FEEDING THE CONTENT MONSTERS

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YouTube's recommended approach to content & programming are outlined in this presentation. From the 3 C's to the 3 H's, after reading you'll have a better handle on when to publish what on YouTube.

Text of FEEDING THE CONTENT MONSTERS

  • Brand Partner Program, July 2014 welcometo the
  • v Innovative content creationService Training Access Brand Partner Program: OVERVIEW Clean & Clear GoPro Volvo Amex
  • July 20, 2014 Feeding the Content Monsters Mary Healy, Global Lead, Youtube Brand Partner Program
  • The History of Branding
  • The OWNERSHIP Age
  • The INDUSTRIAL Age The OWNERSHIP Age
  • The BROADCAST Age The INDUSTRIAL Age The OWNERSHIP Age
  • The INFORMATION Age The INDUSTRIAL Age The OWNERSHIP Age The BROADCAST Age
  • The PARTICIPATION Age
  • The principles are still the same but the tools have changed.
  • Perception Time Current image positioning 1 positioning 2 positioning 3 Future identity
  • new product innovation pricing distribution channel advertising/promotion
  • Current image positioning 1 positioning 2 positioning 3 Future identity content content content Perception Time
  • Source: http://www.guardian.co.uk/media/media-blog/2013/jun/24/cannes-lions-online-lm-category Its no longer a level playing eld. Television commercials are being beaten to the [Cannes] Grand Prix by lms made with the complete freedom aorded by the internet. Jason Stone The Guardian, June 2013
  • Entertain Inspire Educate
  • Educate
  • Food Quality Perception Scores +46% A company I trust +61% Good quality food +73% Good quality ingredients +48% Food I feel good about eating
  • The BIG, pink lie
  • Information Curiosity Credibility Transparency
  • Entertain
  • Entertain
  • PRANKVERTISING
  • Fun Humor Suspense Intrigue
  • Inspire
  • REHTOM
  • MOTHER
  • million views in 3 days 9.1 20 million views to date
  • 3 minutes (on average) = 2014 109 years w/
  • Significant year-over-year increases in site traffic and card sales for American Greetings and Cardstore. - mullen
  • POV Relatability Purpose Heart
  • You need to think more like a content creator
  • But you dont have to do it all yourself
  • You have to entrust 23-year-olds to protect or amplify the brandwithout the classic structurethat organizations use to make decisions... If you are a control freak, youre not going to like thefuture. GREG CREED, CEO
  • Resources required CollaborateCreate Curate
  • You need a framework to put this all together.
  • Always-on pull content designed for your core target Hygiene Regularly scheduled push content designed for your prime prospect Hub Large-scale, tent-pole events or go big moments designed for broad awareness Hero
  • HYGIENE CONTENT Always-on pull content designed for your core target ACTIVATION Use Intent-Based Vehicles to drive trac to this content How-Tos, Demos, Customer Service
  • HUB CONTENT Regularly scheduled push content designed for your prime prospect Success Stories, Passions and Interests ACTIVATION Use Targeted Advertising to drive trac to this content
  • HERO CONTENT Large-scale, tent-pole events or go big moments designed for broad awareness Product Launches and Tent-Pole Events ACTIVATION Use an Orchestrated Approach Across Channels to drive trac to this content
  • Always-on pull content designed for your core target Hygiene Regularly scheduled push content designed for your prime prospect Hub Large-scale, tent-pole events or go big moments designed for broad awareness Hero
  • What not to do.
  • make wonderful content and fail to promote it DONT
  • think you are going to get this right the first time DONT
  • try to be something you are not DONT
  • be afraid of stirring conversation DONT
  • A parting thought.
  • I suppose its about the maturing of the consumer society. Once youve got the things you need and then youve got most of the things you dont need but desire, then you start looking for slightly deeper layers of meaning. - James Murphy, CEO of DDB London
  • Putting this into practice
  • Content Breakout Sessions Exercise #1 - Articulating Your YouTube Value Proposition (30 minutes) ARTICULATE Your content strategy Your YouTube value proposition is a statement that captures your target audience, your brand values and the content that connects the two. Having a clearly defined proposition helps all content development stakeholders remain true to your core strategic rationale and should serve as a filter for any content you develop. GET BY Who are you targeting and what do you know about them? (e.g. Busy women 25-35 who care about their appearance but rely on evidence based products) TO Complete the following statement: How do you want them to think, feel, or act differently about your brand? (e.g. to stimulate trial of new Product Line X and become advocates of Kims Luxury Cosmetics) How do you propose to do this through your content? (e.g. by providing her with credible, scientific skincare content that helps her get on with her life with confidence.)
  • DEVELOP Your content strategy Building a successful presence on YouTube requires requires thinking beyond a single viral hit, and committing to a viable long-term programming strategy. The first step in that process is to identify the content you are going to deliver to your target audience, from always-on Hygiene content to tent-pole Hero moments. HERO HUB HYGIENE What is your audience actively searching about your brand or industry? What can serve as your 365-day-relevant, always-on, PULL programming strategy (e.g. product tutorials, how-tos, walkarounds, etc.)? Note: Use search to make your content discoverable. What consumer passion points or interests do you want to deliver content about? Note: This is often staggered throughout the year. You may put targeted promotion behind this. (e.g. verticalized content, special interests, etc.) What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? Note: This is typically campaign or launch-based content. A brands may have only a few Hero moments in a year. Large promotional investment is involved. HERO 1 HERO 2 TIMING: TIMING: HUB 1 TIMING: HUB 2 TIMING: HUB 3 TIMING: HUB 4 TIMING: List all types of hygiene content: 1 2 m o n t h c a l e n d a r Content Breakout Sessions Exercise #2 - Develop Your Content Strategy (60 minutes)
  • Instructions: Spend 90 minutes completing these two exercises (approx 30 minutes on Exercise 1 and 60 minutes on Exercise 2) Quick Debrief at the end Content Breakout Sessions