Ben Lister, Base79 www.charitycomms.org.uk/events

1. Social Media Conference
21 March 2012
#CCsocmed
www.charitycomms.org.uk

2. Creating & Sharing Video
March 2012
© Base79 2011

3. 3
Brief
Video is one of the most popular and compelling formats on the web. It is also given extra
weight in some search engines and social networking sites. This session will explore some
simple methods for creating and sharing video content through social media, plus show
you how film clips can help you spread your messages and drive traffic to your site.

4. 4
Overview
Base79?
Stats about video (and YouTube)
Video advertising examples
Content examples:
Ranging in production cost
Ranging in success
How to drive awareness and
create successful online video
How to use video to drive
awareness of other products and
services
The shape of things to come…
“…more than half of computers
are no longer computers…”
© Base79 2012

5. 5
Base79 Core Expertise
Advertising sales team to optimise monetisation
Operations team managing platform growth
- Active Rights Management (ARM) strategy and
tools to police, control and capitalise on unauthorised
content use on YouTube
Technology to drive out economies of scale
- New and emerging platforms: online, connected
device, tablet and mobile platforms
- Base79 ‘Trinity’ system for analysis and real-time
insights reporting from multiple consumption points
Business development creating routes to market
- Platform prioritised distribution strategy across all
consumption platforms and locations
© Base79 2012

6. 6
Base79 represents the video portfolios for leading content
producers in TV, Sport, Music, and Original Web Entertainment
© Base79 2012

7. 7
17.4 million
adults watch video online in the UK
© Base79 2012

8. 8
5.6 million
connected TV’s in the UK by end of the year
10 x
increase in consumption of BBC iPlayer
content on connected TVs since June 2010
© Base79 2012

9. 9
Global YouTube Stats
• YouTube now accounts for approximately 50% of online video viewing
• 60 hours of video are uploaded every minute
• Over 4 billion videos are viewed a day
• Over 800 million unique users visit YouTube each month
• Over 3 billion hours of video are watched each month on YouTube
• YouTube is localized in 39 countries and across 54 languages
• YouTube now have 30,000+ partners from 27 countries around the world
• Hundreds of YouTube partners are making six figures a year
• YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011
• 100 million people take a social action on YouTube (likes, shares, comments, etc.) every week
• 500 years of YouTube video are watched every day on Facebook
• An auto-shared tweet results in 6 new youtube.com sessions on average and we see more than 500
tweets per minute containing a YouTube link
• More than 50% of videos on YouTube have been rated or include comments from the community
© Base79 2012

10. 10
Video On-demand Consumption (VOD) is ubiquitous
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Video ads are outperforming all other ad formats
© Base79 2012

12. Advertising Examples; SBTV & Playstation Vita
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13. Ministry Of Sound & Nokia / O2
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14. Sponsorship Of Comedy Channels – Horrible Bosses
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15. 15
Video content examples #1 The Production Experts….
Ave. Cost = £5000 - £10,000+
Ave. Revenues = Zero - £1000
Ave. Viewing = under 250k
© Base79 2012

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Video content example #2….The YouTube Experts
Ave. Cost = £0 - £300
Ave. Revenues = £500 - £1000
Ave. Viewing = 1M
© Base79 2012

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Video content example #3….The best of both worlds
Ave. Cost = £300 - £500
Ave. Revenues = £2000+
Ave. Viewing = 500k
© Base79 2012

18. 18
Driving Awareness…
Create Compelling Content
• The first thing the viewer sees should be compelling, whether it is
the personality or the content of the video.
• Personalities should address/welcome the audience, ask a question,
spark the viewer s curiosity, tease the rest of the video.
• Use a teaser for the content of the video; start with a quick clip of
what s to come later in the video.
• Most viral videos are between 1min and 3mins. All video’s should be
over one minute in length, to enable premium advertising units.
The First 15 Seconds is the most important!
© Base79 2012

19. 19
Design an appropriate uploading strategy
• Strategy: Release content frequently and on a recurring schedule.
Contextualise core messages around trending topics.
• Why It Works: Frequency of uploads affects YT’s algorithm. To build
an audience, “a consistent audience requires consistent content.”
• How To Do It: Find the right release day for your audience.
Maximize the quantity content gained from production budget.
• Upload and make public on the same day. Don’t leave a video
private or unlisted for days, as the video will return lower in search
returns.
A good level to aim for is a minimum of one video per week
© Base79 2012

20. 20
Utilise Metadata & SEO
Title
•Keywords first
•Branding at end
•Compelling
Description
•Most compelling info first
•Include keywords, social and URL links
•Show description, helpful information
•Include a list of Tags
Tags
•Mix of common & specific
•Ordering
•Variations and plentiful
•Use quotes for phrases: “harry potter”
Create Standard Keywords, Keyword Tagline and Standard Channel
Links
© Base79 2012

21. 21
Utilise Thumbnails
• Youtube give you an option of three
automatically selected thumbnails.
• It’s best practice to upload your own
thumbnail to represent the clip.
• You can include branding on your
thumbnails to help viewers identify
official videos.
• Thumbnails are important for search,
related video traffic, and channel page
optimization. This visual snapshot of
your video is vital to drawing attention
to your content.
• one of the most important optimizations
for attracting views on the platform.
Make sure to upload high-resolution thumbnails
© Base79 2012

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Utilise Monetisation
• After uploading and claiming a video you
will need to select all ad units except
‘this video contains a paid product
placement’.
• When clicking ‘allow in stream
advertising for this video’ three more
options will open up, select all three.
• Premium pre-rolls advertising will
begin to appear on your videos.
• Youtube operates a pre-roll
frequency cap limiting one pre-roll
every 7 minutes for clips.
© Base79 2012

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Drive Extra Views with Call to Actions
Subscribe
•Critical to grow subscriber base, so videos launch with an audience from the start.
•Videos should have a CTA for the viewer to subscribe to your channel.
•Give them reasons to subscribe: more great videos every week, never miss an episode, etc…
Comments
•Important for ranking in search, viewer interaction, and knowing your audience.
•Ask your viewers to leave a comment on the video.
•Asking a specific question or an A vs. B prompt will increase your comments. Focus the
interest/ actions of the viewer and simplify what they need to do.
Like / Share
•Positive Video Actions from your viewers will improve your videos ranking in the algorithm.
•Ask viewers to Like, Favorite or Share the video by talking to camera or using annotations.
• Likes and favorites increase your video s ranking in search and get broadcast out to the
viewer s YouTube friends, which draws new viewers to your video.
•Viewers sharing your video on social media sites such as Facebook and Twitter broadcast your
video to all their friends and followers.
Use Playlists to relate similar videos and increase viewing
© Base79 2012

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Promotion and Social Media Networks
• Utilise likeminded content producers by joining a network of similar
channels to help drive viewing and subscribers.
• Build an audience on YouTube, Twitter & Facebook
• Ensure Social Media pages are populated to drive awareness to
new videos (through API or other means).
• Encourage your audience to share the videos with each other.
• Track sharing success with URL services like bit.ly
• The timing of your messages is key…it’s easy to get lost in all the
social noise.
• Use high profile supporters/ ambassadors to Tweet and share
videos…
Use YouTube ‘Playlists’ to relate similar videos and increase viewing to
your channels
© Base79 2012

25. 25
Base79 is now working proactively with partners to help prioritise the
environments that yield the highest returns from content
Partnership Development
Emerging
Content 3rd Party
Producer Video
Platforms
Owned
& Operated
Platforms
© Base79 2012

26. 26
Introduce Pay Models Into Your Online Video Strategy
Good “free”
offering attracts
audience of scale
l
n e
fu n
h e
n t
o w
e d
o v
Typically lose 90% of audience at
u m
each transition point or barrier
yo
a s
se s
re a
in c
o n
cti
Good product and UX design is key in e ra
in t
reducing ‘friction’ at the transition points
o f
lu e
V a
© Base79 2012

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Closing example…all the right calls to action.
Applications – link to landing pages of apps and website
DVD – links to Amazon / iTunes
Social Curation – links to Twitter & FB
© Base79 2012