5 Steps to a Better Branded YouTube Experience

SOCIAL STUDIES: FIVE STEPS TO A BETTER BRANDED YOUTUBE EXPERIENCE May 2012

1)Process

2)Introduction

3) Stage 1: Content

4) Stage 2: Information and Settings

5) Stage 3: Design

6) Stage 4: Analytics

7) Stage 5: Optimization

overview.Whether you are building a YouTube channel for the first time or updating the one you’ve had since the early days of YouTube in 2006, remember that any social media endeavor requires some thought toward process.

While it may seem like a no-brainer to some, not everyone sees the benefit of engaging on YouTube. Aligning yourself with a social process can help to alleviate the pain of optimizing your YouTube presence.

Give some thought to how brands fit in with the consumer-generated content on YouTube and run through the basics of the newly updated YouTube channel contained in this presentation.

Finally, build your branded YouTube experience and give the content-hungry consumers something to feast their eyes upon.

Photo Source: YouTube and Google brand logos

Process

Photo Source: Invents.com

Lead with strategy and process

Set objectives, measure forward

Work through the process: content, information, design, analytics and optimization

Measure to the objectives and expectations you set down

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http://www.invents.com/the-invents-company-process/

OBJECTIVES

Content

Information

DesignAnalytics

Optimization

ObjectivesIdentify your objectives and exactly what you are hoping to walk away with. The more specific you can be, the more you will be able to measure against in the end.

5 Stages1. Start with your Content Strategy

and look for content that suits the platform and audience.

2. Then move onto updating the Information & Settings as much as possible.

3. After doing this you can design your channel to a look and feel that supports your content.

4. Monitoring the channel using the analytics tools provided will give you valuable information that should let you know if what you are doing is working.

5. Finally, remember to optimize your channel. Just like every social network out there, it doesn’t live in a silo.

MEASUREMENT

MeasureDon’t forget to measure the effectiveness and efficiency of your efforts as they relate to the objectives.

social process.

PROCESS

Introduction

User ChannelsThe most basic of the three types of channels, the user channel is designed to offer everything that a consumer might need. Analytics are provided for videos, but the appearance customization is limited to background colors and images.

Branded ChannelsMost commonly used by brands that don’t have a limitless budget to invest into YouTube, but want a customized experience. The remainder of this presentation will discuss this in more detail.

Custom Branded ChannelsThe site-like interface offered by YouTube does not come without a price. Further customization inside the YouTube model itself requires extensive development and collaboration with Google and YouTube.

3 types of channels.INTRODUCTION

Cosmetic UpdatesIn March 2012 YouTube released a new design format for profile pages. YouTube slimmed down the appearance to offer more visual real estate for videos and content, but also improved the structure of the page to make it easier to find what you need.

new design.

Tip:Take the guided tour of the new channel design to make sure you understand the basics.

You can find the tour by going here: http://youtu.be/q56nxmAikpA

INTRODUCTION

Featured Video

For YouTube viewers the brand channel is a hub for content. Place your most engaging content in the featured video section to pull viewers further into the branded YouTube experience.

Appearance

Brands can customize their YouTube channel as they see fit. The most basic customization is called an image map, which allows areas in the background image of the channel to operate as buttons. The admin of the channel can edit the different parts of the background to make them clickable. In this example each product directs the user to the corresponding section of the brand’s website.

Editing

The new YouTube design allows for a much easier and fluid interface. While you can edit how each section of the channel works (featured videos, playlists, uploads and information), the majority of changes will be made through the “Edit Channel” button in the top right.

Playlists

If your channel has a lot of content it may make sense to create playlists based on topics or themes to help the user find what they are looking for. In this example, content is broken up by date.

anatomy of the channel.

Tabs

The primary benefit of a branded partner channel is the ability to add additional “tabs” to make customized content sections.

INTRODUCTION

Content

Photo Source: http://www.youtube.com/user/FjallravenSE

Stage

1

Create content with the consumer in mind. Ask yourself, “Would I share this with friends?”

Host a wide variety of content on the channel

Upload current video content hosted elsewhere (if applicable)

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Be smart. Content is king. YouTube can amplify content you have elsewhere, but this doesn’t mean the viewers will engage with it.

Try to fulfill the needs of your potential subscribers by providing entertainment or utility and ask the question: Why would someone share this?

Example:Chevy does a good job of featuring entertaining videos with groups like OK Go, who made a name for themselves making music videos and distributing them on YouTube. If you don’t have the budget to make a musical car, don’t worry behind-the-scenes content and engaging commercials work just as well.

content is king. CONTENT

Photo Source: http://www.youtube.com/user/Chevrolet

Information and Settings

Photo Source: iLounge

Stage

2

Complete information fields for the channel

Complete information fields for each video

Understand how to set private, public, unlisted videos

Understand what each appearance setting does

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http://www.ilounge.com/index.php/tips/

channel settings.

Cover All Your BasesThe settings link under your profile will lead you to an overview of your channel.

From here it’s important to familiarize yourself with all of the options available.

Completing all sections of your profile setup tab will provide viewers with a richer and more effective experience.

In the new channel layout settings are still located under your user avatar in the upper right-hand corner of the screen.

These settings do not change the appearance of your page, just the information and content housed on the channel.

INFORMATION AND SETTINGS

Photo Source: http://www.youtube.com/user/arcticcat

video settings.

After uploading your video:The information and settings tab is the first place you should go after uploading a video. Make sure that all the relevant information is filled out.

Tip:The privacy settings are one of the more essential settings to be familiar with. Private videos are available only to people you select, while public videos show on the channel page and can be searched by anyone. Unlisted videos can only be accessed if the user has the direct link to the video.

How to find video settings:

Then click…

INFORMATION AND SETTINGS


Channel SettingsAn additional way to edit the settings is through the “Edit Channel” button on the channel home page (see slide 8). From here you can also edit the appearance of the channel.

Tag your channel with brand terms and keywords used on your site to improve SEO.

Toggle your channel’s visibility.

These advanced features can improve your measurement capabilities.

This toggles the landing tab for the channel.

other settings.INFORMATION AND SETTINGS

Design

You never get a second chance to make a first impression.

Stage

3

Create a branded background

Design the background around your content’s message

Choose a themed background for design variability

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Photo Source: http://www.youtube.com/user/realmadridcf

Featured TabYou can adjust the layout of your channel to your liking. Depending on how you want your content to appear, it can be organized in one of four ways.

Mission ControlThe appearance tab will allow the page owner to create an image map for the background. This essentially makes the background image clickable.

Example: Adding a site navigation bar to your channel banner allows viewers to navigate to the brand’s website.

adjust the appearance.DESIGN


DesignAT&T provides a good example of a brand that has created a custom tab with specific content in mind. The design of the page and the content play off of one another without distracting users from the real star of the page—the videos.

In the example below, AT&T has also used image mapping to bring website navigation elements to the page.

design with content in mind. DESIGN

Photo Source: http://www.youtube.com/user/ShareATT

Thinking Outside the BoxCoca-Cola decided to add clickable icons throughout their videos. These links would lead to related content. This “treasure hunt” method is just one way for a brand to connect with users. What is important isn’t the means but the fact that the brand committed to a single idea and drove it with a unification of design and content.

design with content in mind. DESIGN

Photo Source: http://www.youtube.com/user/cocacola

AnalyticsStage

4

Choose metrics aligned with your objectives

Compare audience insights to overall marketing segments

Look at different time periods to uncover trends

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Photo Source: Volacci

http://www.volacci.com/google-analytics

Knowing What to Look AtUnderstanding which metrics are the most important is no easy task. This will vary upon your goals, objectives and content.

In some cases, video views may be more important to a brand that values awareness, while comments may be more important to a brand that values engagement.

ANALYTICS

Photo Source: http://www.youtube.com/user/starkey2010

SubscribersBrands will often undervalue YouTube based on the number of subscribers compared to other social network followings. YouTube is primarily used as a search engine, and therefore the emphasis isn’t on the feed, but rather on the search features.

Traffic SourcesThis tab is useful as a way to analyze referral traffic to your page. Each traffic source will tell its own story about your channel.

High embedded player traffic means that videos you have embedded elsewhere (on your site) are working well.

YouTube suggested video traffic is a good indicator that your content is tagged well and has proper visibility.

ANALYTICS

Photo Source: http://www.youtube.com/user/starkey2010

OptimizationStage

5

Add and refine tags on the channel

Add and refine tags on each video

Add a YouTube app on your brand’s Facebook page

Promote videos

Embed YouTube videos on your site and other digital properties

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Photo Source: “The Wall of Sound”

Tagging

Tagging and keywords issue strong signals to search engines. Choose three to five keyword targets per brand channel and as many as make sense per video. Tagging for videos is paramount.

Socializing

Your social channels don’t have to live in silos—they actually get along quite well. Facebook app developer Involver offers a free tab that allows your fans to watch your videos without leaving the Facebook experience.

OPTIMIZATION

Photo Source: http://www.youtube.com/user/nikePhoto Source: http://www.facebook.com/arcticcat.snow

Promoting

Same practices apply with YouTube as other social platforms —promote and acknowledge. YouTube can be used to promote your site as well. Using annotations on branded videos allows users to interact and can be used to direct to outside sites.

Embedding

If you have a site or blog that currently houses video content, consider hosting what content you can through YouTube and embed the videos on that site. YouTube amplifies your content by allowing it to be both searchable on your site and on the world’s second largest search engine.

OPTIMIZATION

Photo Source: http://www.youtube.com/user/arcticcatPhoto Source: http://www.arcticcat.com

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5 Steps to a Better Branded YouTube Experience

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