Channelling Your Inner Tube - YouTube in Social Media

Hi!

http://www.youtube.com/watch?v=gon7dWLwsxI

Some huge numbers...

hours uploaded per minute.

Jun ‘07 Oct ‘10

40

35

30

25

20

15

10

5

0Source:

YouTube Nov 2010

35 hours

a minute

in Australia.

7 in 10

about 2 in 3

Source: Nielsen/Alexa/Sysomos

have seen a product or service video

AU internet users visit YouTube

30%

30%

20%

10%

0%

of video uploads are music related

There’s more than one ...

1.1%4.4%

81.9% 8.8%

Source: Sysomos

42%58%

share of

market

Media advertising options.

homepage advertising

Media advertising options.

in-video ads

What can video sharing achieve?

Extend brandwebsite

Give a brand personality

Build brand community

Customer support

Engage beyond the 30 sec TVC

Real-time market research

What do viewers expect from you?

GREATCONTENT.

Viral or ‘strategic’ content?

SHORT TERM.

VIRALCONTENT

http://www.youtube.com/watch?v=dF3WfHWzzOU

STRATEGICCONTENT

LONGER TERM.

Viral or ‘strategic’ content?

http://www.youtube.com/watch?v=OWNvNrv3VwE

Great answers start from good questions.

Which business areas should I support?

Who will manage it?

What do I want to say?

How does it work with my other comms channels?

Is video the right toolto reach my objectives?

A simple four-step plan.

Develop strategy and objectives

Create or source content

Implement and manage

Measure and evaluate

Tools are your friends.

bradtrichardson

Tools are your friends.

Videos have rights too, you know...

Measurement is crucial.

9.58s...is that good?

Image source: friskytuna

Measuring and monitoring.

traffic and

source

attention

Measuring and monitoring.

sentiment

profile location

7 lessons from communitychannel.

1. Engage your community.

2. Link your tools.

3. Think long-term.

50 months and 253 videos to overnight

success.

4. Focus on what you do best.

5. Be honest.

6. Keep it punchy.

7. Update regularly.

Resources for inspiration.

http://www.youtube.com/YTShowAndTell

Resources for inspiration.

http://www.youtube.com/user/bradtrichardson

youtube.com/eurorscg

youtube.com/user/

bradtrichardson

brad.richardson@

eurorscg.com.au

@bradtrichardson

@