User generated content (UGC) (result from call-to-ac>on or gathered across social channels) Benefits ‣ Set the brand’s tone ‣ Tell a story that is inspiring, educa>onal or entertaining ‣ Total crea>ve control that helps your brand meet your audience’s micro- moments ‣ Help your brand broaden its relevance ‣ Help connect with a uniquely engaged fan base and build a community ‣ Leverage the exper>se of experienced creators ‣ Keep message authen>c and relatable ‣ FlaMering for your audience ‣ Develop a sense of ownership and connec>on to the brand ‣ Trusted and memorable for the audience CREATIVE GUIDELINES Targe,ng Discoverability Shareability ‣ Determine your prime target: broad audience / niche audience ‣ Benchmark your compe>tors ‣ Audit your exis>ng content and analyse its performances ‣ Iden>fy trending subject maMers ‣ Consider highly searchable topics (search results) ‣ Create “evergreen” videos searchable over >me (how-to, etc.) ‣ Be original / surprising ‣ Connect through emo>on ‣ Appeal to your audience’s values ‣ Bring useful informa>on Accessibility Consistency Authen,city ‣ Be comprehensible for a first->me viewer (each episode of a show should stand on its own) ‣ Tease or recap your subject at the beginning of your video ‣ Develop a consistent format / voice / schedule to make it familiar to your audience ‣ Favour serialised storytelling to increase fan’s expecta>ons and loyalty ‣ Cast subject maMer experts or industry professionals to add credibility to your message ‣ Showcase real-life fans stories to make your message relatable ‣ Consider telling the back story of your brand
  20. 20. 4.2 Case Studies: Create XMore information Hot Wheels Labs By Hot Wheels (Maoel) Format: Web series Genre: Science show Length: About 2 minutes Number of episodes: 8 Descrip,on: “The Professor” explains laws of physics to kids in a fun way using toy cars and race tracks Added value: Educate / Entertain Expedia Vaca,on Travel Guides 2015 By Expedia Format: Web series Genre: Documentary Length: 4 to 15 minutes Number of episodes: 21 Descrip,on: Inspiring travel guides about des>na>ons around the globe, made up of beauty shots, >ps and useful informa>on Added value: Inspire / Educate Easy To Assemble By Ikea Format: Web series Genre: Sitcom Length: 2 to 10 minutes Number of episodes: 48 (4 seasons) Descrip,on: Illeana Douglas plays a fic>onal version of herself trying to quit ac>ng and work a "real job" in an IKEA store Added value: Entertain
  21. 21. XMore information 4.2 Case Studies: Collaborate Pepsi Max Challenges By Pepsi Max Format: Ad campaign Genre: Extreme sports Length: 2 to 4 minutes Number of episodes: 5 Descrip,on: Pepsi Max challenges YouTube stuntmen to create something original and unbelievable. The brand’s purpose is to encourage people to break out of their rou>nes. Added value: Inspire / Entertain Michelle Phan Makeup Tutorials With Lancôme By Lancôme USA Format: Tutorials Genre: Beauty & Style Length: 45 secondes to 10 minutes Number of episodes: 30 Descrip,on: YouTube superstar and makeup ar>st Michelle Phan shares her beauty >ps and tricks using Lancôme products Added value: Educate / Inspire Orangina & Le Studio Bagel : La Saga! By Orangina France Format: Ad campaign Genre: Comedy Length: 30 secondes Number of episodes: 8 Descrip,on: Humour is part of Orangina’s DNA. The brand naturally turned to Studio Bagel - a collec>ve of French YouTube comedians - for a series of shorts spoofing American blockbusters Added value: Entertain
  22. 22. XMore information 4.2 Case Studies: Curate GoPro Awards: Official Selec,ons By GoPro Format: Compe>>on Genre: Extreme Sports Length: 1 to 2 minutes Number of videos: 28 Descrip,on: Consumers can submit photos, raw clips and video edits captured with a GoPro. The brand grants cash awards to their favorites in each category Added value: Inspire / Entertain Favorites: User Created Rockstar Editor Videos By Rockstar Games Format: Video edi>ng Genre: Video games Length: Miscellaneous Number of videos: 113 Descrip,on: Crea>ons by GTAV PC Players using the Rockstar Editor’s deep suite of video edi>ng features Added value: Entertain / Inspire Sony’s “Liked Videos” By Sony Format: Miscellaneous Genre: Miscellaneous Length: Miscellaneous Number of videos: 75 Descrip,on: Product reviews, demonstra>ons, unboxing and crea>ons from fans and friends found all over YouTube Added value: Inspire / Educate / Entertain
  23. 23. Cancel Up next How to Build a Content Programming Strategy Synergie Productions
  24. 24. 5. How to Build a Content Programming Strategy “Programming” means crea,ng a cohesive viewing experience across a channel: each video should fit into the larger channel vision. One of the biggest opportunity a video plaƒorm like YouTube gives to brands is to adopt a more strategic, longer-term approach to video, designed to build an audience of engaged viewers over >me. But this requires consistency and sustainability. Therefore, you need not only clear programming formats, but also a planned content calendar that tells you what content to create, when and why. As a maMer of fact, it should be aligned with your media buys and annual marke,ng plan to help you priori>se and engage the right audience at the right >me. In order to achieve that, your strategy should be ar>culated around three types of content, defined by Google itself as follows: ‣ HELP Always-on “pull” content. Op>mised for search, it is designed to capture users’ intent and provides them with the best answers to their queries, either interests or needs (e.g. product tutorials, how-to content, customer service, etc.) ‣ HUB Regularly scheduled content. This quality, serialised content gives a fresh perspec>ve on your target's passions and encourages return viewing through subscrip>on (e.g. web series, behind the scenes, ver>calised content about a product line, etc.) ‣ HERO Tentpole content. These campaign videos use a highly emo>onal, entertaining and shareable storytelling. It is designed to be pushed to a massive audience through paid media and is ac>vated by major marke>ng moments (e.g. product launches, industry events, etc.) In this chapter, we will have a closer look at the following: 5.1 “HHH” Framework: Modus Operandi 5.2 “HHH” Framework: Content Calendar 5.3 Case studies: Three Brand’s Content Pyramid Synergie Productions
  25. 25. 5.1: “HHH” Framework: Modus Operandi Content type HELP HUB HERO Content descrip,on “Evergreen” content (product tutorials, how-to content, product services, etc.) Serialised and formaMed content (web series, product editorials, behind the scenes, interviews, success stories, passions and interests, UGC, etc.) Tentpole content (Campaign videos ac>vated by: product launches, premium events, special collabora>ons with influencers, etc.) Periodicity Always-on Episodic (weekly, monthly, etc.) Seasonal (one to three >mes / year) Audience genera,on Pull (search) Call-to-ac,on (subscrip,ons) Push (display) Awareness Considera,on Engagement Conversion Advocacy MAIN OBJECTIVES
  26. 26. 5.2 “HHH” Framework: Content Calendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec HUB HUB HELP 100 activités autour de l’eau pour relaxer et éveiller bébé Auteur : Perrine Alliod - Photographe : Anne-Sophie Bost http://www.nathan.fr/catalogue/fiche-produit.asp?ean13=9782092787779 X Ads by Google HERO HUBHUB HUB HERO HERO
  27. 27. 5.3 Case study: TOYOTA USA’s Content Pyramid Super Bowl 2016: All-New Toyota Prius Campaign (1/4) The Toyota Effect TeenDrive365 “The One and Only” Toyota Camry Season2 Toyota Ever Better Expedition < Toyota Highlander: Features and How-To’s… Toyota Service Tips 101 Toyota Safety Toyota Prius Features & How-To's… Toyota Financial Services Toyota Entune Features 2015 All-New 2016 Toyota Prius (2/4) All-New 2016 Toyota Prius (3/4) All-New 2016 Toyota Prius (4/4) < > < < < Visit our Website
  28. 28. 5.3 Case study: LEGO’s Content Pyramid The LEGO Movie - Official Trailer… LEGO Star Wars: The Yoda Chronicles - Episode… LEGO News Show - Episode… LEGO Club Show - Episode… < > LEGO Blocumentary - … < LEGO Movie Maker app: Tips and Tricks… LEGO Creator Designer Tips… LEGO MINDSTORMS: How to Create… LEGO Building with Friends: How to… LEGO City: How to Play… LEGO Duplo - DIY - How to Build… The LEGO Movie - Vehicle Design Contest The LEGO Movie - The cast… < < Subscribe now! The LEGO Movie - Meet The Characters… <
  29. 29. 5.3 Case study: NET-A-PORTER’s Content Pyramid Kate Moss for Topshop - Coming to NET-A-PORTER The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass Featuring… The 7-Day Body Reboot… Fit for Fashion with… Behind the Scenes… Nathalie Massenet talks about Kate Moss… Shop now! Cara Delevingne talks about Kate Moss… < < < > < <
  30. 30. Kate Moss for Topshop - Coming to NET-A-PORTER The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass Featuring… The 7-Day Body Reboot… Fit for Fashion with… Behind the Scenes… Nathalie Massenet talks about Kate Moss… Cara Delevingne talks about Kate Moss… < < < > < < Cancel Up next How to Leverage Social Interactions Synergie Productions
  31. 31. 6. How to Leverage Social Interactions YouTube allows you to co-create your brand experience with your consumers. Everything is built around a two-way dialogue between you and your audience. Video plaƒorm, search engine… YouTube might be many things at the same >me but, inherently, it is a social network. That is to say, communi,es will happen with or without you. This is why you want to make sure you are the the one leading the discussion in a fruiƒul direc>on. Building a community means engaging an audience who will become loyal to your channel and, eventually, powerful brand advocates. This can be achieved by using YouTube’s social features, but also by leveraging all social networks: ‣ YouTube interac,on You can discuss with your audience in real >me through comments or live-streaming. Thus, you give your consumers a chance to connect with your brand by providing opportuni>es for feedback or, beMer yet, involve them in your content. In return, you can acknowledge your top contributors in many different and crea>ve ways: integrate their ques>ons, ideas or sugges>ons in your videos; incorporate their own content into your channel; give them a shout-out, etc. ‣ Social amplifica,on Online video is inherently social and, by defini>on, shareable. As a maMer of fact, many viewers will encounter your videos through other social media, websites and blogs. Thus, your distribu>on strategy should leverage both owned media and paid media campaigns: this is how you will ignite earned media and, ul>mately, social success. In any case, and whatever you are trying to achieve, you should clearly state what ac>ons you want your audience to take (e.g. “subscribe”, “comment”, “like”, “share”, “shop”, etc.). One efficient way to do that is by using call-to-ac,on overlays (annota>ons, end cards, etc.) that you can add to your videos in a huge variety of ways and thus create an interac>ve experience for your consumers. In this chapter, we will have a closer look at the following: 6.1 A YouTube Channel’s Social Map 6.2 Social Interac,ons: Case Studies Synergie Productions
  32. 32. 6.1 A Youtube Channel’s Social Map Social Amplifica,on Ownership Brand (owned) Audience (earned) Media type Benefits ‣ Grow engagement ‣ Drive traffic & conversions ‣ Build advocates ‣ Build awareness BRAND CHANNEL YouTube Interac,on Interac,on type Conversa,on Acknowledgement Descrip,on ‣ Live public events (e.g. Google Hangouts) ‣ Live private events with top fans (e.g. Google Hangouts) ‣ Comments (channel and videos) ‣ Curate fan-made videos ‣ Read your audience’s comments in a video ‣ Create videos answering your audience’s comments / ques>ons / requests / sugges>ons ‣ Shout-out (thank top contributors in your video / video descrip>on / annota>ons) ‣ Engage with top fans first: share pictures from your latest shoot, solicit advice, or share videos privately a day or two before they release. ‣ Offer fan merchandise or exclusive content shared through unlisted videos. Par,cular benefits ‣ Get instant feedbacks ‣ Get useful ideas and sugges>ons ‣ E-reputa>on management ‣ Get user generated / inspired content to feed your programming needs ‣ Gra>fying and memorable experience for audience ‣ Shareable Shared benefits ‣ Develop / engage your community ‣ Develop an emo>onal connec>on / sense of ownership ‣ Feels authen>c ‣ Influence considera>on ‣ Build loyalty Call-to-ac>on / Ac>on / Reac>on Share / Drive traffic & Conversions Drive traffic Drive traffic Call-to-ac>on / Ac>on / Reac>on Share …
  33. 33. 6.2 Social Interaction: Case Studies XMore information HP Google Hangouts By HP Format: Live-streaming Length: Miscellaneous Number of videos: 21 Descrip,on: HP organised a series of Google Hangouts with selected consumers to discuss its new products, services and applica>ons. The sessions were streamed and recorded on YouTube Interac,on: Conversa>on Bose FanTracks By HP Format: Adver>sing Length: About 30 seconds Number of videos: 22 Descrip,on: On the occasion of Super Bowl 50, Bose turned fans’ tweets into music videos that were broadcasted on YouTube. Tagline: “Bose makes everything sound beMer, even 140 characters” Interac,on: Acknowledgement McDonald’s “Our Food. Your Ques,ons.” By McDonald's Format: Video Report Length: Miscellaneous Number of videos: 9 Descrip,on: McDonald’s offers its customer’s to ask any ques>ons regarding their food, through their website or TwiMer. The brand then reply to trending subjects with a video report, eventually including top contributors in the making Interac,on: Conversa>on / Acknowledgement
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  36. 36. Conclusion: Best Practices Checklist COMMENTS • 1,848 Arini S. 1 day ago Hello, I get it overall, but I do have a question: if you were to sum up this presentation, what would be the 10 best practices that should be remembered, from your point of view? Thx in advance! Synergie Productions 1 day ago Hi Arini, no worries, here you go : 1. Prioritise your brand’s objectives: Awareness, Consideration, Engagement, Conversion and/or Advocacy 2. Define what success looks like: Is it about views? Subscriptions? Interactions? Advocacy? Choose 2 or 3 KPIs that work for you 3. Find the right intersection between your brand’s identity & positioning and your target consumer’s interests and passions 4. Define what value will your brand content add for your consumers when experiencing micro-moments: INSPIRE, EDUCATE and/or ENTERTAIN 5. Create an emotional investment in your brand with storytelling and storymaking tools. You can use the “CCC” framework for that: CREATE, COLLABORATE and CURATE 6. Use creative guidelines to optimise your content creation and encourage engagement : Targeting, Shareability, Discoverability, Accessibility, Consistency and Authenticity 7. Think long term! Build a channel calendar to map your content strategy and align it with your media buys and annual marketing plan 8. Articulate your programming strategy around three types of content to get the right video in front of the right audience at the right time and meet your objectives: HELP, HUB and HYGIENE 9. Build an engaged and loyal community by leveraging YouTube’s social interactions: Spur conversation within your community using comments and/or live-streaming tools and acknowledge your top contributors in many different creative and interactive ways 10.Use multiple social media platforms to find and engage your audience everywhere and amplify your video marketing strategy’s success Michelle P. 1 day ago Hi there! I’m working on a new video marketing project right now… I’d like to discuss my ideas with you and see if you can help me out with it. How can I contact you? Synergie Productions 1 day ago Hi Michelle. You can find our contact details on the next page. Look forward to discuss your project with you! Cheers
  37. 37. Contact Frédéric ALLIOD Managing Partner - Video Marke>ng Email: falliod@synergie-prod.com Synergie Productions Agence Conseil en Communication Audiovisuelle et Evénementielle 32, rue Fessart 92100 Boulogne-Billancourt France Tel.: +33 (0) 1 70 22 68 18 Augus,n de CANCHY Managing Partner - Event Marke>ng Email: adecanchy@synergie-prod.com Joined March, 2016 Google+ YouTube LinkedIn Facebook Pinterest
  38. 38. Sources 1. Datas and Sta,s,cs ‣ YouTube Sta>s>cs - YouTube PressRoom hMps://www.youtube.com/yt/press/sta>s>cs.html ‣ How the Top 100 Brands Use YouTube for Marke>ng - Concept5 hMp://concept5.com/how-the-top-100-brands-use-youtube-for-marke>ng/ ‣ Sta>s>cs and facts about YouTube - Sta>sta hMp://www.sta>sta.com/topics/2019/youtube/ ‣ Youtube Sta>s>cs - Sta>s>c Brain hMp://www.sta>s>cbrain.com/youtube-sta>s>cs/ ‣ Brands YouTube channels - Sta>s>cs - SocialBakers hMp://www.socialbakers.com/sta>s>cs/youtube/channels/brands/ ‣ ChannelMeter hMps://channelmeter.com 2. Resources From Google / YouTube ‣ YouTube Creator Academy hMps://creatoracademy.withgoogle.com/page/educa>on?hl=fr hMps://www.youtube.com/user/creatoracademy ‣ The YouTube Creator Playbook for Brands hMps://think.storage.googleapis.com/docs/creator-playbook-for- brands_research-studies.pdf ‣ Think with Google - Video Insights hMps://www.thinkwithgoogle.com/plaƒorms/video/insights/ ‣ YouTube Creator hMps://www.youtube.com/channel/UCUZHFZ9jIKrLroW8LcyJEQQ ‣ YouTube Spotlight hMps://www.youtube.com/user/YouTube ‣ YouTube Trends hMps://www.youtube.com/user/Trends 3. Resources From SlideShare ‣ Les 10 commandements de la généra>on d’audience sur YouTube, Yann Sauvageon (Synodiance) et Aurélie Moulin (aufeminin.com) - SMX Paris 2013 hMp://fr.slideshare.net/Synodiance/20130531-smx-paris-2013-prsenta>on- youtube-22592117 ‣ 8 Principles For BeMer Video Content Marke>ng - Cedar, 2015 hMp://www.slideshare.net/CedarContent/white-papercedarvideo? qid=536eea6f-5a7e-4b5f-8a57-060099d093f3&v=&b=&from_search=3 ‣ Managing a YouTube Channel, Richard Harrington - Rhed Pixel, 2014 hMp://www.slideshare.net/rhedpixel/managing-a-youtube-channel?qid=f6826ff5- db2f-4495-a8bc-3b72c21c760d&v=&b=&from_search=9 4. Specialised Websites, Blogs and YouTube channels ‣ YouTube Marke>ng - ReelSEO hMp://www.reelseo.com/video/youtube-marke>ng/ hMps://www.youtube.com/user/reelseo ‣ Video Creators hMps://www.youtube.com/user/VideoCreatorsTV ‣ VIDISEO hMps://www.youtube.com/channel/UCs4NpfzSlPhsurKkn3bmiXw ‣ Reelnreel hMp://www.reelnreel.com hMps://www.youtube.com/user/reelnreel/about 5. Ar,cles From Around the Web ‣ YouTube Channel Building For Brands: Hero, Hub, Help Content Strategy, Op>miza>on, and Community Building - Brendan Gahan, 2016 hMp://brendangahan.com/youtube-channel-strategy-hero-hub-help/ ‣ Unlocking YouTube’s Uber-Poten>al For Brands: ÜBERTUBE 2014 BRAND SUMMIT in review - Pixability hMp://www.pixability.com/unlocking-youtubes-uber-poten>al-brands-ubertube-2014- review/ ‣ 10 Reasons Your Brand Needs To Be On YouTube, Jayson DeMers - Forbes, 2015 hMp://www.forbes.com/sites/jaysondemers/2015/07/23/10-reasons-your-brand- needs-to-be-on-youtube/#109a816435a0 ‣ Successful Brands Use These 4 YouTube Marke>ng Strategies, Samuel Edwards - Inc., 2015 hMp://www.inc.com/samuel-edwards/successful-brands-use-these-4-youtube- marke>ng-strategies.html ‣ 12 Strategies for Promo>ng Your YouTube Videos, Jason R. Rich - Entrepreneur 2014 hMp://www.entrepreneur.com/ar>cle/230500

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