Center for Non-Profit Success: YouTube 201
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YouTube 201 Making Video Sharing Part of Your Online Marketing Strategy http:// www.cfnps.org
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Go to www.cfnps.org for information about upcoming events. Videos are not only a valuable way to showcase your organization. They also can be used to direct traffic to your website, thanks to YouTube features such as commenting, rating, and sharing. In addition, you can use YouTube to track and shape your message as your outreach campaign develops. In this way, your YouTube videos become an integral part of your social marketing strategy. In this session we will cover the following: • Incorporating Insight Statistics and other YouTube ratings and user comments to shape your communications strategy • Linking your YouTube video to other networking sites like Facebook • Adding keyword tags to your YouTube channel • Using Call-to-action overlays on your videos to drive campaigns • Including the Google Checkout “Donate” button in your video.
Transcript of Center for Non-Profit Success: YouTube 201
YouTube 201Making Video Sharing Part of
Your Online Marketing Strategyhttp://www.cfnps.org
Introductions Why YouTube? Plan Your Strategy Create a High-Impact Video Broaden Your Reach Next Steps References
Agenda
3-5 mins.
Christopher Lagan ◦ Chief of Social Media United States Coast Guard
Rebecca Bustamante ◦ Co-Chair, Communications, Board of Directors
Women in Film and Video, DC (WIFV) Beth Shanna Carpenter
◦ Manager of Social Communication and Strategy AARP
Chad Sisneros ◦ Senior Director, Video Dept The Humane Society
of the United States
Introductions
10 mins.
Why YouTube?Know Your AudienceCoast Guard case study
Chris: 20-25 mins
Why YouTube?Right tools, right level, right audience
Chris
Right tool, right level, right audience
Chris
Coast Guard Videos
Chris
Playlists
Chris
http://youtu.be/dy6GJiQ8n10
U. S. Coast Guard: Top 10 Videos of 2011
Examine video as a means of complimenting other mediums for telling your story.
Identify the audience gap(s) between those your video content is reaching via traditional means (PSAs, earned television media, etc.) and those you aren't.
Determine your institutional capacity (resources and content generation) to efficiently and effectively use YouTube to fill your audience gap(s).
Now What?
Chris
10 mins
Q+A
Plan Your Strategy“Why” Use Metrics“What” Metrics to TrackShape Messages Using TrendsTime of DayDesign Your Content Flow
Rebecca & Beth: 20-25 mins
“Why” Use Metrics
eCommunication Referring Channels
Today the public considers the Internet (by a wide margin) the most essential medium of communication. From 2002 to 2007, the Internet gained
39% in popularity, as compared with a 53% drop in popularity for radio, and a 10% drop for newspapers.
5.5M sites linked to Facebook 4.1M sites are linked to Twitter 900K sites are linked to Linked In
Rebecca
Development of metrics you will use to determine qualitative and quantitative ROI. Social Mention monitors 80+ social media properties
directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc. http://www.socialmention.com/
Benchmark your channel in the industry Point Pixability's Online Video
Grader at your site and YouTube pagehttp://www.onlinevideograder.com
“Why” Use Metrics
Rebecca
“Why” Use Metrics
Rebecca
Incorporate Insight Statistics and other YouTube ratings and user comments to shape your strategy
“What” Metrics to Track
Rebecca
Dashboard view◦ Performance◦ Engagement◦ Top 10 Videos◦ Demographics◦ Discovery
“What” Metrics to Track
Views Engagement
Rebecca
Things Can Change
Starting Point Fundraising Campaign
Rebecca
http://www.dailymotion.com/video/xl21bd_the-best-time-and-day-to-post-online
Best Time to Post Online
Rebecca
Social Media Hub Mind mapping Structured plan
◦ Purpose◦ Target Audience◦ Key Message◦ Communication Channel(s)◦ Frequency of Message
Shape Your Message
What is content strategy?Oooh, the elevator pitch. Here we go: There is content on the web. You love it. Or you do not love it. Either way, it is out there, and it is growing. Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content—links, tags, metadata, video, whatever. Ultimately, we work closely with information architects and creative types to craft delicious, usable web experiences for our clients.http://scattergather.razorfish.com/
Rebecca
Who are you talking to? What content are people
responding to? Does this change the tone
of your message? Do you have pop out
content? Monitor and adjust.
Shape Your Message
Rebecca
Don’t start with a finished video if you can help it.
ASK:◦ What metrics do I care about? Do I want…
Views? Comments and engagement? Action? All of the above?
Design Your Content Flow
Beth
PITFALLS: ◦ Even your best spokesperson may not make a
good YouTube video. Pro tip: If you must, get them out of the office and
don’t allow scripts. ◦ Who can tell your story best? Donors? Members?
Beneficiaries? How can they tell it honestly? Pro tip: Let them talk… let your b-roll explain.
◦ Quantity over quality never wins. (I tried it.) Overall views drag down the authority of your
channel. You want the swift tide to lift all boats – not to crowd your boats into stagnation.
Design Your Content Flow
Beth
SHOOT FOR THE MEDIUM:◦ If your goal is simply views:
Get to the point. You’re asking for 2 minutes of my uninterrupted time; I want to know what happened and why I should care. Right now.
◦ If your goal is engagement: Build in questions to your audience; be direct about requesting a like
or share on video. ◦ If your goal is action on a specific issue:
Build that CTA in everywhere. Mention it on video & POINT to where the “Donate” button is. Don’t wait to use the description section to ask them to engage – and don’t point them to a different platform (unless that’s your goal.)
◦ Always be biased in favor of a really good story. ◦ Get to the point. Don’t waste time on preroll unless it’s absolutely
necessary.
Design Your Content Flow
Beth
SHOOT FOR THE MEDIUM:◦ Shoot for annotations! Be shameless!
(Annotations can ONLY link inside YouTube.)
Design Your Content Flow
Beth
Review these sample metrics and create a strategy or approach to optimize viewing and ROI.
Challenge
Rebecca
Set up a metrics checkpoint for trending analysis, and identify pop out content.
Review your content flow to identify design improvements.
Now What?
Rebecca & Beth
10 mins
Q+A
Create a High Impact Video
Channel BrandingThumbnailsTitles and TagsNow What?
Chad: 20-25 mins
YouTube 72 hours of video are uploaded every minute More video is uploaded to YouTube in one
month than the 3 major US networks created in 60 years
Over 4 billion videos are viewed a day
Chad
Channel Branding
Thumbnails
Titles and Tags
Now What?
Agenda
Chad
The channel should represent your organization…displaying the same personality, with a professional look and feel.
Important for Branding, and donation option
Consult a web designer, or DIY…get a channel banner created…include your logo, and an image that represents your organization.
Channel Branding
Chad
YouTube
Chad
Linking to your YouTube channel
Chad
Linking to your YouTube channel
Chad
Linking to your YouTube channel
Chad
Links – donations, other social media
Always link back to your homepage
Push subscribing to your channel
Channel Branding
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
YouTube channel examples
Chad
Related videos…
Chad
YouTube non-profit partner status – upload your own thumbnails!◦ Think of a thumbnail as a movie poster ◦ Accurately reflects your content◦ Visually compelling◦ In focus, well framed◦ Bright, high contrast◦ Close ups of faces
Thumbnails
Chad
Bad Thumbnails?
Chad
The Worst Thumbnail Possible
Chad
Good Thumbnails?
Chad
Good Thumbnails?
Chad
Titles & TagsTitles:
Put Keywords into the title, and put them at the start.
Be interesting – sell the video. Best…exclusive…rare…secret…find words that describe your video in the most interesting way.
Organization name, episode number, etc at the end of the title, if you must include it.
Don’t mislead your audience.
Chad
Titles & TagsTags:
These are how YouTube’s search engine is finding your content
https://ads.youtube.com/keyword_tool
Have 5-10 standard keywords that you add to every video.
You’re looking for a mix of both generic and specific words or phrases that describe your video.
Use quotes for common phrases – “law enforcement”
Chad
Good Tags - example
Chad
Bad Tags - example
Chad
Consider updating tags/titles on underperforming videos
Take full advantage of successful videos, optimizing annotations, subscriptions.
Create living document of potential audiences
YouTube.com/playbook
Now What?
Chad
Channel Branding
Titles/Tags
Thumbnails
Thanks!
Chad
10 mins
Q+A
Broaden Your Reach Unite a Fractured PresenceEmpower Field Offices and AmbassadorsDeploy Across Platforms
Chris, Beth & Rebecca: 20-25 mins
Unite a Fractured Presence
Chris
Enterprise-wide deployment
Chris
Case Study: Coast Guard Video of the Year
Chris
Establish a short, clear social media policy approved by Legal and C-suite.◦ You can find ours at www.tinyurl.com/aarpsocial
Encourage experimentation, and cheerlead best practices and successes. Empower them to train others.◦ Sometimes the first attempts look a little iffy, but
this guy, from AARP Washington, is now training others to use YouTube… http://www.youtube.com/watch?v=3-fd_JS17Ns
Empower Field Offices and Ambassadors
Beth
Loop them into your overall brand, but let them control their own account.◦ Use playlists – you can add any video to a playlist.◦ Use branded space (free for 501©3) to link to
other channels.
Empower Field Offices and Ambassadors
Beth
Involver application is a YouTube app for Facebook: http://www.involver.com/applications/
Deploy Across platforms
Rebecca
Site traffic vs. followers / positive buzz◦ Facebook Fan Pages using YouTube
Deploy Across Platforms
http://blog.hubspot.com/blog/tabid/6307/bid/9469/20-Examples-of-Great-Facebook-Fan-Pages.aspx
Rebecca
Upload tool (TubeMogul) http://www.oneload.com/
Deploy Across Platforms
Rebecca
http://youtu.be/YPS7qdXiX3s.
I train so others may live
Chris
Embed social media buttons/links on web pages, and use on offline communications.
Implement Involver application on your Facebook page.
Sponsor a contest to create an animated logo for your organization.
Now What?
Chris, Beth & Rebecca
10 mins
Q+A
Case StudiesLifecycle of a YouTube VideoReferences
All: 20-25 mins
Short run-throughs of campaigns or successful videos from start to finish◦ Establish a goal◦ Create the video◦ Special mechanics tweaks ◦ Distribution and release.
Case Studies
Beth
Lifecycle of a YouTube Video
Case Study: 100-Year-Old Bride
Beth
10 mins
Q+A
References Google donate button
◦ http://www.youtube.com/nonprofitshttp://googlecheckout.blogspot.com/2010/07/adding-google-checkout-donate-buttons.htmlhttp://www.youtube.com/watch?v=pxSPX-Zn4FQ
Youtube.com/playbook Involver applications
◦ http://www.involver.com/applications Hubspot blog
◦ http://blog.hubspot.com/blog/tabid/6307/bid/9469/20-Examples-of-Great-Facebook-Fan-Pages.aspx
New Yorker article about YouTube◦ http://www.newyorker.com/online/blogs/culture/2012/01/the-future-
of-youtube.html◦ http://www.newyorker.com/reporting/
2012/01/16/120116fa_fact_seabrook YouTube and Video Marketing
◦ http://www.amazon.com/YouTube-Video-Marketing-Hour-Day/dp/047094501X/ref=dp_ob_title_bk
All – 2 mins
Thank You!
