Managing a YouTube ChannelRichard Harrington & Kelley Slagle | RHED Pixel | 703.531.1325

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Session Description

Rather than just post a bunch of random videos to YouTube, you can actually build your own channel.  Here branding and consistency is key.  Learn important strategies to build a subscriber base as well as how to convert clicks into action or commerce. The team at RHED Pixel will share their strategies for keeping projects organized and building a visual identity.

Agenda

■ Setting up your Google Account(s)

■ Creating A New Channel

■ Setting Up Your Channel

■ Uploading Videos

■ Creating and Managing Playlists

Agenda

■ Customizing Your Dashboard

■ Using the Video Manager

■ Video Info and Settings

■ Video Enhancements and Audio

■ Video Annotations and Captions

Agenda

■ Community

■ Modify Channel Settings

■ Creation Tools

■ Analytics

■ Promoting Your Channel

■ Becoming a Partner

What is RHED Pixel?

What is RHED Pixel?

■ Company founded in 1999

■ 70% Full Service Clients

■ 30% Support to Other Professionals

■ Winner of a Ciné Award

■ Offers variety of video, interactive, and multimedia services

■ Recognized authority for video and multimedia industries

Content Creation Experience

Client Roster

■ Apple

■ Adobe Systems

■ Cisco

■ Google

■ Microsoft

■ lynda.com

■ KelbyOne

■ National Foundation for Credit Counseling

■ Community Health Charities

Topics Covered■ Technology

■ Photography

■ Design

■ Fashion

■ Health

■ Parenting

■ College Admissions

■ Mobile Computing

■ Education

■ Fundraising

■ Fitness

■ Presentation Skills

■ Employment

■ Travel

Who We Are

Richard Harrington

■ TWITTER BIO:I'm a visual storyteller exploring the fusion of photography and video. I'm a husband & father Publisher Photofocus  CEO RHED Pixel !

■ RHED Pixel | Founder ■ Piqsure | Entrepreneur ■ Photofocus | Publisher ■ Certified PMP ■ Consultant to

Turner, CNN, ABC, MLB Network,Discovery Channel

Kelley Slagle

■ Editor and Producer ■ Project Manager ■ Previously with National Public Radio in software development. ■ Also an independent filmmaker and SAG-AFTRA actor.

Getting In Touchtwitter.com/rhedpixel

facebook.com/RichHarringtonStuff

plus.google.com/+RichardHarrington/

linkedin.com/in/richardharrington

RichardHarrington.com

vimeo.com/rhedpixel

www.pinterest.com/rhedpixel/

www.Photofocus.com

www.RichardHarrington.com

www.lynda.com

Relevant Trends

Global Internet Use

Top 10 Countries by Number of Internet Users

Rank Country Internet Users Population %

1 China 420,000,000 31.8%2 United States 234,372,000 76.3%3 Japan 95,979,000 75.5%4 India 81,000,000 7.0%5 Brazil 72,027,700 36.2%6 Germany 61,973,100 75.3%7 United Kingdom 46,683,900 76.4%8 Russia 45,250,000 32.3%9 France 43,100,134 69.3%10 South Korea 37,475,800 77.3%

Top 10 Countries by Percentage of Internet Users

Rank Country Internet Users Population %

1 Iceland 285,700 93.2%2 Norway 4,235,800 90.9%3 Greenland 52,000 90.3%4 Sweden 8,085,500 89.2%5 Netherlands 14,304,600 85.6%6 Denmark 4,629,600 84.2%7 Finland 4,382,700 83.5%8 New Zealand 3,500,000 83.1%9 Australia 17,033,826 80.1%10 Luxembourg 387,000 78.7%

How’s YouTube Doing?

YouTube Video Watching % Who Have Watched Internet Video Programming From YouTube

0%

13%

25%

38%

50%

Last Month Last Week

37

44

37

45

31

41

28

38

23

34

14

21

712

2007 2008 2009 2010 2011 2012 2013 http://www.edisonresearch.com/Infinite_Dial_2013.pdf

YouTube Statistics

■ 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day

■ Over 3 billion videos are viewed a day

■ More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years

YouTube Statistics

■ YouTube's demographic is broad: 18-54 years old

■ 800M unique users visit each month

■ More HD content than any other online video site

■ YouTube mobile gets over 400M views a day, representing 13% of daily views

News Consumptionreddit

Twitter

Facebook

Google Plus

Tumblr

YouTube

LinkedIn

Instagram

0 0.25 0.5 0.75 1

13%

13%

20%

29%

30%

47%

52%

62%

Pew Internet

Own TV Connected to Web

49% 51%

YesNo

The Infinite Dial — Edison Research

Google+

Google+ Advice

■ Circles are useful to target customers or specific audiences

■ Use a hangout to watch a video with others and receive feedback in real-time

■ Optimized for multiple devices and platforms

■ Use lots of visuals in your posts

■ Heavy bias on Google search results

Quickly Growing

Get More From Google+

■ Join communities

■ Use the mobile app

■ Try hangouts with clients and colleagues

■ Learn how to tag people

■ Set up a company page

■ Post visuals

■ Don’t believe hype

Getting Setup

The Google+ Connection

The Google+ Connection

■ YouTube is owned by Google, and therefore your YouTube channel must be connected to a Google account

■ You now must use a Google+ profile and/or a Google+ page.

■ You can split an account into multiple channels using pages

The Google+ Connection

■ A Google+ Profile represents and is managed by an individual

■ A Google+ Page represents an entity like a brand, business or organization.

■ Pages can be managed by multiple people or an individual.

Connecting Google+ to a Channel

Connecting Google+ to a Channel

■ When you connect your channel to a Google+ page, the channel is moved.

■ It is no longer named from your primary account.

■ It becomes a subsidiary Google+ page account that has your channel's name.

Connecting Google+ to a Channel

■ Your normal Google Account becomes a manager of the Google+ page.

■ You can still access the channel from your Google Account like you did before. You don't need a separate password.

Connecting Google+ to a Channel

■ You can add additional managers to your Google+ page.

■ You can add managers or admins. Admins require two weeks active membership before approval.

Connecting Google+ to a Channel

■ Collaborators can manage the channel without having to share passwords.

■ You can also manage multiple pages (and their channels) from one Google Account.

■ This helps if you have more than one YouTube channel.

Switching Accounts

Switching Accounts

1. Click your profile icon in the top right corner

2. Click Switch account

3. Choose the account you want to use.

4. If you a choose a page that doesn’t have a channel, you’ll see the option to create a channel for the page.

Tweaking Your Settings

Connecting Other Networks

■ Connect your Facebook and Twitter accounts to have YouTube automatically post when you upload a video or add a video to a playlist.

■ Some choose to manually invoke these posts to better schedule them for effective reach.

Using Email

■ Manage email notifications from your channel through the “Emails about your channel, your video and your comments” section on the Account Settings page.

■ Default is WAY too many messages.

Using Email

■ Get notified when someone:

■ Subscribes

■ Leaves or responds to a comment on a private video

■ Receive a private message

■ When your video upload has completed

Create a New Channel

Channel Creation

Channel Creation

■ To create a new channel:

■ Click Profile Icon ■ Click All My Channels ■ Click Create a new channel ■ Enter a name ■ Select a category ■ Select an audience

Channel Creation

■ You may have up to 50 channels linked to one Google account, and each channel can be managed by multiple people.

■ To add additional managers click “Managers” and enter their email addresses or Google+ Profile names.

Channel Setup

Channel Setup

■ Branding is essential.

■ You’ll want to add:

■ logos

■ banner artwork

■ social icons

Channel Icon

■ Your Channel Icon is Your Google+ Page Icon.

■ If you haven’t set one, you can do to from YouTube

■ Click Edit Channel Icon

■ Follow Upload Instructions

■ Submit

Advice on Channel Icons

■ Choose an image that will be both recognizable and legible when small.

■ Will be shown as 98 x 98 pixels

■ Design 800 X 800 for future proofing

■ Animated GIFs not allowed

■ Avoid nudity, celebrities, and copyrighted images

Channel Art

■ Return to your channel and add Channel Art.

■ This is the banner that will go across your channel home page.

■ Recommended image size is 2560x1440

■ Make sure important imagery is visible to the right side of Channel Icon, and check its appearance on different devices.

About Tab & Channel Navigation

Update the About Tab

■ Enter a detailed description

■ Add appropriate links

■ Feature other channels if desired

Update the About Tab

■ Subscriptions preference:

■ If you’ve subscribed to other channels, they will appear on your home page.

■ Consider setting modifying to keep them private.

Edit Channel Navigation

■ Enable “Browse” to customize the display of your content.

■ Use sections to organize content.

■ Choose whether to automatically have your public YouTube activity show in your channel’s activity feed

How to Handle Discussion

■ In the Discussion section, choose whether to display comments automatically or only when approved.

■ We recommend approving your comments before they are displayed on your videos.

■ YouTube comments are typically an example of the poorest writing skills on the planet with the debate skills of prehistoric cavemen.

Add a Trailer

Add a trailer

■ Create a one or two minute “trailer” to advertise your channel to entice subscribers.

■ Consider the audiences’ motivation.

■ Include a call to action to subscribe.

■ Emphasize that subscriptions are free and ensure they won’t miss any of the content that’s released.

Trends in Consumption

Smartphones on the Rise

Smartphone Growth

0%

14%

28%

42%

56%

70%

2009 2010 2011 2012 2013 2014

61%53%

44%

31%

14%10%

160 Million

The Infinite Dial — Edison Research

Smartphones by Age

0%

0%

1%

1%

1%

12–24 25–54 55+

36%

68%78%

25%

64%68%

19%

53%61%

201220132014

The Infinite Dial — Edison Research

Give Up TV Before SmartphonesEliminate iPhone or TV

6%

36%58%

Eliminate TV Eliminate iPhone Don’t Know

Eliminate iPhone or TV

2%

40%

58%

Eliminate TV Eliminate Smartphone Don’t Know

http://www.edisonresearch.com/Infinite_Dial_2012.pdf

Top Smartphone Platforms3 Month Avg. Ending Jan. 2014 vs. 3 Month Avg. Ending Oct. 2013

!October-13 January-14 Point Change

Total Subscribers 100% 100% N/A

Google 52.2% 51.7% -0.5%

Apple 40.6% 41.6% 1%

BlackBerry 3.6% 3.1% -0.5%

Microsoft 3.2% 3.2% 0%

Symbian 0.2% 0.2% 0%

Source: comScore MobiLens

Top 15 Properties1     Google Sites 89.4%2     Facebook 86.6%3     Yahoo Sites 86.2%4     Amazon Sites 69.0%5     AOL, Inc. 56.9%6     Microsoft Sites 52.6%7     Apple Inc. 51.1%8     Turner Digital 46.9%9     Pandora.com 46.5%

10     Wikimedia Foundation Sites 43.7%11     Glam Media 38.0%12     CBS Interactive 37.2%13     eBay 36.8%14     Weather Company, The 34.2%15     Gannett Sites 31.3%

Source: comScore MobiLens

Top 15 Apps1     Facebook 77.6%2     Google Play 52.4%3     YouTube 49.7%4     Google Search 48.9%5     Pandora Radio 46.4%6     Apple App Suite 45.0%7     Gmail 43.5%8     Google Maps 41.6%9     Yahoo Stocks 30.7%

10     Instagram 27.5%11     Yahoo Weather Widget 27.0%12     Facebook Messenger 24.5%13     Apple Maps 24.2%14     Twitter 22.8%15     The Weather Channel 21.4%

Source: comScore MobiLens

The Rise in Tablets

Tablet Ownership

2012 2013 2014

16%

12%6%

6%3%

1%

17%14%11%

iPad only Both Non-iPadArbitron

Personal Electronic Devices (PEDs)

Tablet Ownership

Pew Internet Life

0%

10%

20%

30%

40%

50%

May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14

42%

34%

24%

10%8%3%

E-Reader Ownership

Pew Internet Life

0%

8%

16%

24%

32%

40%

May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14

32%

24%

19%

10%12%

4%

Uploading Video Content

Supported Formats

Supported Formats

■ .MOV ■ .MPEG4 ■ .AVI ■ .WMV ■ .MPEGPS ■ .FLV ■ 3GPP ■ WebM

Supported Formats

■ .MOV ■ .MPEG4 ■ .AVI ■ .WMV ■ .MPEGPS ■ .FLV ■ 3GPP ■ WebM

Uploading Videos

Select Your Video’s Privacy Setting

■ Public ■ Anyone can view it. ■ Can be embedded. ■ Can block embedding. ■ Anyone can search for and view.

Select Your Video’s Privacy Setting

■ Private ■ A private video can only be seen

by you and the users you select. ■ The video won’t appear on your

channel or search results.

Select Your Video’s Privacy Setting

■ Unlisted ■ Making a video unlisted means

that only people who have the link to the video can view it.

■ Share the link with the people who you’d like to have access to to the video.

■ People you share the video with do not need to have a Google account.

Select Your Video’s Privacy Setting

■ Unlisted ■ Unlisted videos do not appear on

your channel page or in search results.

■ Unlisted videos can be added to other people’s playlists.

■ Think of it as an unlisted phone number.

Select Your Video’s Privacy Setting

■ Both Private and Unlisted are useful for team review for example before making a video public.

■ Anything on the Internet is never truly private.

■ Consider more secure transmission methods if an issue.

A Video’s Information

Basic Information

■ While the file is uploading, fill out the Basic Info section.

■ Title: Optimize for SEO. 100 character limit.

■ Description: Include a detailed description of the video. Include your website.

Basic Information

■ Tags: Optimize for SEO, use suggested tags for brand names and other topics

■ Thumbnails: Choose from 3 randomly selected thumbnails. Partners can upload custom thumbnails.

SEO Tips

■ Use important keywords up front.

■ Consider adding a trigger keywords (do a Google search for words that get lots of hits or refine).

■ Description is critical. Up to 5000 characters. Repeat keywords and accurately describe content, participants, and involved parties.

SEO Tips

■ Tags can use a higher character count (120 characters). Make sure they are relevant. Put in order of importance.

■ Do a YouTube search for tags and keywords and check results.

Advanced Settings

■ Allow Comments: Suggest using Approved method

■ Ratings: Should users see each other’s video’s ratings

■ License and rights ownership:

■ Standard YouTube License

■ Creative Commons

Advanced Settings

■ Caption certification

■ Distribution options

■ Whether to allow embedding of the video

■ Whether to notify subscribers that it’s been uploaded

Advanced Settings

■ Age restriction

■ Category

■ Statistics

■ Can the public view a video’s stats

Advanced Settings

■ You can also add:

■ Location of the video takes

■ Video’s date

■ Whether it is 3D

Make it Live

■ After it has finished uploading and processing, if you have selected Public you must click Publish to make it live.

Batch Uploading & Re-Uploading

Batch Uploading

■ Works same way as single upload

■ Can edit multiple videos metadata at once

Re-Uploading

■ You cannot upload the same video twice.

■ You will have to remove the video and then re-upload it.

■ Unlike some other video hosting services, there is no replace video option on YouTube.

Terms of Service

sublicenseable

transferable

without limitation

Playlists and Sections

Playlists And Sections

What is a Playlist?

■ A playlist is a collection of videos that you have created.

■ Use playlists to group your videos by topic or type.

Create a Playlist

■ There are several places where the Create Playlist function is listed.

■ To create a playlist, you can:

■ Click Playlists

■ Click Add New Playlist

Create a Playlist

■ Enter a descriptive title

■ Add description

■ Add videos

Manage Your Playlists

Manage Your Playlists

■ You can

■ Reorder videos

■ Change their settings

Add Sections to Your Channel

Using Sections

■ Channel sections are a great way to organize and promote content you create.

■ Sections can be created from:

■ A single existing playlist (created by you or someone else)

■ A group of playlists

■ A group of channels.

Using Sections

■ Section examples:

■ Group by topic

■ Product families

■ Promotions

■ Videos featuring the same talent

■ You can have a maximum of 10 sections.

Customize the Dashboard

The Video Manager

The Video Manager

■ The Video Manager is your Grand Central for your channel.

■ It lists all of your uploaded videos by default.

■ You can further filter videos shown by privacy settings, when they were uploaded or by how many views they have received.

Control Multiple Videos

■ You can change any setting for an individual video or groups of videos

■ You can add or remove them from playlists.

■ You can also add tags to many videos at once.

Check Status

■ Next to each video you can see:

■ Privacy status

■ Publication status

■ Number of likes, dislikes, views and comments they have received.

Scheduled Videos

■ Another privacy status besides Public, Private and Unlisted is Scheduled.

■ This is only available to YouTube Partners.

Scheduled Videos

■ Scheduled publishing allows you to schedule a private video to go public at a later time.

■ The video will remain private until the scheduled publish time.

■ You can choose the date, time, and time zone at which you want your video to be sent to subscribers.

Scheduled Videos

■ After you have selected a scheduled publish time, you can adjust the scheduled time, or publish the video immediately by setting it as public in the video manager.

Editing Advice

Your Video Can Always Be Shorter

Keep it Short

■ I have never met a video that wouldn’t benefit from some editing.

■ The whole purpose of video is to compress time and distill a message to its essence.

■ It is important that you refine a project by continuing to strip away its unneeded parts.

Keep it Short

■ Rarely have I heard an audience complain that a video was too short.

■ There is a reason to edit and it becomes increasingly clear when you actually watch people as they watch your project.

Keep it Short

■ Do your best to strip a project down to its essence and only add what is needed.

■ When in doubt… cut it out.

Practical Editing Advice

Editing Advice

■ Seek resolution independent NLE

■ Flexibility with frame sizes

■ Flexibility with frame rates

■ Synchronize frame rates early on

■ Consider repurposing content

Editing Advice

■ Exposure & Contrast

■ Color Balance

■ Audio Mix & Normalization

■ Interlacing and when it is removed

■ Run Time

■ Shot Composition

Make Your Message Stick

Make Your Message Stick

■ Limit the number of points made in a video.

■ Three or less is a good target.

■ One primary message is the ideal.

■ Think about what you want the audience to remember about the video.

Make Your Message Stick

■ How many times did you say the targeted message?

■ Always have a call to action.

■ Tell the viewer what you want them to do next.

■ Never ask them to do more than two things.

Make Your Message Stick

■ Use an emotional appeal whenever possible.

■ Video is a medium that works best with clear and simple messages that go for an emotional reaction in the viewer.

Annotations And Captions

Annotations

Using Annotations

■ Annotations allow you to add text, links and hotspots to your videos.

■ You can enrich the viewer experience by adding links to an external website, Google+ page, playlist or a video.

■ You can direct viewers to subscribe to your channel or impart important information.

Five Types of Annotations

■ Speech bubble

■ Note

■ Title

■ Spotlight

■ Label

Annotation Controls

■ You can control:

■ Length of time an annotation appears on-screen

■ Placement

■ Colors

■ Font sizes

Captions

Captions

■ Make your videos accessible by adding a caption track.

■ You may add multiple caption tracks to a video.

Automatic Captions

■ Automatic Captions are eventually created.

■ You can edit YouTube’s automatically generated captions.

■ Note that quality varies from video to video, so you may not want to rely on the automatic captioning feature for accuracy.

Languages Available

■ English

■ Dutch

■ French

■ German

■ Italian

■ Japanese

■ Korean

■ Portuguese

■ Russian

■ Spanish

Building A Community

7 RULES FOR SOCIAL MEDIA

Be Genuine

Be Well-Rounded

Be Passionate

Be Respectful

Be an Expert

Be Involved

Be Consistent

THE PROCESS

LISTEN

FOLLOW

CURATE

TRY TO HELP

ORIGINAL CONTENT

PEOPLE YOU’LL MEET ON YOUTUBE

TARGET AUDIENCE

THOUGHT LEADERS

JEDI MASTERS

CLOWNS

TROLLS

Channel Settings & Promotion

Channel Settings

Channel Settings

■ Features

■ Defaults

■ In Video Programming

Channel Settings

■ Watermark ■ Adding a watermark adds a

Subscribe annotation to all of your videos

■ Fan Finder

Channel Settings

■ Featured Video ■ Allows you to highlight a

particular video at a specified time within all of your videos.

■ Can and should be changed regularly.

■ Advanced

Promoting Your Channel

■ Publicize across media outlets - radio, TV, websites, forums, newsletters, and social networking.

■ Link to your YouTube channel as many places as you can

■ Allow embedding of your videos

■ Thorough tagging, especially of product information

Promoting Your Channel

■ Enable comments

■ Solicit ideas and feedback through comments

■ Detailed descriptions

■ Create playlists by theme

■ Contests

■ Use AdWords for Video

Promoting Your Channel

Partner Program

■ The YouTube Partner Program allows creators to monetize content through advertisements, paid subscriptions and merchandise.

■ YouTube Partner eligible videos may earn money from relevant ads or fees.

■ Allows you to reach a global audience and increase earning potential

■ Non-exclusive agreement allows you to monetize in multiple venues

To Become A Partner:

■ Your YouTube account must be in good standing

■ You are uploading advertiser-friendly original, quality content

■ Do not infringe on copyright

Partner Features

■ Ability to have longer videos (over 15 minutes)

■ Annotations that link to your external websites

■ Upload custom thumbnails ■ Enable paid subscriptions ■ Stream live events or host a Google+

Hangout On Air

Getting In Touchtwitter.com/rhedpixel

facebook.com/RichHarringtonStuff

plus.google.com/+RichardHarrington/

linkedin.com/in/richardharrington

RichardHarrington.com

vimeo.com/rhedpixel

www.pinterest.com/rhedpixel/

kelley@rhedpixel.com

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Managing a YouTube ChannelRichard Harrington & Kelley Slagle | RHED Pixel | 703.531.1325

plus.google.com/+RichardHarrington

facebook.com/RichHarringtonStuff

linkedin.com/in/richardharrington

twitter.com/ rhedpixel