Petra Brodilová: Poslední středa o YouTube
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The document discusses strategies for building brand awareness and consideration on YouTube. It recommends creating three types of content: hygiene content that is always-on and optimized for user interests; hub content that drives awareness at scale through tentpole events; and hero content that inspires viewers through engaging stories. It also provides tips for creating engaging content, such as getting viewers' attention in the first 5 seconds, taking time to tell a story, creating series to encourage return visits, targeting specific audiences, and measuring performance to iterate on content. The overall message is that combining always-on, tentpole, and hero content delivered according to these engagement principles can help brands succeed on YouTube.
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Petra Brodilová: Poslední středa o YouTube
- 1. Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary Build Awareness andInfluence Consideration with
- 2. Google Confidential and Proprietary You want to make sure people know your brand so they can consider you when it matters Awareness Consideration Google Confidential and Proprietary See you Remember you Understand you Want you
- 3. Google Confidential and Proprietary You want to move potential customers from casual intrigue to passionate advocates See you Remember you Understand you Want you ConsiderationAwareness Google Confidential and Proprietary
- 4. Google Confidential and Proprietary ...to driving actions You’ve never been able to connect views
- 5. Google Confidential and Proprietary Reach people who watch and people who take action Most likely to commit People you’ve targeted Most likely to watch
- 6. Trueview is changing according to advertiser's needs Google Confidential and ProprietaryGoogle Confidential and Proprietary Views Watch more Dig deeper Get the app Learn & buy TrueView actions fulfill brand demand and cosideration TrueView views create brand desire and awareness People don’t know my brand People love my brand
- 7. Now TrueView connects desire to demand with these new consumer connectors Google Confidential and ProprietaryGoogle Confidential and Proprietary Learn & Buy Cards Dig Deeper Call-to-Action Overlay Watch More Companion Banners Get the App Mobile App Promo
- 9. Google Confidential and Proprietary Starting in May, TrueView will count views and actions Watch 30 seconds of the ad, or to completion, if the ad is less than 30 seconds Take action (ie: click on CTA overlays, cards, app install buttons, companion banners or other links in the video viewer) Views are incremented and you only pay when people: NEW
- 10. Google Confidential and Proprietary Actions that will increment the view count and charge for a view 1. Watch 30 seconds, or to completion if the ad is less than 30 seconds 2. Click Channel Title/Avatar 3. Click the Video Title 4. Click on Card’s teaser 5. Click Share 6. Click Companion Banner/Video Wall 7. Click on Call-to-Action overlay 8. Click to visit advertiser’s site 9. Click to Install on Mobile App Promo 52 43 7 8 1 9 6
- 11. Google Confidential and Proprietary Measure and optimize to the actions people take Google Confidential and Proprietary
- 12. Google Confidential and Proprietary We Know The New Rules To Build Brands Expression Tell Great Stories Audience Find the Right People Participation Build Stronger Relationships Content Strategy
- 13. YouTube Content Workshop (agenda a vybrané slidy)
- 16. Consumer is now in CONTROL
- 20. 889K SUBSCRIBERS Surpassed GoGoManTV Google Confidential and Proprietary
- 21. Brand are successful on YouTube Google Confidential and Proprietary
- 22. Content Insights
- 23. We will now walk you through insights in 3 categories that support the hub, hero, hygiene content strategy. Getting Started Brand & Consumer Category competitive set Google Confidential and Proprietary
- 24. New Rules of Content Strategy
- 25. New Rules of Content Strategy Be AlwaysOn Google Confidential and Proprietary
- 26. the problem of going viral Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014 0 150,000 300,000 450,000 600,000 Google Confidential and Proprietary
- 27. (Regularly scheduled content around customer passions) (Tentpole events or programs that drive awareness at scale) A New Framework to Program Your Content Better Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec HYGIENE HUB HUB HUB HUB HERO HERO HERO (Always-on content optimized to users intent and interests)
- 28. Hero Content Be Always On Hygiene Content Hub Content Google Confidential and Proprietary
- 29. Inspire ‘Browsers’ with Hero content Google Confidential and Proprietary
- 30. Hero Content Be Always On Hygiene Content Hub Content
- 31. Volvo O2McDonald’s Reviews of ProductsResponding to Criticism How to Videos Google Confidential and Proprietary Serve the ‘Searchers’ The right people at the right time
- 32. Hero Content Be Always On Hygiene Content Hub Content Google Confidential and Proprietary
- 33. Google Confidential and Proprietary Regularly Scheduled ‘Push’ Content Around Customer Passions Land Rover Episodic Content In transit with Peter Bragiel Episode 2: Santa Cruz | Land Rover USA In transit with Peter Bragiel Episode 3: Redwoods | Land Rover USA In transit with Peter Bragiel Episode 1: Intro | Land Rover USA Land Rover have collaborated with Peter Bragiel (a YouTuber known for his long distance travel series, ‘In Transit’) to create episodic content giving viewers a reason to return.
- 34. ContentActivity Hygiene Hub Hero Time Google Confidential and Proprietary Hero + Hygiene + Hub How it all works together
- 35. New Rules of Content Strategy Be Engaging Google Confidential and Proprietary
- 36. A few best practices… FOLLOW TOPICAL IDEAS Wasted Impressions No Missed Opportunities DISENGAGED audience ENGAGED audience Google Confidential and Proprietary
- 37. the possibility to skip an ad.... Google Confidential and Proprietary
- 38. creates an opportunity Google Confidential and Proprietary
- 39. How to Create Custom Content to Engage with Your Audience 1 2 3 4 Get Attention in 5 Seconds Take Time to Tell Your Story Target Your Audience Create Series for People to Come Back to Google Confidential and Proprietary Measure & Iterate 5
- 40. TV Version YouTube Version Engage your audience in 5 seconds1 Google Confidential and Proprietary
- 41. Nike Football - Winner Stays 4’12’’ 38Mviews 6% (30 secs or less) 31% (1-2 mins) 29% (31-60 secs) 11% (2-3 mins) 10% (3-4 mins) 13% (4+ mins) Then, Take Your Time...2 Google Confidential and Proprietary
- 42. Create Series for People to Come Back To3 Google Confidential and Proprietary Nespresso 51M+views 31%+Brand Search Increase
- 43. Target Your Audience4 Burger King - Preroll 64different prerolls Google Confidential and Proprietary
- 44. Favorites Followers Shares Comments Likes Views Measure & Iterate5 Google Confidential and Proprietary