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How to Use Hangouts on Air to Reach & Engage Customers Online By Grant Tilus

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From the SMX East 2014 Conference in New York City, NY. SESSION: Youtube Success Stories For Marketers. PRESENTATION: How to Use Hangouts on Air to Reach & Engage Customers Online - Given by Grant Tilus, @GrantTilus, Inbound Marketing Manager - Collegis Education. #SMX #34D

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How to Use Hangouts on Air to Reach & Engage Customers Online By Grant Tilus

  1. 1. YouTube Success Stories for Marketers #SMX #34D October 2, 2014 Grant Tilus CollegisEducation.com @GrantTilus 1 How to Use Hangouts on Air to Reach & Engage Customers Online
  2. 2. • Associate Grant Tilus Inbound Marketing Manager Collegis Education • Director of Content Marketing MnSearch.org • @GrantTilus • Plus.Google.com/+GrantTilus 2 @GrantTilus #SMX #34D
  3. 3. • YouTube YouTube reaches more US adults ages 18-­‐34 than any cable network • More than 1 billion unique users visit YouTube each month • Over 6 billion hours of video are watched each month • World’s second largest search engine 3 @GrantTilus #SMX #34D
  4. 4. Video Can Be Intimidating 4 @GrantTilus #SMX #34D
  5. 5. It’s Just Content 5 @GrantTilus #SMX #34D
  6. 6. Google is Making It Easy 6 @GrantTilus #SMX #34D
  7. 7. Get In The Game 7 @GrantTilus #SMX #34D
  8. 8. Our Team Loves Using Them 8 @GrantTilus #SMX #34D
  9. 9. Subject Matter Experts Showcase 9 @GrantTilus #SMX #34D
  10. 10. Career Chat 10 Guest Experts @GrantTilus #SMX #34D
  11. 11. Ask the Experts 11 Internal Experts @GrantTilus #SMX #34D
  12. 12. We’re Trying New Things Early Childhood Literacy Activities: How to Incorporate Books and Extended Activities into ECE Curriculum 12 @GrantTilus #SMX #34D
  13. 13. To See What Works Baby Safety Tips From ECE Experts 13 @GrantTilus #SMX #34D
  14. 14. And How We Use Them Marketing Career Advice 14 @GrantTilus #SMX #34D
  15. 15. You Can Do It 15 @GrantTilus #SMX #34D
  16. 16. 3 Parts to Hangout on Air Success Content Strategy Video Production Content Promotion 16 @GrantTilus #SMX #34D
  17. 17. Part 1: Content Strategy Content Strategy Video Production Content Promotion 17 @GrantTilus #SMX #34D
  18. 18. Invest in the Platforms YouTube Google+ 18 @GrantTilus #SMX #34D
  19. 19. • 1.85+ billion accounts • Access to in^luencers • In^luence personalized search results • YouTube integration • SEO bene^its • The Weird and Magical Powers of Google+ bit.ly/gplusmagic 19 Embrace Google+ @GrantTilus #SMX #34D
  20. 20. Create Your Content Strategy 20 @GrantTilus #SMX #34D
  21. 21. Types of Hangouts • Live public • Live invite only • Non-­‐live invite only • Mobile 21 @GrantTilus #SMX #34D
  22. 22. Think About Your Audience 22 @GrantTilus #SMX #34D
  23. 23. Focus on the Idea 23 @GrantTilus #SMX #34D
  24. 24. Be Different 24 @GrantTilus #SMX #34D
  25. 25. Brainstorm Concepts • Interviews • Panel discussions • Fashion shows • How to’s • Q&A • Product showcase and faq • Industry news • Demonstrations • Match your organizations mission/culture 25 @GrantTilus #SMX #34D
  26. 26. Utilize Keyword Topics • Gain organic search traf^ic • Become known as a subject matter expert • Helps make ^inding topics easier 26 @GrantTilus #SMX #34D
  27. 27. Create a Program Outline • Outline the topic of conversation • Makes participation easier • Keeps the conversation moving 27 @GrantTilus #SMX #34D
  28. 28. Showcase Your Brand & Experts 28 @GrantTilus #SMX #34D
  29. 29. Provide Real Value • Entertain • Educate • Persuade/Inform • Inspire • Always deliver on what you promise “Education is the most powerful weapon which you can use to change the world.” -­‐ Nelson Mandela 29 @GrantTilus #SMX #34D
  30. 30. Display Authority • Internal or external • Individual or organization • Authority through information 30 @GrantTilus #SMX #34D
  31. 31. Promote Audience Engagement • Take questions via social media • Pre-­‐event surveys • Take questions live • Predetermine any FAQs 31 @GrantTilus #SMX #34D
  32. 32. Questions via Social Media 32 @GrantTilus #SMX #34D
  33. 33. Pre-­‐Event Questions 33 @GrantTilus #SMX #34D
  34. 34. Live Questions 34 @GrantTilus #SMX #34D
  35. 35. Show Don’t Tell 35 @GrantTilus #SMX #34D
  36. 36. 36 Get Them Back to Your Site @GrantTilus #SMX #34D
  37. 37. • Viewers – Event views – Overall views • Audience engagement – Comments – Questions – Social shares – Annotation clicks – Watch time – Audience retention 37 Have a Measurement Plan @GrantTilus #SMX #34D
  38. 38. 1. Content Strategy Recap 38 • Develop and test ideas for hangout on air content • Understand the audience you’re targeting • Create a plan, follow it and measure it 38 @GrantTilus #SMX #34D
  39. 39. Part 2: Video Production Content Strategy Video Production Content Promotion 39 @GrantTilus #SMX #34D
  40. 40. 40 Get The Right Equipment @GrantTilus #SMX #34D
  41. 41. 41 Learn the Technology @GrantTilus #SMX #34D
  42. 42. • Things to consider: – Content expectations – Time available – Reason for watching – Viewing quality – View count validation 42 Think Like a Viewer @GrantTilus #SMX #34D
  43. 43. 43 Identify Your Primetime & Frequency @GrantTilus #SMX #34D
  44. 44. • Common Issues: – Audio/video lag – Screen ^lashing – Camera jumping – Echoing – Point of view • Test your network • Become a hangout production expert 44 Quality Matters…To a Point @GrantTilus #SMX #34D
  45. 45. 45 Length Matters @GrantTilus #SMX #34D
  46. 46. 46 Be Aware of Audience Retention @GrantTilus #SMX #34D
  47. 47. • Create a conversation outline not a script • Focus on key points • Help everyone understand the conversation ^low • Preplan any use of the hangout on air apps 47 Practice Makes (Almost) Perfect @GrantTilus #SMX #34D
  48. 48. • Random interruptions • Internet connection issues • Technology fails • Always have a backup plan 48 Be Prepared for Anything @GrantTilus #SMX #34D
  49. 49. 2. Video Production Recap • Select the right equipment • Get familiar with the technology • Understand how to identify areas of improvement • It will take some practice 49 @GrantTilus #SMX #34D
  50. 50. Part 3: Content Promotion Content Strategy Video Production Content Promotion 50 @GrantTilus #SMX #34D
  51. 51. 51 You Need a Plan http://bit.ly/AdriaSearchLoveSD @GrantTilus #SMX #34D
  52. 52. • Event page • Email • Social media – Hashtags • Online communities • Website content • Video content • Organic Search 52 Pre-­‐Event Promotions @GrantTilus #SMX #34D
  53. 53. 53 Utilize an Event Page rasmussen.co/babysafetyhangout @GrantTilus #SMX #34D
  54. 54. 54 Pre-­‐Event: Email @GrantTilus #SMX #34D
  55. 55. 55 Pre-­‐Event: Social @GrantTilus #SMX #34D
  56. 56. • Conversation organization & tracking • Works across networks • Excellent use of topical keywords • Create a branded hashtag or take advantage of one 56 Use a #Hashtag @GrantTilus #SMX #34D
  57. 57. 57 Pre-­‐Event: Communities @GrantTilus #SMX #34D
  58. 58. 58 Pre-­‐Event: Website Content @GrantTilus #SMX #34D
  59. 59. • Video trailers • Hypemyhangout.com • Guest interviews 59 Pre-­‐Event: Video @GrantTilus #SMX #34D
  60. 60. 60 Pre-­‐Event: Search • Live event in search up to 3 hours before • Watch from Google or go to event page @GrantTilus #SMX #34D
  61. 61. 61 Piggyback on Other Events @GrantTilus #SMX #34D
  62. 62. • Invite participants with authority – Followerwonk • Ask for email distribution • Highlight individuals and brand names 62 Borrow Audiences @GrantTilus #SMX #34D
  63. 63. 63 Use Paid Promotions @GrantTilus #SMX #34D
  64. 64. Send a Reminder 64 @GrantTilus #SMX #34D
  65. 65. • Blog content – Event recap – Expert tips – Quotes • Paid promotions • Outreach • Database • Create a viewers circle 65 Post Event Promotion @GrantTilus #SMX #34D
  66. 66. • Develop a well-­‐thought out video content strategy – Find a show format that works – Determine the right topics and messaging – Create goals/KPIs • Become an expert in the production process – Practice – Test new features • Pre-­‐event & post publishing promotion – Don’t forget to do both of them – Get creative 66 Final Recap @GrantTilus #SMX #34D
  67. 67. This presentation is online here: bit.ly/ GrantTilusSMXEast2014 Follow: @GrantTilus Plus.Google.com/+GrantTilus Grant.Tilus@CollegisEducation.com 67 Thank You! @GrantTilus #SMX #34D

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