The document discusses how non-profits can activate their YouTube audience. It highlights that YouTube is the top online video platform with over 3 billion daily views. It provides tips on video creation, customizing channels, building communities, distributing content, and using cost-effective advertising options. Non-profits are encouraged to be creative in finding new ways to engage viewers and leverage the full potential of YouTube.

1. Activating Your YouTube
Audience
Fintan Gillespie
Industry Manager – Google
fintan@google.com
“Fintan Gillespie”
YouTube Confidential and Proprietary
YouTube Confidential and Proprietary

2. Why Online Video?
YouTube Confidential and Proprietary

3. Video 5%
8%
is the biggest growth driver
of Mobile Internet Traffic 18%
69%
2008 2009 2010E 2011E 2012E 2013E 2014E
Video Web/Data P2P VoIP
Source: Mary Meeker / Morgan Stanley Global Internet report 2010 YouTube Confidential and Proprietary

4. Because your customers are watching it in the UK
Each month in the UK
35 Million people
watch online videos
85 % reach of the
online population
6 Billion videos are
being watched
hours of online
17 video per person
Source: ComsCore Nov 2010, eMarketer Dec 2010, Cisco 2009 YouTube Confidential and Proprietary

5. Because Engaging Content
Appeals to Our Emotions
Emotional St t i Provoke Action
E ti l Strategies P k A ti
Source: IPA Data Mine 2007 YouTube Confidential and Proprietary

6. Because it works on all devices
YouTube Confidential and Proprietary

7. Why YouTube?
YouTube Confidential and Proprietary

8. YouTube is the
Nr 1 destination f video
for
Over 3 billion
video watched daily
48 hours of content
uploaded every minute
Over 500 million
monthly users
YouTube Confidential and Proprietary

9. YouTube is the natural place for your video content
Easy discovery
Indexed by Google and YouTube
search to promote discovery
Free and open Easy distribution
Users want to find and see your Easy distribution and sharing
videos. YouTube doesn’t require options across social networks,
users to have a login to watch
g embedded sites etc.
Centralised hosting Effective marketing
Creative options for channels Effective advertising and
and video organisation promotional programmes
Centralised reporting
Full reporting suite for all views and
interactions available free in
YouTube Insight
YouTube Confidential and Proprietary

10. YouTube videos reach more people than any
other video provider in the UK
30 30 Million monthly unique
viewers of YouTube videos
84 % reach of all online
video viewers
4.7 hours are spent watching YouTube
videos per viewer per month
92 videos watched per viewer
id
per month
t h d i
4.4 3.9 3.2 2.9 2.8
YouTube BBC IPlayer ITV Sites (incl. player) Dailymotion Sky Sites (incl. player) Channel4 (incl player)
Unique video viewers (in millions)
Source: C S
S ComScore UK D 2010
UK, Dec
Please note: ComScore measures the actual streaming activity taking place within YouTube’s video players, this also includes videos embedded outside of
YouTube Confidential and Proprietary
YouTube.com (e.g. on Facebook profiles). In comparison, Nielsen only measures Unique Visitors to YouTube, embedded video views are not included.

11. YouTube is relevant to all demographics
GENDER BREAKDOWN SOCIAL BREAKDOWN AGE BREAKDOWN
Under 18 13% 87% of all
YouTube
users are
18 - 24 13% over 18!
Female Male C2DE ABC1
25 - 34 19%
47% 53% 39% 61%
35 - 49 28%
50+ 27%
YouTube Confidential and Proprietary
Source: Nielsen UK, Nov 2010 , % by Unique Users (18.5M)

12. Cross platform viewing
already accounts for
35% of TV
consumption
Source: Comscore December 2009 YouTube Confidential and Proprietary

13. Youtube Provides Additional Reach
Target Audience: 15-34 year olds
Client: Cadbury
Budget Mix: YouTube 4% , TV 96%
23.7% additional
YouTube reach
Television
46.1% reach 34.5% reach
YouTube Ad Format: Promoted Videos
Source: UK Media Efficiency Panel 2010 YouTube Confidential and Proprietary

14. Light TV viewers are online
60
Daily Reach
of light TV viewers (l
f li ht i (less th 16h of TV per week)
than 16hrs f k)
50
Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post Peak
40
30
Daily reach in %
h
20
10 Online
TV
0
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5
am
Time of Day
Source: YouTube Media Consumption Study
Light TV Viewers = 0-16 hrs TV per week, n=213 YouTube Confidential and Proprietary

15. YouTube is part of your social conversation
More than 400 tweets per minute contain a YouTube link,
and over 150 years worth of YouTube video is watched on Facebook every day!
Source: YouTube Blog,
Jan 2011, global YouTube Confidential and Proprietary

16. YouTube for Non-Profits Program
YouTube Confidential and Proprietary

17. YouTube Confidential and Proprietary

18. Youtube for Non-Profits Benefits
Youtube Channel Upgrade
pg
Call-To-Action Overlay
Custom Thumbnails
External Annotations
Up 15 Minute Vid U l d
U to 1 Mi Video Uploads
Videos Featured on Platform
YouTube Confidential and Proprietary
1
8

19. The YouTube Non-Profit Channel
OVERVIEW
• Branded image map banner can link to
various parts of your website.
• Videos Can be up to 15 minutes in Length
p g
• Featured Video Autoplays at Start.
• Vanity Url
UK EXAMPLES
Youtube.com/OxfamGreatBritain
Youtube.com/FriendsoftheEarth
Youtube.com/user/WaterAid
Youtube.com/missingpeople
YouTube Confidential and Proprietary

20. YouTube Watch Page – Call to Action Overlays
OVERVIEW
• Give your videos extra interactivity with Call
to Action Overlays
•O l
Overlays appear i th video as a pop
in the id
up hyperlink with your text
BEST PRACTICE
• Use Call to Action Overlays to click
through to your Brand Channel,
Donation Page or other Social Media
Platforms.
• Deeplink Annotations to donation
pages specific to the video’s content
YouTube Confidential and Proprietary

21. External Annotations – Perfect for Direct Response
OVERVIEW
• You can add video annotations to any
video, in any place on the screen, at any
time during the video
• F nonprofits, annotations h
For fit t ti have th ability
the bilit
to link to an external site
• Annotations appear on embedded videos
• To add an annotation, go to “My Account,”
then “Edit Video” and select the
“Annotations” tab at the top of the page
BEST PRACTICE
• Use External Annotations to drive
online donations or engagement with
other Social Media Platforms.
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22. Case Study: Beatbullying, Over 2 Million Views
YouTube Confidential and Proprietary
2
2

23. Building Your Youtube Presence
YouTube Confidential and Proprietary

24. Getting Started – Video Creation
g
BEST PRACTICES
Keep it Short
The average length of a video watched on
YouTube is 3.8min
For the best user engagement, make your
video less than 5 min
min.
Give Camera to Volunteers
Encourage volunteers to record video
blogs and realtime updates from the field.
g p
Eg: Oxfam
React Fast
Have emergency protocols in place and
upload content as events happen.
l d t t t h
Partner Up
Find other organisations on YouTube who
complement your mission and work
l t i i d k
together to promote each other.
Eg: ShowRacismTheRedCard
YouTube Confidential and Proprietary

25. Be Creative - Customise Your Channel
DESCRIPTION
Your Channel is the home for your
videos on Youtube. Take some time to
get the look and feel right.
BEST PRACTICES
Make Playlists
Organise your Videos into Playlists,
select Favourite Videos.
Eg: Oxfam
Choose Top Video
Choose your top video wisely and
update this video regularly to keep it
fresh.
Utilise Y
Utili Your Header
H d
Add Banners, Backgrounds and
Embedded HTML links in your header to
drive views across your other online
portals.
portals Eg: AmnestyInternational
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26. Build a Community around your Channel
BEST PRACTICES
Direct Dialogue
Make Videos that create a dialogue about
your work and what you’re trying to
achieve. Eg: itgetsbetterproject
Tell Serial Stories
Engage viewers with a series of videos
around a specific theme to encourage
subscriptions. Eg: WaterAid Glastonbury
Respond to Current Events
Address relevant news stories by posting
videos that explain your position.
Create Thank You Videos
Thank those who donate with via
embedded videos in emails and thank you
pages.
pages Eg: Concern Worldwide
Use Endorsements
Whether they’re from celebrities or people
you’ve had an effect on. Eg: BeatBullying
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27. Network and Distribute
BEST PRACTICES
Tag and Title Well
Youtube is the second largest search engine.
Tag and title your video with relevant
keywords to make it findable on Youtube.
Embed
Broadcast your videos by embedding them
on your website and other digital platforms
Click “Subscribe”
Subscribe to other Non-Profit Channels to
stay up to date on their content. They may
return the favour
Engage and Interact
Draw attention to your work by interacting
with both allies and adversaries on Youtube
Make Web Traffic a Two-Way Street
Use the Channel Masthead to drive users
back to your website and link to your
Youtube Channel from your website.
Eg: ActionAid Blog
YouTube Confidential and Proprietary

28. Keep a consistent brand message across all your online
platforms & adapt to ongoing marketing initiatives
Make sure the branding and design of your channel
is aligned with your official brand positioning or campaign theme
theme.
Website YouTube facebook
YouTube Confidential and Proprietary

29. Think outside the box
Use the full YouTube potential.
Be creative and find new ways of engaging your viewers!
YouTube Confidential and Proprietary

30. Cost-Effective Youtube Ads
C t Eff ti Y t b Ad
What are commercial advertisers using on Youtube
YouTube Confidential and Proprietary

31. YouTube Search Page - Promoted Videos
AD FORMATS
• Promoted Videos
• Can also run on a watch page
OVERVIEW
• Be there when users are searching,
browsing, discovering, looking for new
content
• YouTube is the #2 search engine globally
• Drives video views at scale
• Drives participation in engagement
programs (contests)
• Improves organic placement of videos
• Low CPCs
TARGETING
Keyword targeting
AD SPECS
External ad specs here
YouTube Confidential and Proprietary

32. Skippable Pre Roll – An Industry First
pp y
Skippables are 75% More Engaging
than Prerolls.
With Skippable Pre Roll ads you only pay
for what you care most, people actually
watching your ads.
Advertisers are only charged when:
• viewer choose to see the ad
completely (ad is less than 30”)
• after 30” (if ad is longer)
• viewer clicks the ad
( or whichever comes first)
Source: Doublecklick Benchmark Report. 2009 YouTube Confidential and Proprietary

33. Final Note…
Measure success and
analyze your viewers
YouTube Insights Google Analytics
Google Confidential and Proprietary 33

34. Thank You!
Youtube.co.uk/nonprofits
fintan@google.com
YouTube Confidential and Proprietary
YouTube Confidential and Proprietary