This document provides insights and statistics about video and brands on YouTube. Some key points:
- 3 in 4 YouTube users agree they tell others about brands they love. More consumers now watch YouTube than cable TV.
- Brands can engage fans on YouTube by participating in communities and sharing in fans' passions. Top YouTube channels have millions of subscribers.
- Generations C and Z are more likely to watch brand videos on YouTube than TV ads and influence others through social sharing. Deeper connections are built through participation on YouTube.
- Top brands are on YouTube but many of their videos have low views. Telling authentic stories that don't feel like ads can help brands succeed and be remembered on YouTube. Participation campaigns
At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, de nes our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of YouTubers reach this level of passion, by reviewing games and featuring publishers on YouTube and their other socials channels.
How to "Do" Instagram for Brands in 10 StepsRon Schott
Instagram (and all image-based content) is becoming more and more important. How can brands take part in the fun? We offer 10 easy points brands can look to as they embark on the image-focused content adventure.
All facts/figured via Facebook/Instagram. All images via @ronschott
The document discusses strategies for social media marketing and advertising. It provides tips on earning word-of-mouth through advocacy rather than paid advertising. It emphasizes focusing on people over brands, sharing quality content, leveraging influencers, and measuring engagement and impact on key metrics like sales and leads. Successful case studies are highlighted from brands like Carlsberg, Coca-Cola, Skittles, and others.
A lot of social marketers only pay attention to paid and owned social marketing. But earned social is too important to ignore! Find out why, as well as 5 ways to generate more of it!
Umsl super bowl hastag strategy case studyPerry Drake
UMSL students were challenged by Professor Perry Drake to develop better hashtag usage strategies for 7 of the many brands that advertised during the 2013 super bowl. The goal being to engage the consumer with the brand and pull them into the second and third screen.
05.Online marketing and social media campaignsJulian Matthews
HP ran a 31-day promotion where they gave away HP laptops through bloggers. Each blogger promoted the giveaway for one day over 31 days. This resulted in a large increase in traffic and sales for HP, with over 380,000 links discussing the promotion and an estimated reach of over 50 million impressions. The promotion cost $250k and had no media spend. It was successful because HP built relationships with influencers and gave them control over custom marketing materials.
CSM Module 5: Online marketing and social media campaignsJulian Matthews
The document discusses several case studies of successful viral marketing campaigns:
- HP's 31-Day Dragon Campaign which increased sales of their notebook by 84% through giving influencers products to promote.
- Blendtec's "Will it Blend?" videos which received 6 million views in 5 days and increased their revenue by 43%.
- Dove's "Real Beauty" campaign challenged beauty stereotypes and sparked online and global debates.
Social media platforms are increasingly incorporating video and social viewing features to aggregate content from multiple sources like YouTube, Facebook, and podcasts. This allows users to view videos together from different sites in a synchronized experience. Brands are leveraging these new social capabilities through tactics like webisodes, which expand their audience and integrate products. Measuring the impact of these various social media video platforms is important for selecting the right tactics in an integrated campaign.
At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, de nes our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of YouTubers reach this level of passion, by reviewing games and featuring publishers on YouTube and their other socials channels.
How to "Do" Instagram for Brands in 10 StepsRon Schott
Instagram (and all image-based content) is becoming more and more important. How can brands take part in the fun? We offer 10 easy points brands can look to as they embark on the image-focused content adventure.
All facts/figured via Facebook/Instagram. All images via @ronschott
The document discusses strategies for social media marketing and advertising. It provides tips on earning word-of-mouth through advocacy rather than paid advertising. It emphasizes focusing on people over brands, sharing quality content, leveraging influencers, and measuring engagement and impact on key metrics like sales and leads. Successful case studies are highlighted from brands like Carlsberg, Coca-Cola, Skittles, and others.
A lot of social marketers only pay attention to paid and owned social marketing. But earned social is too important to ignore! Find out why, as well as 5 ways to generate more of it!
Umsl super bowl hastag strategy case studyPerry Drake
UMSL students were challenged by Professor Perry Drake to develop better hashtag usage strategies for 7 of the many brands that advertised during the 2013 super bowl. The goal being to engage the consumer with the brand and pull them into the second and third screen.
05.Online marketing and social media campaignsJulian Matthews
HP ran a 31-day promotion where they gave away HP laptops through bloggers. Each blogger promoted the giveaway for one day over 31 days. This resulted in a large increase in traffic and sales for HP, with over 380,000 links discussing the promotion and an estimated reach of over 50 million impressions. The promotion cost $250k and had no media spend. It was successful because HP built relationships with influencers and gave them control over custom marketing materials.
CSM Module 5: Online marketing and social media campaignsJulian Matthews
The document discusses several case studies of successful viral marketing campaigns:
- HP's 31-Day Dragon Campaign which increased sales of their notebook by 84% through giving influencers products to promote.
- Blendtec's "Will it Blend?" videos which received 6 million views in 5 days and increased their revenue by 43%.
- Dove's "Real Beauty" campaign challenged beauty stereotypes and sparked online and global debates.
Social media platforms are increasingly incorporating video and social viewing features to aggregate content from multiple sources like YouTube, Facebook, and podcasts. This allows users to view videos together from different sites in a synchronized experience. Brands are leveraging these new social capabilities through tactics like webisodes, which expand their audience and integrate products. Measuring the impact of these various social media video platforms is important for selecting the right tactics in an integrated campaign.
In this deck, we break down what 9 brands do to gain their fans' attention and drive them to action. Download a high-res version here: forms.insidesocial.com/anatomy-of-a-great-social-ad
This document discusses strategies for using YouTube and online video marketing for retailers. It provides tips from an interview with an Andy Stack, a product manager at YouTube. Some key points include:
- YouTube represents a major part of online video consumption with billions of daily views worldwide.
- Retailers should focus on creating engaging content for customers rather than just advertisements.
- Successful video marketing utilizes social media to promote videos and engage customers in online conversations.
- Case studies show how brands like Lady Gaga and Orabrush used video marketing effectively on YouTube and social media to grow their businesses.
Marketing also part of the movie experience. When a movie launched, despite its successful predecessor series, marketing also helps in nurturing the post-movie products. This slide conducts in Bahasa Indonesia & English.
Also, two people helped me in collecting the data: Elfarin Normalia & Septiawan Ridwan
Pomellato is an Italian luxury jewelry brand that wants to increase its market share in the US. However, its Facebook page has attracted few fans and lacks engagement. A social media specialist was hired to develop a strategy to heighten brand awareness on Facebook. Through research, the specialist found luxury brands struggle with encouraging engagement while maintaining an exclusive brand image. The specialist must determine how Pomellato can create an engaging Facebook presence without compromising its prestige, and develop a strategy that brings additional value to fans.
This document discusses the rise of influencer marketing on social media platforms. It notes that millennials spend more time watching YouTube videos than traditional TV, and are influenced more by recommendations from influencers than traditional advertising. Influencer marketing involves content creators promoting brands and products organically to their large online audiences. While this can be an effective marketing tactic, issues around disclosure of sponsorships and maintaining authenticity have arisen. The relationship between brands and influencers has evolved from initial pay-per-post deals to more collaborative partnerships. Platforms have also emerged to connect smaller brands with relevant influencers. Future research may examine finding the right balance of influencer promotions to avoid oversaturation.
How to Create a Successful Social Media CampaignSocialmetrix
This document helps you to analyze all the amount of data you can get by listening to your audience. It helps you build your campaigns’ messages, content and conversations around the insights you are able to get..
Build a successful social media campaign requires a good deal of involvement, this document gives you the tools and steps to create a social media campaign that works.
Learn to create a compelling social media campaign that prospects will want to engage and share.
Build a beachhead or perish why everyone apart from your fans is a distractionGraham Brown
Nokia's CEO referred to "building a beachhead" for Windows phones, acknowledging the need to focus on fans. However, true success requires embracing fans as paramount. Fans are far more influential than average customers. To build a beachhead, a brand must understand fan fundamentals: all brands have fans; a brand's fans differ from other brands' fans; fans love what a brand does for them, not the brand itself. Most challenges facing mobile companies are cultural - focusing too much on average customers rather than fans, relying on creative agencies that drown out fans' voices, and using research methods that don't reveal true fans. To build a beachhead, a brand must overcome these cultural walls by focusing on
HOW CAN SOCIAL MEDIA HELP YOUR BRAND STRATEGY WHEN THINGS GO WRONGBSI
1) The document summarizes lessons learned from GM's use of social media during its bankruptcy crisis. It discusses how GM overcommunicated across multiple social networks to engage with people and answer questions.
2) It explains how GM let others tell its story by sharing positive messages and metrics to justify the social media effort. This perceived loss of control helped the story spread naturally.
3) The document outlines GM's follow up efforts like continued engagement, listening to consumers and critics, expanding customer service, and providing value to rebuild its reputation in the long run.
How to Use Tiktok for Marketing Your Small Business?mKonnekt
With more than one billion active users, it is one of the fastest-growing social media networks. Several Brands are already experimenting on the platform. Learn how to use TikTok for business and what kind of strategy should you adopt on the platform.
The document discusses expert content campaigns on blogs and Twitter that have been successful. It provides two case studies: 1) A 2010 campaign by Pink Pony Foundation that formed a coalition of 100 women's lifestyle blogs to promote breast cancer awareness, which was effective due to uniting social causes with trendy blogs and creative coverage. 2) Jeep's Twitter campaigns that engaged followers by asking questions and promoting brand experiences, videos, and events, increasing engagement and new followers. The document also provides best practices for blog and Twitter content, focusing on building relationships and sharing exclusive timely information.
The document discusses word of mouth marketing (WOMM) and how to plan and implement a WOMM campaign. It notes that traditional advertising is becoming less effective while word of mouth is more trusted and influential. It defines WOMM as occurring both online and offline when consumers are given reasons to talk about products. Successful WOMM relies on identifying and motivating influencers who will spread positive messages about a brand through their social networks. The document provides tips for developing WOMM strategies including listening to online conversations, engaging influencers, and integrating WOMM with traditional paid advertising campaigns.
The article discusses Google's major redesign of YouTube aimed at making it more like television. The redesign focuses on user-created channels that can be pinned and recommends channels based on viewing history. It introduces a new advertising model called TrueView where advertisers only pay if users engage with ads. The redesign is part of Google's plan to monetize YouTube's 3 billion daily views and grow its estimated $1.6 billion in annual revenue.
The document discusses using the social media app Tik Tok for business purposes. It provides reasons why businesses should use Tik Tok, including that it allows engaging with young audiences, video content performs well, and it provides easy access to artificial intelligence features. The document then outlines who uses Tik Tok, with 90% of users under 35, and examples of brand accounts. It provides a 5 step planning process for businesses that includes developing hashtags, timing posts, maintaining activity, creative ideas, and paid advertising. Examples are given of successful brand campaigns by Coca-Cola, Dunkin Donuts, and Red Bull on Tik Tok. Finally, some businesses that are already actively using Tik Tok are listed.
User-generated content: do you really need it? Hannah Law
This document discusses user-generated content (UGC) and whether brands need it. It begins by defining UGC as content created by the public rather than publishers or brands, like social media posts. It then explores why brands use UGC, such as to build trust since consumers trust peer reviews more, and that UGC engages millennials. However, it also notes challenges like low participation rates and loss of brand control. It provides case studies of both successful (Warby Parker) and unsuccessful (NYPD) UGC campaigns. It concludes by advising brands to carefully consider the costs and benefits of UGC campaigns.
Social Media is a Promise (here's how to keep it) by Graham D Brown Graham Brown
The document discusses how social media promises to let customer stories be heard, but many top-down brands fail to deliver on this promise. It argues that brands should adopt a "bottom-up" approach like Lego, where customers are given control to tell their own stories and connect with each other, rather than the brand dictating the conversation. This approach of empowering customers has helped transform Lego into a successful brand by creating meaningful engagement and connections to what customers love. Indifference, not dislike, is the true enemy for brands in the current environment where attention is scarce.
Branded Entertainment - Love at every sitepsambrakos
In an age where consumers are more powerful than ever, and have almost unlimited choices of how to spend their time, brands should stop trying to interrupt them, and instead should try to produce content that is appealing enough for people to want to watch on their own. Even more, brands should strive to produce content that consumers would want to recommend to their friends, and content that will get them involved and talking about it through social media. Brands should aim to produce advertising that is loved by their audiences.
12 Stellar Social Media Marketing Campaigns that workedlindseyfair
The document describes several challenges faced by companies and the solutions they employed, along with the results. One challenge was to engage an audience and develop loyalty. The solution was a Tim Hortons Facebook campaign where users could share a coffee moment and win gift cards, with ongoing engagement and voting on shared stories.
Youtube insights how passions drive purchasesLionel Martins
This document provides insights from Google and YouTube on how brands can leverage passions and interests to drive purchases. It discusses how Unilever engaged consumers on sustainability and how World Cup ads performed well on YouTube. Data shows passions influence many purchases, from beauty to cars to phones. The document also outlines best practices for creating engaging content and measuring marketing impact across digital channels.
Brands & Partnerships: Raising Money & Increasing Reach - Hunter Weekspower to the pixel
This document discusses Hunter Weeks' experience partnering brands with his films and online content. It provides tips for getting brands on board as sponsors or partners, including thinking about how the content can reach a brand's target audience, finding the right contact person, arranging in-person meetings, and emphasizing potential impressions over direct product placement. It also notes examples of brands that have successfully integrated documentary-style video content into their websites and marketing strategies.
In this deck, we break down what 9 brands do to gain their fans' attention and drive them to action. Download a high-res version here: forms.insidesocial.com/anatomy-of-a-great-social-ad
This document discusses strategies for using YouTube and online video marketing for retailers. It provides tips from an interview with an Andy Stack, a product manager at YouTube. Some key points include:
- YouTube represents a major part of online video consumption with billions of daily views worldwide.
- Retailers should focus on creating engaging content for customers rather than just advertisements.
- Successful video marketing utilizes social media to promote videos and engage customers in online conversations.
- Case studies show how brands like Lady Gaga and Orabrush used video marketing effectively on YouTube and social media to grow their businesses.
Marketing also part of the movie experience. When a movie launched, despite its successful predecessor series, marketing also helps in nurturing the post-movie products. This slide conducts in Bahasa Indonesia & English.
Also, two people helped me in collecting the data: Elfarin Normalia & Septiawan Ridwan
Pomellato is an Italian luxury jewelry brand that wants to increase its market share in the US. However, its Facebook page has attracted few fans and lacks engagement. A social media specialist was hired to develop a strategy to heighten brand awareness on Facebook. Through research, the specialist found luxury brands struggle with encouraging engagement while maintaining an exclusive brand image. The specialist must determine how Pomellato can create an engaging Facebook presence without compromising its prestige, and develop a strategy that brings additional value to fans.
This document discusses the rise of influencer marketing on social media platforms. It notes that millennials spend more time watching YouTube videos than traditional TV, and are influenced more by recommendations from influencers than traditional advertising. Influencer marketing involves content creators promoting brands and products organically to their large online audiences. While this can be an effective marketing tactic, issues around disclosure of sponsorships and maintaining authenticity have arisen. The relationship between brands and influencers has evolved from initial pay-per-post deals to more collaborative partnerships. Platforms have also emerged to connect smaller brands with relevant influencers. Future research may examine finding the right balance of influencer promotions to avoid oversaturation.
How to Create a Successful Social Media CampaignSocialmetrix
This document helps you to analyze all the amount of data you can get by listening to your audience. It helps you build your campaigns’ messages, content and conversations around the insights you are able to get..
Build a successful social media campaign requires a good deal of involvement, this document gives you the tools and steps to create a social media campaign that works.
Learn to create a compelling social media campaign that prospects will want to engage and share.
Build a beachhead or perish why everyone apart from your fans is a distractionGraham Brown
Nokia's CEO referred to "building a beachhead" for Windows phones, acknowledging the need to focus on fans. However, true success requires embracing fans as paramount. Fans are far more influential than average customers. To build a beachhead, a brand must understand fan fundamentals: all brands have fans; a brand's fans differ from other brands' fans; fans love what a brand does for them, not the brand itself. Most challenges facing mobile companies are cultural - focusing too much on average customers rather than fans, relying on creative agencies that drown out fans' voices, and using research methods that don't reveal true fans. To build a beachhead, a brand must overcome these cultural walls by focusing on
HOW CAN SOCIAL MEDIA HELP YOUR BRAND STRATEGY WHEN THINGS GO WRONGBSI
1) The document summarizes lessons learned from GM's use of social media during its bankruptcy crisis. It discusses how GM overcommunicated across multiple social networks to engage with people and answer questions.
2) It explains how GM let others tell its story by sharing positive messages and metrics to justify the social media effort. This perceived loss of control helped the story spread naturally.
3) The document outlines GM's follow up efforts like continued engagement, listening to consumers and critics, expanding customer service, and providing value to rebuild its reputation in the long run.
How to Use Tiktok for Marketing Your Small Business?mKonnekt
With more than one billion active users, it is one of the fastest-growing social media networks. Several Brands are already experimenting on the platform. Learn how to use TikTok for business and what kind of strategy should you adopt on the platform.
The document discusses expert content campaigns on blogs and Twitter that have been successful. It provides two case studies: 1) A 2010 campaign by Pink Pony Foundation that formed a coalition of 100 women's lifestyle blogs to promote breast cancer awareness, which was effective due to uniting social causes with trendy blogs and creative coverage. 2) Jeep's Twitter campaigns that engaged followers by asking questions and promoting brand experiences, videos, and events, increasing engagement and new followers. The document also provides best practices for blog and Twitter content, focusing on building relationships and sharing exclusive timely information.
The document discusses word of mouth marketing (WOMM) and how to plan and implement a WOMM campaign. It notes that traditional advertising is becoming less effective while word of mouth is more trusted and influential. It defines WOMM as occurring both online and offline when consumers are given reasons to talk about products. Successful WOMM relies on identifying and motivating influencers who will spread positive messages about a brand through their social networks. The document provides tips for developing WOMM strategies including listening to online conversations, engaging influencers, and integrating WOMM with traditional paid advertising campaigns.
The article discusses Google's major redesign of YouTube aimed at making it more like television. The redesign focuses on user-created channels that can be pinned and recommends channels based on viewing history. It introduces a new advertising model called TrueView where advertisers only pay if users engage with ads. The redesign is part of Google's plan to monetize YouTube's 3 billion daily views and grow its estimated $1.6 billion in annual revenue.
The document discusses using the social media app Tik Tok for business purposes. It provides reasons why businesses should use Tik Tok, including that it allows engaging with young audiences, video content performs well, and it provides easy access to artificial intelligence features. The document then outlines who uses Tik Tok, with 90% of users under 35, and examples of brand accounts. It provides a 5 step planning process for businesses that includes developing hashtags, timing posts, maintaining activity, creative ideas, and paid advertising. Examples are given of successful brand campaigns by Coca-Cola, Dunkin Donuts, and Red Bull on Tik Tok. Finally, some businesses that are already actively using Tik Tok are listed.
User-generated content: do you really need it? Hannah Law
This document discusses user-generated content (UGC) and whether brands need it. It begins by defining UGC as content created by the public rather than publishers or brands, like social media posts. It then explores why brands use UGC, such as to build trust since consumers trust peer reviews more, and that UGC engages millennials. However, it also notes challenges like low participation rates and loss of brand control. It provides case studies of both successful (Warby Parker) and unsuccessful (NYPD) UGC campaigns. It concludes by advising brands to carefully consider the costs and benefits of UGC campaigns.
Social Media is a Promise (here's how to keep it) by Graham D Brown Graham Brown
The document discusses how social media promises to let customer stories be heard, but many top-down brands fail to deliver on this promise. It argues that brands should adopt a "bottom-up" approach like Lego, where customers are given control to tell their own stories and connect with each other, rather than the brand dictating the conversation. This approach of empowering customers has helped transform Lego into a successful brand by creating meaningful engagement and connections to what customers love. Indifference, not dislike, is the true enemy for brands in the current environment where attention is scarce.
Branded Entertainment - Love at every sitepsambrakos
In an age where consumers are more powerful than ever, and have almost unlimited choices of how to spend their time, brands should stop trying to interrupt them, and instead should try to produce content that is appealing enough for people to want to watch on their own. Even more, brands should strive to produce content that consumers would want to recommend to their friends, and content that will get them involved and talking about it through social media. Brands should aim to produce advertising that is loved by their audiences.
12 Stellar Social Media Marketing Campaigns that workedlindseyfair
The document describes several challenges faced by companies and the solutions they employed, along with the results. One challenge was to engage an audience and develop loyalty. The solution was a Tim Hortons Facebook campaign where users could share a coffee moment and win gift cards, with ongoing engagement and voting on shared stories.
Youtube insights how passions drive purchasesLionel Martins
This document provides insights from Google and YouTube on how brands can leverage passions and interests to drive purchases. It discusses how Unilever engaged consumers on sustainability and how World Cup ads performed well on YouTube. Data shows passions influence many purchases, from beauty to cars to phones. The document also outlines best practices for creating engaging content and measuring marketing impact across digital channels.
Brands & Partnerships: Raising Money & Increasing Reach - Hunter Weekspower to the pixel
This document discusses Hunter Weeks' experience partnering brands with his films and online content. It provides tips for getting brands on board as sponsors or partners, including thinking about how the content can reach a brand's target audience, finding the right contact person, arranging in-person meetings, and emphasizing potential impressions over direct product placement. It also notes examples of brands that have successfully integrated documentary-style video content into their websites and marketing strategies.
The Media & Entertainment industry makes up 33% of the global M&E industry and is expected to reach over $800 billion in 2021. It was traditionally promoted through reviews in newspapers and magazines but now relies heavily on social media influencers. Influencers have become powerful marketers as 70% of consumers trust their opinions as much as friends. Brands can leverage influencers to capitalize on events, platform features, and user-generated content to build community and increase respect, awareness and loyalty.
YouTube has become an important platform for social media marketing. Marketers are using short, viral videos on YouTube to promote new products, companies, and promotions. The Joy of Kosher could create montages of their cookbooks and recipes to market their business on YouTube. They could also live stream cooking classes. YouTube was founded in 2005 and later acquired by Google. It is now the third most visited website and a primary platform for social media marketing through short, engaging videos that can spread products and companies virally.
There are now over 317 YouTube channels with more than 1 million subscribers. YouTube reaches more US adults aged 18-34 than any cable network. Brands like Dove and Intel have found success engaging YouTube audiences with authentic videos, with Dove's "Real Beauty Sketches" video receiving 163 million global views. Marketers can achieve a 1-3% sales lift at no additional cost by spending an average of 5% of their media budget on YouTube according to studies.
This document provides an overview of marketing strategies for YouTube. It discusses how businesses are utilizing YouTube to build their brand, promote products, and make money. Specifically, it recommends starting with a unique brand, using content marketing like blog posts and videos to engage an audience, and advertising on YouTube to gain popularity and profits. Additional tips include communicating actively with subscribers to boost engagement. The overall message is that YouTube offers many opportunities for digital marketers to promote their business if they create high-quality, original content and focus on audience interaction.
This document provides 10 tips for growing a YouTube channel. The tips include building videos around keywords, reusing existing high-performing content, engaging with audiences, using branded elements, promoting videos on other social channels, personalizing the channel, using appealing thumbnails, pushing for subscriptions, increasing upload frequency, and becoming an expert in social video and YouTube. The overall goal of the tips is to drive more traffic, viewership, engagement, and subscribers to help channels on YouTube succeed and expand their audience.
YouTube is a video sharing website with over 1 billion active users each month. It allows users to upload, view, and interact with videos. The top industries that use YouTube marketing are beauty, technology, toys, food, music, education, and gaming. Major companies like Microsoft, Apple, Dove, L'Oreal, McDonald's and Coca Cola use YouTube effectively. Industries that likely benefit are those requiring product demonstrations while those unlikely to benefit include books, clothing, and office supplies. Risks of YouTube marketing include offending viewers and negative publicity from failed campaigns. Learning from other's mistakes is important for effective YouTube use.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Social media reputation management - SysomosSysomos
This presentation takes a look at why reputation management is important in the social media realm and how online discussions can affect the health of your brand the brand of your clients in the real world. It details some of the metrics a company may want to monitor and analyze in developing their social media reputation management strategy (such as like sentiment, top influencers, key conversations, etc). It also includes short case studies of companies which have successfully leveraged social media to generate positive consumer discussion and brand awareness, as well as companies whose reputations have been negatively affected by social media crises. This presentation will hopefully leave viewers with a greater appreciation of how quickly and significantly online conversations can impact customer goodwill and real world bottom lines.
The document provides 18 tips for running a successful YouTube campaign, including writing engaging titles, optimizing videos for searchability, understanding audience interests, engaging with the YouTube community, customizing thumbnails, cross-promoting content, targeting search results, running contests, creating playlists and calls to action, live streaming, collaborating, running ads, sharing to social media, being relatable, and improving on competitors' creatives. The key strategies are optimizing content and titles, understanding the audience, engaging the community, and promoting content on and off the YouTube platform.
Unilever and other brands are highlighted in the document as leveraging YouTube insights to drive results by engaging consumers on their passions and interests. YouTube reaches more 18-34 year-olds than any cable network and viewers are highly engaged with the platform. Effective branded content on YouTube includes longer form videos that blur the lines between advertising and entertainment, such as World Cup ads and the top performing ads on the YouTube Ads Leaderboard. Case studies show how brands like Turkish Airlines, Nike, and Visit California have successfully influenced purchases and increased intent to travel through YouTube campaigns.
Discover he new YouTube Insights (Q2 2014): How passions drive purchases! Brands that engage consumers on their passions and interests influence purchases more strongly than others. In this issue, see how Unilever and other brands are leveraging this insight to drive results.
This playbook breaks down the collective learnings from some
of the most successful videos and campaigns on YouTube,
giving you the tools to make content that effectively captures
the attention of your audience. You’ll find proven techniques to
make your videos stand out and benefit from YouTube’s
influence at key cultural moments. And you’ll learn some
powerful methods to track your content’s performance.
This is a guide for brands, agencies and businesses. However,
anyone who’s interested in making videos for YouTube is
encouraged to explore the topics covered here.
● BRANDS will find strategies and tools for building content
plans, organising video distribution, measuring performance,
and more.
● AGENCIES will find best practices for partnering with
creators, guidelines for making the most effective videos,
recommendations for advertising formats, and more.
● BUSINESSES will find an in-depth look at the elements of
successful videos, tips for building an audience, ways to
keep viewers coming back, and more.
Define Your Brand Territory
With 400 hours of new content uploaded to YouTube every
minute,1 how can you be sure viewers will want to watch yours?
Start by choosing a territory in which you can win. For example,
are you going to make quirky lifehack videos to drive awareness,
utility-based how-to videos to encourage new use cases, or are
you going to create that big “whoa” moment to get people
buzzing and sharing?
Ask yourself what your brand stands for—what are the passions
that will drive its success? At the same time, ask yourself what
your customers care about in their daily lives. Find the point
where your brand’s passions overlap with your audience’s
concerns. At that intersection lies something unique you can
bring your fans to earn their loyalty.
The following tools can help you understand what your
customers care about. What videos do they watch? How active
are they on social networks? How do they use their mobile
devices?
● YouTube Trends Dashboard: See what videos are
trending on YouTube.
● YouTube Analytics: See how your audience is
reacting to—and interacting with—your videos.
● Think with Google: Explore Google data, insights,
and perspectives for marketers.
● Brand Lift: Look beyond impressions and views to
understand the direct impact your YouTube ads have
on perceptions and behaviours throughout the
customer journey.
● Google Surveys: Learn what people really think
about your brand.
At the same time you’re getting to know your audience, do some research on
your competitors. Not just your usual competitors, but anyone providing users
with content in a similar genre or category. Visit their YouTube channels to
get a sense of their video styles, formats and tones.
● See what they’re doing. Has anything they’ve done really resonated
with their audience?
● Learn from what they’re doing right. Where are there opportunities
for your brand?
Now that you're on the path to making great videos, how are you defining
success? Is it do
There are now over 317 YouTube channels with more than 1 million subscribers. YouTube reaches more US adults aged 18-34 than any cable network. Dove's "Real Beauty Sketches" campaign received 163 million global views and topped the YouTube Ads Leaderboard, demonstrating how brands can engage audiences through authentic content on YouTube.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
YouTube Trends 2023 Guide: YouTube is without a doubt the ultimate site for online video sharing. The platform has established itself as an unrivaled social media website where contemporary video culture emerges on a regular basis.
YouTube allows people to share videos and has become a popular video sharing site. To share a video on YouTube, a user must create an account, upload the video file, add a title, description, and tags. They can also choose the privacy settings for the video. YouTube makes money through advertisements shown before, during, or after videos, of which YouTube keeps 45% and the creator receives 55%. Creators can also offer paid content through video or channel subscriptions. This revenue is linked to the creator's AdSense account managed by Google.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Etsy Marketing Guide - Tips For Selling Digital Products
Brand & Fans
1. ISSUE TWO | OCTOBER 2013
Quarterly Stats, Trends and Insights on Video from YouTube and Google
BRAND FANS
3 IN 4 YOUTUBE USERS AGREE
“if there is a brand I love,
I tend to tell everyone about iT”
MORE CONSUMERS
WATCH YouTube
THAN CABLE NETS
Learn how you can create bigger
opportunities for your brand
around the holidays – Stories from
Cardstore, Snapfish and others
GEN C IS 2x mOrE likely TO AGREE
“I would rather watch videos
posted by brands on YouTube
than watch TV commercials”
2. Engage your FANS not just viewers
Viewers sit back. Fans lean forward. Viewers consume. Fans contribute. Viewers move on to the
next thing. Fans share, comment, create. YouTube wasn’t built for fans. It was built BY fans. Share
in fans’ passions and be an active part of the communities that matter most to your audience.
MORE CONSUMERS WATCH YOUTUBE THAN CABLE NETS
(Reach of YouTube vs. Major Cable Networks by Demographics)
MALES 18-34
48%
YOUTUBE
CMDY
TBSC
FX
MTV
SPK
FEMALES 18-34
TNT
AMC
ESPN
AEN
MTV
TBSC
46%
YOUTUBE
FX
MALES 18-49
47%
YOUTUBE
TBSC
FX
CMDY
TNT
ESPN
CMDY
TBSC
FX
MTV
SPK
SPK
DISC
AEN
AMC
49%
YOUTUBE
TBSC
FX
MTV
FX
TNT
47%
YOUTUBE
CMDY
DISC
TLC
DSNY
AEN
CMDY
FAM
AEN
E!
TLC
TNT
DSNY
NICK
TLC
CMDY
AEN
TLC
FAM
E!
MTV
FEMALES 18-24
ESPN
USA
AMC
TNT
MTV
FAM
FX
TBSC
E!
40%
YOUTUBE
FEMALES 25-54
MALES 25-54
TBSC
E!
FEMALES 18-49
MALES 18-24
48%
YOUTUBE
FAM
ESPN
AEN
AMC
HIST
51%
YOUTUBE
TBSC
FX
AEN
TNT
LIF
(Nielsen. August 2013)
reach your audience At a lower cost*
63% of campaigns would benefit
from a shift to YT from TV**
shifting 18%
of TV budgets to YouTube could achieve 4.6
additional pct pts in reach at no extra cost***
average frequency
On average across these campaigns,
22
20
YouTube could
reach light TV
viewers with
increased
frequency
8
3
TV ONLY
TV / YOUTUBE
LIGHT TV VIEWER
TV ONLY
TV / YOUTUBE
HEAVY TV VIEWER
*YouTube Analysis of 2,000+ TV campaigns from 2012 Q4 leveraging Nielsen Cross Platform Homes Panel
**Of the 300+ TV campaigns targeting the 18-34 demographic. ***Only campaigns >200 GRP, optimize 3+ reach.
google.com/think/youtube-insights
02
3. Engage your FANS not just viewers
share in fans’ passions*
68%
of YouTube users say
YouTube is a place to
celebrate creativity
YouTube users agree “If there
is a brand I love, I tend
to tell everyone about it”
your fans will choose you on youtube**
Gen C is a powerful new force in consumer culture. It’s a term we use to describe
people who care about creation, curation, connection and community. It’s not
an age group; it’s an attitude and mindset defined by key characteristics.
FIND OUT MORE about gen c: http://www.google.com/think/articles/meet-gen-c-youtube-generation-in-own-words.html
76%
of Gen C state YouTube is the first
place they go looking for online videos
Gen C is...
2X
Gen C is...
1.6 X
more likely to agree “YouTube is one
of my primary sources of entertainment”
Gen C is...
2X
more likely to agree “I would rather
watch videos posted by brands on
YouTube than watch TV commercials”
more likely to agree “The only
ads I like to watch are ads that
I have a choice to skip”
Gen C agree“I buy brands that
support causes I believe in”
of Gen C have taken action after watching
ads for a product or service on YouTube
1in 2
*Statistics are weekly compared to YouTube non-users where applicable. Top 2 box where applicable.
**Compared to non-Gen C where applicable. Source: Google/Ipsos YouTube Audience Study, August 2013.
61%
(US insights unless otherwise stated)
google.com/think/youtube-insights
03
4. Deepen connections through PARTICIPATION
Nothing should come between you and your audience. On YouTube, you create for fans and
with fans. Top brands and creators are making the most of YouTube’s potential to reach millions.
See the content creators and brands that are driving the greatest connections and learn the
strategies that VICE and ING DIRECT are using to fuel participation and engage their audiences.
Top 10 MOST SUBSCRIBED youtube channels
(NUMBER OF global SUBSCRIBERS – IN MILLIONS)
13.9
12.7
PewDiePie
smosh
11.7
YouTube
Spotlight
11.2
Hola Soy
German
10.8
10.4
Jenna
Marbles
nigahiga
10.3
10.2
Ray
William
Johnson
Rihanna
VEVO
9.6
machinima
8.7
One
Direction
VEVO
(OpenSlate. 9/30/2013)
Top 10 MOST SUBSCRIBED BRAND CHANNELS
(NUMBER OF global SUBSCRIBERS – IN MILLIONS)
2.8
2.1
redbull
google
2.0
1.7
playstation rockstar
games
1.6
1.1
apple
gopro
camera
0.9
0.8
0.8
0.7
warner
bros rec.
nike
football
ubisoft
pepsi
(OpenSlate. 9/30/2013)
TOP youtube ads leaderboard ADS
http://www.google.com/think/collections/youtube-leaderboard.html
SEPTEMBER
AUGUST
JULY
Moto X
Lazy Phone – Touchless Control
NIKE PRESENTS
JUST DO IT – POSSIBILITIES
DOVE
CAMERA SHY
google.com/think/youtube-insights
04
5. Deepen connections through PARTICIPATION
Top 10 MOST SUBSCRIBED entertainment CHANNELS
(NUMBER OF global SUBSCRIBERS – IN MILLIONS)
6.8
4.5
The ellen
show
HIGHLIGHTED
YOUTUBE
CHANNEL
nba
3.3
vice
HIGHLIGHTED
YOUTUBE
CHANNEL
3.1
jimmy
kimmel
live
3.1
the
x factor
usa
3.1
top Gear
3.0
2.4
comedy
National
Geographic central
2.2
2.1
the
x factor
uk
wwe fan
nation
(OpenSlate. 9/30/2013)
VICE
VICE focuses on immersive journalism and enlightening documentaries from around the world. It’s one of
the most well-known YouTube channels, with more than 3 million subscribers. Looking back,
three actions were the catalysts to grow its audience to new levels:
1. Distribute content on and off YouTube to leverage influencers
VICE shared two breakout videos on reddit.com in May 2012, driving 140,000 views within two days of the upload. This initial event created
a snowball effect – other sites then embedded the content, prompting viewers to share across the web.
2. Optimize video thumbnails to pique interest
VICE’s most successful video, ‘First Animal to Survive in Space’, from September 2012, had a clear and captivating thumbnail (shown
above). The video eventually made its way to the YouTube homepage and that placement helped it gain millions of views.
3. Learn from YouTube trends and insights to build content
VICE released ‘3D Printed Guns’ in March 2013, exactly as America contemplated the gun control debate and related search terms were trending.
http://www.youtube.com/user/vice | http://www.google.com/think/case-studies/vice-youtube-success-sustained-viewership
KEEP UP TO DATE WITH WHAT’S HOT AT YOUTUBE.COM/TRENDS
Never miss the next big hit on YouTube. Subscribe to YouTube Re:View – google.com/think/yt-review
“Success is building something that you self-select to watch.
Something I love so much that I’m going to share it with my friends.
Something they’re going to watch because it comes from me.”
Lou Arbetter, Director of Pepsi MAX
(US insights unless otherwise stated)
google.com/think/youtube-insights
05
6. Tell authentic stories to EXPRESS your brand
How do brands like Pepsi succeed on YouTube? By creating content that doesn’t feel like an ad
and by taking advantage of the creative freedom afforded by YouTube to tell more immersive stories.
Tell beautiful stories that your audience will choose to watch and they’ll remember your brand.
100 of the top 100 brands are on youtube
on average, top 100 brands each have...
14
50%
here’s
a tip To
DRIVE
VIEWS...
YouTube
channels
of these videos have
FEWER than 1,000 views
187
0.6%
videos on
each channel
have more than
1 million views
(Pixability. August 2013)
Mentioning your brand in the first five seconds can
help brand recall, but it also lessens the desire to
keep watching your content – completion rates drop.
Brand recall grew 2.5x for people who saw
the full ad vs. the first five seconds of a video ad.
(Google-Compete research on 100+ automative ads. August 2013)
tEST DRIVE
PEPSI MAX
In 2013, Pepsi MAX launched ‘Test Drive’, a four-minute prank video in which a disguised Jeff
Gordon takes an unsuspecting car salesman on the test drive of his life. This was by no means
an ordinary ad. In fact, for Peter Atencio, director of the ‘Test Drive’ video, the goal was to
deliberately create a video ad that did not feel like an ad. The result? Nearly 40 million views
online and the #1 position on the March YouTube Ads Leaderboard.
http://www.youtube.com/user/pepsi
google.com/think/youtube-insights
06
7. Tell authentic stories to EXPRESS your brand
ING DIRECT
Participation has brand-building impact, especially when it puts the power of creation in the
hands of an audience. ING Direct Canada created a captivating brand experience by using
the YouTube homepage masthead and Lightbox Ads to drive audiences to its video contest
featuring indie band Walk off The Earth. The two-phase campaign asked users to first submit
videos and then cast votes. The aim was to change Canadians’ perception that talking about
money is bad, giving them new, fun ways to discuss saving dollars. The campaign received
7 million impressions and 166,000 engagements.
http://www.google.ca/think/case-studies/ing-canada-2013.html
How to drive engagement in video ads?
“When it comes to branded content
‘going viral’ is exceptionally rare (and
not the only measure of success)”
http://www.mashable.com/2013/10/14/youtube-brand-mistakes
CARDSTORE
Cardstore is a part of American Greetings and allows consumers
to create perfectly personalized greeting cards online. To build
awareness during the busy holiday season, they set up their first
YouTube homepage masthead. This masthead included two panels
(pictured here) that consumers could switch between, one to
showcase an online video ad and another with a carousel showcasing products from Cardstore. As Tim Walter, Senior Marketing
Manager at American Greetings, described, “The card carousel approach was engaging and people were spending time with it.”
The campaign proved effective with great results
• 3x more visitors to the site in November 2012 vs. November 2011
• Over 80% of Cardstore’s site traffic was referred by YouTube on the day of the YouTube masthead
• 28% increase in brand searches during the week of the masthead
http://www.google.com/think/case-studies/cardstore-brand-youtube.html
(US insights unless otherwise stated)
google.com/think/youtube-insights
07
8. Move people to CHOOSE YOUR BRAND
Success on YouTube comes from a connection between brands and fans around a shared interest or passion.
Brand Surveys will now help you tell your brand’s story in the most compelling way. See how Snapfish and
Travel Oklahoma have connected with their communities to move people to choose their brands.
ADVERTISERS ARE
GAINING GREATER
INSIGHTS INTO THE
EFFECTIVENESS
OF THEIR
CAMPAIGNS
87%
of 62 tested campaigns
had significant AD RECALL
LIFT following TrueView
campaign exposure
compared to exposure
to a control ad
Based on one-sided statistical tests at 10% significance (a=.1). Q3.
BRAND SURVEYS
a new effectiveness
tool for adwords
for Video
•
Automatically, one group of users
are shown ads from the campaign
(exposed) and another group have
the same ads suppressed (non-
exposed randomized control). Both
groups are then asked questions
about that ad’s and brand’s
performance (recall, preference,
favorability and/or intent).
• In AdWords, an advertiser designs
a basic survey about brand and ad
performance. Then they launch their • Google then compares the
aggregated and anonymous data
display or video campaign.
WHEN CONSUMERs
CHOOSE TO WATCH
ADS, THEY REMEMBER
them BETTER
85%
from the two groups of respondents
and gives the aggregated results
to advertisers to measure the brand
impact of their campaigns. Initial
findings from our internal tests show
that advertisers are gaining greater
insights into the effectiveness of their
campaigns through Brand Surveys.
• The tool is now in beta and will be
fully released to all US advertisers
at the beginning of 2014.
of 62 tested campaigns had
significantly HIGHER AD RECALL
among people who watched the
ad compared to those who didn’t*
Based on one-sided statistical tests at 10% significance (a=.1). Q3.
*Correlational finding; despite the similar rates of statistical significance, there was not a 1:1 match between
campaigns with overall lift in ad recall and significant differences between viewers and non-viewers.
(US insights unless otherwise stated)
google.com/think/youtube-insights
08
9. Move people to CHOOSE YOUR BRAND
SNAPFISH
travel
oklahoma
Trueview ads deliver site traffic
testing and constant optimization
delivers results with trueview
The Oklahoma Tourism and Recreation Department
(OTRD) reallocated 20% of their summer ‘Come
See For Yourself’ campaign investment to YouTube
TrueView ads. OTRD launched TrueView ads in
test markets that they’d been tracking due to high
potential, but which they could never previously
afford to reach. The test showed that TrueView
ads enabled OTRD to achieve broad awareness at
a lower cost, but also drove higher website visitation
than other marketing channels.
Snapfish by HP is an online photo service with more
than 90 million members in over 20 countries. In
a campaign executed for Black Friday and Cyber
Monday, it produced two eight-second creatives
with strong calls-to-action at the end. After closely
monitoring the performance of both ads to optimize
their Cost-Per-Views (CPV), Snapfish was able to:
•
•
TrueView-only markets performed well above all
the other test groups (TV-only, TV plus TrueView,
control group), driving 486% year-over-year
growth in website visitation.
The 12 markets running TrueView-only ads
accounted for 44% of their website traffic
(284,000 visits), funded by only 20% of the
campaign budget.
http://www.google.com/think/case-studies/how-travel-oklahoma-isbucking-tradition-to-win-visitors.html
•
Cut CPV to 30% of the original rate obtained
in a previous TrueView test.
•
Furthermore CPCs on TrueView were 14%
cheaper than they were with paid search
during the same time period.
Hugh Burnham, Interactive Web Marketing Manager
at Snapfish, emphasized the importance of learning
throughout the process. “The Black Friday campaign
well surpassed our expectations,” he noted. “Putting
what we learned from our initial campaign into
practice was a major factor in our Black Friday
campaign success.”
http://www.youtube.com/user/snapfishbyhp
http://www.google.com/think/case-studies/snapfish-youtube.html
google.com/think/youtube-insights
9
10. Useful links
Need to know more? Follow the links below...
Page 3
GoPro Camera
WWE Fan Nation
http://www.youtube.com/user/wwefannation
Meet Gen C
http://www.youtube.com/user/goprocamera
Warner Bros Records
http://www.google.com/think/articles/meet-gen-cyoutube-generation-in-own-words.html
highlighted youtube channel
http://www.youtube.com/user/warnerbrosrecords
Nike Football
VICE
http://www.youtube.com/user/nikefootball
Page 4
Ubisoft
Top 10 youtube Channels
http://www.google.com/think/case-studies/vice-youtubesuccess-sustained-viewership
Pepsi
PewDiePie
http://www.youtube.com/user/ubisoft
http://www.youtube.com/user/vice
http://www.youtube.com/user/pepsi
youtube ads leaderboard
Page 6
http://www.youtube.com/user/smosh
Moto X - Lazy Phone - Touchless Control
Pepsi Max
YouTube Spotlight
http://www.youtube.com/watch?v=2_JQxm53114
http://www.youtube.com/user/pepsi
http://www.youtube.com/user/YouTube
Nike Presents - Just Do It - Possibilities
Top 100 brands on YouTube
Hola Soy German
http://www.youtube.com/watch?v=aPkyPdubqDs
http://www.youtube.com/user/PewDiePie
Smosh
http://www.google.com/think/collections/youtube-leaderboard.html
http://www.youtube.com/user/HolaSoyGerman
Dove - Camera Shy
Jenna Marbles
http://www.pixability.com/youtubebrandstudy
http://www.youtube.com/watch?v=SPFsa6FLvlg
Page 7
http://www.youtube.com/user/JennaMarbles
Nigahiga
http://www.youtube.com/user/nigahiga
Ray William Johnson
Page 5
ING DIRECT
http://www.youtube.com/user/RayWilliamJohnson
Top 10 Entertainment Channels
Rihanna VEVO
The Ellen Show
http://www.youtube.com/user/RihannaVEVO
Machinima
http://www.youtube.com/user/machinima
One Direction VEVO
http://www.youtube.com/user/OneDirectionVEVO
http://www.google.ca/think/case-studies/ing-canada-2013.html
Mashable
http://www.mashable.com/2013/10/14/youtube-brand-mistakes
http://www.youtube.com/user/theellenshow
Cardstore
NBA
http://www.google.com/think/case-studies/cardstore-brand-youtube.html
http://www.youtube.com/user/nba
VICE
http://www.youtube.com/user/vice
Top 10 Brand Channels
Jimmy Kimmel Live
Red Bull
The X Factor USA
http://www.youtube.com/user/jimmykimmellive
www.youtube.com/user/redbull
Top Gear
Brand Surveys
http://adwords.blogspot.co.uk/2013/03/measuring-brandlift-with-google.html
http://www.youtube.com/user/thexfactorusa
Google
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http://www.youtube.com/user/Google
http://www.youtube.com/user/topgear
PlayStation
National Geographic
http://www.youtube.com/user/playstation
http://www.youtube.com/user/nationalgeographic
Rockstar Games
Comedy Central
http://www.youtube.com/user/rockstargames
http://www.youtube.com/user/comedycentral
Apple
The X Factor UK
http://www.youtube.com/user/apple
http://www.youtube.com/user/thexfactoruk
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Travel Oklahoma
http://www.google.com/think/case-studies/how-travel-oklahoma-isbucking-tradition-to-win-visitors.html
Snapfish
http://www.youtube.com/user/snapfishbyhp
http://www.google.com/think/case-studies/snapfish-youtube.html
Tell us what you think at
g.co/ytinsightsfeedback
google.com/think/youtube-insights
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