This document provides tips and strategies for optimizing video content marketing efforts using Hangouts on Air. It recommends 3 key things to do: 1) optimize your YouTube channel, 2) start using Hangouts on Air to create a variety of low-budget video content types, and 3) focus on quality by finding experts, training participants, and measuring results. The document explores content strategies, equipment needs, and ways to engage audiences at different stages of the customer journey.

1. How to Optimize Your Video
Content Marketing Efforts
with Hangouts on Air
GRANT TILUS | COLLEGIS EDUCATION
ACHE 2015 Annual Conference Join the Conversation: #ACHESTL

2. 2
Who is Grant Tilus?
• Associate Inbound Marketing Manager
• Content Marketing Director
@GrantTilus
@CollegisEdu

3. 3
Do You Have an Addiction?
@CollegisEdu

4. 4
We Live on YouTube
@CollegisEdu
Hundreds of millions of hours on
YouTube and generating billions of views per day
Number of people watching YouTube per day is up
40% YoY since March 2014

5. 5
Our Audiences Do Too
On mobile alone, YouTube reaches more 18-49 year-olds
than any cable network in the U.S.
17% decline in traditional TV viewing among 18-24
year-olds YOY
@CollegisEdu

6. 6
Video Continues to Grow
Video viewers on any digital device
will pass 200 million in 2015
Nearly 56% of households will
have at least one connected TV by
next year
@CollegisEdu

7. 7
Media Hub of the Future
@CollegisEdu

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It’s Changed Our Lives
@CollegisEdu

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It’s All Gen Z Has Known
93% of Gen Z visits YouTube at least once a week
54% visit multiple times a day
52% conduct research
@CollegisEdu

10. 10
Video Grows Your Brand
68% of viewers who viewed a video correctly recalled
the brand when prompted
Enjoyment of video increases purchase intent by
97% and brand association by 139%
@CollegisEdu

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Supports Your Goals
52% of consumers who watch product videos say
video makes them more confident about purchases
58% of respondents consider organizations that
produce video content to be more trustworthy
Blog posts incorporating video attract 3x as many
inbound links as blog posts without video
@CollegisEdu

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It’s a Problem Child
@CollegisEdu

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Internal Struggles are Real
50% producing engaging content
46% lack of budget
40% producing a variety of content
@CollegisEdu

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Do More with Less
@CollegisEdu

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Competition is Fierce
90% of marketers are using content marketing
Last year, video in the News Feed increased 3.6x YOY
62% of marketers are focused on creating more
engaging and higher-quality content
@CollegisEdu

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Opportunities Still Exist
YouTube is only used by 55% of B2C marketers
66% of social media marketers plan to increase their
YouTube marketing in the near future
Only 24% of brands are using online video to market
to consumers
@CollegisEdu

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Opportunities Still Exist
@CollegisEdu

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3 Things You Need to Do ASAP
@CollegisEdu

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1) Get Yourself Optimized
@CollegisEdu

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Optimizing Your Channel
@CollegisEdu

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Complete the About Section
@CollegisEdu

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Input Channel Keywords
@CollegisEdu

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Link Your Properties
@CollegisEdu

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Link Your Properties
@CollegisEdu

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Link Your Properties
@CollegisEdu

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Display Your Branded Cover Art
@CollegisEdu

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Add Your Watermark
@CollegisEdu

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Create a Channel Trailer
@CollegisEdu

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Create a Channel Trailer
@CollegisEdu
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Create Logical Playlists
• Create descriptive playlists using keywords
• Organize by type or topic
– e.g. Hangouts on Air
– e.g. Career Advice
– e.g. Campus Events
– e.g. School of Business
@CollegisEdu

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Feature Important Content
@CollegisEdu

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Feature Important Content
@CollegisEdu

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Remarket to Viewers
@CollegisEdu

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Optimizing Your Videos
Only 61% of BSC marketers are optimizing content
@CollegisEdu

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Upload Video in HD
@CollegisEdu

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Use Optimized File Names
• Accurately and concisely describe the content
• Use keywords within video file names
@CollegisEdu

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Use a Quality Thumbnail
• Plan it into your production
– Take a still during production
• Reinforce video content
• Grab their attention
• Don’t pull a bait-and-switch
@CollegisEdu

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Don’t Forget the Metadata
• Title
– Keep it short and catchy
– Up to 100 characters
– Use keyword best practices
• Description
– Up to 5,000 characters
– First 160 characters in SERPs
– Include URLs
– Add video times (ex. 00:55)
@CollegisEdu

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Link to Your Properties
@CollegisEdu

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Tag Your Videos
• Use relevant keyword tags for your videos
• Tags to include:
– Topics (broad narrow)
– Brand
– Location
– Video talent
– Video type
– Suggested tags
– Competitor tags
• Think about how users would search for the video
@CollegisEdu

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Complete Advanced Settings
@CollegisEdu

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Include the Transcript
• Upload the video transcription file
– Helps with indexing
– Provides language support
– Additional optimization
• How to get the transcript
– Speechpad, etc.
– Bored interns/student workers
@CollegisEdu

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Include the Transcript
@CollegisEdu

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Use Annotations for Support
• Calls to action
– Comments
– Subscriptions
– Clicks
– Social shares
– Ratings
• Callouts
– Link to resources
– What to watch next
@CollegisEdu

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Drive Action with Cards
• New layer of interactivity to your videos
@CollegisEdu

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It’s Not Just About Views
Past
Present
@CollegisEdu

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YouTube Optimization is Critical
@CollegisEdu

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2) Start Using Hangouts on Air
@CollegisEdu

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You’re Not a Videographer
38% of teams lack knowledge skills for creating content
@CollegisEdu

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Budgets are Tight
46% of B2C marketers said lack of budget was a challenge
@CollegisEdu

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Webinars are Boring
46% of webinars rated less effective than last year
@CollegisEdu

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Lots of Brands are Using It
@CollegisEdu

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Colleges Universities
@CollegisEdu

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Creating a Variety of Videos
@CollegisEdu

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Interviews
@CollegisEdu

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Discussion Panels
@CollegisEdu

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How To’s
@CollegisEdu

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Podcasts
@CollegisEdu

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Live QA
@CollegisEdu

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Online Presentations
@CollegisEdu

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News Updates
@CollegisEdu

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Thought Leadership
@CollegisEdu

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Demonstrations
@CollegisEdu

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Testimonials
@CollegisEdu

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Promote a Cause
@CollegisEdu

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Raise an Issue
@CollegisEdu

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Promote a Lifestyle
@CollegisEdu

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Community Engagement
@CollegisEdu

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Start Building Your Library
@CollegisEdu

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Questions to Ask First
@CollegisEdu

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What Are Our KPIs?
@CollegisEdu
•Views
•Traffic
•Shares
•Inquiries
•Applications
•Starts
•Etc.

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Who is Our Target Audience?
@CollegisEdu

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What Will This Cost?
@CollegisEdu
•Time •Tools •Talent

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Do We Have Internal Support?
@CollegisEdu

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Conduct Competitive Analysis
• Subject matter
• Type of videos
• Video quality
• Audience engagement
• Calls to action
• Publishing frequency
• Branding strengths
@CollegisEdu

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Create a Content Strategy
Substance
• What’s your unique value
proposition?
• What’s are the topics of
conversation?
• Why should viewers keeping
watching?
@CollegisEdu

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Create a Content Strategy
Structure
• Live public
– Interactive vs. broadcast
• Live invite only
– Controlled audience interaction
• Non-live invite only
– Controlled content production
• What’s the format?
• Interview
• Discussion Panel
• Etc.
@CollegisEdu

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Create a Content Strategy
Workflow
• Who’s involved?
• What tools/equipment do you
need?
• What’s the frequency of
production?
@CollegisEdu

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Create a Content Strategy
Governance
• Who are the key decision makers?
• Who needs to be informed?
• Do you need anyone's approval?
@CollegisEdu

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Start Brainstorming Ideas
• What does your audience want?
• Is it right for video?
• How will it be differentiated?
• Is there a content gap?
• Usecandor.com
@CollegisEdu

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Content for All Funnel Stages
• Why Attending College in the Northeast Is a Great Idea
• Prospective Students
@CollegisEdu

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Content for All Funnel Stages
• What It’s Like to Be a Freshmen at ABC University
• Inquire
@CollegisEdu

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Content for All Funnel Stages
• How to Create a Killer Essay for Your Application
• Apply
@CollegisEdu

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Content for All Funnel Stages
• Study Tips for Finals from Dean’s List Students at ABC
• Attend
@CollegisEdu

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Content for All Funnel Stages
• How the ABC Alumni Network Supports Your Career
• Grad
@CollegisEdu

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Showcase Your
Mission Culture
• What makes your institution unique?
• What do you want to be known for?
• What are your cultural strengths?
• What do you have to offer?
@CollegisEdu

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Discover Your Authority
• Is it individual or organizational authority?
• Showcase authority through information
• Use subject matter experts
– Internal and external
@CollegisEdu

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Make It Interactive
• The Hangout ToolBox
– Lower thirds
• Showcase
– Link to assets
• Screenshare
• QA
• Google Effects
@CollegisEdu

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Develop Your Structure
• Nose
– The hook
– The 5 W’s
• Body
– The details
– Keep things moving
• Tail
– Key takeaways
– Desired actions
– Next time
@CollegisEdu

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Create a Program Outline
• What to include:
– Important conversation points
– Supporting data
– Key questions to answer
• Makes participation easier
– Not a Script
• Practice makes perfect
• Helps keep you on time
@CollegisEdu

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Remember: Length Matters
http://bit.ly/1efy9P
@CollegisEdu

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Use an Optimized Title
• Key for long-term success
– Organic views
• Discover key areas to focus the
topic of conversation
• Find a keyword family
– Ex: Majoring in…
– Ex: How to get started in…
@CollegisEdu

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Outline Your OKRs
• Awareness
• Authority
• Retention
• Inquiry generation
• Admissions support
• Topical awareness
• Audience education
• Community engagement
• Be S.M.A.R.T.
@CollegisEdu

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Take the Leap
@CollegisEdu

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3) Be the Best You Can Be
@CollegisEdu

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Use Quality as a Differentiator
@CollegisEdu

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Find a Producer
ProducerSubject matter expert
@CollegisEdu

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Become an HOA Expert
• Hangout set-up
– Manage the video feed
– Test the network bandwidth
• SpeedTest.net
– Avoid Wi-Fi
• For quality audio
– External mic
– Try earbuds
@CollegisEdu

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Get the Right Equipment
@CollegisEdu

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Brand Your Background
@CollegisEdu

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Use Custom Lower Thirds
@CollegisEdu

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Find the Right Host
The host needs to be:
• Engaging
• Knowledgeable
• Cool under pressure
• In control of the conversation
• Fully invested
@CollegisEdu

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Find the Right Talent
• Talent must be:
– Subject matter experts
– Comfortable with the technology
– Committed to participating
– Engaging
• Borrow authority
– Third-party validation
– Win/Win situation
• Test their internet speed
@CollegisEdu

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Train Your Participants
• Set up the equipment
• Join the Hangout
• Upload a lower third
• Understand the
conversation flow
• Look at the camera
@CollegisEdu

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Plan Your Online Event
• Google event page
– Optimize your title
– Use a detailed description
– Optimal time/day
– Drive RSVPs
– Promote the event
• Embed the live stream
– Drive traffic to your site
– Email registrations
@CollegisEdu

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Make It a Campus Event
@CollegisEdu

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Post-Broadcast Activities
• Edit YouTube Video
– Video description
– Thumbnail
– Add annotations/cards
• Content promotions
– Organic
– Paid
– Facebook, Twitter, YouTube
• Create supplemental content
@CollegisEdu

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Repurpose with Purpose
@CollegisEdu

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It’s Not Just for YouTube
@CollegisEdu

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Measure Report Your Results
• Event registrations
• Social sharing
• Content engagement
• Referral traffic
• Views
@CollegisEdu

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Use Views to Track Progress
@CollegisEdu

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YouTube Analytics
• Demographics
• Playback locations
• Devices
• Audience retention
• Engagement metrics
• Annotation clicks
• Views
@CollegisEdu

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Focus on Your R.E.P. to Improve
• Retention
• Engagement
• Participation
@CollegisEdu

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And Repeat
RESEARCH
PLAN
CREATE /
EXECUTE
EVALUATE
REPURPOSE
@CollegisEdu

115. THANK YOU
bit.ly/VideoHangoutsACHE
For Questions:
@GrantTilus
Grant.Tilus@CollegisEducation.com
www.collegiseducation.com
ACHE 2015 Annual Conference
Join the Conversation: #ACHESTL

116. 116
Sources
• eMarketer, “US Digital Video Audience Profile: Who’s Watching, How They’re Watching and
What Screens They’re Watching”
• Google, “YouTube Insights, Q2 2014”
• Invodo, “Video Statistics: The Marketer’s Summary 2014”
• Wikia, “Generation Z: A Look at the Technology and Media Habits of Today’s Teens”
• Millennial Branding, “The High School Careers Study”
• Animoto, “The Power of Video for Small Business [Infographic]”
• Unruly, “Social Ad Effectiveness”
• Moz, “What Makes a Link Worthy Post - Part 1”
• Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”
• Facebook, “What the Shift to Video Means for Creators”
• Social Media Examiner, “2015 Social Media Marketing Industry Report”
• Wistia, “Does Length Matter?”
• YouTube, “ Statistics”
• Kantar Media, “Press Release”
• Nielsen, “The Total Audience Report”
• MarketingProfs, “Get to Know Generation Z: Marketing's Next Big Audience”
@CollegisEdu