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Google Confidential and Proprietary CONTENT DISTRIBUTION & CHANNEL STRATEGIES Amy Babcock
43

CONTENT DISTRIBUTION

Aug 11, 2014

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A walk-through of YouTube's recommendations on Distribution & Optimization of Video Content.
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Page 1: CONTENT DISTRIBUTION

Google Confidential and Proprietary

CONTENT DISTRIBUTION & CHANNEL STRATEGIES

Amy Babcock

Page 2: CONTENT DISTRIBUTION

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?

Page 3: CONTENT DISTRIBUTION

Google Confidential and Proprietary

THE WORLD IS CHANGING

Page 4: CONTENT DISTRIBUTION

Google Confidential and Proprietary

2008: microsites & flash

Page 5: CONTENT DISTRIBUTION

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

Page 6: CONTENT DISTRIBUTION

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

Page 7: CONTENT DISTRIBUTION

Google Confidential and Proprietary

YouTube was forced to adapt quickly

YouTube ADAPTED quickly

2011 2012 Today

Page 8: CONTENT DISTRIBUTION

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

Page 9: CONTENT DISTRIBUTION

Google Confidential and Proprietary

Page 10: CONTENT DISTRIBUTION

Google Confidential and Proprietary

What doesLIQUID VIDEO

look like?Videos travel quickly and are consumed in dozens of ways

search

recommendation engines embeds

social referrals

Page 11: CONTENT DISTRIBUTION

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.

Page 12: CONTENT DISTRIBUTION

Google Confidential and Proprietary

Partner

Pai

dOwn

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

Page 13: CONTENT DISTRIBUTION

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 ClarkSVP Marketing, Coca-Cola

Google Data

Advertiser Data

Third PartyData

“”

A

B

C

D

E

Page 14: CONTENT DISTRIBUTION

Google Confidential and Proprietary

PROGRAMMING & DISTRIBUTING

YOUR CONTENT

Page 15: CONTENT DISTRIBUTION

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

Page 16: CONTENT DISTRIBUTION

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

Page 17: CONTENT DISTRIBUTION

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

Page 18: CONTENT DISTRIBUTION

Google Confidential and Proprietary

Page 19: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HERO PIECES deserve massive orchestration Match your distribution

plan to your content

Page 20: CONTENT DISTRIBUTION

Google Confidential and Proprietary

Key Considerations for HERO distro plans

Orchestrate your advertising

GO BIGTiming

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

Page 21: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HUB content should be targeted

75%

Page 22: CONTENT DISTRIBUTION

HUB content: remarketing & sequential

storytellingVideo

1Video

2Video

3

Page 23: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HUB content should drive to more videos

Page 24: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HUBshould drive to more videos

Page 25: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HUB content: can be curated

Page 26: CONTENT DISTRIBUTION

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

Page 27: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HYGIENE content: target search and honor

shelf life

Page 28: CONTENT DISTRIBUTION

Google Confidential and Proprietary

HYGIENE content: should answer questions

users are asking

Page 29: CONTENT DISTRIBUTION

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

Page 30: CONTENT DISTRIBUTION

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.

Page 31: CONTENT DISTRIBUTION

Google Confidential and Proprietary

Turning viewers into fans

Page 32: CONTENT DISTRIBUTION

Google Confidential and Proprietary

VIEWERS

SUPER FANS

Page 33: CONTENT DISTRIBUTION

Google Confidential and Proprietary

The path to FANDOM

CASUAL VIEWER SUBSCRIBER SUPER

FAN

Page 34: CONTENT DISTRIBUTION

Google Confidential and Proprietary

SUBSCRIBERS VIEWERS>

non-subscribersubscriber

2x

Page 35: CONTENT DISTRIBUTION

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

Page 36: CONTENT DISTRIBUTION

Google Confidential and Proprietary

CONVERTING subscribers to fans Ask for input and foster your community,

it will have a snowball effect!

+ =

Page 37: CONTENT DISTRIBUTION

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

Page 38: CONTENT DISTRIBUTION

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 StatesCanadaUnited KingdomAustralia

FemaleMale

13-1919-2525-3030-3535-4040-4545-50

53%10%6%4%

78%22%

17%39%16%10%6%5%2%

Page 39: CONTENT DISTRIBUTION

Google Confidential and Proprietary

BUT...IS IT WORKING?

A new world means a new scorecard and a different approach to

measuring success

Page 40: CONTENT DISTRIBUTION

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

Page 41: CONTENT DISTRIBUTION

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

HH

H

Page 42: CONTENT DISTRIBUTION

Google Confidential and Proprietary

THANK YOU!g.co/ytbrandplaybook

Page 43: CONTENT DISTRIBUTION

Google Confidential and Proprietary

your

HEROmoment

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