Channelling Your Inner Tube - YouTube in Social Media
Nov 01, 2014
A basic introduction to the benefits of video sharing and YouTube in a social media strategy, with a focus on the Australian market. Some thoughts on a short term vs long term strategy, the importance of analytics, and a look at what makes Community Channel Australia's most subscribed video blog.
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Transcript
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
@
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