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Чего хотят зрители? (Серебряный Меркурий 2017)

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Александр Бобков, Google

Published in: Marketing
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Чего хотят зрители? (Серебряный Меркурий 2017)

  1. 1. Чего хотят зрители? Александр Бобков 6 июня 2017
  2. 2. Creative Framework Educate, Entertain, Inspire Editorial Framework Hero, Hub, Help Production Framework Made for YouTube, Creator Collaboration, Always On
  3. 3. People come to YouTube for 3 Reasons 2 31 ENTERTAINING VIDEOS To be entertained EDUCATIONAL VIDEOS To learn something INSPIRING VIDEOS To be inspired
  4. 4. Connecting on an emotional level gets people to pay attention to your content increases sharing
  5. 5. HERO-HUB-HELP Editorial Framework HELP Content that educates its audience by answering questions that viewers might be searching on HUB Regularly scheduled content that’s aligned with the target audience’s passion points HERO Content that’s supported by orchestrated media pushes, usually around tent-pole moments that happen only a few times a year SURFING SUBSCRIBE & FOLLOW SEARCH
  6. 6. HERO HUB HELP
  7. 7. Hero Goes out and champions on your behalf // anthemic // a ‘go big’ moment // creates brand halo TIME MEDIASPEND/REACH
  8. 8. Hub Episodic // schedules // drives subscribers // based on your brand ‘pillars’ and customer passions TIME MEDIASPEND/REACH
  9. 9. Help Always-on // searched questions // many videos with fewer views which add up // great for SEO TIME MEDIASPEND/REACH
  10. 10. WEAVING IT ALL TOGETHER THE HHH FRAMEWORK TIME MEDIASPEND/REACH
  11. 11. YouTube Production Framework 1 Made for YouTube Occasionally make content specifically for YouTube, use third-party production 2 Collab with a Creator Work with a Creator to reach their audience, using their production skills and resources 3 Always On Employing an HHH strategy and posting regularly on schedule
  12. 12. Made for YouTube
  13. 13. Collaborate with a Creator
  14. 14. Always On
  15. 15. Always On
  16. 16. QUESTIONS? ?

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