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How much money do YouTubers make? User Generated Culture

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This is a presentation about marketing and user generated culture, with a couple of final considerations about YouTuber and Twitch Streamers earnings

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How much money do YouTubers make? User Generated Culture

  1. 1. Gummy Industries - ACME Bocconi How much money doYouTubers make?
  2. 2. Il consumatore post moderno PEOPLE IS 
 TALKING ONLINE 2
  3. 3. Il consumatore post moderno HOW CANWE 
 DEALWITH IT? 3
  4. 4. LISTEN 4
  5. 5. 5 Algida listened to the people on their Facebook page.
 The people wanted the “Winner Taco” ice cream, that was discontinued years ago. The company put the ice cream back in production, 
 and the fans were delighted.
  6. 6. TALK BACK 6
  7. 7. 7 https://www.youtube.com/watch?v=owGykVbfgUE
  8. 8. 8 https://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6 Following the “The men your men could smell like” campaign,
 Old Spice answered to hundreds of comments on social media,
 with custom made videos.
  9. 9. GIVETHEMTOOLS 9
  10. 10. 10 Taco Bell is one of the first brand
 that implemented a custom filter
 on Snapchat. If you give your customers the opportunity to turn their face into a taco,
 they surely will!
  11. 11. INTERACT 11
  12. 12. 12 Old Spice sent a guy out into the woods, in a forest, streaming live its adventure on Twitch. The users could decide what the man would do.
  13. 13. 13 In the first case of real-marketing ever, Oreo reacted to a blackout during the NBA final with this tweet. It changed forever the way (and the timing) in which digital communication is supposed to react.
  14. 14. USING USER’S CONTENT 
 (WITH CARE) 14
  15. 15. 15 CONTEXT ACTIVITY REWARD
  16. 16. 16 CONTEXT #ShareACoke REWARD
  17. 17. 17 CONTEXT #WarbyHomeTryOn REWARD
  18. 18. 18
  19. 19. 19 Why do people share videos?
  20. 20. 20 The 1-9-90 empirical rule says
 that given a community,
 1% produces content,
 9% comments
 and 90% lurks
  21. 21. 21 Starbucks #whiteCupContest - 4.000 UGC in 3 weeks
  22. 22. 22 Burberry #theArtOfTheTrench
 400k Images in the first week
 + 50% ecommerce sales YoY
  23. 23. 23 When Coca Cola asked to the internet “Tweet us a text and we will make something happy”, 
 people started tweeting them texts from Hitler’s Mein Kampf. Coca Cola turned it into beautiful ASCII art. LOL.
  24. 24. HOW CONTENT CREATORS MAKE MONEY 24
  25. 25. 25 Video Creators don’t get a share from Facebook Advertising,
 but they can drive traffic to specific products (below the video).
  26. 26. 26 YouTubers regularly do advertorials: it’s virtually impossible to distinguish them from genuine content.
  27. 27. 27 For the Italian launch of Clash Royale, Supercell involved a dozen of prominent YoutTubers. They’re the best way to communicate to a young audience.
  28. 28. 28 Paying influencers a one-time fee is so old-school: the new trend is to implement affiliation marketing systems, like Roostr
  29. 29. 29 https://www.youtube.com/watch?v=oPALbYj1ylY
  30. 30. 30 “WHAT’S INSIDE” MAKESAN ESTIMATED 1.500$ DAILY YouTube pays an average of between $2 – $5 per 1000 monetized views. Around only 40% – 60% of the total views are actually monetized. http://naibuzz.com/2016/04/17/much-money-whats-inside-youtube-channel-makes/
  31. 31. 31 https://www.youtube.com/watch?v=KmMQG2SecM0&t=129s
  32. 32. 32 “EVANTUBEHD” MAKES 3VIDEOSA WEEKAND 4$ MILLION YEARLY http://naibuzz.com/2016/10/01/much-money-evantubehd-makes-youtube/
  33. 33. 33 The top videogame streamers on Twitch have thousands of live viewer. When you have more than 500 average viewer, you can get a share of Twitch advertising earnings.
  34. 34. 34 Recorded Twitch game plays can reach the 50 million views
  35. 35. 35 Unlike YouTube, on Twitch the streamer can accept donations.
 In the video below, the user just received a (unusual) 15.000$ donation.
  36. 36. 36
  37. 37. 37 BJERGSEN, ONE OFTHE TOP STREAMER, GETAN ESTIMATED
 40k € MONTHLY http://www.goldper10.com/article/701-how-much-does-bjergsen-make.html
  38. 38. alessandro@gummyindustries.com www.gummyindustries.com @alekone

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