No Video Vacancy: Using YouTube to Manage the Resident Lifecycle Rob Ciampa CMO @robciampa
No Video Vacancy: Using YouTube to Manage the Resident Lifecycle - Rob Ciampa
Jul 17, 2015
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@pixability #pixtv34
No Video Vacancy: Using YouTube to Manage the Resident Lifecycle
Rob CiampaCMO @robciampa
• YouTube Certified
• Author of upcoming YouTube Channels book
• Had my own video studio
• Work with major brands on YouTube
• 2 YouTube stars at home
• Began making wine at 4 years old
• Family owns two vineyards in Italy
• Restaurant wine buyer for several years
• Don’t believe in “Deflategate”
Brief Intro
1
2
Highly efficient YouTube media
buying & ad campaign management 1
2
3
4
YouTube channel management
and video SEO for professionals
Patent-pending, award-winning,
easy-to-integrate technology
Quick and easy access to insights
including competitive benchmarking
Pixability: World’s Leading Software for YouTube
3
Only One Thing To Know…
…is a big thing for multifamily.
4
Quiz
5
1. Look at changes in consumer behavior
2. YouTube 101 (and why it’s a big deal)
3. Multifamily consumer market and behavior
4. Multifamily marketing lifecycle
5. Enter Facebook
Agenda
6
CHANGES IN CONSUMER BEHAVIOR
7
• Young viewers don’t watch
television anymore.
• Brand decisions are being
made on YouTube.
The Big Issue
8
0:00
0:07
0:14
0:21
0:28
0:36
0:43
0:50
0:57
1:04
1:12
2010 2011 2012 2013 2014
Time Spent Per Day With Select Media by US Adults
Social networks Online Video Print Magazines
Digital Video Is The Fastest Growing Medium
9
And Don’t Forget This
10
Mobile Is The Default Device
83(55%) 65
(63%)
20(45%)
68(45%)
38(37%)
24(55%)
Smartphone Laptop Tablet
Tim
e S
pen
t In
Min
ute
s(P
erc
en
tag
e o
f T
ota
l T
ime)
Daily Time Spent With Devices, While Watching TV Or Using The Device Independently
Ages 16-44, United States Only
With TV
Without TV
Source: Business Insider
11
YOUTUBE 101
12
13
Media Is Getting Fragmented, and Consumers Are Increasingly in Control, With Global Reach
• 500 channels • 2,000,000 channels
• National focus,
consumed at home• Automatically global,
automatically mobile
• Controlled by a
few corporations• Anybody can be a
producer, potentially
reaching millions
TV
14
YouTube Viewership Continues to Increase
Source: ComScore, November 2014 data
0
20M
40M
60M
80M
100M
120M
140M
160M
180M
YouTube AOL, Inc. Facebook Yahoo Sites AnyClipMedia
VEVO Blinkx MakerStudios Inc.
Vimeo Fullscreen
U.S. Unique Video Viewership
15
Brand Ad Dollars Are Shifting
CBS Ad Revenue
YouTube Ad Revenue
AMC Networks Revenue
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
2007 2008 2009 2010 2011 2012 2013
(Millio
ns)
YouTube Ad Revenue vs. CBS vs. AMC
16
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�2014-…T
ota
l V
iew
s p
er
Mo
nth
Acro
ss a
ll T
op
100 B
ran
ds
Total Monthly Views -- Top 100 Global Brands on YouTubeSource: Pixability Radar
Top 100 Global Brands Are Adding 800 Million New YouTube Views Every Month
Source: Pixability Radar
17
YouTube Star Power Has Skyrocketed
Felix Kjellberg aka PewDiePie earns $4M annually in ad sales. Despite his huge viewership,
he lacks sponsors, indicating that brands are only starting to understand how to engage with vloggers.
Views: 7,315,811,647
Subscribers: 32,669,490
Likes: 32,669,490
Social Shares: 103,22,231
PewDiePie
King of YouTube Gamers
PewDiePie features a mix of gaming, satire,
and comedy content and currently has the
most subscribers on YouTube.
PewDiePie plays Wii with his girlfriend as part of a montage (61M views)
18
Vloggers Now Rival Hollywood Celebrities
Bethany Mota has parlayed her YouTube stardom into a partnership with fashion brand Aeropostale,
a spot in YouTube’s first national ad campaign, a guest judge seat on Project Runway, and a spot on
ABC’s Dancing With the Stars. Mota’s annual ad revenue is estimated at $500K-$750K.
Views: 628,693,797
Subscribers: 8,016,484
Likes: 18,041,518
Social Shares: 639,701
Bethany Mota
YouTube Fashion Icon
Bethany Mota started her YouTube channel
at age 13. Now 19, her mix of fashion hauls,
makeup advice, and vlogging draws a
dedicated fan base.
Bethany reenacts her morning routine for her fan base (8M views)
19
700,000 Subscribers270 Million Views
How Big Is Big?
The Top 10 Brand Channels* on YouTube
*excluding pure media brands
20
YouTube Viewers Search Differently
best tablet tablet review tablet deals iPad vs. Samsung
21
MULTIFAMILY CONSUMER MARKET
22
Big Real Estate Brands On Craigslist
The five colours built into the Pixability Template
23
Local Real Estate Companies On Craigslist
v
24
Local Real Estate Companies On Craigslist
25
Multifamily: What We Looked At
26
Multifamily: What We Saw
27
28
The YouTube Ecosystem
MULTIFAMILY MARKETING LIFECYCLE
29
Do You Need A Viral Video?
30
Successful Videos Are Sometimes Boring
31
Do YouTube Viewers Only Like Short Videos?
Videos Consumer ElectronicsBrands Produce
What PeopleActually Watch
3-10 min
10+ minutes10 min+
3-10 min
1-3 min
less than 1 minute
10 min+
3-10 min
1-3 min
less than 1 minute
32
When Do Women Watch Makeup Tutorials?
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Vie
w R
ate
on
Yo
uT
ub
e v
ide
o s
earc
h*
Time of Day (Eastern) *aggregate of multiple
paid campaigns
West Coast: Work
East Coast: Work
East Coast: Evening
Tutorial Searches
Brand Searches
West Coast: Evening
33
How Often Should You Publish New Content?
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13
Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa
Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13
Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa
May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13
Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa
Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13
Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13
Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa
Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13
Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa
Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13
Jan 1/1/14 1/2/14 1/3/14 1/4/14 1/5/14 1/6/14 1/7/14 1/8/14 1/9/14 1/10/14 1/11/14 1/12/14 1/13/14 1/14/14 1/15/14 1/16/14 1/17/14 1/18/14 1/19/14 1/20/14 1/21/14 1/22/14 1/23/14 1/24/14 1/25/14 1/26/14 1/27/14 1/28/14 1/29/14 1/30/14 1/31/14
Feb 2/1/14 2/2/14 2/3/14 2/4/14 2/5/14 2/6/14 2/7/14 2/8/14 2/9/14 2/10/14 2/11/14 2/12/14 2/13/14 2/14/14 2/15/14 2/16/14 2/17/14 2/18/14 2/19/14 2/20/14 2/21/14 2/22/14 2/23/14 2/24/14 2/25/14 2/26/14 2/27/14 2/28/14 aa aa aa
Mar 3/1/14 3/2/14 3/3/14 3/4/14 3/5/14 3/6/14 3/7/14 3/8/14 3/9/14 3/10/14 3/11/14 3/12/14 3/13/14 3/14/14 3/15/14 3/16/14 3/17/14 3/18/14 3/19/14 3/20/14 3/21/14 3/22/14 3/23/14 3/24/14 3/25/14 3/26/14 3/27/14 3/28/14 3/29/14 3/30/14
1.8 M Subscribers
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13
Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa
Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13
Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa
May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13
Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa
Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13
Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13
Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa
Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13
Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa
Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13
Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa
Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13
Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa
May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13
Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa
Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13
Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13
Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa
Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13
Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa
Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13
Typical Brand17 K Subscribers
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13
Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa
Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13
Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa
May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13
Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa
Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13
Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13
Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa
Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13
Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa
Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13
1.8 M Subscribers 26 M Subscribers
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13
Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa
Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13
Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa
May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13
Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa
Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13
Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13
Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa
Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13
Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa
Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13
6.2 M Subscribers
Michelle Phan Grace Helbig PewDiePie
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13
Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa
Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13
Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa
May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13
Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa
Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13
Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13
Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa
Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13
Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa
Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13
34
YouTube Videos Need To Cover All Stages Of The Funnel
Drive Awareness
Encourage Referrals
Provide Help
Sell the Neighborhood
Explain Properties
35
Explain Properties
36
Drive Awareness
37
Sell the Neighborhood
38
Encourage Referrals
39
Provide Help
40
Why Skipping Matters (And Is Good)
41
Ads: What You Can Show Them
TV
Many different
ads, any lengthYour 30 second adSearch ads
for specific keywords
Banner ads
42
Ads: How You Can Target Your Customers
TV
People
Demographics
(exact)
Content
Channels
Shows
Circumstances
Time of day
Metro Area
People
Demographics
(kind of)
Content
Channels
Shows
Circumstances
Time of day
Metro area
Interest profiles
Ad viewers
Channel visitors
Site visitors
Engaged users
Previous buyers
Topics
Keywords
Search words
Videos
ZIP code
Language
Devices
43
Tie It All Together
AudiencePaid Ads
Content
DiscoverabilityVideo SEO
Engagement
Better Targeting
SEO Benefits
Better Content
44
ENTER FACEBOOK
45
What’s Next? A Two-Horse Race
• Investing heavily in video, coordinating
tech support for platform, making efforts
to poach YouTube’s on-screen talent
• Reached 1B views/day in Sept. 2014
• The milestone is impressive, but
an autoplay Facebook view is
not the same as a user-initiated
YouTube view
46
CONCLUSIONS
47
So…
…where are you?
48
PUMA Ad: YouTube = Audience Engagement
49
• Think about your customer journey
• Get your channel in order
• Put together or curate some great content
• Advertise!
• Engage, engage, engage
To Wrap Up
50
QUESTIONS?
51
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