CONTENT DISTRIBUTION

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A walk-through of YouTube's recommendations on Distribution & Optimization of Video Content.

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CONTENT DISTRIBUTION

  1. 1. Google Confidential and Proprietary CONTENT DISTRIBUTION & CHANNEL STRATEGIES Amy Babcock
  2. 2. Google Confidential and Proprietary A consumption (r)evolution YouTube Channel Content Distribution & 1 2 3 4 5 Content as liquid medium Programming + distributing your content Earn the love: turn viewers into fans Is it working?
  3. 3. Google Confidential and Proprietary THE WORLD IS CHANGING
  4. 4. Google Confidential and Proprietary 2008: 
 microsites & flash
  5. 5. Google Confidential and Proprietary Source: Cisco Visual Networking Index Report, Feb 2014 SHIFTS in technology fuel unprecedented access Average U.S. mobile data usage Approaching 40% People can cut 
 the cord 1B >1gb/mo Mobile 4G YouTube’s mobile traffic Home broadband now the norm Global unique monthly users
  6. 6. Google Confidential and Proprietary Enabling users to be 
 everywhere & nowhere simultaneously 1960 1970 1980 1990 2000 TODAY 25 22 5 Network Broadcast Channels Cable Channels Online Video Channels 5 500 ∞
  7. 7. Google Confidential and Proprietary YouTube was forced to adapt quickly YouTube ADAPTED quickly 2011 2012 Today
  8. 8. Google Confidential and Proprietary Despite technology, the human desire for an emotional & authentic connection has not changed… from the silly to the serious…
 YouTube is satisfying that need
  9. 9. Google Confidential and Proprietary
  10. 10. Google Confidential and Proprietary What does
 LIQUID VIDEO 
 look like? Videos travel quickly 
 and are consumed 
 in dozens of ways search recommendation engines embeds social referrals
  11. 11. Google Confidential and Proprietary Video must work with 
 BROADER ECOSYSTEM 90% of consumers expect their brand experiences to be seamless, no matter where they happen to be, regardless of the channel.
  12. 12. Google Confidential and Proprietary Partner Pa id Own ed The UNIVERSE keeps expanding Consistent end frame Responses collected in playlists Video Responses Partner’s social networks Your Channel TrueView In-display (including engagement ads) TrueView In-search TrueView In-stream Your Website Promoted on other destinations Video in Google search
  13. 13. Google Confidential and Proprietary ChoiceData Context BUT the building blocks haven’t changed
 THEY’VE GOTTEN BETTER “Today’s toolset is a much sharper set of knives.” Wendy Clark
 SVP Marketing, Coca-Cola Google Data Advertiser Data Third
 Party
 Data “ ” A B C D E
  14. 14. Google Confidential and Proprietary PROGRAMMING & DISTRIBUTING YOUR CONTENT
  15. 15. Google Confidential and Proprietary Source: Google internal data, Pixability, July 2013 100 hours 80% content uploaded 
 each minute on YouTube brands’ videos receiving 
 less than 10,000 views How 
 will you stand out from 
 the crowd? Making content doesn’t mean people will SEE IT Distribution and community strategies are critical for success
  16. 16. Google Confidential and Proprietary The PROBLEM with 
 going viral Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014 0 150,000 300,000 450,000 600,000
  17. 17. Google Confidential and Proprietary Consistent video programming is crucial for SUCCESS Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec HYGIENE HUB HUB HUB HUB HERO HERO HERO How to program your video content Hero Content Large-scale, tentpole events or programs that drive awareness at scale Hub Content Regularly scheduled content around customer passions Hygiene Content Always-on content optimized to users intent and interests
  18. 18. Google Confidential and Proprietary
  19. 19. Google Confidential and Proprietary HERO PIECES deserve massive orchestration Match your distribution plan to your content
  20. 20. Google Confidential and Proprietary Key Considerations for HERO distro plans Orchestrate your advertising GO BIG Timing These are big media pushes Consider pre and post phasing as just as critical as the moment itself Invite the community to participate to grow the moment’s impact This is a time to draw a new audience in to your brand
  21. 21. Google Confidential and Proprietary HUB content 
 should be targeted 75%
  22. 22. HUB content: 
 remarketing & sequential storytelling Video 1 Video 2 Video 3
  23. 23. Google Confidential and Proprietary HUB content 
 should drive to more videos
  24. 24. Google Confidential and Proprietary HUB should drive to more videos
  25. 25. Google Confidential and Proprietary HUB content: 
 can be curated
  26. 26. Google Confidential and Proprietary Key Considerations for Hub DISTRIBUTION PLANS Use video walls and annotations to drive 
 follow-on views Use video retargeting to send the right message to the right user Collaborate or curate vs. needing to do all the 
 heavy lifting Audience targeting + choice-based ads = winning combo for episodic content
  27. 27. Google Confidential and Proprietary HYGIENE content: 
 target search and honor shelf life
  28. 28. Google Confidential and Proprietary HYGIENE content: 
 should answer questions users are asking
  29. 29. Google Confidential and Proprietary not just your search list 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! Key Considerations for HYGIENE distro plans keywords always on search + social is critical B R O A D
  30. 30. Google Confidential and Proprietary Thumbnails shouldn’t be an afterthought, they are a 
 mini-banner ad! Compelling video titles 
 draw users in and will 
 aid organic discovery THUMBNAILS No matter the content, don’t forget to OPTIMIZE FOR DISCOVERABILITY VIDEO TITLES DESCRIPTION Only the first few lines of your description will appear w/out expanding, make them count! But give hand raisers more information if they want it.
  31. 31. Google Confidential and Proprietary Turning viewers into fans
  32. 32. Google Confidential and Proprietary VIEWERS SUPER FANS
  33. 33. Google Confidential and Proprietary The path to FANDOM CASUAL VIEWER SUBSCRIBER SUPER FAN
  34. 34. Google Confidential and Proprietary SUBSCRIBERS VIEWERS> non-subscriber subscriber 2x
  35. 35. Google Confidential and Proprietary Be active with your community; our new comment moderator makes it easy! Use the subscribe button wherever you can Tools for 
 INCREASING SUBS GoPro adds 20s to each video and uses annotations to drive viewers to subscribe Playlists are a great way to keep viewers tuned in
  36. 36. Google Confidential and Proprietary CONVERTING 
 subscribers to fans Ask for input and foster your community, 
 it will have a snowball effect! + =
  37. 37. REWARD YOUR TOP FANS with unique messages and custom experiences 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
  38. 38. Google Confidential and Proprietary What do you GET BACK? Brands don’t sell brands, people sell brands. “If there is a brand I love, I tend to tell everyone about it” ALSO INTERESTED IN ? ABOUT THIS CIRCLE ? LOCATIONS GENDER AGE United States Canada United Kingdom Australia Female Male 13-19 19-25 25-30 30-35 35-40 40-45 45-50 53% 10% 6% 4% 78% 22% 17% 39% 16% 10% 6% 5% 2%
  39. 39. Google Confidential and Proprietary BUT...IS IT WORKING? A new world means a new scorecard and a different approach to measuring success
  40. 40. Google Confidential and Proprietary Create a new SCORECARD FOR SUCCESS Move beyond the obvious to 
 capture the true impact of your content Are you making the right content? Are you ensuring users see your content? Are you converting viewers into fans? Questions to ask Completion rates Audience retention curves View-through-rates for skippable ad formats Watch time (paid & organic) fluctuations Traffic source report Subscriber gains (losses) Share rate per thousand exposed viewers Comments/replies/likes per thousand exposed viewers Click throughs to site from ads and annotations Metrics to track
  41. 41. Google Confidential and Proprietary So what can you do TOMORROW Distribution FandomAudience Audit your current audience Review previous distribution with Hero/Hub/Hygiene in mind Review your top fan report and community on YouTube H H H
  42. 42. Google Confidential and Proprietary THANK YOU! g.co/ytbrandplaybook
  43. 43. Google Confidential and Proprietary your HERO moment Google+TwitterYouTube Facebook Instagram

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