Consigli pratici su come realizzare una online video strategy per le aziende e brand, come attingere dalle strategie virali, cosa imparare dai casi di successo, in particolare su Youtube.

1. YOUTUBE SUCCESS STORIES
FOR MARKETERS
FROM BRAND TO PEOPLE
#smx
#23C

2. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE
#smx
#23C
SCRITTURA
SOCIAL MEDIA
TECH
VIDEO
COPYWRITING
CONTENT STRATEGYFOTOGRAFIA
BLOGGING
GIORNALISMOCONTENT
CURATION
ORGANIZZAZIONE
EVENTI TECH
TELEVISIONE
CONSULENZA
DOCENZAALESSIO GARBIN

3. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE
#smx
#23C
ALESSIO GARBIN

4. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

5. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Qualcuno si
sta ancora
chiedendo
“perché”?

6. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
source: themediaoctopus.com
Se un sito
contiene video…
3Xnumero di visitatori
+88% di tempo speso
+157% di traffico
organico

7. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
source: themediaoctopus.com
+46% probabilità che
un utente cerchi
informazioni sui prodotti
dopo aver visto un video
+85% aumento della
tendenza a comprare
dopo aver visto un
prodotto in video

8. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

9. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Ok, ma
come
faccio?

10. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

11. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
1) ANALISI DEL CONTESTO
2) DEFINIZIONE DI UNA STRATEGIA COMPLETA
3) PRODUZIONE DEL CONTENUTO
4) GESTIONE DELLA PIATTAFORMA
5) DISTRIBUZIONE DEL CONTENUTO
6) FOLLOW UP

12. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
1) ANALISI DEL CONTESTO
2) DEFINIZIONE DI UNA STRATEGIA COMPLETA
3)PRODUZIONE DEL CONTENUTO
4) GESTIONE DELLA PIATTAFORMA
5) DISTRIBUZIONE DEL CONTENUTO
6)FOLLOW UP

13. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

14. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Studia il contesto.
Sei convinto di
saperne,
ma non è così.
#saiquellochetifacomod
o
#conoscipocol’estero
#nonconosci
altreindustry

15. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

16. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Studia una
strategia (vera!)
#marketingstrategy
#socialmediastrategy
#sinergiatotalesuimedia
#approccioeditoriale
#budget

17. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
#budget

18. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
#budget

19. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
#budget

20. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
#budget

21. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Crea video che
funzionano!
Che producano
awareness, lead,
brand community…

22. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
?

23. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

24. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Storie
semplici
(da capire)

25. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

26. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Riconoscibilità
#protagonistiscelti
conempatia
#storiecomprensibili
#storierealistiche
(o appositamente
non realistiche)

27. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Riconoscibilità
#protagonistiscelti
conempatia
#storiecomprensibili
#storierealistiche
(o appositamente
non realistiche)
Archetipi

28. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Riconoscibilità
#protagonistiscelti
conempatia
#storiecomprensibili
#storierealistiche
(o appositamente
non realistiche)
Archetipi
Testimonial

29. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

30. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Ritmo!
Regola dei 15”

31. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

32. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Stop asking

33. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Give!
#moderale
call2action

34. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

35. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Usa la
grafica!

36. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Usa la
grafica!
Motion
graphics
2D

37. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Usa la
grafica!
Motion
graphics
2D
Motion
graphics
3D

38. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Usa la
grafica!
Motion
graphics
2D
Motion
graphics
3D
Illustra-
zione

39. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Usa la
grafica!
Motion
graphics
2D
Motion
graphics
3D
Illustra-
zione
Info
grafica…

40. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

41. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Trend,
Ricorrenze,
Meme,
Errori
competitors

42. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

43. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Il video oggi è
MOBILE
#narrazioneadeguata
#massimavisibilità
#piattaforma
compatibile
e performante

44. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

45. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Tribes rule!
#nerdpower

46. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Ragioni
così?

47. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Meglio
così

48. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Start 5”
Engange iniziale
Finish 10”
Emozione finale

49. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

50. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Storytelling

51. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Storytelling
Emozioni

52. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Storytelling
Brand non è
protagonista

53. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki

54. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
An & Ria's first flight - the full film
http://youtu.be/zD2NtzEPBcA
Smetti di pensare
ossessivamente
a te, al tuo logo
ai tuoi prodotti...
#usaliebasta
#naturalezza

55. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C

56. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Uno dei migliori canali
Youtube al mondo

57. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Checklist 1
Home Youtube?
Copertina? Social
button? Landing page
esterna collegata?
Playlist?
Gli altri video nel mio
canale? Sono coerente?
Sono accogliente?

58. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Checklist 2
Titolo del video?
Qualità del file?
Descrizione? Con link?
Categoria? Anteprima?
TAG? Audio TAG?
Sottotitoli e
annotazioni? Link
overlay?

59. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Distribuzione
AdWords for video?
Seeding?
Digital PR? [community,
influencer…]
Crowdsourcing?
Come si arriva al tuo
video e chi lo dovrebbe
vedere?

60. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
24h
Distribuzione
AdWords for video?
Seeding?
Digital PR? [community,
influencer…]
Crowdsourcing?
Come si arriva al tuo
video e chi lo dovrebbe
vedere?

61. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
24h
Distribuzione
AdWords for video?
Seeding?
Digital PR? [community,
influencer…]
Crowdsourcing?
Come si arriva al tuo
video e chi lo dovrebbe
vedere?
http://teads.tv
http://www.yume.com
http://www.businessinsider.com/digit
al-video-advertising-growth-trends-
2014-5

62. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Ascolto
Cosa sta accadendo al
mio video? Commenti?
Views? Like? Share?
Da dove arrivano?
Arrivano sul mio sito?
Acquistano?

63. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Analisi
Raggiunto il target
adatto? Quali reazioni
sugli influencer? Quale
copertura media? Quale
copertura media di
settore?

64. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
PRIMA

65. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
DOPO

66. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Follow up
Cosa succede poi?
Video successivi?
Collegamenti tra video?
Video di risposta?
Altri video? Strategia a
lungo termine?
Coerente?

67. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Da viewer a
subscriber
Follow up
Cosa succede poi?
Video successivi?
Collegamenti tra video?
Video di risposta?
Altri video? Strategia a
lungo termine?
Coerente?

68. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Da viewer a
subscriber!Da subscriber
a engaged
Follow up
Cosa succede poi?
Video successivi?
Collegamenti tra video?
Video di risposta?
Altri video? Strategia a
lungo termine?
Coerente?

69. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
Da viewer a
subscriber!Da subscriber
a engagedDa engaged a
client
Follow up
Cosa succede poi?
Video successivi?
Collegamenti tra video?
Video di risposta?
Altri video? Strategia a
lungo termine?
Coerente?

70. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
1) ANALISI DEL CONTESTO
2) DEFINIZIONE DI UNA STRATEGIA COMPLETA
3)PRODUZIONE DEL CONTENUTO
4) GESTIONE DELLA PIATTAFORMA
5) DISTRIBUZIONE DEL CONTENUTO
6)FOLLOW UP

71. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE - Alessio Garbin, cofounder Uramaki
#smx
#23C
1) ANALISI DEL CONTESTO
2) DEFINIZIONE DI UNA STRATEGIA COMPLETA
3)PRODUZIONE DEL CONTENUTO
4) GESTIONE DELLA PIATTAFORMA
5) DISTRIBUZIONE DEL CONTENUTO
6)FOLLOW UP
Non dimentichiamo
nessuna fase!
Non basta fare un
video e metterlo
online. Serve
intelligence prima,
durante e dopo.

72. YOUTUBE SUCCESS STORIES FOR MARKETERS
FROM BRAND TO PEOPLE
#smx
#23C
ALESSIO GARBIN
Grazie!
Per la versione extended della presentazione:
www.uramaki.tv/smx