GE employed 15 YouTube celebrities and asked them to make videos telling their followers about GE's commitment to the environment. The YouTubers were also tasked with encouraging their fans to engage with the idea by asking fans to come up with their own inventive ways to make nice with the environment.
Adam Vincenzini: YouTube - the good, the bad and the ugly
About Adam @AdamVincenzini• ‘Traditional’ PR background• Last five years spent primarily in digital / social space• Blogging at TheNextWeb.com and others• Founded #CommsChat – Europe’s leading weekly media and PR conversation on Twitter
Background• World’s biggest video sharing community• 2nd biggest search engine in the world (after Google)• 400 tweets per minute contain YouTube links• YouTube mobile now gets 100 million visits a day YouTube has made online video accessible to all
Timeline 10 hours of video Comments uploaded every minute enabled Google buysFirst video YouTube 2005 2006 2007 2008 $8 million YouTube mobile profit site launched Geotagging Ads begin *In 2006, 33% of internet users visited video-sharing sites
Timeline 20 hours of video Middle East uploaded every minute launch US President Exceeds 2 billion Live contentchannel launched views a day 2009 2010 2011 2012 YouTube rentals ? launched U2 live concert Becomes 3rd most stream popular global website *In 20011, 71% of internet users visited video-sharing sites
YouTube vs. Others Hulu: 2.9% YouTube: Bing Videos: 1.9% 78.5% Yahoo! Video: 1.2% Megavideo: 0.5% Source: Experian video / multimedia market share report, April 2011
Collective community(Individuals) Super Users Actives Contributors Passives Influence
Collective community(Organisations)“Active members “Ad hocof community” participation” Active (consistent) Semi-Active (inconsistent) Resonance
Semi-active participants Post new content ‘now May respond to and then’ comments Inconsistent Consistent
Active participants Publish new content Always interacting with regularly other users Promote other people’s Subscribers as goal, not content just ‘views’ Activity based onConstant cross-promotion audience insight
An example Inconsistent Consistent http://www.youtube.com/youtube
Key takeouts • Community established first • Brand integration / activation followed • Standing out isn’t easy, but not impossible • Brands need to take a long- term approach • Must be a two-way relationship
Tips, tools and takeaways1. Be active, regularly 2. The first 15 seconds is key- Comment - Capture attention- Vote - Subtle brand presence- Favourite - Maintain engagement- Subscribe- Make playlists- Publish content
Tips, tools and takeaways3. Interact with other users 4. Use YouTube’s resources - http://www.youtube.com/creators/- Other YouTube users will - http://www.youtube.com/create promote your content - http://www.youtube.com/testtube better than anyone else will – show them love and they’ll show you love back.
Tips, tools and takeaways5. Promote your content 6. What’s your call to action?- Use paid, earned and - What do you want people owned media channels to to do after they’ve publicise your content interacted with your content?
Tips, tools and takeaways7. Tag and label everything 8. Use annotations wisely- The way you describe - Add background information your content is almost as about the video important as the content - Create stories with multiple itself – make it possibilities (viewers click to searchable! choose the next scene) - Link to related YouTube videos, channels, or search results from within a video
Tips, tools and takeaways9. Collaborate 10. Attention to detail- Invite other users to help you solve problems or address challenges – this brings audience and passion together. (Simple things like thumbnail selection play a vital role)
Final thought Aim to create mutually beneficial outcomes