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Objectives<br />To provide a detailed understanding of pharmaceutical YouTube accounts<br />To identify the most effective way to engage users through the use of YouTube (corporate, brand)<br />To identify key takeaways and top-level observations <br />
Methodologies<br />The Dose of Digital Pharma and Healthcare Social Media Wiki was used as a listing of current pharmaceutical YouTube accounts (39 pages)<br />Each page was further broken down into the following categories<br />Disease state<br />Corporate<br />Brand<br />Other<br />Each category was coded with a 1 for having that feature and left blank if otherwise<br />Several examples were identified and are highlighted in the presentation<br />
YouTube has the highest number of page views compared with other social media sites<br />Quantcast estimates that 60 million unique viewers visit YouTube each month<br />YouTube is the second most trafficked site globally<br />Sources: <br />Alexa.com.<br />http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site.<br />Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.<br />
YouTube video statistics<br />Every minute over 35 hours of video is uploaded to YouTube; in 2010 13 million hours were uploaded<br />Currently, 70% of YouTube traffic comes from outside the United States; this is expected to increase with the growing number of high-speed Internet users<br />YouTube is available in 43 languages in 25 countries<br />The average user is between the ages of 18 and 54<br />Mobile makes up 5% of total usage<br />Source:<br />1. http://www.reelseo.com/youtube-statistics/<br />
YouTube provides a different element to social media than Facebook and Twitter <br />Facebook and Twitter are used to stimulate conversation, push information, and/or organize events<br />YouTube doesn’t stimulate conversation but serves as a medium to push and share a large amount of content<br />Little room for engagement with YouTube<br />TV might be the top platform for brand promotion, but online video promotion has proven its worth<br />The online video market has surpassed the billion dollar mark and is expected to reach $5 billion by 2014<br />Online video allows the advertiser to deliver content specific to the brand’s targets<br />Sources:<br />1. http://www.reelseo.com/relevant-video-advertising-monetization/<br />
Interactive video ads are the next trend in online video advertising<br />Viewers are able to interact with the video<br />Viewers are more engaged if they can impact or control the content<br />User may forget they are actually watching an ad<br />Increase in views, which increases rankings and ratings<br />Interactive ad for Hell Pizza<br />Source: <br />1. http://www.reelseo.com/viral-branded-video-advertising-2011/<br />
Optimizing your video on YouTube is similar to optimizing your product Web site for Google<br />Text is key for increasing the ranking of your brand’s video<br />Search engine spiders search titles, tags, and descriptions of videos<br />Titles and descriptions should be clear and concise and include keywords specific to your video or brand<br />Including general popular keywords will not increase the rankings of your video<br />Allow others to upload or embed the video to increase your ranking by creating back links<br />Ranking algorithm takes into consideration ratings and number of views<br />Short videos tend to be the most successful (between 2-3 minutes)<br />Source:<br />1. http://www.pandia.com/sew/1687-how-to-optimize-youtube-videos-for-top-ranking.html<br />
YouTube Insight allows you to monitor the effectiveness of your campaign<br />Similar to Google Analytics, you can monitor your channel<br />Popularity of channel and videos<br />Brief demographics of who is viewing your channel<br />Where in country or world your video is getting the most hits<br />How your video is contributing to the YouTube community<br />
Pharma YouTube channels can be split into 2 groups<br /><ul><li>The most common type of YouTube channel in the pharma space is at the corporate level</li></li></ul><li>Pharma YouTube accounts have relatively few subscribers and channel views compared with popular consumer channels<br />The most popular channel on YouTube, VEVO, has over 100 billion views<br />The channel with the most subscribers, nigahiga by Ryan Higa, with over 3 million subscribers<br />
Upload views are higher than channel views<br />Users are viewing videos more than they are viewing the channel<br />Likely viewing videos other places than on the channel site<br />Beneficial to upload videos to other source than just on YouTube<br />
Pharma YouTube channels tend to be focused around the corporation<br />The majority of pharma YouTube channels are corporate pages that focus on the company<br />YouTube<br />Brand Level YouTube Channels <br />Corporate YouTube Channels<br />Script<br />Disease State<br />OTC<br />News<br />Company<br />Other<br />
Top 10 tips for pharma and healthcare use of YouTube<br />Choose your YouTube efforts strategically<br />Create a video as short as possible<br />Choose your thumbnail carefully<br />The default image is the middle point of your video (30 sec of a 60 sec video)<br />Use descriptive language in the title<br />Allow embedding and ratings of your videos<br />Integrate other online efforts<br />Don’t allow comments<br />Don’t expect people to stumble across your video<br />Maintain best practices even on YouTube<br />Establish the length of your channel before creating<br />Source:<br />1. http://blog.ogilvypr.com/2009/09/10-rules-of-using-youtube-for-pharma-healthcare-marketing/<br />
Top-level observations<br />YouTube is the second most trafficked site globally<br />YouTube channels are generally corporate-focused<br />Just like a Web site, it’s important to make sure your channel and videos are search engine optimized<br />Uploading video to other sources and allowing back linking increases rankings<br />YouTube used correctly can increase brand awareness and reach<br />