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How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out

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How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out

Presented at the Social Media Strategies Summit on Feb. 11th, 2015 in Las Vegas.

Topics covered:

Part One:
YouTube Optimization Tips & Tricks

Part Two:
Strategies for Using Hangouts on Air to Create Content

Part Three:
What You Need to Know for Producing Hangouts on Air

Published in: Marketing
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How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out

  1. 1. How to Use YouTube & Hangouts on Air for Creating Videos That Stand Out Presented by: Grant Tilus
  2. 2. • Marketing Manager at Collegis Education • Content Marketing Director at MnSearch Google+ Enthusiast  Hangout on Air Producer  Advanced YouTube Viewer  @GrantTilus #SMSsummit 2 Grant Tilus @GrantTilus plus.google.com/+GrantTilus grant.tilus@collegiseducation.com
  3. 3. Session Agenda • Part One: YouTube Optimization Tips & Tricks • Part Two: Strategies for Using Hangouts on Air to Create Content • Part Three: What You Need to Know for Producing Hangouts on Air @GrantTilus #SMSsummit 3
  4. 4. @GrantTilus #SMSsummit 4 What Video Marketing Used to Be
  5. 5. @GrantTilus #SMSsummit 5 Where Video Marketing is Today
  6. 6. @GrantTilus #SMSsummit 6 We Just Can’t Get Enough of It
  7. 7. The Growth of Video Marketing #SMSsummit@GrantTilus 7
  8. 8. #SMSsummit@GrantTilus 8
  9. 9. Part One: YouTube Optimization Tips & Tricks @GrantTilus #SMSsummit 9
  10. 10. Channel Name • Keep it short • Easy to remember • Branded • Use keywords • Be consistent across platforms • Find a way to differentiate @GrantTilus #SMSsummit 10
  11. 11. Channel Description • Utilize keywords • Why to watch/subscribe • Upload frequency • Be concise • Highlight content features • Include links @GrantTilus #SMSsummit 11
  12. 12. Channel Keywords @GrantTilus #SMSsummit 12 Lawn care green grass mowing
  13. 13. Promote Your Properties @GrantTilus #SMSsummit 13
  14. 14. Promote Your Properties @GrantTilus #SMSsummit 14
  15. 15. Promote Your Properties @GrantTilus #SMSsummit 15
  16. 16. Display Your Brand @GrantTilus #SMSsummit 16
  17. 17. Display Your Brand @GrantTilus #SMSsummit 17
  18. 18. Profile Image • Use a square high-res branded image. • 800 X 800 px images recommended • Avoid any small text • This pulls from Google+ if your accounts are synced @GrantTilus #SMSsummit 18
  19. 19. Create a Channel Trailer @GrantTilus #SMSsummit 19
  20. 20. Create a Channel Trailer @GrantTilus #SMSsummit 20
  21. 21. Create a Channel Trailer @GrantTilus #SMSsummit 21
  22. 22. @GrantTilus #SMSsummit 22 Upload Video in HD
  23. 23. Create Quality Content • Would you watch it? • Is it share worthy? • Does it solve a problem or need? • Don’t give your viewers a reason to click away • i.e. Poor audio • i.e. Shaky video @GrantTilus #SMSsummit 23
  24. 24. Determine a Content Strategy • What’s your channel’s unique value proposition? • Highlight your brand’s voice and perception • Focus on the ideas first • Conduct competitive research • Create an optimized workflow • Find ways to stand out • Hangouts on Air • YouTube Live @GrantTilus #SMSsummit 24
  25. 25. Use Optimized File Names • Use keywords within the file name of videos • Make sure it accurately and concisely describes the content @GrantTilus #SMSsummit 25
  26. 26. Use a Custom Thumbnail • Attention grabbing • Reinforce video content • Plan it into your pre- production • Take a still photo during production • Don’t pull a bait and switch @GrantTilus #SMSsummit 26
  27. 27. Select the Correct Video Category • Additional level of optimization for your videos and channel authority • Better organization • Improved user experience • Improved video rankings @GrantTilus #SMSsummit 27
  28. 28. Don’t Forget the Metadata • Title • Keep it short and catchy • Up to 100 characters • Use keyword best practices • Video Description • Up to 5,000 characters • First 160 characters or so show search results • Include URLs • Add video times (ex. 00:55) • Tags @GrantTilus #SMSsummit 28
  29. 29. Tag Your Videos • Use relevant keyword tags for your videos • Tags to include: • Topics (broad & narrow) • Brand • Location • Video talent • Video type • Suggested tags • Competitors tags • Think about how users would search for this video @GrantTilus #SMSsummit 29
  30. 30. Showcase Your Properties @GrantTilus #SMSsummit 30
  31. 31. Include the Caption • Upload video transcription file • Helps with indexing • Provides language support @GrantTilus #SMSsummit 31
  32. 32. Include the Caption @GrantTilus #SMSsummit 32
  33. 33. Include the Caption @GrantTilus #SMSsummit 33
  34. 34. Utilize Playlists • Create descriptive playlists using keywords • Organize by type and topic • i.e. Hangouts on Air • i.e. Remodel a Bathroom • Helps users decide what to watch • Tip: Create topical public playlists that are helpful to your target audience and include your own videos along with others @GrantTilus #SMSsummit 34
  35. 35. Utilize Playlists @GrantTilus #SMSsummit 35
  36. 36. Use Annotations • Increase engagement and subscribers • Link to related videos • Ask viewers to like, favorite or share • Highlight resources to provide additional context @GrantTilus #SMSsummit 36
  37. 37. Drive Engagement & Subscriptions • Participate in the community • Comments • Video Responses • Ratings • Drive action • Social Sharing • Subscriptions • Embeds • Comments • Ads • Always have a CTA @GrantTilus #SMSsummit 37
  38. 38. Use Analytics to Improve • Use YouTube analytics to review performance • Demographics • Traffic sources • Playback locations • Devices • Audience retention • Subscribers • Engagement metrics • Annotations @GrantTilus #SMSsummit 38
  39. 39. Build Links to Your Site • Put the video on your site first • Make video private on YouTube • Publish unique content • Conduct outreach • Use paid promotions • Then make the video public on YouTube @GrantTilus #SMSsummit 39
  40. 40. Remarket to Viewers • Link your YouTube and AdWords accounts • Create a video remarketing list • Create video ads for remarketing • Target a specific audience • Help keep your brands product/service/channel top-of- mind @GrantTilus #SMSsummit 40
  41. 41. YouTube Live @GrantTilus #SMSsummit 41
  42. 42. Embrace YouTube & Google+ Integration • YouTube channel & Google+ share names • The YouTube tab on G+ • Cross-Google notifications • Enhanced sharing • Improved discovery & shareability • Hangouts on Air @GrantTilus #SMSsummit 42
  43. 43. Part 1 Recap: YouTube Optimization • Start creating content • Be consistent • Optimize everything • Showcase your brand • Create your own YouTube guidelines for internal use • Explore the academy @GrantTilus #SMSsummit 43
  44. 44. @GrantTilus #SMSsummit 44 Part Two: Strategies for Using Hangouts on Air to Create Content
  45. 45. Get on Google+ • Build your brand page • Circle your team • Verify your YouTube channel • Commit to using Google+ • Build a following @GrantTilus #SMSsummit 45
  46. 46. Create Videos that Stand Out @GrantTilus #SMSsummit 46
  47. 47. Conduct Competitive Analysis • Review competitors: • Branding strengths • Video quality • Subject matter • Types of videos • Hangouts on Air? • Audience engagement • Frequency • Calls to action • Etc. @GrantTilus #SMSsummit 47
  48. 48. Find a Way to Differentiate Yourself @GrantTilus #SMSsummit 48
  49. 49. Showcase Your Mission & Culture • What is your organization’s unique value proposition? • What needs/problems are you solving? • What are your cultural strengths? • What do you want to be known for? @GrantTilus #SMSsummit 49
  50. 50. Be Authentic @GrantTilus #SMSsummit 50
  51. 51. Who is Your Target Audience? @GrantTilus #SMSsummit 51
  52. 52. Where Do You Have Authority? • Is it individual or organizational authority? • Showcase authority through information • Use subject matter experts • Internal or external • You are the expert @GrantTilus #SMSsummit 52
  53. 53. Focus on Providing Real Value • Entertain • Educate • Persuade, Inform or Convince • Inspire @GrantTilus #SMSsummit 53
  54. 54. Create Unique Content • One of a kind • Relevant • Helpful • Uniquely valuable • Massive upgrade from others • Hard to get elsewhere • Differentiated style • Great UX @GrantTilus #SMSsummit 54 *Whiteboard Friday: How to Provide Unique Value in Your Content
  55. 55. Remember: Length Matters @GrantTilus #SMSsummit 55 http://bit.ly/1efy9PA
  56. 56. Brainstorming Ideas for Hangouts • Is it right for video? • Does it require additional context? • Do you have a content gap? • How will it be differentiated? • What does your audience want to see? – Think about FAQs • What are your business objectives? @GrantTilus #SMSsummit 56
  57. 57. Take Advantage of Topic Trends @GrantTilus #SMSsummit 57
  58. 58. @GrantTilus #SMSsummit 58 Create Purposeful Content
  59. 59. Create Different Types of Content @GrantTilus #SMSsummit 59 Interviews
  60. 60. Create Different Types of Content @GrantTilus #SMSsummit 60 Discussion Panels
  61. 61. Create Different Types of Content @GrantTilus #SMSsummit 61 How to
  62. 62. Create Different Types of Content @GrantTilus #SMSsummit 62 Podcasts
  63. 63. Create Different Types of Content @GrantTilus #SMSsummit 63 Q & A
  64. 64. Create Different Types of Content @GrantTilus #SMSsummit 64 Industry News/Trends
  65. 65. Create Different Types of Content @GrantTilus #SMSsummit 65 Showcase Expertise
  66. 66. Create Different Types of Content @GrantTilus #SMSsummit 66 Demonstrations
  67. 67. Create Different Types of Content @GrantTilus #SMSsummit 67 Promote a Cause
  68. 68. Create Different Types of Content @GrantTilus #SMSsummit 68 Promote an Issue
  69. 69. Create Different Types of Content @GrantTilus #SMSsummit 69 Promote a Lifestyle
  70. 70. Create Different Types of Content @GrantTilus #SMSsummit 70 Customer Testimonials
  71. 71. Create Different Types of Content @GrantTilus #SMSsummit 71 Mobile
  72. 72. Create Different Uses for Your Content @GrantTilus #SMSsummit 72 Content with Rich Media
  73. 73. Video Content You Can Repurpose #SMSsummit 73 @GrantTilus
  74. 74. Develop a Structure for Your HOA • Nose • The 5 W’s • Body • The details • Keep things moving • Tail • Recap • Key takeaways • Desired actions • Next time @GrantTilus #SMSsummit 74
  75. 75. Create a Program Outline @GrantTilus #SMSsummit 75 • Create a template • Input conversation points • Key questions to answer • It makes participation easier • Helps keep you on time • Is your Hangout on Air unique or recurring? • Practice makes perfect
  76. 76. Create Optimized Titles • Important for earning organic views • Keywoodtool.io • Ubersuggest • Google Search Suggest • Discover key areas to focus the conversation topic • Find a keyword family • Ex: Careers in… • Ex: Traveling to… @GrantTilus #SMSsummit 76 Google Suggest Has Wildcards bit.ly/1zNLJbb
  77. 77. Find the Right Host • The host must be: • Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving @GrantTilus #SMSsummit 77 Not this guy
  78. 78. Find the Right Talent • Talent must be: • Subject matter experts • Borrowed authority • Third-party validation • Win/Win situation • Engaging • Knowledgeable • Committed to participating • Comfortable with the technology @GrantTilus #SMSsummit 78
  79. 79. Find the Right Talent • Talent must be: • Subject matter experts • Borrowed authority • Third-party validation • Win/Win situation • Engaging • Knowledgeable • Committed to participating • Comfortable with the technology @GrantTilus #SMSsummit 79
  80. 80. Borrow Authority and the Audience @GrantTilus #SMSsummit 80
  81. 81. Don’t Assume the Audience… • Is familiar with your brand • Is familiar with the technology • Is interested in you or your business • Knows what you mean • Avoid jargon • Is going to watch start to finish @GrantTilus #SMSsummit 81
  82. 82. Determine an OKR • Why are you making it? • Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement @GrantTilus #SMSsummit 82
  83. 83. @GrantTilus 83 #SMSsummit It’s Not About Views
  84. 84. It’s Not About Views • Focus on your R.E.P. • Retention • Engagement • Participation @GrantTilus #SMSsummit 84
  85. 85. Get Them to Keep Watching • @GrantTilus #SMSsummit 85
  86. 86. Get Your Audience Back to Your Site • Showcase app • Screen share • Research surveys • Blog Posts • White papers • Show don’t tell • Video annotations • Event page • Video description @GrantTilus #SMSsummit 86
  87. 87. Part 2 Recap: Strategies for Using Hangouts on Air • Use Hangouts on Air for creating unique video content • Build your organization and personal brands • Find the right talent • Create different types of content • Focus on finding ways to improve each time @GrantTilus #SMSsummit 87
  88. 88. Part Three: What You Need to Know for Producing Hangouts on Air @GrantTilus #SMSsummit 88
  89. 89. Review the Technical Requirements Bandwidth • For 1:1 connections Google suggests a 1 mbps/1 mbps (up/down) • For group video connectivity Google suggests 1 mbps/2 mbps (up/down) • The more participants the more stress on your network • Download the hangout plug-in bit.ly/1gmeL6D Resources Hangouts system requirements bit.ly/JLOODH Getting started bit.ly/1nySDbT Hangouts and more bit.ly/1dPbVUP SpeedTest.net @GrantTilus #SMSsummit 89
  90. 90. Find the Right Equipment @GrantTilus #SMSsummit 90
  91. 91. Be Aware of the Production Quality • Sound quality trumps picture quality • Hangouts on Air can be delicate • Select the correct equipment • Try earbuds • Mute mics • Avoid Wi-Fi • Be aware of the background @GrantTilus #SMSsummit 91
  92. 92. Show Your Brand with a Background @GrantTilus #SMSsummit 92
  93. 93. Background Fails @GrantTilus #SMSsummit 93
  94. 94. Show Your Brand with Lower Thirds @GrantTilus #SMSsummit 94
  95. 95. Find a Producer @GrantTilus #SMSsummit 95 ProducerSubject matter expert
  96. 96. Develop a Production Process • Hangouts on Air Production Steps to Follow 1) Create viewing page 2) Promote event 3) Set up the Hangout 4) Invite attendees 5) Upload lower thirds 6) Practice 7) Start broadcast @GrantTilus #SMSsummit 96
  97. 97. Create a Viewing Page @GrantTilus #SMSsummit 97
  98. 98. Google+ Event Page • Optimize your title • Provide a detailed description • Add links to your website and social channels • Engage with the audience • Drive sign ups • Embed the live stream - Drive traffic to your site @GrantTilus #SMSsummit 98
  99. 99. Types of Hangouts • Live public • Live invite only • Non-live invite only @GrantTilus #SMSsummit 99
  100. 100. Types of Hangouts • Live public • Live invite only • Non-live invite only @GrantTilus #SMSsummit 100
  101. 101. Types of Hangouts • Live public • Live invite only • Non-live invite only @GrantTilus #SMSsummit 101
  102. 102. @GrantTilus #SMSsummit 102 • Promoting live events • Event Pages • Website registration • Email campaign • Video embeds • Social media • Online communities • Live questions • Post event content Live Event Planning
  103. 103. @GrantTilus Live Event Planning #SMSsummit 103 • Promoting live events • Live questions • Pre event • Social Media • Hashtags • Q&A app • Post event
  104. 104. @GrantTilus Live Event Planning #SMSsummit 104 • Promoting live events • Live questions • Post event • Unanswered questions • Add annotations/CTAs • Social promotion • Content creation • Scheduled planning
  105. 105. Make Sure Everyone's Comfortable • Creating a Google+ account • Setting up the camera and microphone • Joining a Hangout on Air • Uploading a lower third • Understands the conversation flow • Look at the camera @GrantTilus #SMSsummit 105
  106. 106. Find Your Primetime • When is your audience available to watch live? • Test times • Poll audience • Does being live make sense? • Be on time • What about frequency? • Start slow • Monthly • Quarterly • Be consistent @GrantTilus #SMSsummit 106
  107. 107. Think About Your Audience @GrantTilus #SMSsummit 107
  108. 108. Learn How to Manage the Video Feed @GrantTilus #SMSsummit 108
  109. 109. Hangout Apps @GrantTilus #SMSsummit 109
  110. 110. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Q&A • Google Effects @GrantTilus #SMSsummit 110
  111. 111. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Display content • Q&A • Google Effects @GrantTilus #SMSsummit 111
  112. 112. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Display content • Q&A • Google Effects @GrantTilus #SMSsummit 112
  113. 113. Hangout Apps • The Hangout ToolBox • Showcase • Screenshare • Q&A • Take live questions • Google Effects @GrantTilus #SMSsummit 113
  114. 114. Hangout Apps @GrantTilus #SMSsummit 114 • The Hangout ToolBox • Showcase • Screenshare • Q&A • Google Effects • Sound effects • Pirate hats, scuba mask, etc. • And many more
  115. 115. The Day of Set Up Preparation @GrantTilus #SMSsummit 115 • Hardline internet connection • Select the correct equipment • Camera and microphone • Check audio and video • Upload lower third and prepare any visuals • Turn off phones • Troubleshoot any issues • Restart the hangout? • Practice until you know exactly what to do
  116. 116. The Day of Set Up Preparation @GrantTilus #SMSsummit 116 Embed the video and share the link before you start the broadcast Event page Hangout window
  117. 117. Be Ready for Anything @GrantTilus #SMSsummit 117
  118. 118. Post Broadcast • Thank viewers and participants • Stop Broadcast • Edit video description and thumbnail • Crop video length • Add annotations • Begin additional content strategy and promotion efforts @GrantTilus #SMSsummit 118
  119. 119. Part Three: What You Need to Know for Producing Hangouts on Air • Find quality equipment within your budget • Develop a production process • Learn how to manage the Hangout technology • Keep learning and testing new features @GrantTilus #SMSsummit 119
  120. 120. Are You Excited to Get Started? @GrantTilus #SMSsummit 120
  121. 121. Key Takeaways @GrantTilus #SMSsummit 121 • Use YouTube to build your brand online • Optimize everything • Develop your content strategy for videos • Start using Hangouts on Air for creating video content that stands out • Become the expert your team needs
  122. 122. #SMSsummit @GrantTilus plus.google.com/+GrantTilus linkedin.com/in/granttilus Grant.Tilus@CollegisEducation.com 122 Thank You Feel free to reach out to me with any questions!
  123. 123. Q & A Time @GrantTilus Grant.Tilus@CollegisEducation.com #SMSsummit

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