YouTube Presentation

Google Confidential and Proprietary

Growing Your Business with YouTube Will Rocklin • Global Video Product Expert • 9/13/12

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Watch Your Business Grow on YouTube

www.youtube.com/watch?v=qb9vQ5jPHkQ


Changing Video Consumption & YouTube


Making a Great YouTube Video

Build a Home on YouTube

TrueView

Travel Case Studies

Agenda

Google Confidential and Proprietary 4

Video is the most powerful form of advertising!!Your audience is watching video online more than ever before!!Engagement and Recall are higher for online video than TV!!Online Video advertising budgets are increasing rapidly!

0!10!20!30!40!50!60!70!80!90!

% of Internet users! % of population!

2008

2009

2010

2011

2012

2013

Steady Online Video Growth


Source: Nielsen, "State of the Media: The Cross-Platform Report Q4 2011," May 3, 2012

More Americans (147M) watch video on the internet than watch time-shifted TV

Google Confidential and Proprietary 6 Source: Internal. DoubleClick AdPlanner, 4/2011. http://www.youtube.com/t/press_statistics

#1 Online video site

#3 Largest site

4B Video views per day

72 Hours of video uploaded every minute

YouTube By the Numbers


YouTube is Global

7

70% of the traffic comes from outside the US

YouTube is localized in 39 countries and 54 languages

Source: Internal. http://www.youtube.com/t/press_statistics


YouTube in South Africa

8

YouTube reaches 58% of online pop.

97M Monthly page views

Source: Internal. http://www.youtube.com/t/press_statistics


YouTube is Mobile

9 Source: Internal. http://www.youtube.com/t/press_statistics

400 million+ views a day

#2 video site in the world by views only after YouTube.com desktop site


YouTube is Social


100M+ people take a social action with YouTube every week (likes, shares, comments, etc.)

More than 50% of videos on YouTube have been rated or include comments from the community

Millions of videos are favorited every day


YouTube is Social. Very Social


500 Years Worth of YouTube videos watched on Facebook every day

700 YT Videos are shared on Twitter every minute






TrueView

Travel Case Studies

Agenda


Video Pre-Production Determine Video Type!!

•  Informational (customer testimonial) shows product/service basics. Create emotional bond between you/your customers. !

•  Education (How-To) can build loyalty around your business. Establish you as an expert and keep people coming back!

Write A Script!!

•  Beginning – Grab audience’s attention. Introduce your product/service. How does it addresses your audience’s needs? What’s the point of your video?!

•  Middle – Demonstrate your expertise, unique qualities, and how you stand out from your competitors. !

•  Conclusion - Summarize your business’ value as succinctly as possible and close with a clear call to action. !


Video Production

Create compelling content you would actually want to watch

Start with content and save your business message for later. Then look for ways to integrate your product into the content naturally

Be bold with your big idea. If viewers don’t know what they’re watching at the start of the video, you’ll lose them


Edit Your Video

Combine/trim and arrange clips to tell complete story in 1-2 min. YT has a free online video editor.

Video Post-Production


Edit Your Video


Transitions/Effects

Add transitions to give video a more gradual feel. Overlays are useful for providing business info.



Edit Your Video


Transitions/Effects

Add transitions to give video a more gradual feel. Overlays are useful for providing business info.

Add Music

Sets appropriate mood. Note rights/permissions. Free music available via YT AudioSwap



1 Focus on the first 15 seconds. Attention spans are short. Hook viewers from the start and increase engagement for entire length of the video.

Video Post-Production YT Best Practices



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Write a short enticing title. Tag your video to help users find it. Use as many tags as necessary mixing common and specific words/phrases.



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Use Annotations/CTAs to increase viewership and engagement. Keep users watching content, get subscribers and drive website conversions.



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4 Optimize thumbnails. Create attractive, high-quality custom thumbnails that accurately represent your video to drive more clicks.


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5 Write captions. Help viewers who speak other languages enjoy your content. YT automatically makes them in English & Spanish.

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Video Production SMB Success

http://www.youtube.com/watch?v=ZUG9qYTJMsI






TrueView

Travel Case Studies

Agenda


Build and engage a loyal audience of customers with YouTube Channels Your Home on YouTube: Channels

Channels allow customers to engage with your brand. They can watch videos, add and read comments, subscribe, and share your channel with others. Custom branding elements match your company’s look and feel, and direct customers to other websites. Subscribers see your Channel content, on the YouTube homepage YouTube Analytics shows you the story behind the numbers


A professional look for more viewers and a richer destination for subscribers Optimize Your Channel

Create a custom header and background featuring your brand attributes and logo. Add website and social links

Add a Featured Video, set it as default view to introduce yourself to customers

Create playlists to organize your videos. Encourages users to watch many videos per session


Build Your Community

On YouTube

•  Share activities. Show users content you favorite/like/comment/subscribe

•  Update channel regularly

to so viewers come back •  Subscribe to relevant

channels to see how other businesses in travel use YT

YouTube viewers are more than an audience, they’re your community of viewers!


Build Your Community

On YouTube

•  Share activities. Show users content you favorite/like/comment/subscribe

•  Update channel regularly to so viewers come back

•  Subscribe to relevant

channels to see how other businesses in travel use YT

YouTube viewers are more than an audience, they’re your community of viewers!

Beyond YouTube

•  Embed your video on your site www.southafrica.net

•  Share with blogs External

sites can drive lots of views. Find relevant travel blogs/sites, send your videos

•  Video is Social Connect YT

with social networks to broaden viewership and turn fans into viewers


YouTube Analytics

Analyze by channel, video, country and custom date ranges

Top-level performance and engagement metrics

Track current and past viewer trends

Actionable insight that helps build your business!


Who’s Watching Your Videos? Where?

Age & male/female breakout by age

Breakout by location, gender and age


How Did Viewers Find You?

Referrals from YouTube, outside YouTube, Mobile Apps and Direct Traffic

Traffic segmentation by source

Source clickable at video level for further discovery details






TrueView

Travel Case Studies

Agenda


When you get your video in front of the right people, you’re more likely to turn potential customers into paying customers.


Customers choose relevant ads

Advertisers pay for engaged views

TrueView Video Ads


TrueView: what

1!User selects a video to watch!


TrueView: what

1! 2!User selects a video to watch!

Before video begins, user sees 5 seconds of a TrueView video ad!


TrueView: what

1! 2! 3!User selects a video to watch!

Before video begins, user sees 5 seconds of a TrueView video ad!

If user chooses to watch whole ad or 30s, only then does advertiser pay!


TrueView: why

1!Persuasive !!Video advertising is proven to build recall, equity, purchase intent!!


TrueView: why

1! 2! 3!Persuasive !!Video advertising is proven to build recall, equity, purchase intent!!

Precise !!Advanced targeting help reach best prospects efficiently !!


TrueView: why



Global Scale !!Drive awareness by connecting with 800M global users!!


TrueView: why



Global Scale !!Drive awareness by connecting with 800M global users!!

Combine the power of sight, sound & motion with the efficiency, scale and engagement of Google AdWords!


Fast Campaign Setup AdWords for video provides faster way to reach your users with the power of sight, sound and motion Bid for the video view Cost-per-view bidding means that you only pay when a consumer chooses to watch your ad Video specific reporting New reporting metrics help you track and improve your video campaign performance

TrueView: how – Google AdWords for video


Ed Davis,!President, Ceilume Inc.!

“Our experience with YouTube has been genuinely positive. The cost-per-view for YouTube is a fraction of what we pay on other marketing vehicles, and the branding and impressions are high. We’ve found that YouTube generates five percent of our sales – and forty percent of our impressions.”!


TrueView Best Practices for DR!

Online Sales!Create a call to action to drive consumers from consideration to purchase!•  Communicate product benefits; consider how-to or demo videos!•  Direct users to point of purchase with call-to-action overlays/annotations!•  Advanced: Use remarketing to drive users through the purchase funnel with

special offer!

In-Store Sales!Create local videos with location-based offers!•  Geo-targeted TrueView ads w/local message in the video!•  Locally themed companion banner!•  Advanced: Video remarketing using Display ads with call-to-action and in-store offer !






TrueView

Travel Case Studies

Agenda


Campaign Challege

Case Study: UndercoverTourist.com

Study

UndercoverTourist.com

Campaign Results

What They Did

•  Established YouTube Channel with trip planning tips and timesaving advice •  Uploaded authentic, short, POV videos to educate visitors •  Implemented low-cost TrueView campaigns using Google AdWords for video

What They Acheived

•  Nearly 10 million hits on YouTube channel •  About 30,000 views per day to their channel with a 3-5% click-through rate •  Enhanced brand as trusted name

Who they are Use first-person videos to show the rides, shows and experiences offered at partner destinations in Florida to potential customers around the world. Goals Drive traffic to e-commerce site, attract and retain customers from around the world, improve quantity of qualified sales leads

www.youtube.com/undercovertourist!


Campaign Challege

Case Study: Nassau Paradise Island

Nassau Island Promotion Board

Campaign Results

Results •  Engaged viewers of :30 video for as little as 15 cents/view •  Delivered video to major markets previously unaffordable via television •  Increased website traffic 30%

What They Said

“[YouTube has] evolved…to a foundational medium that no advertiser…can afford to ignore. When I talk about the amazing value TrueView delivers, people think the kind of ROI we are achieving is impossible. “ – Kim Anderson VP Marketing for Nassau Paradise Island Promotion Board

Goals Promote travel to Nassau Paradise Island to top 10 US market. Generate cost-effective leads, Share island experience through allure of video Approach Initiated ongoing YouTube TrueView in-stream campaign in 10 markets, tailored and targeted messging with promotional offers, leveraged analytics to maximize campaign effectiveness

www.youtube.com/user/NPIBahamas!


Creator Playbook: youtube.com/yt/creators/playbook.html

Advertiser Playbook: youtube.com/yt/advertise/advertiser-playbook.html

YouTube Official Channel: www.youtube.com/advertise!!Select SMB YouTube video ads:!

•  Name.com: goo.gl/JB0HN!•  Fellowes Cross-Cut Shredder: goo.gl/5pBhu!•  All Time 10s: goo.gl/O3wx2!•  Vat19: goo.gl/D3qdI!•  Strawz Connectible Drink Straws: goo.gl/1CN8J!

Resources


Thank you!

YouTube Presentation

Technology

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