This document discusses strategies for brands to effectively use media and storytelling. It emphasizes the importance of understanding audiences, finding the right people to engage through data, and telling great stories. It also stresses leveraging partnerships, technology, and different types of content to influence customers and purchases.

1. BRAND
Turgut Bakshaliyev
BRANDS
a better way to build

4. EMOTİONAL RESPONSE
stories with

5. MASSMedia
Communication
Audience
Customers

6. 1 Media, 1 Message, 1 Stimulus

7. UNLİMİTED CHOİCE
content, time, place, screen

8. WİNNİNG HEARTS
has not changed

9. TELL ACTİVATE
Great Stories Audiences
FİND
Right People

10. TELL ACTİVATE
Great Stories Audiences
FİND
Right People

11. To find the right people
DATA
ADVERTİSER DATA
Advertiser site visit, mobile app data
THİRD PARTY DATA
E-commerce data, other parties
GOOGLE DATA
Website visits, watched videos

12. FASHİON WEBSİTES
Video portals
FASHİON INTERESTS
Social networks
FASHİON WEBSİTES
In internet
FASHİON APPS
In mobile devices
To find the right people
CONTENT

13. To find the right people
INTERESTS
SAMSUNG
Bağlanmaya Davet

14. reach people when they want to engage
Leverage powerful targeting options to connect with your core audience
DEMO AFFINITY GEO
I need to reach females 18-34 I want to reach females interested
in cooking
I want to reach shoppers in Istanbul
Google Confidential and Proprietary

15. TELL ACTİVATE
Great Stories Audiences
Find
Right People

16. TELL ACTİVATE
Great Stories Audiences
Find
Right People

17. Ajaz Ahmed, AKQA kurucusu, Nike’ın dijital ajansı
“BAŞARMAK GEREKEN, YENİ TEKNOLOJİYİ
İNOVATİF BİÇİMDE KULLANARAK HİKAYENİ
DAHA İYİ ANLATABİLMEK.”

18. Lea & Perrins
Collaborating with YouTube
Content Partners
Tell a great story
PARTNERS

19. Make more than a customer:
REPRESENTATİVES

20. DOVE
3:01 min, 163M views
TIME
without 30 sec constraint

21. TELL ACTİVATE
Great Stories Audiences
Find
Right People
Whats the story of my Brand?
How can I tell this in a better
way that can catch awareness?

22. TELL ACTİVATE
Great Stories Audiences
Find
Right People

23. Prepared
LİNKS
BMW
İçeriği ve bağlantıyı yapılandırmak

24. Speed is a factor in relations:
PROMOTİON
Ben, ziyaret
ettim
Ben,
tıkladım
Ben,
izledim
Ben, üye
oldum
Ben, takip
ettim
Ben, aradım
Ben, satın
aldım

25. Bally Swiss
Reklam ile satın alma arasındaki çizgiler
belirsizleşiyor
Customer’s purchase decision
QUİCK & IN TIME

26. TELL ACTİVATE
Great Stories Audiences
Find
Right People

27. DANIŞ HƏRƏKƏTƏ KEÇİR
ƏӘla bir hekayəә Kütləәləәri
TAP
Düzgün müştəәriləәri
Hedeflerime ulaşmak için
kimlere erişmem gerekiyor?
Onları nasıl bulurum?
Benim markamın hikayesi ne?
Hikayemi en ilgi uyandırıcı
biçimde nasıl anlatabilirim?
Etkilediğim kitleyi, satın almaya
yönlendirmek için teknolojiden
nasıl yararlanırım?

28. The world of media
is changing
Google Confidential and Proprietary

29. [ ]or how not to suck at YouTube
Why You Need A YouTube Content Framework
Google Confidential and Proprietary

30. Content Can Influence Purchase Decisions
Brands that engage consumers on their passions and interests
influence purchases more strongly than others.
Google Confidential and Proprietary
* YouTube Insights | Q2 2014
66% Of beauty product buyers say YouTube influenced their purchases
by helping them visualize how products fit into their lives

31. Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
Even on Mobile
said they used video to help them make product decisions
in stores or on company websites, and listed YouTube as
their #1 destination for finding information about a brand or
product
Google Confidential and Proprietary
50% of smartphone
video viewers

32. the problem is...
Google Confidential and Proprietary

33. most brands suck
at YouTube
Google Confidential and Proprietary

34. Google Confidential and Proprietary
80%
of branded content receives
less than 10,000 views
Average Total Views per Video on YouTube for
the Top 100 Global Brands

35. Think about YouTube from
a user perspective, instead
of a brand perspective
Focus on the
user
Google Confidential and Proprietary

36. You’ll notice three
distinct user
behaviors
on YouTube
SEARCH
seek
relevant
content
BROWSE
discover
inspiring new
content
TUNE-IN
re-visit favorite
creators or
channle
Google Confidential and Proprietary

37. Revealing a
natural
framework
HELP HERO
HUB
Google Confidential and Proprietary

38. which turns out to
be pretty simple
HELP HERO
HUB
Google Confidential and Proprietary
Be the best
answer to the
question
Create Great
Ads
Make content
for the
interests of
my audience

39. HELP CONTENT
Help Content: What Is It?
What your target
market are
searching for
Topics where your
brand has credibility
& expertise
Google Confidential and Proprietary

40. So job done right?
Google Confidential and Proprietary

41. Making content doesn’t
mean that people will
actually see it
Google Confidential and Proprietary

42. YouTube is actually a great
place to hide video
Google Confidential and Proprietary

43. you’re competing
against everything
else interesting on
the Internet
Source: YouTube Statistics
300h
of video uploaded to
YouTube every minute
Google Confidential and Proprietary

44. Distribution & community
strategies are absolutely
critical for success.
Google Confidential and Proprietary
80%
brands’ videos receive less than 10k views

45. Google Confidential and Proprietary
Key Considerations For Distribution Plans
Orchestrate
your advertising
GO BIG
Timing
These are big media pushes
Consider pre and post
phasing as just as critical as
the moment itself
Invite the community to
participate to grow the
moment’s impact
This is a time to draw a new
audience in to your brand

46. Google Confidential and Proprietary
Full
View
Partial
View
Shared
View
Earned
View
Subscriber
View
View with a
Click-through
Full Value of
TrueView
all these actions build value

47. Use 360 degree touch points

48. BRAND
Turgut Bakshaliyev
BRANDS
a better way to build