PowerPoint Presentation
Our Multiplatform Philosophy
Multiplatform is our reality across content, distribution and
marketing. Digital audiences are additive, not cannibalistic; more
is more.Each platform has unique characteristics and audience
preferences. Need to consider multiple renditions from the very
beginning.This is an opportunity to expand your creative
palette.For commercial entities, this may have positive revenue
implications.
Creating content for Specific Platforms
Long story short is we got very few views over 3 seconds unless
we boosted the posts and even then the views were not very strong
(never more than a few thousand at most, usually in the 100s). Also
no movement of viewers from FB to the YouTube channel. Great
performance!
1
Multiplatform Integration - Broadcast
Shark Sentiment PollSpirit Animal QuizFavorite Animal Poll
Opportunities: Sometimes there are opportunities within PBS to
cross PBS broadcast and PBS digital audiences.
BBL: One example is BBL. Last summer PBS and the BBC produced
this huge 3 night live event in Monteray Bay the event celebrated
amazing wildlife that return to this area annually.
Natural: One of our series Its Okay to be Smart is hosted by Dr.
Joe Hanson, who has a PhD in biology. And it felt like a natural
fit to to match up this digital channel and host with a broadcast
event.
Deliverables: During the 3 day event - OKAY produced several
episodes from monttery bay, including the aquarium. Joe Hanson also
served as digital & social host. Not only were these super
special episodes for OKAY, but this helped attract attention from a
younger audience to a BBL event.
2
Multiplatform Integration - Web
Social hubPhotos, videos, infoLive streaming
Opportunities: Sometimes there are opportunities within PBS to
cross PBS broadcast and PBS digital audiences.
BBL: One example is BBL. Last summer PBS and the BBC produced
this huge 3 night live event in Monteray Bay the event celebrated
amazing wildlife that return to this area annually.
Natural: One of our series Its Okay to be Smart is hosted by Dr.
Joe Hanson, who has a PhD in biology. And it felt like a natural
fit to to match up this digital channel and host with a broadcast
event.
Deliverables: During the 3 day event - OKAY produced several
episodes from monttery bay, including the aquarium. Joe Hanson also
served as digital & social host. Not only were these super
special episodes for OKAY, but this helped attract attention from a
younger audience to a BBL event.
3
Multiplatform Integration - SocialSocial graphics &
photosDigital shoulder programmingSocial video / live and clips
Opportunities: Sometimes there are opportunities within PBS to
cross PBS broadcast and PBS digital audiences.
BBL: One example is BBL. Last summer PBS and the BBC produced
this huge 3 night live event in Monteray Bay the event celebrated
amazing wildlife that return to this area annually.
Natural: One of our series Its Okay to be Smart is hosted by Dr.
Joe Hanson, who has a PhD in biology. And it felt like a natural
fit to to match up this digital channel and host with a broadcast
event.
Deliverables: During the 3 day event - OKAY produced several
episodes from monttery bay, including the aquarium. Joe Hanson also
served as digital & social host. Not only were these super
special episodes for OKAY, but this helped attract attention from a
younger audience to a BBL event.
4
Social Video Optimization
Pique interest within the first 3 seconds. No opening
titles!
Shorter is better. Try for :30 or shorter.
Your content should be understandable with or without sound.
At minimum, upload a caption file.
Square video is the most versatile aspect ratio.
Creating content for Specific Platforms
Long story short is we got very few views over 3 seconds unless
we boosted the posts and even then the views were not very strong
(never more than a few thousand at most, usually in the 100s). Also
no movement of viewers from FB to the YouTube channel. Great
performance!
5
Our mission:PBS Digital Studios is a community of digital-first
programming that are dedicated to curious minds on the
internet.
Our positioning:PBSDigital Studios provides 18-34 year olds with
high quality, educational programming thats available to anyone at
anytime on the internet. We do this by partnering with subject
matter experts, respecting our audience, and publishing onto
platforms with a dedicated audience and global reach. Our intention
is to advance the legacy of public media and build a new generation
of supporters for PBS and its member stations.
Programming strategy:Build an audience of loyal fans that come
back week to week by developing ongoing series. Value loyalty over
sheer viewership
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PBS D i g i t a l S t u d i o s
PBS has been a trailblazer in producing thoughtful programming
for a diverse audience. PBS Digital Studios represents the next
frontier of this mission.The PBS Digital Studios network includes
more than 20 original series designed to enlighten and entertain
online audiences.One of the coolest, most successful... digital
experiments.Yahoo Tech
Mission:PBS Digital Studios is a community of digital-first
programming that are dedicated to curious minds on the
internet.
Original Story Clip from Remix
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900+ Million Lifetime Views30+ Million Monthly Views3.4 Billion
Minutes Watched9 Million Social Actions (Lkes/Comments &
Shares)10+ Million Subscribers20+Active Series
N e t w o r k O v e r v i e w
Metrics: This is a quick snapshot of our current metrics on
YouTube (explain them)
Distribution: This programming is distributed on
multiple-platforms including PBS.org, PBS OTT, various distribution
partners and of course YouTube
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38% Watch on MobileIncluding Best Host & Best Remix7 W E B B
Y S 9 T E L L Y SIncluding Best Branded YouTube Channel2 M A S H I
E S 70% Age 18-34
73% Male27% Female
13-1718-2425-3435-4445-54
A u d i e n c e
Target: Our target audience is a demographic that isnt
necessarily watching the traditional PBS network, or really
broadcast as a wholePBS Digital Studios provides 18-34 year olds
with high quality, educational programming thats available to
anyone at anytime on the internet.
Subject experts / respect / dedicated community: We do this by
partnering with subject matter experts, respecting our audience,
and publishing onto platforms with a dedicated audience or
community.
Legacy: Our intention is to advance the legacy of public media
and build a new generation of supporters for PBS and its member
stations.
Donors: Part of the future goal is to make these younger viewers
into fans, so that hopefully one day theyll become members.
Marketing behavior: Socials play a gigantic part in our
marketing strategy and provides valuable insights into our audience
behavior.
Follow fans: By interacting and following their actions on
social media - we learn a lot about what our communities want and
appreciate - and how they engage with our content.
Popular: Typically we use socials to point people to YT, and
other video platforms. Our most popular are FB, Twitter and
Tumlr.
YT is a Video Player and Social: YT is not only a video
platform, but its social media too. So by even publishing to
YouTube you have to adapt to a few social fundamentals.
Original Native: With new video player developments on FB, we
recently began to experiment with original, native content for the
platform, but we are still defining what our best practices are. We
are also experimenting with Snapchat as well, but are limited in
our ability to create effective content for a still-developing
platform.
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Our mission:PBS Digital Studios is a community of digital-first
programming that are dedicated to curious minds on the
internet.
Our positioning:PBSDigital Studios provides 18-34 year olds with
high quality, educational programming thats available to anyone at
anytime on the internet. We do this by partnering with subject
matter experts, respecting our audience, and publishing onto
platforms with a dedicated audience and global reach. Our intention
is to advance the legacy of public media and build a new generation
of supporters for PBS and its member stations.
Programming strategy:Build an audience of loyal fans that come
back week to week by developing ongoing series. Value loyalty over
sheer viewership
11
YouTube Best Practices
Get to the point youve only got seconds. Maintain consistent eye
line to camera; address your viewer.Simple cuts are easier for the
brain to process on smaller displays.Graphics add visual interest,
illustrate concepts and move things along.Use the same host(s) from
start to finish. Publish on a regular schedule; predictability
grows audience. Production Basics
Adapt: We develop new content and continuously adapt episodic
formats for our fans based on their feedback and information they
provide both analytically and front-facing.
Targeting: Side note - weve also been able to target our ads
more effectively through research and fan feedback and
engagement.
Space: Space Time is one of our most popular and fastest growing
channels. In this video clip - Matt ODowd explains Maxwells
equation, a subject we know his audience will freak out about
OR
Infinite Series: Infinite Series is one of our fastest growing
series. We did a survey that almost 40k people responded to, one of
the questions we asked was what kind of a show would like to see
from DS next, overwhelmingly people responded with Math! so we gave
the people what they want!
2.5 to 3 million views month / 630k subs13
Know your audience.
Is there one? Keep them in mind, always. YouTube Best
Practices
Adapt: We develop new content and continuously adapt episodic
formats for our fans based on their feedback and information they
provide both analytically and front-facing.
Targeting: Side note - weve also been able to target our ads
more effectively through research and fan feedback and
engagement.
Space: Space Time is one of our most popular and fastest growing
channels. In this video clip - Matt ODowd explains Maxwells
equation, a subject we know his audience will freak out about
OR
Infinite Series: Infinite Series is one of our fastest growing
series. We did a survey that almost 40k people responded to, one of
the questions we asked was what kind of a show would like to see
from DS next, overwhelmingly people responded with Math! so we gave
the people what they want!
2.5 to 3 million views month / 630k subs14
YouTube Best Practices
Emulate what is already working.
Put your spin on a tried and true format.
Resemble: Youll notice on YouTube that a lot of channel formats
resemble each other. Theres a few variations.
Idea: The Idea Channel is one of our most popular and engaging
channels. Hosted by Mike R.
Execution: The execution style and format can be likened to
other YouTube channels, including one called Equals Three Studios,
the host is Ray William Johnson. Even though the subject matter is
different it takes on a similar look. We tweaked this proven format
and made it our own.
E=3 Clip: I will show a clip from E=3, then the Idea Channel.
Pay attention the background, and the OTS GFX, then I will play a
clip from =3. 15
Ray William Johnson
Idea Channel is sad music is not inherently sad
YouTube Best Practices
Be authentic.
Independent voices are the lifeblood ofYouTube.
Key: Authenticity is key in all of this. Inauthenticity does not
work it reeks - you will push them away. This goes for character
and personality and is especially true when integrating
sponsorship.
Know: The point of this is for audiences to be able to know the
creator.
Trust: Authenticity leads to trust, and trust creates a better
connection with fans. This helps build an audience.
Sharable: Side note - Shareable is often used interchangeably
with Viral -- the idea that people watch videos and immediately
want to share them. This is useful when building an audience
because people are learning about THE CREATOR from the people THEY
trust the most -- their friends and family. People share videos
partly because of what the videos say about themselves and their
interests. For example, sharing a funny video demonstrates their
sense of humor. Smart content makes them look smart.Etc.
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YouTube Best Practices
Be conversational.
Address the audience, invite commentary and respond.
In line with being authentic, its important to be
conversational.
Participate: One of the unique advantages of making content on
YouTube is that you can give the audience the chance to
participate.
Friends Bond: Like I said before, YouTube is a social platform.
Viewers see their favorite stars as friends. Conversation is an
effective way to bond with your fans. And these bonds greatly
increase the likelihood that they will champion your channel to
others.
Dialogue: Talking to the audience builds loyalty and repeat
views. Establishing great communication can mean the difference
between simply finding an audience and creating subscribers who
come back again and again for more.19
I could do that
YouTube Best Practices
Collaborate withother creators.
Cross-pollination of ideas and audiences will drive growth.
A good collaboration could bring new viewers to videos youre
cross pollinating audiences.
More than Subs / Value: Often, creators think they can only
collaborate with channels that have a similar number of subscribers
-- but thats not the case. Creators are more than the number of
subscribers. Creators have skills, access, and resources that can
be valuable to other creators, even ones with a much larger
audience.
Compliment format: Collaborators dont have to make exactly the
same type of videos. Instead, collaborators should choose whose
videos they enjoy and compliment their style and tone.
Silver bullet / authentic: Theres no formula for making a
collaboration video great. However, its important that no matter
what the idea is both creators collaborate in a way thats authentic
and similar to the style and tone of each channel.
Cross Promotion Strategy: A great collaboration video on its own
might attract some new fans, but combine it with a smart
cross-promotion strategy and you have the opportunity to really
grow your audience .Once new viewers are there, you want them to
subscribe.
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YouTube Best Practices
Dont be afraid to experiment.
Try things and see what sticks.
Afraid: Overall DONT be afraid to experiment with editorial and
format.
Nimble: This landscape is always changing, and its important to
remain nimble.
Budget: Production budgets vary, but for the most part it is not
as expensive as broadcast production. Based on data you receive,
you should able to adapt shooting format and production equations
easily. You have to keep up with changes in audience behavior and
the world.
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YouTube Best Practices
Know Your Audience
Emulate What is Already Working
Be Authentic
Be Conversational
Collaborate With Other Creators
Dont be Afraid to Experiment
Know Your Audience
Emulate What is Already Working
Be Authentic
Be Conversational
Collaborate With Other Creators
Dont be Afraid to Experiment
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THANK YOU!
Questions? 24