5 Steps to a Better Branded YouTube Experience


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Whether you are building a YouTube channel for the first time or updating the one you’ve had since the early days of YouTube in 2006, remember that any social media endeavor requires some thought toward process. Here are 5 steps/stages that can help you build a better branded YouTube experience.

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5 Steps to a Better Branded YouTube Experience

  2. 2. overview. Whether you are building a YouTube channel for the first time or updating the one you’ve had since the early days of YouTube in 2006, remember that any social media endeavor 1) Process requires some thought toward process. 1) Introduction While it may seem like a no-brainer to some, not everyone sees the benefit of engaging on YouTube. Aligning yourself with a social process can help to alleviate the pain of optimizing your YouTube presence. 3) Stage 1: Content Give some thought to how brands fit in with the consumer-generated content on YouTube and run through the basics of the newly updated YouTube channel contained in this 4) Stage 2: Information and Settings presentation. 5) Stage 3: Design Finally, build your branded YouTube experience and give the content-hungry consumers something to feast their eyes upon. 6) Stage 4: Analytics 7) Stage 5: OptimizationPhoto Source: YouTube and Google brand logos Page 2
  3. 3. Process  Lead with strategy and process  Set objectives, measure forward  Work through the process: content, information, design, analytics and optimization  Measure to the objectives and expectations you set downPhoto Source: Invents.com Page 3
  4. 4. PROCESSsocial process. OBJECTIVES Objectives Identify your objectives and exactly what you are hoping to walk away with. The more specific you can be, the more you will be able to measure against in the end.5 Stages Content1. Start with your Content Strategy and look for content that suits the platform and audience.2. Then move onto updating the Information & Settings as much as Optimization Information possible.3. After doing this you can design your channel to a look and feel that supports your content.4. Monitoring the channel using the analytics tools provided will give you valuable information that should let you Analytics Design know if what you are doing is working.5. Finally, remember to optimize your channel. Just like every social network out there, it doesn’t live in a silo. Measure Don’t forget to measure the effectiveness and efficiency of your efforts as they relate to the objectives. MEASUREMENT Page 4
  5. 5. Introduction Page 5
  6. 6. INTRODUCTION3 types of channels. Custom Branded Channels Branded Channels The site-like interface offered by YouTube Most commonly used by brands does not come without a price. Further that don’t have a limitless budget to customization inside the YouTube modelUser Channels invest into YouTube, but want a itself requires extensive development andThe most basic of the three types of customized experience. The collaboration with Google and YouTube.channels, the user channel is designed to remainder of this presentation willoffer everything that a consumer might discuss this in more detail.need. Analytics are provided for videos,but the appearance customization islimited to background colors and images. Page 6
  7. 7. INTRODUCTIONnew design.Cosmetic Updates Tip:In March 2012 YouTube released a new design format for profile Take the guided tour of the new channel design topages. YouTube slimmed down the appearance to offer more visual make sure you understand the basics.real estate for videos and content, but also improved the structure ofthe page to make it easier to find what you need. You can find the tour by going here: http://youtu.be/q56nxmAikpA Page 7
  8. 8. INTRODUCTION anatomy of the channel. Featured Video For YouTube viewers the brand channel is a hub for content. Place your most engaging content in the featured video section to pull viewers further into the branded YouTube experience.AppearanceBrands can customize theirYouTube channel as they see fit. EditingThe most basic customization is The new YouTube design allows for a muchcalled an image map, which allows easier and fluid interface. While you can editareas in the background image of how each section of the channel worksthe channel to operate as buttons. (featured videos, playlists, uploads andThe admin of the channel can edit information), the majority of changes will bethe different parts of the background made through the “Edit Channel” button in theto make them clickable. In this top right.example each product directs theuser to the corresponding section ofthe brand’s website. Playlists If your channel has a lot of content it may make sense to create playlists based on topics orTabs themes to help the user find what they areThe primary benefit of a branded looking for. In this example, content is brokenpartner channel is the ability to add up by date.additional “tabs” to makecustomized content sections. Page 8
  9. 9. Stage 1 Content  Create content with the consumer in mind. Ask yourself, “Would I share this with friends?”  Host a wide variety of content on the channel  Upload current video content hosted elsewhere (if applicable)Photo Source: http://www.youtube.com/user/FjallravenSE Page 9
  10. 10. CONTENTcontent is king. Be smart. Content is king. YouTube can amplify content you have elsewhere, but this doesn’t mean the viewers will engage with it. Try to fulfill the needs of your potential subscribers by providing entertainment or utility and ask the question: Why would someone share this? Example: Chevy does a good job of featuring entertaining videos with groups like OK Go, who made a name for themselves making music videos and distributing them on YouTube. If you don’t have the budget to make a musical car, don’t worry behind-the-scenes content and engaging commercials work just as well.Photo Source: http://www.youtube.com/user/Chevrolet Page 10
  11. 11. Stage 2 Information and Settings  Complete information fields for the channel  Complete information fields for each video  Understand how to set private, public, unlisted videos  Understand what each appearance setting doesPhoto Source: iLounge Page 11
  12. 12. INFORMATION AND SETTINGS channel settings. In the new channel layout settings are still located under your user avatar in the upper right-hand corner of the screen. These settings do not change the appearance of your page, just the information and content housed on the channel.Cover All Your BasesThe settings link under yourprofile will lead you to anoverview of your channel.From here it’s important tofamiliarize yourself with allof the options available.Completing all sections ofyour profile setup tab willprovide viewers with aricher and more effectiveexperience. Photo Source: http://www.youtube.com/user/arcticcat Page 12
  13. 13. INFORMATION AND SETTINGSvideo settings. After uploading your video: The information and settingsHow to find video settings: tab is the first place you should go after uploading a video. Make sure that all the relevant information is filled out. Tip: The privacy settings are one of the more essential settings to be familiar with. Private videos are Then click… available only to people you select, while public videos show on the channel page and can be searched by anyone. Unlisted videos can only be accessed if the user has the direct link to the video. Photo Source: http://www.youtube.com/user/arcticcat Page 13
  14. 14. INFORMATION AND SETTINGS other settings. Channel Settings An additional way to edit the settings is through the “Edit Channel” button on the channel home page (see slide 8). From here you can also edit the appearance of the channel. This toggles the landing tab for the channel. These advanced features can improve your measurement capabilities.Tag your channel withbrand terms andkeywords used on yoursite to improve SEO. Toggle your channel’s visibility. Page 14
  15. 15. Stage 3 Design  Create a branded background  Design the background around your content’s message  Choose a themed background for design variabilityYou never get a second chance to make a first impression.Photo Source: http://www.youtube.com/user/realmadridcf Page 15
  16. 16. DESIGNadjust the appearance. Mission Control The appearance tab will allow the page owner to create an image map for the background. This essentially makes the background image clickable. Example: Adding a site navigation bar to your channel banner allows viewers to navigate to the brand’s website. Featured Tab You can adjust the layout of your channel to your liking. Depending on how you want your content to appear, it can be organized in one of four ways.Photo Source: http://www.youtube.com/user/arcticcat Page 16
  17. 17. DESIGNdesign with content in mind.DesignAT&T provides a good example of a brand that has created a custom tab with specific content in mind. The design of the pageand the content play off of one another without distracting users from the real star of the page—the videos.In the example below, AT&T has also used image mapping to bring website navigation elements to the page.Photo Source: http://www.youtube.com/user/ShareATT Page 17
  18. 18. DESIGNdesign with content in mind.Thinking Outside the BoxCoca-Cola decided to add clickable icons throughout their videos. These links would lead to related content. This “treasure hunt”method is just one way for a brand to connect with users. What is important isn’t the means but the fact that the brand committed to asingle idea and drove it with a unification of design and content.Photo Source: http://www.youtube.com/user/cocacola Page 18
  19. 19. Stage 4 Analytics  Choose metrics aligned with your objectives  Compare audience insights to overall marketing segments  Look at different time periods to uncover trendsPhoto Source: Volacci Page 19
  20. 20. ANALYTICS Knowing What to Look At Understanding which metrics are the most important is no easy task. This will vary upon your goals, objectives and content. In some cases, video views may be more important to a brand that values awareness, while comments may be more important to a brand that values engagement.Photo Source: http://www.youtube.com/user/starkey2010 Page 20
  21. 21. ANALYTICS Traffic Sources This tab is useful as a way to analyze referral traffic to your page. Each traffic source will tell its own story about your channel. High embedded player traffic means that videos you have embedded elsewhere (on your site) are working well. YouTube suggested video traffic is a good indicator that your content is tagged well and has proper visibility. Subscribers Brands will often undervalue YouTube based on the number of subscribers compared to other social network followings. YouTube is primarily used as a search engine, and therefore the emphasis isn’t on the feed, but rather on the search features.Photo Source: http://www.youtube.com/user/starkey2010 Page 21
  22. 22. Stage 5 Optimization  Add and refine tags on the channel  Add and refine tags on each video  Add a YouTube app on your brand’s Facebook page  Promote videos  Embed YouTube videos on your site and other digital propertiesPhoto Source: “The Wall of Sound” Page 22
  23. 23. OPTIMIZATION Socializing Your social channels don’t have to live in silos—they actually get along quite well. Facebook app developer Involver offers a free tab that allows your fans to watch your videos without leaving the Facebook experience.TaggingTagging and keywords issue strong signals to searchengines. Choose three to five keyword targets per brandchannel and as many as make sense per video. Tagging forvideos is paramount.Photo Source: http://www.youtube.com/user/nikePhoto Source: http://www.facebook.com/arcticcat.snow Page 23
  24. 24. OPTIMIZATION Embedding If you have a site or blog that currently houses video content, consider hosting what content you can through YouTube and embed the videos on that site. YouTube amplifies your content by allowing it to be both searchable on your site and on the world’s second largest search engine. Promoting Same practices apply with YouTube as other social platforms — promote and acknowledge. YouTube can be used to promote your site as well. Using annotations on branded videos allows users to interact and can be used to direct to outside sites.Photo Source: http://www.youtube.com/user/arcticcatPhoto Source: http://www.arcticcat.com Page 24
  25. 25. THANK YOU! ®PERISCOPE Page 25