YOUTUBE: ENABLING BRANDS TO BE BETTER

STORYTELLERS
Sara Snyder | April 30, 2014
@sarasnyder
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Brands as
Storytellers

Users & Youtubes evolution

The new rules of content creation

Developing programming + distribution strategies

Earn the love: turn viewers into fans

Making sure its worth it

How are you

currently using
YouTube?
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SHIFTS in technology fuel

unprecedented access
Mobile 4G

YouTubes mobile trac

Home broadband
now the norm

1B

>1gb/mo
Average U.S. mobile
data usage

Source: eMarketer, July 2013

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Approaching 40%

People can cut

the cord

Global unique
monthly users

Enabling users to be
EVERYWHERE & NOWHERE
simultaneously

25
grps

22

grps

grps

Online Video Channels

Cable Channels
Network Broadcast Channels

500
3

1960

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1970

1980

1990

2000

TODAY

YouTube
ADAPTED quickly

2011

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2012

Today

Despite technology, the human desire

for an emotional & authentic
connection has not changed

from the silly to the serious

YouTube is satisfying that need

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Rewriting
the rules of
content creation
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The NEW RULES of

content creation

It travels everywhere so
your strategy must be
liquid and orchestrated

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Authenticity to your
audience and your own
brand is critical

You must provide utility

or no one will tune in

social
referrals

search

What does
LIQUID VIDEO
look like?

Videos travel quickly

and are consumed
in dozens of ways

recommendation
engines

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embeds

BUT the building blocks havent changed

THEYVE GOTTEN BETTER

BRAND
POSITIONING

BRANDED CONTENT STRATEGY

Is there a consumer passion point where your brand
can bring unique, valuable content?

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TARGET
CONSUMERS
PASSIONS

WHAT ARE YOU GOING TO TELL THEM?

its not an option, content must provide utility to users
ENTERTAIN

EDUCATE

INSPIRE

create INTRIGUE

be TRANSPARENT

be RELATABLE

instill SUSPENSE

be CREDIBLE

have HEART

make them LAUGH

peak CURIOSITY

have PURPOSE

have FUN

provide INFORMATION

be TIMELESS

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ENTERTAINING MOVIE FANS

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EDUCATING THE PEOPLE

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INSPIRING THE MASSES

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Programming &
Distributing
Your Content

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Making content doesnt

mean people will SEE IT

Distribution and
community
strategies are
critical for
success

100 hours
content uploaded
each minute on YouTube

Source: Google internal data, Pixability, July 2013

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80%
brands videos receiving
less than 10,000 views

How
will you
stand out
from
the crowd?

The PROBLEM with

going viral
600,000

450,000

300,000

150,000

0
Apr 2012

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Jul 2012

Oct 2012

Jan 2013

Apr 2013

Jul 2013

Oct 2013

Jan 2014

Consistent video programming

is crucial for SUCCESS

Hero Content

Large-scale, tentpole events

or programs that drive
awareness at scale

How to program your video content

HERO

Hub Content

HERO

HUB

Regularly scheduled content

around customer passions

HUB

Hygiene Content

HUB

HUB

HYGIENE

Always-on content optimized to

users intent and interests

Jan

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HERO

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

HERO PIECES deserve

massive orchestration

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Match your distribution

plan to your content

Key Considerations for

HERO distribution plans

GO

BIG
Orchestrate
your advertising

This is a time to draw a new

audience in to your brand

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These are big media pushes

Timing

Consider pre and post

phasing as just as critical as
the moment itself

Invite the community to

participate to grow the
moments impact

HUB content
should be targeted
Use Targeted
Advertising to
drive trac to
this content

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Key Considerations for

HUB distribution plans

Audience targeting +
choice-based ads = winning
combo for episodic content

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Use video retargeting to

send the right message to
the right user

Use video walls and

annotations to drive
follow-on views

Collaborate or curate vs.

needing to do all the
heavy lifting

HYGIENE content:
How Tos, Product Demos,
Customer Service

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Key Considerations for

HYGIENE distribution plans

BROAD

not just your search list

keywords

always on

search + social is critical

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the shelf life of your content is way

longer than you probably think it is

look for clues in search patterns, answer

the questions users are asking!

No matter the content, dont forget to

OPTIMIZE FOR
DISCOVERABILITY

THUMBNAILS

Thumbnails shouldnt be an
afterthought, they are a
mini-banner ad!

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VIDEO TITLES

DESCRIPTION

Compelling video titles

draw users in and will
aid organic discovery

Only the rst few lines of your

description will appear w/out
expanding, make them count! But
give hand raisers more
information if they want it.

Turning viewers into fans

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The path to FANDOM

CASUAL
VIEWER

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SUBSCRIBER

SUPER
FAN

SUBSCRIBERS

subscriber

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2x

>

VIEWERS

non-subscriber

Tools for GROWING

SUBS AND FANS

Use the subscribe button

wherever you can

Be active with your

community, new comment
moderator will help

Playlists are a great way to keep

viewers tuned in

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GoPro adds 20s to each video and uses

annotations to drive viewers to subscribe

What do you
GET BACK?
Brands dont sell
brands, people
sell brands.

If there is a brand
I love, I tend to
tell everyone
about it

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ALSO INTERESTED IN

CONVERTING
subscribers to fans

Ask for input and foster your community,

it will have a snowball eect!

Hey Top Fans! As our most

devoted audience members we
wanted to share a little extra
behind the scenes footage with
you: http://youtu.be/
zPGrQRZCz50

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MAKING SURE ITS ALL WORTH IT

A new world means a new
scorecard and a dierent
approach to measuring success

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Create a new SCORECARD

FOR SUCCESS
Questions to ask

Move beyond the obvious to

capture the true impact of your content

Metrics to track
Completion rates

Are you making the right content?

Audience retention curves

View-through-rates for skippable ad formats

Are you ensuring users see your content?

Watch time (paid & organic) uctuations

Trac source report
Subscriber gains (losses)

Are you converting viewers into fans?

Share rate per thousand exposed viewers

Comments/replies/likes per thousand exposed viewers
Click throughs to site from ads and annotations

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So what can you do

TOMORROW
Audience

Reviewing

Fandom

H
H

H
Audit your
current audience

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Review previous distribution with

Hero/Hub/Hygiene in mind

Review your top fan report

and community on YouTube

THANK YOU!

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