Today I want to explore some ideas about what social media and how YouTube fits into the current social space. Before spending some time looking at how approaching a social strategy through a paid, owned, earned lens can deliver far greater success.
Some would argue that social media has been around for a long time. Many references have the birth of social media downs as 1971 - when the first email was sent between 2 computers owned by the US State dept. Those shapes at the bottom are actually what computers looked like back then. Strangely enough In the very same year the term ‘social marketing’ was first introduced - meaning that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interest.
Today, social media is everywhere. So much so, it’s overtaken porn as the no. 1 activity on the web, accounting for over 20% of all time spent online. It’s no surprise that brands are getting involved. 2 из 3 самых посещаемых ресурсов в сети это социальные сети. Даже поиск Google тоже стремится быть социальным, но это уже другая история
Good social media strategies, like all good marketing means engaging in authentic, meaningful conversations with consumers, even if that means acknowledging negative feedback.
Having those meaningful conversations is increasingly difficult – The FRAGMENTED social ecosytem means you are having to compete with a billion other channels for somebody's attention. And in this world brands can no longer buy attention, having a huge budget doesn't guarantee anything in social media. What’s right for one platform might not be right for the other. Therefore todays problem is not whether brands should be doing a social media strategy, it’s how well they should be doing it and who are they doing it with. Many organisations have difficulty defining their social strategy and therefore have trouble understanding the explicit and implicit results of their social programs
No wonder it’s difficult to understand results when emarketer has singled out 35 social kpis!! How do we identify which ones are more valuable and worth measuring? we often receive briefs from brands asking us to help them get to 1m views or 1m likes One of the hottest topics in marketing is the question of assigning value to these measures of social media success,. Social media should be a long term investment, not a quick race to see who can get the largest arbitrary number.
The customers who actually care about your brand are the most valuable ones. These engaged users (fans, subscribers etc) are the ones more likely to share content and communicate with their networks about you. Engagement can take place offline and online, both on your website and on other sites. Engagement is one of the most important of all metrics in today’s business environment.. Without engagement there is no social media.
And without content there is no engagement. Making content that people want to talk about, recommend, engage with and share with their friends makes it easier for brands to connect with their consumers. I n particular good online video content (professional programmes, pre roll or UGC) combines the level of engagement that only online can deliver with the awareness that television provides. Video gives brands an incredible opportunity to connect emotionally with customers and stimulate a powerful response. Highlight the comment, upload, share, view socially n.b. – g oogle+ there’s this thing called hangout where you can watch a YouTube video with other people and anyone of you can take the controls to pause, rewind, fast fwd etc.
Some video stats which demonstrate the popularity of video. More than 48 hours of video are uploaded to youtube every minute Over 3 billion videos are viewed every day 100 million people take a social action on youtube (likes, shares, comments, etc) every week The growth of online video probably explains why YT is now the fastest growing social network in the world, second only to Facebook - we have all the features inherent in any social network, profile pages, rating systems, likes, followers/subscribers, comments and of course UGC. YouTube is a passionate content community, where just like in other social networks brands with lousy products, crummy business practices, and shady backgrounds get found out. And word spreads with frightening speed across the internet.
How does YT fit into the social ecosystem? Let’s look at the big 3. More stats, nearly 17 million people have connected their Youtube account to at least one social service (facebook, orkut, twitter, buzz, etc.) 150 years of Youtube is watched on Facebook every day YT is the most tweeted brand on Twitter. Every minute, more than 500 tweets contain a youtube link. What does all of this mean? Essentially the big 3 all depend on each other. Clickstream data from all 3 social networks shows that users all move from one to the other and back again . YT top 2 referrers of traffic are FB and Twitter. FB are YT and Twitter and Twitter is YT and FB. there are hundreds of examples of videos on YT becoming social success because of the amplification nature of FB and twitter
But Social success doesn't just happen. Memorable advertising campaigns like VW The Force and OldSpice are successful not because they stick a TV commercial on YouTube and hope for the best. The best campaigns combine a mix of online and offline marketing, social media and PR which keeps the content or ‘the story’ bubbling across the web. Advertising is a low interest product we need to make it easy to get involved.
The greatest advertising stories blend ingredients from these three kinds of marketing media - Paid, owned and Earned. Social media has altered the definitions of paid, earned and owned and blurred the lines between them. And Earned media has become the holy grail of many marketing plans – all brands want people to become evangelists and talk about their products or services. But it’s hard to get that buzz without making an impression first. One of the greatest challenges brands and agencies face is how to integrate all three for maximum effect.
Each of these areas is extremely important, although they function very differently. The overlap of some aspects means it is impossible to pay attention to only one of them. In any social network, brands can invest in digital assets that span the paid, owned and earned media landscapes and thus drive a successful path for their content. The ‘content’ can connect differently with customers across each medium, creating a more engaging experience. Transmedia storytelling doesn’t follow the traditional rules of publishing or marketing. It caters to customers where they connect and folds them into the story. This requires the teams responsible for paid, owned and earned to work even more closer and smarter than before. The important thing to remember is that social media is not a vertical, like advertising or PR — “It’s a horizontal layer that wants to touch every part of your business, from customer service to customer acquisition to customer retention. Driving views to make it social IAB – when YouTube users choose to watch a video recommended by family and friends, they’re 1/3 more likely to go on and share with others.
Let’s take a look at the paid landscape, the landscape which you the advertiser have some control over – which includes all paid for advertising, social paid promotions, adwords, overlays etc Paid media is often the spark every campaign needs. Paid media on YT seeps into Owned media whenever brands buy a homepage placement. People who see an advertiser's ad on the YouTube homepage are 4X more likely to visit the advertiser site, search for the brand or watch the company's video on YouTube, than those who did not see the ad. By placing your ‘paid media’ ie. your video onto the HP you are making it easier to share and encouraging community distribution.
Amazingly, much of ‘paid media’ is still being wasted. Poor targeting, optimization and outdated buying mechanisms mean advertisers are still paying for wasted ad impressions across social media networks. We believe ‘views’ are more valuable to our advertising partners than impressions, likes or follows. So we launched a revolutionary ad format called TrueView. It’s a skippable pre roll format which gives users the choice to skip the ad after 5 seconds. Even better, advertisers only pay for completed views, not impressions. They’re only paying for an engaged audience – viewers who are more likely to be true brand advocates because they are actually interested and care about that particular brand or advert.
Sponsored stories and sponsored tweets are familiar paid media examples of ‘social paid promotions’ – advertising that weaves itself into a user journey can be very powerful. Promoted videos are YT ‘social paid promotion’ – they only appear when users are searching for or viewing related and relevant content. Successful campaigns don’t just run activity on social media channels, they’re in as many appropriate marketing channels as they can be. Because we know conversations happen outside of social networks, promoted videos can also appear off YT across the GDN, activity essential to spreading the brand message.
Paid media can also mean paying for a number of engagements, in this case, a guaranteed number of views. If hitting 1m views is important to you and your client, we have the skills and expertise to deliver this. GDN is the UK’s largest ad network, (88% of all UK online adults) and can be used to syndicate video and rich media formats across the web. We can expose your content to millions of unique users across our network and you only pay when people are actively watching and engaging. You decide how much you want to pay, any uploaded video can be promoted via the Adwords system on a CPC basis And everywhere else on the web... Video distribution Click-to-play and TrueView formats with best in class Contextual and Audience targeting. DoubleClick Video CTR benchmarks: 0.08% for in page video 0.09% for expandable video
What about Owned media - this is the stuff that you own and control, like a Facebook page or a YT channel – these places act as brand websites. Even here owned media seeps into paid media – company profiles pages will cost money to manage and a FB profile or YT channel will only succeed if consumers watch and share the videos and content they see. These channels end up being a blend of owned and earned. Whilst every brand would like to think that it’s owned media is compelling that is clearly not the case. A brand needs to earn social shares with compelling creative content. We know this is not easy, but it doesn’t need to be expensive to work across multiple channels.
More seepage. Owned and earned come together when WOM, positive or negative is gathered on a brands site or through customer service. For example, reviews and comments are left on the H&M channel and it turns the owned media into earned media.
Last slide. By using social media marketers hope to gain more brand loyalty, learn more about how people see their brands offerings and extend WOM – not easy given some of the challenges I’ve talked about today. Social media success is made easier if campaigns are viewed through the lens of paid, owned and earned media. It’s important to work with people and media owners who understand how the different channels can help amplify your brands story. The better you run your owned and paid, the more media you will earn. At YT we have the skills and expertise to help you deliver the right social media results
We talked about the difficulty in attributing value to metrics early on and with the volume and number of conversations, measuring effectively becomes even harder. Having different people run your paid, owned and subsequently trying to gauge your earned makes it even harder. But with YouTube insights and the Google Display Network, it’s time to re-think this. Our technology means we can optimise all your paid media, whilst helping you manage and create your owned media and reporting and actioning on the earned media all from the one place. Adwords can automatically place your video ad across YT and GDN and find the most engaged viewers for your message - the more users and views we can provide the more social the video is likely to be. Gain more valuable insights using YouTube Insights – you can see who’s viewing your video, how long they’re watching it and what other actions they take to help you improve your campaign’s performance allowing you to understand videos importance in your social marketing strategy. AdWords for Video: Measurement in the language of video “ All your insights in one place. See who’s viewing, for how long, and what other actions they take.” Key metrics: paid views, total views, view rate, completion rate,av. cost per view& more . . . Features: Never miss out on a view. Let AdWords automatically place your video to find the most engaged viewers for your message. Youtube Insights Track online video viewership using YouTube ’s analytics and reporting tool. Insight provides video-level data that helps you understand your audience: the who, what, when, where, and how people came to watch your videos. Optimize your campaigns by measuring and analyzing: Views & popularity: Examine both an interactive graphical trend line and a heat map of where video views are coming from. You can adjust the period of time display and the continent, country, or even US state. Discovery: Understand how people discovered your video. See specifically which search terms on YouTube or Google led the user to your video, which related videos led to your discovery, or which websites embed your videos. Demographics: See the age and gender of your audience. You can adjust time and geographical data to explore how your audience differs before, during, or after specific initiative or in specific regions. Community Engagement: Observe how many times viewers rate, favorite, or comment on your videos Audience Attention: The &quot;Hot Spot&quot; feature tells you which parts of your video are hot and which are cold by looking at bounce and rewind rate to videos of a similar length. At any time point in the video, you can see if more or less viewers are dropping off than on average.
You tube in social media context
Date:xx Presenter: xx Место YouTube в социальных медиа 24 сентября Николай Антонов, Google
<ul><li>Видео - наиболее вовлекающее из социальных медиа </li></ul><ul><ul><ul><li>1 из 3 оставляют комментарии </li></ul></ul></ul><ul><ul><ul><li>2 из 5 добавляют видео </li></ul></ul></ul><ul><ul><ul><li>1 из 2 регулярно делятся видео </li></ul></ul></ul><ul><ul><ul><li>1 из 2 смотрят онлайн видео вместе с другими </li></ul></ul></ul>Source: ComScore (Jan 2011)
Видео составляет 1/3 всего веб траффика К 2013 году доля видео траффика вырастет до 90%
Главная страница YouTube Трамплин для вашего видео 57 % Органический рост 14 % Source: How YouTube home page ads and creative strength impact viral viewing, Millward Brown (Aug 2010) Рост просмотров на главной ( за сутки) Промотры время
Пре-роллы TrueView Платите за просмотры, а не за показы Обычный пре-ролл Пре-ролл TrueView % of time highly engaged with content Смотреть или На 75 % более вовлеченный просмотр Source: Ipsos MediaCT and Innerscope Research Inc.
Продвигаемые видео Повысьте узнаваемость бренда в 3 раза на 2 по величине поиске в мире Source: Promoted Videos Research Study UK, Decipher (Aug 2010)
Google Display Network Ваше видео за пределами YouTube Лучшие в индустрии возможности таргетига увеличивают CTR в 17 раз по сравнению со среднерыночным Source: Google Internal (Q2 2011), DoubleClick Industry Benchmarks (2010)
Чем лучше вы работатете с paid и owned, тем больше вы получаете earned Измерения качество Инновации Охват Лояльность Вирусный эффект
Измерения, аналитика, инсайты for video Insights
Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx Феномены YouTube
Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx Old Spice Guy
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Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx Indian Taxi driver
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Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx Orabrush Guy
Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx Orabrush Guy
Date:xx Presenter: xx Феномены YouTube <ul><li>Видеть возможности там, где их казалось бы нет </li></ul><ul><li>Говорить о том что беспокоит каждого, но о чем не приятно говорить </li></ul><ul><li>Конвертировать виртуальную популярность в реальные продажи </li></ul>Date:xx Presenter: xx Чему нас учит Orabrush Guy ?
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Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx HotForWords
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Date:xx Presenter: xx Феномены YouTube fivecoolthings.blogspot.com Bonus – Лучшие кейсы находятся здесь: Date:xx Presenter: xx
Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx Проекты YouTube
Date:xx Presenter: xx Феномены YouTube YouTube Жизнь на один день - 2011 <ul><ul><li>Уникальный фильм, собранный из 80,000 видео со всего мира в один день на Земле </li></ul></ul><ul><ul><li>Прямая трансляция - более 350,000 просмотров , </li></ul></ul><ul><ul><li>40 млн просмотров канала , 14 5 + тыс подписчиков </li></ul></ul><ul><ul><li>www.youtube.com/lifeinaday </li></ul></ul>Date:xx Presenter: xx
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YouTube Play биеналле современного видео арта 2010 <ul><ul><li>Совместный проект YouTube и музея Гуггенхайма в Нью-Йорке </li></ul></ul><ul><ul><li>24 млн просмотров канала </li></ul></ul><ul><ul><li>23 000 конкурсных заявок из 91 страны мира </li></ul></ul><ul><ul><li>www.youtube.com/play </li></ul></ul>Date:xx Presenter: xx
Date:xx Presenter: xx Феномены YouTube Date:xx Presenter: xx ЮуТьюб* * YouTube по-русски
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Музыка www.youtube.com/music Сотни официальных каналов зарубежных артистов Десятки официальных каналов российских артистов Уникальные возможности по контролю за соблюдением авторских прав Взаимовыгодное партнерство – монетизация контента на YouTube Date:xx Presenter: xx
Прямые трансляции <ul><li>Трансляции русских событий: </li></ul><ul><ul><li>Матчи Континентальной Хоккейной Лиги (КХЛ) </li></ul></ul><ul><ul><li>www.youtube.com/khl </li></ul></ul><ul><ul><li>Эфир утреннего шоу «Бригада У» на радио Европа Плюс </li></ul></ul><ul><ul><li>www.youtube.com/EuropaPlusMsk </li></ul></ul><ul><ul><li>Вручение премии Серебрянная калоша </li></ul></ul><ul><ul><li>www.youtube.com/wwwsilverru </li></ul></ul><ul><li>Скоро в эфире: </li></ul><ul><ul><li>Трансляция церемонии открытия Большого театра (28.10.2011) </li></ul></ul>www.youtube.com/live Date:xx Presenter: xx